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Smartphone Owners Mobile Purchasing Behaviors Differ by Device January 7, 2010

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

As consumers become more and more dependent on their mobile phones to assist them in their everyday lives, it’s inevitable that they will begin to make purchases via mobile.  In a transition similar to that of the Internet before it, consumers are now beginning to test the capabilities of their mobile device to become the ultimate tool of convenience allowing them to handle the purchase of items they need using mobile technology.  And as it was with the Internet, retailers are now playing ‘catch up’ to make that capability available.  However, as those retailers begin to develop their mobile marketing strategies they can now take advantage of the research offered below.

Therefore, we recommend that all retailers become familiar with the information below and then begin the process of optimizing their websites for mobile viewing. Should you elect not to optimize for all mobile devices, then use the information below to select the the device whose user-demographic profile best matches your target demo’s.

Retailers can learn more about the best ways to use mobile technology to promote their products and services by visiting our website, and if your firm would like to explore using mobile, we at Strategic Growth Concepts would be happy to assist you.  To schedule a free consultation regarding using mobile marketing for your firm, contact us via our website.

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Center for Media Research

According to the Compete quarterly Smartphone Intelligence survey, smartphone owners are more comfortable buying from their handsets, but still have some site functionality problems. 8% of smartphone owners that tried to purchase a product on their device were unable to do so. 45% of those that abandoned the process reported that they did so because the site would not load, and an additional 38% left the site because it was not developed specifically for smartphone users.

Danielle Nohe, director of consumer technologies for Compete, points out that “… smartphone use is no longer limited to an exclusive group of tech savvy consumers. As… people grow more comfortable transacting, site owners must redesign around mobile shopping ease-of-use… ”

Nonetheless, says the report, mobile commerce (m-commerce) is ready to explode in 2010. But Nohe cautions that marketers recognize the differences that vary by individual and device. For instance, he says “We’re seeing notable behavior differences across devices… (as) users of the Android operating system share different characteristics than Blackberry and iPhone enthusiasts.”

Key findings from Compete’s Q3 2009 Smartphone Intelligence survey include:

  • 37% of smartphone owners have purchased something non-mobile with their handset in the past 6 months
  • 19% of total smartphone owners have purchased music from their device, 14% have purchased books, DVDs, or video games and 12% have purchased movie tickets
  • 40% of Android owners and 51% of Blackberry owners would spend $500 or more to buy a product from their mobile phone, compared to 9% of iPhone owners
  • The most popular mobile shopping-related activities are research related: 41% of iPhone users and 43% of Android users are most likely to check sale prices at alternative locations from their mobile phones while they are shopping
  • The second most likely activity is accessing consumer reviews, with 39% of iPhone owners and 31% of Android owners investigating reviews from their handset before they purchase
  • While m-commerce is poised for explosive growth in 2010, consumers are still more likely to abandon mobile purchasing on sites that are not optimized for the on-the-go experience, similar to shopping cart abandonment in the early days of e-commerce.
Shopping Use of SmartPhone Away From Computer (% of SmartPhone Owner Respondents Using At All)
Use of Smartphone % of Respondents
Look up shopping info about item to purchase online 68%
Find address & store hours of preferred store 68
Review a product description 52
Look at 3rd party or consumer review of product while in store 45
Check order status originally placed online 43
Look for retailer or product coupons 43
Check for availability of in-store pickup 40
Check price of in store item as “good deal” 36
Make purchase after seeing item in store 34
Make purchase if product not available in store 28
Make purchase without seeing item in store 28
Check status of rebate submitted 24
Source: Compete Smartphone Intelligence Survey, Q3 2009

Compete’s Smartphone Intelligence combines consumer insights with behavioral data to reveal how smartphone owners are using their phones.

For additional information about this study, please visit here.

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Top 5 Twitter Analytical Tools July 9, 2009

Posted by StrategicGrowth in Social Media, Strategic Growth Concepts, Twitter, Web 2.0.
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8 comments

As every marketer knows, if a marketing strategy is worth implementing, it’s worth measuring.  That includes social media strategies in spite of the fact that there is currently no cost involved in utilizing them.  It is still to your benefit to analyze the exposure that they are providing to your firm.  To help you in this endeavor, here is an excellent article that provides access to very useful tools to help you evaluate your company’s use of Twitter.  Check them out for yourself; you might be surprised at all the information they can provide you!

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by Ron Calleri, InventorSpot.com

What kind of footprint have you made in the Twitterverse? Do you know your Twitter ROI, your Twitter influence or stats that determine your Twitter psychographics? In the social media world, this data is becoming easier and easier to access as new analytical tools become available… and now you can track it.

Twitter Analysis Tools graphicBecoming more and more significant, social networking analytics will be used by companies to determine what type of consumer you are, and by prospective employees to consider you for hire. As a modernized version of the Kevin Bacon paradigm, social media has reduced our ‘connectivity to others’ from 6 to 3 degrees.

Most Twitter users are seeking exposure. Whether that reach is to sell a product or oneself, it’s up to the user. How they perform on Twitter to meet that goal will determine brand advocacy. The ones that work to perfect relationships and loyalty will thrive, while those that fall short of this goal tend to lose interest and drop off. One needs to know the value of the Twitter resource and the investment of time that is required to become a successful member of the Twitterverse.  

Similar to our every day lives, if one focuses on creating value, building transparency and becoming  authentic, the greater chance one has in making an impact on Twitter. I relate these personality traits to our newly elected president Barack Obama. He embodies these characteristics and could be the reason he was elected to highest office in the land  (also see previous blog that discusses Obama’s use of social networking)

So social networking analytics are the tools to both qualify and quantify our worth. Here, I have selected what I feel are the top five analytical tools that are available to us today. They will help us determine various aspects of our Twitter make-ups. Not totally perfected and some are still in beta format, I suggest you explore these tools to best analyze your brand and the value and reach of your tweets.

1) TwitterAnalyzer    
TwitterAnalyzer is one of the most comprehensive Twitter analyzer toolsTwitter Analyzer graphic out there. It tracks followers who are online when you are, number of readers that have been exposed to your message, your tweet habits, who is retweeting your updates, twitter follow statistics, growth rates, conversations being made about you, the size of your audience and your followers’ demographics. It will let you research the way your fellow tweeps behave. It will surface which messages they answer and which ones they paid attention to, drilling down to their occupations and which users and are in your line of work.

2) TwInfluence
TwInfluence is a  tool for measuring the combined influence of your Twitter account and followers, and then assessing your reach through the quality of Twinfluence graphicyour followers. Since all users and all followers are not created equal, this analysis will determine the “horizon of communication” that extends beyond your own direct contacts. This is demonstrated whenever somebody “retweets” your message and its influence begins to create ripple effect throughout the Twitterverse. TwInfluence uncovers one’s reach, elocity and social capital, and its worth the time to spend with this tool to learn how these components interact.

3) TweetStats
TweetStats will graph your total tweets by the month, by the day, and by the hour. It also tells you your number of @replies and which interface you used to Twitter your tweets. By calculating the volume of your tweets andTweetstats graphic retweets it quantifies your tweet density. Most people who say they get no value from Twitter should first look at their usage and consistency to realistically evaluate what they have invested in Twitter before they consider the results. This tool also allows you to spy on others or those that have amassed Twitterati fame, as long as you know their Twitter handle.

4) Twitter Grader
Twitter Grader graphicTwitter Grader is another third party app which calculates a grade for a particular twitter on a scale of 0-100. It will show you your ranking in your city, state, and country. It will also show you active and influential Twitter users that you may want to follow. The Tweet Cloud indicates the frequent user words in your Tweets with the most commonly used in larger print. This is very beneficial because its a quick overview of your content.In addition to the TwitterGrader, Hubspot also has a Facebook Grader, Website Grader and Press Release Grader that you should check out as well, if those stats are important to you.

5) TweetPsych
Still in Beta, TweetPsych is a work in progress. Its purpose is to build a psychological profile of a person based on the content of their Tweets. It compares the content of a user’s Tweets to a baseline reading that was built by analyzing an ever-expanding group of over 1.5 million random Tweets, and then highlighting areas where the user stands out. Dan Zarella,the developer behind TweetsPsych continues to expand his set of psychologicalTweetpsych graphic definitions, while also refining the system and its algorithm to better analyze Twitter-specific content.

Dan feels TweetPsych has great potential in matching like-minded users to identifying users that exhibit certain useful or desirable traits. He is asking users to provide him with feedback to improve the system and the technology and take TweetPsych to the next level. Check it out and report back to Dan.

Since all of these tools are free, I suggest taking them all out for a test drive to determine which ones work the best for you. In helping you qualify and quantify your Twitter efforts you can better define your goals. Sometimes, we get so caught up in what we are getting out of something that we often forget to look at we are putting into it. Are you worth following, do you create value for your Twitter followers? Are you an observer or an active participant that is part of a collaborative community? All these questions and more can be better assessed with the assistance of some or all of these tools.

If you honestly look at what you are investing in Twitter and continue to apply an analytical eye, you will slowly begin to benefit from the output and the fruits of your labor.

Popeye’s mobile campaign garners 54 percent opt-in July 3, 2009

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

By Giselle Tsirulnik, June 30, 2009

Popeyes chicken

Popeye’s mobile coupon campaign that promotes the fast food chain’s three-piece chicken dinner has achieved a 54 percent double opt-in.

Popeye'sCox Media is running television spots in Wichita, KS, encouraging consumers to text the keyword POPEYES to short code 74642. Ping Mobile powered the campaign. Already 750 consumers have texted and more than 50 percent have opted in for future communications from Popeye’s.

“This type of mobile advertising campaign was a perfect fit for the Popeye’s stores in Wichita,” said Mike Orr, account executive at Cox Media.

“With the ability to directly engage clients with coupons and offers that provide the client with detailed feedback of what day of the week as well as what time of day that a response was generated from a product placed ad is a tremendous validation of return on investment,” he said.

Consumers that texted in received a message that said, “Show this msg at Popeye’s Chicken & get a FREE 2PC DINNER with ur purchase of a 3 pc dinner & medium drink. Hurry into Popeye’s TODAY offer ends 7/31/09.”

Then consumers are asked whether they would like to join to receive future communications from Popeye’s.

The message says, “Reply YES to join the Popeye’s Chicken VIP Club! U’ll get MORE Xclusive offers just like this one right 2 ur phone! Mx3msg/mo. Std txt rts apply. Reply YES now!”

Consumers that join the Popeye’s mobile VIP Club get the following message, “Success! UR in! To quit txt STOP@anytime. Don’t keep the savings to yourself – tell your family and friends to get in on it too by texting POPEYES to 269411!”

“The strategy for this client was to find a unique and fresh way of promoting their three piece dinner- combining a great promotional offer, with a spontaneous and convenient method of redemption,” said Shira Simmonds, president of Popeye’s mobile service provider.

The results of this campaign show how positive an impact mobile marketing has had on the Popeye’s promotion.

Ms. Simmonds also said that the challenge for Popeye’s was using a newer medium while retaining the traditionalism and authenticity of its brand.

In addition, Popeye’s was faced with finding a way of integrating mobile into their redemption solutions.

Mobile was a perfect tool for the Popeye’s brand because it enabled them to reach out to their target demographic (families) via a medium that is not only accessible to them, but also one that is their most personal and convenient device.

Popeye’s also made sure that the offer was relevant and appealing to the target – a mobile coupon for a discount on dinner provides added-value to families in a time of economic uncertainty.

The fast food chain is distributing its mobile coupons via other avenues as well, including a mobile couponing campaign offering free two-piece chicken dinners (see story).

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While results of 54% opt-in are certainly not standard for mobile marketing, the results ARE typically much higher than most traditional forms of marketing.  Results of 10 – 15% are fairly standard, though many mobile campaigns have achieved a response rate as high as 30%, compared to direct mail which typically results in a 2 – 3% response rate.

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, mobile marketing articles within this blog, or contact us directly via the website or email at info@strategicgrowthconcepts.com for a FREE initial consultation.

Mobile Marketing Drives Customer Loyalty; and Now is Working in the Shopping Mall Industry June 18, 2009

Posted by StrategicGrowth in email marketing, mobile, Mobile Marketing, Social Media, Strategic Growth Concepts.
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2 comments

As someone who spent many years in shopping mall management and marketing, I still have a keen awareness of strategies which drive consumer traffic and behavior in the shopping center environment.  As with retail in general, the name of the game is consumer loyalty, and malls have been utilizing email and membership card-based loyalty programs for years.  But now, mobile technology has provided a new spin on the shopping mall loyalty program and General Growth is the first national shopping center development/management firm to debut this cutting edge technology on a national basis.

The article below details the the new General Growth program and the strategy behind it.  For small businesses reading this article, these same strategies could be employed on a smaller scale to develop your own customer loyalty program to increase sales.  Further, this type of program can be enhanced by the integration of supplemental Social Media strategies to encourage interactivity between the members of the loyalty program and the organization.  The more “connected” the members of the group are with each other and with ‘the brand”, the more likely they are to be loyal customers and frequent users of “the brand”.

I encourage you to read the article and consider ways in which these ideas might be applied to your business.  Should you be interested in learning more about mobile marketing and/or social media and how these tools can help grow your business, please review the mobile section of our website, mobile marketing and social media 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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Nation’s No. 2 mall owner turns to SMS for retail traffic

By Mickey Alam Khan, Mobile Marketer Daily, June 18, 2009

General Growth PropertiesMobile finds place to blossom in Oakbrook mall outside Chicago

General Growth Properties, the nation’s No. 2 mall owner, has introduced what it claims is the nation’s first national mall-based mobile advertising network.

Working with mobile marketing firm Mobisix, the troubled mall giant has extended its email-based The Club program to include The Club Mobile, an alerts service that relies on SMS. General Growth’s marquee properties include Water Tower Place in Chicago, Fashion Show at Tyson’s Galleria outside Washington and South Street Seaport in New York.

“This program is also unique in that it is driven by consumer-controlled preferences and data and analytics decisions to ensure consumers receive only the most relevant offers, and according to their opt-in rules they establish,” said Michael Foschetti, managing director of Mobisix, Charlotte, NC.

Consumers who sign up online with mobile number and other preference data at http://www.theclubmobile.com will receive discounts and offers via regularly scheduled text messages. Those who sign up stand a chance to win a $1,000 shopping spree.

The goal of this loyalty program is to incentivize registered consumers and drive foot traffic to the more than 200 regional shopping malls with 24,000-plus retail stores that Chicago-based General Growth owns or manages in 44 states nationwide.

General Growth PropertiesDon’t discount mobile

Mobisix’s messaging platform powers The Club Mobile, delivering targeted, personal offers based on consumer-controlled preferences, data and analytics.

Here is what Mr. Foschetti had to say about The Club Mobile and mobile’s growing potential in driving retail traffic during these tough economic times:  

What’s the thinking behind The Club Mobile?
The Club mobile is an innovative new-media platform for retail brands to target specific audiences with highly relevant messages and drive store traffic. 

General Growth PropertiesWill mobile book returns for General Growth’s Jordan Creek mall in Des Moines, IA?

In these economic times, the more innovative ways we can use technology to inform the consumer of events and sales while utilizing the club the better.

The Club is a strategic extension of General Growth’s email marketing platform, The Club, and offers the similar value to on-the-go consumers and consumers that prefer to receive opt-in messages to their mobile phones versus email.

Who is the target?
Early adopters of The Club Mobile cross all demographic groups and comprise age groups 13-65.

Both male and female audiences have expressed significant interest and are representative of our subscriber base. Retail brands across categories will express an interest in learning more about the database.

Can we be sure it’s the nation’s first mall-based mobile ad network?
There are several SMS services out there within the retail space, but none to our knowledge that were launched on a nationwide basis among so many malls all at once.

This program is also unique in that it is driven by consumer-controlled preferences and data and analytics decisions to ensure consumers receive only the most relevant offers, and according to their opt-in rules they establish.

This program is larger than just one brand. It is a media network that many brands can choose to participate in based upon their unique marketing needs from national to local.

Why text messages to mall-goers? Any research backing receptivity to such messages?
Retail has always strived to find channels to get one-on-one with customers.

It’s also an industry that stands to really benefit from strategic applications, and on a larger, more macro scale, of mobile marketing.

Getting an offer in the consumer’s hands in that last mile to the sale and getting them in-store is happening today across the mobile and retail spectrum, and in highly successful ways.

Many brands are seeing success with mobile, but in some cases just cannot grow their lists large enough to really move the needle.

The Club Mobile, for retail brands, will really complement the brands’ existing mobile marketing programs and add another layer of micro-targeted activity to the mix.

Significant research was tapped to gauge consumer receptivity to mobile marketing messages within retail, and as long as consumers are in control – how often they get messages, what types of messages they receive and easy opt-out process – very positive feedback was found.

The Mobile Marketing Association’s research indicates approximately one in 10 U.S. consumers are highly interested in mobile marketing, and that is underscored among youth audiences and related to offers and coupons. Both play strongly to General Growth’s program.

When will those who register to The Club Mobile get the text offers?
The maximum number of offers that a consumer will receive is eight per month, or two times per week.

Can mobile help mall retailers? What can mobile offer that other channels don’t?
Yes, we believe it can enhance retailers’ existing mobile marketing efforts and more.

Mobile provides a powerful and efficient one-on-one communication channel for retailers to reach a specified customer base.

Mobile experiences incredibly high open and read rates that result in significant response rates. It also enables retail brands to continue to adapt for efficient and green marketing practices – accountable to ROI and the environment.

Excellent Example of Mobile Marketing Integration into a Multi-Channel Brand Campaign June 11, 2009

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

One of the best ways to utilize Mobile Marketing is to incorporate it into a multi-channel campaign strategized to maximize the brand’s exposure to its target audience.  Mobile Marketing is a cost-effective method of dramatically increasing consumer interaction with a brand as part of the overall campaign strategy. 

The following is an excellent example of a comprehensive campaign strategy which maximizes the effectiveness of Mobile Marketing as a way to enhance the overall effectiveness of the brand’s total campaign.  As you review, please note the integration of the various channels and the way each element of the campaign continues to “build” to encourage continued interaction with the brand.

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Oberto beef jerkey targets alpha-male demographic via mobile

By Dan Butcher; June 10, 2009

Oberto targets alpha-male demographic via mobileOberto beef jerky

Oberto Sausage Co. is promoting its beef jerky with a multichannel campaign that relies heavily on mobile to get its target demographic to interact with the brand.

The company developed a promotional platform for its Oberto Beef Jerky products, including in-store, on-pack and mobile elements, as well as a promotional Web site at http://www.ultimatealphazone.com. The site provides an interactive environment for the brand’s male target audience.

“Our target guy is regularly plugged into what’s happening in the world around him,” said Ryan Post, senior brand manager for Oberto, Kent, WA. “He uses mobile technology to maintain a healthy balance between family, friends, sports, exercise, culture and his career, getting the info he wants when he wants it.

“From checking his mail on his mobile phone when leaving the gym in the morning to looking up sports scores and texting his friends to find out where happy hour is, an ‘alpha’ manages his life on the go,” he said. “We saw mobile marketing as an integral part of our latest campaign because it connects to the daily lives of our customers.

“Plus, Oberto is all about having fun, so the ability to playfully taunt ‘sidekicks’ on the go is right in line with our campaign and a fun, engaging way to let guys know what we are all about.”

Oberto beef jerkey targets alpha-male demographic A mobile call-to-action on an Oberto Beef Jerky in-store display

The promotion allowed consumers to register for sweepstakes and send taunt calls via IVR and the Internet to their friends, calling them “sidekicks.”

The mobile two-way “Taunt Call” IVR campaign lets consumers send unapologetic claims to their friends, and “sidekicks” can send props or insults—“smacks”—back to their friends to continue the conversation.

Oberto’s in-store call-to-action at the point of sale reads “Text / Taunt / Win, text ‘Alpha’ to 433339 for a chance to win and taunt a friend.”

The point-of-sale includes shipper header displays and on-pack stickers with the mobile call-to-action.

The first sweepstakes offered prizes such as a Nintento Wii, an Apple iPod touch, an air hockey table, a Home Depot gift card and a Blu-Ray player.

A second sweepstakes is offering a branded leather chair, two cases of Oberto Beef Jerkey and gift cards from various retailers such as Fathead.com.

Oberto claims that it has received more than a quarter of a million sweepstakes entries to date, and many of those consumers opted in to the brand’s SMS database.

The beef jerky brand touts the Ultimate Alpha Zone promotional micro site at http://www.ultimatealphazone.com/index.html as a place where “guys can be guys.”

There is another Oberto campaign portal, created by another vendor, at http://www.eatlikeanalpha.com.

Throughout the year, “man room” elements will be added to the site for consumers to engage with to earn extra sweepstakes entries and build their “alpha” status for more digital rewards from the brand, such as ringtones and wallpapers.

Visitors can also set up a taunt call to a friend to send smack talk and spread the word about the promotion.

During the second phase of the promotion, Oberto launched a loyalty program “Order of the Alphas,” where consumers were encouraged to log in and register to increase their “Alpha” status for digital rewards and exclusive Oberto content.

Once the user becomes a loyalty member, their engagement activity is tracked and rewarded with loyalty points.

A rotating leader board on the home page highlights Oberto’s top alphas daily.

The loyalty program and Web site will be refreshed throughout the year to highlight a partner promotion, introduce new prizes and interactive features.

Oberto and its vendor developed an integrated campaign strategy by using mobile, online and in-store POS and on-pack stickers.

“To engage consumers with the brand, we built the Ultimate Alpha Zone, where visitors can experience the brand online, in-store and via their mobile device”.

“The campaign’s objectives are to increase consumer awareness of the Oberto brand and its Eat Like An Alpha campaign, drive increases in market share and drive sales velocity.”

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If you would like to learn more about Mobile Marketing and how it can help your business, visit our website for more information or contact us thru our website or via email at info@strategicgrowthconcepts.com.

How to Make Mobile Marketing Effective for Your Company May 26, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing.
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As with all new media when it first debuts, there is a learning curve involved with mobile media; ie:  how often it should be used, how to use it most effectively, what types of messages are most effective, the rules of use, etc. 

To add to your information arsenal, I wanted to provide you with access to  the article below from The Mobile Marketer who blogs on all things mobile.  The article provides a good overview on the use of mobile marketing and how to make it effective for your firm.  For additional information on Mobile Marketing, or to learn how we can help you develop a Mobile Marketing campaign for your firm, please contact us via our website or email us at info@strategicgrowthconcepts.com

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Posted by The Mobile Marketer

When Constructing Effective Text-Message Marketing Campaigns

SMS (Short-Message-System aka “Text-Message-Marketing”) requires different rules of frequency and message content than other types of digital messages.

Because of “number portability,” which allows cell phone users to take their digits with them when they change carriers, a mobile number has a much longer shelf life than an email address. Thus mobile phone lists—100 percent opt-in, of course—are far less likely to “go bad” than email lists. Marketers do not need to send messaging campaigns to phones nearly half as often as they do to email addresses, because they don’t need to curb turnover in their mobile contacts lists.

From what I’ve seen, text messaging frequency works best at only two or three times a month. Marketers really should avoid sending daily text message campaigns, a practice that will cause their lists to dry up faster than government funds after a nationwide bailout.

SMS marketing needs to be handled delicately, with extremely targeted messages, and by dangling “carrots” in front of consumers that are delicious enough to prevent them from unsubscribing. Consumers need to feel that your marketing texts are worth the potential five to 15 cents it could cost them to receive if they don’t have a data plan. Your message, for example, could have a substantial discount or offer to make it worthwhile for the consumer. A text with a legitimate coupon code, and discount expiration date, adds a sense of urgency to the marketing message.

Indeed, from what I’ve seen with the marketers I work with, coupons combined with text messages are an awesome combo! This makes sense; consider that if the average person receives a text, he or she immediately checks to see who it is from.

If it’s from a company offering a discount, advertising a promotion, or simply giving a product update, the consumer will most likely read it, even if it’s just for the sake of deciding whether or not to reply STOP or END. When customers see that your marketing SMS messages offer them value, they’ll decide to keep receiving them—and to keep spending money with your business.

Global New Media Trends and Using Them to Grow Your Business May 8, 2009

Posted by StrategicGrowth in email marketing, mobile, Mobile Marketing, Social Media, Twitter, Video Marketing, Web 2.0.
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2 comments

A recent report issued by The Nielsen Company, a global information and media company active in more than 100 countries, provides a comprehensive overview of the status of new media in today’s marketing environment.  Some highlights of the report include:

  • Online display advertising’s share of revenue has plateaued at 20% of total online ad spend in the U.S.
  • Despite online video’s persistent positive buzz, actual usage is averaging around six minutes per day in the U.S.
  • Packaged goods manufacturers, pharmaceutical companies and telecommunications firms, three of the largest historical spenders on traditional media, are moving online at a pace we haven’t seen before, even as the recession continues to deepen.
  • Access to social networking sites via mobile devices almost tripled during 2008, largely due to rising smartphone penetration and improved network speeds.  Increasingly consumers are turning to their phones for a wide range of online content.
  • The pace of new online users has significantly slowed down, and the story has become about how much time people are spending online and what they’re doing while there.
  • Americans spend the most time online during the average month (about 2 hours per day).
  • The U.S. online population skews more to the age 50+ than the other countries listed in the study.
  • It is rare to see segments grow from BOTH an audience and an engagement standpoint, but we are seeing exceptional growth in these areas over the last couple of years in both video and social media sites.
  • While Member Communities (Facebook, MySpace, etc) have been garnering impressive audience numbers for the last five years, video audiences have been growing at meteoric rates.
  • From a time spent perspective, Member Communities surpassed email for the first time in February 2009.
  • From February 2008 to February 2009, the viewers of online videos grew 10%, the number of streams grew 41%, the streams per user grew 27%, and the total minutes engaged with online video grew 71%.
  • The reach of Member Community (social networking) sites is highest in Brazil (80%) but growting fastest in Germany (from 39% to 51% in one year).
  • The steady upward march of micro-blogging site Twitter will likely be the biggest online media story this year.
  • In the U.S., the mobile Internet audience grew 74% between February 2007 and February 2009.
  • More than 12 million U.S. mobile subscribers access their social networks over their phone.
  • As consumers look to do more on their phones while maintaining or perhaps decreasing their overall wireless spend, we expect that consumers will continue to warm to the idea of ad-supported mobile content.

This information is extremely valuable to marketers and small business owners as it enables companies to see areas of tremendous opportunity where they can maximize their firm’s brand awareness among target audiences.  Click HERE to review the complete Nielsen report and determine how it can be utilized to your company’s benefit.  Should you need assistance sorting thru the options to develop the best marketing strategy for your firm, please contact us to schedule a FREE initial consultation.

A Master Class in Web 2.0 March 27, 2009

Posted by StrategicGrowth in Social Media, Uncategorized, Web 2.0.
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Whatever your politics, there is one fact that is undeniable about Barack Obama, the man knows how to utilize today’s Web 2.0 technology to reach his audience and convey his message. In the following story you will learn how he utilized an interactive website to obtain citizen participation in developing questions to be answered on an Internet broadcast, and that he had them casting votes to decide the “favorite” questions (or the ones that would be most popular with his Internet audience). You will also learn about the Internet broadcast Town Hall Meeting where he utilized those questions that were voted on. What the article doesn’t tell you, but I can because I saw it, was that he publicized the whole thing (both the website question request/voting and the Internet broadcast) via Twitter, which then resulted in hundreds of retweets, and postings on both Facebook and in LinkedIN groups. As I said, whatever your politics, you have to be impressed with his ingenuity in reaching out to his potential audience – and the response number he received (as indicated in the article below) that shows it to be working.So my question to you now is – “How can you apply these same strategies to your business to help it grow?” Think about it, if your website became interactive and allowed you to obtain customer response that helped you to market your product more effectively, wouldn’t that be helpful? And, if you could drive people to your website at absolutely no cost by developing a creative “Tweet” that would cause people to retweet and to post your information on Facebook and LinkedIN to be seen by even more hundreds of thousands of people – wouldn’t you find value in that?

With the country and the media saying that small business is necessary to the turnaround of the economy, and small business owners looking to Barack Obama for answers on how to help those small businesses help the economy – in my opinion, he’s already given us one of the answers. Follow his lead in the use of technology in promoting our businesses to our target customers – it costs us essentially zero dollars and the impact can be huge! So I challenge all small business owners out there – read the article below and then sit down and evaluate your business to think of ways you can utilize Web 2.0 technology to promote your business and increase sales. And if in the final analysis you decide you don’t know enough about it to come up with the ideas, then contact me – or another marketing professional – to help you make the most of this opportunity! I assure you, “our cup runneth over” with ideas we’d like to provide to clients willing to jump in to this new marketing arena and we’d love to hear from you!

 

Obama wraps up first-of-its kind Internet Q&A

 

 

 

 
  By Ron Edmonds, AP
   

WASHINGTON — President Obama wrapped up a unique Internet-era town hall meeting at the White House on Thursday, pushing hard for support of his $3.6 trillion budget and asking people to be patient with the administration’s efforts to resuscitate the USA’s ailing economy.

Obama said the precedent-setting online town hall meeting was an “an important step” toward creating a broader avenue for information about his administration.

He joked at one point about the number of questions about decriminalizing marijuana, saying he did not think that was the best way to stimulate the economy.

After a brief opening statement, Obama held a microphone and walked the floor in the ornate East Room, gesturing as he answered questions in an event reminiscent of town hall meetings he conducted in person across the nation during his campaign.

Before the event, the White House had said that 92,003 people have submitted 103,395 questions and cast 3,582,670 votes.

White House spokesman Nick Shapiro said about 67,000 viewers were watching the webcast, which was also televised on some cable channels.

In advance of the event, potential questioners signed up on the White House website “Open for Questions.”

CNN reported that Obama answered seven questions submitted that way, while also taking questions from the audience in the East Room.

Questioned also about growing unemployment, Obama said creating jobs was difficult during these hard economic times, and recommended that the work of the future should be in more high-paying, high-skill areas like clean energy technology.

Many of the lost jobs in recent years, Obama said, involved work that was done by people earning low wages and with limited work skills. He said it will take some time — perhaps through the rest of the year — before vigorous hiring resumes, and that might not happen until businesses see evidence the economy is rebounding.

On the home financing crisis, the second question put to the president, he was asked how his programs helped homeowners who are not facing foreclosure but have been deeply hurt by the recession. Many homeowners, after the housing price bubble burst late last year, now owe more on their homes than the houses are worth.

Obama told his Internet audience and about 100 people assembled in the East Room that his injection of stimulus spending into the housing market now makes it possible for 40% of all homeowners to take advantage of record-low mortgage interest rates. He encouraged eligible Americans to refinance.

Political operatives say the White House’s strategy is a way to reach a demographic key to Obama’s election.

“In the new world of online media, formal press conferences are just one element or program to get the message out — to those, usually older, who watch such things on TV. The online version he is doing is an alternative way to get out the same message, in this case on the budget, targeted toward a different audience, usually younger,” said Morley Winograd, a onetime adviser to former vice president Al Gore who now runs the Institute for Communication Technology Management at the University of Southern California.

“In both cases the questioners are just props — or, in some cases, foils — for the star, Obama, to deliver his message. But in the latter case, they get to self-nominate instead of be selected by elites,” Winograd said.

In a way, it’s part campaign-style politics and part American Idol, said political strategist Simon Rosenberg.

“Barack Obama is going to reinvent the presidency the way he reinvented electoral politics,” said Rosenberg, president of the New Democrat Network and a veteran of presidential campaigns. “He is allowing everyday people to participate in a way that would’ve been impossible in the old media world.”

Yet the process lends itself to softer questions and ones the White House is eager to answer, Republicans noted.

“The president is going back to the safe confines he was always most comfortable with, in this case a friendly audience where the focus is on the sale rather than the substance,” GOP strategist Kevin Madden said.

Contributing: Richard Wolf at the White House; Steve Marshall in McLean, Va., and the Associated Press

Mobile Marketers Target Receptive Hispanic Audience March 8, 2009

Posted by StrategicGrowth in mobile.
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In keeping with our recent review of mobile advertising, and our goal to keep you apprised of marketing information that will provide value to your business, we thought that a recent article from Advertising Age Magazine would have particular value to those of you who are marketing to consumers rather than businesses. In this article we are advised that Hispanics are the country’s largest and fastest-growing ethnic minority, and as a result, major brands such as “Continental Airlines, General Mills, Sears, Kmart and Tag Heuer will be working in the first quarter to launch Latino-centric mobile campaigns”.

Making the case to utilize mobile advertising to reach this hot demographic is research that suggests “U.S. Hispanics are more engaged with their mobile phones than Americans overall. Some 71% of Hispanics consume content on their cellphones, compared with the market average of 48%, according to ComScore M:Metrics. Why? Many don’t have subscriptions to internet or landline service, so wireless phones are their sole communications tool. Additionally, the median age among Hispanics is 27.6, compared with 36.6 in the population as a whole, so that may also help explain their propensity toward mobile”.

Read the article at the following link to help you determine if mobile advertising can help your company grow by reaching this hot demographic target group. http://www.strategicgrowthconcepts.com/marketing/Marketing-Information-Resources_I12.html