mobile marketing

All posts tagged mobile marketing

Acquiring new customers is an expensive process for businesses, so it’s vital that some of them become loyal to the brand and return for repeat purchases.

This not only helps to drive revenue but also could ultimately lead them to become brand advocates, which in turn could help bring in more new customers.

So what helps to drive brand loyalty? This infographic from Zendesk shows that consumers rank quality (88%) and customer service (72%) as the two biggest drivers of loyalty.

However delivering excellent customer service can be difficult in a multichannel world.

We’ve previously looked at what defines good online customer service and spoke to BSkyB about how a live chat function on its website helped to improve both customer service and sales.

The infographic also looks at the importance of first impressions, how loyal customers share their brand experiences and the impact of loyalty schemes.

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Thanks to all of our licensees who attended our first annual National Sales Summit in Las Vegas last month! The Summit was packed with insights, strategies, best practices and information on how our mobile and loyalty marketing solutions truly are the best in the business.


A total of 50 licensees came together with the seven SMS Masterminds team members that attended, uniting the national network of licensees for the first time ever. The Summit also served to introduce our licensees to The SpendSmart Payments Company, Inc. and the vision of the partnership with SMS Masterminds.

Our Summit kicked off with a wonderful reception sponsored by Joe Shepherd from PayPros on March 11. Licensees enjoyed the time to informally introduce themselves to their colleagues, the SMS Masterminds team and SpendSmart’s director Joe Proto and President Bill Hernandez.

Jeffrey Gitomer gave a day-long presentation on March 12, focusing on the SMS Masterminds’ product and services, and how it can help merchants succeed around the country. He also shared some proven sales techniques to help our licensees close more deals.

The final day of the Summit featured presentations, a pitch contest and the announcement of the Mentorship Program. The program is designed to place new licensees with experienced Masterminds, allowing them to connect on a deeper level and receive assistance from someone who has seen success utilizing the Masterminds program.

If you missed it, be sure to read our press release and keep an eye out for our Summit Wiki, coming soon!


Useful Links:
Final Summit Agenda

2014 Summit Wiki – Notes, slides & videos (Coming Soon)



Any smart marketer will tell you that mobile is the future of marketing. That’s partially true. That’s because mobile is also the present of marketing. If your business isn’t implementing mobile marketing into its advertising campaign, then all the business that are have a huge head start. Each year more and more people are using mobile devices. The number of mobile users has been catching up to computer users for years. 2014 is the year that mobile usage will pass up computer users worldwide.

Why mobile marketing is huge

Mobile marketing is so crucial for a number of reasons. For one it is very adaptable. Mobile marketing entails any type of marketing on smartphones, tablets, readers, and other mobile devices. The forms of mobile marketing vary widely because every device, app, and social media platform has its own unique mobile advertisement options.

Mobile marketing is also crucial because people are spending so much time with them. Unlike computers, mobile devices are almost always within reach of users. People will spend about 40% of their internet time on their mobile device. Tablets are even better with people browsing on 70% more webpages and boasting of a 2.2% retail conversion rate compared to smartphones’ .7%. The time to launch a mobile marketing campaign was yesterday.

Mobile marketing strategies

There are as many ways to do mobile marketing as there are mobile devices. With app based marketing, advertisements pop up while mobile users are using apps (which is about 80% of the time by the way). These mobile ads also work on the Facebook app which integrates ads so perfectly, many users aren’t even aware they’re looking at an advertisement. Businesses wishing to use app based marketing don’t need to develop their own app. They can pay app developers to display their mobile ads in their apps.

Another type of mobile marketing is QR codes. Mobile users can scan these codes wherever they’re found to be taken to a webpage. Many mobile marketers are using location based marketing to send mobile ads to customers when they are within one mile of the business’s location. Text message marketing is an old school form of mobile marketing that continues to impress with its proven track record.

Different mobile marketing strategies have different strengths and weaknesses and are more effective with certain industries. Experiment with different strategies and find the one that works best with your business, your audience, and your marketing budget. Make sure to track what works so you can constantly fine tune your mobile marketing efforts.

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20 under 40 headshot - 2013We’re at the point of the holiday season where people are focused on shopping, and holiday traffic is expected to be larger than ever. Many stores are opening their doors on Thanksgiving this year to accommodate the rush of shoppers.

The latest Online Insights study asked 993 US online adults about how and when they plan to shop for the holidays, and the results couldn’t be more positive for mobile. Nearly one-half of consumers will use a smartphone to shop this year, up 51% from the 2012 study.

Capturing the Holiday Rush

The answer is simple: mobile. Imagine being able to capture the holiday shoppers during the slow winter months ahead. Imagine being able to give them special offers for their patronage. Imagine those customers coming back, over and over, simply because you’ve made them feel special for shopping with you. These things and more — that’s what mobile can do.

During the holiday season especially, consumers look for deals. That’s the whole point of Black Friday and Cyber Monday, right? People try to be the first to the store, the first to get in line, the first to get the deals. Mobile can take these deals further.

Offering a special deal to your most loyal customers will make you soar over your competitors. Sales, coupons and promotions are a marketer’s best friend during the season.

What Should I Do?

If you’re a retailer, take advantage of all the mobile shoppers. Shoppers are going to continue looking for deals and discounts into December as they’re finishing up their holiday shopping, so make sure to leverage mobile marketing to reach those consumers by doing the following:

  • Create a mobile-friendly website for shoppers surfing the Web for deals on their mobile devices.
  • Issue mobile coupons through text messaging to target the consumers looking for deep discounts.
  • Implement QR codes at the point-of-sale to encourage customer interaction.
  • Consider the different ways in which consumers interact on their mobile devices, including peak days of the week and times of day that they browse the Web, send text messages, look for coupons, etc.

Retailers, businesses, and brands— gear up for the holiday season. Shoppers are going to be active on their mobile devices browsing the Web for deals, searching for coupons, and making payments.

Take advantage of users’ increased mobile engagement during the holidays by creating an integrated campaign that reinforces your message, raises awareness, and creates excitement so that consumers will want to engage with your brand.

What’s Next?

After the holiday season is over, retailers tend to see a sharp decline in sales. If you utilize the right tools during the holiday season, you’ll be able to reach those customers who came in to shop. Capturing a database of customers who opt-in to receive deals and specials from you during the holidays could prove to be invaluable as you navigate the last months of winter. Offering deals for being a holiday shopper and informing those customers of clearance inventory will bring them back into your store, even after the holidays.

How do you plan to implement mobile this holiday season? Tell us in the comments!

An Advertising Age piece titled “What to Know About the Promise and Perils of Mobile Metrics” joined a chorus of media that has been focused on the subject of mobile measurement. Or, more accurately, the continuing perception of the complexity of mobile measurement.

The Ad Age piece by Primary Impact chief of insights Kathryn Koegel was, of course, preceded by some important research undertaken by entities such as Forrester Research, eMarketer, Interactive Advertising Bureau and Aberdeen Research. The research all focused on the nascent state of mobile program measurement and the challenges this presents to marketers who are tasked to drive strategy and demonstrate program ROI from this critically important medium.

All these pieces share a few common threads and they are:

Measuring mobile effectively is hard work: It involves breaking down many of the distinct mobile data silos that exist – SMS, mobile Web, applications and QR codes – and finding a solution capable of measuring all those key channels effectively.

Mobile marketers are flying blind: Mobile largely is not currently being measured by most brands. And where it is, brands and agency partners are struggling to effectively demonstrate ROI because they lack the data to do so.

Mobile is an experiment: Brands continue to treat mobile as experimental despite the fact that it has become a far more critical part of most programs today and will be even more so going forward.

What mobile strategy?: Mobile data is not being used to drive strategy and prioritize spend – though it absolutely should be.

More mobile, more problems: The mobile measurement problem will only grow larger as smartphones and tablets continue their explosive growth and new generations of mobile enterprise applications spur even greater mobile data consumption.

Interestingly enough, the Ad Age piece highlighted the fact that mobile is arguably the most measureable of all mediums, and yet marketers have not begun to embrace it in that fashion.

Most marketers remain fearful of the complexity that exists with regard to mobile metrics, or are failing to treat it with the same level of rigor and sophistication they apply to all other digital programs such as search, display, site, email and social.

Fortunately, there are strong indications that these attitudes are beginning to change.

Posting progress
The first and most obvious signs are the efforts underway at the IAB and Mobile Marketing Association to advance the issue of measurement.

The MMA launched a mobile analytics committee that includes executives from mobile brands and thought leaders such as Coca-Cola, Microsoft, AOL, Research In Motion, Expedia, Jumptap, comScore, Merkle, Wunderman, Zumobi and Groundtruth.

Each company committed itself to advancing the cause of effective measurement because they recognize that trustworthy, meaningful measurement is crucially important to the future of this industry.

The second indication was Mediapost’s recent Mobile Insiders Summit.

At the event earlier this month, mobile measurement – or, lack thereof – became the subject du-jour.

Brands such as Century 21, OfficeMax, Travelocity, Kayak, Chipotle and countless others revealed that solving mobile measurement was their single greatest frustration and opportunity rolled into one.

If visibility, consensus and support to elevate the importance of a given issue are leading indicators, I think we can all expect brands, agencies and technology partners to really begin addressing this subject in a meaningful manner going forward.

That means nothing but good things for anyone that lives within the mobile ecosystem because, as everyone recognizes, there are massive opportunities that reside in understanding the insights that flow from this key data source.

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geoffWith so much dependent upon staff to represent the brand, the product and the overall services of a business, employees must be at the top of their game. The keys to the success of a loyalty system are the proper promotion and clearly explained value to the customer. To effectively get staff to take ownership of your loyalty system and engage with customers about its value, they have to be convinced of its value first.

A loyalty system will supplement what employees should already be doing: showing value and developing relationships with their customers. Staff should see this system as a tool to help make their lives easier and more scalable.

  • Service = value to the customer
  • With great value comes great appreciation and loyalty to a brand
  • With loyalty comes greater tips and profits for the staff and the business!

Employees’ actions directly affect the value and overall frequency of a customer.

With every smile and gesture made, customers are being won over as loyal.  Take time to educate staff about how a properly promoted loyalty system continues to build the relationships they have already worked so hard to cultivate.

20 under 40 headshot - 2013No more theoretical nonsense, no more existential conversations about whether a good customer would’ve come in anyways if we hadn’t sent that offer to them. These are great late night conversations over a good bottle of scotch, but entrepreneurs are about getting stuff done. To repeat a slightly lame phrase we use in the office, “analysis paralysis” – think too much and do too little.

I’m not going to tell you what to do today. We have a ton of great content on our blog and Facebook page for you to look at. This is a call to action to mobilize your efforts and DO something to build your business. NO action or program is 100% guaranteed, so use your best judgment, get started, evaluate frequently and make adjustments.

Your customers are mobile. I don’t care what business you’re in, if you’re not using mobile to engage people, you’re leaving yourself vulnerable to a competitor who WILL fill that gap. A sale is not a sale until the cash register rings. If you want to count on your customers to remain loyal without reaching out to them, you take a bigger risk than the risk of investing in a program to retain them. The downside of investing in mobile marketing: wasting a little money. The downside of NOT investing in mobile marketing: no more customers.

The greatest opportunity every small business owner has: loyal customers. Invest and protect them and you will thrive, or you can continue to sit on your butt and ‘think about it’.

Mobile marketing is one of the newest types of marketing, yet it actually incorporates elements of some of the oldest and well proven methods. Many of the same rules that apply to other kinds of marketing will apply to mobile marketing too. However, there are some noteworthy differences. This article presents some solid advice on getting the best from this brilliant advertising medium.

If you put maps that are friendly to mobile phones on your site, you can attract local visitors. If a customer want to find you, a mobile map is helpful. Sometimes with so much business being done on the web, it is easy to forget that some people like to go to an actual store.

TIP! Keep your marketing up-to-date and useful. In your zealousness to implement the latest mobile technologies, don’t forget your business is at stake.

Offer something to your customers, and make it worth their while. One way of giving back to your customers is to offer incentives during a mobile marketing campaign. These can be basic things like weather or local events. Coupons can help you increase participation by the consumers in your campaign increasing the value of your marketing efforts.

Social media reigns supreme on the mobile devices of most users, so it is essential to make it a part of your marketing plan. Rewarding customers who share a TwitPic or who forward deals to friends is a great way to expand your customer base. This is a wonderful way to reach clients who haven’t heard of you yet.

When you are gearing your website towards mobile users, remember brevity is a virtue. Mobile device screens are small, so droning on and on about a product just to get more keywords in is annoying to readers. You have to get right to the point and make it short when using mobile marketing.

Qr Codes

Customers love to use QR codes in order to interact with their favorite brands, so include them in your campaigns. These QR codes are an excellent way to expand and entice your customers by offering coupons and discounts. They are quite user friendly and simple to capture on cell phone. QR codes allow you to reach out to your customers in an efficient manner, and give them relevant information in a simple way.

Provide content that will be considered valuable by the sorts of customer you’re looking for. Your target audience will expect you to send messages aimed at their needs. If your messages are being targeted towards business owners, you might want to submit vouchers or coupons to nice eateries. If your audience is the middle class family, you would want to send something that is family related.

TIP! Make sure that you add mobile friendly directions and maps to your website. It is becoming more common for people to use their mobiles to find directions.

Work for your target market. To succeed in mobile marketing you need to know the likes and dislikes of your target audience. If you cannot determine what your customers want, you won’t make any profit from them. The key to successful marketing is that you must figure out the basic attributes of your customer; who they are and what they want.

Remember that people who are using a mobile device to see your website will have a harder time navigating. Keep your mobile campaign uncomplicated. This might make it appear simple if you’re using a computer, but the format will be ideal for mobile devices.

Try to make it as easy as possible. Keep it user friendly by keeping the clicks required to a minimum. The keypad on most mobile devices is very small, which makes extensive typing a chore. Keep your campaign to the point.

TIP! Using Multimedia Messaging Service, otherwise known as MMS, you can send out coupons or customer loyalty rewards. Send coupons that contain promotional codes.

While mobile marketing can be a perfect way to get more customers to your business, you need to know that it will cross different platforms in order to make it successful. If your marketing efforts don’t work on all the popular devices, you could lose customers due to technical issues.

You can gain an advantage by keeping an eye on what your competitors have been doing. You need to stand apart from the competition.

No customer base every really changes unless the entire market dictates the change, but remember that mobile customers can come or go due to influences outside of your market. Make sure you are always ahead of technology; it changes quickly. You will be more competitive if your technology is advanced.

TIP! Never randomly message your customers. You should only message them with useful information.

Make it effortless for recipients of your marketing ad to send on and they perhaps they will. Before you publish your promotions, assure they are easy to forward. If you give incentive to forward you will have even bigger returns on your mobile advertising investment.

Try to get as much market intelligence as possible about your target audience, so you can cater to their needs and wants. This will increase the likelihood that your recipients will actually read your message.

Offer relevant information. Remember that your mobile marketing efforts need to be meaningful and have purpose. Make sure the information you give to customers and potential buyers is relevant. Fill the needs and wants of your customers to ensure that they stick with you and continue to buy your products.

TIP! You can develop a mobile application as a part of your mobile marketing plan. The app should contain pertinent information about your niche, and should be set up in a manner that entices people to want it on their phones.

Mobile apps that deliver valuable, targeted information to your customers will boost your mobile marketing efforts. People like apps that provide relevant and useful information. Use the app to advertise your business through links. You can also profit from selling your app to others.

Viewed Easily

Make sure that your emails can be viewed easily from most mobile devices. This increases the success you have with your mobile marketing campaign. Instead of using links to access content, allow users to select phone numbers. If you do use links, you must be sure that the target page can be viewed easily on mobile devices. Checking email from a phone is becoming increasingly common, so any emails you send out need to take this into account.

TIP! Before formally launching your mobile marketing campaign, conduct thorough usability tests among your target market. The purpose of a particular campaign will be ineffective if you use messages that don’t work.

You can effectively market your business with mobile marketing, so long as you don’t overuse it. With what you learned today you should formulate your new and unique strategy when it comes to mobile marketing. Resulting in your efforts will be a larger clientele.

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Mobile marketing involves much more than big budgets and a mobile-optimized website.

In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.

As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.

It is no secret that mobile has taken over. In fact, by 2016, research firm Portio predicts that three out of four adults in the UK will own a smartphone, which means the rate of smartphone penetration in the UK will surpass the rate in the United States.

For brands and marketers, this has resulted in a bigger emphasis (budget) on reaching customers via mobile channels and devices: in 2012, UK marketers spent more per mobile web user than any other country and, more recently, an Econsultancy report showed that more than half of companies now have mobile-optimized websites.

Mobile marketing involves much more than big budgets and a mobile-optimized website. These are the three things brands should focus on getting right:

1. Master your data to customize your content

Mail, phone and email will remain important channels for a long time, which means that contacting customers on the mobile channel may not be appropriate for all interactions – and, moreover, it may not be the customers’ preferred channel!

Data about customers’ preferences for channel, type of content, buying habits and more must be understood to determine how and when to connect via mobile.

Additionally, analysis of buying habits and customer history can help marketers figure out which piece of content should be offered to which customer and at which time.

Mobile is perhaps the platform that allows the most diverse array of content types to be consumed – video, short-form, long form, graphics, etc. Therefore deciding what to offer customers and when is very important.

2. Think like a customer

We’re all consumers, and we can all remember a time when we received a poor offer from a brand that was off-base or unwelcome. Customers are even more sensitive to this on the mobile channel because mobile devices are highly personal possessions.

One of the most important general marketing aspects to apply to mobile is maintaining consistency across channels. Customers expect brands to ‘remember’ every interaction they have had on every channel and the stakes are even higher on mobile.

Synching up all channels with mobile to create a relevant experience is paramount.

Location is also a key factor in mobile. Consumers basically never let their mobile devices out of their sight, so using location-based services to offer something truly customer centric presents a large opportunity.

At the same time, though, customers have a comfort zone. With a smartphone, customers can access their social, email, voice, web, and any other channel from one point. The last thing they want is to get brand overload on every one of them!

Because of mobile devices’ personal nature, a ‘less is more’ approach is generally best, and it may also be wise to let that dictate the volume and flow of communications on other channels, too.

3. Not everyone uses an iPhone

HTML5 is increasingly viewed as the de-facto web and mobile programming “standard”, and creating mobile technologies, websites and applications that enable the rich interaction experiences customers want using HTML5 will ensure the ability to reach customers across an array of different devices and operating systems.

However, an interesting statistic from Econsultancy’s recent survey was that only 33% of companies say they built their mobile products (websites, applications, etc.) using HTML5.

Although it sometimes cannot be avoided, it is important not to exclude customers because of their choice of mobile device.

Balancing personalization and privacy in mobile marketing is one of the biggest challenges marketers will face in the coming years. Marshaling data of various types and working to create a culture that can take a considered approach to customers’ preferences will be the difference between creating a banished brand and a mobile master.

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20 under 40 headshot - 2013I’ve been in the technology business all my life, so watching the evolution of the Internet has always been a part of my world. I can remember back in the mid 90’s when I couldn’t give a website away. When merchants would ask me, “Why do I need the internet when I have a fax machine already?” Wow, yeah…that happened. But I also remember (quite fondly), when the internet revolution began and we couldn’t sell websites fast enough. Do you think that merchant still uses his fax machine? My kids don’t even know what a fax machine is, but they tell me all the time to “post that on Facebook, Daddy.”

When I went to my first mobile marketing conference in 2008, my attention shifted almost entirely to mobile. It was the wild west, uncharted territory, with abundant opportunities. One thing I learned long ago from my experience in the web business is that a good idea only needs time before it catches on. Mobile is a foregone conclusion — it’s big, and going to get much bigger.

The greatest challenge to mobile has been visibility into the trends. It’s highly fragmented, being pioneered largely by early adopters and tech nerds, so we don’t ‘feel’ the movement in the industry like you would a more consumer-centric shift, like DVD players or iPhones. Nonetheless, the shift is happening; more and more consumers are receiving messages to their mobile devices from local businesses, and more businesses are acknowledging that mobile must be a component of their marketing strategy.

So now what? The opportunity is almost overwhelming…where do we start? By creating a culture of passionate, educated early-adopters who can cultivate a mobile mindset into their communities. USE, SHOW, TEACH… REPEAT. We don’t know exactly where mobile is going, but we know the early adopters should be innovating every step of the way.