Five Examples of Mobile Marketing Success
Now when almost everyone who carries a smartphone is constantly browsing the Web on the move, companies cannot afford to ignore the benefits of mobile marketing.
The companies that have already established themselves as key players in the industry can still afford to relax a little, but the small and medium enterprises do not have that luxury. Each day, they spend not using the mobile marketing strategies to their benefit they are letting other companies topple them and leave them way behind the curve.
Recently, publishing giant Dorling Kindersley teamed up with AKQA, which specializes in digital communications. The main purpose of that partnership was to make the bestselling The Human Body Book compatible with the iPad. Not only did AKQA manage to change the format of the book in a suitable way, but it also used creative techniques, such as making the entire reading highly interactive by letting the user finger swipe images and then render them on a 3-D model to get highly detailed representations of the human body. The way AKQA used the digital expertise to make the DK brand accessible to the new age tablet base is highly commendable.
The ‘Local’ Path To Mobile Marketing
Until recently, mobile marketing had consisted of big players like Google (GOOG) and Facebook (FB) sending out billboard-type ads to users based on demographics or search queries. If you were located in Des Moines, and you were looking for an all night pizza joint, Google’s local mobile ads for DiMiastro’s and Gianni’s would find you when you did your search.
But would you find an ad?
Or maybe if you’re the pizza-maker – Mr. DiMiastro or Mr. Gianni himself – and you’re looking for local residents, or tourists in the 18 to 28 age range with disposable income, a past penchant for pizza, Facebook could find your cohort. They, after all, have a vast store of demographic data.
What if Mr. Gianni wants to offer a low discount at a particular time, would Google or Facebook find someone hungry for pizza at a particular hour? Or would they be fast asleep? That’s not to say that Google and Facebook have been missing out on millions of dollars of ad revenue in the mobile marketing space. On the contrary, they’re both making boatloads (see below).
Broadcasting Giant Starting Mobile Marketing Company
In another striking illustration of how everyone wants in on the lucrative and erpetually-expanding mobile marketing industry, LIN Media, one of the largest broadcasters in the United States, is launching a new venture called LIN Mobile, LLC. LIN Mobile, a mobile marketing company, will – it goes without saying – provide mobile marketing solutions for clients nationwide.
LIN Mobile says it will further the company’s goal to be advertisers’ preferred choice for multiplatform marketing opportunities and provide its customers with a unified digital media strategy.
“Our investment in mobile demonstrates our commitment to responding to advertisers’ needs and providing them with the most effective marketing channels,” says Vincent Sadusky, President and Chief Executive Officer of LIN Media.
It’s time for small businesses to make mobile moves
Small Business Saturday is just around the corner, and local business owners constantly need to update their strategies and platforms to play with the big boys. EventSpot, an online event management system from Constant Contact, Inc., says mobile may be the answer; 81% of small businesses and nonprofits intend to bulk up their use of mobile to market events in the upcoming year, according to a recently published survey conducted by EventSpot from Constant Contact.
“Small business folks are realizing that the best way to expand their business, and then to also get new business, is looking to their present-day customers firsts,” says Chris Litster, VP and GM of EventSpot at Constant Contact. “The volume [of attendees] isn’t huge for each event, but the importance of being with somebody face-to-face, being able to look somebody in the eye, [and] being able to engage with them in person is being understood as a way to really continue and build that engagement marketing cycle.”
According to the study, 16% of respondents, which include approximately 300 B2B and B2C small businesses and nonprofits, say they currently use a mobile device to send out content to potential guests. Of the 16%, 75% claim they send event schedules, 41% say they distribute session descriptions, and 19% provide speaker biographies.
Marchex Becomes “A Pure-Play Mobile Advertising Company”
This represents the final step in Marchex’s evolution from a search arbitrage network into a pay-per-call (PPCall) ad network. In parallel the company operates a call analytics business, which also supports the PPCall offering.
Marchex sources calls from multiple channels though roughly two-thirds of its calls come from mobile. Marchex told me that it can take “as many as 250,000″ mobile impressions to generate a quality phone call — meaning one that is intended. The company maintains that a huge percentage of calls initiated from mobile display ads are inadvertent (“fat finger problem”).
Marchex uses call analytics to determine which calls are qualified and should be charged to advertisers. Among those that qualify as “good calls,” the company says that it sees “conversion rates north of 25 percent.” That means of the billable calls about one-fourth on average turn into sales.
Six mobile marketing tools fit for small and local businesses
While the phone call is a thing of the past for a growing number of consumers, the telephone call isn’t dead. For small businesses looking to connect with consumers, the combination of a mobile phone and click-to-call functionality can, for obvious reasons, be an excellent fit. Fortunately, putting the two together doesn’t require a herculean effort: small businesses using Google AdWords can add click-to-call to their ads with just a few clicks.
Text messaging’s maturity may make it one of the least exciting mobile marketing techniques but that doesn’t mean that it can’t be one of the most effective when used appropriately. Numerous companies make it easy for small businesses to build subscriber lists and send messages to them.
Using SMS effectively can be more difficult than email because SMS has significant limitations, but some of the techniques that often work well with email, such as discounts and time-sensitive promotions, can be quite effective with SMS as well.
Direct Mail and Mobile Marketing Compared
Many small businesses have relied on direct-mail marketing as one of their primary advertising tools. But these days a new kid is in town—mobile marketing. Companies have already found many creative ways to use smartphones to increase their brand recognition and connect with customers. Businesses now give customers mobile coupons for their products, restaurants text specials to people nearby. Realtors ask people to text a code to connect with buyers interested in more information on a house. And healthcare companies even provide text reminders to patients to take their medicine and refill prescriptions.
While it is tempting to just jump on the bandwagon for the newest technology and abandon direct mail, it is important to understand both types of marketing and when each is most beneficial. While mobile marketing can be a cost effective solution that yields impressive results for some businesses, there are still situations when the old standby of direct mail is your best bet.
Benefits. With most forms of advertising, the customer is simply given information by the company, but with mobile marketing consumers participate in a two-way conversation. This allows you to provide information and offers specifically for that customer. Jed Alpert, founder and CEO of Mobile Commons, says that New York City’s Metropolitan Transit Authority effectively personalizes mobile marketing by having commuters receive live GPS data on the location of their next bus via text message. “This is a campaign that has grown rapidly. Over 10,000 commuter queries per day and over a million texts since January—and has required minimal involvement from Mobile Commons or the MTA following the initial setup,” Alpert says.
5 Tips to Accelerate Your Company’s Mobile Marketing
Build mobile-friendly sites – We cannot stress enough the importance of having a mobile-friendly website. Unless your company has significantly low mobile traffic (based, perhaps, on your field), it is highly recommended that businesses not only develop a mobile site for their company, but also make it user-friendly and provide important information upfront.
Tailor Your Mobile Strategy to Your Business – Depending on the type of business you have, the mobile traffic you receive can vary significantly. In general, retail B2C (with mobile coupon offers, etc.) has the highest proportion of mobile traffic, while B2B and financial advertisers see the least amount of smartphone and tablet traffic. If you find a significant proportion of traffic coming from mobile devices, you need a mobile-centric paid search strategy.
Build mobile-specific campaigns – While it is tempting to take an existing campaign and target all devices, if you find your business is generating a lot of mobile traffic, it is best to build tablet- and smartphone-specific campaigns despite the extra work.
3 Mobile Marketing Tips for Small Businesses
Millions of Americans are carrying around smartphones as they go about their daily lives. These Internet-enabled devices allow people to do research on the go and look up companies that meet their needs. You can help ensure that your company is not missing out on the mobile trend by engaging in proactive outreach and development. Here are three mobile marketing tips for small businesses:
One of the best features of mobile applications is that they involve GPS. Marketing to the moving consumer generally happens through location-based apps such as Foursquare or GoWalla. While general mobile ad click rates are fairly high, it’s also easy to reach customers who are already using apps without paying for ads. Try creating business profiles on all local directories and websites that have their own apps or are mobile-optimized. The easier your company is to find on a mobile phone, the better your return on investment is likely to be.
The beauty of mobile applications is that your company can appear on all of them! This is why we suggest that you create a business account and input your data into all relevant local applications and websites. Foursquare, GoWalla, Yelp, Google+ Local and even the Dex Yellow Pages application can all drive potential customers through your doors. Make sure that your company Facebook page contains your business address, so patrons can check in and let their friends know whenever they visit your company.
Is Mobile Marketing A Solution Or A Problem For Your Business?
Mobile marketing” has many definitions. It will mean different things to many different companies, and it can be applied in more than one way. The commonly accepted definition is promoting a business through the medium of mobile devices and cell phones. This article will give you some tips to make that kind of mobile marketing work for your business.
TIP! Sometimes when you give your customers a little offer or promotion, you will boost your sales and profits. Incentives and rewards should be regular components to any mobile marketing.
Make sure your emails are mobile friendly to ensure that they will be effective in reaching as many of your customers as possible. Make your phone number is a click-able link, for instance. Make your pages as user friendly and as nice as your regular webpages for easy viewing on mobile devices. Email addicts use their phones more often than ever, and your emails should be designed from the ground up to take advantage of this.
Make the most of your online website. It’s very helpful to advertise mobile sites and apps from a popular traditional website. When readers view your traditional website, make it clear that you have a mobile app that they can use from anywhere.