Mobile Marketing Best Practice, Trends, Case Studies

CRO Tactics

Contents: Adopting key principles of user-centred design Developing a clear online value proposition Using the Seven Principles of Persuasion Optimising product pages and content Reducing friction around the shopping basket and cart abandonment Utilising video and augmented reality Providing social proof, user-generated content and reviews Email retargeting Personalisation Adopting key principles of user-centred design A […]

Article Delivery and fulfillment

Reducing return rate: What are the latest ecommerce strategies?

Michaela Weber, interim GM EMEA at BigCommerce, discusses the ways retailers can tackle returns while still easing the path to purchase for consumers.

Trends and Innovation Innovation and Trends

The latest frontiers in VR – Digital Shift Q2 2024

Article Augmented reality

14 examples of augmented reality brand experiences

Augmented reality has surged in the headlines of late with the release of Apple’s Vision Pro headset and Meta teasing a potential rollout of AR glasses as it marks the 10-year anniversary of its VR/AR outfit, Meta Reality Labs. If augmented reality headsets and eyewear become more commonplace, brands and entertainment companies may take the […]

Article Mobile

Site speed: Seven ways developers and web managers can improve it

Site speed has always been a hot topic in the realms of web development and SEO, with both parties looking for the perfect combination of a cutting-edge, visually appealing site, consisting of high-quality imagery, which has an average page load time of less than a couple of seconds.

Best Practice Search

User Experience and Interaction Design for Mobile and Web

This guide to mobile and web user experience (UX) best practice aims to cover all the key aspects of product design for desktop and mobile and equips readers with the tools and techniques to achieve clear, measurable business objectives.

Briefing User experience and usability

A marketer’s guide to progressive web apps (PWAs)

A progressive web app, or PWA, is a website with the look and feel of, and much of the same functionality as, an installed application on a desktop PC, tablet or smartphone.

Food and Drink Case Studies

Joe & the Juice increases revenue by 56% with updated loyalty scheme implementing personalised user journeys

The Denmark-based juice bar and coffee chain implemented automation and customer engagement solutions from Braze to engage its customer base and maintain operational efficiency with a small team. Joe & the Juice | Braze

B2B Case Studies

ShareMyToolbox uses peer-to-peer sharing technology which led to a reduction of 48% in loss of tools and drove increased productivity.

The US B2B technology provider partnered with Shout Digital to deliver an app designed to counter financial losses from theft and tool mismanagement in the construction industry. ShareMyToolbox|Shout Digital

Professional Services Case Studies

Professional accountancy body improves member experience with relaunched app

The Institute of Chartered Accountants in England and Wales worked with Cantarus to make its app a more essential tool for its members, leading to 10,000 downloads The Institute of Chartered Accountants in England and Wales| Cantarus

B2B Case Studies

Paid ad campaign targeting industry events generates close to 5,000 downloads for Turkish jewellery app

Working in partnership with D-Dat, Buluro deployed a paid ad strategy across Google and Meta to coincide with jewellery trade shows

Article Customer Experience

Hybrid CX: Four use cases for retailers integrating smartphones into stores

According to an August 2018 study by Salesforce, 71% of shoppers use a mobile device in-store – a figure up from 62% in 2017.

Photograph of store displays inside ochama, which feature fresh fruit, cooking appliances and crockery arranged in an aesthetically appealing way. In the background are some mannequins modelling clothing.

Article Innovation and Trends

Is JD.com’s Ochama bringing New Retail to Europe?

What is Ochama and how is the format different to current European stores?

A man scans a bottle of orange juice with his smartphone in Sainsbury's Holborn Circus store.

Briefing User experience and usability

How mobile payment is changing offline UX

This week, the first ever cashierless store opened in the UK: a Sainsbury’s Local supermarket that is experimenting with using the brand’s Scan, Pay & Go smartphone technology instead of tills and cashiers.

Article Augmented reality

What innovations in 3D and AR technology could mean for ecommerce

New technology is opening up further opportunities within ecommerce, as AR and 3D sizing solutions help online retailers to solve challenges around size and fit. Consumers are already shopping online more than ever before, of course, but these solutions could further accelerate the shift to ecommerce – particularly within fashion. The EY Consumer Index recently […]

Article Data management and activation

From pet analytics to automotive matchmaking: Three brands using data as creative fuel

Data is an ingredient, not a strategy. Impactful campaigns by Audi, Diageo and PetPace show how brands can look beyond the obvious. Deep analytics married to creative thinking – taking in everything from Peruvian pets to pre-dinner drinks – can help marketers use data to build human stories that drive conversions.

Stock photograph of a hand holding a smartphone with the NHS app open on it listing options to share your Covid-19 status, check your vaccine record, order a repeat prescription, and more.

Article Mobile

NHS app needs to demonstrate “continuing value” in order to succeed: report

The NHS official app has been widely downloaded by patients, but a new digital transformation report from the Health and Social Care Committee asserts that more needs to be done to convince users of its value.

Article Native Apps

Airship’s Thomas Butta on what makes a great mobile app experience

Thomas Butta is Chief Strategy and Marketing Officer for Airship, the mobile app experience platform. We ask him what makes a great mobile app experience, and learn about why marketers should have what he calls a ‘life after download’ mindset. Tell us about your role – what does a typical day look like for you? […]

Article Privacy and data protection

A day in the life of… Charlie Johnson, VP at IP geo-location company Digital Element

Charlie Johnson is VP International at global geo-location data and services company, Digital Element. I recently chatted with Charlie to find out more about her role and expertise, as well as her thoughts on how privacy regulations are impacting the digital ad industry. Talk me through your role… What does a typical day look like […]

Article Mobile

AppsFlyer’s Adam Smart on how marketers should adapt to a changing mobile landscape

Adam Smart is Director of Product, Gaming at AppsFlyer – the mobile marketing analytics and attribution platform. I chatted with Adam to find out more about his role, plus his opinion on growing ad formats, data measurement, and user privacy. Tell us about your role, and how it fits into the wider company? In 2020, […]

A smartphone with a Chinese flag displaying across the top portion of the screen.

Article Mobile

How China’s programmatic landscape is changing

In June 2021, China officially passed one billion internet users, with 71.6% of its population connected to the internet, according to the 48th Statistical Report on Internet Development in China. For would-be advertisers, this is an immense potential market, and programmatic advertising offers a flexible, efficient, scalable and targeted way to reach these consumers. However, […]

Article Digital Advertising

14 stats that show how gaming, in-game ads and OTT entertainment have changed in the wake of Covid-19

Gaming and home entertainment in all their forms have soared thanks to the pandemic, creating an unprecedented opportunity to marketers and advertisers, who are intent on reaching these newly captive audiences. In this article, we’ve collected together statistics, reports and figures that illustrate how the ongoing Covid-19 pandemic is affecting everything from gamer demographics to […]

Article Customer Experience

How restaurants are innovating with digital loyalty programs

Digital sales have more than tripled for restaurants since the start of the pandemic, says Paytronix’s Annual Order & Delivery Report. Other research mirrors these findings, suggesting that digital is increasingly a differentiator for restaurants. According to the Restaurant Readiness Index, restaurants now generate around 40% of their total sales by selling to customers online, […]

Article Mobile

Airship’s Patrick Mareuil on mobile customer engagement strategies: “third-party data will only get more scarce”

Patrick Mareuil is Managing Director EMEA at Airship. We chat to him about privacy, how to optimise app experiences, and what marketers need to do differently in the months ahead.

Article Mobile

How digital is changing the pharma & healthcare industry

The Covid-19 pandemic has triggered an acceleration of digital transformation within the healthcare and pharma industry. According to a survey by GlobalData, 40% of pharmaceutical industry professionals in Europe and North America believe that the pandemic has accelerated digital transformation by more than five years.

Article Native Apps

Can Uber achieve super app status in the US?

Super apps are a fixture in Asia but for all of their success in the East, they haven’t caught on in a big way in the West.

Webinar Resources Mobile

Digital Shift Q1 2020 Chapter 4 – The rise of ‘super apps’

Econsultancy’s quarterly Digital Shift report is intended as a guide to support strategic thinking. It is about delivering actionable insight on trends that will be significant in the short- to mid-term, and can be used to generate new ideas, improve business performance and stay ahead of the competition.

Briefing Native Apps

Super apps: How the rest of the world is following in China’s footsteps

If you move in digital circles, have spent time in or have done business with China in the past five years, chances are high that you’ve heard of WeChat.

Article Mobile

To obtain first-party location data, companies need to adapt to Android 10 and iOS 13

Location data is a valuable commodity and its value is only increasing as the war on cookies intensifies and some marketers embrace it as a “cookie for the real world”.

Article Digital Advertising

Advertisers beware: location data often isn’t what it appears to be

Location, location, location. Advertisers know it’s important, which is why they often target users by their location. Location represents more than a place; from it, advertisers often make inferences about everything from intent to demographic characteristics.

Article Digital Advertising

Six ways marketers can fight location-based ad fraud

According to BIA/Kelsey, location data will be used in upwards of $38bn of mobile ad spend in the US this year, but unfortunately for marketers paying to reach consumers in specific locations, the evidence suggests that much of the location data being used in location-based ad targeting is not only inaccurate but totally fraudulent.

Trends and Innovation Mobile

Internet Statistics Compendium: Mobile

A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media. This report is aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.

Quick Guides Mobile

Quick Guide to Augmented Reality

AR technology proved its utility during the Covid-19 pandemic, entertaining and engaging customers and enriching digital experiences. This quick guide provides an entry point for marketers looking to use the technology in their own campaigns, covering potential applications, business considerations and steps to implementation.

Best Practice Mobile

A Marketer’s Guide to Augmented Reality (AR)

A best practice guide exploring the uses, challenges and opportunities of AR for marketers and investigating what the future of this technology might look like. It also explores whether AR will merely be a fad or a lasting form of digital engagement between marketers and consumers.

Mobile

The latest mobile best practice, case studies, trends, training and more. From native apps and geo-targeting to augmented reality

Mobile Marketing Best Practice Guide

Mobile and UX

Case Studies

Microlearning Courses

Articles

Super apps

Location data

Reports

Find mobile marketing trends – visit the ISD

Topic hubs