Tag Archives: strategy

How Consumers Learn About Apps

Over the past few days, we’ve posted information on the importance of mobile and apps are to small businesses. One of the biggest concerns among SMBs without a mobile solution is that they don’t know how to build a mobile app. Before embarking on any new tactic, you need to develop a marketing plan. Spending time and money to create something without figuring out how you are going to attract an audience to it will likely cost you a large amount of time and money on the back end. A recent study shows how consumers find out about mobile apps. This type of information is key to developing a successful mobile app strategy.

shutterstock_100334786● More than half of all consumers said they learned about an app they downloaded from friends, family or colleagues
● 40% found apps through browsing through an app store
● 27% discovered apps through search engines
● Nearly 25% said they learned about a download app from the company’s web site
● Just over 20% said they found out about an app they downloaded from the Television

What Does This Mean To You?

A majority of people found out about apps from the people around them.
This cyclical situation means that you definitely need an audience
development strategy.

Before developing any marketing plan, you need to ask yourself 2 questions:
● Who is my target audience
● What are my objectives/goal for this project or campaign
Both of these need to be actionable. That means that everyone is not a target
audience and make money is not a quantifiable objective.

In the case of spreading the word about an app. Start with telling consumers what the value you is. Sell them on the why, then tell them the how.
Promote it through your current loyalty programs and through social presences.
If you are a physical store, create signage promoting that you have a app.
Don’t forget about your current web site, create a direct link from your page to
whatever download portal you are using. It might be a good idea to create a
micro site to promote your app. Talk to your web developer about adding tags to
that site to drive specific app publicity traffic.
Once you’ve created a buzz, the next hurdle is getting people to download it.
For more information on creating a strategy to increase your visibility and
profitability, please contact:


Sources: MarketingCharts.com; Ipsos MediaCT


Why Your Email Campaigns May Not Be Performing As Well As They Should

In a recent post, we looked into the importance data plays in marketing campaigns. In many instances, it’s the difference between campaigns that hit the mark and ones that completely miss goal. Over 90% of companies believe that customer data is essential to any marketing effort – when it comes to email and loyalty programs, correct information is even more important.

email● Over three quarters of businesses believe that their bottom line is effected by inaccurate customer information and 12% of their revenue is wasted
● Two-thirds of companies lack a centralized strategy for data quality
● Most retailers use 4 channels to interact with customers, but 56% use mobile applications to captured customer contact data
● 67% of customers provide email address to specifically receive coupons and discounts
● The majority of consumers now open emails on a mobile device before opening them on a desktop or laptop

What This Means To You

Emails and loyalty programs are an incredibly powerful tool in creating a long-term customer base. Over 80% of small businesses say the main source of new customers comes from referrals. A loyal customer will recommend your business to their friends. But if your loyalty program or email campaigns are not reaching their targets – how are you creating this return customer behavior? Also, because consumers tend to share great offers, how much additional opportunity are you losing because your message never hits a consumer’s inbox?
Take the time to make sure you are collecting good data.
If you are employing a third-party to run your email and loyalty programs, schedule performance audits to make sure they are running optimally.
If you notice that performance is waning, don’t just assume the offer is bad, investigate the for data problems. For more information on how to develop campaigns that create loyal customers, please contact:

Al Fiala

Sources: MediaPost, Experian

Facebook Fatigue

Earlier this week, we posted information on the size and makeup of Facebook users. While Facebook is still the king of social media, there is mounting evidence that users may not have the time to devout that they used.  If you are using social media as a marketing tool, this trend could affect the way you message potential customers.

• Just over two-thirds of US adults are Facebook users

• Over six in 10 current Facebook users have voluntarily taken a several week break from using the site

• 20% of adults who do not currently use the site said they once did but left

• 28% of people said that Facebook has become less important to them in the past year

• Over one third of users said their time on the site has decreased in the past year

• More than 40% of users in the 18-49 year old group have said they are not spending as much time on the site as last year

What Does This Mean To You?

The social audience is still very large and extremely valuable.  Like everything else consumers do, they are budgeting their time to the things they find the most important. This doesn’t mean that people are just going to stop social networking.  It means that you need to work harder to engage the people who are using.  They have become jaded.
You need to create better offers.
You campaigns need to work together strategically
You need to have a plan on how you are going to monetize your fans & followers
You need to continually upgrade the content you produce
If you are not engaging the consumers as often as you can, your message will not get through to potential shoppers.  For more information on connecting with consumers though social media, please contact:
Al Fiala

Source: Pew Research Center

Social Integration and Small Business

A couple of months ago, we had a post on why consumers use social media.
The main reason they utilized social networks was to connect with others –
friends, family, coworkers or people they lost touch with.
As a business, social media can help you better connect with more than just customers – it can help you create deeper relationships with your vendors & suppliers, your employees and other businesses that you are engaged with.  Social media is also a tool that can also help you connect the various aspects of your business. But a recent report shows that many small and medium businesses are not integrating social media into these parts of their business.

• Currently, less than 40% of small and medium businesses integrate social media capabilities into their company website – over the next year, another 35% plan to

• Just over one in five integrate social media into their marketing campaigns
and 36% expect to do this in the next
12 months

• 20% of SMBs are using social media in their customer service and
sales processes

• Just 13% are utilizing social media in their customer contact or customer relationship procedures

• Currently, fewer than 15% of small companies have integrated social media into their mobile web sites and over 40% have no plans at to

• Only 12% of companies are using social media for product development information

What Does This Mean To You?

Social media is not going away.  Nationwide, over half of adults have gone to a social media site in the past month.  Valuable target audience such as moms and professionals are even more likely to be social networkers.  There are indications that social media fans are also your loyal customers. Building social media into you company’s business strategy will help you in many ways.  Not integrating means that you are missing out on opportunities to connect with more customers, develop loyalty, improve engagement and create the goods and services your customers want.

Why is social media important to your customer service efforts?
Social networks have become the portal for which many consumers connect with companies. They not only want but expect that you respond to feedback and answer their questions.

How does social media directly impact my sales?
Social commerce is one of the newest trends to emerge. Social media could supply your business with a whole new revenue stream


What does social networking have to do with mobile?
Social networking is rapidly becoming a mobile function. Many social networks, such as Twitter, Pinterest, Foursquare and Instagram are mobile-first or mobile only applications.  In the past month over 20% of consumers nationally accessed a social network via mobile device.

How does social networking play into my loyalty programs?
When a social networker “likes” or follows a brand it’s a great indication of whether they are a loyal customerSocial entities can help you increase sales and have these loyal customers become brand evangelists for your business.

How can social media help me with product development?
Customers like for their voices to be heard.  If you’ve got an idea on something you want to do or a product you may want to introduce, who better to ask than your loyal customers.  Remember, the information may not be scientifically accurate or statistically valid – but you will at least hear what they have to say.  Polls and questions are also great forms of engagement.

Social media can help your business in a number of different ways.  It starts by simply adding social links or icons to your current marketing efforts.  This will at least let them know you have a social presence. The more you integrate and optimize your social capabilities, the bigger the benefit can be.  For more information on how to grow your business with social media, please contact:
Al Fiala

Source: eMarketer; SMB Group; The 2012 Scarborough Multi-Market Report, Release 1

Social Small Business

Social media can help any business increase their awareness and develop a loyal customer base. For small businesses it can be a particularly powerful tool.  Social media can help small businesses compete with larger organizations and efficiently connect with customers.  A recent study has come out that looks at how small businesses are using social and the solutions they employ. Indications are that small businesses are not taking advantages of the opportunities available with social media.  Well over half of small businesses currently do not use social media to engage with their customers – over 30% do not plan on getting involved in social media in the next year.

Among small businesses utilizing social media:

• Just over a quarter have a Facebook page. 20% actively engage and post through relevant Facebook groups

• 15% participate in industry specific online communities or industry specific social media communities

• 14% take part in relevant LinkedIn forums and discussions or post comments on related blogs

• 12% are engaged with Twitter and nearly one in 10 post company videos to YouTube

• 9% have company branded blogs or and involved in user review sites

• 5% utilize group coupon services like Groupon or use social bookmarking sites like Digg

• Less than 5% work with geo-location services like Foursquare

What Does This Mean To You?

For companies’ not using social media – you are missing a golden opportunity to actively engage customers and leverage your standing in the community. Social media is partly about you promoting what you offer and what sets you apart. But it’s biggest benefit comes from your customers endorsing the benefits of doing business with you and telling their friends why you are their choice for shopping.  If you are currently doing social media – what does your social media strategy look like?
Just having a Facebook page does not equal social media marketing.
How are you dealing with negative comments?
Do you reward positive commenters?
What are you doing to promote social sharing?
What do you post?
How often do you post?
Is mobile part of your social strategy?
The social media landscape shifts very quickly. Those shifts in functionality, usage patterns and demographics can have a big affect on how well social media performs for your business.  For more information on how to maximize results from social media, please contact:
Al Fiala

Source: eMarketer, SMB Group