Monthly Archives: August 2014

Reasons Why Your Mobile Ad May Not Be Working

When was the last time you left the house without your smart phone, what was your immediate reaction? Most people turn right around and get it.
Mobile devices, to many people, have become indispensable parts of their lives. Last week we posted information on the effect of mobile advertising on consumers. Consumers have become mobile first and many advertisers are realizing the importance of mobile. Today, we’ll look at some of the reasons your mobile campaigns may not be performing.

shutterstock_111684566● The number one reason smart phone owners did not click on a particular mobile ad was because the offer did not interest them (47% of consumers surveyed)
● Nearly 40% did not click because the ad was not relevant to them
● 21% did not even loom at the ad
● 15% said they got the information they needed without having to click on the ad
● Under 10% did not want to leave the internet search they were performing or the ad did not have a telephone number

What This Means To You

Nearly 70% of smartphone owners report encountering mobile ads, 43% said they had clicked on one. Mobile advertising is one of the big growth points for digital universe, but many advertisers are missing the reasons why so many consumers rely on their mobile devices. Smart phones and tablets make consumers’ lives more personally convenient. While advertisers can craft the message to market the convenience, they are missing the mark on the personal side of things. Targeting, or the lack there of, is what the problem is. Big Data gives your business the opportunity to deliver messages and offers that consumers can personally relate to. The simple act of pairing your CRM system to a SMS/Text campaign can take a simple offer and amplify its importance because you are now marketing a product that they would likely be interested in because of past purchase behavior. When placing mobile buys, don’t just look at the simple cost, look at the cost per thousand of your target audience. Advertising that is inexpensive because it doesn’t reach your most likely customer is a bad investment.
Before you place any advertising campaign, ask yourself two questions
Who is my target audience?
What are my actionable goals for this campaign?
Look for advertising partners who can best connect your message to your target audience and help you reach the goals of your campaign. For more information on how to make sure your mobile messages deliver and perform,please contact:

Al Fiala
amfiala@gmail.com

Sources: eMarketer; Survey Sampling International; Nielsen

The Effect of Mobile Advertising

The mobile revolution has caused radical changes to the way consumers discover, research and buy goods and services. Think about how things have changed in just the past 5 years.
We’ve recently put up several specifically about mobile advertising –from where consumers see it to what they do after engaging with it. Today, we’ll look at how consumers’ mobile advertising has affected them.

shutterstock_68927947-2● 33% think mobile ads have helped them find a nearby product
● Just over 30% say mobile advertising has introduced them to new products or saved them money
● 16% believe that they have influenced an in-store purchase
● 13% think that mobile ads are relevant to who they are and what they do
● Over 10% say mobile ads have influenced them to make a mobile purchase

What This Means To You

Mobile devices are more than just communication devices, the functionality smart phones
and tablets deliver has elevated them to be part of the fabric of consumers’ lives.
A recent study showed that 45% of consumers would give up alcohol before their
smart phone, 34% would give up chocolate and 13% would give up sex.
Since these devices are so important to your customers, mobile should be an integral part of your marketing strategy.
Think beyond ads, think of how consumers use their devices. Look for opportunities for engagement. Apps are a great way to keep your brand in front of consumers through targeted means.
Games are activity that is becoming more and more popular on mobile devices; these are also opportunities to investigate. SMS/Text and email are more than just avenues to connect with mobile consumers, they allow users to spread your message for you (and do it with more credibility than you can generate). Social can do the same. As the “Internet of Things” and connectivity of everyday products becomes more mainstream , mobile devices will gain added importance in people’s lives. Consumers consider mobile devices a tool to help them get through their day – you should think
of them as a tool to develop loyalty and new customers. For more information on how to leverage, please contact:

Al Fiala
amfiala@gmail.com

Sources: eMarketer; inMobi; Decision Fuel

What Happens After They See Your Mobile Ad?

Last week, we posted information on the mobile channels where consumers most often notice advertising messages. Overall, eight in 10 people noticed ads on their mobile device. Today, we’ll look at what happens after consumers see these mobile ads.

shutterstock_83579713● 35% will download an app
● Nearly 30% will visit the advertiser’s site, 16% go to that site to look for specific information about the advertised product
● 15% locate the business on a map
● 14% buy something via their mobile device
● 11% call the advertiser

What This Means To You

Don’t look at the 15% making an immediate purchase as a reflection of poor mobile performance. Consider the fact that there are very few categories that are not utilizing mobile – 15% conversion is pretty good. Look at mobile is a tremendous engagement tool. Apps are a great way to build a relationship and are an avenue towards loyal customer activity. The fact that 30% will visit a site is an even better characteristic because it shows true consumer interest.
The 15% that use a map show a very strong link between mobile and shopping consideration.
How many consumers do you think will look for a location on a map if they didn’t think of visiting
that business?
There are a few things that can help bridge the gap between mobile and sales.
Design and performance are key: Before you even start a mobile campaign, make sure your site displays well on a mobile device.
Do all the elements show up?
Is the site cluttered?
Can users navigate the site intuitively?
How long does it take to load?
Poor performance and confusing navigation are the kiss of death.
Consumers will not only click out, they will most likely not come back.
Make it easy from them to find you: With so many consumers mapping businesses after they see a mobile ad, doesn’t it make sense to help them skip the step? Add navigation tools on your site to help get them from where they are to where you are located. In fact, it’s a good idea to incentivize the trip with a special off on the mapping page.
Click to Contact: We all know that driving and using a mobile device is not the safest thing to do. By adding click to call functionality will help keep consumers eyes on the road instead of the digital keypad. Mobile is all about convenience. The more convenient you site is to use, the more likely they will be engage with it. For more information on ways to make your mobile tactics work more effectively, please contact:

Al Fiala
amfiala@gmail.com

Sources: eMarketer; inMobi; Decision Fuel

Where Mobile Users See Ads

Last week, we posted information on the mobile functions that consumers use most. Knowing the activities that potential customers engage in on their mobile devices can help you create more effective campaigns and help you develop more engaging tactics. Today, we’ll look into the places people tend to see ads on their mobile devices.

shutterstock_111684566● Over 80% of adults said they have noticed ads on their smart phones and tablets
● Nearly 60% said they saw advertising in apps that they regularly use
● One in three reported that they noticed ads on video websites
● 26% said that they saw an ad while visiting a retailer’s site

What This Means To You

Consumers are conscious of advertising across all the platforms they utilize. For the most part, they don’t find advertising content intrusive. Noticing an ad is the first step towards recall and purchase intent. If a consumer didn’t notice ads, it could be a tree falling in the forest situation.
Inside apps is the place where a majority of consumers notice ads. Also, it’s a great place to reach a targeted consumer. Targeting could take place through demographic, lifestyle, or purchase behaviors. If you are interested in promoting your brand inside apps, go beyond apps that are just product based. If your brand is in the health marketplace, don’t just investigate health related apps. Are the majority of your customers women, look at apps that are target towards content for women. Are you at a price point that would be more likely put your product in the hands of affluent consumers, look for apps that are targeted toward professionals. Targeting can take place on many levels, the key is make the ad relevant to the audience. The more relevant it is with prospective shoppers, the more likely they will be to use your product. The same argument for relevance can be made with prefill video on video websites. Look for opportunities to target via video categories.
For more information on finding your target audiences and the most effective ways to put your message in from of them, please contact:

Al Fiala
amfiala@gmail.com

Sources: Decision Fuel; eMarketer

Is Visiting Your Web Site A Good Experience?

They say first impressions are everything.
If that’s true, what does your website say about your organization?
Is it a site that consumers would return to?
A new study is out that details what consumers think is important to a
great web experience.  The success of your site might not depend on
your and services alone.

stop watch1● Over three quarters of consumers surveyed said the most important thing in a great web site experience was the performance of the site (loading time / buffering)
● Nearly 70% think fresh and updated content is a priority
● Just under half believe it’s a consistent feel between use on a mobile or desktop machine
● 30% said that personalized content is key
● Nearly 40% of consumers will click away if a site takes more than 3 to 5 second to load
● 41% will exit if the site takes over 5 seconds
● 30% will go to a competitor if your site is slow
● Half of consumers say they either a mobile device to access the internet most of the time. 85% say they use a mobile device at least some of the time
● Almost 40% did not want web sites to remember them from a previous visit

What This Means To You

Most consumers will visit a business’s site before they decide to shop there.
That being said, when was the last time you took a critical look at your site?
Have you compared it to your competitors?
Does it have the functionality it needs?
Are you making excuses for your web site?
Consumers will base their purchase decisions on your site. You might be the absolute best in the world at what you do, but if your web site doesn’t perform chances are consumers will not shop with you. Typos, clutter and broken links tell consumers that you don’t care.
Performance issues can be the kiss of death.  We have to face that we are a society of ADD consumers.  Just 3 seconds of load time can decide whether someone spends money with you or goes to the competition.
Consumers want the same performance on mobile devices as well. Over 40% of adults surveyed said they expected sites to be equally as fast whether they are viewed on mobile or desktop. Considering that 85% go online via mobile at
least some of the time, monitoring performance on your mobile device is extremely important.
You also need to give them a reason to comeback, if your content is out of date or is stale, don’t expect to keep customers returning more than a couple of times to your site.
Think of your website as your virtual storefront. If it’s not inviting or the merchandise is old and dusty, do you think people will shop there repeatedly? For more information on how to engage consumers and build a loyal customer base, please contact:

Al Fiala
amfiala@gmail.com

Sources: Limelight Networks; Center for Media Research

Top Mobile Activities

Consumers are living in a mobile first world. More than one adults sleep with their smart phone. Nearly 75% of adults said the first thing they do in the morning is check their phones. Your customer’s dependence on mobile devices gives you many opportunities to engage them. Knowing what mobile activities they use most can help you device the most effective messaging tactics to your organization.
shutterstock_86181751● Text messaging is the top smart phone activity, 86% of smart phone owners send and receive text/SMS messages
● Just over 80% use their smartphone to check email
● Nearly two-thirds use their smart phones for social networking
● Roughly 60% use GPS functions, pre-installed apps and games
● More than half use their smart phones for search functions, google maps and to listen to music
● Just under check their calendar on their phone or use it to get news and information
● 27% use chat or instant message services and 25% access Internet/VOIP services and check finances
● Approximately one in five users access paid apps, use voice recognition services (ex. Siri) or cloud services
● Other mobile tasks consumers use are organizer functions, reading books, watching movies and listening to podcasts

What This Means To You

Just 1% of consumers use their smart phone for only making calls. Mobile devices really are true personal connection devices.
What are you doing to have these consumer’s connect with you?
Text / SMS messaging and email can be an important piece of any loyalty program. But the message you send must have value and be relevant. The more targeted your message, the more relevant consumers will find them.
Weather apps aren’t just for people selling umbrellas. Unless your customer base lives in San Diego or Honolulu (ie: a place where the weather generally never changes), weather can have a big impact on prospective customers lives. Weather apps can give you a great audience for almost any product you are trying to market.
Like email, social media has become a mobile first function. Consumers aren’t just checking to see what their friends are up to, they are looking at the social presences of businesses they might shop at, what their friends and online peers may say about those businesses and expert reviews of companies.
This is one of the reasons a sound reputation management plan is important.
Mobile search is also very important. Mobile search leads to results for local businesses.
If you don’t have a robust search strategy, you could be giving business to a competitor.
These are just a few ways that mobile functionality can improve your businesses bottom line.   But as quickly as mobile has consolidated functions from many devices into just one (or two), changes are coming. The “internet of things” and connected devices are going to create even more uses for mobile devices. For more information on how you can better prepare your business for the next wave in mobile innovation, please contact:

Al Fiala
amfiala@gmail.com

Sources: Citrix; Motorola; B2X Care Solutions

What Time is The Right Time for Email?

Yesterday, we posted information about what days of the week perform best for email campaigns. Today, we’ll explore the time of day generates the highest results. Pairing this information with what was explained in yesterday’s post can help make your email campaigns much more efficient.

timeofday-email● Email sent from 8am-12 noon had the highest average order at $192
● Emails that were sent between 8pm and midnight had the highest unique open rate (22.7%)
● Items sent between 8pm and midnight also had the highest unique click rate and transaction rate
● Email sent between 4am-8am had the lowest unique open rate (16.8%)
● Transaction rates were lowest between 4am-8am

What This Means To You

The first step in getting consumers to act on your email offers is getting them to open them. The highest open rates happen from 8pm to midnight. This may a function of second screening. Recent research puts second screen activity at nearly 70%. Email is one of the functions that ranks high in second screening. Pairing a TV buy with email can help you reinforce your message. Because TV Think delivers the product recognition that most brand’s needs, email can give you a direction or targeted boost. Email also makes your message sharable. For more information on making your campaigns as effective and efficient as possible, please contact:

Al Fiala
amfiala@gmail.com

Sources: Experian Marketing Services; eMarketer