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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How Does Mobile Initiate Digital Conversation?

Mobile communication has rapidly evolved, as data technology helps us take it seriously. While we once somewhat playfully awaited “the year of mobile,” we now set our sights higher in light of some serious advancements in the mobile space. The bottom line is that sophisticated audience targeting, propensity modeling, and cross-channel execution are all now in play.

Go Mobile 56With the prevalence of mobile lifestyle and progress openly in play — as far as technology, infrastructure, data science, and the evolving tools set — we are very much living the maturation of mobile. As consumers, and as marketers, we are the mobile opportunity.

 

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Do You Offer WiFi in Your Store? Should You?

HOW EXACTLY DOES WIFI IMPACT RETAILERS FINANCIALLY

Any business owner will tell you that offering free Wi-Fi for guests is never free. 

Like all other monthly expenses that plague a business’s profit, Internet is too costly a resource to just give away. There are ways to generate a return on the monthly investment of providing Internet for your guests, such as collecting info through Wi-Fi sign-ons for your marketing database. You can also prompt them to follow/like/check-in on your company’s social media pages or submit a review using Yelp. These tactics are known as Wi-Fi marketing, as they assist your marketing strategy using the power of Wi-Fi.

Connect with Social Wi-Fi

Did you know that 77% of consumers spend more time in venues with Wi-Fi and 63% spend more money? Turnstyle transforms your Wi-Fi network into a powerful marketing asset that builds your customer database, promotes your business and collects valuable insights.

Engage with Campaigns

Location-based marketing is quickly becoming an essential part of every retailer’s business strategy. 72% of consumers are more likely to respond to marketing messages when they are received within sight of the retailer.

Measure with Analytics

“What gets measured, gets managed”, holds true for any organization. Our analytics feature takes the guess work out of determining the success of your marketing campaigns, while also giving you deep customer insights.

Retail Segment Average Sales Increase (%) Average EBITA %

Revenue Before WiFi/Mobile

Average EBITA %

Revenue After WiFi/Mobile

% Increase in EBITA
Overall 5.4% 5.5% 6.4% 17.3%
General Merchandise 6.5% 6.2% 8.2% 32.1%
Food, Drug, C-Stores 0.9% 4.8% 5.1% 5.8%
Hospitality 5.2% 6.1% 7.2% 17.4%
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Mobile-First Marketing Unveiled

Any marketing effort should be driven by the fact consumers love their mobile devices. It’s of their most prized possessions. It’s their best friend, the object they always carry with them and most importantly, the device through which they will most likely access your service. As the mobile industry grows, brands appear to be showing a deeper understanding of this new reality and seem to be doing their very best to adjust.

However, while many brands understand the importance of a strong mobile presence, theymobile first do not necessarily know how to get there. In the process of figuring things out, it seems that everyone loves to throw around big words like “mobile first,” “context” and “personalization” but not enough people know what these terms actually mean. It’s time to drill down and find out how to actually implement a mobile-first marketing strategy and not just use these trendy slogans.

Kick personalization up a notch

Targeting potential users based on demographics and interests is great, but it’s not nearly enough to see concrete results. The primary difference between mobile ads and desktop ads is that users are exposed to mobile ads when they’re on the go and surrounded by other people, situations and events.

The best way to achieve results is to find out exactly what potential consumers are experiencing and to target them with a mobile ad that correlates to that specific experience. This can be done by gathering data using geo-location technologies and check-ins in public places.

Whereas 30-second TV advertisements can set a scene and then “hit” the viewer with the message when he or she is ready to absorb it, mobile ads don’t have that luxury. For that reason, “hitting” consumers with the right message when they are experiencing a relevant situation helps paint a more comprehensive picture of the product you’re trying to sell. For example, if you’re marketing a taxi app, chances are you’ll get more conversion from ads if you geo-target people who just stepped out of a huge concert (and are most likely looking for a ride home).

Reach and convert within seconds

A mobile-first approach understands that the goal is no longer to transmit a message that might resonate with consumers later on but rather to get them to act NOW. This is why knowing what the consumer needs and when they need it is crucial to achieving a higher conversion rate.

For instance, if you’re advertising a taxi app and trying to target a 30-year-old woman, you can first figure out where she is. If she’s on her way to work, and it’s currently pouring rain outside, chances are she’ll go out of her way to catch a taxi. This is the time to act! Not only will that woman want to download your app, she’ll register immediately and become a user in a matter of minutes.

Mobile ads, unlike other types of ads, allow marketers to turn potential consumers into users and immediately try out their product with just a few clicks. In order to utilize this benefit of mobile ads, brands should use a clear call-to-action and appropriate messaging to successfully attract users and get them to check out the product right away.

Personalize the product itself

Marketers: If you think your work is done after the download stage, think again. In-app events are just as important to ensure that people not only download the app (and don’t forget about it two days later) but become active, engaged users.

The most crucial step in ensuring that users continue from the download stage to registration is the onboarding stage. There are a few services out there that allow developers to create apps that adapt according to the user. These adaptations include everything from the screen flow to the messaging and color palette.

For instance, a music-streaming app could have a target audience that encompasses many different age groups and people of varied interests. While attracting these users can be done through using ad targeting, age-inappropriate in-app elements might scare them away. This sort of app could benefit from the service mentioned above and offer different users’ text and messaging that “speak” to them in their own language. A mobile first approach recognizes this challenge and harnesses the right tools to handle it.

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How to use mobile to enhance your brand and build audience development.

Success in brand publishing begins and ends with your audience, which you can define as anyone who comes into contact and engages with your content — not just your target demographic. In brand publishing, the problem you’re solving for is, “Where will incremental audience come from, and how can I maximize its value for my brand?” A combination of technology, partnerships, and experimentation will form the basis of your audience development plan. Here are a few places to start:

1.   Social Platforms — The pool of users who have opted to follow you over time make for a great initial surge of audience. Consider paid amplification for the content that yields the greatest value at your desired Cost Per Action (CPA). Think beyond just Facebook and Twitter! LinkedIn is rich in value for B2B engagement, while Pinterest, Instagram, Snapchat or any platform utilizing video all merit serious consideration for B2C engagement.

2.   Search — Research the keywords that matter most to your target audience and optimize your content.

3.   Recommended Media — Mobile platforms can deliver massive audiences from premium publishers in just about every vertical you can think of.

4.   Partnerships — Partnering with traditional media publishers can be a great way to deliver audience to your content. Mobile is not a stand alone medium. It still needs traditional media to drive the calls to action.

5.   Mobile — This is no longer some strange sub-set of audience. All of the above is responsible for delivering your target audience on mobile


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Five Mobile Trends To Catch Up With In 2016

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Mobile usage accounts for 60% of consumers’ time online, and that number is only going to continue to grow.  

  • Brands and publishers are more willing to spend money on mobile-specific content.
  • Marketers will use mobile for utility more and more, as they realize the cost savings associated with it.
  • Meda buying–as we know it–will change dramatically.

That’s why marketers gathered in New York City last week at Mobile Marketer’s Mobile FirstLook event. They talked about the trends, challenges, and opportunities in mobile. Read on for some of the biggest takeaways.

  1. The Move From Mobile To Mobility
    Today 90% of the population has a connected device within arm’s length at all times, said Michael Becker, co-founder and managing partner at mCordis. This calls for a transformation in the mindset of marketers, which will most likely start to happen this year. “It means a move from mobile to mobility,” he told attendees at FirstLook.

Because mobile is no longer just that phone we carry in our pockets, and connected devices are now also part of the definition, marketers will be very focused on the rise of the “quantified customer,” he added.

“While mobile is about the technology, the hardware, and the operating system, mobility is about the consumer and how mindsets and tendencies have changed,” Becker said. “In this shift in mindset from mobile to mobility, marketers must develop empathy and understanding of the user.”

  1. Mobile Permeates The Entire Organization
    Much of the talk about mobile over the past few years has happened within the marketing department. That will continue throughout 2016.

“[As a mobile agency], we’re definitely having to deal with more people within the [brand’s] organization,” said Warren Zenna, EVP and managing director at Mobext, a Havas agency. “Businesses are becoming more integrated around mobile.”

According to Jeremy Sigel, director of mobile for Essence, a WPP agency, this year we’ll start to see business units, such as IT, data science, customer service, sales, and operations, playing a larger role in the mobile strategy of their companies.

  1. MobileIs Digital—A New Era Of Media Buying
    Mobile teams, mobile strategy, mobile marketing–all of these terms will start to diminish in 2016 as brand marketers realize that mobile cannot be thought of in a silo.

We’re already seeing a shift. CBS is selling mobile as part of the ad deal for Super Bowl 50. Every 30-second spot during the Big Game will air on TV and digital channels, all for $5 million.

Companies will continue this shift and change the way they buy and sell media in 2016, according to Spencer Sloe, VP and head of ad product and monetization at The Huffington PostWe’ll see more publishers, and media brands, in general, selling advertising this way, he added.

  1. Mobile Replaces The Human
    It has been a few years since companies began implementing mobile services to complement functions such as customer service, call centers, etc. As brand marketers start to truly realize the benefits (and cost savings) of their mobile investments, expect more instances where companies bring a utility that was once served through a human to mobile, Essence’s Sigel said.

Examples of mobile for utility include remote check deposit in financial apps, and mobile banking as a whole, which has allowed banks to operate anywhere, even places where there aren’t any branches, said Jonathan Pelosi, Google’s head of industry mobile apps, Americas, who also spoke about transformative app experiences. Product locators in retail apps are another good example since they put less onus on sales associates in-store.

“Now that an investment made a few years ago has a positive ROI, clients are recognizing that mobile is really important,” Sigel said.

  1. Mobile-Specific Content
    Essence’s Sigel said he has seen an increase in clients’ willingness to spend on mobile-specific content. This year that focus will accelerate as brands increasingly focus on engaging consumers anytime, anywhere.

Huffington Post, for example, has made a big bet on mobile. The publication creates videos for its mobile users specifically. It also optimizes existing content for mobile readers. For example, it tightens its headlines, at times uses different pictures than what’s on desktop, shortens desktop articles, and develops other mobile-only content.

“Mobile-specific content was just beginning to be top of mind in 2015,” Sigel said. “Today we have clients coming to us with requests and plans that are mobile-specific and not just treating mobile as an add-on.”

 

Read Original Here From Adobe CEO

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What is a “Mobile First” mentality?

This 2 minute video should help clearly define what mobile first really means to you and your business.

 

 

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Mobile Outlook for Business in 2016

Mobile Research For Your 2016 Marketing Plans

I’ve got one word for your 2016 marketing:Mobile.

Ignore mobile at your peril.

Mobile isn’t about you, your product or your brand.

Mobile is about reaching your prospects, customers and audience where, when and how they want to interact with you. This isn’t a new message, I’ve been trying to tell you this for 5 years now…. 

Mobile marketing success requires contextual relevance. Specifically your audience expects to get easy-to-find, useful-to-current-need-and-location content fast. They want instant information gratification.

2016 Mobile Marketing Trends

woman with smartphone-1

1. 2016 Mobile usage

Mobile, specifically smartphones, is our constant companion. It’s where your audience spends its time.

  • 73% of people always have their mobile device with them (October 2015 Facebook research).
  • People pick up their mobile devices 150 to 200 times a day. Result: Almost 30 billion US mobile moments per day total. (Forrester)
  • Mobile sessions average 1 minute 10 seconds or 177 minutes per day.(2014 Google data)

Before you integrate this research into your 2016 mobile marketing strategy, let’s put that into global perspective:

  • 4.8 billion people globally will use mobile phones in 2016 (Forrester Research).
  • 75% of Internet users went online via a mobile device at the end of 2015. In 2016, mobile devices aren’t only the most popular or commonly owned device, but also they’re starting to overtake all other devices in terms of time spent online (GlobalWebIndex).

Mobile Internet Access

US adults engage in a variety of mobile activities including video, radio (including Pandora) and social media (including Facebook).

US Adult time spent on mobile

                        US Adult time spent on mobile

16 to 24 year olds spend an average of 3.25+ hours per day online on a mobile. Younger demographic mobile usage has grown at a faster rate than older ones.

Mobile Time Spent Online By Age-Chart-3Q2015

 

Online mobile usage is growing fastest in areas where there’s lower Internet penetration, namely Latin America and the Middle East/Africa.

Mobile Time Spent Online By Global Region- Chart-3Q2015

BUT, India breaks the mobile mold.

  • 85% of India’s digital population access the Internet via mobile, an increase of 30 percent since 2Q2012. During this period, Internet access via PCs/laptops remained stable.
  • Average mobile time doubled to 3 hour per day in 3Q2015 from 1.5 hours per day in 2Q2012.
  • 40% of mobile web users share their handset with someone else. This trend differs from any other market (GlobalWebIndex).
  • 11% of India’s Internet users live in rural areas yet represent 70% of India’s population.
  • No brand dominates the Indian mobile market. Samsung (40%) has the largest market share.

Indian Internet Penetration - 3Q2015 - Chart

Indian Mobile Device Sharing - Chart- 3Q2015

Indian Smartphone Market - 3Q2015- Chart

Bottom line: We’re approaching a Mobile Tipping Point when mobile usage exceeds that of all other devices combined. Global Web Index predicts this will happen in 2018.

Your mobile connected and savvy customer (B2B or B2C) demands a quality mobile customer experience.

  • Roughly 50% of US consumers expect to find the information they want or need based on their context on their mobile device.
  • Only 14% of companies Forrester surveyed use mobile to transform their customer experiences. Examples include Apple Pay, Starbuck order-ahead, mobile boarding passes.

Make marketing mobile first to reach your maximum potential audience.

  • Only 25% of companies will fully integrate mobile into their overall business strategies to transform their customer experience (Forrester Research).

Actionable 2016 mobile marketing tactics:

  1. Focus on people, your target audience in particular. Reach them when and where they’re ready to engage with you. Concentrate your marketing on your audience not devices or channels. You need a seamless process. Be prepared to track and attribute customer interactions cross channels.
  2. Understand your customer’s buying process. With a variety of devices and channels available, most prospects no longer go from initial connection to purchase. Research and shopping often occurs across devices or channels.
  3. Plan for thumb action. Appreciate how your various potential audiences will use their mobile device to find, research and purchase your product.

 

2. 2016 Mobile marketing

Be present on mobile so people can find you when and where they’re ready to engage with you.

  • Have mobile websites (65%) and mobile apps (65%), the top B2B marketing mobile tactics.

Mobile Marketing Charts Used By B2B Marketers - Chart

  • Anticipate your prospects’ mobile needs and provide appropriate information.
  • 29% of visitors immediately switch to another site if they don’t get what they need. Every second counts!!!

Mobile Speed Needed –2015 Google-1-1

  • Reduce steps. Mobile owners may use voice search or have trouble with a small screen. Also, offer other options such as phone.
  • Make calls-to-action easy-to-see and respond to. Think fat fingers.

Mobile up, website down

Actionable 2016 mobile marketing tactics:

  • Talk to your prospects and customers to understand how and when they want your information on a smartphone device. Don’t guess–ask!!!
  • Think mobile first. Include mobile in your overall marketing plans.
  • Give customers a reason to buy in your store. Offer them a special deal or other incentive.

3. 2016 Mobile apps

Marketers must make their app critical to their audience’s regular activities or tap into larger third party providers (like Google or Facebook) where their audience already spends their time.

  • 84% of US consumer mobile time per month is in 5 or less apps. Of this, retailers, banks and travel apps collectively receive less than 10-15% of mobile moments measured in minutes (Forrester Research).

Total 15 US Mobile Apps in 2015 - comScore - Chart

Actionable 2016 mobile marketing tactics:

  • Plan for placement on third-party mobile apps. This may require budget just like advertising or content placement. Even if you have your own mobile app, you’ll probably still need the additional reach.

4. 2016 Mobile email

Email can be a filler activity. Translation: Employees read email and other content during their daily commute or other non-work hours.

53.5% was the mobile open share for 3Q2015 US marketing emails. Specifically, email click-to-open rates for 3Q2015 US marketing emails (Yesmail) were:

  • 2015 mobile click-to-open rates were 13.7% up 1.6 percentage points from 3Q2014.
  • 2015 desktop click-to-open rates were 18.0%, down 3.8 percentage points from 3Q2014.

Email opens by device - 2015 Chart

Email opens by device – 2015 Chart

Similarly, 48% of all emails were opened on computers, 40% were opened on mobile phones and e-readers, and 12% were opened on tablets according to 2Q2015 Experian data.

Customers check your email based on use:

  • Business emails were opened most on computers.
  • Multi-channel retailers were opened most on smartphones.
  • Travel emails were opened most on tablets.

Email opens by business type and device -2Q2015-Chart

Actionable 2016 mobile marketing tactics:

  • Check email readability and rendering on mobile devices. Often this depends on your email provider. Unlike other aspects of your 2016 mobile marketing, this service shouldn’t require additional work on your part.

5. 2016 Mobile search

Mobile search supports and improves your other marketing goals.

  • 46% improvement in unaided brand awareness through mobile search.
  • 51% of people find new companies via mobile search (Google).
  • 53% of smartphone owners feel more favorable to businesses providing instructional videos. Don’t forget that you can use YouTube to help you.

Mobile search supports sales - Google

Location matters for mobile

Location data matters. It has an impact on your marketing and results.

Location data types - Graphic

Voice mobile search

Voice mobile search continues to gain traction as smartphones improve and owners get used to it. Only 13% of users have NEVER used this function. 

Mobile Voice Search-16-34 year olds-International-Chart-3Q2015-GlobalWebIndex-1

Mobile Voice Search - GraphicMobile Voice Search – Graphic

Actionable 2016 mobile marketing tactics:

  • Include a separate budget for mobile search. Make sure your phone number, address and email appear in results.
  • Claim your location on maps. 
  • Be visible on search alternatives like Yelp and TripAdvisor. 

6. 2016 Mobile commerce (or Mcommerce)

Mcommerce defined

Mobile commerce is the process of making a purchase transaction using a handheld device. More broadly mcommerce includes pre-purchase research through post-purchase support. You must streamline your buying process as much as possible to reduce steps and time. 

Mobile commerce transactions are expected to reach $115 billion in 2015 and $142 billion in 2016. Mobile commerce accounts for 35% of ecommerce. By 2020, mcommerce will account for 49% of ecommerce ($252 billion) due to its 17% compound annual growth rate. (Forrester).

  • 82% of people consult their phone regarding a purchase they’re about to make in a store. (Google)

Most mobile sales follow into 3 categories:

  • Apparel
  • Consumer electronics
  • Media 

US Mobile Commerce - 2015 to 2020 - Forrester Chart

Mobile Commerce-Chart-3Q2015-GlobalWebIndex-1

In 2014, retailers spent $1.2 million on smartphone investments and $550,000 on tablet investments (Forrester). Invest your marketing budget in:

  • Making checkout easier. Consider the phone speed.
  • Optimizing emails for smartphones
  • Increasing product reviews.
  • Getting prospects to visit your retail location.

As a marketer be prepared to respond to each step of the mobile purchase journey.  Location matters.

  • Make online purchase.
  • Make in-store purchase.
  • Get customer service or make appointment.
  • Get directions to physical location.
  • Tell others.

Mobile purchase interactions

 Shifting mobile purchase behavior

The number of people making mobile purchase transactions steadily increased to 30% in 4Q2015 (24% on a phone and 6% on a tablet) (Facebook IQ).The frequency of mobile purchases increased 35%.

  • Translation: More people bought on a smartphone and they purchased more often.

Mcommerce increase - Chart

 Cross-channel shopping

Cross-channel shoppers used computers over smartphones or tablets to purchase for these reasons (Facebook):

  • 54% of respondents thought bigger screens were easier to use for transactions.
  • 54% of respondents liked seeing all available products on a larger screen.
  • 26% of respondents found getting sufficient purchase information and product/retailer comparison difficult on a small screen.
  • 26% of respondents had trouble entering their data on a smartphone.

Mobile shopper's journey - Research data

Younger demographics are more likely to purchase via smartphones. Also, in regions like the Middle East where there’s better cellular than Internet service, mcommerce is used more often.

Customers use both computers and smartphones to research products but they’re more comfortable purchasing via a computer. This is particularly true of expensive, high-consideration products like cars and insurance.

Mobile Commerce - Research vs Purchase chart

For less important purchases, customers use their smartphone to research products and make choices while purchasing on a computer or at retail.

GlobalWebIndex points out that some mcommerce requires smartphone owners to have a payment app installed and to be willing to use it to make purchases. Current services include Google Wallet, Samsung Pay and Apple Pay.

Apple Pay Chart

This research didn’t include the growing use of products like Square where the seller handles the purchase process. For example, my hairdresser uses Square to handle transactions and I get an email to track my purchases.

It’s still early in the mobile payment adoption process. Therefore people are more likely to use their mobile device to make small regular or impulse purchases rather than expensive, high consideration purchases.

Multi-screen attribution matters.

  • 40% of businesses use first or last touch attribution. Remember you have customers, regardless of which device they use. (Google)
  • 90% of people use multiple devices for purchase related activities.(Google)
  • 40% of people who research purchase via a smartphone buy via a computer. (Google)

Cross device data increases mobile conversions across categories. (Google)But understand that this is a major hurdle for many businesses.

Cross device data improves results - Chart

Actionable 2016 mobile marketing tactics:

  • Incorporate ways to track mobile research and purchase into your marketing. 

7. Wearables

The Internet of Things (aka IoT) has been on the radar for several years. It includes wearables, your home, your television and your car. To increase adoption, people must see its value to their lives.

Given the extreme speed of smartphone growth, wearables have lost some of their edge. People view these products as accessories, not for core enduser experiences. Many use targeted smartphone apps to accomplish the same functionality as a wearable.

  • 5 million US adults 18+ used wearables, including smartwatches and fitness trackers in 2015, up 57.7% over 2014. People wear these accessories or clothing at least once per month embedded with Internet-connected electronics and exchange data with a manufacturer or other connected device.
  • 7 million US adults are expected to own wearables by 2018 (eMarketer). Older Americans are expected to drive wearable growth when wearable health monitoring devices are available. Wearables will become a fashion statement as price decrease.
  • 74% of respondents plan to purchase a wearable device within the next year. Fitness is the key reason: 30% will purchase a fitness app and 27% will purchase afitness wearable. Smartwatches tend to be owned by younger, more affluent demographics. The challenge is still increased functionality.

US Adult Wearable Usage-2015 data-Chart- eMarketer

Wearable Usage By Age-2015-Chart - eMarketer

Wearables Consumers Plan to Buy-2015-Chart - eMarketer-1

The analysis overlooks the issue of tiny screen size for older demographics. Perhaps a smartwatch with voice activation may be better adapted to this market’s needs.

Context is key to 2016 mobile marketing

Where have you heard this before? (Again, for the last 5 years!)

Unlike PCs, your 2016 mobile marketing must be dynamic. It depends on where and what your audience is doing at that specific time and location. Their content matters. You need to deliver the right message at the right time based on your audience’s location and needs.

To tap into the 30 billion US mobile moments per day, Integrate your mobile and desktop marketing plans to respond to your audience on their terms, not yours.

 

 

A special thank you to my colleague Heide Cohen for putting this information together from the Forrester 2016 Mobile And App Marketing Trends Report. Heidi can be found here: 

Heidi CohenHeidi Cohen is the President of Riverside Marketing Strategies.
You can find Heidi on , Facebook and .

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