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December 15, 2014

The Ten Best Mobile Marketing Campaigns of 2014

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

December 10, 2014

Why Are Mobile Marketing Budgets Increasing?

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We see a lot in these pages about the growth of mobile marketing. But just how fast is that growth happening? And are the same trends expected in future? 

The more the industry swells its ranks and revenues, the more data we have to go on. A recent Tatango survey looked at mobile budget trends and forecasts and compared the results with previous mobile marketing metrics. So, are budgets going up in accordance with the mobile explosion? 

The answer is yes. Very much so. Some 44% of marketers said they were increasing their mobile budgets during 2014 – up from a little over 42% in 2013. Mobile is proving particularly popular with startups, who can devise creative mobile marketing campaigns on relatively few dollars.

Other surveys report similar upward trends. According to Gartner, digital marketing budgets are expected to increase by 8% in 2015. Exactly half of all respondents stated an intention to increase digital spending next year.

The message from businesses remains remarkably consistent. Gartner’s research was conducted with the participation of 315 companies located in the United States, Canada and the UK. They represent organizations with more than $500 million in annual revenue, working in six disparate industries: hospitality, tech, manufacturing, financial services, retail and media. The bigger the firm, the greater the marketing budget as a percentage of revenue; companies with revenues in excess of $5 billion report spending, on average, 11% of revenue on marketing. For companies generating between $500 million and $1 billion, marketing spend was 9.2%. 

And really, those dollars are what it all comes down to. Understanding how to exploit capital to it’s fullest potential is the primary challenge for cash-strapped startups. That’s why having an effective CFO is so important, and it goes a long way towards explaining the huge popularity of mobile marketing tactics like coupons and time-limited discounts, which are easily and affordably disseminated via text message.

The modern marketer is performing a delicate balancing act. Each strand of their campaign must be woven together into a satisfying whole. Integration is everything. The resultant consumer experience is nudging users towards a more self-service buying model, which means businesses can reduce traditional sales-led budgets without sacrificing quality. Marketing budgets in general – and mobile marketing budgets in particular – are the primary beneficiaries of this new model. If you’re yet to move ad spend into a coherent mobile marketing strategy, it might be time to start…

November 12, 2014

Generations and Their Gadgets

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

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

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

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

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

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

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

 

 

 

November 07, 2014

How to Reach Millenials with Your Mobile Marketing Campaign

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

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

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

Laptop

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

Tablet

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

Television

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

Smartphone

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

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

October 30, 2014

Want a Personal Shopper? You Probably Already Have One

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Always dreamed of having a personal shopper? You probably already have one...in the palm of your hand.

A new survey by Perception Research Services International, a company that specializes in shopper

research, found 76% of smartphone owners use their devices for shopping purposes.

The survey notes “53% of smartphone owners rely on their devices to compare prices, 49%

to read customer reviews, 48% to search for product information, 48% to check for sales or

coupons, 37% to get product information from a manufacturer’s site, 34% to get a friend or

family member’s opinion, 31% to make a purchase, 31% to enter a contest, and 17% to view

a product demonstration.” Out of the 1,450 American adults surveyed, over half owned a

smartphone.

 

Consumers use their smartphones when shopping for a range of products, including electronics,

clothing, computers/software, groceries, cosmetics, furniture and appliances, cosmetics and

personal care products, office supplies, home decor, and pet supplies among other items. QR

codes are among the most popular mobile commerce options, with consumers using codes to

learn more about products and promotions, participate in loyalty programs and receive rewards,

read customer reviews, and obtain store addresses.

 

“Retailers and manufacturers need to adapt to a world in which shoppers are armed with a

tremendous amount of information at their fingertips—about the brand to choose, the price

to pay and the place to buy,” notes Jonathan Asher, executive vice president at Perception

Research Services International. “Retailers know they will continue to lose a certain amount of

sales to online purchases, and they must accept that some showrooming will occur. The key is

to find ways to capitalize on those opportunities in which shoppers are in their store examining

products, and make it compelling for them to make purchases there rather than go online—or to

some other retailer—to do so.”

 

Marketers are therefore encouraging shoppers to buy new products or services based on

previous purchases and shopping patterns. Companies such as shopkick and Paypal are

utilizing Bluetooth-enabled beacons to link consumer in-store data to mobile marketing. Taking

advantage of location-based technologies and tracking buyer history has subsequently made

recommending products and services to consumers easy and efficient. Even third-party

manufacturers can benefit.

 

Beacon hardware manufacturer Roximity is developing marketing technology that leverages

beacons. For instance, a supermarket using Roximity’s technology could allow a third-party

brand, such as Dole, to utilize its beacon network for a particular promotion.

Startup companies are quickly getting on board with location-based technology, using mobile

not only to help consumers find their businesses, but to add understand what products

customers like and how to incentivize greater purchases.

October 26, 2014

Why is the Hospitality Industry so Slow to Embrace Mobile?

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New research from Omnico indicates that UK consumers are less likely to use mobile devices to engage with hospitality service providers when compared with other industries. Just 13% of consumers said they would use mobile to interact with hoteliers and travel agents.

This reticence is understandable when examined from the consumer point of view. People ultimately want a better user experience, but with so many metrics to consider when booking a holiday, it’s possible that small screen devices are given short shrift. Filling in multiple fields – car rental, flights, hotels etc – is a hassle even on a desktop. Even on a mobile-optimized site or app, there’s simply too much information to divest for a quality user experience.

Thankfully for the industry, the point of purchase is just one step in the process. There is still plenty of scope to create a compelling mobile marketing campaign that simply hands off to desktop at the point of sale.

And despite the apparently-negative data collated in the UK, mobile usage has been steadily increasing in the world of hospitality. A Forrester survey from last year identified a 450% increase in mobile bookings since 2009. Some analysts predict mobile sales will be worth $26 billion by the year’s end. That’s one in five online travel dollars!

The biggest mobile marketing strides have been made post-purchase, with 75% of travelers using a mobile device to shop and book activities while on holiday, according to Forrester. Clearly, this is where the hospitality industry is benefitting most: reaching consumers who are already on vacation and for whom smartphones and tablets are the only readily-available web-connected device.

If you’re trying to create a mobile marketing campaign that works, focus on enriching the entire experience, not just selling vacations. Offer portals for booking restaurants. Provide information on local tourist sites. Gather user reviews that could help future customers. Break your mobile marketing strategy down into three key practices:

  • Promotion. Offer last minute deals, hotel discounts or coupons. Mobile – and especially SMS messaging - is perfect for issuing time-sensitive information.
  • Loyalty Rewards. Offer loyalty points with personalized incentives attached. Track data to give reward customers with the things they like. If they’re clocking up thousands of miles, offer air miles. If they use the same hotel chain around the world, try to partner with that hotel to offer discounts.
  • User Experience. Keep customers up to date on new destinations. Send weather forecasts, or travel directions. Stay engaged throughout their trip and solicit feedback in the form of reviews.

A balanced mobile marketing strategy is of vital importance in an aggressively competitive industry. The beauty of mobile is the ease with which you can subdivide customers according to personal preference, so even if your primary booking platform is your desktop website, stay plugged in to mobile and you’ll reap the long term benefits.

October 21, 2014

Five Telltale Signs of a Text Scam

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Email and snail mail scammers have added a new, very personal communication medium to their fraud arsenal: SMS. Text messaging scams are unfortunately becoming more commonplace, and as such it’s important to know what the indicators of such scams are. Check out five surefire signs of a text scam and know what to look out for should you receive strange messages: 

 

1) 11-Digit Numbers

Text messages from legitimate businesses are actually sent from the company’s number and do not come from unidentified mobile numbers. This is true even if the text body includes the name of the company, so don’t be fooled if a strange number claims to be a particular company.

 

2) “Winning” Raffle Prizes

Plenty of text scams begin by saying the user has “won” a raffle and includes steps on how to claim the supposed prize. Designed to trick users into handing over money or load credits in exchange for the prize, these fake winnings certainly spell scam. Remember that unless you entered into a specific contest, there’s no real prize at the end of the text message tunnel. Never, ever offer bank or similar information to “raffles” you did not enter.

 

3) “Share-A-Load”

Another way text scams extort user money or load credits is via “Share-A-Load” transactions. This scam accuses the subscriber of racking up additional charges. It gives the victim a message format to send to a mobile number for a “refund.” The message often looks as follows: [Company Name] LTE Advisory: Your postpaid account has been charged P500 for LTE use. Is this a wrong charge? Text 500 send to 2936XXXXXXX for REFUND.” Additionally, adding the ‘2’ in front of the 10-digit cell number turns the message into a “Share-A-Load” transaction.

 

4) Problems With Relatives 

Text messages claiming trouble with relatives who live abroad is one of the most common text messaging scams in existence. The “relative” has an issue while living or traveling abroad and requests monetary assistance through load credits or money transfer services using a “new” prepaid number. This new number is another way to trick users into Share-A-Load transactions.

 

5) Government “Messages”

Government agencies do not, repeat, DO NOT perform transactions through text messages. Any text message claiming to be from any government agency is a definite scam, including those that note raffle prize wins. The “agency” may not even exist.

Instead of responding to text message scams, inform your service provider of suspicious activity. Report all mobile numbers used, and never provide bank information or send money. The more informed you are, the better off you’ll be should you encounter a text message scam. 

October 20, 2014

Baltimore Maps Addiction with Text Messaging

SMS Messaging has had a major impact on healthcare processes. Everything from appointment reminders to internal communications in hospitals are being achieved more effectively than ever, and it’s all down to the humble text message.

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In recent years, one of the most powerful applications of this technology has taken place in Baltimore, where it’s being used to help addicts in recovery. A National Institutes of Health lab located in East Baltimore provides methadone and testing to the addicts who attend. Unlike many other rehab programs, addicts don’t get thrown out if they relapse. Why? Because the data they can provide is far too valuable to researchers investigating the causes of relapses.

This data is being gathered via smartphones specifically programmed to help struggling drug users track their cravings and relapse episodes. The phones beep randomly throughout the course of the day with a text message asking questions like: Where are you? How are you feeling? What are you doing? Who are you with?

The scheme aims to identify the events and situations surrounding relapses. What are the events, places and people that trigger drug use? What happens in the precise moment an addict decides to use? 

In addition to cell phones, addicts carry GPS loggers to track their movements. Researchers can see the whereabouts of participants, identifying particular blocks or parts of town that precipitate a relapse. Knowing the location of an addict when they use – or think about reusing – is helping the team better understand the patterns of behavior that lead to a relapse.

The scheme is not the first SMS-based solution to treating addiction. Problem drinkers have been helped by a text message program that monitors their alcohol intake. Participants took weekly surveys and, depending on their responses, received automated text messages containing words of encouragement or recommendations for limiting alcohol consumption. The results showed that, on average, heavy drinkers can cut their intake by up to half by using such a scheme.

The nature of the platform is well-suited to self-monitoring and the setting of short term goals. People generally carry their phones everywhere, making them the perfect tool for reminding people to stay aware of unhealthy behaviors. Even just being told to ‘hang in there’ can work wonders for problem drinkers who are trying to keep on top of their alcohol intake. Mobile technology gives addicts a pocket clinician-cum-counselor that won’t let them down.

October 15, 2014

Mobile Marketing Mushroom in Ireland

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Mobile marketing campaign managers in Ireland are flush with success right now. The country is undergoing a mobile device boom, as consumers increasingly turn their attentions away from desktop and towards smartphones and tablets.

A study compiled by marketing company ZinMobi looked at some of the country’s leading retail, restaurant and fast food brands and found mobile marketing tactics were the most effective way of delivering the biggest ROI. ZinMobi’s boss, Brian Stephenson, said the results were indicative of a growing awareness of mobile marketing tactics, and a concurrent drop off in use of conventional methods. Says Stephenson:

“What excites me about these results is the way that brands have recognised mobile as the instant marketing channel with campaigns quicker to deploy, and delivering instant results.

“We believe that every business knows enough about its customers... to deliver highly-targeted and trackable campaigns,” he added.

The study also found that mobile marketing tactics were regarded as the quickest to set-up, and 61% of respondents said they delivered the fastest results. The research found only 10% of companies did not plan to be using some form of mobile marketing campaign by this time next year; right now, 26% of Irish companies do not use some kind of mobile marketing strategy. These figures clearly show a growing awareness of mobile marketing among firms who are late to the party.

Companies with a well-established mobile marketing strategy are expanding their current campaigns in order to better engage with consumers. Mobile coupons and special offers are proving highly effective methods of retaining and nurturing existing customers.

These trends reflect an overall swing towards mobile in Ireland. Mobile web access is up 59% on last year according to a report from StatCounter. The more consumers move towards mobile devices, the more we’re likely to see marketers follow suit and creating mobile-specific campaigns. Ireland, like the rest of the world, knows which way the wind is blowing.

 

October 08, 2014

Mobile Marketing Budgets are Smaller Than They Should Be

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Mobile devices have quickly become powerful marketing tools, yet brands are still not investing in mobile advertising as they probably should. Despite practically “everyone” owning a mobile device, mobile marketing accounts for a mere 5 percent of the average brand’s budget. Why? Usual reasons include difficulty tracking performance and gauging ROI.

According to recent Forrester research, 62 percent of marketers surveyed felt “confident” about measuring mobile ad campaign ROI, yet only 18 percent felt “very confident” in their ability measure ROI. Marketers want to see hard numbers if heavily investing in mobile, which many experts find “counter-intuitive.” 

“Consumers now spend over half of their leisure time on mobile devices,” says Gal Oppenheimer, senior product manager of built.io, a mobile back-end and application development platform. “Mobile advertising is clearly important, but it needs to get easier to track brand awareness and consumer spending.”

Other experts say marketers are too busy comparing mobile and desktop metrics, which is essentially a waste considering how different the mediums are. Marketers are used to cookie-based tracking, but such tracking doesn’t really work in the mobile world. A single cookie isn’t capable of tracking consumer actions as they go back and forth between mobile browsers and apps, nor can they follow consumers who click on mobile app download ads. The latter is a common mobile ad unit that encourages consumers to download a brand’s app. 

Mobile marketing is definitely a work in progress, yet current efforts are encouraging. Groupon, for example, works with at least three different mobile ad networks, and places ads on a wide range of publishers’ mobile sites and apps. The online retailer works with mobile advertising vendor Fiksu Inc. to discover which mobile attribution methods are best for tracking ad effectiveness.

Facebook is also working on a solution to the “mobile puzzle.” The social media giant introduced a mobile ad unit in April of this year, Audience Network, which allows marketers to target and place ads across an assortment of mobile apps utilizing what Facebook knows about its sizable user base. The network is designed to result in more relevant ads on apps, which leads to improved click-through rates, and subsequently a better ROI for the advertiser and more revenue for app developers.

Marketers are still hesitant, but if tracking abilities improve, more money will go into mobile ad efforts. “Forrester found that if marketers could track more reliably, 86 percent would allocate more of their budgets to mobile,” wrote Mike O’Brien in a recent post for ClickZ. “And 93 percent would run more cross-channel campaigns, something only 13 percent said they felt confident measuring.”