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Mobile Advertising Post-Click Behavior, 2012 [CHART]

By David Erickson | March 13, 2013

Chart - Mobile Advertising Post-Click Behavior

16% of advertisers on the Millennial Media platform integrated mobile commerce experiences into their campaigns last year, according to the network’s year-in-review report released this morning. In the campaign action mix, mCommerce was offered as a post-click option less than social media (18%), store locator/view map (21%), and application download (37%), among others, per the report.

Explaining how some campaigns leveraged mobile commerce, the Millennial Media study indicates that entertainment advertisers promoted new motion pictures or DVD releases, providing links to purchase tickets or DVDs.

Still, the relatively minor use of mobile commerce is a reflection of overall campaign goals, with just 12% of those centered on product launch and release. Advertisers instead were more heavily focused on generating sustained in-market presence (39% of campaigns), brand awareness (14%), and site traffic (14%). Read the rest at MarketingCharts.

Posted in Advertising, Consumer Behavior, eCommerce, Email Marketing, Local Internet Marketing, Mobile Advertising, Mobile Behavior, Mobile Marketing, Mobile Search, Online Behavior, Search Engine Marketing, Social Media Marketing, Video Marketing and tagged eTailing, mCommerce, Mobile Apps, Mobile Email, Mobile Social, Mobile Video, Retail Marketing, Search Behavior

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Marketing, advertising, communications & public relations trends, statistics, charts, graphs, infographics, presentations, and video that are not published to the e-Strategy Content Marketing Blog or to eStrategy TV. This site is published daily by David Erickson, a veteran marketing professional.

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