Tag: m-commerce

comScore report highlights the performance of mobile commerce

| December 4, 2012

 

comScore releases final report on holiday shopping weekend

comScore has released its final repMobile Commerce Thanksgiving Shopping Reportort on the most significant holiday shopping weekend of the year. Thanksgiving marked the beginning of a shopping marathon for millions of consumers. Shopping finally came to an end on Cyber Monday, leaving many consumers content with the multitude of deals they were able to snag from retailers. comScore has been reporting on the performance of each of the major shopping days of the weekend: Thanksgiving day, Black Friday, and Cyber Monday. The firm has released its last report on this year’s extravaganza, showing that mobile commerce has played a major role.

More than $2.86 billion in sales recorded this year

According to comScore, retail sales set new records this year as retailers moved to engage mobile consumers in a more dynamic way. Retailers have been frantically adopting mobile commerce platforms in order to provide mobile consumers with more convenient services. comScore notes that e-commerce sites have been the most popular of these platforms and have accounted for more than $2.86 billion in sales during the holiday shopping weekend.

$750 million in mobile sales

Cyber Monday saw online sales of $1.46 billion, much of which is made up from mobile purchases. Over the entire holiday shopping weekend, more than $750 million in sales came from mobile consumers who used their smart phones or tablets to purchase products directly from retailers. The comScore report shows that the most growth seen during the holiday shopping weekend happened on Thanksgiving day. Traditionally, retailers did not offer their major deals until Black Friday. This year, however, companies began offering deals on Thanksgiving, hoping to kick start the holiday shopping weekend.

More retailers expected to show interest in mobile commerce

Though retailers saw the most mobile traffic on Cyber Monday, mobile commerce had a strong showing throughout the entire weekend. Consumers have shown interest in mobile commerce because of the convenience it provides them while shopping. The major success of mobile commerce initiatives during the holiday shopping weekend is likely to pave the way for more retailers to engage mobile consumers in a more serious manner.

Google acquires Incentive Targeting

| December 3, 2012

 

Google announces acquisition of retail coupon firm

Google has announced that iIncentive Targeting Acquired by Googlet has acquired retail coupon firm Incentive Targeting. The massive technology company has been showing increasing interest in mobile commerce and marketing recently, hoping to engage a new generation of consumers that have become highly reliant on mobile devices. According to Mike Dudas, a member of Google’s mobile commerce division, the acquisition of Incentive Targeting will help Google focus on coupon marketing campaigns that will be directed at very specific demographics.

Incentive Targeting boasts of advanced sales analysis system

Incentive Targeting was founded in 2007 and has partnered with several retail chains to develop highly targeted marketing campaigns. Earlier this year, the company was granted a patent by the U.S. Patent and Trademark Office for “a computer-implemented method and system for conducting a search of electronically stored information.” This system enables advertisers to analyze sales information and use this information to develop highly specialized coupon campaigns.

Google shows interest in coupons for advertising

This system is likely what caught Google’s eye in the first place. The company has made major strides in the field of online advertising, especially through engaging mobile consumers. These consumers have proven especially responsive to participating in mobile marketing campaigns that provide them with some sort of special offer, such as digital coupons. Though Incentive Targeting’s system is often used for physical marketing campaigns, it can also be tuned to be used for online business, something that Google has shown interest in doing in the past.

Mobile marketing continues to be a major focus of Google

Mobile marketing is becoming an ideal way to engage the growing audience of mobile consumers. More people have access to mobile devices now than they ever have, creating an opportunity for advertisers to establish a constant connection with these consumers. If Google can leverage the technology developed by Incentive Targeting to engage these people, it may be able to see a major uptick in its mobile marketing and online advertising business.