Mobile Web

160 posts categorized

August 28, 2015

How to Reach Students with Your Mobile Marketing Campaign

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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 18, 2015

Here’s What Your Digital Marketing Campaign Should Look Like

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SMBs are constantly looking out for convenient, affordable and effective marketing methods. But in order to make digital marketing work, you need to understand how each  marketing strategy operates. With that in mind, let’s take a look at the main strands of an effective digital marketing campaign:

 

SEO

The digital marketplace is crowded, so visibility is one of the first - and toughest - challenges a business faces. Creating a strong SEO strategy requires detailed research of your industry and target market, and a thorough knowledge not just of your products, but how the majority of people will search for them. Establishing which keywords you will target is the first step. Next, your onsite strategy (that is, for your own website) should incorporate enough keywords that the search-engine bots know what you’re all about, but not so many that it affects the fluency and style of your content. Your offsite strategy pertains to how external web spaces refer to your site. That means accruing inbound links and promoting your brand via guest posts on other industry websites. A diverse SEO strategy is the most effective in terms of boosting your rankings in the Search Engine Results Pages (SERPS).

 

Mobile

Mobile marketing is the process of reaching an audience through smartphones and tablets. It could be in the form of native technologies like SMS messaging and voicemail, or amending existing web content to make it more ‘mobile friendly’, or, if you have the budget, via apps and other types of software. There are many ways to reach people using mobile marketing. A solid mobile marketing campaign encourages users to visit your site and social media pages.

 

Social Media

Social Media has been a huge boon for SMBs. Even on a very tight or non-existing marketing budget, entrepreneurs can use social media to good effect. Most of the big social media players - Facebook, Twitter, Instagram, LinkedIn - are free and easy to use. 

 

Blogging

Regular blogging is a good way to establish authority in your industry. It constantly increases the size of your website by adding fresh, relevant content, adding value even if you don’t command a huge readership. But a truly compelling, well-written blog containing original expert opinion will give your brand credibility with competitors and customers.

 

Email

It’s not the first port of call for marketers any longer, but email should still form part of a multi-channel marketing strategy. For getting rich content out to large numbers of people, it’s hard to beat. Be sure to use it to full effect, offering something of value with every email. As with SMS marketing, email marketing demands a lightness of touch, so avoid sending emails much more than once a month.

 

August 14, 2015

Textbooks Vs. Tablets

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In 2013, the Los Angeles Unified School District made headlines for spending $30 million on iPads for nearly 640,000 students. Currently, the K-12 publishing market is an $8 billion industry, dominated by just three publishes: McGraw, Pearson, and Houghton Mifflin Harcourt. The debate as to whether more school districts should make the digital leap is met with fierce opposition from publishers as well as other tech naysayers, who see the value of printed textbooks unrivaled by tablets.  

Why should school districts replace textbooks? If it ain’t broke don’t fix it, right? Textbooks aren’t broken, but students today learn and engage differently with technology than previous generations. Tablets allow students to feel empowered by the learning process by playing to their strengths. Moreover, most K-12 teachers believe technology benefits students’ learning goals. 

Some of the more practical reasons tablets are working well in places like Los Angeles involve the hardware itself. For starters, one tablet has the ability to store more books than a student will ever need for the entire duration of his or her public education. Plus, in addition to textbooks, tablets can store homework, quizzes, and tests, eliminating heavy loads from students’ backpacks and desks. 

Additionally, tablets allow teachers to give their students the most accurate and up-to-date information possible. Publishers have been criticized for making minor amendments to text volumes and charging schools top dollar for new editions. Once textbooks go digital, the print costs will be eliminated, which will result in textbook savings of as much as 60% for school districts. 

But aren’t iPads expensive? Yes, they are. One of the strongest arguments against a paperless system is that technology doesn’t come cheap. The trouble isn’t so much with the tablet cost as all the software and infrastructure school districts would have to develop to support these devices. To put things into perspective, the average battery life of a tablet is less than the length of a school day. Imagine 640,000 iPads plugged in: that’s a lot of juice.

Additionally, wear and tear on a textbook can go much further than on an iPad. And a forgotten textbook on a picnic table doesn’t have the same appeal as a state-of-the-art tablet. Some paperless opponents believe students will be targeted for theft if tablets become a common student item. 

There are more obvious problems facing the paperless fight. Open access to the Internet is like opening Pandora’s box; students are notoriously distracted by social media, gaming, and texting. 

Whatever stance a school district takes, the omnipresence of mobile in student life will remain. Will we choose to adapt to student preferences, or are the risks too high?

 

August 13, 2015

SMS Concierge GoButler Wins $8m in Funding

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Wouldn’t it be great to have a personal assistant? Apple’s digital concierge called Siri was supposed to set your appointments, make it easy to access information, and recommend places to eat nearby. But that’s not exactly how most of use Siri. Instead, we ask her for bedtime stories and other ridiculous queries—our dreams of virtual assistance took a few giant leaps back. 

GoButler is looking to make up some lost ground. Using basic SMS messaging, GoButler connects users with “heroes,” or trained employees of GoButler that assist with fulfilling just about any request. The service is free and claims to be able to handle even the tallest order, so long as it’s legal.

If this sounds familiar, that’s because this isn’t a novel idea. Similar products already exist like Magic, an app used primarily on the West Coast with the same general SMS-based premise. So what makes GoButler different?

 

How GoBulter Stands Out from the Pack

To start, the originally Berlin-based startup has just locked down $8 million in series A funding; this corresponds with the app’s recent release from beta and introduction to several new markets including the US, Canada, UK, Germany, Austria, and Switzerland. 

GoButler also just moved its headquarters to New York City, where the company plans to develop technology to improve the automation aspects of the service. Moreover, the move was not coincidental. The GoButler team is prospectively looking to take over the East Coast, a current gap in the virtual assistant market, with the hopes of beating out its competitors as it improves the software and grows the user base.  

The startup’s founder and CEO Navid Hadzaad acknowledged that virtual assistants are already available in the app store but rejects any notions that GoButler is a specific clone; Magic and GoButler were launched just 3 weeks apart from each other.  

All three founders of GoButler—Navid Hadzaad, Jens Urbaniak and Maximilian Deilmann—were previously employed by the successful German tech company Rocket Internet; however, upon completing the app, each quickly left his job. 

Ironically, Rocket Internet’s Global Founders Capital was one of the key contributors in the series A funding that took place just a few weeks ago.  

Since launching earlier this year, GoButler reports 100,000 users with nearly 1 million requests made so far. There are currently more than 120 operators working around the clock, assisting with a variety of requests from pizza delivery to purchasing plane tickets. 

Navid maintains the company will remain free to users as it grows in the US and abroad, with some discussion of affiliate programs circulating in the near future.

The emphasis on SMS messaging in several recently developed apps is not surprising. Multiple reports indicate that texting is the number one feature used on all smartphone devices across nearly every age demographic. Texting, for many people, is more comfortable and convenient than using multiple apps. If this remains true and apps like GoButler and Magic proliferate, texting may finally become the personal assistants we wanted but never thought we would have.  

August 10, 2015

How to Create a 'Joined Up' Marketing Campaign

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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 09, 2015

10 Mobile Marketing Case Studies to Pay Attention To

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Whether you’re looking for hard facts on mobile marketing or creative inspiration to help launch your next campaign, these ten businesses showcase the very best mobile marketing has to offer. 

 

TAO Nightclub

This Las Vegas dance club seized the night with a VIP text message that went out to 2,000 subscribers on a slow evening. That same night, the club had 220 more attendees who, in addition to the cover charge, each spent $20 on drinks. The club made a cool $6,170 extra dollars that night, proving that impromptu campaigns can be incredibly effective.

 

RedBox

Using multiple forms of marketing including kiosk advertising, email, and social media, RedBox was able to increase its pool of mobile subscribers in just ten days. The campaign was called “10 Days of Deal” and encouraged customers to opt in via text for a chance to win a discount on their next rental. The customers saved some money and RedBox generated more than 1.5 million text messages to users in ten days. 

 

PETA2

PETA2 is a youth-based subgroup of People for the Ethical Treatment of Animals (PETA). During Warped Tour, PETA2 solicited concertgoers to text “BUTT” to a short code that subscribed users to PETA2’s “Animals Don’t Smoke” initiative, which is aimed to stop cigarette testing on animals. Participants were rewarded with shirts and hats for opting in. Once subscribed, new users were texted information urging them to send their support for a ban on cigarette testing to the FDA. More than 25,000 people joined this mobile initiative. 

 

Texas Roadhouse 

This popular western restaurant began a six-month mobile marketing pilot at 20 locations in an effort to boost their mobile subscriptions. The “TextUs Loyalty Club” offered patrons a free appetizer in exchange for the opt-in. Forty-four percent of customers were willing to provide personal information in exchange for the reward. Roadhouse’s campaign was largely successful, generating an average 17% redemption rate during the test period. 

 

Dunkin’ Donuts 

Dunkin’ Donuts is popular throughout the U.S., but a regional campaign in Boston proved successful for this quick-service restaurant. Using radio and Internet advertising, the company was able to capture 7,500 new mobile subscribers—17% of those new subscribers forwarded the messages and promotions to a friend, increasing the Boston area’s store traffic by 21%.  

 

Papa John’s Pizza 

A U.K. branch of the widely popular pizza chain Papa John’s pushed a campaign to its current mobile subscribers offering discounts on pizza. In the three weeks the franchise ran the campaign, overall sales increased by 33%.

 

Red Cross

Even nonprofits are getting in on the mobile marketing action these days. The Red Cross, collected donations after Hurricane Sandy, which was reported to have caused an upwards of $50 billion dollars in damage. By linking the donations directly to a user’s phone bill, the donation process was streamlined and easier for the average person to complete. Twenty percent of all the donations raised by the Red Cross’ effort were from text messages. 

 

Pizza Hut 

Geofenceing is a digital perimeter that sends text messages to subscribers based on a user’s proximity to the geofence. Pizza Hut in the U.K. set up geofences within a half-mile of each of its 340 store locations. On average, these stores were 142% more efficient at increasing incremental sales, 4.4 times more effective than TV ads, and 2.6 times more effective than online ads. 

 

Blumish Irish Cider

Blumish Irish Cider also elected to use a geofence to target males between the ages of 18 and 34. The campaign shot out a text message when a target was within a half mile of a pub that served the company’s cider. More than 1,000 pubs were used in this geofence project. When activated, the text message would text a map with the location of the pub and point the user in the right direction. During a month-long period, 77,00 text messages were sent out, and the user engaged these messages nearly 50% of the time. What’s more, 25% of those who received the text message actually went out and bought a cider from one of the locations. 

 

Six Flags

In Maryland, Six Flags used text-to-win contests and mobile alerts among its target demographic of teens to boost attendance. They advertised the contests with social media, in park advertisements and radio promotions and received 5,000 new mobile subscribers. These subscribers were sent VIP ticket sales info, park information, and weather updates. The park saw a direct increase in attendance from teens as a result of this campaign. 

August 08, 2015

Social Media Advertising Is More Effective Than It Appears

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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

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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 27, 2015

Truecaller is Making Android SMS Messaging Smarter

 

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It doesn’t take a rocket scientist to draw a parallel between email and SMS messaging on a mobile device. Both collect messages from familiar and unfamiliar sources, gather spam, and offer instantaneous communication with countless people from around the world. 

At least, that’s what Truecaller noticed when it decided to launch Truemessenger, an alternative SMS messenger app for Android. The Swedish-based company recently raised $80 million in funding to further perfect this new line of communication powered by Google Inc.

 

New But Familiar Design

By connecting the proverbial dots, Truecaller is introducing a familiar system to the SMS world of communication. We’re all accustomed to filtering our emails, assigning spam when necessary and prioritizing mail in personal categories; now, Android users can operate their SMS inboxes the exact same way, making it easier to avoid unwanted spam, by verifying the identity of those who send messages. Customizable spam filters are another unique feature, as they allow inboxes to remain free of clutter and help streamline the experience for users.  

But that’s not all; what makes the app ‘smarter’ is the integration of familiar social aspects with the user’s interface. The app draws photos and nicknames from popular social media sites and adds them to contacts when they message you. The app also allows users to customize color themes. What’s more, the Swedish EDM artist Avicii created a custom ringtone for the app, as a ‘friendly favor’ to the company. 

Alan Mamedi, co-founder of True Software doesn’t believe we’ve seen the end of SMS messaging though. In fact, he believes some markets like the US and India have a long future of SMS usage ahead.

“The volumes are still huge, and no-one is tackling the problems,” he explained.

Currently, 15% of all SMS messages are reported as spam—this amounts to almost 1.3 billion unwanted messages every year.

By focusing on the user’s experience, Mamedi hopes that solving some of the basic communication problems with SMS will keep it viable in the future. 

 

SMS Competition 

But what about the competition? Unlike most app founders, Mamedi believes the company is headed in the right direction because a number of larger corporations have taken notice of the work it’s already accomplished with Truecaller and now Truemessenger. Companies like Facebook were so inspired by the company’s work that they created their own caller ID app earlier this year. Since Facebook’s Hello and similar apps have launched, Truemessenger has actually received more users by proxy. 

Currently, the app is only available in India and for Android users in the Google Play Store. Google’s operating system allows for third party SMS/messaging apps, whereas Apple’s iOS platform doesn’t—yet. 

The good news is that SMS messaging is wising up to problems faced by its users, as advertising becomes more sophisticated and deliverable on mobile devices. How long will ‘smarter’ be ‘smart enough’? We’ll all just have to wait and see. 

 

July 23, 2015

How to Design a Mobile-Friendly Website

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Creating a mobile-friendly website boils down to simplicity and elegance. You may already have a terrific website that you love, but you’re going to have to overhaul it if it doesn’t play nicely with mobile users. Essentially, a frustrated mobile website visitor is a soon-to-be former customer. Here at EzTexting, we want to help you take the guesswork out of mobile design. With that in mind, we’ve outlined several key design concepts for your new mobile website:

  • Simplicity is Key. Don’t bury your mobile website visitor in banner ads, images, and other content. On a desktop monitor, there is room to spare for descriptions and bios, but on a mobile device, you have to streamline your content. Keep your info in the form of short and easy-to-read blurbs. Additionally, you should make all calls to action more available with finger-sized buttons, and limit the number of fields that a mobile user might have to fill out.
  • Concision Within Context. Keeping your mobile website tight requires a foreknowledge of how your customers intend to use your site. Pay attention to mobile users’ needs, which are often quite different from the needs of desktop users. Take the time to determine why they are visiting: Are they booking reservations? Looking for a phone number to click-to-call? Or are they gathering information about your company? Whatever the case, make the options your customers desire easily available, and eliminate images (or even entire pages) that are extraneous to your mobile website.
  • Responsive Design. Likely a familiar concept, responsive design allows a programmer to adjust style sheets to behave differently when a mobile user accesses your site. This is the perfect solution for businesses that want to tweak their existing design for mobile usage.
  • Design for Screen Size, and Beta Test. To ensure a seamless mobile experience, design your website with the typical mobile screen size in mind. Buttons (and spaces between buttons) must be large enough for the average user to tap effectively. Create copy that is clear for each blurb, and again, don’t overcrowd pages with content or images. Finally, test and test and test again. Beta test your mobile website across all types of devices: Androids, iPhones, and tablets of all sorts. Each kind of phone will have a different filter with which to view your website; be sure to troubleshoot all of those bugs that pop up before unveiling your new site. 
  • Don’t Forget Your Brand! Sometimes mobile website designers are altogether too concise, forgetting to include branding images, slogans, and other elements of your company’s identity. If your page is getting a little overcrowded, don’t fret; with a little creativity, you can incorporate your logos and style concepts into your design without negatively affecting the mobile user’s experience.

The above suggestions should help you get the ball rolling on improving your mobile user experience. When you are ready to take your business a step further into the mobile universe, give us a call at EzTexting. We’re at the ready to enhance your mobile capabilities, and we’re looking forward to hearing from you!