Take a Mobile Success Inventory of Your Business in 2015
Did your business conquer the mobile strategy this year? Are there things you could have done better? How do you know what worked and what didn’t work? Can you say that your business saw mobile success in 2015?
You could simply look at the revenue for the company, see that it is up, and call it a day. However, that would not do justice to the work that you and your team accomplished in 2015. Nowadays, it is well known that the organizations properly leveraging a mobile strategy will grow customer loyalty. A good mobile strategy provides clearer lines of communication and visibility with customers and improves internal processes that increase both employee satisfaction and productivity. We have created a simple process for how you can take inventory of your mobile success this year:
What did you contact database look like in January? Look closely at the numbers as well as the number of contact attributes you’ve collected throughout the year. Learning about your contacts (birthday, zip code, shopping preferences) is just as important as the number of total contacts you have in your database. If you have learned a lot about your contacts, then one could argue that is even more valuable than gaining a significant number of new contacts. Great CRM means knowing your people.
Through which channels did your database grow the most? Was it your SMS campaigns, mobile app, website, in-store, events, or a mixture of some of these? If you are seeing a trend in the channel(s) where people are opting in the most, then you may want to dig deeper.
What was the opt-in process like?
Which channel made it the easiest to get connected to your business?
Were there different incentives for each channel?
What was the call to action that lead to the sign-up?
When people opted-in or signed-up to receive communications from your business, what were the campaigns that you ran throughout the year? Having a calendar or list format of this information will be most helpful during this part of the review process.
Did the content that you delivered align with your brand and vision all year long?
What types of content were you sending out? Was it just plain text, videos, photos, a mixture of the three?
Was all of your content mobile-friendly? If you sent a SMS message with a link to a landing page, was it a responsive page?
How frequently were communications sent out? And did you segment your contacts into lists?
These three sections of review will help you to find places of possible growth and improvement for your mobile strategy and communications with your contacts in general. You may even find that there are places for expansion such as internal communications, new customer communication options, and mobile notifications. Try this out, share the idea with your marketing and technology department heads. Consider stating it as a progressive business challenge – an opportunity to prove the value in your hard work and mobile success.
Video advertising is nothing new in the world of mobile marketing. However, mobile video is about to go even further in 2016. With a bevy of new options to present your video content, we are poised to see mobile video advertising grow bigger than ever before. So how do you, the innovative mobile marketer, tap into the beast known as video advertising?
Mobile Video Through 2015
Before we dive into predictions, let’s revisit the success of this marketing tactic. According to Ericsson’s latest Mobility Report, consumers use far more data for video than for any other application. Mobile data traffic in Q3 of 2015 was 65 percent higher than in Q3 2014, which was largely driven by increased video consumption on mobile devices. Mobile video is quite the successful fiend but, how are businesses using it to their advantage?
The obvious Goliath is in-app commercials for video and music streaming services. YouTube owns nearly 20% share of digital video ads with 50% of website traffic coming from mobile viewers. It is a similar story for other streaming giants such as Spotify and Hulu. Users are enjoying these services while on-the-go, whether from their smartphone or tablet.
Another aspect of video is the use of text messaging for driving views. Businesses build a mobile database and share exclusive content through either a dedicated & private URL or in an MMS message. The customer database gets early access to the newest video content and rejoices.
Where is Mobile Video Heading in 2016?
Mobile video ad spend is projected to reach $6 billion dollars by 2018 (TechCrunch). So when it comes to video content, making it mobile accessible is no longer a nice-to0have, but a necessity. The number of channels for creating and distributing video has grown, which makes it even easier for you, the business. Everything from new applications such as MyTape, to new features on existing platforms like the new Facebook live video option and Instagram’s sponsored video posts, is all indicative of a rapidly growing video landscape.
This growth means that a simple video won’t cut it anymore. Not only will video content be engaging, but the way in which that content is delivered matters as well. Being conscientious of your customer demographic is crucial to selecting the right channel. Take time to do the research, find your audience, and understand how they want to consume videos.
The business landscape is saturated with mobile video ads, so great content is still king. Finding new ways to engage your customers is the only way you can let your business’s brand shine through. Yes, a video is traditionally one way but, it can also be engaging. Make more enticing videos in 2016 that are about your audience, rather than shouting information. Create content with interactive components or utilizing the popular 360 degree viewing.
Predictions for Mobile Video in 2016
1. As technology for mobile video evolves, so should your mobile marketing strategies. Explore different approaches to use video as a marketing tool.
2. Don’t lose sight of your content. There is no need to reinvent the wheel but, a strong story or interactivity could mean higher customer engagement.
Integrating Video in Your Text Message Marketing Can Make a Big Impact
It is as simple as including a link to a video posted on your YouTube or Vimeo channel in your text message. If your goal with the text campaign you are running is about building your brand recognition, loyalty or trust as an expert, then creating a video is an excellent way to get the idea across. And delivering that short video is easy with text message marketing.
Your Video Can:
1. Drive Immediate Action
Since visual stimulation is a great tool for motivating action, delivery in a text message makes it even more powerful. Whether you are building a subscription base or driving customers into a brick and mortar store, visual storytelling helps direct customers to the focal points you choose. Video combined with text messaging is a perfect complement to engage two-way conversations.
2. Build Authority and Credibility
Show your customers what your brand value and expertise are in the world. Be authentic in your messages!When you deliver a message in a proactive way (like a video in a text message), it can help to establish both your credibility and industry expertise. Use testimonials and strong statistics to show off professional successes. Engaging your audience with sensory elements, then you may just get you to achieve your end goal faster.
3. Simplify Complex Concepts
Brands with complex processes or technical applications can be difficult for an audience to understand. If you use visual storytelling with a clear and concise narrative, then it can help break down a barrier of understanding. Video is also a engaging way of telling your audience something new and interesting or to help them view your company differently.
4. Humanize the Company or Brand
We just don’t buy stuff from each other. We buy a lifestyle, feeling or relationship that is associated with your company/brand. Everything we purchase is an extension of your own personal story, which creates our own personal brand. When your brand tells an authentic story and presents it in a relatable perspective, customers connect better.
5. Provide Value or Entertainment
Really good videos provide a benefit for the viewer – usually entertainment or knowledge. If your video and text messaging can artfully capture the elements of entertainment and knowledge, then your brand will be viewed as a relatable, human-driven company. It doesn’t need to be long or documentary style, but should make an impact.
How has communication with your clients and prospects changed over the past few years? You may have noticed that your clients carry a mobile phone with them 24/7. Most people (you know who you are) even sleep next to their phone! Over 50% of web searches now happen on a mobile phone, and that number continues to grow month after month. From the Boomers to Millennials, today’s communication channel of choice is the mobile phone.
Mobile Marketing for Real Estate
So how can you, as a real estate professional, maximize your clients’ time while continuing to provide them with great value for the service you provide them? Mobile marketing has quickly become a regular practice for agents and brokers, but not everyone in the industry has jumped in yet. Text messaging and mobile websites help you generate leads, save time & money, and win new listings.
Refilling flyer boxes is tedious and often money spent with little or no ROI. Trying to chase down your prospects from missed calls is a poor use of your time too. Replacing the sign out front with one that reads “Text In” will make a world of difference. You can qualify prospects, reduce the wasted cost of flyers, build a database, and deliver real-time information to those truly interested in the property. In the long-run, mobile marketing is more cost effective and easy to maintain. You will see more people texting-in than calling some 800 number, and you will have more time for selling homes.
An effective mobile website must include:
Detailed property information organized into menus
Photos of properties & links to YouTube videos (if you have videos)
List upcoming open house events
GPS turn-by-turn directions
A text marketing program empowers you to:
Deliver details about each property when someone texts in
Survey prospects to help them find the best home
Build a texting database for future messages
Send reminder texts about appointments
Mobile marketing for real estate agents and brokers is highly effective. We have a webinar today about the real estate industry. Watch it Now
In 1994 a matrix bar code, now known as the QR code, was developed by Toyota as a way
to track vehicles in the manufacturing process. It wasn’t until 2011 that QR code marketing became a widely used tactic among marketers. It’s intriguing that these small, static visual blocks are now a new technology utilized by businesses to offer a way for consumers to receive additional virtual information about promotions. But, these handy codes are completely foreign to a majority of mobile device users. Slowly, but surely, they have caught on with the consumer and proven to be a top resource for target consumers. 
According to a recent report from Nellymoser, QR codes have jump started response rates from consumers and are now shown to have the highest response rate among direct marketing tactics.
QR codes have no limits on location, which is a no brainer advantage for any business. They can be found in magazines, on tv and in flyers just to name a few.
Most importantly, they are not limited to connecting consumers with a company’s website; however, when it does, it needs to direct to mobile websites – which loads quicker and provides the most relevant information. They can also direct consumers with a call-to-action via videos, sweepstakes, a social media page and even an eCommerce site. Regardless of where one can find a QR code, it proves that consumers are actively engaging with their devices simultaneously with another medium.
Nellymoser’s report also found that codes promoting mobile coupons or a chance to enter a sweepstakes have a higher response rate.
With the increasing success of these scan able blocks, businesses of all sizes, including one of the largest: Target (see our recent blog regarding this topic), are being integrated into a well designed mobile strategy.
Multi-channel marketing has once again been highlighted as the best way for firms to find success. While traditional advertising utilized just one channel in its marketing endeavors, internet campaigns, mobile strategy and wide platform use all have to be employed in the modern day if brands are to reach out to as many customers as possible.
For those developing mobile strategy, there are several components that easily slot together, helping to create a well planned and innovative marketing campaign. QR codes, mobile advertising, social media use and text marketing can all be used together to create a powerful combination of platforms, with brands being able to optimize the number of consumers that they reach.
Utilizing as many channels as possible is essential to reach an active audience. Not all consumers have smartphones, which means that text marketing remains an important method of contacting people, especially if the target audience falls into categories that are not likely to be surfing the web on the latest gadget. Likewise, augmented reality and QR codes are great tools for drawing the real world and the digital one closer together, with active interaction being able to take place between consumers and brands. Product launches are a great example of how marketers can utilize all channels, with SMS used to contact customers, social media enabled to create a buzz, and optimized mobile platforms used to offer videos and content.
For brands who want to succeed in their marketing, a multichannel approach is becoming increasingly important. By embracing as many platforms as possible, more consumers can be reached.
For more information on how you can integrate the third screen into your mobile, register here for our free webinar, “Integrating the Third Screen to Get In Your Consumer’s Pocket”, this Thursday, September 20th.
When mobile strategy was in its infancy, many companies opted to use their existing Internet banners in the mobile marketplace. While this worked to a certain degree, it did not create a good user experience. As soon as people clicked on banners or in-app advertising, they were taken to a non-mobile optimized website or platform. Those creating an enjoyable and simple experience understand how vital it is for delivering the optimum engagement with consumers. It’s logical to say that multi-platform optimizing is essential for a successful overall mobile strategy.
This means that it is more than SMS or a mobile app. The customer experience from start to finish must be a positive one, which means making sure that the digital pieces of your plan have this multi-platform optimizing piece built-in.
How does visual content fit into the mobile strategy?
Visual content is one area that continues to attract and retain consumers’ attention both online and on smartphones. Watching small clips and videos encourages interaction between a company and its customers. It can help drive traffic through to the correct destination rather than having users click off halfway through a sales process. It can be particularly good for optimizing content, especially if users are directed from banners to video content.
For any mobile strategy to drive instant traffic and fully engage consumers there has to be complete multi-platform optimization. Keeping engagement throughout the sales process can ensure that customers have a simple experience that will ultimately increase traffic and potential sales.
Text service provider, 3Seventy, is proud to announce the launch of our renovated website. The improved website is designed to allow visitors easy navigation through the abundance of resources that 3Seventy provides. Valuable content including white papers and videos add to the sleek new design.
Whether you want to better understand how SMS text messaging works or watch one of our past webinars about mobile retail, you can quickly access information here. The website is separated into five primary sections:
Solutions: Whatever the goal, we work closely with you to find the best possible solution from our extensive tool kit.
Work: We have experience working with Fortune 500 companies, local businesses, and everyone in between. Check out some of the snapshots.
Company: See photos of the 3Seventy staff, read fun facts, and learn more about who we are.
Resources: This is your reference guide for all things mobile. Here you can find in-depth case studies, white papers, watch videos, and read the latest news.
Platform: It’s all our own technology. You can read about how it works, and the expertise we bring along with it.
My personal favorite areas of the new website are webinars and client work. The webinars provide great quality content, and cover some really useful topics such as “Why SMS is Still Number One” and “Augmented Reality: The Future of Consumer Engagement.” Our examples of mobile websites in client work are eye-catching and well produced. I love the design and feel of the Andrew Harper mobile website because it truly captures the company’s luxurious brand.
Companies are always trying to create interest in their products or services, and making use of mobile technology can be an effective way to increase sales. Using QR codes for business purposes can be part of an effective marketing campaign, but I’m not sure that all business owners have a clear idea of how to use them properly or where to use QR codes for business.
Where to Use QR Codes for Business
QR codes are a specific type of barcode that can be placed on many types of media. Businesses have experimented with using them on signage, in-store promotional materials, and even on their websites. They are meant to be scanned with a smartphone. After the scan has been completed, the person holding the mobile device can get access to images, videos, a landing page, mobile website, coupons, and other information.
I think that QR codes could be especially effective on printed materials. They can be added to a company’s business cards, letterhead, and brochures quite easily. Since all of these items have limited space to share information about what the company offers, adding QR codes for business means that the company is creating multiple opportunities to interact with its customers.
If the QR codes are linked to a special offer or VIP promotion, they are more likely to be scanned by the customer. Adding a few words of text inviting the prospective customer to scan the QR code to obtain a benefit can increase the number of times the QR codes are scanned, which will ultimately help the bottom line.
What exactly is NFC? NFC, or Near Field Communication, is the technology that allows certain devices to communicate with each other through radio communication by being in the same proximity of each other, usually no more than a few centimeters. This is based on the same technology as RFID (Radio Frequency Identification). Uses for this includes payments and ticketing, point of sale couponing, checking in with location based social media networks such as Foursquare, loyalty programs, smart posters, cards, and stickers, and many more.
To a lot of people, it could be the future, but to many others, it’s pretty scary. The thought of transmitting information through your phone just by walking by an external device would make many people nervous.
McDonald’s restaurants have already rolled out NFC in Japan, allowing customers to download coupons, place orders, redeem coupons, and pay for their order from mobile devices. Soon you’ll be able to get on a bus and swipe your phone next to a sensor that will read your account and automatically pay for your fare. In Paris, the Centre Pompidou museum will use NFC technology to allow visitors to learn more about artists and their work by waving their phone near exhibits. NFC also can allow users to share photos and videos just by touching their devices together.
Google, Apple and Amazon are all currently exploring opportunities using NFC. The technology is still very rare in the US but has become pretty common in parts of Asia and Europe, and as smartphone adoption continues to increase in the states, we will see an increase in NFC usage over the coming years.
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