Advertising

243 posts categorized

July 29, 2015

Marketing Has Gone Hyper Local

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When geo-targeting technology first began to emerge a few years ago, small regional businesses of all kinds were given the opportunity to market themselves to larger numbers of potential customers than ever before.

As a mobile marketing tool, geo-location was a gift to retailers looking to attract more walk-in business. It enabled businesses to target users to within a square foot, sending time limited discounts and special offers only to those people most likely to take advantage.

As region-specific mobile marketing tactics become more sophisticated, SMB owners have a dizzying array of options: beacons, GPS, location information garnered from previous interactions - they’ve all ushered in a new era of hyper-localized marketing. 

Such accurate technology is helping local businesses maximize efficiency on tight budgets. Even without geo-location, mobile marketing tactics are already the most cost-effective way to reach more people. With it, that cost-efficiency improves further still, granting small companies a way to reach the widest customer base they can realistically serve. 

It looks like an exciting future for targeted mobile marketing. The technology has already reached lofty levels of sophistication, but there are a few places it can go. Some mobile marketing analysts are looking towards pitching discounts according to what the weather’s doing. It’s certainly not relevant for every type of business, but bars serving cold drinks on an outside patio would love to know if it’s about to rain just before they’ve sent half-off mobile coupons. Other local data like traffic conditions could begin to play a role in geo-targeted advertising. 

One thing’s for sure: these tools are allowing creative, imaginative marketers to realize their wildest dreams without being thwarted by technological limitations. If the rapid rate of development continues at the same pace, mobile marketing tactics will look very different in a decade - exactly how different is anybody’s guess.

July 28, 2015

SMS Messaging: Conversation Before Apps

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Does art imitate life, or does life imitate art? For a GUI (Graphic User Interface) designer, that question is becoming more relevant as the nature of the mobile user influences app development—perhaps towards a post app world? 

That’s a scary thought for a GUI designer, or a developer who unintentionally overlooked the simple truth that text messaging is far and away the most commonly used feature on a smartphone. Almost 97% of all smartphones users engage in text messaging; this familiarity creates incredible potential for a new generation of text-based application that can solve any problem an app can solve, through a more convenient interface: the text screen. 

 

Text-Based Apps Are Nothing New

The above, however, is not a new revelation. In fact, some apps controlled exclusively via text or SMS messaging already exist. Magic, for example, can help you reserve a table, check a bank account, or buy a car, all via text between a user and a concierge (an actual human being) who assists with these requests. WeChat is another app that uses text to bypass traditional apps altogether—effectively creating a universal portal to all things mobile.

According to a recent study by Pew Research Center, across all age groups in the US, text messaging is the most popular feature used on a smartphone. In this way, life is beginning to challenge the artist; while app designers may have intended to make our lives easier by developing apps to meet out every need, at the end of the day, people are universally more comfortable texting—having a virtual conversation to get at what they want. 

There are some people, like Matt Galligan, co-founder of the news aggregation app Circa, that believe we’re headed towards an overhaul of basic software and design. Galligan feels that something called “MessageKit” will be Apple’s catchall for apps located in iMessage. Instead of opening different apps with different design characteristics and UI controls, all the apps would perform their same functions but via text command or queries inside a fluid conversation.  

Apple’s new iOS 9 has already made some considerable shifts in its latest version, one of which is prioritizing app content for Internet search queries made via mobile. While there’s nothing like “MessageKit” available quite yet, it’s an interesting theory that attempts to recognize the user’s reality in a predominantly designer-shaped mobile world. 

One foreseeable drawback is that our familiarity with texting may causes people to use these services at inappropriate times. For example, texting while driving is already a major concern in densely populated areas. Additional text-based services may further encourage our desire for instant access, even behind the wheel.  

It’s ironic that an entire generation gets labeled as ‘less socially communicative’ because it’s always on smartphones, and yet, somehow, that same generation may bring society back full circle, where the digital dialect of texting is used to reinsert what was missing from our mobile lives: conversation. 

 

 

July 24, 2015

The Great Fake Traffic Swindle

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$7.5 billion. That’s the size of the black hole into which hundreds of companies have inadvertently thrown their digital advertising budgets in the past few years, according to a Moz.com article. Most of these companies never realized their marketing dollars weren’t being spent wisely.

 

What Happened?

How did companies manage to lose $7.5 billion on Internet marketing traffic that never existed?  Investigators point to three key facts:

 

  • At least half of the paid online display advertisements companies have purchased over the past few years have never been seen by a real human.
     
  • Nevertheless, ad networks and agencies were often driven to sell these ads by the presence of “volume discount” kickbacks, which made them profitable for the sellers in the short term – even if the ads did not operate as promised.

  • Instead of real people viewing the ads, bot traffic was used to artificially inflate the number of “people” who were supposedly viewing the ads.  These bot-traffic numbers both impressed the companies who purchased the ads and, in a cost-per-click agreement, cost them money.

 

The Rise of Non-Human Traffic

Bot traffic is also known as “non-human traffic,” because it results in increased impressions without the intervention of real people.  Instead, traffic comes from bot programs that mimic human behavior online.  Often, these bot programs are installed on hacked devices that are operated by real people.  As potential customers browse the Web, an army of bots works quietly behind the scenes to artificially inflate ad traffic, without the human at the keyboard ever knowing – or seeing any of the ads the bots are pretending to view.

Not all bots are bad.  Google and other search engines use bot programs to find web pages to include in search engine results.  But bot traffic that’s used to drive up search engine results offers zero return on investment for companies.  

 

From Bots to Buyers: How to Place Your Content in Front of Real People 

No company wants to spend money with no hope of ROI.  Fortunately, companies can take steps to place their digital marketing materials in front of real human audiences that are genuinely interested in what they have to offer.  Here’s how:

 

  • Ask questions.  Before signing off on digital marketing, ask how the company defines “human traffic” and whether traffic results will be verified by a third party.  Doing this demonstrates that you’re aware of potential fraud and that you won’t settle for bots.

  • Go mobile.  According to a recent Mobile Marketing Magazine article, the rate of bot traffic fraud is much lower on mobile platforms than on desktop platforms.  In-app ads may also provide an added layer of protection.

  • Leverage the power of SMS.  SMS and MMS advertising send your content directly to customer and client cell phones and tablets, ensuring there’s a real person on the other end of the line to get your message.

July 23, 2015

How to Design a Mobile-Friendly Website

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Creating a mobile-friendly website boils down to simplicity and elegance. You may already have a terrific website that you love, but you’re going to have to overhaul it if it doesn’t play nicely with mobile users. Essentially, a frustrated mobile website visitor is a soon-to-be former customer. Here at EzTexting, we want to help you take the guesswork out of mobile design. With that in mind, we’ve outlined several key design concepts for your new mobile website:

  • Simplicity is Key. Don’t bury your mobile website visitor in banner ads, images, and other content. On a desktop monitor, there is room to spare for descriptions and bios, but on a mobile device, you have to streamline your content. Keep your info in the form of short and easy-to-read blurbs. Additionally, you should make all calls to action more available with finger-sized buttons, and limit the number of fields that a mobile user might have to fill out.
  • Concision Within Context. Keeping your mobile website tight requires a foreknowledge of how your customers intend to use your site. Pay attention to mobile users’ needs, which are often quite different from the needs of desktop users. Take the time to determine why they are visiting: Are they booking reservations? Looking for a phone number to click-to-call? Or are they gathering information about your company? Whatever the case, make the options your customers desire easily available, and eliminate images (or even entire pages) that are extraneous to your mobile website.
  • Responsive Design. Likely a familiar concept, responsive design allows a programmer to adjust style sheets to behave differently when a mobile user accesses your site. This is the perfect solution for businesses that want to tweak their existing design for mobile usage.
  • Design for Screen Size, and Beta Test. To ensure a seamless mobile experience, design your website with the typical mobile screen size in mind. Buttons (and spaces between buttons) must be large enough for the average user to tap effectively. Create copy that is clear for each blurb, and again, don’t overcrowd pages with content or images. Finally, test and test and test again. Beta test your mobile website across all types of devices: Androids, iPhones, and tablets of all sorts. Each kind of phone will have a different filter with which to view your website; be sure to troubleshoot all of those bugs that pop up before unveiling your new site. 
  • Don’t Forget Your Brand! Sometimes mobile website designers are altogether too concise, forgetting to include branding images, slogans, and other elements of your company’s identity. If your page is getting a little overcrowded, don’t fret; with a little creativity, you can incorporate your logos and style concepts into your design without negatively affecting the mobile user’s experience.

The above suggestions should help you get the ball rolling on improving your mobile user experience. When you are ready to take your business a step further into the mobile universe, give us a call at EzTexting. We’re at the ready to enhance your mobile capabilities, and we’re looking forward to hearing from you!

 

July 22, 2015

How to Drive High Quality Traffic through Mobile Advertising

 

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Advertising is the shape-shifter of the business world. It has gone through more changes and taken on more forms than anyone could count. 50 years ago, advertising consisted of radio, print, and concrete materials. Pens and nail files with business information were the name of the game to gain exposure. Since then, as we all know, the business world has become more interconnected than ever, with your potential consumer only a click away. Customers hold the buying power in their hands and can take that power with them, wherever they go, at any time of day. I’m talking about the power of mobile.

So how do you achieve the high quality traffic, boosting your business, and creating long-term clients through mobile marketing? Well, the truth is, the answer is different for everyone. However there are some key points, a mobile mapping blue-print to follow, that can lay the ground work for gaining the visibility, quality, and conversion rate you desire.

 

Knowing Where Your Consumers Spend Their Time

Mobile marketing should be thought of as an opportunity to target potential customers with quality advertising content that can be personalized and optimized to each consumer base, instead of settling for quantity. However, engaging in quality advertising through mobile starts with knowing where to find that potential consumer base.  

Mass media marketing platforms like public radio, TV commercials, newspaper, or even print magazine ads might sound good, but they are only a nostalgic means to a non-profitable end. Smartphones, tablets, laptops—these platforms are the new launching pads for quality targeting and customer access. In an article by Venturebeat.com, it was revealed that consumer’s time spent on digital is now 46% compared to 36% on TV. The digital age has empowered the individual. It’s time to listen and understand how younger generations are consuming information and making buying decisions in order to even begin crafting quality mobile advertising efforts to successfully market your product or service in today’s world.

 

Get Responsive

First, is your business equipped for mobile platforms? It can be an immediate turn-off for potential consumers to find an outdated, unresponsive website. From design, screen size, and having an interactive, engaging mobile site—there is nothing more important to quality mobile advertising than being able to grab the consumer’s attention within the first few seconds.

 

Use Every Medium 

Part of grabbing and retaining a consumer’s attention means expanding the scope of your mediums in use. Videos, pictures, gifs, memes, blogs, social media campaigns, testimonials, surveys, questions, contests, best of lists—your business’s mobile presence can’t just be about a website and paid advertising (although that’s part of it); it should cover all the current hotspots where people are spending their time.

 

Remain Flexible

In the end, your philosophy on the business’ mobile advertising efforts should always remain open and flexible. Gain as much knowledge as you can on how to maximize your mobile budget, where to utilize paid advertising, why and if developing an app is important to your business (spoiler alert it is), and what programs (Facebook and Google Admob, etc.) are the best when it comes to utilizing paid mobile media advertising. 

The options in mobile advertising are limitless, as are the potential gains. Even though the digital age has empowered consumers, it has allowed businesses of all sizes and shapes to reach and engage consumers like never before. Mobile advertising is no longer the future—it’s the present, and it’s time to take notice.

July 09, 2015

MMS Mythbusters

Billions of rich media messages are sent and received every month, but Multimedia Messaging Service (MMS) as a marketing tool remains widely misunderstood. Check out our infographic, MMS Mythbusters, to learn five common myths about MMS and uncover the truth behind these misconceptions. 

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July 01, 2015

Mobile Marketing Tactics for July 4th

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Independence Day is around the corner, and that means a marked increase in consumer spending across a variety of industries. As per the overall trend away from desktop, the majority of online shoppers will search on their smartphones, so it’s important to target mobile device users if you want to make the most of the holiday. 

Whatever line of business you’re in, give your July 4th a boost with some of these mobile marketing tactics:

 

Social Media Photo Competition

Use the power of social media to drive user engagement. A photo competition relevant to your industry, with a Independence Day-themed hashtag, can start the all-important online conversation. Do it right and you may even go viral!

Give Free Stuff Away

People. Love. Free. Stuff. That’s unlikely to ever change, which makes freebies the evergreen classic of the marketing world. Start an text message marketing campaign to let the world know about your free offer. The bigger and better it is, the more people will share it, and the more sign ups you’ll generate. It’s going to be a loss leader anyway - so you may as well go all out. If you generate long-term mobile contacts from a free giveaway, it’ll be well worth it. 

Tweet

Tweeting about special offers can work magic. Twitter is capable of disseminating information at incredible speeds, if an idea catches the imagination of enough people. You can even use apps like Viral to hide discounts until they’ve been retweeted a certain number of time, allowing you to control that 50% discount so that it works for you, or not at all. 

Themed Games

July 4th is a time for fun and games. Why not run a trivia quiz relating to the holiday. Offer a big prize to the winner, and multiple smaller prizes for runners up.  

Partner Up

Creating partnerships is an essential part of any business. It could be with other local businesses, but with the proliferation of social media accounts and other online networks, there’s a striking new type of partnership on the marketing scene: your employees. Most employees will be willing to spread your July 4th mobile marketing campaign to their friends and family, especially if it’s a fun video or themed song. If you have 25 employees, each with a hundred friends on Facebook…well, you can do the math!

June 26, 2015

Brand Awareness is Key Concern for Mobile Marketers, says Study

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Globally, the number of mobile phone users has surpassed the number of desktop users, which is why mobile marketing has become firmly established as the best way for businesses to reach large numbers of people. As more research is conducted into the true depth of mobile’s entrenchment in modern commercial life, the trend towards small-screen marketing becomes obvious.

A new Regalix report shows 67% of B2B marketers see spreading brand awareness via mobile as their top priority. Other high priorities for mobile marketing objectives include increasing customer engagement (62%) and boosting revenue (48%). Overall, more than half (51%) of businesses say they invest in mobile marketing tactics of some description.

That small and medium-sized businesses are turning to the affordability and convenience of mobile is hardly surprising. According to the latest research, 82% of B2B marketers report increased customer satisfaction as the principle benefit of mobile marketing. Customer engagement and improved customer service also rated highly on the participants list of benefits.  

What is so striking about this across-the-board satisfaction with mobile as a marketing channel is how rapidly it arose. More than half of those surveyed say they have been using mobile marketing for between one and two years. In this short period of time, mobile’s status within the business community has reflected its huge influence on the wider world. Marketers have seen which way the wind is blowing, and responded in kind. If you're still in doubt as to the efficiency of a good mobile marketing strategy, it's time to cast that doubt aside...

June 25, 2015

Mobile Tech & the Travel Industry: What's Hot and What's Not

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According to Euromonitor, by 2017 over 30% of online travel bookings by value will occur over mobile devices. This is thought to result from online travel companies making their apps more attractive via location services helping travelers find the nearest hotels and restaurants. Vacation booking habits have changed dramatically according to new research from BuzzCity, as there’s been a 50% increase in mobile usage by business and leisure travelers. Some 30% of these travelers use mobile devices for last-minute bookings. 

It subsequently follows that travel companies need to make certain their websites are mobile-friendly so navigation is straightforward and users can enjoy a personalized, engaging experience. Since mobile use is increasing “the norm,” travel companies that don’t capitalize on mobile friendliness will certainly lose out. Whether via mobile, laptop, or tablet, such companies must strive to create a personalized, streamlined user experience. 

Personalization is definitely key. Some 74% of online consumers admit frustration when dealing with irrelevant content, as “bringing personalization at the early stages of travel inspiration” influences browsing and subsequently purchasing decisions. 

Apps remain a vital part of the mobile device user experience, according to Google’s 2014 travel study. 

“Leisure travelers mostly book via mobile websites, while business travelers mostly book via apps – both types of booking method are still key,” the study noted. Concerning those who booked trips on a device in 2014, 45% were leisure travelers booking via a mobile site on a browser, and 55% were business travelers. 

“Getting the experience right” is also critical for travel companies in 2015 and beyond, as conversion optimization is another essential digital priority. Since so many travelers book their vacations and business trips online, there’s no room for error in regards to the booking and check out progress. Frustrating user experiences make innovative marketing strategies to drive website traffic a waste. 

Travelers increasingly want the inside scoop on a hotel or location, with the “mobile augmented reality market” expected to increase to $5.1 billion by 2016 according to e-strategy/Juniper. For example, Marriott Hotels is currently using Oculus Rift developer versions to sell honeymoon packages. It makes it possible for newly-hitched couples in New York to immediately fly to romantic destinations such as Hawaii and London. 

This year is looking to be an interesting one for the travel industry, with the “battle for bookings” comprised of much more than owning big data. It’s in the way companies interpret said data and use it to create highly-personalized, highly-convenient user experiences across all platforms.   

 

June 24, 2015

5 MMS Marketing Tactics

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MMS marketing has been around for a few years, but when it comes to launching a new product or promotion, most business still limit themselves to SMS messaging. Mobile coupons and other offers are usually plain text affairs, and the popularity of shortcodes and keywords has caused many businesses to lose sight of the bigger picture.

This is somewhat surprising given the wide availability of MMS, which allows brands to entice customers with images as well as words. If you’re interested in harnessing the power of rich media to give your mobile marketing campaign a shot in the arm, consider the following applications of MMS:

 

Show & Tell

The visual element that’s so important to advertising has taken a backseat in text message marketing. Sure, you can (and should) include a link to your website, but in the hyper-competitive world of modern marketing, the fewer steps the consumer needs to take, the better. The food industry is probably the most obvious beneficiary of image-based advertising; MMS allows you to send the 2-for-1 pizza promo deal and a tasty picture of the pie. Visual stimulus will get mouths watering far more than mere words.

 

Text to Win

Use your existing subscriber base to introduce loyal customers to new products with MMS. To generate interaction, run a competition with the product shown as the prize.

 

Text to Reserve

Again, mobile marketing tactics that use SMS messaging can be modified for MMS. If you run a restaurant, send picture messages of the latest meal specials and offer a time-limited promo deal to respondents.  

 

Text to Vote

Running a poll or survey can be more effective with MMS than with standard text messaging. Encourage subscribers to vote on which appetizer they would prefer, along with a picture of each dish. Set up keywords to represent each appetizer (WINGS/SOUP-DU-JOUR/etc) and allow respondents to vote on the nicest looking dish, or the dish they’d prefer to see on your menu. Not only will you encourage engagement by the vote, you’ll have created targeted lists of customers based on food preference.  

 

Text to Connect

Stay in touch with subscribers with the right MMS campaign and you’ll see interaction increase. As long as you offer something of value, the underlying impetus behind your campaign can simply be to remain connected with your customer base. Keep such messages to a minimum. A ‘text to connect’ picture message should only be used if you don’t have any current promos, you haven’t reached out to your contacts for a while and you can create a special offer to be included in the message.