120 posts categorized

November 14, 2015

What Are 'Mobile Moments' and How Can They Help My Mobile Marketing Strategy?



Christmas shopping used to be a hectic business. Typically, a day or two was set aside sometime in between Thanksgiving and Christmas Eve - depending on how organized you were - in order to head to the mall and fight the crowds for the ever-dwindling supply of gifts. 

In the age of the smartphone, everything has changed. From browsing to buying, every stage of a transaction can now be performed on a mobile device. According to recent Google research, 54% of holiday shoppers will use their smartphones to shop throughout the season, and smartphone-based commerce has gone up by 64% over the last year. In fact, almost a third of all online purchases now happen on mobile phones.

So how can your mobile marketing strategy benefit from this continuing trend towards smartphone commerce? The key is understanding how people use their devices. 

A recent study claimed that people use their smartphones as many as 150 times in a single day, spending around a minute on each ‘session.’ A rounded mobile marketing campaign will tackle each and every kind of activity: text messages, emails, social media and web searches. Because each session is typically so brief, the trick is capitalize on these ‘mobile moments.’ 

Mobile moments - or micro moments - are those brief snatches of time when people turn to their smartphone in order to take a specific action, like finding the answer to a question, booking a plane ticket, downloading an app or buying something online. Mobile users approaching these moments have an express, immediate intent. That intent may be to buy. It may be to browse, or compare user reviews. But whatever the reason shoppers turn to their phones, your business should take the opportunity to be there - and be useful. Here’s how:


Comprehensive Online Listings

Google’s research shows consumers are 38% more likely to visit and 29% more likely to buy from companies whose online directory listings are complete, up-to-date, and accurate. Further, you should regularly update the listings with seasonal info and include images and business hours. The more information you can parlay in your listings, the better.


Predict Expectations

The digital marketplace is a diffuse, niche-led realm, and users will respond to a wide variety of different messages. The key to a successful mobile marketing plan is recognizing which message will have the most impact on which user. For text message sign ups, location-based notifications are a solid way of reaching potential customers at the moment they’re most likely to buy. Throw in a discount, and suddenly you have a customer with two compelling reasons to visit your outlet: 1)they’ll save money, and 2) they’re within walking distance. 


Take Advantage of the Holiday Season

Many retailers live and die by Q4, when the annual spending bonanza kicks in, with more people buying more stuff than at any other time of year. That’s why now - before Thanksgiving - is the perfect time to implement changes to your mobile marketing strategy. Invest in a mobile friendly website and start promoting festive deals so you can hit the New Year with a running start.

November 01, 2015

Mobile Helps Propel UK Adspend to Record Highs


According to the Advertising Association/Warc, UK ad spending hit a record high in 2015. Spending increased by 5.8% to reach £9.42bn in the first half of the year, and mobile is predicted to exceed the billion-pound barrier for the first time. Digital channels remain the force behind this growth, as Internet spending is up 13.3% for H1 to £3.9bn. Mobile makes up 79% of this growth, with ad spending increasing more than 52% to £1.08bn. 

Growth is noticeable throughout the industry, including both television and cinema forms. Only print has seen a decrease in revenue. 

“Advertising’s resilience points to the strength of the broader economy in the first half,” said Tim Lefroy, chief executive at the Advertising Association. “The UK leads the world in eCommerce and the trend to mobile means serving the public better ads in the right place at the right time.”

Ad spending is expected to demolish the £20bn barrier in 2016, with the Advertising Association’s media breakdown is as follows:  

  • Radio: Radio ad spending decreased by 2.2% to £116m in Q2, branded content excluded. Full-year growth is expected at 3.0% in 2015, and 2.3% with branded content included.
  • TV: Spot advertising “recorded solid YOY growth of 2.9% to £1,144m in Q2, compared to a quarter in which the FIFA World Cup was held last year.” TV spot advertising also enjoyed a fantastic Q1 via ad revenues rising to 11.5%. An “increase of 6.7% is forecast for 2015 as a whole.” 
  • Out of Home: YOY growth was strong at the beginning of 2015 with an increase of 9.7% in Q1, though it decreased 3.6% to £249m in Q2. 
  • Regional Newsbrands: These newsbrands saw a decline of 7.2% in ad spend in Q2 2015 compared to 2014. This “represents a 12.1% drop for print (to £246m) and a 24.0% increase for digital revenues (to £55m).” 
  • National Newsbrands: Print ad revenue decreased by a staggering 19.2% Q2 2015 to £239m. Digital ad spending, in comparison, increased 5.9% to £51m.
  • Magazine Brands: Ad spending declined by 6.8% in Q2. Print advertising saw a 11.0% decline to £168m, while digital saw an increase of 5.2% to £70m. 
  • Internet: Internet ad spending included a 12.8% increase in Q2 2015, which was followed by “revised growth of 13.9% in Q1 (+1.1pp).” Mobile made up 79% of total internet growth during H1, resulting in ad spending of £1,079m (up 52.1%). 

Cinema and direct mail ad spending saw increases as well. Separate Advertising Association research indicated the UK as the biggest mobile advertising spenders in Europe, and the third-highest spenders in the world following the United States and China. 

October 26, 2015

Samsung Launches Second Tizen-Powered Phone


Samsung Electronics has recently unveiled the second smartphone powered by its own Tizen operating system. This phone is priced slightly higher than its predecessor, the Z1, and offers better hardware, a faster processor, a higher-quality screen, and improved cameras. The improved design is noticeable right off the bat, with the back featuring a curve on both edges like the one we saw on the Galaxy Note 5. This should help with handling, while also giving the phone a premium look. The Samsung Z3 will go on sale in India, an emerging smartphone market.


Lower Price Point

While this second Tizen-powered phone is higher than the first version, it is still selling for a relatively low price. Samsung hopes to continue competing with Apple and Google to capture a larger share of premium phone users with its latest models. The Z3’s low price will attract buyers in markets like India, where smartphone use is still considerably low. The previous Samsung smartphone has done very well there, while other companies find themselves with lower user rates.


Tizen Powered 

Samsung is trying to reduce its dependence on Google, whose Android operating system powers Samsung’s flagship Galaxy smartphones. The company has launched other products powered by Tizen this year, including the Gear S2 smartwatch and premium televisions. Samsung needs to attract more smartphone users to the operating system in order to gain more third-party developer support, analysts say. 

In a recent article on CNET, Samsung said that it eventually wants Tizen to be in every type of device, a move that would help it gain independence from Google. Setbacks and delays have slowed its arrival on smartphones, though. Samsung's OS does power its Gear S2 smartwatch and several high-end televisions that the Korean company released earlier this year.



The specs of Z3 show a display that is a 5-inch HD Super AMOLED and a 1.3GHz quad-core processor with 1 GB of RAM. The rear-facing camera is an 8-megapixel, while the front camera is a 5-megapixel unit. Internal storage can go as high as 128 GB (by adding a microSD), but the standard is only 8GB. The phone sports a 2,600 mAh battery and supports Samsung's Ultra Power Saving Mode.



The latest smartphone will be protected by the Samsung KNOX security suite.

The KNOX security suite is designed with the safety of users in mind, especially for the public sector. A top level of safety and confidentiality is ensured, which makes the phone highly compatible with tasks of the police, banks, government departments, and hospitals. Users love Samsung Z3 for supporting version 1.0 of KNOX on Tizen. While the hardware of the phone is decent for a low-tier device, the safety suite embedded in the handset adds value and makes the phone a viable option for many countries. With the security of personal information being so important to users nowadays, this Samsung phone is even more desirable to the target audience.

October 15, 2015

Mobile Marketing for the Over 65s


The huge disparity between the amount of attention marketers pay to the over-65s, and the spending power of that demographic should give brands with an eye for opportunity pause for thought.  

There are two main misconceptions about older audiences. One, that they have already defined their brand loyalties and so aren’t worth chasing; two, that they aren’t tech savvy enough to engage with a social media or mobile marketing campaign.  

In terms of brand loyalty, it may be true that baby boomers retain allegiances to familiar brands. But their sheer spending power allows them to explore new products and services without sacrificing loyalty to brands they’ve used for 20 years. It’s not an either-or situation.

On the second point: this view may have been true a decade ago, but a 65 year old in 2015 was only in their mid-forties when the Internet Age got under way, and although the digital landscape has changed somewhat since then, we’re hardly talking about fuddy-duddies here. This generation were some of the earliest adopters of mobile technology. They understand how it works.

In fact, Pew research reckons close to 40 million over-65s have a Facebook or Twitter profile, making them the fastest growing group of social media users. What’s more, they’re using social media for the same reasons as everyone else - and that includes commerce.

Reluctance to engage this demographic has nothing to do with how lucrative it might be, and everything to do with a lack of understanding of how to communicate with them on the part of young start-ups and their marketing teams. The elephant in the room is ignored because businesses (especially technology-based businesses) don’t speak elephant.


What’s Good for the Goose…

Overcoming this communication problem is simply a matter of adjusting the processes by which users engage, particularly with apps (which, admittedly, only started really booming during this decade). The onboarding process should be kept simple, with as few steps as possible. But guess what? That should be the case regardless of the demographic you’re targeting. Apps are supposed to be intuitive and user friendly. Design your app with a 75-year-old in mind and it will appeal to all generations.

Similarly, your text content should use relatable, universal language. Avoid aggressively youth-oriented slang - it won’t be understood by older people, and will be embarrassingly wide of the mark for high-schoolers. Don’t waffle, and try not to sound like you live in a marketing bubble.  

Mobile marketers and social media bods are wrong if they think they don’t know how to reach baby boomers. If they know how to market a product to 30-year-olds, they’re already speaking the right language. So for your next mobile marketing campaign, keep it simple, visually appealing and non-age specific. Cast aside your stereotype of ‘the grey dollar’ and treat all consumers as equal - you’ll find that the over-65 demographic isn’t as elusive as you thought.

October 05, 2015

Mobeam Promises to Be a Comprehensive Mobile Wallet


Mobile shopping has made great strides in the last year, thanks to technology that allows smartphone users to scan in-app barcodes for food, tickets, merchandise, and more. Shopping is already convenient, but is there an even smarter way to shop? Mobeam thinks so. 

Mobeam, a mobile barcode beaming technology provider for Android, has partnered with Mobiquity Network to deliver a comprehensive mobile wallet solution. Mobiquity Network, a subsidiary of Mobiquity Technologies Inc. is a location-based advertising and app engagement software provider that should prove a useful ally for Mobeam. 

Mobeam will integrate Mobiquity Networks’ ad platform and software into its Beep’nGo app, which will enable the company to deliver highly targeted barcode-scanable offers to smartphone-holding shoppers. These shoppers can redeem target discount and coupon offers at in-store checkouts via scanable barcodes on their phones.

The partnership gives Mobeam the potential to reach 260 million monthly shoppers who already use Mobiquity’s network. Mobeam’s Beep’nGo app will now be able to detect Mobiquity Networks’ beacons, which are currently placed in high-traffic mall areas like food courts, walkways, and corridors.


Creating True Mobile Wallets

George Garrick, Mobeam’s CEO, says integrating Mobiquity Network’s ad and software technology with Mobeam's offerings creates a true mobile wallet for smartphone users. 

“Our goal is to make the shopping experience for consumers as easy as possible using mobile technology which enables true digital wallets, not simply digital credit card alternatives,” said Garrick. 

Mobeam chose to work with Mobiquity Networks because Mobiquity powers the biggest shopping mall-based beacon advertising network in the United States. Mobiquity Networks is known for providing proximity marketing in a way that enhances the user’s experience.

Garrick continues, “By joining Mobiquity Networks’ publisher network, we can improve the shopping experience even more by enabling shoppers to redeem their Mobiquity offers by simply beaming them into the checkout scanner.” He explained, “We complete the ‘last mile’ of capturing valuable targeted retail deals and enabling the shopper to easily transmit those savings into the checkout POS for an instant redemption.”


How Does It Work?

Garrick states that Mobeam “will integrate Mobiquity Networks’ software into its popular Beep’nGo app, enabling it to deliver smarter and more convenient ways to pay and save while shopping.” He adds, “Popular and emerging ‘mobile payment’ apps rely on NFC or other technologies that communicate with credit card payment terminals, but not with scanners.”

Mobeam’s barcode technology enables true mobile wallets, not just NFC-based card substitutes. This means that Beep’nGo users will now be able to carry membership cards, loyalty cards, gift cards, vouchers, coupons, tickets, and more in one app, offering universal POS access at retailers. And, they’ll get targeted discounts delivered to this app, which provides more opportunity for saving money at stores where they shop most.

The integrated technology solution will deliver highly impactful offers to users’ smartphones, at the moment they’re looking for deals.

Mobeam’s patented light-based beaming technology excels at overriding technical barriers and enables POS red laser scanners to read barcodes on Android mobile devices. Mobiquity Networks is a national leader in location-based mobile advertising and application engagement software.

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 11, 2015

Make the Most of Grandparents Day



The ultimate sleeper holiday for savvy marketers, Grandparents Day (September 13th) is somewhat overlooked, slipping under the radar less than a week after Labor Day. 

Why don’t more businesses capitalize on it? After all, who are we talking about here? A significant portion of grandparents are Baby Boomers, the generation with 70% of the disposable income in the United States (according to The generation representing 35% of the population, with spending power projected to reach $15 trillion by the decade’s end.  

For marketers, this is the grandmother-lode. Not only do Baby Boomers have the money and inclination to spend it, they’re easier to reach than many people assume. Daily, 71% of Boomers spend time online daily. More than half are on Facebook, and two thirds regularly use SMS messaging. When it comes to mobile marketing tactics, that about covers all the bases. 

What’s interesting about this spending power is how it’s wielded. We already know that children are influencers and parents are buyers. Grandparents have double the number of generations beneath them, buying for their children and - even more lavishly - for their children’s children. Boomers spend $52 billion on their grandchildren before they’ve even got round to buying for themselves (and get around to it they do!). Clearly, we should be focusing much more attention on Grandparents Day. Let’s consider Boomer spending in two distinct forms: for themselves, and for their descendants…


Spending on Themselves

Baby Boomers are probably the wealthiest generation in history - and they’re not afraid to spend their hard-earned cash. Over the past year, 36% of Boomers have attended at least one sporting event; 22% went to the theater; 14% visited an art museum; 12% went to a rock concert. They’re also 11% more likely than the rest of the adult population to have eaten at a steakhouse or seafood restaurant in the last month. Apparently. Add to that the increased spending on holidays, cars and other forms of entertainment, and you have a pretty lucrative market.


Spending on Their Kids… and their Kids’ Kids

Tapping into the grandparent/grandchild relationship is the smart move for marketers. Get Boomers excited about mobile apps - they’re quick and easy to purchase, and the grandkids will probably prefer it to traditional toys. Use social media to differentiate the desires of children of all ages.

Remember, Baby Boomers are a lot more tech savvy than you might think. Furthermore, they know their grandkids are digital natives, and they want to engage with them on a technological level. They have the money to spend on themselves and their offspring, so why not devise a mobile marketing campaign that encourages cross-generational engagement? Happy Grandparents Day!

September 05, 2015

5 Ways to Mobil-ize Your Fall Marketing Strategy


As kids return to school and tans start to fade, you know summer is officially over. For mobile marketing campaign managers, the shifting seasons provide an ideal opportunity to regroup and devise some thematically-appropriate ideas. To help you, we’ve put together some mobile marketing tactics sure to boost revenues during Fall…


Autumn-ate Your Website

Give your homepage a Fall makeover to show your audience that you are up to the minute. A themed blog post or two can - if this one is anything to go by - will give you fresh, topical content! 


Think of the Children!

Offer school-related special offers and promotions. If you’re in clothing retail, push seasonal outfits - try the local college campus to reach students, and give them discounts to engender brand loyalty.


Support Local Sports Events

Most of the major sports seasons kick or tip off during Fall. Capitalize on this by getting involved with your local team. Many large high schools have established, sponsored athletics programs, and small schools currently lacking something similar might be amenable to you approaching them with ideas. Of course, sponsorship requires an outlay of money, the return on which may not be easy to track. One thing you can be sure of: if you get your name attached to a team, there’s a guaranteed weekly audience for the rest of the season. If you’ve got the budget to go all out with free t-shirts, samples and coupons, it could turn into a lucrative long-term partnership.


Thematic Social Media Engagement

As with your website, letting your audience know that you’re constantly in tune with current events will project a positive brand image. Use social media to engage your audience, and share seasonal links and special offers. Social media is a great tool for receiving feedback, so listen to what your audience has to say and respond in kind.


Mark the Main Events

Fall is punctuated by two main holidays: Halloween and Thanksgiving. You’d be crazy to ignore these massive commercial opportunities, so make sure your office does something for each. If appropriate for your business, why not run a Trick or Treat day for kids? Encourage your workforce to dress up, and document the event for sharing on social media. When Thanksgiving rolls around, send out cards to your customers to let them know you’re grateful for their business.

Making the most of Fall is easy with mobile. You can easily scale up a mobile marketing strategy that seemed to work at the micro level, and if you want to keep everything low-budget, there is still much you can do - you just have to get creative. 


August 18, 2015

Here’s What Your Digital Marketing Campaign Should Look Like


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:



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 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. 



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.



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 15, 2015

Do “Dumbphones” Still Have a Place?


Wondering if “dumbphones” still play a role in today’s tech-savvy universe? The answer, which may surprise you, is a resounding yes. Such phones offer a variety of helpful features and perks, and an increasing number of people are opting for them over smartphones. In fact, Microsoft recently released a phone under the Nokia brand that’s free of apps, Wi-Fi, 3G, LTE, and a touchscreen and costs just $20 before tax. The only accessory is an extra battery, and yet experts predict huge success.  

So who wants to purchase “dumbphones”? Plenty of people—about 590 million this year, actually. Such people include children obtaining their first phones, consumers who require a second phone, and those who are simply uninterested in using smartphones. 

Let’s look at some of the benefits of using not-smart phones, as well as some of the highest-quality options currently on the market: 



Smartphones feature glass screens, and once they crack…well, either replacement or a lot of tape is in order. Phone cases are therefore imperative to preserving the safety of a smartphone, whereas regular phones are virtually indestructible. 


Easy Texting 

Texting using standard cell phones is quite simple compared to smartphones, as it doesn’t take long to memorize the keypad and text with your eyes shut. And as we know, SMS messaging remains the central component of any successful mobile marketing campaign - precisely because it reaches the parts other messaging services cannot.


Fantastic Battery Life 

Forgetting your smartphone charger means scrambling to ask friends and co-workers if they have theirs—otherwise you’ll be looking at 19 percent battery life before the day is over. Leaving your regular phone charger at home? Not a big deal. 



Highly affordable and easy to replace, “dumbphones” don’t set you back by the $800+ price tag associated with smartphones.


Fewer Distractions

Facebook, Instagram, assorted app games—all the features make smartphones seriously distracting. “Dumbphones,” on the other hand, make calls and texts, and that’s it. This meant you’d actually engage in the moment and remain aware of your surroundings as opposed to looking down at your phone incessantly. It also means you won’t be looking up anything and everything on your phone and taking pictures of your food. Or taking selfies. 


It Always Worked 

With “dumbphones,” it usually didn’t matter where in the world you were—they always worked. There was no freezing or rebooting involved. The simplicity of the technology is key to its endurance in the age of increasingly high-powered smartphones.


“Dumbphone” Options

Some of today’s most coveted “dumbphones” include: 


  • Kyocera Rally ($29.99): The Kyocera Rally is a simple, sleek phone from T-Mobile that includes Bluetooth connectivity, a VGA camera capable of recording video, and a speakerphone.
  • Nokia 106 ($24): The aforementioned Nokia 106 is a basic phone that lasts up to 35 days on standby mode with only a single charge. 
  • Pantech Vybe ($29.99 with two-year contract): Pantech’s new phone is available to AT&T customers and features a slide-out QWERTY keyboard. It also includes a camera and the ability to connect with Facebook, Twitter, and other social media sites.
  • Samsung Jitterbug5 ($99): This phone is an uncomplicated flip option designed for seniors. It comes with sizable backlit keys, an emergency response button, a simple interface, and a powerful speaker for those who have trouble hearing. 


The “dumbphone”...there’s definitely still a market for it.