Why Is Mobile Marketing Still Lagging Behind?


From the moment that people could surf the Internet on their phones, marketing experts have been battling with finding ways to put effective advertising on the tiny screens. Years later, there is some progress in mobile marketing but it is not generating the kind of revenue clients need to stay in business. Why is mobile marketing lagging behind so much and what can be done about it?

It Needs Its Own Specialty

Digital marketing experts are being forced to become specialist as more and more Internet platforms and technology continues to evolve. As time goes by, some marketing professionals are specializing in data analysis, while others are focusing on social media. At this point, not many digital marketing experts are specializing in mobile marketing. For the most part, marketing experts are trying to use existing processes to get this new medium to work. If there is going to be progress in mobile marketing, it is going to need dedicated specialists.

Not Utilizing The Full Capacity Of Smartphones

Smartphones may have small screens, but they have powerful processors and advanced graphics capabilities. Smartphones have more than enough processing power to deliver interactive experiences for users with every marketing campaign. But digital marketing experts are not focusing on what the smartphone can do. Instead, they are still lamenting what it cannot do. There needs to be a focus on maximizing the smartphone technology if there is going to be progress.

Focusing Too Much On Text Marketing

The area of text marketing has grown and developed considerably over the years, but it should only be one part of a mobile marketing plan. Instead of looking at text marketing like email marketing and making it one powerful too in a robust marketing plan, digital marketing experts are putting all of their smartphone hopes on text marketing. Until there is a focus put on everything else a smartphone can do, mobile marketing will remain stagnant.

Not Understanding The Potential

While there does need to be continued innovation in regards to desktop marketing, it is well known that the vast majority of Internet users will be accessing the Internet through smartphones only in the very near future. Digital marketing experts need to start innovating with mobile marketing or they and their clients will see a significant loss in advertising revenue over the coming years.

Mobile marketing has been slowly taking over the face of Internet marketing for many years now. But despite the obvious rise in popularity of mobile devices, digital marketing has been very slow to innovate solutions that will allow clients to monetize smartphone users. Google and other search engines are starting to make mobile websites a priority, and it is about time that digital marketing companies started to do the same.

Before you start working with a digital marketing company, ask them about their mobile marketing strategies. The companies that are experts in the field will be able to answer your questions and tell you exactly how mobile marketing can make your company more revenue.

The Beginner’s Guide to Pay-Per-Click Part II

Last week, we highlighted some of the basics of PPC, so this week we’ll take things a step further and talk about some of the ways you can leverage PPC to improve your business.

Use PPC to test your product ideas

Remember that old saying ‘build it and they will come?’ Yeah, that’s not true. I mean if everyone who ever owned a business instantly got paid because they had a product, we’d all have billion dollar-plus valuations and you wouldn’t be here and we wouldn’t be writing this.

Sad to say, but great products don’t build great companies. Go to any market in Asia, Australia or South American and you’ll find things there you can’t find anywhere else in the world, but then again – you can’t find them anywhere else in the world. To get products off the ground – you’ll need to ASK people if they’d use your product first.

PPC can help you conduct real, meaningful market research on your product to see if A.) There’s a demand for your product and B) if people would be interested in signing up to test your product.  Gaining this information will help you pivot and adjust your offerings to better meet the needs of your audience.

Make sure you’re not a victim. Find your audience first, then launch the product second.

PPC for Nonprofits

Yes, political people figured it out, too….

Now that we’re done with the buzz kill, politicians are important to watch – not just for the obvious reasons – but also for how they raise money. Those implications are broad for nonprofit organizations who are always money-starved and looking for new ways to attract donors.

The one thing politicians have learned and leveraged well is that it doesn’t matter what kind of media people are using – if you can get in front of them, you can get your message out. Plain and simple. So if you’re a nonprofit, you need to tap into the minds of those who are already looking to hand you money.

PPC can help you get in front of those eyes and find the best ways to reach those who want to hand you money by targeting the right key words and phrases for your campaign. PPC simply gives you a cost-effective way to ask so that you can receive.

PPC to test advertising

Sounds dizzying, right? Advertising your advertising?

Remember the company HipChat? They were the company that used a popular billboard to advertise their site. They did well, got backlinks, free media mentions, PR, etc. but they also spent $7k to run the advertisement for four weeks.

So will you get the same results if you buy a billboard? Probably not! But the point here is that offline ads are really expensive. PPC can help you test out your messaging FIRST before you plunk down the big bucks for the traditional stuff. Not only can you see whether your ad will work, but you can also maximize its potential.

Use PPC to test titles

Ever wonder why some companies are successful and others just bust? How some conferences and events end up filled to the brim while others look like sponsored ghost towns? Sometimes, it has to do with something as easy as the title of an event.

Titles, product names, event descriptions – they can have a dramatic impact on your success or failure. They help garner buzz, interest and eventually – money – from your core demographics. PPC allows you test titles and product names to see which ones gain the most attention. It also helps you get over your own creativity. More often than not, the thing WE THINK is a great idea, isn’t. PPC can certainly humble you and in many ways – save you from yourself.


Timing is Everything: Make Use of Your Email Lists with Smart Marketing

Email marketing campaigns are too often dismissed as old hat. With spam filters firmly in place, businesses believe that their sent emails will disappear, never to be read. However, there are three distinct times when an email from your company is not only expected, but it will be welcomed. Timing is everything when it comes to marketing.

New Customers Deserve a Welcome

The content of your welcome email will vary depending upon the degree of interaction that you have had with your customer. If they have purchased something from you or have signed up for regular emails from your company, you have a second chance to re-engage them. Follow these tips:

  1. Create a consistent format for your emails to make your business identifiable. You want your customer to remember who you are so that they will open your next email.
  2. Get the email out quickly. There is no reason to delay since much of it can be automated.
  3. Ask them for feedback by including a customer satisfaction survey at the end of the email. Returned surveys help you gauge the effectiveness of your business practices.
  4. Include up to two links to your website in the email. If you include more than that, you will overwhelm them.
  5. Make it short and simple.

Automated software allows you to capture interests and tailor the emails that you send. Be prepared to edit and revise until you are sending a message that elicits positive responses.

Share Your Promotions

Promotional emails should only be sent when you have something of real value to offer your customer. Limit these emails to big sales and stellar buyouts. Be prepared to answer the following questions before you begin writing your copy:

  1. Who is your audience and why will this promotion interest them? Talk directly to them and address their needs.
  2. What are you offering that is better than anything your competitors are bringing to the table? Spell out the value of your offer.
  3. When will your customer have to take action to benefit from your promotional product or service? Create a sense of urgency.
  4. What is your objective? What do you want your customer to do? Once you've worked this out, make it easy for them to complete the desired action.

Write the headline and the email subject line with great care. Start with a working title for each and revise it when you are done. Great copy writers understand the power of the first line. Make them compelling and your email will get the response that it deserves.

Instruct and Inform with Newsletters

Customer newsletters are tricky. They involve professionals writing casually about business. As subject matter experts, these writers have the voice and the qualifications to make a powerful impact on customer retention and referral rates. Use these tips to keep your readers engaged:

  1. Make sure that the content is valuable. Address a need and provide a solution in a compelling manner. Avoid fluff within informative articles.
  2. Include interesting tidbits to engage your readers. By interspersing the main content with funny stories or interesting and relevant facts, you create the opportunity to bond on a more personal level with your readers.
  3. Take care with the format. Your newsletter should look professional and reflect your business well. Take the time to create a style guide so that future editions will have the same look.

While newsletters should be sent out on a regular basis, you don't want to overload your email subscribers. Limit it to once a month or less and make sure that you have great content before you send. Keep it short, sweet, and to the point.

Email is still a good way to keep your business fresh in your customers' minds. When used to welcome new and repeat customers, they are effective tools to promote your business and establish your credibility.


Get Local By Going Mobile

If you’re someone who still needs convincing on the sweeping impact of mobile marketing on small businesses, consider the latest mobile survey from Google this past month:

77% of Smartphone users search for local businesses on the smart phone. Of those, 90% of those searches resulted in some sort of action – whether it was a visit to the store or a purchase.

Not only that, but it’s been local search- specifically – that’s taken off. 54% of Americans use mobile, not the phone book, to search for local businesses. 61% of those searches result in purchases. Not visits, guys – stone, cold purchases.

Sounds pretty great, right? Well here are some tips you can use to get more local business by going mobile.

Claim your Google places business listing. It’s free and most of it has been done for you already. If you don’t have a website, it can moonlight as one until you get one or if you do already, it just makes the local search piece more palatable to search engines. Without getting too complex – it’s free, takes next to no time and helps you a lot.

Keep your search terms local-friendly. The key with any search is to think about how your customers are searching for your service and finding it. This just takes that to the next level, leaving you to consider how local customers grapple with trying to find you online.

Use lots of local offers because let’s face it – every community is unique and every community provides special opportunities to gin up a little business. Consider quirky local festivals and holidays, and piggy-back on other major promotions in your area. It helps for great seasonal marketing anyway – but from a search standpoint, can add up to serious traffic.

Make your mobile content as friendly as possible. Trim out the fat and leave the pizzazz for all those vapid desktop users. Make your applications, site or content easy to take action with, easy to share and easy to use. Stick to that axiom and you should generate business in no time!

Four Ways You Can Use Mobile to Help Boost Your Small Business

Mobile marketing is taking small businesses to new heights through its plethora of convenient, low cost solutions. Why should you be there? Well, consider this:

94% of US Smartphone users have searched for local information and 90% of those have taken action as a result. 50% of those people look for that information weekly while a quarter of them do so daily. And what do they do with that information?

-70% connect with businesses

-66% visit the business

-23% tell other people about the business

and most importantly…. 36% make a purchase! So how can you as a small business owner leverage mobile to your advantage? Take a look below!

Use your phone to grow your email lists

Instead of collecting business cards from people, there are a plethora of new tools you can use to build an email list. You can text a ‘join application’ notification that integrates with your email program, a QR code app that can be scanned in order for people to join or even business card scans that can capture information in exchange for the opportunity to win special discounts, prizes, etc.

Mobile commerce

One of the biggest competitors to card scanners and cash registers everywhere is the emerging mobile commerce market. With the help of SQUARE or other applications, you can simply use your phone to take payments, pay bills or transfer cash. That means you can do business faster, more simply in more places less expensively.

Leverage text messaging to drive traffic

Texting is one of the most used methods of mobile marketing largely because of its incredibly high response rate. Use texting to offer out promotions, discounts and special offers to text signees and no one else. No only that, but texting is quick and easy – meaning you can come up with quick promotions on the fly. For example if you’re a restaurant, you can text out that night’s special, offer $10 off for a family of four or some other special offer to drive immediate traffic.

Make your site mobile friendly

If your website isn’t mobile friendly yet, you’re falling behind. Mobile devices are quickly overtaking desktop devices as people’s preferred way of both browsing the web AND doing business. The good news for you is that while you’re falling behind technology, you’re not falling behind the marketplace, which is still slow to catch on. Get in now while there’s still a significant advantage to be had!