Facebook's ad exchange launch was the single most important event in the mobile marketing industry this year. It has already begun reshaping the way mobile marketing strategies are devised. Dubbed FBX, it allows advertisers to apply cookies to users' browsers as they surf the web, and then retarget those users with the ads once they return. J.P. Morgan analysts reckon ad revenue will eventually make up 60% of Facebook's total revenue, but for that to happen, FBX will need to become mobile-specific. Right now, the ad content on mobiles and PCs is different, with mobile ads still appearing as generic, non-targeted spots. FBX has allowed desktop browsing to become personalized, and the social network hopes to replicate that success on mobile devices.
Here's how it works:
In October of this year, Instagram announced the rollout of advertising on their photo and video sharing platform with a sample ad placed directly in users' feeds. They began with a handful of businesses that were already trusted community members, and promised not to use any user photos or other content. Only ten brands were invited to participate in the phased rollout.
Mobile marketing is still in its youthful flush, with big brands like Facebook, Google and Microsoft working on the optimal way to make money out of . Google is out front in terms of revenue, but Facebook has made great strides, and will continue to do so with the launch of FBX for mobile. The fact that Instagram and Facebook are linked will be a major advantage for brands devising their mobile marketing strategies for the year ahead.
ictures[BC2] on what type of content can and can't be included is also a good thing. They demand only relevant, compelling, shareable content. This means getting...Read more
According to a report issued earlier this year by Chief Marketer, only 20% of marketers are using SMS campaigns. Nevertheless, that figure takes the uptake of SMS text advertising by SMS marketing teams up by 197% since November 2011. Despite the slow rate of change, it's clear that change is afoot.
Average email open rates, meanwhile, have been falling in a dramatic way. The average person is so bombarded by daily emails that they tend to mentally filter out those messages that aren't algorithmically filtered out by their spam folder. Even Google has started filtering messages so that gmail presents users with messages from their most commonly-opened contacts.
The beauty of SMS mobile marketing is the removal of those filters. A well-devised SMS marketing campaign is virtually guaranteed to reach its audience. Overwhelmingly, the message gets delivered, and the message gets viewed.
Think about it. What does your average morning session at your inbox look like? Do you excitedly sign in to look at your 78 new messages? Or do you automatically assume that 70 of those messages are spam? SMS marketing doesn't have the same negative implications. Marketing managers have learned from...Read more
Nobody wants to receive a text message that looks like spam. And a sure way to alert mobile users that what they’re receiving is indeed one of the many mobile marketing advertising campaigns that aren’t taking their precious time into consideration is by using language pitfalls. Hype, jargon and abbreviations are three critical language pitfalls that will turn your customers off from your text message advertising campaigns.
Here are some text message advertising examples of what NOT to write:
Using words like “awesome” and “amazing” just scream “spam” to your customer. If a deal or promotion is truly awesome (i.e. valuable to the consumer), then it will speak for itself. Be sincere and meticulous when choosing your words. Talk to customers how you’d like to be spoken to, with honest and realistic content that helps consumers make an informed decision.
You will never alienate customers through the use of standard language conventions, but slang or jargon can certainly cost you a customer. In addition, it can come off...Read more
The power of SMS is now being used to research the tastes and opinions of people who are usually unreachable through other communications channels. Developing countries, for instance, with no optic fiber or landlines, no web access or even telephones, still have mobile phone capabilities. and charity organizations alike are trying to use SMS to reach those outliers on the global grid.
Denver-based Mobile Accord has launched a new venture called GeoPoll, which performs surveys on behalf of non-profits, international organizations like the U.N. and the mobile marketing strategies of big business. Participants are compensated with airtime credits which, in many countries, can be used as a currency. GeoPoll plans to extend its current reach of 50 million to 500 million by the end of 2014.
GeoPoll doesn’t require an app or internet connection – everything can be done via SMS. In areas with low literacy, it can conduct surveys orally with a voice prompt. But how is this project being used to help people?
Well, a poll might be conducted on the quality of infrastructure in remote villages, and that data used to influence aid organizations attentions....Read more
The Big Four U.S. mobile carriers have announced they will stop billing customers for the majority of premium text messages. AT&T, Sprint and T-Mobile have signed an agreement with the Vermont Attorney General’s office, and Verizon has promised to discontinue the practice. All four companies accept that these services have become a gateway for fraudulent activity.
The move aims to end ‘cramming’, the term for bills tied to unauthorized third-party services. Forty-four states have followed Vermont’s example, including Delaware, Florida, Maryland and Oregon. Vermont’s Attorney General Bill Sorrell said unauthorized third party services offered through premium SMS "accounts for the majority of third-party charges on cell phones and for the overwhelming majority of cramming complaints."
Sorrell went on to say:
"This is a victory for cell phone users in Vermont and across the nation. While SMS has some benefits, like charitable giving, it is also a major contributor to the current mobile cramming problem. We are pleased that AT&T, Sprint and T-Mobile have decided to stop the flow of money from the pockets of ordinary people to the bank accounts of scam artists. We're...Read more
Android’s Google Hangouts app has added text capabilities that promise to be a real boon for SMS marketing managers. Recently-leaked images indicate a few changes to the app, but the real game-changer is the ability to send texts without switching to another program.
In addition to sending text messages, the Hangouts app will be able to share user’s locations and display animated GIFs – all within the confines of the same screen.
The move, which will bring Hangouts into line with the version available on the Nexus 5, was announced at a Google+ event in October. For the most part, the texting experience remains the same, with SMS conversations displayed on a list alongside other conversations. Users can switch between the two channels as they choose.
The update was pre-empted by Apple, whose latest iOS bagged the GIF capability as well as allowing users to make Google Voice calls over a data network.
It’s the that will be of real use to anyone developing mobile marketing strategies for 2014. Those who adopt SMS technology early, and can incorporate...Read more
When disaster strikes a country, people spring into action to help. SMS texting can aid in disaster response efforts. SMS campaigns for disaster response are becoming popular in effectively get information to intended recipients in times of tragedy.
Prior to the advent of the Internet, humanitarian aid may have taken weeks, if not months, to reach communities devastated by flooding, hurricanes or earthquakes. Living in a global marketplace means that help can arrive with the press of a button. With SMS texting, concerned citizens can join relief efforts via their cell phones and make...Read more
There’s nothing like the thrill of starting a new business. You invest time and money to open your doors in the hopes of building your brand, carving out a niche for your products in the global marketplace and becoming a successful entrepreneur. Savvy businesspeople understand the need to stay abreast of cutting-edge marketing trends and technological advances in order to catapult their company to profitability.
SMS text marketing for small business success can give your existing marketing and advertising...Read more
Too often, mobile marketing practices are associated solely with retailers and other businesses who use the types of service offered by the likes of EZ Texting to promote special offers and issue reminders, ignoring that there are many creative ways to use SMS for updates. SMS marketing can be used for more edifying purposes than mere commerce.
Local and national governments already rely on texting to communicate with staff and voters. SMS allows them to streamline their communication process and keep people tuned in to the latest events. Now, schools and colleges all over the world have followed suit. Educational institutions are signing up to mobile marketing programs that help them improve the lines of communication between students and staff. In the process, they are creating a new culture of applying cutting-edge technology to a civic context.
A typical application of SMS in schools is notifying parents of a school closure due to extreme weather. Another use is minimizing truancy by sending texts to the parents of absent children. Other schools are using mobile marketing strategies to inform pupils of upcoming events.
In Scotland,...Read more