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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Own These 5 Tips For A Successful Mobile Marketing Strategy In 2015

Mobility continues to drive major behavioral change in our day-to-day lives. Research has shown that 86% of Americans now use their mobile phones for what is called “just-in-time information”, opening up a world of on-the-go opportunities for creative marketers to sell their wares. So where should they be focusing their efforts?

1. Be Relevant palm-of-your-hand-300x242

Marketing organizations are quickly becoming savvy about the full range of capabilities of smartphones, such as geo-location, and motion and ambient noise detection. These tools enable marketers to surface offers to consumers at the right point in their purchasing process.

What you need to work out out in 2015 is: what are the myriad experiences of your end-users and how can you connect with them in the moment in a meaningful way?

2. Be Contextual 

While some organisations have dipped their toes in the contextual waters in the past year, full power will come when organisations look for relevance beyond their own doors.

Maribel Lopez, author of Right Time Experiences, says these contextual experiences will be delivered by native apps: “Contextual integrations with third party services will be big [in 2015]. For example, an airline app that connects to Uber for airport transportation and traffic data to figure out when to leave.”

This is a huge opportunity to provide value to your end-users beyond just your service.

3. Use in-store or near-store notifications

Many retailers will want to extend offers to potential customers either as they walk past their stores or once they are inside. Lopez explains: “A store will know if you’re in the building, but mobile can help pinpoint where and what content or experience should be surfaced.” The opportunity is to present information based on the exact location.

For example, if your end-user is the children’s department on the 2nd floor, it is a great time to present an offer for buy one, get one free on children’s shoes. It is probably a terrible time to blast them with an offer for power tools.

To improve the seamless experience even further, if your mobile experience includes some sort of rewards programme and you have user purchase history available to you, it is possible to create an experience that takes off from previous shopping experiences. You could also cross reference past history with other similar offers from partners that extends the current experience even further.

4. Make the most of new notification streams

Android and iOS are following in Facebook and Twitter’s footsteps by making data streams a central part of the user-experience. Apps will raise alerts, information, and offers to the notification stream of the mobile device. Users will be able to take actions directly from the interface. This is both an opportunity and a challenge for marketers in 2015.

It is an opportunity because users will be expecting brands to have a presence on the OS’ most prominent platform. The challenge is that there is very limited space to provide any meaningful experience. Marketers will have to get creative and learn how to really pare down their message without diluting its impact; think Twitter marketing 2.0.

5. Seek users’ permission

Next year offers lots of exciting opportunity for mobile marketing. But brands must be careful to not be too invasive. Get permission before extending information and offers to individuals.

Finally, don’t inundate your audience with messages. Remember you are just one part of their overall stream of information. Respect that, and you’ll reach your audience and your 2015 targets.

It’s 2015 and mobile 3.0 is here. Isn’t it time you dive in and own it?

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Five Reasons Why Your Nonprofit Must Prioritize the Mobile Web in 2014

Nonprofits-and-the-Mobile-Web

The Mobile Web is often discussed as a future trend that nonprofits have time to prepare for, but the reality is that by the end of 2014, the majority of your supporters and donors will be viewing your website, email communications,  blogs, and social media content on smartphones and tablets. In truth, the Mobile Web is already here. Going mobile will not be free and for many small nonprofits a costly upgrade, but to successfully communicate your mission and programs and fundraise online in coming years, it is a necessary investment.

1. The Mobile Web will rule by 2014.

2. Mobile email is on the rise.

3. Social networks have gone mobile.

4. Texting is a tool still not mastered.

  • One trillion text messages sent globally in 2008. 10 trillion sent by the end of 2011.
  • Mobile phone owners sent an average of 678 texts a month
  • The majority of the nonprofits that are pioneering texting and/or text-to- give do not have mobile websites. (View CDC TextCDC Mobile Website)
  • Priority #4: Start collecting mobile phone numbers and launch a texting and/or text-to-give campaign.

5. Mobile giving is the future.

 

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. 

mobile-ads-boom

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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Many Marketers Unprepared For New SMS Guidelines

Written consent required for SMS marketing
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 Marketers who do not have prior written consent from consumers to send them marketing messages via SMS will potentially face fines of up to $1,500 per  unsolicited message starting Oct. 16 under new guidelines.

The new Telephone Consumer Protection Act guidelines going into effect next month require written, auditable consent for every consumer in a mobile database whereas previously consent could be express, meaning a company had previously done business with an individual. For those marketers not already using written consent for their opt-in programs, the new guidelines will require a significant change in how they structure their programs.

“We did a review of 50 brands and found that they are compliant on the old guidelines, but almost no one is TCPA-compliant, given the new requirements going into affect on October 16,” said Michael Ahearn, vice president of customer development and marketing at Archer USA, San Jose, CA.

“The most important thing is that everyone who has an SMS/MMS program already, the database that they have has to be reviewed and have those members of the mobile database re opt-in,” he said. “The brand needs to capture that written consent from their existing opt-in database.”

Written proof
The new guidelines impact every new opt-in that a marketer acquires as well as all of the existing names in their databases.

For marketers who have not been collecting written opt-ins previously, this means they need to get their existing database members to re-opt-in to their programs with written proof that the consumer has read and agreed to the TCPA disclaimer terms.

The guidelines are retroactive, meaning that after Oct. 16, if marketers do not have written consent from someone already in their mobile database, they can no longer message that consumer legally.

The guidelines were announced over a year ago, with the deadline for implementation set for next month.

Marketers that do not have the required written consent will be exposed to potential legal action.

Legal actions
With the number of lawsuits on the rise brought by consumers against marketers for potentially illegal messaging, this points to the need for marketers to ensure that their SMS programs meet the new guidelines.

“There has been a significant upswing in the litigation with people chasing brands with class action suits over unlawful communication,” Mr. Ahearn said.

“We have seen TCPA law suits increase 60 percent overall in 2012,” he said. “One large apparel chain and two QSRs have had tens of millions of dollars in fines for non-compliant messaging to consumers on their phones.

“The people you don’t have written consent for, those will basically be illegal messages and they will be liable to fines of anywhere between $500 and $1,500 per message for non-compliant messages. If you’ve got 500,000 people and you multiply that by several hundred dollars per message and you can see where it becomes a very critical issue.”

The required language could span two SMS messages.

Recording consent 18561
To be compliant, marketers need to adjust all of their calls-to-action for their mobile messaging programs so that they include the necessary TCPA language.

The required written signature can be obtained via email, Web site form, text message, telephone key press or voice recording.

To be compliant, marketers need to ensure that consumers read and agree, in writing, to receive marketing text messages from a specific brand to the mobile number provided and that they understand they are not required to provide their consent as a condition of purchasing any goods or services.

This language must be clearly and conspicuously displayed in all calls to action in any media promoting the program as well as in the SMS opt-in flow on the phone and include a request to consumers to reply “Yes” to confirm.

For SMS, it may require marketers to send two separate messages to get all the necessary language in front on of users. For MMS, only one message would be required.

“The actual flow in the SMS or MMS would need to, in most cases, require that language to be there, have the end user see that language, then reply with a ‘Yes’ reply message indicating that they have seen and agreed to the language,” Mr. Ahearn said. “This is an excellent way to record the consent and have it available for audit against the phone number.”

Opt-out challenges
Non-marketing messages such as flight updates and bank balances are excluded from the guidelines.

Also excluded are one-time transactions such as texting a keyword to a common short code to receive a coupon, which is delivered via a code in the responding SMS message, with no further messages sent.

Archer and other companies also offer mobile audit and compliance services to help marketers stay on top of the growing requirements in the SMS marketing area.

The impact of the new guidelines is mitigated by the fact that CTIA regulations already cover prior express written consent, which many marketers already follow.

Any legitimate marketer already gathers express written consent before engaging a consumer with text messages. Some smaller companies, or less reputable or non-conforming marketing shops, might not know or care about the new rules.

The challenge with the new regulations for mobile marketers relates to opt-outs.

The opt-out requirement might be the trickiest new regulation. The language seems to apply to calls. But the TCPA applies to mobile messages as well. So does the requirement to post opt-out options apply to each text message? Do marketers have to put these opt-out messages at the beginning of every text?

If so, this limits what marketers can do with text messages. They only have limited space to begin with. Adding an opt-out message to every text further eliminates space.

As it relates to consumer focus

For the time being, the company recommends including opt-out wording in at least one message per month for each text-message campaign, per current industry rules.

With SMS marketing an important way to reach mobile users, the new guidelines could help ensure that consumers continue to feel positive about receiving these messages from marketers.

The TCPA changes further illustrate the need for marketers to remain consumer-focused, protecting privacy laws and adhering to proper messaging tactics. The new rules are another welcome step in regulating the messaging industry and helping to maintain the integrity of the medium, as a whole.

SMS/MMS remain one of the most important components in a strong mobile strategy, and compliance builds a strong foundation for a successful long-term engagement with consumers.

3 Strategies for acquiring written consent

While the rules were announced more than a year ago, some marketers are scrambling to comply with the new policies. Here’s a crash course on the new TCPA guidelines:

  • They require written, auditable consent for every customer in a mobile database. Previous guidelines only required express consent, meaning that customers had done prior business with the company.
  • The guidelines apply to every new opt-in, as well as existing names in company databases. While many marketers already require written opt-ins, those that don’t will need to get their existing database members to re-opt-in by granting written consent.
  • The guidelines are retroactive. If marketers don’t have written consent from individuals already in their database, they can no longer message those consumers legally.
  • Sending messages to consumers who haven’t provided written consent could expose marketers to legal action. Fines will range from $500 to $1,500 per unsolicited message.