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August 28, 2015

How to Reach Students with Your Mobile Marketing Campaign

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There’s a good reason marketers scramble to get the attention of college students. Sure, they’re increasingly hard to reach, but according to a new eMarketer report, college students are “poised to out-earn and outspend non-college millennials for decades to come.” 

There are 19 million college students in the US, and nearly all of them are mobile users engaged in multiple social networks. These networks have become the primary playground for creative marketers, as they bypass traditional media buys with shareable content. 

 

The Social Student 

College students aren’t just looking to be entertained. According to the report, students are influenced to buy by several factors including peer recommendations and money-saving discounts. While this may or may not be surprising, it does speak to the tech-savvy side of millennials—marketers can’t just throw money at targeted mobile displays or video. A student-targeted mobile marketing campaign needs to be cleverer than that.  

According to Michael Hanley, an advertising professor at Ball State University, “About 65 percent of students report receiving mobile ads, and 70 percent of them don’t like it.”

Social campaigns are the remedy to this marketing problem. Matt Britton, CEO of MRY, a creative and technology agency headquarter in New York, said, “The most effective form of social media marketing is always creating content that’s highly shareable.” 

 

Short and Sweet 

To keep marketers on their toes, the sharable content should also be compact—small enough to consume within the restrictive space of mobile screens and short attention span of the college user. 

“When you think about people on their phones,” Britton continued, “they’re scrolling so quickly that if you try to come up with long-form content, they’re not going to take time to read it.”

Some apps are built for this kind of content; SnapChat and Vine, for example, proliferate this kind of content with an emphasis on creativity and viralability. Marketers simply have to find ways to appeal to students from within these and other social networks to succeed in communicating new products and services. Explore what these apps can do for your next mobile marketing campaign.

 

Say Less, Show More 

Britton also advises the use of imagery as a means to communicate more effectively within the time and size constraints. Instagram is one app that has defined the practical use of creative imagery to build brand recognition and communicate sales and discounts. Moreover, GIFs have recently increased in popularity across nearly every social media channel, which really drives home Britton’s point.  

Does this mean the written word is doomed on the Internet? As far as marketers are concerned, it would seem so, with long-form content being replaced by hashtags and images that are presumably worth 1,000 words. As for the students, most of their reading must get done in textbooks. 

 

 

August 18, 2015

Here’s What Your Digital Marketing Campaign Should Look Like

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SMBs are constantly looking out for convenient, affordable and effective marketing methods. But in order to make digital marketing work, you need to understand how each  marketing strategy operates. With that in mind, let’s take a look at the main strands of an effective digital marketing campaign:

 

SEO

The digital marketplace is crowded, so visibility is one of the first - and toughest - challenges a business faces. Creating a strong SEO strategy requires detailed research of your industry and target market, and a thorough knowledge not just of your products, but how the majority of people will search for them. Establishing which keywords you will target is the first step. Next, your onsite strategy (that is, for your own website) should incorporate enough keywords that the search-engine bots know what you’re all about, but not so many that it affects the fluency and style of your content. Your offsite strategy pertains to how external web spaces refer to your site. That means accruing inbound links and promoting your brand via guest posts on other industry websites. A diverse SEO strategy is the most effective in terms of boosting your rankings in the Search Engine Results Pages (SERPS).

 

Mobile

Mobile marketing is the process of reaching an audience through smartphones and tablets. It could be in the form of native technologies like SMS messaging and voicemail, or amending existing web content to make it more ‘mobile friendly’, or, if you have the budget, via apps and other types of software. There are many ways to reach people using mobile marketing. A solid mobile marketing campaign encourages users to visit your site and social media pages.

 

Social Media

Social Media has been a huge boon for SMBs. Even on a very tight or non-existing marketing budget, entrepreneurs can use social media to good effect. Most of the big social media players - Facebook, Twitter, Instagram, LinkedIn - are free and easy to use. 

 

Blogging

Regular blogging is a good way to establish authority in your industry. It constantly increases the size of your website by adding fresh, relevant content, adding value even if you don’t command a huge readership. But a truly compelling, well-written blog containing original expert opinion will give your brand credibility with competitors and customers.

 

Email

It’s not the first port of call for marketers any longer, but email should still form part of a multi-channel marketing strategy. For getting rich content out to large numbers of people, it’s hard to beat. Be sure to use it to full effect, offering something of value with every email. As with SMS marketing, email marketing demands a lightness of touch, so avoid sending emails much more than once a month.

 

August 15, 2015

Do “Dumbphones” Still Have a Place?

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Wondering if “dumbphones” still play a role in today’s tech-savvy universe? The answer, which may surprise you, is a resounding yes. Such phones offer a variety of helpful features and perks, and an increasing number of people are opting for them over smartphones. In fact, Microsoft recently released a phone under the Nokia brand that’s free of apps, Wi-Fi, 3G, LTE, and a touchscreen and costs just $20 before tax. The only accessory is an extra battery, and yet experts predict huge success.  

So who wants to purchase “dumbphones”? Plenty of people—about 590 million this year, actually. Such people include children obtaining their first phones, consumers who require a second phone, and those who are simply uninterested in using smartphones. 

Let’s look at some of the benefits of using not-smart phones, as well as some of the highest-quality options currently on the market: 

 

Durable

Smartphones feature glass screens, and once they crack…well, either replacement or a lot of tape is in order. Phone cases are therefore imperative to preserving the safety of a smartphone, whereas regular phones are virtually indestructible. 

 

Easy Texting 

Texting using standard cell phones is quite simple compared to smartphones, as it doesn’t take long to memorize the keypad and text with your eyes shut. And as we know, SMS messaging remains the central component of any successful mobile marketing campaign - precisely because it reaches the parts other messaging services cannot.

 

Fantastic Battery Life 

Forgetting your smartphone charger means scrambling to ask friends and co-workers if they have theirs—otherwise you’ll be looking at 19 percent battery life before the day is over. Leaving your regular phone charger at home? Not a big deal. 

 

Inexpensive 

Highly affordable and easy to replace, “dumbphones” don’t set you back by the $800+ price tag associated with smartphones.

 

Fewer Distractions

Facebook, Instagram, assorted app games—all the features make smartphones seriously distracting. “Dumbphones,” on the other hand, make calls and texts, and that’s it. This meant you’d actually engage in the moment and remain aware of your surroundings as opposed to looking down at your phone incessantly. It also means you won’t be looking up anything and everything on your phone and taking pictures of your food. Or taking selfies. 

 

It Always Worked 

With “dumbphones,” it usually didn’t matter where in the world you were—they always worked. There was no freezing or rebooting involved. The simplicity of the technology is key to its endurance in the age of increasingly high-powered smartphones.

 

“Dumbphone” Options

Some of today’s most coveted “dumbphones” include: 

 

  • Kyocera Rally ($29.99): The Kyocera Rally is a simple, sleek phone from T-Mobile that includes Bluetooth connectivity, a VGA camera capable of recording video, and a speakerphone.
  • Nokia 106 ($24): The aforementioned Nokia 106 is a basic phone that lasts up to 35 days on standby mode with only a single charge. 
  • Pantech Vybe ($29.99 with two-year contract): Pantech’s new phone is available to AT&T customers and features a slide-out QWERTY keyboard. It also includes a camera and the ability to connect with Facebook, Twitter, and other social media sites.
  • Samsung Jitterbug5 ($99): This phone is an uncomplicated flip option designed for seniors. It comes with sizable backlit keys, an emergency response button, a simple interface, and a powerful speaker for those who have trouble hearing. 

 

The “dumbphone”...there’s definitely still a market for it.

August 03, 2015

Can Supportive Text Messages Act as Pain Relievers?

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An apple a day keeps the doctor away, right? But can a text message do the same thing? Can the use of mobile technology actually reduce perceptions of pain and suffering? That’s exactly what Jamie Guillory, a scientist at the research institute RTI International, set out to discover. 

Guillory and her team designed a study to determine if the use of text messaging throughout the day could impact patient’s chronic pain levels. During a four-week period, participants from various pain clinics were divided into two groups. One group received its regular pain treatment in addition to encouraging messages sent throughout the day for a total of three weeks. The other group received regular pain treatment but did not receive uplifting text messages. The first week was the study’s control—during this time, neither group received text messages.

In addition to receiving texts, the first group was asked to download an app that allowed members to record their pain management, and relate their feelings to images. 

 

What the Study Said 

The results were fascinating. The group that received regular encouraging text messages recorded a clear reduction in pain during the three-week period following the control week compared to participants who did not receive text messages.  

This study offers valuable insight into the effects of mobile devices on patients’ mindsets. In addition to the positive impact this may have on those who suffer from chronic pain, it’s a useful tool for doctors to learn more about their patients’ behaviors and feelings throughout the process of treatment.  

While this is amazing news for people with chronic pain, the study also considers other factors that may have contributed to a reduction of pain during the three-week period. For example, patients who were married or in a relationship saw more significant pain reduction than patients who were single. The tangible support system maintained by married patients was notably more developed than that of single participants. It was suggested by Guillory that the encouraging text messages only worked well in collaboration with a tangible support system already in place. 

Text messages can only contribute to reducing chronic pain so much. Few things can replace or imitate the genuine love and compassion we feel for those in our family or close circle of friends. People who experience chronic pain are more susceptible to perceiving this pain when their immediate support system is weak, something no amount of mobile interaction can change—yet. 

But the study does highlight hope for a future in which mobile texting and app recording can have a positive role in patient pain management. 

 

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 20, 2015

World Cup Hat Trick Heroine Gets 124 Text Messages Per Goal

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On Sunday, July 5th 2015, the world witnessed the fastest hat trick ever performed on a soccer field in the World Cup Finals. The player, Carli Lloyd, managed the amazing maneuver within the first sixteen minutes of the final match versus Japan, earning a total of four goals that veritably sealed the win for the US women’s soccer team. A hat trick has only been performed a handful of times in any professional soccer game, let alone the World Cup Finals. (The last time a hat trick was successfully executed in the World Cup Finals was in 1966, by England’s Geoff Hurst.)

Ponder for a moment the shockwave that this hat trick unleashed in the world of international football. Not only was the event shocking for players and fans in general, but it also comes years after another World Cup Final in which the US was defeated by the same country – Japan. It should come as no surprise that this past week’s finals were one of the most watched events in televised sports history.

Soccer Meets Social Media

The blogosphere and Twitterscape also reflected the ubiquitous nature of the historic hat trick. In a single week, the World Cup Final has been written about by several sports websites of note, particularly ESPN.com, Sports Illustrated, and Grantland. Further, Carli Lloyd herself has added over fifty thousand new followers on Twitter as a result of her extraordinary plays.

While Lloyd’s accomplishment is surely impressive, the most legendary statistic about the hat trick might not have anything to do with soccer, but rather the amount of messages she received on her smartphone during the match. Carly Lloyd claims that she received over 372 text messages over the course of the hat track. Essentially, this means that she received an average of 124 text messages for each goal that she made during her hat trick.

 To put that into perspective, imagine the amount of time you spend reading and responding to text messages. Perhaps one minute for each? Hence, Lloyd would have to spend a minimum of six hours to respond to all of the messages she received during the game! 

Contact EzTexting for Bulk Texting Help

For someone to receive such a myriad of texts in such a short time is astounding. Fortunately, modern technology makes it simple to prepare a response as a bulk SMS text message to be sent out to all of those adoring fans. With EzTexting, you can easily develop several different types of responses, depending on how you wish to address your recipients. And thanks to our competitive pricing, you can bet that our services will defeat the competition. So if you, like Carly Lloyd, are being inundated by massive texts from your customers, try out EzTexting to get on the ball for your business.

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 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.