By: EZ Texting
With more than half the world now using mobile technology, the mobile marketing industry is growing by leaps and bounds. In fact, technology research firm eMarketer estimates that ad dollars spent on mobile marketing campaigns will quadruple in the next four years, from 8.4 billion to 37 billion dollars by 2016. This means that mobile marketing campaigns will become increasingly more competitive for consumers’ attention, motivating brands to be extremely innovative in order to stand out.
Creating unique, fun, and interesting user experiences is of the highest importance in developing wildly successful mobile marketing strategies, especially if the marketing channels can be social or viral. Companies also must keep up-to-date on the latest innovations in mobile ad technology, including behavioral, geo, and trend targeting. Below are a few of the most successful examples of creative mobile marketing ideas in the past year.
LG: Mobile, Social, and Musical
After launching its L-series handset, technology company LG created a twitter-based mobile game in order to reach a younger female audience. The company promoted its event at the LG Arena featuring the young pop band One Direction, hiding 25 exclusive pairs of VIP tickets each in a different location. As people tweeted #lgtickethunter to LG’s short code, the map on LG’s site zoomed in closer to each location—for every tweet LG received, the map zoomed in tighter, eventually revealing the locations. LG’s goal was to create some buzz around the campaign as well as to create greater brand awareness for the company across a younger market. Over the course of five days, LG received 58,000 uses of the #lgtickethunter hashtag, with 40,000 page views to the 1-page site and 9420 unique visitors. As a result, the L-series phone saw a 28% increase in sales during the campaign.
Key takeaway: Make your mobile marketing campaign relevant to the target market’s interest. Mobile marketing research into emerging trends will help. Keep in mind what’s hot and current for your demographic, and position your marketing accordingly.
Ikea: Traditional Catalog Transformed
With the goal of reinvigorating interest into one of the most traditional direct marketing campaigns, IKEA turned its renowned catalog into an interactive mobile app, allowing consumers to view hidden content by scanning certain pages of the catalog. This enhanced user experience drove IKEA’s app to become the number one downloaded marketing app for a brand in 2012. The 6.2 million installs made for more than three times the attention IKEA’s catalog received the year before, and users spent an average of eight minutes in the app compared to only three minutes in the catalogue.
Key Takeaway: Modern consumers are becoming more tech compelled. Transforming traditional, static marketing collateral into interactive and entertaining content is important in today’s evolving economy.
Quiznos: Close by and Right up Your Alley
As we’ll see in this example, successful mobile marketing is not just about being creative on the user side, it’s also about being savvy on the marketing side. In November 2012, the quick-service sandwich company Quiznos launched a geo-targeted mobile campaign in the Portland, Oregon area to attract nearby consumers who were likely to make a purchase. Instead of simply setting parameters as to location, Quiznos used location-based behavioral targeting technology to establish conditions around who was most likely to actually buy food at a quick-serve restaurant. The sandwich brand only served mobile ads to 18 to 34-year-old consumers who had visited comparable quick-service restaurants, like Subway or Jimmy John’s, during the previous 30 days and who were no further than three miles away from a Quiznos shop at the time the ad was served. Because of Quiznos’ tech savvy approach to geographic and behavioral targeting, the company served nearly 3.7 million targeted ad impressions and consequently saw a 20 percent increase in coupon redemptions within the Portland area compared to similar nationwide campaigns that didn’t use behavioral targeting.
Key takeaway: Consumers are constantly on the go, and mobile marketing campaigns should reflect that reality. Delivering an ad that targets individual behaviors and current location, and including a coupon, is a great way to inspire immediate action.
By: EZ Texting
In recent years and months, mobile payment systems such as Android Pay, Apple Pay, and Samsung Pay, have been ramping up, giving merchants ample choices. The consumer demand for mobile wallets is on the rise, and for good reason.
For merchants of all types, from small mom-and-pop stores to Fortune 500 companies, mobile wallets can boost revenue and reduce operating costs substantially.
Here are five reasons why the mobile wallet is more crucial to the future of retail than apps.
Retailers and food service operators can enjoy the benefit of reduced costs by using mobile wallets. This is because they can drastically lower fraud loss and/or payment processing fees, the latter of which merchants often cite as one of the largest expenses after labor.
With apps, there is still a huge risk to hackers getting into the system and obtaining critical customer info, such as their addresses, bank accounts, and credit card numbers.
Mobile wallets have the ability to move more consumers through the line quicker, driving up revenues for merchants. If a business has the ability to leverage a mobile wallet to engage and connect with costumers, it can sell more products and services during slower periods by enabling customers to check out anywhere at anytime, or enticing them with exclusive discounts and coupons.
While apps allow retailers to connect with consumers and offer them promos, buyers do not have the ability to purchase items as easily as they would if they were using a mobile wallet.
More people are performing their daily errands online, creating significant opportunities for retailers to be invited into a consumer’s mobile world. If a retailer creates a rich interactive experience for the mobile-enabled consumer, it allows customers to purchase items both in store and via internet-based mobile purchasing opportunities.
With mobile wallets, users enter their information once and then receive PIN numbers through text messages, which are used to complete the purchase. Shoppers only need to enter their PINs to complete the transaction, saving them the time and hassle of re-entering all of their information again for future transactions, as some apps require.
A report recently released by Forrester Research suggested that mobile wallets are set to become an essential marketing platform within the next five years. Mobile loyalty is important for connecting with consumers, and brands should mobilize their loyalty programs and branded content to offer promos to consumers in real time.
Mobile wallets are imperative for brands hoping to use mobile technology to reach consumers. If your retail business wants to enjoy the many benefits of mobile wallets and text messages, contact EZ Texting today. We look forward to hearing from you.
By: EZ Texting
We live in a fast-paced, mobile-centric world. This is why many big-name brands are turning their attention to mobile technology to reach consumers. But as customer preferences and behavior spill over into the business workforce, businesses are now utilizing the benefits of these technologies to their advantages.
One study in the UK shows that providing mobile apps to workers can boost productivity by 34 percent. The drive in mobility is a key player in the business tech agenda, as more companies are recognizing its value.
Here are a few ways mobile technology is boosting productivity.
Like every good business professional knows, communication is a critical part of the success of a company. The integration of mobile devices, such as smartphones and laptops, makes it easier for workers to collaborate and for companies to communicate and connect with staff, vendors and consumers.
Real-time communication has huge customer service benefits. Responding to consumers in a prompt fashion, offering a greater range of products and services, making product information available to customers, and improving turnaround and service all equate to better business profits, as Air Canada found when it replaced paper processes with interactive mobile devices for ground staff.
Workers benefit, too. From interacting with colleagues while traveling to attending an office meeting from 1,000 miles away, mobile business keeps the lines of communication constantly open.
Customers now have 24/7 access to their favorite brands via mobile technology. Companies are realizing the value of advertising to on-the-go consumers and now offer advertising and marketing through SMS (text) messaging, banner ads, mobile apps, mobile websites, QR codes, and more.
Not only can these campaigns be customized to reach a more targeted audience due to software that “reads” the websites and sees what people are seeking on their mobile devices, but it is also helping businesses reach customers from anywhere at any time.
This technology lets companies store data or applications on a remote server that can be accessed by authorized personnel. Employees can then create, view, and share this information to facilitate a variety of tasks, such as banking, virtual meetings, and file sharing. If a company has telecommuting workers, such as employees on maternity leave or vacation, these individuals can have quick and easy access to info that allows them to work from anywhere.
The infrastructure to support a mobile workforce is more affordable than equipping a physical office with desktops, servers, printers, and faxes. Allowing workers to have access to training materials, company info, and more can save them (and your business) money on travel, instructors, accommodations, rented office space, and more.
Mobile technology is proven to boost business productivity through connection, cost reduction, and creative mobile marketing. If you want to take advantage of mobile marketing and technology, contact our company today to learn more.
By: EZ Texting
SMS mobile marketing campaigns are now an essential part of marketing strategies, as they offer an inexpensive and highly effective way to engage with target audiences. They also allow real-time marketing messages to be sent to the target market and those messages are read quickly, especially compared to email. Let’s look at why SMS is such an excellent option for reaching customers and how to ensure you’re getting the results you want:
The mobile marketing strategy is wholly permission-based, as the user must opt in to receive messages. This establishes and fosters trust between the consumer and the business. It also allows businesses to assume consumers really want to read their messages.
As previously mentioned, SMS has a high open rate, as more than 90 percent of text messages are read within three minutes. Email campaigns average about 22 percent, while Twitter and Facebook post rates are at about 29 percent and 12 percent, respectively. Text messages are short and to the point, unlike lengthy emails, and are also relatively infrequent.
More and more businesses are optimizing their websites and emails for the mobile realm, something text messages don’t require. They’re already mobile friendly! There’s no interface or training problems with SMS marketing campaigns, as most people already know how to send a text message.
Most customers are willing to share their phone numbers with businesses so they can receive promotional alerts. Even more people are happy to provide their phone numbers and receive promotional messages if they include a discount or other incentive.
Yet another reason SMS is such a marketing gold mine is that it’s not going anywhere anytime soon. Most people prefer texting to getting phone calls. Additionally, despite the plethora of messaging apps and related platforms, people still gravitate toward text messages.
Whatever else, it’s important to ensure permission is granted before sending promotional text messages. Unsolicited messages and emails are never welcome, and only annoy one target demographic after another. Permission is essential and prevents promotional text messages from landing in the customer’s “spam” folder or just being deleted.
Know When It’s Appropriate
Understand when it’s best to send promotional text messages and when to remain silent. SMS doesn’t apply to every single marketing campaign, and it’s more personal than email. Follow email marketing practices for best results and avoid sending messages too often. Additionally, you should think about consumer location and the best time of day to send messages, and steer clear of overly wordy language.
Make It Valuable
Provide consumers with something of value when sending text messages, such as an alert about an upcoming sale or event or a promo code for an exclusive discount. Messages should add to consumer experiences with the brand and not fall into the ‘self-serving’ category.
SMS: cost effective...and just plain effective.
By: EZ Texting
These days, everyone is talking about mobile strategy. However, according to a new survey published by Sitecore and Vanson Bourne, most brands don’t think they’re prepared to effectively market via mobile. So what, then, is everyone really talking about?
The mobile conversation lit up back when mobile usage surpassed that of desktop computers. Suddenly, everyone was paying attention to what people were doing on their phones.
For some businesses, this meant making sure their website was mobile responsive, at the very least. And if they were really thinking ahead, marketers reimagined the mobile experience with branded apps. Unfortunately, too many apps weigh down users’ smartphones, and today chat and social apps seem to get the largest slice of the mobile pie.
In hindsight, people have been talking about mobile for a long time; marketers saw this shift coming early, and yet now, in 2016, of the 450 brand marketers that participated in this global survey, 41 percent of the respondents said they have no mobile strategy in place, or have yet to execute the one they have.
To drive this point home, in the same survey, 97 percent of respondents said, “they believe a good mobile experience impacts customer loyalty.” In other words, most marketers know mobile is important, but more than half aren’t ready to mobilize their brand experiences.
To be fair, the mobile landscape is somewhat uncharted territory. For executive level marketers unfamiliar with the terrain, the refocus on mobile can be a bit intimidating, if not altogether outside comfort zones.
Plus, mobile today is different from mobile five minutes ago. Take those branded apps for instance. Having an app for every store proved to be a misstep. Instead, we’re seeing more collaboration between third-party apps that unify products and services into a single experience.
So, what are these marketers to do? Forbes says they need to define objectives carefully.
At the very least, you have to know what you want your mobile plan to do, or it won’t be effective. You should also look for ways to integrate it with social media, one of the best places to find new or current consumers online.
And finally, marketers should be proactive about the mobile experience. According to the PEW Research Center, 67 percent of people check their phone for messages, alerts, and calls. Be proactive about understanding this behavior and send relevant information to users who are already looking for new messages.
It’s time for marketers to start realizing their mobile goals and not just talking about mobile strategy in a nebulous cloud of buzzwords and phrases.
For small businesses looking for an edge, mastering mobile is a good place to beat out the bigger competition. According to the new survey, lots of brands are still twiddling their thumbs over mobile, so you have a great opportunity to get ahead.
By: EZ Texting
It’s only when you stop to reflect what life was like ten years ago that you realize just how far SMS messaging has come. Back then, text messages were still primarily used for interpersonal communication between friends and family. Now, all kinds of businesses use SMS for all kinds of reasons, all of which enhance the customer experience and just make life easier for everyone.
Think about the text messages you receive that aren’t from people you know personally. Banks send statements and fraud alerts; taxi drivers and ride-sharing services let you know they’ve arrived via text; healthcare providers send appointment reminders and everyone from airlines and travel companies to concert promoters and delivery services send confirmations by SMS.
The reason all these organizations are using text messaging over other forms of communication is very simple: people actually read their texts. Further, most people actually read ALL of their texts - and they usually do it within a few minutes of receipt. That fact is music to the ears of marketers in any industry, when you consider how routinely commercial emails are trashed, ignored, or junk filtered before they even had a chance. With SMS, around 90% of all messages are opened and read within three minutes. And since a similar percentage of the population owns a cellphone, using it as an effective way to reach people is a no-brainer.
And yet, one-to-one customer support is one area where SMS messaging has been slow to take off - thought that’s beginning to change. So it should, because the potential is considerable.
SMS Customer Service is Win-Win
Firstly, every consumer out there is a candidate for SMS communication. It doesn’t require a smartphone, so even the most committed feature phone acolyte can be reached, and 2G networks are still the most reliable. Because of the 160 character restriction, a text message doesn’t demand too much of the recipient. There’s no action required - the recipient can consider the information and make their choice as to whether it’s relevant. If not, they can opt out of receiving future messages from the brand.
Businesses love SMS because of the aforementioned high read rate, and the personal, informal tone generally expected of the information contained therein. A mobile marketing campaign centered around text messages is also incredibly cheap compared with more traditional mass media strategies.
But while the benefits of SMS as a marketing strategy are well understood, we’re only just beginning to see customer service-based applications of the technology. Airlines have rightly spotted the aptness of text messaging for letting passengers know about delays and cancellations. Some have started using text messaging to help reduce wait times at check in, and provide passengers with a way of interacting with the airline that doesn’t require a tedious phone call.
By: EZ Texting
People running businesses know that successfully selling products or services to consumers means building personal connections with B2B customers. Buyers typically want to fill an emotional need with a purchase, so companies and brands need to set out to be the perfect entity to fill that need.
A consumer’s desire to be prettier, skinnier, and happier fuels sales in the B2C market, but does that same desire translate to the B2B industry? Not exactly, but we can look to personal connection as a way to drive sales in B2B niches when we consider that business buyers too want to feel emotionally and personally satisfied. Therefore, to successfully sell to B2B buyers, you must focus your marketing efforts on creating personal value for a human, emotional B2B buyer. You can do this through many channels, including SMS marketing.
What Drives the B2B Buyer
B2B buyers often have a lot at stake when it comes to making the right decisions for their companies. They feel pressured to purchase products that will represent their businesses in the right ways, give their customers a consistent image of their brand, and show their higher-ups that they have a solid grasp of their company’s vision and values. This means that B2B buyers consider emotional needs, such as their reputation and their capability for adding value, when they look for products to purchase.
Call it emotional buying, ego purchasing, or making choices based on intuition. Just don’t ignore it. B2B buyers are human beings that can be influenced in many ways similar to B2C buyers. They might have facts, figures, and a company’s bottom line in mind when they make a purchasing decision, but they’re also looking for perceived value when they buy and you should be trying to give them that value. You can offer value by positioning your company as a business that’s trustworthy and reputable to work with, a creator of products that have integrity, and an organization that efficiently delivers exactly what you say you will, when you say it.
The Data Supports Emotion Driving B2B Buyers
Google and the CEB Marketing Leadership Council surveyed about 3,000 B2B buyers a few years ago in hopes of finding out what drives their purchasing decisions. The results of the market research showed that 50 percent of B2B buyers will probably buy from a company that they feel emotionally tied to. Compare this data to a study done by market research firm Motista, which organized baseline data from B2C purchasers, and you’ll see similar findings.
The Google and CEB survey surprised many in the B2B industry because it indicated that more than 50 percent of B2B buyers approach making purchasing decisions the same way that regular consumers do, which means they look for personal value. What was even more shocking to some B2B business owners is that the research showed buyers were eight times more likely to pay a premium price for a product or service if they felt they were receiving greater personal value.
How to Start Building Personal Connections with B2B Customers
When you realize that a real person is somewhere behind every buying decision a company makes, you can set yourself up to best meet those buyers’ needs. To be the business that makes the sale, it’s important to be friendly, easy-to-work-with, and likeable. Do this, of course, by offering honest and sincere phone and in-person communication, as well as outstanding products and services. However, you should also use your SMS marketing tactics to build personal connections with B2B buyers and let them know that communication that meets their needs is important to you.
You can use text marketing to stay in touch with buyers and let them know about new inventory. Follow up on purchases with personal texts that ask for product or service feedback, and inquire via text about any future purchase needs a B2B buyer might have. Let your B2B buyers know that you are respectful of their time and don’t want to send out excessive email or text blasts, but that you’re ready to serve should they have needs or problems.
Use SMS technology to meet B2B buyers where they are, which often means recognizing that they’re human beings who constantly want to stay informed and create value for their companies, and themselves. Take advantage of the opportunity to make any genuine personal connection you can with your B2B buyers, via text messaging and other means, and they’ll likely become long-time, loyal purchasers.
By: EZ Texting
The mobile revolution has taken serious root, with marketers scrambling to make their websites mobile-friendly, create new and exciting apps, and otherwise drive traffic and increase revenue through mobile means. This is the mobile age, and with that in mind let’s check out some of the hottest new trends in mobile marketing:
There’s greater selection regarding social messaging apps than ever before, with options now including Snapchat, WhatsApp, Kik, Peach, WeChat, and Facebook Messenger. People chat anytime, anywhere in today’s world, and about half of mobile phone users in the United States are predicted to rely on mobile messaging by the end of the year. The evolution of social media apps is already evident in China, where 91% of Internet users favor instant messaging over search.
Platforms allow users to send multimedia messages, make payments, or use video call. They’re even used as interfaces for bot-driven interactions.
Integration among apps and their social media and e-commerce outlets is a hot new mobile trend this year. Many social platforms are linking e-commerce features into their social media networks, such as Instagram’s “Shop Now” feature and Pinterest’s “Buyable Pins.” People didn’t used to shop on social media platforms, but the more seamless the integration, the more likely shopping on such platforms will become the norm.
A wide variety of branded keyboards are available through a mobile device’s app store, and function as ideal branding options. They allow companies to remain where they want, i.e. in consumers’ faces, without being a source of interruption or annoyance. App use equals keyboard use, meaning this type of branded engagement is far-reaching. Recent research indicates the average mobile device user works on the keyboard over 100 times per day, with branded keyboard leader Kibo seeing millions of downloads a month. And that was just in the company’s first year of operation.
In 2016 apps are expected to become integral parts of consumer lives as opposed to individual features that people turn to on occasion. Examples of apps as “lifestyle reflections” include fitness apps that offer weather alerts before a run and remind the person it’s time to pick up the dry cleaning.
Lifestyle apps also increasingly indicate values. Think of consumers saying “I’m a proud fan or supporter of [x and y], which is why I use these [branded] apps.”
Videos are already cropping up in Google’s search results, but the media giant is going a step further by experimenting with video ads. Should consumers take to video ads appearing in their search results, apps may also make appearances in SERPs. App directories and recommendations are already there, however apps as part of search engine results is a whole other thing. Such implementation will provide stores and directories with an exciting new set of opportunities.
These and other trends are changing the marketing landscape, and mean marketers must remain that much more aware of current and future mobile trends.
By: EZ Texting
Own a business and think you might want to add a mass texting service to your marketing campaign? Make sure you know the rules before you play the game, or you may land yourself in court.
Retailers from clothing stores to vitamin companies are figuring out that the best way to reach consumers is through their mobile devices. So, they’re putting ad campaigns together that will land their companies’ names, and their messages, directly in the public’s text message applications.
Whether these companies have read TechCrunch’s report that stated consumers spent more time on their phones than watching TV in the second quarter of 2015, or they did their own research to show society’s reliance on mobile devices, these businesses want to cash in on behavior that doesn't seem to be changing.
However, in order to stay lawsuit free, companies need to approach text advertising in the right way.
The Telephone Consumer Protection Act of 1991 states that anyone dialing a person’s mobile phone or sending a text message must have consent. This federal law prohibits unsolicited mass calls and text advertisements, and it gives recipients of those unsolicited calls the right to collect up to $1,500 in statutory damages for each violation (or each phone call or text message). Individuals who receive unsolicited messages to their cell phones do not have to prove any harm was done when they seek damages, either.
Imagine the potential damage to a business from one unsolicited text message sent out to thousands of customers or potential customers. A single mass text could ruin a small company financially, and it could have owners or executives of the company slapped with a lawsuit that they’ll need to spend time and PR resources fighting.
If you’re considering a mass texting service for your business, stop and make sure you’re clear on the laws pertaining to text messaging before you press that send button. If you don’t, you might be setting yourself up for a multi-million dollar settlement to avoid litigation, when you could have simply asked for consent. If you remember one thing when it comes to a mobile marketing campaign, it’s that consent matters.
It’s critical with any text messaging campaign to get consent to send messages to an individual’s cell phone.InfoLawGroup LLC, a boutique law group focusing on data security and media matters, emphasizes that the FCC’s (Federal Communications Commission) Telephone Consumer Protection Act reigns supreme in matters of mobile phone mass advertising, and it specifically spells out what rules must be followed if any company uses what’s considered to be an autodialer (automatic dialing system) to reach out to multiple consumers.
The law is specific, but lengthy, and it’s a must-read if you’re thinking about adding mass text service to your marketing campaign. It describes exactly what the law considers to be an autodialer, and it offers clarity in terms of procedures and penalties involved in sending text messages to multiple individuals at once.
To protect your business, familiarize yourself with the Telephone Consumer Protection Act before you send any text messages as part of your company’s marketing campaign.
By: EZ Texting
As a small business owner, you have probably whether to use mobile apps or a mobile site. Should you focus on making your website mobile friendly or utilize the skills of a talented app developer? Both offer mobile marketing strategy advantages in light of industry, budget, and target audience, yet considering the amount of conflicting advice floating around, deciding which one to go with is often challenging.
In 2013 a Compuware survey found that 85 percent of consumers enjoy apps over mobile websites. However, this hardly means one is better than the other, or that there isn’t just as huge a market for mobile sites. It’s like saying a percentage of people prefer the beach to the mountains—there’s still plenty of reasons to market mountain-based attractions.
The decision to go with apps over a mobile website or vice versa depends on your mobile marketing strategy and related tactics.
A mobile-optimized website is essentially a responsive design that recognizes when a visitor is using a mobile device and then converts the site to a version that’s easy to read via mobile. Therefore, you don’t necessarily need to produce different or additional content for a mobile site, as you would have to for an app. This makes mobile marketing management a much more streamlined process, and allows you to focus on other aspects of your business, rather than concerning yourself with content all the time.
Mobile websites arguably drive more traffic than apps, so consider your ultimate goals behind site use: are you looking to improve consumer loyalty, or increase revenue by expanding your customer base? A cross-channel site may be your best option depending on what you wish to accomplish.
The main advantage of having an app for your business is that it lets you make excellent use of a tablet or smartphone’s hardware and native functionalities. Cameras, GPS, speedometers, gyroscopes, and other useful pieces of technology found on the vast majority of modern devices are easily worked into your app’s operation.
Another advantage of apps is that they rarely require an internet connection to run. Most apps store data locally on a phone or tablet’s hard drive, so users may enjoy them even if no internet connection is available. For example, some news apps download and store content through a Wi-Fi connection so users may read about current events until the app is able to sync with another connection.
App infrastructure and development tools are more sophisticated and user friendly than ever thanks to demand for app developers, with major operating systems offering a serious selection of frameworks for developers to work with. Most frameworks are free.
Again, which one you decide to go with depends on what your ultimate marketing goals are, how big your budget is, and more factors. If you have the means and the employees to handle a mobile-friendly site and an app, why not try both and see if one offers more benefits to your company than the other. You also might find that your team is efficient enough to provide content to each channel, thus increasing brand awareness and reach. Whatever you decide, remember that it’s a very good idea to offer at least one of the two options to your target audience.