Archive for November, 2011

SMS To Reward Loyalty

Tuesday, November 29th, 2011

As SMS marketing opportunities continue to grow, and as text messaging becomes the preferable means of communication for more and more people, we’re seeing retailers and brands of all sizes jump into the mobile marketing universe via text-based promotions. And while SMS campaigns have proven to be highly effective in attracting new customers and growing a company’s consumer database, they are also being used to reward existing customers, thus building brand loyalty into the mobile experience.

Consumers have many purchasing options today, and with permission-based marketing like SMS, people can opt into and out of company marketing lists at will and whim. Rewarding existing customers, therefore, is just as important to as attracting new customers. And the new ones will be far more likely to forge long-term relationships with a brand or company or store if they believe that customer loyalty is recognized and appreciated.

Mobile Marketer reported this summer about a program launched by Elizabeth Arden’s Red Door Spas that was designed to build loyalty through SMS. The program invites the clients to become Mobile Rewards Insiders, giving them access to mobile-only incentives and giveaways. The VIP nature of the campaign not only invites customers to return to the spa, but also shows them that their business is recognized and valued by the company and rewarded with exclusive incentives. The Red Door Spa website calls the program “Red Door on the Go,” and offers easy opt-in and opt-out instructions.

The incorporation of exclusive offers is one way to generate loyalty. Making certain offers available only to mobile subscribers gives people an incentive to stay opted-in and rewards their continuing patronage. From a marketing standpoint, another important (but oftentimes underutilized) way to reward loyalty is through individually-customized offers. While SMS gathers consumer data all together into a database, companies should keep in mind that each client is an individual with unique habits and interests. Thus, marketing strategies that tailor promotions to the uniqueness of its clients produce high redemption rates as well as that sense of customer appreciation that underlies loyalty. For this purpose, an SMS application that tracks and analyzes customer data is most helpful in segmenting and sorting client lists according to known interests and purchase habits. Not every person will respond to the same offer, and the more a company knows about connecting each client with the right promotion, the more successful the SMS campaign works for both parties.

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Black Friday Can Be Anyday for Mobile Shoppers

Tuesday, November 22nd, 2011

Shoppers are taking notice this year that “Black Friday” is becoming more of an idea than an actual day. No longer relegated to early risers, Black Friday has become more accessible in recent years to late night shoppers on Thanksgiving night, as well as online shoppers who want the deals but not the lines. This year several large retailers have announced Black Friday sales to begin even earlier on Thanksgiving evening, and many have even offered their Black Friday sales online before Thanksgiving.

How have these holiday sales trends affected mobile? The pressure to publicize sales early is intense this year, as companies are broadening their marketing strategies to include a wide variety of mobile communications in an attempt to engage as many people as possible. People who prefer to shop through their mobile device will find an app and/or customized mobile site for most of their favorite stores this year, as well as an abundance of opportunities to sign up for text alerts and coupons.

An article in Mobile Commerce Daily refers to a recent InMobi study that estimates 60 million people will shop via mobile this Thanksgiving weekend.

While Cyber Monday has been seen as the online equivalent of Black Friday, the 2011 season promises to see some blurring of the distinction; consumers shopping outside their homes are likely to use their mobile devices to research products, compare prices, find store locations, and make purchases.

Walgreens offers one example of how mobile technology will be incorporated into the onsite shopping experience. Mobile Commerce Daily reports that beginning the day after Thanksgiving, Walgreens will make mobile coupons available to smartphone owners. The coupons can be quickly and easily downloaded onto a customer’s smartphone and then scanned at the point of sale. This is likely to make the in-store shopping experience more convenient and appealing than in years past, and requires none of the printing and clipping that tends to discourage paper coupon usage. The article also reports that mobile shoppers will also be able to view the weekly ads and browse products from their smartphones, as well as sign up for promotions via text alert.

Companies that can think creatively about how to incorporate mobile into their holiday offerings have the best chance of staying competitive throughout the season.

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Placing a Call-to-Action That Will Get Attention

Thursday, November 17th, 2011

The 2011 holiday shopping season is experiencing a surge in mobile marketing as the deployment of apps, QR codes, and SMS campaigns are becoming more commonplace. And while billboard, print, and TV are time-tested mediums for broadcasting your mobile call-to-action that invites consumers to engage your brand, retailers this season are making more use than ever of their own in-store space.

Driving traffic into your store is one important goal of mobile marketing; engaging the consumers that are already there should be another goal, though one sometimes overlooked. This season, more retailers are advertising their mobile calls-to-action inside malls, on store windows, and at the point of sale.

A recent article in Mobile Marketer lists several specific retailers who have expanded their mobile campaigns this holiday season and are making greater use of onsite call-to-action advertising. And just walking around our area malls and outlets reveals retailers’ growing awareness that people are motivated to seek out discounts and deals via mobile.

When trying to develop an effective mobile campaign, the importance of a mobile-optimized website should not be overlooked. More people visit a store’s website via mobile than in any previous year, and people are quickly frustrated by sites that are not customized to the small screen size and tactile nature of mobile usage. A recent study by Google found that “78 percent of consumers surveyed prefer a mobile optimized site to a mobile app”. While a broad marketing strategy that utilizes a wide variety of mobile approaches is ideal, data about the general preference of sites over apps among mobile users can be helpful for retailers whose budget constraints might compel them to choose among strategies.

American consumers like choices and have many this year. Making your mobile calls-to-action highly visible, the accompanying discounts appreciable, and the entire experience convenient assures optimal competitiveness for your business this season.

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The Mobile Pandemic

Tuesday, November 15th, 2011

We mentioned the growth of mobile technology in other countries in our weekly wrap-up. Here is Fast Company’s take on the whole situation- it’s a big deal and business owners need to move now or they will be left even further in the dust when it comes to mobile tech.

Fast Company Source

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Deciding Between a Mobile Site and an App For Your Next Marketing Movie

Tuesday, November 15th, 2011

Businesses looking to expand and evolve their mobile marketing campaign may wonder whether their budget is better directed into development of a mobile website or a mobile app. While apps are offered by many large brands and offer a rich and interactive experience for the user, they are not always the better option over websites. If you lack extensive programming know-how and are trying to keep your marketing campaign on a budget, you may need to consider the relative benefits of each in making a choice.

If you want to reach the widest possible audience, a website will be more successful than an application. Apps are typically device-specific, meaning you would need to hire a programmer to develop a separate app for each brand of smart phone out there if you want it to be useable by all smart phone owners. Websites on the other hand, reach every mobile user and don’t require any special downloads to access. Websites, therefore, are usually cheaper to create and you may even be able to do it yourself.

Websites also typically cost less to maintain because, unlike apps, they usually do not need to be updated every time a device is updated and do not need to change with each generation of smart phone. And if the site is specifically customized for mobile usage, it may be able to offer user experience that rivals that of some apps.

Experts estimate that a mobile website can reach at least 90% of smart phone users, whereas an app will likely reach only about 40%. If your company is still building its mobile campaign, mobile marketing wisdom suggests that you begin with a website and consider developing an app later according to traffic, consumer reception, and demand.

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TextBoard Weekly Wrap-up

Saturday, November 12th, 2011

Demand for Mobile Technology Continues to Grow in Countries with Emerging Economies

Technology industry leaders who study the outlook on mobile technology in emerging markets such as India and China are pointing out the rapid proliferation of mobile technology among consumers. Even higher than the demand for internet-based information is the demand for mobile-based communication; this means that marketers and media and technology innovators who want to reach the growing middle class on a global level should focus heavily on mobile technology. Specialists indicate that the trend in emerging markets is to leapfrog over some of the online-based innovations that we take for granted and go straight to full mobile adaption, as the demand for more mobile features continues to grow.

OIR CEO Justin Rockwell Nominated for Technology Award

The Grand Strand Technology Council has just announced the nominees for this year’s Technology Leadership & Innovation Awards, and the council named Justin Rockwell, CEO of OIR Interactive, a nominee for the award in Technology and Service Advancement. The awards granted by The Grand Strand Technology Council are intended to recognize outstanding technology innovators in the Grand Strand region.

There will be three awards given, and each category has between six and eight nominees. Winners will be selected this month and announced at a public ceremony on November 17 at the Horry Georgetown Technical College Conference Center.
OIR Interactive has been a leading technology and mobile marketing innovator in the Myrtle Beach area for over seven years. The company specializes in many aspects of technology-based marketing, including mobile website development, email and online marketing, and implementation of the unique, highly innovative SMS application, TextBoard, which allows businesses to launch text message campaigns that broadcast discounts and promotions directly to consumers’ cell phones. TextBoard was developed by Rockwell in-house, and offers detailed analytics to help businesses not only build their subscriber database, but understand the interests and shopping habits of their users as well as the effectiveness of each ad campaign.

Congratulations to Rockwell and OIR on being recognized for helping to bring creative mobile technology advancements to our area!

Using Mobile to…Eat and Drink?

We already know that much can be done from a mobile phone, with its capabilities growing yearly. Yes, talking, texting, shopping, emailing, browsing, photo sharing, and working, of course. But new initiatives are emerging that would allow people to order and purchase foods and beverages from the convenience of their phones.

According to recent articles on Mobile Commerce Daily, Coca-Cola is conducting a trial in partnership with Google Wallet to allow thirsty consumers to use their mobile device to pay for a soft drink at one of its designated vending machines. And Live Nation is turning to mobile to boost not only its sale of concert tickets, but of concessions as well. Live Nation observed that many spectators used their mobile devices during a concert or event for text, email, and networking. Taking advantage of the mobile usage during shows, Live Nation began testing a feature that allows people to order concessions over their device and then pick it up in a shorter express line.

No one likes to wait in long lines. And thanks to the widespread use of debit, credit, and ATM cards, people already carry around far less cash than they used to, and certainly less change, so these ideas seem like timely ones that offer convenience for consumers and make more use of the technology upon which we have all come to rely.

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Text Marketing In Time For The Holidays

Thursday, November 10th, 2011

There are many reasons why text marketing has become so pervasive; low start-up costs, popularity with consumers, and the ability to reach virtually every American shopper who owns a cell phone are a few of them. But one of its lesser recognized virtues for businesses is the ease and speed with which a campaign can be launched, even for businesses who have never engaged a single type of mobile marketing before. While apps, mobile websites, and QR coding (to a lesser extent) are popping up more and more, they are typically components of larger, more complex digital marketing campaigns that require time, planning, and extensive programming expertise. SMS marketing campaigns, however, can be launched immediately and require only a partnership with a text marketing agency that offers the service.

The holiday season presents the best time for companies new to mobile marketing to experiment. For one certain thing, consumers expect it. The number of smart phone owners is growing, and along with it, the expectation of daily deals and mobile coupons. Brands that want to stay competitive can easily use TextBoard or a similar SMS application that allows them to send daily or weekly texts to consumers who opt in to receive them. And making deals location-specific and personalized to the subscriber will boost redemption rates even more.

Mobile Commerce Daily recently featured an article about Gap Inc. partnering with Visa and developing an SMS initiative that allows subscribers to receive personalized discounts for Gap, Old Navy, and Banana Republic via text after having made a qualified purchase with a Visa card. Enrollment into the program is easy and straightforward, and has the potential to offer holiday shoppers substantial savings.

An SMS marketing campaign can be as simple or as detailed as the company chooses. A company can start immediately by simply opening an SMS account with a qualified mobile marketing agency and purchase credits for the number of texts it wants to send to people who opt in. Or, the company can set up its account to be more detail-oriented, tracking the data about the efficacy of each advertisement and segmenting its subscribers into various lists based on their purchase habits.

Text messaging offers a great way for businesses to get their promotions out to large numbers of consumers instantly and inexpensively, and in a way that takes advantage of mobile trends without the need to hire a team of programmers months ahead of the campaign launch.

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Smart Phone Usage Grows and Creates More Multimedia Advertising Opportunities

Wednesday, November 9th, 2011

Advertisers would be wise to note the growing number of smart phone owners when strategizing the best mobile campaign. While still a minority in the U.S., smart phone owners are increasing their numbers quickly, and a recent Nielsen survey indicates that the majority of mobile phone subscribers aged 44 and under are now smart phone owners. Mobile users aged 25-34 account for the largest segment of smart phone users, so optimal marketing for this group requires an easily navigable mobile website that consumers can browse at any time.

A separate finding by Nielsen shows that many of these smart phone owners are multitaskers, using their mobile device while watching television. During their shows, people frequently use their phones and tablets to check email, visit social networking sites, browse content related and unrelated to their program, and research advertised products and deals. Interestingly, the study indicated no appreciable difference in the amount of online activity people conduct during their actual program and the amount conducted during the commercial, ultimately suggesting a fairly consistent level of engagement with their mobile devices throughout the entire program.

This can be good news for companies that rely heavily on TV advertising. The best marketing campaigns recognize the overlapping, multimedia nature of consumers’ mobile shopping habits and plan their marketing accordingly. Roughly 20% of smart phone and tablet users reported researching a product or ad during their TV viewing. Advertisers can translate data about mobile surfers who are willing to follow a TV ad to a mobile site into profitable results for its brand by recognizing, for one thing, that a customized mobile website is essential—one that is not just a scaled-down version of a desktop site, but takes into account the tactile nature of mobile usage and the limited screen size, and thus organizes its information in the most concise and efficient manner possible. And while simple-click checkout is always preferable for ensuring the consumer completes the purchase transaction, many mobile users prefer the “find location” feature, which enables them to browse products, conduct product research, or obtain coupons from their mobile device, but then purchase products on site and eliminate shipping costs.

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Holiday Shopping and Mobile Trends in 2011

Monday, November 7th, 2011

It’s that time of year again, and mobile shoppers and smart phone owners expect even more from retailers than last year. In preparing for the mobile-driven shopping trends this holiday season, keep in mind a few important ideas.

Money is Tight

Shoppers are always looking for the best deals, of course, but the difficult economy and the growing expectation of “daily deals” made popular by the many coupon services means that mobile shoppers have come to expect frequent discounts that allow people to stretch their money as far as possible. With the growing number of people who shop through their mobile devices, there couldn’t be a better time for companies to focus seriously on building their mobile subscriber list, and one of the best ways to do it is with text promotions.

Text message marketing is not only fast and effective for reaching interested consumers, but offers one of the highest redemption rates for the investment. For 2011, mobile marketers advise including a text offer in all types of advertising—TV, print, billboard, radio, etc. The ad should invite listeners and readers to text the company in exchange for a special, unique, and truly spectacular promotional offer. Mobile consumers are accustomed to receiving frequent discounts, so businesses must be sure that the offer is significant and noticeable. Once the user texts to receive the offer, he or she in turn becomes a subscribing member of the company’s marketing list and can receive offers in the future. Text marketing offers not only an immediate discount for the consumer, but a means of interaction with a brand and the possibility of continued loyalty.

Text Messaging Remains Highly Popular

As a method of communication, text messaging remains pervasive in almost all regions and demographics throughout the country. Through text-message marketing, retailers can take advantage of the ubiquity of mobile technology in a manner both fast and cost-effective, and one that invites participation from all shoppers, not just those with smart phones. Several large retailers have begun introducing QR codes in their ads to expedite the mobile shopping experience because QR codes allow users immediate information about a product and its features, availability, and pricing. Unfortunately, only a small percentage of Americans have the technology requirements to take advantage. Consequently, those types of ads end up reaching just a fraction of interested consumers. But virtually all cell phones have the ability to send and receive texts, and research shows that the number of people texting continues to grow. Text message ads that are strategically placed in malls, shopping centers, on billboards and on in-store displays are great ways to reach shoppers as they are actually shopping; these types of text-available discounts tend to have very high rates of redemption because of the immediacy and convenience.

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Harnessing The Advantages of Social Media to Improve Your Brand’s Visibility

Saturday, November 5th, 2011

Recent studies into mobile marketing trends reveal what your business has probably long suspected about many online consumers and social media users: they follow your brand because they want a good deal. Respondents to a recent Nielsen survey of global online consumers, for instance, found that obtaining a discount or special offer was the biggest incentive for people of most demographics to ‘follow’ or ‘like’ a brand on a social networking site. Your businesses needs to give consumers a reason to engage your mobile marketing campaigns, and with so much consumer traffic coming directly from social networking sites, it is important to understand what consumers want when you finally have their attention.

Offering unique and substantial discounts through your social networking site as well as your website will certainly appeal to the majority of shoppers. Many shoppers are also heavily motivated to ‘follow’ and ‘like’ brands based on recommendations of friends. So these consumers—who may not be seeking out a discount initially—will be more likely to hear of your brand and visit your site if a great offer is passed on to them by someone they trust.

Consider, too, how effective good reviews of your products and services can be for increasing business among social media users. Consumers who research and purchase products online tend to rely heavily on the consumer reports, product reviews, and advice, recommendations, and/or warnings from friends, much of which is communicated through social media. Think of how your business can stay competitive by capitalizing on the main things social media users expect to encounter when they research and follow your brand: positive product reviews and an appreciable discount.

Finally, keep in mind that traffic to your social media site can oftentimes be the result of curiosity generated by an advertisement you’ve placed in another venue. When putting together your advertising campaigns, consider all the ways that digital and mobile platforms can work together to capture the attention of potentially-interested consumers.

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