Read the entire article from our friends at websitebuilder.org here: https://websitebuilder.org/resources/online-reviews-infographic/
Online ads are tricky and mobile ads are no exception. There’s a strong undercurrent of distrust towards advertising online thanks to the brilliantly awful tactic of unremitting pop-ups and numerous imitations of “Download now” buttons on download pages.
There is always the intelligent option, however. Mobile ads can be supported by user data to the point that they’re not only relevant but timely too. And they don’t need to be intrusive, either. Native advertising on platforms like Instagram enables ads to resemble ordinary content (though explicitly identifying itself as an ad) and will appear on an individual’s feed who has shared data that implies they might be interested.
Because of the diminutive screen size of mobile devices, as well as the general trend of condensed, consumable content that mobile thrives on exporting, ads need to be concise. Instant gratification is a growing trend online – people want fast, unabridged results – so mobile advertising can’t beat around the bush.
Mobile use is growing rapidly – it’s now used more than desktops to browse the internet. With its popularity growing, marketers now have a new, evolving resource to reach their audience. Don’t get left behind!
Geolocation as a concept is defined as the identification or estimation of the real-world geographic location of an object, such as a radar source, Internet-connected computer or mobile device. Interestingly, the earliest known example of geolocation dates back to the ancient Greeks who used stars to triangulate their position on land or sea.
As a technology, Geolocation was first developed by the US and Germany in the 1930s and known simply as radar. However, geolocation, as we have come to realize it today, started with Google Maps in 2005.
Fast forward to the present day: Geolocation in marketing has become one of the latest industry buzzwords. But many mobile teams have only a vague idea of what it actually means, both in theory and practice.
Keep reading for an overview of what geolocation marketing means and why it matters.
Geolocation marketing refers to the collection of data about a person’s physical location, usually provided through GPS satellites and internet protocol (IP) addresses. If you’ve ever opened a map app and zoomed in to see just how accurate the little blue dot is, that’s GPS-supplied geolocation data at work. Alternately, when you open a map on your computer’s browser, it will automatically open in your general location or city based on your IP address.
If the phone’s GPS is turned off (or if you are indoors), the location data is instead triangulated from cell towers. This method is less precise, but it still works relatively well. If you’ve opened your map while underground or in a building, you’ve probably received your location data from a cell tower.
So smartphones and handheld devices ping a satellite or cell tower to determine where in the world it is. And once the device obtains this information, it can then share it with maps, restaurant guides or weather and retail apps.
You can target users based on their location data in a three different ways.
Geo-targeting predates mobile and simply refers to the act of reaching someone based on their location. Marketers generally track a web browser’s IP address rather than GPS location. Since the early days of the internet, websites used a visitor’s IP address to serve personalized content. For example a retail site would display the local currency and store locations based on the visitor’s country.
The downside is that IP addresses aren’t very precise, and it’s difficult for marketers to target specific neighborhoods based on IP addresses. Therefore this type of geo-targeting is more commonly used for broad regions, like an entire city or state. For marketing teams that want to go more granular, they can use a system called geo-fencing, as discussed below.
Geo-fencing is the mobile generation’s answer to traditional web-based geo-targeting. This type of targeting uses a smartphone’s precise GPS location rather than its IP address. It’s also updated while the person is on the move, so it’s suited for timely mobile messaging. For instance if a clothing store app detects a user near a physical location it can utilize time limit marketing tactics like offering up a discount coupon to encourage an immediate store visit.
A geo-fence can be as wide as a city, but it’s most effective when targeting smaller regions like specific neighborhoods or streets. These targets are especially useful for apps that want to direct foot traffic to brick-and-mortar stores or offer deals at nearby restaurants.
Beacons are the most granular of the three location targeting methods. A beacon is simply a small device that receives location data from nearby devices via a smartphone’s Bluetooth signal. Because it’s Bluetooth-based, beacons can be deployed in areas with poor cell reception, such as the interior of a department store.
Beacon data tells the app precisely where in the store customers are walking, which helps marketers optimize the in-store experience by directing them for example to the new Spring collection based on data gleaned from previous app activity. But the obvious downsides is that the device’s Bluetooth signal must be turned on and has to be within a short distance of the Beacon’s very limited range. What’s more, beacons are difficult to use on public property, since they must be physically placed, secured and monitored.
For mobile teams in search of marketing tactics that increase engagement, geo-fencing is a good place to start. The precision of geo-fenced audiences makes them perfect for mobile campaigns, yet they don’t require a brick-and-mortar presence to be effective.
For example, a travel app might want to alert flyers that their gate changed via push notification. Instead of triggering the notification based on time, the app publisher could establish a geo-fence around an airport and trigger the message based on location instead. This way, they’ll deliver the message with perfect timing.
Likewise, an app that curates local restaurants or events could trigger recommendations based on the user’s neighborhood. Instead of offering broad suggestions (e.g. “Trending restaurants in your city”), geo-fencing enables suggestions that are personal and immediately valuable (e.g. “Welcome to [neighborhood]! Here’s what you need to see”).
Predictive Analytics through the use of artificial intelligence will quietly driving geo-location marketing into the future.
While location-based offers are nothing new, predictive analytics algorithms will mine historical geolocation data and user behavior for marketers to provide just-in-time, localized offers before a user leaves his or her home. For example a retail app will forecast when a user will purchase a certain item based on their in-app browsing and past shopping behavior. Information from these patterns and data can then offer up discounts on the day or hour the user plans to go shopping for a specific product or service.
Geolocation is intuitive from a marketing perspective, but it can be difficult to implement from an engineering standpoint. However, mobile marketers can easily get started by selecting a mobile marketing platform that already supports location-based campaigns.
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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
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.
Mobile, specifically smartphones, is our constant companion. It’s where your audience spends its time.
Before you integrate this research into your 2016 mobile marketing strategy, let’s put that into global perspective:
US adults engage in a variety of mobile activities including video, radio (including Pandora) and social media (including Facebook).
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.
Online mobile usage is growing fastest in areas where there’s lower Internet penetration, namely Latin America and the Middle East/Africa.
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.
Make marketing mobile first to reach your maximum potential audience.
Actionable 2016 mobile marketing tactics:
Be present on mobile so people can find you when and where they’re ready to engage with you.
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.
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:
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.
Mobile search supports and improves your other marketing goals.
Location data matters. It has an impact on your marketing and results.
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.
Actionable 2016 mobile marketing tactics:
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).
Most mobile sales follow into 3 categories:
In 2014, retailers spent $1.2 million on smartphone investments and $550,000 on tablet investments (Forrester). Invest your marketing budget in:
As a marketer be prepared to respond to each step of the mobile purchase journey. Location matters.
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%.
Cross-channel shoppers used computers over smartphones or tablets to purchase for these reasons (Facebook):
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.
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.
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.
Cross device data increases mobile conversions across categories. (Google)But understand that this is a major hurdle for many businesses.
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.
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.
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:
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.
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.
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.
“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|
|Food, Drug, C-Stores||0.9%||4.8%||5.1%||5.8%|