The Mobile Marketing Blog - TellMyCell

10 Mobile Marketing Predictions for the New Year

The time to ring in the New Year is fast approaching, resulting in plenty of mobile marketing predictions for 2016. The world is increasingly a mobile-centric place, so what’s likely to happen to this essential industry in the coming months? 

 

1) Apps in the Mainstream

Apps are increasingly the choice advertising avenue for many brands, and have replaced more “traditional” marketing means. Marketers are set to provide more utility and value within their apps, which will become the go-to in regards to customer loyalty and rewards, engagement, and the purchase of goods and services. Management of billing and payments via apps is becoming more commonplace as well. Brands pander to the independent shopper, the jet setter, and the otherwise-very-busy consumer interested in getting what he wants and needs quickly.

 

2) Ad Unit Evolution

Popular ad units are predicted to evolve seriously in 2016. The user experience is in the forefront of advertiser and publisher minds, causing them to push for more native ad placements. Such ads are less annoying and disruptive to consumers. The days of the one-banner-to-rule-them-all approach are coming to a close, as advertisers will instead focus on options that better match the medium. Users are subsequently engaged rather than distracted. 

 

3) More Fun With Beacons

Beacons and other location-based advertising strategies will continue to grow and thrive in 2016. A Google Eddystone study noted that 85 percent of the top 100 retailers are set to adopt beacon technology by the end of the New Year, with beacons also set to influence some $4 billion of U.S. retail sales. 

 

4) Personalized Messages

Marketers now have the chance to craft the highly personalized messages they want, thanks to data and real-time technologies. Next-generation platforms make it easy for marketers to learn from disparate data sources, pair them with real-time mobile signals—including those for movement and location—and create incredibly personalized “mobile moments” consumers are sure to enjoy. 

 

5) Meaningful Mobile Commerce

The New Year is expected to be the year mobile commerce gets its shot. According to eMarketer , m-commerce sales will increase by 32 percent in 2016, which is much faster than e-commerce. 

 

6) Mobile Budget Increase

The influence mobile is having on this year’s holiday shopping season is paving the way for a huge shift in focus. Forrester Research predicts mobile as the fastest-growing of the digital channels, and suggests brands will use mobile to create “big, hairy, audacious goals.” Evidence of this transition began all the way back in 2014, when Hilton announced a $500 million investment in mobile technologies. 

 

7) Cross Device Tracking and Targeting

The cross device tracking market needs a leader. This means advertisers should use their first-party data in conjunction with third-party data sources to create a comprehensive approach for cross-device tracking and targeting. Working with ad platforms that offer DMP capabilities expedites the process. 

 

8) Mobile-Informed Predictive Decisions

The aforementioned burgeoning importance of location and movement data in “predicting the next best offer” means brands will likely leverage their mobile signals to  “sharpen targeting and create look-alike models to reach similar consumers in other digital channels with hyper-relevant offers.” Machine learning allows for further optimization of big data over time.

 

9) Less Ad Blocking Concern

Advertisers won’t be as intimidated by ad blocking as they used to be. Why? The mobile web doesn’t affect in-app campaigns. 

 

10) Transparency in Programmatic Advertising

Advertisers and publishers alike are calling for greater programmatic advertising transparency. Publishers require improved access to data to determine what ads and companies are the most successful, while advertisers want to know what they’re paying for and obtain that coveted return on investment. 

Festive Apps for the Holidays

Shopping for holiday apps in the app store may not be your idea of embracing the Christmas spirit, but with more holiday apps to choose from, getting in touch with your inner Cringle has never been easier. From Christmas countdowns to unique gift ideas, here’s a list of festive holiday apps sure to warm your winter season:

 

Dreamdays 

For the minimalist, Dreamdays is a stylish countdown app available for both iOS and Android. In addition to counting down the days till Christmas, this app can be used after the holidays to count down other annual or personal events. 

 

Christmas Countdown 2015

If you’re looking for a more aggressive countdown, Christmas Countdown is an assertive app that packs a holiday-themed punch with daily quotes, gaudy Christmas interface, and announcements. This app is only available for iOS, but will pair nicely with parents and overly enthusiastic holiday elves.  

 

Etsy 

Along with knowing how many days are left before Christmas, ensuring you get gifts for everyone on your list is equally important. For gift-givers looking for unique and vintage pieces, Etsy serves up homemade items that will please the creatives on your list. This app is available for iOS and Android, and customers should be sure to order early as some items are shipped from overseas.  

 

Geek

This app comes from established developer ContextLogic and covers a wide array of products from wearable tech to home décor. In addition to its simple category-based interface, Geek also curates a shopping list based on behavior and extends special offers up to 80% off. Geek is available for iOS and Android and is sure to keep on giving well after the holidays are through. 

 

25 Days of Christmas 

If you’re a mobile game player, then Advent’s 25 Days of Christmas is sure to get you in the holiday spirit. Enjoy a new game each day, leading up to Christmas in this festive holiday-themed countdown app. There’s less than 25 days left till Christmas, so be sure to download this fun app for both Android and iOS. 

 

Pinterest

Sure, it’s not really a holiday app, but pinning creative décor ideas, gifts and recipes can be a fun, as well as an easy way to prepare for the upcoming holiday season. Get organized, be inspired, and enjoy the new feature that allows shoppers to purchase products via clickable pins. 

Don’t be a Grinch this holiday season. Instead cozy up to one or more of these festive holiday apps and let the spirit take hold. 

 

Samsung Stays Top Dog in India's Mobile Marketplace

Selling smartphones is no small feat. How many times did you buy a smartphone this year? Once? What’s more likely is you didn’t buy a smartphone at all. That’s because U.S. consumers have become increasingly satisfied with their mobile devices, especially as prices increase and special features become more standardized. In other words, the U.S. has reached saturation, so companies like Apple and Samsung are looking for new frontiers to conquer. One such highly prized marketplace is India. 

In a recent report by a global marketing intelligence firm, the Q2 vendor share in India was analyzed to provide important insight about purchasing trends inside the densely populated country. According to the report, 26.5 million smartphones were shipped to India during Q2 this year, an increase of 44 perfect from the same period last year. 

Samsung, with just over 23 percent market share in smartphone sales, is the leader among smartphone vendors in India. However, core devices like the Galaxy S6 and S6 Edge did not significantly contribute to the company’s stronghold in India. That’s due in part to unique characteristics of this specific marketplace.

 

Smart Versus Budget Phones

First, consumers in India have a strict preference for budget phones. About 50 percent of all smartphones bought in Q2 this year were low or mid-tier devices, like Samsung’s Galaxy J1, and older models like the Galaxy Core.

Samsung was able to edge out big U.S. competitors like Apple for two simple reasons: Apple doesn’t offer a budget phone, and Apple has yet to open a flagship store on Indian soil. 

Lastly, smartphone vendors in India will have to wait patiently while the market makes the slow transition from mobile phone to smart device. India’s population has yet to reach this critical mass, however, the report predicts that by 2017, India will overtake the U.S. as the second largest smartphone market globally. 

Korea’s Samsung is still top dog in India, but other companies like domestic brands Micromax and Intex, as well as China’s Lenovo, have managed to grab a slice of the pie. Micromax maintained the second position in the smartphone market with a 17.7 percent shares. In third place, Intex increased to 12 percent, and Lenovo (including Motorola) edged out fourth place thanks to its new budget device the K3 Note, which they sold 2 million units of in India for the first time ever in Q3. 

For now, smartphone vendors in India will have to wait for consumers to reach a higher saturation point before they can upgrade smartphones at the rate they have been in the U.S. and China. However, if the smartphone lifecycle continues as it has here in the U.S., vendors will inevitably see a slowing from Indian consumers in the years to come.

 

ABOUT THE AUTHOR

Jeremy Pollack has a B.A. in English from USC and has been writing professionally since 2001. He is the founder and editorial manager of Compelling Content Solutions, A copy writing and content marketing services company.

 

Mobile Shopping & the Mom Majority

Marketers know that, in many households, moms control the purse strings, making daily judgements on what to buy for their families. It’s safe to assume that a significant portion of those purchases are made using mobile devices. But a recent study suggests an increase in mobile shopping far beyond what anyone could have predicted.

The research, conducted by BabyCenter.com, highlights a rapidly growing trend among mothers to use smartphones as a smarter, more convenient shopping portal. It shows a 33% increase in completed purchases over the last year - bigger than the average figures across all demographics. Interestingly, much of this mobile activity begins as so-called ‘showrooming’ - 70% of respondents report using a mobile device for shopping and price-checking while inside a brick and mortar location. 

This is not all that surprising. Moms who make regular purchases of a wide variety of goods and services are in touch with up-to-the-minute market values, and know how to save money by comparing prices across competing brands. According to the survey, 56% of moms do this in-store, using their mobile devices. Mobile commerce for moms, then, is principally a money-saving endeavor, and any mobile marketing tactics used to target them should bear this in mind.

Of course, saving money with mobile goes beyond comparing costs. One of the most effective mobile marketing tactics - for all demographics - is the mobile coupon. Of the 1100 moms surveyed, 61% said they used mobile coupons. More than half reported using retailer apps, directly engaging with a specific brand from their devices.

Scanning, too, has experienced a surge in popularity among moms. Apps such as RedLaser and similar proprietary offerings from name brands allow users to scan for coupons, price comparison, or product information. Moms surveyed were 55% more likely than others to make a purchase after scanning an item.

The lessons for retailers? Offer a streamlined mobile experience that considers the needs of moms working to tight budgets and tighter schedules; provide scanning capabilities and in-store apps; give mobile coupons to loyal customers and to potential new customers as an enticements.

Moms (and, let’s not forget, stay-at-home dads responsible for running the household) are using mobile devices as part of their daily shopping habits, but that doesn’t mean they’re sitting ducks. They are some of the savviest shoppers out there, and will use the power of mobile to wring every last saving they can on behalf of their families. Connect with them in the right way and you’ll foster a sense of brand loyalty that will last after the youngest kid has been packed off to college.

Mobile Marketing for Seniors

 

A common misconception among the elderly is that they have no idea how to work anything tech-related. Many brands skip catering to seniors because they wrongly believe there’s no point. However, those that do this are robbing themselves of a very worthwhile demographic. Seniors—or those 65 and older—are living longer and increasingly getting involved in the online/mobile world. In 2014, 74 percent of people 65 and older owned a mobile device, and over 39 million seniors had social media profiles. Indeed, older peeps are the fastest-growing group of social media users, and they rely on Facebook, Twitter, and other platforms for the same reasons as their younger counterparts.  

Want to appeal to the gray and white-haired members of your target audience? Check out the following tips to help you out: 

 

Keep It Simple 

‘Simple and straightforward’ goes a long way with regard to mobile marketing for seniors, both in text and visual formats. Forget trendy slang words and opt for relatable language that’s specific to your products or services. The point is to make it clear why your older audience needs and wants your products/services, so avoid any wording that feels vague.

 

Easy ‘User Onboarding Process’ 

If you’ve been successful in encouraging the seniors in your audience to download your app, the next step is to ensure the user onboarding process is easy to understand. It shouldn’t include a long list of steps or inundate your audience with too many personal questions. If your process is too complex, you can kiss the vast majority of your elderly audience buh-bye. For best results, aim to enlarge small buttons, provide thorough explanations each time you ask for personal information, and otherwise make certain people understand the benefits you’re offering. 

 

Don’t Forget the Visual 

Seniors, like most people, are very much about the visual. If your mobile marketing campaign isn’t eye-catching, you aren’t going to grab the attention of the seniors in your audience. Pair straightforward language with stunning visuals, and see if the number of seniors in your target audience doesn’t double or triple. 

 

Include a Sweet Deal

Many of today’s seniors grew up during periods of economic strife, and are all about scoring a great deal. If you really want to market to seniors, engage them with awesome deals they can’t resist. Whether you choose to send coupons through text or email or announce deals on your social media platforms, know that seniors always love a great discount. Make your loyalty rewards program irresistible to them and reap the benefits of a boomer-focused mobile marketing strategy.

 

Be Respectful

Seniors don’t like to be talked down to (Well, who does, really?), so remember to always be respectful. Pandering to them in ways that make them feel decrepit isn’t going to help you, so make sure your mobile marketing efforts are respectful in nature. If you have a brick-and-mortar business location, make certain employees treat all older patrons with the respect they deserve. Seniors will love it, and you’ll love the increase in revenue. 

Can Wileyfox Compete in the Android Marketplace?

 

Later this year, Wileyfox will debut two new smartphones in the Android market. The prospect of greater diversity in the smartphone arena is appealing, but is there space for new devices in a seemingly saturated marketplace?  

You have to give the British business some credit: after all, it’s not every day that a company attempts the impossible. Wileyfox has two models lined up for release: the Swift and the Storm. The only thing more generic than the product titles is the styling of the phone, which looks pretty standard: big, slick screen and beveled edges—no sense in reinventing the wheel, right?  

What the phone lacks in aesthetics, however, it makes up for in personalization and price. We’re all so acclimated to high smartphone prices that the thought of buying a $200 handset sounds more like a gimmick than a feasible alternative to a luxury-priced iPhone. This is where Wileyfox begins to separate itself from big competitors. At about $200 for the Swift and $300 for the Storm, these budget cellphones aim to provide users with an affordable device with some interesting features. 

 

New and Exciting Features

The three most relevant and distinguishing features consumers are likely to notice focus on specific user preferences. Wileyfox has chosen to use Cyanogen OS rather than regular Android, which allows the user to customize settings that we normally don’t think about while using a smartphone—things like font, interface graphics, and colors to name a few. This OS also allows a bit more security with regards to app management. Additionally, the phone comes with Truecaller, which is yet another layer of protection against spam and telemarketers. 

Lastly, these phones come unlocked and ready to travel. Some say this is the smartest thing about this smartphone. Currently, most smartphones come locked, or ascribed to a certain service provider, which uses a designated network (GSM, 4G, LTE, CDMA) to offer service. While traveling outside of your local service area—especially internationally—staying connected to the network becomes increasingly problematic if not altogether impossible. Both Wileyfox phones have a dual-SIM feature, which allows the phones to travel easier without needing to connect with different carrier technologies. 

A lot of people are noting the similarities between Wileyfox and China’s budget version, called OnePlus. Wileyfox chose to install the same operating system, and plans to use similar viral marketing strategies to win consumers. But, so what?  Wileyfox is probably going to make the biggest impact on its home soil, solving a problem that most people in the EU deal with on a regular basis—outrageous roaming charges. 

Will Wileyfox be able to compete in the Android market? The jury’s still out. However, it’s no coincidence that the phone has been designed to move more freely while roaming, or that the security is beefed up for people on the go. This phone directly answers a need the people in Europe have. Will we see much of Wileyfox here in the US? That’s still up for debate. The Swift launches later this year in Europe and Asia, which will presumably be a test run for any chance it may have of surviving in the US Android market. 

Reaching Boomers: A Mobile Marketer’s Guide

 

As we settle into Fall, businesses across the country are preparing for the spending bonanza that twitches into life well before Halloween, gathers pace around Thanksgiving, and goes stratospheric in the weeks before Christmas. 

How successfully businesses harness this spending spree to their benefit depends largely on who they choose to target, and how they go about reaching them. At this time of year, brands typically focus on the spenders (parents) and the influencers (children). Less attention is given to grandparents - a fact you can turn to your advantage. 

After all, these are mostly Baby Boomers we’re talking about. They’ve got the money, time and inclination to spend. There’s 80 million of them in the United States, but despite accounting for only 30% of the population, they have 70% of the disposable income. From a marketing standpoint, Boomers are low-hanging fruit.

Increased life expectancy, coupled with greater wealth per capita than any other demographic, ensures that the current generation of over-60s isn’t planning to slow down their spending any time soon; analysts forecast Boomers’ financial clout to top $15 trillion by 2020.  

It’s not just how much they spend - it’s what they spend on. Air fares, restaurant meals, theater and concert tickets - Baby Boomers outspend other demographics on practically every non-essential item. They’re also far more tech savvy than many believe, with 71% spending time online on a daily basis, and an average monthly spend of $650 on technology alone. 

So why are only 5% of ad dollars aimed at what is clearly a lucrative market? There’s no good answer to this, but it’s possible that a largely youth-oriented marketing culture has no idea how to communicate with Boomers. This year presents a perfect opportunity for your business to tap into this market and reap the benefits before everybody else catches on. 

Unlike parents, who are usually directly influenced by their children to buy the latest toy, grandparents often take the time to conjure up their own ideas for gifts. According to grandparents.com, Boomers spend $52 billion on their grandchildren. Helping them find the right gift for the right child is your way in. Nearly two-thirds of Boomers use Facebook, so focus your initial audience-building efforts on social media. Encourage them to look towards apps and other software, as opposed to traditional toys. If you educate them on what “the kids” are into these days, you can help them delight their grandchildren by getting the right gift without having to ask. Major brownie points from kids and parents.

 

How to Merge Text and Instant Messaging in Hangouts

 

To merge or not to merge text and instant message in Hangouts: that’s the question. On August 18, Google revealed a standalone website for its messaging and chat service, Hangouts. Now, users don’t have to go digging around through Google+ or Gmail and can instead use the new, dedicated URL to access IM, voice calls, video chats, and SMS.  

In addition to the new URL, Hangouts received a much-needed “interfacelift.” Users are now greeted by the same sleek design we’ve come to expect from Google, including fewer buttons on the screen and large landscape photography covering most of the background.

But back to the question: should users combine text and instant messaging? The verdict is still out on this question, and the move is likely going to be received with mixed reviews depending on how people interact with these individual features.  

On the one hand, it’s nice to jump around from SMS and chat, especially if you’ve got contacts that use the same technology for the same purpose. There’s also an advantage for users who may not check their Gmail inboxes often or rarely leave them open to check messages. 

However, things can start to feel clunky and disjointed if your contacts don’t use Hangouts frequently via mobile. 

 

Understanding the Switch

All of the fuss started months ago, when Google felt pressure to create a standalone page for its service, similar to Facebook’s messaging app Messenger, which already has a standalone page.  

The overhaul in version 4.0 includes updates for both Android and iOS, but appeals mostly to the already-loyal Gmail user who is most likely to use this free service.  

And if that’s a good fit for you, then you’ll surely want to make the mobile connection to various messaging tools within this service. To do that, simply download the latest Hangouts version 4.0 and get into your settings on the left side of the slide-out menu. 

From here, you can make Hangouts your default texting app by touching SMS disabled and selecting Hangouts in the list of texting apps. 

Next, you need to enable merges conversations, which will merge SMS and Hangouts conversation into one strand. Then you can select SMS, Hangouts, or Google Voice from the touch icon on the left side of the screen while texting. 

To enable Google Voice, you need to complete one further step by selecting your Google account instead if SMS under account settings. Then, you should be good to go.

Has the Tablet Had Its Day?

 

One could easily spend a small fortune buying a variety of electronic devices designed to make life easier, more portable, and more efficient. From the omnipresent smartphone and highly productive desktop computer, to the portable e-reader or lightweight tablet, every device offers a unique experience. As to whether each device is necessary is still up for debate—what isn’t, however, are the declining sales of tablets reported by International Data Corporation.

During the last quarter of 2014, Apple’s iPad reported a 17.7% decrease in sales. In the same quarter, Samsung was down almost 20%. In general, total unit sales dropped 3.2% across all tablet manufacturers in 2014, a fact which leads some critics to believe tablets may be headed toward extinction—or, are they?

 

Size Problems 

Some experts fail that Apple and Samsung shot themselves in the foot by building larger smartphones. Despite its past aversion to increasing the screen size of the iPhone, Apple created a new model that is almost 5 inches, and Samsung’s Galaxy 6 is slightly larger. Today, most consumers are happy to do several tasks or enjoy recreational activities on their smartphones instead of on tablets.

When tablets first came to market circa 2010, they offered a basic solution to the limitations of small-screened smartphones with the versatility of desktop computers. It was a niche product for people with specific needs—well received by nearly everyone who enjoyed playing games or preferred reading electronic books. 

Most research suggests that the tablet’s once carefully etched market is now at odds with the technology—unsure of its use or relevancy. According to Gartner, the MacBook Air is expected to grow 60% in 2015, suggesting that productivity is not ideally managed on a tablet. Popular E-readers like the Kindle are still favored for their specific use over tablets, and most people can comfortably watch television on a 5-inch smartphone screen. 

Another issue that may account for the slowdown in sales is the longer lifespan essential to the tablet itself. While many consumers upgrade their phones every 12-15 months, tablets don’t implore the same urgency to upgrade. Where smartphones seem to revel in annual upgrades, the tablet maintains a more limited evolution. 

While it’s sad to see an expensive investment like the iPad become obsolete, it’s a relief to know that technology is headed toward a more inclusive user experience. Instead of having multiple devices for specific tasks or activities, wouldn’t it be nice to have just one or two? It would certainly be more cost effective for consumers.  

The future of the tablet isn’t over just yet. Apple and Android are already carving out new niches in education to make the technology relevant in the classroom. What’s more, limitations on smartphones and desktop computers work both ways: the screen on a mobile device can only get so big, and the productivity of desktop computers can only get so small. Tablets will likely remain somewhere in the middle. 

Is Your Mobile App Up to Scratch?

 

Wondering why your app isn’t capturing consumer attention like it should?  

It doesn’t take much effort to delete an app, which any consumer will do should said app not function properly or prove difficult to use. Rather than annoying the majority of your audience with an ill-fated app, take the necessary steps to put it in working order. 

Here’s a look at what goes into creating a successful app, as well as a tip or two for getting yours off the proverbial ground: 

 

Affordability 

Is your app free? Or at least extremely affordable? There are plenty of ways to make money off free apps (Instagram, anyone?), with those costing $2 or less also proving attractive to potential users.

 

Usefulness

Does the app enhance the lives of its users in some essential way? Does it provide a practical purpose? If your app doesn’t fulfill a key role in users’ lives, then it better be very, very entertaining, such as the now-classic Angry Birds. 

 

Usability

How easy is your app to use? Is it simple to navigate and understand? An App’s Usability is key to growing downloads and maintaining engagement.

 

Advertising

What kind of reach does your app boast? Showcasing your product across social media platforms such as Facebook, Twitter, Tumblr, and Pinterest, as well as the company blog, is a good start, especially since these sites allow you to discuss matters related to the app and otherwise engage your audience. The more you engage and appear truly interested in users’ opinions, the more buzz your app will generate. 

 

Multi-Channel Capacity

Think about your app’s channel capacity as well. Evernote is a fantastic example of a multi-channel app, as it’s available no matter where you are or what the online situation.

 

Defining the Market 

Defining your exact market also helps your app get the recognition it needs for success. Is your target audience kids? Young professionals? Teenagers? Seniors?

 

Incentives and Rewards

What’s your app like in terms of incentives and rewards? Dropbox, for example, gives additional free space to consumers when they encourage their friends to join; the friends enjoy extra space as well. Rewards such as coupons, points, and virtual goals also help considerably when trying to pique consumer interest in your app. 

 

Tips and Tricks

Additional options for monetization include thinking about what upgrades you can implement, as well as how your app performs in terms of scalability. SMS marketing is another great way to generate interest in your app, as it’s easy to use and capable of reaching a mass audience in mere minutes. SMS offers a way to introduce your app with a free trial period. Additionally, you can ask customers to share a short referral code with friends in exchange for discounts on future purchases. 

Give your app the attention it deserves, and see if customers don’t give it the attention you want in turn.