Solid Advice To Build Profits Through Mobile Marketing
Getting started in mobile marketing can seem daunting because there are so many options available to you. The following tips will bring mobile marketing into perspective and help you choose a viable strategy.
Always keep the line of communication open with your customers. Allow them to give you feedback every step of the way. It doesn’t matter whether the feedback is negative or positive. All customer feedback can help you improve. Aim high in your advertisements and seek out that hook that will catch the “viral” wave. They may want to share it with others and increase your reach.
Buy your own short code instead of using a sharing service. Although, it can be costly, it is linked to your company brand. Eventually, people will make the connection between your company and your short code. Using code sharing can cause legal issues, as well. Note that you too can get into trouble if any code sharing company decides to abuse the system.
BII MOBILE INSIGHTS: Localized Mobile Marketing Is On The Rise
National brands’ investment in local digital marketing is on the rise. According to local-marketing automation company Balihoo’s September survey of marketers in North America, 35.9% planned to boost their local digital dollars in 2013; just 6.8% planned to decrease spending. Most marketers reported already investing in common digital marketing tactics such as Facebook marketing (69.3%), search engine optimization (SEO) and display advertising (50.3%) for purposes of local marketing.
Mobile local ad revenue in the U.S. will grow by 54% by 2016, according to a new study by local media advisor company BIA/Kelsey. Mobile is projected to account for over 3% of local ad revenues by 2016. The mark would represent an increase from the 0.6% market share represented by mobile local ad revenue in 2011. The company says that mobile local ad spending will outpace mobile national ad spending and will account for 58% of total ad spending ($9.92 billion) by 2016.
Marchex Becomes “A Pure-Play Mobile Advertising Company
Marchex announced earlier today that its board of directors has authorized management to pursue the separation of its business into two distinct, publicly traded entities. Upon closing of the proposed tax-free spin-off transaction, Marchex’s existing shareholders would hold interests in: Marchex, a pure-play mobile advertising company focused on calls; and Archeo, Inc. (“Archeo”), a premium domain and advertising marketplace.
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”).
Email vs mobile marketing: which should your company use?
Not long ago, email marketing seemed like the way to grab customers’ attention. Everyone had email accounts, therefore, this seemed like the sensible to reach large numbers of consumers at once. Text messaging soon came along and suddenly mobile marketing seemed like the preferred method to tell consumers what companies had to offer. So, which method should you use to promote your business? Is mobile marketing really more effective than email marketing or is it just the current trend?
The best way to answer this question is to ask consumers directly. What are the pros to email marketing? Email marketing is easy to access. If the consumer is checking his email online, he has access to the internet with full browsing capabilities. By clicking on an email link, the consumer can easily open other windows, reach a company’s social media page, make a purchase with an online coupon or simply visit a company’s website and find out more about the product being promoted.
When the same message is sent out via text messaging, the consumer can see the link and click on it to be directed to the website but that is usually where the campaign ends. The ability to browse numerous pages at once, make purchases and access online coupons is limited when it is received via SMS.
Lindt to take to mobile marketing to boost sales
Recognising the fact that mobile phones are the most important consumer touch point today, which also drives purchase decision, Premium chocolate brand Lindt is planning on a number of mobile marketing initiatives to drive revenues. The company expects to renew its connection with the new generation of consumers with this drive. It is also expected to improve the sales figures for 2013.
Currently the brand is working on introducing an m-commerce platform to enable buying through mobile devices. With the mobile strategy in place, Lindt expects to become more accessible to the consumers. Talking about the plans Tim Stoller, head of impulse at Lindt, said, “Mobile can play an important part in a making us more accessible and driving value sales growth. We’re looking at how we can pioneer our use of mobile, both in terms of driving brand equity but also as a revenue driver.”
The company has already revamped its website, making it more interactive. Consumers not only get to learn about the brand here, but can also buy chocolates online. Now the company is looking to extend this experience to the mobile device. In fact branded games, and sales through mobiles are first on the card. Interestingly, the company is doing this to come out of its traditional image, and create a brand connection with consumers like competitor Cadbury. Stoller said as much. “Changing this attitude is going to be at the centre of all the branding and sales activity we do next year and mobile can play an important part in aligning our sales and marketing activity more closely together to achieve this,” he added.
Colgate-Palmolive Exec: Company Behind In Mobile Marketing
Like many companies, Colgate-Palmolive’s mobile marketing strategy isn’t where it should be, given consumers’ rapidly growing usage of mobile platforms, says Jack Haber, C-P’s vice president, global advertising and digital.
It will take some time to get mobile “fully woven into the fabric” of the company’s marketing activities, he added, speaking at the GroupM What’s Next conference Wednesday. One obstacle was resistance to change both within the company and within the larger advertising and marketing community.
Haber likened the company’s attitude toward mobile today to skeptical attitudes that many inside the company held about the Internet as it was emerging and had not yet become a consumer utility. “We need to get past that,” he said. Research that demonstrates the medium’s return on investment would help internally, he said. C-P still spends roughly 80% of its advertising budget on TV, which he acknowledged was probably out of sync with the shifting media habits of consumers.
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.
Tips And Tricks Of Mobile Marketing
In the world of mobile marketing, there are plenty of great resources available to both new and experienced marketing alike. There are many websites, programs, e-guides, books, videos, and other resources available. This set of tips contains some of the best advice for helping a good marketer become a great marketer.
Mobile marketing should be developed one step after another for best results. This should be your strategy as well. Continue to interact with your customers by first sending texts, then calls and then video, building your network as big as you can. Take advantage of everything possible.
Don’t forget to still take full advantage of your standard website. It’s very helpful to advertise mobile sites and apps from a popular traditional website. Whenever a customer browses your conventional site, they will be delighted to learn that they can communicate with your company while they are out and about.
Four Mobile Marketing Stats That Will Blow Your Mind
There’s a phone in your customer’s pocket and it’s happy to see you. Mobile marketing expert Jason Wells explains why brands that aren’t harnessing the “historic” power of mobile are leaving money on the table.
One of the stunning things about mobile marketing is the degree to which people respond to it. Simply put, mobile marketing produces higher response rates and quicker response times than any marketing channel we’ve ever seen.
Google unveiled this statistic in November 2011. It is pretty stunning if you think about it. Imagine if 90 percent of desktop searches resulted in action within one day. Or, if 90 percent of emails your marketing team sent resulted in action.
Why Mobile Marketing is Made for Small Business
Not so fast. With more consumers relying on smartphones and expecting to be recognized for loyalty, referrals and purchases, now is the time for small-business owners to put their mobile marketing strategies in place. One of the most important takeaways from this data is that the growing reliance on smartphones creates an enormous opportunity for businesses to engage customers.
The introduction of Apple’s new Passbook application underscores this point. In case you missed it, Passbook essentially allows consumers to store tickets, loyalty cards, coupons, and passes in one place. You can use it to check in for a flight or get into a movie, for example. You can also use it to see when your coupons expire, where your concert seats are located, and the balance on your coffeeshop card. The potential of Passbook has not been lost on the major airlines, retailers, and hotels that are already on board.