Strategy

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.

Predictive Analytics Transforming Marketing

Predictive Analytics and Marketing

Predictive Analytics Marketing and Sales

Predictive analytics has become one of the newest marketing buzzwords in 2016. However it’s more than the latest catch phrase. It’s the wave of the future in a myriad of disciplines. The use of predictive analytics in marketing and sales has become one of its most valuable business applications.

 

What is predictive analytics?

Many in the business world still don’t know what predictive analytics is or how it works and often fail to understand its full potential as a marketing model.

It the use of data, statistical algorithms and machine-learning to predict future outcomes. It is a multi-step process consisting of the following:

– Collection

– Analysis

– Interpretation

– Implementation

A key goal is to intelligently automate communications.

 

How Does Predictive Analytics Work?

Data is collected behaviors and actions of consumers and potential consumers from a from a variety of sources. This data is then combined with profile data about consumer characteristics.

The data is distilled and interpreted by sophisticated algorithms. Based on the analysis relevant communications and/or offers are made to likely consumers. Predictive analytics goes beyond descriptive statistics and reports on what happened in the past to provide a best assessment on what is likely to happen in the future. This streamlines decision-making and produces new insights that lead to better actions.

The ultimate goal is to apply mathematical models to predict the probability of an outcome.

 

The New Marketing Model

In a predictive analytics marketing model, relevant actions are carried out based on your collected and interpreted data. Predictions are made and the optimum marketing message is then delivered to current and potential customers via their most relevant and preferred marketing channel – and at the optimum time. The result is the improved likelihood of achieving higher engagement and greater sales.

As always, you decide what your marketing goals are and the predictive analytic algorithms determine the optimum way of achieving it. And with the advent of big data, you’ll be able to leverage even more diverse data and further optimize your marketing focus and spending.

Early surveys of companies using a predictive analytics model have shown great promise. They include:

– An in depth survey of 123 financial services companies by research firm the Aberdeen Group. They found that the companies utilizing a predictive analytics model achieved an 11 per cent increase in the number of clients over the previous 12 month period.

– A Forbes survey of 306 companies with $20 million or more in annual revenue found that those using predictive marketing initiatives for at least 2 years increased return on investment 86% as a result.

 

Looking to 2016 and Beyond

For 2016 and beyond, we’ll see the continued dramatic growth of predictive analytics marketing. As the design and price barrier lower, more  small and medium sized businesses will enter the world of predictive analysis marketing.

Your competition has, or soon will have, predictive analytics models to attract, retain and grow the most profitable customers and maximize their marketing spending. If your marketing model does not yet include an anlytics model to forecast, determine customer responses, purchases and promote cross-sell opportunities, you’re in danger of falling behind.

Social Media Strategy Can Boost Local SEO

Your Company Needs a Social Media Strategy

User-generated content on social media sites like Facebook, Twitter and LinkedIn are now a required element of a comprehensive location-based search program. It’s now just a matter of developing the right social media strategy that will give your marketing efforts the greatest possible impact.

Selecting the right social media strategy allows you to:

  • Communicate directly with your customers and prospects
  • Create engaging discussion topics
  • Go viral with your marketing
  • Boost your online brand-awareness
  • Organically propel your business to the top of local search results

The speed at which the social media landscape is evolving can make social media sites confusing places for most marketers.  Here are a few basic tips that can help your company achieve your marketing goals with a social media strategy:

1. Build a fan base on Facebook.  Nearly 50% of Facebook users follow a specific brand. Most will eventually purchase that brand. Facebook “Likes” have the potential to spread your brand awareness virally, delivering information to your fans and everyone befriended by your fans.

2. Tweet to keep in direct touch with your customers.  One in every four Twitter users follows a specific brand. Nearly 70% percent of them will end up purchasing that brand. Use your Twitter account to engage consumers by providing them with helpful information about your products and services. Incorporatr special offers, videos, and/or images to your Twitter followers.

3. Encourage customers to rate and review your business.  Consumers love online reviews because it allows them to see what others think about your business before making a purchasing decision. Reviews on social media sites improve your search engine rankings by helping drive free web traffic.

4. Leverage YouTube in local search results.  Embed your videos in Google Place Pages, websites, and social profile pages. Videos showcase your products and services, while putting a human face on your business.

5. Give customers incentives to share your information online.  “Share and Receive a Reward” programs encourage consumers to share your offers with their friends via Facebook, Twitter and other web channels. In exchange, offer discounts, special prizes or rewards.

6. Pinterest gets a huge amount of referral traffic. Your content must be visually “Pin-Worthy” in order for this social media portal to be effective for you.

Creating an effective social media strategy marketing will make it easier for your customers to find your business. It also makes it easy for your customers to spread the word about you online. The result can greatly amplify your web marketing results, generate calls, and boost your long-term brand awareness.

Google Plus – Not Just Another Social Network

Have you created a business profile on Google Plus?  Before you roll your eyes at the prospect of signing up to yet another social network, there are some compelling reasons to promoting your brand on Google Plus.

Like other social networks, Google Plus allows business to setup a business profile.  But that’s where the similarities end.  Google insists that Google+ is a “social layer”: not just a destination site, but something that Google has added as a layer across many of its properties.  In addition:

  1. Google Plus has over 250 million registered users – a pool of potential customers too large to ignore.
  2. It’s Google – the number one search engine in the world.  And as stated by Google CEO Larry Page, Google Plus gives business owners the upper-hand by allowing them to tap into the search engine traffic. 

Unlike some other social network sites, learning Google Plus can be a little more involved.  So what are some of the components that go into making Google Plus unique?

Circles

You can group people into different circles.  The best part is that the people you add to a circle don’t need to be on your friends list.  You can add anyone to any circle.  You’ll then receive updates from anyone you’ve added to one of your circles as a news feed – similar to the ‘follow’ in Twitter that allows you to read the update of others.

Hangouts

Hangouts allow you to have a video conversation with people in your circles.  You get to meet that want to meet.  It’s one of the most unique (and according to Google) best features on Google+.  Hangouts allow you to have multi-person video or group video chatting and stop paying Skype for group video conversations.

+Mobile

+Mobile allows you to take videos or photos of your mobile device and upload it immediately with geo-location. And you decide if your media should be private or public.  Google location services provide a list of public location that you can choose from, similar to Foursquare.

Sparks  

Sparks allow you to start up a conversation about pretty much anything that interests you.  Enter any of your interests into Google Plus and it will return article that you may want to read about your topics of interest.  According to Google, you’ll no longer have any reason to use bookmarking sites such as Delicious, Digg, and StumbleUpon once you have Sparks.

Huddled

Huddled is group conversation feature that allows you to chat with groups of people.  It’s similar to chat features on MSN, Skype, Blackberry Messenger, and others too numerous to name here.

+1 (Plus 1)

People can say they ‘Like’ something in Goggle Plus by +1′ing it. (Plus 1). +1′ing has been going on for a while now, but until recently your +1′s could only seen inside Google Plus. Now your +1’s can be seen outside of Google Plus in a place we all want to be seen: Google Search!  That has tremendous marketing potential for any business.  What marketer doesn’t want to get free Word-of-Mouth advertising?

Conclusion

So what is Google Plus, then?  Think of it as a combination of several popular social media and/or web services in one box, such as Facebook, Twitter,  Yelp, Pinterest, Instagram, Digg, plus other popular services you’re probably already using on a daily basis. If you’re already using any of those services, the learning curve for Google Plus should be a short one.

QR Codes Bring Your Coupons to Life

Using QR Codes on Your Print and Mobile Coupons

QR codes are a great way to provide more information about a product or service, or to provide customers with a redeemable coupon. Most businesses long ago realized that couponing is a win-win situation for both consumers and businesses – consumers save money while sales are generated for your businesses. If you haven’t already, your business should consider QR codes on your print and mobile coupons? So how do QR codes and coupons go hand in hand?

QR codes are appearing everywhere, from brochures to the actual products. They are a great way to provide more information about a product or service, or to provide customers with a redeemable coupon. Several advantages other advantages over the traditional paper coupons are:

  1. Easy
  2. Convenient
  3. Green
  4. Create loyalty
  5. Easily tracked
  6. Can be shared

QR codes have the ability to enhance virtually any static marketing piece from billboard, print ad, bus stop signage, etc. In addition, a QR code is a powerful and easy way to capture your mobile audience. Embedding them with mobile coupons, you can drive both in-store and online sales.

Consumers love the ease, immediacy and convenience of simply taking a quick snapshot to access interactive content. Meanwhile, marketers enjoy the ability to track user access, interaction and effectiveness of the campaign. Again, engaging mobile users through QR codes also provides the perfect opportunity to solicit mobile numbers to continue the conversation with future offers.

Brand engagement will only increase as phones get smarter and scanning becomes easier with more and more apps become available to capture any QR code quickly.

This high-tech mobile marketing magic may sound overwhelming, especially. But it’s actually very easy to implement. There are a number of free online QR code generators that are simple to use. You just drop in the text, URL, content or action to be performed, and copy and paste the resulting image into the marketing profile of your choice, whether an email, newsletter or onto a mobile site.