Thanks to the inexorable rise of mobile device ownership, marketing execs are increasingly turning their attention – and budgets - to smartphone-friendly campaigns since mobile marketing is projected to increase ROI. A quick glance at the numbers and it’s starkly obvious which way the tide is turning. Last year, mobile marketing budgets were worth a combined total of $6.7 billion. In 2015, retailers and marketers are expected to spend $19.8 billion on mobile marketing.
The ROI for these rapidly-expanding budgets is similarly impressive. By 2015, when 81% of the US population will own a smartphone, analysts expect mobile revenues to be worth $400 billion. Right now, three out of every four smartphone owners use their mobile device for shopping.
Considering the transparent benefits of adopting mobile marketing strategies, it’s surprising how many businesses have yet to catch on. There is a resistance – especially amongst older, more established brands whose main point-of-sale is offline – against following the current mobile marketing trends. Some are overwhelmed by the possibilities, and prefer to stick to what they know. Others are dyed-in-the-wool luddites who refuse to engage.In any...Read more
Generation Y, also referred to as the Millennials, comprises the largest demographic in the United States, according to USA Today. Ranging in age from early teens to early 30’s, Millennials make up almost 90 million Americans, and to marketers this market is crucial to keep in mind mobile marketing tactics for millennials when developing brand awareness. They must consider the ease and speed of information to which these young consumers are accustomed, the plethora of brands that are competing for their attention, and of course young people’s increasing inclination and ability to avoid traditional advertising ploys.
So, how best can advertisers communicate with this tech-savvy market? An emerging understanding, illuminated by Inc Magazine, is that Millennials are not as driven by money as their predecessors were but rather by purpose and mission. Hence, young people must believe in and trust the brands they engage with, and they must feel a sense of significance in such engagement. This is affecting consumer trends and marketing tactics, as traditional mediums just aren’t working the way they did for Baby-Boomers and Gen X’ers.
Marketing strategies like Direct Mail, Email marketing, TV and Radio, and others simply aren’t making an impact in brand development...Read more
Mobile marketing strategies used for commercial purposes can be equally effective in the non-profit and charity sector. Natural disasters and other emergency situations call for precisely the sort of instant response facilitated by texting, which is why charities and aid organizations all over the world are leveraging the power of SMS to generate awareness as well as monetary donations.
Earlier this year, World Vision used a typical mobile advertising strategy in the run-up to the Chicago marathon. They implemented a text program to inspire athletes preparing for the race, and found that those who got involved ultimately raised 50% more money than those who didn't. The informal messages allowed runners and spectators alike to share their experiences of participating in the fundraiser. In one instance, World Vision issued a message asking trainees to tell them how many runs they had completed that week. Those that hadn't run at all received the following message:
“Training is tough, but you can do it. Jump back into the training plan, and take it one day at a time.”
Another great application of common mobile marketing trends for...Read more
According to a recent article published on marketingcharts.com, smartphone ownership now accounts for more than 60% of the US mobile subscriber market. This means that the majority of the mobile marketplace consists of people with round-the-clock access to the internet, something which is of great interest to mobile marketing strategists.
Mobile advertising experts are able to look at where smartphone users are spending their web time, and target their campaigns accordingly. Unsurprisingly, the most commonly-used sites are Google-owned or affiliates. The search behemoth's reach extends to 92.2% among iPhone and Android users over the age of 18, in the United States. After the search engine itself – which takes a 53.9% share - the most popular sites are YouTube (52.8%), Google Maps (46.1%) and Gmail (44.3%). Yahoo sites have an 83.2% market reach. Amazon, AOL and Wikipedia are the other big names dominating smartphone browsers.
With a reach of 75.7%, the single...Read more
Mobile marketing campaigns and small businesses are a match made in heaven. Historically, start-ups and local firms had no way to compete with the marketing clout of big companies. The rise of smartphones has changed all that, with the majority of commercial web searches relating to nearby businesses like restaurants, gas stations or coffee shops. You only have to take a glance at Google's autocomplete function for any type of retailer to see that the phrase 'near me' is the most common suffix.
Concomitant to Google searches are trusted user review sites such as Yelp which have exploded in popularity over the past few years. For small businesses that rely on local reputation, this development is clearly a double-edged sword. It's important to develop your own mobile marketing solutions that will engage your audience and add your voice to the choruses of approval, reproach and everything in between that constantly buzzes between smartphones...Read more
The survey also showed that 59% of smartphone users made at least one purchase on their device. The conclusion drawn was that mobile devices are expected to contribute to this season's holiday commerce as a driver of sakes and as a shopping research tool. The report also found that:
- 41% said they will spend between $1 and $99 via a mobile device this year
- 23% said they will spend between $100 and $249 via a mobile device this year
- 25% said they have made between two and four mobile purchases in the past six months
- 83% said they intend to research products using a mobile device
- 75% say they will be reading product reviews on a mobile device
The reasons for this upsurge in mobile commerce are obvious. Smartphone usage has grown massively over the past few years, and shoppers point to...Read more
Do you despair at the number of customers who use their smartphones to compare prices while in your store? Do you want to know how to prevent showrooming without losing customers? We've delved into this dark practice to help you understand why people do it, and what you can do to minimize the impact on your business...
Showrooming, the practice of using bricks and mortar retail outlets to scope out products before searching online for a better deal, is becoming a real threat to businesses who rely on in-store sales. A report from Vibes surveyed 1000 smartphone owners, and the results were shocking, with 44% of respondents admitting to showrooming frequently.
As with most internet trends, the effects are especially obvious among the younger demographic, with half of those under 35 claiming to showroom for 50% of their purchases. In the over 35 group, just 31% said they used the tactic. Over the past two years, there has been a 156% increase in consumers purchasing from a competitor on their smartphones while in-store. It's a remarkable power-switch from the old days, when price-fixing was the white-collar crime...Read more
Mobile technology is rapidly changing how companies interact with their customers. Tech research firm eMarketer has estimated that the mobile marketing industry will see at least a 400% increase over the next four years, with around 37 billion dollars in mobile ad spending by 2016. This is why retail brands are transitioning their customer relationship management efforts away from traditional techniques, such as punch cards or rewards cards, and into mobile marketing strategies, such as frequent shopper mobile apps, quick scan features, and text message exclusive offers.
With more than 98% of text messages being read, SMS messaging has indeed become a significant component of the expanding mobile marketing platform. Boasting a conversion rate of approximately 8.2%, according to a 2010 report by the Direct Marketing Association, mobile SMS converts at around six times the average conversion rate of both email marketing and traditional direct mail marketing. Companies find that text messages offer a quick, non-intrusive but ultra personal way of interacting...Read more
Personalized SMS campaigns can help your marketing efforts stand out from the crowd. Texting is the quickest, most direct and – importantly – the most welcome type of contact your customers can receive. It is highly effective for connecting with loyal, engaged consumers, which is why it's such a good platform for personalizing your message, either to an individual or a small group of individuals with common interests.
Bear in mind, smartphones are now virtual extensions of people. This is especially true among the all-important youth demographic; the mobile phone is almost guaranteed to be within the boundaries of an individual's personal space, 24/7.
Adding targeted, personalized mobile SMS marketing to your arsenal will ultimately make your entire mobile text marketing campaign more effective. So how do you create personalized mobile SMS marketing strategies that work? Adopt these four maxims and you won't go wrong:
1. Judge it right
As such a personal form of communication, brands have to be careful about using mobile SMS marketing in a way that is annoying or overbearing. You want to send only information that's appropriate, relevant and...Read more