Posts Tagged ‘mobile marketing

04
Mar
13

Top 10 Things We Learned at the IFA Conference (Part 2)

In Part 1 of our Top 10 list, we shared franchise industry insights Tracy and I learned at the International Franchise Association (IFA) 2013 conference in Las Vegas. Today, we are rounding out our list with the marketing takeaways.

Kate Upton says that Carl's Jr. sandwich is spicyOne of the strategic marketing concepts that we thought was astute came from Andrew Pudzer, CEO of CKE Restaurants, describing the Carl’s Jr and Hardee’s ‘Young Hungry Guys’ target market. Andrew discussed at great length the Aspirational target market vs. Direct target market. This has manifested itself into a regular SuperBowl ad with some of the ‘it’ girls of the day. Last year’s ad was one of the most talked about after the big game and featured Sports Illustrated swimsuit issue cover girl Kate Upton. You might think we mentioned this to give us a reason to feature Kate Upton in our blog, you might be right.

Here are the five marketing takeaways from IFA 2013:

1. 25 – 29% of ALL Internet traffic comes from a mobile device. The percentage is continually increasing. Businesses that choose to ignore creating a mobile optimized site or developing a mobile app are going to be in trouble. Consider this: if you gave a bad experience to 1 out of 4 prospects, would you fix the problem?

2.  SEO Killer: less than 1% of franchise business listings are accurate in the top three search engines (Google, Bing and Yahoo). It may be as simple as inconsistencies across business locations. I searched “UPS Store” and found these four results on the first page:

        • theupsstore.com                       –>  Thornton, CO
        • theupsstorelocal.com/2579      –>   Denver, CO (7th & Broadway)
        • shipgeorgetown.com                –>  Georgetown, TX
        • fsups.net                                  –>  Tallahassee, FL

3.  The overwhelming majority of franchisors we’ve met do not have the patience for social media. They keep talking about wanting some old school reactions instead of engagement, sharing or interactions. This attitude must change or Millennials will focus on brands that understand.A lack of consistency with the URLs means a more generic search like “package shipping” won’t include UPS Store locations. In fact, the search returned a US Post Office, 2 FedEX office locations and 1 DHL location.

Equally important point, do not hire interns or entry level newbies to “do” your social media. Being a digital native does not make someone a social media expert or marketer.

4. Google is working with the IFA to make Google more franchise-friendly. This is a important development for concepts that are not brick and mortar.

5. We’ve heard of success across different franchise systems using a retargeting program. Retargeting keeps track of people who visit your site and displays your retargeting ads to them as they visit other sites online. Every time your prospect sees your ad as it follow them, your brand gains traction and more recognition. This Kate Upton Carl's Jr.has resulted in higher click-through rates and increased conversions.

All interesting stuff you say, but we know you want more Kate Upton. OK, we get it.

Let us know if you think we missed something. Share your thoughts about IFA with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

12
Feb
13

More than Social Media: Marketing to Millennials

Millennials: They are mobileWhile attending an emergency preparedness workshop last week, there was a robust discussion regarding the role of social media in an emergency. There were two groups of people that discounted social media.

  • First, there were those people that reside in rural areas. They argued that cellular coverage was spotty, 3G and 4G networks virtually non-existent. They needed a more reliable communication method in an emergency.
  • Second, was a distinct generational gap – the Baby Boomers in the room (born before 1964) were unanimous in denouncing the importance of social media.

Interestingly, there was a group of Millennials (born after 1984) in the workshop who were unanimous in stating the power of social media. Full disclosure: I am in Generation X (1965-1984), and in this workshop the Gen Xers were divided about the importance of social media.

The generational gap became an interesting discussion among the small group of marketing professionals. The following are the differences I see in marketing to Boomers v. Millennials.

Category

Baby Boomers

Millennials

Advertising Method Unwelcomed Interruption Engagement
Advertising Content Features and Benefits Sincere Authenticity
Desired Response Reaction Share/Interaction
Desired Result Repeat Users Engaged Participants
Expectations Big Promises Personal Gestures
Marketing Success Consumer Co-creator
Never Return Broken Promise Corporate Shill


Marketers have figured out how to position their products and services to the Baby Boomers. However, for many, it is a new frontier in marketing to Millennials. Here are a few tips:

  • Tablets are currency to the MillennialsCompanies must develop a participation strategy in order to engage Millennials. This is not a quick fix; patience, consistency and long-term commitment are key factors to success.
  • Companies must provide a way to make Millennials look good to their peers. All you need to do is look at the way Apple markets products. The white earbuds of an iPod became an iconic symbol. If you had the earbuds, you were identified as part of the inner circle.
  • Millennials strongly desire to be part of the solution supporting a greater cause. They favor employers who actively support charitable organizations and they purchase products and services from companies that are active with altruistic endeavors.
  • Mobile presence is no longer negotiable if you are targeting Millennials. It is not just access by smartphone; they are also using tablets and gaining knowledge about your company through mobile apps.

All in all, if you want success in marketing to Millennials, you should seriously consider utilizing these four tips. Even better, when combining these tips with a reward program that provides genuine value as compensation for loyalty, you have a winning formula. Because what Millennial doesn’t like ‘free’ compensation.

Let us know your thoughts on marketing to Millennials. Share your thoughts with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

15
Jan
13

Mobile Marketing Predictions for 2013

Mobile MarketingThe biggest change in mobile marketing last year was the push notification. Sadly, many business owners couldn’t get out of their own way and have started abusing push notification with non-critical updates. It likely started out of desperation, hoping a constant barrage of info will lead to consumer action.  Unfortunately, for push notification abusers that action is usually to uninstall the app. As a reminder, the best practice is to push info that is relevant to the user and focused on meeting their needs.

With the combination of improved near field communications and business owners punished for push-spam (is that a new term? if so…trademark!) we have compiled our list of mobile marketing predictions for 2013.

Mobile Coupons

2013 will see an increase in mobile coupons. For the business owner, mobile coupons are quicker, cheaper, flexible, convenient and always with your customer. Candidly speaking, doesn’t that sound like marketing perfection? With the improvement of near field communications, you can be timely as well. Imagine sending a 15 percent coupon for today’s special to one of your customers, at lunchtime when they walk within 1,000 feet of your front door. OK, now that is marketing perfection.

Loyalty Marketing

Mobile users will demand an overhaul in loyalty marketing. For example, Denver-based Tokyo Joe’s has an addict card for loyal customers. Buy 12 entrees and the 13th is free. I carry around a punch card for what amounts to a 9 percent discount the 7th time my wife and I go to Tokyo Joe’s. What would really be beneficial is if the loyalty card was tied to my phone. It can be a Tokyo Joe’s app or an aggregator app for loyalty programs like Foursquare.

Not only do I want to combine these programs, I also want to streamline my apps. For this blog, I checked the last time I opened a sample of 20 apps. Five of them were only opened once. If the app doesn’t provide me regular benefits, I’ll quickly become app-athetic. (is that a new term? if so…trademark!).

Social Action

The final mobile marketing prediction is a huge increase in apps adding social action widgets similar to the Facebook “like” button. Social sharing is the equivalent of electronic word of mouth marketing. As businesses get better at forging relationships with their customers in social environments, they will be able to run a sophisticated SCRM program (social customer relationship management).

Let us know your mobile marketing prediction for 2013, and if you think this will be the year of fully integrated mobile marketing. Share your thoughts with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

13
Nov
12

From Ice Cream Sandwiches to SEO

I just got my Android Smartphone firmware and software update to the latest Android Platform called Ice Cream Sandwich. Do you know what was the most noticeable change? Voice-activated Google.

Say What?

I’m serious. I can now conduct a Google search by speaking into my phone. This got me to think about the impact to SEO.  Voice search is not new, iPhone 4S Siri is basically voice activated search. However, with a direct voice activated Google search, I see the popularity of voice search taking off.

One of the interesting differences: when I am typing, I see projected search suggestions. That won’t happen while I am speaking. Also while typing, I am more likely to keep adding modifiers to whittle down my search results. I don’t think that will happen while I am speaking. We tend to speak naturally even when using voice activated software and that will mean a different set of search results.

Also, the accuracy of uncommon searches that are spoken can be challenging. For example, I wanted to search about the General Petraeus Affair, my spoken search result was “general betray us affair.” As I think about it, the search results probably would have taken me to the same place.

One other difference, voice activated users will need to see search results in a more consumer friendly format. I’ll accept fewer results but I’ll definitely need a better idea of where the results will take me.

For marketers, there is one thing I see that will be very important in the future – Video Optimization. All marketers will need to pay close attention to their video descriptions and how it can be shared on social networks. Think about how the video will be searched when spoken as well as keywords for typed searches. With the number of Smartphone users growing and two of the favorite activities being watching videos and sharing them on Facebook, YouTube and Pinterest, implementing good SEO practices will reap benefits.

Let us know what you think the impact of searching out loud will have on SEO. Share your thoughts with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

03
Apr
12

What’s Easter without a little chocolate?

 

ImageThere are few holidays that are not centered around chocolate and/or desserts, and Easter is no exception.

Mars M&Ms has grasped this reality and flung it into a new mobile marketing advertising campaign to drive sales for the coming holiday.

The M&M mobile ads capture attention with phrases such as, “Make every basket complete. M&M chocolates for Easter,” according to Mobile Marketer. Once they tap on the ad, users are educated on how to incorporate the candies into their Easter dessert recipes. It drives the consumer to a mobile microsite where they are greeted by the infamous M&M characters and step-by-step recipes.

The brilliance of the mobile marketing is its capability to drive on impulse. People who receive the ad when they are already out and about have it fresh in their mind that they should not only buy the candy, but they should do so because they have a recipe that they need it for; making the purchase a necessity, not just a desire.

Next to Valentines Day, Easter is the biggest chocolate buying holiday, and these ‘virtual end caps’ are a bright idea for the spring season.

What recipe will you make with the pastel M&M candies? Give in, it’s Easter.

03
Apr
12

QR Codes – Unfulfilled Potential: The Next Big Thing or Robot Barf

The possibilities seemed limitless. QR codes allow consumers with mobile devices to access great content, in-depth information and a higher level of engagement. Yet, companies consistently botch the execution of QR codes.

Back in August of 2010, The Side Note wrote about QR codes for the first time. The inspiration for that article was a Calvin Klein billboard in New York City linked to a video that could not be aired on broadcast television in the U.S. At that time, we saw QR codes as a cutting-edge way for businesses to reach consumers. Little did we know, the Calvin Klein billboard would be one of the better executions of a QR code. It teased to create interest, it clearly identified the sponsor and it delivered content that could not be accessed in another way.

Frankly, the blame for QR code failure lies with marketers. QR codes are simple to use, however the delivery of content requires more finesse and significantly better execution by marketing experts. Since consumers don’t know what the QR code does before they scan it, companies need to reward them for stepping into the unknown.

These errors are frustrating because the majority of these mistakes are the marketing version of basic blocking and tackling errors in football. We’ve categorized errors into three types: stupid, lazy and ignorant.

  • The stupid… the content linked to the QR code is not optimized for a mobile device – this is forehead smacking stupidity.
  • The lazy… businesses use a QR code to direct consumers to their business website – too boring, you have to include more engaging, exclusive and interesting content; Bonus error: if the website is not mobile optimized – that error is both stupid and lazy.
  • The ignorant… simply putting a QR code on an ad with the assumption that consumers know what to do – a friend recently said to me, “These things look like a robot barfed, what do I do with it?”

A little more about the ignorant errors, you would assume that college students would be on the forefront of innovation. Research company Archrival surveyed 500 students at 24 colleges and universities. In the study, Archrival found that although 80 percent of the students owned a smartphone and had seen a QR code, only 21 percent were able to successfully scan the QR code used in the study. A legitimate argument can be made that preloaded software on smartphones with an easier way to scan the codes will increase understanding and if people understand it, they will use it.

However, I believe that the payoff needs to be better. The content someone receives when scanning a QR code needs to deliver undeniable value. For example, give me a discount on something I want. Make something available to me because I scanned the code that others cannot get. Show me something amazing that I can’t see everywhere else. Too often the result of scanning a QR code (assuming I’m successful) is a massive letdown.

Today, I mostly see QR codes sending me to a standard company website. The same website I can get with a simple Google search. This key insight is most succinctly stated in this article from Sean X Cummings, “People will not adopt a technical solution that serves to replace a manual task, if that solution is less efficient than the manual task it replaces.”

Overall, the message to fellow marketing professionals is…step your game up!

17
Feb
12

If You Are Not Mobile, You’re Just Standing Still: Why Mobile SEO Matters

It was a double jaw-dropping statistic from former Google CEO Eric Schmidt at the Internet Advertising Bureau (IAB) Annual Leadership Meeting. Schmidt said that YouTube has reached 200 million playbacks of video content, on mobile devices…(first jaw drop), every day (second jaw drop).

With the explosive growth of iPad and the continued adoption of smartphones, it is clear to Weise Communications that mobile is rapidly becoming the primary device used to access the internet. For marketers, it will be crucial to influence organizations to incorporate SEO practices in mobile sites.

Technological advancements in location-based search and integrated social search results will impact how people use mobile search and how browsers deliver results. In order to increase traffic to mobile pages, it is essential for companies to leverage mobile SEO practices in order to increase traffic and provide a better user experience.

I recently attended a mobile marketing roundtable co-hosted by Alex Valderrama and Greg Olson of Growl, a Denver-area mobile marketing agency. They presented three mobile SEO tips that are necessary to consider:

1)     Create a mobile specific landing page that detects the device the person searching is using and make sure you integrate mobile into traditional website strategy. People using the mobile gateway will not replace the traditional desktop search; instead, it helps reach new customers and sets you apart from the competition.

2)     There is no rule that you must have a robust mobile site, instead, start small. First, launch the mobile site as a web app rather than native app. Then, measure results and grow the mobile site. Most importantly, have a share button on every mobile thing that you do.

3)     Whether or not you are targeting mobile users, people are looking at your site on a mobile device. The quickest solution is to create a landing page with basic information that a mobile users wants: hours of operation, location and directions, etc.

At the same IAB meeting, Mr. Schmidt also shared that 78 percent of smartphone owners use their phones while they shop. “This is the future and everyone will adapt,” Schmidt said. “Because people are fundamentally better off with a better, smarter and more empowered customer.”

I’ve even downloaded the Red Laser app. I use this app shopping all the time, I scan the barcode of an item and this app provides results of nearby places also selling the same item and the price they charge. Red Laser has already saved me money.

Let us know if you’ve joined the mobile revolution, are you using your smartphone or iPad to access the internet more than your desktop? Has your company adopted a mobile SEO strategy? Share your thoughts here, on our Facebook page at Weise Communications, or message us on Twitter at @Weise_Ideas.




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