Summary of What the Mobile Marketing Experts Were Saying At the 2014 Mobile Media Summit in NYC

I traveled to New York to attend the 2014 Mobile Media Summit, billed as a “conference, that brings together the top brands, agencies, and advertisers from around the world to move the mobile industry forward,” to get an idea as to where the mobile marketing industry is going. What has been working and what’s the consensus on top strategies? It’s easy to get lost in day-to-day work and it’s important at times to look at what other professionals in the industry are doing or succeeding with. It’s an opportunity to compare my beliefs and experiences with theirs. It also helps generate new ideas for our clients and it’s nice to visit New York and be reminded of how lucky we are that we live in warm Florida.

Below is an outline of what I found most interesting from the information given by experts on the mobile marketing panels:

Mobile Design

  • Mobile banners are not the future of mobile advertising creative.

Apps

  • Apps have the highest engagement in mobile use time.
  • Apple’s app store 100 (100 top apps) are where consumers are spending their time. Anything outside the 100 top apps gets very little customer engagement.

Budgets

  • Brands are still hesitant about investing in mobile because of lack of measurement (ROI).

Strategy

  • Ad agencies are eliminating their mobile silos team and moving to a cross-screen brand approach led by data.
  • Brands talking to Millennials should focus on mobile-first strategies.
  • Mobile is “lean in” media. TV is a “lean back” media. What you tolerate on TV in terms of ads, you wouldn’t tolerate in ads on your phone.
  • Mobile and mobile data provides advertisers with less risk of messing up targeting and content relevance.
  • The right message, at the right time, is the way forward for mobile. This happens with customer analytics and insights.
  • Mobile will continue to grow because that’s where the eyeballs are.
  • There is someone in every major company who gets mobile. Give them the tools to execute mobile tactics.
  • Mobile should be baked into the whole marketing strategy, not on a mobile campaign by campaign basis.

Case Study

  • The Weather Channel and Pantene, via the Weather Channel’s app, recommended the shampoo of the day based on the weather. It was a super success that showed how data and creative mixed well for engagement.
  • The MTV Video Music Awards were created because Nabisco told MTV that if they wanted to make a show they would give MTV the money to do it.

Inside the Marketer’s Brain

  • Marketers are getting on board with mobile more now than ever before.
  • Clients are moving from “test and learn” to full-scale commitment.

Inside the Consumer’s Brain

  • The “mobile idle zone” is the moment when you are using your mobile to pass time, like waiting in line at the bank. This could be a golden moment for adverting.

Mobile Video

  • Content is more important than the size or the length of the video. If the content is good that creates the engagement.

ROI and Measurement

  • “Close the loop” (aka, show ROI) is one of the biggest reasons marketers have been hesitant to increase mobile marketing budgets.
  • Text message marketing (SMS marketing) has been one of the mobile channels that has been able to close the loop (track ROI) well.

Privacy and Data Collection

  • Can customers take back their data? All companies should have clear Privacy Policies and the user should know how their data is being used.
  • Device ID, instead of cookies, may be the future method to track cross-screen campaigns.
  • Data gathering is useful if it yields context.
  • Can we sell our personal profiles to advertisers in exchange for having them target us?

Mobile Websites

  • Brands lacking mobile optimized websites have problems advertising on mobile because they don’t have a place to send their prospects to when they click on the mobile banner ads (no mobile landing page).

Ad Agency Vendors

  • Ad agencies want mobile solutions for free or at least 50% off.

Ad Agencies Business Model

  • Ad agencies have problems with cash flow because they charge by percentage of ad placement and clients add or remove budgets based on how they are doing in the market. A better model would be to charge by project.

Sweepstakes Incentives

  • Customers respond better to small ticket prizes (Ten, $10 gift cards instead of one $100 gift cards). Customers think they have a better chance of winning if the prize is smaller.
  • For promotional engagement, Leaderboard style (shows who’s winning) of promotions work better than Sweepstakes because the element of competition adds engagement.

Text SMS Marketing

  • Text (SMS) is works well for customer communications and tracking marketing ROI.

U.S. Hispanic and Mobile

  • For U.S. Hispanics, the mobile phone is the one stop shop for social and commerce.
  • Social is big with U.S. Hispanics and they are big bargain hunters.
  • U.S. Hispanics use their mobile device more than any other ethnic group in the U.S. They are hyper users of the mobile phone.
  • U.S. Hispanics are a young audience. They have leapfrogged all other devices like the desktop or tablet.
  • The U.S. Hispanic population is growing in number and in household income.
  • U.S. Hispanics are consuming video and social media heavily.
  • 60% of U.S. Hispanics use mobile as their primary tool to access the web.

Ok folks, there you have it. A motley summary of a full day’s worth of listening to mobile marketing experts talk about mobile.

Do you agree with any of the thoughts above? Or do you disagree with some of the points? If so, I’d love to hear what you think about the state of mobile marketing.

SMS Text Mobile Marketing Tips for the Holiday Retail Season

SMS text coupon on thier mobile

For retailers, the most wonderful time of year is just around the corner; the holiday shopping season. Many consumers have already begun shopping for the holidays. This means if you haven’t already started thinking about your text message marketing strategy to increase holiday sales, you really need to start planning.

Invest in Mobile Marketing

When it comes to marketing strategies, mobile marketing is the future.

Consider some of these impressive statistics and there’s no doubt you’ll be ready to plan your mobile marketing strategy:

  • 75% of Americans admit they bring their Smartphones to the bathroom. This clearly indicates that Americans have become seriously attached to their mobile devices, which means you have increased opportunities to reach your customers via mobile marketing – even when nature calls. I know I do.
  • 4 out of 5 consumers use their Smartphones to shop. By offering mobile coupons via text (SMS) message and other incentives, you greatly increase your sales.
  • 18% of local mobile searches result in a purchase. Mobile users that locate your business via their mobile devices will be more inclined to purchase from you than they would if they located you on their desktop or laptop. The reason? Mobile users tend to be in a rush and usually have a specific product in mind when searching for it on their smartphones or tablets, which increases the likelihood of a purchase.

Take Advantage of Mobile Marketing with SMS Text Messages

In order to take advantage of the aforementioned benefits, SMS or text messaging is a must. Through SMS messages, your targeted audience has actually granted you permission to contact them regarding any sales and special offers you are promoting. Since they’re basically asking you to contact them about your offers, you are nearly guaranteed a sale via SMS.

While there are several incentives you can offer your targeted audience via SMS, one that offers a significant conversion rate is a mobile or “text-to-win” sweepstakes. Through this type of program, your customers text a word to a short number, or code, which enters them to win a prize and gives you the permission to send them offers or coupons directly to their phone. It can also offer an immediate discount on a product or service that you have to offer.

If you want to get as many sales as possible this holiday season, there’s no doubt about it: mobile and SMS text message marketing are a must. If you have any questions about SMS text marketing call or contact us at support@momares.com

How To Launch An (SMS) Text Marketing Program for Business

Hone Dept reminds you to send a text message to join in the savings.
Hone Depot reminds you to send a text message to join in the savings.

How do you launch a text marketing program for your business? The short answer in this case is not very short at all. I’m going to summarize the key elements to setting up an (SMS) text marketing program for your business.

First, it’s important to know why you are thinking of mobile text messages as a marketing program. Yes, I know it’s cool, but why else? Are you seeing site traffic and site purchases from mobile visitors? Do you see text as an effective way to communicate or share offers? Are your competitors doing it? Are customers asking for you to send them offers via text? Text (SMS) is a powerful, personal, effective, and a trackable mobile channel.

SMS or text messages are typically read within 3 minutes of receipt versus 48 hours for emails. Just about every phone can accept text messages and studies have showed that customers prefer offers via text message to those via mobile web, apps and email. “Mobile offers are redeemed 10x more frequently than print offers” eMarketer

Back to the question at hand. How To Launch An (SMS) Text Marketing Program for Businesses?

Here are five steps to get you started with text message marketing:

  1. Goals- To increase sales and communicate via text message are the number one reasons we get hired. If these are your goals, please proceed to the next step.
  2. Database- Text message marketing requires a 100% opt-in database of subscribers. Offering customers an incentive and providing an easy way to enter your mobile SMS program is the way to build your database.
  3. Mobile Partner– To ask customers to join your mobile program you will need a short code. It’s a five or six digit number from which one can deliver messages and accept subscribers. A good mobile partner (like us- hint, hint) will provide you with a short code (65047) and the backend text message platform to manage subscribers.
  4. Promote your Program– You can start by inviting Facebook fans, Twitter followers, or in-store patrons to text a keyword to the short code (Text STORENAME to 65047 to enter.)  to begin receiving offers, alerts, or offering an incentive to sign up such a sweepstakes prize.
  5. Optimize – As with any marketing program, it’s important to test and compare to determine the best performing campaigns.

I hope the five steps above can help you get your program organized. If you need any help, please contact us.

What is the Difference Between Mobile Marketing with SMS vs. MMS?

The short answer is that MMS allows images, video, and more text characters that SMS’s 160 text characters max. It sound like MMS is the clear choice but that’s not where the real limitations to MMS are.

SMS (Short Message Service) is what we have come to know and love as a text message. MMS (Multimedia Messaging Service) is the technology that expands the core functionality of SMS messages to include multimedia content. This can include web pages, pictures, images, video, ring tones, and so on.

Now, why are we still receiving SMS messages from marketers (like me) instead of the way cooler MMS messages with images and videos?
Below are some of the reasons that explain MMS’s real world limitations:

  • Data Plans: In order to receive MMS messages, customers need to have cell phones with data plans enabled. Currently, slightly over 50% of the cell phone using population in the U.S. maintains a data plan. While pretty much everyone has a text plan or can receive SMS texts. Essentially, sending out an MMS messages immediately eliminates around 50% of the audience from being able to receive them.  So, if the customer doesn’t have a smart phone, they won’t be able to see the message.
  • Costs: Sending MMS messages is more expensive than SMS messages. In cases of large volumes of messages, this can become unfeasible.
  • Carrier Limitations: For the smaller carriers, delivering MMS messages intact is a considerably more complex process than simple SMS. There are numerous places in the referral chain where technological inconsistencies can have a detrimental effect on the end user.
  • Mobile OS’s: Depending on what is being sent, the end user’s phone, operating system, and software version may compromise his or her ability to view the message properly. On the other hand, SMS is a tried and true technology that is available is every mobile phone in the market, smart or not.
  • Technical Expertise: MMS requires more creative (images or video) and technical capacities (cross mobile testing, video file size limitations, etc.) knowledge and tools to deliver an engaging and attractive message.

For now, SMS still remains the king and adding links to videos, websites or graphics or a suitable substitute to MMS.

As technology evolves and costs drop, SMS’s advantages will wane and MMS will become more of a reality. If you have done your work and built a mobile opt-in list of subscribers you will be able to transition your mobile marketing program to MMS with no issues. If you are looking to reach your customers via SMS/text messages, contact us at support@momares.com, we can help.

What do Mobile Experts Say About the Future of Mobile Phones?

Experts today predict that the future of mobile is the future of everything. It actually seems plausible that an individual’s mobile phone will become the center of his or her life in terms of technology.

A person’s mobile phone will be with them everywhere, and may eventually be smarter than the individual. Instead of figuring out the answers to ones questions after an individual asks them, it may be able to figure out the questions and answers before a person can even think of them. Scary and cool.

The potential for mobile technologies to change the way we live, work, and play is staggering, and mobile companies today are all too aware that the only way to stay ahead of the curb is attract and convert mobile audiences.

Some trends that rapidly emerged disappeared just as quickly, and some of the most promising trends have taken years to reach maturity.

Mobile technology has transformed our lives in a way that could not have been predicted 20 years ago, and the potential for future developments in mobile phones even over the next 5 years is huge.

Future phones are being touted as the ultimate multifunctional devices. Some experts predict that the mobiles of the future will become remote controls for our whole lives, whereas others forecast that in the future mobile phones will literally run our lives for us.

Whether we realize it or not, our mobile phone is collecting behavioral data about us every second – it’s only a matter of time before the phone can start to predict what you’ll want next.

Future mobile phones will involve transparency and transformability. In other words, this means future mobile phones may be flexible and come in many shapes and forms. The entire mobile phone casing will be a display. This would mean that phone users could look at menus from any angle, including from the back of the phone.

The phones currently use and will continue to develop radio frequencies, silicon microphones, and speed and motion detectors to gather and interpret information. They will also pack thermal detectors, ultraviolet sensors for sun exposure and other super-high-tech features to sense the environment, your heart rate, perspiration, and temperament of the user or even people nearby.

Users will be able to snap apart their phones, and add in additional modules in order to change the way the phone can be used, for example, turning the phone into a GPS enabled belt clip for hiking or stretching the screen for watching a video.

The one thing that seems to stay the same is that people will still use the phone to make calls and send messages.