Tag Archives: text

Just How Effective is Mobile Marketing?

Mobile marketing produces more results more quickly than any other marketing channel in the history of the world.

I think mobile marketing is the most effective marketing channel ever (and it is not even close).

Here’s why:

1. Speedy Conversions –  A stunning 70% of all mobile searches result in action within one hour (Source: Borrell Association, 2011) By way of comparison, 70% of online searches lead to action within one month. This statistic alone surprised me. Think, for a moment, about the implications of this statistic. This shows marketers, clearly, that people searching on a mobile phone are prepared to learn more about your company/product immediately. This compresses the sales pipeline tremendously.

There is no other marketing method that can approach these numbers.

2. Superior Quality Conversions – Our research indicates that conversion rates are 10 times higher on a phone than on the average landing page. Basically, this means that if a prospect calls you, they are 10 times more likely to buy your product than if they simply visit a landing page.

What does this have to do with mobile marketing? Well, guess what mobile marketing is really, really good at: generating phone calls. Google says that 61% of mobile searches result in phone calls. xAd says that 52% of all mobile ads results in phone calls.

There is no other marketing channel that produces phone calls that frequently.

In short: mobile generates the highest quality lead source the majority of the time.

Wow.

3. Local Benefits – Google says that 95% of smart phone users look up local information regularly. 88% of these users take action within a day. This indicates that there are immediate needs searchers are trying to address.

Local companies should take advantage of these needs immediately. If your local business cannot be found on a mobile search, you won’t exist by 2014.

4. A ‘Captive’ Audience – If you have a smart phone you know how hopelessly addicted you are to it. You know that you can’t make it through a meal, a movie or even a trip to the restroom without checking your phone. You are a captive prisoner to your phone. This makes marketers smile. Marketers have long tried get their message in front of potential consumers. Marketers need access to consumers to get their message out. Well, mobile marketing gives you constant access to consumers. Studies show that 91% of smart phone owners have their phone with arms reach 24/7 (Source: Morgan Stanley, 2011).

There is no other channel that provides access to potential buyers 91% of the time.

5. And….Action! – 90% of mobile searches lead to action, over half lead to purchase (Source: MobiThinking, 2012) Wow.

6. Mobile Metrics are Easy to Measure – Google Analytics is definitely trending mobile. You can track where mobile users are, how frequently they visit and even which device they use. Additionally, integrating Google Analytics Multi-Channel Conversion Path with a call tracking tool allows you to track every engagement from the consumer. Phone calls are simple to track with any call tracking application (we prefer ours). And, remember, phone calls are the most common result of  a mobile ad or mobile search.

Mobile is the Most Effective Ever

Mobile marketing is, frankly, different. Mobile’s response rates and success rates are astronomically higher than any other method of marketing ever seen before. Let me be perfectly clear: in terms of immediate response, no marketing method even compares to mobile marketing. Nothing even comes close.

Now this shouldn’t frighten traditional marketers, businesses or online marketers. This is an opportunity, not a problem. Think of it this way: you’ve been given a tool that will increase your engagement, conversion and your trackable metrics. That’s awesome!

My friend was right.

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10 Commandments of Mobile Marketing

Brands need to wise up in their approach to mobile marketing.

SMS is now a top channel in the mix, but there are still misunderstandings in terms of how campaigns should be implemented.

I thought I’d share my version of the 10 Commandments of Mobile Marketing to set some guidelines for how brands should be utilizing the power of text to reach that mobile audience.

 

1.  THOU SHALT NOT SEND SPAM

Be aware of sending text messages to users who have not subscribed to receive them. Also, the rule of thumb is to send no more than four messages per month to subscribers to avoid being marked as spam.

2. THOU SHALT INCLUDE A CALL-TO-ACTION

Don’t leave it up to the subscriber to know what they need to do next. Make sure your mobile call-to-action includes relevant contact details and clear instructions telling them what they need to do.

3. THOU SHALT PROVIDE VALUE

You have the opportunity to reach consumers on the one device they are connected to all the time. Don’t blow it! If you want customers to interact with your brand, you need to make their experience worthwhile. It’s really easy for them to click “unsubscribe” if they feel like they aren’t getting anything out of their subscription. Don’t let it get to that point.

4. THOU SHALT OPTIMIZE, TEST AND COMPARE

When sending out text broadcasts, take into consideration the day of the week, time of day and message content to see which will elicit the best response. Test out a few different types of messages and play around with the day and time that you send them. In doing that, you can weed out the underperformers and move forward with the ones that garner success.

5.  THOU SHALT MOBILIZE THY WEBSITE

There’s nothing more embarrassing than a mobile call-to-action that isn’t optimized for mobile. If you’re taking the time to engage a mobile audience through text message marketing, you better make sure your site is mobile-friendly.

6. THOU SHALT MARKET THY CALL-TO-ACTION

Sure, you created a text message marketing campaign. Now what? You won’t be successful in building your subscriber database unless you learn how to promote the campaign. Use social media, flyers, table tents, or whatever else is out there in order to spread the word. After all, no one will opt-in to your campaign if they don’t know about it.

7. THOU SHALT REWARD LOYAL CUSTOMERS

Loyalty is built through good experiences, trust and that feeling of importance. Loyalty also leads to customer retention. So how do you get these loyal customers? Let them know you appreciate them. Sending rewards to your most loyal customers lets them know exactly how much you value their business, and THAT will keep them coming back for more.

8.  THOU SHALT MEASURE RESULTS

Just like with any marketing tool, it’s critical to measure the success of a mobile marketing campaign to evaluate what needs to be adjusted in order to meet objectives. Tracking opt-ins, opt-outs, conversions and ROI will help determine the value of the campaign and the importance of the channel going forward.

9. THOU SHALT OBEY LAWS AND REGULATIONS

Text message marketing is not a free-for-all. Campaigns must comply with laws governing unwanted spam texts, as spam complaints can lead mobile carriers to block a retailer from sending future messages on their network. Also, make sure to be explicit with the campaign’s “terms and conditions” so you don’t run into legal problems down the road.

10. THOU SHALT FOLLOW ALL COMMANDMENTS

Even though these commandments aren’t inscribed on a stone tablet, take them seriously. Failure to do so will likely result in the demise of your campaign. Mobile marketing isn’t rocket science. Just play by the rules, and nobody will get hurt.

Is the Death of Text Imminent?

Nope, not likely. At least not in the United States.

Questions have surfaced lately regarding the sustainability of text messaging amidst the rise of free social messaging apps like iMessage, Facebook Messenger, Blackberry Messenger, and more.

Phone companies allegedly missed out on $13.9 billion in 2011 because of these free messaging services, according to a report from Ovum.

Do these companies have something to worry about? Should they re-strategize and reevaluate their services to compensate for the losses?

Ovum suggests that telecommunications companies should collaborate with others in the industry, such as app developers, to leverage their relationships with subscribers, share end-user data, and integrate with social gaming connections.

It turns out these phone companies may actually may find some opportunity in this situation after all!

But even with the potential for industry-wide collaborations in the future, text messaging probably isn’t going away anytime soon amongst the U.S. population.

This article by Luke W Ideation + Design sums up the reasons why:

  • Texting in the United States grew 10 percent in the first quarter of 2011. That was down from 16 percent growth in the fourth quarter of 2010.
  • In September 2011, 73 percent of American cell phone owners were texting.
  • Americans aged 18 and 24 exchanged an average of 109.5 messages on a typical day. The median user in this age group sent or received 50 messages per day.
  • This month, the volume of texting among teens rose from 50 texts a day in 2009 to 60 texts for the median teen text user.
  • Adults in the U.S. traded an average of 41.5 messages a day, with the median user sending or receiving 10 texts daily.
  • The average email is read 48 hours after it is sent, while the average SMS is read in four minutes.
  • In the first half of 2009, Americans sent 4.1 billion texts per day.

While hope for text messaging in the U.S. still lingers, other countries are seeing a significant decline in the number of text messages being sent.

A blog article on the New York Times Blog Bits stated that Finland, Honk Kong and Australia are a few parts of the world that are experiencing this drop.

On Christmas day 2011, text messaging numbers were much lower in Finland, which is typically the busiest day of the year for texting. They were also down 14 percent in Hong Kong and 9 percent in Australia compared to 2010.

Why is this? Experts suspect the decrease is due to alternative messaging services.

But remember, text messaging is still the number one mobile activity among Americans.

Certainly, “free” is an undeniably convincing price point. But don’t drop your data plan just yet–text messaging is here to stay.

Get Ready for Considerably Higher Mobile Marketing Budgets in 2012

Mobile marketing budgets will increase considerably in 2012, but so will consumer expectations of the types of experiences they have interacting with their favorite businesses.

Mobile channels such as advertising (search and display), apps and mobile Web sites will rake in the most in spend for brands and retailers. The exponential raise in smartphone uptake is indicative of the importance mobile will soon play in the marketing mix.

“It starts with consumer behavior. Every indicator says mobile activity considerably increased in 2011,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA. “The latest was the IBM report that said sales from mobile devices doubled in December 2011 versus December 2010.

“Even the most stubborn of marketers has had to take note,” he said. “The smartest ones know that consumers expect brands to have a significant mobile presence – and they are punishing companies that don’t.

“Many mobile channels will benefit from increased spending. Mobile Web will be one of the winners driven by consumer demand. Another will be SMS because it provides reach to all, including the 50 percent who won’t have smartphones and, when used wisely, leads to permission-based, monetizable databases.”

Personalization

Retailers and brands will focus heavily on incorporating check-ins and deals into their mobile apps. The next generation of retail apps will be extremely sophisticated, focusing on loyalty and driving sales among loyalists.

Will the majority of big box retailers having built their mobile database and built a relationship with the consumers that have opted-in for communications, companies will now focus on way of making the marketing messages more personalized to more effectively drive sales.

For example, instead of getting a message for a mobile coupon with 10 percent off of the next purchase, imagine getting a message that says Macy’s just got a pair of peep-toe shoes that match perfectly with the cocktail dress you bought last week.

In order for personalization like this to be possible, data mining and segmentation of lists is an absolute must. Brands and retailers will be spending a lot of time and money on understanding their database and breaking it up into segmented lists.

“Similar to social media, mobile marketing spend as a whole will impressively increase in 2012 not so much in terms of greater budget allocations by a few enterprises but in terms of volume due to more SMBs and consumer affinity groups getting in the mobile marketing game,” said Angelo Biasi, adjunct professor for mobile marketing at New York University’s School of Continuing and Professional Studies and general manager of SMART Marketing Solutions LLC, New York.

“Easy to use do-it-yourself SMS campaign, mobile Web sites and especially mobile app creation tools that remove traditional barriers to entry, will become more attractive and consolidated service offerings by organizations that cater to these segments,” he said.

The fact that the big guys get mobile, has been driving mobile marketing spend. But, in 2012, the smaller guys will invest more heavily in mobile as well.

Mobile has become more mainstream for a few reasons. Faster network speeds, function-rich smartphones and tablets, a burgeoning portfolio of applications and more engaging ad formats like screen takeovers and expandable ads enable mobile to compete with more established media.

Mobile will account for 15.2 percent of global online ad spend in 2016, according to Berg Insight. According to the Berg, the total value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at a compound annual growth rate of 37 percent to $22.4 billion in 2016.

HTML5 is already changing consumers’ perception of the mobile Web. HTML5 will play a prominent role in mobile development in 2012 and will be used to try to overcome fragmentation issues that the industry has consistently battled.

Adobe’s decision to give up on Flash was abrupt but also signals how HTML5 will have to play a role in the future because it was one of the most successful Web add-ins.

HTML5 is helping companies create rich content and bypass the App Store and we will see this trend increase dramatically throughout 2012.

“Mobile is growing rapidly and is quickly becoming the norm for many consumers,” said Graham Jones, general manager of PriceGrabber. “PriceGrabber predicts an increase in mobile budgets, both in the development of new mobile features and mobile options, as well as a raise in marketing funds assigned to the mobile category.

“Merchants are investing heavily in the development of mobile capability as far as mobile check out goes,” he said. “They want to ensure a smooth process and experience for the consumer.”

Original Article

Retailers Drive Traffic and Sales with Text Messages

Results from a survey conducted by Placecast Inc., a vendor of text-based marketing services, reveals that up to 34% of consumers who receive text ads redeem them.

Up to 35% of consumers who have opted in to receive targeted promotional text messages from a retailer or brand subsequently visit that store or e-retail site, according to research conducted by Placecast Inc., a vendor of text-based marketing services.

And among consumers who visit a store or web site, up to 34% report redeeming the coupon or promotion offered in the text. Placecast surveyed a panel of consumers to understand their actions and also analyzed its clients’ redemption data and analytics to come up with its findings.

Placecast CEO Alistair Goodman says redemption rates can vary, from 11% on the low end to more than 65% depending on how appealing the offer is.

“We’ve seen some outliers, as high as 65%, when a retailer delivers a great promotion for an impulse item,” he says.

Placecast clients include outdoor gear retailer The North Face and apparel retailer White House Black Market. The North Face is a unit of VF Corp., No. 138 in the Internet Retailer Top 500 Guide. White House Black Market is a unit of Chicos FAS Inc., which is No. 129.

AT&T also entered a partnership with Placecast earlier this year to provide consumers a way to deliver messages from retailers or brands to AT&T customers when they are near store locations or stores that sell the brand’s products. A consumer within a certain geographic range of a Kmart store, for example, may receive a coupon or other offer to redeem with the retailer. Or the consumer might receive an alert from home cleaning products manufacturer S.C. Johnson about a special on its Pledge furniture cleaner at the nearby Kmart. Up to 90% of consumers surveyed indicate they find the text message alerts useful.

Original article found at: http://www.internetretailer.com/2011/05/12/retailers-drive-traffic-and-sales-text-messages

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