Contact us for a free mobile and social readiness evaluation 888.801.7110

What are you doing with your unused marketing real estate?

February 4, 2014 Mobile, Social Leave a comment

Engage customers and add a new dimension to your packaging, POP, vehicles and promotional materials. 

by Brad Beckstrom

What is “marketing real estate”?  Any company that makes a product, or serves customers, has marketing real estate. By real estate, I mean the white space on things like packaging, mailings, point-of-purchase materials, vehicles, uniforms and sales materials.

McDonald’s serves 69 million people per day.  Let’s say that, based on this amazing number, they serve up about 60 million cups per day.  Based on the number, the space on those cups has some very valuable marketing real estate. What is that space worth to Coca-Cola? What would it be worth to Pepsi? How many people see that Coca-Cola logo a year on those cups?  Based on my back of the napkin tabulations, about 22 billion people in 181 countries.  That is some valuable marketing real estate.

So, a few years ago when McDonald’s decided to make their global packaging more consistent and use this space more efficiently, they put a lot of thought into it, including engaging a global advisory board in the process. They wanted packaging that was attractive, but could work in multiple countries and languages with many different types of promotions.

One of the top priorities was the ability to use this packaging to engage and communicate with customers instead of just sharing a logo or a web address.  After successful test case studies around the world, McDonald’s decided to add a third dimension to their packaging globally with a far reaching mobile web strategy —  incorporating QR Codes.

 

The QR codes drive smartphone users to a McDonald’s mobile website with product information, nutrition information special offers and promotions.  The QR Code destination, mobile websites, promotions and special URLs can be updated digitally without expensive changes to packaging. This helps  large companies avoid waste when packages containing special promotions, product information or nutrition information inevitably change.

Most importantly, it makes efficient use of valuable real estate on every cup, napkin, bag,  placemat, product package, point-of-purchase material in every McDonald’s worldwide.

You don’t have to be McDonald’s to make use of your valuable marketing real estate. QR codes and  mobile short codes can be used by any small business when creatively incorporated into your marketing real estate to engage your customers.  Here is one example of one incorporated into a coaster from Stanley Park Brewery.

Reach out to ApolloBravo for a free mobile marketing strategy consultation and advice on incorporating The Mobile Web, QR Codes and Mobile Short Codes into your valuable marketing real estate.

 

Brad Beckstrom ApolloBravo

Want to drive safe and foil speed cam fails? Check out the updated and free WAZE app

December 12, 2013 Mobile, Social Leave a comment

 

My wife and I are not speeders. Unless you call driving 8 to 10 miles per hour above the posted speed limit, just to keep up with traffic, – speeding. In the DC Metro area driving at the speed limit can be dangerous. We have both also been “unfairly” nailed by speed cams in DC.

To solve this problem, we recently installed the WAZE app. Wayz in addition to being a solid GPS also allows users to share speed cam, speed trap and driving hazard info. These alerts then show up as icons with warnings. This comes in real handy for avoiding accidents and bad road conditions.

The app recently bought by Google for just over $1 billion dollars, so I think they may be onto something. Google paid 1 billion but you can get it for free here ow.ly/rHIL7

MasterCard is working with retailers to drive m-commerce via QR codes

November 26, 2013 Mobile, Social Leave a comment

Apollobravo mastercardNew York: MasterCard, in a bid to enhance its positioning in the smart wallet race versus rivals Visa and American Express, has launched a mobile commerce program incorporating QR codes.

QkR A new app currently being tested by MasterCard in the US, Europe, and Australia allows consumers to quickly purchase and pay for products from QkR enabled merchants using a smartphone. Users only need to register their card details to start using the app. QkR Also accepts other major credit and debit cards so consumers can register more than one card.

This year a trial program conducted at New York’s Yankee Stadium demonstrated to MasterCard the demand among baseball fans for acquiring hot dogs, pretzels and other game day goodies via the new technology. Similar tests are underway in Dublin, Ireland and Sydney, Australia.

MasterCard is demonstrating to sports fans and movie theater patrons the advantages of quickly ordering food and merchandise via QR code. These include:

  • No lines, just scan and the food will be delivered to your seat

  • Simple repeat purchase process for – that second beer

  • Never lose a receipt and remember all that food you purchased

  • Option to use debit cards or credit cards

  • A wallet feature in the platform also allows users to also complete and store transactions using rival credit cards Visa and American Express

  • Retailers can tap into MasterCard’s QkR platform to manage transactions

The QkR app also makes transactions more engaging allowing consumers to redeem special offers directly in the app, no coupons or codes necessary.

More info on driving mobile commerce via QR codes

App Info Via MasterCard Engagement Bureau and WARC

10 tips for boosting conversion rates and search engine performance using an Explainer Video

November 13, 2013 Mobile, Social Leave a comment

Do you have a product or service that requires a lot  of explanation?  Sometimes it’s tough to get your message across in three paragraphs on a landing page. Add a one minute Explainer Video to to increase conversion rates and search engine performance by 20 to 75%.

Recent Explainer Video for ASM by ApolloBravo

Here are our tips for creating and using an Explainer Video successfully:

  1. The script is very important. Don’t just do a product demo. Tell a story about how your product or service solves problems.

  2. Keep your message short.  The best length for Explainer Videos is about one minute. Getting your message across in a minute and 10 seconds is okay, but beyond that viewers really drop off.

  3. Use a video host. You can host your video on Vimeo and embed it  in blog posts (like this one), product landing pages, Facebook, slideshare and your homepage. If you’re going to create a great Explainer Video don’t just hide it in one spot.

  4. Distribute, distribute, distribute. There are over 50 major video sites out there beyond YouTube. We really like Vimeo.  Here is a list of 300 more. Pick 10 that best fit your product or service.  Examples: cooking, how-to, technology.

  5. Tag it. Once you embed your video, make sure you include plenty of tags as well as key points in the video description.  To optimize for search, you can also include the entire script.

  6. Make it easy for others to share your video by turning on sharing and including links in the video frame via Vimeo or YouTube. Also allow others to embed your video on their site and share.

  7. Include a call to action. Give the user next steps at the end of your video. You can embed a link or “get started” and contact info.  Sometimes just an simple 800 number works best.

  8. Quality matters. If you’re doing video animation, you want your color scheme to take cues from your branding and logo design. The video should look like it belongs on your homepage. If it’s not an exact match, you can improve it with just the thumbnail displayed at the beginning of the video. Sites like Vimeo allow you to select your thumbnail from any point in the video. This thumbnail will be displayed wherever you share the video.

  9. Keep an eye on your results. Use the analytics features on sites like Vimeo to track all of your embedded views and sharing across all sites, not just your home page.

  10. Think of your video as the perfect pitch for your product that runs 24/7 in hundreds of locations in front of thousands of viewers.  That’s a lot easier than flying around to tradeshows. Keep it fresh and up to date and it will pay dividends for years.

 

Here are a few Explainer Videos we’ve produced at ApolloBravo.  Take a look and give us a call if we can help you create your perfect pitch in an animated explainer video.

Think random

October 31, 2013 Mobile, Social Leave a comment

Think RandomRandom winner sweepstakes can instantly reward customers from thousands of different points of entry.

Let’s say you want to run a sweepstakes. You want to engage users across multiple devices, print ads, point-of-sale materials and social media. You want to capture all of the entries in one database, regardless of whether they entered via text message, online or responded to a brand representative at retail. Finally, you want to have multiple winners randomly selected from the entire database of entries.

ApolloBravo developed our SocialPromoter platform with just this type of promotion in mind. We use responsive web design to adapt to thousands of different device configurations and drive traffic with mobile tools including Text-2-Win, branded QR codes, interstitial ads and innovative web apps.

ALL Strike out stains

At the Little League World Series, ALL and Snuggle brand representatives engaged visitors and captured entries via tablets and smartphones. Consumers could also enter by scanning a branded QR code. All of the entries were captured in one database with automated random winner selection and confirmation.

Brands also have extensive options to extend contests via social media with sponsored stories on Facebook or twitter. We also offer the ability to accept email addresses and ZIP Codes via text message for text to win promotion extensions.

Reach out to ApolloBravo for a free consultation on sweepstakes strategy, planning and technology.

Mobile store Info searches rise to 73% – Take control of your customers mobile experience.

October 3, 2013 Mobile, Social Leave a comment

smartphone shopper

By Brad Beckstrom

You’ve seen them. Teens in Best Buy or shoppers at Target madly scrolling through their smartphone, often walking straight into your shopping cart. A new study shows there’s a pretty good chance they’re not on Twitter or Facebook. They are checking competitive prices, product info, reviews, special offers and more.

Consumers who use their smart phones for product pricing and info research at retail has risen from 34% in 2012 to 73% in 2013, according to a recent study by Local Corporation.

An even higher percentage of consumers (79%) use their smartphone to access information about a local store or restaurant they’d like to visit. These same consumers agree that their smartphone is great for accessing special offers and coupons from retailers.

The study included additional stats, but the key numbers in answers to all questions including, product reviews, competitive pricing, checking for sales and specials, and online orders, had engagement levels among mobile consumers, above 60%.

Retailers, restaurants and all small businesses need to put their customers’ mobile experience first. Step one is making sure your mobile website adapts to different devices and loads quickly. Many consumers are in their cars and are often on slower devices or slow networks.  Step two is to get them the information they’re looking for. Having your menu on Yelp next to some flaky customer reviews won’t cut it. You need to start with a well-designed mobile landing page or responsive web site with your business’ basic information.

Once this is in place, you want to make sure all of your business pages on Yelp, Facebook, Yahoo, Google+ include your website link with device detection so that mobile users can find you and get the the info they are searching for.

When you have the basics covered, then you can start adding bells and whistles like mobile optimized menus, email and text message opt-ins, social sharing, photos and product information. The goal is to make sure that you’re in control of your customers mobile experience. If you search for your business and Yelp, Twitter or Facebook show up as the first or second results. that means they are most likely controlling your customer experience on mobile.

 

Over one third of mobile phone owners using the device as their primary means of internet access.

September 18, 2013 Mobile, Social 1 Comment

A 2013 study from PEW Internet found that 63% of  mobile phone owners use their device to access the Internet. More importantly, 34% of those users stated it was their primary means of access to the Internet. Many of these users are following links shared on social media, apps and email (still the most popular app on smartphones).  With the proliferation of free Wi-Fi and all-you-can-eat data plans the average smartphone user has many options for accessing the web and working remotely.  Because 91% of Americans now own a cell phone, this number will only continue to increase. Device manufacturers like Apple and Samsung continually up the game with the quality of the browsing experience and the speed of the device. Apple’s new iPhone 5S is more powerful than many laptops and certainly more convenient for quick access to information.

mobile internet 2013

 

 

 

 

 

 

 

 

 

 

 

 

What to do with this data? Seriously consider taking a mobile first approach to web design, advertising and consumer promotion. Instead of designing a website or digital campaign for traditional browsers consider first what it will look like on a smartphone. Using this approach it’s easier to then make the campaign or website responsive so that it opens up and breathes when viewed on a traditional browser.  Another option is to use mobile redirection for a fully custom experience.

10 powerful ways to increase customer engagement through mobile marketing

September 11, 2013 Mobile, Social 1 Comment

A quick, highly visual overview of 10 of the secrets to increase customer engagement through mobile.  After seven years in the mobile marketing space these are some of our most effective methods for reaching customers through mobile marketing.



40% of SMBs Now Accept Payments with Mobile Credit Card Readers. Engage customers with mobile receipt delivery.

August 9, 2013 Mobile, Social Leave a comment

Brad Beckstrom

mobile commerce

A new report from The Local Commerce Monitor. BIA/Kelsey’s ongoing study of the advertising behaviors of small and medium-sized businesses (SMBs), indicates that there’s a steady increase in SMB’s that are going mobile.

The segment with the largest increase are SMBs that accept payments at the point-of-sale with a mobile credit card reader.  Small credit card readers like square plugged into iPhones are becoming a ubiquitous payment option from small food trucks to growing retail locations. The study showed that 40% of SMBs are using some sort of credit card reader attached to a smartphone or tablet. Another 16% plan to add this capability in the next 12 months.

The study pointed out that 32% of these same SMBs are using some form of mobile advertising to promote their business. The recent jump in Facebook revenue reflects the rapid SMB adoption of mobile ads with the social network.

There is an opportunity for SMBs and major retailers to opt in consumers for future offers by allowing consumer to receive a copy of the receipt via email.  The key is not to ask for too much information or go through some complex app authorization screen. Just capture the email address “only” to deliver the receipt. With the receipt you can include “an option” for the recipient to opt in to surveys, receive future discounts and special offers.

Take your cues from much larger businesses like Apple Stores that do a good job at this. If you opt in to receive your receipt via email that that’s what you get “ just the receipt.”  However, at the top of the receipt you will notice a link with a “tell us about your experience” survey. Within that survey, or directly on the receipt, you can include an opt in for future offers, social links, and promotions. Apple takes it one step further with a survey that helps them better define the future needs of any small business.

Screen Shot 2013-08-08 at 10.09.46 AM

 

If the customer uses the survey link just to complain or does not opt in to other offers you have still provided a useful service and you’ve learned something about your business. You have the option to bring that customer back into the fold with a quick response, solution and/or special offer

Once your list starts to grow make sure your survey, emails and links to coupons and websites are mobile optimized more responsive to multiple device sizes. It consumers are going to use these offers at your retail location they are going to be on a mobile device.

Contact us for mobile commerce options and a free mobile readiness evaluation.

 

TV no longer commands viewers’ full attention

July 31, 2013 Mobile, Social Leave a comment

Mobile commerce TV viewers

By Brad Beckstrom.

You’re watching a show and you can’t remember the actor’s name so you grab your smart phone and visit IMDb. A sport’s stat on ESPN prompts a friendly disagreement and the smartphones come out in search of the truth.  Or, if you’re like me, you may not even be using the TV to watch a show at all.  You may be using it to stream music through Pandora while running a slideshow through Flickr so  you can get back to that book on your iPad.

A recent study released by Google noted that 77% of TV viewers use another device while watching TV in a typical day. So you’re not alone in your ADD.  These simultaneous activities can often be complementary usage, for example “doing a quick price check on a product being advertised” versus multitasking, ”clearing out some old emails while watching a rerun.”

In either case, the vast majority of these TV viewers will be visiting your site on a mobile device. There are two other things, TV viewers will be distracted, and they won’t stay long.  If you want their attention, it’s very important to assure they land on a page with a great call to action and free of clutter.

There are several options here, the first is to make your entire site responsive to mobile devices, especially smartphones. This way you’ll be sure to present a page that is acceptable to a mobile user and easy to navigate.  Another option is to use code that detects mobile devices and sends them to a landing page on your website designed specifically for those users.

To come up with the best solution for your business, blog or website you should think about how users may come across links to your site. Do you include links to your site in emails? Is your product advertised or promoted on TV? Have you thought about using Google AdWords for mobile or Facebook mobile ads to promote your product or service? All of these will have an immediate impact on the number of mobile visitors to your site.  You should also install and use Google Analytics on your site to get a feel for the current number of visitors arriving via mobile devices.   Don’t depend on analytics alone as it often shows you what users are working with on your site versus what they want.  Reach out to us if you need help coming up with the full picture.

 

Online activity now starts with smartphones

July 24, 2013 Mobile, Social Leave a comment

ApolloBravo Mobile commerce

Most online activities start with a smartphone. Think about it, you see an ad or review for the latest gadget and you pull out your current gadget to get a quick price. You may bookmark it or send it to Evernote to check it out later, but you’ve started the online activity.  A new study released by Google shows that smartphones are now the most common starting place for online activities. This is not just about search but includes shopping at 65%, travel at 47% and social networking at a whopping 66%.  This number includes mobile browsers as well as native and web apps. The eye-opener of the bunch was online finance at 59%!

So, if users are coming to your website via search, social media, browsing or shopping, there’s a very distinct possibility that they are using a mobile device. Modern companies need to automatically redirect mobile users to an optimized mobile site or take the next step and create a fully responsive website that automatically detects and adapts to the visitor’s device.

Which option you choose depends on your business. Businesses with a lot of content may choose to offer a mobile site that only pulls specific information from their main website. This is often done to optimize important elements like load times and navigation. If you’re a restaurant or small business and your site is fairly lean to begin with, a responsive option may be best for you.

Once you’ve gotten this off your checklist, you can experiment with many of the new ways to drive visitors to your mobile site and not worry which device they are using. These include QR codes, links in SMS or email campaigns in app promotion and advertising.

If you’re not sure which to choose, we’d be glad to help you weigh the options.

Brad Beckstrom

73% of mobile searches trigger additional actions and conversions

July 16, 2013 Mobile, Social Leave a comment

by Brad Beckstrom

When consumers are searching on their smart phone there’s a very good chance that they’re ready to take action. A recent joint study from Google and Nielsen demonstrated that 73% of mobile searches result in additional actions.  This is most important for retailers as 17% of  searchers visited a store and another 7% called the business. The most important finding is that 25% visited a retailer’s website on their smartphone. It’s essential that your website be responsive and easy to navigate for mobile visitors if you want them to take action. Ask yourself the following questions:

  1. Does our website load quickly on a wide variety of mobile devices and is it responsive to  large and small tablets
  2. Is it free of clutter and easy to read with click to call and quick access to store location information
  3. Do you have a mobile coupon strategy to drive traffic, this could be as simple as a reward for visitors who opt into your SMS or email lists
  4. Can consumers quickly login and share with Facebook as an option to creating a password and entering their email address

free mobile report

You’ll notice that in the study 36% of mobile searches resulted in continued research. This generally means they didn’t find what they were looking for. They may have clicked on a website that took more than 7 seconds to load or was not mobile friendly or was confusing and hard to navigate. Those are the customers that are up for grabs if you can do mobile right. Try this quick test. Search for “Frank and Oak”  on your mobile phone. Click on the first result. That’s how mobile should be done and if you’re a brick-and-mortar retailer your business is being disrupted.

Click here to request a copy of the full mobile marketing report

66% of users find mobile sites through a search engine. Is yours ready?

July 8, 2013 Mobile, Social Leave a comment

Mobile Marketing trendsby Brad Beckstrom

More users than ever are finding websites through mobile search. This is especially true for retailers, restaurants and service companies. Think about what you search for on your smart phone. It could be through your mobile browser, built-in Google search or maps. It could  be a link from Yelp or Facebook or a Groupon that showed up in your email.  Regardless odds are you’re using your smart phone to search for things nearby more than you realize.

Businesses have several options when it comes to adapting to mobile search. One is to automatically redirect users to a mobile optimized landing page. This works especially well for businesses that just need to share items that they know mobile searchers are looking for. It can include your click to call phone number, address, menu or special events and offers. Less information helps your mobile site load quicker, which is very important to mobile users.

If you’d like all of your website content to be available, another option would be to create a responsive website, one that adapts to the device automatically, whether it be a tablet, smart phone or traditional browser.   While a responsive solution is often more expensive it does have the advantage of all of your content being updated in one place for consistency.

Users now expect a mobile experience

June 21, 2013 Mobile, Social Leave a comment

By Brad Beckstrom

In mobile it’s all about the destination.

apollobravo mobile study

 A recent study released by Google and Nielsen noted that  52% of consumers are less likely to engage with company or product that has a bad mobile experience. Open any magazine and you’ll see QR Codes. They are fairly easy to create and many advertisers are simply dropping them into ads without really considering the destination. In mobile “it’s all about the destination” whether a visitor scanned a QR code, searched on their mobile phone or received a special offer via email.  The most popular mobile app is still email which means mobile users are linking from email campaigns and in many cases are arriving at a landing page that has not been optimized for mobile.

When the mobile visitor arrives you should be ready regardless of what type of device, app, link they are using to get there.

A bad mobile experience can cost you customers

June 13, 2013 Mobile Leave a comment

mobile Experience

Think about it. Have you ever used your mobile phone for search? Most people do. When you find something you’re looking for, do you click on it? Most people do. That’s why it’s so important to optimize your website for mobile. A recent study from Google and Nielsen showed that 61% of customers who don’t see what they’re looking for right away will quickly move (or bounce) to another site. There are lots of options including responsive web design and handset detection that can allow your website to automatically adapt to phones, tablets, mini tablets and those big things we see people holding up to their ears called Phablets. 

How to make native ads a big deal

May 22, 2013 Mobile, News, Social Leave a comment

Native Advertising

Earlier this week following Yahoo’s acquisition of Tumblr they announced that they would begin integrating native ads ” sponsored content” into news streams. This type of advertising fits naturally on sites where people can post anything. Think Twitter, Facebook, and now Tumblr, Flickr. It’s a great opportunity for brands, but the content needs to be much more than a banner.  This is especially true if a brand is sponsoring content to  appear in newsfeeds of people who aren’t already following them.  So here are some of my thoughts on native advertising.

 

  1. The content should be unique “think beautiful images captured with a Nikon camera” versus the traditional yellow banner ad
  2.  The content should fit the crowd, if animated gifs are popular on Tumblr then explore that opportunity with unique cinemagraph  images
  3.  Offer something of value, a free app download or Tumblr only clips from an upcoming episode or book sample
  4.  Ask for user content as part of a contest or sweepstakes, share examples
  5. Take advantage of the excellent targeting tools these sites offer

We also see these native ads to be ideal for mobile advertising as they are generally appearing in stream versus small banners.  These in stream ads have done well on Facebook to date and boosted mobile revenues significantly.

A great tool for brainstorming

May 10, 2013 Mobile, Social Leave a comment

Screen Shot 2013-05-10 at 9.02.46 AMWe’ve been looking for something like Trello for a long time. Trello Is promoted as a project management system. As a digital marketing agency we’ve got that down. What was really missing was a global collaborative space to share ideas and brainstorm. At the core of Trello are cards that are used to share and organize ideas. People can collaborate using tablets, smart phones and traditional browsers.  This is ideal when trying to brainstorm with folks in different locations and time zones. People can also vote and share ideas outside of the group.  As more of the best creative’s in the business ditch their commute and learn how to work from home  apps like Trello become very valuable. Think of it as a digital whiteboard that doesn’t end up a scribbled mess, or have the words “do not erase”, scrawled above it. I’ll let you know how it goes.

More here https://trello.com/

Recent poll : 71% of consumers would consider using a mobile coupon on a date!

April 30, 2013 Mobile, Social Leave a comment

When my wife and were  saving for a first home I remember going through a phase where I printed out coupons for free entrées in local restaurants.  These coupons and other discounts like the entertainment card would always raise eyebrows with the wait staff. It was especially fun when your coupon was rejected and had to be returned to you. ” Sorry sir this is only for our Plattsburgh location, you will need to pay the entire check” .  After a while I gave up on them as I am sure many restaurant goers did. But now as I pull out my iPhone 5  redeem a 50% off  Groupon at a  nice local seafood place  it just feels a lot like handing them your American Express card. In fact American Express has even built in some offers with foursquare. Waitstaff response “that’s cool”.

Our recent recession combined with rapid acceptance of smart phones has really changed this whole process from something very difficult to something so easy so that it’s just second nature for many people now. In fact a recent study has shown that only 9% of consumers believe using a coupon would label someone as “cheap”.  So here’s the big number – ApolloBravo mobile emailers71% would consider utilizing a coupon on a date and not attempt to hide it!  However I would most likely not recommend this on first dates.  see study below via Warc

US consumers rely on coupons

AUSTIN: Consumers in the US are spending less on meals at restaurants, new clothes and higher-priced groceries than five years ago, while relying more on discounts and coupons, a survey has found.

RetailMeNot, a digital coupon site, polled 1,101 consumers online for the financial literacy edition of its Shoppers Trend Report and found that more were actively saving money than before.

“Consumers are emerging from the Recession of 2008 having learned a valuable lesson, that saving money is a good thing,” said Trae Bodge, senior editor for RetailMeNot.

“Today’s consumers have higher expectations for what they can do with their hard-earned paychecks,” he added. “They also want more for their money and are willing to take the necessary steps to ensure that they get it.”

Significant proportions of respondents had reduced their outlay on meals at restaurants (49%), expensive groceries (44%) and new apparel (46%).

At the same time, 51% of consumers who used coupons stated they used them more today than five years ago, while 37% said they used them more than a year ago.

Economic factors were the main reason for the increased usage of coupons, either because respondents’ personal finances had declined (43%) or because the recession had made them more conscious about the importance of saving (31%).

But 23% indicated that their increased use of coupons was simply because technology had made it easier to find and use them.

“Couponing as a necessity gave people a taste for savings, and consumers will continue to look for ways to get more for their money,” noted Bodge.

In general, coupons had a positive image, with 59% of respondents regarding people who used them as “savvy” while just 9% reached for the description “cheap”.

Interestingly, some 71% said they would consider using a coupon on a date and would not attempt to hide it.

Data sourced from Wall Street Journal; additional content by Warc staff , 30 April 2013

Read more at http://www.warc.com/LatestNews/News/EmailNews.news?ID=31332&Origin=WARCNewsEmail#KRVVAcRUpLk7Ajvm.99

Mobile web use among teens rises significantly

April 9, 2013 Mobile, News Leave a comment

apollobravo teens mobileWashington DC : A recent PEW Internet study among US teens regarding their preferred method of getting online found that 78% of US teens use a mobile phone. Around three quarters of that group accesses the Internet on smart phones and  tablets.  25% of that group uses a mobile device as their primary access to the Internet.

This presents an opportunity for marketers to utilize the mobile web in unique and innovative ways. The latest HTML 5 technology allows marketers to  deliver an app like experience on a variety of mobile devices not just iOS and Android.  Teens are interested in the go anywhere mobile experience.  Companies should be looking to provide a unique mobile experience for products and promotions. In many cases the mobile web is superior to utilizing apps as access has gotten easier, no app download required, no long waits for App Store approvals and most importantly no managing expensive multiplatform app updates and launches.

Think about utilizing the mobile web for branded contests and promotions that can be updated regularly, new product launches and  experiential events that may not necessitate the cost of a full-blown mobile app. The goal should be to provide an app like experience for all smartphone and tablet users.

We can take this one step further utilizing responsive web design whereby the site automatically adapts to the screen size of the device. With new smaller and mid-size tablets capturing more market share this  type of responsive design will continue to gain traction. Find out more  - view our  recent presentation  on mobile web promotion opportunities 

 

 

 

 

 

Engage Your Consumers on their Mobile Devices

March 28, 2013 Mobile, Social Leave a comment

Photo sharing contests are a great way to connect with your consumers and prompt them to engage with your brand.  And, using Facebook as the vehicle to bring awareness and participation to your campaign is fantastic … unless those consumers are primarily using a mobile device to access the Facebook platform.  Currently, Facebook desktop and Facebook mobile operate like two completely different platforms.  Facebook is in the midst of optimizing the mobile newsfeed to engage their mobile consumers, but that doesn’t expand to facebook apps.

facebookCover R3-01_3.22.12

Your brand spends money to advertise to and engage your consumers on Facebook; it’s affordable and effective to build your Facebook community and social media presence.  The number of active daily visitors visiting Facebook on mobile devices (680 million active users) now exceeds the number of traditional desktop users.

What happens to your brand’s consumer promotional engagement on a mobile device?  Is that Facebook Like-Gate page collecting mobile fans or the Facebook Photo Sharing Contest App even reaching your consumers?  Currently, on mobile devices like smartphones, it’s not.

Think about it.  What device do you use most frequently to check Facebook? Are you satisfied having your brand top-of-mind only from the comfort of a desktop computer?  Let’s face it – your phone is a social device.  You have it with you at all times. By the end of 2013, there will be more mobile devices on Earth than people. (Source: Cisco, 2013)

Don’t despair, ApolloBravo makes Facebook Apps mobile! Apollobravo builds mobile-friendly apps allowing your fans to access, view and interact with your Facebook Desktop version of the contest or sweepstakes app.And the best part is that the mobile app and the facebook app are seamlessly synced.  Advertise your promotion in a Facebook Ad or simply post to your fans’ newsfeeds with the confidence to drive awareness and increase participation …. Even on a mobile device!

Check out our current Jagermeister Brother in Your Corner Photo Contest apps.facebook.com/jagercode … from your desktop OR your mobile.

Food and beverage brands lead on Twitter

March 7, 2013 Mobile, News, Social Leave a comment

Twitter Brand Use A recent UK study shows brand mentions for food and beverages more prominent than music, celebrities or news updates. This points to a great opportunity for brands to develop and invest in growing their presence on Twitter. Mentions can be further enhanced by running photo contests and prompting consumers to use hashtags to be automatically entered in sweepstakes. It’s much easier to engage a brand this way then filling out a form online or even worse a mail-in sweepstakes. When integrated with mobile marketing, analytics and contest management tools Twitter can make a great primary means of entry for your next promotion or sweepstakes.

Via WARC Brands in the food and beverage, clothing and retail sectors generate the highest number of direct mentions among Twitter users in the UK, according to a report.

Drawing on a sample of 10,000 tweets made by 1,000 members of Twitter, the social media monitoring firm BrandWatch revealed that 3.6% of posts referred to a brand by name.

“This made brand names almost as prominent as television, film and sport, and more prominent than music, celebrities or news updates,” the firm’s study said.

Members of the food and drinks category yielded 32% of these messages. McDonald’s and Nando’s, the restaurant chains, Tesco, the supermarket giant, and Cadbury, the confectioner, led the charts here.

The technology sector was the subject of 11% of tweets referencing brands. Apple, and its iPhone handset, topped the category rankings, with Samsung, Microsoft and Orange following next.

While 80% of content about technology brands was generated by men, women were behind 89% of tweets in the clothing category and 73% for food and drink.

“Equal numbers of products and services were mentioned, suggesting an even split between secondary and tertiary sectors,” the study said.

“Brands ranged from large, established names including Amazon and Ford to smaller companies such as Azendi and Micro Scooters.”

Looking more broadly, the analysis showed that 38% of posts were “solo tweets”, where the user did not link with other Twitter members using tagging or a direct exchange.

A further 36% were replies to messages, while 22% were retweets, the analysis added.

Data sourced from Brand-e.biz/BrandWatch; additional content by Warc staff, 7 March 2013 

Digital media leads in emerging markets

March 6, 2013 News, Social Leave a comment

 Looking to promote your product in emerging markets? A recent study shows that mobile and social media are far more influential in these markets than in North America or the UK.

LONDON: The digital channels are more important for marketers than traditional media when it comes to connecting with consumers in emerging markets, new analysis shows.

The Discovery Brand Index of GlobalWebIndex, is based on the results of more than 150,000 Internet users in 31 countries, creating a single measure of the ease with which consumers can find brand messages.

It found, for example, that social media are six times more important for brands in markets such as Indonesia and Thailand than in Japan or the UK.

To highlight the difference in attitudes, consumers in the Netherlands are seven times more likely to learn about new brands and products that social media ads.

Another important digital channel is mobile, and campaigns in countries like Thailand and Vietnam are about four times more efficient than in developed markets such as the UK and the Netherlands.

Developed Internet markets, however, have different characteristics. In Japan and the United Kingdom, for example, the search is twice as important for brands in consumer buying trip digital.

Established brands also exert more power in these markets. In Japan, the brand loyal consumers outnumber those “adventurous brand” by two to one: a bit of stick from 58% to a brand once they find one they like, while 27% always like to try new products.

By contrast, consumers in emerging markets are much less fixed in selecting brand: 73% of Filipino Internet users like to try new products.

“With brands increasingly investing in digital and social media, it is critical to understand how all channels to work together, with individual metrics that cover all communications, whether they are online or not,” said Tom Smith, GlobalWebIndex founder.

Among other findings of the study are that consumers in Hong Kong are more likely to trust the price comparison and consumer review sites in the search for online information products.

And Sweden produced the lowest score online BDI, indicating that the Swedes are the least likely of any nationality to use the Internet to interact with brands or product search.

The data comes from GlobalWebIndex, additional content by WARC staff, March 6, 2013

More Americans are dual screening

March 5, 2013 Mobile Leave a comment

Recent studies indicate that more and more Americans are dual screening, primarily using their tablet or  smart phone while watching TV.  More viewers we are engaged with content in multiple ways. This could include the sports fan checking out-of-town scores on his smart phone while watching the game on TV.  The couple checking IMDb on a tablet to settle a bet over what year a movie was released.  And sadly, more often than not workers clearing out some old emails on their laptop while watching Modern Family.  Advertisers should explore more opportunities to reach dual screeners.   Interacting with televised content by uploading photos sharing tweets or Facebook posts  is growing in popularity especially among affluent consumers as the study here suggests.

SAN FRANCISCO: Most wealthy Americans use laptops, smartphones and tablets at the same time as watching television, research has found

The latest Ipsos Mendelsohn Affluent Barometer surveyed 1,055 affluent adults, defined as those who claim an income of at least $ 100,000, and included 192 high net worth consumers with an income of at least $ 250,000.

The Barometer established that 64% of Americans were dual screening on a regular basis. Most preferred to use his laptop (63%), but nearly as many smartphones used (58%) and tablets (53%).

“The technology is truly integrated into [consumers] lives to the point they find it difficult to stop using a device, even when they are engaged with one or two others,” said Steve Kraus, chief research and insights officer for Ipsos MediaCT, luxury Daily.

Just over half the sample used social media platforms while watching TV, with Facebook twice as likely to be used as any other network.

“The widespread media multitasking puts a higher premium on the involvement of consumers,” said Kraus. That means that “really reach them with messages that attract attention of consumers and talk to important consumer values.”

When asked what media channel that would be hard to live without, fully 70% of respondents said they would be your laptop.

Two-thirds could not live without your smart phone, but only one-third described their tablet.

The survey also found that affluent consumers are more optimistic about the state of the economy and their personal perspectives from which the merely affluent.

As a result, luxury marketers must “continue to focus on higher-end, ultra-rich consumers,” said Kraus.

“Luxury projections for growth are modest to affluent as a whole, and we currently see no signs of a return to widespread aspirational luxury shopping behavior that characterized pre-recession America,” he added.

Data supplied by Luxury Daily, additional content by WARC staff, March 5, 2013

57% Facebook users go mobile. Now how to reach them.

January 21, 2013 Mobile, Social Leave a comment

Excellent info-graphic courtesy of QWAYA via Social Media Today.

Facebook’s growth on mobile devices is a good indicator of how rapidly smart phone subscriptions are growing globally. Out of Facebook’s nearly 1,000,000,000 active monthly users 57% are accessing via mobile phone.  If you’ve developed a great mobile website or mobile promotion, The Facebook Newsfeed is a fantastic way to drive traffic there.

Screen_Shot_2013-01-21_at_1.09.52_PM

 

Explosive mini tablet growth to fuel m-commerce, and hasten PCs decline

January 15, 2013 Mobile, News Leave a comment

Here come the mini tablets. Or are they just big phones? With devices like the Samsung Galaxy Note its hard to tell. But if that size doesn’t work for you there’s many more like the iPad mini or Kindle fire HD.  The widespread availability and low cost of these new devices is accelerating the mobile impact on PC shipments, and the PCs role in e-commerce. Results from research firm Gartner indicate that PC shipments were down 4.9% to 90.3m units, a drop which it did not attribute solely to a weak economy. ”Tablets have dramatically changed the device landscape for PCs,” said Mikako Kitagawa, principal analyst at Gartner, “not so much by ‘cannibalizing’ PC sales, but by causing PC users to shift consumption to tablets rather than replacing older PCs.”

Additionally these mini tablets are highly portable and are being used more and more for impulse purchases.  Like a phone many have built-in 4G access, cameras with QR code scanners, and even NFC near field communication. Here’s a list of several hundred mobile devices that are NFC enabled. http://goo.gl/IrqDX

So how does this all impact mobile commerce?  One example, at CES we saw a demo from the first chain of NFC supermarkets in Paris. So forget about 3-D or HD have just old-fashioned 2-D where consumers can quickly scan to purchase items and have them ready for pickup or delivery. So in fact you could have a C store display in a Metro station linked to a vending machine for a fast automated shopping experience. Read more about the NFC supermarket here http://goo.gl/JfY8Z

NFC and  QR code scanning is just the beginning. Engaging consumers in this way allows brands to opt in consumers for future offers, promotions, more product info.

Questions about m-commerce?  Reach out to ApolloBravo the consumer engagement experts. http://www.apollobravo.com/contact/

 

Mondelez International, the snacks firm which split off from Kraft Foods adopts mobile first position

January 11, 2013 Mobile Leave a comment


“Our goal is to become one of the top mobile marketers in the world. By investing 10% of our global marketing budget in mobile, we believe we will open opportunities in the marketplace,” said Bonin Bough, its vice president, global media and consumer engagement.

Note to Chief Marketers: Get in the social currency game.

December 7, 2012 Social Leave a comment

This survey shared by socialmediatoday  is another in a long string of data pointing to the fact that among consumers interacting with brands it’s more about social currency then social media.  The study points out the  disconnect between brands and consumers.  Here are a few of highlights.

  •  65% of consumers connect with a brand for the games, contests and promotions
  •  79% to take advantage of special offers and discounts
  •  People are connecting with brands via social media because they expect something in return
  •  Consumers see this as social currency
  •  When CMO’s or asked this same question they believed that these consumers were looking for content and only 27% of the same CMO’s believed that consumers were seeking special savings, experiences or rewards.

That’s a big disconnect. So the challenge for marketers is to engage consumers as the first step in starting a conversation.  Pony up your social currency at the front door.  This is especially true with new product introductions or brand extensions which 55% of consumers want to hear about.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

From the looks of things not many CMOs and marketers are putting enough weight to the idea of social currency…

 

 

 

 

 

 

 

 

 

And one more chart just in case the message is not loud and clear.  Read more about the study here http://goo.gl/rc3ev

ApolloBravo Presenting at MoDevEast

November 28, 2012 Uncategorized Leave a comment

The first three weeks after launch are crucial to the long term success of your app. Don’t wait until after your app’s launched to layout your marketing plan. Brad Beckstrom, Managing Partner of ApolloBravo, will walk you through the latest strategy for cross-platform app launches: including marketing tools every developer should embrace. Primarily, we will highlight activities developers can focus on outside of the traditional app store placement.

Stop by our presentation @modeveast It’s Launch Time. How to Market Your App During the Crucial Launch Phase. 2PM Thurs 11/29/12 event details tickets http://ow.ly/fE456

Things are tough for Greece but great for Greek yogurt. Read this post for a free PinkBerry yogurt

October 25, 2012 Mobile Leave a comment

New Loyalty App for PinkBerry Yogurt. Customers can download the PinkBerry App and get a FREE yogurt with unlimited toppings. The app includes several unique features including:

  • Facebook gifting
  • Rewards – replacing their old Pink card punchcard program
  • In app payment options
  • Flavor finder
  • And some of the standard store locator social sharing options

Consumers can also instantly share ideas and comments with a promise from PinkBerry to respond in 24 hours.

 

 

Scan for the APP.

 

 

Note to retailers: it’s time to replace tear pads and punch cards. How a sub shop chain got 650,000 new loyalty members

October 24, 2012 Mobile, Social Leave a comment

We’ve all seen them, the punch card that the cashier at the donut / coffee / sub shop hands you hoping you be back 9 more times to claim your free donut.  Most of them end up in the trash. They have no way of communicating even if they were stuffed in the back of a wallet.
 When Jersey Mike’s Sub Shops replaced their punch card program with a mobile program, including a mobile app and SMS program among other elements, they signed up 650,000 members. That’ll sell some subs. The program is multiplatform and is accessible to all members. Not only that, the metrics are much more trackable than paper punch cards.  They even added a cool RFID option so members could just scan in store. That shows a real commitment to mobile that will pay off long-term.
 It’s one thing to reward a customer for purchasing a sub, why not take it to the next level and reward them for checking in so their friends learn all about the program?
  Other elements a retailer could add to their  mobile program
  • New mobile web ordering and payment accessible to all smart phones via a new HTML 5 platform
  • A  QR code to check in and claim your points or join the program

 

Consumer Engagement and Instagram

October 23, 2012 Mobile, Social Leave a comment

When you think about it photos are a great way to engage consumers. Whether it’s through contests,  experiential marketing or social media, photos are king.  When a consumer includes your product in a great photo it’s the ultimate complement for your brand. Try this experiment, go to any products Facebook page and click on photos, then click on photos of……. and you will see the sometimes “very interesting” ways consumers are engaging with that product through photography.  With the growth of Instagram, Facebook and Pinterest a photo can now have a much larger audience.  It’s also gotten much easier for the consumer to add a quick hashtag or tag your product on Facebook.  Check out this YouTube video of how shoe brand Aldo is using Instagram to  vastly enhance the visibility of a street team promotion.

ApolloBravo offers branded photo sharing solutions for your contest, event or social media campaign. We create campaigns that maximize photo sharing across multiple platforms and encourage consumer check-ins with photos.

 

 

Mobile show-rooming spells trouble for unprepared retailers

October 22, 2012 Mobile Leave a comment

Show-rooming points to big troubles for brick-and-mortar stores. Recently while shopping for a new refrigerator I thought I would give showrooming a try. It’s pretty easy to do, you can use an app like Amazon or Red Laser and quickly scan barcodes on appliances other items in any store for a quick comparison. To capitalize on this trend many online retailers are offering free shipping and set up for large appliances. My results – I could’ve saved $250 online. However the retailer was prepared and offered free set up, haul-away and a gift card.  Lesson learned if you’re going to showroom give the salesperson at least a shot at matching the price.  For retailers think about embracing show rooming with your own scannable codes and price match offers. Make sure you remind consumers about services and guarantees you may not get from online retailers. More about growing show rooming trends.

VIA WARC

Showrooming” grows in US

NEW YORK: Increasing numbers of US consumers are engaging in “showrooming”, or comparing prices on a mobile device while in stores, a study has found.

CouponCabin, the deals website, and Harris Interactive, the polling firm, surveyed2,361 adults, and reported that 43% of people owning a smartphone or tablet participated in this activity.

Upon being asked if they were worried that this might cause bricks and mortar stores to go out of business, some 44% of the panel proved “not at all concerned”.

A further 41% were “somewhat concerned”, while 12% were “very concerned” and 3% were “extremely concerned”, the study found.

By category, the uptake of such behaviour was highest when considering home electronics, hitting 50%. Entertainment products like books, DVDs and CDs logged 40% here.

These figures stood at 31% for the apparel segment, as well as 29% for footwear, and 24% for desktop PCs, the analysis revealed.

Overall, a 97% majority had ultimately bought an item researched in this way at a lower price than was available in stores.

Within this group, a 28% share of shoppers either “always or often” did so, and another 68% “sometimes” adopted the same strategy.

“Consumers are using technology to find as many ways to save as possible, and showrooming is a prime example of that,” said Jackie Warrick, president of CouponCabin.

“As showrooming becomes more widespread, some stores are concerned and are changing their strategies, offering new incentives and providing special offers to keep shoppers buying at their retail locations.”

Research from Deloitte has suggested that over 50% of consumers were likely to be carrying smartphones when Christmas shopping this year, compared with 40% last year.

“Those [chains] who adjust and are able to be nimble with their customers will have a great holiday,” said Alison Paul, retail and distribution sector leader at Deloitte. “Showrooming is a phenomenon, but it will not end retail as we know it.

“Retailers recognise that having the customer in the store is nine-tenths of the battle,” she added. “There’s nothing like the immediate gratification of walking out with what you came to get.”

Data sourced from CouponCabin/Chicago Tribune; additional content by Warc staff, 22 October 2012

67% of smartphone users say mobile friendly sites turn visitors into customers

September 26, 2012 Mobile, News Leave a comment

The following post originally appeared on the Google Mobile Ads Blog.

In this world of constant connectivity, consumers expect to find the information that they want, when they want it – especially when they’re on the go. We know that this applies to their web browsing experiences on mobile, so we took a deeper look at users’ expectations and reactions towards their site experiences on mobile. Most interestingly, 61% of people said that they’d quickly move onto another site if they didn’t find what they were looking for right away on a mobile site. The bottom line: Without a mobile-friendly site you’ll be driving users to your competition. In fact, 67% of users are more likely to buy from a mobile-friendly site, so if that site’s not yours, you’ll be missing out in a big way.

Discover these and more findings from, What Users Want Most From Mobile Sites Today, a study from Google (conducted by Sterling Research and SmithGeiger, independent market research firms). The report surveyed 1,088 US adult smartphone Internet users in July 2012.
The problem (and opportunity) is big…
While nearly 75% of users prefer a mobile-friendly site, 96% of consumers say they’ve encountered sites that were clearly not designed for mobile devices. This is both a big problem and a big opportunity for companies seeking to engage with mobile users.
Mobile-friendly sites turn users into customers
The fastest path to mobile customers is through a mobile-friendly site. If your site offers a great mobile experience, users are more likely to make a purchase.
  • When they visited a mobile-friendly site, 74% of people say they’re more likely to return to that site in the future
  • 67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service
Not having a mobile-friendly site helps your competitors  
A great mobile site experience is becoming increasingly important, and users will keep looking for a mobile-friendly site until they find one that works for them. That means your competitors will benefit if your site falls down on the job (and vice versa).
  • 61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d quickly move on to another site
  • 79% of people who don’t like what they find on one site will go back and search for another site
  • 50% of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly
Non-mobile friendly sites can hurt a company’s reputation
It turns out that you can lose more than the sale with a bad mobile experience. A site that’s not designed for mobile can leave users feeling downright frustrated, and these negative reactions translate directly to the brands themselves.
  • 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly
  • 36% said they felt like they’ve wasted their time by visiting those sites
  • 52% of users said that a bad mobile experience made them less likely to engage with a company
  • 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business
Takeaways
While the research confirms what we already suspected — that mobile users actively seek out and prefer to engage with mobile-friendly sites — it’s a sobering reminder of just how quickly and deeply users attitudes about companies can be shaped by mobile site experiences. Having a great mobile site is no longer just about making a few more sales. It’s become a critical component of building strong brands, nurturing lasting customer relationships, and making mobile work for you.

Study : Marketers Underspending on Mobile Marketing

August 31, 2012 Mobile, News Leave a comment

This is something we see a lot and it is part of the reason there is such a big opportunity in mobile. With many companies devoting less than 1% of their total marketing budget to mobile the door is wide open to reach consumers in this category that has arrived.

NEW YORK: via WARC US marketers should increase their spend on mobile marketing by a factor of seven, according to a study commissioned by the Mobile Marketing Association (MMA).

The research  by Marketing Evolution, a marketing measurement and analytics firm, concluded that the optimized level of spend on mobile advertising for US marketers in 2012 should be 7%, on average, compared to the current budget allocation of less than 1%.

“Finally, we are able to give marketers a level of empirical data that takes out the guesswork,” said Greg Stuart, CEO, MMA Global.

He added that the research “offers a baseline for further discussions on what a rebalanced marketing mix should look like to achieve a stronger ROI on every dollar they spend.”

The precise level of spend will of course depend on the marketing goal and industry category. The study also indicated that mobile’s share of the media mix will only increase in the future, to at least 10% by 2016 as more people use smartphones.

Rex Briggs, CEO of Marketing Evolution, said: “It’s clear that marketers, on average, are spending significantly less than they should on mobile and are losing out on sales and profits by settling for a sub-optimal media mix.”

The information was welcomed by B. Bonin Bough, vice president of Global Media and Consumer Engagement at Kraft Foods.

“We’re committed to making a difference in mobile innovation,” he said, “so I’m very pleased that the MMA is leading the industry with this valuable data.”

The MMA estimates that mobile marketing in the US is currently worth $26bn.

Data sourcd from MMA; additional content by Warc staff, 31 August 2012

Contact ApolloBravo for a free mobile + social readiness evaluation.

Three “Must do” marketing investments.

July 11, 2012 Mobile, News, Social Leave a comment

Excellent article on 3 must do marketing investments shared in  Tech crunch.   Before making the investment companies need to explore how mobile, social and content can be linked  and delivered efficiently. With over 50% of search now conducted via apps and mobile devices is important to put mobile 1st in this trio.

Summer signals the beginning of budget season. Before making marketing investment decisions, analyze this year’s three marketing must-haves: social media, content marketing and mobile. While aspects of these marketing formats may not have direct costs, they all require budget and resources.

1. Social Media

Social media provides platforms, enabling marketers to interact with their target audience. Social media involves more than a Facebook page or Twitter account. It requires an integrated social media strategyincluding a social media persona to ensure it’s an integral part of your marketing.

  1. Assess current social media presence. Is your brand present on appropriate social media networks? Are you actively managing your presence? Are there emerging social media platforms relevant to your firm, focus, or target market where you must establish your presence?
  2. Evaluate your brand’s portrayal across social media platforms. Is your brand consistently presented? Do your branding guidelines need to be enhanced?
  3. Determine the engagement level you need on social media platforms. Remember, you can’t rely on three tweets a day written by your agency. You need a human face behind your social media presence. Ensure you’ve got appropriate in-house resources to respond to social media requests.
  4. Create relevant content to feed social media needs. Assess requirements across content formats and social media platforms. Include formal content marketing as well as social media interactions like Facebook comments and Twitter responses.
  5. Support your social media presence with targeted advertising. Do you need to enhance your social media presence with related paid advertising? Consider the use of social media ads.

2. Content Marketing

Content marketing is promotion-free information that fuels social media and overcomes purchase decision hurdles. (Here’s an outline of content marketing’s basic steps.)

  1. Analyze content marketing needs. Assess the existing content within your organization. Then determine where you have content marketing needs and where you have holes in your existing offering. Specifically examine the entire purchase process and social media interactions.
  2. Integrate content marketing into an editorial calendar. Determine where content is needed, the format and topic required, and the timing of its creation based on your assessment. Incorporate this information into a plan across platforms to ensure it’s synched with your promotional calendar. Plan for content reuseto extend the life of each element.
  3. Acquire appropriate resources for your content creation team. At a minimum, you need an editor and a copy editor. While you can encourage employees and customers to contribute content, determine where you need additional support. Don’t underestimate the need for designers, photographers, writers and technology support. These resources can be internal, freelance or agency-based.
  4. Expand content marketing reach. Make it easy for readers to share your information with social sharingbuttons. Where appropriate, use advertising to promote your content and build an audience.
  5. Ensure content marketing closes sales. Content marketing by itself can’t drive sales. It needs calls-to-action and related dedicated promotional codes. Further, create tailored landing pages and streamline the sales process to efficiently convert prospects to sales.

3. Mobile

Mobile is a must-have for every business with a retail presence or that competes with a business that has a retail presence since mobiles and tablets go shopping.

  1. Be present on mobile search. Mobile search is separate from web search. Local businesses that people seek on-the-go must be findable on mobile search.
  2. Build a mobile website. Don’t just assume people can read your web-optimized site on a mobile device. Create a streamlined mobile website focused on the information customers want on-the-go.
  3. Build a mobile phone number house file. If you don’t have a mobile phone list, start building one now.
  4. Optimize your emailings for mobile devices. Email is the primary content consumed on mobile devices. Ensure readers can easily read and take action on your emailings via a connected device.
  5. Assess need for a mobile app. In the past year, mobile app usage has surged ahead of mobile web, according to Flurry. Depending on your business, this shift may require investment in a mobile app.

 

 

According to IBM’s State of Marketing 2012, marketers face an array of challenges. Top on their lists are channel and device choice expansion and customer collaboration and influence. This is no surprise given social media’s exponential growth, increased smartphone usage, and the quick adoption of tablets. These elements require new ways of engaging and selling prospects and customers through content marketing and social media delivered via various mobile devices.

At a time when marketers need additional funds to test these emerging channels and platforms, more than a quarter of those surveyed believe their biggest challenge is financial constraints and ROI accountability. This is to be expected in light of weak economic growth. Many businesses using social media, content marketing and/or mobile are still testing these strategies and haven’t developed effective tracking yet.

Smartphones influence 160bn in store sales in US. Is your website mobile commerce ready?

July 2, 2012 Mobile Leave a comment

 

via Warc.com

NEW YORK: Smartphones will influence almost $160bn of in-store purchases in the US this year, a figure set to more than triple by 2016, Deloitte has argued.

According to the advisory firm, smartphones are due to impact 5.1% of all retail store sales in the US in 2012, equivalent to $159bn in revenues. Such a total can be compared with an anticipated $12bn in pure m-commerce returns.

The influence of these devices should also grow “exponentially” between now and 2016, shaping 17% to 21% of sales, or $628bn to $752bn, by 2016, when mobile commerce attains a value of $30bn.

Based on a survey of 1,071 nationally representative consumers and 1,557 smartphone users, Deloitte reported 48% of people own a smartphone.

Some 58% of this group use their mobile for “store-related” shopping, climbing to 68% for 25–34 year olds.

The analysis also stated uptake of this activity rose 40% after the first six months of device ownership, and people using phones in this way are 14% more likely to convert in store.

Similarly, 49% of smartphone users had engaged in this pastime when buying electronics and appliances, doing so on 60.9% of shopping trips. This gave mobile an “influence factor” of 8.3% over category purchases.

A further 46% of this audience used these gadgets in general merchandise outlets, department stores and warehouses, typically on 52.5% of visits, yielding an “influence factor” of 6.7%.

Elsewhere, 38% of smartphone users employed their handsets while making acquisitions in the clothing and footwear segment, with a 56.2% frequency. Wireless devices thus impacted 5.9% of sales in all.

Additionally, 35% of this audience turned to smartphones in the food and beverage category, generally on 58.2% of shopping occasions, results meaning they played a role in 5.7% of decisions.

Overall, 61% of people participating in this kind of activity accessed their handset in store, while 52% did so on the way to these outlets, 45% on the night before, 17% two days earlier, and 10% a week prior to attending a bricks and mortar vendor.

Alison Paul, Deloitte’s retail and distribution sector leader, said: “Mobile is an important tool for retailers to incrementally drive traditional in-store sales, strengthening the relationship between retailer and consumer to increase engagement and loyalty.”

Data sourced from Deloitte; additional content by Warc staff, 29 June 2012

Social media explained with beer

April 18, 2012 News, Social Leave a comment

Our official entry into the social media explained with, craze.   We think it’s best explained over a cold beer.

 

 

Innovative technologies to enhance television advertising

February 20, 2012 Mobile Leave a comment

Advertisers look at ways to add a 3rd dimension to TV ads. No special glasses required, just your smart phone.  Including a product specific mobile landing page linked to a QR code in TV ads is a great way to reach smart phone owners. Combine that QR code with a mobile short code and easy to read keyword and you reach an even broader audience. Instantly deliver product details, special offers, dealer locator and a buy now button.  Contact ApolloBravo for more info on linking our ShortQR codes to a mobile optimized product specific landing page with buy now capabilities.

Via WARC NEW YORK: A majority of US brand owners are interested in exploring innovative technologies and services to enhance their television advertising, a study has found.

The Association of National Advertisers, the trade body, and Forrester Research, the insights group, surveyed 124 advertisers in 16 major industries in the US.
Overall, television should take 47% of media expenditure this year, a figure which had grown by six percentage points compared with similar analysis published in 2010.

Some 76% of respondents reported that media budgets will be “stable” in 2011. Another 62% thought their media agency was well-equipped to help them exploit the changing viewing trends and possibilities which are currently observable.

Among the shifts set to reshape the TV market this year is the rising uptake of alternative measurement methodologies, to be coupled with existing data from Nielsen, which remains the most trusted source.

For 72% of interviewees, the quality and accuracy of information provided by set-top boxes, for example those offered by TiVo or Apple, is likely to improve in the next few years.

An additional 47% stated that unique visitor or viewer numbers would eventually become the industry standard for measuring audience figures across different channels. Advertisers expressed rising confidence in set-top box technologies capable of targeting ads at specific customer segments. Nearly three-quarters of marketers had a “strong interest” in this area.

Elsewhere, almost half of participants are testing or plan to utilise “advanced” television advertising, such as by including interactive features in spots on video-on-demand platforms or cable stations, in the coming 12 months.

A further 18% of the panel had already leveraged “synchronised” ads on at least two screens – say, PC and television – while 31% expected to deploy this kind of model in 2012.

In all, digital is still the top priority for advertisers, 70% of which will spend more on web ads in 2012. Social media and mobile came next in this list.

Indeed, ads on the latter channel were the main video alternative to linear 30-second spots when contributors considered areas where they were likely to boost expenditure in 2012, the study said.

Data sourced from Forrester; additional content by Warc staff, 20 February 2012

The best digital firms move fast

February 3, 2012 Mobile, News, Social Leave a comment

 

via Warc.com NEW YORK: Companies making the most effective use of digital media typically adopt a distinct set of strategies in areas like mobile, social networking and data analytics, a study has argued.

PricewaterhouseCoopers, the advisory group, polled 489 US firms with annual sales of over $500m, and identified a selection of “top performers” boasting the strongest revenues, growth, margins and innovation credentials.

It revealed that 50% of these leading players planned to spend a minimum of $1m on building mobile tools for their customers to use in 2012. The same was true of just 29% of other enterprises.

Moreover, 66% of the premier digital businesses described their interaction with consumers on mobile devices as “quite or very significant”, measured against 45% of all the corporations assessed

A 30% share of “top performers” deployed social networks to reach shoppers, versus 37% of firms not attaining such a status. But while 41% of the former group yielded “significant benefits” from this tactic, a smaller 24% of “the rest” said the same.

“Interestingly, though, there seems to be little connection between use of social media for external communications and actual commercial success,” PwC study stated.

“We have found that the organisations that achieve solid results from their social media efforts are those that use it not only as an outreach platform but “also as a method to listen and engage.”

By contrast, the companies enjoying the most impressive returns are making greater usage of social media internally, and 36% should spend at least $1m on this channel in 2012, standing at 22% for “the rest”.

Similarly, although 56% of the entire panel intend to collect more consumer data in the next year, this rises to 66% for “top performers”. Exactly 50% of the best organisations will exploit such insights for R&D, falling to 28% elsewhere.

Some 89% of top performers also agreed their company had a strategy in place that was likely to succeed, and 86% said their CEO actively championed new technology to achieve success. This beat average scores of 68% and 60% in turn.

More specifically, 63% of the highest-ranking operators believed that their chief information officer and chief marketing officer had a “strong” or “very strong” relationship, a total that fell to 42% of all featured corporations.

“Leading firms … understand that being behind the curve on the strategic use of technology not only puts their firms at a competitive disadvantage, but weakens their ability to interact and strengthen relationships with customers,” PwC said.

Data sourced from PricewaterhouseCoopers; additional content by Warc staff, 3 February 2012

Smartphones fuel m-commerce

December 7, 2011 Mobile Leave a comment

Via WARC / Comscore NEW YORK: Increasing numbers of US consumers are using smartphones to research and buy products, a report has shown.

According to comScore, the research firm, 38% of smartphone owners – an audience currently standing at 90m people – have purchased goods and services through their handset on at least one occasion.

During September 2011, some 47% of individuals who acquired products via this route bought digital items like music, ebooks, ringtones, films and television programming content, the company found.

A further 37% bought clothing or accessories directly from a retailer, with tickets to events including movies, plays and sporting fixtures following on 35%.

In a demonstration of the integration between emerging digital platforms, 34% of the mcommerce population completed transactions on daily deals websites such as Groupon and LivingSocial.

This matched the total generated by gift certificates, while 32% of the mobile customer base opted for electronics like TV sets and computers.

Ordering food for delivery or pick-up, for example a takeaway pizza, scored 31%, hotel reservations yielded 29%, physical books registered 26%, and car rentals logged 24%, as did airline tickets.

Elsewhere, 13% of shoppers buying from a phone made purchases linked to the automotive category, suggesting this channel holds opportunities for a wide range of sectors.

“In September we saw two-thirds of all smartphone owners perform shopping activities on their phones, including comparing products and prices, searching for coupons, taking product pictures or locating a retail store,” Mark Donovan, comScore’s senior vice president, mobile, added.

Looking at the location of consumers as they bought offerings through their smartphone, 56% did so at home, and 42% engaged in this pastime at work.

Another 37% did so when travelling, and 36% actually utilised mcommerce tools in bricks and mortar stores.

Other outdoor sites, such as parks, schools and restaurants, posted a combined 42%, comScore’s analysis revealed.

Data sourced from comScore; additional content by Warc staff, 7 December 2011

Are apps replacing bookmarks?

October 10, 2011 Mobile Leave a comment

 If you use an iPhone, iPad, or Android device you probably rely heavily on apps to get to some of the  companies you used to visit via your web browser.  Think about it, Facebook on your iPhone, banking app on your Android phone, Twitter app on your iPad. Consumers are beginning to expect companies to provide  access via apps and mobile websites linked via web apps (ESPN On the iPhone combines both). That’s why the growth in Apps is looking more like growth of websites in general.  In addition QR codes,  and links to apps and web apps delivered via SMS in many cases make it easier than navigating to a companies traditional website and bookmarking it.  Need more info,see research below or reach out to ApolloBravo for a mobile readiness evaluation.

Read More Via Warc

GOTHENBURG: App downloads are set to increase rapidly around the world in the next five years, fueling growth in the subscription and advertising revenues generated through this channel.

Berg Insight, the research firm, estimated the number of apps installed by consumers on wireless devices will grow by 56.6% annually between 2010 and 2015, reaching 98bn a year by the end of this period.

More specifically, the company reported the revenues resulting from individuals paying for these tools, alongside in-app purchases and related subscriptions, hit €1.6bn in 2010.

It predicted the amount delivered by these combined activities should stand at €8.8bn in 2015, equivalent to a compound annual growth rate of 40.7%.

Apple is currently the leading source of income where mobile applications are concerned, with the firm’s App Store supplying some €1.3bn last year, a total anticipated to come in at €4.4bn in 2015.

During the same period, Google’s Android platform contributed a relatively modest €80m, but is projected to yield €1.5bn by the end of the forecast period.

The Windows Phone operating system manufactured by Microsoft is likely to assume third position in this area by 2015, although the company still has work to do if it is to catch up with Apple and Google.

Elsewhere, Berg Insight reported that in-app advertising was worth €300m last year, or 16% of all application revenues. Ad sales through this channel should be €750m in 2011 and €3.5bn in 2015.

As advertising is expected to be more of a “volume game”, Google Android is anticipated to assume a leading role, as the number of handsets utilising this operating system may be more prevalent, while Apple’s subscribers remain of higher value.

Overall, Berg Insight argued that Android would provide €1.2bn in ad revenues by 2015, versus only €39m in 2010. Apple’s comparative returns are pegged to rise from €230m to €1bn in this period.

Johan Svanberg, a senior analyst at Berg Insight, said: “Most apps are free to download and app monetisation will be a challenge for developers. Free to download monetisation strategies such as in-app advertising and in-app purchasing will be increasingly important.”

Geographically, Asia Pacific, which houses the key mobile markets of India and China, is pegged to account for 40% of all app downloads by 2015.

Data sourced from Berg Insight; additional content by Warc staff, 10 October 2011

Tablet ownership booming globally

September 28, 2011 Mobile, News Leave a comment

The rise in tablet ownership is growing faster than most industry analysts predicted. This includes smaller tablets like the galaxy tab and the new smaller Kindle from Amazon. Companies need to re-examine how their websites, micro-sites and  product specific landing pages will appear on these devices as well as smartphones. Reach out to ApolloBravo for a free mobile readiness evaluation.

via WARC 

NEW YORK: Nearly a fifth of consumers in China, the UK and US now own a tablet, up from less than 5% late last year, according to a new report.

Citigroup, the financial services provider, surveyed 1,800 people in these three nations, and found the proportion of respondents possessing slate devices had grown from 3% to 18% since November 2010.

Penetration has reached 21% in China, ahead of 17% for Britain and America. Similarly, 26% of the Chinese sample were “very likely” to purchase a tablet, falling to 12% for both the UK and US.

Citigroup’s analysis revealed 31% of its panel were at least somewhat keen to buy such a gadget, versus 14% late last year. In all, 77% of this group would like to obtain an iPad, climbing from 73% in the same period.

Alternatives powered by Microsoft Windows witnessed a slide from 52% to 40%, and equivalents utilising Google’s Android operating system enjoyed a two-percentage point gain, to 38%.

Price remained the “primary inhibitor” to greater uptake, mentioned by 39% of adults questioned, although a “lack of functionality” when compared with PCs was another common factor.

A 62% share of tablet owners saw it as a “toy/gadget”, growing from 44% in 2010. Meanwhile, 18% had acquired one for work, a lift from 13%, while giving someone the device as a gift logged 18%, down from 27%.

Overall, 94% of iPad owners have downloaded apps, with 63% accessing 11 or more such tools, totals standing at 79% and 37% in turn for individuals using competing products.

Thus far, 81% of the iPad population have paid for applications, measured against just 43% of customers for rival brands. Equally, iPad users had paid for 39% of apps, declining to 22% for users of other slates.

Data from the US and UK showed 67% of the tablet audience surf the web via this route, with 55% sending email and instant messages, 31% reading ebooks, 33% social networking and 17% playing games.

Looking forward, the number of people expecting to log on to social networks in this way fell to 29%, with gaming also sliding to 14%, but both pastimes are likely to see rising interest.

Elsewhere, the study reported that laptop ownership rates had climbed from 62% to 81% since November 2010, figures hitting 28% and 59% respectively for smartphones. 

Data sourced from PC Mag, Barron’s, AllThingsD; additional content b Warc staff, 28 September 2011 

Two independent studies show Mobile Web Usage to Surpass Wired by 2015

September 20, 2011 Mobile Leave a comment

 

Independent research from IDC and IDATE   below show mobile web use surpassing wired by 2015. With the massive growth of smart phones, mobile devices, and tablets combined with declining PC sales most analysts see this happening sooner rather than later.  While many companies have put social media plans in place, most are unprepared for the wave of small screen mobile devices that will be accessing traditional websites. Contact ApolloBravo for a free mobile readiness evaluation.

via WARC.  The number of consumers accessing the mobile web around the world will surpass the fixed-line internet audience in the next two years, IDATE, the research firm, has predicted.
According to the company’s estimates, the amount of fixed-line web users worldwide should increase from almost 1.5bn at the end of 2010 to 2.3bn in 2015.

During the same period, the number of people going online via mobile devices is expected to rise from just over 1bn to 2.6bn.
The exact crossover between these two channels is due to occur in 2013, when the mobile internet beats the 2bn user threshold, and moves fractionally ahead of the traditional alternative.

Such a trend will be driven, in particular, by markets like China and India, where wireless handsets are likely to become the primary means of online access for many consumers, rather than more expensive laptops and PCs.

A key benefit following on from the rapid expansion of the internet population should be a “steady” increase in the revenues accruing to digital channels including search, social networks, video and online retail.

IDATE’s analysis further suggested the web could take 20.2% of global advertising spend by 2015, or €88bn.
This will result in the internet nearly doubling its share of advertising expenditure in 2008, when the net took 10.4% of the total outlay recorded by brand owners.

Elsewhere, IDATE predicted that ecommerce revenues would top €1.1tr by 2015.
Data sourced from IDATE; additional content by Warc staff, 20 September 2011

Big changes in TV habits among 18 to 34-year-olds

September 9, 2011 Mobile Leave a comment

Cable operators beware. It’s becoming all about the WiFi. More and more consumers are getting their TV on multiple devices including iPads, smart phones, Roku and other wi-fi devices, and less and less via traditional cable. With Netflix,Hulu, Amazon, Apple others providing a lot of the content there is  declining demand for traditional cable, but a growing need for  HD content delivered via WiFi.   Contact ApolloBravo for innovative ways to reach this changing audience.

Via Warc

NEW YORK: Television viewing habits are changing in the US, with young consumers watching more content on the web and via mobile phones, a study has found.

Altman Vilandrie & Company, the consultancy, and Research Now, the survey firm,polled 1,000 adults to discuss evolving attitudes in this area.

They found only a third of 18–34 year olds view shows as they are first broadcast every day, compared with the figure of 58% posted by panel members over 35 years old.

A 60% majority of 18–34 year olds also watch online video once a week or more, and 11% play back TV programmes and movies on a mobile phone on a daily basis.

Using laptops or desktop PCs while the TV was on is also “common for all age groups”, and 28% of people owning a tablet like the iPad use this device at least 50% of the time they are in front of the television.

Overall, 20% of respondents now spend less on cable TV than in the past – what the study described as “cord shaving” – as online video platforms meet their needs, a total rising from 15% in 2010.

Within this, 24% of 18-34 year olds with cable services have seriously considered “cutting the cord”, although only between 3% and 4% of all consumers had actually done so thus far.

“Consumers are removing the shackles of the traditional primetime TV line-up and creating their own personal networks of preferred programming and viewing times,” said Jonathan Hurd, a director at Altman Vilandrie & Company.

In an example of the growing integration between TV and the web, 23% of Netflix subscribers reported this was the main reason they paid for broadband, and 22% would downgrade their connection if they no longer used the streaming service.

Elsewhere, the study showed 41% of 18–34 year olds would prefer to utilise a smartphone, tablet or computer keyboard to change TV channel than use a remote control.

Similarly, half of 18–34 year olds wanted to access modified programme menus, such as a screen offering apps or pictures of the content available, rather than the current style of TV guide.

High-definition formats were popular among 75% of 18–24 year olds, suggesting service providers can attract a younger audience with excellent picture quality.

Data sourced from Altman Vilandrie & Company; additional content by Warc staff, 9 September 2011

A closer look at QR codes

June 14, 2011 Mobile, News Leave a comment

As brands scramble to adapt to the rapid rollout of QR codes by retailers like Target, Wal-Mart, Best Buy, Home Depot it’s important to understand both the user and the retailer experience. By year-end wireless industry watchers expect nearly 20% of mobile phones to have some type of QR code reader. Which leads to the question, ” what about the other 80% of users”. We believe that integrating QR codes into short code keyword campaigns solves this problem and also gives users a quick and easy way to download a reader if they don’t have one.  Another  important aspect of QR codes is the destination, making sure users have a good experience on their mobile device. This means building sites that automatically redirect when a QR code is scanned. It is not a good idea to send a mobile user to a traditional website as it will not be a great experience.

Take a look at our ShortQR code below and notice you can reach our site by texting or scanning the code. You’ll also notice that your phone will redirect to a mobile version of our website www.apollobravo.com .  Feel free to contact us for more information on how we can quickly integrate QR codes, short codes and mobile optimization into your next campaign.

Read more on the QR code revolution from warc.com

NEW YORK: Companies like Home Depot, Starbucks and Macy’s are using QR codes to engage shoppers.

Home Depot, the DIY chain, first used these tools in advertising and bricks and mortar stores earlier this year, a move it expects to gain popularity across the industry.

QR codes are images that can be scanned by smartphones to find out information about goods and services.

The Home Depot material made available to people “snapping” a relevant symbol included “how-to” guides and suggestions discussing different aspects of home improvement.

“This is where other large retailers are heading,” Tom Sweeney, Home Depot’s senior director for online strategy, told the Los Angeles Times.

“We wanted to make sure we were in line with the retail world. It’s definitely coming into its own and becoming a more prevalent way for retailers to connect broadly and engage with customers.”

Colin Gibbs, an analyst at GigaOm Pro, the research firm, equally believes enthusiasm for such tactics was noticeably growing among brands.

“Advertisers are regarding them as the hottest new tool of mobile advertising,” he said.

“They love QRs because they’re cheap and easy to deploy, and you can put them anywhere from print ads to the back of stadium seats.”

Last month, Starbucks rolled out a “scavenger hunt” linked to a tie-up with singer Lady Gaga, and involving solving puzzles on the web.

Access to this game was secured by activating QR codes in the company’s stores, thus integrating the digital and physical spaces.

Running over several stages from May 23 to June 3, this initiative sought to encourage social interaction between participants.

“We wanted to make it so that there’s things to talk about and share,” said Matthew Guiste, Starbucks’ director of global social media.

Department store chain Macy’s unveiled a similar programme, “Backstage Pass”, in February, offering 30-second films containing fashion hints and tips.

Users could also watch longer-form content starring founders and representatives of various brands, like Martha Stewart and Tommy Hilfiger, as well as influential bloggers.

In order to educate customers, large signs were displayed in stores presenting guidance about how QR codes worked.

Martine Reardon, Macy’s executive vice president, marketing, asserted this approach yields a variety of potential benefits.

“[This] is an exciting evolution that brings our stable of fashion experts and designers directly to the customer while they’re shopping in our store, through their hand-held mobile devices,” she said.

“By providing fun and informative video features … we are connecting and engaging our customer in a personal way that enhances and adds a new element to their shopping experience.”

Research firm Forrester revealed last year that just 1% of all mobile subscribers – and 5% of the smartphone audience – had interacted with QR codes.

However, it reported 25% of people with a handset powered by Google Android, and 7% of their iPhone counterparts, interacted in this way during the three months prior to the study.

Alongside driving awareness, concerns related to privacy, a worry covering many elements of the digital sector, also need to be addressed.

“Theoretically, over time companies can build up their database and amass a collection of information that leads to a profile of who I am and what I buy,” said Julie Ask, an analyst at Forrester.

Data sourced from Los Angeles Times/Mashable; additional content by Warc staff, 13 June 2011


59% of smart phone users access the mobile web while waiting in line.

June 10, 2011 Mobile, Social Leave a comment

I’ve always been fascinated with how retailers can make waiting in line more interesting. Smart phone promotions give retailers a great opportunity to make one last pitch to consumers and keep them busy. Some companies that have a constant flow of visitors do a good job reaching consumers with digital video opting them in for text or e-mail offer alerts via their smartphone.  But you don’t always need  interactive video sometimes a quick call to action on a chalkboard will do the trick.  The 59% of users stat is probably the least surprising in this list check out some of the others in the 70+ percent range like how consumers access their smart phones in restaurants. Read on.

From Warc

MOUNTAIN VIEW: Smartphone use is increasingly influencing US consumers’ media use and shopping habits, a study has indicated.

Digital giant Google and research firm Ipsos OTX MediaCT questioned 5,013 adultswho accessed the web via these devices, and found that 93% of the sample used the gadgets at home.

Moreover, 87% did so “on the go”, a figure attaining 77% in stores, 73% in restaurants and 72% at work.

A majority (59%) logged on to the mobile web while waiting in line, 48% did so as they ate, 44% during shopping trips and 43% while travelling.

The week before the survey was taken, 81% of contributors said they had browsed the mobile internet, 77% used search engines, 68% used apps and 48% played back video.

More broadly, 72% of respondents had engaged in simultaneous media use involving smartphones and other mainstream channels at some point.

This included 33% watching television at the same time as using the wireless web, 29% who went online through a PC, 27% for gaming and 22% for reading print media.

“Mobile search is often prompted by cross media exposure,” said Selina Rennie of Google’s Agency Team.

“Over two-thirds of smartphone owners have carried out a search on their smartphone as a result of traditional media.”

When discussing specific activities, 82% of smartphone subscribers employed email services on their phone and 63% visited social networks.

Similarly, 82% researched and read news, 75% exploited navigation tools, 65% enjoyed entertainment content, and 45% managed their finances, social life or travel arrangements.

An extra 46% of participants used ecommerce sites, 43% viewed video-sharing portals, 38% visited general consumer websites and 26% official brand platforms.

Turning to shopping, 79% of the smartphone audience used their handsets for commercial purposes. Some 78% had located retailers, compared prices or searched store inventories, and 69% sought out product information, such as by scanning a barcode, watching online video or reading reviews.

Another 52% contacted a retailer, 40% had sourced coupons, and 28% redeemed virtual discount vouchers.

Within the 74% of individuals claiming to have previously made purchases because of using a smartphone, 76% bought goods at a bricks and mortar outlet and 59% did so from a PC.

Additionally, 35% snapped up a product straight from their phone, 27% looked to mobile websites and 22% turned to apps for the same reason.

Where people bought goods through a smartphone, the average annual expenditure hit $300, with 48% of relevant consumers buying entertainment items, as electronics and apparel both secured 45%.

Conducting research on a smartphone and then buying in-store remains the most common path to purchase, with 67%, but 9% of respondents had taken the opposite route.

Elsewhere, 23% undertook investigations on a wireless device and then a bricks and mortar store before completing transactions on the web.

A further 16% researched and purchased on a phone, with a trip to a store sandwiched in the middle.

Having been asked to describe mobile advertising formats they could recall, 45% of those polled referenced banners and graphical ads, and 43% mentioned executions on a website they had viewed.

A 35% share remembered ads embedded in apps, standing at 34% for paid-search listings, 28% for SMS and 21% for video and location-based alternatives.

“In terms of advertising, smartphone users are not only noticing mobile ads, they are receptive to them: 82% notice ads on their smartphones, half of which take action,” said Rennie.

Data sourced from Google; additional content by Warc staff, 10 June 2011

Contact us for more information on how to reach consumers with smart phones in retail.

1 in 3 Smartphone Shoppers Access In-store Coupons

May 17, 2011 Mobile, Social Leave a comment

 

Ubiquitous smartphone uptake provides great opportunity for retailers utilizing mobile coupons.

1 in 3 Smartphone Shoppers Accesses In-store Coupons

Almost one in three (31%) US smartphone owners who use their device for shopping frequently/often access promotional coupons in-store for in-store redemption,according to a March 2011 study from the etailing group and Coffee Table. Data from the report indicates this is the most common in-store usage of smartphones, beating other popular activities such as looking for competitive pricing on Amazon.com (29%) and at other retailers besides Amazon.com (26%). Twenty-six percent also check product ratings and reviews.

9 in 10 Marketers Use/Plan to Use Social Media

A combined 89% of marketers use (53%) or plan to use (36%) social media marketing, according to a study conducted by Unica. Data from the report indicates of those planning to use social media, 26% plan to use it in the next 12 months and 10% plan to use it more than 12 months out. Rich media marketing, with 87% combined usage/planned usage, and mobile marketing, with 85% combined usage/planned usage, have similar statistics to social media marketing. The numbers on rich media marketing in particular (50% current usage, 23% expected usage in 12 months, 14% expected usage in more than 12 months) are almost identical. For mobile marketing, however, the numbers skew more toward planned usage, with a 43% current usage rate. Twenty-five percent of marketers expect to employ mobile in the next 12 months, and 16% plan to use it in more than 12 months. Via Marketing VOX

Reach out to ApolloBravo for more information on linking mobile and social campaigns.

 

 

Carriers have tracked mobile phone locations for years

April 29, 2011 Mobile, News Leave a comment

We found it interesting that politicians are up in arms about Apple and Google smart phones tracking location data. Carriers have been doing this for years as part of their service well before the iPhone or android phones were introduced.

Folks on Capitol Hill are probably very concerned that anyone knows their location at any time.  Sounds like a great opportunity for a company to introduce some sort of blackbox phone or app that blocks carrier data tracking.

I am sure they would get a lot of customers in DC.

See original article from 2009 here. You can watch actual tracking in the video. http://www.zeit.de/datenschutz/malte-spitz-data-retention

Tell-all telephone

Green party politician Malte Spitz sued to have German telecoms giant Deutsche Telekom hand over six months of his phone data that he then made available to ZEIT ONLINE. We combined this geolocation data with information relating to his life as a politician, such as Twitter feeds, blog entries and websites, all of which is all freely available on the internet.

By pushing the play button, you will set off on a trip through Malte Spitz’s life. The speed controller allows you to adjust how fast you travel, the pause button will let you stop at interesting points. In addition, a calendar at the bottom shows when he was in a particular location and can be used to jump to a specific time period. Each column corresponds to one day.

Smartphones Shape Purchase Decisions

April 28, 2011 Mobile Leave a comment

 

NEW YORK via Warc.com: Smartphones are playing an increasingly important role in shaping the purchase decisions of US shoppers, a study by Google and Ipsos OTX has found.

The two firms surveyed 5,013 smartphone owners, and reported that 81% regularly surf the net via this route, while 77% access search engines, 68% leverage apps and 48% stream video.

Simultaneous media use was also widespread, as 72% of those polled were active on their touchphone when consuming other channels, including 33% doing so at the same time as watching TV.

More broadly, 93% of participants used gadgets like the iPhone and alternatives powered by Google Android at home, suggesting they have grown beyond solely being deployed on-the-move.

Search engines proved the most-visited category of website, as 77% of interviewees logged on to these platforms through their phone, beating social networks, ecommerce portals and video-sharing services.

Overall, 90% of mobile enquiries entered on properties such as Google and Bing resulted in some form of concrete outcome, be it buying something, travelling to a store or calling a company.

Indeed, 24% of contributors recommended brands and products after inputting a search enquiry in this way.

Elsewhere, 71% of respondents had searched the mobile web in response to advertising, with traditional media ads registering 68% here, measured against mobile’s 27% and online’s 18%.

Another 82% could recall viewing ads on a wireless handset, and half of this group engaged in a positive reaction, incorporating 49% making a purchase and 35% going to a website. Mobiles are also exerting a growing influence as a “shopping tool”, with 79% of people possessing smartphones having used them to compare prices, find product specifications or locate retailers.

Exactly 74% have previously bought goods and services as a consequence of using smartphones for parallel purposes, whether it be in stores, online or from mcommerce platforms.Similarly, 70% had employed their phones for these reasons when in bricks and mortar shops.

Local information was revealed to be especially popular, as 95% of the audience looked for such content on a handset, and 88% took action within a day of tracking down relevant material. A 77% share contacted a company, with 61% calling on the phone and 59% attending a physical outlet.

“Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information,” the study said.

“Incorporate location-based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users.”

Further recommendations included developing a meaningful cross-channel strategy, and taking advantage of mobile advertising which taps in to concurrent media usage.

Data sourced from Google; additional content by Warc staff, 28 April 2011

Contact ApolloBravo for more information on reaching mobile shoppers.

Geo-Location Coupon Wars heat up as Facebook enters the game.

March 16, 2011 Mobile, Social Leave a comment

Its all about location. Google and Facebook rolled out their own places apps and now Facebook daily-deals are added in several cities.

From WARC.com

Facebook takes on Groupon

PALO ALTO: Facebook, the social network, is trialling a new “daily deals” service, putting it into direct competition with early category leaders like Groupon and LivingSocial.

The Web 2.0 pioneer’s latest initiative expands on the geo-location tools developed for the company’s Places platform, and augments the promotional offers provided through Facebook Deals.

Daily deals will initially run in Austin, Atlanta, Dallas, San Diego and San Francisco.

Visitors can view a dedicated page detailing all the current discounts, money-off schemes and other enticements pursued by marketers, accessing this section of Facebook via a link from their personal homepage.

Similar to Google’s search engine, Facebook may have found a way to successfully monetise the long tail of small enterprises, by promising a large audience on a comparatively modest budget.

“Local businesses will be able to sign up to use this feature soon and people will be able to find deals in the coming weeks,” a Facebook statement said.

Emily White, Facebook’s director of local operations, further suggested Facebook’s social focus could now extend offline.

“You won’t get your legs waxed with friends,” she said. “You dine out, you go to concerts, you do outdoor activities. We want to make sure those experiences are maximised.”

Alongside its in-house sales unit, Facebook is working with nine firms, like restaurant booking specialist Open Table, family-orientated social shopping site Plum District and high-end equivalent Gilt City, to source offers.

Zozi, which prioritises holidays and adventurous travel trips, is another member of this group.

“We are very excited about the Facebook partnership. They are an extraordinarily strong company with the largest number of page views on the web,” said TJ Sassani, Zozi’s chief executive.

“That’s helpful when we talk to merchants.”

One problem to be overcome by Facebook, and the whole sector, is the fact many organisations, particularly smaller businesses, cannot match demand, and therefore actually make a loss.

“There are some downsides to having a huge audience,” said Greg Sterling, a senior analyst at Opus Research.

“For national advertisers, it’s double-edged as well. The minute something appears that’s any good, people will be all over that.”

Lou Kerner, a Wedbush Securities analyst, argued such a strategy pushes Facebook to the forefront of an increasingly intense online battle.

“Local is the last frontier that the internet has not conquered, and everyone is going after it with a vengeance,” said Kerner.

“This news is just kind of an evolutionary moment in Facebook’s drive to be a major player in local.”

Consultancy BIA/Kelsey predicted US consumer expenditure on “deal a day” goods and services would rise 35.1% a year in the near term, climbing from $873m in 2010 to $1.2bn in 2011, and hitting $3.9bn by 2015.

Based on an optimistic reading – where the amount of featured cities, registered users, average transactions and price beat current forecasts – BIA/Kelsey anticipated the 2015 total might reach $6.1bn.

“We expect to see some shift in local media spending resulting from the adoption of deal a day by local advertisers,” said Peter Krasilovsky, BIA/Kelsey’s vp and program director, Marketplaces.

“We also believe that deal a day doesn’t exist in a vacuum. It will become a part of the growing deals and offers landscape.”

To gain a meaningful foothold, Facebook must take on LivingSocial, which has previously received investment from Amazon, and Groupon, thought to be considering an initial public offering.

“Some investors may get spooked,” said Sterling. “In the old days, everybody worried about Google entering every segment of the market. And now Facebook is another concern.”

Data sourced from Reuters, Bloomberg, Wall Street Journal, Financial TImes; additional cotnent by Warc staff, 16 March 2011

Reach out to ApolloBravo for the latest geo location coupon campaign tools.

Google sees mobile first future

March 7, 2011 Mobile Leave a comment

 

Eric Schmidt Google’s chairman and CEO presented Google’s mobile first vision of the future both at the MWC in Barcelona and the IAD meeting below.  The vision makes sense as younger developers think mobile first as there are more of these devices than televisions and PCs combined. Mobile is quickly becoming the most important platform as smart phones continue to dominate new technology purchases among consumers.

Via WARC

PALM SPRINGS: Marketers will be presented with a huge range of opportunities in the “mobile first” era that is resulting from increased smartphone use, Eric Schmidt, Google’s chairman/ceo, has argued.
Schmidt was speaking at the Interactive Advertising Bureau’s annual leadership meeting, covered in more detail by Geoffrey Precourt, Warc’s US editor, here.

“The smartphone is the iconic device of our time,” he said at the event.Having projected in 2010 that mobile usage would surpass the PC equivalent in two years, Schmidt revealed this shift had actually already beaten such a schedule.

“It happened two weeks ago. And the PC is not going to catch up,” he said.Indeed, Schmidt stated the uptake of mobile media is “happening faster than all our internal predictions”, shown by the fact 78% of mobile web users already utilise their handsets while shopping.

Further data directly linked to advertising demonstrated the power of what Schmidt described as the “mobile first” age.Chrysler, the automaker, ran a 60-second TV spot during the recent Super Bowl, and related mobile search traffic climbed 200% after the commercial aired, measured against a 48% leap on desktop PC.

These figures hit 315% and 50% respectively regarding GoDaddy’s execution made for the same event.Perhaps the greatest potential of this medium, however, is to provide highly localized marketing and communications.

“A RadioShack ad can tell you where you are and how to get to the nearest store,” Schmidt said.Once consumers have been tempted into branches, retailers can also create barcodes to be scanned using wireless devices, and allow buyers to obtain products through contactless payments.

Permission-based services are an essential tool, and Schmidt also suggested targeted deals should prove especially attractive to shoppers.”Let’s say you need a pair of pants. [Your smartphone] tells you there’s a store on your left with a 20% discount,” Schmidt added.

“The store on your right has a 30% discount, but it’s for a brand you don’t like. The phone can, in fact, tell you what to buy. And, again, it’s tap-and-pay and off you go.”"Think of the offers mechanisms for advertisers … We’ve spent 20 years trying to get here. And now there’s an explosion in commerce.”

Elsewhere, he estimated internet ad revenues currently stand at $62bn (€45bn; £38bn) worldwide, including $26bn from the US alone.Turning specifically to online display, Schmidt valued the global market at $17bn, incorporating $9bn generated by American advertisers.Looking ahead, Google’s chairman forecast the display category could deliver $200bn in returns “within the next five to ten years”.

The largest obstacle constraining this expansion, and possibly even more rapid growth, is a simple, logistical one.”It’s too hard to get campaigns up,” said Schmidt.The advent of systems like trading desks supplying instant access to inventory, and constantly updated prices, may change such a situation.

“The new online advertising model is real time,” said Schmidt.”“It’s iterative. You don’t press the button and see what happens in the week; it occurs literally live.”Overall, Schmidt suggested that, just as the term “color television” was quickly replaced by just “television” when viewers got used to the new technology, a parallel shift is soon set to take place.

“Today we speak of digital media. The average American spends about a third of their media time online and kids are always online.”

“All media will be digital media … All this will happen within all of our lifetimes.”

Data sourced from Warc March 2011

Contact Apollobravo for  more information and a mobile ready evaluation.

 

UK study finds new mobile web trends emerging

February 3, 2011 Mobile Leave a comment

For years we have looked to the UK Europe and Asia as a mobile marketing crystal ball. As trends emerge from markets with more mature mobile consumer habits (and carrier ecosystem) we can get a very good gauge of how consumers will be utilizing mobile in this country. Traditionally the US has been a year or two behind other markets in mobile usage and adoption figures. However the app / smart phone explosion in the US after has sped up the process. So we see similar numbers as presented in this study only about a year away in the US. Is your company ready for the mobile web explosion that’s headed to our shores? Reach out to ApolloBravo for a complementary corporate mobile readiness evaluation. Pay special attention to the nearly 70% of consumers accessing the mobile web via their phones.

From wark.com and IAB

LONDON: Consumers in the UK are adopting an increasingly diverse range of mobile habits, from browsing the web while on the move to using their phone when watching TV.

Industry body the IAB and research firm Connect Insight asked 500 people who regularly utilise applications and the internet, or download content, via handsets to keep a “media diary” for a week. These data were supplemented by six digital focus groups to gain a rounded picture regarding the daily role of wireless devices.

On average, individuals engaged with their mobile 18 times each day, going online most frequently among the pastimes assessed.
Indeed, 66% of contributors “couldn’t live without” such gadgets and 58% believed they helped ensure life was more organised.

Elsewhere, 40% of the panel had participated in one of the featured activities having witnessed advertising communications.
Some 69% of respondents accessed web-based content through a mobile browser, as opposed to links, shortcodes, apps and equivalent tools.

A further 27% agreed their phone assumed the status as “first choice” when it came to consuming content at least once a week.

Simultaneous media use is another widespread habit, given that 70% of the sample deployed a mobile at the same time as being exposed to a different medium. This is most commonly the case for TV, as 53% of those polled leveraged mobile media while viewing television broadcasts between 9pm and midnight.

From 6am to 9am, the mobile information of greatest interest concerned finance, weather and travel, a position held by entertainment, shopping and maps in the 3pm to 6pm slot. Entertainment, music, sport and games then took over, as people sought to relax after work.

“The implications of this consumer behaviour for advertisers are huge,” Alex Kozloff, the IAB’s mobile manager, said.

“Mobile is a hygiene factor that every brand should be thinking about to make sure the customer experience is a positive one.”

Data sourced from IAB; additional content by Warc staff, 3 February 2011 www.warc.com

Smart phones set to surpass mobile feature phones

January 31, 2011 Mobile Leave a comment

A feature phone can have lots of features like a mobile web browser, SMS, music, other services but these types of  mobile phones are quickly being replaced by smart phones like the iPhone with apps and significantly more capabilities. 40% of all new phones being sold in the US are smart-phones.  In Verizon and AT&T stores the smart phone percentage of sales are closer to 70%. Contact ApolloBravo for the latest strategies for reaching mobile consumers.

Mobile email revolution underway

January 24, 2011 Mobile Leave a comment

RESTON, VA: US email habits are undergoing a dramatic shift, with more and more people checking their messages on their phones.

Visitors to email websites fell 6% between November 2009 and November 2010, according to comScore.

But use of mobile email climbed 36% over the same period and now covers 78% of the nation’s smartphone population, in what the research firm is calling an “email evolution”.

Around 153 million Americans visited email sites such as hotmail.com and gmail.com during November 2010, spending a collective 43,474 minutes on the site and viewing 38,204 pages.

These totals are 6%, 9% and 15% lower than their equivalents for November 2009.

The drop-off in usage is sharpest among younger demographics, though the number of over-55s actually increased from the previous year.

In all, 70m Americans used their mobiles to access email during the month.

This not only represents a 36% increase in users, but a 40% increase in daily users – suggesting that accessing the services has become routine.

Mark Donovan, comScore senior vice president of mobile, suggested the trend towards mobile is part of the general fragmentation of media use observed over recent years.

“From PCs to mobile devices, whether its email, social media, IM or texting, consumers have many ways to communicate and can do so at any time and in any place,” he said.

“The decline in web-based email is a byproduct of these shifting dynamics and the increasing availability of on-demand communication options.”

Data sourced from comScore; additional content by Warc staff, 24 January 2011 http://goo.gl/4Fvxf

Contact ApolloBravo for a Mobile Marketing Readiness Evaluation. 703.548.3400

Mobile Year in Review 2010

December 22, 2010 Mobile, Social Leave a comment

Mobile Year in Review Video 2010. A two minute look at amazing growth.

© ApolloBravo.com Mobile Marketing and Social Media. Washington, New York, San Jose. 888.801.7110

rvn_digitalis_theme rvn_digitalis_theme_tv_1_6 rvn_digitalis_theme_fwv_1_2