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Are retailers ‘missing the boat’ in driving revenue? November 17, 2010

Posted by StrategicGrowth in marketing strategies, mobile, mobile coupons, Mobile Marketing, Strategic Growth Concepts.
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4 comments

A recent MediaPost Mobile Insider article by Steve Smith makes the bold statement, “friendly reminder to retailers: Your customers are way, way ahead of you when it comes to using mobile as a resource.”

As someone who regularly works in the Mobile space to help clients develop and implement their mobile strategies, I have to say, he’s quite correct.  Study after study indicates that consumers are heavily embracing the use of mobile technology, and are interested in being able to utilize their mobile devices to find convenience and improve the productivity of their lives.  As more and more demands are made on their time, consumers are seeking ways to engage with retailers in ways that are convenient for them; chief among those methods of engagement is mobile.

Unfortunately, the vast majority of retailers – large and small – have yet to catch on.  Smith cites new research from Brandanywhere’s new Mobile Omnibus Study, which polled 7,000 sites on 10 devices, and found that only 4.8% of U.S. retailers had mobile-specific Web sites. The top-tier retailers are faring slightly better, but not well. Almost 23% of the major retailers, as defined by traffic levels from Alexa, had mobile Web sites. When broken down by verticals, the results across all merchants are even worse. While auto parts retailers (20.78% with mobile Web sites) and auto dealerships (15.66%) were relatively more mobile-ready by comparison, department stores (3.41%), clothing and shoe stores (1.61%) and grocery stores (1.60%) were pathetic.

Smith indicates that according to Dan Flanegan, Managing Partner, Brandanywhere, the big disconnect is with consumers who say they would give preference to retailers that had mobile presence. His company partnered with Luth to poll over 1,000 consumers on whether a brand’s mobile-readiness affected purchasing decisions. “One in two consumers would give preference based on whether the retailer has a mobile site,” he says. “It indexes even higher with higher-value purchases. There is a big opportunity retailers can grab onto.”

Luth and Brandanywhere also asked how consumers prioritize the functions they most need on a retailer’s mobile presence. Interestingly, transactions were not among the most popular features. Foremost, they wanted to know about the special offers and coupons available - tools that could help them shop smarter and more cost-effectively. The second most desired feature was product pricing. Store location came third, followed by product information.

According to Smith, “Brandanywhere developed their Indexer to help agencies and their clients better understand how their digital presence is being seen across devices. The main focus was on the mobile Web, where people are inclined to type in a familiar branded URL and hope for a desirable result.”  Smith further explains, “For years the .mobi extension struggled to become the commonplace suffix for all things mobile in the minds of consumers. In many cases the brands ended up creating m.brandname URLs instead. However, the best-case scenario is having a reliable redirect at the branded URL that kicks phones over to a mobile-ready version of the site. But as Brandanywhere’s research shows, this reasonable expectation among mobile users is not being met.”

So, we ask you, ARE retailers missing the boat in driving revenue? Our experience at Strategic Growth Concepts, the Brandanywhere study, and many other studies indicate an absolute YES!

Retailers – large and small – must begin to understand that consumers EXPECT them to be mobile.  They EXPECT to communicate with them via mobile, and they EXPECT retailers to make their lives easier by enabling them to obtain information about and from their firms via mobile.

So why aren’t they mobile?  My experience in talking to businesses about mobile has led me to several conclusions:

  1. they assume it’s cost-prohibitive and that if they don’t have a substantial budget to invest in their mobile effort that they won’t be able to enter the mobile space.  THEY’RE WRONG!
  2. they don’t know where to start. WE CAN HELP!
  3. they assume it’s extremely complicated to get started and that it requires massive amounts of time and effort. AGAIN, THEY’RE WRONG!
  4. they assume mobile is just a passing fad and it will soon lose the interest of consumers, and that they’ll be able to be glad they didn’t waste their time and money getting involved in it. THEY COULDN’T BE MORE WRONG!

So let’s be clear, consumers have spoken; study after study indicates that mobile will continue to grow substantially – particularly in the next 3 – 5 years – and will become a major driver of our economy.  Those that do their homework and start integrating Mobile Technology into their operational and marketing strategies now will find themselves achieving substantial market share increases over their competitors who choose to ignore Mobile.

Which will you be – the retailer who embraces mobile and reaps the benefit?  Or the retailer who conducts business as usual – and gets left behind?

____________________________________________________________

The author, Linda Daichendt, is Founder, CEO and Managing Consultant for Strategic Growth Concepts, a marketing / management consulting firm focused on start-up, small and mid-sized businesses.  Areas of specialization include:  Mobile Technology Optimization and Marketing, Social Media Marketing, and Virtual Events production.  Linda is a recognized small business marketing expert with 20+ years of experience in a wide variety of industries. 

Linda is available for consultation on Mobile Technology Optimization and Marketing and other topics, and can be contacted at Linda@StrategicGrowthConcepts.com.  The company website can be viewed at www.StrategicGrowthConcepts.com .  For more information on Mobile Marketing please visit the Mobile Marketing section of the Strategic Growth Concepts website.

High-impact Marketing Strategies for Non-profits and Small Businesses September 18, 2010

Posted by StrategicGrowth in local marketing strategies, Marketing Plan, marketing strategies, mobile, mobile coupons, Mobile Marketing, Social Media, Strategic Growth Concepts.
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I recently had the privilege of being interviewed by Brian Prows, Director of New Media Marketing for MobileBeyond, on the topics of Mobile Marketing and Social Media for small business and non-profits.

When Brian contacted me about doing a podcast interview with him, we discussed a myriad of topics that we both deemed to be of great importance to our respective audiences.  In talking it through, we finally decided that if we focused the interview on small business and non-profit organizations, and strategies designed to help them grow, that we would be addressing a very large audience who would be able to find value in our discussion.

During the interview we discussed a wide range of marketing-related topics that will be beneficial to both non-profits and general small businesses; from marketing strategies, to marketing plan development, to social media marketing, location-based marketing, consumer review sites and mobile marketing.  A primary focus of the interview related to the need for small business owners to identify specific marketing strategies that are high-impact and cost-effective, and then to develop them into a comprehensive marketing plan which can be measured against to effectively track results.

I believe both small business owners and marketers, and non-profit organization management staff, will find valuable information within the podcast and I highly recommend that you have a listen.  The article and podcast can be found on MobileBeyond.  It can also be found on iTunes.

My thanks to Brian for the interview, and for helping to spread the message of Mobile and Social Media for small businesses.

Three mobile web marketing tips for the holiday shopping season August 27, 2010

Posted by StrategicGrowth in local marketing strategies, marketing strategies, mobile, mobile coupons, Mobile Marketing.
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3 comments

Bryce Marshall, Knotice

The ways shoppers make purchasing decisions in retail stores are undergoing a seismic shift. The shift is not driven by changes retailers are making to in-store promotions, store layout, retail design or packaging, however. It is driven by shoppers who have discovered that their mobile device offers a comprehensive tool set for making informed and confident decisions on what products to buy, which to pass on, or where else to make the purchase.

At the beginning of 2010 Motorola released the results of a fascinating study conducted during the 2009 holiday shopping season. Among the insights was one particularly interesting nugget: Worldwide, 51 percent of shoppers used their mobile device to help make an in-store purchase decision. The adoption rate of mobile devices generally — and smartphones specifically — continues to grow at a torrid pace. It’s common sense that mobile devices will be more vital to shoppers during the 2010 holiday season. In fact, using the mobile tool set to help make purchase decisions is no longer an emerging shopping behavior. It’s established shopping behavior.

Many of the most-trusted marketing tactics cannot adapt to the mandatory mobile contexts of time and place. And those trusty tactics cannot get down to specific increments of minutes and seconds — or meters and footsteps — like mobile interactions can. For consumers, the mobile Web unlocks the power to interact with, find, or demand the content they want at exactly the time and place they want it. The mobile Web fills the gap between layers of static, broadcast or stationary media. It fills the gap between the online and offline experience… and between Web stores and physical stores.

Here are three smart mobile Web tactics retailers can use now, and for the busy 2010 holiday shopping season. 

1. Provide the best of online in the store.

This is the clearest and most immediate opportunity for a lot of retailers, manufacturers and packaged goods providers. Consumers want the kind of detailed information found online to help make informed purchase decisions. For example, one large manufacturing company is making the great content from its website available to the in-store shopper via the mobile Web. The goal is easy access to the right amount and type of content. Not providing all of the information available on the product, just the right information to help a customer decide against a competitor’s product or prevent them from walking out of the store because of a lack of information.

The mobile Web, apps and SMS are great ways to get valuable content in the hands of in-store shoppers. Mobile solutions do not eat up valuable in-store shelf space and are more scalable and cost-effective than interactive solutions like kiosks, computers and video displays. Mobile solutions are perfect because the shopper provides the hardware.

2. Provide the tools to search, find, and motivate.

Right now consumers leverage mobile devices to search for information or make purchases while they are on-the-go. They seek convenience when busy or a diversion from boredom. They want smaller and smoother interactions. On-the-go shoppers have simple needs: Find a retailer, know what to buy, know it will be convenient, use a coupon. Apps and the mobile Web fill a potential gap in traditional media scenarios because with mobile search, location data, driving directions and coupon delivery, every shopper has the tools to locate and buy.

3. Embrace cross-channel behavior, don’t fight it.

A traditional failure by hybrid retailers, one that drives customers crazy, is the counter-intuitive division between online and physical retail operations. The organizational limitations of the retailer prevent a brand from embracing consumers’ cross-channel preferences. Right now many consumers use the traditional Web to research products, or create a shopping/wish list, all while intending to buy at a retail store. They use online tools but don’t buy online. Marketers can embrace this online-to-offline migration by creating mobile solutions that combine virtual and physical experiences in a consumer-centric mashup. For instance, allow online browsers to create a mobile cart or shopping list, then forward it to a mobile device via SMS, or access a shopping list via a personalized mobile Web page or app. Shoppers can quickly reference product information, SKUs, pricing and store location information — all of which ensures a seamless and profitable cross-channel retail experience.

On-the-go shoppers are looking for information right now. They are ready to make a purchase decision right now. They simply crave convenience, direction and purchase confidence. Deliver these experiences in every mobile interaction and your shoppers will be grateful now, and this winter when it counts the most.

Bryce Marshall is the director of strategic services for marketing firm Knotice.

Mobile Users Ready for Location-Based Text Marketing July 11, 2010

Posted by StrategicGrowth in demographics, local marketing strategies, mobile, mobile coupons, Mobile Marketing.
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The assumption that marketers make who are still unfamiliar with Mobile Marketing and its benefits, is that it only works on consumers who have high-end smartphones.  In my discussions with small business owners who are considering the use of mobile as a part of their marketing strategy, there is a strong belief that Mobile Marketing can’t be effective because, though growing rapidly, the smartphone consumer segment is still in the minority as compared to feature phones.  Therefore, they believe that a majority of consumers will not be able to see their ads.

However, much to the contrary, any number of studies conducted in the last couple of years indicate clearly that Mobile Marketing is a highly effective medium at reaching all consumers, not just smartphone owners.  And not only is mobile effective with consumers, it is also in-demand from them.  The most effective method of mobile marketing is SMS (text) messaging, due to its ability to cross all mobile operating systems; it has no dependence on being able to access a smartphone.

The study detailed below, conducted by Harris Interactive, clearly indicates that consumers of both smartphones AND feature phones are quite open to receiving SMS messages and that location-based messaging is increasing their effectiveness.

 ___________________________________________________________

JULY 6, 2010, eMarketer blog

Mobile marketing is not just for smartphones

Though smartphone shipments are rising and expected to surpass shipments of feature phones in 2011, according to Morgan Stanley, feature phones are still the devices in the hands of most mobile users. An April 2010 ExactTarget study found 58% of all US internet users ages 15 and older had one, compared with 31% who had a smartphone.

That means a large swathe of mobile users cannot be reached by more sophisticated mobile marketing efforts like sponsored apps, in-app ads or campaigns on the mobile web. According to location-based advertising network 1020 Placecast, opt-in text alerts are the smart way to target a fuller mobile audience.

A May 2010 survey conducted for Placecast by Harris Interactive found that while most mobile users still have not signed up for any text alerts, there was a small rise in interest since a similar poll in 2009: 28% were at least somewhat interested in the alerts, up 2 percentage points, and 8% were extremely or very interested, up 3 percentage points. For under-35s, interest was significantly higher.

Those who wanted the alerts were most interested in coupons and promotions from grocery stores and restaurants. Respondents who had signed up for text alerts said it made them more likely to visit the company’s website (34%), visit the store (33%) and purchase the product being promoted, either in online (28%) or in the store (27%).

Many agreed that making those text alerts location-based, so that recipients would get the right offer at the right time, could make the channel more useful or interesting.While awareness of location-based text alerts is still building, there is the potential to reach a broader audience than with check-in apps such as foursquare or Gowalla, which are designed with smartphone owners in mind. And despite negative attitudes of many mobile users toward SMS marketing, Placecast reports low opt-out rates among recipients.“The brand faithful view these kinds of alerts as a service, not just marketing or an intrusion,” Placecast CEO Alistair Goodman told eMarketer.

Mobile Integrated Into Marketing Strategy = Success & Increased Revenue, Part IV June 6, 2010

Posted by StrategicGrowth in local marketing strategies, marketing strategies, mobile, mobile coupons, Mobile Marketing, Strategic Growth Concepts.
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Part IV – Using Mobile for Local Business Development

In Part I of our multi-part Mobile Marketing series we learned that Mobile Marketing is most effective when incorporated into an overall marketing strategy, and used as a supplement to the mediums you are already using. 

In Part II of our series we discussed a variety of low-cost or no-cost methods of Mobile Marketing that a small business can utilize to promote their firm. 

In Part III of our series we reviewed a wide range of Mobile Marketing case studies that showcase the ways in which Mobile Marketing is being utilized by both large and small businesses.

Now, in Part IV of our series on Mobile Marketing, we’re going to look more specifically at the ways to effectively utilize it to promote your firm within a specific local marketing area.

As you know from reading the earlier segments of our series, mobile phone advertising is quickly becoming a key component in large business marketing campaigns – large companies are definitely the early adopters of the technology. And since billions of people use cell phones every day, and over 12 billion text messages are sent every month in the US, the reasons for big business adoption of the technology are clear. However, Mobile Marketing can be even MORE effective for small local businesses once they understand how to use it effectively.

One of the reasons many small business owners give me for not using Mobile Marketing, is their belief that they will be sending messages to lots of people outside their market area who will never have need for their product or service, and because so many people are thought to be receiving their messages, they assume it will be extremely expensive.  However, THEY COULDN’T BE MORE WRONG!

A primary advantage to using Mobile Marketing is its ability to very specifically target your messages to only those you want to receive them according to very specific demographic criteria.  Remember, Mobile Marketing is an ‘opt-in’ medium.  Once someone has opted in to your list, you can segment them according to whatever criteria is most effective to you in marketing your business.  The more information you gather about them, the more information you can use to target them specifically.

Let’s say you run a small ice cream shop or a family-owned restaurant and your customer database includes information on the names, ages and birthdates of your customer’s kids. How about sending coupons for a free cone or a free kid’s dinner on each of your customer’s kid’s birthdays via SMS messaging? Or if you run a beauty salon, or work for a doctor’s office, how about sending text message reminders about upcoming appointments in order to cut down on your ‘no shows’?

This form of personal contact is perfect for any type of service business. If you run a massage parlor or day spa, consider sending discounts or coupons to your customers on their anniversaries, birthdays or other special occasions.

If you run a woman’s clothing store, you can suggest that your customers fill out a card asking to be notified when particular new items in their preferred style, size, brand arrive in inventory; then you can text them when those items arrive. Or you can send an offer for an inventory close-out sale for current customers only when you’re getting ready to change seasonal inventory.

If you’re a toy store at Christmas and you manage to get a shipment of the ‘must have toy of the season’ that everyone is clamoring for and can’t find anywhere, don’t you think a text message to your existing customers will result in their IMMEDIATE presence in your store when you send a text telling them you have the item in stock but supplies are limited and likely to be gone by tomorrow?  AND, don’t you think they’ll be extremely grateful for the information and likely to think of your store first the next time they need a hard-to-find toy item?

The possibilities are really endless when you think about ways to increase your contact with customers via Mobile technology.  Mobile Marketing allows you to provide a much higher level of customer service to your clients, as well as developing creative, cost-effective ways to obtain new clients.  View Local Mobile Marketing examples in our Flickr stream.

Mobile phone advertising can also become an extremely inexpensive form of viral marketing if you indicate in your text message that the offer is good for any friend or family member that your customer forwards the text message to. A modern version of “I told two friends…and they told two friends…,” the possibilities for your business are seemingly limitless.

Whether you run a storefront or a service business, viral mobile phone advertising is a great way to fill in slow periods throughout the week your company may be having. Suppose you run a cleaning service and your Wednesdays are typically slow; consider sending a text message to your database of customers who may not have used your services for awhile, offering a discount on a whole house cleaning to anyone who responds within the next 3 hours – or to make it competitive, indicate that the first person to respond will receive 1 month worth of whole house cleaning services.  This will get those who haven’t thought of your business in a while thinking about it again – even if they don’t win the contest, and the next time they need cleaning service, they’ll likely call you.

Try to make your offers fun and appealing so your customers will pass them on to friends and family; this will help to build your ‘opt-in’ list so more people will receive future messages from you. A small bit of creativity together with a commitment to offering a personal touch through Mobile Marketing will really set you above your competition in your customer’s minds.

If you would like to learn how Mobile Marketing can be used effectively with strategies for your specific business, please contact Strategic Growth Concepts via our website or email us directly at info@StrategicGrowthConcepts.com .  Our strong relationships with a wide variety of mobile services providers insures that we will be able to find the right solution for your business, and work with you to develop an exciting Mobile Marketing campaign that will generate interest in your business and revenue for your company.

____________________________________________________________

The author, Linda Daichendt, is Founder, CEO and Managing Consultant at Strategic Growth Concepts, a consulting firm specializing in start-up, small and mid-sized businesses.  Linda is a recognized small business marketing expert with 20+ years experience in a variety of industries including: wireless, retail, chemical distribution, residential and commercial contracting, automotive aftermarket, personal services, shopping center development/management, and entertainment facilities management.  Linda is available for consultation and can be contacted at linda@strategicgrowthconcepts.com. The company website can be viewed at http://www.strategicgrowthconcepts.com.

Mobile Integrated Into Marketing Strategy = Success & Increased Revenue, Part II May 16, 2010

Posted by StrategicGrowth in marketing strategies, mobile, mobile coupons, Mobile Marketing, Social Media, Strategic Growth Concepts.
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Part II – Low-Cost / No-Cost Methods of Mobile Marketing

In Part I of our multi-part Mobile Marketing series we learned that Mobile Marketing is most effective when incorporated into an overall marketing strategy, and used as a supplement to the mediums you are already using. 

In Part II of our series we’re going to discuss a variety of low-cost or no-cost methods of Mobile Marketing that a small business can utilize to promote their firm.  So let’s look at some ways a small business without a substantial budget can incorporate Mobile Marketing into their existing marketing strategy:

  1. Local Business Listings – These are the free yellow page listings by Google, Yahoo, Microsoft and many other directories; and these directories are the resource that consumers will use to find your business – particularly when they are ‘on the road’ and searching on their mobile device. There are over 60 local business listing websites on the Internet in five different categories. They include the search engines, social communities, 411 websites (aka yellow page type websites), GPS websites and the age old business directory.  Most of them are free but need to be ‘claimed’ by your company in order to insure they contain accurate information that drives customers to your business.  Failure to ‘claim’ your listing may mean that inaccurate information about your firm is posted to them from other sources, or that someone else may hijack your listing for unscrupulous purposes.  To effectively ‘claim’ your listings can be extremely time-consuming and tedious, therefore, an alternative option is our Local Business Listings Management Service which can handle this task for you.
  2. Google Mobile Coupons – Google is just one of the search engine directories where your business should be listed to insure it will be found via Internet or Mobile search, however, Google offers a distinctive advantage.  For over a year now Google has been offering all businesses with a Google Local Business Listing the ability to include Mobile Coupons as part of their listing.  The Mobile Coupon tool is FREE to use, and you can include multiple coupons with your listing.  Then when your firm comes up in the search listings, potential customers will also see your Coupon.  It could be just the advantage you need to make them pick your company over your competitor’s!
  3. Social Media – many of the most prominent social media sites now allow members to access them via their mobile phones, in fact, Facebook which boasts 400 million users, recently publicized statistics which indicate that more than 100 million of those users are using mobile phones to manage their account.  This means if your firm already has a presence on social media, that you are likely already benefitting from Mobile Marketing without taking any additional actions.  However, if you’re not yet participating in social media, then it’s time to get on board!  If you would like to learn how social media can work for your firm and help to increase your Mobile Marketing presence, or if you would like assistance in developing and managing a social media program, please go to the social media section of our website.
  4. SMS Messaging (text messaging) – According to the Director of Research at Nielsen Mobile, “People look at every text message they get”, and they do so within 15 minutes; in fact, studies show that 97% of cell service subscribers read any text messages they get within 15 minutes.  Can you think of any other advertising medium where you are almost guaranteed that every person targeted will see your message?  In today’s “on-the-go” world, studies show that 84% of mobile phone users keep their device within 10 feet of them at all times.  Considering that over 85% of potential consumers have a cell phone, that’s a huge potential customer base that’s easily accessible (as long as they have opted-in to receive messages from you)!  Recent surveys also indicate that consumers are very accepting of mobile offers sent to their phones as long as they are from companies in which they have interest.  The really good news is that the technology has advanced far enough that there are now SMS Mobile Marketing platforms where you can easily create your own text messaging campaigns within minutes – and starting as low as $25 per month!  Learn more about your text messaging options on our website.  Some ways you might use SMS messaging might include:  coupons, contests, regular ‘tips’ about your product or service, and incorporating your KEY WORD and SHORT CODE in your print, billboard, radio or TV advertising to encourage people to opt-in to your mobile list so you can then contact them via SMS on a regular basis with offers designed to encourage them to do business with you again.
  5. Mobile Website – In the last 5 years it has become an imperative rather than an option to have an Internet website.  Now, it is also becoming an imperative to have a mobile version of your website.  These sites are optimized specifically for easy viewing on the wide variety of mobile phones available today and are NOT just scaled down versions of your Internet website.  However, technology advances have also made this option much easier to implement, and services exist where you can build your own mobile website or have it done for you typically for several hundred dollars or less.  Learn more about mobile website options on our website.
  6. QR Codes – Another very viable and cost-effective Mobile Marketing option are QR codes.  These are 2-dimensional graphics (similar to the barcodes on products you buy at the grocery store) that contain information that can lead your customers to a website, display a coupon, provide driving directions or a map, provide contact information, or many other valuable uses. In order to ‘read’ a QR code a consumer downloads a QR code reader into their phone (though the software comes standard in Europe and Asia, that is not yet the case in the U.S. but likely will be soon), then they take a picture of the code with phone’s camera and the software automatically sends them to whatever content you had embedded within your code.  You as an advertiser can place these codes in your print ads, on websites, on billboards, on t-shirts, in emails, or on any other printable or digital medium where a camera would be able to take a picture of it.  Learn more about using QR Codes on our website.

This is just a brief overview a few of the many ways in which Mobile Marketing can be utilized to promote your business cost-effectively.  If you would like to learn more about the ways Mobile Marketing can help your business specifically, please contact us via our website or email us at info@StrategicGrowthConcepts.com .

In Part III of this series, we’ll review case studies that show a variety of ways Mobile Marketing is being utilized by other small businesses so you can begin to consider how to apply this high ROI  technology to your business.  Future segments of the series will continue to explore Mobile Marketing, and attempt to answer any questions submitted to us about the medium.  If you would like to have your questions about Mobile Marketing incorporated into our series, please submit them to us directly at info@StrategicGrowthConcepts.com and include “Mobile Marketing Questions” in the subject line of the email.

Mobile Marketing – What’s All the Hype About? April 10, 2010

Posted by StrategicGrowth in mobile, mobile coupons, Mobile Marketing, Strategic Growth Concepts.
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9 comments

You’re hearing it a lot lately – on Facebook, Twitter, national business publications, and even in daily news media – Mobile Marketing is becoming THE way to advertise; it’s often touted as the best direct marketing method available today.  So now you’re wondering – “What exactly is mobile marketing?  Are they right? Should my business be using it?  Is it really as effective as they say it is?  Will my customers want to receive mobile messages?  Can I afford mobile marketing?  Where do I begin?”

So let’s answer those questions!

First, what exactly is mobile marketing? 

According to the Mobile Marketing Association, “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

And that communication and engagement is being implemented by marketers from the smallest ‘mom & pop shop’ to the largest multi-national corporations.  As the traditional marketing channels suffer various levels of decline, mobile marketing is experiencing triple-digit growth annually.

According to Jeff Hayzlett, Chief Marketing Officer / Vice-President, Eastman Kodak Company, mobile phones are “the most direct and personal of all media channels these days… They enable us to remain connected 24/7. No need to log onto the Internet or roam around town looking for a hot spot. Mobile devices are always hot. A marketer’s dream is to engage in meaningful two-way conversations with people who are truly interested in their brand, and mobile gives you that direct line of communication — constantly.

There are various types of mobile marketing, including:

  • SMS (short message service)
    • Also known as ‘texting’
  • MMS (multi-media message service)
    • Messages that contain multi-media objects such as images, video and audio
  • Mobile Web Applications 
    • Browser-based web services such as the World Wide Web using a mobile device
    • Utilizes WAP (Wireless Application Protocol) – an open, global specification that empowers mobile users with wireless devices to easily access and interact with information and services instantly
  • Bluetooth (short-range wireless technology; up to approx. 33 ft)
    • Also known as proximity marketing
    • The localized wireless distribution of advertising content associated with a particular place.  In other words, if you have a cell phone in the proximity of a marketing broadcast, you would be able to receive a message or advertisement
  • Location-Based Marketing
    • Delivers multi-media directly to the user of a mobile device dependent upon their location via GPS technology
  • QR Codes (quick-response barcodes)
    • Two-dimensional barcode
  • Voice
    • IVR (Interactive Voice Response)
      • a technology that automates interactions with telephone callers
    • Voice broadcasting calls numbers from a computer managed list and plays a pre-recorded message to the call recipient or answering machine
    • Pay-per-Call
    • ADC (Abbreviated Dialing Codes) dial the code to access voice content
  • Mobile Banner Ads
  • Mobile Website
    • A Mobile-optimized version of an Internet website providing an easy way for consumers to learn about your company ‘on-the-go’.

Next, Are they right, should your business be using Mobile Marketing?  Is it really as effective as they say it is?

According to the Director of Research at Nielsen Mobile, “People look at every text message they get”, and 97% of them do so within 15 minutes.  Can you think of any other advertising medium where you are almost guaranteed that every person targeted will see your message?

Kodak’s Hayzlett says, “Mobile marketing is quickly growing beyond the experimental and is showing tangible results. Two examples are Barack Obama’s unprecedented mobilization of supporters during his presidential campaign, and the incredibly successful American Idol reality show, where over 20 million mobile users text their votes each week.”  

An additional recent example of mobile’s results is the spectacular fundraising efforts for Haiti which were driven by mobile donations.  Almost $5 million dollars was raised in less than 48 hours via text message contributions, and to-date, more than $30 million has been raised via mobile.

Some industry statistics may help to clarify the effectiveness of Mobile Marketing for you:

  • According to industry estimates, by 2013 the U.S. will top 100% per capita penetration of mobile phone use
  • SMS is typically read within an average of 15 minutes after receipt, and responded to within 60 minutes
  • While 65% of e-mail is spam, less than 10% of SMS (texting) is spam
  • A survey of 2,400 moms reveals that the single most important tech gadget in their lives is the cell phone
  • A Nielsen study indicates more than half of mobile data subscribers (51%) who saw a mobile ad responded to it by sending a text-message, clicking on it, or calling a specific number.
  • In analyzing the mobile audience, Nielsen found that teens were the most likely to recall seeing some type of mobile ad (46%) compared to 29% of users overall.  Asian-Americans and African-Americans were among other demographic groups with high recall rates, at 42% and 40%, respectively.
  • 88% of all mobile subscribers have a text enabled phone. 51% have received SMS marketing messages, and 25% have opted in to marketing messaging from a brand.
  • 14% said they are already open to mobile advertising so long as it is relevant to their interests

Will my customers want to receive mobile messages?

A new survey published by Compete.com indicates smartphone owners are very receptive to mobile coupons.  The survey, which looked at the time of day most smartphone owners use their devices, as well as what mobile advertising concepts they’re most interested in, found that usage during commutes to work and while watching TV were the highest by far.

To find out their receptiveness, the survey asked smartphone owners how interested they were in receiving various types of mobile advertising.  The results were quite interesting, indicating consumers were most interested in receiving grocery coupons (36%), scanable barcodes (29%), offers to save and pursue at leisure (26%), movie theater offers (26%) and promotion/coupon ads (21%) via SMS (text) when passing by a retailer.*

Can I afford mobile marketing?

Absolutely!  Mobile marketing is an extremely cost-effective medium to use with an exceptional return-on-investment.  While some firms have achieved an ROI as high as 54% or 62%, typical results range between 7 – 15%; still quite high as compared with more traditional media such as Direct Mail which typically attains a 2 – 3% ROI.

And now, Mobile Marketing is very accessible for even the smallest of firms.  Small business owners can implement their own unlimited mobile advertising campaigns – within minutes – for as little as $25 per month, through a service now being offered by Strategic Growth Concepts – and, no contracts required!

Where do I begin?

If you would like to learn more about Mobile, please TEXT the word STRATEGIC to 244326.  This will opt you in to Strategic’s Mobile Club, and notify us to schedule you for a FREE demonstration.  Members of our Mobile Club will be eligible for future special offers, and will receive tips on using Mobile Marketing to benefit your business.  If you prefer not to join the Mobile Club but would still like to receive the FREE demonstration, you can contact us directly at info@StrategicGrowthConcepts.com.

Sources: Babycenter.com, March 2008; Experian via Mobile Marketing Watch, Nielsen: Improved Recall, Comfort With Mobile Ads Study; Luth Research June 2009; *Smartphone Owners Want Mobile Coupons, Mobile Marketing Watch

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Should you be interested in learning more about mobile marketing and how it can help grow your business, please review the mobile section of our website, additional mobile marketing articles within this blog, or contact us directly via the website or email at info@strategicgrowthconcepts.com for a FREE initial consultation.

The author, Linda Daichendt, is Founder, CEO and Managing Consultant at Strategic Growth Concepts, a consulting and training firm specializing in start-up, small and mid-sized businesses. She is a recognized small business expert with 20+ years experience in providing Marketing, Operations, HR, and Strategic planning services to start-up, small and mid-sized businesses. Linda can be contacted at linda@strategicgrowthconcepts.com and the company website can be viewed at www.strategicgrowthconcepts.com.

Smartphone Owners Want Mobile Coupons March 12, 2010

Posted by StrategicGrowth in mobile coupons, Mobile Marketing, Strategic Growth Concepts.
Tags: , , , , , , ,
3 comments

by Mobile Marketing Watch

A new survey published by Compete.com indicates smartphone owners are very receptive to mobile coupons, especially when it comes to grocery coupons that are easily redeemable via barcodes scanned directly from the device.

The survey, which looked at the time of day most smartphone owners use their devices, as well as what mobile advertising concepts they’re most interested in, found that usage during commutes to work and while watching TV were the highest on the list by far.

To find out their receptiveness, the survey asked smartphone owners how interested they were in receiving various types of mobile advertising.  The results were quite interesting, indicating consumers were most interested in receiving grocery coupons (36%), scanable barcodes (29%), offers to save and pursue at leisure (26%), movie theater offers (26%) and ads via SMS when going by a retailer with a promotion / coupon (21%).

The fact that over 1 in 5 smartphone owners would be interested in these top-5 concepts is very promising for the mobile marketing industry, considering that it’s still in the early stages of mainstream adoption.  Given the nature of smartphones, adoption via this user-group will signal what works and what doesn’t- with concepts that do see mainstream adoption via smartphones making their way to feature phones eventually.

It’s not surprising that barcodes, coupons and other retail-oriented mobile technologies are the first to catch on with consumers.  It’s a concept that provides the most value to users, while not interfering with daily usage like some other concepts.

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Should you be interested in learning more about mobile coupons and how they can help grow your business, or mobile marketing in general, please review the mobile section of our website, additional mobile marketing articles within this blog, or contact us directly via the website or email at info@strategicgrowthconcepts.com for a FREE initial consultation.

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