Posts Tagged ‘mobile’

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Google has announced a change in its AdWords rules in that businesses can no longer include their phone number in the advertisement’s text starting in April. The company has updated its policy, which now states that its call extension feature, must be used. Here’s what’s changing:

In the next few weeks, Google will no longer allow phone numbers to be used in the ad text of new ads. Advertisers who still want to promote phone numbers in their AdWords advertising can use the call extensions feature. This feature lets advertisers add a phone number to their ad so customers can call them directly as well as tracking how many calls they receive. Google is posting this alert now to provide adequate lead time to make ad changes.

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pay_per_click_advertising_agencyIn April 2013, ads that are using phone numbers in their ad text will be disapproved before the March 2013 policy change. Although Google monetizes all those clicks and taps on phone numbers, the company is making this change mainly to foster a safer, more consistent user experience across desktop, tablet, and mobile devices. After all, with the increase in mobile usage, many people search on Google for a business with the sole intention of calling them. So this change affects not only anyone advertising on Google, but also users.

When a customer clicks the phone number (call extension) on a mobile device which is capable of making a phone call, advertisers are charged the same as for a standard click on the ad. Note that phone numbers are clickable only on devices that allow a user to click and call (so, for example, ads will not show a clickable phone number on iPod Touch devices).

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It should be taken for granted that 9 of 10 phones sold are high-end devices. There is a growing number of smartphones in today’s fast-moving world. Each passing day more people are accessing the web through a mobile device than through computer and more Android mobiles are activated than babies born. So mobile search queries has grown five times more in the past two years. According to statistics, almost quarter of all searches comes from mobile devices (20% of all telecom, 30% of all restaurant, 25% of all movie searches).

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A recent survey of global TV habits has indicated that nearly one in five people uses a smartphone to watch television in the toilet. The researchers also has revealed that consumers are increasingly watching programmes ‘on the go’ : 16% use smartphones in the bathroom and 10% watch shows on a tablet in the toilet.

“No longer people click on banners, prefer to look at the website of brands” says Vice President of Strategy at Wunderman, Thom Kennon. Because he believes that digital era is over. Now, it’s time for “post-digital” era with mobile tools in the pocket of consumers.

We live in a world that we, probably, never expected a decade ago. In today’s world, most of us live as being stuck on our smart phones that are regarded as the most important benefaction of today’s world. According toThom Kennon, today’s world is the off-spring of post-digital era. Furthermore, the USA, which is the cradle of marketing and advertising, is falling behind many countries in this new world order.

Let’s look at the history of advertising and marketing in the light of the explanation made by Thom Kennon. Certainly, the golden age of television channel in terms of advertising started in 1960. During 35 years from 1960 to 1995, people generally look at marketing and advertising very scientifically. However, commercial web appeared in 1995 and until 2010 marketing field which is called as “digital”grew.

In this process, for many people digital was the form of “below-the-line” marketing compared to television. Because it was offering cheap solutions like banner to brands. Then, websites were preferred to outdoor or printed advertisements and in the following years, brands and agencies started to establish digital departments and specializations.

However, today everything has changed, we’ve changed in that our preferences, interests and sphere of influence have changed. So digital advertising needed something different to influence consumers.

Another point emphasized by Thom Kennon is “mobile” channel that is regarded as a must in this new world order. In this post-digital process, we’ve definitely learned many various areas such as search, social media. For instance, social media has come on the scene as an open box of personality in that it has become possible to learn what people talk about, what they look for and what they wnat. More importantly, users have been able to control the messages. However, “mobile” has carried everything to a completely different point since mobile channel is everywhere from your bags to your pockets. So it is a vital point for marketers in order to touch consumer.

After all, we can consider such that mobile, search and social media are definitely the main path on which we are walking in the process called as “post-digital”.


Starbucks  has just launched its app for iPhone. Not only the app introduces its popular Starbucks Card eGift feature on a mobile device for the first time but also combines the features of its two popular apps for iPhone and iPod touch: myStarbucks and Starbucks Card Mobile.

Now it is possible for customers to access their favorite Starbucks Card features, use the mobile payment capability, track their My Starbucks Rewards and custom Starbucks features in one app. Customers can send a mobile gift along with the new option.

Thanks to Starbucks Card eGift feature, customers can treat friends and family to their favorite Starbucks beverage, food or merchandise by sending a gift straight from their Apple devices. Customers can customize Starbucks Card eGifts with a personal message and send it to their contacts or Facebook friends list, for any amount between $5.00$100.00

Furthermore, it becomes possible for customers to find nearby Starbucks stores with Starbucks for iPhone by using the store locator feature. In addition to access food and beverage nutrition information, it allows customers to build a virtual beverage with the Drink Builder. Even a job search at Starbucks is possible with the app.

Finding new ways to connect with our customers and elevate the experience in and and out of our stores drives our continued growth in the mobile space. We’re inspired by our customers and their feedback on MyStarbucksIdea.com which led us to develop the new Starbucks for iPhone App,” said Adam Brotman, vice president, general manager, Digital Ventures at Starbucks Coffee Company. “Customers asked for the convenience of one app bringing together the features they love to use. Also, since the introduction of Starbucks Card eGift, we’ve heard people wanted a mobile version. With the Starbucks for iPhone App we had the opportunity to bring together a collection of great features, and we’re excited to offer this new mobile experience to iPhone and iPod touch users.

The Starbucks for iPhone App is available for free from the App Store on iPhone and iPod touch or at Starbucks website.

Last month Starbucks presented the similar app for Android.