Ez Texting

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November 01, 2015

Mobile Helps Propel UK Adspend to Record Highs


According to the Advertising Association/Warc, UK ad spending hit a record high in 2015. Spending increased by 5.8% to reach £9.42bn in the first half of the year, and mobile is predicted to exceed the billion-pound barrier for the first time. Digital channels remain the force behind this growth, as Internet spending is up 13.3% for H1 to £3.9bn. Mobile makes up 79% of this growth, with ad spending increasing more than 52% to £1.08bn. 

Growth is noticeable throughout the industry, including both television and cinema forms. Only print has seen a decrease in revenue. 

“Advertising’s resilience points to the strength of the broader economy in the first half,” said Tim Lefroy, chief executive at the Advertising Association. “The UK leads the world in eCommerce and the trend to mobile means serving the public better ads in the right place at the right time.”

Ad spending is expected to demolish the £20bn barrier in 2016, with the Advertising Association’s media breakdown is as follows:  

  • Radio: Radio ad spending decreased by 2.2% to £116m in Q2, branded content excluded. Full-year growth is expected at 3.0% in 2015, and 2.3% with branded content included.
  • TV: Spot advertising “recorded solid YOY growth of 2.9% to £1,144m in Q2, compared to a quarter in which the FIFA World Cup was held last year.” TV spot advertising also enjoyed a fantastic Q1 via ad revenues rising to 11.5%. An “increase of 6.7% is forecast for 2015 as a whole.” 
  • Out of Home: YOY growth was strong at the beginning of 2015 with an increase of 9.7% in Q1, though it decreased 3.6% to £249m in Q2. 
  • Regional Newsbrands: These newsbrands saw a decline of 7.2% in ad spend in Q2 2015 compared to 2014. This “represents a 12.1% drop for print (to £246m) and a 24.0% increase for digital revenues (to £55m).” 
  • National Newsbrands: Print ad revenue decreased by a staggering 19.2% Q2 2015 to £239m. Digital ad spending, in comparison, increased 5.9% to £51m.
  • Magazine Brands: Ad spending declined by 6.8% in Q2. Print advertising saw a 11.0% decline to £168m, while digital saw an increase of 5.2% to £70m. 
  • Internet: Internet ad spending included a 12.8% increase in Q2 2015, which was followed by “revised growth of 13.9% in Q1 (+1.1pp).” Mobile made up 79% of total internet growth during H1, resulting in ad spending of £1,079m (up 52.1%). 

Cinema and direct mail ad spending saw increases as well. Separate Advertising Association research indicated the UK as the biggest mobile advertising spenders in Europe, and the third-highest spenders in the world following the United States and China. 

October 04, 2015

APUS and InMobi Team Up to Capture Chinese Mobile Market


How does an already-huge company reach more mobile users? It teams up with another huge company in a quest to, together, dominate the Chinese mobile market, among others. 

Chinese start-up APUS and Indian mobile advertising firm InMobi are forming an alliance to reach a hoped-for 500 million new users in China, India, and other countries by 2016.

InMobi is the leader in customizing Android software. InMobi is India’s top mobile advertising firm. InMobi, in fact, competes with Facebook and Google in the $100 billion worldwide mobile advertising market. It’s one of the only Indian start-ups to make a profit and it already reaches about 1.4 billion devices.


What’s in It for APUS? 

The new partnership will help APUS earn advertising revenue from ads run on InMobi’s platform. APUS will likely see a boost in its user base and enjoy a share in the huge Indian smartphone market. 

APUS’ flagship product lets Android users customize the home screens on their smartphones. APUS hopes to gain more than 80 million users as a result of the deal with InMobi, which will lead to hefty profits.


What About InMobi?

InMobi will gain access to more than 200 million additional users by partnering with APUS. They’ll have exclusive access to all APUS users in India, which total more than 25 million. 

This partnership is the first of its kind between two of the fastest growing tech power companies from China and India. The time is right for APUS and InMobi to make this move, as the smartphone markets in China and India are growing rapidly.

APUS and InMobi’s deal comes after recent media reports that Google has plans to re-enter China. This partnership is important for InMobi if it wants to secure a stronghold in the country. Google pulled its services out of China five years ago, largely because it refused to self-sensor search results.


What’s Next? 

In an official press release, InMobi said, ““InMobi will share its vast expertise in India to help APUS establish a larger footprint in India, enabling an increased user base and market share. In return, APUS will engage in monetization partnership with InMobi….”

InMobi offered, ““InMobi will provide local expertise to APUS to help them understand the unique Indian app market and will aid in user acquisition programs including providing guidance localizing the APUS app experience and acquiring the right talent to help APUS India grow as APUS aims to make its app climb to the top five in the local Google Play store.” 

The big goal is APUS “becoming the leading Android user system in India by the end of 2015 and acquiring more than 80 million users in India by 2016.” 

However, this deal is not the only big thing on the horizon for InMobi. The company is placing heavy bets on its new mobile advertising product, Miip. Miip gives customers curated lists of products they might be interested in, based on their previous choices and their personalities.

InMobi is currently estimated to be worth about $2.5 billion.





September 30, 2015

Crammers Charged with Multi-Million Dollar SMS Scam


Two men are facing charges of running a ‘cramming’ scam that netted them tens of millions of dollars by charging mobile users premium rates for unwanted text messages. 

Six defendants were charged in a New York federal court with an ‘auto-subscribe’ fraud. The scam involved sending text messages containing celebrity gossip, horoscopes and other trivia - and charging up to $10 per month to the unsuspecting recipients bill. The fraud charges were brought by a New York attorney, Preet Bharara, who had previously lodged charges against another six defendants connected with the scam, alleged to have taken place between 2011 and 2013. 

The case is just the tip of the cramming iceberg. So how do they work? And how can you stay vigilant for the signs of a scam? 

Crammers use local exchange carrier (LEC) billing to charge mobile users through their local telephone company accounts. By doing this (rather than charging through the providers of the product or service) the cost to the customer often goes unnoticed. Charges might be made for premium messaging services, special ringtones, apps or long-distance calling. Anything the crammers believe they can slip ‘under the radar’ on a phone bill is fair game. It won’t work on people who - as we all should - check their bills carefully, but, like all scams, the hit rate doesn’t need to be very high to make it worthwhile for the fraudsters. Add automation technology into the mix and crammers are able to target thousands of people in a short space of time, with minimal effort. 

The defendants at the center of the most recent cramming scandal were charging close to $10 a month for text messages sent without the users consent. Most users simply ignored the messages because the amounts were not big enough to ring any alarm bells. The scam is designed that way, which is why such schemes can levy huge amounts of money without being detected.

The Federal Communication Commission (FCC) offers some useful tips to prevent mobile users falling prey to scammers. Recommendation #1 is to cast a careful eye over your monthly statement to check for unusual charges. They may appear as a one-time charge or on a monthly auto-renewal basis. Be wary of generic-sounding fees, company names or services. Also look out for unsolicited text messages. If you receive text messages from a source you don’t recognize, relating to services you didn’t ask for, you should view this as a Big Red Flag. Knowing what’s going on with your phone bill, and contacting your service provider if you see anything suspicious, should keep you safe from being stung by crammers.

September 06, 2015

Mobile Spending to Increase 160% in Three Years


The best place to be if you’re a CMO is at the forefront of a marketing trend. According to a recent survey published by Duke University’s Fuqua School of Business, the trend ahead is more spending on mobile. 

The CMO Survey included more than 200 inquiries to top marketing agencies and professionals. Mobile spending currently floats around 6% of total marketing budgets, but is estimated to increase by 160% (to just less than 16%) over the next three years. Duke’s survey, conducted biannually, is one of the oldest dedicated exclusively to marketing. 

For CMOs across the country, the increase is easier said than done. Money can certainly buy mobile ad space, but it doesn’t guarantee returns on investment. Getting ahead of this trend means answering important questions about which mobile marketing tactics are most effective for your business.


Choosing the Best Marketing Methods 

For starters, CMOs should carefully consider the best options available to leverage both the consumer and the brand. This means assessing the target audience, developing content that articulates a benefit, maintaining continuity across all media channels, and figuring out when these targeted customers are most likely accessible and through what media channels. Master these goals and you’re headed for the promised lands; make a misstep and you might damage the brand, or worse, consumer relations. 

The survey found a large gap between the effectiveness of B2B and B2C mobile marketing, with the latter greatly outperforming the former. Both categories were addressed in various fronts including customer acquisition, engagement, retention, messaging, sales, and profits.  

Mobile marketing’s greatest strengths among these categories come as no surprise: engagement and messaging lead the pack. This makes sense as mobile marketing certainly compliments the way people intrinsically use their devices to communicate and engage with content in real time. 

Like all things that promise a big payoff, there are risks involved. One of the issues most noted in the survey is the difficulty involved in quantitatively assessing the success or failure of social media marketing. Currently, social media sites are among the most trafficked via mobile.

Today, much of the marketing done via social media is handled by a third party, so getting accurate data or analytics can be difficult, sometimes impossible depending on the platform.  

CMOs have the difficult task of weighing the risks of ambiguous social media campaigns, with pressures from board members and other higher-ups who have noted behavioral trends shifting increasingly towards mobile.

That being said, it looks like getting ahead of this mobile increase comes down to research and analysis before dollars and cents. 


September 03, 2015

Infographic: Tackling the Flu with Text Messaging

The flu virus costs our economy billions each year. By promoting vaccinations for workers and children, it's possible to reduce the number of sick days and alleviate the annual burden placed on the healthcare system. We've put together an infographic that highlights the scale of the problem and demonstrates the role text messaging can play in increasing vaccination rates...


August 28, 2015

How to Reach Students with Your Mobile Marketing Campaign


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


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:



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 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. 



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.



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?


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: 



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. 



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?


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


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!