Archive for Mobile Marketing

Portrait of a Tablet Shopper [Infographic]

Did you know that the number of Americans forecasted to own a tablet by the end 2012 is up to 60 Million? Considering the growth of tablet adoption, this number is not surprising. For businesses looking to understand this customer segment, Miva Merchant has put together a great infographic that highlights recent trends in table ecommerce.

The infographic shows that tablet web use has increased over 300% from last year, and is actually growing 10 times faster than smartphones. It’s also expected to account for 10% of total website traffic by 2014. Some other key customer behavior findings are:

  • The age group with greatest tablet ownership: 18-34; Predominantly male
  • 77% used their devices for shopping during the 2011 holiday season
  • Tablet users on average spend 20% more than computer users
  • 30% agree that tablet mobility leads to purchasing more often

The key lesson here is for businesses to examine how consumers are using mobile technology during their purchase decisions. It’s also important for businesses to review whether they’re offering the mobile shopping experience that their customers are looking for. The customer landscape is changing and if you don’t embrace new technology – you might get left behind.

ecommerce tablet shopping Portrait of a Tablet Shopper [Infographic]
Infographic by Miva Merchant

 Portrait of a Tablet Shopper [Infographic]
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4 Ways to Integrate Mobile Into The Marketing Mix

Mobile commerce has exploded this year, and the year is not even over yet! ComScore reported a 47% increase in smartphone users between March 2011 and March 2012. What does this mean for marketing? Mobile has created another channel that enables marketers to attract users instantaneously. Not only can mobile be used to promote special offers, it can also expand your customer base, promote brand awareness and introduce new products.  Here are some ways mobile can be integrated into your marketing mix:

SMS/Text Messaging

Text messaging is a great way to reach customers with special offers, with or without a phone number. Using other marketing channels, you can encourage customers to engage with your brand by texting a six digit number to a short code.  This is a great way to build a mobile marketing list that you can reach out to later for a more targeted message. Redbox has adopted this model with their Text Club program. Once customers opt-in, they receive a free movie rental promo code a month. They’ll also be able to hear about member only specials and other freebies.

redbox text club 4 Ways to Integrate Mobile Into The Marketing Mix

Key Best Practices: Always get permission before starting a SMS campaign and promote urgency to encourage instant reaction from customers.

QRCodes

QR codes allow marketers to engage with buyers through traditional forms of media.  Mediapost reported that mobile barcode scanning was up 157% during the first quarter of 2012.  Since the smartphone market has seen enormous growth, it is safe to assume that more consumers will engage with campaigns that use QR codes.

Heinz tested QR codes when they placed them on ketchup bottles in various US restaurants to promote their environmentally friendly packaging. The campaign allowed customers to win prizes by answering trivia questions on a mobile optimized site.

 4 Ways to Integrate Mobile Into The Marketing Mix

It was later reported that more than one million customers scanned the QR codes on the bottles. This QR code campaign encouraged engagement on a mass consumer product, and with success!

Key Best Practice: Make sure that all parts of the campaign are optimized for mobile. If a customer can’t easily view the content from their smartphone, they won’t be engaged and will drop off instantly – creating a poor customer experience.

Location Based Services

Imagine if you walk into your favorite retail store and you receive a coupon or discount code on your phone to use during your visit.  Does this seem like an invasion of privacy or are you willing to receive the offers once you’ve officially opted in? This is a form of location based marketing, known as Geofencing.

foursquare 4 Ways to Integrate Mobile Into The Marketing Mix

Foursquare and Gowalla offer check-in services through an initial app download, which is the most common use of location-based advertising. On the other hand, Geofencing reaches out to the customer and all they have to do is click on the opportunity. While there are concerns of being followed, as mobile technology continues to expand, location tracking may become synonymous with phone numbers.

Key Best Practices: Go where your customers are and give incentives for customer engagement using location based services. Monitor performance to measure success as well.

Mobile Search Display Ads

In 2011, mobile search display ad revenue reached $1.5 billion. As tablets and apps are reinventing the mobile space, companies big and small can take advantage of mobile search to reach potential customers on the go. Using Google’s mobile ad network, Starwood Hotels & Resorts invested in mobile paid search and saw great results:

  • 20x increase in mobile paid search ROI
  • Mobile booking growth of 20% month on month
  • 200% increase in mobile traffic

starwoodhotelsmobileads 4 Ways to Integrate Mobile Into The Marketing Mix

Mobile search is a new frontier with a different and more focused customer looking for instant information. Companies can utilize this medium to reach customers, whether they are B2B or B2C.

Key Best Practices: Utilize targeting, send to a mobile optimized landing page and monitor performance to track, test and learn.

These are some tips to help you think about ways to integrate mobile into the marketing mix. Do you have some tips to add? Share them below!

 4 Ways to Integrate Mobile Into The Marketing Mix
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Five Creative & Engaging QR Code Campaigns

Until recently, QR code campaigns had not been seen as a popular form of interactive marketing, even though mobile barcodes have been around for almost two decades.  Mediapost reported that mobile barcode scanning was up 157% during the first quarter of 2012.  Since the smartphone market has seen enormous growth, it is safe to assume that more consumers will engage with campaigns that use QR codes. Here are some creative ways companies have increased audience engagement using QR code campaigns:

Emart’s “Sunny Sale” Campaign

South Korea’s largest retailer, Emart, created a shadow QR code that was only visible when the sun was at the correct angle in the sky between midday and 1pm. The campaign promoted a ‘sunny sale’ mobile website that gave access to special offers, coupons and a download for Emart’s mobile app.

This campaign resulted in: 12,000 coupons sold, increased membership of 58% from the prior month and increased lunchtime sales by 25%.

L’Oreal and NYC Taxi Shops

Earlier this year during NY Fashion Week, L’Oreal and Glamour partnered together to place QR codes within special  Lancôme “Taxi-Shops”. This campaign allowed customers to view how to videos, learn about trends and shop Lancôme beauty products – all while getting a complimentary ride in Manhattan! You can see a demonstration of the concept on YouTube.

backseat shopping Five Creative & Engaging QR Code Campaigns

The five day campaign resulted in a seven percent overall purchase conversion rate and downloads of the apps increased by nearly 80%. While taxis may not be the ideal place to ask customers to shop, the brand reached out to a niche audience that was engaged with the campaign.

JcPenney and “Who’s Your Santa?”

Last Holiday season JcPenney developed a brilliant QR code campaign that encouraged shoppers to engage with the receivers of Christmas gifts. The idea behind the campaign was to include a recorded personalized message for each gift, giving friends and family a way to interact. The video below captures how it works:

While there hasn’t been much talk about any success metrics, the campaign was well executed. It gives customers a chance to add a little more emotion to a gift.

Timberland and Microsoft Tag

One of the benefits of utilizing QR codes is providing customers with exclusive content. Timberland followed this route when they created the mobile barcode campaign for their Lucky magazine ad using Microsoft Tag (considered a QR code competitor but I still think this is a good example!). The retailer showcased a Microsoft Tag that linked to a special page with options to play an exclusive style video, “like” the brand’s Facebook page or shop on the mobile website:

QR code Landing Page:

Timberland and QR Codes Microsoft Tag Five Creative & Engaging QR Code Campaigns

Timberland has reported that they’re seeing four to five percent of consumers scanning various featured mobile bar codes.

Heinz and “Guess What We Just Planted”

Earlier last year, Heinz placed QR codes on ketchup bottles in various US restaurants to promote their environmentally friendly packaging. The campaign allowed customers to win prizes by answering trivia questions, which was made available by a mobile optimized site.

 Five Creative & Engaging QR Code Campaigns

It was later reported that more than one million customers scanned the QR codes on the bottles. This QR code campaign encouraged engagement on a mass consumer product, and with success!

The key lesson from the examples provided is to make sure that all parts of the campaign are optimized for mobile. It’s important because if a customer can’t easily view the content from their smartphone, they won’t be engaged and will drop off instantly – creating a poor customer experience. Have you seen any creative QR code campaigns? I’d love to hear about them!

Posted in Mobile Marketing, Social Media | 2 Comments

74% of Tablet Usage Is At Home

It’s no surprise that US consumers have embraced tablets. Last month eMarketer reported that 80% of all tablet owners said they used their tablet to research and purchase products.  A new study by Viacom found that tablet owners used their devices at home nearly 75% of the time. Considering that mobile and tablets are becoming a strong focus in marketing, this number is a bit surprising to me. Of those using their tablets at home, the living and bedroom were the top two locations, as reported by eMarketer:

In Home Locations for Tablet 74% of Tablet Usage Is At Home

Seeing that home office represented 75% of respondents suggests that consumers like to use their devices for work at least some of the time. Now, what about the other 25% that like to use their devices outside their home?

Out of Home Tablet 74% of Tablet Usage Is At Home

These results are not that surprising. I know that airports, coffee shops and outdoor places are my top choices to use a mobile device.

As tablet adoption continues to grow, businesses need to ensure that their online presence is rendered correctly on a tablet. While PCs and laptops are definitely still in use, tablets provide an interactive experience with the ability to expand, rotate and interact with products – which makes it more appealing to potential customers. Also, data has shown that if a customer is satisfied with their tablet experience, they are bound to return and shop more. eMarketer has estimated that there may be 54.8 million tablet users in the US by the end of 2012 – and this number continues to grow rapidly.

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Mobile Marketing Trends in 2012

As we move further into 2012, the mobile advertising market is expected to grow tremendously, especially since smartphone adoption has increased. Emarketer reports that U.S. smartphone penetration is expected to surpass 58% by 2016.

Over the last few months, I’ve observed several trends and patterns that are expected to enhance mobile marketing this year. Forward thinking companies are continuing to evolve their marketing because of the following trends:

Growth of tablet adoption will enhance the mobile experience

Research showed that by the end of December 2011, 13% of U.S. consumers had tablets and an additional 15% had e-readers. The Apple iPad is said to hold 55% of the market share, while Amazon and Android are quickly gaining more users. The typical tablet owner has been found to be younger (25-44) and has higher income ($100K+).

What does all this mean? Growing tablet adoption will prove to change consumer behavior as more customers will begin shopping on their tablets – this trend was already seen during the 2011 holiday season. This means that companies should focus on building platforms that enable interactive experiences for consumers, encouraging them to shop and explore the brand further. This includes, apps and tablet specific ecommerce experiences.

Mobile Commerce Growth

Emarketer reported that in 2011, U.S. mobile commerce sales increased over 90% to reach a whopping $6.7 billon – and this is expected to grow even further. Internet Retailer reported that 18% of consumers booked a flight on their smartphone. This data shows that now more than ever, consumers are willing and able to make purchases on their mobile devices. The information is valuable as companies are looking to adopt m-commerce or mobile friendly websites. Mobile shoppers tend to be spontaneous, and in the “right there right now” moment – companies must find ways to fulfill this instant gratification.

Location Based Marketing
location based marketing Mobile Marketing Trends in 2012

Location Based Marketing

Imagine if you walk into your favorite retail store and you receive a coupon or discount code on your phone to use during your visit.  Does this seem like an invasion of privacy or are you willing to receive the offers once you’ve officially opted in? This is a form of location based marketing, known as Geofencing. Foursquare and Gowalla offer check-in services through an initial app download, which is the most common use of location-based advertising. On the other hand, Geofencing reaches out to the customer and all they have to do is click on the opportunity. While there are concerns of being followed, as mobile technology continues to expand, location tracking may become synonymous with phone numbers.

Strong Mobile-Social Traffic

Social media is now at the forefront as more people are taking their social experiences mobile. From Twitter to Facebook, people are becoming more connected. According to comScore, as of December 2011, 64 million smartphone owners in the US accessed social networking via their mobile device – which is up 77% from December of 2010. This means that smartphones are definitely playing a larger role in people’s everyday routine.

I’d love to hear about other mobile trends you’ve heard of this year. I may put together a “how-to” guide for those interested in Location Based Marketing… until next time!

Posted in Mobile Marketing | 1 Comment

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