As we move further into 2014, more and more digital marketing talk revolves around “big data” among other emerging trends. Companies have increasingly utilized the big data approach over the last few years, as the method has created a whole new genre of “personalized” marketing. The ultimate goal of the big data method is to develop one-on-one marketing strategies in hopes of maintaining lengthy, positive relationships with prospects and clients.
So how will big data affect the , and what consumer information is needed to create an effective mobile marketing strategy?
Hailed by JiWire as one of the foundations of mobile marketing, location data serves as “real-world cookies.” It helps companies/marketers develop a deep understanding of their target audiences and what exactly such audiences are looking for. However, “sophisticated data science” and “big data platforms” are required to translate large amounts of raw data into something that businesses, and subsequently their audiences, can use.
Customer expectations are at an all-time high...Read more
As mobile usage continues to grow apace, the need to optimize your website for smartphones is essential. Mobile marketing is no longer a single feather – it’s becoming the entire cap. If you have yet to create a mobile website, take a look at some compelling reasons to get started:
One of the most important aspects of a business plan is an effective mobile marketing strategy. Anybody who has started their own business understands the problems inherent in such a major undertaking. A paucity of resources – be they personnel or economic – can hobble even the brightest start-up. On the plus side, such restrictions can promote creative thinking and lead to untapped sources of business. Compared with traditional advertising channels like television, mobile marketing campaigns needn’t be prohibitively expensive. They just need blue-s
ly thinking, flexibility, and a lot of hard work. If you are in the early stages of building your business, try adopting the following mobile marketing tactics…
Text Smart. Despite being, by nature, always on the move, the mobile audience is captive in the sense that their phone is always about their person. By offering people the opportunity to opt in to receiving messages via SMS, you can provide the distraction they need while waiting in line or sitting alone in an airport lounge. Update user on promotions, offer them...Read more
Location-based marketing, also known as geo-targeting, is becoming one of the most useful weapons in the retail marketing arsenal. The technology allows businesses to contact customers as they enter a certain geographical radius.
As mobile marketing tactics go, geo-targeting is highly successful, with consumers 30-300% more likely to click a geo-targeted ad compared to an untargeted one. This success rate has not been lost on the big brands, 58% of which employed geo-location strategies during the first quarter of 2013 – more than double the 27% of the previous year.
Consumers like geo-targeting because it only gives them in-store offers at times they can actually use them. Businesses are getting ever-more sophisticated in the way they use the technology; many are starting to use micro location-based mobile marketing strategies, whereby customers download an app in-store and receive personalized offers once they enter the store.
So what about the stragglers? If it’s one of the most effective mobile marketing solutions, why aren’t all companies using geo-targeting? Despite the obvious benefits, the complexity of using the technology effectively – and ethically – is beyond the ken of many businesses, especially those who lack the financial clout for...Read more
Quick Response codes have been popular among mobile marketing strategists for some time. They can be used to link to web content or activate emails and text messaging. Posted out and about in relevant places, a QR code is a great way of giving consumers immediate access to useful information.
But not all mobile marketing strategies are using QR codes. Some analysts have even gone so far as to predict its imminent demise. Such dire predictions are, in part, down to the emergence of invisible ink and augmented-reality apps which are increasingly being used instead of QR codes. Proponents of the new technologies say it is superior because users don’t need to take so many steps to get the information they require.
To put this in context, let’s have a quick recap of how QR codes work. When someone comes across a code – on a poster, next to a checkout, attached to a takeaway menu – they have to photograph the code, wait for it to record their information, and then be sent to a website or some other form of online content.
Today, both B2B and B2C companies benefit from using mobile websites and/or setting up their current websites to be mobile-friendly. While both B2B and B2C businesses use blogs and other social media sites, as well as eNewsletters and online articles, B2C marketers (even more than their B2B counterparts) are finding mobile content distribution through mobile apps to be particularly beneficial.
There are several points to remember when considering the fact that are a must for your B2C business:
Mobile voice messaging, is equally powerful as SMS text messaging in that it shares many of the same desirable features, providing a structured means of sending messages that can effectively target many individuals at once. Such messages may be recorded using real voices, or text-to-speech tools may be used instead.
There are many benefits of marketing through voice messaging. Here are just a few powerful things that voice messaging can allow you to do:
. Messages can be changed as needed and thus customized. Messages may also be scheduled to run at times that work best for your clients. If you choose, messages can be interactive, allowing customers to respond using their touchpads, directing the caller to another extension (such as the sales or customer service team) or another menu. Easy "do not call" list setup can also allow your company to immediately respect consumer privacy when it is requested.
Today, more than half of those making business-to-business purchasing decisions are using their smartphones to gather the information they need to understand which products and services they should choose. As time passes, that number is only growing, which means B2B mobile marketing is increasingly becoming an essential part of any B2B marketing campaign.
As we all know, business professionals today are constantly on the go, and so they rely on mobile devices to get things done whenever they're able, whether that means between meetings or while on the road. What’s more, mobile technology today is incredibly flexible, making it an ideal and efficient way to deliver short, engaging marketing videos, for instance – or even to allow for big data and CRM integration. Furthermore, because research today is often performed across multiple devices, mobile presentation that includes front-and-center contact forms – as well as easy access to email and other basics – is incredibly convenient and effective for the kind of communication that B2B relationship-building requires.
In addition, mobile...Read more
While consumer demand for mobile apps is great, today's consumer is less and less likely to be willing to pay for them, so marketers are left with two marketing paths for mobile advertising. On the one hand, they could build and develop their own standalone app; the other option they have is to work within apps that people already have, strategically placing their mobile advertising there.
The first concern when talking about developing your own standalone app is the cost. While it is true that the expense, in total, of developing an app will depend on the type you are considering, a mobile app is generally expensive to build from the ground up, given that the process includes everything from coming up with the idea to layout and planning, to design, to making the app go live. In other words, there are many costs – associated with not only development but also design and IT architecture; one must also consider the percent of every sale that Apple or any other vendor would keep.
Alternatively, while it is possible to buy source code for less (cutting...Read more
Mobile app development is currently dominated by Android and Apple, who have roughly an equal share of more than two-thirds of the market. But as the range of mobile devices on offer increases, HTML5 apps that work on all devices are becoming more appealing, both to users and developers. Apple’s native apps are still out in front in terms of quality – but the gap is closing, as HTML5 apps constantly improve their user-friendliness and availability. So what’s the difference between native apps, like those offered by Apple and Android, and web apps? And how can HTML5 mobile app development help you improve your mobile marketing strategies?
Right now, the Apple App Store contains nearly three quarters of a million iPhone and iPad apps, all of which have to be completely re-coded to work on another device. Web apps are built using standard coding such as HTML5, which allows them to run on virtually any platform that uses a standards-compliant browser. They will work on iPhones, iPads, Androids, Kindles, Windows – and, importantly for start-ups, any new platform that may be launched in the future.
Not only...Read more