Ever since Mobilegeddon, a mobile-friendly platform has become a necessary feature. Google is one of the biggest reasons for this. The search engine changed its algorithm to account for the change in how people search the internet. But some platforms are still lagging behind.
No marketing strategy should be without a mobile platform. Leaving phones out of the equation is a big blind spot. Customers use their phones too often for marketers to avoid mobile engagement. At this point, it would be ignoring the numbers. And that’s too much of a liability.
The Importance of Being Mobile-Friendly
Many believe mobile marketing to be an essential way for businesses to advertise. Half of all e-commerce traffic comes from a mobile device. That’s huge. Potential customers should not have a difficult time navigating your site. That could be easily avoided with an e-commerce ready to be browsed on by a smartphone.
The Mobile Effect on Content
A great deal of advertising content is now intended for mobile use. Marketers are no longer reshaping their content from the desktop version to fit on a mobile device. They are now designing it specifically for smartphones.
Studies show that people have been browsing the web on their phones more frequently. 56% of all digital content is seen from a smartphone. Social media is one of the most common ways people see new content. A strategy that does not account for both of those changes is a losing one.
Email Marketing on Mobile Devices
Most emails are opened on mobile devices. Desktops used to be the go-to spot to open emails. But over the past decade, there’s been a large shift to mobile. Roughly half of all email opens are now on smartphones. And almost 17% of them are opened on a tablet. Does your email marketing have a mobile-friendly design? Because that’s becoming a bigger problem as time goes on.
As you can see, a mobile-friendly approach will benefit many different facets of your marketing.
|No comments||This entry was posted by EIC Social Media Team on February 1, 2017 at 11:00 am, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
10 years ago, our mobile phones were not as advanced as they are now. They were only able to make calls and send basic text messages. Now, we live in an era where our smartphones have become a necessary device. We can browse applications, emails, the internet, and an unlimited number of other resources with the touch of our thumb. The mobile market is a prime opportunity for advertisers, and it is time to find out how to upgrade your mobile advertising game.
Why Mobile Is Important
According to data by the Pew Research Center, at least 68% of adults in the United States have a smartphone. Even more impressive is the fact that nearly 45% of U.S. adults own a tablet, which is 20% more than in 2011. Add in the rise of children using mobile devices, and you will begin to notice a pattern.
Almost everybody is using smartphone. Soon there will be very little people with the cell phones of old. In fact, kids are growing up with mobile devices as an integral part of their lives. Mobile advertising is important because there is a high chance it is a resource your target audience is using every day.
How Attract People Through Mobile Advertising
When we need an answer to a question, we pull out our phones and Google it. That is why it is important to make sure that people in your target audience can find your website or advertisements.
You can do this by creating websites and ads that are mobile-friendly. Google frowns upon websites that do not cater to mobile users, and they should. If your ads are not mobile-friendly, you can be assured that users will not engage with them.
Another important aspect of mobile advertising is social media. Numerous people access their social media accounts on their mobile device, and there is potential to reach new customers in exciting ways. What makes social media crucial to mobile advertising is the fact that each one has their own system for displaying ads. If you learn how it works, you can drive traffic to your business.
|No comments||This entry was posted by EIC Social Media Team on October 19, 2016 at 11:00 am, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Consumer behavior, more than anything else, really drives the digital marketing industry. Especially in the digital age, consumers are far more vocal about the way that they want to be advertised to, and many will not take no for an answer. Because of this, the marketing world has become more creative with how to display ads. Here are a few new ad formats that you may not have tried out yet.
Ad Formats: Vertical Snapchat Ads
It’s tough to talk about the most modern ad formats without mentioning Snapchat. One of the latest offerings from this ultra-hot platform is the 3V ad. Vertical video views are what those 3 Vs represent. While users hate intrusive ads, the 3V format is a little more palatable. It gives you the opportunity to display a full screen vertical ad, and while the idea that it lasts only 24 hours may make you cringe at the price tag, you might decide that targeting consumers the way they want to be marketed to is worth it, especially Millennials—who are now the largest market.
Ad Formats: Unskippable YouTube Ads
While the word unskippable may be upsetting to the average YouTube user, the fact is that these ads are only 6 seconds long. Can you get your message across that quickly? Look how successful the Vine app has become in allowing people to create 6-second videos. This is a great way to improve reach since people watch billions of hours of video per day. Some of that time should be spent viewing your ads in their completed state, even if that means cutting them back to 6 seconds.
Ad Formats: Paid Play Ads
Google is all about selling the top search result to the highest bidder, so it only makes sense that they now have paid search results on the Google Play app. This is a great way to target particularly Android users in a mobile setting. Especially, Android developers who want an app to stand out among the other 2 million apps, need to think about this option.
Those are just three of latest advertising innovations. As consumer behaviors change, we can no doubt look forward to more ad formats in the future.
|No comments||This entry was posted by EIC Social Media Team on September 28, 2016 at 11:00 am, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
At this point, the fact that the world is mobile-driven is difficult to deny. Mobile-ad spending increases exponentially from year to year, and with valid reason. Projections for the next four years have mobile e-commerce spending at 45% of the market. Is it too late if your brand doesn’t already focus on a mobile approach? Not if you follow these 4 steps.
Entering the Mobile Channel
The first thing to take a look at when getting into mobile is optimization. Is your website optimized for mobile? Are your ads optimized for display on devices, screen sizes, and resolutions of all kinds? This will allow you to focus on things such as media buying in the proper place. You can’t get into mobile and not be optimized for it.
Now it is time to find out what your target audience is doing on mobile so that you can put your ads in the right places. That could mean social media, specific apps, or even SMS marketing. Do you know the mobile behavior of your consumers?
Mobile Approach to Targeting Locally
Mobile searches are very often focused on the location of the person performing the search. That means marketing for mobile users is often about catching them in the right place. Targeting your ads to localized areas is a great way to reach the primary mobile audience. Contacting consumers at the right time and the right place is the recipe for conversion.
Leverage the Data
One of the best features about mobile campaigns is the ability to see measurable results. Use those results to your advantage. Focus on the types of campaigns that are working for you. Reexamine campaigns that are not performing as expected in order to discover what went wrong.
If your business is not already taking the mobile approach to advertising, you’re behind. However, that doesn’t mean you should sprint in without knowing what you are doing. That’s the equivalent of throwing away your precious ad dollars. Following the steps above can help you ease into the world of mobile advertising in a way that gives your campaigns value from day one.
|No comments||This entry was posted by EIC Social Media Team on August 24, 2016 at 11:00 am, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If you want to maximize the profits of your online retail business, a couple of things are absolutely necessary. Let’s take a look at the importance of mobile—and the need to promote special offers and discounts in the right manner and at the right time.
Mobile Is the Only Way
Mobile isn’t just your best chance at making it in online retail; it’s the only way. Two in three customers shop online, and many of those customers are using smartphones and tablets, which means a few things for your store.
- Mobile Responsive Site – Your site has to work across devices and platforms. If the site loads too slowly, isn’t optimized for mobile, or bogs down when users go to their cart on a mobile device, you can kiss that sale goodbye. No one is going to put down a phone and walk over to a desktop to complete a purchase. They will find a competitor with something comparable for sale.
- Mobile Application – Providing a mobile app for even easier mobile use is another great way to increase online sales. Again, the app must be cross-platform and be able to perform on various devices. Screen size should not affect the user experience. Images need to be high quality, and the app needs to be simple to use – especially when completing a purchase. Otherwise, you will see many items left in carts.
Online Promotions and Special Offers Need to Drive Profit
The ways you decide to provide offers and promotions should depend on how your target audience wants to receive them. A simple email to remind a customer that they left something in the cart may be enough to get someone to come back and complete a sale. Perhaps the item has now gone on sale, making this a great time to remind a customer she was looking at something. Does your customer often make purchases at a certain time of day or a particular day of the week? Sending a special promotion that specific day or time will make it more likely for the consumer to open the email, follow the link, and make a purchase.
|No comments||This entry was posted by EIC Social Media Team on April 13, 2016 at 4:30 pm, and is filed under Mobile Marketing, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Visual marketing predates the digital world, but now we have even more opportunities to wow consumers with logos, images, and video content. Unfortunately, all of those additional opportunities to show off what can be done in a digital format has caused some marketers to forget the fundamentals of visual marketing. Here are some important reminders.
We’re not saying be boring. Just don’t forget that people need to be able to connect all of your visual marketing back to the same brand. Some brands suddenly seem to develop multiple personalities online. Instead, you should remember to stick to one consistent message, even with colors, such as your color palette: Don’t create a different color or style border on every web page, and keep formats fairly uniform.
Logo: Present, but Not Overbearing
This is a particularly big deal when it comes to online video. Sometimes a company produces great video content, but it loses some of its appeal because there is a company logo blocking key portions of the action. By all means, include your logo in all of your company’s content. Just don’t distract them from the content itself.
Use Complimentary Colors
You don’t have to develop boring, monochrome visual content. Just be sure that the colors you are using complement one another. There are so many online tools for selecting complimentary colors; there is no excuse for deciding not to do it or for doing it poorly.
Take Your Time
Everything is in HD in our modern world, even on smartphones. So don’t rush, and make sure that all the little details are solid. Everything from proper kerning of letter-spacing to ensuring that images are lined up by snapping them to a grid is important to hold viewers.
Finally, we get around to the good stuff, right? Creativity is why you got into marketing in the first place. Don’t feel so locked into the “rules” that you can’t turn out interesting and unique content. It just takes a little extra forethought to place that logo appropriately or use a stock photo the right way. By doing so, you can ensure that your visual marketing is visually appealing to consumers.
|No comments||This entry was posted by EIC Social Media Team on January 7, 2016 at 4:30 pm, and is filed under Marketing Strategies, Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
The fact is that getting traffic to an eCommerce site is only the first step in creating revenue. Now you need to get shoppers to put items into the cart. Often, the best way to do this is through the right product display. Descriptions only go so far. Consumers want to see images and videos. Here are some of the ways that major online retailers are boosting sales through strong product displays.
Sell it as a Collection
While this is primarily a tactic for clothing retailers, other types of eCommerce sites can follow suit. For example, a hardware store might display other products from the same tool company or other tools that one may use together on the same project. How does a collection display work?
When a user clicks on an item, again we will use clothing as an example, the model will likely have more than just the one garment on. If the shirt is what the consumer was looking for, the page will also display the pants, shoes, belt, etc., and give consumers the option to buy the “whole look” instead of just the one garment. It is the eCommerce equivalent of “Would you like to make that a value meal?” You are upselling by showing the consumer other products that go along with the one they are interested in purchasing.
NOTE: Amazon also does this, but you usually have to scroll down to find it. Several other items that are frequently bought together are displayed, and the option is provided to add them all to the cart at once.
Provide a Slideshow
Another common display is to start a slideshow when a consumer clicks on a product. This may show an item from various angles, and it may end with the option to begin a video that shows the product in use. For clothing, this usually means a runway model walking in the selected outfit. This creates a higher engagement level for users.
Pop-Out Rather than Page Change
Sometimes this is referred to as a “Quick View.” If the consumer does not want to surf to a separate page and then have to click the back arrow to get back to search results, this is a great option. The item pops out with more information and options for purchase. The user can easily go back to results after adding the item or to look for something else. You can also incorporate the “Collection” display method and have the whole collection pop-out.
|No comments||This entry was posted by EIC Social Media Team on December 31, 2015 at 4:30 pm, and is filed under Digital Advertising, Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Mobilegeddon has forced many companies to go mobile in order to save their search engine ranking. But developing a mobile website alone is just a quick fix. If you want to have long lasting mobile success, more is needed. Here are some tips for developing a long-term mobile app optimization strategy.
Be sure to test your newly optimized site across platforms and display sizes. For example, a responsive design site may work really well on a tablet, but be frustrating on a phone because everything is too small. Consumers may not be willing to pinch and zoom for everything they want to do on your site. A separate, mobile-optimized site is your best solution.
You also have to take into account that Apple does not support flash. That means your flash website is not showing up on iPhones or iPads. You may want your mobile site to leave flash out to avoid alienating Apple users.
Another thing to consider is that there is an ever-growing supply of mobile keyboards out there. I’m going to use the Fiverr app as an example. When leaving feedback, the standard keyboard on an iPhone 6 will allow you to see what you are typing. When using the Swype keyboard, however (available in the App Store), you can’t scroll down to read your message before sending it, making this feature of the app worthless to those who prefer the Swype keyboard.
Another thing to consider is that people have varying preferences about how they hold their tablet or keyboard. Some hold their devices vertically and others horizontally. One many even hold various devices in different ways. Your site still needs to function properly regardless of the direction that it gets turned.
One last thing to consider is screen resolution. Even though mobile screens are smaller, you still need to use HD images on your site. Resolutions are improving by leaps and bounds (the iPad Pro is a perfect example). Just be sure that your images aren’t so large data-wise that they take too long to load or place an unnecessary drain on data for cellular users. You have to find the balance between resolution and speed/data usage.
|No comments||This entry was posted by EIC Social Media Team on December 17, 2015 at 4:30 pm, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
More than two and a half billion people on Earth have a smartphone subscription. That means about one-third of the planet is mobile. It is no wonder that mobile advertising is on the rise, even more quickly than desktop advertising. In fact, mobile ad spending is up 34 percent from last year as opposed to desktop which increased by 11 percent. The shocking thing, however, is that while mobile now makes up nearly a quarter of our media time, it still gets less than 10 percent of the advertising dollars.
That means we can expect mobile device marketing to increase in spending. After all, to sell to consumers, you need to go where they are. Also, you need to communicate with them in the format they want to see. If you guessed that means video, you’re right on the money.
Nearly half of all app traffic today is already video, and that figure is expected to rise. Facebook alone sees 4 billion video views each day. About 3 billion of those videos are viewed on mobile devices. Snapchat, which is exclusively mobile, accounts for another 2 billion daily video views. It’s no wonder that $2.6 billion was spent on mobile video ads last year. Of course, that still only accounts for about 10 percent of mobile ad dollars.
So who are on mobile devices? This is where the dichotomy begins. Most people spend two to three hours per day on a phone and another two to three on a tablet. That number rises to about four or five hours for those who make less than $25K per year. When it comes to age groups, the 18-to-24 range spends the most time on their devices, about four to five hours each day. The surprising number is that those who are 55+ use mobile devices more than those in the 45 to 54 range and even those in the 25 to 34 range.
How are sales affected? Tablets actually have a better conversion rate than phones or even desktop machines, so be sure to target tablet users. Also, approximately 19 out of 20 mobile users are estimated to look for coupons when shopping online. Make sure you have the coupon that brings them to your eCommerce site, especially when you start to increase your mobile device marketing campaigns.
|No comments||This entry was posted by EIC Social Media Team on October 15, 2015 at 4:30 pm, and is filed under Digital Advertising, Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
The fact is that companies often shy away from automation because people associate that word with humans losing jobs to machines. The fact is, however, that much of the modern business world takes place online or with the use of technology. Because of this fact, much time and money can be saved by automating tasks that are often a waste of time and money. Here are a few examples.
We’ve all experienced situations in which we have lost data to a power outage. That is because we do not like to stop what we are doing every minute or two to back up our data. When it comes to a Word document, we may lose half an hour of hard work. When it comes to a business as a whole, the results of lost data can be disastrous. All of your software, including customer relationship management systems, should be set to back up automatically.
When an employee has to login to multiple systems numerous times during the day, much time can consistently be lost reentering credentials. Having to look up passwords, try several times to remember which one you used on an account, or resetting a password that has been forgotten are all major wastes of time. For small business owners who work from a home computer, an easy solution is to automate your logins by using software or by having your browser save all of your passwords. In an office environment, this could prove risky, but not if your office door locks, your computer requires a password, and the building itself is secure.
RSS tools exist that allow you to push content automatically and sync with your social media accounts. Do not waste time posting an article and then having to update your Facebook page, Tweet about it, +1 the post, and in some way link back to it with every social account your business has. Your syndication should be automated.
|No comments||This entry was posted by EIC Social Media Team on July 30, 2015 at 4:30 pm, and is filed under Marketing Strategies, Mobile Marketing, Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|