Not Responsive

There’s a disconnect between how consumers are reading commercial emails and how marketers are conducting email marketing campaigns. On one hand, there’s the report earlier this week that says 41 percent of all commercial email is opened on mobile devices — a number that’s expected to surpass PC/desktop opens by the end of the year.

On the other hand, there’s the new 2013 Email Marketing Benchmark Report from Marketing Sherpa that says more than half of email marketers aren’t designing their emails with mobile devices in mind.

Almost 1,100 marketers took the survey and, of that group, 58 percent said they’re not creating emails to render differently on mobile devices.

Marketing Sherpa

Here’s another sign of the disconnect between email marketing and consumer activity: Only 21 percent of the marketers surveyed say they integrate the mobile channel with their email campaign.

Marketing Sherpa 1

Time to wake up Mr. Retailer.  Work with your teams now and Get Responsive.  You are losing sales to your competitors that are responsive.

This information sourced from recent Marketing Sherpa survey.  www.marketingsherpa.com

Webman

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Reclining Shoppers

With less than three weeks until Christmas, the majority of U.S. consumers (87 percent) plan to avoid crowded stores and malls and plan to cybershop from the comfort and convenience of home, according to a new survey by Verizon. – www.verizon.com

Of these stay-at-home shoppers seeking to check off holiday shopping lists while reducing stress, 21 percent plan to shop online while relaxing on their couch, 8 percent will shop while in bed, and 50 percent will do so while at their home-office desk.

Who is the Borderless Consumer?

borderless

When compared with all consumers, the preferences of digitally-savvy, borderless consumers are somewhat different.  More of them (31 percent) plan to make purchases while on their couch, or in bed (9 percent).  Slightly less (45 percent) will do so from their home-office desk.

borderless1

borderless2

Ho, ho, ho. Enjoy the shopping.

Webman

Apps Bigger than Television?

Not yet but close.

Mobile apps has overtaken browsing on the desktop web, it’s starting to challenge television, Flurry says. The San Francisco-based mobile analytics startup says that consumers are spending 127 minutes per day in mobile apps, up 35 percent from 94 minutes a day in the same time last year. At the same time, desktop web usage actually declined slightly by 2.4 percent from 72 to 70 minutes.

This means that U.S. consumers are spending nearly two times more time in mobile apps than on the web. And this time spent is now starting to challenge time spent watching TV. Flurry estimates that the average U.S. consumer watches 168 minutes of television per day, based on data from the United States Bureau of Labor Statistics for 2010 and 2011.

App consumption

Check out www.flurry.com to learn more about mobile application.

Webman

ZMOT – You Have Changed

Continuing our thread on information overload and the power of information in our lives, I had the opportunity this weekend to read a recently published book, ZMOT, Winning the Zero Moment of Truth.  It was written by Jim Lecinski.  Jim is the managing director, US Sales & Service for Google.  He works with many major brand marketers and media agency partners.  His book is brilliant and articulates clearly just how much has changed for consumers because of technology, information, Google and mobile devices.

You can download the book for free at www.zeromomentoftruth.com.   Today’s blog will highlight some fascinating statistics about behaviors and influences in our lives.  Please download the book and read it.  A fast read, full of great nuggets and game changing to your business.  If you are not thinking about ZMOT, you better start.

Here are some initial nuggets:

  • 70% of Americans look at product reviews before making a purchase
  • 79% of consumers use a smart-phone to help with shopping
  • 83% of mom’s do on-line research after seeing TV commercials for products that interest them

ZMOT, or Zero Moment of Truth, is Google’s definition of the critical moments that lead to an individual’s decision to purchase a product or service.  Since we are now connected almost all the time through high bandwidth connections, we now have the ability to learn about products that interest us whenever we want; watching a ball game, in the store, walking down the street or engaged in a conversation with our friends.  We can now be experts whenever we want – well we can certainly believe we are experts anyway!

  • As consumers, we are in charge
  • We get smart on stuff quickly
  • We engage in multiple conversations with friends, strangers, marketers, websites and experts in real time

Think about how your behavior has changed.  Would we ever consider buying a car without extensive research on quality, price, options, availability or comparing brands?  Nope.  This same behavior has now cascaded down to everyday products such as groceries, school supplies and gas prices. Mom’s are leading the charge, but we are all doing it.

People are now asking three questions before making purchases:

  1. Will it save me money?
  2. Will it save me time?
  3. Will it improve my life?

Hmm, tough battlefield to compete on.  You bet.  The reality is if you are a selling a product or service the ZMOT is becoming more and more critical to being considered.  If you are a business owner, start learning.  If you are a consumer, enjoy the power that you now have.  It will only continue to grow.

I have only scratched the surface on this topic and will dig in a little deeper over the upcoming weeks.  Read the short book though – it does a terrific job of identifying what is going on and what has changed.

Let me know what you think about this blog and about the book when you can.

Have a great day.

Webman