January 13th, 2015

As industry insiders, we’ve been immersed in predictions of mobile marketing’s rise to prominence for years. If you’re a marketer, you might even be tired of hearing them. But they’re no longer foresights of the future. They’re the insights of today.

Take a look at these mobile marketing quotes from experts and ask yourself if you’re ready to make your move in mobile.

Mobile Marketing Quotes for 2015

“If your plans don’t include mobile, your plans are not finished.” - Wendy Clark, Coca-Cola

Mobile quote by Wendy Clark

 

“The trend has been mobile was winning. It’s now won.” Eric Schmidt, Google (2014)

Mobile quote by Eric Schmidt, Google

 

“Mobile is a lot closer to TV than it is to desktop.” - Mark Zuckerberg, Facebook

Mobile marketing quote by Mark Zuckerberg

 

“Mobile is not the future, it is the now. Meet your customers in the environment of their choice, not where it’s convenient for you.” - Cyndie Shaffstall, Spider Trainers

Marketing quote on mobile environment

 

“The future of mobile is the future of online. It is how people access online content now.” - David Murphy, Mobile Marketing Magazine

The future of mobile

 

For a little humor…  ”I want to be buried with a mobile phone, just in case I’m not dead.” - Amanda Holden

A little mobile humor

 

“2015 will be the year of “mobile-first.” Get it to work on mobile first and let all other platforms follow. We’ll all be sick of hearing it by the end of the year.” - John Fox, Venture Marketing

2015: The year of mobile first

 

“SMS text messaging has proven its marketing value in reaching consumers at scale.” – Marcos Menendez, Momares Mobile Marketing

Mobile marketing quote by Marcos Menendez

 

“We still see most of our clients cramming PC experiences onto phones when they should be thinking in terms of mobile moments instead.” - Julie A. Ask, Forrester Research

Mobile moments by Forrester Research

 

Forrester estimates that less than 4% of businesses are ready to take advantage of opportunities presented by mobile. Julie Ask, an analyst, outlines a few good strategies to get started in this article in Media Post.

Beside Julie Ask’s quote, most of these statements were made during the Mobile Retail Summit.






December 19th, 2014

Comparing Email to Text Message Marketing

Some say email is dead. We don’t agree. It’s still an effective channel, but high growth is happening in text message marketing. Consider that text messaging has advanced at a rate of more than 25 times the advancement rate of email.

If you want to appeal to millennials and stay on top of current strategies, text message marketing is worth a try. Here’s a look at how it compares to email marketing and why it’s something you need to consider if you want to grow your business.

 

Text Messaging vs Email

  • On average, an email is not read until approximately 6 hours after it’s sent. In contrast, a text message is typically read within 14 minutes of being sent. That’s a pretty big difference.
  • The average person spends only about 20 minutes a day checking their emails. Compare that to the 16 hours a day the average person spends on his or her mobile phone.
  • Consumers are far more likely to redeem coupons they receive via text messages than those they receive via email. In fact, it’s estimated that about 1% of consumers redeem email coupons, while 15-30% redeem text coupons.

These statistics are pretty clear, but we’re not suggesting you write off email marketing all together. In fact, using them together can create a powerful combination.

 

Text Messaging and Email: A Powerful Marketing Combination

Text messaging and email marketing can provide a 1-2 punch. In fact, if you use them side-by-side, you’ll reach your targeted audience in a truly meaningful and highly effective way.

Here are some tips that can help you use the two together:

  • Send coupons or discount codes by email AND text. Customers can choose their preferred method and you’ll get a higher redemption rate.
  • Create instant redemption opportunities in store. (“Text CUPOFJOE to get a discount for signing up”)
  • Use text message to build both your mobile and email lists. With the use of smartphones, it’s easy to text a link to a web form to get emails as well.
  • Use email for longer messages to build branding or promote products or services.
  • Opt for text to send short messages about sales, promotions, events and timely information.

The long-and-short of it is this: If you want to get the most out of your marketing efforts, synching email and text message marketing is a must. 






December 9th, 2014

Build customer retention and loyalty with text message marketing.

Building a loyal customer base is a top priority. After all, it is these loyal customers who are going to keep bringing in business.

While there are tons of ways to increase customer loyalty, one is proving to be extremely effective: text message marketing.

If you aren’t yet taking advantage of this, it’s time to start using it to build a repeat customer base. Here’s a look at why it’s so effective.

90% of Text Messages are Read Within Minutes

It’s estimated that nearly half of all American adults have a smartphone and 90% of the text messages that are sent to those phones are read within three minutes of delivery.

Think about it… when you get a text, you usually read it soon after, right? With text messaging, not only can you stay in constant contact with your customers, you can also offer on-the-spot promotions that are good that day or within the next few days.

Promotions “On the Fly” or On Schedule

Is traffic at your store slower than expected ? We can send a text offering a special deal that day. Were you left with excess inventory on a specific item?  Offer a discount to boost sales and help clear it off the shelves. With text, you have immediacy and “on-the-fly” scheduling options.

While we usually set clients up with a consistent schedule of text messages, there’s also an advantage to being able to respond to events or situations with immediate messages. And your customers will love the extra deals and promotions.

Learn More About Your Customer

Get answers to surveys and on forms that will tell you more about your customers. You can ask for their date of birth, location, email and any other information that will help you serve them better.

High Conversions

Customers sign up because they want to hear from your business. When they hear from you consistently, whether it’s with discounts, information or contests, they’ll usually act on it. It’s been our experience that text messages generate a higher conversion rate than email, advertising and other forms of communication. In fact, one of our retail clients counts on getting thousands of dollars in sales after each text.

It Works in Conjunction with Your Email Marketing Campaign

Text messaging and email marketing are like a one-two marketing punch for your business.

Given the fact that an estimated 43% of consumers access their emails from their mobile, adding text messaging to the mix can really step up your marketing strategy. It can increase your reach, while boosting customer loyalty.

Things to Remember

There are a few things to remember when adding text messaging to your marketing mix. These include:

  • Text messaging is permission-based. Like email, subscribers must opt-in and give you permission to text them. The best way to do this is to have them subscribe themselves by texting a keyword to your personalized short code.
  • You have a limited amount of characters to work with; 160 characters, to be exact. This forces you to get right to the point!
  • Use a very clear call to action. The easier it is for your audience to understand what they will gain, the better. A great example is “Text PETS to 65047 to get special deals and a chance to win free pet food!”

With this info in mind, what are you waiting for? Add text messaging to your marketing campaign and watch your loyal customer base grow!

 






December 2nd, 2014

SMS-text-message-marketing

If you haven’t jumped on SMS marketing opportunities, you’re likely to miss out on a lot of business. Seriously.

Here’s a look at why SMS marketing is worth including in your marketing budget for 2015.

SMS Texts are Read at the Speed of Light

Well, maybe not THAT fast, but pretty darn fast. In fact, 90% of all SMS text messages are read within 3 minutes of being sent. Emails? They’re usually opened within 2 DAYS. So, yeah, if you’re sending SMS texts, you can be sure your customers will be reading them pretty quickly. In fact, there is no other channel that is as fast for connecting and converting customers as this one.

SMS is Read WAY More Than Email

People are far more likely to open and read the SMS text messages they receive than they are to open emails. Actually, SMS has an open rate of 98%, compared to email, which has an open rate of just 22%. A pretty big difference, don’t you think?

More Mobile Offers Redeemed

Offers that are made via mobile devices are redeemed much more than print offers; an astounding 10 times more. The simple fact is it’s much easier for someone to pull up a coupon on their phone. There are no worries about printing the coupon or bringing it with them.

Consumers Shop More as a Result of SMS Marketing

It’s estimated that 2/3, or 60%, of all consumers who have subscribed to mobile marketing have purchased something because of a mobile message they’ve received. That’s no small potatoes in terms of conversions.

You Own Your List… Not Facebook

The beauty of SMS marketing is that you own your customer database and have full access to it. You’re not restricted by Facebook algorithms or filters and you’re not one of a thousand messages in a Twitter stream. It’s like email only better.

Did this light enough of a fire under you to try SMS marketing? If you’re still not convinced, call 305-505-5393 or contact us to find out how it can bring in sales for you specifically.






November 21st, 2014

Mobile Text SMS Marketing for  Retail ShoppingHalloween is behind us, and it’s just about time to put the turkey and all the trimmings on the table – which means that the biggest shopping season of the year is upon us. Once that turkey is cleared from the table, shoppers are going to start pulling out the circulars that advertise those tempting deep Black Friday discounts, and they’re going to start gearing up for shopping.

Customers  will want to see your offers on their mobile phone… as long as it’s visible and easy to find. Customers aren’t going to spend time searching for your circular. You have to send it and make it easy for them to read it on their phone. The best way to do so is create a mobile-friendly version of your sales flyers and deliver it to them via text message. As soon as your new sales flyer is published, it’s delivered directly to their mobile by (SMS) text. Ask us how.

Not all shoppers are keen on the idea of standing on long lines and being involved in a stampede of shoppers; and thanks to their ever-convenient mobile devices, they don’t have to.

If you’re a retail owner, it’s a sure bet that you want to do all that you can to increase your sales this holiday season, which means you’re going to want to take appeal to those mobile shoppers. With Black Friday and Cyber Monday just around the corner, if you haven’t already done so, you’re going to want to focus a lot of your energy on your mobile marketing.

Adweek recently published an analysis of the mobile shopping trends for 2014 holiday shopping season. Here’s a look at some of the startling statistics that prove you need to focus on your customers mobile shopping experience.

HUGE Mobile Shopping Month

It’s estimated that 27 percent of the total retail sales that are made via mobile devices will be done during the months of November and December.

Black Friday Boost

Black Friday is expected to be an ever-growing mobile shopping day. In fact, it is predicted that in 2014, this will be the biggest mobile shopping day of the year, with an estimated $2.48 billion spent on digital purchases. That’s a 28 percent increase over last year’s digital sales.

Super Cyber Monday

In 2014, digital sales made on Cyber Monday are also going to increase. In fact, it is expected that they will increase by 15 percent over last year, with a $2.48 billion increase.

More Shopping on Thanksgiving

With the convenience of mobile devices, shoppers don’t have to leave their homes to shop – they can start shopping right at their Thanksgiving dinner table. In fact, in 2014, an estimated $1.35 billion will be spent on digital shopping. These are record numbers for Thanksgiving shopping, with a 27 percent increase over last year.

While not all consumers shop from their mobile devices, and there are still those who prefer to hit the stores, with predicted statistics like the ones above, you simply have to make every effort to make your customers mobile shopping experience a positive one if you want to get the most out of this holiday shopping season.






November 10th, 2014

Mobile shopping and holiday Text Message Marketing

The holiday season is here, and as all retailers know, so is the busiest shopping time of year.  What you might not know is that mobile shopping is expected to outshine all other methods of shopping. If you don’t want to miss out on this sales opportunity, make sure mobile and text message marketing are part of your arsenal.

Mobile shopping has become one of the most convenient ways to shop. All a consumer has to do is pull out their smartphone or tablet, browse an online store, make their selection, press a button, and voila! – shopping is done. It sure beats battling the crowds and standing in long lines.

Mobile shopping has become the American consumer’s preferred method of shopping in recent years.

  • In 2010, 96% of online retail shopping was done via desktop and only 4% through mobile devices.
  • In 2014, it’s estimated that 51% of all visits to retailers’ websites will be made on a mobile device, which means smartphones and tablets have become the primary tool used for online shopping.

These numbers are expected to continue rising as the ease of mobile shopping increases. Most consumers are far more likely to have a phone or a tablet within reach than a desktop computer. In Latin America and other regions, mobile completely overtakes desktops as many families rely solely on mobile for internet access.

According to Practical Commerce, 33% of online sales made during the 2014 holiday season will be completed via mobile devices.

What does this mean for you?  

You need to make sure you’re reaching your customers on their mobile phones and, when using text, linking to a website that is mobile friendly.

SMS or text message marketing is a great tool for holiday sales

  • Promote Black Friday and other sales with text messages that are quick and convey urgency.
  • If sales aren’t as high as hoped before Christmas, send a quick text for a sales boost targeting last-minute shoppers.
  • 97% of text messages are opened within minutes of receipt. Send a text, right after your email blast to ensure everyone gets the message. You can even link to your e-newsletter online.
  • Create a text-to-win or mobile sweepstakes to draw in new shoppers and tie in to the holidays.

Make sure your e-commerce site is mobile-friendly

If your site isn’t designed to read well on a mobile device, it will be difficult for visitors to use and will make them more likely to click off your site than stay and shop.

Here are some tips to make your site mobile-friendly:

  • Make the layout simple. Remember that mobile screens have limited space, and you have to work with that space. The easier your site is to use, the better the shopping experience will be.
  • Make those buttons (search, purchase, etc) easy for large fingers to use and big enough for small screens.
  • Add a redirect to your site. This will allow your site to detect when a visitor is using a mobile device and will automatically redirect to the mobile version.

With text message marketing and a mobile-friendly website, you can optimize sales this holiday shopping season.






October 30th, 2014
Mobile Marketing Experts Talk about Their Experiences and Advice at Mobile Media Summit 2014. (My version of their words below.)

Mobile Marketing Experts Talk about Their Experiences and Advice at Mobile Media Summit 2014. (My version of their words below.)

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

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

Mobile Design

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

Apps

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

Budgets

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

Strategy

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

Case Study

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

Inside the Marketer’s Brain

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

Inside the Consumer’s Brain

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

Mobile Video

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

ROI and Measurement

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

Privacy and Data Collection

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

Mobile Websites

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

Ad Agency Vendors

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

Ad Agencies Business Model

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

Sweepstakes Incentives

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

Text SMS Marketing

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

U.S. Hispanic and Mobile

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

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

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






October 22nd, 2014

SMS text coupon on thier mobile

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

Invest in Mobile Marketing

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

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

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

Take Advantage of Mobile Marketing with SMS Text Messages

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

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

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






October 14th, 2014
Hone Dept reminds you to send a text message to join in the savings.

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

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

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

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

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

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

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

I hope the five steps above can help you get your program organized. If you need any help, please email us at support@momares.com






October 3rd, 2014

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

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

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

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

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

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