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Why Mobile Marketing Is the Way to Go for Consumer Engagement

Why Mobile Marketing Is the Way to Go for Consumer EngagementDigital marketers know that the explosive global growth of mobile has made it a must in marketing. Now, findings from the 2013 “Netbiscuits People’s Web Report” by Brand Republic and Netbiscuits are affirming this mobile mindset by showing just how much mobile means in consumers’ daily lives. The report reveals that 50% of consumers spend up to 30 minutes per day shopping on mobile, while 20% spend up to 15 minutes per day searching on their digital devices. With consumers firmly focused on their mobile screens, this makes mobile marketing a valuable vehicle for reaching and resonating with consumers. This is why brands that want to engage consumers must integrate mobile into their marketing. MediaPost.com featured more from report to show why mobile is the go-to way to engage on-the-go consumers.

Fortunately, many marketers are already tapping into mobile. According to the report: CONTINUE READING THIS CONTENT »

Why Supermarkets Must Have Superior Social Media Customer Service in the Bag

Supermarkets Must Have Social Media Customer ServiceConsumers’ constant connection to social media and smartphones has redefined the relationship between supermarkets and shoppers. As more and more markets come to our corners and online delivery keeps shoppers from stores, customer loyalty is fading fast. That’s why grocery brands need to find new ways to stand out from their rivals and bring in the shoppers. The smartest way to win over these shoppers is through in-store and online customer service. But providing a great customer experience calls for more than a sale or smile. It demands the development of a relationship between the shopper and the store. And there’s no better way to build that bond than through social media. But surprisingly, many supermarkets are not getting involved with these influential social media platforms. According to the Retail Feedback Group’s US Supermarket Experience 2013, three-quarters of supermarket shoppers regularly use at least one social media platform, yet only one-quarter of these shoppers are socially connected to their main supermarket. This shows that too many markets are missing too many chances to connect with their customers. To see how supermarkets have been getting social, Business2Community.com used its Twitter Performance Tracker to analyze how 21 North American supermarkets and grocery stores are using Twitter as a customer service channel. Their results revealed how a real-time response can deliver real results.

Each market was rated for their response time and responsiveness level on Twitter. The report revealed that it could take many hours for stores to respond to consumers, which is way too long to make customers wait and does not meet their expectations for service. Other surprising results from the report included: CONTINUE READING THIS CONTENT »

Creativity is Just What the Doctor Ordered in Preventative Healthcare

Creativity in Preventative Healthcare marketing
Doctors have long recommended a healthy diet and plenty of exercise. Now, new programs are leveraging these “doctor’s orders” to keep patients healthier while bringing robust opportunities for healthcare marketers to benefit from this better living. Food brands, fitness centers, activity apps, and other health-conscious companies are all seeking out partnerships with medical providers and insurance companies to encourage the use of their products as part of a better lifestyle. MediaPost.com reported how healthcare marketing experts are getting creative to sell wellness to the world.

A new “Prescribe-a-Bike” program is offering a discounted bike-sharing club membership to low-income Boston residents who qualify. It will allow doctors at Boston Medical Center to prescribe to their low-income patients a subsidized bike-sharing membership for only $5, which is significantly lower than the usual $85 membership fee. In addition to providing patients with a healthier mode of transportation, the cycles offer a healthy savings over the cost of the MBTA. This program is part of an alliance among Boston’s New Balance Hubway bike-sharing program, the Boston Medical Center, and the Boston Public Health Commission. It is also backed by the City of Boston, Beth Israel Deaconess Medical Center, Boston Children’s Hospital, and other community organizations.

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AARP Advocating Why Boomers are Still a Boon to Advertisers

Boomers and Advertisers in 2014
AARP is striving to stop Baby Boomers from getting overtaken by Millennials in the eyes of advertisers. As an advocacy organization for Americans ages 50 and over, AARP is hoping that the progress made in bringing advertising’s attention to older consumers will not be affected by marketing’s newfound fascination with the younger Millennial generation. That’s why AARP has devoted the entire year to an initiative called “Boomers @50+” that celebrates how every member of this generation of Americans born between 1946 and 1964 will have reached age 50 by the end of the year. The New York Times reported on this effort designed to remind marketers that Boomers remain a booming source of business.

A highlight of the initiative is the upcoming documentary, “The Boomer List.” It includes interviews with 19 Baby Boomer celebrities, one for each year that the generation spans, to capture the way they’ve lived through these notable decades. AARP is sponsoring the airing of the film as a prominent episode of the PBS series, “American Masters” on September 23. The film is perfectly suited to the series, which usually focuses on people over age 50 who have secured their status as masters.

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8 Google Analytics Reports Every CEO Should Read

8 Google Analytics Reports To ReadGoogle Analytics presents a dilemma for CEOs: The tool’s metrics are invaluable for growing a business, yet the sheer amount of data can make finding valuable insights difficult.

Beyond basic traffic numbers, it’s sometimes hard to figure out what you should be paying attention to and what you should be ignoring. In particular, it’s challenging to judge which Google Analytics reports provide real strategic intelligence about the effectiveness of your digital offerings.

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TripAdvisor’s TripConnect to Accommodate Independent Hotels for Instant Mobile Bookings

TripAdvisor’s TripConnect for Instant Mobile Bookings
As more and more travelers are browsing and booking travel on their mobile devices, TripAdvisor wants to provide them with a larger suite of options. That’s why the online travel service is planning to welcome TripConnect—its metasearch auction bidding tool for independent hotels and B&Bs—to its mobile app and mobile Web interface by the end of the year. This will allow travelers to reserve rooms at these smaller properties directly from their mobile devices through TripConnect. TNooz.com reported on this mobile marketing move.

The decision came about after a year of frustration between the TripAdvisor experience and the booking engines of independent properties because many aren’t optimized for mobile. The only way to overcome this digital dilemma was for TripAdvisor to add this Instant Booking mobile-optimized booking form to its mobile app and mobile Web interface.

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Food Franchise Brands “Think Locally, Act Socially” to Engage Consumers

Food Franchise Brands and social media marketingSince consumer engagement is one of the main goals of social media, quick-service restaurant brands are striving to feed their need for engagement by bringing location-specific marketing to the table. More and more brands have taken a liking to this local marketing because it allows them to target consumers in individual U.S. markets and engage them on a more personal level. QSRMagazine.com dished up the details on how food franchises are taking a local approach to their social media marketing to keep consumers hungry for more.

While early adopters of social media marketing had to create their own local pages, the popularity of local marketing has led social platforms to add these pages as features, such as Facebook Local Search. As a result, franchisees no longer need to build their own local accounts, because their parent companies are creating these for them. All that franchisees need to focus on is fostering community engagement and excitement on these local accounts.

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7 Things Your Interactive Agency Should Be Doing for Your Brand

7 Things Your Interactive Agency Should Be DoingWhile the definition of “interactive” is debatable given the rapid advancements in Web marketing over the last five years, agencies that pride themselves on delivering potent digital marketing solutions have had to embrace these changes to deliver attributable ROI for clients. From branding, lead generation, and search marketing, to email and social media marketing, an interactive agency should have no shortage of opportunities to increase the profitability of a client’s digital business. At the minimum, an interactive agency should be able to deliver significant return in these seven channels:

1. Display Marketing and Retargeting CONTINUE READING THIS CONTENT »

How Mobile Technology Can Put Hospitality Customers Back in the Palm of Your Hand

Mobile Technology and Hospitality Customers  The hospitality industry is finding that customers aren’t always so hospitable. Hotels, airlines, and cruise lines have seen a major decline in customer loyalty in recent years. One reason for this lack of loyalty is that many of these brands aren’t anticipating and addressing travelers’ needs and wants. Another is that yesterday’s perks are today’s expectations. This is driving travelers to look for other brands that will give them more perks for their patronage. Yet one way to bring back customer preference is by making their experience easier. Fortunately, technology has traveled at a rapid rate to bring convenience to these customers through their mobile devices. Mobile has transformed the hospitality industry, and now brands are leveraging mobile technology to raise their standard of customer service. MarketingProfs.com featured the following mobile-technology hospitality hints from the “Chaos Theory” e-zine

While apathetic service and lengthy security procedures have made travel tedious, mobile can make the travel experience much smoother and more streamlined. So if a brand can make a traveler’s trip easier in any way, it has a better chance of earning the customer’s gratitude and loyalty. From sending push notifications to keep travelers on schedule, to using mobile’s touchscreens to expedite access, hospitality brands must get creative and leverage the many features of mobile marketing to benefit today’s travelers.

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Lay’s “Do Us a Flavor” Promotion Takes Sampling in a Digital Direction

Lay’s Takes Sampling in a Digital Direction It’s no secret that in-store sampling serves up sales. But with people trading in-store browsing for online buying, brands are looking for new ideas to push trying and buying. But now leave it to Lay’s to cook up a way to mix tasting with technology through their new promotion with Uber that made getting samples of chips just a quick click away. To promote their “Do Us a Flavor” contest, the Pepsi Co. potato chip brand used the UberRUSH courier service to bring picnic baskets filled with free chips to consumers who entered a special code when logging into the service. Each basket brimmed with the finalist flavors along with two sandwiches from Katz’s Deli, fruit, and two bottles of Pepsi’s Aquafina water. AdAge.com reported on how Lay’s was trying to lay the groundwork to take sampling in a digital direction.

This Uber promotion launched last week in New York City as a way for Lay’s to increase interest in its second annual “Do Us a Flavor” contest. It was only offered to a total of 200 Manhattan deliveries this past Friday and Saturday as a way to build buzz for the contest. Since this flavor contest will be Lay’s largest marketing promotion this year, they wanted to go all out to get the word out.

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LinkedIn Employs a New “Follow” Button to Promote Broader Interaction

LinkedIn  New “Follow” Button to Promote Broader Interaction
If LinkedIn looks different, it’s because the professional platform has quietly rolled out a “Follow” button to millions of members’ profiles. This button will allow users to share their activities with followers without formally connecting to them. This “Follow” feature is shaking up the business community because it transforms the social media network into a professional form of Tumblr or Twitter by letting members continually broadcast their business beyond their basic networks. It will also allow for professional growth by expanding users’ insight on colleagues that they want to know, but have not yet met. To follow the latest on this “Follow” button, Readwrite.com shared all of the details.

According to industry leaders, the “Follow” button will be a valuable resource for many LinkedIn members with a public profile in their industry because it will enable them to gain insights and stay current on their colleagues without necessarily having to know them.

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How Instagram and Millennials are Filtering Advertising’s Image

Instagram and MillennialsInstagram was designed to capture moments and memories through photos, but it’s also captured the attention of the advertising industry and could be changing the focus of marketing as we know it. The highly visual photo-sharing app has made it a popular platform for advertising and ushered in an age of Snapshot Marketing. But it’s not only the layout of Instagram that’s remaking marketing—now the tastes of the youthful Millennials who take most of these snapshots seem to be shaping the style of the actual ads. Clearly, Millennials and their Instagram images are inspiring modern marketing. MediaPost.com exposed more on how the platform is changing the look of advertising.

According to industry research, the most successful visual platform campaigns feature native ads that reflect the look of the site’s content. And advertising campaigns containing Instagram photos received three times the click-through rate as ads filled with stock or studio photos. Instagram even advises brands to use glossy, high-quality photos that seem similar to snaps from regular users. In fact, past campaigns that featured phony-looking photos were poorly embraced by the young consumers who appreciate authenticity on the platform.

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Opportunity is Calling to Dial Up Ad Revenue and Wi-Fi with New York City Phone Booths

Opportunity is Calling New York City Phone BoothsNew York City has put out a call for companies to turn the city’s phone booths into free Wi-Fi and charging stations. This project would make the pay phones of yesterday meet the Wi-Fi needs of tomorrow by covering the city’s streets with Wi-Fi service. A number of high-tech, high-profile companies have already answered the call to supply this service to the city since the chosen company will earn a share of the ad revenue from the advertising placed on the phone booths. PCWorld.com featured more on this worthwhile Wi-Fi opportunity that would provide a connection to a world of ad revenue.

With more than 7,000 pay phone booths throughout the five boroughs and nearly 4,000 of them featuring ad placements, the winner of this Wi-Fi contract would gain access to great publicity and profits. They would share ad revenue with the city and earn at least $17.5 million in compensation. Apparently, streaming Wi-Fi through the city would deliver a steady stream of ad revenue.

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Twitter’s Click-To-Call Feature Pours Out Direct Response for Mountain Dew’s Baja Blast Soda

Twitter CLick to call feature and Mountain Dew
Mountain Dew recently quenched its thirst for promotion by turning to a new click-to-call tweet feature that Twitter is currently testing. Designed for direct response on mobile devices, this Twitter tactic allows brands to include a click-to-call button in tweets that users can click to automatically call the featured number. When Mountain Dew tried this Twitter tool to launch its largest limited-time offer for its Baja Blast soda, the beverage brand received 3,500 phone calls, along with 600 retweets and more than 1,300 favorites. AdWeek.com reported on how this Twitter tactic can dial up direct response results.

Click-to-call buttons have long been used to generate sales leads and now Twitter is giving the tactic a social media spin to make it a mobile marketing method.

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Twitter Used by U.S. Defense Department to Announce Major Military Strike

Twitter Used by U.S. Defense DepartmentIt’s a sign of our social times when the U.S. administration uses a social media platform to blast news of an Iraqi airstrike. When the U.S. defense department took to Twitter last week to announce that U.S. military aircraft had conducted an Iraqi airstrike on ISIS artillery, it wasn’t just breaking news but it was also a newsworthy moment since it was one of the first times in history that the U.S. government turned to Twitter over traditional channels to break national news. TheNewYorkDailyNews.com posted more on why this bombshell was deployed in a tweet.

In lieu of a time-intensive news conference or TV announcement, Pentagon Press Secretary Rear Adm. John Kirby condensed this defense announcement into a 132-character tweet. Once the news exploded onto social media, it was retweeted more than 1,000 times within 30 minutes of its posting and was even sourced directly to Twitter by the major news networks.

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