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Showing posts from tagged with: mobile marketing

3 New Marketing Strategy Trends to Watch for in 2018

Posted by Liz Papagni in Marketing Strategy | 0 comments

marketing strategy trends We’re roaring toward 2018, and as the days change, so do several of the marketing trends we’ve used in 2017. Many of the strategies you’ve used in the past aren’t going anywhere. Content, for instance, will always be important to help you educate and delight your buyers. Other activities, however, are already changing at a blistering pace. Are you ready for the New Year?

Influencer Marketing

Gone are the days of working with celebrity influencers to boost your brand. Not only have buyers gotten savvy enough to realize that these celebrities probably don’t use any of the products they’re shilling, but also the celebrities have shown they’re less than enthusiastic about the idea of advertising. Take these two recent Instagram posts from Scott Disick and Naomi Campbell: influencer marketing fail   influencer marketing fail Could they be any clearer about how unenthused they are? Instead of helping the brand’s image with their heartfelt support, they gave that brand a black eye with their horrifying copy/paste skills. This doesn't mean influencer marketing won't be a popular marketing strategy next year. In 2018, expect to see influencers that actually use the products they’re sharing with the world. That means they probably won’t be celebrities but instead micro-influencers. These are personalities that have built up a small following on social media due to their dedication to their craft. For instance, a local chef may share some of the kitchen utensil brands that he or she loves. An up-and-coming stylist could make a deal with her favorite designers to share the latest looks. The more specific the audience, the higher the engagement will be. In fact, advocates—with less than 5,000 followers—generate 26% of engagement, while those celebrities above generate only 2%.   influencer marketing statistics

A Better Mobile Experience

Smartphones are now the most popular devices for browsing the web. While 43.4% still prefer their laptops and desktops, now 51.4% prefer their phones. And you can bet that some of that majority still get frustrated when they encounter websites that haven’t be optimized for mobile devices. device popularity We’ve been talking about that for years, though. Changes to mobile optimization have either already been made, are in the works, or the company that has refused thus far will simply start to fade into obscurity. What’s new in 2018, or at least starting to really gain some traction, is voice search optimization. In 2016, more than 20% of searches were done by voice command. This year, so far, 41% of searches have been through voice command. How can you prepare for that? By ensuring that your search terms are as natural as possible. Consider how you’d ask for the information that’s on your website. Would you say “Shoes. Red. Nashville.” Or would you ask, “Where can I find red shoes in Nashville?” These are long-tail keywords and actually perform better with Google even when typed rather than spoken. Either way, it’s a win-win.

All Hail Generation Z

Look, Millennials had their moment, but it’s over. By 2020, Generation Z will account for 40% of consumers. Marketers have realized that reaching Generation Z will bring them more bang for their buck. That’s why it’s going to be so important to stay up to date on what this generation needs from their marketing content. They want transparent. They want quick and concise. They want honest. They want authentic. They want impactful. Most of all, they want something that really touches them, something that speaks to their emotions and not just to their sensibilities. Is your marketing strategy ready for 2018? Let’s get ready for our best year ever. If you need help getting some of these strategies in place so you can reach your target audience, give us a call.  

3 Last-Minute Marketing Tips to Get You Ready for the Holidays

Posted by Liz Papagni in Marketing Strategy | 0 comments

holiday marketing tips Oh, my goodness! Thanksgiving is next week, which means Black Friday is, too. How did 2017 go by so quickly? If you’re looking forward to a busy holiday season, then you’ve probably been planning your marketing efforts for a while now. There may be a few things you’ve forgotten, though. That’s why we pulled together this list of last-minute marketing tips so you can be sure you’ve covered all your bases before the shopping season officially begins.

Focus on Your Customer

The holiday season brings with it anxiety about the sales numbers you’ll hit. This might prompt you to create marketing materials that go for the hard sales push, but that’s not going to win you any new buyers. Your focus should instead be on the buyer. What are his needs this holiday season? What are the pain points? Keep in mind that buyers at this time of year are often shopping outside their comfort zones. Grandparents are searching for items their teenaged grandchildren would like. Husbands and boyfriends are roaming the aisles and searching ecommerce sites for something special for their significant others. They’ll have questions, and it’s your job to answer those questions. Take a look at your website, your social media posts, and your blogs. Are they focused on the customer or on your bottom line? Take some time to fix it up quickly. You still have some time.

Segment Those Buyers

During this time of year, you probably have several different email campaigns ready to fly at the touch of a button. Are you sending every one of those emails to every one of your contacts? If so, you’re cruising for some holiday burnout. Nothing slows your sales like a mass unsubscribe. Instead, take the time to segment your buyers according to their personas so they receive emails that seem personalized to their wants and pain points. Baby Boomers don’t want to open emails that have obviously targeted Millennials, and Millennials won’t be moved by marketing geared toward older crowds. Beyond that, you don’t want to send out marketing content to those who have recently purchased the very product you’re promoting. You can’t possibly have the time to treat each and every buyer like an old friend, but segmenting your email lists will definitely give your buyers the feeling that you know them and their needs.

Check for Mobile Responsiveness

It’s almost 2018. If you don’t have a mobile responsive website, you’re already behind the rest of the world. But mobile responsiveness goes beyond even your website, your company’s biggest marketing tool. What about those emails you just segmented? Is the email client you’re using mobile responsive, too? Nothing frustrates consumers more than opening an interesting email, only to have it jumble into an incoherent mess on their phone screen. How can they see the offer, much less buy it? Double check all of your marketing materials now—the website, your landing pages, your email messages, and yes, even your social media marketing images and videos. Test them for use on a mobile device, because 54% of emails are now opened on mobile devices, 80% of social media time is spent on a mobile device, and mobile browsing has now overtaken desktop and laptop browsing with 51.3% to 48.7%. Have you discovered that you’re not as ready for your holiday marketing campaigns as you thought? There’s still time—but only a little bit. And of course, if we can help, we’re always here for you. Give us a call!

Want Your Mobile Marketing to Soar in 2016? Start Planning Now

Posted by Liz Papagni in Marketing Strategy | 0 comments

mobile marketing 2016

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Consumers have been asking for years for mobile friendly websites, but not every business was on board. Then, Google told the world that any websites that aren’t mobile responsive would be penalized in search rankings. Well, that got more people moving, but some are still dragging their feet. There is an alarming number of non-friendly websites out there—sites that market or sell to an audience that just isn’t visiting anymore. Did you know that almost 25% of internet users access the web only by their mobile devices? Without a mobile friendly site, you’re missing out on a large chunk of consumers. This, coupled with Google’s epic smackdown, means you should probably get right on updating your website. But don’t let Google tell you what you should do and why. Do it because you want your business to boom in 2016.

Mobile Responsive Design

The first big task on your list is to convert to a mobile responsive design. I know that websites are expensive, but they’re your number-one marketing tool. If you’re still putting off a new design and have been since 2010, you’re suffering more than you know. Here’s a scary fact that many with a “mobile friendly” site don’t know: Unless you’ve used responsive design, your mobile site doesn’t help at all. The mobile templates require a second URL—most often an m-dot (such as m.marketingiw.com)—which confuses Google more than it helps. Plus, you have to make changes to both versions of your site when necessary, which means sometimes mistakes are made. Also, you probably didn’t account for tablets when you purchased the mobile template, and that opens up a whole new world of troubles. Invest now in the future by undergoing a complete website redesign and redevelopment. Get that site truly mobile friendly with responsive design so that it will work on any device now and in the future without the need for multiple templates and URLs.

Marketing Emails

Here’s a question you may not have considered: What do your marketing emails look like when recipients open them on mobile devices? If you haven’t been paying attention to mobile-friendly design, there’s a good chance your logo takes up more than the whole screen when someone opens your email. If you think that potential customers will take the time to make your email fit their screen, think again. They’re gonna bounce. There are some design tips you can keep in mind when creating your marketing emails. The most important factors are the image and text sizes and the width of the email as a whole. Some email design programs such as MailChimp or Emma will help you create an email that’s readable on a desktop, laptop, mobile phone, or tablet. This is the best option for marketers that may not be particularly design savvy.

Omni-channel Marketing

Domino’s Pizza has the world captivated right now with their Twitter and text pizza emoji ordering function. While it’s still not perfect, it is exactly where mobile marketing is headed. By offering several different ways for your customers to reach you, you also open up those channels so you can reach them. Emoji pizza orders aside, there are several different ways to provide an omni-channel experience for your customers. Apps for mobile devices are the first that come to mind. Starbucks made this pretty much mandatory for all regular customers. How else could those buyers keep up with their loyalty points and top up their gift cards? Then there’s Macy’s, which weeds out those who “showroom” (shoppers who stop in brick-and-mortar stores to look up better prices online) by providing their shopping app. Buyers can find items on clearance, get special discounts, and mark their favorites for reminders when the price drops. Apps are a hard sell for consumers sometimes, because there’s only so much storage space on a mobile device. If you’re going to go that route, make sure it’s something your buyers absolutely can’t live without. If you can’t justify an app, find other ways to keep buyers engaged through their devices. Text offers, push notifications, and newsletters are only a few options to consider. Just remember, the whole premise of omni-channel marketing is to have a consistent consumer experience in all communication channels.

Focus on the Buyer

The biggest piece of advice you can take away is to keep the buyer at the forefront of your mobile marketing planning. Your bottom line is important, yes, but if you’re not making the buyer happy, the bottom line will suffer. Give them options, make it exciting, and above all, remind them that they’re safe when they do business with you through their mobile devices. With these mobile updates and upgrades in place before 2016, you’ll be ready to rock in the New Year. Don’t miss out on incredible marketing results simply because you can’t (or won’t) keep up with changing technology. Need help getting your mobile marketing ready for 2016? Shoot us an email at info@marketingiw.com; we’ll get you moving fast.

2 Critical Ways Your Brand Should Focus on Mobile Marketing

Posted by Liz Papagni in Marketing Strategy | 0 comments

mobile marketing  

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The use of mobile devices, whether tablet or smartphone, has changed the way consumers interact with brands and make purchases. A recent comScore study found that some of the biggest brands in the world experienced tends of millions of mobile site visits, with Amazon leading the race at nearly 50 million views. Wal-Mart and Target also made excellent showings with 16.3 million and 10 million visitors, respectively. What this says to any and all brands hoping to make an impact on consumers is that mobile marketing is an important part of your present and your future. Mark Donovan, the SVP of comScore’s mobile department, says, “With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment.” Nearly 86 million mobile device shoppers means that 4 out of 5 tablet or smartphone owners shop online. Now, what can you do to ensure your brand makes the most of mobile marketing? Here are a two important steps you should take.

Responsive Website Design

While the technical side of web design may not seem like the most important task on your mobile marketing list, the truth is that you really can’t go much farther without it. If you’re still relying on mobile templates or, worse, the full site design for mobile users, you’re missing out on major opportunities. Mobile users are an impatient lot, with 80% of users saying they’ll abandon a site if it takes more than 20 seconds to load. What’s that you say? Twenty seconds sounds long enough for your logo, images, text, and other web elements to load? Okay, then, 39% say they’ll wait 10 seconds before jumping ship. Now, are you sure your site will load before then? Not only do you need to worry about people abandoning your mobile site before they can even see your amazing design, you also must worry about those who will bail when they can’t read the teeny tiny text. And those who look to other companies when they can’t click on your teeny tiny links.

Multi-Channel Marketing

Mobile devices allow you to reach consumers in multiple ways, from websites to email and text messages to apps and even social media. Before blasting your content from each one, you should ensure that your branding and message are both consistent for every channel. A study performed in 2012 showed that up to 64% of consumers were willing to collaborate via social media with brands, depending on the reason for the relationship. If you’re not making use of that connection to your consumers—86 million of whom are likely connecting to social media on mobile devices—you’re missing a huge piece of the revenue pie. Mobile apps are another tool many brands have developed, and the potential benefits are enormous. Aside from the convenience an app provides to mobile users, there are also push notifications. These messages can be used to maintain brand awareness while also prompting consumers to act upon offers. In truth, the possibilities offered through mobile marketing are too great to be denied. Even small businesses can make big use of branding through mobile design and multi-channel marketing. If you haven’t yet, it’s time to embrace the present and prepare for the future. How else might brands both large and small integrate their branding and marketing with mobile devices? I’d love to know your thoughts, so leave a comment!