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Establishing A Mobile Marketing Automation Strategy For Your Business http://ift.tt/2xJr8IR The following is a guest contributed post to MMW from Shawn Arora, the founder of LaunchSpark, a Toronto-based explainer video agency with a focus on ROI. Marketing automation is a billion dollar business opportunity. But despite the rising share of mobile systems in the ecosystem, mobile marketing automation remains a fledgling part of it. Most of the leading marketing automation systems in the market today, including Pardot, HubSpot, Marketo and Eloqua, position themselves based on their expertise in various capabilities such as lead generation, email marketing and sales alignment. While mobile is an integral part of this automation strategy, it’s yet to be viewed as a product in itself. A GetResponse article from 2015 claims that only 1.5 percent of the MMA market is penetrated, although the proliferation is expected to have grown exponentially since then. So how exactly is MMA different from traditional marketing automation strategies? Technically, mobile is simply a subset of marketing automation, and an organization should bring together leads generated from all platforms and sources under one roof while devising a strategy. A lead procured through a mobile app should be nurtured over email, and vice versa. What’s unique to mobile marketing automation is the specific advantage that the platform provides. Location targeting is a big part of mobile marketing. Geofencing, a strategy that involves targeting prospective customers who are in a very targeted geolocation (as opposed to targeting them by their IP address) is being increasingly viewed as an effective automated retargeting mechanism, especially among brick and mortar businesses. This is because unlike retargeting, which promotes a business to customers even when they’re not actively looking to buy, geofencing may be specifically targeted at customers who are looking to spend. A prospective customer who’s hanging out at a mall that your store is located in is more likely to check your products than one who visited your website a couple of weeks back. The other aspect of mobile that can be attractive to businesses is app notifications. According to a Tapjoy study, the average open rate of push notifications are anywhere from 2.60% to 3.06% depending on the day of the week. Although this is significantly lower than open rates for SMS or email marketing, the truth is also that push notifications, at least at present, are less bounded by government regulations. At the same time, it’s easier for users to permanently block apps that send annoying messages. Mobile marketing automation is incomplete without an app notification strategy, but it can only be implemented after carefully considering what users want and how it can be delivered with minimal annoyance. Establishing an MMA strategy As noted earlier in this article, mobile marketing automation needs to be looked at in the larger context of marketing automation strategies, including: Lead capture – Geolocation is a technique used by marketers to identify the location of a prospect by sending them an email or SMS. Broadcast marketing campaigns are used to initiate contact with prospects that fall within the geographical area marked by the campaign parameters. These prospects are then captured and channeled into the marketing pipeline. Sales alignment – It takes anywhere from six to eight touches to generate a viable sales lead. The mobile medium can contribute two to three of these touches, including ones through a SMS, an app notification or a sales call. But given the fact that users are increasingly migrating to mobile, even email and retargeting banners are delivered through mobile phones for a growing number of users. Segmentation – An important component of marketing automation involves segmenting users based on their demographics and other buyer characteristics. Using this information, marketers can deploy a marketing strategy that aligns with their needs and expectations. Mobile-based outreach provides the marketer with a number of qualifiers like the OS being used, what type of mobile device the prospect uses as well as what apps they use and where they’re located. These data points help create a more precise segmentation process that helps increase conversions. The post Establishing A Mobile Marketing Automation Strategy For Your Business appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG August 29, 2017 at 06:06AM
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Star Wars Launches Augmented Reality Scavenger Hunt To Promote New Film http://ift.tt/2vo3Z1N Star Wars Launches Augmented Reality Scavenger Hunt To Promote New FilmLucasFilm to launch a new AR game that encourages fans to seek out merchandise for special codes Star Wars: The Last Jedi is one of the most anticipated movies of 2017 and LucasFilm is looking to start building up the hype with a new augmented reality game. To join in, users simply have to download the Star Wars app, and when the scavenger hunt starts, go to any of the 20,000 participating locations with Star Wars merchandise and scan the “Find the Force” logo to unlock special characters, 15 in all available to find. The three-day scavenger hunt will begin on September 1st, also known as Force Friday II. “Force Friday II puts fans right at the center of the action using augmented reality to bring our characters to life like never before. The technology theme continues in the Star Wars: The Last Jedi product line, which is our most innovative yet—we can’t wait for fans to see what’s in store,” said Disney Consumer Products and Interactive Media chairman Jimmy Pitaro in a press release. Mobile Marketing via PSFK http://www.psfk.com/ August 29, 2017 at 06:00AM
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BrightEdge Data Shows the Gap Between Mobile and Traditional Desktop Search Widens http://ift.tt/2weAu1b New BrightEdge data shows dramatic differences in mobile and desktop search results and the divergence of the desktop and mobile content experience. According to BrightEdge, a leader in enterprise SEO and content performance marketing, mobile website traffic is outpacing traditional desktop traffic with mobile searches on Google now representing 57 percent of all search traffic. In addition, the report summary explains, the research also indicates a significant shift to a new mobile-first index. In October 2016, Google announced that it was running experiments to make rankings dependent on website mobile optimization, as well as show mobile site previews in search results. BrightEdge research data confirms that two distinctly different content experiences are already being presented to mobile and desktop users. Going forward, BrightEdge will continue to report on mobile and desktop disparity monthly. According to BrightEdge research, mobile searches represent 57 percent of all search traffic on Google. With Facebook recently reporting that mobile advertising drove 87 percent of ad revenue, mobile alters the traditional digital advertising landscape and presents challenges to marketers to deliver a consistent customer experience across devices and channels. “Mobile traffic is huge for us and our industry — above the 57% BrightEdge is reporting. We are developing content with a mobile-first perspective to connect with our users with info, use advice, and reviews — especially when they are near a store where they can easily purchase,” says Carlos Spallarossa, Director of SEO, L’Oréal. To review more findings outlined in the report’s media release, click here. The post BrightEdge Data Shows the Gap Between Mobile and Traditional Desktop Search Widens appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG August 29, 2017 at 05:50AM Walmart Opens Organic Fast-Food Restaurant In Orlando Location http://ift.tt/2wl28bm The big box store chain is expanding its culinary offerings with Grown, a fully organic and green restaurant When you think Walmart, does the word “organic” come to mind? The super store chain is hoping that it will, having opened an outpost of Grown, their first “farm-to-fork” fast food restaurant in an Orlando, Florida location. Founded by founded by former NBA player Ray Allen and his wife, Shannon, the chain is meant to provide healthy, organic food served in eco-friendly containers, and when at all possible, is locally sourced. The menu includes items like smoothies, falafel, and yes, even avocado toast to its customers. There is even a kid’s menu for those picky eaters, and features vegan options. However, while the values of this organic restaurant might be in line with Walmart’s customers, the prices may not. Like organic supermarket giant Whole Foods, prices for their entrees ranging from $12 to $18 dollars, which might be a stretch for the family on a strict budget. However, Walmart doesn’t seem to think it’s customers will shy away when they check out the prices, as a company representative told Delish: “operating a Grown inside of Walmart makes the store accessible to every family, regardless of their mean income, making the move a game-changer for consumers.” As Whole Food’s shareholder approve the merger with Amazon, Walmart might be looking to further compete in both the organic food market and the online shopping market, now that it will also sell groceries and other items on Google’s online shopping platform. Still, despite the popularity of organic foods and more green restaurants, it will take time to see whether or not this model can fit into the Walmart “everyday low prices” way. There are no further planned Grown outposts in other Walmarts in the area at this time. Mobile Marketing via PSFK http://www.psfk.com/ August 29, 2017 at 05:31AM Behind the Marketing Curtain: An Interview with Social Customer Care Wiz Dan Gingiss McDonalds8/29/2017
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Behind the Marketing Curtain: An Interview with Social Customer Care Wiz Dan Gingiss, McDonald’s http://ift.tt/2iEJ98I Social media marketing has become an important part of any brand’s digital marketing mix, helping brands of all sizes foster customer connections and engagement. But as more consumers use social media to “ring the bell” and gain access to the person who can help solve their problems, many find the social bell is out of order when it comes to customer service. For social media wiz Dan Gingiss, McDonald’s Corporation’s Senior Director of Global Social Media, customer service is arguably one of the most important pieces of social media marketing. “Social media is the first and only channel where customers can talk back, marketers need to listen and engage,” Dan told me in a recent interview. With more than two decades building up his marketing wizardry, Dan knows a thing or two about ushering people through the emerald social media gates and providing great social care—and no ruby red slippers are required for entrance. With that said, as part of our Wizard of Oz-inspired Behind the Marketing Curtain interview series, today we’ll pull back the fabric and get to know more about how Mr. Gingiss arrived in the wonderful world of marketing, and share insights that can help inspire better customer service within your social media strategy, and perhaps kick a wicked habit or two. Enjoy! The Man Behind the CurtainDan has spent most of his life and marketing career in the Chicago area—that’s his Kansas, he said. “[Well], it’s not quite Kansas, but still the Midwest!” he joked. And while Dan has been a marketer for more than 20 years, his numerous talents aren’t bound to any one industry. He also bills himself as a “pretty decent” pinball player and a grammar nerd—and he’s also a licensed bartender. “[I got my bartender’s license] after taking a two-week night course after college and placing first in the speed drink-making contest,” he explained while also noting that there’s no fire or bottle flipping in his repertoire. Dan is also a huge baseball fan—particularly when it comes to the Chicago Cubs club. But he’s arguably a pretty big Cleveland Indians fan, too; his all-time favorite movie is Major League. “[It’s the] perfect combo of humor, a little bit of romance, and baseball!” he said. As a marketer, he’s built his career as a marketing generalist. Borrowing a phrase from the John Fogerty song “Centerfield”—and keeping in line with his love of the game, Dan said: “I am a ‘put me in coach’ kind of guy. As a result, I’ve enjoyed domestic and global roles in B2C and B2B, product management, loyalty programs, and acquisition marketing.” Over the last two decades, Dan has held positions at Discover Card, Humana, Diner’s Club International, and Mesirow Financial. Earlier this year, Dan joined McDonald’s Corporation as Senior Director of Global Social Media. He’s also a podcaster and the author of Winning of Social Customer Care: How Top Brands Create Engaging Experience on Social Media. So how did self-proclaimed marketing generalist land in a social media-specific role? We’ll cover that in the next section.Following His Yellow Brick RoadAs an undergrad student at the University of Pennsylvania, Dan was majoring in Psychology and Communications—meaning he had no idea what he wanted to do with his life, he said. But, being the grammar nerd he is, he was the managing editor of the college newspaper. One evening, as he was pasting up the next day’s edition, he spotted an ad from MBI, Inc., a high-end collectibles company in Norwalk, CT that operates under The Danbury Mint brand. “The ad promised to teach me ‘everything you need to know about direct marketing,’” he recalled. “So, I applied and they did.” “On my first day of work, I was handed a bunch of product lines and told to create and execute marketing plans in direct mail, package inserts, and the Sunday coupons—that’s how I learned,” he said. Four years later, Dan went back to school for his MBA and took his “first” marketing class. At that point, he realized that his undergrad studies provided the perfect foundation for becoming a marketer. “Psychology and Communications are two perfect majors for a marketer because they are two skills that basically define what marketing entails—understanding your customer, and knowing how to speak to him or her,” he said. But his journey was certainly not over. While spreading his wings as a marketing generalist over the years, in 2012 Dan found his true marketing passion: social media. “[Mike Boush], the Chief Digital Officer at Discover Card, asked me to lead digital customer experience and social media even though I had no professional experience with either,” he recalled. “He recognized something in me even before I did: That I am most comfortable with my ‘customer hat’ on, thinking about every experience through the customer’s eyes. I also immediately fell in love with social media—especially Twitter—and never looked back.”Dan’s Traveling CompanionsJust as Dorothy found dear friends and encouragement in the Scarecrow, Tinman and Cowardly Lion as she made her way to Emerald City, Dan’s yellow brick road was paved with a little help, too. The aforementioned Mike Boush was one such individual who made an impact. “He challenged me to become a “recognized leader” in social media,” Dan said. Another was Jeff Reid, who was Dan’s boss at Humana. “He asked me to create a personal goal (writing a book) and execute on it,” Dan explained. Another mentor that came to Dan’s mind was the late Robin Carey of Social Media Today. “She definitely had courage,” he said. “After meeting me once, she agreed to sponsor my brand-new podcast called ‘Focus on Customer Service.’ It was the first of its kind—dedicated solely to customer care in social media—and I had never recorded a podcast episode previously. Fifty-plus episodes later, that podcast spawned my book.” “Robin believed in me when she didn’t have to, and I’ll never forget her for that,” he added.Meeting the WizardAt TopRank Marketing we believe in taking a smart, creative and results-focused approach in everything we do for our clients, as well as our own personal growth. Dan is certainly someone who exemplifies these qualities in his work as a social media marketing wizard. So without further ado, let’s dive into Dan’s tips for better social media marketing. Good witch or bad witch? What’s one bad social media marketing habit marketers should drop? Thinking that customer service is someone else’s problem. When we interrupt people’s social media feeds with marketing messages, we hope that they will engage with our fun and interesting marketing content. But sometimes, all we do is remind them that they had some other problem with our brand. Since social media is the first and only channel where customers can talk back, marketers need to listen and engage. [bctt tweet="#SocialMedia is the only channel where customers can talk back, #marketers need to listen. @dgingiss" username="toprank"] Dorothy’s ruby slippers were the key to achieving her end goal of returning home. What are a few tools you believe are key for social media marketing success? Always be listening. People will generally tell you everything you need to know about your business—what’s working, what needs fixing, and what could be your next big hit. Marketers need to embrace the feedback, including compliments, questions, and complaints. Knowing your customer will definitely help you become a better marketer. There are a number helpful social media marketing and listening tools out there—many of which I covered in the chapter on social customer care tools in my book—that can fit into any marketing budget and are worth the investment. [bctt tweet="#Marketers need to embrace positive & negative feedback on #socialmedia. @dgingiss" username="toprank"] Poppies. Poppies. Poppies will put them to sleep! What creative tactics can marketers use to keep their social audience engaged? Always be engaging, too. I know, so many rules! But consumers want to engage with brands on social media. That’s usually why they reach out in the first place. Companies that engage back can create loyal brand advocates that will tell their friends and followers on social media. We’ve all seen the studies—there’s nothing more believable than an objective friend talking positively about a brand. And I’ve personally seen 1:1 engagement rates even after a customer service inquiry that far surpass any marketer’s wildest dreams. Then scaling that becomes the challenge. [bctt tweet="There’s nothing more believable than an objective friend talking positively about a brand. @dgingiss" username="toprank"] What’s one thing you would ask the all-powerful marketing wizard for? (More budget, more resources, better data?) An end to social media marketers thinking of social as a “special” channel that gets to play by different rules. Other than that consumers can talk back, social is just another marketing channel. It’s not unfair to ask for a return on that marketing investment. It’s not unfair to point out that likes, comments, and retweets don’t mean anything if more people aren’t buying your company’s products. Social marketers need to understand that corporate marketing budgets are finite, and social is competing against more mature marketing channels that have shown results for decades. [bctt tweet="#Marketers need to stop thinking #socialmedia is “special” channel that has different rules. @dgingiss" username="toprank"]We’re Off to Meet More WizardsI’d like to sincerely thank Dan for taking the time to open up about who he is, where he comes from and how he approaches content and comedy. Thanks, Dan! Of course, TopRank Marketing’s journey to Emerald City is still underway. In the coming months, we’ll be bringing you more exclusive interviews and insights from industry wizards to add some smarts, heart and nerve to your marketing efforts. Stay tuned for our next installment, my pretty! What’s one thing you’d ask the all-powerful marketing wizard for? Tell us in the comments section below.The post Behind the Marketing Curtain: An Interview with Social Customer Care Wiz Dan Gingiss, McDonald’s appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Online Marketing Blog – TopRank® http://ift.tt/faSbAI August 29, 2017 at 05:30AM First Look: RedPoint Global Infogroup to Deliver Revolutionary Cross-Channel Marketing Solutions8/29/2017
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First Look: RedPoint Global, Infogroup to Deliver ‘Revolutionary’ Cross-Channel Marketing Solutions http://ift.tt/2vApNTU MMW was privy to an advance look at big news this morning from RedPoint Global, a leading provider of data management and customer engagement technology. The company has just announced that it’s working with Infogroup, a leading business data and analytics provider, to “help brands achieve targeted, highly-personalized, and seamlessly coordinated customer engagement.” Infogroup’s customers will now have the ability to access all RedPoint technology, including its world-class customer data platform and the RedPoint Customer Engagement Hub. Recently, the two organizations partnered to provide a major event marketer the ability to process massive quantities of data and expand the number of customized campaigns. Due to RedPoint, Infogroup’s client doubled the number of persona-based offers and increased targeted, delivered messages by over 250 percent. “Our success working with RedPoint Global is an exciting development for our clients, who rely on us to provide them the latest and most advanced technologies to drive their data-driven cross-channel campaigns,” said Michael Iaccarino, chairman and CEO of Infogroup. “Getting the data right is very important in executing flawless campaigns, and RedPoint’s ease-of-use, accuracy, and support were all factors in our decision to partner with them.” Additional information about the partnership and RedPoint Global is available here. The post First Look: RedPoint Global, Infogroup to Deliver ‘Revolutionary’ Cross-Channel Marketing Solutions appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG August 29, 2017 at 05:14AM Samsung Launches AR Service That Will Help The Legally-Blind See http://ift.tt/2wZOzjZ Samsung Launches AR Service That Will Help The Legally-Blind SeeFrom their incubator, company launches what could be a life-changing app Samsung has recently launched an app for newer Galaxy phones that turn them into valuable tools for the visually impaired. The app with Galaxy S7, S7 Edge, S8 or S8 Edge phones. Called Relúmĭno, the app from Samsung’s C-Lab incubator is now available from the Oculus store. It’s free to download and use for the compatible devices. It works with the smartphone’s existing cameras. The Relumino app processes the rear camera feed according to the specifications of the user. It then displays an image optimized to the vision impairment of the user. For example, in cases where there are blind spots in the visual field, Relumino can relocate areas of the view. In cases of extremely blurred vision, the app can highlight edges in the image. Contrast and zooming can also be altered. Similar technology already exists in stand-alone devices such as eSight but the availability in smartphones can help spread adaptation. As The Verge reports, eSight goggles retail for $9,995. While a full-size VR headset might be too much to wear for an entire day, it won’t be for long. Samsung reveals the team behind Relúmĭno is working on its own pair of goggles. Mobile Marketing via PSFK http://www.psfk.com/ August 29, 2017 at 05:02AM McDonald’s Gets Couture Packaging From Famous Designer http://ift.tt/2vAgX90 McDonald’s Gets Couture Packaging From Famous DesignerJulien Macdonald created a new, luxurious box for the brand's latest burgers in the UK ‘Couture is not the word most people associate with fast food chain McDonald’s, but in a new collaboration with renowned designer Julien Macdonald. Macdonald created a specially designed box in a chic black and gold design, though only 1000 will be available in McDonald’s restaurants around the U.K. The boxes will house the franchise’s new gourmet burgers: The Classic, The BBQ and The Spicy. However, to get one of the boxes, hopefuls will have to sign up to win tickets on the chain’s website. There is also a specially embellished box that is on display in the Leicester Square location. MacDonald explains in an interview in Express how the look is meant to play with people’s expectations: “The design of the box is very very glamorous, very glitzy, a bit rock ‘n’ roll and shows my love of metallic and baroque – things that are quite over the top. It’s something you’d never expect to find on a burger box.” Watch the announcement of the collection below:
Mobile Marketing via PSFK http://www.psfk.com/ August 29, 2017 at 05:02AM
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Tremor Video Names Doug Campbell as Chief Strategy Officer http://ift.tt/2wZNVTE Tremor Video, a leading video monetization software company, announced this week that Doug Campbell has joined the company as Chief Strategy Officer. We’re told that Mr. Campbell will report to Chief Executive Officer Mark Zagorski. With over 25 years of experience in growing profitable digital businesses, Mr. Campbell is responsible for identifying, evaluating and implementing new strategic opportunities that align with Tremor Video’s business objectives and growth initiatives. Mr. Campbell will also be responsible for leading acquisitions, growth and strategy development across the company’s business. Most recently, Campbell was a Senior Vice President of Strategy and Corporate Development at Nielsen. “I am delighted to welcome Doug to the Tremor Video team,” says Mark Zagorski, CEO of Tremor Video. “This is an exciting time for our company as we pursue our future as a fully programmatic pure play video Supply Side Platform. Doug’s success in creating value at his previous companies gives me confidence that he will play a similar role at Tremor Video, especially as the markets shift to OTT and CTV and we direct our energies and focus towards that dynamic future.” To learn more about Tremor Video, click here. The post Tremor Video Names Doug Campbell as Chief Strategy Officer appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG August 29, 2017 at 04:57AM Make Electronic Toys Out Of Paper With This Kit http://ift.tt/2wCVjo3 Cut here, fold there, and you'll be able to make your own electronic toy with this beautiful and tech savvy paper machine kit! Have you ever wondered what’s inside electronic machines? Thanks to French Designers Marion Pinaffo and Raphaël Pluvinage, that fantasy has become a reality. The dynamic duo created Papier Machine, a paper kit that guides users to create their own electronic toys through simple instructions. Papier Machine is comprised of 13 paper-made electronic toys. Each piece of paper can be cut and folded until the toy is assembled completely. There are instructions that come with the kit. However, the steps are not clear cut. Pinaffo and Pluvinage still want users to interpret the instructions themselves, opening up the pathway to more discoveries, especially for the kids. At first glance, the printed paper looks like it’s just a 2D design. What’s amazing is that the print is actually equipped with reactive, conductive, and thermosensitive inks, which actually make these pieces of paper come to life! While it doesn’t require expert skills to build these electronic toys, it does put one’s hands to good use. For kids, this can actually mean exposure to tech skills at an early age. And for adults, it’s all about just having fun! These are multiple projects available, such as Switch, Gyroscope, Playing Track, Writing Track, Switch 2, Tilt Switch, Humidity Sensor, Wind Sensor, Mass Sensor, Power Reverser, Photoresistor, and Color Sensor. Papier Machine is described as “an expedition through the invisible aesthetics of the electronic.” If you’re interested, check out their official website to get more updates about this project. In the meantime, feel free to enjoy their instructional videos on YouTube. Mobile Marketing via PSFK http://www.psfk.com/ August 29, 2017 at 04:41AM |
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