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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Happy New Year Marketers! Now let’s get back to mobile marketing.

Revealing the Value of Mobile Within Marketing Programs

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There was a lot of discussion about incorporating mobile into the marketing mix in 2015, but just how important or effective can a mobile-marketing strategy be? A study by the Aberdeen Group’s Omer Minkara demonstrates the performance gains that can be achieved with well-planned strategies that incorporate precision push-notifications, an effective use of data, and regular performance assessments.

The key findings are outlined below, however, the full report can be downloaded for free from Aberdeen’s website.

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The figure above speaks for itself. Across every metric, the companies with mobile touch-points are seeing much better results than those without. From these findings, adding a mobile element to your marketing strategy is a no-brainer, but what if you’ve already started? You’ve got the mobile optimized site, perhaps even an app, but what comes next?
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Marketing 101 is all about targeting the right audience with the right message. Precision push-notifications refers to sending messages that are timely and context sensitive. This is the difference between pushing a mass message to every person on your marketing list and pushing a personalized offer to customers when entering your venues geo-fence.

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The more data the better, but at the most basic level, being able to segment your users by age, gender, visit frequency or product preferences and then message them accordingly will increase your probability of success.

 

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We all know the importance of benchmarking, split testing, and optimizing. The same rules apply here. Figure out what works best, and then continue tweaking it for even greater results. The main key performance indicators (KPIs) being open rates for messages and redemption rates for coupons.

If you haven’t thought about incorporating mobile marketing into your strategy, then you’ve probably already fallen behind the competition. If you have invested in mobile, then maximize your efforts with precision push notifications powered by data. Finally, establish your benchmarks, split test, and optimize your campaigns not once, but on an ongoing basis to ensure future success.

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It’s Not about Social OR Mobile, It’s about Social AND Mobile

Eighty-four percent of mobile owners say they use their devices while watching TV to socialize with friends and surf the Web. Of those, more than one million a day use Twitter to comment on the programs they’re watching.

What does this point to? It points to the fact that the days of considering social and mobile as two separate items are over. There is no social or mobile. There’s only social and mobile.

Here’s another fact worth considering: Facebook has nearly a billion users who access the platform via a mobile device. Even more amazing is that the majority of Facebook’s revenue comes from mobile ads. That’s right – Facebook makes more money off of mobile than they do off of desktop. 

So, how can you use mobile to connect with your prospects and customers? mobile-social-media

The starting point is to wrap your mind around mobile marketing in general. By understanding the fundamentals of mobile marketing, it’ll be easier to see how to use social and mobile to connect with your prospects and customers.

Let’s start with a key fact-we’re a nation of multi screeners. In other words, we don’t simply use TVs or computers or smartphones or tablets to gather information about products or services. Instead, we use TVs and computers and smartphones and tablets to gather information.

Given that, it’s important that any mobile campaign integrate seamlessly into a larger marketing program. Traditionally, this meant that a mobile campaign would be reverse-engineered to fit back into the larger marketing program. In other words, businesses would develop their marketing campaigns and then insert a mobile marketing campaign into the larger program.

But a more sophisticated approach is to actually think mobile first. After all, in the very near future, the primary way your consumer will connect with your brand will be via mobile device. In other words, mobile should be thefoundation of your marketing program, not an afterthought.

It’s important to consider the environment your prospect will be in while using their mobile device. Will they be entering a restaurant and using their smartphone to check in on Facebook? Will they be using a tablet to tweet to friends while watching TV? Or will they be uploading a photo to Instagram while on vacation?

The likely result is that they’ll use their mobile devices in all of the aforementioned scenarios and many, many more. After all, part of what makes mobile relevant is that people have their mobile devices with them virtually all of the time. That includes while they’re at the store, while they’re watching TV, and while they’re in the office.

So, it’s your job as a marketer to engage them with your brand in a contextually relevant manner. In other words, it’s your job to provide them with information about your brand that takes into consideration where they are at the time they’re receiving your messages.

One of the biggest challenges for many marketers is that they don’t have a sense of the tools that are part of the mobile toolbox.

They might understand what a mobile website is and might even understand how it differs from a mobile app, but they still haven’t had a chance to see all the tools at one time. In other words, they haven’t explored each element to see how it might work with the other tools available to them.

Although new mobile tools are coming online with relative frequency, several are particularly important. What follows is a brief summary of each:

  • Mobile websites – This is a simplified and streamlined version of your desktop website that has been designed to appeal to a mobile visitor who is using their smartphone or a tablet to connect with your brand. If someone reads a Facebook post from their smartphone and clicks through on the link, you want them to land on a mobile-optimized web page, not a desktop web page, so the starting point for any effective social/mobile campaign is a mobile-optimized website
  • SMS and MMS – Short Message Service and Multimedia Message Service are systems that enable brands to send texts or rich media (graphics, video, audio) to prospects and customers.
  • Mobile apps – Not to be confused with mobile websites, these mini software programs reside in the smartphone or tablet and can be used by brands to provide information or e-commerce with prospects or customers. All of the major social media platforms have mobile apps. And some of them, such as Snapchat and Foursquare, are mobile-only social/mobile platforms.
  • QR codes – These are small checkered square icons you see on posters, ads, and other printed materials. Only 19 percent of the U.S. population has scanned a QR code, so they’ve never really gained widespread adoption. Even so, some companies still use them quite effectively.
  • Mobile display ads – These are also known as mobile banner ads and are a great way to drive new prospects to a mobile website. The CTR on mobile display ads is often 5 to 10 times greater than the CTR on desktop display ads.
  • Mobile paid search – Identical to desktop paid search, except for the fact that it’s customized for mobile. The largest and best known players in this field are Google, Bing, and Yahoo!.

Action steps for you.

Here are some immediate action steps to help you dive in to social/mobile. For detailed descriptions or for customized solutions to fit your own goals and objectives, please don’t hesitate to contact me.

Here goes:

  1. Start using social/mobile. You’d be surprised how many people have never clicked through on a mobile display ad, updated their Facebook page from a smartphone, or used Instagram to connect with friends. You won’t fully understand social/mobile until you use social/mobile.
  2. Run a kick-off campaign. Running a native ad campaign on Facebook has never been easier. And, of course, using Foursquare, Yelp, or some other social/mobile platform is a piece of cake. Just dive in!
  3. Test your way to success. Because all social/mobile platforms are digital, it’s easy to track your results. By doing so, you’ll be able to see which platforms work best for your business. Just remember to give your campaigns enough time to get some statistically viable information. (For example, running a campaign for one week probably isn’t enough time to get an accurate read — unless it’s a total failure. A more appropriate time is anywhere from one to three months.)

The above post is an excerpt from my good friend Jamie Turner in his book How to Make Money with Social Media

 

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What exactly is the value in SMS marketing?

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Adam Groff – Aug 26, 2014

Just about anywhere you turn, you’re likely to see a least one person interacting with their smartphone. This gives your management team a unique opportunity in the form of text message (SMS) marketing.

When it comes to on the go promotions, here are just a few reasons why your marketing management team needs SMS (Short Messaging Service) marketing in order to really reach out to customers:

Short Message Service Statistics

As mentioned before, just about everyone and their mother carries a smartphone with them wherever they go. This, of course, provides your marketing team a huge opportunity to reach a mobile audience who’s already extremely receptive to the idea of mobile promotions.

As a marketing manager, you’ve probably seen all of the facts and infographics surrounding SMS marketing. In order to cut through the clutter, here are some cold hard facts: A recent Nielsen study reports that 40 percent of mobile phones in the U.S. are SMS capable smartphones.

In addition, more than 50 percent of smartphone users in America respond positively to text message advertising. With numbers like this, your marketing department can’t afford not to jump on the SMS bandwagon.

Benefits of SMS

SMS marketing comes with numerous built-in benefits that are sure to take your marketing to new mobile heights. Whether your management team needs a small-scale or large-scale marketing approach, SMS fits just about any marketing strategy.

In a previous article “What’s so great about SMS marketing?” shows, here are a few benefits that’ll more than answer that question:

  • Opt In or Out in a Flash – Everything about SMS marketing is fast, including opting in and out of marketing texts. If a customer wants to take advantage of your business’s promotion, they simply respond to your SMS short code and your message is delivered instantly. That’s it.
  • Ever-Growing Market – The smartphone market is a bustling one and with millions of people taking to texting every day, SMS marketing’s consumer base has nowhere to go but up.
  • Personal and Direct – Because SMS marketing requires the customer’s permission; it gives your marketing management team the opportunity to make personal, direct campaigns focused on niche audiences. Likewise, if you’re marketing to a wider, more diverse audience, SMS also allows you to create multiple campaigns for different customer niches.
  • Lead Generation – You can advertise your SMS short code and marketing message via your websites, in print advertisements, or in your storefront. This kind of interactive visibility creates more leads for your business than traditional marketing.
  • Short Messages – Arguably the biggest advantage of SMS marketing is the fact that the messages you send are short and sweet, which means your audience is more likely to respond.

Asking Your Customers for Permission

Because sending an SMS text to a customer requires permission, your marketing management team has to tread the promotional waters lightly. This means campaigning in a way that doesn’t seem too demanding or spammy.

Storefront SMS advertisements such as “text blank to receive blank” are usually easier to pull off because the customer is already familiar with the business involved. However, if your marketing management team really wants to find success in all promotional platforms, then a straightforward approach like the one mentioned above is best. Besides, if you let the customer know exactly what they’re getting from your SMS short code, everyone will walk away happy.

If your management team is looking for a new marketing approach, give SMS a chance – you’ll be glad you did.

Read Adam’s original post here

Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including mobile marketing and technology.

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The Grocery/CPG Industry Primed For Mobile Disruption

This is a very timely article from the Mobile Marketer on 4 industries primed for mobile.

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One of them is the grocery stores primed for mobile marketing and this is an excerpt from the article:

Our grandparents, and even our parents, had a simple shopping routine when it came to weekly groceries. They would get the weekly print circular out of the mail and then head off to their favorite store to get what they need.
But times have changed and so have our shopping habits. Print, radio and television barely make up half of our daily media consumption.
Besides consuming more content on mobile – think coupons – we are shopping at more grocery stores than generations before.
The days of family loyalty to one store do not really exist any more. Forty-five percent of grocery shoppers go to two or more stores to check off their lists, while 30 percent shop at four or more stores. The lesson?
Consumers are looking for best deals and they are looking for their mobile devices to guide them there.
So how can the grocery/CPG establishments capitalize?
An omnichannel mobile strategy gives the consumer the complete shopping experience she wants – product browsing, checkout, deals and specials, and delivery – from the palm of her hand. It also allows brands to reach their consumers through targeted ads that directly influence path to purchase, using technologies such as geofencing, mobile CRM and verified in-store walk in.

– See more at: http://www.gomobilemediamarketing.com/grocery-stores-primed-mobile-marketing/#sthash.jcmfqv2e.dpuf

 Read the full article here.


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4 New Contexual Moments Every Marketer Should Know

Consumer behavior and expectations have forever changed. With powerful phones in our pockets, we do more than just check the time, text a spouse, or catch up with friends. We turn to our phones with intent and expect brands to deliver immediate answers. It’s in these I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments that decisions are mad and preferences  are shaped.

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In many countries, including the U.S., more Google searches take place on mobile devices than on computers.

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The Mobile Revolution: How Mobile Technologies Drive a Trillion-Dollar Impact

Dramatic performance improvements in mobile communications standards have propelled mobile to become the fastest adopted technology of all time.

  • User costs have plummeted. The average mobile subscriber cost per megabyte decreased 99 percent between 2005 and 2013. Smartphones are now available for as little as $40.
  • Mobile network infrastructure costs have also fallen dramatically, while performance has soared—a 95 percent cost reduction (per megabyte transmitted) from second generation (2G) networks to third generation (3G) networks, and a further 67 percent drop from 3G to fourth generation (4G) networks. 111
  • Mobile data-transmission speeds have skyrocketed: 4G networks offer 12,000 times faster data-transmission speeds than 2G networks.
  • Consumer adoption of 3G and 4G standards has outpaced that of all other technologies, growing to nearly 3 billion connections in less than 15 years, and projected to exceed 8 billion connections by 2020.
  • Effective industry-driven collaborations to solve technical problems, set standards, and license intellectual property have been key enablers in this revolution.

Mobile is connecting and empowering consumers—everywhere.

  • Consumers derive enormous value from mobile. Our research across six countries—the U.S., Germany, South Korea, Brazil, China, and India—reveals that the value consumers place on mobile technologies ranges from $700 to $6,000 per user. The data show an aggregate annual consumer value for mobile technologies of $6.4 trillion across the six countries, above the cost of the devices and services.
  • This aggregate consumer surplus from mobile technologies exceeds the GDP of every country in the world except for the U.S. and China.
  • Mobile is especially valuable to emerging market consumers. In China and India, the consumer-reported value of mobile exceeds 40 percent of average income.
  • The market demand for continued innovation and investment is clear: 90 percent of 3G and 4G consumers report they want even faster data speeds, more coverage, more battery life, and many other improvements. With global data usage doubling every year, if this trend continues, data traffic will be 1,000 times greater within a decade. New technologies will be required to accommodate this expanding demand.
  • Consumers expect that mobile will continue to improve and transform their lives, delivering a broader range of services that will connect them with everything, everywhere.

Small and medium-sized enterprises (SMEs) that adopt advanced mobile technologies are the fastest growing.

  • SMEs that are mobile leaders are winning. Typically, the 25 percent of SMEs that use mobile services more intensively see their revenues growing up to two times faster and add jobs up to eight times faster than their peers.
  • The mobile laggards among SMEs have revenue growth and job creation that substantially lag behind the leaders. With fewer plans to invest in mobile, these SMEs are at risk of being left further behind.
  • SME mobile leaders in emerging markets are leapfrogging older generations of technology still widely used in developed markets. The share of mobile leaders in Brazil, China, and India exceeds that in the developed countries examined.
  • Greater mobile adoption by SMEs can create jobs. If more SMEs expand their businesses at the rate of the mobile leaders, 7 million more jobs could be added in the six countries evaluated.

Mobile technologies are fueling economic growth, driving recovery from the global recession.

  • The mobile value chain generated almost $3.3 trillion in revenue globally in 2014 and is directly responsible for 11 million jobs.
  • Mobile is an engine of economic prosperity. In the six countries evaluated, mobile contributes more than $1.2 trillion in GDP. This equates to between 2 and 4 percent of each country’s GDP, and 11 percent in the case of South Korea.
  • The rapid growth of mobile is poised to continue. Across the countries evaluated, mobile’s share of GDP is growing at a 10 to 20 percent annual rate and can continue or even accelerate as consumers and businesses continually discover new applications for ever more advanced mobile technologies.

The mobile industry has made massive investment in new infrastructure and R&D.

  • Companies in the mobile value chain invested $1.8 trillion in infrastructure and R&D from 2009 through 2013, relying almost exclusively on private-sector funding.
  • Core technology (2G, 3G, and 4G) innovators take enormous risks by spending heavily on research and development with no guarantee of return on investment. Companies focused on mobile’s core technologies invest a larger share of revenue (21 percent) in R&D than those in any other industry except biotechnology—and more than companies in all other R&D-heavy industries, such as pharmaceuticals (14 percent).
  • Licensing of core technologies within the mobile industry is essential to its rapid and cost-effective advancement. Clear and cooperative licensing arrangements make it possible for companies across the value chain—and thus consumers and businesses—to access the most advanced technologies.
  • Many new and start-up companies are entering the mobile sector. In the past five years, venture capital (VC) investments in mobile have doubled as a percentage of total VC investments, reaching almost 8 percent ($37 billion) in 2014.

To ensure that the mobile revolution continues and expands, policymakers must support an environment that fosters innovation and investment. Future growth of mobile depends on continuing the policies that enabled the industry to get where it is today.

  • Strong patent protection is needed to encourage large and risky investments in mobile technology innovation.
  • Market-driven licensing is vital in order to ensure that technology innovations can be widely shared with others in the industry.
  • Industry standards are required to solve the industry’s most complex technology problems through open and meritocratic processes.
  • Continuous allocation and availability of additional radio spectrum, especially more licensed spectrum, is needed to keep pace with consumer demand.
  • To reap the economic benefit of fifth generation (5G) networks and beyond, mobile players will need to invest approximately $4 trillion in R&D and capital expenditures by 2020.
  • Weakening patent protection, intervening in the industry-driven standards-setting process, or curtailing technology licensing will jeopardize the future of mobile.

Read the original post here 

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6 Facts All Marketers Need to Know About Americans And Their Smartphones

Smartphone Ownership Highest Among Young Adults, Those With High Income/Education Levels

Smartphones have become an important way for Americans to communicate, go online, and access and share information.  A new Pew Research Center report analyzes smartphone ownership and the attitudes and behaviors of smartphone owners, as well as how these mobile devices have become a primary way for some users to access the internet.

Here are six key findings from the report:

1.  The share of Americans who own a smartphone has substantially increased since 2011, when Pew Research first began examining smartphone adoption. Today, nearly two-thirds (64%) of U.S. adults own a smartphone, up from 35% in 2011. Younger adults as well as those who are more affluent and have higher levels of education are among the most likely groups to own a smartphone.

2.   Some smartphone owners – particularly younger adults, minorities and lower-income Americans – depend on their smartphone for internet access. Of U.S. adults who own a smartphone, 7% are “smartphone-dependent,” meaning that they do not have home broadband service and have limited options for going online other than their mobile device. Young adults, ages 18-29, are more likely (15%) than other age groups to be smartphone-dependent, while Latinos (13%) and African Americans (12%) are more heavily dependent on their smartphone for internet access than are whites (4%). Lower-income Americans also rely heavily on smartphones for going online – 13% of U.S. adults with an annual household income of less than $30,000 are smartphone-dependent, compared with 1% of those whose family household income is $75,000 or more.

Text Messaging, Voice/Video Calls, Internet, Email Rank Among Most Popular Smartphone Features3.   while texting, talking, emailing and going online dominate, a majority of Americans also use their smartphones for social networking, taking photos or videos, and catching up with the news. A vast majority of smartphone owners say they used their phone for text messaging, voice and video calling, email and accessing the internet at least once over a weeklong “experience sampling” study. Besides these four activities, other smartphone apps were also popular. Three-quarters of smartphone owners reported using their phone for social media, while 60% took pictures or a video, and more than half (55%) got news on their smartphone at least once over the course of the one-week survey period.

4.   Smartphones serve as an access point for navigating a wide array of important life events, from health conditions to new jobs. Roughly six-in-ten (62%) smartphone owners have used their phone to get information about a health condition in the past year, similar to the percentage who say they’ve used their smartphone for online banking. Americans are not only using their smartphone to find information about jobs, but they’re also using their phones to apply. Fully 18% of smartphone owners overall have submitted a job application via their mobile device, and among those whose household income is less than $30,000, that share is substantially higher, at 32%.

More Than Half of Smartphone Owners Have Used Their Phone to Get Health Information or Do Online Banking

5.   How essential is your smartphone to your life? Fully 46% of smartphone owners say their smartphone is something “they couldn’t live without,” compared with 54% who say that their phone is “not always needed.” Interestingly, smartphone owners who depend on their mobile device for internet access are not significantly more inclined than those who have multiple options for going online to say they couldn’t live without their phone (49% vs. 46%).

6.   Owning a smartphone can be a financial burden for some users. Nearly one-quarter (23%) of smartphone owners have canceled or suspended their cell phone service because the cost was too expensive. This is particularly the case for smartphone owners whose annual household income falls below $30,000, of which 44% have discontinued their service. And while a majority of smartphone owners (80%) say their mobile device is worth the cost, 19% describe their phone as a financial burden.


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What is Two-Factor Authentication & How is it used?

The widespread distribution of the internet and mobile devices means that more and more consumers are able to perform transactions, interact with their banks or simply book a holiday online, wherever they are, whenever they want.  As consumers we expect this spontaneity. Simple transactional processes are played out on every device, every day by nearly everybody. Hackers, bots and identity theft sit uncomfortably alongside the increased use and freedom to use transactional services. And in general, all that protects consumers is a few characters and numbers that are tapped in to the password field on any given digital screen.

What is Two-Factor Authentication?

You probably already use two-factor authentication (2FA) in your everyday life – when you’re online shopping or accessing your bank account online.

2FA adds another step to the log-in process besides only entering your username and password. This enables the company to identify the user as a human instead of a robot. If you think about it, for companies that are really trying to protect your data, this two-step login process is absolutely necessary.

According to research by OnlineMBA.com, hackers can crack an 8-character all-lowercase password within two hours. And according to Experian, 66 percent of people report using the same password for multiple accounts. If that password were to be compromised, many people would be at an extremely high risk for fraud and identify theft.

The second factor in the 2FA process could be anything from a personal PIN to a credit card number to a fingerprint and is meant to add another level of security. While 2FA is nothing new in the digital world, it’s becoming more commonplace as companies look to increase security measures. Although 2FA does improve security, it is important to assess a businesses’ users and potential threats in order to identify the correct 2FA solution for that specific business.

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Leveraging SMS for 2FA

There are many different forms of 2FA, but we are seeing a growing trend of large companies using messaging as an authentication method. The user enters their mobile phone number and the site generates a one-time temporary password and shares that with the user through a text message sent to their mobile phone.

2FA via SMS is a huge growth opportunity for the application-to-person (A2P) messaging industry for several reasons. One benefit of using SMS-based authentication is that consumers almost always have their mobile phone on them so it’s a very easy way to provide confirmation that the user is human. Additional benefits include reduced risk, because the passwords expire after one use, and it eliminates the need to remember passwords, as a new one is generated every time.

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