Tag: mobile marketing

Five aspects to every good digital marketing strategy

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Digital marketing is all about predicting the next big thing. But while different trends come and go and as different channels and platforms grow in popularity then disappear, certain foundational principles of good digital marketing remain. Here are five of them.

A good data strategy

A key advantage to digital marketing is that customer behavior always leaves a trail. You can track how long a website visitor lingers on a landing page before clicking elsewhere. You can see how many mobile coupons sent via text are redeemed. You can track the impact of a particular digital ad on web traffic. All of this is data and all of it is useless if you’re not paying attention to it, making it available to the right people in your company, or making adjustments in response to it. A good digital marketing strategy requires a good data strategy. You need to have a plan for tracking, sharing, and reacting to all the data your digital marketing efforts create.

The right marketing channels

Digital marketing isn’t a channel, it’s a network of many different ones and what works for one won’t work for others. Even within a subcategory like social media, there are dozens of platforms each with their own demographics. A good data strategy will require a good understanding of the channels available to you and knowing which ones to spend your time and money on to reach your target audience and achieve your marketing goals.

Segmentation of your audience

You can get better results if you’re not treating your entire audience as one homogenous whole. Instead gather demographic information and segment your audience according to gender, age, and interests. This allows you to offer more relevant and personalized advertising to your customers and you don’t waste money on ads and offers that certain segments of your customer base won’t be interested in.

Propensity modelling

Propensity modelling is all about looking at behavioral data (what do customers end up buying after looking at this particular product) to try and guess what a customer is thinking and what they’re going to do. A targeted ad sent at just the right time can be the difference between success and failure.

A consistent message

Whether it’s banner advertisements, an emailed newsletter, or a text message, there needs to be an underlying message that is consistent across all channels and consistent with your brand’s image that you’ve worked so hard to establish.

Mobile Technology News brought to you by biztexter.com

Source: martechadvisor   .com/articles/content-marketing/six-essential-aspects-of-successful-digital-marketing/

No Facebook’s chatbots weren’t planning to overthrow humanity

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Facebook’s AI team made headlines across the world this week when they announced that they were shutting down a chatbot project after their chatbots developed a new language to more effectively communicate with each other–a language humans couldn’t understand. The announcement sparked a long-held fear of humans: that our machines could rise up and overthrow. Dozens of news networks published pieces with scary sounding headlines about artificial intelligence takeovers. They couldn’t have been farther from the truth. For hundreds of years humanity has feared new technologies because we fear what we do not understand. Hollywood has capitalized on this fear making movie after movie where robots overthrow us and enslave or destroy us. But that’s not what was happening with Facebook’s chatbot project.

The project

A few weeks ago, Facebook announced a project they were working on with the goal of creating chatbots that could be trained to negotiate and strike deals with each other. The thinking behind this is that deal-making is an integral part of interpersonal communication and the world of business and if chatbots are going to play a role in that future, then they need to have negotiating skills. Facebook’s team used machine learning by inputting real-world examples of negotiations–actual transcripts that the program could use to look for patterns and “understand” how negotiations work. Next, they would instruct two chatbots to negotiate by instructing them to divide up a collection of various different items between themselves. The hope was that they would make deals: “If I can have this item and this item, you can have that item and that item, etc…” It didn’t work out that way.

What went wrong?

The chatbots evidently diverged from human speech instead speaking a gibberish version of it. Make no mistake, this wasn’t some advanced language designed to hide their motives from human observers. It went something like this:

Bob: “i can i i everything else . . . . . . . . . . . . . .”

Alice: “balls have zero to me to me to me to me to me to me to me to me to…”

What does it all mean?

The end result didn’t surprise the researchers (though it certainly disappointed them) nor should it have surprised us. Artificial intelligence can do some incredible things. In fact the same principles of machine learning that Facebook used to teach negotiating to machines was already successfully used to develop computer programs that can beat the most intelligent humans at their own game be it chess or some other strategic game. But language is infinitely more complex, even more than chess and harder to teach machines.

Not a complete failure

The researchers didn’t shut down their negotiating bots because they feared a robot apocalypse. They shut it down because chatbots that communicate in a way humans can’t understand offer no benefit to humanity. They will go back to the drawing board and create parameters that prevent them from reverting to gibberish and try again. This is how artificially intelligent chatbots are programmed: through trial and error.

Mobile Technology News brought to you by biztexter.com

Source: wired   .com/story/facebooks-chatbots-will-not-take-over-the-world/

 

How to get a better return on investment with mobile marketing

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Mobile marketing is no longer just an option you have when it comes to selecting marketing channels. In fact, mobile marketing hasn’t really been just one option among many for several years now. It’s absolutely essential that you have a sold mobile marketing strategy going forward. But as is always the case when you branch out into new marketing channels, there’s a learning curve. If you want to get the best return on your investment into mobile marketing, consider the following advice.

There’s no such thing as too much keyword research

Keyword research is important for all digital marketing channels. Google’s search algorithms rely heavily on keywords so it’s important that you’re using the right ones if you want to show up on the first page of search results. But keyword research is even more important with mobile. Studies have shown that the search strings people type into Google are much more specific on mobile devices than they are on desktops or laptops. That means you have to put more thought into user intent–what things are your potential customers likely to type in to Google’s search bar if they’re searching for a product or service that you offer? Then you have to think about how to incorporate that research into your website copy.

Mobile friendly web design is a must

In 2016, mobile web traffic surpassed non-mobile web traffic for the first time and that gap is growing. Mobile now accounts for just over 50% of all web traffic but in the coming years we may see that number rise to 60%, 70%, or perhaps even higher. Even assuming a constant at 50%, that means if your website isn’t optimized for display on mobile devices, half of the visitors on your site will have a negative experience–slower load times, too-small text, difficulty navigating the site to find what they’re looking for, etc… Mobile web design needs to be simpler and the text needs to be larger. Many website building platforms use responsive design to automatically adjust how the website displays according to the device being used to access it but you may want to invest more in a completely separate mobile version of your site since that’s even better.

Text message marketing is a no-brainer

There are so many different mobile marketing channels that you don’t have to (and probably shouldn’t) try to use all of them. One that you absolutely must use if ROI is important to you (and ROI should always be important to you) is text message marketing. Text messages cost pennies to send and they boast of an open rate around 98%. Not only are texts five times more likely to be opened than emails, offers you send via text are about four times as likely to be redeemed as offers you send via email, and that’s after you account for the 80% of people who delete the email unread in the first place.

Your mobile marketing strategy is never complete

As with all marketing channels, your mobile strategy is never complete. Even if you’re at a point where you are getting great ROI and seeing great results from your efforts, you need to keep tracking metrics and keep fine-tuning. There’s always room for improvement. Remember that once you stop moving forwards, you begin moving backwards.

Mobile Technology News brought to you by biztexter.com

Source: forbes.   com/sites/forbesagencycouncil/2017/07/19/four-ways-to-increase-your-roi-from-mobile-marketing/#4135e2dce075

Why your business needs to incorporate video into its mobile marketing strategy

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Though producing video content isn’t exclusively a mobile marketing channel, it is inseparably connected with mobile. In 2015, the total watch time of YouTube videos on mobile surpassed the total watch time of YouTube videos on desktop computers for the first time. With each year, the gap increases. Add to that the number of mobile exclusive video content apps and you begin to see why producing high quality video content is so important to a mobile campaign. Here are a few more video content statistics that might convince you.

  • Every day on Facebook, more than 8 billion videos are watched, adding up to more than 100 million hours.
  • Even more videos are viewed on Snapchat daily–more than 10 billion.
  • Nearly half of all social media users will spend more than an hour in any given week watching video content on social media platforms.
  • Every single day, more than half a billion people watch at least one video on Facebook.
  • More than half a billion hours are spent watching YouTube videos every single day.
  • Consumers are four times as likely to wach video content about a product as they are to read about that same product.
  • Videos are shared on social media 12 times as often as links and text-based posts combined.
  • Blogs that contain at least one video will get more than 40% more web traffic than blog articles that contain no video content.
  • Nearly two-thirds (66%) of customers report being more likely to purchase something if they watch a video about it first.
  • Because search engine algorithms prioritize video content, landing pages that contain a video are 53% more likely to show up on the first page of search results.
  • Nearly 50% of people report actively searching for video content about a product before making a purchase.
  • By the year 2020, 80% of all internet usage will be spent watching video content.
  • Links to video content in emails are 2-3 times as likely to be clicked on as links to non-video content in emails.
  • Three-fourths of people who watch a product video from beginning to end will visit the company’s website afterward.
  • People spend 260% more time on web pages with video content as opposed to pages without video content.
  • Approximately 85% of the videos viewed on Facebook are watched without any sound so it’s vital that video content have captions.
  • Approximately 92% of people who view video content online regularly share video content with their friends and family on social media.

Though the SMS marketing channel is limited just 160 characters per message, a text can serve as a portal to video content thanks to embedded links. Since the SMS channel enjoys a click-through rate of about 36%, more than a third of your SMS opt-ins will watch video that you create and send to them. It’s a great way to generate excitement about new products or services and to convert that excitement into sales.

Mobile Technology News brought to you by biztexter.com

Source: business2community    .com/video-marketing/39-video-marketing-statistics-need-know-01884473#QY6Z5ewZo3u41xDr.97

 

Pros and cons of deploying a chatbot

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As with any mobile marketing channel, chatbots have their strengths and weaknesses. Before investing in chatbots, it’s a good idea to understand where they’re current at, technology-wise and what they can and can’t do.

Pro: They provide a personalized experience

Since chatbots can be programmed to have access to a vast amount of data, it can provide people with a highly personalized experience. Imagine a shopping assistant chatbot that remembers the personal tastes of each person it assists. I would be able to suggest products that the shopper is much more likely to purchase.

Con: They’re not quite human

Though the artificial intelligence programming that goes into chatbots has come along way, they still can’t fool humans. Currently, most of the chatbots being developed are only capable of choosing from a selection of set sentences or questions. They can’t create sentences in an infinite number of ways like humans can and within a minute or two users will catch on that they’re chatting with a computer program. This is off-putting to some who will still prefer doing things the old-fashioned way–speaking, or at least chatting with a real person.

Pro: They can shorten customer support wait times

If you’re planning on using a chatbot for customer service purposes, you can free up live agents by letting the chatbots ask the routine questions and pull customer data. They can also route customers to the appropriate department similar to the way that automated phone answering systems do for phone calls. If customers are able to get assistance via text promptly, they will have a more positive customer service experience and will be more likely to remain customers–and customer support users–in the future.

Con: They can get caught in a loop of unhelpfulness

Most people have had the experience of listening through a series of options and trying to navigate a complicated automated phone answering system to get to the help they need. The same thing could happen with chatbots if they aren’t programmed well and if there aren’t enough humans monitoring things to jump in and take the reins. Chatbots won’t always be able to understand what a human is saying or asking and consequently, they’ll provide unhelpful responses. If a customer can’t get the help they need promptly, the chatbot may do more harm than good when it comes to the reputation of the brand it’s representing. This drawback of chatbots can be overcome through better programming and live agent support. A “go back” command option, for instance, could allow a customer to return to a previous question or back out of a line of thought that they don’t want to pursue. If the chatbot is quicker to admit that it can’t assist a customer and quicker in transferring that person to a live agent that can, it will be viewed in a better light than if it were to keep guessing incorrectly until the customer gives up.

 

Mobile Technology News brought to you by biztexter.com

Source: martechtoday   .com/pros-cons-future-facebook-chatbots-200783

Customer service automation through chatbot development

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The recent surge in popularity of chatbots has led to more automation of various fields. One prime target for chatbots is customer service automation. Chatbots are already being deployed that can help consumers shop, book flights, make dinner reservations, and schedule their day, so why not resolve customer service issues? If you’re interested in automating some of your customer service efforts, the following information may be of use.

Chat log history is a must

To be effective, chatbots need to be accurate at recognizing what a customer is asking or trying to do when they initiate a conversation with the bot. They also need to accurately choose the best approach to go about answering the customer’s question, correcting their problem, or directing them to the appropriate live agent who can help them from there. Many companies who are developing chatbots are doing so without the benefit of access to chat log history. Chatbots utilize machine learning to teach themselves to be more accurate over time. Chatbot developers can input dozens of probable scenarios and hundreds of different ways that frequently asked questions might be worded but actual chat log history–real transcripts of actual conversations between customers and live agents or chatbots are going to be the most useful of all. By adding this to a chatbot’s memory bank, it will be more accurate.

There’s no such thing as a perfect algorithm, yet

There are all sorts of different algorithms out there to help chatbots more accurately assist customers. They all have different strengths and weaknesses but none of them are one-size-fits-all. The most advanced chatbots will still make plenty of mistakes because the technology to perfectly replicate live customer service agents simply isn’t there yet. The best you can do is carefully research the various chatbot algorithms that are out there and test them for accuracy according to what kind of chatbot you’re trying to develop. You’ll have to decide what’s most important to you in a chatbot when developing it because you can’t have it all.

Recognize the shortcomings

One of the the things that makes chatbot development so difficult is the complexity of writing a program that understands semantic relationships between words. Computers are good at recognizing patterns, word order, and keywords that might clue them in to what a human is asking of them. But they don’t have the common sense knowledge about how the world works that humans do. Even the simplest sentences can be difficult for chatbots because while it can easily access the definition of each word, it can’t take all of them together to understand the meaning of the sentence as a whole. AI researchers are gaining ground on this task but in the meantime, businesses who wish to use chatbots for customer service should have realistic expectations for what chatbots can and can’t do for them.

Chatbots aren’t a replacement for live customer service agents

It goes without saying that a need for live agents still exists and will for some time. Chatbots are best used in conjunction with these live agents. Let chatbots automate answering the simple questions and resolving simpler issues and direct the more difficult ones to the appropriate live agent.

Mobile Technology News brought to you by biztexter.com

Source: venturebeat.   com/2017/07/01/the-reality-of-automating-customer-service-chat-with-ai-today

 

How to grow and retain your SMS marketing opt-ins

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SMS is a unique marketing channel in that every single person you reach out to via that channel must first give their express permission for you to do so. This presents both a challenge and an opportunity. It can be difficult to grow your database of numbers when customers have to take action in order to get on that database and it can be difficult to retain their permission when every text must include directions for opting-out. On the other hand, these regulations on text message marketing also ensure that the people you’re texting (and you are paying per text) are only those who want to receive them and are therefore more likely to act on them. Still, you want to grow your database and retain your opt-ins as much as possible, the following tips can help you accomplish this.

Offer real value

People won’t give you unrestricted access to reach them via text unless they perceive real value in doing so. The occasional 10% off coupon won’t be sufficient for the vast majority of customers. Value also doesn’t have to mean deals and discounts. Appointment reminders, shipping notifications, and advanced notice of restocked items are additional ways you can use text messaging to make life more convenient for those who opt in.

Integrate SMS with other channels

Registering a shortcode and keyword makes it as easy as possible for customers to opt in since all they have to do is text something like “SIGNUP” to a five- or six-digit number. It also makes it easier for you to advertise your SMS channel for customers. You can very quickly provide customers with instructions for opting in on your website, on banner ads in store, near the point-of-sales in your store, and across various social media platforms and other digital and print channels.

Don’t be annoying

It takes a lot of work to build your SMS database and almost no time at all to lose it. Smartphone users can be an impatient group and the moment they perceive that opting-in is more of a burden than it’s worth, they’ll reply to a text, “STOP,” and you are no longer allowed to text them. Texting too often or at inconvenient times such as weekends, holidays, or too early in the morning or late at night will result in more opt-outs. Also, if every single text is a promotional message, they may feel that you’re taking advantage of the relationship you’ve established to constantly push products/services on them. Promotional content should be no more than half of the texts you send.

Stay compliant with regulations

As already established, SMS is a highly regulated marketing channel and the regulations are updated from time to time. While most bulk SMS marketing platforms will ensure you’re staying compliant and stay on top of new regulations, it’s still a good idea to keep up on them as well since an infraction can result in a fine and repeated infractions could even lead to a lawsuit.

Mobile Technology News brought to you by biztexter.com

Source: bdaily  .co.uk/articles/2017/06/30/tips-on-crafting-a-valuable-retail-sms-marketing-campaign