Mobile Forecasts

130 posts categorized

October 02, 2015

How to Identify the Right Mobile Niche for Your Brand


Businesses that are succeeding today are using mobile technology to do so. They’re harnessing the power of mobile apps, mobile search, and text messaging to tap into consumers’—and other businesses’—demands. They’re also embracing mobile technology because it is effective, and it can no longer be ignored. Gone are the days when businesses could afford to forgo mobile technology due to cost or lack of understanding. Today, whether you’re already using mobile technology to advertise and grow your business, or are new to the game, you need to be identifying the right niche for your brand and reaching out.

To identify the right mobile niche for your brand, you first need to determine who your customers are, what devices they’re using, and how they’re utilizing mobile technology. Then, you need to position yourself as a company that’s mobile friendly and knowledgeable, and you need to supply what your customers are demanding.

Let’s take a look at a few ways in which businesses are identifying the correct mobile niches for their brands and seeing success:


When Public Opinion Matters

Mobile marketing to smartphones and tablets can help build a brand’s reputation or save one that’s damaged. The right mobile marketing techniques can increase customer count and shift negative perceptions of a company. 

Take, for instance, a business like a hotel or restaurant. These types of companies are prone to receiving negative feedback from disgruntled customers, many of whom document their anger and frustration online. These businesses benefit from mobile customer service techniques that bring a warm and fuzzy feeling back to the customer. Mobile marketing in these circumstances can include texting discount codes to customers and offering easy booking from tablets and smartphones. 

Brands that have been associated with more traditional marketing techniques, like banking, can utilize mobile marketing strategies to appear more contemporary and current. Recently, we’ve seen an increase in the number of banks offering mobile banking as a way to keep customers satisfied. Businesses that want to compete today need to be where their customers are. And, they’re on their mobile devices.


Mobile Devices to Meet a Specific Need 

Along with the rapid increase in mobile device usage, we’re seeing an increase in the types of mobile devices available and their usage possibilities. This is making it easier for businesses to come up with products and services specifically targeted to help other companies. 

New and unique niche market opportunities have arrived because of the ease of use of mobile devices. Crime scene investigators, trucking companies, and even pavement manufacturers are making the most of mobile technology and offering solutions that have never seemed possible. Those investigating crimes can use software applications to scan tablets and smartphones for important information. Truck drivers’ driving behavior, speed, and other stats can be monitored by their company via tablet. Sensors embedded in pavement can now be monitored, and tests can be analyzed easily via mobile technology.

Today, mobile technology offers opportunities for nearly all businesses—you just have to find the right method for you.

September 29, 2015

Delete Message, Restore Space: How to Recover Lost SMS Messages


Trashing old text messages on is a good way to improve your phone's performance. Large apps can take up a surprising amount of space on the hard drive. But did you know that SMS conversations can take up us much space? More, even, if there are pictures and video attached. Deleting text messages is easy, and should be done regularly to keep your phone running at optimal smoothness.

Understandably, many of us are reluctant to delete messages. We feel we may need the information in the future. Luckily, there are ways to recover deleted messages. Three of them:


The iTunes Method

The simplest way to recover old messages is to perform regular backups to iTunes. Deleted SMS messages can be recalled simply by plugging your device in to a computer. 

Once connected to iTunes, click the phone icon in the upper left corner of the screen; choose ‘Restore Backup,’ and hey presto - all previously backed-up settings, text messages and apps will replace the current data on your phone. It takes a few minutes. 

Of course, this method can only replace data from your most recent backup. The iTunes Method can't recover data from previous backups.


The iCloud Method

The iCloud is a solid option for retrieving lost text messages, as long as your service area is within a territory that backs up SMS messages automatically. To check if this is the case, read on...

Log in to iCloud using your Apple ID/password. Check if "Text Messages” is available. If not, you're not covered. If it is, you can start searching through old SMS messages to find what you're after. 

To do this, search through the messages and locate the text or texts you want to restore to the phone. Next, navigate to the settings menu, turn on the iCloud and turn "Text Messages" off. A pop-up will appear - click ‘Keep on My iPhone.’ 

Now you can turn "Text Messages" back on in the settings menu. Click ‘Merge,’ and the messages you selected from the iCloud will start to appear (again, this takes a few minutes).


Third-Party Apps

There are a few third-party apps that can recover deleted iPhone data. Some cost money, which is why this option is less attractive than just recovering a backup from iTunes. But if an app is your only option, we have a couple of recommendations.

WonderSahre is a nice piece of data recovery software, compatible with several devices. It recovers just about everything from lost pictures and videos to voicemails and SMS messages. Also recommended is iMobie PhoneRescue, which can recover 22 different file types. 

Lost or deleted text messages aren't usually a problem, but when you do need to get something back, you'll be glad you prepared your data storage practices ahead of time. Deleting old text messages should be a normal part of your iPhone’s maintenance, and is a good way to free up space. Equally, backing up the phone's data regularly should form a key part of your regular maintenance if you want to bid a permanent goodbye to the irritation of lost information.

September 22, 2015

Making Mobile Banking Less Risky


The world of work has undergone some radical changes over the last decade. Businesses have offices and employees scattered all over the globe; meetings take place via optic cables and tablet screens. The very notion of a ‘headquarters’, where all the important stuff happens, seems anachronistic in 2015. 

One of the key concerns for this diffuse employment culture is ensuring the security of financial transactions conducted over wireless mobile networks. There are a few ways to do this, each with their own advantages and drawbacks:


SMS Messaging

SMS has changed the banking industry inside and out, enhancing customer service and improving internal communications in a secure, reliable way. According to research by OpenMarket and International Data Corp (IDC), almost 90% of financial services companies believe mobile messaging has had a positive impact on the user experience, and 73% see text messages as an effective way to communicate with employees. 

SMS’ secret weapon is two-factor authentication (2FA), which drastically reduces the risk of fraudulent activity on an account. Even with 2FA in place, most financial organizations send notifications regarding high-dollar, high-risk transactions. 

The benefits of mobile banking go further than security (though, clearly, that’s the priority for both customer and bank). One in five financial services companies are using mobile messaging to ensure business continuity and enhance multichannel capacity, and one in four use it to improve risk mitigation (according to the IDC study). More than a third of banks use SMS to attract new business and improve retention rates for existing customers. 



Face, voice and fingerprint biometrics are making headway into finance security management. Facial recognition usually requires users to look at a screen and blink when prompted; for voice recognition, they read a short phrase.  

The simplicity of these actions is significant. It means biometrics and mobile messaging needn’t be mutually exclusive for the sake of convenience - they can work together to create a multi-factor authentication process that enhances security. Add to that the security of a password-restricted biometrics app, contained on the mobile device of the user, and you have a pretty tight ship.


Behavioral Biometrics

Even newer and shinier than physical biometrics is the concept of behavioral biometrics. It works by monitoring session behavior in desktop, mobile and cloud apps and creating a unique profile that draws on physiological data such as palm size and swipe and press patterns, as well as behavioral traits like usage preference and location habits. 

A number of behavioral biometrics systems are being developed for use by banks. Clearly, these additional layers of risk analysis and security can help protect customers - even across multiple devices - and provide a more frictionless experience at the same time.

This is all good news for mobile banking, which is already used by around half of customers at the main U.S. banks. Passwords are still expected by users, so are unlikely to disappear from view any time soon. Behavioral and physical biometrics are beginning to run alongside traditional log in data as a secondary line of defense, continually tracking the online tendencies of users to build an accurate picture and identify cyber security risks more quickly. The beauty of biometrics for the user is that there’s no need to download software or endure long sign up processes. All they have to do is, literally, be themselves.


September 07, 2015

Avoid These Common Mobile App Marketing Mistakes


Mobile apps have taken the world by storm.  A recent study cited in Forbes estimates that by 2017, 87 percent of all connectable devices sold will be mobile devices like smartphones and tablets. Companies that aren’t marketing on mobile are missing out, however companies that market badly on mobile networks are simply wasting their energy.

Here are some of the most common mobile app marketing mistakes and the top ways to avoid them:


Using the same marketing strategies you’ve always used.

Mobile is not your traditional media, and it doesn’t mesh well with traditional marketing strategies, according to a recent white paper by Fiksu. Traditional marketing often fails to resonate with mobile-first audiences, who are increasingly younger groups with a keen sense of their likes, dislikes, and desires.

In order to avoid this mistake, don’t market for a broad audience. Instead, leverage data-driven marketing tools to put specific messages in front of specific audiences.  Then, give audiences a way to interact, such as by downloading a free item, playing a game, or clicking a link to learn more.


Assuming you can simply transfer the desktop experience to mobile.

Mobile users are, by definition, on the go. Meanwhile, a desktop website or app rarely translates well to the smaller touchscreen format of mobile devices.  A “mobile” site that simply recreates the regular site, but at one-eighth the size, is likely to be baffling, un-navigable, and take too long to load. Any one of these will cause a user to click away quickly.

Instead, a recent article in Kissmetrics recommends crafting a mobile-specific version of your desktop site. Aim for something that will load in three seconds or less, has a few easy-to-read menus, and puts the essential message of your brand front and center.


Failing to tailor content to mobile messaging.

Whether you choose an app, a mobile site, SMS messaging, or all three, you should tailor your content to meet your specific goals. For instance, to send a link to users, make sure the link fits well into a text message or email, and then make sure that the content it links to works on all devices.  


Building an app without promoting it.

Over half a million apps currently exist, according to one Entrepreneur article, and more are created every day.  Without a plan for promoting your business’s app, even the most carefully designed, appealing, and easy-to-use apps will quickly get lost in the “noise.”  Before you launch the app, make sure you know how you’re going to promote it to existing customers and to new ones and follow through.


Neglecting to track and optimize marketing in real time.

Sure, millions of potential customers use mobile devices.  But how many of them are you reaching? What’s the payoff for the money and effort you’ve sunk into your mobile outreach? How could you do better?

Mobile marketing changes even more quickly than traditional marketing.  Today’s “sure thing” traffic source is tomorrow’s ghost town. To make sure your message keeps reaching your target audience, track the data and respond to the trends and patterns you see.

Engage customers, integrate networks, and decrease costs by working with a company that specializes in making mobile app marketing work for you.

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. 


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 16, 2015

BYOD Has Taken Off in Our Schools


If you had asked me ten years ago if I thought it was a good idea to allow students access to personal mobile devices during class time, I would have shuddered at the thought. I belong to one of the last generations that can remember what life was like before iPhones, tablets and Google. My younger sister, born only four years later, can hardly remember a time before AOL.  

For those of us who can make the distinction, I think it’s healthy to fear the unknown ramifications of our tech advancements, particularly on the youth. However, not everyone agrees with this view. 

Despite how many of us might feel about technology in the classroom, nobody wants to be the one stuck harping on the past. Today’s young learners have become so accustomed to mobile, tablets, and desktop computers that it would seem regressive to deny them access to these tools during a formal education—tools that may help students to learn smarter, faster, and more efficiently. 

Instead of resisting what comes naturally to these students, wouldn’t it be better to change the way we teach

According to a report by Sophic Capital, mobile education is the platform of choice for current students and teachers. The popularity and accessibility of mobile devices has made them as common among students as pens and paper. Many school districts are taking advantage of this and adopting Bring Your Own Device (BYOD) polices. 


What Is BYOD?

The BYOD policy provides educational institutions with a way to implement technology in the classroom and manage budgets by putting most of the cost on students. Instead of spending money on a uniform platform or device, students can use the device they already have or are most comfortable using. 

The benefits are unique and largely new to the landscape of public education. First, students will take ownership of the learning process by having more control over the ways in which some information is received. Further, they will have more flexibility outside of the classroom to review material during times most suitable to their schedule. 

Teachers will also gain significant insight into their students’ progress, gaining valuable analytical tools. Teachers can also communicate with students more regularly and gather real-time information from students to ensure material is being absorbed properly; if not, the teacher will have more time to adjust the lesson plan.  

If it all sounds too good to be true, that’s because there are some serious drawbacks that must be addressed. For most of the educational tools to function within the BYOD policy, students will also need access to the Internet. Parents and administrators alike agree that open access to the web is dangerous. From social media, inappropriate content, and predatory concerns, the list of issues and dangers grows with every passing year.  Formal safeguards among school districts have included comprehensive network security, limited access, and monitoring. Time will tell if these safeguards are enough to proliferate BYOD polices across the country. 

August 10, 2015

How to Create a 'Joined Up' Marketing Campaign


According to a report released by Interactive Media in Retail Group (IMRG) online retail purchases accounted for 24% of all retail sales in 2014. This number is up 14% from 2013, as well as the average basket value, which increased by 4%. 

Consumers are making more purchases online than ever before, and retailers are looking for ways to capitalize on this growing trend—in particular, how to link digital marketing with a customer’s physical experience in retail locations around the world.

Also noted in the report, customer experience ranks highest among retailers looking for positive growth in 2015. By focusing on improving a customer’s experience both online and off, retailers expect to see continued growth in online purchases—uniting digital efforts with the real retail world.  

One way retailers are able to this is with beacon technology, a Bluetooth device that connects with a customer’s smartphone based on proximity. Retailers can place these beacons in store entryways, on shelves or near checkout to offer instant rewards, promote special campaigns, or favorable discounts to loyal customers.  

Another example, and perhaps one of the easiest to implement, is the use of marketing hashtags to push consumers into a digital conversation. This is particularly effective with physical advertisements (billboards, TV commercial or radio ads). A hashtag used in the right place at the right time can be tremendously effective at provoking curious consumers to venture online, particularly on mobile where most social interaction takes place.  

SMS messaging or texting is another positive rout many retailers are taking to engage more intimately with their consumers. The upside to texting is that it’s immediate, highly effective at gaining responses and allows consumers to feel more directly connected with a retail company. 

Most importantly, proponents seeking a unification of the digital gap believe respect for the end user (thoughtful and relevant communications) will be significant in the process of developing a lucrative online sales funnel. Some marketing companies strictly focus on the mobile devices; its capacities and limits, which doesn’t align with improving a customer’s experience. 

Finally, 61% of retails agree that cross-channel marketing will be a focus in 2015. This means managing an integrated and thoughtful campaign that carries across several marketing mediums. By developing a cohesive message that points in a singular direction (towards more sales) the link between digital and reality will likely grow smaller.

August 08, 2015

Social Media Advertising Is More Effective Than It Appears


Social media channels are excellent avenues to reach out to a variety of consumers, start relevant conversations, raise awareness of your brand, and of course, seek out new leads. The latest studies reveal that 70% of businesses generate leads on social media, and 58% of marketers claim that social media channels have helped them boost sales over the years. Here are some ways in which social media marketing can be a dynamic method of advertising for your business – it’s easier than you think!

  • Social media advertising can play a key role in a content marketing campaign.

Ideally, you’ve already got a website with a landing page, resources, and a high-quality, content-driven blog. To maximize the effectiveness of this content, you must create active profiles on the appropriate social media websites. Your online campaign will not function properly without both components, and they must constantly refer back to one another. For example, a Facebook post should lead a prospect to your content-driven blog; similarly, the resources page of your website should lead to the Pinterest board for your company. 

  • The three E’s of social media advertising: Engagement, Expertise, and Entertainment.

Consumers visit social media sites to socialize, so your advertising efforts must work in tandem with a “cocktail party” mentality. Be personal and human in your posts, comments, and replies. People are looking for expertise; show them that you can deliver on the services they require, and consumers are much more likely to return in the future. (As a caveat, don’t be too technical or complex in your level of expertise. Content should be simple enough for a beginner to understand.) Make your business the go-to company for these types of services and watch your customer base grow. Finally, you have to entertain clients. The info you provide should be relevant, informative, and interesting. And remember: content marketing is not about pitching or direct sales—you want to increase engagement and brand awareness in this process.

  • Swim through social media channels that suit your business.

Obviously, the most popular social media channels are Facebook, Twitter, LinkedIn, Pinterest, Instagram, Google+, and SlideShare. Consider the types of people who visit these sites, and whether or not you should advertise your product there. For example, if you have a terrific article for people in your industry, join a few groups on LinkedIn and share your article with them. If your business has a lot of products best showcased through images, then post photos on Instagram or pins on Pinterest to provide more engagement with your brand. All in all, it’s about getting to know your audience and meeting them in the social media environment of their choosing.

  • Join the conversation to amplify your social media advertising efforts.

Eliminate pitches from any post you decide to share on social media for your business. Provide value with expertise in the content you post, driving the conversation with ways you can help (rather than just what you can sell). Answering questions in online forums is a good start. If you don’t know the answer, be honest, as this will help to establish your credibility. Continue to help the people you meet on these social platforms and, before you know it, you will be converting leads. 

Finally, it is important to highlight how necessary it is to respond to comments on social media channels. If you find negative comments, nip them in the bud; respond carefully and inoffensively, and offer help to these individuals. Others will see how helpful you are in handling these negative comments, and they will appreciate your attitude. 

Yes, the comments section is truly where the online conversation takes place, and if you are taking the time to respond to every tweet and reply to every comment, customers will definitely appreciate it.

July 29, 2015

Marketing Has Gone Hyper Local


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.