Mobile Web

90 posts categorized

December 17, 2014

How SMS is Helping Small Businesses in Latin America

Depositphotos_17481181_xs
 

The second annual Latin American Bitcoin Conference took place in Rio earlier this month. More than 200 attendees saw seminars and panels featuring 37 guest speakers from around the world. 

Among the keynote speakers were a number of bitcoin representatives. The crypto currency is making a big impact across the region. A new partnership between Coinapult and 37 Coins seeks to expand bitcoin access to segments of the population without smartphones or traditional banking methods at their disposal. Their weapon? SMS messaging.

The service allows bitcoin users the world over to send and receive payments using only a feature phone with SMS capability. For entrepreneurs in South America, it holds the promise of allowing them to operate from remote areas, lessening the burden on over-populated urban centers.

This is a crucial development, not just for SMB owners, but for the public purse as well. Millions of small businesses across Latin America are currently restricted to cash-only transactions. This raises the question: how sure can local governments be that rural entrepreneurs are doing due diligence when it comes to paying taxes? It hardly takes a cynic to assume millions of pesos, bolivianos, reals and dollars are slipping through the net.

Of course, there will always be a black market. For some, operating outside the system is a point of principal. But for most small businesses, removing the temptation is all that’s needed to reduce corruption. Give them the tools to accept trackable, taxable payments and they’ll play ball, safe in the knowledge that the added security will help their business in the long run. Legitimacy is so much more attractive when it’s easily achieved.

A similar scheme – albeit with no SMS element – has been implemented in East African countries including Kenya, Rwanda and Tanzania. M-Pesain allows its 16 million users to send and receive money, pay bills and withdraw cash from local ATMs. 

SMS-based money transfer systems are providing the way forward in Latin America. Paraguay has Giros Tigo, which incurs a 5% commission fee. Brazil and Argentina have similar systems in place.

Bitcoin and text messaging seem to be a winning doubles team. The key beneficiaries are often people who face discrimination from financial institutions, which view them as risky prospect for credit. Entrepreneurs trying to make headway in these conditions find it difficult to send money, pay with credit cards or open a bank account – no matter how promising their ideas are. Nothing can match text message in terms of potential: four billion people worldwide are living without smartphones (perish the thought!) and the remittances market has found it’s most promising tool yet in SMS-enabled bitcoin transfers.

December 16, 2014

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

Depositphotos_10739592_xs

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 15, 2014

The Ten Best Mobile Marketing Campaigns of 2014

Depositphotos_41521349_xs
 

2014 has seen some terrific mobile marketing campaigns. By utilizing both social media sites and all of the functionality of mobile phones, we’ve seen some innovative ways that advertisers have increased their reach with mobile users. Here are the ten best campaigns of 2014:

1. NASA’s #GlobalSelfie engages users to create a worldwide mosaic of photos.

Nominated for its use of multiplatform social media for engagement, NASA invited users to take selfies that they would organize and compile into a global mosaic on Earth Day 2014. Using Twitter, Instagram, Facebook, Flickr and Google+, NASA urged users to include the hashtag #GlobalSelfie. Users could also access the event directly on Facebook, Flickr and Google+.

2. White House’s #getcovered spreads the word about Obamacare.

The social media campaign from the White House received a huge response from users, even in 2014. #Getcovered allowed users to tweet their personal stories regarding securing health insurance, and utilized a Storify slideshow to enhance their website.

3. NPR’s company page on LinkedIn provides rich content for workers.

By offering LinkedIn users exactly what they’re there to receive, NPR increased its brand awareness. Users can access NPR’s company page right from their mobile phones to get information about how to improve their career and to increase their knowledge of their industry. Many of their posts are educational and inspiring, and have tremendous reach.

4. Nissan launches a multiplatform B2B campaign with comedy and celebrity.

Nissan’s digital and social marketing campaign promoted its rugged commercial vans, and achieved a wonderful response from the companies it reached. The ads, entitled “Tough Love,” featured rock-and-roller Bret Michaels getting in touch with his softer side. The juxtaposition proved a hit, and garnered terrific ROI for the car company.

5. Nivea’s Bluetooth-enabled print ad helps to track your children at the beach.

Nivea launched an innovative print campaign that featured a removable protector strip that can be placed on a child’s wrist. An app called Protégé then allows parents to track where their kids are by locating the protector strip using Bluetooth 4.0 technology. Very handy for beach trips, indeed.

6. Hershey’s unveils a sponsored mobile data opportunity with a video campaign.

In an astoundingly simple way to get mobile users engaged, Hershey offers to pay for part of your mobile data when you watch their Scharffen Berger brand commercial. The sponsored content, offered by AT&T and partners through advertisements on apps like Pandora, has been well-received by mobile users.

7. Movie theatres incorporate mobile-enabled interactive ads into their lobbies and on screen.

Thousands of movie theatres have enabled moviegoers to interact using the camera on their mobile phones. The visual search platform Slyce teamed up with Screenvision to enhance the audience experience when going to the movies. Consumers have eaten up the ads, downloading games and purchasing film-inspired merchandise due to these effective interactive advertisements.

8. Pepsi – London #LiveForNow turns a bus stop into a wild and weird space.

PepsiMax created a bus shelter ad that made it appear as though crazy events were taking place. The entire experience was recorded and converted into an advertisement (that consequently went viral). Watch the advertisement here: http://youtu.be/Go9rf9GmYpM.

9. Red Cross collects donations after Hurricane Sandy with an SMS short code.

In an unprecedented example of human kindness, people around the world donated money to help victims of Hurricane Sandy through the Red Cross’ donation efforts. Donors texted “REDCROSS” to 90999 to donate $10, which billed mobile users directly through their cell providers. 20% of all of the donations received by the Red Cross for Hurricane Sandy relief came through text message donations.

10. Samsung’s #Oscars Celebri-tweet dominates Twitter.

Everyone who is anyone heard about Ellen’s celebri-tweet during the Oscars. Very few knew that it was a ploy, created by Samsung, to increase brand awareness among the viewers of the awards program. Probably the most brilliant mobile marketing stroke to date, the famous photo was shared and shared – causing viewers to create their own selfies and engage with the brand as well. 

The key to good mobile marketing is to consider all of the ways that you can roll out your campaign: the capabilities of devices, the variability, and how to incorporate every platform available. Then, keep it as simple as possible. All of the above examples do just that, by simplifying the strategy while increasing customers’ awareness of the brand.

December 09, 2014

Ethiopian Airlines Goes Mobile

Depositphotos_50022277_xs
 

Ethiopian Airlines happens to be the largest and most profitable airline company on the African continent, and recently announced plans to become a mobile-only operation. The company’s Mobile Short Message Service (SMS) information system launched at the end of November 2014, and provides customers with easy access to flight information and cargo tracking.

Customers simply send a mobile short code SMS text to the 8611 messaging number to receive cargo information and check flight status. Part of Ethiopian Airlines’ ‘Mobility’ project, customers can access vital information instantly while on the road. The Mobility project is designed so customers can perform transactions directly from their mobile devices, whether booking flights, checking in, choosing seats and more.

The Mobility campaign also makes it possible for those welcoming passengers on Ethiopian flights to to check exact arrival times of flights by texting  8611 with “f” followed by the flight number or “r” followed by the expected route. Cargo customers may track shipments by texting  “c” followed by their Air Way Bill number of shipment. Such customers no longer have to visit the Ethiopian Airlines Cargo terminal before the shipment arrives, and texting “i” or “help” accesses system guidelines. 

The airline is also working to further streamline their customer service experience by adding more features to their mobile SMS service. 

“Ethiopian is first and foremost a customer service organization,” says Tewolde Gebremariam, Chief Executive Officer of Ethiopian Airlines. “We are continuously looking at ways and means of availing to our customers the best possible travel experience both on the ground and on- board. In today’s digital era, customers want to have access to real-time and personalized information at the tip of their fingers using mobile devices. The launching of this SMS service is only the beginning of a grandiose plan to use a new system called “Mobility” which is mobile digital channels for enhancing customer experience.” 

Ethiopian Airlines received the Passenger Choice award for the Best Airline in Africa in August 2014 following a highly-extensive survey of passengers in the industry. A global Pan-African carrier, Ethiopian currently serves 84 international destinations on five continents. Current aircraft technology, including B777s and B787s, is used on the airline’s some 200 daily flights.

Will Ethiopian succeed in becoming a mobile-only operation? And if so, will other airlines follow suit? In today’s increasingly mobile-driven market, it’s entirely possible, and could up the customer service convenience factor considerably. 

December 08, 2014

6 Ways Retailers Can Reach Cyber Shoppers

Depositphotos_13950170_xs

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. 

 

 

 

December 02, 2014

Crank Up Your Marketing Efforts for Christmas

Depositphotos_13615598_xs

As the holiday shopping season draws near, it’s important to “amp up” marketing efforts. Let’s check out a few holiday promotional tactics small businesses can implement and subsequently increase brand recognition while ensuring customer loyalty.

 

Email Marketing

A straightforward option, email assorted blasts to opted-in customers about deals, sales and other promotions, and create holiday messages discussing new promo codes or other exclusive, limited-time offers. Existing customer discounts and free gift cards with purchase are generally the most successful email blast options, as they build brand loyalty and referrals in addition to increasing sales. Find an appealing holiday template, add the right information, and go from there.

 

Content Marketing

Whatever you “put out there” for your customers should engage them--don’t simply go for the boring sales pitch. Place attention-grabbing content on social media channels, blogs, press releases, articles, videos...think funny holiday clips, last-minute tips, guides on using your products, fun and helpful newsletters, and more. Information on day-before-Christmas ordering is another great content marketing method.

 

Social Media

Social media is a viable option for promoting your brand and products. Pinterest, Instagram, Twitter and Facebook all provide real-time access to customers and their online communities, with social media marketing even more essential during the holiday season. Upload holiday-themed images to your accounts, such as product shots in holiday settings or stores/offices decorated for the season. Provide regular updates on holiday promotions, sales, return policies and shipping cut-off dates, but don’t forget to add fun seasonal facts and similar information as well. Promoting gift card opportunities with links back to official websites is another option.

 

SMS Marketing

Text message marketing is becoming more and more prevalent, as it provides an easy, cost-effective method for reaching the vast majority of your customers instantly. Send holiday promo codes to opted-in customers, as well as exclusive holiday coupons and sales alerts. Advertise Christmas-themed discounts and specials to potential customers who opt-in, and enjoy a larger database you can utilize all year long.

 

Open House 

Another excellent Christmastime marketing idea is to host an open house at your place of business if applicable. Provide cookies and warm cider and or mulled wine, as well as free gift-wrapping for shoppers. Raffles, discounts and other special promos also work when advertising an open house, as do cross-promotional efforts, such as offering handmade chocolates from the confectionary across the street. If your business caters to children, have a friend or co-worker dress up as Santa and hand out candy canes or Christmas-themed coloring books while taking free photos with customers and their little ones.

These are just some of many marketing options to try this holiday season. Good luck, and Happy Holidays. 

November 23, 2014

The Weirdest Thanksgiving Marketing Ideas

Depositphotos_14876173_xs

 

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.

November 12, 2014

Generations and Their Gadgets

Depositphotos_55949109_xs

It’s true: each generation has their own “gadgets,” and today’s young generations prefer laptops to desktops and smartphones to “regular, old” cell phones. A Pew Internet Study conducted between August 9 and September 13, 2010 found many devices are popular across the generations, with young people paving the way for increased mobility. 

In the study, only 11% of people surveyed did not own a cell phone, desktop computer, laptop computer, or other devices inquired about. Cell phones are the most popular device among adult Americans, especially those under age 65. Desktop computers are favored by adults ages 35 to 65, while the millennial generation is the only one more likely to own a laptop or a notebook than their stationary predecessors.

Over half of adults own an mp3 player such as an iPod, and this device is again most popular among millennials. E-book readers aren’t widely used by older adults, and while tablets, such as the iPad, are most widely used among Americans 65 and older, only 4% of adults total own the device. Game consoles remain a “younger person” device, and highly used among those ages 18 to 45.

In addition to owning more of the devices discussed in the survey than their elder counterparts, millennials are more likely to use them for a wider range of reasons. Cell phones were originally used for talking and texting, but Millennials rely on them for email, internet, music, videos and games. And that’s besides their original uses!

Gen X and Millennials are comparable in their ownership of certain devices, such as game consoles, but Xers are still more likely to own desktops.

Each generation may carry cell phones, however the survey’s largest drop-off was still the older generation with 48% ownership. This is compared to 95% of Millennials and 92% of Gen-Xers. When study participants were pressed further about cell phone ownership, 33% who did not own a cell phone resided with someone who did. This means that overall, 90% of all adults—including 62% of those age 75 and older—live in a household with at least one working cell phone. And as this number increases, the likelihood of landline phone connections decreases.

Every generation’s gadgets always seem to outdo previous incarnations, with today’s devices offering a (virtual) world of options right at the fingertips. The only question is, what grandiose feature(s) and usage options will the next generation’s devices include?

 

 

 

November 07, 2014

How to Reach Millenials with Your Mobile Marketing Campaign

Depositphotos_56423327_xs
 

In the world of mobile marketing, much hay is made of millennials and how to reach them. They’re supposed to be wily, committed to free content and spendthrifts. They spend a lot of time online – but not so much money. But is this demographic really so mysterious and elusive? Are there really 12 types of millennial that you must identify and target at all costs in order to thrive?!

At this point, a group of 22-year-olds grimace, roll their eyes and go back to texting their twelve types of friend about how baby boomers ‘just don’t get it.’ The problem for boomers and Gen-Xers is that millennials have grown up in a connected world. They’ve never known anything else. Their interactions with the online world are more sophisticated and diverse than any of us can understand. There’s no point scanning the latest research paper on how long those 22-year-olds spend on their tablet. It’s more complex than that.

The ‘amount of time spent’ is such a common metric that many mobile marketing campaign managers have ceased questioning it’s validity. For millennials in particular, the amount of time spent on a specific device is far less important than what they are doing on that device. Let’s break it down:

Laptop

Millennials stand alone among the generations in their preference for laptops over desktop computers. According to Pew research from 2011, 70% own a laptop, compared with 57% who own a desktop. The laptop is their primary portal for shopping, web browsing and watching movies and TV shows.

Tablet

The tablet unites all demographics under the age of 65. Though only 4% of adults own one, that statistic remains constant for people of all generations. For millennials, it’s a luxury item used primarily for entertainment purposes – and often in conjunction with other activities, such as watching television. 

Television

Ah, yes, television. Lest we forget, young people still watch traditional television sets in huge numbers. The rise of prestige TV, in conjunction with an increasingly diverse array of options, may have heralded the end of the family viewing experience, but individually we’re watching more than ever. And instead of uniting the nuclear family, TV shows are uniting people of the same age. If you’ve got the budget, don’t make the mistake of ignoring traditional television advertising. The millennials have been dubbed Gen FOMO (Fear of Missing Out), an indication of the power of multimedia as a social glue.

Smartphone

The smartphone is like a fifth limb for Gen Yers. They’ll just as happily use an iPhone to watch a YouTube video, and the market is awash with apps aimed squarely at young people. There’s nothing they don’t use smartphones for, but the commonest activity – by far – is the humble text message. Time Magazine recently suggested that the average American aged 18-29 sends 88 text messages per day. For anyone devising a mobile marketing strategy aimed at millennials, that statistic is a mouth-watering one.

Millennials are by far the most likely group to own more devices and to use more functions on them. From a marketer’s perspective, there’s little point just blithely shifting budgets to digital. In order to reach millennials, you need to understand how they engage with the digital world, and recognize that they are calling the shots.

October 30, 2014

Want a Personal Shopper? You Probably Already Have One

Depositphotos_23375292_xs
 

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.