Archive for ‘Mobile Marketing’

April 15th, 2014

Here’s the Only Tool You Need to Map Out Your Next Mobile Marketing Campaign

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Mobile is inevitable; that much is clear. Due to trends like the prevalence of smartphones and the rise of second-screen viewing, it’s foolish to ignore the impact that mobile marketing can have on your overall marketing success. Even content that isn’t intended for mobile is rendered so as people access it via their mobile devices.

And the capabilities of mobile marketing are incredible. The ways which your content can be viewed and the degree to which its delivery can be targeted is astonishing. But with so many options, where should you begin?

Well, AWeber and the 60 Second Marketer are here to help. Based on the same research that brought you this infographic about mobile marketing that we posted a couple weeks ago, this piece is even more practical. Use this decision tree to determine what your first (or next) step in mobile marketing should be, and gain insights on how to accomplish your mobile marketing goals. Remember, mobile is no longer an option. Use this tool to help you figure out how to approach it in the best way for your business.

Want to share this infographic on your blog? Feel free to grab it off our site or email Jamie Turner and he’ll send you a copy. Just remember to link back to the 60 Second Marketer when sharing the decision tree with your audience.

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About the Author: Samantha Gale is a social media and content marketing specialist working for 60 Second Communications, a full-service marketing agency working with brands around the globe.

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Archive for ‘Mobile Marketing’

March 25th, 2014

Brand New Mobile Marketing Research from the 60 Second Marketer

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We at the 60 Second Marketer have partnered with AWeber, the authority in email marketing, on a mobile marketing research project. The report will be out soon, but we’ve decided to whet your whistle with this infographic reflecting the key takeaways of the research.

As prevalent as mobile is, did you know that 1/3 businesses still aren’t using any form of mobile marketing? That includes having a mobile website. And that’s not the only interesting fact from the research, either. Here are some of the infographic’s highlights:

  • 2/3 businesses can’t or don’t know how to measure the ROI of their mobile marketing campaigns (but we do!).
  • Time, money, and especially know-how are the 3 biggest setbacks for companies hoping to expand their mobile presence.
  • 1/3 businesses spend less than ONE HOUR per week on mobile marketing!

Check out the full infographic here. Feel free to share it on your own blog, and make sure you link back to the 60 Second Marketer and to AWeber! And check back here in a few weeks to see the full report on mobile marketing.

60 Second Marketer

About the Author: Samantha Gale is a social media and content marketing specialist working for 60 Second Communications, a full-service marketing agency working with brands around the globe.

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Archive for ‘Mobile Marketing’

March 16th, 2014

How to Use Mobile to Deepen Customer Relationships — On Air with Jamie Turner

 MobileSocial

Are you interested in learning how to use mobile marketing to engage customers and drive transactions? That’s what Jose Puente, the Director of Mobile Product Strategy at AutoTrader.com does day-in and day-out.

In our newest episode of On Air with Jamie Turner, I interview Jose and find answers to the following questions:

  • How to properly leverage mobile marketing
  • How to define mobile marketing
  • Why setting goals and objectives is so important
  • Why deciding what kind of relationship you want with your customers is critical to your mobile campaign’s success
  • Why mobile marketing is our best tool for humanizing the digital experience

If you’re ready to think strategically about mobile, then you’ll want to check out this interview. It provides several high-level insights about mobile that can help frame your thinking about how to use mobile, and how not to.

Special shout-out to our friends at digital agency three squared who handle the video production on this and all episodes of On Air with Jamie Turner.

 

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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Archive for ‘Mobile Marketing’

February 23rd, 2014

Three Important Concepts Every Marketer Should Know About Mobile

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Are you still trying to wrap your mind around mobile marketing? Would you like to understand mobile as well as you understand social? If so, you’re not alone — the vast majority of marketers are still trying to gain a deeper understand of mobile and everything it has to offer.

With that in mind, I’ve come up with three key concepts every marketer should know about mobile. By using these three concepts as a foundation, you can build a better and deeper understanding of how to use it for your business.

Ready? Here goes.

1. Mobile has Channels. Social has Platforms.

I’ve been as guilty as anyone in referring to social and mobile as though they’re two sides of the same coin. But they’re actually two distinctly different things. In fact, if you’ve ever heard anyone say something like, “We should use social or mobile for this campaign,” they’re blending two concepts that are, in fact, quite dissimilar.

As mentioned, social has platforms. Something that’s a platform is a thing. In other words, it’s an end point, a destination or a tool. Social media is composed of a variety of platforms (many of which are discussed in one of our more popular posts called The Top 52 Social Media Platforms Every Marketer Should Know.)

Mobile has channels. Channels are pathways. In other words, they’re delivery mechanisms through which verbal, written or aural messages are communicated. Some of these delivery mechanisms include mobile display, mobile apps, websites, paid search and others.

Social media platforms can use desktops, smartphones, tablets or all three to connect their users with the outside world. Virtually all social media platforms use mobile apps as their delivery channel for smartphones or tablets.

Understanding this nuance isn’t a make-or-break proposition, but it should put you into rarefied air when it comes to having a deeper understanding of what makes mobile … well, mobile.

2. Targeting is Mobile’s Secret Weapon.

60 Second Communications is doing a mobile display ad campaign for a well-known global hospitality brand (trust me, you’ve spent the night in one of their hotels).

What makes all mobile campaigns so interesting are some of the ways you can target prospects and customers. Here are just a few to give you a sense of what I’m talking about.

  • Past Purchase Behavior: Do you know that we can tie your purchase behavior at your local grocery story to your mobile device? In other words, we can track your purchase of dog food (or cat food, soft drinks, coffee, etc.) and tie that data to your mobile device. The result is that we can send Coca-Cola ads only to people who buy 4 liters of Coca-Cola a week (therefor bypassing the people who don’t buy a lot of Coca-Cola). Or, we can do the opposite and send a Coke coupon to Pepsi buyers encouraging them to switch to Coke. (Interested in learning more about this amazing targeting technique? There are additional details on this page on the 60 Second Communications website.)
  • Geo-Locational Targeting: I have a friend who works in marketing at Fuzzy’s Tacos, a restaurant that has 79 locations around the U.S. If you were the Fuzzy’s marketing director, you might be interested in sending mobile ads to people who are within a 5 mile radius of one of your locations. But you wouldn’t be interested in sending mobile ads to people who were 10 miles away because, well, as good as Fuzzy’s tacos are, it’s just difficult to get someone to drive 10 miles for a taco (although it has happened). So, what to do? Just use the geo-locational targeting capabilities that are available with mobile. It’s a great way to zero-in on your key markets and avoid wasting ad budget on people who aren’t likely to visit your location.

Those are just a few of the targeting capabilities available for people using mobile marketing. Would you like to read about a few more? If so, check out this page on our agency website.

3. People Don’t Connect with Your Brand on Desktop or Smartphone or Tablet. They Connect on Desktop AND Smartphone AND Tablet.

Cross-screen marketing is based on the understanding that most consumers will connect with your brand via desktop and tablet and smartphone (not desktop or tablet or smartphone). In other words, instead of thinking about the smartphone experience only, think about the fact that a consumer might do an initial search for your product from a tablet while watching TV, then do more in-depth research via desktop, then do a final price check in-store from a smartphone.

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Those are three important concepts you should know about mobile. There are plenty more, but we’ll be reviewing those in future blog post. In the meantime, mull over what we’ve talked about here and keep us posted on your thoughts about the subject in the comments section below.

 

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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Archive for ‘Mobile Marketing’

February 2nd, 2014

21 Easy Ways to Optimize Your Emails for Mobile

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Email is not dead. In fact, email’s a huge part of your social media success. Those leads you’ve generated from well managed social campaigns frankly mean nothing if you’re not converting. Email takes the next step to keep your social relationships alive and well.

With 66% of your email prospects now opening their mail on a mobile device, you need to be making your messages mobile-savvy, super personal, and easy to click through.

To get the best conversions, try out these 21 tried-and-tested tips to optimize your mobile email marketing campaigns.

1. Make a trustworthy first impression - The “from” line in mobile emails is front and center.  Make your message personable and more likely to be opened by using the name of your Lead Salesperson, your Content Marketer, or your CEO. (Don’t send out a blanket mobile email with just your company name in the ‘from’ line.)

2. Show your face – Connect further with your reader through visuals. Include a dynamic headshot of the sender. Use a banner image with your sender’s face too, as not all mobile email platforms display your “from” image.

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3.Know your recipient - Segment your emails, and use unique collected data to personalize your message. Segment for sales funnel, demographics, source of email, This should be a standard practise, whether you’re targeting mobile users or not.

4. Use short, intriguing subject lines - Mobile readers spend less time per message. Those eye-catching subject lines are more urgent than ever if you want your email to stand out. Use action words, questions, and personal pronouns like “you”.

5. Pay attention to your preheader – Your preheader, or snippet text, shows up as the first ‘teaser’ text in most mobile email devices. Make the text above your header image an extension of your subject line. Use a clear call-to-action, content keywords, or questions.

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6. Reduce image file size - Large images are a big no-no. Not only do they soak up your readers’ bandwidth, but not all mobile devices have images on as a default. Make sure your email displays quickly for those that do show.

7. Make scalable images - A work around the large image files is to create scalable visuals, optimized for mobile. That way, your photo shows up as the right size whether your recipient is using a phone, tablet or anything in between.

8. Use ‘text only’ – A/B test results of “text only” against “text and visual.” As not all mobile devices have images on as default for email, test out if your demographic responds better to the text only option on mobile.

9. Make a tappable CTA - Mobile readers are quick to respond. Make it easy with a clear, distinct CTA. If you’re using visuals, make your clickable image the optimal size of 44 x 44 pixels. If you’re using text only, make sure you use an easy-to-click link, and even make your font size slightly larger to make it stand out.

10. Create responsive email template – Use a CRM that enables you to design responsive templates, so your email looks good no matter the device or email service. (ie MailChimp, Constant Contact, etc.)

11. Don’t use Flash - Use HTML5 or CSS to make your content more user-friendly and scalable.

12. Write concise content - Attention spans are short on mobile. To get your message clicked-through, use short, witty, precise, actionable content. When crafting your email, draft out the message you want to convey, and then rewrite it 5 times. Use the most actionable content. Keep your word count under 60 for best results.

13.  Increase your font size – Make the readability of your email easy. Keep your short text large sized. Use at least 12 pixels for your content. If you are using text only, use 13 or 14 as your CTA font size.

14. Make your content skimmable - If you must have a lengthy text to get your message across, make the skim factor a priority. Keep your content in short sentences, with clear bolded headers, and simple bullet points. Make your message easy to get in a glance, and enticing to read-through.

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15. Geo-target your market – Geo-targeting is becoming more and more essential. Use geographic list segmentation to target and personalize for your prospects, send timed emails (as in #17), or send out location based discounts. 

16.  Automate to keep top of mind - Automatically schedule your emails for both triggered and drip campaigns. If a prospect signs up for newsletter, set up a series of emails to nurture your lead, and bring them back with a CTA. Make sure your automated messages are mobile optimized.

 17. Test your times - When to send your emails is particularly crucial on mobile. You really just have a matter of 5 seconds (or less) to catch your readers’ attention. On mobile, your audience is less likely to scroll through the emails they’ve missed. Make sure you A/B test time of day, so your email hits the right inbox at the right time, in the right time zone (to reach your geo-targeted market).

18. Make sure your Landing Page is mobile optimized – As with any good email marketing campaign, your Landing Page needs to be consistent with your email content. On mobile, that means having a mobile optimized, scalable Page. Keep your CTA large enough to stand out on phones and tablets, but balanced with compelling information to get the coveted conversion. Keep the visuals on your email cohesive with the visuals on your Landing Page.

19. Use QR codes on signup pages – To generate leads directly via mobile, use QR codes on your marketing material. You can even use them to encode emails, to generate leads direct through handhelds.

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20. Test on multiple devices - Always test your email marketing campaigns. Check out how your content, formatting, subject and pre-header cutoffs will appear on multiple devices. As a minimum, test out for iOS and Android. (note that iPhone users more readily read emails, with a 50% open rate; Android users account for a 14% open rate.

21. Measure your ROI – As always, track and monitor your opens, click-throughs and conversions. Use Jamie’s In-Depth Guide on How to Calculate the ROI of a Social Media Campaign to help calculate your Customer Lifetime Value (CLV), Customer Acquisition Cost (CAC), and then determine your mobile email marketing ROI. Test to  identify and implement methods to decrease your costs of acquisition.

Try out these mobile email tactics to improve your conversion results. What other tips have you used? What’s your success rate?

About the Author:

Image- Krista BunskoekKrista Bunskoek is the Content Marketer at Wishpond. She has written a number of online marketing ebooks like Influence Marketing and Website Contest and Promotions. You can reach Krista through her twitter handle @kbunskoek or her Google+ page.

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