Mobile Marketing

Mobile Marketing’s Impact

Mobile Marketing: The Future Is Here

 

mobile marketing future

Mobile marketing has created an unprecedented opportunity for businesses to target consumers.  Over 80% of all smartphone users search for local businesses on mobile devices.  Furthermore, Google reports that 88% of all “near me” searches are done on mobile phones.

Mobile phones create an opportunity to engage consumers in-store and turn lookers into actual buyers.  In a separate study, Google reports that 82% of smartphone users consult their mobile phones while in-store before finalizing a buying decision.

An effective mobile marketing campaign will hyper-target a radius around your brick-and-mortar location.  Start by targeting your current marketing lists such as email subscribers and previous buyers.  Once an effective strategy has been developed, you’ll want to expand your campaign to a broader audience.

Secondary Conversions

The primary goal of mobile marketing conversion is to get the user to take a specific action.  But achieving the primary goal is not always possible.  He or she simply may not be ready to purchase.  Or they may feel uneasy about completing the process over the phone.  In that case, always try to achieve a secondary conversion.

The secondary conversion should offer the consumer something of value and build additional interest in your brand. And it should give you an opportunity to get something of value in return – such as an email address.

The ultimate goal the secondary conversion is to keep the conversation going with your customer.

Make Conversions Seamless and Easy

Converting on a mobile phone can be cumbersome.  Be aware of the number of pages that users must load, the placement of your CTA’s (calls to action), the ease of navigation and difficulty of using buttons.  

Make allowance for the unique features of the mobile phone.  Badly designed forms can have a devastating effect on page optimization.

Special attention must be given to the logistics involved in filling out mobile forms.For example, are the fields visible when typing and not hidden by the keyboard?

Adjust to Customer’s Preferences

It’s important that you determine which conversion methods your customers prefer.

Not every business can handle every conversion types well.  It’s important to adjust if needed.  For example, you may need to create the infrastructure for handling calls – hiring additional staff possibly partnering with an external call center.

Don’t fall into the trap of pushing customers to a certain conversion method because it’s convenient for you.  Align your mobile marketing strategy to customer preferences.  It potentially could lead to impressive ROI gains.

Cross-Device Conversions

Google reports that 40% of consumers who do research on a smartphone will later make a purchase a desktop or laptop.  This highlights the increased importance in cross-device conversions.  Plus it shows the importance of engaging consumers as they enter the sales funnel.   

Enter mobile contacts into your CRM as soon as possible.  It helps facilitate conversions and makes future engagement more convenient for both you and the consumer.

Your efforts might not result in an immediate sale, but sales are not always immediate.  Your goal is to build a long-term relationship.

Analytics

Tracking your mobile consumers’ actions is a must!  Analytics will help you determine which of your mobile strategies are effective and which ones underperform.

Tracking consumer engagements will help you determine your ROI and other important metrics – allowing you to prioritize limited resources and create the most effective mobile strategies going forward.

Measuring your mobile marketing efforts should not be left to chance and it doesn’t need to be difficult or mysterious.

Metrics let you refine your site, application or strategy and create a superior user experience.  Better user experience translate into more engagement and ultimately more sales.

Tracking indicators such as store locations, directions and business hours can provide some context around intent.  Coupon downloads and redemptions can be used to connect your online and offline sales.

Tracking in-store visits through software and beacons are valuable options for retailers that drive a significant volume of traffic through stores.

Growth in Mobile

It’s inevitable that consumers use of mobile devices will continue to grow at an astounding rate.  As result, it’s inevitable that mobile marketing budgets will increase to keep pace.  Businesses that develop effective marketing strategies to include mobile with intelligent campaigns will capture the future.

QR Codes and Mobile Marketing – Perfect Together

QR Codes Intricate Part of Mobile Marketing

QR codes continue to grow as a mobile marketing tool. They are now a widely accepted marketing tool to promote your business, showing up on everything on event promotions, business cards, marketing collateral and PURLs and serving as roadmaps to wherever and whatever you want your customers to go.

QR Codes have become an intricate part of mobile marketing. Your business just needs to research where the best fit for your QR codes lie in you marketing plans. Your customers are already familiar with QR Codes and are probably already using them.

Here are a few suggestions for ways to use QR Codes to market your business:

Business cards. Include a QR Code with your website address on the back of your business cards to increase traffic to your site.. Clients can click with their smartphone and bring up your site.

Coupons, magazines and billboards. Place a QR Code coupon in a magazine, direct mail piece, billboards or even on the side of a building. It’s a fast and easy way to offer deals to potential clients – they just point and click with their smartphones. 

Social media. Promote your social media networks and get more likes, followers, and connections. Include QR codes to the URL’s of any and all of your social network sites.

Direct mail. Place a QR code on your direct mail envelopes, brochures, flyers, postcards or posters and link to the video of your product or cause URL.

Directions. Include a QR Code to your Google Places page to give directions to your business location. Customers can quickly use the Quick Response scanner and pull up a Google map.

Product information. A QR Code with the URL to a specific web page for detailed product information for a product you are promoting.

Event information. A QR Code with the URL to a specific web page for detailed information for a future event that you’re promoting.

Phones calls. QR codes can also include your phone number. When scanned, the phone number can be dialed in a snap.

QR codes are a great way for your business to engage your target audience – they are a unique way to bridge online and offline media and to differential your business from your competition in the process.

 
Digital loyalty program benefits

Customer Loyalty Going Digital

10 Benefits of  a Digital Customer Loyalty Program

Digital loyalty program benefits

We all have a punch card or two for a coffee place, a dry cleaner or a local sandwich shop safeguarded somewhere (i.e. lost) in a drawer at home. These loyalty cards have proven to be great for local businesses –that is, if your customer can find them! Loyalty programs are excellent at helping you get a better understanding of customer behavior and they provide an incentive to the customer for making continued purchases by offering some form of reward. Consumers carry around a variety of these loyalty cards – however, lugging around a wallet full of paper punch cards can be inconvenient (which is how they often end up in that drawer at home!).

Taking the Loyalty Punch Card Digital

Implementing a digital customer loyalty program for your business allows your customers to use their phone as a mobile loyalty card. They can store cards in a mobile wallet for example like Apple’s Passbook app, which digitally and conveniently houses these cards all in one place, or it can be integrated into a customized mobile application, such as the coffee giant Starbucks, has more than successfully done. Gone are the days we misplace or lose our favorite loyalty cards! In this digital age where 73% of smartphone users are interested in interacting with loyalty programs through their mobile device and over 90% are likely to download a loyalty program’s application, it is time for your business to modernize and upgrade to a digital card.

Why Rewarding Customer Loyalty is Important to Your Business

It costs a business about 10 times more to acquire a new customer than it does to sell to an existing one. What’s more, a loyal customer has a greater lifetime value and spends 10 times more than a new customer. On average, current customers spend 67% more than new ones, so retaining them is crucial. Offering freebies, discounts, and/or other perks and rewards as incentives through loyalty programs is the way to keep them coming back.

Loyalty programs can garner a 12-44% increase in visits and revenue and they are easy to implement, very cost effective, and a tried-and-true reliable tactic in attracting new customers as well as keeping current customers coming back for more. Therefore it is necessary for companies to cultivate their customer base and reward those that give you the most business day in and day out.

The best way to grow your business is to implement a modern digital loyalty program that will allow your business to save money and allow you to better connect with your customers. In addition, your customer isn’t required to fill out an online enrollment form or carry around the cumbersome paper or plastic loyalty cards. Businesses can now reap the benefits of launching a digital loyalty program that makes use of smartphone technology to grow your business.

Digital loyalty program benefits10 Great Benefits to Implementing a Digital Loyalty Program

1. Helps you understand your customers’ behaviors and preferences. When you get to know your customer, you can create custom rewards and alerts, something you cannot do with generic “punch card” loyalty systems. Even advanced points-based loyalty systems are sold as a one-size-fits-all program but that lack of personalization falls short in an effort to speak directly to your customer.

2. Offers an opportunity for increased spending with repeat visits. The more visits a customer makes to your business to earn a stamp, freebie, discount or reward through your program, the more opportunity there is to upsell them.

3. Easy to download and share. The passbook-enabled digital loyalty card can be shared via text or email with friends and family to “team up” and get to their reward faster! Giving people even more incentive to come into your business repeatedly.

4. Provides benefits that a competitor may not offer. Plain and simple, offer something more cutting edge and convenient than your competition.

5. Reinforces preferred customer behavior. Maybe you want to boost traffic at particular times of the day, increase sales of a certain product or service or introduce something new, you can customize your program to nudge loyal customers to adopt this behavior and earn rewards.

6. Test promotional offers and new items. Not sure which incentive will work best or which product, service, menu item will pull best with your customers? Test it out. With a digital program, it doesn’t have to be one-size-fits-all. You can test a variety of promotions, even a variety of creative options, to see which works best for brand.

7. Send push notifications and alerts. Anyone with your loyalty program digital card or mobile app that gets within a certain geographical distance from your business will get a pop-up message on their smartphone notifying them they are nearby one of their favorite stores/places (great for last minute “flash” sales). You can also configure your digital loyalty card in conjunction with Bluetooth iBeacons to send push notifications in-store as well.

8. Digital loyalty programs are trackable and measurable!

• Track customers and their behavior from the activity of cards
• Track activity and effectiveness of different business locations
• Track different marketing messages/creative
• Track open rates, install rates, usage rates, deletions, shares, etc.
• Monitor advertising responses to gain insights
• Measure success of your program and make informed decisions about future campaigns

9. Drive customer engagement in ways other than purchases. Your customers’ activity can be linked to their social media accounts, like Facebook, Twitter, Google+, etc. which means you can give customers a chance to earn incentives through sharing, liking, posting, reviewing and/or referring your business.

10. Digital loyalty programs are more secure. Going digital means your program is more scam-proof than traditional printed punch cards. Less revenue is lost when you can’t cheat the system.

Are you the type of business that should launch a digital loyalty program?

Digital loyalty programs that provide rewards via a mobile device are a convenient and fantastic marketing tool for any small business with local reach. Any brick-and-mortar establishment that relies on foot traffic, from coffee shops and cafes, to bars and restaurants, to salons and yoga and fitness studios, dry cleaners, car washes and more, would perfectly fit the bill and benefit from a program like this. Is it time to take your business digital?

Apple Passbook mobile app

Event Marketing and Digital Coupons Via Apple’s Passbook Mobile App

The Mobile Wallet Can Mobilize Your Business

Apple Passbook mobile app

Looking for a new way to promote your events or offers? How about one that eliminates the need to print flyers and other marketing collateral – an otherwise eco-friendly way to get event information directly into your consumers’ hands? Interested? Then what you’re looking for is access to your customer’s mobile wallet via Apple’s Passbook® mobile app.

Passbook is a standard, pre-loaded app on all Apple iPhones (operating system iOS 6 and up). Android’s version of this app is called PassWallet. According to recent research by eMarketer, smartphone usage worldwide will be at 1.75 billion users by end of 2014! So while many local businesses want to notify recurring clients of an event or special promotion, just think of the reach your event notification could have around the globe!

What makes these mobile wallet apps such as Passbook so unique is that they allow users to store various items such as digital coupons, airline boarding passes, movie tickets, event passes, retail store cards, gift cards, loyalty cards, and more, all categorized in one location and super easy to use. Oh, and they’re paperless too! So guess what? Digital passes, tickets and coupons will be really hard to forget, misplace or lose!

There are a variety of ways a user can add a pass into Passbook—you can do it via mobile apps, emails containing links to the pass, via websites with short links and QR code scanning from off of a Point of Purchase (POP) display, website, social media post, etc. Redemption is just as easy, the user just scans his/her iPhone or iPod touch to redeem a coupon, check-in for a flight, enter a movie or get access into an event. It’s that simple!

In addition to ease-of-use, Apple’s new operating system, iOS 7, now delivers even more unique opportunities because the iOS 7 Passbook app has a QR scanner build right into it! And unlike other QR code scans that often take you to a website to get access to a link to then get to your pass, the Passbook scanner instead loads a digital and trackable pass directly onto the user’s iPhone. This enables yet another another unique opportunity that is giving you the ability to bridge your print with your digital media channels. You can now have direct and integrated communication with your customers from print materials, flyers, POP displays, etc. to your digital channels like a website, emails, e-newsletters, social networks, and much more.

Another very innovative feature, is that Apple’s Passbook mobile app uses location notifications i.e. all passes are time and location enabled so on the day of the event, the pass will appear on the user’s lock screen reminding them of the event. Their smartphone will vibrate or sound to notify them, passing along a gentle reminder: “Hey, there’s an event happening tonight!” Similar to when your boarding pass is loaded in Passbook, and a flight is getting nearer, you get a reminder notification when it’s nearing the time to board your flight. In addition, these location notifications will also pop-up a reminder in the lock screen when the customer/invitee is nearby your location or the event location, offering another reminder that this event is coming soon. What else? You can use this notification feature to also provide any updated information regarding your event. For example, if the date or time of your event changes, perhaps due to bad weather, you can send an event update and a new updated pass for the invitee’s mobile wallet.

The Passbook mobile app provides an innovative and convenient event ticketing experience for your customers. Your attendees can now access their tickets and information easily from their smartphone.

Engaging customers in this distinctive and yet simple way, through the digital invite, opens up a ton of opportunity for restaurants, bars, nightclubs and other establishments that often host events, happy hours, special promotions to bring in foot traffic.

Here’s a quick summary of the benefits of integrating your company’s event(s) with Apple’s Passbook mobile app:

• Convenience for your attendees – Passes are stored in one convenient location, in the invitee’s Passbook app, totally paperless and easily accessible.

• Update notifications – If there are any event changes, your attendees will get a notification and an updated event pass.

 Location notifications – Your event pass will automatically pop-up on the lock screen of the registered attendee’s smartphone when he/she is nearby your location or nearby the event location.

 Easy QR scan for check-in – Each pass contains a QR code. Just scan it with any QR reader to check the attendee into the event and mark their pass as redeemed.

 Event details on back – There are two sides to every pass. By pushing on the bottom right corner of the pass, the digital pass flips over to reveal more event details. Here you can have the date, time, website links, contact information and more for your attendees’ convenience.

• Trackable passes – With the Passbook mobile app, all your coupons and passes are trackable. You can track things like the number of active and inactive passes in distribution (i.e. those redeemed and not yet redeemed), look at month-to-month pass usage and see a comparison month over month, look at active passes by template or different offers/events, and more.

As you can see, Passbook provides a seamless and yet robust experience for your customers, which of course reflects highly on your company event and/or offer.  Even if your event doesn’t require a ticket for access, it is still a very good idea to try this feature for your next event, if anything, for the marketing opportunity and for your customer’s convenience. Including Passbook in your mobile marketing strategy can dramatically mobilize your digital campaigns.

Online marketing boosts restaurant traffic

Use Online Marketing to Boost Restaurant Traffic

Drive More Traffic to Your Restaurant with Digital Marketing

Online marketing boosts restaurant traffic

Online marketing should be a part of every restaurant’s overall marketing plan. In today’s market, it’s not even an option. Restaurants need to embrace the power of the web and smartphone apps to entice more traffic into their establishments.

Technology is constantly changing and online or digital marketing, which involves websites, social media, and mobile campaigns, plays an integral role in the decision-making process for prospective customers. Online marketing has proven especially effective in attracting new customers. Of all online marketing influenced visits, 26% were first time visits to a specific restaurant.Online Marketing Infographic

According to research conducted by NPD, an online marketing company, online postings that influenced the greatest number of restaurant visits were:

  • Deals/special offers (37%)
  • Menu details (30%)
  • General information (27%)
  • Recommendations/reviews (14%)
  • Restaurant location (13%)
  • Loyalty program (12%)
  • Pre-order online (10%)
  • Nutritional information (10%)
  • Other (20%)

(Source: The NPD Group/CREST®, Jan-Mar 2012)

Similar to other businesses such as retail, health, and travel, the influence of online marketing on the restaurant industry is expected to continue to significantly increase in the future.

Website

Your website is still a powerful tool for reaching new patrons. Make sure all basic information is easily found and that it’s up-to-date. Prospective customers will visit your restaurant’s website if they need directions or want to see a menu before deciding to dine there. Your website should be mobile-friendly and include link(s) to any of your own business mobile app(s). Include special events, offers, blog, and social media networks. The more pertinent information on your site, the better.

Social Media

Social media is a web application that enables users to engage in content creation, sharing, and interaction on the web. Facebook, Instagram, Twitter, Pinterest, and Yelp are prime example of social media platforms.

These days, customers use social media sites to learn about a particular restaurant from friends and others who may have been there. In turn, they will share their experiences and suggestions with others. Social media is today’s word-of-mouth forum. Restaurant that are actively involved in social media can directly interact with customers and inexpensively target market to them.

Mobile Apps

For smartphone users, mobile applications (or apps) can be developed for practically anything. Mobile apps can be developed for making reservations, finding restaurants, counting calories, ordering online or even finding the right wine pairing for your meal. In today’s world, speed and convenience are key for customers on the go and dining apps make choosing the right restaurant as easy as making a phone call.

Blog

Blogging is another format that has proved to be a very cost-effective restaurant marketing tool. You don’t have to go crazy; create a blog that features fresh, relevant and attention-grabbing content such as pictures of your food, articles about upcoming events, and new menu items. Promote your blog on your website and on your social media sites. A basic blog can generate a lot of business for your restaurant.

Online Marketing Strategy

A comprehensive online digital marketing strategy is key to a flourishing restaurant business. In order to keep up with the demands of tech savvy customers and the ever-changing technological marketplace, make sure you put thought and care in your digital efforts, as you do with your service and menu offerings.