The Mobile Marketing Blog - TellMyCell

More and More Research Tells Us Millennials Can’t Do Without Text

Many recent studies into the preferences and habits of millennials found that they are more engaged with mobile technology than any other group. They also delivered some important insights about the ways in which millennials use smartphones.

Some 500 young people, surveyed by Retale, responded to a series of questions about mobile usage; the research found that 94% of millennials regularly use geo-location technology, and 84% say they act on push notifications. Nearly two thirds use their smartphones to look for coupons or discounts for immediate use, while a third use them to research product information for later purchase.

Whatever they use their mobile device for, the very presence of the device on or near their person is non-negotiable. Zogby reports that 87% of millennials are never without their phone, and 80% start their day by reaching for their device.

Another piece of research - from the OpenMarket - reveals that 76% of millennials would rather sacrifice phone calls than text messaging, citing convenience as the reason. But most interesting to mobile marketers is the fact that millennials would rather receive text messages for business transactions, including payment and appointment reminders, and special promotions. 

Furthermore, a Gallup poll surveyed 18 to 29 year olds and found monthly texting rates have more than doubled in the last two years.

And still the number of phone calls made by this demographic continues to decline. According to the Zogby research, 4/5 of young people spend at least two hours per day on their phone. Yet hardly any of them use it to make calls. For older generations, this may be hard to understand, but there are a few factors at play:

 

• Many young people view phone calls as intrusive and presumptuous, putting expectations on the recipient of the call to drop everything they’re doing and pay attention to the caller. Texting eliminates this problem because it doesn’t require a real-time response. 
• Privacy is not something millennials care too much about. They’ve been giving up personal details and consent regarding how their data is shared since they can remember, all in exchange for the convenience of increasingly sophisticated technology. The notion that you would mind companies knowing what you’re talking about is an alien one, and thus no bar to sending reams of your most personal information into the digital ether.
• Texting does away with a lot of the niceties of a phone call, while maximizing the useful information. If you need to simply find out where you’re meeting people for a night out, an address can be stated in a text message - a message that’s also a hyperlink to the map of the location which you can plan the best route to with GPS, all while checking out the menu as you walk. If a millennial texts such a request to their friend, a phone call returned would be annoying!

 

This understanding of what phones are for is so radically different to what baby boomers and - for their childhood at least - Gen Y-ers used them for, it can be difficult to get your head around. But seeing the smartphone from the perspective of young people will help you craft a more effective mobile marketing campaign. Hope we’ve helped!

Clear Majority of Millennials Respond to Push Notifications

A recent study into the preferences of millennials found that, unsurprisingly, they are the most highly engaged group when it comes to mobile technology. The research provides yet more evidence that any forward-thinking marketing campaign must take this demographic seriously. 

Among the key findings:

 

• 94% of millennials regularly use apps with geo-location technology, with both Android and Apple users equally keen on such tools
• A majority of millennials (84%) say they act on push notifications, with men responding at a slightly higher rate than women, and more iPhone users (92%) responding to push notifications than Android owners
• In terms of the kinds of information millennials are looking for, 61% like coupons or discounts for immediate use; 35% prefer to receive the latest product information; only 16% of respondents said they used mobile devices for ‘in-store guidance’

 

The 500 millennials surveyed also described the circumstances in which they would not respond to a push notification. The most common reasons were: lack of relevance (39%); intrusiveness (34%); receiving too many notifications (25%) and a lack of attractive deals.

As esoteric as they can appear, these studies provide crucial information to the modern business. Millennials now outnumber baby boomers, and their buying power is at an all-time high. Even with a slower economy and higher cost of living than their parents enjoyed, one can reasonably expect millennials to continue increasing their financial clout. Right now, the median income for those at the younger end of the demographic (ie born in the 90s) is around $25,000; thirtysomethings towards the top of the range earn double that. With 23% having a bachelor’s degree or higher, millennials are the most highly educated generation in history. 

The study - conducted by Retale - is just one fraction of the market research honing in on millennials, and how to predict and capitalize on their preferences and habits. Research from Zogby corroborates the suggestion that millennials are more wedded to their mobile device than any other group, with 87% reporting that their phone ‘never leaves their side’ and 80% claiming the first thing they do in the morning is to reach for their smartphone. Around 78% said they spend at least two hours per day on their phone. 

 

Local Mobile Marketing Tactics for SMBs

Small businesses have the most to gain from local mobile marketing. As it becomes harder to compete for consumer attention, the mobile frontier offers greater opportunity; but it can also be intimidating for local business owners more familiar with traditional marketing tactics. However, the mobile tipping point is upon us, and a delay of better tactics due to unfamiliarity is an excuse, not an option. If you’re a local business owner, mobile marketing is the best way to stay competitive. 

Here are a few effective local mobile marketing tactics that you can implement today:

 

The Mobile Experience 

Optimization: this is a word you’re probably very familiar with by now. We optimize retail space, employee productivity, and even websites — but have you optimized your customers’ mobile experiences? 

The reason you should care about this is because mobile use exceeds regular desktop activity—your customers are on their phones more than they are on a computer. Is your website mobile responsive? In other words, does it reconfigure to make sense on a tiny smartphone screen? Users who struggle to navigate a bad mobile website are more likely to give up on their purposes, whether they’re looking for information or trying to make a purchase.

Your customers’ journeys will often begin on mobile devices; be there to capture that experience and optimize it every step of the way. 

 

Mobile Communications 

The mobile experience means that users are generally going to be on their phones when they reach out to a business, but that’s also true in reverse—the communications you send to your customers will also likely be received on mobile devices. Email and SMS messaging are two very popular mobile communication channels. To be effective, these communications must be interpreted for mobile. 

For example, open-and-read rates of text messages are about 90 percent, so it’s worthwhile targeting customers through SMS. To craft an effective SMS message, try to keep the message as short as possible, provide a value to your customers (discount, special offer), and make the follow up action (usually a link) accessible and easy to follow. 

Similarly, emails on mobile should have some structural variances that enable mobile users to read and take action. For example, use a larger font and a single column layout. Keep the content brief and make sure the call-to-action is clear and actionable. 

 

Social On-the-Go

Another thing people do almost exclusively on mobile these days is use social media. Part of your mobile marketing campaign should involve getting in front of your customers in the mobile spaces they frequent most. For many, this means implementing mobile tactics that make sense on social media. 

Some tactical examples include regularly posting short, relevant content with attention-grabbing topics. You should also encourage customers to share their pictures, reviews, and ideas within your brand’s social community. Engagement is invaluable. Use your page metrics to adjust settings, improve content ideas, and reach more potential customers. Local pages enjoy 5 times more reach than their larger corporate competitors, as well as 8 times more engagement from each fan reached. This is largely due to a shift in consumer behavior, which favors smaller businesses and local production. 

Small businesses can use each of these local mobile tactics to their advantages and succeed in a competitive market. 

 

 

Israel Launches Distress App with Texting and Video Capabilities

Mobile technology is increasingly being used by police departments and first response units across the United States. Text 911 in particular has proven highly successful, often in emergency situations where texting is the safest option.

Now, emergency responders across the world are following suit. Israel is the latest country to introduce various text message services, but they’ve gone further still, with live video distress call capabilities. The first-of-its kind service could be a real boon not just to citizens in trouble, but as part of evidence gathering that could help convict offenders.

Until now, Israel - like most countries - has used an outdated emergency call system, which only takes voice calls. By not making full use of the technology available to the vast majority of the public, emergency services respond more slowly, with a greater a risk of miscommunication, wasted resources and, ultimately, a citizenry that isn’t as safe as it could be.

Israel sought to improve the situation when it launched its groundbreaking platform across the country earlier this month. It enables emergency operators to see a live video stream of whatever crime or crimes are unfolding, as well as communicate with victims via text message and precisely locate where help is needed.

Available as a phone app, the country hopes to export the technology around the world. And in an unstable geopolitical climate, with mass casualty events unfolding everywhere you look, the potential is obvious - not least in the United States, where some 240 million 911 emergency calls are placed every year. Without geo location technology, the best emergency responders can do (in the event of receiving a call where the caller can’t provide information) is locate the closest cell tower. Accuracy is changeable, and never perfect - a huge problem in an emergency situation where every second counts.

Roadtesting Handsfree Texting: Apple vs. Android

If you’re like me, and most other busy professionals, multitasking needs to be as innate as breathing. Whether I’m scanning morning emails while making breakfast, driving to an appointment while taking a conference call, or simply doing three things at once because I want to, the fact of the matter is sometimes, I need a little help. 

When Apple introduced Siri in 2011, I thought my life would never be the same. You remember the TV advertisements, don’t you? It was going to be like having an unpaid personal assistant at my side every day, forever and ever. 

And then I met Siri, and we hardly ever spoke. 

Since 2011, each update of Siri has been a little better. And now that Google has provided Android users with the same hands free convenience, I figured it was time to test out my old acquaintance and try her new competitor Google Now. 

Here are the results from my hands free road test:

 

Miss-communication 

One of the obvious problems I observed in 2011 was Siri’s lack of contextual awareness. Siri repeatedly misunderstood my requests, did not provide relevant answers, and ultimately didn’t make my life easier (or anyone’s, for that matter.) Today I find this has improved, but not as much as I would like.

Siri’s only redeeming quality: snarky comments and bedtime stories. 

On the other hand, Google Now has a better success rate on basic inquires, although some miscommunication still occurs. What Google Now lacks in personality, it makes up for in actuary and readiness—a huge win for Android. 

Apple fans do not despair. Siri’s next iteration will include Proactive, which is tailored to help Siri understand more complicated requests. In the future, this could push Apple into the lead. Until then, for easy hands-free texting, my vote goes to Android.

 

Command Central 

Aside from ensuring the inquiries are received correctly, what about the actual command process? Which one is easier to use? 

If you use an iPhone and want Siri to read your most recent text message, first you must ensure the “Hey Siri” feature is turned on in the settings menu. Then all you have to do is say “Hey Siri” and ask her to “read my text messages.” 

From there she will recite your message, and follow by asking if you’d like to send a response message, which you can dictate and send. 

No big deal. 

Similarly, Google Now incorporates almost the same exact commands. Just say, “Ok Google, show me my last messages” and you’re off to the races. Your phone will tell you whom the text message is from and read it aloud to you. It then asks if you would like to respond, listen again, or delete the message. 

There’s no distinct winner here in my book. The commands and utility of this hands-free feature are more or less the same, less the activation required to speak directly to Siri. But that’s not such a bad thing. It’s good to know you can turn off these features if and when I need to. 

This one’s a draw. 

 

Nosey Neighbors  

Call me old fashioned but I don’t like Google knowing every detail of my personal or professional life. Google Now has brought up considerable concern regarding privacy issues, which may (or may not) take place all the time while you’re using Google and their associated platforms and services. 

Google Now is no different. It’s scanning your calendar to make appointments, looking through text conversation and images to arrange context for the most sophisticated responses. 

While there are currently no outstanding lawsuits about the matter, it’s clear that for some users this may be an issue. 

Siri may be slow, but she’s no nark—one point for Apple. 

Things are all tied up it would seem. The good news is that my hands are freer than ever before to multitask, thanks to the latest hands free texting apps via Apple and Android. But don’t take my word for it—try them both out yourself. 

The Best Smartphones in 2015

It’s that time of year again—no, not Christmas—a breakdown of the best smartphones of 2015! That’s right, it’s not too late to get great deals on the best phones of the year, and you’ll want to know who made this year’s cut and why before you make your purchase. 

 

#5 HTC One M9

This brand has come a long way this year, and for people who enjoy the minimalistic design of Apple, but prefer the Android operating system, this is a perfect mobile arrangement. 

Great features on this phone include solid build and utility, BoomSound audio and Sense overlay. While the camera isn’t the best the industry has to offer, for strict utility users, this is an affordable and thoughtful choice. The HTC One A9 is also pretty good, and it looks a lot like the iPhone. 

 

#4 Samsung Galaxy S6 Edge+

For users on the fence about getting a phablet, this Samsung device is your 2015 champion. The sleek and enormous screen size helps busy users see and do more with advanced camera and video features, which make getting social both a breeze and more enjoyable. 

If you like everything about this phone but don’t think this device will fit in your pocket, the Samsung Galaxy S6 has all the same great guts in a more traditional sized smartphone. 

 

#3 Sony Xperia Z5

This is a great phone for people who take their smartphone with them everywhere—we’re talking the mountains, scuba diving, you name it! This device is waterproof, dustproof and by all accounts indestructible. It also features the latest Snapdragon processor with 3GB of RAM.

This phone is certainly not the cheapest phone on the list this year, but depending on your daily activities, this phone could be well worth the small investment. 

 

#2 iPhone 6S Plus

We just couldn’t have a list without an Apple product in the mix, now could we? And the iPhone 6S Plus surely don’t disappoint. Yes, the 6S Plus is more expensive than its sibling the 6S, but it’s well worth the money if you’re thinking about upgrading your iPhone to a 2015 model. 

The iPhone 6S Plus is beautifully designed, features an awesome 3D Touch screen, fuss-free camera, and brilliant display. 

The other major advantage to the 6S Plus is the extra battery life it affords, which is a problem for most smartphone users. 

 

#1 Samsung Galaxy S6

Price drops on this incredibly good smartphone make it not only the most affordable smartphone this year, and dollar-for-dollar the most powerful handset on the market. 

The 5.1-inch screen is more than big enough to play, chat and snap just about anything you want, while still being small enough to be both lightweight and portable. Both the picture and video quality is an Instagram lover’s dream, which includes QHD display and a nifty TouchWiz overlay for ease of use. 

If you’re in the market for an end of the year upgrade make sure to grab one of these models to ensure you get one of the very best smartphones of 2015. 

 

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. 

 

The Lab App Bringing Experimentation to Budding Scientists' Phones

Today’s kids get much of their information about the world from digital media, which is why companies like interactive media publisher FatRedCouch turn to phone and tablet apps when they want to appeal to children. FatRedCouch has partnered with Genius Brands International, a brand management company that focuses on marketing to kids from toddler to tween age, to create the Thomas Edison’s Secret Lab app. This app is the first mobile app built for Genius Brand International's animated children’s series, Thomas Edison’s Secret Lab. It’s an app that kids can use to explore science in their own way, on their own time.

To fully appreciate the new Thomas Edison’s Secret Lab app, and the potential it has to inspire and enlighten children, let’s take a look the activities that the app offers and how it supports the learning that happens on the Thomas Edison’s Secret Lab cartoon series.

 

The Lab App

The Thomas Edison’s Secret Lab app will be a self-contained play environment for kids that allows them to perform experiments at home. Children will be able to play games that revolve around scientific theory and they’ll have the chance to read about famous inventors. The Lab App will feature a screening room that presents clips from the Thomas Edison’s Secret Lab animated series, and it will feature activities based on these clips. The Lab App will be an easy-to-use application for iPhone and Android that engages kids and “involves them in the series as members of the Secret Lab Kids’ Club,” according to GBI’s Present of Global Consumer Products, Stone Newman.

 

The Thomas Edison’s Secret Lab Show

Kids can certainly play The Lab App without having watched the Thomas Edison’s Secret Lab show, but the app is specifically designed to be a learning tool that expands on the knowledge kids already receive by enjoying the cartoon series. The Thomas Edison’s Secret Lab show is a comedy series from GBI that stars one of the greatest inventors in history and his madcap band of supporting characters, all who teach children how much fun learning about science can be. The series takes place in Thomas Edison’s secret lab, which he built to include a virtual version of himself and his partly completed robot, Von Bolt. Hidden for years, his secret lab was finally discovered by Angie, a 12-year-old science prodigy, who cracked a code to get inside.

As children watch the adventures of Annie and her friends on the animated series, they laugh, have fun, and learn things about the world through science. Now, with the creation of The Lab App, kids can become involved in the scientific experiments, investigations, and journeys of Thomas Edison’s Secret Lab in a way that has promises to teach them even more that can be learned through a cartoon. Through participation in The Lap App projects and activities, scientific facts, questions, and revelations become more understandable. With The Lab App, kids can begin to realize that they too have what it takes to be a real scientist and to make a difference in their world through their inquisitive natures. The Lab App is another example of how access to digital media is opening more doors for young and old to help change the future for the better.

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.