4 Methods of Maximizing and Monetizing Mobile Marketing Efforts

A recent study by Google showed nearly 75 percent of consumers surveyed said they want to see mobile-friendly sites. And if you’re site isn’t one of them, you may be losing leads and sales. The fact that we’re a nation that is on-the-go and pretty much living on our smartphones or tablets means that your website should be adapted to these mediums to help monetize your business. It also means that thinking about mobile marketing and how to incorporate various forms of that into your marketing strategy should be high on your list for 2013.

A recent study by Google showed nearly 75 percent of consumers surveyed said they want to see mobile-friendly sites. And if you’re site isn’t one of them, you may be losing leads and sales.

The fact that we’re a nation that is on-the-go and pretty much living on our smartphones or tablets means that your website should be adapted to these mediums to help monetize your business.

It also means that thinking about mobile marketing and how to incorporate various forms of that into your marketing strategy should be high on your list for 2013.

Mobile-Friendly Must-Haves

There are certain “must-haves” that consumers noted they are looking for in a mobile-friendly website. Such features include:

1. Being fast. This means having a site that loads in around five seconds or less.

2. Being user-friendly. Having large buttons, easy search capabilities, limited scrolling or pinching are key, based on consumer feedback. Something to consider is having responsive templates that adjust accordingly based on the user’s device, albeit template, desktop or mobile phone. It’s also important to have quick access to company information, such as easy-to-find business directions, contact numbers, product and purchasing information. Even better, consider adding a “click to call” access button to contact a customer service rep to take an order via the phone, as well as an option for users to visit a non-mobile site.

3. Being social. To continue bonding and viral marketing, don’t forget links to your business’ social media profile page.

If you’re a smaller business that may not have the staff or resources to include these features into your website, there are some free and trial mobile conversion websites worth checking out. These include: http://www.ginwiz.com, http://www.dudamobile.com/ and http://www.mobilizetoday.com.

The App Attack

If you’re pondering if your business “app worthy” or how you can leverage apps for additional sales or leads, here’s some food for thought …

Paid apps could be a great way to add ancillary revenues to your business and free apps could be used for collecting important data (leads), which can be used for cross-selling. Some businesses even obtain revenues through ads that are built in the app from sponsorship partners.

Whichever business model you choose, you still have to decide what your app will feature. Typically, content is king. For instance if you’re a financial publisher, you may consider having an app that has stocks alerts and ideas, technical analysis, commentary and actionable data that your end-user (investors) would find beneficial. Know your audience and decide what kind of content is “app worthy.”

Then, of course, you need to market and distribute your app for increased visibility. You can promote your app though affiliate and joint venture emails, press releases, content marketing, online classifieds, and guerilla marketing in related forums and message boards. You can also include your app in various marketplaces including: Play/Apps Store (Droid and iPhone), BlackBerry Appworld, Apple Apps Store/iTunes, and Amazon Appstore for Android.

Of course, fees and commissions vary, but some are more cost-effective than you think. Here’s a great article with more information: “App Store Fees, Percentages and Payouts: What Developers Need to Know.” I also found a free service worth checking out called Freeappalert.com as an alternate distribution channel for your app.

QR Codes

You’ve seen ’em, those little square bar codes on just about everything these days. But not everyone is using them properly and not every business needs them. QR Codes, used the right way, can be a great way to take offline marketing leads online. For instance, consider putting these little guys on your business cards, collateral material, fulfillment kits, promotional fliers, press kits, brochures and other printed materials. Why? It’s a way for a consumer to “scan” the barcode and be redirected to your sign up/”squeeze page” or promotional webpage to provide further information and, more importantly, collect valuable data on them so you can follow up accordingly.

SMS Texting

Recent studies show that 97 percent of text messages are read within minutes of receiving them. SMS text message marketing allows you to communicate directly to your target market by sending a simple, quick text message. This permission-based program is perfect because your recipients have opted in to receive your messages. If you choose SMS texting for either bonding (editorial) or marketing (promotions), in addition to your standard anti-spam and privacy policy verbiage, make sure on your sign up form it’s clearly stated that subscribers who elect to be contacted this way will receive important messages and special offers from the publisher and select third-party partners, as well as may be subject to text messaging fees from the phone carrier. This article shows a good example of a text message disclaimer: “What Details to Include in a Mobile Marketing Call to Action.”

In my experience, this medium has been most effective with premium-type services where members rely on critical real-time alerts from the publisher that are pure editorial. The marketing aspect is ancillary.

So if you’re looking to be a leader in your industry and not a laggard, it pays to conduct some “due diligence” on your website and think about which mobile marketing strategies may be right for your biz and audience. With our social and communications landscape always changing, staying abreast of the latest tools, trends and is imperative for businesses to survive and thrive.

Getting the Most Out of Back-to-School Marketing

So, how should marketers redefine their back-to-school efforts to capitalize this time of year? To capture peoples’ interests during the active summer season, marketers must incorporate multichannel efforts to facilitate on- and offline engagement. Search continues to be a proven marketing channel, while implementing social and mobile marketing efforts has shown extensive promise, particularly for back-to-school retailers offering special deals and promotions.

As summer hits its peak, shoppers begin to think about heading back to school and retailers attempt to redefine the back-to-school season. Staples recently declared that the “official” back-to-school season starts on July 14, for example.

However, this time of year is less about defining specific dates and more about redefining ways to reach the right audience at the right connection points. Earlier this month, for example, Google reported that back-to-school queries increased 15 percent compared to the same period in 2008, and that searches on back-to-school shopping usually uptick in June with search activity lasting through late September.

The expanse in the back-to-school shopping season can be attributed in part to the 49 percent of back-to-school shoppers planning to spread out their purchases in order to distribute the cost over a longer period of time, according to a survey by PriceGrabber.

So, how should marketers redefine their back-to-school efforts to capitalize this time of year? To capture peoples’ interests during the active summer season, marketers must incorporate multichannel efforts to facilitate on- and offline engagement. Search continues to be a proven marketing channel, while implementing social and mobile marketing efforts has shown extensive promise, particularly for back-to-school retailers offering special deals and promotions.

In “S-Net (The Impact of Social Media),” a recent report from ROI Research, sponsored by my firm, Performics, when asked which types of content respondents would be interested in receiving from companies on social networks, 49 percent said they look for printable coupons on Facebook while 50 percent of those on Twitter seek notification of sales or special deals.

With these findings in mind, marketers should consider using social networks like Facebook and Twitter to promote special offers on back-to-school items to drive people in-store. Mobile marketing is another effective channel for back-to-school offers. It provides marketers with a more direct way to ensure purchase consideration through the use of text alerts or mobile coupons, in addition to complementary efforts in search and social marketing.

Performics helps clients prepare their back-to-school multichannel marketing efforts on a variety of levels. We recently teamed with one leading technology company to roll out its back-to-school marketing campaigns in early June, using some innovative tactics to capture audiences. For the first time, we implemented vanity display URLs and Google sitelinks in search campaigns to draw shoppers to the client’s back-to-school offerings. Our team also built a list of seasonal keywords around coupons, deals and discounts, supplemented by heavy social marketing campaigns promoting back-to-school products.

Another client, a popular apparel retailer, launched its back-to-school promotions in early July in anticipation of sales increases peaking at the end of this month. It offered shoppers the chance to receive a free smartphone if they purchased online or tried on featured clothes in-store. Advertising online via Facebook campaigns and paid search during back-to-school season, the retailer is coordinating on- and offline efforts by also offering free shipping and 30 percent off on back-to-school items.

Overall, marketers that successfully integrate multichannel efforts stand the best chance of getting the most bang out of their back-to-school buck. Marketers should look to engage back-to-school shoppers through various touchpoints throughout the season, not just at the end of August. Most importantly, manage expectations accordingly and measure marketing efforts often to reap the most reward.

Determining how shoppers respond to back-to-school campaigns and following trends throughout the season can also help brands set successful strategies for the upcoming winter holiday season. — Special thanks to contributing authors Andrea Vannucci and Maren Wesley.

Getting the Most Out of “Back-to-School” Marketing

As summer hits its peak, shoppers have begun to think about heading back to school and retailers are attempting to redefine the back-to-school season.

As summer hits its peak, shoppers have begun to think about heading back to school and retailers are attempting to redefine the back-to-school season. For example, Staples recently declared that the “official” back-to-school season starts on July 14. However, this time of year is less about defining specific dates and more about redefining ways to reach the right audience at the right connection points.

Earlier this month, Google reported that “back-to-school” queries increased 15 percent compared to the same period in 2008, and that searches on back-to-school shopping usually uptick in June with search activity lasting through late September. The expanse of the back-to-school shopping season can be attributed in part to the 49 percent of back-to-school shoppers planning to spread out their purchases in order to distribute the cost over a longer period of time, according to a survey by PriceGrabber.com.

So, how should marketers redefine their back-to-school efforts to capitalize on this time of year? To capture peoples’ interests during the active summer season, marketers must incorporate multichannel efforts to facilitate on- and offline engagement. Search continues to be a proven marketing channel, while implementing social and mobile marketing efforts has shown extensive promise, particularly for back-to-school retailers offering special deals and promotions.

In “S-Net (The Impact of Social Media),” a recent report from ROI Research, sponsored by Performics (my firm), when asked which types of content they’d be interested in receiving from companies on social networks, 49 percent of respondents said they look for printable coupons on Facebook while 50 percent of those on Twitter seek notification of sales or special deals. With these findings in mind, marketers should consider using social networks like Facebook and Twitter to promote special offers on back-to-school items to drive people to their stores.

Mobile marketing is another effective channel for back-to-school offers. It provides a more direct way to ensure purchase consideration through the use of text alerts or mobile coupons, in addition to complementary efforts in search and social marketing.

Performics helps clients prepare their back-to-school multichannel marketing efforts on a variety of levels. We recently teamed with one leading technology company to roll out its back-to-school marketing in early June, and turned to some innovative tactics to capture audiences. For the first time, we implemented vanity display URLs and Google sitelinks in search campaigns to draw shoppers to its back-to-school offerings. Our team also built a list of seasonal keywords around coupons, deals and discounts, supplemented by heavy social marketing campaigns promoting back-to-school products.

Another client, a popular apparel retailer, launched its back-to-school promotions in early July in anticipation of sales peaking at the end of this month. The retailer’s promotion offers the chance to receive a free smartphone when you purchase online or try on featured clothes in-store. Advertising online through Facebook campaigns and paid search during back-to-school season, the retailer is coordinating on- and offline efforts by also offering free shipping and 30 percent off back-to-school items.

Overall, marketers that successfully integrate multichannel efforts stand the best chance of getting the most bang for their back-to-school buck. Marketers should look to engage with back-to-school shoppers throughout the season, not just at the end of August, and through various touchpoints. Most importantly, manage expectations accordingly and measure marketing efforts often to reap the most reward.

Determining how shoppers respond to back-to-school campaigns and following trends throughout the season can also help brands set successful strategies for the upcoming winter holiday season.

Special thanks to contributing authors Andrea Vannucci and Maren Wesley.