Tagged: Mobile Marketing

The Mobile Marketing Boom

Posted on April 7, 2015 by - Mobile

Mobile Marketing

 

In case you haven’t noticed, mobile marketing is at an all-time high, reaching you wherever you are – and wherever your customers are. Say you’re listening to your favorite Pandora station, you’ve likely heard ads there, and seen the pop ups. And you’ll see ads within several other apps as well.

So the question remains, why aren’t you advertising your business where your customers are most? On their mobile phones.

You can’t walk 10 feet these days without almost bumping into someone who has their head down because they’re looking at their smartphone. We take them everywhere, to work, the gym, home, out to dinner – they are a part of us.

So reaching your customer like never before means knowing their behaviors and adapting accordingly.

Enter mobile marketing.

Here are some quick facts about mobile phones, just to get you started

  • There are currently over 4 billion mobile phones in use globally at any given time.
  • Of those 4 billion, over 1 billion are smartphones.
  • Over half of all searches take place on a mobile phone.
  • A third of Facebook’s 700 million users use Facebook mobile.
  • Half of Twitter’s 175 million users are using Twitter mobile.

If you advertise in mobile, it’s important to have a mobile-friendly website to direct people. Why, you ask? Because these potential customers spend more average time on your site, engage more, there’s a reduced bounce rate, and there’s a faster loading time.

All of these facts point to more leads, conversions and sales – which means more money in your pocket.

Isn’t time you tried mobile marketing?

Learn more here, or give us a call to speak to an expert. 800-367-2570

The Super Bowl – A Marketer’s Holy Grail

Posted on January 29, 2015 by - Marketing

Every Year, Digital Marketers See More Of An Opportunity To Step Up Their Super Bowl Marketing Game

Super Bowl Marketing

Television ads during one of America’s most-watched events have always been a great way to make a huge advertising splash. But they certainly aren’t cheap. The rise of social media and mobile devices have given brands a cheaper avenue to market through and they have also changed the way the biggest brands are marketed during the Super Bowl.

Statistics from last year show that brands are seeing a more fruitful ROI from their Super Bowl ads than ever before. “Overall visits to advertisers’ websites rose 15 percent above 2013, while the average increase in typical daily Web traffic soared 163 percent,” reported the Adobe Digital Index (ADI) last year.

The main reason for this? Mobile! Consumers are more attached to their phones than ever as total smartphone visits to advertisers’ websites increased by more than 110 percent from 2013 to 2014.

Mobile Phone Visits During Super Bowl

Image via Adobe Digital Index

Who Is Winning In 2015 So Far?

While the outcome of the big game won’t be decided until late Sunday evening, we can already see which brands have the lead in terms of marketing and brand awareness.

Candy brands, such as Snickers, M&M’s and Skittles are devouring impressions with ads on Google for Super Bowl-related searches. M&M’s, in particular, isn’t even running a TV ad during this year’s game, but instead using Google to promote. Skittles, has already achieved trending status by teaming up with Marshawn Lynch.

Newcastle launched its Battle of Brands campaign over a week ago. It’s a very unique idea that will feature, “37 of the universe’s best brands…and a dental office in Pittsburgh,” according to their website, all in one commercial. Their YouTube video already has over 2 million views.

It wouldn’t be a big event if Facebook didn’t find a way to promote their platform. Similar to their World Cup marketing, Facebook will launch a Super Bowl hub page where live commentary and related posts will all be found in one place. It will also show the score and play-by-play updates. Were you up getting a drink and missed that touchdown catch? Better check Facebook for the replay! Genius.

What Can You Do To Compete?

Is it realistic for your local business to compete with national advertisers that will spend up to 4.5 million dollars on a TV ad? Of course not. But those brands aren’t your direct competition, like the local businesses on the other side of town are. The Adobe Digital Index (ADI) also reported, not surprisingly, that brands who advertise during the Super Bowl will see 6.5 times the amount of mentions as their competitors online. So it’s essential that you do something.

Posting images and video on social media are important, but posts that include a link are being increasingly shared.

Types of Facebook Posts

Image via Adobe Digital Index

If you want to have an impact, don’t necessarily think you can escape without forking over any money. Organic impressions are down on social media, specifically Facebook, and paid advertising is often a better way to reach your audience.

If your website isn’t mobile-friendly and your content isn’t tailored to a mobile audience, you might as well not even bother! As emphasized at the beginning of this article, a majority of the people seeing your ad or content are viewing from a smartphone or tablet. TV and mobile really do work well together.

Make sure your mobile-site is running at full speed, direct consumers toward your new mobile app, and post on mobile-intensive social platforms such as Facebook, Instagram, Twitter, and Vine.

Happy Marketing!

For more marketing tips and to keep up with the latest trends, subscribe to our newsletter, keep up with our blogs, and contact us to see how we can help promote your business online. 

2014 Mobile Year in Review, Part 2:

Posted on December 16, 2014 by - Mobile, Social Media

If you missed Part 1, click here to read about four big strides mobile took in 2014 and some predictions heading into 2015. In Part 2, we will cover mobile as it related to social media in the past year.

Mobile > Desktop

2014 was the year where social networking finally became more popular on mobile devices than on desktop computers. The chart below from eMarketer shows the average time spent per day with social networks by U.S. adults. Mobile social networking beat out desktop (online) 35 minutes to 33.

Mobile social networking chart eMarketer

Graphic via eMarketer

Mobile-Centric Social Platforms

This phenomenon started in 2006 with the release of Twitter. It only grew as smartphones were released, user-friendliness improved, and people were able to share pictures, videos, and updates in real time. It’s now hard to imagine actively participating on social platforms without mobile.

SM and Mobile Graphic

 

Instagram reached 300 million users in 2014 and who uses Instagram from a desktop computer? Snapchat, Vine, WhatsApp, and others have exploded with the help of mobile. The revamp of Foursquare has allowed people to leave tips and reviews from their smartphones. Meanwhile, the most downloaded social app in 2014 from Google Play? Facebook.

Proper Brand Strategy Going Forward

You’ve seen the statistics. The trend of mobile social networking isn’t going away either. The good news? You don’t have to build a Responsive website to reach them. Simply be present on platforms such as Instagram, Facebook, Pinterest, and Twitter.

SalesForce released a 2014 Mobile Behavior Report and in the study, the top four reasons consumers like or follow brands on social media using a mobile device are as follows:

  1. Offered coupons or deals

  2. Quick access to information

  3. Like being in the loop

  4. More meaningful content

Those are four things to strongly consider when evaluating your brand’s social media strategy heading into 2015.

Contact Thoughtwire for a comprehensive social media strategy that will grow your audience and help you reach the massive population of mobile users.

2014 Mobile Year in Review, Part 1:

Posted on December 12, 2014 by - Marketing, Mobile

The Increased Integration of Mobile in 2014 and Looking Ahead to 2015

The mobile world achieved a lot in 2014. As the technology improved and user-friendliness and popularity soared, brands got in on the action in a big way.

The Preferred Media

The experience of using websites, apps, and streaming video has become so much better on mobile devices that smartphones are now the most-used form of media consumption. The chart below from The Nielsen Company shows the difference from Q1 2013 to Q1 2014.

Graphic from The Nielsen Company

Graphic from The Nielsen Company

Mobile Payments Gain Exposure

Near Field Communication (NFC) technology is not new in 2014, but with its implementation into more Android and Windows phones and Apple announcing Apple Pay, it has gained relevance.

In a year that was filled with hacking news, security concerns might still be holding back mobile payments. However, 2014 marked the year that over 50 companies officially accepted Apple Pay as a form of payment.

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Brand Integration

Companies are continuing to add mobile to their marketing strategies. As smartphones and tablets have become a more common way to search the Web and find brands, products, news, etc., Responsive Websites have become essential for businesses who want to be found.

Mobile apps and mobile marketing have become more commonplace as well. The world’s biggest public corporation, Walmart, launched Savings Catcher, their own app. Everyone else, from Budweiser and Target to the local business down the street used mobile to target customers, run promotions, discounts, and offer rewards.

Increased Importance for Quality SEO

Google has come out and officially supported Responsive websites and is now showing whether or not a website is “mobile-friendly” in mobile search results.

If your brand image, website traffic, and customer experience weren’t damaged by the lack of a mobile-friendly website in 2014, they likely will be in the upcoming year.

Looking Ahead

In case you haven’t realized, Responsive websites are imperative to growing your business online! It’s only a matter of time before search engines start penalizing websites that aren’t mobile-friendly.IMG_3894-1300x866

A Mobile App will continue to be a great tool for most brands (although not all) in providing value, customer service, and a better experience for customers.

The ability for brands to reach consumers with mobile marketing practices will take off. It has become way too easy for companies to track and retain consumer information through mobile for them not to try it. Consumers are too attached to their smartphones and find the experience helpful enough that they can’t ignore mobile promotions and offers.

Providing context with targeted offers and promotions to more relevant potential customers is becoming more commonplace and geo-targeting might finally be taking off. According to Churck Hemann, Analytics Digital Marketing & Media Manager at Intel:

“While brands have used geo-targeting capabilities for years, they have also struggled to reconcile (and use) insights at a local level that might conflict with other macro trends, among other reasons. However, data maturation and availability have made most of those concerns moot, and in 2015 we’re going to see more (and better) case studies of brands using this very localized data to reach customers.”

Finally, mobile-centric social media platforms will be even more crucial in reaching customers and spreading brand awareness in 2015. We will discuss mobile as it relates to social media in part 2.

Why Mobile Marketing Benefits Brands and Consumers

Posted on December 10, 2014 by - Mobile

Say Goodbye to Traditional Loyalty Marketing Programs

Mobile Marketing Graphic

 
In an article from Ad Age, CEO Lars Albright, noted that, “Mobile is shaking up the traditional loyalty model, just as it’s shaken up so many other things.” He’s right.

Think of frequent flyers miles, hotel member rewards, or supermarket fuel incentives as traditional loyalty programs. While it might be harsh to bury them already, many brands are finding out that mobile loyalty programs can be much more effective for all parties involved.

Consider the simplicity of this example pointed out by Albright:

American Express’ new partnership with Uber, for instance, represents a huge milestone for mobile commerce. It’s powerful and yet so simple. Under the program, participants pay with AmEx when they ride Uber, earn two times the rewards points and can use those points to pay for future Uber rides.”

Does the customer have to go out of their way? Not if they already have an American Express card and are using Uber anyway. This is just one example of how simple mobile rewards can be for consumers.

But brands won’t participate if they don’t get something out of it. Here’s why mobile loyalty programs are better for both parties:

Consumers generally don’t have to go out of their way to benefit and many mobile promotions are tailored to their specific preferences.

Brands have consumers at their fingertips. They can reach them at any point with a text message or push notification.

Consumers can essentially use their smartphone (a device they’re already attached to at every waking moment) to earn rewards and save money at their favorite retailers, restaurants, and services.

Brands get incredible insights on consumers beyond basic male/female demographic information. This includes contextual data such as where they’re located, their shopping habits, and preferences.

When something comes along (smartphones) that consumers bond with and brands can use to market their products and ultimately make more money, it’s a win-win and that means it’s here to stay.

If your brand needs a mobile app, responsive website, or a mobile marketing plan to better reach your targeted audience, call us at 800-367-2570 or contact us here.

Crafting the Perfect Mobile Promotion

Posted on November 18, 2014 by - Marketing, Mobile

IMG_3894-1300x866

 

According to a report by Mobile Marketer, the use of mobile-only promotions as a marketing strategy is declining while omni-channel promotions are gaining ground.

The growing trend of omni-channel strategies use mobile alongside desktop and in-store experiences rather than as a replacement. Derrick Lin, Senior Brand Strategist at Resource/Ammirati sheds some light on the context surrounding mobile marketing strategies:

“Three years into the mobile era, the context around mobile marketing development is very different. Mobile has become a very prevalent, natural, and straightforward part of a consumer’s shopping journey and in turn retailers have fully embraced mobile as a table stakes channel.”

If that isn’t clear, here are a couple examples of current omni-channel strategies being used:

1.  Target’s Cartwheel Promotion

Here, Target offers shoppers coupons and discount codes on their mobile devices, but forces them to redeem the offers at the point-of-sale in the store.

2.  Anheuser-Busch’s Bud Light Birthday

This strategy is the opposite of Target’s. The idea is that a friend can buy another friend on a social network a beer for their birthday. It begins as a desktop Web promotion but ends with the beneficiary redeeming their free birthday drink at a restaurant or bar with their mobile device. Ryan Halper, Chief Operating Officer and co-founder of Gratafy, explains it best:

“It is a Web-based promotion using responsive design so it renders on smartphones, tablets or desktop, but part of the experience, the redemption, only functions on mobile.”

0909BudLight400

 

While omni-channel contests and promotions are the trending strategy this holiday season, mobile-only promotions aren’t irrelevant by any means.

Brands can use mobile-only promotions if they find that their target audience engages more on, let’s say, a mobile app. Secondly, mobile-only promotions can utilize strategies such a geo-fencing, augmented reality, and Apple Pay, to name a few.

The main takeaway is this:

Your business should definitely incorporate the use of a mobile device at some point in your promotional strategy. Whether it’s mobile-only or omni-channel, the key is making the experience seamless and easy. Consumers in 2014 don’t have the patience for slow-loading apps, bad mobile-websites, or coupons codes that don’t work.