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Posts Tagged ‘mobile marketing’

Mobile Marketing: How Voices.com involved its customers in a responsive design campaign [video]

Today’s MarketingSherpa Blog post features an excerpt from a MarketingSherpa Optimization Summit 2014 presentation — “Mobile Optimization: How a B2B ecommerce company used responsive design to increase revenue by 180%” — with David Ciccarelli, Chief Executive Officer, Voices.com, providing insights into how the company utilized its customers in a mobile marketing campaign on responsive design.


In this video David explains how Voices.com tested its website with click tracking and heatmaps, saying that the first goal was to find out what website elements the team needed to keep when rolling out a new, responsive version that would be effective on both desktops and mobile devices.

“That’s how we identified the [website] elements that we were going to keep,” he says.

Another aspect of taking a customer-centric approach was that the team made a change in how interaction with the website was explained in help guides, tips and tutorials, email instruction and FAQs. This was done in order to reflect that mobile users will be tapping, spreading and pinching rather than navigating with mouse clicks like desktop users.

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How to Increase Customer Interaction Using 6 Factors in Your Social Media

April 28th, 2015 1 comment

With the plethora of social media platforms out there, each with its own unique features and elements, it has become harder for marketers to leverage these social channels into successful campaigns.

In social media channels, what sets failed campaigns apart from successful ones is innovation.

The millennial generation (people born between 1980 and 1995), is quicker to adapt to new technology than older generations. We are usually the first on new social media platforms and the first to abandon them once something better comes along.

Marketing using social media is a low cost investment that could have a high return. To specifically see this with millennials, focus on valuing innovation over consistency.

Don’t be afraid to end a successful campaign right at its peak. This creates a strong “Fear of Missing Out” emotion. FOMO is a big emotional driver for millennials. It is the same drive that compels a majority of us to stand in line at specialty shops hoping to get our hands on a limited edition item to translate into bragging rights over friends on social media. The mark of a successful campaign is one that not only creates customers but also organic brand representatives.

When using social media, marketers have discovered a lot of wrong ways to market to millennials and just as many right ones. The difference between them is learning how to strike a balance between sincerity and irony, detail and vagueness and new and unproven.

 

Sincerity and irony

Millennials in general love irony. Campaigns that are self-aware and poke fun at their own calls-to-action, while still sincerely telling you why you should buy their product over competitors, work better in social media than traditional campaigns.

irony

 

Newcastle beer company recently had a series of ad campaigns that poked fun at the traditional beer commercial featuring beautiful people drinking beer and having a great time. The campaign’s coup de grace was a Super Bowl ad making fun of how much money beer producers spend on Super Bowl ads by trying to put as many brands as possible into a one-minute commercial. The ad has been viewed 1.5 million times in two months and, through that, has probably increased Newcastle’s popularity with young adults.

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Mobile Email: Tips on getting started

March 20th, 2015 3 comments

For email marketers, tackling mobile email is a relatively new challenge, but a challenge that needs to be addressed. According to research from Litmus, the email testing and analytics vendor, 49% of people access email via a smartphone — a figure that’s risen fivefold since 2011 and continues to trend upward.

mobile

 

To provide some insight for you, the MarketingSherpa Blog reader, I reached out to five email marketers who addressed the mobile email challenge with two basic questions on the topic.

Read on to find out what this expert panel had to say about mobile email:

 

MarketingSherpa Blog: What one tactic has the most impact on mobile email campaigns?

Justine Jordan, Marketing Director, Litmus

Ah, the million dollar question! As with most things with email, it’s hard to make a generalization since it can vary greatly based on your industry and audience. If I had to pick just one tactic, I’d go broad and say responsive design has the most impact on mobile email. MailChimp sends billions of emails every year, and they’ve seen a 15% increase in unique clicks for mobile users when responsive design is used. Even without huge gains in performance, sending responsive campaigns sends the message that you care about providing the best possible user experience for your subscribers.

 

 Brian Graves, UI Team Lead, DEG

Simplifying the experience. In addition to helping deal with the smaller amount of screen real estate available on mobile devices, statistics show that customers typically spend less than 15 seconds reading marketing emails, with iOS users spending the least amount at around 3 seconds or less. Look at repositioning your email layout to lead with your most important messaging. The most effective emails are typically concise and have a clear focus. This is not only a good tactic for mobile but is one way in which a mobile-first approach can help improve your campaigns across every platform.

 

Ted Goas, Designer and Developer, Canfield Scientific

Work as a unified team from day one. Having product managers, marketers, designers and developers working together from planning through to execution helps ensure a campaign’s quality doesn’t degrade as it gets ‘thrown over the wall’ in a waterfall process. Everyone knows what’s happening and why.

 

Dan Denney, Front-End Devevloper, Code School

Designing an email for scanability has the most impact. We want everyone to read every word, but people want to find what they’re interested in and move on. Make it easy for them.

 

Fabio Carniero, Lead Email Developer, MailChimp

Spongy development (sometimes called hybrid development), in my opinion, has the most impact. There are a fair number of pitfalls associated with mobile email, and the spongy development method — a combination of fluid and non-fluid email markup — can generally resolve most of them. The most pertinent example is the Gmail app on Android and iOS; the app doesn’t support media queries, which are generally necessary for responsive design. The spongy/hybrid technique serves as a work-around for providing ‘responsive’ email in clients that don’t support the technology specifically.

This development technique, with its inherent flexibility and robustness, also has the benefit of being stable in a very wide variety of email clients and platforms, from desktop to tablet to phones.

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Mobile Interaction: Website or app? Optimize for both

January 20th, 2015 No comments

Over the past several years, marketers have often been faced with the conundrum of where to allocate funds in order to better compete in the mobile space. Should I focus my budget on the mobile app for my business, on making the website optimized for multiple device types (responsive or adaptive) or should I attempt to do both?

 

Take user behavior into account

While I feel like the question above has been well documented in other resources, I think one of the most important concepts to keep in mind is that whether you are focusing on a mobile app or on your website, user behavior should be considered first.

As the expectations of the billions of users with mobile devices continue to converge, the question should no longer focus on which medium (the mobile web or an app) you should focus on connecting with your users on, but instead on how you can most effectively connect with them no matter which medium you choose.

Luckily, there are numerous transferable principles between the world of app interaction and web design that can be applied with relatively little effort on your part.

 

Visual attention vs. interaction

Visual attention vs interaction

 

Don’t forget the classics. Despite the ever-expanding screen sizes of devices,  in most regions, people still start reading at the top left of their device. However, it is important to remember that on touch-reliant devices, interacting with content at the top of the screen with your thumb has become increasingly more difficult as screen sizes in mobile devices have grown.

Why do you think Apple implemented a new “Reachability” control on the iPhone 6 that brings content from the top of the screen down about a third of the phone?

This being said, whether you have an app or a mobile site, make sure you prioritize content you want read at the top of the screen, but be selective in placing content you want interacted with at the top of most screens.

For items such as buttons, filters, drop-downs, quick navigation, etc., consider utilizing real-estate toward the bottom of the screen instead of toward the top to make the user’s life easier. Menus and navigation are still generally better at the top of the screen as the menu “hamburger” (see screenshot below) now seems to be so ubiquitous that it has become web-standard for responsive sites  Techcrunch also offers a great article on mobile navigation and reasons to “kill the hamburger” here.

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Mobile Marketing: How mobile impacts customer awareness

January 9th, 2015 No comments

I’ve always felt that the aphorism about true wisdom being a byproduct of first admitting you don’t know everything to be accurate.

When I attended the ClickZ Live conference in Chicago last October, I got the chance to be exposed to some great new content. However, I felt one of the stories still being told was something I’ve been hearing on repeat since 2011. The story I’m talking about is that of mobile marketing and how it is the “wave of the future.”

We here at Sherpa have been preaching the shift in marketing budgets to mobile for years as well — just take a look back at this chart from last April.

chartofweek-04-15-14

 

Taking a look at some of the mobile channel data

I don’t think there’s any argument on where the industry is going anymore. That being said, I do feel that some of the most convincing data about focus on mobile is being under-utilized by marketers, or even worse, it’s being used by marketers to justify decisions that are not in the best interest of their business — decisions that will not show the best ROI and could be spent more effectively in other channels.

Working on partnerships in different industries over the past several years, I have seen both the good side and bad side of the mobile revolution, while making plenty of mistakes along the way. Seeing just how terrible mobile conversion rates can be compared to other channels is often disheartening.

It’s not enough to just say “mobile is the future.” We need something more actionable. Marketers admitting as an industry that we don’t know everything is the first step.

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How Seamless Email Turns Ecommerce Prospects into Buyers

October 14th, 2014 No comments

Only 2.6% of the people browsing an ecommerce site actually buy during that visit, but, according to Charles Nicholls, that doesn’t mean they’re not going to eventually make a purchase.

Charles is the Founder and Chief Strategy Officer for SeeWhy, a provider of cloud-based behavioral target marketing. He discussed what it takes to transform browsers into buyers with Daniel Burstein, Director of Editorial Content, MECLABS, at the 2014 Internet Retailer Conference and Exhibition in Chicago.

Charles exhorted marketers to rethink the channel mindset and optimizing websites for a single session, and instead, think about optimizing the entire buying process. The key, he explained, is seamless use of email across desktops, tablets and smartphones.

Why? Customers may use all of these devices before finally making a purchase.

Consider this: SeeWhy has been tracking smart phone conversions, and, according to Charles, smartphones are outpacing tablets, which have become a desktop substitute. Also, 67% of smartphone conversions are done via email.

Watch the video below to learn about the importance of seamless emailing:

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Email Marketing: Taking advantage of responsive design [Video]

September 16th, 2014 No comments

If your experience is anything like the typical email marketer in 2014, a growing portion (possibly a very large percentage) of your list is opening email on a mobile device — maybe a tablet or, more likely, one of the many smartphones out there.

To fully reach and engage that audience, you can either design and build custom emails for every single platform your audience is using …

Or, to make things a bit simpler on the design and execution end of things, take the responsive design plunge for all your email campaigns to ensure your sends have the best look, feel and, more importantly, clickability on any mobile (or non-mobile) platform your recipients use.

To address this issue, watch this excerpt from a panel discussion at the MarketingSherpa Email Summit 2014:

 

This excerpt features Pamela Jesseau, Senior Director of Marketing, MECLABS (parent company of MarketingSherpa); Amy Carpenter, Digital Marketing Team Leader, Whole Foods Market; and Ewa Badaruk, Global eCRM Marketing Manager, adidas Group.

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Mobile Marketing: 3 tips from ModCloth on mobile app engagement

August 8th, 2014 4 comments

Seldom do I condone a selfie.

Nothing makes me want to cut a slice of humble pie for someone more than a pointless, self-taken snapshot. If you’re doing absolutely nothing but think you look darn good, it’s pretty clear you’re pulling for some strokes to the ol’ ego.

In the driver’s seat of your car? Not a photo op. Working at your computer but having a great hair day? Don’t click the cam.

However, I do think there are some exceptions — and perhaps even necessary occasions — for a selfie. If I run into Jennifer Aniston on the street but no one’s there to take the pic, you best bet I’ll hold up my iPhone and do it on my own.

While my iPhone’s photo album doesn’t have celebrity-accompanied shots (I’m working on it), it’s not selfie-free, which brings me to my other exception: fashion.

Putting an outfit together or buying a piece of clothing is often stressful. I can look in the mirror as long as I want to see if I think a shirt looks funny or if my shoes go with my dress, but there’s nothing better than a second opinion.

I can get that second opinion by taking a photo of myself in the outfit, texting it to my girlfriends to weigh in. What do you think of this top? How does this skirt look with these earrings? Should I buy it? All of my friends and I do this.

Fashion retailer ModCloth, a brand my wallet knows all too well, integrated this selfie behavior into its mobile app. I learned all about it when ModCloth’s Chief Technology Officer Udi Nir chatted with me in the MarketingSherpa Media Center at IRCE.

 

Udi co-hosted an IRCE session in Chicago titled, “Mobile Commerce: Get Ready Today for Tomorrow,” where he gave me the scoop on ModCloth selfies along with how crucial it is to have a strong mobile presence.

“It’s really important because that’s where our girl, our customer, is,” Udi told me. “We are wherever she is. If we want to serve her, we have to be in all those places she wants to access our site.”

On the marketing side, mobile unlocks new opportunities for marketers to reach customers in ways and at times they couldn’t have before.

“Mobile basically provides us new moments of found time,” he said. “Those two minutes in line, a few minutes on the bus or whatnot that weren’t able to be used before.”

ModCloth has channeled its mobile focus into its app, which has helped the company achieve both entertainment and engagement among its customers.

One particular feature is the app’s Style Gallery, a place where ModCloth customers can upload their outfit photos to show how they’ve styled their clothing to give others inspiration, Udi explained.

modcloth-style-gallery

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Email Marketing: Combining design and content for mobile success

July 1st, 2014 No comments

400%.

That’s how much mobile email opens have increased in just three years.

“Which is kind of crazy,” Justine Jordan, Marketing Director, Litmus, said following the recent statistics from Litmus’ research on mobile.

And she’s right. How many channels increase that much in usage in that short amount of time? Not many.

Because of the sudden growth, not all marketing departments have been able to keep up with the trend.

With 50% of emails being opened on a mobile device, mobile email strategy is worth considering for any market, even B2B companies.

Justine spoke at MarketingSherpa Email Summit 2014 as an industry perspective in the session, “Email Design: How to optimize for ALL environments in a mobile world.”

She joined Allison Banko, Reporter, MECLABS, in the MarketingSherpa Email Summit 2014 Media Center. There, she recapped her industry perspective session, as well as hit on two mistakes she still sees among mobile emails: content strategy and best practices of mobile design.

“It’s key to get those two things working in tandem to really optimize the full experience,” she said.

 

In addition to her industry perspective session, Justine also joined a diverse panel of experts, solution providers and brand-side marketers on responsive email design. Watch a brief excerpt from that panel discussion below:

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Email Marketing: The evolution of value in messaging

May 9th, 2014 No comments

Brian Clark, Founder and CEO, Copyblogger Media, has been in email marketing for 16 years.

“Which is a million years in Internet time,” he said.

At MarketingSherpa Email Summit 2014 in Las Vegas, Brian sat down with Allison Banko, Reporter, MarketingSherpa, in the Media Center to share some of his email marketing background.

“As much as email remains the primary sales channel, how we do it is evolving and getting a little bit more sophisticated,” Brian explained.

Watch this brief video from the MarketingSherpa Email Summit 2014 Media Center to learn more about the evolution of email marketing, particularly in mobile marketing, and how to provide value in messaging.

 

You can also check out Brian’s full session from Email Summit 2014 to learn how Copyblogger used content and a free paywall to grow its email list by 400%. Watch a brief excerpt of his presentation below:

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