TIPS FOR USING MOBILE MARKETING FOR YOUR BUSINESS September 3, 2012Posted by StrategicGrowth in marketing strategies, mobile, Mobile Marketing.
Tags: advertising, integrated marketing strategies, marketing, marketing strategies, mobile advertising, Mobile Marketing, smartphones, SMS
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- Realize that mobile marketing is just like any other marketing medium you will be using as part of your complete marketing strategy; fit your mobile marketing initiatives into the overall marketing strategy and set specific goals for the mobile marketing elements so their effectiveness can be measured, just as you would for every other medium being used.
- Integrate the mobile ‘call-to-action’ across the marketing mix to ensure an integrated marketing strategy.
- Understand that your use of mobile marketing legally requires you to get consumers to ‘opt-in’ and that a marketing strategy should provide an incentive for them to do so in order to maximize the effectiveness of the mobile medium.
- Keep it simple! Think about ease-of-use for consumers; if it’s difficult to engage with your marketing strategy, they won’t. Mobile technology is very easy to use, but some marketers tend to over-complicate it for consumers. Remember to keep to the basics.
- Be creative! Design the marketing campaign to maximize brand interaction, immersion and brand awareness; mobile marketing technologies provide a wide variety of options for encouraging consumer interaction with your brand.
- Whenever possible, find ways to leverage the use of SMS (texting) since most mobile devices built in the last few years are text-enabled (and it doesn’t require the use of a higher-end smartphone) therefore it will maximize your ability to reach the largest possible target audience with your marketing message since virtually every phone can send and receive text messages.
- Make sure to educate and prepare your customer-facing employees so they understand how the mobile campaign will work and they can effectively interact with customers; get your employees ‘buy-in’ by getting them excited about the mobile aspects of the campaign – employees love to be involved with ‘cool’ and progressive technologies.
Mobile Technology Use in Education January 26, 2011Posted by StrategicGrowth in mobile, Mobile Marketing, The Mobile Marketing Review.
Tags: GoKnow, Inc., Michigan mobile firms, mobile in education, The Mobile Marketing Review, University of Louisville
Recently, on the monthly podcast I co-host, The Mobile Marketing Review, we reviewed the mobile campaign of a U.S. university who had used SMS/Texting to aid incoming freshman in adjusting to campus life. My co-hosts and I were quite gratified to see mobile marketing technology being used in such a non-traditional way. The college, The University of Louisville, wasn’t trying to sell them anything – instead, they were trying to provide a service thru a medium that incoming freshman are most actively involved with and most comfortable with.
Personally, while I certainly believe that mobile marketing technology is incredibly important and valuable for increasing company revenue, I also believe it has many other uses that also can be of tremendous value and I’m very glad to see firms (and in this case, universities) starting to embrace those alternative uses of the technology.
To get a better idea of the ways mobile is being used on today’s college campuses, I did a bit of research. The results were fascinating! I saw a wide variety of interesting uses of mobile technology such as:
- mobile safety alerts
- class scheduling
- deadline reminders
- tuition due reminders
- campus maps
- athletic schedules
- ability to purchases athletic event tickets
- using cellphone coupons as meal tickets for student meal programs
- much, much more!
From my work with Michigan-based mobile companies thru the Mobile Technology Association of Michigan and Mobile Monday Michigan, I’m also very aware that college campuses are beginning to embrace mobile as a teaching aid with such uses as:
- listening to class lectures via podcast instead of, or in addition to, the classroom
- receiving class assignments via text
- communicating with professors
- participating in class forums.
I’m also aware that mobile initiatives in K-12 education are also picking up steam. A Michigan-based firm, GoKnow Inc. provides educational software for use in the K-12 classroom. They have been conducting test studies in school systems all over the country for several years, and the results have been astounding – across the board there is typically a 25 – 30% increase in test results from those students who are using the mobile technology learning tools!
I believe the opportunities that mobile technology are providing us to improve education, and the way we conduct business are only now starting to be explored. And I, for one, look forward to a future where every student who wants an education can have access to one because they are able to be provided with an inexpensive mobile device that contains software providing them the tools needed to learn, to communicate with teachers and other students, and offers them opportunities to explore the world.
What are the REAL results of mobile advertising? January 6, 2011Posted by StrategicGrowth in mobile, Mobile Marketing.
Tags: Insight Express, mobile advertising, Mobile Insider, smartphones
A recent study by InsightExpress provides some interesting insights into the effectiveness of Mobile Advertising by examining it over the course of a 3-year period. An article written by Steve Smith for Mobile Insider, reviews the study findings and provides additional analysis, including comparisons to the effectiveness of Internet advertising in its period of highest effectiveness and today. If you’ve been wondering whether or not mobile advertising really lives up to the glowing reviews you’ve been hearing, this article should provide the answers you need.
There once was a time back in 1995 when we all clicked on ad banners just to see what happened. Remember when Internet purists complained that the arrival of advertising to their sacred compound would ruin it for everyone? No doubt there are digital utopians who still believe that commercial interests have warped the dream of a truly open freeway of information. Arguably, the Web has exacted its own revenge on rampant commercial development. Curiosity about online advertising has evolved into blindness to ads. Almost every format of online advertising since the banner has seen its halcyon beginnings, with impressive recall and clickthrough rates eroding over time. We come to expect now diminishing returns from new platforms. How many of us clicked on every new iAd we saw over the summer just to see what novel execution Apple’s collection of cajoled agencies came up with? How many do now?
But one of the advantages of mobile media and advertising has been the focus and limited clutter the medium allows. Because of this limited screen real estate and larger mindshare, we have tended to see mobile ad effectiveness maintain its edge longer than some formats that preceded it. InsightExpress has just run a fascinating comparison of mobile vs. online brand impact from advertising. Aggregating results from campaigns over the last three years, InsightExpress shows that on fundamental branding metrics for ad awareness, mobile produced a 23% lift compared to 8% for online campaigns. While awareness produced some of the biggest differentials between mobile and Web, message association also showed a 14% delta for mobile vs. 3% for Web. Surely awareness and messaging are functions of the increased focus the user has on a mobile device and the less cluttered environments that make ads simply more visible here. But the most interesting metric is purchase intent, which enjoyed an 11% lift on mobile compared to 3% on the Web.
The best news is that mobile has maintained its effectiveness, and even improved its strength, over the course of the last few years. When tracked on an annual basis, for instance, the norms for mobile campaigns saw unaided awareness lifts of 8% in 2007-2006, 8% again in 2008-2009, and 10% in 2009-2010. Purchase intent lift on campaigns was 8% three years ago, 13% two year ago and 13% again last year.
InsightExpress was looking at a total of 130 campaigns over the three year, including formats on mobile Web, SMS, video, in-app, etc., so we have to allow for small samples in some areas and perhaps a growing importance of rich media to the mix. The mobile ad norm in 2007-2009 was in the 14% to 16% range, but in the most recent sample it shot up to 31%. Similarly, message association went from 10% and 11% to 20%. Senior Director at InsightExpress Joy Liuzzo says, “We’ve known that mobile is effective for a few years but, for some in the industry, there has always been a nagging voice saying ‘this can’t last.’ Well, we’re seeing that it can. When we compare the norms for the past three years, most metrics are stable; however, the campaigns in the past year have done a great job of capturing consumers’ attention and educating them.”
Another important point about mobile ad impact is its resilience across devices. Despite our tendency to believe that the bigger screen and lush app environment of smartphones are behind the recent push by mobile advertising, the data suggests less of an effect than we presume. In looking at the brand impact deltas across devices, smartphones had their greatest advantage over feature phones in raising mobile ad awareness (39% vs. 28%), but in most other metrics the difference was more incremental. In fact in aided awareness, feature phone campaigns shows a 9% increase compared to 7% for smartphones. This leads me to think that the sustained and superior branding impact of mobile campaigns has as much to do with user focus and an ad’s prominent, singular presence on a screen than it does with the actual size and sophistication of that screen.
Are retailers ‘missing the boat’ in driving revenue? November 17, 2010Posted by StrategicGrowth in marketing strategies, mobile, mobile coupons, Mobile Marketing, Strategic Growth Concepts.
Tags: advertising, cellular phones, marketing, marketing strategies, mobile advertising, mobile commerce, mobile in retail, Mobile Marketing, mobile phones, mobile technology optimization, Strategic Growth Concepts
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:
- 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!
- they don’t know where to start. WE CAN HELP!
- they assume it’s extremely complicated to get started and that it requires massive amounts of time and effort. AGAIN, THEY’RE WRONG!
- 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.
Wondering How Mobile Marketing Works? Let ‘The Mobile Mavens’ Help! November 15, 2010Posted by StrategicGrowth in marketing strategies, mobile, Mobile Marketing, The Mobile Marketing Review.
Tags: Mobile Marketing, The Mobile Marketing Review, The Mobile Mavens
If you’re like a lot of small business owners these days, you’re hearing a lot about Mobile Marketing and wondering if it has any value for you and your business. You’ve probably heard the Mobile success stories that are all over social media, but that doesn’t really tell you how to mount an effective Mobile campaign does it?
If you’re interested in learning what businesses throughout North America and around the world are doing with Mobile Marketing – and how you can benefit from others’ experience, please join ‘The Mobile Mavens’ on the The Mobile Marketing Review. From idea conception, to tie-ins with other marketing mediums, to the opt-in messages they’re using and how to make them most effective, as well as the results they’re getting. You can follow ‘The Mobile Mavens’ on each show as they evaluate Mobile campaigns from businesses small and large around the globe, and gain many take-a-ways that you can put to use in your own Mobile campaigns!
And, if you’re already using Mobile Marketing to promote your business, the Mavens are currently on the search for their next featured campaign to review. If you would like your company’s Mobile campaign to be considered for inclusion on the show be sure to submit it to the The Mobile Marketing Review.
The News Rules for Mobile Ads in 2011 November 10, 2010Posted by StrategicGrowth in mobile, Mobile Marketing.
Tags: AdMob, Apple, BIA's Kelsey Group, Borrell Associates, Google, Greystripe, iAds, mobile advertising, mobile strategy, mobile web
by Michael Chang is the founder and CEO of Greystripe, a mobile ad network.
The mobile market is in a state of hyper growth and is reinventing itself almost every quarter thanks to new innovations, better data, and compelling results based on billions upon billions of ad impressions.
As we look ahead to 2011, here are five new rules for brand advertisers as they consider how to integrate mobile marketing into their overall strategy.
1. Mobile display is a necessary component of every brand’s marketing strategy and will continue to outpace mobile search.
Mobile search has received a lot of attention lately, with predictions from BIA’s Kelsey Group that it will grow to a $3.1 billion industry by 2013. Search is large and growing, but display advertising is growing at an even faster pace. In app ads alone are expected to reach $8 billion by 2015, according to Borrell Associates. Search ads have an important place in the mobile market, but they will never replace display ads. So don’t make a quick move by putting all your valuable advertising eggs into mobile search.
2. Don’t rely on Google and Apple to drive innovation.
We know all about the two big hitters in the mobile advertising sphere: Google’s AdMob and Apple’s iAds. Google recently announced a forecasted $1 billion in annual revenue from its mobile ads. But just because these brand names are littered all over your favorite tech blogs doesn’t mean they are the only players. Google and Apple are big, but independents are flourishing – and they’re bringing unique tools and benefits to the landscape. Independents can focus on the needs of each marketer or brand, without being distracted by competing goals like handset sales and search revenue. Mobile advertising is about audience (reach, targeting, content) and engagement (format and creative), and the independents deliver both large audiences and proven, rich-media creatives across platforms.
3. Don’t underestimate the importance of the mobile Web.
Since the iPhone launched, it has been all about apps. All the information you needed was directly at your fingertips with a simple tap. Simple. Easy. No http://www.this or Google-search-that. Naturally, mobile ads followed – bringing advertising content into apps and direct to the consumer. While apps have (and will) continued to grow in popularity and ubiquity, the addition of viable iPhone competitors have reinvigorated the importance of the mobile Web. The mobile Web addresses fragmentation across platforms; rather than build multiple apps for multiple devices, developers can build a single, mobile-optimized Website. According to comScore, there are more smartphone users accessing the mobile Web (34.5 percent) than apps (32.3 percent). The number of users accessing the mobile Web is growing faster (8.2 percent from May to August) than apps (7.7 percent) as well. Even popular existing apps, such as YouTube, are pushing their users toward the mobile Web. Don’t miss the opportunity to advertise on the mobile Web by being totally app-centric. In-app ads may currently be claiming most of the attention, but the mobile Web is delivering results to marketers too. Which brings me to my next point…
4. Mobile Web ads need to be as engaging as in-app ads.
When you think about ads on the mobile Web, you’re probably imagining boring, static banner ads. Apple’s iAds drew attention to the potential for immersive mobile advertising in app. Most mobile Web ads have remained blink-and-you’ll-miss-it boring. That is all changing – the same eye-popping immersive ads can be delivered to the mobile Web, to all smartphone users across platoforms. Advertisers and brands need to ensure that they’re engaging their audience everywhere, and that means creating exciting ads both in app and on the mobile Web.
5. New mobile ad companies must outpace consolidations for brand advertisers to reap maximum value from mobile advertising.
There have been a number of high-profile consolidations among mobile ad networks: Apple bought Quattro Wireless, Google bought AdMob. Despite this trend, the market isn’t headed toward consolidation. In fact, nearly the opposite is true. A slew of new mobile advertising startups are taking off in areas that have yet to meaningfully make the way to mobile. Some will have models in the online world and address needs for better targeting, tracking and optimization. Others are mobile specific, centered on location, format and content discovery. There is no doubt that we will continue to see mergers and acquisitions – but the space is still in its infancy and brands will benefit from the variety of new innovators in order to maximize value.
‘The Mobile Marketing Review’ Goes LIVE! October 26, 2010Posted by StrategicGrowth in local marketing strategies, marketing strategies, mobile, Mobile Marketing, Strategic Growth Concepts, The Mobile Marketing Review.
Tags: Adobe, Adobe Mobile Experience Survey, Arby's, Arby's Roastburger, Kim Dushinski, Linda Daichendt, Mobile Marketing, Mobile Mavens, Mobile Monday Michigan, Mobile Technology Association of Michigan, mSearchGroove, Peggy Ann Salz, Strategic Growth Concepts, The Mobile Marketing Handbook, The Mobile Marketing Review
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As a member of ‘The Mobile Mavens’ on The Mobile Marketing Review, I am happy to say that the first broadcast of our show is now LIVE! And I think you’ll agree that it’s full of useful content and interesting insights from ‘The Mobile Mavens’, Kim Dushinski (author of The Mobile Marketing Handbook), Peggy Anne Salz (publisher of the Top 50 technology blog, mSearchGroove), and myself, Linda Daichendt (CEO, Strategic Growth Concepts; Founder, Mobile Technology Association of Michigan; and Co-founder, Mobile Monday Michigan).
The show begins with our ‘Under the Radar’ segment which will be a standard part of every broadcast. In this show’s ‘Under the Radar’ we explore a recent Mobile study by Adobe entitled, Adobe Mobile Experience Survey: What Users Want from Media, Finance, Travel & Shopping which was published earlier this month.
The Adobe study contains some interesting findings, but what really drew my attention was the final conclusion and recommendation, “As the pace of smartphone adoption quickens globally, businesses have to be invested in the channel and move beyond the planning stages to start executing and gain some learnings on how users are interacting with the mobile channel.” My take on that, “it’s time to get out of the kiddie pool, and jump into the ocean and start swimming!” The bottom line is, you can study Mobile Marketing all you want, and you can read every expert opinion you can find, but you’re never going to figure out how it really works until you start implementing a campaign! Sure, your business may make some mistakes – just like you’ve probably done with every other medium you’ve ever used. But every time you use it, you’ll do it with a bit more insight, a bit more education; and therefore, each time you do it, it will be more successful.
And that’s what the company who produced our first evaluated Mobile campaign found out! We explored a North American campaign by Arby’s which promoted their RoastBurger sandwich. The company’s goal in implementing this first campaign was to develop local databases that could be used by their individual franchises for re-marketing efforts going forward. Our research indicated that they incorporated TV, print, public relations, and in-store signage / collateral. This first effort helped them build 172 local databases as a result of 89%+ response rates to the various media. Now, the local markets are taking advantage of those Mobile databases to continue Mobile Marketing efforts in their communities. The Arby’s campaign appeared to be well-thought-out and fully-integrated into an overall marketing strategy for the chain – signs of a firm doing Mobile Marketing the “right” way.
However, the power of Mobile Marketing will really shine thru once the medium is fully embraced by small businesses. It’s all well and good that the large chains and corporations are utilizing Mobile – and those firms always tend to be the early adopters – but the story is yet to be written with regard to small business. I, for one, am quite confident that small businesses who learn the proper way to engage in Mobile Marketing will find it an extremely valuable, cost-effective tool for marketing their businesses.
To showcase that, we at The Mobile Marketing Review are anxious to review campaigns on the show that have been submitted by small businesses and/or the mobile platforms they utilized to implement their campaigns. Therefore, we encourage firms that have taken their ‘first stab’ at Mobile to go to our website and submit their campaign information to us. Give us the opportunity to review your campaign so that we can help you, and other small businesses, improve the benefits you obtain from using Mobile Marketing.
And since my fellow ‘Mobile Mavens’ and I have all discovered a shared affinity for Star Trek (and we wonder if that has anything to do with our shared love of Mobile Technology!), I’ll close with a wish for all who follow this blog and will be following The Mobile Marketing Review that is a greeting from Star Trek, “Live long and prosper” in growing your business with Mobile!
‘The Mobile Marketing Review’ Gets Ready to ‘Hit the Air’ October 20, 2010Posted by StrategicGrowth in marketing strategies, mobile, Mobile Marketing, Strategic Growth Concepts, The Mobile Marketing Review.
Tags: Arby's Roastburger, Hipcricket, Kim Dushinski, Linda Daichendt, Mobile Marketing Association, Mobile Marketing Profits, mSearchGroove, Peggy Anne Salz, Strategic Growth Concepts, The Mobile Marketing Handbook, The Mobile Marketing Review, The Mobile Mavens
In my work with small and mid-sized businesses and advertising agencies, I am often asked, “what makes for a good mobile marketing campaign” and “how do I know what consumers will react to on mobile”. As a result, for some time I’ve been considering a variety of ways to provide small and mid-sized firms with an easy way to obtain this information. Now I’ve found the right solution!
I have recently joined forces with two mobile industry power-houses, Kim Dushinski (author of The Mobile Marketing Handbook) and Peggy Anne Salz (publisher and chief analyst for the Top 50 technical blog, mSearchGroove) in producing a regular podcast for the mobile industry. Entitled, ‘The Mobile Marketing Review‘, this forum will provide us the opportunity to share our collective experience; educate the industry, business owners and marketers, and agencies who are interested in bringing mobile to their clients; and to help communicate the best practices that are part of working with mobile.
Taking the name, The Mobile Mavens, we will launch The Mobile Marketing Review podcast series on Tuesday (October 26th ).
On our new website (dedicated to the news and views around our new series) we offer companies the opportunity to submit their mobile marketing and advertising campaigns (via this form) for our consideration.
Each month we will use our podcast as a platform to review a selection of the mobile campaigns that are submitted to us, and provide our expert analysis on how well the campaigns achieved their objectives (and served the interests of the most important stakeholders: consumers).
We kick off the first podcast in the series with an in-depth look at a recent mobile/cross-media campaign to promote Arby’s Roastburger sandwich. The campaign, which was developed by Hipcricket, is also a finalist in the Mobile Marketing Association (MMA) Awards North America product launch category.
Moving forward, we are eager to receive campaigns from small businesses, local brands and emerging markets.
We would like to encourage brands and agencies everywhere to submit your mobile marketing campaign via this form. It’s your chance to know how your campaign really stacks up and (hopefully) learn ways to generate positive results for your company, and valuable content and experiences for your consumers.
Three mobile web marketing tips for the holiday shopping season August 27, 2010Posted by StrategicGrowth in local marketing strategies, marketing strategies, mobile, mobile coupons, Mobile Marketing.
Tags: 2010 holiday shopping season, coupon delivery, cross-channel marketing, location data, mobile apps, mobile solutions, mobile web, multi-channel marketing, online-to-offline migration, retail, shopper behavior, shopper convenience, smartphones, SMS
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.
Top 10 B2B Uses for Mobile Marketing August 9, 2010Posted by StrategicGrowth in B2B, marketing strategies, mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: B2B mobile uses, how to use mobile for B2B, mobile marketing for B2B, Strategic Growth Concepts
One of the questions I’m often asked when making a presentation or being interviewed about Mobile Marketing is “can it be used in a B2B environment, or is it only useful for B2C sales?”. My answer is ALWAYS the same; Mobile Marketing will be just as productive for B2B purposes as it is for B2C. In fact, recent studies indicate B2B mobile marketing will grow from $26 million in 2009 to $106 million in 2014. Forrester
To help you see the many ways Mobile can be utilized in a B2B environment, I thought I would provide 10 B2B Mobile use tips to help you get started with incorporating Mobile into your company’s overall marketing strategy. The following are ideas for ways in which Mobile can be utilized as part of a B2B marketing/communication strategy:
- News/Updates – Important and time-sensitive customer updates can be sent directly to your opted-in clients using SMS (text) messaging. Further, people like being ahead of the crowd and being among “the first” to know something; send your customers updates about product launches, product updates or upcoming events. Consider a news text like a micro-newsletter with bite-size updates.
- Emergency Notification – SMS (text) messaging is a great way to notify your employees or customers during an emergency. Send critical updates during natural disasters, last-minute event location changes or just before your company’s important meetings.
- Special Promotions – Communicate with your distributors or franchises via SMS with the details about special promotions they can offer to customers.
- Employee Assignments – Dispatch employees to their next customer location via text messaging; provide them with location info (and a link to a map), provide customer details, and work-order information.
- Presentations – Communicate with your audience during in-person or webinar presentations, conduct polling. Send out a question and ask for responses from attendees who have pre-registered their phones. Or, used another way, ask the question verbally and have them respond via text messaging to a specific short-code.
- Customer Service – Many companies offer customer support and problem resolution via text. Customers are also able to check order status, confirm appointments or reservations, change reservations, track packages and receive back-order notification alerts.
- Events – Implement a text messaging marketing strategy to promote weekly meetups or networking events for members, or remind employees about upcoming meetings. Send out key logistic information like changes of venue or detailed parking instructions. You can even take event registration information via text!
- Customer Payments – Use mobile technology to allow your field-service reps to take customer payments via mobile; get immediate payment, protect customers credit card information, and manage payments risk-free!
- Lead Generation – Offer something of value in exchange for signing up to your ‘opt-in’ list; provide potential customers a link to a white-paper, a special discount, a video, or other standard B2B strategic tools in exchange for adding themselves to your prospect list via Mobile opt-in. Use Mobile to gather additional info about them as part of the ‘opt-in’ process so you can effectively target customers during future Mobile campaigns.
- Trade Shows – Use Mobile at trade shows to exchange information with prospects; allow them to enter contests, request and receive company information, or see a video about your product or service. Send text alerts to attendees about your next presentation so they’ll have time to get there before it starts!
These are just a few of the many ways Mobile technology can be used for B2B purposes. If you would like to explore the use of Mobile for your company’s B2B needs, Strategic Growth Concepts can help! Contact us via our website or email at Info@StrategicGrowthConcepts.com to learn more about the many ways Mobile can help you increase revenue and productivity for your company!
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 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 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.
SGC Announces ‘Increase Your Revenue with Mobile Marketing’ FREE Webinar for Small Biz Owners August 3, 2010Posted by StrategicGrowth in marketing strategies, Marketing-changing technology, mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: advertising, marketing, mobile advertising, Mobile Marketing, mobile marketing webinar, small business, small business owners, Strategic Growth Concepts
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Webinar to Provide Information About the Low-cost, High-return Marketing Medium and How Small Business Owners Can Take Advantage of This Emerging Technology to Promote Their Business and Increase Revenue
DETROIT, MI – Small business owners have the opportunity to learn the many benefits of using Mobile Technology to promote their business by attending a FREE webinar presented by Strategic Growth Concepts on Tuesday, August 10th at 2:00 p.m. EDT. Those interested in learning more about this low-cost, high-return technology, and how they can use it to promote their companies, can follow this link to register for the webinar at the following link.