Tag: mobile marketing

Six things to know about Gen Zers this holiday season

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The year 2017 may very well be the first one in which Generation Z is more important to retailers than millennials when it comes to holiday advertising. If young people are an important part of your customer base, then here are six things you need to know about this particular demographic heading into the holidays.

They do their homework

Gen Z likes to research and read reviews and weigh options before buying; 80% of Gen Z holiday shoppers say that they research a product online before buying it and as the price of the product increases, the likelihood of researching it first goes up. More than half of Gen Z holiday shoppers said they began researching products in October or earlier.

What this means for businesses: make any relevant information about products you sell online or in stores readily available. Especially try to promote good reviews of those products.

They can be impulsive

At seeming odds with the previous point is the fact that Gen Z can be quite impulsive in their shopping habits. This is the generation that coined the phrase “YOLO” after all. 70% of Gen Zers say they make impulsive holiday purchases especially when they see a good deal, that’s higher than any other age demographic.

What this means for businesses: make sure there are plenty of “stocking stuffers” on display through the store and especially near the point of sale so they can discover last minute ideas as they’re about to check out. Online businesses can offer an online equivalent by offering a deal as shoppers head to their cart to complete a purchase totaling more than a specified amount.

They’re open to suggestions

Fifty-nine percent of Gen Z holiday shoppers said they routinely make purchases based on a retailer’s recommendation. Since they were born and raised in the social media age, they’re also heavily influenced by the recommendations of peers, bloggers, and vloggers.

What this means for businesses: Feature a deal of the day leading up to Christmas or the New Year. Publish a top ten list for popular products. Get the right influencers to promote your brand and encourage your loyal customers to share your brand and products with their friends.

They’re picky

On average, Gen Zers are four times as likely than the other generations to leave a store without making a purchase at all because they can’t find exactly what they’re looking for. They’re also the most likely to return an item in the week following Christmas.

What this means for businesses: Make sure you have plenty of stock for items that are sure to be popular. You might poll your target audience to know their preferences as Christmas approaches. Make sure you have plenty of staff to quickly and efficiently manage after Christmas returns.

They leave positive reviews

We’ve already covered how important it is for Gen Zers to see other people having good things to say about your products when they’re weighing the decision to buy. Lucky for you, Gen Zers are also the most likely of all the age demographics to write those kinds of reviews for you. An incredible 72% say they will write a good review for a brand when they have a positive experience.

What this means for businesses: Don’t be shy about asking for a review especially when it’s clear the customer has received great service and seems happy about their experience. You can also encourage social media check-ins by offering a small freebie or discount at the point of sale.

They’re kind of into smartphones

No surprise here. The average Gen Zer spends about three-and-a-half hours a day on a mobile phone.

What this means for businesses: Businesses absolutely must have a mobile-first approach to digital marketing this holiday season and moving forward. Emphasize mobile channels in your marketing budget like SMS and location based marketing. SMS is a great way to notify your customers of great deals since 90% of all text messages are read within about three minutes of being sent.

Mobile Technology News brought to you by biztexter.com

Source: smallbiztrends.com/2017/11/attract-gen-z-shoppers-this-season.html

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How to succeed with digital marketing in 2018

 

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The world of digital marketing is always changing so quickly, that if you’re not constantly and proactively making adjustments to your strategy, you’ll quickly fall behind. Now that 2017 is drawing to a close, it’s a good time to look ahead to 2018 and try to anticipate which things are going to be the most important as you decide how to allocate digital marketing funds. Here are a few predictions about what’s going to be important for your brand in the coming year.

Video marketing

Video is going to be the single biggest content marketing channel. Already the big social media platforms are trying to prioritize video content through algorithms and improved video capabilities. Adding video content to your website greatly increases the chances your site shows up on the first page of Google search results. People are ten times more likely to comment on, “like,” or share video content as they are non-video content. Approximately 65% of viewers will watch at least three-fourths of a video; the retention rates for text-based content is much lower so video is the best way to get a message across if you want people to actually get to the end of it.

Location-based marketing

Google search is becoming increasingly localized. By that we mean that people are more likely to include the name of their location in their search. You can optimize for this by targeting Google ads by location. You can also encourage check-ins on social media if your business has a physical space so that friends and acquaintances of customers can discover you online. Finally, you can invest in real-time geolocation marketing in which customers can be notified of special deals via SMS (with their permission) when they get within a certain distance of your place of business.

Influencer marketing

Influencer marketing has never been important. For Gen Zers especially, traditional marketing can seem inauthentic whereas influencer marketing feels more organic and genuine. If other people are promoting your products for you without being paid to do so, people will have an easier time trusting your brand. Influencer marketing is about building relationships with people who hold influence with your target audience already and sending them free samples so that they can publish an honest review of them for their audience.

Chatbots

Chatbots went mainstream in 2017 and will continue to grow in popularity in 2018. Chatbots can be used as a shopping assistant and/or a customer service agent to assist your customers in finding the product that is right for them through asking questions and it can answer frequently asked questions or provide other limited customer service.

Social proofing

Along with influencer marketing mentioned above, social proofing helps customers overcome the hesitance to buy when they see their peers saying good things about your brand. You can invest in social proofing by encouraging your loyal customers to become advocates of your brand by sharing their positive experiences with your brand on social media and directory pages like Google or Yelp.

Augmented reality

Recently, IKEA launched an AR-enabled mobile app that allows customers to aim their smartphone’s camera at a place in their room and on their phone screen, the customer can see IKEA merchandise in that space so they can visualize what it would look like in their own home before purchasing. Augmented reality will let your brand display advertising not just on customers’ screens but all around them as well.

Voice search

One-word, short-tail keywords are never going to go away completely but longer search strings are becoming the norm especially thanks to voice search functionality that encourages people to use a more conversational style when using search engines. Long-tail keywords are going to need to be emphasized by brands in 2018.

Retargeting

Only 3% of consumers make a purchase when they visit an online store for the first time. Retargeting will be especially in 2018 and you will need to find ways to retarget customers who visited but didn’t purchase.

Mobile Technology News brought to you by biztexter.com

Source: minutehack.com/guides/the-top-digital-marketing-trends-of-2018

Ten mistakes brands make when developing a mobile app

image7By the end of 2017, the global app market is expected to reach $77 billion. Once a mobile strategy only the major brands employed, now many small businesses are benefitting from developing their own mobile app. If you’re thinking of doing the same for your small business, consider the following ten mistakes that many brands make so you don’t make them yourself.

Trying to do too much

Less is definitely more when it comes to mobile app design. Many brands want their app to be able to do everything their mobile website, but that’s not a good strategy. The reason people seek out and download a brand’s mobile app is because it’s more convenient and streamlined than the brand’s mobile website experience. A simpler app is less expensive and easier to design and it will actually be more effective.

Not understanding customers’ needs first

Building off of the last tip and the need to be selective in choosing which features to include in your mobile app, it’s important to prioritize according to customers’ needs. Don’t assume you know what your customers want and don’t go about developing your app just to create another channel. You need to survey customers and find out what they really want out of your mobile app before you waste money building in features nobody asked for.

Insufficient testing

Every day, more than 1,000 new mobile apps land on app stores. With so much competition, brands are in a hurry to get their app to market. But you can’t afford to rush the testing process. A buggy mobile app can turn off a lot of users and they won’t re-download it even after you’ve fixed the bugs. Better to do extensive testing before release to make sure your app is running as smoothly as possible.

Focusing on downloads and not retention

Here’s a startling fact: more than 75% of apps are never opened a second time. First time app developers are often too concerned with getting a lot of downloads and they don’t think enough about retention. Repeated use, not the number of downloads, is the measure of an effective mobile app. So while it’s important to market your app to get downloads, you need to work even harder to make your app relevant and useful so that the people who do download it continue to use it.

Developing for multiple platforms simultaneously

Since you’re investing money into developing a mobile app, it’s understandable you want to reach the widest audience possible. But you should resist the urge to release your app on multiple platforms at least at first. Cross platform tools that allow you to build an app for multiple platforms simultaneously aren’t as effective as building a new app from the ground up for each new platform. Many brands prefer to start with iOS since there are far fewer iPhone models than Android phones that have to be tested for. Whichever platform you decide to go with first, make sure it’s running smoothly and you’ve got all the kinks worked out before moving on to the next one.

Giving up too early

Less than one percent of apps make a profit. If your objective in building a mobile app is strictly monetary, or if you’re expecting an immediate return on your investment, a mobile app may not be the right direction for you. Mobile apps have a lot to offer beyond ad revenue or revenue from in-app purchases and seeing those results will take time so you need to be patient if you decide to proceed.

Ignoring negative feedback

Many brands think their job is done when their app is deployed. Smart app developers keep an eye on feedback in the app store, especially the negative feedback. Not all of it will be particularly helpful–some people just like to gripe–but there may be some valuable insights in negative feedback that will help you to improve future versions of your app.

Doing it the easy way

Great apps take lots of time and money to develop. Drag and drop app building software might be a good way to get your feet wet with app design but in the long term, you’re going to want to build a professional app from the ground up.

Failure to consider hidden costs

The cost to develop an app is only the start. Testing, maintenance, app upgrades, and marketing for your mobile app all cost money so you need to allocate funds for those things as well, not just the initial development costs.

Not marketing it

Don’t assume that customers will seek out and download your mobile app. Many of them will assume you don’t have one since many smaller businesses don’t. You should be advertising in store and using other marketing channels as well to market your mobile app. Mobile channels are especially important. If you’ve got an SMS campaign, chances are those mobile subscribers are already among your most loyal and will be a great place to start in getting your first app downloads so send out the occasional text message complete with a download link to your app.

Mobile Technology News brought to you by biztexter.com

Source: forbes.com/sites/forbesagencycouncil/2017/10/24/13-mistakes-to-avoid-when-developing-an-app/#63103af57ce9

Six things you can learn about SMS marketing from email marketing

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Email and SMS are two very different marketing channels and what works for one won’t necessarily carry over well to the other. But the following six email marketing tips can work wonders for your SMS marketing campaign as well.

Get to the point

Though email is certainly a longer form channel than SMS, it’s still crucial to get to the point fast. Since the majority of emails are now read on mobile devices and since mobile users are less inclined to read a long-winded email than desktop or laptop users, emails need to be concise. Unlike email, the SMS channel is actually restricted by character count on many devices. The 160 character limit is standard with the SMS protocol and devices that don’t have their own proprietary messaging applications can’t receive a single text that contains more than 160 characters. As a result, texts can be broken into multiple parts making them less effective. Even disregarding the character limit, text messages need to be short and to the point. It’s a channel known for its brevity so in order to meet customers’ expectations, text messages should be concise.

Personalize

Both emails and text messages are more likely to be acted upon when the recipient feels it was truly meant for them. One way to do this is by addressing the recipient by name. Bulk email and SMS service providers can allow messages to be sent that automatically puts each recipient’s name at the beginning. Another way many businesses personalize is by sending birthday offers on customer’s birthday or at the beginning of their birth month. Marketers can personalize further through segmentation of their contact list into subgroups based on various demographics or interests so that they can provide more relevant advertising and offers.

Give people the option to opt out

Every email should include instructions at the end to opt out of future emails. Likewise, every text message should end with instructions. For SMS, keep instructions extremely brief keeping your character limit in mind (“Text ‘STOP’ to end” or something similar). First of all, it’s required by the Telephone Consumer Protection Act. Second of all, even if it wasn’t, it’s still a good idea. Because bulk email and SMS services charge per message, there’s no sense in continuing to send emails or texts to the people on your list who don’t want them. They’re not your ideal audience so make it easy for them to opt out and hope that they take you up on the offer.

Show that you care

Email and especially SMS, should be used for more than just promoting products or services. People see enough advertising on their phones as it is. If every email or text is trying to get them to buy something, they’re more likely to opt out. We’ve already covered personalization and birthday offers as a means to making customers feel important but there are other ways. Sending mobile coupons or exclusive offers that aren’t available to anyone who hasn’t opted in is another way to show appreciation to your most loyal customers. You can also use text messages to make your customer’s lives easier by sending appointment reminders, order notifications, and shipment updates.

Timing matters

A/B split testing at various times of the day has shown that emails sent at certain times are more effective than emails sent at other times. This is even more true for SMS because of its time sensitive nature. The days and times that will work best for the messages you’re sending will depend on a number of factors including your audience, message, and product or service.

Have fun

Texting is something we usually do with family and friends, not brands. As such, we associate it with casualness and fun. If text messages come across as overly formal or stiff, it will come across as unnatural. Use casual syntax and focus on making your messages fun to read.

Mobile Technology News brought to you by biztexter.com

Source: chiefmarketer  .com/be-human-10-email-marketing-tips/

Ten game elements that can spice up your mobile marketing strategy

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Humans have an innate need to play. Marketers’ jobs have always been to tap into human psychology to figure out how to get a product or brand to appeal to us. When they do this through that desire for play, it’s called gamification. Technically, any time elements of games are applied to non-game settings, it’s gamification and it happens to work exceptionally well with mobile marketing. Simply choose from among the following ten game elements below and decide on a medium (a mobile app or website, QR codes, or SMS messages) and create your gamification campaign.

Loss aversion

It’s easy to see how loss aversion would be hardwired into our brains. In primitive times, losing a race to a predator or losing a meal to a competitor could be the difference between life and death. While the average human no longer has to worry about life and death every single day, we still hate losing and brands can use that hatred of losing to great effect in a mobile strategy. Many loyalty programs do this already by setting expiration dates for accumulated points. Spend them or lose them.

Progress

On the other side of the coin from loss aversion, humans like to feel they are progressing, moving up in status, or improving their situation in some way. Progress or status bars in video games tell us when we’re about to collect enough coins to gain an extra life or how many more experience points until a level up. Brands can tap into this by portraying visual representations of progress to consumers.

Narrative

There’s something satisfying about hearing a story progress to its conclusion. Storytelling, and especially serials where a story is told in tiny parts and released in installments can be a powerful incentive for consumers to pay close attention to a brand. After all, who doesn’t want to know what happens next?

Curiosity

Curiosity might be one of the most powerful motivators we experience. Curiosity can get us into trouble when it leads us to do something risky out of a desire to see what happens. But curiosity can also be a positive. Many companies use this gamification element to clear out old stock in the form of mystery boxes which customers can purchase. They might be thrilled to receive an item they would never have purchased in the first place simply because it was a mystery until they opened it.

Time pressure

A ticking clock is another powerful motivator. If you’ve ever played a video game level with a time limit, you know how stressful (but also fun) it can be to race a clock. Flash sales and doorbuster sales are races against time to get a really good deal on a product.

Scarcity

A funny thing about humans is that we desire things that are rare, even if they possess no inherent value. Take diamonds, they’re just carbon that was pressurized and formed just so into diamonds. You can’t eat them or craft tools from them. But people will trade vast sums of wealth, even millions of dollars for them. In gamification, you can include something rare so that collectors just have to have it.

Strategy

Games that are heavy on thinking and require thinking a few moves ahead about the various pros and cons of different decisions are said to be strategic. Gamification that stimulates the mind through strategy can be a powerful marketing tool.

Rewards

Rewards can be random, they can be time dependant (think BOGO offers on your birthday or happy hour at a restaurant) or they can be fixed to accomplishment (save up this many points and get a free meal). It’s no secret that people like winning things. This gamification element is a no-brainer and it’s where you incorporate incentive.

Competition

Humans can be fiercely competitive, even when the reward itself is just a worthless trophy. It’s the feeling of winning over someone else that does the motivating. Brands can incorporate gamification that pits customers against each other to create incentive without having to give away physical prizes.

Quest

The ultimate goal in games is to finish them to completion, to reach the end, defeat the final boss, save the princess. The notion of a quest or finishing point in gamification can motivate a customer to stick with a game for a long time until it is finished.

Mobile Technology News brought to you by biztexter.com

Source: gamified  .uk/user-types/gamification-mechanics-elements/

Customer feedback is crucial and SMS is the best way to get it

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One of the hallmarks of any good business is the ability to keep customers satisfied so that they keep coming back and recommend that business to their friends. A key to achieving that kind of customer satisfaction is finding out what they think about the business in the first place and to hear what they think needs to be improved. The ability to gather and act on customer feedback is crucial for any company that wants to stay in business.

 

Two reasons you need to collect customer feedback

The first and most obvious reason behind collecting customer feedback is that you get invaluable information about what you are doing well at and what you can be doing better. If you take this feedback seriously and try to do better to meet the needs of customers, you’re going to be continuously improving the level of customer service you give to your customers.

A second reason is that the mere act of asking customers for feedback tells them that your business cares about their customers and keeping them satisfied. It shows them that you’re the type of business that really makes an effort to provide the best possible service.

 

The best way to get customer feedback

There are many ways to go about gathering feedback but most are largely ineffective. You could have an employee approach people as they leave with a clipboard and a quick survey to ask about their experience. But when people have accomplished what they came there to do, they are probably in a hurry to get to their next stop or return home and will try to avoid the person with the clipboard as much as possible.

You could try to call your guests on their phones but so many people screen their calls these days so you’ll waste a lot of time listening to dial tones. When you do occasionally reach someone, they’ll most likely be annoyed at the intrusion and give a negatively biased response if they agree to participate at all.

The vast majority of emailed surveys get sent straight to the junk mail folder by the email service’s spam filter and if it does make it to the inbox, there’s still an 80% chance it gets deleted without being opened.

The best way is one that’s unintrusive and convenient for customers. SMS (or text messaging) is the answer. Customers can respond to survey questions at their convenience without pressure to do so at a certain time. Since the nature of SMS already implies conciseness, customers are more likely to respond to a survey sent via text because they already have an expectation that it will very short and easy. More than 90% of customers say they’d participate in a customer satisfaction survey if it’s sent to them via text.

 

Tips for getting the best response

Even if you’re already using SMS to conduct your survey, there are a few tricks you can use to get an even better response. The first is to use a 1-10 (or 1-5) scale for responses as much as possible. Survey questions that require participants to type out a longer response are much less likely to be responded to at all but if the participant only has to type a one digit number in response, they most likely will. Another tip is to keep the total number of questions to an absolute minimum. Five questions is probably the absolute maximum and you’ll probably see better results with just three or four questions. The final question can be an option catch-all question: “is there anything else you’d like us to know about your recent visit/purchase?” Finally, you can throw in an incentive for people who complete your survey and make sure to include the incentive in the invitation.

 

A word of warning

Text messaging consumers is regulated by the FCC (Federal Communications Commission. The Telephone Consumer Protection Act (TCPA) put out by the FCC dictates that you cannot send even one text to a consumer without first receiving their express permission to do so. If you want to text out a survey to customers you’ll need to already have their permission or else come up with a strategy for gaining permission to text customers.

 

Customer service and chatbots

One final note: many businesses are beginning to use chatbots to communicate with customers via alternative text-based channels like Facebook Messenger or WhatsApp. Programming your chatbot to initiate a customer satisfaction survey soon after a customer-chatbot interaction is a great way to get feedback about your chatbot and gather valuable information that you can use to improve your chatbot for future customer interactions.

Mobile Technology News brought to you by biztexter.com

Source: business2community .  com/customer-experience/sms-surveys-way-get-customer-feedback-01928971#zMHfxEVHdHtLpxBi.97

 

How to maximize ROI with your Facebook marketing strategy

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Earlier this year, the 2 billionth Facebook account was created. Nearly one-third of all people on the planet have a Facebook account. If you’re just venturing into social media marketing, Facebook is a great platform to start with since it has a very general audience ranging from pre-teens up to the elderly; it’s popular among both men and women, conservatives and liberals, and any other demographic you might be trying to reach. Another great thing about Facebook is that it’s free to set up a Facebook page for your business and get your feet wet with social media marketing. But a zero dollar investment will only get you so far and you’ll eventually want to start paying to sponsor posts or create Facebook ads so your reach extends beyond just those who sought out your page and chose to follow it. The following tips will help you to maximize the return on your investment into Facebook marketing.

Decide on clear, measurable goals

What do you hope to get out of your social media marketing efforts. Do you already have an established loyal customer base and now you need to build on that base. Perhaps you’re already doing fine on unique visitors but you’d like to see more return customers. Whatever it is you’re after, you need to identify specific key performance indicators that you can track to measure success. Without clear, measurable goals, you won’t be able to gauge the effectiveness of your Facebook marketing efforts and you won’t be able to determine how to allocate future funds for Facebook marketing.

Define your target market

The wider the net you cast through paid Facebook advertising, the more it’s going to cost you. On the one hand, you want to cast wide enough that you get results, but you don’t want to waste marketing dollars reaching people who aren’t likely to become customers either. If you’re an online business, you don’t have to worry about limiting the geographic reach of your advertising. Instead you’ll want to target specific demographics that make up your ideal customer. If you’re a local business, limiting your advertising to within a set number of miles of your physical address is just the obvious first step. You’ll want to further narrow in on specific demographics within that region as well.

Choose high quality images

Images you include in your posts or advertisements should be of a high quality–not low resolution and pixelated, stretched, or unoriginal. Instead of just choosing from boring stock photos that do nothing to differentiate your brand from the rest, consider taking your own photographs or purchasing higher quality images.

Create video content

Facebook has been trying to prioritize video content on their platform for a while now so you will have a better chance of being seen if you periodically post video content to Facebook. Your videos need not be shot with the highest quality video/audio equipment. Simple how-to videos, livestream product reveals, and photo slideshows set to music can be effective forms of video content that you can shoot with your smartphone. Remember that the quality of the content is more important than the production value.

Test ad performance

Whether you use Facebook’s built-in tools or third-party software, you need to keep a close eye on certain performance indicators. By experimenting with releasing ads at different times of day targeting different demographics and regions, you can begin to recognize patterns and trends that will be helpful to getting better ROI through your Facebook marketing efforts.

Use existing mobile channels to build social media presence

Social media is increasingly consumed on mobile devices. Your best bet for expanding your reach with Facebook marketing is to use existing mobile channels such as a mobile friendly website or SMS campaign to get existing customers to follow your page. The more “likes,” shares, and comments you can get on your page and posts, the less you have to rely on paid advertising to be successful on Facebook and the better ROI you’re going to get.

Mobile Technology News brought to you by biztexter.com

Source: smallbiztrends.   com/2017/09/facebook-marketing-strategy.html