When you first read the title of this post, you probably thought…oxymoron! How can an invasive push notification on your phone be something you would ever look forward too! Stick with me because it may not be easy but it is possible to create a successful push notification strategy. The infographic below from Microsoft takes a deep dive into what makes a push notification strategy successful or ineffective. Continue reading
There have been many changes in the digital marketing space over 2014, and that has marketers preparing to revise their strategies as we approach 2015. So what is the future of SEO, social media, content marketing, and mobile marketing? Continue reading
Do you have a mobile website or app?
Not sure if you should invest in developing a mobile site or app?
Don’t think you need a mobile marketing strategy?
MOBILE! It is what everyone is talking about, and for a good reason. Smartphones and tablets have changed the way that business can, and should be, connecting with consumers.
Check out these 50 facts on mobile marketing in the presentation below by HubSpot , and see if you still think you have time to wait to develop your mobile marketing strategy. Here are the 10 facts I found most surprising: Continue reading
Twice a year, a global platform brings together people interested in better understanding and leveraging social media for their companies or clients. Social Media Week is a bi-annual world-wide event centered around the social, cultural, and economic impact of social media. This year’s second global platform was held in 13 cities from September 24th to the 28th:
I recently watched the WebTrends webinar “Adapting to Your Dynamic Customer Base” presented by Jeremiah Oqyang and Susan Etlinger of the Altimeter Group, and Justin Kistner from Webtrends. It was a very insightful presentation about what the dynamic customer is, what they expect from you, and how to meet their needs. The following is a recap of the exciting presentation:
In the last few years, there has been a drastic change in consumer behavior. Consumer purchase behavior no longer follows the purchase funnel of
Consumer behavior has become more dynamic, and in turn so must business’ marketing strategies. There are three emerging practices in the new dynamic customer journey:
- Media Shift
- Multiple Screens
- New sources of data
These emerging dynamic consumers want to engage with a business through social media, mobile, and websites. The opportunity to reach the new dynamic consumer is found in building brand presence through an integrated campaign. Brands should focus on creating a community using multiple platforms, such as:
- Main website
- Mobile websites
- Mobile app
In order to reach the emerging dynamic customer, use diff media types, new screens, and new sources of info. Using social media as part of your integrated marketing campaign has become vital because consumer’s now view their peers as experts and trust them most. Mobile apps and websites enable brands to reach consumers at the point of purchase. Mobile and social media campaigns are truly intertwined and show not be considered separate campaigns.
“More than 50% of adults are buying on smartphones today, more than 2/3 have the device in-store, still many aren’t being served.”
In order to track and determine success of a marketing strategy that spans multiple devices and channels, businesses need to determine measurements that will expand into all areas of the digital landscape. The following new measurements have evolved:
- Innovation: Collaborating with customers to drive future products and services
- Brand health: A measure of attitudes, conversion and behavior toward your brand
- Marketing optimization: Improving the effectiveness of marketing programs
- Revenue generation: Where and how your company generates revenue
- Operational efficiency: Where and how your company reduces expenses
- Customers experience: Improving your relationship with customers, and their experience with your brand
One of the biggest challenges for measuring how dynamic customers using an integrated campaign is the inability to track users using multiple devices. While cross domain tracking in social media is available, cross device tracking for mobile is not. (Deciding to view site on a smartphone then on a tablet) There is no single ROI for social media or integrated campaigns, ROI will differ by corporation, divisions, and business objectives.
Have you seen a change in customer purchase behavior? Do you think of yourself as a dynamic customer?
Mobile usage is on the rise as more and more consumers are purchasing smartphones and tablets. Mobile marketing, whether through advertising, a mobile site, or an app, is the best way to reach your customers at the exact point of purchase. With mobile marketing you can reach customers at the moments that matter the most.
Google understands the importance of mobile marketing and also that it can be quite intimidating to those of us that have not ventured into this media before. To help people understand and build their own mobile marketing strategies, Google has created “The Mobile Playbook: The Busy Executive’s Guide to Winning with Mobile“.
The playbook is broken down into 5 easy sections – the 5 most importance mobile questions a executive should be asking:
- How does mobile change our value propositions?
- How does mobile impact our digital destinations?
- Is our organization adapting to mobile?
- How should marketing adapt to mobile?
- How can we connect with our tablet audience?
This playbook offers great tips and resources for serving the mobile customer, creating mobile-optimized websites, building branded mobile apps, developing a mobile search strategy, understanding mobile brand building, integrating on-line and off-line marketing channels, and adding tablet to your strategy.
In each section Google includes great examples and case studies on how other companies have successfully reached their mobile customer, including:
For a concise to-do list for implementing what you learn in the playbook, check out the conclusion section for a checklist of the top 10 things to remember when diving into mobile marketing.
- Define your value proposition by determining what your consumer wants to do with your business in mobile. Benchmark against others in your industry for ideas.
- Build a mobile website. Once you have a mobile website, check the stats and optimize based on consumer usage.
- Build an app for a subset of your audience after your mobile site strategy is in place. Don’t forget to promote your app.
- Assign a Mobile Champion in your company and empower them with a cross-functional task force.
- Set up a meeting with your agencies about what’s working and what’s not for your brand on mobile and tablets.
- Search for your brand in mobile, as a consumer would. Take 5 minutes and do this today. What’s working? What’s not?
- Separate mobile-specific search campaigns from desktop search campaigns so you can test, measure and develop messaging specific for mobile.
- Run rich media HTML5 ads to extend your branding message to reach the mobile audience.
- Assign everyone in your marketing org the action item of reviewing their programs through a mobile lens.
- Check out your tablet consumer’s experience with your brand. Take 5 minutes today and search for your brand on a tablet as a consumer would. What’s working? What’s not? Maximize the tablet environment with rich media creative.
Does your company have a mobile website? How do you plan on using mobile marketing in the future?