jump to navigation

TIPS FOR USING MOBILE MARKETING FOR YOUR BUSINESS September 3, 2012

Posted by StrategicGrowth in marketing strategies, mobile, Mobile Marketing.
Tags: , , , , , , ,
add a comment

  • 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.
Advertisements

What are the REAL results of mobile advertising? January 6, 2011

Posted by StrategicGrowth in mobile, Mobile Marketing.
Tags: , , ,
10 comments

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.

For more detail from the InsightExpress work, you can grab graphs here.

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.
Tags: , , , , , , , , , , , , ,
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.
Tags: , , , , , , , , , , , , , , ,
1 comment so far

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.

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

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

____________________________________________________________ 

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.