Mobile Forecasts

121 posts categorized

July 29, 2015

Marketing Has Gone Hyper Local

Depositphotos_45467981_s-2015
 

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 20, 2015

Android Leads the U.S. Market but Trails in Europe

Depositphotos_52462717_s-2015

According to a recent report by Kantar Worldpanel ComTech, the Android OS increased its market share by 2.8% at the end of a three month period; leading the US with an overall market share of 64.9%. The first full month of sales for Samsung’s latest Galaxy device propelled the company forward year-over-year in the US. However, the same did not hold true for the EU market, where sales have slowed throughout the big five: Germany, Great Britain, France, Spain and Italy. 

According to the report, iOS users in the US began to drop off as the shares declined period-over-period and year-over-year. Meanwhile, in Europe, the demand for the iPhone 6 has been steadfast, with the latest model reaching unprecedented success in Great Britain, Germany and France. 

Android-based smartphones received assisted growth from LG, which nearly doubled its US shares year-over-year. This was not the case in Europe. Android vendors in Europe had to count on winning new users away from apple—which has seen little success. Ending in May, only 5% of new Android users switched from apple; down from 11% percent during the same period the year before. 

The Galaxy S6 has been reported as the third best-selling device in the US, just behind the iPhone 6 and its Samsung predecessor the Galaxy S5. Samsung’s year-over-year success is up as well, down only .5% compared to 1.6% in three months ending in April.

Other foreign markets are shifting as the smartphone wars wage on. Urban China, for example, has introduced a third contender to a once two-pronged industry. Currently apple leads in China, followed by Huawei and third competitor Xiaomi. The three are all within half a percentage point share of each other, though considerable differences in niche markets may explain the spread. 

In China, Apple’s sales continually come from high-income users and throughout the most prominent cities: Beijing, Guangzhou, Shanghai, and Shenzhen. Close to 7% of apple’s total sales in China are from these affluent areas, while Xiaomi only captures 2% of this same market.  

In urban China, Huawei became the best-selling Android device brand. Thirty-nine percent of Huawei’s sales come from users with a monthly income of less than 2,000 RMBs.  

With several markets developing new infrastructure, the likeliness of new users is on the horizon in several underdeveloped countries. With Apple prices comparatively high, it’s left considerable room for competitors to come in and offer less expensive alternatives. 

July 12, 2015

Android Leads the U.S. Market but Trails in Europe

Depositphotos_18878345_s-2015
  

According to a recent report by Kantar Worldpanel ComTech, the Android OS increased its market share by 2.8% at the end of a three month period; leading the US with an overall market share of 64.9%. The first full month of sales for Samsung’s latest Galaxy device propelled the company forward year-over-year in the US. However, the same did not hold true for the EU market, where sales have slowed throughout the big five: Germany, Great Britain, France, Spain and Italy. 

According to the report, iOS users in the US began to drop off as the shares declined period-over-period and year-over-year. Meanwhile, in Europe, the demand for the iPhone 6 has been steadfast, with the latest model reaching unprecedented success in Great Britain, Germany and France.  

Android-based smartphones received assisted growth from LG, which nearly doubled its US shares year-over-year. This was not the case in Europe. Android vendors in Europe had to count on winning new users away from apple—which has seen little success. Ending in May, only 5% of new Android users switched from apple; down from 11% percent during the same period the year before. 

The Galaxy S6 has been reported as the third best-selling device in the US, just behind the iPhone 6 and its Samsung predecessor the Galaxy S5. Samsung’s year-over-year success is up as well, down only .5% compared to 1.6% in three months ending in April.

Other foreign markets are shifting as the smartphone wars wage on. Urban China, for example, has introduced a third contender to a once two-pronged industry. Currently apple leads in China, followed by Huawei and third competitor Xiaomi. The three are all within half a percentage point share of each other, though considerable differences in niche markets may explain the spread.  

In China, apple’s sales continually come from high-income users and throughout the most prominent cities: Beijing, Guangzhou, Shanghai, and Shenzhen. Close to 7% of apple’s total sales in China are from these affluent areas, while Xiaomi only captures 2% of this same market. 

In urban China, Huawei became the best-selling Android device brand. Thirty-nine percent of Huawei’s sales come from users with a monthly income of less than 2,000 RMBs. 

With several markets developing new infrastructure, the likeliness of new users is on the horizon in several underdeveloped countries. With Apple prices comparatively high, it’s left considerable room for competitors to come in and offer less expensive alternatives.  

July 11, 2015

EU Scraps Roaming Charges

Depositphotos_35711349_s-2015
 

After two years of negotiations, the European commission, members of parliament and national ministers have reached an agreement to drop roaming charges in an effort to pave an internet fast lane for the future. Despite obvious resistance from the mobile industry, telecoms received some assurances with a side deal aimed at service providers and faster connection fees—the broader issue of net neutrality has also come into focus. 

On average, EU travelers spend £61 more than usual during a holiday. By mid-2017, roaming charges are scheduled to drop completely after an interim period beginning April of next year. This year, mobile service providers can still charge travelers to EU states as much as 19 cents a minute for outgoing calls, 5 cents for incoming calls and 6 cents per text message.  

By allowing telecom firms to charge service providers like Google, Facebook, and Netflix increased fees for faster connections, some fear smaller competitors will be forced out completely. While campaigners celebrated the dropped roaming charges, others worried the new laws were ambiguous and blurry, leaving much open for profitable interpretation.  

According to the new rules, companies can pay to use the internet fast lane only if the improved connection is determined “necessary” for the service. Whether or not “necessary” protects nonprofits, startups and public service websites has yet to be realized. However, it is clear the draft laws are making an effort to identify public interest exceptions including network security, eliminating child pornography, and improving connections for sensitive health or safety services.   

The telecom industry has condemned the legislation from the start, emphasizing its restrictive nature and potential threat to innovation and competition. For now, the votes are pro-free internet and a likely catalyst for more discussions on net neutrality. 

Compared to the EU, the United States hasn’t been as progressive on net neutrality. The EU’s new rules outlining more equal access to the internet might not be perfect, but it confirms their stance on the wider issues at hand.

The issues are of course about equal access regardless of platform, application or user. Net neutrality aims to ensure that information is not made financially inaccessible because of strict regulations placed on service providers or limited by fees and faster broadband. 

It’s likely that this particular case in the EU will spur discussions in the United States and perhaps influence the outcome of subsequent laws in the EU. Time will ultimately tell if the internet fast lane is a safe place to surf the web.   

June 26, 2015

Brand Awareness is Key Concern for Mobile Marketers, says Study

Depositphotos_68476527_xs
 

Globally, the number of mobile phone users has surpassed the number of desktop users, which is why mobile marketing has become firmly established as the best way for businesses to reach large numbers of people. As more research is conducted into the true depth of mobile’s entrenchment in modern commercial life, the trend towards small-screen marketing becomes obvious.

A new Regalix report shows 67% of B2B marketers see spreading brand awareness via mobile as their top priority. Other high priorities for mobile marketing objectives include increasing customer engagement (62%) and boosting revenue (48%). Overall, more than half (51%) of businesses say they invest in mobile marketing tactics of some description.

That small and medium-sized businesses are turning to the affordability and convenience of mobile is hardly surprising. According to the latest research, 82% of B2B marketers report increased customer satisfaction as the principle benefit of mobile marketing. Customer engagement and improved customer service also rated highly on the participants list of benefits.  

What is so striking about this across-the-board satisfaction with mobile as a marketing channel is how rapidly it arose. More than half of those surveyed say they have been using mobile marketing for between one and two years. In this short period of time, mobile’s status within the business community has reflected its huge influence on the wider world. Marketers have seen which way the wind is blowing, and responded in kind. If you're still in doubt as to the efficiency of a good mobile marketing strategy, it's time to cast that doubt aside...

June 25, 2015

Mobile Tech & the Travel Industry: What's Hot and What's Not

Depositphotos_8497196_xs

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 24, 2015

5 MMS Marketing Tactics

Depositphotos_22321423_xs
 

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 22, 2015

Will Apple's Taptic Engine Make it to Mobile?

Depositphotos_27390261_xs
 

Apple’s latest innovation is the Taptic Engine, a new feature for their smartwatch as well as the 13-inch MacBook Pro. Utilizing a research lab technique engineered 20 years ago, the technology features an electromagnetic motor that “tricks your fingers into feeling things that aren’t actually there.” This is due to the motor’s oscillation, which potentially promises a future full of smartphones and desktop trackpads where fingers are used to feel rather than touch interfaces.  

Named Force Touch, Apple has touted the technology as the "most significant new sensing capability since Multi-Touch," which foreshadows the idea of using the technology for the iPhone, etc. Its use in the MacBook trackpad, for example, presents something more sophisticated than the almost base motors used to make smartphones and game controllers vibrate.  

“Today’s Apple announcement made possible by Margaret Minsky’s lateral-force haptic texture synthesis research, 20 years ago,” former Apple designer Bret Victor wrote in a tweet. Minsky’s 1995 doctoral thesis focused on simulating texture with lateral force using a “custom software environment called Sandpaper.” Minksy discovered applying specific patterns of horizontal force to a joystick made it possible for users to “feel” assorted textures. Amplitude adjustment changed the effect, with a key point of Minksy’s work that sideways spring forces frequently feel like downward spring forces when touched by fingertips. 

 “It is, in the Apple way, very well engineered,” haptics pioneer Vincent Hayward of McGill University said of Apple’s Taptic Engine. “There’s a lot of attention to detail. It’s a very simple and very clever electromagnetic motor.” 

The potential to use the engine in a number of applications is somewhat outlined in Apple’s release notes: “When dragging a video clip to its maximum length, you’ll get feedback letting you know you’ve hit the end of the clip. Add a title and you’ll get feedback as the title snaps into position at the beginning or end of a clip. Subtle feedback is also provided with the alignment guides that appear in the Viewer when cropping clips.”

Does this mean “Bumpy Pixels” are the proverbial wave of the future? Hayward imagines a variety of possibilities. 

“It could make interaction more realistic, or useful, or entertaining, or pleasant,” he noted. “That becomes the job of the user experience designer.”

Should the Taptic Engine appear in the iPhone, the result could include keyboards where you feel the grooves in between the letters, or feel texture while skimming Instagram or playing a game. Hayward believes the iPhone potential is definitely there, it simply requires creating a motor that’s powerful and battery-efficient enough for such devices. 

“More interesting paradigms really are around the corner,” he said. “They already exist in labs. If you come to Paris, I can show you some things that you will have in phones in 10 years. Or maybe five years. Or two years, if we’re lucky.”

 

June 17, 2015

Email as a Mobile Marketing Strategy


Depositphotos_10584777_xs
 

Despite growing approval and increased attention paid to mobile marketing, some critics have missed the mark when it comes to email in the new mobile world.

Since the 1960s, email has been a standard across various channels as technology has changed and improved. Email is constantly sited for its powerful conversion rates, engagement and ROI. In a recent marketing census, eConsultancy concluded that revenue generated from email marketing campaigns has proportionally increased by 28% in 2014, and was ranked first with regards to ROI. Sixty-eight percent of the companies utilizing email to correspond with customers rated the method ‘good’ or ‘excellent’. 

Lines between mobile marketing and email have been drawn exclusively to separate the two. The problem is, separation doesn’t accurately represent what’s being played out among user behavior. In fact, the separation of the two isn’t just impossible; it’s a huge opportunity.

An incredible 70% of emails are now opened via mobile—an incredible shift in user behavior towards the mobile landscape. The roll of email has become so intrinsic in the daily lives of users that it’s inescapable. Gmail and Yahoo! reported almost 70% of every email opened using their services is done using a smartphone or tablet; what’s more, 61% of mobile users read at least some of their emails via mobile. The questions dividing the mobile and desktop arenas are justified, but email doesn’t seem to have the same limitations.

It’s a safe bet that some other form of mobile correspondence won’t replace email; so learning to utilize email to reach the user on-the-go becomes the better objective. Knowing how to tailor an email to meet the specific needs of a mobile user is the key to devising a strong email-friendly mobile marketing strategy.

First, adjusting the content to be mobile responsive is imperative. The call-to-action should be plain, clear and direct, in addition to being well placed and easily tapable. This means larger buttons, clear font and limited scrolling. 

In addition to formatting the message for a smaller screen and mobile ease, mobile consciousness should be addressed. Users are in a different state of mind when using mobile, and that’s something that can be harnessed and used to a marketer’s advantage.

While email enjoys the intimate space of an inbox, mobile email offers a far more personal experience in the palm of a user’s hand. Where is the user going? What time of day is it? By considering the mobile moments in the day, and when those moments relate to the right products and services, marketers can do a better job of getting inside a user’s head spaces and further anticipating their needs.

So for the naysayers out there who assumed email was on its way out: guess again. 

June 14, 2015

6 of the Best Summer Marketing Campaigns

Depositphotos_23452210_xs
 

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.”