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. 

 

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.

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. 

 

Create the Daddy of Mobile Marketing Campaigns this Father's Day

 

Mother’s Day is a firm fixture on the calendar, and the most popular gift-giving date after Christmas. Dads don’t have it as easy when it comes to receiving gifts. ‘What do you get the man who has everything?’ goes the cry, too ironic to be any consolation to the men who raised us. They deserve better! 

According to the National Retail Federation, consumer spending for Mother’s Day hit $19.9 billion in 2014; Father’s Day spending was below $13 billion. Individually, the average American spends $162.94 on their moms, and only $113.80 on dad. Forecasts for this year indicate Father's Day spending of $12.7 billion.

Many kids will say their fathers are harder to shop for than their mothers, who usually receive flowers, spa treatments, clothes, chocolates, jewelry etc. All those gifts might make it easier for children, but it’s harder for marketers to differentiate themselves from competitors. Father’s Day marketing is less competitive, affording retailers the chance to exercise a little creativity. 

A Father’s Day marketing campaign provides an opportunity to develop a strong brand image. Competition for sales is less aggressive than on Mother’s Day, which means you can afford to take a few more risks. Canadian airline WestJet recently demonstrated a good example of a campaign that transmitted a positive brand image without pushing sales. Their ‘Father’s Day Surprise’ campaign saw them partner with McDonald’s charity foundation to bring together parents and kids who were experiencing enforced separation. 

When it comes to Father’s Day Marketing, Pinterest is your friend. Appliance store Lowe’s used the site creatively by creating a collection of Father’s Day gift ideas, pinning their own products and a few from other sites, divided into categories like outdoor tools, grills, and by price. It might seem counterintuitive to suggest other companies in your industry to potential customers, but if you can create a wide-ranging resource for gift ideas, it’ll attract many more viewers than a branded marketing campaign that pitches you as the only option. Home Depot ran a similar Pinterest campaign to Lowe’s in 2014, and both did well out of the holiday.

Mobile coupons are a good way to give Dad a deal this Father’s Day. Car check ups, DIY tools, meal deals, discounted holidays - the list of industries that can take advantage of this oft-overlooked holiday goes on. Come up with your own creative mobile marketing strategy for Father’s Day. Give it the same attention as Mother’s Day and you’ll start seeing similar revenues.

Common Misconceptions About App Marketing

 

Despite overwhelming evidence to support the growing use and success of mobile marketing, there are still skeptics spreading common misconceptions. Overcoming these mobile marketing misconceptions will take time and data-driven resources; however, the result of lifting the veil will drive better marketing strategies, improve user bases, and incite further innovation. 

Here’s a list of common mobile marketing misconceptions—debunked. 

 

Cheap users are good users

The cost-per-install (CPI) metric is a common resource used by app marketers to measure how many marketing dollars it costs per user download. While many marketers will argue this number should be low, are inexpensive users really better for the app? Not necessarily. 

In mobile gaming for instance, the top 1 percent of users spend the most money. Further, these users spend an amazing 90 percent of the total app revenue. In short, more users don’t equal more revenue. Instead, measuring the quality of a user over a longer period of time based on interaction, as well as retention might prove more useful when calculating CPI. 

Depending on the revenue model, each app should look subjectively at CPI, allowing the most effective marketing channels to drive effort. Looking at user behavior is a huge part of this.

 

User behavior data can’t improve marketing tactics 

Whether a business decides to use third-party mobile analytics solutions or develops their own internal system, gathering user information isn’t just for product people—it’s a marketing tool.  

Understanding the details of user activity provides a huge advantage to marketers, enabling them to seek out users who possess similar demographic, geographic and psychological characteristics. With channels like Facebook and Twitter, marketers can spend more time looking for quality users instead of inexpensive users. 

Additionally, mobile analytics allows marketers to retarget specific segments of a user base, pushing some users to take action within the app through a variety of initiatives. 

 

Not every industry can benefit from mobile 

Instead of pondering whether mobile is right for your industry or not, consider how it could help. At some point, every consumer will be a mobile user, and even if your business lags in technology, it’s likely your customer base won’t. According to Nielsen, more than 50 percent of mobile users are age 35 years and above.

Millennials are quickly becoming the strongest and most easily reachable marketing demographic—they simply can’t be away from their mobile device. Ignoring this fact is bad for business, so while mobile might not have fit your business needs in the past, it more than likely will be part of your company’s future. 

 

Creative ads are a one-time investment  

This has absolutely proven not true. Using an online banner ad multiple times across various websites is great for visibility, but its longevity is not favorable when left unchanged. 

Instead of one creative campaign, try multiple adds with image and copy variations. Split testing the success of different ads will provide valuable insight. Focus on what’s working and change what isn’t. 

Also, refreshing your creative will drive conversions. Different channels like Facebook and Twitter prefer fresh and current content to recycled use. On Facebook, for example, they’ll post your ads on user’s news feed more frequently if it’s changed regularly.  

By avoiding these common misconceptions, incorporating a mobile marketing strategy doesn’t have to be a nightmarish ordeal. Overcoming skepticism is the first step.

Online Video Essential for Mobile Marketers, say Google

 

In a recent study, Google and Ipsos MediaCT attempted to untangle the effects of video as it relates to advertising and branded messages. They surveyed US consumers who watched videos on different mobile devices and presented results that may influence the future of mobile marketing. 

In the report, Google points to “moments of truth” as a catalyst for the increase in mobile video activity. They are described as micro-moments found throughout the day, when users attempt to solve a problem, explore interests, or search for new products or services. They are, on a basic level, a desire for information. The study hypothesized that this information-seeking activity would benefit advertisers and brands, particularly when the information was presented in video format. 

According to the report, 50% of global viewership on YouTube comes from mobile devices. Over 50% of those surveyed said they used video to help make a purchase. Further, the research also suggests that people who view videos on their phones are 1.4X as likely to watch ads compared to desktop or television viewers. What’s more, in addition to watching these ads, mobile viewers are 1.8X more likely to share or interact with the ad or branded content.  

The significant behavioral findings in this report are linked to a personal connection individuals feel toward their mobile devices. Smartphones are inherently more intimate than a television of computer desktop, which in turn affects the way people view content — even paid content. 

However, the study also notes, brands must pay close attention to this deeply personal and intimate space. One way to accomplish this is to allow users the opportunity to skip the ad. More than three out of four people said having the choice to skip an ad was very important to them.  

Finally, the study concludes that smartphone video viewers are 1.2X as likely as desktop viewers to think more highly of companies that offer videos about their products and services. 

Companies that succeed in building creative, as well as informational videos will likely win those scattered micro-moments, and therefore succeed in building a stronger relationship with mobile viewers.  

As behaviors shift among mobile users, advertisers and branded content can rest assured they will continue to have a place in the growing mobile arena. By respecting a viewer’s expectations for relevance and choice, it’s possible to achieve substantial results from future video campaigns.