Mobile Coupons

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December 16, 2014

Here’s the Big Brand Proof that Mobile Marketing Tactics Really Work

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In recent years, mobile marketing has grown in its influence upon corporate marketing spend. It is currently only about 1% of the total amount spent on advertising, but times are changing. Studies performed by Bank of America/Merrill Lynch have predicted that mobile advertising spend in the United States will increase from $3.6 billion in 2011 to $18.3 billion in 2015. The reason: several Big Brands have jumped into the mobile marketing game, and these businesses are seeing some terrific ROI.

 

  • BMW. In early 2014, BMW began an MMS campaign to send pictures and video, as well as text messages to their customers, inviting them to purchase customized snow tires. Their conversion rate increased over 30%.

 

  • American Express. AMEX developed an interactive user experience for customers using smartphones. American Express members can create a customized “panorama,” relating their lifestyle interests from dining and travel to shopping and sports. The company then utilized the data they gathered not only find special offers for their customers, but they deepened their relationship with customers in the process.

 

  • Dunkin Donuts. This well-known pastry provider started to use SMS texts to drive sales, offering coupons to the customers through their mobile phones. Store traffic increased 20%.

 

  • Harley Davidson. Late last year, Harley Davidson used a mobile marketing campaign to promote their version of “The Twelve Days of Christmas,” through Route 66’s mobile club and a mobile social media campaign. Holiday dealer traffic swelled, and sale of helmets increased two and a half times.

 

  • Nissan. With the mobile ads they created for their Nissan Leaf model, Nissan showed customers “how far you can drive on a dollar.” This effective strategy caused mobile users to share the mobile ads, and drove up customer awareness about their products.

 

  • McDonald’s. Invented the “Restaurant Finder” app to help their customers find late-night locations. Mobile users responded by downloading the app more than 1.3 million times, with an estimated ROI of two to one.

 

  • Samsung. By sending targeted messages to people who have purchased the latest iPhone, Samsung Mobile has found an excellent way to reach savvy mobile users. They offered these individuals $300 to trade in their iPhone for a new Samsung device.

 

  • Verizon. Using QR codes and Facebook, Verizon enacted a competition to win a smartphone. If the customer who shared the Facebook post had a friend who bought their own Verizon phone, the original customer would get a free phone. The promotion generated $35,000 in sales for an ad campaign that only cost about a thousand dollars.

With a well-planned, well-timed strategy, any business can improve their bottom line with a good mobile marketing campaign. And while mobile marketing has a great deal of room to grow, this will not always be the case. The time is now to get a foothold in the mobile advertising market: take a page from the playbook of these Big Brands. Develop a simple mobile marketing campaign and track how effective the ROI in this realm can be. 

December 08, 2014

6 Ways Retailers Can Reach Cyber Shoppers

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With cyber deals nearly as prevalent on Thanksgiving Day and Black Friday as they are on Cyber Monday, more and more retailers are implementing holiday mobile marketing tactics. Let’s check out a few options for engaging cyber shoppers this year:

 

1) Dynamic Ads

Some clothing retailers are creating campaigns where consumers can click through ads and gain access to their latest collections. This includes browsing the entire catalog, viewing prices and embedded videos, and more. Such dynamic catalogs also automatically update with new offers. An ideal way for consumers to learn more about and engage with a brand, it also provides an easy online shopping option.

 

2) Integrated Content-Driven Commerce

"The online environment is the perfect medium for brands to engage consumers and provide that highly-valued content, however it is often disjoined from the shopping experience,” says Amanda McCreary, senior product marketing manager of online content platform company, Acquia. “Many brands have fallen into what Forrester Research calls the 'Two-Site Syndrome', with one site containing the product catalog, and another containing the rich, engaging marketing content. When this happens, the exploration and shopping experiences become disjointed, and leaves revenue on the table.” 

Brands should therefore focus on creating “integrated content-driven commerce experiences online.” Options for such a mobile marketing strategy includes engaging Facebook or blog posts that link to specific deal or sale pages, or an entire product catalog.

 

3) Location-Based Technology

A retail location may opt to blend their online world with their physical location via location-based technology. This can include presenting shoppers with deals and suggestions through their mobile devices when they enter retail stores, or catering to customers who live within a certain area/geographic region.

 

4) Mobile Apps

Mobile apps are another excellent mobile marketing tactic, with retailers such as Kohl’s, Victoria’s Secret and H&M all doing a superb job of including features and offers in their apps that “keep customers coming back for more.” Kohl’s in particular highlights deals of the day, coupons and other special offers that give consumers great reasons to use and refer to their app.

 

5) Social Media Sweepstakes

Social media sweepstakes across channels such as Facebook, Instagram and Twitter are mobile tactics that keep consumers engaged, since people check these channels about as regularly as they do their text messages. People usually jump at the chance to win free stuff or deep discounts, so sweepstakes keeps a retail brand firmly in the minds of shoppers.

 

6) Online Holiday Gift Guides

Online holiday gift guides can work as supplements to online catalogs, as many use their mobile devices to browse products before they shop. A dazzling online gift guide is certainly a way to engage customers, and one way to do so is through QR codes. Think of adding a QR code to each print ad that sends customers directly to a gift guide. 

 

 

 

November 27, 2014

3 Ways to Get More Punters with Mobile Marketing

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Punter (noun) British, informal : customer

SMS messaging is the most effective marketing method for bars. It lets you target specific customers with bespoke promotions, maximize your ROI and grow that all-important contact list.

The beauty of using mobile marketing tactics for bar promotion is the receptiveness of a willing audience, primed to engage with businesses via their smartphone. According to a recent YouGov survey, 75% of smartphone users prefer to receive promotional material in a text message. It’s a flexible medium capable of sending short, succinct information containing links to rich content. SMS is the perfect gateway to the meatier elements of your marketing strategy.

Here are five reasons why text message marketing is a good way to grow your business:

Immediacy

More than 90% of text messages are opened and read within a few minutes. That includes commercial SMS which, unlike email, requires opt-in consent from users. For that reason, texts are trusted sources of information. Let’s say you run a promotion via email. You need to announce your latest drinks special at least a few days ahead of time. What if your bar ends up packed with punters who did not receive the email? There was no need to run the offer and you’ve failed to maximize your profits. With SMS marketing, you can turn a slow Monday night into a busy one by issuing a last-minute deal. Now, you’re only reducing prices when it makes sound financial sense to do so.

Entertainment Promotions

If you run a live music program, you’ll know how effective it can be at drawing in a crowd. But bands are notoriously unreliable, and schedules can change with only a few hours notice. SMS messaging keeps your punters abreast of all the latest changes to the lineup, so even if someone pulls out, you can minimize the negative impact of disappointed customers.

Geo-Targeted Promos

One of the most powerful weapons in the mobile marketers arsenal, geo-targeting is a highly effective strategy for attracting nearby business. For bars and restaurants, geo-targeting is particularly useful, as you can quickly identify which opt-in customers are in the area, devise a promotion that will appeal to them, and get them through the door. This technique is especially useful on weekend nights; people are already out (often in large groups) bar-hopping with no real destination in mind. Geo-targeting allows you to attract passing trade during busy nights by offering an unbeatable drinks promotion. Again, make the offer time limited and punters are more likely to make a snap decision. With your nearby promotion, they’ll do the math and realize that spending the next couple of hours in your bar will save them a bundle.

SMS message marketing is highly effective for a fraction of the cost of other forms of advertising. A strategy can be devised and implemented within minutes. Reaching an audience in such a short space of time simply isn’t possible with more traditional ad mediums like radio and print. If your bar still doesn’t have a mobile marketing strategy, get one going in time for the festive season and your business will have a very merry Christmas indeed…

November 24, 2014

6 Thanskgiving Ideas for Restaurants

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Thanksgiving is a tricky time for restaurateurs to negotiate. Many eating establishments simply close for the day, unwilling to compete with the home-cooked fare being prepared in homes across the country. 

For most restaurants, that’s probably a fairly sensible idea. But just because you’re closed doesn’t mean you can’t capitalize on the holiday. In fact, by giving your staff the day off and minimizing your overheads, and helping customers prepare for their family Thanksgiving meal, your business could turn a bigger profit closed than open. With that in mind, let’s take a look at some top tips for making the most out of this year’s Turkey Day.

Make Dessert

With so much food to prepare for the big day, the idea of outsourcing some of the culinary responsibility is very appealing. Why not use your expertise to sell desserts or side dishes to customers as a way of relieving the pressure? Take pre-orders so you know exactly how much you need to order, and ask customers to pick their dishes up on Wednesday before 2pm so you can close early, safe in the knowledge you’ve made some extra cash.

Provide Supplies

In the same vein, you can make the most of your unused assets when closed for Thanksgiving. Offer chairs, tables and utensils at knock-down rental prices. Even if you throw in the washing up, your costs will be minimal. 

Offer a Seasonal Incentive

Take a holly leaf out of Christmas’ book and run a promotional schedule that counts down to the big day. Starting the Sunday before Thanksgiving, offer customers a 20% on wine one day, a half-off coupon for entrees the next, and so on up until you close. It’s a good way to generate more business to see you through the Thanksgiving slump.

Christmas Meal Vouchers

With Christmas around the corner, why not tie in your Thanksgiving promotions to the upcoming holiday season? Unlike Thanksgiving, it’s not uncommon for people to eat out on Christmas Day, so offer a deal on the latter that only applies if they buy before the former. Use the opportunity to entice customers to sign up for text alerts – it’s one of the most effective mobile marketing tactics there is.

Takeout Deals the Night Before

Again, you are well-positioned to alleviate the pressure on Thanksgiving cooks by eliminating the need for themcto make dinner the night before. Offer mobile coupons for takeout boxes on Wednesday November 26. Even if you don’t usually offer a takeout service, it’s a winning mobile marketing strategy; you can make a selling point of the service being a one-off, never-to-be-repeated deal.

Close for the entire weekend

Here’s an interesting one. It might seem counter-intuitive to close shop for the days following Thanksgiving, but it can work wonders for staff morale, bringing them back to the restaurant with renewed energy. Remember, most people are thinking about retail - not restaurants - on Black Friday, and between shopping for deals they’re working their way through all the leftovers. Instead of risking a quiet couple of days, close on Friday and Saturday and return with a bang on Sunday for the start of the Christmas craziness.

 

 

 

 

November 23, 2014

The Weirdest Thanksgiving Marketing Ideas

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If Halloween heralds the start of the Fall/Winter spending bonanza, and Christmas marks the climax, Thanksgiving is the comfortable middle age of the season; it’s not always easy for retailers to capitalize on Turkey Day. Unless you’re in the catering industry, there’s no guarantee of a healthy revenue increase. Halloween has costumes and candy. Christmas has gifts and decorations. Both require lashings of mulled cider and other boozy delights.

Thanksgiving is a comparatively quiet time for consumers, which means you have to get extra creative with your mobile marketing strategy. To help you out, we’ve come up with some truly weird and wonderful ideas to help your business through the holiday with a healthy profit, and set you up for the Yuletide madness that kicks in on Black Friday…

Break a Record

With so many bizarre world records out there, breaking one is not as hard as you might think. If you’re in the footwear retail business, why not try shattering the Guinness World Record for the longest line shoes, which currently stands at 10,513 (heel-to-toe)? After all, you have access to plenty of resources, and you can tie in a giveaway for people who attend the event. For more seasonal records, try plucking three turkeys in less than 11 minutes and 30 seconds, or persuading a willing employee to break the world record for the longest hug (currently standing at 24 hours and 33 minutes). The more relevant to your industry the better, but whatever record you attempt it’s a surefire way to generate free publicity.

Cranberry Bucket Challenge

Riding coat-tail on a wildly successful meme is one way to tap into the online zeitgeist. If you can give it your own twist, even better. Arguably the biggest viral success of 2014, the ice-bucket challenge is so simple it can easily be modified – as Charlie Sheen proved with his version in August. Give it a Thanksgiving spin by encouraging staff and social media followers to dump Cranberry sauce over themselves. It’s messier (and more expensive!) than ice, but it’s also a lot more colorful and crazy. 

Mobile Turkey Hunt

Incentivize your online followers to sign up for mobile alerts by offering a festive bundle of prizes to anyone who can find a stuffed turkey in a major city (stuffed with fabric, that is, not hazelnuts and sage!). Run a 48 hour turkey hunt, and send periodic clues via text message to participants. The first to send in a photo of the bird wins. Not only is it a slightly off-the-wall mobile marketing campaign, it will grow your contact list and set you up for future efforts.

October 30, 2014

Want a Personal Shopper? You Probably Already Have One

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Always dreamed of having a personal shopper? You probably already have one...in the palm of your hand.

A new survey by Perception Research Services International, a company that specializes in shopper

research, found 76% of smartphone owners use their devices for shopping purposes.

The survey notes “53% of smartphone owners rely on their devices to compare prices, 49%

to read customer reviews, 48% to search for product information, 48% to check for sales or

coupons, 37% to get product information from a manufacturer’s site, 34% to get a friend or

family member’s opinion, 31% to make a purchase, 31% to enter a contest, and 17% to view

a product demonstration.” Out of the 1,450 American adults surveyed, over half owned a

smartphone.

 

Consumers use their smartphones when shopping for a range of products, including electronics,

clothing, computers/software, groceries, cosmetics, furniture and appliances, cosmetics and

personal care products, office supplies, home decor, and pet supplies among other items. QR

codes are among the most popular mobile commerce options, with consumers using codes to

learn more about products and promotions, participate in loyalty programs and receive rewards,

read customer reviews, and obtain store addresses.

 

“Retailers and manufacturers need to adapt to a world in which shoppers are armed with a

tremendous amount of information at their fingertips—about the brand to choose, the price

to pay and the place to buy,” notes Jonathan Asher, executive vice president at Perception

Research Services International. “Retailers know they will continue to lose a certain amount of

sales to online purchases, and they must accept that some showrooming will occur. The key is

to find ways to capitalize on those opportunities in which shoppers are in their store examining

products, and make it compelling for them to make purchases there rather than go online—or to

some other retailer—to do so.”

 

Marketers are therefore encouraging shoppers to buy new products or services based on

previous purchases and shopping patterns. Companies such as shopkick and Paypal are

utilizing Bluetooth-enabled beacons to link consumer in-store data to mobile marketing. Taking

advantage of location-based technologies and tracking buyer history has subsequently made

recommending products and services to consumers easy and efficient. Even third-party

manufacturers can benefit.

 

Beacon hardware manufacturer Roximity is developing marketing technology that leverages

beacons. For instance, a supermarket using Roximity’s technology could allow a third-party

brand, such as Dole, to utilize its beacon network for a particular promotion.

Startup companies are quickly getting on board with location-based technology, using mobile

not only to help consumers find their businesses, but to add understand what products

customers like and how to incentivize greater purchases.

October 12, 2014

How Geo-Targeting Has Become a Precision Marketing Tool

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Recent geo-targeting improvements has this marketing tool poised to become the “next big thing” in mobile advertising.

Once upon a time, advertisers sent ads into universe, not knowing if they would be viewed or attractive to the user. Geo-targeting provided advertisers the ability to leverage smartphone GPS data and subsequently create ads relevant to the user’s location, and track user proximity to competitor businesses. This serious increase in ad relevancy has resulted in marketers looking to further develop geo-marketing practices. 

Two Techniques

Geo-tracking also offers targeted messages to consumers who patronize various businesses more than once. Two popular techniques that go beyond standard geo-targeting involve creating targeted ads based on either the user’s “passion points,” i.e. favorite businesses/establishments, or favored brands. Monica Ho, the vice president of marketing at xAd in New York, notes about one-third of the company’s brand campaigns are utilizing sophisticated geo-targeting techniques, a significant increase compared to previous campaigns. Indeed, the company’s location platform has grown an astounding 300 percent in 2014.

New Strategies

New strategies regarding geo-targeting include addressing the issue of delivering mobile ads “at scale with location-based targeting,” since most consumers don’t share their location unless engaging in specific activities. Another problem is ad placement at the “expense of reach.” However, Michael Boland, senior analyst and vice president of content at BIA/Kelsey in Chantilly, Virginia, notes “...using location instead to profile and target audience segments broadens the locus of targeting beyond impression-depleting locales.”

The Challenge

The problem with geo-targeting is frightening off users when marketers make it obvious they know where they are and what they’re looking for. This is also the most effective way to engage with customers, however.

“If someone in Atlanta mentions getting engaged on Facebook and starts asking brides where they got their dress, a local bridal shop could combine that interest with geo-location data and reach out with information about a sample sale," said Kam Desai, cofounder of newBrandAnalytics.

"Combining location with interest for a targeted promotion that’s very relevant to that particular consumer," he said. "If you’re sharing authentic, relevant information, consumers will value that. Knowing location is just another tool to be able to customize campaigns more effectively."

Additionally, marketers are looking to user location history for ad creation. This is thanks to the combination of mobile and big data. 

“Signals being captured by smartphones and processed through apps and cloud platforms are unlocking all kinds of valuable data by which to target ads not just by location but location-oriented factors like weather and demographic patterns,” Boland noted.

Marketers will no doubt continue their work with geo-targeting, resulting in even more sophisticated ad campaigns. 

October 07, 2014

iBeacon Goes Mainstream in Mobile Marketing

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According to CMO.com, iBeacons and geomarketing are quickly becoming mainstream tools for marketers.

The iBeacon is defined by Apple as "a new class of low-powered, low-cost transmitters that can notify nearby iOS 7 devices of their presence.” It relies on Bluetooth low-energy proximity sensing to” transmit universally-unique identifiers”picked up by compatible apps or operating systems. These identifiers may be looked up via the internet to determine the device's physical location, or result in action, such as a push notification or check-in on social media.

Geomarketing involves geographic information used in the planning and executing of marketing strategies. It allows marketers to target advertising campaigns and subsequently appeal to consumers based on where they live or shop.

A U.S.-based team researching mobile marketing found some 18 percent of mobile marketers are utilizing Apple iBeacons, which is expected to double in 2015. Additionally, 49 percent of marketers noted they would use device positioning to deliver content, while 48.8 percent plan to add such capabilities to their mobile marketing strategy over the next year.

The Adobe Digital Team Index recently found 33 percent of average mobile users look to their mobile devices for help when shopping in-store, and 9 percent have used mobile wallets over the past three months. This percentage rises to 22 among “mobile elite” users. Adobe also discovered bounce rate referrals from social networks are higher on mobile devices than desktops at 61 and 53 percent, respectively.

Adobe’s digital team researched other mobile dynamics and trends as well, including social channels. They discovered Pinterest is the “most mobile” social network, with 64 percent of its referred traffic coming from either smartphones or tablet devices. Twitter is at 62 percent in terms of mobile use, and Facebook at 41 percent. Tumblr has the highest revenue per visit from mobile devices--$2.57--with Facebook coming in second at $1.85.

The company’s Mobile Benchmark Report was based on aggregate data from some 18 billion visits to retail, media, entertainment, financial services, and travel websites in June 2014. Behavioral data from companies using Adobe’s Marketing Cloud solution, Analytics and Mobile Services platforms was also studied. The report researched, in total, 700 million mobile app use sessions, 3,000 mobile users, and over 10,000 U.S. websites and apps.

With so many companies jumping on the iBeacon and geomarketing bandwagons, mobile ad campaigns will only become more and more location specific. 

September 23, 2014

5 Reasons Why Mobile Marketing is Top Dog

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Mobile marketing is now so sophisticated and ubiquitous, it’s easy to forget just how new the phenomenon is. Web marketing has been around since the advent of the internet, but apart from a few rather crude SMS blasts, the concept of mobile marketing didn’t really exist until the first wave of smartphones came out less than a decade ago.

It may have taken a while to come of age, but mobile commerce has been making up for it over the past few years, with sales derived from tablets and smartphones expected to reach $100 billion by the year’s end. Google analysts predict mobile search volumes will outstrip desktop by 2015. Every business worth it’s salt is pursuing some kind of mobile marketing strategy, each hoping to corner their share of a smartphone audience that accounts for more than half of the population of the United States.

We’ve identified five key reasons why mobile has become the top priority of businesses great and small:

It’s Local

Right now, 40% of mobile searches are local; 77% of those take place from a user’s home or workplace, indicating an active preference for mobile even when alternatives are available. This is tremendously important for small businesses serving their local area. By targeting local keywords, a small business owner can conduct an effective mobile marketing campaign on a relatively tight budget. Which brings us to…

It’s Affordable

Before the mobile revolution, effective marketing campaigns were expensive. Really expensive. Television, radio and billboard advertising cost a lot of money, way more than your average small-to-medium sized business owner can afford. Big corporations got bigger and everyone else was priced out. SMS messaging has changed all that, allowing start ups to have a realistic chance of success on shoestring budgets. The ROI for mobile advertising is also easy to track, with analytics providing invaluable data like peak search times and customer preferences. With mobile, businesses can tweak their service according to consumer behavior and make their ad spend go further.

It’s Fast

Four out of five mobile conversions happen within five hours of the search. This is critical because searches turn into leads, and ultimately sales. Make yourself available via mobile and you can grab more customers faster than ever before.

It’s for Everyone

The first generation of cell phone owners are now in the valuable 55-64 demographic – and their children are even more tech savvy. Mobile growth is happening across all age groups and ethnicities, which is a solid gold gift for marketing managers.

…and Everything

The top five tasks performed on smartphones are making phone calls (83%), checking emails (74%), search (67%), taking photos (62%) and accessing social media (57%). There’s hardly an online activity that isn’t conducted via mobile. Another gift for marketers, who can focus variously on each task as part of their campaign.

Mobile marketing is here to stay, and it represents a real revolution for small business owners who no longer have to be drowned out by corporate clout. Get on board with your own mobile marketing campaign and you’ll find out for yourself why mobile is top dog.

September 16, 2014

Touchpoint Device Incentivizes Brick and Mortar Customer Tap Ins

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Getting push notifications in front of customers is one of the primary concerns of the modern mobile marketing campaign, but it’s important to remember that sending your message to smartphone screens is a highly personal – invasive, even – activity. That’s why any mobile marketing campaign must be conducted with care and sensitivity.

Enter Tapcentive. The San Francisco-based firm recently launched an automated platform that allows customers to earn coupons, points and other rewards by tapping their phone to a $35 ‘Touchpoint’ device. The small device contains a Bluetooth Low Energy (BLE) beacon and a near field communications radio (NFC), both of which detect the tap of a customers phone. Android phones already carry NFC chips, and Apple is expected to follow suit with its latest iteration of the iPhone. Here’s how it works: 

  • A customer taps the Touchpoint device when they enter a retail store
  • The store’s app launches automatically or, if the customer does not have the app, can be downloaded via the Touchpoint platform (along with an instant reward)
  • A mobile marketing communication channel is now opened between customer and brand – all instigated by the consumer

This last point is crucial. The thinking behind Tapcentive is that greater engagement with the opt-in process translates to greater long-term engagement with the brand. It’s a cocktail of pull notifications, push notifications and straight up incentives. 

And, according to the brains behind the innovation, there’s a lot more to come. Tapcentive plans to add more features capable of reaching the customer via social media, website, email and text messaging.

The notifications themselves are also breaking new ground, representing part of the ‘gamification’ of mobile marketing. For example, a store might set up a game in which the customer wins a coupon for going around the store and tapping Touchpoints in four different departments. Another game might reward every 25th customer who taps a Touchpoint, or register them in a sweepstakes.

It’s all centrally managed via a web portal which plans the types of content available at each Touchpoint, and the triggers by which the platform will start communication with customers. There’s also the standard built-in analytics tools to measure the effectiveness of each mobile marketing campaign. If you’re interested in mobile marketing innovations, keep an eye out for the telltale Tapcentive Touchpoints in stores near you!