Archive for September, 2019
As consumers increasingly get to grips with digital technologies, we’ve come to expect that engagements rates will always – happily – head North. Unfortunately for the digital marketer, this is not always so in today’s challenging global macroeconomic environment where it seems nothing can be taken for granted.
This stark reality has again rung true following independent marketing firm Acoustic releasing its 2019 Marketing Benchmark Report that details the latest trends in email and mobile marketing. The study shows that the mobile consumer’s engagement with email campaigns is sharply down and attributes this to the impact of new world privacy laws.
This again demonstrates how quickly the marketing landscape can change due to factors beyond our control. Mobile marketers always need to be on the lookout for new ways to drive loyalty and engagement rates simply because the old ways could be denied to us at any time, as we have found with new privacy laws.
The good news is that while the mobile consumer’s engagement with email may be down, there’s a new technology that’s emerged on the mobile horizon and engagement rates there are on the up and up.
We’ve been waxing lyrical on this blog for some time about the opportunities inherent in mobile video. Many readers would know that more Millennials spend more time watching YouTube and other videos on their mobile devices than they do watching traditional television. Mobile marketers have not only spotted this trend, they’ve launched shoppable video enabling a much deeper form of engagement with video than ever before.
Now, forget email, mobile users are able to view video and actually purchase the products and services seen on their screens. With a few simple clicks, mobile users are knocking traditional marketing and advertising straight out of the ballpark. Never before has the marketing world seen such innovative merging of two digital platforms and the great news is, we’ve only just begun!
Mobile marketing is evolving as much as any marketing discipline. Change is the only constant in the advertising and marketing community and that’s certainly true when the type of marketing we’re talking about is part and parcel of the hottest, most awe-inspiring and jaw-dropping technology that’s ever hit planet Earth.
After a good couple of years preparing these pages, all of the superlatives above make me think of how much the advice that us mobile marketing types dish out has changed. Of course, the basic truths are still there but mobile marketing really is moving at such a breathtaking pace. The question, then, must be asked, do the old rules still apply and what are currently emerging as the new foundations?
As mobile marketers, we used to spend a lot of time writing and speaking about the need for our clients to properly segment mobile users so that a ‘spray and pray’ approach is not employed and we usually meant with regards to what now seem such simplistic, text-based campaigns. Yes, this advice is still relevant, even though this segmentation is now largely automated. Machine learning, algorithms and artificial intelligence have now all made their presence felt over the past few years.
Geofencing has also popped up in mobile and it means, again, that segmentation has mostly become automated. Parameters can be set and the technology – again – does it all for the mobile marketer.
We used to speak about the need to get into video. Video’s going to be big, we evangelized, without really thinking that we’ll ever see something like workable, shoppable video anytime soon. And here we are, in 2019, and mobile users can actually click on videos and purchase what they see displayed before them. To, that still seems like science fiction. The opportunities in mobile really have become limitless.
With all of the above happening it is sometimes easy to forget that it’s still a good idea for the small business-owner to collect cellular numbers. Personal attention from the owner of the SME business down the road will never go out of fashion.
We’ve all heard that familiar catchphrase of the early 2000s: “There’s an app for that”. Well, that there might be, but key to an app’s success is your business’s ability to market it. Allied to this indisputable fact, is the second truth of eventual app success and that is apps need to be as simple as possible for maximum mobile consumer uptake.
For the mobile marketer, apps are of interest because they are a good way of ensuring maximum market interest in a business and that interest can often easily and seamlessly be converted to buying behaviour.
It’s worth investing in a business app. The latest study by Statista has predicted that mobile app downloads are going to reach almost 258 billion by 2022. It also indicates that there will be a 25% increase in the downloads from 2018 to 2022.
However, apps are only successfully when consumers download them. In fact, apps are only successful when users actually use them – how many times have you downloaded an app and then simply left in lying around on your home screen with its icon looking very slick but very unused?
With so many apps launched every day, a business needs to have a solid marketing strategy to make its name in the market. When marketing an app, one absolutely has to invest in positive user reviews and feedback. Without good reviews, it’s unlikely your app will get any traction.
Next, brands can also build a microsite to market their apps. Microsites assist businesses in going beyond the app store by deploying SEO techniques for their app. Here we want to seamlessly direct the audience to the microsite landing page and encourage certain specific behaviour.
Finally, social media is probably the biggest way of promoting your app. Posting eye-grabbing visuals is one of the best app promotion strategies for any business to implement. With current short attention spans, users want mobile products and services delivered quickly. Posting photos and videos with exciting colour combinations can hugely increase engagement. Good luck!