Social Media Marketing

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July 22, 2015

How to Drive High Quality Traffic through Mobile Advertising

 

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Advertising is the shape-shifter of the business world. It has gone through more changes and taken on more forms than anyone could count. 50 years ago, advertising consisted of radio, print, and concrete materials. Pens and nail files with business information were the name of the game to gain exposure. Since then, as we all know, the business world has become more interconnected than ever, with your potential consumer only a click away. Customers hold the buying power in their hands and can take that power with them, wherever they go, at any time of day. I’m talking about the power of mobile.

So how do you achieve the high quality traffic, boosting your business, and creating long-term clients through mobile marketing? Well, the truth is, the answer is different for everyone. However there are some key points, a mobile mapping blue-print to follow, that can lay the ground work for gaining the visibility, quality, and conversion rate you desire.

 

Knowing Where Your Consumers Spend Their Time

Mobile marketing should be thought of as an opportunity to target potential customers with quality advertising content that can be personalized and optimized to each consumer base, instead of settling for quantity. However, engaging in quality advertising through mobile starts with knowing where to find that potential consumer base.  

Mass media marketing platforms like public radio, TV commercials, newspaper, or even print magazine ads might sound good, but they are only a nostalgic means to a non-profitable end. Smartphones, tablets, laptops—these platforms are the new launching pads for quality targeting and customer access. In an article by Venturebeat.com, it was revealed that consumer’s time spent on digital is now 46% compared to 36% on TV. The digital age has empowered the individual. It’s time to listen and understand how younger generations are consuming information and making buying decisions in order to even begin crafting quality mobile advertising efforts to successfully market your product or service in today’s world.

 

Get Responsive

First, is your business equipped for mobile platforms? It can be an immediate turn-off for potential consumers to find an outdated, unresponsive website. From design, screen size, and having an interactive, engaging mobile site—there is nothing more important to quality mobile advertising than being able to grab the consumer’s attention within the first few seconds.

 

Use Every Medium 

Part of grabbing and retaining a consumer’s attention means expanding the scope of your mediums in use. Videos, pictures, gifs, memes, blogs, social media campaigns, testimonials, surveys, questions, contests, best of lists—your business’s mobile presence can’t just be about a website and paid advertising (although that’s part of it); it should cover all the current hotspots where people are spending their time.

 

Remain Flexible

In the end, your philosophy on the business’ mobile advertising efforts should always remain open and flexible. Gain as much knowledge as you can on how to maximize your mobile budget, where to utilize paid advertising, why and if developing an app is important to your business (spoiler alert it is), and what programs (Facebook and Google Admob, etc.) are the best when it comes to utilizing paid mobile media advertising. 

The options in mobile advertising are limitless, as are the potential gains. Even though the digital age has empowered consumers, it has allowed businesses of all sizes and shapes to reach and engage consumers like never before. Mobile advertising is no longer the future—it’s the present, and it’s time to take notice.

July 01, 2015

Mobile Marketing Tactics for July 4th

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Independence Day is around the corner, and that means a marked increase in consumer spending across a variety of industries. As per the overall trend away from desktop, the majority of online shoppers will search on their smartphones, so it’s important to target mobile device users if you want to make the most of the holiday. 

Whatever line of business you’re in, give your July 4th a boost with some of these mobile marketing tactics:

 

Social Media Photo Competition

Use the power of social media to drive user engagement. A photo competition relevant to your industry, with a Independence Day-themed hashtag, can start the all-important online conversation. Do it right and you may even go viral!

Give Free Stuff Away

People. Love. Free. Stuff. That’s unlikely to ever change, which makes freebies the evergreen classic of the marketing world. Start an text message marketing campaign to let the world know about your free offer. The bigger and better it is, the more people will share it, and the more sign ups you’ll generate. It’s going to be a loss leader anyway - so you may as well go all out. If you generate long-term mobile contacts from a free giveaway, it’ll be well worth it. 

Tweet

Tweeting about special offers can work magic. Twitter is capable of disseminating information at incredible speeds, if an idea catches the imagination of enough people. You can even use apps like Viral to hide discounts until they’ve been retweeted a certain number of time, allowing you to control that 50% discount so that it works for you, or not at all. 

Themed Games

July 4th is a time for fun and games. Why not run a trivia quiz relating to the holiday. Offer a big prize to the winner, and multiple smaller prizes for runners up.  

Partner Up

Creating partnerships is an essential part of any business. It could be with other local businesses, but with the proliferation of social media accounts and other online networks, there’s a striking new type of partnership on the marketing scene: your employees. Most employees will be willing to spread your July 4th mobile marketing campaign to their friends and family, especially if it’s a fun video or themed song. If you have 25 employees, each with a hundred friends on Facebook…well, you can do the math!

June 14, 2015

6 of the Best Summer Marketing Campaigns

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Some summer marketing campaigns are truly awesome, and remain in consumer minds for many seasons. If agonizing about your summer marketing campaign or how you can possibly craft one consumers will love, throw something on the grill and check out six of the very best summer marketing campaigns (possibly) ever: 

 

Share a Coke Campaign

The Share a Coke campaign by Coca-Cola was hugely successful, and based on the idea that people looovve their names on things. The company put names on their cans and bottles, such as those that read “Share a Coke With Alyx.” As seen by the spelling of “Alyx,” Coca-Cola went a step further and make it possible for those with unusually-spelled or unique names to personalize their own bottles. They named their campaign after their call to action, which is quite brilliant, and even came up with ways to ensure sharing. For example, the soda brand had vending machines at the Minnesota State Fair where you could personalize a can for free.

 

Pacifico’s “Well-Traveled Beer” Campaign

In June of 2011 brewing company Pacifico did a road trip from Mexico to the U.S. and stopped in five cities along the way. They brought kegs to surfer get-togethers, bonfire parties, etc. and documented their journey via photos, videos, and status updates. Brand engagement and excitement resulted.

 

Pixar and Disney’s Monsters University Campaign 

In preparation for the 2012 summer release of Monsters University, Disney and Pixar created a Monsters University website featuring information on monster sports teams, School of Scaring tours, famous alumni, news and events, etc. It looked like a real university website and created plenty of movie buzz.

 

Atlantic City Alliance ‘Do AC’ Campaign

In April of last year, the Atlantic City Alliance dealt with a casino closings and a drop in tourism by launching the $20 million ‘Do AC’ campaign. Entitled ‘Do Anything. Do Everything. Do AC.,’ the campaign was created to expand on the beach city’s image and take it from gaming destination to family-friendly vacation destination. Ads were crafted for television, print, billboard, and digital advertising. 

A bold rebranding move, it nevertheless worked, and capitalized on the idea that people want to be “seen” in AC enjoying all of its many attractions, not just casinos. 

 

IKEA’s Books on the Beach Campaign 

IKEA celebrated Billy Bookshelf’s 30th birthday in 2013 by erecting several of their Billy bookshelves (filled with books) on Bondi Beach in Australia. Beach-goers could take a book in exchange for donating to the Australian Literacy and Numeracy Foundation. The campaign therefore promoted IKEA as a compassionate brand while simultaneously advertising the Billy.

 

Starbucks Frappuccino Fun All Summer Long Campaign

In 2014 Starbucks launched their Frappuccino Fun All Summer Long campaign, an SMS and MMS campaign. The coffee bigwig posted a message to its Facebook page encouraging consumers to text the keyword STRAW to 22122 with an image of a Frappuccino. Consumers had to draw eyes on their frappucino, and the copy read “What has a green straw and wishes it had thumbs? This guy.”

 

 

 

May 27, 2015

The Mobile Marketing University

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Always wished you could go to school to learn mobile marketing tactics? Now you can. 

Mobile marketing automation powerhouse Swrve created Swrve University, a free online training program designed to teach anyone and everyone how to succeed in mobile marketing.  

 “We assembled some of the smartest people we know to join the faculty of a comprehensive online training program for mobile marketers,” Swrve CMO Steve Gershik writes on the company website. “It is the first, I believe, to focus on the complete, holistic experience of mobile marketing from acquisition to analytics.”  

A vendor-neutral course, it’s being taught by a distinct group of mobile marketing experts from a variety of companies and industries via webinars. The first session was entitled “Mobile: At the Center of Your Marketing Strategy, “ and featured tGershik, as well as Jeff Hasen, a respected mobile strategist, CMO and author of the upcoming book, The Art of Mobile Persuasion. The class covered the current status of the mobile landscape, as well as techniques for doing well with marketing campaigns. Mobile trends for 2015 were also discussed, as were “benchmarks for evaluating mobile success” and “real-world examples of mobile campaigns that work.” 

The second webinar, “Mobile Relationships: How to Build Them and Why They Matter,” featured Forrester principal analyst Julie Ask, author of The Mobile Mind Shift. Ask’s session covered why mobile businesses fail and how to avoid joining them, essential tips for mobile success, the scale of mobile opportunity, and “how successful relationships are built on mobile.” 

“Only 4% of companies today have an effective mobile marketing strategy,” Swrve writes on the sign-up page for Ask’s class, adding that you may not need the session if you’re one of them. 

Participants are encouraged to interact with their “teachers” in future sessions. 

“CMOs today know a mobile strategy is vital, but many simply don’t have the time, knowledge or the properly trained staff to be successful,” Gershik noted, adding that “..our program is designed to teach anyone how to become one of the world’s greatest mobile marketers and harness the full power of reaching customers on their portable devices. By bringing together professionals from across the industry we are providing a complete and free guide to attacking the mobile marketing world from the basics to highly technical campaigns.” 

Ideal for mobile marketing strategists looking to learn more or further train new hires, Swrve University is poised to function as a fantastic research platform for businesses and entrepreneurs alike. Accessible to anyone with an internet connection, the company says upcoming classes will be announced soon. Swrve also asks attendees to submit topics and questions to marketing@swrve.com

 

May 25, 2015

How to Nurture Customer Relationships with Mobile Marketing

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Lifecycle marketing refers to existing-customer marketing based on relationship status. This is even more essential in regards to SaaS customers, who renew their subscriptions if they truly love the brand and what said brand does for them. If your customers are SaaS, providing continual value is imperative to avoid unsubscribing issues. 

Nurturing customer relationships is about treating each sector or demographic differently, i.e. catering to their specific needs. With that in mind, check out a few excellent mobile tactics designed to help maintain relationships with customers: 

 

Text Reminders

Sending texts to customers keeps your business fresh in their minds, but be careful not to overdo it. Think alerts about special promotions and discounts, opportunities to receive more information about product updates, etc. 

 

Sweepstakes

Winning free stuff never gets old, and offering customers the chance to win a valuable product or service helps them feel part of your community and increases the chances of them “talking up” your brand, such as through social media outlets. 

 

Surveys and Polls

A way to obtain quick feedback from customers, set up surveys and polls so customers can respond instantly via mobile devices. By you wanting their feedback, they’ll feel appreciated, which helps build brand loyalty. It’s also a great way to get to know your customers better. 

 

Social Integration

As previously touched on, social media platforms provide an excellent way to engage customers and develop a dialog. Take full advantage of customers’ willingness to discuss your brand over social media by making it easy for them to comment, share, and post about your business. 

 

Push Notifications

Location-based mobile marketing technology is increasingly utilized, as helping customers buy something they want at the right time cannot be emphasized enough. When customers are within reach of your location, try sending texts about special promotions and discounts. 

 

Loyalty Programs

Offering promotions that provide real value to your existing customers is yet another way to ensure they patronize your business again and again. Make it even more worth customer while by offering benefits for referring friends or recommending your products and services over assorted social media platforms. Take it another step further by enticing VIP customers with the chance to enter your “insider group.” Your most loyal brand advocates, provide such customers with your very best promotions and discounts...they’ll definitely come back for more.  

Determining your mobile ROI isn’t terribly difficult so long as you keep track of how many customers respond to your messages and what they spend on your brand on average. This results in a solid demographic and a psychographic understanding of your customers, which is always helpful in regards to future campaigns. 

 

May 22, 2015

Mobile Marketing Tactics for Memorial Day

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Memorial weekend officially kicks off summer, but it’s also the ideal time to experiment with unique marketing ideas that can push your business to the next level during a lull in sales. From social media to military rewards, Memorial Day is a great time to invite people to look at your products and services using one of these unique marketing ideas.  

 

Special Giveaways

Memorial weekend is one of the busiest shopping times of the year. As people transition into summer, everyone is on the lookout for a good deal. Normally, a giveaway doesn’t sound like a lucrative marketing tactic, but paired with social media, and you’ve got yourself an authentic customer experience they’ll want to share with friends and family. 

Sample App is a great technology to integrate into this marketing plan. It delivers your sample to qualified consumers who will spread the word across various social media platforms about your brand. 

 

Coupons 

Aside from giving away products, another great way to incentivize sales is with a coupon—but not just any coupon. SMS marketing, or “mobile coupons” are 10 times more likely to be redeemed than traditional paper coupons. These electronic tickets are also significantly less of an investment, and are easier to scale. 

Keypons offer a great mobile coupon system. They’re easy to create for customers on the go. The coupons are delivered either directly to customer’s cell phone or to their social media accounts. 

 

Creative contests

Using a contest over Memorial Day weekend adds to the excitement of the entire event. Contest in general are a great way to increase short-term sales goals as well as build a future repeat customer base. 

Pairing again with social media, try using a customizable contest platform. Get creative with the contest and consider how best to integrate it with your products. Try a photo contest or a cost-effective sweepstakes. Set up the contest for free and preview everything before you pay using the free Twitter Contest App

 

Honor Veterans 

It’s easy to get lost in the hustle of the busy weekend, but don’t forget what the holiday is all about. Memorial Day is a great opportunity to provide military men and women, as well as their families with a special discount. In addition to honoring the military veterans, this is a great way to relate to customers that you care about them and appreciate their business. 

 

Loyalty Program

For business with a brick and mortar store location, there are even more opportunities to reward customers with an on-site loyalty program. In addition to driving sales now, this is a great way to boost sales in the future. 

Check out LoyalBlocks, an app that lets you personalize rewards and transform your store into a special loyalty palace where customers don’t have to do anything to receive special offers. Everything is loaded and built on the app so it’s inclusive and very easy to use. 

However you decide to celebrate Memorial weekend, be sure to take the opportunity to reach out to customers with a unique marketing idea that will get them excited to your products and services over the busy weekend. 

 

May 04, 2015

Is Email Marketing Back?

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After years of fighting associations with spam, the proverbial tide is changing regarding email marketing. Facebook, Google and similar major digital media companies are turning to email-based targeting as opposed to traditional cookie-based targeting, as cookies do not work well in mobile browsers. According to Fluent’s new ‘Devices and Demographics’ research, 60 percent of all ads are displayed on mobile devices rather than desktop computers, making “email-based display advertising the future.” 

Advertisers interested in utilizing Google’s latest offering can precisely target the some 500 million people who have Gmail accounts, as well as users who rely on Google for other reasons, such as YouTube accounts. And while these numbers are definitely impressive, Facebook is ahead of the search engine juggernaut: the platform has the email addresses of all 1.4 billion of its users, including Gmail, Yahoo, and Outlook addresses among others. 

Google is therefore looking to catch up with the social media giant, which works the “custom audience” angle. The term refers to “reaching customers you already know with ads on Facebook.” 

“You can upload a list of email addresses or phone numbers of at least 100 people and we'll deliver your ad to those people if they're on Facebook,” the platform explains on its website. “You can also build audiences from the people that visit your website or from people who use your mobile app.” 

This gives advertisers the opportunity to send encrypted files of their email marketing lists to Facebook and subsequently re-target the users via Facebook ads. The platform also targets ads to “lookalikes,” or those whose interests match existing users on the marketer’s email list.  

The “Google vs. Facebook war” notwithstanding, one thing is abundantly clear: email marketing is more important than ever. Its equity continues to increase, as such marketing is no longer confined to consumer inboxes. The marketing option is instead becoming the driving force behind social, mobile, and display marketing.  

Marketers with long lists of email addresses are set to take full advantage of email marketing, while those without are scrambling to create extensive databases they can draw from. Email address acquisition isn’t something to put off--it needs to function as the top priority for any company looking to drastically revamp their advertising strategy.

To not take advantage of these new email marketing perks is a way to get left in the figurative dust, as brand awareness, ROI, and overall revenue are all sure to benefit from this new tactic. 

 

May 02, 2015

Mobile Marketing Tactics for Cinco de Mayo

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Cinco de Mayo, or May 5th, commemorates the Mexican defeat of French troops at the Battle of Puebla in 1862. Celebrated among Mexican communities in Mexico and the United States, it has become a drinking holiday. Cinco de Mayo also offers businesses the chance to attract new customers while having a fabulous time with current ones. If devising a mobile marketing scheme in time for this holiday, check out a few tips to help you out: 

 

Fun With Hashtags

Why not create a hashtag campaign? Make one about a week or a few days before Cinco de Mayo encouraging consumers to take selfies with your merchandise, such as a Cinco de Mayo cup bearing your brand name. Feel free to create a competition out of it--think creative selfies featuring the cup and the appropropriate hashtag. Give out “awards” on Cinco de Mayo, such as sending coupons or discount information for free food, drinks, products, or services. Don’t feel limited to selfies--the hashtag campaign can include anything you want so long as it’s appropriate. 

 

Party, Party, Party 

Make loyal customers feel special by throwing an exclusive Cinco de Mayo shindig. Text a special VIP code to customers who have been with your brand for years, regularly purchase certain products or services, etc. The code could function as an invite to a private party of sorts--one that includes free food and beverages, deep discounts on certain items, free trials of services, and whatver else you want to feature. A fantastic way of thanking customers for their loyalty, it’s also a way to spread the word about your brand. After all, don’t happy customers enjoy talking about favorite products and special related benefits?

 

Sales Alerts

Throwing a huge Cinco de Mayo sale? Let customers know via text. You can also send customers exclusive sales codes that guarantee discounts on the holiday. Consumers never tire of exclusive coupons and promotions, and are that much more likely to patronize your business if they know they can get something for cheap if not free. 

 

Powerful Call to Action 

Don’t let your call-to-action ruin your Cinco de Mayo mobile marketing campaign. Opt for engaging, if somewhat personal, options such as “Start Your Adventure Here” and “Celebrate Cinco de Mayo With Us By [Doing X and Y].” Whatever you decide, keep it concise and creative, and never, ever use “Click Here” and similar statements. 

These are just some of the many ways to work Cinco de Mayo into your upcoming mobile marketing campaign...

April 13, 2015

5 Mobile Marketing Tactics You Should Avoid

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When something becomes commonplace, the issue of predictability follows. This is true of mobile marketing, so rather than falling victim to increasingly-stale practices, check out a five tactics you need to avoid like an infectious disease: 

 

A ‘Narrow’ Approach

Thinking of mobile marketing solely in terms of apps and the mobile web is a big no-no. Earning a spot on the app home screen is something that takes time and a heck of a lot of strategy, as consumers are all about context-aware experiences rather than basic mobile websites or subsequent advertisements. “Mobile wallet” is a great example of being context-aware, as the mobile wallet that is Apple Passbook allows users to store loyalty cards, assorted offers, and more. Saving something to a mobile wallet is less stressful than waiting for an app to download, and by assisting the consumer in some way, said consumer is more likely to engage. 

The new Messenger for Business is another fine example, as it allows brands to communicate with consumers through private chat threads. 

 

Singular Profiles

Rather than creating channel-specific databases featuring customer insights, brands need to work on single profiles of customers that utilize data from all channels. This creates an “omnichannel experience” that seamlessly moves between various touchpoints. 

 

Robots, Not Humans 

Relying on people instead of robots or automated systems for in-store support and interactive chat has become an archaic practice. Human employees get distracted, or feel ill and therefore not up to proverbial snuff. Brands must therefore focus on centralizing the rules of engagement in the cloud for customer support. For example, Lowe’s recently replaced people with robots in their stores to assist in shopper needs, such as finding products, with great success. 

 

Implicit and Explicit Intent

While marketers are contextualizing user experiences by location, they’re completely missing user implicit and explicit intent. For example, just because a man is walking through a makeup boutique doesn’t mean he should be sent a coupon for $5 off select mascaras. Understanding user intent in any given moment is imperative, as it helps brands accomplish their goals, i.e. providing the correct experience, function, or content. 

 

Interruptions

Picking and choosing the right time to “strike” is another necessary component of mobile marketing. Just because people enjoy receiving texts from friends doesn’t mean they’ll find a constantly-chirping phone fun to deal with. Showing restraint is therefore essential, and brands must resist the urge to inundate customers with offers and deals, no matter how spectacular. What they must do is find the right times to “strike,” and enjoy the rewards that follow.  

 

April 03, 2015

What Do the Israeli Elections Tell Us About the Future of Mobile Political Campaigning?

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To note that mobile and social media carry great weight in today’s world is pretty obvious. Particular events, however, offer even greater insight into the impact of mobile, such as presidential elections. Let’s take a look into how mobile affected the recent Israeli elections, as well as the influence it will likely have on the 2016 U.S. presidential race. 

 

High-Quality Targeting

Mobile media offers the possibility of high-quality targeting, as it provides advertisers with the opportunity to target very specific audiences. Political parties’ media budgets are larger than ever before, and most candidates hire dedicated agencies to run their media campaigns. New advertising platforms continue to crop up, while Facebook’s mobile-only user base recently reached the half billion mark, making it easy to reach voters during every phase of a campaign. Location-based targeting also helps considerably, as parties can look at users from specific states and determine if they should increase their advertising efforts, and if so to which audiences. 

 

Political “Gamification”

Any on-point campaign manager knows it’s important to play to voters’ increasingly-short attention spans, and are subsequently utilizing gamification techniques to harness and hold this attention. Gamification techniques have been used with success in the Israeli elections, as ads focused less on direct message transmission and instead honed in on creating an experience that featured a more subtle approach.

Entertaining mobile games that sent strong political messages were also used. For example, one Israeli election game had users engage in a “temple run” game featuring their favorite candidates. Other games were used to align opposing parties, but again in a discreet way. Gamification has made politics a more fun and engaging experience for young voters, and allows candidates to reach an audience they would otherwise have a hard time engaging. 

 

Mobile User Power 

Video content was frequently used during the Israeli elections, as videos were widely shared across social media platforms by all parties, even orthodox religious parties. U.S. mobile video ad spending has doubled over the past year, so the idea that video content will likely play a large role in the 2016 elections is imminent. Often more entertaining and less formal than the political ads traditionally seen on television, videos are dissolving the boundaries between independent political activists and official messages. Content isn’t just user-focused--it’s also user-generated. 

 

Wrap-Up

Mobile has become the favorite device of all age groups, meaning campaign managers have to scramble to create a mobile-based approach to elections if they haven’t already. Rich media, text marketing, video content, and the plethora of other mobile focused campaigns must be implemented for any candidate developing massive public outreach.