Keeping Customer Attention: Why Mobile Marketing is Best

Consumer attention is getting shorter and shorter. How can businesses use advances in technology to capture the wandering eye of target consumers, and keep it firmly fixed on their brand?

Recent panel discussions found the base model of consumer interaction is a strong one, but what needs to change is the mode of delivery. Consumers are still looking for information and incentives, but how they are looking for it and how they expect to interact has changed.

So what will make consumers look more closely at a brand when making their purchase decisions? The panel concluded that businesses that develop mobile marketing and mobile technology would capture the attention of their consumers in the future. Research has found that mobile internet is fast taking over from desktop internet, and it is up to businesses to ensure they allow for this by adopting a few mobile marketing strategies.

Getting your brand in front of your consumers needs to allow for how the consumers view information in the marketplace. Mobile marketing is fast becoming King, as businesses need to find ways to connect with customers. Mobile marketing calls-to-action for competitions, information gathering and loyalty programs are easy to plan and implement, and the reporting rewards and database development are very valuable outcomes. For ideas on how to engage consumers, read some of our mobile marketing case studies.

There is no need to reinvent the wheel to interact using mobile marketing, but there is a need to reinvent your business’s delivery. Consumers want businesses that provide accurate and important information, and incentive to purchase from and maintain a relationship with the business. Mobile technology and mobile marketing just provide the tools to make this interaction even easier.

Mobile marketing is not a difficult process. There are many tutorials and assistance programs to help you implement a mobile marketing strategy in your business.  Picking the right mobile marketing company for your business can mean you have a mobile marketing campaign up and running in no time.

This article was written by Angela Mabey of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.

Click on this link to get free advice on how mobile marketing can improve your business’ advertising.

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How to write a case study that will still be newsworthy in 3 years

If you know a bit about the media, you’ll have realised that usually any story or case study can only stay in the news for less than 10 days. After 10 days, the story or case study is deemed ‘old’, and is forgotten unless there is a blinding reason why it should still be around. So why are we still talking about Bragster’s guerrilla marketing case study from 2008? And how can we write our own case study to last just as long?

The case study was one-of-a-kind. Mr Bertrand Bodson, an Internet entrepreneur, gave £10 000 away to the public by projecting an image of his MasterCard onto two buildings in London. The image, which was 3m tall, revealed all of Mr Bodson’s credit card details. This had never been done before and has never been repeated since, so it’s still worthy of our attention. What about your case study is likewise one-of-a-kind? Read some examples of SMS mobile marketing case studies to get some ideas.

The case study linked traditional and revolutionary advertising techniques. Projecting your credit card onto a building is an innovative way to spread a message. But the projection also had a link to Mr Bodson’s website (Bragster.com), where anyone could make telephone and online purchases using his credit card. This case study successfully linked Internet marketing with guerrilla marketing. How does your case study experiment with the traditional and the revolutionary?

The case study was popular with the public. Before the projection, Mr Bodson used his website to post clues as to where it would be found. The resulting hype spread through traditional and social media, stimulating audience attention in anticipation for the campaign. The case study appealed to the public. How can you boost your case study’s appeal? Read the case study on Box Hill TAFE Institute’s success with SMS mobile marketing.

The case study had a positive message. The bottom line was, of course, marketing. But there was a bigger message: Mr Bodson claims “with all the doom and gloom, we wanted to bring a little Christmas cheer.” What positive news does your case study bring?

When we consider what makes a case study unique, popular, and relevant, it becomes a lot more effective. Not every campaign is as newsworthy as Bragster’s, but for a case study to be at all memorable, we must bring out its most important aspects. Be concise and relevant.

This article was written by Emma Rose Smith of TXT2GET, a leading SMS mobile marketing company operating from the US, NZ and Australia. For more ideas on how to write a memorable case study, visit TXT2GET’s free online case study database or the case studies page of this blog.

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Why you can’t ignore SMS marketing any longer

Where email failed to hold audience attention, SMS marketing might just succeed.

Recent research indicates that most 12-17 year olds prefer SMS, instant messaging, and social media to email (HubSpot). Over the last year, their Web-based email usage dropped by 59%. Email marketing isn’t as powerful as it used to be if most teenagers prefer to communicate with instant messaging, SMS and social networks. But SMS marketing could be a viable alternative to email.

While SMS marketing could fill the gap for teenager communication, HubSpot also claims that “web-based email usage has been on the decline among ALL Internet users under the age of 55.” So SMS marketing isn’t just for teenagers.

This is not to deny email marketing as a technique, but to remind us that SMS marketing (and social media marketing) deserve a place in mainstream marketing practice. SMS marketing has two main benefits that traditional marketing doesn’t have. The first is that SMS marketing’s medium (text message) is a communication channel preferred by customers (this also why Facebook advertising is successful).

Secondly, SMS marketing communicates more closely with the consumer than traditional marketing. The ‘one-way’ transmission model of communication is now redundant: we realised successful communication needs a two-way exchange. So SMS marketing, like social media marketing, works because it makes it as easy as possible for organisations and publics to communicate. When publics can send an SMS to an organisation and have it valued, SMS marketing has achieved success.

SMS marketing is not the overnight solution some claim it to be. It works well as an addition to other marketing channels. Effective SMS marketing is well-planned. Above all, SMS marketing must always adhere to marketing best practice and offer customers something of value. That 59% of teenagers who don’t use email won’t necessarily be customers of SMS marketing right now, but as HubSpot puts it, “today’s kids are tomorrow’s customers—and they’re probably not going to be reading your email.”

This article was written by Andrew Campbell, the Country Manager of TXT2GET Australia. TXT2GET are a leading mobile marketing company operating from the US, NZ and Australia. For more free insights and industry trends, visit the database of mobile marketing case studies.

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Common SMS Marketing Mistakes – Part 1

Using mobile marketing in your advertising is a great strategy and is certainly paying dividends for a lot of businesses who do it properly.  However, in their haste to employ such systems, some companies have alas made some basic errors.  Before rushing headlong into SMS marketing in particular, it is useful to find out what some of those errors are.  So what are some of the common SMS marketing mistakes to avoid?

Firstly, avoid using SMS as a one-off feature. One of the important points with mobile marketing that some companies are overlooking is that SMS is all about building a relationship. Integrate mobile with a series of campaigns and watch how the effectiveness gradually increases from campaign to campaign with the build-up of good, two-way communication between company and consumer.

Additionally, with multiple uses of SMS marketing, remember that one of the key features of mobile marketing is the ability to build client databases, that is, the client opts in, their mobile phone numbers are collected and saved within the database and the result is a whole new path of push marketing is opened for use.  Simple, but very effective.

Secondly, avoid bombarding customers with daily SMS messages. By over-connecting with a customer, at ill-given times of the day and night, businesses run the risk of achieving the very opposite of what they wanted by ultimately alienating customers. This can, and usually will, change the relationship from ‘opt-in’ to ‘opt-out’ of databases very quickly. It loses its personal touch and becomes more like junk mail or spam emails. One of the key differences between email and SMS for marketing is that text messages are always solicited and this is a privilege that must be treasured and nurtured for best effect.

Companies are able to maximize the value of their push texts and keep the customer interested in the product by carefully planning and timing of everything they do. Consider your product and time your SMS accordingly. Keep that message personal and you’re half way to running a successful campaign.

Make sure you keep reading this series on how to avoid the most common mistakes in SMS marketing.

This article was written by Alex Speirs of TXT2GET, the leaders in SMS mobile marketing. To find out how you can avoid the pitfalls of badly run mobile marketing and effectively utilize it with your business, just give us a call or read some successful mobile marketing case studies.

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Google’s new ‘+1’ button allows ‘black hat’ advertising?

Don’t take this the wrong way, the ‘+1’ button has a lot of strong points. But while everyone’s talking about its positives, we also need to ask if it opens up possibilities for ‘black hat’ advertising.

The ‘+1’ button, released 31-3-11, has been dubbed as the Google Search equivalent of Facebook’s ‘Like’ button. Google describes it as shorthand for “this is pretty cool;” a recommendation to others. But ‘+1’ definitely opens opportunities for unwarranted advertising.

The first ‘+1’ criticism was that it’s trying to out-do Facebook. The comparison is obvious: you need to have (and be signed into) a Google profile to access the ‘+1’ button. So the ‘+1’ is also advertising for Google profiles. Furthermore, it allows for the mass creation of Google profile accounts purely for advertising purposes. This is an unethical advertising technique, just like SEO link farms. We’re passionate about the innovative abilities of advertising and the power of young creative advertisers, so we’d hate to see ‘+1′ misused.

Another potential problem is accessibility. If you have to return to the search page to ‘+1’ something, is this just further advertising for Google? Google countered this argument, stating that soon Web pages can host their own ‘+1’ buttons. This could have its benefits: promotion of the ‘+1’ button could be a cheap and effective tool for small business advertising.

Finally, how will ‘+1’ affect SEO? This could prove a nightmare for Google advertising (AdWords) users and page rank experts. Google’s SEO algorithms are notorious for being complicated, and ‘+1’ is sure to be taken into the equation now too. So Web sites which promote clicks of their ‘+1’ button through their own advertising will rank higher over those that don’t? Does this supersede the ‘old’ Google advertising platform? Does it create a whole new advertising platform?

What do you think: does this make Google more social, or just open it up to ‘black hat’ advertising? Does it matter?

Above all, the responsibility remains with the individual. What will you do to make sure your advertising will always be ‘white hat’? We’re committed to mobile marketing at a price that SMEs can afford. Is this enough?

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The Loop wins an AIMIA: Young advertisers prove they can advertise themselves

Social networks are the new way for advertisers to find a job.

The Loop, a professional creative online network, recently won their first AIMIA (Australian Interactive Media Industry Award), for ‘Best Enterprise’. The Loop received their award on Cockatoo Island at the recent 17th annual AIMIA award ceremony; impressive for a 15-month-old enterprise.

The implication is that The Loop has changed how professionals, including advertisers, get linked to jobs and clients. Effectively, social networking is now more important than traditional jobseeking methods, particularly for young advertisers.

AIMIA vice president Peter Bray commented on the possibilities for young creative advertisers:

“Innovation is rarely an accident. The great innovative companies have two things in common. Firstly, they have managed to structure the process of innovation. Secondly, the culture of innovation is bought into at the very top levels,” he said.

We’ve spoken about this ‘culture of innovation’ before, and how McDonald’s used it in their advertising to create an outdoor ad which only worked if audiences engaged with it.

This same ‘culture of innovation’ is what The Loop gives to creative advertiser professionals. Young advertisers use The Loop to display Bray’s two innovative qualities: to structure their own process of innovation by displaying their advertiser portfolios; and to buy into the culture of innovation by networking to advertise themselves. Young advertisers are using examples of their past successes in advertising, to advertise their services for future jobs and projects. So does this mean the end of newspaper job classifieds?

The Loop’s other two nominations show us the bigger picture for advertisers: as well as ‘Best Enterprise’, they were nominated for ‘Best Classifieds’ and ‘Best Use of Social Media, Word-of-Mouth or Viral’. With LinkedIn growing daily, it’s not out of the picture for advertisers to end up ditching traditional job searches entirely.

The Loop caters for all creative professionals, including advertisers. It’s successful because it’s founded on the idea that nobody can advertise themselves better than young, creative professionals. A search for advertisers in Sydney returns over 720 profiles of professionals. Maybe it’s time we re-assessed our advertiser partnership strategy?

This article was written by our own Andrew Campbell. Andrew is passionate about young entrepreneurship, and specialises in mobile marketing SMS keywords as a way to increase and effectively measure advertising response. Read how creative thinking made advertising for Box Hill TAFE more effective.

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McDonald’s advertising: Why you are the most important thing in the ad

Advertising is getting more and more interactive. The most hype is coming from advertising that involves the audience in some way, and is not just merely ‘interesting.’

When allowed a maximum budget, interactive advertising is something like Red Bull’s iPhone-based augmented reality app. The app lets you build a simulated 3D racing track by scanning barcodes from Red Bull cans. But advertising can be effective without being this complex, as shown by McDonald’s advertising for all-night opening times.

HongKiat.com described the McDonald’s campaign as a “creative advertisement that made you look twice.” Surprisingly, campaign was just outdoor advertising in a bus shelter. Against a red background, only half of the famous ‘M’ arches were shown, blown up to take up most of the billboard space. A string of nonsensical letters was printed below, in reverse.

But when the advertising was viewed from the proper angle, the reflection from the other wall of the bus shelter showed the letters as normal, to read “open all night,” and the ‘M’ arches were complete.

The message of the advertising was made by audience interaction: by viewing the advertising at night (when a reflection would be made) and at the right angle (so a proper mirror image would form). This advertising would be ineffective without audience interaction. But it was, in fact, very effective- which proves that audiences are drawn towards advertising which involves them. It’s not enough to use traditional advertising methods.

We quite like interactive advertising campaigns such as this one, because we’re intrinsically involved with advertising (by supplying it with SMS marketing keywords). The McDonald’s advertising has some similarities to TXT2GET’s work, because both aim for interactivity.

While McDonald’s created the advertising message through audience interaction, we encourage audience interaction by letting customers respond to advertising via SMS. The methodology is different, but the aim is the same: to encourage engagement with advertising. Wonder how many Big Macs were sold because of that one missing arch?

This article was written by Andrew Campbell, the Country
Manager of TXT2GET Australia. TXT2GET specialise in mobile marketing SMS
keywords as a way to increase and effectively measure
advertising response. Read how SMS keywords made advertising
for Box Hill TAFE
more effective.

Posted in Industry News | Tagged , | 60 Comments

SMS Mobile Marketing Opt-ins are Everywhere

Recently, I read a business-to-business blog about opting-in customers from everywhere, and that a great tool to capitalize on this is via mobile marketing / text marketing. Marketers know that their potential clients have mobile phones, so the most logical steps is to reach out using that medium. So have a read of the B2B blog post.

Posted in Industry News | Tagged , | 6 Comments

Mobile Coupons on Direct Mail Offering

Taken from Mobile Marketer, 27 July 2010:

http://www.mobilemarketer.com/cms/news/messaging/6905.html

Posted in Industry News | Tagged | 13 Comments

David Berkowitz from AdAge: Your Mobile Marketing Plan in Four Easy Steps

For most marketers, planning a mobile program is a relatively new exercise. Even for marketers with years of experience with mobile (a very small subset), questions will arise as to which channels, tactics and vendors are most appropriate to incorporate. Marketers can build a mobile plan by answering four questions that lead to a much broader number of decisions involved in figuring out how to make the most out of mobile. We explored these as part of a broader look at mobile planning in 360i’s Mobile Marketing Playbook, published this week (handy QR code for mobile reading included).

1) What are your goals for mobile marketing?
Are your goals centered more around branding or direct response marketing? What does the end result look like if the mobile program is successful? What kind of commitment will you make up front in terms of the staffing and budget allocated? Do you have the time to fully optimize the program? Are you seeking massive scale for impressions, clicks, engagement or app downloads within a brief campaign flight? Answering these questions at the onset will help ensure mobile fulfills its potential as part of your marketing plan.

2) How is your audience using mobile?
It’s critical to understand your audience and how they are using mobile when creating your plan. Beyond talking, what are consumers doing with their mobile devices? Which handsets and operating systems are they most likely to use? Are they likely to text, search, take pictures, play games, use social media, read news, look for local businesses, surf the web, download apps, scan barcodes, use location-based services, or participate in other activities? To what extent does mobile usage by time of day and the day of the week? What are your consumers’ favorite mobile sites and applications? How does your audience incorporate mobile into their shopping process? With what other media, including traditional media, does your target audience engage? Mobile integrates well with various forms of traditional media, so those insights should be applied to any mobile program.

3) How can you use your arsenal in mobile?
What assets do you have that might make sense to incorporate? Do you have stores or other channel partners? Do you have apps or a mobile-friendly website? What other digital branded experiences do you have, such as across social networks? Mobile bridges digital and physical worlds, so consider tangible, real-world assets: products, out-of-home or print ads, retail stores and live events.

4) Does your plan follow mobile marketing best practices?
Does the program adhere to how consumers are using mobile media? Does it use the functionality of mobile devices? Does the experience translate well both to the smaller screen size and then the broader real-world landscape where consumers use their mobile devices? What kind of value does it provide to the consumer — information on a new product or service, entertainment, or a discount on merchandise, among many other options?

OK, so that’s really two dozen questions, and you’ll have dozens more for an extensive program. Answering these honestly will increase the odds of success for any mobile effort.

David Berkowitz
Advertising Age

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