Mobile marketing tactics like SMS messaging and smartphone-optimized websites are a relatively new phenomenon. Mobile marketing campaigns are revolutionizing the way in which commerce reaches out to consumers. And yet so many companies still don’t have a mobile marketing strategy in place.
There are a number of reasons for corporate hesitance to move with the times. A common canard is that consumers don’t want to receive text messages. All evidence says this simply isn’t the case.
A 2012 study conducted by the UK Direct Marketing Association (DMA) found that a third of Americans said they would rather receive offers such as mobile marketing coupons in a text. Emails were favored by 21%, with mobile apps – somewhat surprisingly – preferred by just 11% of people. It’s not just the US public that’s becoming increasingly attracted to SMS messaging. In France, 60% of consumers prefer to receive offers via text, according to the research.
Many of the misconceptions about mobile marketing campaigns are informed by the email marketing era of the 90s and 00s, when spam was clogging up inboxes all over the world. Some CEOs (wrongly) believe that consumers are sick of receiving offers and...Read more
If you keep your eye on the latest mobile marketing solutions and SMS messaging strategies, you’ll be familiar with the statistic that’s often bandied around, but for the benefit of the uninitiated: 95% of all mobile users open and read SMS messages within three minutes of the text being sent.
It’s certainly a compelling piece of data. And yet, so many businesses are still failing to employ SMS marketing as part of their overall strategy. Some are afraid of anything relatively new and stick to what they know, others have never bothered to give it a good go. But the advantages of text marketing are manifold, and you ignore them at the peril of your business. Here are a few of the key benefits to creating a comprehensive mobile marketing strategy:
Employees across America will be required to use their own mobile devices for work within three years, according to a new study. Data from research company Gartner indicates that the current practice of employers offering their workforce smartphones, tablets and fully paid-up network contracts will soon become a thing of a past.
The study claims that 38% of all companies will cease providing mobile devices to workers by 2016. Instead, workers will be expected to use their own phones and tablets.
‘Bring Your Own Device’ (BYOD) policies have increasingly found favor among business owners looking to reduce costs. Another upside is the ability to leverage the power of employees’ social media networks and unaffiliated connectivity.
As a mobile marketing strategy, disseminating information from personal accounts not associated with a brand name is a lot more trustworthy to an increasingly sophisticated web audience with a knack for spotting corporate shills and charlatans online.
Launched in March of 2009, Google Voice is a telecommunications service that provides one phone number, thereby allowing users to keep the same number regardless of phone company changes, job changes or any other life changes. Using Google Voice means your number stays the same, with features including the ability to forward calls to your cell phone, block and screen calls, retrieve voicemails and more. Since Google Voice is a free service, mobile marketing tactics are beginning to focus on it more, marketers are discovering how it may be implemented into assorted mobile marketing solutions and strategies. Let’s take a look:
Before discussing Google Voice utilization in a mobile marketing strategy, it’s important to note the service’s limitations. Google Voice cannot send pictures or any other form of multimedia messaging (MMS), and will ignore such messages without alerting the receiver. However, many other viable options are available for sending pictures, such as email, Instagram, Twitter and Facebook.
One of the arguably biggest benefits of utilizing Google Voice in a mobile...Read more
While companies continue to use mobile marketing tactics to promote and expand their businesses in the U.S. and in the U.K., the mobile marketing industry across the pond continues to trail its U.S. counterpart. It seems everyone in the U.S. has a smartphone attached to their hand, which they use to send texts, make calls, look up information, browse social media and make purchases among many other activities. Smartphones and tablets are even surpassing laptops in popularity, as U.S. citizens are increasingly turning to mobile devices to retrieve necessary information. This frequent use of smartphones does not appear to be mimicked in the U.K.
Recently O2 Media and the Marketing Institute surveyed 252 marketers in the U.K., finding two-thirds of marketers dedicating portions of their budgets to mobile rather than traditional media. Of these marketers, 14 percent obtained additional money for SMS marketing campaigns, and 7 percent redirected funds used in online / desktop marketing.
Despite these efforts, the idea that “marketing spend hasn’t followed where the eyeballs have gone” remains a concern, notes Fintan Lonergan, O2 Media’s managing director. The company works with clients such as Heineken, Aer Lingus, Ikea and Nissan, helping them connect to consumers....Read more
Crafting a quality SMS mobile marketing campaign requires ensuring none of the tactics you use will get you sued. Mobile data collection practices, political spam, patent infringement and scam subscriptions are just some examples of the many mobile marketing issues that result in legal trouble. Let’s look at a few surefire ways to avoid such trouble and keep your mobile marketing strategy on the right side of the law:
Not everyone has unlimited text messaging, meaning unsolicited text messages can cost up to $0.20 per message. Since this practice results in seriously unhappy potential customers, always obtain formal permission before launching an SMS mobile marketing campaign. Creating a list based off of invoices, contracts and “fish bowls” is not considered “permission.” Opt-in lists are your best bets, and allow customers to subscribe to your company’s alerts, updates and exclusive deals as they wish. The “call to action” must be very clear so customers know exacting what they will be receiving when the sign up.
Full disclosure is highly recommended, as companies often find themselves in...Read more
With technology advancing, it is becoming even harder for traditional carriers and SMS texting providers to compete with the advantages offered by free and cheap one-time-buy mobile apps. Mobile phone providers are attempting to fight the loss of their customers with new mobile marketing solutions and a new SMS marketing campaign.
Just last month AT&T advertised that they will allow contracts for LTE roaming in many different areas internationally. They also announced their intention to make international SMS texting free for their customers. Not only will this support text messages globally, but it will also support picture messages and video messaging. On the 28th of February, AT&T started their Mobile Share and Mobile Share Value plans. These plans were created to have the same capability of third party apps, thus diminishing their value and rather increasing the appeal of AT&T. AT&T says that their SMS service will be available in 190 countries, and their MMS in 120 countries. Unfortunately these new mobile marketing solutions do not support tablets or laptops; all messages must be sent from one phone to another phone.
The new mobile marketing campaign also includes...Read more
Texting while driving is a special kind of faux pas, a social no-no usually committed when the perpetrator thinks they are all alone. Like singing ‘My Heart Will Go On’ at the top of your voice, or picking your nose at a red light, it’s amazing how far people will go when sealed inside a metallic cocoon.
Of course, people can see you, and they will judge you. For a transgression as serious as ‘twitting’ (Texting While in Traffic), some people even go as far as publicly shaming the guilty.
It’s hard to feel much sympathy when you look at the distracted driving statistics. According to data from the DMV, distracted drivers are the leading cause of car accidents, with 80% of crashes and 65% of near-crashes involving some form of distraction. Anyone who thinks they have time to send a quick response can think again – most distractions occur within three seconds before the accident.
The most at risk group is...Read more
A recent campaign conducted by Southwest Airlines is a perfect demonstration of mobile marketing meshing with web, social media and real-world engagement. It was devastatingly simple: a cocktail napkin - handed out to thousands of flyers every day - had a shortcode emblazoned across it, encouraging travellers to text their email address in order to sign up for news updates.
It was a great example of marrying multiple user experiences to maximize engagement. By integrating two channels like this, you can grow your business exponentially, as each channel feeds off the other.
This sort of cross-channel synergy works especially well with SMS and social media, both fundamental parts of any right-thinking marketing plan. They work so well in tandem because they are both frequently used by a large portion of the population. SMS messaging has a particularly long reach, with open rates exceeding 98% (the vast majority of those being read within minutes of receipt).
Social media is growing almost as fast, and is no longer the sole preserve of the young. If you develop innovative ways of synergizing your SMS messaging and social media campaigns, you’ll not only reap the rewards, you’ll be able to track...Read more