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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.   

 

June 16, 2015

How SMS can Save Summer

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As the weather starts to heat up, annual summer vacations enjoy a revival. Airplane travel has become a popular and affordable way to travel these days, yet it has taken forever for the air travel industry to catch up with the mobile revolution. In fact, while travel and hospitality seem to lead innovation regarding user experience depicted through mobile, air transportation has done little in the way of making flights more mobile friendly.

And it doesn’t stop there. There are several ways to improve a summer traveler’s experiences with the help of mobile. Here’s a list of improvements every vacation could benefit from.

 

Mobile Ticket Purchase

According to Text Marketer, one in five international vacations were booked via mobile device. Travelers love great deals, so when there’s an extra passenger seat available at a discount, communicating those savings to loyal customers can be a great benefit. Frost and Sullivan report that consumers are 98% more likely to respond to a SMS message compared to regular emails. Using mobile to showcase great deals is a win-win situation.

 

Mobile Check-in 

One of the most common complaints about air travel is a long check-in line. Instead of numerous lines for check-in, offering a mobile responsive check-in service provide allow passengers ease of mind while they make their way through security and to their final boarding gate. It’s one less step that could make a huge impact on a customer’s flying experience.

 

Retail Opportunities

When travelers are stuck with a long layover or change in flight schedule, nothing beats duty-free shopping. Retail locations in airports have become incredibly lucrative for a variety of vendors. SMS marketing coupons are 10 times more likely to be redeemed than mail or newspaper ads. Using beacon technology to offer special discounts or special offers is a great way to use mobile effectively.

 

In Flight Upgrades

Some aircrafts currently offer WiFi access for a small fee, but many planes have yet to be fully upgraded. While placing phone calls or texting may be unsafe, even in the future, it would seem that offering Wi-Fi access during all flights could make a customer’s flight much more productive and enjoyable.

 

Mobile Accommodations

In addition to improving mobile for air travel, hotel accommodations are jumping on the wagon. Hilton hotels recently announced a smartphone check-in service to debut sometime in 2016. The app will allow guests to search and purchase a room via mobile. The mobile device also acts as a room key and can quickly connect with hotel staff or services via text message.

There are several ways to save summer with unique mobile initiatives that will ultimately benefit both the traveler and companies alike. 

 

May 07, 2015

Infographic: Where Do People Use Smartphones?

 

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March 25, 2015

The Benefits of Adding MMS to your Mobile Marketing Campaign

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For companies that aren’t sure about how to integrate MMS into a mobile marketing campaign, the first step is to understand MMS capabilities then realize those through useful cases that haven proven effective in various enterprises. Taking a creative stance, positioning the right use of MMS in a marketing campaign is virtually limitless.  

First, let’s understand what Multimedia Message Service (MMS) allows an enterprise to do. An MMS message can send rich media content directly to mobile devices anytime, anywhere. It’s a powerful and effective tool that strengthens customer loyalty by keeping them informed with time sensitive information. An MMS message speaks consistently to branding throughout all marketing channels, with messages that are equipped to handle image, video, audio or mixed SMIL. It’s truly a 21st century marketing solution that engages customers via mobile device, which they are likely to have with them at all times.

 

MMS Use Cases 

MMS communication utilizes these capabilities to increase revenue by upselling customers with unique offers, special services and more. Recognizable applications of MMS are used by millions of people already in the form of useful services, like providing a boarding pass for a more efficient check-in at the airport. Financial institutions also provide useful applications by providing bank statements and security warnings. Further, important emergency alerts can be sent via MMS, warning users of dangerous weather or traffic. 

Now let’s consider the creative uses of MMS messaging to connect with customers. Shipment notifications would allow users to receive speedy information from a local shipment station. Customer service providers can communicate with customers by trouble shooting common problems and sending helpful video/audio messages. The result of providing this improved service would reduce the contact center costs. 

Wellness centers and pharmacies could continue a discussion with customers long after they leave the store by updating important medical information, providing healthy living tips or special offers on new products or services. What’s more, brick and mortar stores of every variety can more effectively engage customers by offering product information with QR codes placed on shelf locations. Once the code is scanned, a customer could watch a video featuring additional product information.  

MMS messaging works best when it provides useful information and services to the end user. The more a user increases their engagement with the message, the more likely the they are to build the kind of lasting brand relationships all enterprise should seek with their customer base and audience. 

March 20, 2015

Did American Idol Help Kickstart the Text-to-Donate Fundraising Culture?

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Aside from launching the music careers of several aspiring singers, American Idol can also be credited with inspiring a new way to raise money for disaster relief. 

The show’s primary voting system, which allows viewers to cast votes via their mobile devices, became a springboard for AT&T engineer Marin Croak who realized a similar use for the technology as hurricane Katrina tore through the Gulf Coast in 2005. 

Instead of transmitting fan votes via text message to an operator, Croak came up with a way to pass donations via text to participating charities. The donation would later show up as a charge on the person’s cell phone bill.

However, Croak recalls, during this time, that the use of text messaging was not nearly as popular as it is today. According to an informal poll taken in 2008 on AT&T’s website, approximately 22% of respondents reported having learned to text as a result of American Idol’s voting system—an interesting perspective attributed to the powerful reach of AI. The subsequent increase in text messaging may have also helped prepared voters to become donors.  

AT&T who originally set up American Idol’s voting system in the early 2000s, placed a patent on behalf of Croak in October 2005. And although AT&T currently maintains this patent, Croak says AT&T is not seeking to make the patent propriety—which is great news for nonprofits and disaster relief programs.

For example, in 2010 text-to-donate made its first major headline debut during the earthquake in Haiti. The relief organization collected an unprecedented $30 million via impulse disaster-relief donations— a term which describes the ease and accessibility of this technology. What’s more, these donations were collected $10 at a time. Other significant text-to-donate relief campaigns have included Hurricane Katrina and the 2004 tsunami in the Indian Ocean.  

Aside from generating these donations through a streamline system, nonprofits are now able to acquire donors, not just cash donations. Opening up this intimate communication channel may be more valuable than a $10 donation. Organizations can engage donors over time, build a relationship and collect future contributions. 

Notable organizations like the Red Cross, Salvation Army, GlobalGiving, Mercy Corps, and Saving the Children have all established similar text-to-donate programs. 

Although Croak holds dozens of patents, she is particular proud of this one, which has made an enormous difference in the way people interact with their mobile devices as well as in the world of philanthropy.

 

March 16, 2015

Has Mobile Marketing Become a Technical Profession?

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These days, extensive technical expertise is required for any company to enjoy marketing success. Mobile attribution, or discovering how a mobile user found out about and signed up for an app or service, is considered a technically-challenging task. It’s also one that has had a serious impact on how companies approach marketing. 

Doug Milliken, the vice president of global brand marketing at Clorox, remarked in a panel at VentureBeat’s Mobile Summit that mobile marketing has become a “technical discipline.” The session was moderated by Ashu Garg, general partner of venture firm Foundation Capital. 

Milliken referred to another CEO with a technical background who enlightened him about this shift in marketing. 

“It’s an important insight,” he said. “It’s a huge period of innovation, the greatest period of innovation in the history of the profession. And it’s all being done by computer scientists and engineers,” adding that “deep expertise” is required for success as a marketer.  

Today’s marketers must now analyze and deal with sizable data sets, and subsequently link together automated platforms so as to run mobile marketing campaigns in real time.  

Jeremy Wacksman, vice president of marketing at online real estate site Zillow, agrees that understanding the technical side of mobile marketing is essential. The site receives 90 million visitors per month, with company heads spending some $75 to $100 million a year on building an audience. Since 75% of Zillow users now come in via mobile, the company has more economists and data scientists than performance marketers. Wackman says what marketing efforts are driving users to their app is challenging.

Clorox, in comparison, spent $10 million to $20 million a year on marketing, and while perfecting campaign strategies was once a top priority, “good enough” campaigns are now considered the norm. 

“You optimize it as you go,” Milliken said. “That’s a very hard thing to do. But now we add in the cost of delay. You may lose hundreds of thousands of profit if you delay a month. So good enough is better. We’re a younger company, and the market is you test. If you are wrong, you make a change. But you learn a lot faster.”  

Milliken added that real-time strategic marketing is now the company’s focus. 

Marketing used to be about print campaigns, such as those featured in magazines, newspapers, mailers, and billboards. Now it’s all about mobile devices, as the information people want about brands and services are merely a screen touch away. Figuring out new ways to encourage people to use apps and visit mobile websites is marketing’s future. 

 

February 23, 2015

6 Ways to Improve Your Mobile Marketing Strategy

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In-app push notifications and geo-targeting messaging platforms may be popular mobile marketing tools, but text message marketing still wins out as the choice advertising vehicle for small businesses. If looking to infuse fresh blood into your text message marketing campaign, check out the following tips: 

 

1) Encourage Customer Interaction

Today’s consumers have come to expect regular engagement, both at home and on the move. Try promoting brand awareness by using text to interact with digital signs. For instance, customers might send texts to a shared short code to receive an immediate, positive experience, such as seeing their name emblazoned on a billboard. Because this strategy doesn’t require downloading apps, it’s a quick and effective means of piquing customer interest. 

 

2) Implement a Multi-Channel Strategy

Today’s brands focus on multi-channel marketing strategies that takes full advantage of how consumers look for and process information. Almost every cell phone currently in use is SMS-capable, and as such all marketing campaigns should feature an SMS call-to-action. For example, an email offer that includes a way for consumers to sign up for mobile coupons is an excellent idea. Using SMS as a way to enter a Facebook competition also works. 

 

3) Keep Content Timely & Relevant

Delivering timely, valuable, and exclusive content to consumers is key in SMS marketing success. Promote existing campaigns, current coupons and discounts, and anything else that’s relevant to the “here and now” and for the “VIP text list” only. 

 

4) Create Actionable Local Advertising Campaigns

Local advertising should include an SMS shared shortcode and keyword that feature special discounts or offers. An ideal way to generate responses and track offline marketing channel effectiveness, this strategy is a much more streamlined, effective option than providing a phone number or a website and waiting for customers to call or click. 

 

5) Offer In-Store Recommendations

Improving consumers’ in-store experiences via easy access to product information, recommendations, and special discounts through SMS is yet another way to enhance your mobile marketing strategy. For example, a specialty store featuring a keyword that when texted provides customers with access to a special coupon, discount, or product recommendation, is an ideal way to attract new customers while satisfying current ones. 

 

6) Take Advantage of Opt-In Loyalty Lists

It’s essential that retailers have mobile opt-in loyalty lists that operate on a national scale as well as in individual store locations. “Even relatively small lists can drive significant sales, because they keep the store top-of-mind with their best customers,” notes Adam Lavine of FunMobility. 

So there you have it: a few tips for streamlining your mobile marketing strategy, with text marketing at the top of the list. 

 

How to Write an Effective Marketing Text Message

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SMS messaging is the only messaging medium with a truly global reach. A text message won’t be junked into a spam folder, and 95% of them are opened and read within minutes of receipt. It’s not hard to see why mobile marketing campaign managers are so fond of SMS messaging. 

When devising a mobile marketing strategy, the inherent properties of a text message amounts to a head start - but only when you’re competing with businesses that lack a mobile strategy. As more and more industries latch on to the potential of SMS it becomes harder to make your message stand out from the crowd. To get started, follow these rules-of-thumb for an effective text marketing campaign:

Know Your Audience

To maximize the response rate for your SMS messaging campaign, first establish who you are targeting and adapt your language and call-to-action accordingly. This might mean dividing your contact list into different demographics and creating a different message for each group. 

Time it Right

Most people have their phone with them at all times. But that doesn’t mean all bets are off when it comes to timing your message. Studies have indicated that mid to late afternoon is the most effective time to send a message. If your business serves multiple time zones, remember to stagger the ‘send’ times  - a surefire way to alienate customers is to wake them up with a special offer at 3am!

Grab Their Attention

Even more than other kinds of marketing, the space limitations imposed on SMS messaging means you need to grab the attention of your audience quickly. Lead with the offer - the ‘thing of value’ - and remember they will see the first few words of your message as a preview before they open the text, so make them count.

Test that Text

This should go without saying, but sending a test message to your own phone - and those of employees and friends - will help you iron out any kinks. You can’t really judge the impact of a text message until you see how it will appear to the recipient. Once your campaign starts, the testing stage isn’t over. Make small adjustments to your message each time you send a new one and you’ll be able to work out which elements of the text are most effective.

 

February 18, 2015

How Do My Customers Use Mobile?

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In order to develop a highly-effective mobile marketing campaign, you must first understand how audiences, specifically your audience, interacts with mobile technology. Ask yourself the following essential questions and gain invaluable insight into consumer mobile habits: 

How Are My Customers Using Mobile? 

Utilize analytics to determine how your target audience is using mobile. Are they using tablets or smartphones? Android or iOS? Are there certain times of day they shop the most, whether in store or online? Which mobile advertising tactic is therefore the best option? Once you discover exactly how your target customer base is using mobile, you can develop a customized marketing strategy to reach them through the most effective channel.  

Who Are My Competitors?

You and your entire team should download competitor apps and learn how they keep their customers engaged. This provides ideas, and otherwise helps you understand what’s working for other players in the space. Once you know what’s working (and what’s not), you’ll be better equipped to devise a plan that eclipses them. 

What is the Cost Per Download? 

Knowing the cost per download (or per customer acquisition) while launching your app is important when it comes to budgeting. Development is just one side of the coin. The financials also have to make sense when devising a proper price point.

Should I Use In-App Advertising? 

Popular apps such as Twitter allow in-app advertising and mobile advertising. This is an effective way to market your app or business to the masses, but it’s important to choose well-known and relevant apps that make sense for your consumer base.  

What About Social Media?

Mobile social media platforms are another efficient, effective marketing option, and one that offers near-immediate access to app downloads and web site conversions. 

Apps versus Mobile Sites?

At this juncture, consumers tend to favor apps over mobile sites, such as social media, email, and news apps. A mobile-friendly website is still a good idea, however, whether or not your company offers an app. 

Location-based Advertising?

If you haven’t jumped on the location-based advertising bandwagon yet, now is the time. With the massive proliferation of mobile phone use, location-based mobile marketing presents a highly-efficient way to attract new customers while keeping current ones engaged. Experiment with geo-fences and iBeacons, and craft marketing interactions with users as they enter or leave stores. Whether it’s sending suggestions, exclusive coupons, information about daily promotions, or anything else relevant to your brand and consumer base, it’s definitely a good idea to try location-based advertising via mobile web and text marketing. 

Do a little research through trial runs before committing to one or several mobile marketing strategies. Without knowing what your customers are after, you’ll be hard-pressed to create a mobile marketing campaign that works.