It has been revealed that brands in the US are markedly increasing their spending on mobile strategy, with experts estimating that the nation will become the largest market in the world in terms of mobile advertisement expenditure.
Mobile Strategy in US
Until 2012, Japan led the trend for mobile ad spending with predictions that the market would grow by $1.74 billion in 2012, a rise of 27.2 percent. This is in comparison to Japan’s spending in 2011, which saw a 35.4 percent increase in mobile strategy investments. However, new figures have shown that 2012 is proving a bumper year in the US, with growth in the mobile market of 96.6 percent, resulting in an increased industry worth of $2.29 billion.
Communications expert Clark Fredricksen said, “Japan has always been a relatively advanced market in terms of mobile strategy. What is surprising is how fast the growth is in the U.S. In 2008, mobile marketing in theU.S.was just over $100 million and by 2010 it reached $500 million. Since then it has doubled every year – it is growing incredibly fast.”
These statistics indicate just how important the mobile market has become for companies, with advertising on this platform being one of the most innovative and important ways in which to reach out to consumers. With the US becoming the global leader in this mobile ad spending, IT specialists are set to be in greater demand than ever before, offering the vital skills needed to ensure that the US can continue its impressive statistics.
A good mobile strategy is often used for marketing purposes, but an increasing number of companies are also using mobile technology to promote better workforce management within their own firms. If you’re considering using the latest technology, there are many great options that you could utilize, with mobile human resources (HR) solutions being one of the most innovative. This approach offers benefits to both managers and employees while streamlining the data flow and lowering long-term expenses.
HR can be a costly and time-consuming division for any firm, and while some companies choose to outsource the work normally conducted by HR managers, a range of mobile strategy options are beginning to be developed to streamline the communication between workers and employees. There are many benefits to this, particularly because it enables employees to access their HR records and update personal details. In addition, expenses can be submitted digitally rather than via extensive paperwork. Employees could also report absences and book training courses that they’re required to complete all through their tablet or smartphone.
The importance of using a mobile strategy for workforce management should not be underestimated. Many employees will feel that they’re working for a forward-thinking company that offers increased flexibility. Even better, a great amount of time and trouble can be saved by HR managers, allowing them to put their efforts into more important areas. With an increasing number of firms going digital, including mobile HR strategies into workplace operations can offer great savings.
With the ubiquity of mobile technology I’m sure we’ve all had our experiences with texting, a mobile marketing campaign or two, QR codes and apps. I don’t think we need to discuss the proliferation of the technology or how businesses have realized that a customer-facing mobile strategy is no longer a luxury but an absolute necessity. However, what we don’t see on a day-to-day basis are the behind the scenes uses of mobility and how industries are leveraging that technology to gain an edge over their competitors by increasing their operational efficiencies.
Operational efficiencies are the capabilities of an enterprise to deliver products or services to its customers in the most cost-effective manner possible while still ensuring the high quality of its products, service and support. Increased operational efficiencies enable a company to achieve higher profit margins and be more successful in highly competitive markets.
So, how are companies using mobile to stay more competitive? A good example comes from the cable and utilities sector. Imagine how convenient it would be for the customer to order services on the go via their mobile device and pay for them using secure mobile transactions. Need an installation? How about text alerts when the technician is half an hour from your doorstep instead of having to wait around the house all day or proactive alerts when there are service outages and updates on when they’ll be restored. Have a bad experience with the installation technician? Just complete an automated, true-dialogue SMS survey and the utility company would be afforded the opportunity to rectify the situation immediately before it hit the social media channels. All of these examples have the same underlying theme: the ability to interact and act upon real-time information on the go….the power of mobile
Now, imagine the benefit of this real-time information and apply it to call-centers, manufacturing, warehousing, inventory and shipping and you can very clearly see why companies are understanding the true business value of mobile technology not only for marketing purposes but for their equally important operational efficiencies, as well.
As a woman, it is tough to shop for clothing. All too often we spend hours going back and forth between the racks and the dressing room, then get frustrated and give up. Did you know that 61% of consumers have tried out a product in a store then later bought it over the internet instead? Retailers are losing business because of long lines and issues with dressing rooms.
The concept of the virtual dressing room has grown and developed into a key tool for clothing retailers. Imagine having the ability to try on tons of different outfits and accessories without ever stepping into the dressing room. Remember Cher’s (Alicia Silverstone) closet organizer in the movie Clueless? Now this technology is real.
The virtual dressing room works similarly to the video game console Kinect. You stand in front of a camera, it senses your shape, and your image shows up on the screen in front of you. On the screen are categories of clothing such as pants, blouses, dresses, shoes, etc. You can reach to the side and choose what items you would like to “try on.” Then the screen shows what that item would look like on your body.
This technology has so much potential. Just imagine how it could be used as a mobile strategy so you can take it with you, and I’m not the only person who thinks that way. About 56% of shoppers with smartphones believe using their phone during the shopping experience makes it more enjoyable. Now there are mobile apps that use augmented reality to give you a personalized virtual dressing room, save the outfits, and share with your friends. It uses the two way camera on your phone in a similar way to Kinect. I would download that mobile app!
When developing a mobile strategy, professionals often only look to their advertising schemes as a way to achieve success. However, for the highest levels of marketing performance to be achieved, advertisers must look to use mobile CRM (Customer Relationship Management) to ensure that both new and existing customers are attracted.
Merge Advertising And CRM data
Traditionally, mobile marketers build mobile websites and try to get people to download applications and click on banners. On the other hand, specialists in the mobile CRM field
attempt to get customer email and loyalty sign-ups to ensure consumer retention and future sales. Both are equally important. However, it is now more vital than ever before to use both areas cohesively to maximize marketing success.
A mobile marketer’s job is often complete once a customer has made the choice whether to engage in the latest marketing scheme. However, after the customer has clicked through, the mobile CRM process should not be over. It is important for marketers to create a reason for consumers to return. Using CRM in close conjunction with mobile marketing will allow for post-engagement data to be collected, helping to keep customer retention high and make additional sales from each individual.
It is time for mobile marketers to start taking advantage of CRM packages and ensure that not only are they attracting clicks and downloads, but that they are also making their customers want to return time and time again. By building a positive relationship with mobile users, companies can quickly become more successful.
The popular HTML5 mobile operating system (OS) developed by Mozilla has just taken a giant leap forward. This opens doors for brands to adopt a mobile strategy on more devices. One big draw of a mobile OS such as Firefox is that it allows for the high end content currently available on other systems to be replicated at a lower cost. As more carriers are planning to utilize HTML5 OS, marketers are set to benefit.
ABI Research analyst Michael Morgan said, “Carriers are picking up on the HTML5 based OS because it is fundamentally going to allow for cheaper handsets to be produced. It may be a third OS that is not as closed as iOS or Android that would give them more control over the device.”
The result of more carriers picking up the new OS system on the mobile platform will allow multi channel mobile marketing to expand. With Firefox building its HTML5 system from the ground up, features can be integrated to offer better service use. In addition, marketers can expect to reach a wider audience and take advantage of new in-app marketing in conjunction with developers. Another possibility is that marketers could create a fully immersive branded experience because a system utilizing Firefox’s HTML5 platform is less complicated than trying to create a cohesive Android project.
A succesful mobile strategy will continue to play a vital role for brands who want to ensure that they reach as many consumers as possible. With the new OS set to become as common as Android and iOS, greater opportunities will be available to advertisers.
It has been revealed that industry analysts expect mobile app marketing to reach $7 billion in worth by 2015. Juniper Research said that in-app advertising was expected to grow quickly, with companies integrating their marketing schemes into the downloadable applications that have become so vital for customers.
Prediction: Mobile App Marketing Will Boom
In their latest report, Juniper Research revealed their future predictions for spending; going further than the 2015 estimation to say that figures would climb to $10.4 billion by 2017. The current market is only worth $2.5 billion, but with in-app advertising already showing positive results, its power is expected to be harnessed.
The majority of the growth is set to come from Western Europe and North America, where mobile strategy will utilize application downloads to spread advertising. British based Juniper research analyst Charlotte Miller said, “On the whole, mobile advertising both in-app and on the mobile Web will become much more rich. However, there are restrictions on what you can do with rich media in an app before it harms the users experience of the app. For example, someone playing a game may resent ads which distract from gameplay.”
Over the course of the coming years, in-app advertising is set to become more entertaining than ever before. It will be essential to draw users in by creating entertaining commercials that generate clicks without breaking app use immersion. However, with many companies’ target markets now accessible through their smartphone, it is an area that is set to prosper.
I was intrigued to learn that the majority of mobile phone users like to receive promotional text message offers. The results of a survey conducted by YouGov indicate that 65 percent of mobile phone users fall into his category.
The survey results also indicated that 75 percent of smartphone owners prefer receiving offers via text message, which indicates text message marketing can be an effective way to reach out to potential buyers. A full 83 percent of respondents stated that their preference would be to receive two offers per month, or less.
Unlike other types of marketing efforts,text messages are more likely to be opened by the recipient. I think that getting a prospective buyer to look at what is being communicated to him or her is half the battle in an effective strategy for businesses. A business could be offering a wonderful product or service but if prospective buyers don’t read the advertising messages, it is a moot point.
What do these survey results mean for your business? Now that you know that mobile phone users are willing to read SMS offers received on their handheld devices, add this element to your mobile marketing efforts. You will want to set up a schedule so that your target market receives your offers a couple of times a month to avoid overwhelming them with too many offers.
As long as you make sure that your messages are interesting and relevant to your target audience, you have a very good chance of having the recipient follow through by making a purchase.
Today, approximately 91% percent of the population in the United States carries a celphone. One in four cell phone subscribers uses their handheld device to access the mobile web. CPG (Consumer Packaged Goods) companies have a ready market of customers, and incorporating a mobile marketing strategy in their overall marketing efforts that is familiar to their customers makes good sense.
Results from Mobile Marketing
Mobile marketing to CPG customers can help to build a company’s brand, make customers aware of special offers, and increase customer retention. The ads can be customized so that they are of interest to local buyers. With mobile technology, companies can also implement audio ads with an automated voice service. Mobile response accuracy allows companies to get measurable results from mobile marketing campaigns.
These companies can use banner ads to direct customers to the closest retail location where they can buy products. Banner ads can also be utilized to offer specific deals to local customers. Coupons can be shared with customers through their cell phones as well.
I think the idea of using mobile websites for CPG customers is a very effective one. Cell phone users are likely to use these resources to plan a shopping trip. Modern consumers are always on the lookout for the best deal for products they are buying on a regular basis and I can see how offering coupons or special offers through a cell phone would be an effective way to generate sales.
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