Archive for the ‘Mobile Applications’ Category

Bridging the Digital Gap with SnapTags

By Jeffrey Hayzlett, author of Running the Gauntlet: Essential Business Lessons to Lead, Drive Change, and Grow Profits

If you are a marketer, I can almost guarantee that one of your goals for 2012 is to figure out your mobile strategy. You’re not alone. Everyone is talking mobile, but very few have figured out how to integrate a mobile strategy into an existing marketing plan. I found an answer to this dilemma, and it’s called “SnapTags.”

SnapTags are similar to QR codes but way sexier, offering more options for the user and a wider reach (SnapTags have capabilities on 88% of mobile phones, compared to 13% with QR codes). I’m encouraging marketers to integrate SnapTags into all their existing marketing campaigns. It’s a low-cost solution that bridges the gap between your physical marketing campaigns and your mobile and digital marketing goals.

In my case, I’m using SnapTags in my new book, Running the Gauntlet: Essential Business Lessons to Lead, Drive Change, and Grow Profits. Readers can “snap” a SnapTag at the beginning of each of the 37 chapters to view the video that accompanies each section of the book. This creates a more personal connection with my readers, as they get to see and hear me introduce each chapter on their mobile phones! Plus—and this is the best part—the reader is provided with links to my Facebook and Twitter pages each time they “snap.” I’m bridging the gap between the physical book and the digital relationship I’m building with my readers through social media.

The advantage of this strategy is that your brand can create more than a simple piece of print media. SnapTags enhance simple print media to:

  • Forge a digital connection across social networks
  • Drive new customers through your digital sales funnel
  • Create a point of purchase through virtually any placement

Some of the largest brands in the world are already using SnapTags, like Bud Light and Coca-Cola. Most recently, SnapTags were deployed in the September issue of Glamour magazine, being featured on the cover and across both editorial and advertising pages. This campaign netted Glamour more than 100,000 consumer activations and more than 500,000 consumer interactions (includes scanning the codes with an app, texting a picture message, taking subsequent actions such as agreeing to “like” an advertiser or article, signing up for the deal or sweepstakes being offered, or sharing the offer with friends).

Mark my words—in 2012, mobile integration will play a critical role in your overall marketing plan. The key to bridging the gap between your traditional and digital marketing campaigns is the mobile device. SnapTags Founder and CEO, Nicole Skogg says, “In 2012, you will see shopping SnapTags create a new way for consumers to buy whenever and wherever they encounter a brand message. Anticipate seeing SnapTags in some transformative brand marketing campaigns.”

I’ve already integrated SnapTags into my big marketing campaign for 2012. Have you?

Posted in Apps, Customer Experience, Customers, Engagement, Facebook, Jeffrey Hayzlett, Lead Generation, Marketing, Mobile Applications, Mobile Marketing, Promotions, QR Codes, Retail, Sales, Smartphones, SnapTags, Strategy, Twitter, Video | Comments Off on Bridging the Digital Gap with SnapTags

Conversion to Smartphones Continues

By Chuck Martin, CEO of the Mobile Future Institute, Director of the Center for Media Research at MediaPost, and Co-Publisher of Social Media Marketing Magazine

The trend of the move to smartphones in the U.S. continues, with penetration now reaching 30%, based on the latest data from comScore. The research firm found that 234 million Americans 13 years or older use mobile phones, with 69.5 million of them owning a smartphone.

This is not a surprise, considering the increasing capabilities of smartphones. We still expect the penetration of these devices in the U.S. to be around 50% by the end of this year. This has many implications for marketers, since the market then will be split with half owning smartphones and half not.

This of course means that half the market can use apps, and half can’t. About all can send and receive text (SMS) and multimedia (MMS) messages, and web access will increase. And then there are the platforms.

The comScore findings, based on a large sample of more than 30,000 U.S. mobile subscribers, shows Google’s Android operating system with exactly a third (33%) market share, followed by Research in Motion’s (RIM) BlackBerry with 29% and Apple at a quarter (25%) of the market. And the apps-rich Android and Apple environments continue to gain share while RIM’s declines.

The issue for marketers here is that the behaviors of users of phones on different platforms are different, as several studies have shown. Some companies we speak with don’t even know what types of operating systems their best customers are using.

One of the key drivers of the conversion to smartphones is behavioral—the actual activities that people are doing with mobile phones. Mobile phone users are texting (69%), browsing the web (38%), using apps (37%), accessing social networks (27%), playing games (25%), and listening to music (18%), according to the comScore study. And every one of these activities increased from the previous three months. We expect these types of mobile behaviors to continue to increase as more people move to smartphones and more features and capabilities continue to be added by the mobile industry.

The consumers are there, as is the mobile industry. Still missing from the mix are many companies not yet committing the necessary resources to mobile, mobile marketing, and mobile social marketing. Is your business sitting out the mobile revolution?

Posted in Android, Apps, BlackBerry, Chuck Martin, Customers, iPhone, Marketing, MMS, Mobile Applications, Mobile Marketing, Mobile Search, Smartphones, SMS, Text Messages | Comments Off on Conversion to Smartphones Continues

“Mocial” Marketing: 10 Things You Need to Know

By Steve Jarrett, Chief Executive Officer of MePlease

To help retailers seize the opportunity afforded by mobile marketing and social networking—or “mocial” marketing—we have come up with the top 10 tips that we believe need to be worked through to position your brand effectively for your new generation of customers.

1. Mobile marketing goes way beyond text. The first tip is that mobile and social media are meshing, and so should you. There is tremendous power in the integration of social networking and mobile, and we think this marketing sweet spot is the place to be.

2. Why mobile matters—stats don’t lie. A recent study showed that UK consumers send 11 million text messages per hour (MDA Report, 2009). Text usage remains dominant. Facebook’s 500 million customers follow at least one brand or company, while at the same time, nearly 50% of Twitter’s 190 million unique users do exactly the same (ExactTarget Research). A Harris Interactive poll recently showed that of consumers who received some form of permission-based text marketing from a company, 34% said the messages have made them more likely to visit the venue and 27% more likely to make a purchase.

3. In search of the holy grail. Moving from one-to-many to one-to-one communication is the holy grail of marketing.

4. Reach everyone (not just smartphone users). iPhone apps are this season’s must have. Or are they? Focusing on just mobile applications for certain devices like iPhone or Android smartphones automatically pushes you into a corner and limits a retailer’s ability to reach its target market.

5. Voucher promiscuity—how to discourage it. There’s a number of high-profile companies—such as Groupon and Vouchercloud—that are driving high-volume customer acquisition. Don’t get it wrong—new customer acquisition is good, but only if a significant number of those customers visit your business again.

6. Mocial is the new buzzword. Many people think of mobile marketing as a 160-character version of e-mail. Wrong! The very nature of mobile marketing offers retailers the opportunity to reach people at key decision-making moments of the day.

7. Make mobile social marketing cost effective. We think the trend is moving away from one-off mobile marketing campaigns (which can be costly) toward mobile marketing platforms that let any business engage with opted-in customers. Look for companies that offer you long-term value and social media integration.

8. Trust. Seek mobile and social networking partners that have strict privacy policies and will not pass on customer information or send out spam messages just to drive their own short-term revenue.

9. Set goals early. Before even approaching a mobile marketing service provider or platform, be sure to outline the key goals for your mocial strategy. Whether it is to gain more loyal customers, influence their friends, or just get more people into your shop, make your objectives clear to the provider. If they cannot tell you explicitly how they intend to help you to accomplish these goals, keep looking.

10. Don’t wait. Start now. Carpe diem! Those Romans knew a thing or two about communication…

Posted in Coupons, E-Mail, Facebook, Marketing, Mobile Applications, Mobile Marketing, Mocial Marketing, Permission Marketing, Retail, Smartphones, Spam, Steve Jarrett, Text Messages, Trust, Twitter | Comments Off on “Mocial” Marketing: 10 Things You Need to Know