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.
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.
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.
Mobile Users Ready for Location-Based Text Marketing July 11, 2010Posted by StrategicGrowth in demographics, local marketing strategies, mobile, mobile coupons, Mobile Marketing.
Tags: eMarketer, ExactTarget study, feature phones, Foursquare, Gowalla, Harris Interactive, interest in receiving text alerts, location-based marketing, location-based text alerts, mobile coupons, Mobile Marketing, mobile user statistics, Morgan Stanley, Placecast, smartphones, text alerts
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The assumption that marketers make who are still unfamiliar with Mobile Marketing and its benefits, is that it only works on consumers who have high-end smartphones. In my discussions with small business owners who are considering the use of mobile as a part of their marketing strategy, there is a strong belief that Mobile Marketing can’t be effective because, though growing rapidly, the smartphone consumer segment is still in the minority as compared to feature phones. Therefore, they believe that a majority of consumers will not be able to see their ads.
However, much to the contrary, any number of studies conducted in the last couple of years indicate clearly that Mobile Marketing is a highly effective medium at reaching all consumers, not just smartphone owners. And not only is mobile effective with consumers, it is also in-demand from them. The most effective method of mobile marketing is SMS (text) messaging, due to its ability to cross all mobile operating systems; it has no dependence on being able to access a smartphone.
The study detailed below, conducted by Harris Interactive, clearly indicates that consumers of both smartphones AND feature phones are quite open to receiving SMS messages and that location-based messaging is increasing their effectiveness.
JULY 6, 2010, eMarketer blog
Mobile marketing is not just for smartphones
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.