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Marketing Research in Action: Don’t focus on mobile-optimized email, focus on revenue

March 12th, 2013 No comments

At MarketingSherpa Email Summit 2013, I grabbed Manny Ju, Director of Product Management, BlueHornet, and asked him about mobile email marketing for our latest episode of Marketing Research in Action …

 

 

Here is a closer look at some research Manny shared. First, Manny discussed research from the MarketingSherpa 2012 Mobile Marketing Benchmark Report (Full discolosure: BlueHornet is the sponsor of this Benchmark Report, and was a sponsor at Email Summit 2013). As you can see, increasing sales conversion/revenue is the top business objective for mobile marketing.

Q: What are your TOP BUSINESS OBJECTIVES for mobile marketing in the next 12 months?

 

In the MarketingSherpa 2012 Email Marketing Benchmark Report, financial return on investment (quantitative return on email investment) was the most important objective as well …

Q. As CMO or the senior marketing executive in your organization, how important are the following factors in helping you determine and communicate the value of email marketing programs?

  Read more…

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Mobile Marketing: 5 takeaways from MarketingSherpa case studies

February 28th, 2013 1 comment

While looking through the MarketingSherpa 2012 Mobile Marketing Benchmark Report, I noticed a parallel between the top mobile tactics to be implemented within the next six months and the most recent case studies MarketingSherpa has published on mobile marketing.

 

Recent MarketingSherpa case studies have focused on four of the top five tactics, even touching on the top tactic, mobile website. Some marketers have started the implementation process of mobile marketing, and they have already seen great results. To help you get started on these top tactics, we pulled out the key takeaways from these case studies.

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Mobile Marketing: 7 tips based on CNET’s mobile newsletters

February 14th, 2013 No comments

The MarketingSherpa Mobile Marketing Benchmark Report shows a staggering 55% of marketers reported lacking an effective mobile marketing strategy, as well as not having adequate staffing, resources and expertise.

With MarketingSherpa Email Summit 2013 quickly approaching, speaker Diana Primeau, Director of Member Services, CNET – who will be presenting a session on win-back campaigns and list cleansing at the event – has insight to offer on this topic to fill in the knowledge gaps when it comes to developing an effective mobile newsletter strategy.

Diana said she knows many marketers become overwhelmed when upper management demands “mobile” without understanding the time and work that goes into it.

“It is not a little magic wand … because if it was really easy, every single email we look at today would work well on mobile,” she said.

 

Tip #1. Know what your audience expects

Mobile newsletters take quite a bit of planning, Diana said, and the most important question to ask is: “Who are you going to design for?”

Knowing your audience will allow you to not only understand what their expectations of you are, but what types of devices the majority of them use, and how often they interact with your emails on their  device.

The MarketingSherpa Mobile Marketing Benchmark Report also shows 31% of marketers don’t know their mobile email open rate – start by determining what that rate is, and become better acquainted with the needs of your audience.

“Who is your audience and what do we need?”  Diana asked. “If somebody has a business that requires them to have certain attributes in their emails, what are those attributes and will they work on a mobile platform?”

 

Tip #2. Consumers expect a multi-device experience

Like most aspects of marketing, mobile newsletters are not something you can wash your hands of once it’s accomplished – it is a constantly evolving process where your customers will always want more.

With mobile, Diana said, “Our customers are just like everybody else’s customer,” meaning every aspect of an average customer’s day from dawn to dusk is filled with multiple devices, and they expect their emails to reflect that.

“They might be commuting to work and they are on their phone, and they might be sitting at their office and they might be on their desktops. They might be going to meetings and they might have their tablet with them, and they might be sitting at home and they have their tablets or … their phone with them,” she said.

Knowing how your customer spends their day will help you develop your mobile email program, and decide how expansive you need to be.

Diana knows with CNET customers, “the idea of being able to move from device to device is an expectation, not something that is like, ‘Oh wow, that is really cool.’  It is expected and we know our customers look at their email across multiple devices.”

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2013 Mobile Marketing Trends: 2 key data points to help you understand this growing behavior

February 12th, 2013 1 comment

“Mobile is a behavior, not a technology. It’s about accessing content wherever you are. It’s really the use that is mobile, not the device,” Anna Bager, VP and GM, Interactive Advertising Bureau’s Mobile Marketing Center of Excellence, said in an interview with ClickZ.

This leads to part of the challenge facing marketers. How do you optimize for this emerging behavior? After all, technology is easier to optimize for than fickle people. If you were just optimizing for technology, you could simply, or not so simply, make sure something reads well on mobile.

So to remix an ancient Greek aphorism …

 

With all thy knowing, know thy customer

In today’s MarketingSherpa blog post, we’ll give you an abbreviated look at some data and resources compiled by the MECLABS Business Intelligence team to help you understand this new and still-evolving customer behavior.

“According to a recent Adobe survey, mobile optimization has been identified as the most exciting digital opportunity of this year,” said Gaby Paez, Associated Director of Research, MECLABS. “As marketers, we need to learn as much as possible how consumers of all ages are using their smartphones; how and when they are visiting our websites, checking their emails, etc. More and more people are using their phones instead of laptop or PC to buy online.”

“We put together this summary to help our team get a quick snapshot of key takeaways they can incorporate now in their optimization projects. We hope this summary helps many of our readers, too,” Gaby offered.

 

Key Data Point #1: Users are spending a growing amount of time with their devices

What struck me about visiting New York City a few months ago is the sea-change in behavior of office workers. You used to walk through Midtown Manhattan and see people on the street in front of office buildings taking a smoking break. Now, everyone is milling around checking their smartphones.

Website traffic coming from mobile devices increased 84% from Q4 2011 to Q4 2012, according to a report from Walker Sands.

 

Nielsen also shows mobile growth but breaks it down slightly differently and looks at a slightly different timeframe – July 2011 to July 2012. Its study shows a significant difference in time spent in mobile Web versus apps. Time spent in mobile Web grew 22% while mobile apps grew by 120%.

 

How you can use this data: First off, this data is a great proof point to secure the budget necessary to reach mobile customers.

Second, you can use these mobile growing habits to help grow other, more traditional channels as well. For one way to do this, read the MarketingSherpa how-to article, “Mobile Drives Email List Growth: How to use SMS and relevant content to add opt-ins.”

Of course, that growth isn’t occurring in broad brush strokes …

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Mobile Social Media Marketing: 3 tips to take advantage of this growing convergence

February 7th, 2013 3 comments

Fun Fact: the iPhone can make phone calls. I say this because two years ago, when Consumer Reports found that the iPhone 4 was prone to dropping calls, media reports were filled with people who didn’t care.

They didn’t care … that their phone … couldn’t make phone calls.

Because people no longer use phones to make calls—they use them to check Facebook and Twitter— the issue of call quality was simply not of importance.

I’m exaggerating, of course, but not by much. According to Nielsen’s State of the Media: Social Media Report 2012, use of the mobile Web has increased 82% from July 2011 to July 2012 and app usage time has more than doubled. Of course, many people connect to social media through an app.

 

 

While less people are using the computer to connect to social media, more people are using mobile phones and tablets to receive their daily Timeline fix.

“The Nielsen report has demonstrated significant evidence to support the idea that the growth of social media and mobile technology are mutually supporting,” said Jonathan Greene, Business Intelligence Analyst, MECLABS.

“According to Nielsen, people continue to spend more time on social networks than any other category of sites – 20% of that time spent on PCs and 30% on mobile devices. This leads to a loose hypothesis that the increase in mobile usage and the increase in social media usage are related, with more people being able to access their social platforms with more frequency and increased lengths of time as a result of the proliferation of mobile technology,” Jonathan explained.

Here’s why this all matters to you, the marketer. We all hear about the meteoric growth of mobile devices. If people are using these mobile devices in large part for social media, that should inform your mobile strategy.

Here are three tips to help you improve the way you communicate with mobile social media users …

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Mobile Marketing: 6 mobile marketing challenges every marketer faces

February 5th, 2013 4 comments

In the MarketingSherpa Mobile Marketing Benchmark Report, we asked marketers about their challenges …

Q: Which barriers exist to overcoming your organization’s top challenges?

The MarketingSherpa community members shared their insights based on this data, which I hope you find helpful …

 

 

Challenge #1: Mobile site or mobile app?

“Strategy and staffing are (not surprising) linked. The resources required to fund a well-researched and well-structured mobile marketing strategy – or even a mobile strategy at large to address the primary question: mobile site or mobile app – are the very same resources necessary to staff such an initiative,” said Aaron Orendorff, Copywriter, Content Strategist & Project Manager, CREO Agency.

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Mobile Marketing: 50% of marketers do not know how many customers interact with their local mobile marketing

January 24th, 2013 No comments

In the MarketingSherpa Mobile Marketing Benchmark Report, we asked marketers about their local mobile marketing efforts …

Q: What percentage of customers/prospects interact with your organization’s LOCAL mobile marketing tactics?

 

While marketers who do track these numbers saw some very impressive results (about a quarter of marketers finding that more than half of their customers engage with social check-in, opt in to geo-fencing communications, and redeem mobile coupons), the biggest surprise is the number of marketers who simply don’t know.

“The fact that the research suggests 50% don’t know how effective they are is evidence that although mobile consumption is increasing and marketers are increasingly adopting it as a marketing channel, analytics and measurement have still yet to catch up,” said Grant Osborne, head of agency, FIRST. “I believe tracking and analysis of mobile (both mobile Web and apps) will be a great source of gaining competitive advantage in this space this year.”

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Mobile Marketing: 63% of marketers view increasing sales conversion and revenue as a top objective

January 15th, 2013 1 comment

In the MarketingSherpa Mobile Marketing Benchmark Report, we asked marketers about their business objectives for mobile marketing …

Q: What are your TOP BUSINESS OBJECTIVES for mobile marketing in the next 12 months?

Top business objectives for mobile marketing

As always, we turned to our audience for insights on this data. Here’s what they had to say …

  Read more…

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Mobile Marketing: Providing relevant content dynamically

January 3rd, 2013 1 comment

It’s always fascinating to dig into research on the world of marketing. While recently looking over the MarketingSherpa 2012 Mobile Marketing Benchmark Report, I found this chart:

 

 

Fast loading mobile pages should certainly be a priority, but one finding in this chart disappointed me. Look way down, close to the bottom, and see where only 11% of surveyed B2B marketers reported planning on using dynamically personalized mobile content to improve relevance and engagement.

I think this is a great oversight on the part of marketers active in the mobile marketing channel.

When someone interacts with your mobile website — or your regular website — on a mobile device, that engagement is almost certainly going to be a more intimate experience than someone viewing on a laptop or ultrabook, and certainly more so than on a desktop.

And, that person is very possibly interacting with your content in a more personal space than a dedicated work area or desk.

For B2B marketers, that means you are potentially reaching that person away from a traditional business setting.

Additionally, consumer marketers must consider the possibility that the mobile customer might even be actively shopping and engaging in showrooming, where they are in a brick-and-mortar store and looking at price or feature comparisons.

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Mobile Marketing: Use video content as a tactic to engage your customers

December 27th, 2012 No comments

In the MarketingSherpa 2012 Mobile Marketing Benchmark Report (free excerpt at that link), we asked …

Q: How much do you expect your organization’s mobile marketing budget to change from 2012 to 2013?             

Click to enlarge

 

A combined 71% of respondents said they would see budget increases, with over half of those reporting increases seeing more than 10%.

While this is great news for many marketing teams, it’s also a tough challenge: Mobile is still a new channel with several unknowns. So today’s MarketingSherpa blog post will share our discoveries in the hopes that our findings can aid your strategy planning efforts for the upcoming year.

I sat down with Benjamin Filip, Research Manager, Data Sciences, MECLABS, and a lead data analyst for the report, for a look at what we can learn from the data to help you get the best use of your (hopefully bigger) mobile budget.

“It really depends on what an organization’s goals are,” Benjamin said. “Some factors to consider in planning how to spend a bigger budget are usage, effectiveness and difficulty.”

According to the data below, from the 2012 Mobile Marketing Benchmark Report, when comparing the factors of usage, effectiveness and difficulty, we can find some good opportunities. For example, our respondents reported “Includes video content” as a highly effective tactic that is not very difficult to implement, yet it is not highly utilized.

Read more…

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