Tags: Mobile

How Email Marketing Helps Mobile App Startups

How Email Marketing Helps Mobile App Startups

Beyond • January 30, 2018

If you think that email marketing is a beaten and outdated method that has lost its relevance years ago, you should reconsider your point of view. There must be a reason why countless companies, including most of Jelvix customers, just adore email marketing and squeeze everything out of it! We will try to overview the issue to understand if it makes sense to overcome the fear of loss and to invest in email marketing if you are a startup. Since we at Jelvix provide software development services to many different industries, we see the broad picture that can be useful here. Did you know that: People tend to click on links in email more often than on links on Twitter and Facebook combined? 53% of emails are viewed via mobile devices? Is E-newsletter Relevant In Modern Marketing? According to an online survey based on the festive newsletter of Adobe in 2016, 40% of the polled consumers reported that the best way to contact them via a mobile device is email. The Low Cost Of Sending Email Is A Strong Argument In Its Favor For your information, email distribution brings significant income (≈ 4 times more than the invested sum), which is another proof in favor of this method. Email marketing is among the most effective and staying relevant tools for increasing interest of the audience and attracting customers. However, not everything is so wonderful in the world of email marketing. It is well-known that emails show a very meager percentage of clicks on the links - only 4%. It is also evident that our mailboxes are clogged with tens of thousands of emails, and sending advertisements to emails continues day and night, that is why your letter has almost no chance to attract the user\'s attention. Do not forget that email can boast a higher percentage of clicks on links through mobile devices. 53% of electronic messages are read from mobile devices. Moreover, 23% of recipients who see a message on the screen of their mobile gadget are most probably to open it later. From every four clicks on the links in the letter, one click is made through mobile devices. All of these stunning statistics point to the fact that the mobile environment is the best piece of digital territory for promoting applications. How Does It Work? Target those who are already subscribed to your email, and invite them to participate in the beta testing of your application. Your company most probably has a ready-made list of email addresses of subscribers. Use it to the fullest extent. Begin to act: attract subscribers with a beautiful mailing HTML format. Do you think they will be enraged when they receive another unnecessary message? On the contrary, they will be proud and happy to know that you rank them as favorites and trust them to beta test your application. Take a look at Echograph\'s letter, in which the company offers to test their application. The text is unambiguous and in essence. There is only a description of some steps and pictures explaining how the recipient of the letter can begin to test the application. When users send you feedback on the results of beta testing, use this as an excuse to send them a thank you letter. Before doing so, just make sure that there is some extra included in the thank you letter. Some free application update, for example. Take a look at what Dropmark has come up with. There is a letter of thanks for those who participated in the Dropmark beta test. First of all, the company thanks users for beta testing of the application. And then it says that beta participants can get an improved version of the application at a special price. Get down to business - compose an attractive newsletter featuring the go button leading to the App Store Emails should be concise and straight to the point. In other words, cut to the chase. This is a \"military\" style of electronic correspondence, nothing superfluous. If you need to explain something - use bulleted lists. The ability to save words takes on immense significance here. In the world of mobile application marketing, things are almost the same. Mailing service allows you to send any letter a bunch of times, but only the most precise and riveting letters can claim the attention of consumers. Look, for example, at the excellent email newsletter from FreshDirect, promoting their applications for Android, iPhone and iPad. As you can see, the message immediately proclaims the main idea, and in focus there is a mobile application. More importantly, there are large buttons with direct links to AppStore and PlayMarket, which allows users to directly download the application to their devices. Send an explanatory letter You are delighted that users are downloading your application. However, later you discover that some people started deleting it in the first days of use, thus confirming the statistics that 80% of applications are deleted in the first three days after the initial download. Do you want to avoid this situation? Do not panic - include an explanatory letter in an app installer or send it via newsletter to the user until the three days have elapsed. Before that, it is necessary to automate the newsletter so to save time and make sure that your explanatory letter acquaints the user with the functionality of the application in an accessible form. Let\'s get an idea of how an explanatory letter should be organized, looking at the application for travelers Hitlist. Hitlist found that new users did not actively use the downloaded application. To stir them, the company developed a mailing based on the behavior and configured for the necessary triggers. At first sight, this letter is rather dry and plain. But as soon as users start reading, they will understand that this letter will help resolve the difficulties that arise when trying to deal with the application. It feels like Hitlist can read the minds of its users! The letter offers us stop worrying and begin to act, even if we have not decided on dates or directions yet. The newsletter promises the recipients the solution to all problems associated with planning a trip. Introduce them to a little-known feature Unlike the explanatory letter giving an idea of the basic application’s functionality, this letter draws the user\'s attention to other exciting features that are underappreciated. Such email reminders can help users rediscover the benefits of the application, which will help the application to \"live\" on the mobile device longer. To compose such a letter, try to find out which features in the application are the most popular and used ones. Various analytical tools such as Appcues can help you with that. Learn the Swarm newsletter to better understand the mechanics of the work of such letters. As you noticed, the letter immediately directs the user\'s attention to the new functions of the application. No less important is that the letter has two buttons with a call to try new opportunities. Moreover, the letter contains a direct link to Swarm, and the click will transfer the user directly to the messenger. Use data on the users’ activity in the application to stay on the same wave with your audience Your company should be able to obtain the latest information which will help to keep a hand on the pulse in relations with consumers. Here, the analytics of applications comes into play again. With it, you can track in what aspects of the application people are most active, and, based on such data, adjust the content of the mailings to their interests. For example, keep an eye on what products the user most often browses and which pages of the application have remained open longer than others. Then, take the first step and impress customers by sending them a selection of desired products with pleasant discounts. For example, this personalized newsletter from Amazon.com is aimed at people interested in Canon cameras. Perhaps these users were viewing Canon cameras in the Amazon application or on their website, and this prompted the company to send this group of customers an up-to-date personalized letter. Employ user information to personalize notifications Anyone who neglects data from a user profile disregards the opportunity to win their loyalty. Increasingly, emails leave a feeling that we try to sell the goods using the standard phrases. Consumers look such emails through and delete them, barely reading. Therefore, you need to move beyond the standard approach if you want to please the users. The main idea: collect as much users information as possible while they are browsing through the application. This will help to create personalized emails for each group of recipients in the future. Collect these and other accessible information as well: Name Age Behavior in the application Location Interests Gender Position or place of work Past purchases Frequency of purchases Follow Through Concluding our overview of the most beneficial advantages of email marketing based on our experience in advising email marketing to our clients in the software development sector, healthcare, logistics, and many other industries, we can surely state two things - it is always a relevant strategy, which companies have been resorting to for a very long time; It is a very profitable technique. Therefore, whatever the cost, be sure to apply twice as much effort working on marketing mailings and making them as personalized as possible - that’s a great resolution for 2018. If you are still not sure how to deal with it, such a service as Benchmark will become a great helper to you. The service’s team has an extensive experience in email marketing and knows well how to promote an app successfully.


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How Do I Make Sure My Emails Are Mobile Friendly?

How Do I Make Sure My Emails Are Mobile Friendly?

Practical Marketer • August 19, 2016

How many of you start the day by waking up and then instantly start reaching for your phone (by reaching I mean if it’s not already under your pillow)? I know I do. Certainly the fact that our smartphones are such a huge part of our lives explains the data that shows that 56% of the email opens come from mobile devices according to Litmus. So yes, mobile opens are at an impressive 56% overall, with webmail taking 2nd place (22%) and desktop placing 3rd (17%). If you’re already thinking of ways to make your email be spotlight ready and most importantly results ready for mobile, here’s some advice you should follow. Before we start, I’d like to add a note here, as with everything: Data should be your ultimate decision-making aid before you go all out with these awesome improvements. You should check your email reports to study your subscribers and learn which device they are using the most to open your emails. Now let’s get started! Look Great Everywhere, Always Responsive design is such a trending topic and rightfully so. In short, what a responsive design does is display your content properly no matter how someone views it or the device that’s used to access it. Benchmark Email offers an Email Designer that automatically makes your emails responsive for you, so you don’t have to worry about more complex approaches like fluid or scalable design (apologies if that comes off as sales-y but I had to mention we’ve already done all the legwork for you). [caption id=\"attachment_2310\" align=\"aligncenter\" width=\"1400\"] An example of a single email design being displayed correctly on multiple devices.[/caption] Short Subject Lines The length of your subject line should be optimized for mobile no doubt, however, you should know that there’s a slight variation between email clients (iOS mail, Gmail, Yahoo Mail, etc.) and how much of your subject line they display. A common desktop inbox displays about 60 characters of a subject line while mobile applications show around 25 to 30 characters, So 40 characters or less would be a good rule of thumb for your subject lines. Make sure that the most important sentence in your subject like is placed first. [caption id=\"attachment_2311\" align=\"aligncenter\" width=\"1400\"] Subject lines well-crafted for mobile.[/caption] Visible Call To Action (CTA) Your CTAs should be visible enough for your subscribers to find and to act on them. Buttons are a bulletproof industry tactic that lets your subscribers engage with your campaigns easily. To make them mobile friendly place them near the top. Make sure that you convey why any subscriber should follow that link and use verbs that describe what they will do when they click it. [caption id=\"attachment_2312\" align=\"aligncenter\" width=\"1400\"] A simple and easy-to-click CTA.[/caption] No Tiny Fonts Reading a piece of text with a font under 12 pixels is already hard on a desktop for some people. A good rule of thumb would be to keep all your paragraphs and CTAs above that mark, making your content more readable on the smaller screens. Images Images and email are a vast subject and one you should review in order to obtain the best results. For mobile, you should be making sure that your images stay small in size (anything above 100kb will start adding uploading time). However, there are other factors to consider to start painting a picture: some email clients only display images from verified sending addresses and others just don’t display images automatically until permission to display them has been granted. Here’s a simple checklist to have images optimized for mobile devices: To work around the aforementioned image display situation include alt text (alternative text) for all images. You can do so through Benchmark’s Email Designer in the image option panel. This text should be a short description of  what the image is about. Even with alt text in place, don’t include CTAs or important messages in images. Instead, make your images a visual support for your text and the overall message of your campaign. Make sure your images don’t go over 600px wide. That width will make your email display correctly on mobile even if it isn\'t responsive. [caption id=\"attachment_2313\" align=\"aligncenter\" width=\"1400\"] Using images while keeping mobile in mind.[/caption] That’s All, For Now These 5 points should help you get started pretty easily on your newfound mobile strategy. However, if you have more questions or tips you think are important to share please add them below in the comments section.


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Reporting on Edisonda: Talking Research & Design with Hubert Turaj

Reporting on Edisonda: Talking Research & Design with Hubert Turaj

Beyond • August 19, 2015

We were so blown away by the report put together by Edisonda on Mobile Eyetracking in Email Marketing that we knew we had to invite their UX Director, Hubert Turaj, to the Heart of Business podcast to find out more about Edisonda and what went into the report. It was an incredible discussion on what science and research can do for design and we thoroghly enjoyed our conversation. Benchmark Email is proud to have partered with Edisona on this incredible study. You can download the report here, or view it below. Download the Edisonda Mobile Eyetracking in Email Marketing Report. Mobile Eyetracking in Email Marketing from Benchmark Email


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Mobile Eyetracking in Email Marketing

Mobile Eyetracking in Email Marketing

Beyond • July 31, 2015

A while back, the good people at Edisonda reached out to us and asked if Benchmark Email would be interested in partnering on a study focused on mobile eyetracking in email marketing. As nearly 70% of all emails are opened on mobile these days, we knew it was as important as ever for a study such as this to take place. We couldn’t wait to see the results! Edisonda used Benchmark Email’s tools and templates for this study, along with some rad glasses from SensoMotoric Instruments that track how the eye reads emails on mobile. For the study, each email campaign was presented to the user for 15 seconds. They were allowed to freely scroll through the email. Edisonda found valuable data on three key aspects of email marketing: text, visual (design) and layout. The results showed the effects of changes to: Length of paragraphs Where text is placed Content of images Logo placement CTAs According to Litmus, 80% of people will delete an email that doesn\'t look good on a mobile device. To avoid being deleted, see the results from the report along with heat maps of how your subscribers eyes will view email on mobile. You can download the report here, or view it below. Download the Edisonda Mobile Eyetracking in Email Marketing Report. Mobile Eyetracking in Email Marketing from Benchmark Email


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Is Mobile Killing Your Email Campaign?

Is Mobile Killing Your Email Campaign?

Beyond • May 6, 2015

If you’re finding that your email campaigns aren’t converting for mobile, then the likely culprit behind that failed conversion is your email content and design. With mobile users toppling past about 66% of digital consumers, it’s no longer just an option to optimize emails. In fact, if Google’s new algorithm announcement is anything to go by, mobile optimization is now a basic business practice – or at least is should be. And if Google’s announcement hasn’t startled you into action, then this should: 75% of emails that aren’t optimized for mobile will delete the email campaign without reading it. Engagement Levels Define Mobile Click-Through Rates There are likely several paired reasons for why that percentage is so high. It’s not just about formatting. Sure, if you’re email campaign isn’t formatted for mobile, it makes the user experience highly cumbersome and time-consuming. However, it’s also about the level of engagement mobile users expect compared to traditional desktop consumers. Mobile users prefer language to be targeted, personal, and action-oriented. That said, having formality in your campaigns, whether it’s in the title of your message or the subject line, doesn’t offer an invitation to keep reading. Add to it the fact that it matters who we’re receiving email campaigns from. As Mark J. Hiemstra in an Unbounce article titled “Why No One is Reading Your Emails on Mobile,” points out, “Instead of sending the email from your company as a whole, send it from a specific person with a face and a name.” In fact, according to Crazy Egg, there’s a 29% increase in open rates when there’s some sort of personification behind a sender beyond just “customer support,” “customer service,” or even “admin.” Demographics Aren’t as Clear-Cut as You’d Imagined in Mobile At one point, we could say that it’s the millennial generation that using mobile. While that’s true, the fact is that mobile consumption is a way of life for most tech users. Brafton recently conducted a study where they found that, “People between the ages of 35 and 44 represent the highest saturation of smartphone news consumption at 73 percent, followed closely behind by every age bracket besides the 65+ crowd.” However, mobile shopping is also a highly prevalent form of mobile consumption, and email marketing is a strong platform to reach that audience. If your industry is retail, then keep your emails image-rich and content clean. Have clear calls to action and make it easy to buyers to follow through. The Lesson Learned in Mobile Marketing The lesson learned here is that if you’re not integrating mobile into your regular email marketing campaign, you’re sabotaging your own efforts. Whether you’re using email marketing campaigns for content driven campaigns, or image-driven campaigns for retail, you have to keep the end user in mind. Today, that end user is looking to consume content while at lunch during the workday, while standing in line, or while watching TV. Their ability to engage and convert needs to be made as easy as possible. If that path isn’t paved for them with mobile optimization and mobile-friendly content, then you’re losing your audience. When that pattern is repeated, then you begin losing subscribers.


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Do You Care About Your Smartphone Customers?

Do You Care About Your Smartphone Customers?

Beyond • April 2, 2014

Mobile is everywhere and whether we like it or not, it is here to stay and businesses will need to embrace the technology to maintain a competitive advantage. With over half of American adults using a smartphone, (according to Pew Internet) you need to care about your smartphone customers. Why? Mobile users have expectations when accessing a website from their phones and if those expectations are not met, over 40% have turned to a competitor’s site after a bad mobile experience. Desktop websites were not designed with smartphones in mind. In this day and age with information available at our fingertips, we expect immediate results with instant gratification and 58% expect mobile sites to load as quickly as, or faster than, desktop sites. If your existing or potential customers find themselves waiting for your site to load they may choose to do business elsewhere. Even if your desktop site loads quickly on a mobile device, do your visitors have to “pinch and zoom” to find your phone number or get directions? Considerations on How Mobile Affects Your… Reputation. As much as mobile is everywhere, do you know how it is affecting your business? Non-mobile optimized websites are hurting your reputation, as almost half of smartphone users say they feel frustrated and annoyed when a site is not mobile friendly. Also, 48% say that if a site didn’t work well on a smartphone, that the company did not care about their mobile customers. A majority of businesses cannot afford to turn away existing or potential customers and the opportunity to boost sales. Engagement. Are you communicating with your customers in their language and encouraging engagement? A bad mobile experience does not allow for engagement and when they are accessing your website on their phones they have a specific need and are in “take action” mode; they want to call or visit your business. Research indicates that 67% say that they are more likely to buy a site’s product or service, if they visit a mobile friendly website. Social Media. Have you considered what happens when you post on Social Media platforms with a link to read a blog post or buy a product or service? When that user is on a mobile device and clicks through to the site, if it is not mobile optimized you have lost opportunity to increase exposure and sales especially on Facebook and Twitter where two out of three of your customer base are accessing those platforms on mobile devices. Email. Can your emails be read easily on mobile devices? Are the links in your email marketing connecting to mobile optimized information? With email open rates at an all time high at 51% on average, are your emails being effective when they are opened? It is important to note that custom design and setup for a majority of the mobile websites are as easy as 1-2-3 to implement and are more cost effective than you may realize. As you can see everything evolves around a mobile web presence and if you implement just one mobile strategy, start with a mobile optimized website that adheres to Google’s best practices. Mobilize today and acknowledge your mobile customers!


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Meet the Mobile Generation: Millennials and Mobile Marketing

Meet the Mobile Generation: Millennials and Mobile Marketing

Beyond • February 28, 2014

Millennials seem to be a puzzle for most brands. Born between 1982 and 2000 and numbering 78M, Millennials came of age together with the Internet and mobile phones. Technology to them is no big deal and is a helpful rather than frustrating component to getting things done and being entertained. According to eMarketer, 72% of Millennials have a smartphone, more than any other age group. 29% of them own an iPhone; 20% own a Samsung; and 35% own either an LG, Motorola or HTC phone meaning Android and Apple platforms reign supreme with this group. Millennials also have the highest app usage on phones and tablets. In fact, MediaBistro says 53% of Millennials would rather give up their sense of smell than their technology. Wow. When it comes to mobile, Millennials’ mindset and activities tell us a lot (great Infographic from Badgeville with more): 89% prefer to choose when and where they work – so mobile technology must allow them to work from and be connected from anywhere via voice, email, social media and other apps 41% (and growing) rely solely on their mobile phones for telephone connectivity 58% of mobile shoppers are Millennials; 41% of whom have made a purchase via their smartphone – clearly they like to shop when and where they want as well 50% use their smartphone to research purchases – search and show-rooming are big with them So as a brand, how do you tap into this mobile Millennial mayhem? Well, if you’re selling consumer products you need to make sure you have a high quality, seamless mobile commerce experience. Mobile commerce should have fast search, good prices, integration of promotions including social media promos and be secure. You should blend the physical and virtual shopping experience so they get the most out of your mobile experience, however they choose to shop. User reviews are important to Millennials as they expect to be able to read about others’ experience with your products and to be able to share their experiences as well. Your website should have social sharing built in throughout the experience so Millennials can ask their friends about your products in advance of purchase and share their excitement when a purchase is made. Mobile apps are important for consumer services from banking , to parking meters, to all sorts of travel related services and more. If you are selling business products or services, you want to enable as much self-service and ease of information gathering as possible. You need a phenomenal SEO strategy so your product information, reviews, articles and blogs by influencers rank high. You also should enable mobile commerce as much as possible. If you’re selling repeat value services, a mobile app strategy may be the way to go, but at a minimum you need a responsive design website that renders well on smartphones and tablets. Mobile support is critical for all brands. No one wants to use up their battery waiting on hold with your call center. Mobile Twitter support via smartphones and tablets is a good alternative avenue for support and one Millennials in particular will gravitate to. Email support that is mobile optimized is a must-have too. So in the end, the mobile experience of your brand isn’t an add-on experience for Millennials, it is THE experience. So put mobile at the center of your strategy if this generation is key to your success and they’re likely to reward you with engagement and repeat purchase.


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Is Text Messaging Effective for any Business?

Is Text Messaging Effective for any Business?

Beyond • February 28, 2014

Imagine receiving each of the text messages below. Which one are you more likely to act upon. $1 off your favorite sandwich today. Be a “hero”, share this with a friend and they get $1 off too. Call me today to get 10% off your house painting. Free M&M’s with the purchase of any movie ticket and popcorn. Ok so that last one was for me. Hey, I’d go to that theater nearly every week during the summer blockbuster season for that offer. Chocolate aside, unless you are specifically looking to get your house painted, the $1 off a sandwich is going to get you every time. Here’s the thing. Business owners are always looking for the best marketing tactic to reach their customers. However, marketing methods that work well for one company may have significantly different results for another organization. You need to think about: Who is your target market - do they want to receive offers this way? What offer you are sending them? Timing of text message Text message marketing has had its share of challenges as well. I remember my first spam message – it was from a big box electronic store. I did not run right out and purchase the latest gaming system. After all they weren’t offering chocolates or a sandwich. There was also that lawsuit scare a couple of years ago. There was the guy who filed for patent in the 90’s for sending text messages with links to a website. What foresight right? Personally I’m waiting for the individualized marketing to hit. If you watch the show Almost Human, you know what I’m talking about. If you don’t watch the show Almost Human, well we can discuss that another time. Here are some of the pros and cons of text message marketing. Pros: Cheap form of marketing Typically pay .002 to .08 cents a text Can schedule or send out a message in real time You can control the message and change it at any time Have different lists for targeting different customers Generally acted upon quickly Trackable Cons: Can take a while to build a list Subscription or licensing fee for the platform you use You need really strong offers to keep your subscribers Be prepared to spend time testing your offer to see what works Competing with others who may have a better offer at the same time Vanity numbers are expensive Generally speaking, restaurants and retail stores are going to do better with this form of marketing to generate more immediate sales. Other types of text messaging campaigns include: Appointment Reminders (salons, dentist, oil change, etc) Cancellation notices to try and fill an empty spot Event notices One other thing to note is to check out several providers before you get started. There are many resellers of other platforms. You’ll get a better deal if you can go to the source instead of through a reseller. If you are unsure of who’s who, just do an online search on that short code and see what comes up. The short code is the number you text to opt-in. Bottom line is you really need to decide what the goal of the campaign is. If it is to generate sales, you must have a compelling offer to get your customers to opt-in. If it is for branding or just another avenue of communicating with your customers it can be a cost effective way to reach them. Be sure to do your due diligence with different platforms and what they each have to offer.


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Mobile Marketing Trends and Predictions

Mobile Marketing Trends and Predictions

Beyond • February 28, 2014

Even the savviest marketers weren’t too sure about mobile a few years ago. Sure, the subject was on the horizon, but predictions in this area were unstable. We knew mobile was important – we just had no idea how important. There were a few nail-on-the-head moments, including predicting Apple’s Passbook and Facebook’s mobile functionality. More importantly, marketing is becoming an integrated part of who we are and how we live our lives. If we look at the reduced number of ad dividing TV time versus in-show product placements allowing for binge-watching sessions with uninterrupted advertising streams (a win for both viewers and advertisers), we see that how we view marketing has really shifted in the last couple years. We’re no longer interested in fracturing attention spans but rather, working within them and toward self-interested pursuits by the individual. Take a look at the follow examples to see how we’re already leaning in this direction and what we can expect in the year to come. So Long Desktops Let’s do a quick calculation: (1) add a whopping 85% of mobile users who prefer mobile over desktop, (2) factor in the increasing preference for apps over (also desktops), and (3) now times that by the number of smart phones used (religiously) by a millennial generation. What you have is a powerful consumer clout that’s almost exclusively on mobile (and who favor visual social platforms like Instagram and Tumblr over traditional content-heavy channels Twitter and Facebook). Now factor in what Aaron Strout of Marketing Land has to say on the subject: “Instagram has over 150 million active users and has been the de facto social network of choice for the under-18 crowd. North of two thirds of the top 100 brands are on Instagram, and with its new ad platform, marketers now have even more ways to connect with their target audiences…with 65% of people being visual learners, social sites that focus on photo and short video sharing are going to win in the long run.” Concierge Shopping Inviting colleagues to chime in on their mobile predictions, Strout hosts a snippet from Lisa Pearson, CMO at Bazaarvoice who believes that: “Data is becoming the currency we use to negotiate new relationships with brands, and we’ll use it, in mobile, to barter with businesses. As we enter a store, all of the personal data we wish to share — past purchases, reviews, sizes, shopping lists, shipping preferences — will be immediately available to the retailer via our mobile devices. And in return, we’ll expect a highly personalized experience: Relevant deals, product suggestions, store maps, mobile checkout, and more.” As a woman, I’d have to completely support this astute observation. I’ve already seen companies becoming more adept at storing customer profiles, which has (among my group of friends), produced a much higher percentage of conversion. I’m more likely to purchase once I’m reminded of what I had “favorited” or what was suggested based on my profile or previous purchases (much like Amazon does). However, if I can go into a shop and be guided directly on what to purchase, I’m confident there would not only a higher likelihood of in-store shopping itself, but also of a greater number of purchases. The Shifting Meaning of Mobile Far from just smartphones and tablets, the core meaning of mobile has changed with the advent of Google glasses and the anticipated iWatch. We’re not sure exactly how this will integrate mobile marketing, but give it time and there’ll be a way to squeeze some marketing on there. In the meantime, know that the further we integrate mobile into our lives by “wearables”, the more mobile becomes an indissolvable platform. In fact, Asif Khan, Founder and President of Location Based Marketing, feels that Google Glass will be in automobile windshields by the end of the year.


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Mobile Marketing: How Retailers Use Mobile

Mobile Marketing: How Retailers Use Mobile

Beyond • February 27, 2014

A few weeks ago, I went to an Improv Show in which they strategically used mobile marketing on a half-bored audience waiting for the show to start. They screen in front flashed an offer to text a code in exchange for a few free show tickets. Since we had nothing else to do and had just paid for a show, the offer of a few free tickets seemed pretty enticing. Deciding to go for it, we texted a short line of code and were rewarded with free tickets that I’ve already misplaced somewhere. However, a week later I started getting text offers from the improve theater for reminders of upcoming shows and additional weekday discount offers. What weeks ago was a soon forgotten pledge to “come here more often” is now rekindled each time I receive a relatively unobtrusive text here and there. It was mobile marketing at its finest. By 2017, businesses will spend 7.4 billion in mobile messaging and I can see why. It’s direct marketing that captures your attention and is guaranteed to at least get businesses noticed. And it makes sense for businesses too. With over 80% of consumers using a smartphone to shop, not to mention the billions that have a smart phone ready to opt-into the above example of mobile marketing strategies, it’s simply a digital place where your consumers are. If you’re not there too, you’re missing out on arguably the biggest market – bigger than automobile manufacturing, agriculture, and the entertainment industry. Furthermore, retailers that embrace mobile also know that… Mobile Marketing Triggers Conversion: 64% have made a mobile purchase after seeing a mobile ad but nearly 74% haven’t received mobile ads from their favorite brands. Source: Mobile Advertising survey 2012 It can cost five to 15 times more to acquire a new customer than to gain repeat business from an existing one. Source: Restaurant Success by the Numbers Mobile Marketing Boosts Location-Based Marketing Success: 65% of mobile users said they used their mobile device to find a business to make an in-store purchase. Source: Google.com 27% of companies worldwide planned to implement location-based marketing in 2013. Source: Econsultancy 2013 Mobile Marketing Helps Escape the Social Media Bubble: Last year, only 12% of shoppers bought through social media. Source: PwC 2013 Mobile Marketing Encourages Business Transparency: 40% of shoppers consult 3 or more channels before purchase compared to 10% in 2002. Source: Conlumino and Webloyalty 2012 The number one reason why small businesses are suffering with the fast evolving new markets is simply due to a lack of time and resources. They’re often just one person; and even with a budget for simple fixes, they’re slow to give up control to someone who can target key areas. If you’re not sure you need mobile marketing tweaks, then I recommend DeviceAnywhere and PerfectoMobile, which let you see what your site looks like to other users. You won’t just get one look, but a kaleidoscope of what your site looks like through seven different phone models. Companies already engaging in a plan have reported an 84% increase in business and (per Convince and Convert) 78% of retailers plan to invest in mobile this year. Simply put, it’s not just an additional investment opportunity into your business; it’s the way business is performed. It’s the equivalent to not even having an online presence, which 10 years ago was an option but today would be considered quite fool-hardy. Mobile optimization is already heading in the same direction – and if we look at the facts, it’s already there.


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