Posts tagged mobile marketing
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.|
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.|
What does the future of marketing hold? In an ever-changing industry, it can be tough to forecast trends. However, these are a few things to keep an eye on.
Better Ad Spots Online
Ad placement is a hot topic in the digital marketing world. It’s time for publishers to step up to the plate and start delivering better site design. This will allow marketers to create a superior experience for the user, and when the user has a better experience with an ad, that translates into dollars.
Mobile Trends Are Everywhere
When you look around, you see people on their mobile devices. This isn’t a new trend in digital marketing, but it has become one that no business can simply ignore. Google actually helped that along quite quickly with the “mobilegeddon” update as far as website design is concerned, but now mobile ads are also becoming par for the course.
Standards in View-ability
We’re sick of creating great ads, paying for them to run, and finding out no one can possibly see it because it is auto-playing off-screen. We can look forward to industry changes that force ad networks to apply more transparency.
Programmatic Goes Old School
You can’t speak about digital marketing without referring to programmatic, so why should TV buying be any different. Programmatic is set to shift from relating only to small-screen ads to the big screen—at least the biggest screen in most homes.
Ads to Match Attention Span
The average human attention span isn’t what it used to be, but the marketing industry is not keeping up. We hold that 30-second ads are the ideal time frame, but think of all of the ads people see every day on YouTube, Hulu, and other video sites online. The 30-second ones usually get skipped after about 5 seconds. However, we are often forced to watch a 15-second ad with no skip button, and no one seems to mind too much.
Ultimately, what it may come down to is a marketer having to sell in 15 seconds rather than 30 increments. People don’t want to be pulled out of an experience to hear about your product for 30 seconds at a time. It’s a testament to the digital era.
Those are part of the list. In a future article, we will consider more of marketing’s top trends.
|No comments||This entry was posted by EIC Social Media Team on March 30, 2016 at 4:30 pm, and is filed under Marketing Data. 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.|
Brands are always on the lookout for their next promoter. Here are some tips to improve customer loyalty of your brand.
Create a Community
The Internet has made it easier than ever to create a sense of community for your customers. Whether it’s an online forum or a way for fans to get together in real life, the Internet provides the perfect opportunity for loyal customers to meet, share ideas, and stay in touch with your company. This interchange of ideas can result in opportunities for your brand to improve on its future products.
Everyone wants to feel special and be rewarded. Personalized offers do both for you customers. First of all, receiving an offer that is for you alone based on your shopping habits, saved items, or birthdate makes a consumer feel like the company cares about them on a more meaningful level. Rewards for reviews, purchases, and social media actions encourage consumers to continue to stay engaged and to be a part of the community that you have set up for them.
Update Loyalty Programs
Rewards programs are not new. Pretty much every major brand has one at this point. Are your consumers utilizing it? If not, then it may be time to go back to the drawing board and find out what your customers want. Offering the right kind of rewards and developing the right actions for acquiring points are the two things that will determine whether or not your rewards program attains the loyalty you designed it to develop. One way to keep things fresh is to regularly offer limited-time incentives when a consumer takes a particular action. Don’t forget to take a look at what is working for your competitors.
Your consumers are communicating a different way than ever before. As mobile technology continues to rise as the primary means of communication, mobile apps and other handheld forms of engagement will be the heart and soul of customer loyalty.
|No comments||This entry was posted by EIC Social Media Team on October 8, 2015 at 4:30 pm, and is filed under Marketing Strategies, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
It can be difficult to get a good email marketing strategy off the ground. A lot goes into a successful email marketing campaign, and so there are many places for the venture to go wrong. It may not seem like little things would make a huge difference, but details down to the length of the email subject or the timing in which the consumer receives the email can have an enormous impact on the campaign’s effectiveness. Let us consider a few marketing factors that can make or break an email marketing attempt.
First of all, studies have shown that shorter is better when it comes to the subject of your email. This is one of the places where marketing is the key to getting a consumer to even open the email. You have about 6 to 10 words if you want to catch a user’s interest. Longer subjects often result in the email just being moved to the trash. Also, once the email is opened, brevity is again important. Emails that have less text were also shown to have a better CTR, so say what you need to economically.
Of course, some factors that affect an email campaign’s success are not in the hands of the marketing staff. You could have the best content, but a technical error could mess up the whole venture. A technical error that results in the same email being sent to consumers multiple times could not only result in them all ending up in the trash bin, but you may also end up with a lot of customers wanting to be removed from the mailing list.
Obviously, the primary focus for marketers needs to be on a great, brief subject line, sharp but concise copy, and the right images. The rest will be up to your IT team.
|No comments||This entry was posted by EIC Social Media Team on July 9, 2015 at 4:30 pm, and is filed under Marketing Strategies, SEO, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
The Future of Mobile: Revealing Patterns
People are on the go more than ever before and mobile phones, tablets, and computers have become a part of daily life. Sure, there are plenty of issues for marketers that come along with that, but too many articles focus on the negative and how to work around it. Let’s talk about the future of mobile, and about some of the trends that we see forming.
One of the things that businesses need to focus on is going where the people are. This means putting your advertising where people are going to be. Native advertising lets you join the conversation and engage consumers.
More people than ever are performing searches on the go. Focus on ranking and advertising for mobile searches in order to stay ahead of the curve.
Content rules the mobile world. However, the fact is that the consumer gets more of a say in what they want their mobile content to be like. Tell your customers a story, and make that your mobile ad. Your consumers have a culture of their own. Discover it, and let that be your platform.
Social is the primary function for which people use their mobile devices. This is where your mobile advertising has to perform in order to engage consumers one-on-one. If you are successful, you will build your brand’s reputation in the eyes of the average person.
Wearables are the wildcard in the modern digital advertising world. They should be on your radar already as these are the ultimate on the go mobile devices. Digital marketing is no longer just about websites. As much as mobile devices have added apps to the market, they are not the end of the story either. The future of mobile and digital advertising is using a combination of methods that reach individuals across devices throughout their day. Done right, you can make your brand a part of their life.
|No comments||This entry was posted by EIC Social Media Team on January 29, 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.|
Programmatic Buying Concerns: How to Reassure Advertisers
The latest buzzword in digital marketing is ‘programmatic.’ Most just throw it around without a full concept of what it even means. Basically it refers to automatic campaign optimization including, but not limited to, real-time bidding (RTB). With that explanation out of the way, the most important programmatic buying concerns are in ad fraud. With more and more of the buying process automated, how do you keep your business from being ripped off? After all, if people are going to keep automating their media buying, it has to be safe on both ends.
Let’s start with brand reputation. Brands spend untold amounts of money to associate their company with certain ideals and values in the minds of consumers. That reputation can be affected rather quickly when a consumer sees an ad next to content that doesn’t match up with their previous perception of the brand. When this happens, it makes for very unhappy clients.
Another major issue companies are having is that their ads are showing up in places that simply cannot be viewed. Obviously, a lot of money is being wasted if more than half of all online ads appear in places that can’t be seen by a consumer. One resolution of the problem may be found by using players that only kick an ad on when it is in a position to be seen. This way an impression is not created unless the ad is actually viewable.
Of course, bots and other non-human traffic are responsible for much of the unviewed impressions that occur from minute to minute. To protect advertisers, the false impressions must be detected and the ads prevented from being triggered by the bots. This is vital in order to keep advertisers convinced that this is a legitimate way to earn return on their investment.
It is vitally important that all programmatic buying concerns are resolved. If this is to be the future of the industry, there are still bugs to be worked out before advertisers will feel, and be, safe.
|No comments||This entry was posted by EIC Social Media Team on December 11, 2014 at 4:30 pm, and is filed under Business Tech. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|