iBeacon is going mainstream, finds new mobile marketing report

Latest Adobe Digital Index research finds marketers actively using geotargeting to better personalise consumer experiences

iBeacons and geotargeting are becoming mainstream tools for marketers, according to the latest Adobe Mobile Benchmark Report.

The US-based research found 18 per cent of mobile marketers are already using Apple iBeacons – a figure expected to double in 2015 to 36 per cent.

In addition, 49 per cent of marketers said they use device positioning to deliver content, while 48.8 per cent plan to add these capabilities to their mobile marketing arsenal over the next 12 months.

Adobe also found 33 percent of average mobile users take advantage of mobile assisted in-store shopping, while 9 per cent have used mobile wallets in the last three months. The latter figure rose to 22 per cent for ‘mobile elite’ users.

Related: Chatswood Chase reveals customer insights from iBeacon trial
What you need to know about location-based mobile marketing

The Adobe Digital Index team also looked into a range of other mobile dynamics and trends including social channels, and found Pinterest to be the most mobile social network. Sixty-four per cent of its referred traffic came from either smartphones or tablet devices, the report stated. This compared to 62 per cent for Twitter, and 41 per cent for Facebook.

Tumblr, however, produced the highest revenue per visit from mobile devices at US$2.57, compared to second-highest performer, Facebook, at $1.85.

The Adobe report claimed bounce rates for referrals from social networks are much higher on mobile devices than desktops at 61 per cent versus 53 per cent. As a result, the report’s authors warned marketers to track mobile ad bounce rates.

The Adobe Mobile Benchmark Report was based on aggregate and anonymous data from 18 billion visits to retail, media, entertainment, financial services and travel websites in June, along with behavioural data from companies using Adobe’s Marketing Cloud solution, Analytics and Mobile Services platforms. The company said this encompassed 700 million mobile app use sessions and more than 10,000 US websites and apps, as well as 3000 mobile users.

More from Adobe Digital Index: Australia’s top digital marketers break away from the industry pack

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in