The Mobile Marketer

Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations — it will transform your entire business


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Different uses for SMS & MMS beyond mobile marketing

SMS messaging is a cost-effective method of communication, allowing you to reach your customers quickly and easily. Take a look at four ways to use SMS in various areas of your business.

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1. Verification to Stop Fake Accounts 

Fake accounts created by spammers have caused many headaches for online communities, dating sites and social media sites. These accounts can cause customers to lose faith in the service, damaging the credibility of the business.

SMS can significantly help to cut this issue when users are required to enter their mobile numbers, receive a PIN number and enter it to verify. The mobile number is then tied to the account, so multiple accounts for each number cannot be created.

As more and more of these websites are accessed and joined via mobile, this is a more convenient method of authentication for customers.

2. Retention

Customer retention is a lot cheaper than acquisition, and SMS provides a cost-effective method for this. SMS can be used to deliver targeted and time-sensitive offers, updates, value added material and requests for customer feedback.

SMS offers much higher open, response and conversion rates than email, and with more and more end-users accessing a wider range of services on their handsets, offering SMS as a form of communication instantly increases convenience and profitability.

3. Acquisition

With a mobile database, you can reach new customers, straight to their handsets. We’ve all seen many offers successfully used to entice end-users to sign up. The call to action can be a link to a mobile website, an embedded MMS video, an instruction to reply by SMS or direction to purchase in a physical shop or visit an event.

When compiling a mobile database, higher quality data makes a huge difference. Many providers extract information from census data and match it with corresponding phone numbers. This results in low success rates. Start from scratch and creatively build your own.

4. Reactivation

Reactivating lapsed customers can be tricky. Ensuring their return customer journey is simple, easy and efficient is key. Compared to email, SMS is a far more powerful tool for reactivating customers, with SMS response times on average 90 seconds, compared to 90 minutes for email. SMS open rates are over 90% on average, with email open rates generally varying between 20-30%.

SMS offers the opportunity for you to communicate with your customer base via a 2-way means of communication, meaning you as a business can ask for instant responses and build a profile of your customers to use in later and maybe more targeted campaigns. This inevitably improves the overall customer experience, and helps improve reactivation rates and creates a direct relationship with your target audience.

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Enterprise Mobility Strategies Introduce Measurable Benefits & Tangible Returns

New research from Unisys Corporation shows that enterprises worldwide are realizing measurable business results by implementing formal programs for using mobile strategies and technologies to support their workers and reach customers more effectively.

The study shows a wide gap in success among organizations that have implemented comprehensive mobility strategies and those that have not. “Mobile enterprises”—defined as trendsetters with a mobility strategy and technology roadmap, clear success metrics, and an overall governance plan that integrates mobility—achieve demonstrably better results than organizations that have limited or piecemeal strategies.

“This study clearly shows that success in mobility requires a concerted, holistic approach encompassing strategy, business applications and formal measurement of results in addition to infrastructure engineering,” said Darren McGrath, global director of mobility solutions at Unisys, in a news release. “A fully planned, cohesive approach can make mobility a true business enabler, while an incoherent program creates the risk of a jury-rigged solution with tactical rather than strategic value to the organization.”

Unisys commissioned research organization IDG Connect to conduct the global study, which surveyed nearly 450 business and IT decision makers in 13 countries worldwide.

Superior Measurement Points to Better Results 

Three fifths (61 percent) of study respondents say that their companies have mobile strategies in place. However, there are marked disparities in the way the respondents characterize the maturity of those strategies and policies:

  • 21 percent of respondents characterize their company as a trendsetting “mobile enterprise.”
  • 40 percent label their organization as “mobile enabled,” with strategies and policies in place but no proactive governance.
  • 28 percent call their organization “mobile aware,” with pockets of mobile initiatives and some policies in place but with no overall strategy or governance.
  • 11 percent say that their organization is a “mobile void,” lacking any established strategy, policies or governance.

Overall, the respondents indicate that implementing mobility-based programs has benefitted their organizations. Fifty-three (53) percent of respondents say mobility has enabled them to create new customer channels and enhance customer interactions. Slightly more than half (51 percent) of respondents say that mobility has enabled their organizations to redefine business processes by allowing mobile access to information. In addition, 50 percent of respondents say that they have been able to enhance existing products with mobile capabilities.

However, organizations that classify themselves as trend-setting “mobile enterprises” put a higher value on the returns they’ve seen through their investments in mobility strategies and programs:

  • 79 percent of mobile enterprises say that their organizations have been able to measure a return on investment (ROI) for mobility vs. only 58 percent of overall respondents.
  • 84 percent of mobile enterprises report an increase in productivity over the past year through their mobility programs vs. 70 percent of all responding organizations and 52 percent of the “mobile void.”
  • 75 percent of mobile enterprise respondents say that mobility generated new revenue for their organizations in the last year, compared to 30 percent of “mobile aware” and “mobile void” organizations.

The study results point to a number of factors that are driving these higher results for mobile enterprises:

  • 65 percent of mobile enterprises say that they use a formal, technology-enabled process to measure return on investment. Just one-third of all worldwide respondents report doing the same.
  • Another 32 percent of respondents are using formal but manual processes, while 36 percent are using informal, ad-hoc measurement processes.
  • 16 percent are not measuring ROI at all.

“These results demonstrate that success in mobility is a function of careful planning, smart strategies and consistent execution,” said McGrath. “By taking a holistic, disciplined approach to mobility, organizations can increase the productivity of their people, grow revenue, unleash innovation and find new ways to serve their customers.”

Original Post Here


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For mobile, it’s the right place, right time, right now

Mobile’s impact is undeniable, but its “moment” cannot be boxed into a single year – it is an evolution. 

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This evolution is now at a point where mobile – specifically smartphones and tablets – is more pervasive than it has ever been. Consequently, the experiences it enables is allowing brands to engage with consumers in ways and at a scale unlike anything before.What does this mean for mobile in the next 12 months? With our mobile-first roots, we see four key themes that will propel the next phase of mobile marketing in 2014: audience targeting; creative capabilities; programmatic; and measurement.

Audience targeting and “the era of you”

What is relevant to a consumer changes throughout the month, the day, even the minute. With mobile, marketers are able to determine when they reach their consumers, increasing relevancy to their target audiences at the moments that matter most.

New technologies will help brands to reach defined audiences in specific places by leveraging data such as real-time location, cross-screen as they move from device to device, and demographic profiles – including age, gender, household income, language, education and more.

Mobile is a highly personal device, and consumers are willing to receive content and messages from brands that are relevant to them at any point in time. In 2014, brands that are switched on to this will be able to gain competitive advantage by responding to every shift in data, continually refreshing and identifying audience segments when individual interests, activities and needs change.

Mobile is the ultimate blank canvas for creatives

There are still some marketers who feel that the mobile screen doesn’t present the same opportunities as TV and online when it comes to engaging consumers, because of its size.

As smartphone and tablet penetration continues to rise, these marketers are in danger of being left behind as others capitalise on the capabilities of mobile devices. Mobile ties together many features – from voice to touch, accelerometers to vibration, connectivity to location and everything in between.

Rich-media solutions including gamification and video also enhance brand messaging and create more memorable consumer experiences. As understanding of the capabilities of mobile increases across all device types and platforms, marketers in 2014 will push to devise creative solutions that have even more impact on consumers.

Programmatic will have an impact on buyers and sellers across mobile

Programmatic buying – one of the buzzwords of the past year – looks set to increase by more than a third (38%) in 2014 to $4.66bn according to eMarketer, which raised its estimate for the second time in three months at the end of 2013. But the way things are progressing, this could still turn out to be a fairly conservative prediction.

One benefit of programmatic buying is its flexibility, as it provides marketers with lots of data to help them quickly view performance and shift budget to maximise interactions and conversions. This flexibility will lead to significant advances in 2014 for media buyers, as marketers embrace programmatic mobile buying to target consumers more precisely by leveraging multiple pieces of data.

Real-world measurement arrives

Measurement is one of the most important issues in mobile advertising. Mobile has moved from an “experimental” to a “strategic” phase in the past year, and brands need to feel confident their investment is having an impact. Hot topics like targeting, real-time bidding and video are already helping to demonstrate the effectiveness of mobile marketing. However, the next step will see measurement move into the physical world, allowing advertisers to track conversions beyond the device itself.

In 2014, marketers will look to real-world measurement as they track how mobile is driving consumers to specified actions, such as foot traffic to a specified point of purchase, transactions per purchaser and high-funnel activities such as awareness, intent, consideration and recall.

At the core of digital advertising

Mobile remains (arguably) the most exciting domain in digital advertising. While marketers need to move away from trying to label a “year of mobile” in 2014, the stars are aligning to suggest it is in the right place at the right time. So we can expect to see the continued growth and opportunity as brands no longer ask “why?” but “how?” when it comes to mobile.

Original artical here


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Pepsi – Augmented Reality packaging

Originally posted on Victoria Waterman's Retail World:

I’ve only just seen this World Cup packaging made by Pepsi which uses augmented reality to bring the product to life, through scanning in a football players face using app Blippar.

Blippar registers the footballers face which then leads to a graphic of the Pepsi bottle opening up, then options to play a game, watch videos or download music.

It’s a really cool use of technology and very interesting to see something simple like a bottle unlock great branded content.

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