 |
   |
Visit min's sister site:  |
|
|
|
|
BREAKING NEWS & VIEWS
Magazines Are Driving Mobile Search ActivityWednesday, May 23, 2012 Forget 2D mobile activation programs and mobile apps or sites. Your readers are already using your print magazines as launching pads to mobile activity whether or not you are providing the programs. According to the latest research of how offline advertising inspires mobile search, Google and Ipsos find that 48% of smartphone readers are performing mobile queries off of ads they see in magazines. In this regard, print holds up well with other media, since only 35% of smartphone users search off of poster and billboards, while 57% do so from in-store promotions and 58% from TV. Magazines in particular are key drivers of the mobile ecosystem. The mobile device’s important role in the consumer’s path to purchase is starting to emerge in this early research. Among smartphone owners surveyed, 37% said that research that started on mobile led to a purchase they made online, while 32% cited mobile as a starting point for in-store purchases. While m-commerce has been a marginal activity until recent months, the Google/Ipsos research suggests that the path from a mobile search query off of a print ad to final purchase may not be as distant as it once was. They find 35% of smartphone users have already made a purchase on their cell phones and 68% of those m-shoppers have made a mobile purchase in the last month. The moral of the story is that mobile is activating your magazine regardless of a publisher’s own print2mobile programs. And increasingly consumers are becoming much more confident in letting that inspiration lead them directly to fulfillment by hitting a mobile buy button. Leveraging mobile technology to activate magazine editorial and advertising will be the focus of a panel at the June 5 min Digital Media Summit in New York. Executives from Meredith, Time, Inc. and Lucky magazine will share their learnings and best practices in using 2D moble code programs in print.  If you have breaking news to share please contact min’s editors.
Friend Us on Facebook at www.facebook.com/minOnline. COMMENTS
|
min's Social Media Guidebook
|
.jpg)
| Copyright © 2013 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions. |
