Tag Archives: advertising

Using Mobile Marketing To Improve Your Business’s Visibility

Mobile marketing is a new way to reach a massive audience. Take some time to get to know more about how you can use mobile marketing by reading the pointers below.

When you consider what to include on your mobile page, remember that it’s important to say as much as you can with as little copy as possible. Mobile device screens are small, so droning on and on about a product just to get more keywords in is annoying to readers. Mobile marketing requires you to stick rigidly to the focus of the topic in a concise, yet thorough, manner.

TIP! Put your customers first. Understanding the wants and goals of your customers is the basic premise of mobile marketing.

Create a mission statement in tune to your purpose on how you can stay on track when doing social mobile marketing. If you have a clear definition of your principles, it’s easier to create a marketing plan that fits them.

You can gain an advantage by keeping an eye on what your competitors have been doing. You need to be discernible from the competition.

You need to have a home base if you are developing a mobile platform that will stand alone. You should want people to visit your webpage or keep them coming back to it. Do not ever base everything completely on a mobile marketing campaign.

TIP! Keep mobile marketing content messages brief and to the point. Make sure the messages you send can be absorbed quickly and understood by your customers.

Keep in mind that there can be different levels of mobile customers because of various outside influences; also note that once the entire market changes then customer base changes as well. Changes in technology can have a dramatic effect on your business, so stay up to date on all of the latest advances in technology.

Almost everyone is familiar with the idea of offering free apps, but not everyone understands just how easy it can be to develop one that meets the needs of your business. By offering visitors your own custom-made apps, you could significantly increase the success of your mobile marketing plan. There are many choices to make about app features; the possibilities are endless.

The most successful mobile marketers at some point started small, and over time implemented bigger and better strategies. This should be your strategy as well. Begin with simple texts and calls, then expand your campaign to include things like video content and social networking. Try everything you can to reach potential customers.

TIP! Use a mobile marketing strategy that keeps you visible and relevant. If you wish to stay competitive then be up to date with new technology and releases on a daily or weekly basis.

Although lots of people use their phones for Internet text, not all know the different kinds of abbreviations used online. If a person can’t understand your ad, you might lose a customer.

Allow message recipients to leave feedback about your mobile marketing communications. This offers an excellent opportunity to connect more effectively and interact with your customers. You may have people not being as receptive as you would like, but keep in mind that any information from a consumer should be treated as valuable input.

Cross-platform compatibility is essential in attracting more customers when taking on a mobile marketing campaign. If not, you risk losing customers due to technical problems.

TIP! Avoid sending messages to people at inconvenient hours of the day. Even though a person may like what you have to offer, nobody wants to hear about it at ridiculous hours.

Keep in mind that mobile users have a more difficult time navigating webpages. Your mobile marketing proposal should be simple, and if it is simple on a computer, those using a mobile device will have an easy time viewing it.

Split test the mobile capabilities your site. Testing is as essential to the mobile world as it is on traditional websites because this lets you see what works. The better of the two trial pages you create, as deemed by its success, should be your final choice, no matter how emotionally invested you may be in the other. Then use the one that gets the most conversions.

If texting is part of your mobile marketing plan, clearly disclose how often you intend to text your subscribers before they subscribe. It is very easy to screw up an SMS strategy because of how it notifies consumers. It can seem like you are being pushy. Therefore, make sure that only your opt-in customers receive your SMS texts, and never send more than the maximum number of messages specified in the opt-in terms. This is a great way to build up your brand loyalty.

Mobile Devices

Your mobile website should include maps and directions that are easy to use with a mobile device. There are a lot of people that rely on mobile devices for getting navigational directions. Create an easy way for your customers to reach you. Check that the maps and directions you provide display well on different mobile devices and work properly with mobile searches. Consider using an external link to a known site, like Google maps, for your customers.

As a method of enticing customers and expanding your branding, try QR codes. Your customers can use your QR codes to instantly access special promotions and discounts. All they need to use your QR codes is a cell phone. QR codes make it easier to market your products to your customers in a quick way with information they can use.

TIP! When delving in mobile marketing, you need to understand the basics of mobile devices in order to have your site and ads set up correctly. Conduct extensive research on the most popular mobile devices; this allows you to see things from your target market’s point of view.

Have relevant content. It’s easy to go overboard when entering the mobile marketing arena. Be sure your messages have a purpose. Approach things from your customers’ perspective and send out messages they would judge as interesting. Fill the needs and wants of your customers to ensure that they stick with you and continue to buy your products.

Promote your new mobile marketing campaign as a means of gaining access to exclusive offers and special savings. Advertise your deals on a host of different platforms to reach a wider audience. If people truly believe that your mobile campaign will help them, there is a good chance they’ll sign up. Let them know it will be fun and they will be better informed.

You can always improve your advertising. Be sure to look at the competition and see what is proving effective for them. Use the advertising tips discussed here to gain a competitive edge in your market arena.

Article source: http://bobsmlmblog.com/index.php/using-mobile-marketing-to-improve-your-businesss-visibility-5/

Advertisements

‘Ooohh, Shiny!’

alex-headshot-revised3I love new, shinny toys. I love to upgrade. I’m an early adopter, and have to have the latest and greatest…

I’ve been a business owner my whole life, and have a much larger list of what I’ve done WRONG than what I’ve done RIGHT. I’m constantly obsessing over how to grow my business; do I need more advertising, is the messaging right, will I get a higher open rate if I sent simple text emails instead of HTML, and on and on.

It’s easy to lose sight of business fundamentals as we’re approached by new opportunities to spend our money, uhem…’invest in higher ROI and more measurable small business marketing solutions.’ I’ve tried them all. Some work, some don’t…but few things have stuck around over time. When I need a good laugh, I open up the scrapbook and take a stroll down the ‘advertising/marketing’ expense column of my P&L and reminisce about all of the dollars I spent trying to grow more dollars. Nice.

Then I had lunch with a buddy of mine years ago, and when I expressed my frustration with this schizophrenic world of advertising/marketing, he looked at me with a calm grin on his face and said “Alex, the key to growing your business is relationships. You need to make more of them each day, and invest in the ones you’ve already got. Simple as that. If you stayed in touch with everyone you’ve ever done business with, what kind of impact would that have on you right now?”

There’s me: deer in headlights. So simple, and obvious…dammit! But that has little to do with the shinny gadgets and widgets I love to spend money on. Now what!?!

At the core of every successful business is a good CRM (Client Relationship Management) tool – a way to help organize and manage those relationships that are the life blood of business growth. Different industries have different solutions, but the premise is the same: know who your customers are, and treat them as an important part of your business growth by investing in a relationship with them.

  This is not an easy thing to start, but once you’ve made the investment and committed to making it a part of your growth strategy, you’ll never run your business the same way again.

Mobile Marketing Budgets to Balloon in 2013

Budgets for mobile marketing will get bigger next year, according to a new study run by Strongmail and presented by eMarketer.

The study in question suggests that 70% of marketers will ramp up their mobile budgets in 2013.

“A lot of brands have spent far too much money on mobile applications,” Scott Forshay, a mobile and emerging technology strategist for emarketing company Acquity Group, tells Mashable.

The time for greater emphasis and financial backing on mobile marketing has finally come.

This year, mobile ad spending in the U.S. is expected to reach $2.6 billion. That includes spending on display, search and messaging-based formats. And another estimate shows mobile advertising on smartphones will be a $5.04 billion industry by 2015.

“Of that $2.6 billion spent, $2.5 [billion] of that was probably wasted,” Forshay admits. “Probably the biggest error brands have made as they venture into mobile is that they think mobile is the same thing they’re doing for the website, just down to a 4-inch form.”

“Mobile users are not tethered to a desktop. They need timely information to drive them into stores with positive purchase intent,” he says, adding that marketing on mobile devices “will need to be timely, personal and contextually relevant (people expect their phone to be customized to who they are), in order to work.”

Article Source: http://www.mobilemarketingwatch.com/mobile-marketing-budgets-to-balloon-in-2013-24180/

Successful Loyalty Programs vs. New Groupon Rewards Program

The “loyalty” aspect of our service is what has really fueled a lot of the interest we’ve been getting recently. There has been a huge spike in interest in SMS and other mobile marketing services since the beginning of 2012. And, for the past few years, the Groupon model has been relatively popular. The concept of social buying and heavy discounts was very compelling to small businesses that were looking for ways to drive business. However, we saw some backlash with this model.

The deep discounts and one-time buys are not ideal for the goals and needs of certain businesses. I’ve seen about 60-90% of business owners say they will never do another Groupon again. So if you look at the business market and see that most businesses will not use Groupon again, then how does Groupon have any kind of future?

We always knew that the No. 1 fail point of Groupon was that they had no client retention model. We knew they would eventually have to evolve into a loyalty company—and they did when they came out with Groupon Rewards.

Now, the company is distancing itself from small businesses. They realized their model failed to deliver loyalty, so they started offering a lot of other type of products. Now their focus is on “rewards”, which they obviously did out of demand in the marketplace. But, many businesses dislike Groupon because although they can offer great discounts to customers, they aren’t able to get their hands on the list of people who bought the Groupon. That list is important in building loyalty and personal, engaging interactions among customers.

At SMS Masterminds, we have taken the time and energy to build a very campaign-based and service-based program. We understand the concept of loyalty and how it relates to the needs and opportunities of small business marketing.

There are several elements of a loyalty program that absolutely must be included for the program to be successful. And guess what—Groupon has incorporated virtually none of them. Here are some of the must-have components to a successful loyalty program:

Personal Relationship Building

Whatever system you use for your loyalty program should be one that rides the trends of the loyalty marketing industry and the demands of consumers. Consumers are demanding relationships—they want to feel important and buy from people that they like. If a brand can create a personality and get people to like it, that brand will win over customers. It’s about making an effort to make the customer experience personal and engaging.

Engaging Ongoing Messaging

A loyalty program needs to have consistency in its touch points. We are in a very fast-paced industry today and people expect instant gratification. With our loyalty marketing program, consumers are constantly engaged—receiving text message updates and rewards for checking-in on the Loyalty Rewards Kiosk. With Groupon Rewards, there is no engagement. It’s a system that tallies up totals, and who knows when you will receive your reward.

Timely Push Technology

You want to be able to PUSH your message out there. In order to continue that personal relationship with consumers, you must be able to reach them and provide them with something of value. Push technology is so important in marketing—and that’s why mobile is so big right now—because being able to push out your message and almost INSTANTLY reach consumers is unbelievably powerful.

In-House Engagement Element

You need to have something in-house that people can engage with when they walk into your business. There needs to be something they can do, touch, see, feel—whether it’s a table tent or some other form of signage or a Loyalty Rewards Kiosk conveniently located at the point of purchase—so customers can see, in that moment, how many check-ins they have so far, how many rewards they’ve earned, etc.

Habit Forming Consumer Use

A loyalty system needs to teach your customer how to buy. A successful program can help them develop habits that they will continue to act on over time. Consumer buyer habits are one of the most critical elements of any analytics because understanding what your customers are doing and helping them further mold their buying habits will directly affect your bottom line.

Social Media Integration

It’s 2012. If you are still aboard the anti-social media “I don’t see how it will help my business” train, then you should probably get off at the next stop. You can no longer turn a blind eye. Social media is out there, it’s big, and you can’t deny the success that many businesses have using it to promote brand awareness. A system with elements of loyalty, brand building and consumer engagement should absolutely include social media to round off the entire experience.

If you’re in the marketing industry, you’re going to have people ask you about the differences between Groupon and other loyalty marketing programs. Be prepared to answer those kind of questions by being informed.

Anyone can buy a full-page advertisement in a newspaper, but it’s what the ad says and how it looks that makes the difference of whether it works or not. It comes down to service. When we see other companies providing a technology-only solution, it comes up short in terms of what expectations should be. Value is the key, which is why our system has been built the way it has and how it has remained sustainable among all the other variations that are out there.

Restaurant Industry Is Leading the Pack in Mobile Adoption [INFOGRAPHIC]

The restaurant and food industry is embracing the mobile movement more than other business sectors, according to a new infographic.

DudaMobile, a service that makes websites mobile ready, found that restaurants and food services from pizzerias and bakeries to food trucks take 28% of the total percentage of small to medium-sized businesses that have a mobile-friendly site.

This category is far more advanced than other industries looking to reach out to smartphone users, including professional services such as locksmiths and attorneys (16%), health and wellness including spas and salons (10%), travel and tourism such as hotels (8%) and automobile/transportation (6%). Retailer was number six on the list (5%) for small to medium-sized businesses.

DudaMobile also noted that nearly 20% of visits to a mobile-optimized website result in an immediate call to the business.

The infographic also noted that 70% of smartphone owners use their device while shopping. In addition, about 51% of business travelers use mobile devices to find out information while on the go.

For a full look at which industries are embracing mobile, check out the infographic below.

Article Source: http://mashable.com/2012/06/14/mobile-adoption/

The Scope of Mobile Today

We’re almost halfway through 2012. Can you believe it?

The skyrocketing number of smartphone users and amplified mobile marketing budgets tell us one thing: the scope of mobile is broadening more and more each day.

As we near 2012’s median, here are insights into the booming world of mobile:

Mobile Web

  • Mobile Web is predicted to reach 2 billion users by 2015.
  • The largest age group of mobile Web users is ages 25-34, making up 25.6% of the user population.
  • When looking at the entire population of mobile Web users, 51.3% are male and 48.7% female.

Mobile Activity

  • An average mobile device user has their smartphone with them 23 hours per day.
  • The most common mobile activity is text messaging (74.3%), with photos (60.3%) and email (40.8%) trailing close behind.
  • 58% of all SMS opt-ins are done by the 25-34 age group.

Mobile Advertising

  • The average mobile marketing/advertising budget is between $75,000 and $100,000 per campaign.
  • The mobile advertising market is expected to surpass $5 billion by 2015 (compared to the $1.24 billion in 2011).
  • Mobile search makes up the largest investment of advertisers (49%), and following that are display advertising (33%), SMS/MMS marketing (12.2%) and mobile video (5.8%).
  • 71% of smartphone users have used mobile search after seeing an ad.

Mobile Shopping

  • Nearly 1/3 of consumers say mobile is their go-to shopping method.
  • 87% of consumers shop via websites on a laptop, 14% on a smartphone and 9% on a tablet.
  • Men and women engage differently on mobile devices when it comes to shopping: women use smartphones to make their shopping experience more social, while men use it to find information about their potential purchases.
  • Mobile coupons generate 10x the redemption rate as traditional coupons.
  • 70% of smartphone users use their devices when shopping in-store, and 29% who do end up purchasing the item online–this is called the Showroom Effect.
  • 53% of those mobile searchers have made a purchase after a smartphone search.

QR Codes

  • 50% of smartphone owners have scanned QR codes, and 18% of them made a purchase after scanning.
  • 48% of companies plan to invest in advertising with QR codes in 2012.

So, there you have the numbers and be you informed! Ignorance is no longer an excuse for marketers not tapping into mobile. It’s clear that advertisers certainly have a wide range of mobile options to choose from, with mobile Web, advertising, SMS, coupons and QR codes at their fingertips.

Hello generation mobile!

Check out the following sources to see where the numbers came from:

Mobile Marketing by the Numbers [INFOGRAPHIC]

Is Mobile Advertising the Future of Marketing?

How Consumers Engage with a Mobile Device

Should You Use Facebook Ads for Your Business?

We all know that making your advertising dollars count is critical to the success of your business.

Many people have asked me what I think about advertising on Facebook.

Is it effective? How does it compare with Google AdWords? Will it track my ROI?

Well, for starters there are over 800 million people on Facebook that you could potentially reach with your ad. That’s impressive.

Aside from that, Facebook allows advertisers to choose the audience they want to reach by filtering by location, age and interests. It offers the ability to test different image and text-based formats for the ad to see which gets the best response. You can also set a daily budget and adjust it at any time, so you have complete control over how much you spend on ads on a daily basis.

On top of all these features, Facebook just recently announced they are rolling out some new changes to Facebook Ads, giving marketers more opportunities for targeting and tracking results.

Coming soon, Facebook advertisers will be able to see what actions consumers take after seeing their ad on the social networking site. Before, Facebook Ads only permitted optimization for clicks, Page Likes, app installs and check-ins, but now marketers will be able to see whether the particular ad elicited the desired behavior (ie. visiting the website, making a purchase, redeeming offers, posting a comment, etc.)

Also with the new changes, advertisers will be able to target their ads to the people who are most likely to take the desired action. Eventually, Facebook will be able to tell which people are most likely to purchase online, share links, redeem coupons,etc., and then target their ads to those people.

Why is this new data so important? Measurement is EVERYTHING!

One thing about this kind of advertising is that you really need to pay attention to the metrics to make sure you’re getting the most out of your ad dollars, or else you can end up losing a lot of money.

You need to be analyzing how many impressions and clicks you’re getting and the conversion rates. You should also alter the messaging of your ads a few times to see what works best—which ad gets the most clicks? Which gets the most conversions?

So, what’s my answer? It all comes down to your goals.

Do your research and find out the average cost-per-click, the targeting options, tracking abilities for Facebook Ads and its competitors. See which one makes sense for your business.

Facebook Ads can definitely be a good idea. Just be sure to keep an eye on your results to ensure you’re getting the most out of your ad dollars.

History of Marketing [INFOGRAPHIC]

HubSpot created this detailed infographic on the history of marketing, starting with print advertising in the 1400s and ending with digital marketing tactics today.

Original Article

More Channels, More Success

We saw the theory in action during the Super Bowl commercials: more channels, more success.

Several television Super Bowl ads wisely incorporated mobile apps, QR codes and links to Facebook and Twitter to try and reach consumers from all angles.

Nowadays, while people are watching a basketball game on TV, they might be simultaneously tweeting about the score, texting their friends and playing games on their iPads.

A report from Yahoo and Razorfish revealed that while watching TV, 66% of US mobile device owners multitasked on their laptop or desktop PC on a daily basis, and 49% used the web daily on their mobile phone while watching TV.

With so much multitasking going on in the consumer world right now, there’s no guarantee you’ll reach your target audience with just one medium.

This means brands need to reevaluate their multichannel marketing programs.

A report from Nielson found that businesses engaging in multichannel marketing campaigns are most likely to see increased brand visibility.

The report found that half of U.S. consumers exposed to a particular TV ad recalled viewing the advertisement, but upon being exposed to the ad across multiple screens (TV, computer, mobile phone and tablet), that percentage jumped to 74%.

With the plethora of digital devices and channels, marketers should learn to successfully combine them in order to achieve maximum reach.

Mobile devices are especially important to incorporate in the marketing mix as their global proliferation continues to rise. It’s the one device people have attached to them at all times—of course we need to consider using it to target consumers.

Multichannel marketing requires combining the right channels to reach and engage consumers, so marketers need to find out which channels are worth integrating, and create one big digital marketing plan that encompasses all of them.

 

Mobile & Social Win Super Bowl

Last February, many marketers learned the hard way that including mobile and social into their brand’s Super Bowl marketing mix would be a game changer.

This year, marketers got it right—well, at least some.

Each year on Super Bowl Sunday, marketers have access to the eyes and ears of about 100 million people who are watching the game and anxiously waiting for the next jaw-dropping commercial. But for $3.5 million, they better make that 30-second time slot count.

InMobi released its Super Bowl XLVI Mobile Consumption Survey, which reinforced why marketers should have included some mobile component into their marketing mix.

  • Nearly 40% of respondents used mobile devices in response to TV ads.
  • 45% estimated that they spent 30 minutes or more on their mobile devices during the game.
  • Twice as many respondents used their mobile devices during the first half of the game than the second half.

In addition, Altimeter noted several trends regarding how brands integrated mobile and social in this year’s Super Bowl advertisements:

  • 11% of Super Bowl ads included emerging media technology (Shazam, Text Messages, Mobile Apps, QR Codes)
  • 16% included social media calls-to-actions (Facebook, Twitter, Hashtags)
  • 32% did not include ANY online references.

So which brands got the bang for their buck?
Several brands created successful interactive apps to accompany their commercials, including Best Buy, Toyota, Pepsi and Bud Light. The brands partnered with Shazam, an audio tagging application, and were able to link the Super Bowl ads with songs, giveaways and other content.

In addition, Chevrolet’s Chevy Game Time app gave users the opportunity to win prizes by answering trivia questions and polls.

Aside from mobile, many brands included social calls-to-action in their Super Bowl ads. In 2011, Nielsen found that Super Bowl ads that included social media tags that directed viewers to a link on Facebook, Twitter or YouTube were more 33 percent more memorable for viewers.

This year, hashtags were a common theme in many of the commercials. For example Audi’s anti-vampire ad included #solongvampires at the end, Bud Light Platinum included #makeitplatinum, and Hulu included #mushymush. The hashtags were used to get people tweeting about the brands, and it worked.

Links to Facebook were also included in the ads, of which many replaced traditional web links. Pepsi Max and General Electric among others included the URL of their Facebook Page at the end of their ad to drive consumers to the social networking site.

Also, GoDaddy experimented with a QR code at the end of one of their advertisements, which generated the best mobile website traffic ever for the company.

Each of these calls-to-actions was intended to drive consumers to a place where they can interact with the brand and create a dialogue. Some marketers really hit the mark this year and developed well-executed mobile marketing campaigns. Others, however, fell short.

Marketers and brands must understand the power of mobile and social in this day and age. We are a more technologically engaged, connected group of fans. People aren’t just rooting for their favorite teams while sitting on the couch eating chicken wings—they’re tweeting, conversing on other social networking sites and interacting with apps.

Super Bowl Sunday is the biggest television advertising event of the year. So marketers, don’t just throw a Hail Mary pass at developing a successful Super Bowl ad. Check the playbook, and create worthwhile ads by incorporating mobile and social—elements that are known to enhance the user experience.

%d bloggers like this: