Mobile marketing is now just an extension of internet marketing, as more and more people are starting to spend more time on their mobile devices and less time on their computers. Based on some reports more than 76% of all searches are done on some form of a mobile device today and is expected to continue to grow. It was inevitable that the internet marketers would move to this form of marketing. There are similarities between mobile marketing and internet marketing but there are also some pretty important differences. Understanding these differences is important if you want to be successful with your marketing campaigns. But we have to let you know that is better to have a professional experienced company like PCS World Network work with you to define your mobile strategies and campaigns.
So contact us today (619) 527-4040.
Mobile Marketing Strategy
There’s a few different ways to market to mobile devices that you can take advantage of; the most common is through SMS short for Short Message Services. This is really just sending text messages to people on their mobile phones. The main issue with SMS and frankly other mobile marketing is that in order to be able to send your message or ad you need to get people to opt in to receive your message. This can be a challenge since nobody is going to opt in to be advertised to. The best way to do this is the same way that you get people to opt in to your email list when you are doing traditional internet marketing. You need to bribe them by offering them something for free in return. Normally this takes the form of an information product but really it can be anything. The big difference between SMS marketing and email marketing is that your messages will need to be much shorter so your will have to be able to make your pitch with fewer words. Companies you have to engage audiences. This is where PCS World Network comes in. With our proven record we can help to drive your ad to where the people are searching for what you offer, and that’s on their cell phone or other mobile device.
You’ll also need a define and refined your Mobile Marketing Strategy.
There is a trend these days that is people are move away from using their computer to access the internet and using their mobile device instead. In reality mobile marketing isn't much different from internet marketing but there are things that you will need to know. The first one that comes to mind is its easier to get people's attention but you have to do it in just a few seconds because it is easier to lose them as well.
The first thing that you are going to have to do is to make sure you have a website that is optimized for mobile devices. This is especially true from a search engine optimization standpoint. Do a search on your computer and then do the same search on your mobile device and look at the results that you get, they will be very different. There are a few reasons for this, the biggest is that people use much shorter search terms on their mobile device. In traditional SEO it is normally recommended that you target the long tail keywords, this doesn't work with mobile devices because nobody is going to type in a long tail keyword. People also tend to use search assist a lot more with their mobile devices which again means you will need to target the most searched for terms. It is also important to optimize for local listings since most mobile searches are location based.
Pay Per Click Advertising
Another strategy is to use pay per click advertising. Anybody who has spent any time doing internet marketing is well aware of this strategy and knows full well that it can generate a lot of customers very quickly. Google offers the same program for mobile devices and it works basically the same. There are however a couple of differences that you need to be aware of. The biggest difference is that with mobile devices you can add a phone number to your advertisement. Studies have shown that this can dramatically increase conversions so if you have a phone number that you can add you definitely should.
SMS marketing is one of the oldest means of mobile marketing and it is still one of the most effective. It’s like email marketing but it is much more effective. People will often ignore your email they will rarely ignore a text message. It is also important to remember that there is even less tolerance for spam when it comes to SMS marketing. You absolutely have to get people to opt in to receive your messages. This can be tricky since nobody is going to opt in just so that you can advertise to them. Generally you will have to give people an incentive to get them to give you their number. Again this is a lot like email marketing so the same techniques often work.
For Mobile Devices, Think Apps, Not Ads
Like most professionals, we all carry a smartphone. Although we use it frequently for e-mailing with colleagues or texting with family and friends, we also use its apps to find information or to be entertained. We routinely encounter something else: a growing stream of itsy-bitsy advertisements.
When we click on the app for almost anything online, we see a banner—smaller than my pinkie—for something called Bingo Rush, with little stars and the word “free.” What is Bingo Rush? I have no idea. At the bottom of the Huffington Post app is a tiny rectangle that says “Scratch and win with Adidas.” What can I win? I’m not sure; the ad can barely accommodate five words. On my Sudoku app is an ad for BMW—no, wait, it’s Audi. (The photo is so small that it’s hard to tell.) When I give it a tap, the Sudoku app disappears, and my screen goes blank while my phone struggles to load whatever Audi intends to show me next. Before it appears, I’ve lost patience and switched to a different app.
These balky, Lilliputian ads represent the state of the art in mobile advertising—and they don’t work. Few people click on them. In surveys, four out of five people report disliking them.
Many companies are betting that with some tweaking, mobile ads will become an integral part of their communications strategies. Indeed, one of the most celebrated media graphics produced in the past year is a slide showing a side-by-side comparison of how people consume media (mobile now accounts for 10% of time spent with media) and where advertisers spend their money (mobile accounts for just 1%). Over time, some observers argue, these numbers will converge. Driven by that logic, mobile ad budgets in the U.S. are expected to increase from $2.3 billion in 2012 to almost $11 billion in 2016.
Smart marketers will embrace mobile as a communications platform—but the best use of the new medium won’t look anything like the current generation of tiny display ads. Historically, that’s a familiar scenario. Whenever new media emerge—consider television in the 1940s and 1950s and the World Wide Web in the 1990s—there’s a period of fumbling while marketers try to repurpose ads that worked in the old media. That’s why early-1950s TV commercials featured narrators reading what were essentially radio advertisements, and why 1990s websites were filled with static display ads taken directly from print campaigns. Neither effort was effective. New media require new methods of advertising, and those evolve over time. The same will be true of mobile.
Why Mobile Ads Don't Work
The best way for marketers to communicate through mobile will be with apps. Apps will trump traditional ads in part because consumers don’t perceive them as advertising—they value them for their functionality and thus don’t find them intrusive. For marketers, apps will also be attractive because they’re actually more cost-efficient than traditional ads, and they sometimes create entirely new revenue streams.
If you observe how people use their smartphones, and if you look beyond calling, e-mailing, and texting (activities that aren’t particularly conducive to advertising), you’ll see that apps dominate. Users spend, on average, 82% of their mobile minutes with apps and just 18% with web browsers. They download about 40 apps to their phones (out of more than a million available) and regularly use about 15.
Smartphone apps fall into five categories:
• Games and entertainment, which, according to one study, account for 42% of time spent on smartphones;
• Social networks (especially Facebook), which account for another 31% of smartphone time;
• Utilities, including maps, clocks, calendars, cameras, and e-mail;
• Discovery, including apps for Yelp, TripAdvisor, and Flixster;
• Brands, such as Nike and Red Bull.
The challenge for brand marketers is clear: If smartphone users spend most of their time with apps but regularly use only about 15, and if few of those 15 are for branded products, the marketing real estate on users’ mobile screens is constrained indeed. How can marketers reach and engage these consumers?
Instead of buying tiny banner advertisements, marketers should create apps that add value to consumers’ lives and enhance long-term engagement with their brands. To do so, they need to understand how and why users choose apps. My research reveals five strategies that can help them succeed.
1. Add convenience. Most airlines have mobile apps that allow customers to check in and to monitor their flights’ status. Most banks have mobile apps that let people track their bank balances and pay bills. ESPN’s app lets sports fans check scores. Of course, people can also do these things on desktop computers or from a mobile browser, but the smartphone apps function more quickly and smoothly, so most customers prefer them. And every time a consumer uses one of these apps—or even glimpses it on the screen while swiping to find something else—it increases her exposure to the brand.
Convenience apps can give marketers a great return on investment, but they face three constraints. First, although they can strengthen relationships with existing customers, they aren’t very effective at acquiring new customers. Second, established brands with large customer bases have an inherent advantage in using these apps to drive retention and engagement; such apps aren’t a viable alternative for every company. Third, as more and more companies build convenience into their apps, they will find it harder to differentiate themselves on that basis.
2. Offer unique value. Some apps take advantage of mobile capabilities to do things traditional desktop computers can’t. In South Korea, where the UK–based retailer Tesco has a grocery delivery business called Home Plus, the chain plastered the walls of subway stations with life-size, high-resolution photos of products on store shelves, complete with QR codes that can be scanned with a smartphone. This allows consumers to shop and arrange for delivery while waiting for their trains. Within three months of the system’s rollout, the number of registered users of Home Plus had increased by 76%, and revenues had increased by 130%. After a decade of badly trailing its competitor E-Mart, Home Plus is now closing the gap in overall market share, including offline sales. Since it was launched, in April 2011, the app has been downloaded more than a million times, and the company is now expanding its virtual stores to bus stops.
How an App Drives Revenue
Nike, similarly, has capitalized on mobile’s distinctive abilities. In 2006 it unveiled Nike+, an app (originally for iPods, now available for most smartphones) that works with a special chip in runners’ shoes to monitor speed, distance, and calories burned. Although the app itself is free, people must buy either a sensor-equipped Nike sneaker or a shoe-mounted sensor in order to use it. Nike credits the app with having driven growth of 30% in its running division as of 2012, and it has expanded Nike+ to include apps and accessories that track other activities, from playing basketball to sleeping.
Neither the Home Plus app nor Nike+ feels like a traditional marketing communication—and that’s exactly the point. Mobile users don’t want ads; they want apps that deliver unique benefits.
3. Provide social value. Facebook added its billionth user in October 2012; its app is one of the most used in the mobile world. Yet Facebook, like other social media companies, has struggled to monetize its user base through advertising. Marketers question the effectiveness of ads on social media sites, because ads interrupt the user experience of connecting with friends. Activities that enhance connections among friends are a different matter.
Create an exceptional brand experience across networks. Sprout's collaborative environment ensures smarter, faster and more efficient social communications.
ENGAGEMENT Engage with your audience & route issues to internal systems.
PUBLISHING Publish your marketing messages to Twitter, Facebook and LinkedIn.
ANALYTICS Integrated analytics on all of your social media efforts. each your audience across networks and promptly reply to your customers. Sprout makes it easy for teams to keep tabs on conversations and effectively engage at all times. Centralized Analytics & Reporting Sprout provides a holistic view of your social media performance with a family of reports. From Twitter & Facebook reporting to specific reports on engagement and user performance. Weekly Activity Emails Keep up to date on your engagement with weekly activity summary reports across all social properties. Assign Tasks It's critical to get your customer's inquiries into the right hands to ensure quick response times. Assign messages to your teammates for optimum efficiency. Ensure you're assigning messages to the right person with real-time availability.
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