Mobile Coupons

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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 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.

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.

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. 

 

June 14, 2015

6 of the Best Summer Marketing Campaigns

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Some summer marketing campaigns are truly awesome, and remain in consumer minds for many seasons. If agonizing about your summer marketing campaign or how you can possibly craft one consumers will love, throw something on the grill and check out six of the very best summer marketing campaigns (possibly) ever: 

 

Share a Coke Campaign

The Share a Coke campaign by Coca-Cola was hugely successful, and based on the idea that people looovve their names on things. The company put names on their cans and bottles, such as those that read “Share a Coke With Alyx.” As seen by the spelling of “Alyx,” Coca-Cola went a step further and make it possible for those with unusually-spelled or unique names to personalize their own bottles. They named their campaign after their call to action, which is quite brilliant, and even came up with ways to ensure sharing. For example, the soda brand had vending machines at the Minnesota State Fair where you could personalize a can for free.

 

Pacifico’s “Well-Traveled Beer” Campaign

In June of 2011 brewing company Pacifico did a road trip from Mexico to the U.S. and stopped in five cities along the way. They brought kegs to surfer get-togethers, bonfire parties, etc. and documented their journey via photos, videos, and status updates. Brand engagement and excitement resulted.

 

Pixar and Disney’s Monsters University Campaign 

In preparation for the 2012 summer release of Monsters University, Disney and Pixar created a Monsters University website featuring information on monster sports teams, School of Scaring tours, famous alumni, news and events, etc. It looked like a real university website and created plenty of movie buzz.

 

Atlantic City Alliance ‘Do AC’ Campaign

In April of last year, the Atlantic City Alliance dealt with a casino closings and a drop in tourism by launching the $20 million ‘Do AC’ campaign. Entitled ‘Do Anything. Do Everything. Do AC.,’ the campaign was created to expand on the beach city’s image and take it from gaming destination to family-friendly vacation destination. Ads were crafted for television, print, billboard, and digital advertising. 

A bold rebranding move, it nevertheless worked, and capitalized on the idea that people want to be “seen” in AC enjoying all of its many attractions, not just casinos. 

 

IKEA’s Books on the Beach Campaign 

IKEA celebrated Billy Bookshelf’s 30th birthday in 2013 by erecting several of their Billy bookshelves (filled with books) on Bondi Beach in Australia. Beach-goers could take a book in exchange for donating to the Australian Literacy and Numeracy Foundation. The campaign therefore promoted IKEA as a compassionate brand while simultaneously advertising the Billy.

 

Starbucks Frappuccino Fun All Summer Long Campaign

In 2014 Starbucks launched their Frappuccino Fun All Summer Long campaign, an SMS and MMS campaign. The coffee bigwig posted a message to its Facebook page encouraging consumers to text the keyword STRAW to 22122 with an image of a Frappuccino. Consumers had to draw eyes on their frappucino, and the copy read “What has a green straw and wishes it had thumbs? This guy.”

 

 

 

May 30, 2015

TextStyle: Nordstrom's Entry into Text Message Shopping

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Shopping addicts beware: one of your favorite luxury retailers has just made it that much easier to shop through your mobile device. The higher-ups at Nordstrom are determined to solidify their foothold in the e-commerce world, and with their new tech tool that allows shopping via text, they’re well on their way. 

Certainly a method of encouraging overspending, TextStyle is a new text shopping service that allows consumers to make purchases based on recommendations sent over the phone by a personal shopper or by a favorite salesperson. The tool allows Nordstrom to remain competitive, as the store and fellow luxury retailers are engaged in a race to provide customers with new shopping options and related technology.  

Nordstrom currently gets 21 percent of its revenue from e-commerce. The company’s multi-year, $1.5 billion plan is all about “pushing its tech firepower forward,” especially as rivals such as Barneys New York, Macy’s, and Neiman Marcus are also spending a lot on retail tech. 

TextStyle is a proprietary NEXT opt-in, a secure one-on-one service that allows Nordstrom customers to get in touch with sales associates through text message if that’s their prefered communication method. A shopper or the salesperson sends private messages with an image or description of the product, and if interested, the shopper sends a “buy” reply and enters a unique code. The transaction is complete using the shopper’s account at nordstrom.com. 

Since personalized service is a huge component of luxury shopping, it makes perfect sense to incorporate such service into e-commerce. Neiman Marcus gave its 5,000 salespeople Apple iPhones some four years ago so they could text customers about the latest designer handbag or shoe arrival. 

“TextStyle is an important step forward in our efforts to connect with customers on their terms,” Scott Jones, Nordstrom’s VP of Personalization, told Fortune, remarking that the tool is a way the retailer is hoping to be “relevant for customers.”

Both Norstrom’s TextStyle and Neiman Marcus’s iPhone-armed sales associates are hailed as the “little black book associates” of the 21st century. Luxury retailers have always kept tabs on their best customers and what they liked to purchase, and are simply reformatting their “books” in regards to e-commerce. 

Which other luxury retailers will follow Nordstrom and Neiman Marcus and create their own shopping apps and text message services? Most likely all of them, especially since e-commerce isn’t going anywhere anytime soon. 

 

May 22, 2015

Mobile Marketing Tactics for Memorial Day

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Memorial weekend officially kicks off summer, but it’s also the ideal time to experiment with unique marketing ideas that can push your business to the next level during a lull in sales. From social media to military rewards, Memorial Day is a great time to invite people to look at your products and services using one of these unique marketing ideas.  

 

Special Giveaways

Memorial weekend is one of the busiest shopping times of the year. As people transition into summer, everyone is on the lookout for a good deal. Normally, a giveaway doesn’t sound like a lucrative marketing tactic, but paired with social media, and you’ve got yourself an authentic customer experience they’ll want to share with friends and family. 

Sample App is a great technology to integrate into this marketing plan. It delivers your sample to qualified consumers who will spread the word across various social media platforms about your brand. 

 

Coupons 

Aside from giving away products, another great way to incentivize sales is with a coupon—but not just any coupon. SMS marketing, or “mobile coupons” are 10 times more likely to be redeemed than traditional paper coupons. These electronic tickets are also significantly less of an investment, and are easier to scale. 

Keypons offer a great mobile coupon system. They’re easy to create for customers on the go. The coupons are delivered either directly to customer’s cell phone or to their social media accounts. 

 

Creative contests

Using a contest over Memorial Day weekend adds to the excitement of the entire event. Contest in general are a great way to increase short-term sales goals as well as build a future repeat customer base. 

Pairing again with social media, try using a customizable contest platform. Get creative with the contest and consider how best to integrate it with your products. Try a photo contest or a cost-effective sweepstakes. Set up the contest for free and preview everything before you pay using the free Twitter Contest App

 

Honor Veterans 

It’s easy to get lost in the hustle of the busy weekend, but don’t forget what the holiday is all about. Memorial Day is a great opportunity to provide military men and women, as well as their families with a special discount. In addition to honoring the military veterans, this is a great way to relate to customers that you care about them and appreciate their business. 

 

Loyalty Program

For business with a brick and mortar store location, there are even more opportunities to reward customers with an on-site loyalty program. In addition to driving sales now, this is a great way to boost sales in the future. 

Check out LoyalBlocks, an app that lets you personalize rewards and transform your store into a special loyalty palace where customers don’t have to do anything to receive special offers. Everything is loaded and built on the app so it’s inclusive and very easy to use. 

However you decide to celebrate Memorial weekend, be sure to take the opportunity to reach out to customers with a unique marketing idea that will get them excited to your products and services over the busy weekend. 

 

May 16, 2015

A Third of UK Online Purchases in 2015 Will Be Mobile

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According to eMarketer’s latest estimates, one-third of all 2015 online sales in the UK will take place on smartphones and tablets. The figure is believed to increase by over 40 percent by 2019. eMarketer also estimates that UK retail ecommerce sales will rise 14.5 percent this year to reach £60.4bn. This increase is due to an improved economy, more purchase delivery options, and shoppers turning to mobile devices for buying products and services.

Digital will function as the “main driver” of overall retail sales growth, and subsequently its share of total retail sales will increase to 14.4 percent this year. The increase puts the UK on top of global rankings in regards to ecommerce’s portion of total retail sales. China will be second, with a 12 percent share. The U.S. is farther down the line at 7.1 percent.

Additionally, growth trajectory for mCommerce sales is quite sharp, with this year’s forecast predicting a 30.3 percent increase. eMarketer experts say UK retail mCommerce sales “will reach £19.9bn in 2015, and by 2019, that figure will almost double to just short of £37bn.”

Tablets are especially essential to UK mCommerce sales growth, says eMarketer, as more and more consumers use the devices for “lean-back browsing” of potential purchases. Some retailers are putting extra effort into their tablet retail sites and apps, ensuring they’re both rich and responsive. eMarketer predicts that in 2015 tablet retail mCommerce sales will reach £13.3bn, nearly 67 percent of overall UK retail mcommerce sales. Compare that to 2013, when tablets accounted for a 60.5 percent share of such sales. 

“That mobile is playing an increasingly important role in the retail shopping habits of UK consumers is without question, be that via smartphone, phablet or tablet,” said eMarketer analyst, Bill Fisher. “What this demonstrates, though, is that digital shopping and buying long ago entered the mainstream for most UK consumers, and buying via mobile is just the next step. Indeed, device-agnostic buying, thanks to users’ familiarity with these various device types, is becoming the norm.” 

Even though consumers have demonstrated their willingness to rely on tablets and other mobile devices for making purchases, many retailers have been slow to adapt. Security concerns are one reason for this, and new payment technology options have stagnated as a result. However, the UK is set to establish itself as a huge player in the mobile commerce market over the next few years. 

May 02, 2015

Mobile Marketing Tactics for Cinco de Mayo

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Cinco de Mayo, or May 5th, commemorates the Mexican defeat of French troops at the Battle of Puebla in 1862. Celebrated among Mexican communities in Mexico and the United States, it has become a drinking holiday. Cinco de Mayo also offers businesses the chance to attract new customers while having a fabulous time with current ones. If devising a mobile marketing scheme in time for this holiday, check out a few tips to help you out: 

 

Fun With Hashtags

Why not create a hashtag campaign? Make one about a week or a few days before Cinco de Mayo encouraging consumers to take selfies with your merchandise, such as a Cinco de Mayo cup bearing your brand name. Feel free to create a competition out of it--think creative selfies featuring the cup and the appropropriate hashtag. Give out “awards” on Cinco de Mayo, such as sending coupons or discount information for free food, drinks, products, or services. Don’t feel limited to selfies--the hashtag campaign can include anything you want so long as it’s appropriate. 

 

Party, Party, Party 

Make loyal customers feel special by throwing an exclusive Cinco de Mayo shindig. Text a special VIP code to customers who have been with your brand for years, regularly purchase certain products or services, etc. The code could function as an invite to a private party of sorts--one that includes free food and beverages, deep discounts on certain items, free trials of services, and whatver else you want to feature. A fantastic way of thanking customers for their loyalty, it’s also a way to spread the word about your brand. After all, don’t happy customers enjoy talking about favorite products and special related benefits?

 

Sales Alerts

Throwing a huge Cinco de Mayo sale? Let customers know via text. You can also send customers exclusive sales codes that guarantee discounts on the holiday. Consumers never tire of exclusive coupons and promotions, and are that much more likely to patronize your business if they know they can get something for cheap if not free. 

 

Powerful Call to Action 

Don’t let your call-to-action ruin your Cinco de Mayo mobile marketing campaign. Opt for engaging, if somewhat personal, options such as “Start Your Adventure Here” and “Celebrate Cinco de Mayo With Us By [Doing X and Y].” Whatever you decide, keep it concise and creative, and never, ever use “Click Here” and similar statements. 

These are just some of the many ways to work Cinco de Mayo into your upcoming mobile marketing campaign...

April 13, 2015

5 Mobile Marketing Tactics You Should Avoid

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When something becomes commonplace, the issue of predictability follows. This is true of mobile marketing, so rather than falling victim to increasingly-stale practices, check out a five tactics you need to avoid like an infectious disease: 

 

A ‘Narrow’ Approach

Thinking of mobile marketing solely in terms of apps and the mobile web is a big no-no. Earning a spot on the app home screen is something that takes time and a heck of a lot of strategy, as consumers are all about context-aware experiences rather than basic mobile websites or subsequent advertisements. “Mobile wallet” is a great example of being context-aware, as the mobile wallet that is Apple Passbook allows users to store loyalty cards, assorted offers, and more. Saving something to a mobile wallet is less stressful than waiting for an app to download, and by assisting the consumer in some way, said consumer is more likely to engage. 

The new Messenger for Business is another fine example, as it allows brands to communicate with consumers through private chat threads. 

 

Singular Profiles

Rather than creating channel-specific databases featuring customer insights, brands need to work on single profiles of customers that utilize data from all channels. This creates an “omnichannel experience” that seamlessly moves between various touchpoints. 

 

Robots, Not Humans 

Relying on people instead of robots or automated systems for in-store support and interactive chat has become an archaic practice. Human employees get distracted, or feel ill and therefore not up to proverbial snuff. Brands must therefore focus on centralizing the rules of engagement in the cloud for customer support. For example, Lowe’s recently replaced people with robots in their stores to assist in shopper needs, such as finding products, with great success. 

 

Implicit and Explicit Intent

While marketers are contextualizing user experiences by location, they’re completely missing user implicit and explicit intent. For example, just because a man is walking through a makeup boutique doesn’t mean he should be sent a coupon for $5 off select mascaras. Understanding user intent in any given moment is imperative, as it helps brands accomplish their goals, i.e. providing the correct experience, function, or content. 

 

Interruptions

Picking and choosing the right time to “strike” is another necessary component of mobile marketing. Just because people enjoy receiving texts from friends doesn’t mean they’ll find a constantly-chirping phone fun to deal with. Showing restraint is therefore essential, and brands must resist the urge to inundate customers with offers and deals, no matter how spectacular. What they must do is find the right times to “strike,” and enjoy the rewards that follow.