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.
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.
Smartphone Owners Want Mobile Coupons March 12, 2010Posted by StrategicGrowth in mobile coupons, Mobile Marketing, Strategic Growth Concepts.
Tags: advertising, Compete.com, marketing, mobile advertising, mobile coupons, Mobile Marketing, SMS, Strategic Growth Concepts
A new survey published by Compete.com indicates smartphone owners are very receptive to mobile coupons, especially when it comes to grocery coupons that are easily redeemable via barcodes scanned directly from the device.
The survey, which looked at the time of day most smartphone owners use their devices, as well as what mobile advertising concepts they’re most interested in, found that usage during commutes to work and while watching TV were the highest on the list by far.
To find out their receptiveness, the survey asked smartphone owners how interested they were in receiving various types of mobile advertising. The results were quite interesting, indicating consumers were most interested in receiving grocery coupons (36%), scanable barcodes (29%), offers to save and pursue at leisure (26%), movie theater offers (26%) and ads via SMS when going by a retailer with a promotion / coupon (21%).
The fact that over 1 in 5 smartphone owners would be interested in these top-5 concepts is very promising for the mobile marketing industry, considering that it’s still in the early stages of mainstream adoption. Given the nature of smartphones, adoption via this user-group will signal what works and what doesn’t- with concepts that do see mainstream adoption via smartphones making their way to feature phones eventually.
It’s not surprising that barcodes, coupons and other retail-oriented mobile technologies are the first to catch on with consumers. It’s a concept that provides the most value to users, while not interfering with daily usage like some other concepts.
Should you be interested in learning more about mobile coupons and how they can help grow your business, or mobile marketing in general, please review the mobile section of our website, additional mobile marketing articles within this blog, or contact us directly via the website or email at firstname.lastname@example.org for a FREE initial consultation.
Mobile Marketing Now Aiding Non-profits in Fundraising August 5, 2009Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts, Web 2.0.
Tags: advertising, ASPCA, cellular phones, ecommerce, economy affect on non-profit fundraising, Haiti, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, non-profit fundraising, QR codes, Red Cross, Restorre the Gulf, SMS, Strategic Growth Concepts
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Mobile Marketing strategies are now being put to work to help non-profit organizations provide information to their constituencies and also, to RECEIVE DONATIONS!
A recent article by Mobile Marketer Daily reviews a new Mobile Marketing campaign being implemented by the ASPCA (American Society for the Prevention of Cruelty to Animals). They will be utilizing mobile strategies to disseminate animal health tips, shelter locations, and to receive donations. Obviously, this new campaign will also assist them in increasing their database of those interested in animal issues so they may refer to them for future programs as well. They’re accomplishing a lot by the use of Mobile Marketing strategies, and setting the bar at a high level for those non-profits who are struggling because of today’s economic environment and want to follow in their footsteps.
If you would like to learn more about the ASPCA’s Mobile Marketing campaign to consider how your organization might apply similar strategies, click HERE to access the full article.
EDITOR’S ADDED NOTE: An additional example of Mobile Marketing being used for non-profit fundraising is the Red Cross campaign to raise funds for Haiti. SMS (text) messaging was the mobile vehicle utilized, and the Red Cross did a great job of integrating the mobile donation option into their entire marketing strategy – TV, print, social media, etc. Within 48 hours, $5 million dollars were raised, to-date, over $40 million has been raised for this effort – all in $10 increments via text messaging!
A more recent example was the ‘Restore the Gulf’ campaign implemented by non-profit organization in New Orleans. This campaign utilized a QR code which allowed supporters to access a video and online petition in support of the cause. This celebrity-supported effort has made national headlines due to the unique nature of the campaign; results are not yet available.
If you work for, or volunteer for, a non-profit and would like to explore the ways in which Mobile Marketing can be utilized to market your organization, we would be happy to assist you in developing a customized program to aid you in increasing donations and providing information to your constituencies. Please feel free to contact us via our website or via email at linda@StrategicGrowthConcepts.com to schedule a FREE initial consultation.
Tags: advertising, BlogTalkRadio, cellular phones, GPS targeted marketing, Linda Daichendt, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, retail, ROI, small business, SMS, Strategic Growth Concepts, The Small Business MBA Show
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We would like to thank Justin Hong, host of the BlogTalkRadio show, ‘The Small Business MBA’ for inviting our firm’s CEO, Linda Daichendt, to be a guest on his show today for a discussion about ‘Mobile Marketing for Small Business’. Topics discussed included:
- the benefits of mobile marketing
- explanations of the different types of mobile marketing
- the Federal laws that affect a mobile marketing program
- the results a small business can expect from a mobile marketing campaign
- the costs of implementing a mobile marketing campaign
- ways in which small businesses can use mobile marketing to promote their business and reach consumers
Be sure to listen to today’s broadcast by clicking HERE so you can take advantage of the special offer our CEO made available to the show’s listeners!
Tags: advertising, BlogTalkRadio, cellular phones, Linda Daichendt, marketing, mobile advertising, Mobile Marketing, mobile phones, ROI, small business, SMS, Strategic Growth Concepts, Strategic Growth Concepts for Small Business
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Given the precarious state of today’s economy, small businesses are on ‘high alert’ for new ways of increasing revenue. While recent technology advances provide a variety of methodologies that can be useful in achieving this goal, there is one that has only recently come to the forefront of marketer’s awareness – Mobile Marketing. This will be topic of discussion during Strategic Growth Concepts CEO, Linda Daichendt’s upcoming guest appearance on the ‘Small Business MBA Show’ on BlogTalkRadio. This show will broadcast live on Friday, July 31, 2009 at 2:30 p.m. EDT. Click HERE to learn the details about the program – and some interesting information about Mobile Marketing.
Tags: advertising, Blackberry, Cartier, GPS targeted marketing, holiday advertising plans, holiday marketing plans, iPhone, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, mobile website, Palm Pre, Polo Ralph Lauren, retail, ROI, short codes, small business, SMS, Strategic Growth Concepts, Target, Tiffany, Walmart
By Mickey Alam Khan, July 6, 2009
It’s only three months before mobile can expect to play a significant role in searching and shopping for the holidays. Marketers, agencies and vendors should gear up for the traffic and the expectations.
As is customary, marketers are already working on lists for catalog, direct mail, insert media and email drops for the holidays, along with planning print, television, radio and online buys for those with the budget. Mobile should now be included in that media mix.
First it is key to understand mobile’s role in the holidays. It certainly won’t supplant ecommerce or the wired Web. It won’t take away from print, TV or radio’s branding strengths. And it won’t compete with the catalog, mailer, insert or email.
Long on short codes
Let’s start with catalogs.
Each catalog invites users to shop via phone, mail or by entering a SKU number on the brand’s Web site. Perhaps it would be wise to add a keyword and common short code on each catalog, inviting recipients to text and opt in to the loyalty program for alerts of new deals, shipping incentives or discounts during the holidays.
A similar effort with targeted direct mail and inserts – unique keyword and short code – can actually track the piece’s efficacy in case the customer or prospect responds to the call to action.
Mentioning a keyword and short code on marketing and retail email newsletters can also encourage enrollment into the overall loyalty program with the mobile number.
Adding SMS to print, TV and radio will help track the effectiveness of print and broadcast advertising at a time when the sales pitches are at their shrillest. After all, the holidays are the annual Olympics for retail and marketing.
It’s as simple as that: a keyword and short code. But start preparing now. Wireless carriers take their own sweet time approving SMS programs, and with new requirements in place, marketers have to provide every detail about their planned campaigns.
What the carriers don’t want – and certainly will prevent at all costs – is a collapse of their network due to a deluge of commercial SMS messages. Nor do they want to be accused of spam, even if it’s a perception issue.
At any rate, expect holidays 2009 to set a record for holiday-oriented SMS messages exchanged between brand and consumer.
Site to see
Another holiday marketing tool that requires immediate attention is a mobile or mobile-friendly Web site.
With the falling costs of creating a mobile site and the plethora of plug-and-play services out there, retailers and marketers have little excuse to dither on creating a mobile Web presence targeting consumers on the go.
What would consumers on the go like from their favorite brands’ mobile site? Several functionalities including a search engine for merchandise, store locator, gift-finder tool, list of best-sellers and prices, sales promotions, SMS signup, package tracker and, in some cases, the ability to buy from that site.
Smart mobile sites will also include the click-to-call functionality, linking the shopper to the pertinent store.
Obviously most of these functions would work well only on sites customized for smartphones. But it’s a necessary first step to create user-friendly mobile sites for the iPhone, BlackBerry, Palm Pre and more sophisticated HTC, LG, Samsung, Sony Ericsson, Motorola and Nokia phone models.
A smart accompaniment to the mobile site is the mobile application incorporating some, if not all, the functionality available on the marketer or retailer’s mobile site.
Brands can use their store marketing or other channels such as mail, catalog, print, email or broadcast ads to urge consumers to download their app from the pertinent app store.
Make sure the app is compelling if it is not to be deleted within days of download. Occupying valuable screen real estate on, say, an iPhone, BlackBerry or Palm Pre, is a branding privilege that should not be abused.
That takes care of the merchandising and mobile marketing sides of mobile. How about mobile advertising?
Well, now’s the time to make smart buys across leading media sites.
Brands such as Polo Ralph Lauren, Tiffany and Cartier as well as Walmart and Target should be locking up deals with trusted publications including The New York Times and The Wall Street Journal. They should lock in key positions for their ads to run on those publications’ mobile sites.
These brands can also strike deals with magazine publishers such as Time Inc. or Hearst to incorporate mobile into their multichannel media buys. Mobile ads can run not only with the publishers’ sites but also within their apps as part of sponsorship deals.
All mobile ads, once clicked on, will link to special landing pages with the desired call to action or to the mobile site. As simple as that. It’s been done on the wired Web and there’s no reason why it can’t be replicated on mobile.
Look, it’s very simple: When one in 10 working-age Americans is out of work, when the nation’s mood swings between optimism and pessimism, when the national savings rate is going up, the only way that marketers will get consumers to spend is through marketing and its desired end – creation of desire.
These ideas are basic and require little effort but consultation and working with the brand’s agency or mobile marketing firm. The time has come for brands to recognize that if they want the holiday merchandise to move, they must be as mobile as their customers and prospects. Call now.
Should you be interested in learning more about mobile marketing and how it can help grow your business, please review the mobile section of our website, additional mobile marketing articles within this blog, or contact us directly via the website or email at email@example.com for a FREE initial consultation.
Popeye’s mobile campaign garners 54 percent opt-in July 3, 2009Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: advertising, case studies, cellular phones, demographic targets, GPS targeted marketing, marketing, mobile advertising, Mobile Marketing, mobile phones, Opt in, Popeyes, Popeyes Chicken, retail, ROI, SMS, Strategic Growth Concepts
By Giselle Tsirulnik, June 30, 2009
Popeye’s mobile coupon campaign that promotes the fast food chain’s three-piece chicken dinner has achieved a 54 percent double opt-in.
Cox 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).
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 firstname.lastname@example.org for a FREE initial consultation.
Hispanics Online: Young, Mobile and Bilingual July 3, 2009Posted by StrategicGrowth in Web 2.0.
Tags: cellular phones, hispanic demographic, internet marketing, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, SMS, Strategic Growth Concepts, Web 2.0
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|The US Hispanic Internet population is growing—in numbers, broadband connections and time spent online. eMarketer estimates that this year there will be nearly 23 million Hispanics online, over 50% of the US Hispanic population.The Hispanics Online report analyzes the trends driving the growth of this young, mobile and vibrant population.
Hispanics make up 12.3% of the US Internet population in 2009, and will increase to 13.9% in 2013.
Like its offline counterpart, this group of Internet users is young—63% are under age 35—and mobile. Some 81% of Hispanics own a cellphone, and for 25% of these adults, their mobile is their primary phone. They use phone features, including Internet access, at higher rates than other mobile subscribers.
Many marketers and online publishers are creating campaigns and Websites in English and Spanish, to reach an audience that switches between languages and cultures.