Archive for the ‘ Mobile ’ Category

Email Paired With Social Drives More Purchases

  Studies by Fluent show that email advertising, coordinated with social campaigns, boosts engagement and purchases. Here are the highlights:   62% of consumers make weekly in-person purchases when reached across 10 or more marketing channels. 49% of consumers make weekly online purchases when reached across 10 or more marketing channels. Social media is the most…

 

Studies by Fluent show that email advertising, coordinated with social campaigns, boosts engagement and purchases. Here are the highlights:

 

62% of consumers make weekly in-person purchases when reached across 10 or more marketing channels.

49% of consumers make weekly online purchases when reached across 10 or more marketing channels.

Social media is the most effective at driving purchases when it’s paired with email.

Purchase frequency is highest when people are reached by both email and social campaigns.

Based on study by Fluent

Winning Content and Customer Experiences

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns. Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX: 90% – Desktop…

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns.

Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX:

  1. 90% – Desktop website experience
  2. 86% – Mobile website
  3. 85% – Email
  4. 79% – Telephone support / sales
  5. 77% – Digital advertising
  6. 76% – Social media

 

Content distributed through these touchpoints tends to perform better if it falls within these categories:

Best performing content is 3 times more likely to be emotional. Perhaps this is stating the obvious, but content that provokes excitement, anger, hope, sadness, or anxiety get our attention. Pulling on heartstrings still works and cements the experience in our minds.

Content with rankings and comparisons drive more engagement. This airport rankings comparison is an example of easy-to-digest content that pulls in readers to find which detail is important to them.


Combine relevant topics with familiar touchpoint data. For example, people know and understand Instagram. If travelers are looking for top points of interest in a state they want to visit, this chart gives a quick snapshot using a reputable platform’s crowdsourced data.


Knowing and targeting your audience is crucial to delivering your valuable content through the most engaging touchpoints. People don’t want to see every offer or message from every brand. Content and CX strategies that match the desires of your best customers will give your content the highest value in their minds. Hyper-targeting audiences based on demographics, past behavior, purchase history, geography, and lifestyle interests delivers the customer experience your audience wants.

Personalizing the experience should be done wherever possible. Strategies can include discounts based on browsing history, greeting people by their name in emails, or tailoring offers to micro-segments. This is a huge part of the overall customer experience and can add real value to the bottom line:

  • 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends)
  • 86% of consumers say personalization plays a role in their purchasing decisions (Infosys)
  • 45% of online shoppers are more likely to shop on a site that offers personalized recommendations (Invesp)
  • 40% of consumers buy more from retailers who personalize the shopping experience across channels (Monetate)
  • 80% of consumers like when retailers emails contain recommended products based on previous purchases (Listrak)

Marketers have an opportunity to set their brands apart by offering better digital experiences and more relevant content. A study by Accenture revealed that “customer experience is at the heart of digital transformation”. 56% of companies look at the impact of digital in relation to customer experience and 80% of firms use third-party providers for at least one part of their digital transformation. The report also said that, “Companies are focusing on digital channels to make customer interactions more engaging: 63% are planning to enhance their online experience, 46% are looking to add or improve their mobile offerings, but only 39% want to improve their in-store experience.” Consumer preferences are clearly driving how brands change the way they distribute content and create digital experiences.

 

This post is based on articles from MarketingLand and Business 2 Community

Email Advertisers Should Stop Ignoring Mobile

  “75% of Americans simply delete emails if they aren’t optimized for mobile” Email campaigns with responsive mobile designs see dramatically higher results. Consumer engagement with email messages are largely influenced by the email’s design. Emails optimized for mobile reading achieve 24% higher clicks on average. Full responsive design emails see click-to-open rates increase by…

 

“75% of Americans simply delete emails if they aren’t optimized for mobile”

Email campaigns with responsive mobile designs see dramatically higher results. Consumer engagement with email messages are largely influenced by the email’s design. Emails optimized for mobile reading achieve 24% higher clicks on average. Full responsive design emails see click-to-open rates increase by 55% on mobile devices and 23% on desktop.

Revenue growth is directly impacted by how people interact with email messages on mobile devices. Mobile was responsible for a quarter of all email-driven revenue in the 2015 holiday shopping season. Online mobile purchases increased 15% year-over-year in Q4 of 2015 compared to only 13% for desktop. It shouldn’t be surprising how critical mobile design is for driving email advertising ROI.

Mobile holds a major share in the email advertising world with 69% of all opens happening on a mobile device, compared to fewer than a third of opens on desktop only. Marketers are missing huge opportunities to gain customers and build awareness because only 17% use responsive design in every single email. This is critical for digital campaign success because 75% of Americans simply delete emails if they aren’t optimized for mobile.

 

Post based on MediaPost article

Millennials Find Products via Email More Than Other Age Groups

  Millennials are using retailer emails more than other age groups to find products and services. 43% of Millennials have increased engagement with retailer emails the past six months compared to 32% of other shoppers, according to Epsilon’s new shopper behavior study. This isn’t too surprising because Millennials check email more than other age groups,…

 

Millennials are using retailer emails more than other age groups to find products and services. 43% of Millennials have increased engagement with retailer emails the past six months compared to 32% of other shoppers, according to Epsilon’s new shopper behavior study. This isn’t too surprising because Millennials check email more than other age groups, and do it on their mobile device which is the more effective context for email engagement. We expanded more on those details in this post: This is How to Reach Millennials

Not only are they using email more than ever to research and influence purchase decisions, but have also turned to other “old school” channels the past six months:

  • 47% of Millennials used more printable coupons in the past six months compared to 34% of other shoppers.
  • Nearly 53% of Millennials used daily deals compared with 34% of others.
  • Almost 56% of Millennials increased their use of price comparison sites.
  • 51% of Millennials also increased direct searches to brand sites.

 

Post based on AdWeek article.

This is How to Reach Millennials

  Millennials (18-34 year olds) will represent $200 billion in annual buying power by 2017 (Harvard Business Review). So how can brands reach this lucrative demographic? We’ve all heard the typical advice, ‘put your advertising budget into social media, after all that’s where the action is’. There’s no doubt Millennials love their social media for…

 

Millennials (18-34 year olds) will represent $200 billion in annual buying power by 2017 (Harvard Business Review). So how can brands reach this lucrative demographic? We’ve all heard the typical advice, ‘put your advertising budget into social media, after all that’s where the action is’. There’s no doubt Millennials love their social media for keeping up with friends, events, and sharing each and every moment of their day.

But when it comes to consumer-to-consumer brand communication, they prefer more direct contact. A 2015 study by the Principal Financial Group shows given the choice between email, in person, postal mail, social media, phone call, online chat, or text message, Millennial respondents overwhelmingly choose email straight across the board. They want one-to-one contact with companies, whether it’s for offers, customer service, or other communication.

Marc Apple, owner and chief strategist at Forward Push Media believes no one is constantly on social networks, but most people check email every day, whatever their demographic profile:

“In my opinion, email is the original social media.”

Not surprisingly, Millennials check email more than any other age group according to a recent Adobe study. That same study found nearly 98% of Millennials check their personal email at least every few hours at work, while almost 87% of Millennials check their work email outside of work.

But that doesn’t mean the same old email marketing will work. Ultimately, Millennials want useful emails. They want emails to work on the device of their choice, and they want emails to appeal to their interests and passions (Harvard Business Review). Here are some tips for planning your next email campaign involving Millennials:

  1. Mobile Rules – Since they live life on their phones, design your emails for mobile first. Use responsive design across every screen size. Get your call-to-action across quickly as part of a clear, captivating mobile user experience.
  2. Targeting – Stop batch ‘n’ blasting and start marketing to individuals. Millennials expect personalized, relevant content that interests them. Take advantage of a third-party hyper-targeted email advertising campaign and precisely target your ideal audience based on 100s of criteria. This is a great way to compliment your existing house list and the email delivery is handled by the third party.
  3. Timing – Millennials are more likely than any other age group to check email while in bed (45.2% according to a Harvard study). Experiment with sending emails first thing in the morning or late in the evening with content relevant to that time of day.
  4. Rock Your Content – Content is all-important, and that’s about personalization again. Make it relatable and relevant, speaking to them on their individual terms. It’s got to provoke thought and look smart or risk being swiped away to the trash folder.

Once is not Enough: Mobile Retargeting

  Most customers will not buy, book, or request more information the first time they visit your website. They spend time doing research and can forget about a certain product or service very easily. A category or product page they’ve read on your site gives you valuable information about that consumer. Retargeting completes the loop and displays ads to those high-intent…

 

Most customers will not buy, book, or request more information the first time they visit your website. They spend time doing research and can forget about a certain product or service very easily. A category or product page they’ve read on your site gives you valuable information about that consumer. Retargeting completes the loop and displays ads to those high-intent visitors while they browse other sites. This has been proven to be highly effective since, as cmo.com reports, consumers who see retargeted ads are 70% more likely to return and convert.

Mobile Usage Is Surpassing Desktop

The majority of retargeting efforts are setup to work with desktop consumers. As you’ve probably heard, mobile usage is out-pacing desktop in almost every category. Take the Travel/Tourism industry for example: In 2016, more travel sales will booked on a mobile device compared to a desktop or laptop. Accommodations and airfare booked via desktop continue to decline as people grow increasingly comfortable researching and booking trips on small-screen devices. eMarketer’s latest travel industry study forecasts 52% of US travelers who book trips via digital channels will do so using a mobile device, which will be up from 43% in 2015. It’s clear your audience is on their smartphones and tablets more than desktops and now they are making more significant purchases on those devices.

Apps vs Mobile Web

The majority of mobile usage occurs within apps compared to mobile web. Nielsen data shows an overall 80/20 usage split between apps (email, social, news) and web browsers (Chrome, Safari). But don’t ignore the mobile web when buying media because it’s still very important for brands with mobile-optimized sites who have customers arriving from search engines. Tablet users spend 56% of their time on the mobile web (comScore). The key to successful mobile retargeting campaigns is the ability to access ad inventory across all environments, networks/exchanges, iOS, Android, in-app, and mobile web.

In 2016, it’s important to be engaged along the entire digital purchase journey. Google reports 90% of consumers start a task on one device and finish it on another. Mobile retargeting is a great mid-funnel marketing tool that keeps your brand in front of potential customers at the right moments with personalized, relevant ads on the device they use the most.

Remember:

First, make sure your website or landing pages are mobile optimized. Second, choose a digital advertising partner that has access to mobile ad inventories across iOS, Android, apps, and mobile web. Talk to Future Flow Media about retargeting your audience on their mobile devices. Contact Us

You might also like: The Difference Between Cookie and ID Targeting

Sign up for Insights Alerts at the top of this page to be notified when we publish new Insights and articles.

 

 

Insights Round Up: December 2015

  A round up of insights and articles we’ve shared over the past month. Make sure you’re the first to know when we have new insights by signing up for alerts on the right hand side of the page.   1. Hard Rock Café Targeted Mobile Campaign – Hard Rock targeted nearby customers through rich mobile advertising, and…

 

A round up of insights and articles we’ve shared over the past month. Make sure you’re the first to know when we have new insights by signing up for alerts on the right hand side of the page.

 

1. Hard Rock Café Targeted Mobile Campaign – Hard Rock targeted nearby customers through rich mobile advertising, and directed them to the closest Hard Rock Café location. Visits went up 220% as a result. Read More

hard rock cafe

 

2. Travel Industry Tops Email Open Rates – A new email benchmark study from Silverpop found the Lodging and Travel industry was a top performer when it came to email open rates and CTRs. Read More

email symbol desk

 

Winning the Micro-Moments Battle

  In a recent report, Google asked the question, “how would you describe your phone’s role in your life?” Respondents replied with phrases like  “attached to my hip,” “butler,” and “lifeline.” The device that’s always by our side is transforming the way we learn and discover new ideas. Micro-moments, as Google has named them, are…

 

In a recent report, Google asked the question, “how would you describe your phone’s role in your life?” Respondents replied with phrases like  “attached to my hip,” “butler,” and “lifeline.” The device that’s always by our side is transforming the way we learn and discover new ideas. Micro-moments, as Google has named them, are the moments when we turn to our device and take action on whatever we need or want at the time. These micro-moments are happening along the customer decision journey and brands need to anticipate them and be there with the relevant information.

Red Roof Inn realized flight cancellations were leaving 90,000 passengers stranded every day. They started tracking flight delays in real-time which triggered targeted search ads to advertise their locations close to airports. “Stranded at the airport? Come stay with us!” It was relevant information that people needed at the moment. The result was a remarkable 60% increase in bookings across non-branded search campaigns.

Mobile is driving the micro-moments phenomenon, but it extends beyond mobile to all screens, devices, and channels. An integrated mix of hyper-targeted email, mobile, and search, along with re-targeting, ensures the message reaches your ideal audience at key stages of the customer decision journey. Learn more about hyper-targeting and the most effective mix of digital media channels.

More highlights from Google’s Report:

When people use mobile search to help make a decision, they are:

  • 57% more likely to visit a store
  • 40% more likely to make a phone call
  • 51% more likely to make a purchase

Compliment existing media with mobile search:

  • 66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial

Beat the competition:

  • 90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online
  • 1 in 3 smartphone users has purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it

See the full report from Google here.

Apple’s iOS 9 and the Mobile Ad-Blocking Dilemma

  Apple announced major product upgrades last week which included the new iPad Pro, a revamped Apple TV, and of course the iPhone 6s and 6s Plus. But it’s the software update, iOS 9 (free update avail Sept 16th) that has mobile advertisers worried. Apple is strengthening the ad-blocking technology of its mobile browser Safari in iOS 9. With Apple’s new tools, developers…

 

Apple announced major product upgrades last week which included the new iPad Pro, a revamped Apple TV, and of course the iPhone 6s and 6s Plus. But it’s the software update, iOS 9 (free update avail Sept 16th) that has mobile advertisers worried. Apple is strengthening the ad-blocking technology of its mobile browser Safari in iOS 9. With Apple’s new tools, developers can build ad-blocking apps that consumers can download to wipe out ads on mobile sites when using Safari.

Ad Blocking Isn’t New

Mobile ad-blocking is not a new phenomenon, but it is effective. Ad Age used AdBlock Mobile to cleanly remove ads from websites in Safari with no new support from Apple required. Some apps like Facebook have in-app browsers that are not affected by current ad-blockers but iOS 9 will let developers use the new Safari browser inside apps. The good news for advertisers is hardly anyone is using ad-blocking apps. The two most known apps, AdBlock Mobile and Ghostery, have not been in the top 1,500 apps in the past three months according to App Annie. However, Apple’s appeal and market share have the potential to bring ad blocking to the mainstream, drawing more attention to the topic, and making the implementation process a lot more user-friendly.

Know Where to Place Your Mobile Ads

Even if Apple’s ad-blocking on Safari works as designed on iPhones and iPads, it’s the apps where consumers spend their time. Apps account for about seven out of every eight minutes of media consumption on mobile devices (ComScore). “The vast majority of activity is occurring in apps,” said Mr. Brian Wieser, an analyst at Pivotal Research Group. About 90% of mobile content consumption happens in apps, Mr. Wieser said in a report this summer. Advertisers are already riding this trend and investing more into mobile in-apps advertising. “Marketers will spend $20.8 billion to reach consumers via mobile apps in 2015 but only $7.9 billion on mobile browsers” (eMarketer).

Cross-Channel Marketing

As mobile browsers become more friendly to ad blocking software, it places more importance on other advertising channels such as email and search. Future Flow Media aggregates all the major ad networks and exchanges so you’re never limited to a single platform or operating system. A hyper-targeted integrated cross-channel campaign using mobile, email, search, and re-targeting ensures the ads reach your audience regardless of their device and at the optimal time in the purchase journey. Read more about Hyper-Targeted Digital Advertising.