I like to scan the global mobile marketing news every week – just to make sure I’m staying top of my game! This morning, a headline on Mobile Marketing Magazine caught my eye: “TGI Fridays UK sees instant impact after launching mobile loyalty app”.
It was the ‘instant impact’ phrase that I liked. After all, isn’t ‘instant impact’ one of the top reasons why we’ve all gone the mobile marketing route? There really is no other marketing discipline that offers instant impact combined with massive reach.
Reading the above article, it became clear that the restaurant chain’s brand new mobile app was now a central part of its expanded customer loyalty and relationship programme. Apparently, it took just four weeks for TGI Fridays UK to see a significant increase in engagement across all customer touch points following the release of its app.
Interestingly, the company’s new marketing chief made sure to update the in-store experience just prior to the new app’s launch – this is then a perfect example of the real world and virtual worlds colliding in a very synergistic way! It also underscores again the importance of implementing a mobile marketing campaign that does not sit in isolation of all the other pieces of the overall marketing jigsaw.
TGI Friday’s excellent results can probably also be attributed to the fact that the company’s new CMO set clear and measurable goals for the mobile campaign. The results of this highly-effective, textbook approach to mobile marketing are clear: since the app launched at the beginning of August, loyalty visits are up 61 percent.
To clarify what the campaign actually encompassed, and to give blog readers a few tips on what works in mobile, initially the loyalty program used a gamification approach, with a ‘Scratch, Match and Win’ probability-based program. Great idea. Now, however, the updated app uses a spend-based system of points or ‘stripes’ to unlock different reward options.
The final word comes from the restaurant’s mobile partner, Punchh: “TGI Friday UK’s mobile marketing success is a shining example of how brick and mortar can leverage digital customer engagement strategies to grow their business.”
We heard last time that video is getting bigger and bigger. We said proof of this is to be found in news that Facebook has just launched group video watching. This first from Zuckerberg’s behemoth enables groups to watch live or recorded videos together in the same place at the same time, with an administrator controlling the experience, as always.
As a mobile marketer presumably with his ear to the ground, I think it’s correct to say that many South Africans, in particular, have always approached news about video becoming big with a large dose of sceptism. This is because a large number of us remain unable to enjoy mobile video, or to utilise it to its full potential, on our devices because of the cost of mobile data in this country.
Every pronouncement in the local marketing media about the rise of video seems a bit of a damp squib because so many SA mobile users have become overly-obsessed with their monthly data allowance after being hit time and time again by massive data bills. Local users reading about video are simply translating that news into the megabytes and gigabytes likely to result in huge bills if they dare use video for more than a couple minutes a day.
Fortunately, there are local organisations like SA’s Wireless Application Service Providers’ Association (WASPA) that regularly issues information on how to save data. In addition, the local mobile network operators have implemented measures like slashing interconnection costs to help bring down the cost of the mobile data that video runs on.
So a lot is being done locally to help ensure that SA mobile consumers will be able to enjoy the benefits of video in all its forms very soon without worrying too much about what it costs to view the latest treat served up by X and Y brand’s mobile marketing gurus. Overseas, there are encouraging developments on the horizon. Just in the last week or so, Walmart (now operating in SA) hired a veteran US cable company executive to help it develop a low-cost video streaming service. Walmart has long been rumoured to be working on a low-cost subscription streaming service.
Perhaps Walmart’s SA operations will soon be able to roll out such a service to local consumers to help them enjoy a worry-free video experience. We watch, wait and hope!
We all know now that more consumers consistently connect with mobile devices like smartphones and tablets compared to fixed devices like laptops and PCs. And if readers have been regularly following these pages, we also know that mobile marketers should be consistently working towards optimising their campaigns for mobile. This is because search engines are beginning to look to the mobile version of websites before the desktop version to determine ranking.
Websites without a mobile version, or with a mobile website poorly optimised for SEO, will slip even further in search engine results pages, according to Entrepreneur Magazine, as this rollout by Google begins to encompass more sites. The good news for the SME client or the smaller mobile marketer on a tight budget, however, is that some mobile SEO tasks are very easy to do yourself.
Before we get to the nuts and bolts below, we need to underline that the starting point of all of this, is that mobile SEO, like traditional SEO, is simply about creating and tagging content in smart ways that make it stand out online.
In this installment of our blog, let’s take a quick look at three DIY mobile SEO tips to maintain your brand’s online visibility in light of Google’s new ranking rules.
1. Create a Google My Business listing.
Creating a Google My Business account for your SME is free and simple to set up. Try fill out the information required to the best of your ability. Don’t forget to include as many images of your business as possible. Then, when people search for similar businesses online or via a related Google app, yours could very well show up.
2. Frequently review directory listings online
Because mobile user may use other websites besides Google to locate your brand, make sure you frequently review and update all listings for your business online. Update listings on Yelp, local websites, TripAdvisor, Facebook and other popular business directories. These listings will ensure searchers reach the right information when they search for your name.
3. Get social. Seriously.
Upwards of 80% of social media users spend their social media time on their mobile devices, whether tablets or smartphones. These sites drive a huge amount of mobile traffic. If you want to maintain visibility with mobile users, use platform-specific advertising, engage with users, and post prolifically to ensure your brand stands out. Don’t overdo it, though – or else your brand’s attempts at connecting with current and potential customers may seem a tad contrived. As always in social, keep it real!
The fact that there are just a few days to enter the 2018 Effective Mobile Marketing Awards (check out MobileMarketingMagazine.com – entries close this Friday, 27 July) had me thinking just how far mobile has come since I first helped commercialise the ‘Please Call Me’ service.
As one Rose Leadem wrote simply in Entrepreneur Magazine recently, “The marketing industry isn’t the same as it was 10 years ago. And much of that is thanks to the rise of smartphones.”
The current structure of the awards mentioned briefly above are testament to this. From simply not existing a decade ago, this year’s installment of these mobile marketing awards boasts a staggering 35 categories! From ‘Most Effective Chatbot Solution’ to ‘Most Effective Rich Communication Services’, mobile marketing awards in 2018 are a celebration of the diverse technologies now accessible on that mobile window on the world: the smartphone.
The ever-evolving mobile marketing landscape is resulting in some brilliant new campaigns that are develivering real value to clients and memorable experiences to consumers. Strangely, for all of this, marketers globally are still spending a sub-standard 15 percent of their annual budgets on mobile and the remaining 85 percent on desktop, says Entrepreneur.com
This statistic becomes even sadder when one is reminded that people spend 59 percent of their time on mobile, according to research compiled by App Geeks.
I can only surmise that mobile marketing remains something of a mystery to clients and traditional ad agencies alike, hence this reluctance to give it a whirl, as evidenced by the 15% statistic above. Perhaps mobile marketers, instead of indulging in 35 categories of mobile awards, for example, need to bring it back to basics.
Let’s spend the remainder of 2018 demystifying mobile so we can bring more brands into the mobile fold. Here’s a tangible way to start: if you’re reading this, make it a priority to educate your clients and other marketing partners in the main types of mobile marketing.
For the sake of simplicity and greater uptake, reduce it down to SMS marketing, app-based marketing, push notifications and email marketing. Explain to anyone who will listen over the next several days that these are some of the most popular mobile marketing methods and you will have done a good thing for the industry!
With all the focus on ‘content’ over the past couple of years, it’s tricky to know just how much ‘content’ mobile marketers should be producing. With the new focus on content, it seemed at one stage that more would surely always be better.
Not so now, according to several recent mobile marketing news items relating to content production. As we close in on 2019, we hear, for instance, that music streaming service Pandora is focusing on way shorter ads (or commercial content) and much more personalisation. Marketers, it seems, are going back to basics and understanding again that while the focus must be on content, it doesn’t have to be on long reams of content consumers just don’t like.
Mobile marketers know better than most that all content needs to fit snugly on a smartphone screen. Forget laptops, and even tablets, if it doesn’t fit on a smartphone screen, it’s not going to get noticed. Or rather, it’ll be noticed, and immediately deleted or scrolled past in favour of shorter, more personal content that is a pleasure to read on the small screen.
Pandora’s new focus for advertisers is on three things we believe are key in mobile marketing: versatility, personalisation and short, impactful ad formats.
Here at Imaginatrix, we’ve been punting mobile video for quite some time. However, how does audio fit into the new mobile admix?
Pandora’s testing found that, for example, short form audio ads ranging from four to 10 seconds could still play a crucial part in driving brand lift, foot traffic and conversions. Working with snack brand Lays, the firm found that 10 second spots drove 56 per cent higher return on ad spend than 30 seconds, and were especially useful in priming audience interest.
Perhaps the latter sentence contains the key. Content is king, but use short commercial content to prime interest and then longer format content across platforms to drive deeper engagement.
Before we get into the nuts and bolts of today’s blog post, readers in the industry might be interested to know that the deadline for entries into the Effective Mobile Marketing Awards has been extended to 10 August 2018.
Now, onto today’s post! The big mobile marketing and social media-related news of the week simply has to be Facebook’s financial results. Industry pundits have been having a field day over the past 48 hours or so with their predictions of the social media giant’s impending doom, or at least hugely slowing fortunes. What nonsense.
Let’s take a sober look at what was actually reported by Zuckerberg, Inc. While the results have been referred to as ‘mixed’ and there’s talk of ‘missed revenue oppprtunties’ what we have, in fact, is a company growing its monthly active users by 11 percent. Hardly a figure to sneeze at! Did your monthly salary go up 11 percent last year? Probably not, with inflation running at around 5% to 6%.
So while daily active Facebook users managed to grow to a staggering 1.47bn human beings, something of a fuss is being made of the fact that this was short of the all-powerful Wall Street’s expectation of growth to 1.49bn users. Come on.
In his results presentation, Facebook CEO Mark Zuckerberg also revealed that at least 2.5bn people now use at least one of Facebook, WhatsApp, Instagram, or Messenger each month. Social media is massive, it’s not going anywhere and mobile marketers still need to figure out ways to integrate this communications behometh into their campaigns.
A last thought is that video is one of the best ways to achieve this integration. And, lo and behold, it is Facebook that just this very month introduced another first, group video watching.
This video experience enables groups to watch live or recorded videos together in the same place at the same time – Watch Party enables group admins and moderators to select any live or recorded public video to share with group members. Members can then comment and react in real-time to the video. Now this is going to be big, no matter what Wall Street says!
We’ve said it before and we’ll say it again: mobile marketing is the most powerful form of marketing available on the planet today. How could it not be, especially on the emerging continent of Africa with its one billion human beings who have an ongoing love affair with the cellular phone?
We all know that more people in the world today connect with the goods and services they love through the medium of the mobile phone, as opposed to fixed line anything! No one’s using copper in any African market worthy of consideration by the continent and globe’s leading brands. It’s mobile more often and fibre less often.
In South Africa alone (once again the continent’s biggest economy thanks to a strengthening rand), there are 35 million mobile phone users looking to their handsets to provide them with information on goods, services, education, entertainment and income opportunities.
For mobile marketers, these millions of connected consumers are there to be harnessed and there are now so many different, mobile-related ways to send them time-sensitive information and personalised deals. I am thinking of push notifications, mobile applications, text messages, QR codes, Bluetooth and multimedia messaging, amongst others. With all of these varied tools, the marketer today can use mobile to increase the chances of gaining new customers while making sure that existing ones return to purchase your brand’s goods and services.
When it comes to using mobile marketing strategies to drive up mobile engagement and ultimate conversion rates, Google has coined an interesting new term that is resonating with many local marketers because it just sounds so intuitive.
‘Micro-moments’ refers to moments in time when people use their mobiles to get advice or information. These are key times when your brand needs to make its appearance on their devices.
There are four major micro-moments, according to Google, that mobile marketers need to take advantage of, and they are listed below:
• “I want to know” moments, e.g., “Who invented the mobile phone?”
• “I want to go” moments, e.g., “Where can I see a movie?”
• “I want to do” moments, e.g., “How do I upgrade my phone?”
• “I want to buy” moments, e.g., “Buy Samsung Galaxy S9.”
My final thought for the day is that mobile marketers need to optimise these moments and doing so will make all the difference for your business!
The Internet – the mother of all digital platforms – was built with lofty intentions. Academics saw it as a tool of learning for the modern age, perhaps in the same way the ancients viewed the library at Alexandria.
Sadly, the web is suffering something of a reputation problem of late, and it has a lot to do with the awful phenomenon of Fake News. Errant publishers serving up a pile of fictitious nonsense in pursuit of that digital holy grail – the click – means consumers, and mobile consumers in particular, are losing faith in the reliability of digital platforms as trusted sources.
This is extremely bad news for brands in general and mobile marketers specifically. We need to devote the rest of 2018 to working hard to rebuild consumer trust in this evolving digital landscape that’s having its reputation wrecked by the Fake News brigade. We don’t want to see a mobile Internet already suffering the effects of ad blockers take another knock, this time from content blockers.
To rebuild trust, mobile marketers must ensure that their ads fit in. Native advertising has grown so hugely over the past several years because people view phones as deeply personal devices. The phone is not just a mere ‘platform’ to the consumer. Intimate technologies see consumers rejecting interruptive, foreign objects in favour of things that fit in. This is why you’ll never see modern companies like Twitter or Facebook placing a banner ad on their platforms. Interruptive ads, and their Fake News cousins, make people lose trust in brands and the publishers that run these old-school ads.
Finally, we need to respect people’s data. Digital and mobile, in particular, brought about an opportunity to understand more about each consumer and with it, the potential to tailor advertising to the individual. Unfortunately, users generally aren’t so keen on all of this. Most people don’t want to be tracked and still find personalised ads kind of creepy. Mobile marketers can help rebuild trust by being transparent about personalised advertising. People want control over how brands use their data, so provide control in a transparent, engaging manner and we’ll go a long way towards rebuilding a trust-driven consumer digital experience.