SMS Marketing Ideas

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May 04, 2016

Technologies That Changed Retail

 

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In 2016, global business to consumer e-commerce sales is expected to reach $1.92 trillion. As impressive as this figure from Statista is, that’s millions of lost in-store experiences and missed customer service conversations. In an age of convenience, it can be easy to forget about what you might be missing.

Many shoppers enjoy walking down the aisles of large retail stores, checking prices and talking to people. They also like to touch the things they plan on buying. For every gained purchase online, a material purchase is lost, which has raised the stakes considerably for brick-and-mortar retail locations. If ever these stores needed a hero, it would be now. 

Who would have guessed that mobile technology could be that hero? The use of mobile technology in retail stores could save many from going out of business and help them keep pace with online shopping trends. Here’s how mobile technology is changing the retail game in a world full of online shoppers.

 

Saving Time with Retail Mobile Technology

Often, it’s faster to ask someone a question, make a suggestion, or compare two products than it is to find credible answers online. In fact, digging around on the Internet is almost more time-consuming than driving to the store in the first place.

Now, imagine all sales associates have smartphones or tablets that can locate what you want anywhere in the store. They can give you a price check, compare prices, and tell you where else you might find what you’re looking for. This is the direction mobile technology is heading, as physical retailers scramble to catch up on the super-highway. By empowering employees to help customers, mobile saves time while providing people with truly authentic service. Plus, shoppers get to walk out of the store with their merchandise in tow—no delivery time needed. 

 

Increase Productivity Among Retail Employees

Additionally, mobile technology will help retail owners save money by increasing the overall productivity of employees. In addition to customer service, mobile technology allows sales associates to manage inventories, place orders, receive shipments, take phone calls, and more. This also eliminates a mountain of paperwork and makes organizing data much less complicated. More people can do more work in a shorter amount of time.

Creating a network of employees working on mobile devices can also cut down on long checkout lines (especially during the holidays). The mobile Point of Sale (mPoS) is all about being ready the moment a customer agrees to make an in-store purchase and having an associate there to swipe the credit card. If that same customer walks to a long checkout line, they may decide not to wait. That’s a lost opportunity that’s likely to wind up somewhere online.

Shop owners can take some of those lost sales back by using mobile to capitalize on every possible sale.

The good old days we remember, when the Internet had yet become an e-commerce mecca and flashing banner ads were so bad they were good, are gone. To keep pace with all the sophisticated technology that keeps online shoppers coming back for more, brick-and-mortar retailers have no choice but to fire back with mobile.

May 01, 2016

Apps vs. Mobile Site

 

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As a small business owner, you’ve probably wondered whether to focus on making your website mobile friendly or utilizing the skills of a talented app developer. Both offer mobile marketing strategy advantages in light of industry, budget, and target audience, yet considering the amount of conflicting advice floating around, deciding which one to go with is often challenging. 

In 2013 a Compuware survey found that 85 percent of consumers enjoy apps over mobile websites. However, this hardly means one is better than the other, or that there isn’t just as huge a market for mobile sites. It’s like saying a percentage of people prefer the beach to the mountains—there’s still plenty of reasons to market mountain-based attractions. 

The decision to go with apps over a mobile website or vice versa depends on your mobile marketing strategy and related tactics.

 

Mobile-Friendly Websites

A mobile-optimized website is essentially a responsive design that recognizes when a visitor is using a mobile device and then converts the site to a version that’s easy to read via mobile. Therefore, you don’t necessarily need to produce different or additional content for a mobile site, as you would have to for an app. This makes mobile marketing management a much more streamlined process, and allows you to focus on other aspects of your business, rather than concerning yourself with content all the time. 

Mobile websites arguably drive more traffic than apps, so consider your ultimate goals behind site use: are you looking to improve consumer loyalty, or increase revenue by expanding your customer base? A cross-channel site may be your best option depending on what you wish to accomplish. 

 

Apps

The main advantage of having an app for your business is that it lets you make excellent use of a tablet or smartphone’s hardware and native functionalities. Cameras, GPS, speedometers, gyroscopes, and other useful pieces of technology found on the vast majority of modern devices are easily worked into your app’s operation. 

Another advantage of apps is that they rarely require an internet connection to run. Most apps store data locally on a phone or tablet’s hard drive, so users may enjoy them even if no internet connection is available. For example, some news apps download and store content through a Wi-Fi connection so users may read about current events until the app is able to sync with another connection. 

App infrastructure and development tools are more sophisticated and user friendly than ever thanks to demand for app developers, with major operating systems offering a serious selection of frameworks for developers to work with. Most frameworks are free. 

 

Wrapping Up

Again, which one you decide to go with depends on what your ultimate marketing goals are, how big your budget is, and more factors. If you have the means and the employees to handle a mobile-friendly site and an app, why not try both and see if one offers more benefits to your company than the other. You also might find that your team is efficient enough to provide content to each channel, thus increasing brand awareness and reach. Whatever you decide, remember that it’s a very good idea to offer at least one of the two options to your target audience. 

April 24, 2016

The Global Reach of SMS Messaging

 

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SMS has carved out a place as one of the key marketing tools for the modern business. With affordable, effective application for both B2C and B2B marketing, text messaging is also being used as an internal communication method. If there’s one remote communication technology you can be sure everyone has access to, it’s text messaging.

Therein lies the principal appeal of SMS: it’s universality. Not only do people across the globe have access to SMS, the majority of them carry a phone everywhere, which means that access is readily available, often within minutes of a message being sent. Let’s take a look at the reasons why text messaging is the surest way to reach the largest number of people:

 

  1. Global Reach. There are phone carriers in almost every country in the world, and because SMS works on 2G networks (as well as 3G and 4G), it can be used to communicate with an active mobile phone anywhere in the world
  2. Classless. Unlike other mobile technologies such as apps and geo-location, text messaging doesn’t require a smartphone. Indeed, the SMS protocol predates the advent of the smartphone by more than a decade, which meant it was so widespread by the time everyone started carrying miniature computers in their pocket that it was beyond reproach. No phone manufacturer has even considered not including this simple feature on their phones. The smartest smartphone can communicate with any active cell phone built in the last 20 years in two ways: a phone call or a text message. That’s a pretty level playing field for global communication.
  3. More likely to be read. Than any other form of digital communication. Conservative estimates reckon at least 90% of text messages are read within three minutes of receipt, and unlike emails, they won’t get spam filtered or routinely ignored.
  4. It’s economical. Not just in terms of financial cost, but because of the 160 character limit - a major part of the appeal when it comes to actually reading messages - it requires an economy of language that all marketers should be seeking to use anyway. Your brand message will be clear, concise and direct. It has to be!
  5. It’s permission based. Because consent is required, you know your messages won’t form just another part of the digital white noise we’ve all become used to tuning out on a daily basis. Anyone who receives your SMS messages has requested them, making them much more likely to engage.
  6. It plays well with others. SMS messaging works in harmony with other forms of digital marketing, allowing you to create a truly ‘joined up’ mobile marketing campaign. If, for instance, you have details of an upcoming event on your website, SMS messaging is the perfect way to alert customers to it and include a link to the full story. By incorporating SMS messaging into your overall mobile marketing strategy, you will maximize your reach.

April 17, 2016

Mobile Marketing and the Emoji Question

 

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New research indicates that mobile marketing campaigns are increasingly turning to emojis to make their messages pop. Marketing automation company Appboy surveyed close to 9,400 campaigns on Android and iOS platforms, and found emoji usage had increased more than seven-fold year-on-year, as of March 2016. The report found e-commerce marketers and retailers were the most likely businesses to use emojis in mobile marketing campaigns.

Why are mobile marketing managers using emojis? Simply put, it’s because the rest of us do, and it’s seen as an easy way to add some color and individuality to a campaign. With so much activity happening in the world of mobile marketing, it’s highly competitive and volatile; some 800 million users got their first smartphone last year alone. Another 600 million will join them this year.

With such vast numbers, it’s crucial for e-marketers to understand who they’re trying to reach, and with what kind of message. In this context, emojis become one contributing factor to the success of a mobile marketing campaign. Used well, they set the right tone for a brand image. 

 

Using Emojis

So how do you use them in the most effective way? One of the most common mistakes brands make is to use emojis in place of text, where text would communicate more effectively. Emojis should complement your written message, not replace it, so for your first campaign, try incorporating one or two relevant emojis. This will give you a chance to feel out your audience to see if they respond well to emojis. Not everyone does!

Remember too that a constant stream of unhelpful, if fun, messages will result in irritated customers opting out of your contact list or deleting your app. Don’t get over-excited with the new plaything and start barraging your user base. Stick to the mobile marketing strategy of only issuing messages when you have a special offer to promote, or other information that will be of genuine interest. Incorporate emojis into these, rather than trying to build a new mobile marketing campaign around emojis.

A recent BI Intelligence report takes a look at mobile marketing tactics such as emojis. One of the key findings was the importance of marketers leveraging different tactics according to demographic and audience size. It’s vital to respect the personal nature of mobile messaging, and be highly vigilant for over doing it. Emojis are a good example of mobile marketing tactics that can go wrong if misapplied, but work wonders when done right.

April 04, 2016

How to Give Away a Million Burgers with Mobile Coupons

 

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Recently, the fast food chain Jack in the Box announced it was giving away one million of its new double-stacked, buttery-bun hamburgers. The “Declaration of Delicious” giveaway announcement came in the form of a Superbowl 50 commercial, and was designed to promote the restaurant chain’s new menu. 

 

Coupon Fun … And Fraud?

Consumers had one week to claim their free burgers. Doing so required making a visit to the Jack in the Box website and signing up to receive a mobile coupon for a free Double Jack or Jumbo Jack burger. 

However, coupon fraud is an issue that isn’t going away anytime soon, so how was it possible for one of the biggest burger chains in the United States to give away one million burgers without more than a few people claiming more than a few coupons? 

 

The Mobile Coupon Solution

In the old days, print coupons would have made the Jack in the Box giveaway a prime target for fraud. Today’s mobile coupons have all but eradicated the issue, with Jack in the Box combining online and offline tools to sidestep fraud-related problems. The restaurant chain sent redeemable codes over text or email to those who signed up to receive the coupon; the codes featured expiration dates. Guests had to either bring the printed versions of the online coupon to the restaurant, or show the codes to a staff member on a mobile device. 

 

What Consumers Preferred

Unsurprisingly, guests overwhelmingly favored the mobile version of the Jack in the Box coupons. Research by CodeBroker noted 70 percent to 80 percent of emailed coupons are viewed on mobile phones, while 20 percent to 30 percent of said coupons get printed. Overall, pulling up a coupon code is considered to be much easier than taking the time to print it.

In terms of email and SMS, consumers generally prefer receiving coupon codes via SMS. The percentage of those who indicate SMS as their favored methods for receiving deals and discounts has continued to rise over the past few years, something that’s very likely to continue. 

 

A Few Suggestions

The Jack in the Box promotion offers several lessons for marketers looking to refine their mobile tactics. For example, it’s been suggested that the restaurant chain emphasized its mobile app as a means of obtaining mobile coupons directly, as higher redemption rates come from app coupons, according to CodeBroker. Another suggestion marketers might consider for their own mobile marketing campaigns is one-time-use coupons at checkout. Generic promo codes generally result in more fraud.

Jack in the Box also missed a golden opportunity to collect information on consumer behavior throughout its burger campaign, starting with issuance and followed by redemption, location, and expiration. One-time-use coupons provide the chance to collect such analytics, and allow for tailored demographic segmentation and new campaign re-targeting. 

What’s the moral of this mobile marketing story? Jack in the Box did a fine job with its mobile marketing campaign, but failed to capitalize on a few key avenues. Mobile marketers would do well to fill in these holes in their own efforts. 

 

December 27, 2015

What Will Happen to Mobile in 2016?

 

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What’s to become of the mobile market in 2016? Said market certainly isn’t going anywhere, and plenty of innovations and changes are expected. Overcoming various hurdles is also in the mix, and with that in mind, check out a few mobile predictions for the New Year: 

 

Messaging App Marketing

Facebook Messenger and WhatsApp are on their way to having 1 billion active users monthly. More services and marketing opportunities will be added to both messenger services in 2016, giving marketers the chance to further break from traditional advertising and come up with unique options. 

 

More Mobile Payments

Paying for, well, anything through smartphones is something that will likely continue in 2016. Apple Pay, Samsung Pay, Android Pay, and similar mobile payment possibilities are set to become standard smartphone features, however undoing years of paying with cash, debit cards, and credit cards as opposed to swiping a smartphone takes diligence. Mobile wallet incentives such as coupons, rewards and loyalty perks, and similar discounts will therefore be required if this form of payment is to really take off. 

 

Increased Data Release

Consumers are predicted to allow more personal data release in 2016, though whether they’ll do it willingly is up for debate. The “convenience and value” of the connected world is something consumers like a lot, so the release of more personal data to publishers and marketers is a distinct possibility. 

 

On-Demand Delivery and Small Businesses

Small businesses will get in on the on-demand delivery action in 2016, something that’s mainly been reserved for corporations and other big businesses. Food ordering, package delivery, and similar easy-to-use services are great for small businesses, and something more of them will utilize in the New Year. 

 

Facebook=Entirely Mobile

The days of checking out Facebook feeds through laptops are increasingly coming to an end, with the social media juggernaut set to become “entirely mobile.” In Q3 2015, 78 percent of Facebook’s $4.3 billion in ad revenue worldwide was due to mobile, and many of the site’s users log in through their phones anyway.

 

Stronger Cybersecurity 

The creation of more cloud-based services and more consumers relying on their phones to purchase goods and services means strong cybersecurity is a must. Small businesses should take note of cybersecurity options, as more cyber attacks are predicted for small businesses in 2016. 

 

Battle For “Mobile Moments”

In a blog for Forrester.com, analyst Thomas Husson called mobile moments the next “battleground” among marketers. 

“Mobile moments – a time when consumers picks up their mobile devices to get what they want in that moment of need – are the next battleground where to win, serve, and retain customers,” he writes. “Mobile experiences are too static today and leverage too little consumer context. As customer expectations of convenience escalate in 2016, the pressure will be on firms to tap new technologies to serve customers in context where they already are – not where brands find it convenient to serve them. Firms must look to use context both to assemble and deliver experiences dynamically on their own and third party platforms.

“In particular, we expect alternative ecosystems beyond Android and iOS to emerge. With consumers using fewer or more integrated apps, new mobile platforms that offer a more relevant experience such as WeChat in China or Facebook Messenger in the US are quickly accumulating power as the owners of vast audiences and rich data about those consumers.” 

 

December 22, 2015

Google Brings App Streaming to Mobile Ads

 

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Google launched a new way to find information last month, even if such information is locked up tight within a mobile app. The search engine’s “Trial Run” gives consumers 60 seconds of playtime before deciding whether they want to make the app a member of their home screen. Google made it so advertisers pay only when a consumer installs the app rather than every time someone opts for a trial run. That way, advertisers are paying for those truly interested in the game, not consumers who download on a wing and a prayer. 

"The immersive demo increases the likelihood that an install is coming from someone who enjoys playing the game," according to the blog post written by Google director of mobile ads Sissie Hsiao and product manager Pasha Nahass. "Users get a taste of the game before going through the download process, and the app developer attracts better qualified users who've chosen the game based on their experiences in the app."

The format is designed to offset recent Google research that found one in four downloaded apps never gets used. Trial run ads are currently behind one third of all mobile app revenue, with advertisers very willing to pay more for them because they result in actual downloads. Of course, if the consumer downloads and ignores the app in question, it’s not worth much to advertisers. This new option subsequently offers the chance to increase brand awareness by ensuring the person will (probably) use the app. 

 

Changes to Interactive Ads

Google also announced an HTML5 ad for interactive interstitial ads. The idea is to create a customized user experience designed specifically for every advertiser’s app. The search engine touts the ads as providing creative freedom to advertisers who utilize HTML5 as opposed to a standard template. Interstitial ads give advertisers the chance to display products through galleries and point out personal branding options. Global fashion retailer Zalora, for example, is using the feature so consumers can swipe for exclusive offers. 

"We understand that experiences on mobile need to be made for mobile, and an ad is no different," Hsiao and Nahass said. "We're continually exploring new and better ways to build out interactive formats for the small screen."

Both of these possibilities are still in the beta testing stage and therefore available to a handful of advertisers. 

“You can buy ads, you can get apps installed. But a lot of apps are used once or they’re never used, even after they’re installed,” Hsiao noted, emphasizing that the formats are designed to pair app developers with the right users. “We found that 1 in 4 apps is never even used, and there’s often this ‘try once’ experience, and then [the app is] never used again,” Hsiao adds.

Google noted that app developers interested in joining the beta should contact their account managers. 

 

November 30, 2015

What Does the Mobile Messaging Boom Mean for the Customer Service Industry?

 

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When you need to get a hold of a customer service representative at your bank or another business, do you often feel your only choices are waiting forever on the phone or getting lost in a barrage of “press one for this” and “press two for that” options? Sometimes, these options don’t even get you to the person you need to speak with.

Instead of waiting around on the phone for hours, or getting a wrong department or being hung up on, consumers are finding mobile messaging an effective customer service solution. And, they’re loving the convenience of taking care of issues via mobile, so that they can go about their business while they wait for someone to solve their problem.

Is mobile messaging the way of the future for customer service? Let’s take a look at how SMS messaging might be the best way to communicate with companies going forward.

 

Customer Service and Changing Times

Traditionally, consumers have experienced many troubling scenarios with customer service reps, including phone calls that were never answered, dropped phone calls, poor connections to overseas call centers, and calls that did not get to where they were supposed to go after being led down a rabbit hole of “press” options. These customer service experiences are certainly not desirable service experiences for the customer. They’re nightmares that have the potential to turn off consumers from engaging with a brand.

Regardless of how much, or how well, a business markets its products or services, if its customers can’t get help when they need it, consumers likely turn away from the brand. Brand loyalty is only a possibility when a company can help a customer appreciate its products and services. To increase brand loyalty, many companies are turning to text messaging as a way to easily and effectively communicate with their customers.

 

Why Mobile Messaging?

Consumers have pretty much created the new wave of customer service communication for themselves. They are demanding mobile messaging as a customer service option because they feel more in control when they can simply leave a message as they would to a friend, and then have a person get back to them via text. There’s no hanging on the phone, no navigating customer service forms on websites, no hang-ups without having a question heard, and none of the other traditional customer service problems. Consumers like being able to use iMessage, Facebook Messenger, and other messaging apps to state their issue and go about their lives as the business looks into the problem and gets back to them.

Of course, this only works when a company puts structures into place to receive mobile messages and sets aside time to diligently reply to mobile messages—a task that many businesses have dedicated themselves to. As consumers show they don’t have the time, or the inclination, to deal with customer service issues of the past, companies are listening and making mobile messaging to customer service a reality to build brand loyalty.

November 14, 2015

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

 

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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.

October 02, 2015

How to Identify the Right Mobile Niche for Your Brand

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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.