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  • #979161
    Warrenjc
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    Starting this thread to discuss the emerging mobile marketing sector.

    What is it?

    Are micro and small businesses aware?

    What options exist?

    What are the associated costs?

    How effective is it?

    Micro and SME viewpoints and is the Australian consumer ready?

    I found this interesting….

    Small businesses are not using readily available business tools and technology. These days small businesses have access to a wide range of savvy, low-cost business tools, software packages and services, and technology that is giving them a leg up on even their big competitors. Small business owners who wait too long to embrace it may be making a costly mistake.

    http://suite101.com/article/common-mistakes-made-by-small-business-owners-a177056

    #1112417
    Warrenjc
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    And neglected to add, how does mobile marketing compare to tradition marketing activities?

    #1112418
    Warrenjc
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    Global internet usage will more than double by 2015, and most of these users will be mobile (Boston Consulting Group, Mary Meeker, Kleiner Perkins, Morgan Stanley Research, Berg Insight via Business Insider)
    http://www.businessinsider.com/the-future-of-mobile-deck-2012-3
    Nice graph at link and highlights the need for business to keep up with the growth of mobile penetration.
    It would appear that PC sales have leveled, with smartphones and tablets taking the lions share of sales.

    #1112419
    Blp_Sales
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    Hi Warren,

    Interesting topic, and mobile or digital is a bit of a buzz word for a lot of businesses at the moment.

    For mine, I think that everyone who is online needs to have least thought about it, and have some sort of strategy in place.

    I also believe there needs to be strong distinction between a website that is mobile optimised and an app. They aren’t the same thing, and if you want to be truly mobile, you need to have an app of some description, and it needs to have a purpose. Is it transactional? Purely a informational? There is no right or wrong, but the more you want the app to do, the more expensive it will be.

    It is also a seriously powerful tool, having your brand on your consumers phones (assuming they don’t delete it).

    BLP

    #1112420
    Warrenjc
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    Absolutely BLP.

    So many different options exist today that businesses can become stuck for choice.

    What is becoming evident is that as the mobile marketing sector grows, businesses should be able to access technology that is far more cost effective and results driven than traditional marketing.

    Of course, the key for any business is to research and develop their own marketing activities and technologies to be complimentary, and effective. That is of course the dark art that gives marketing firms such a good name… :)

    What I am experiencing in the business community is a growing awareness of the mobile marketing sector, but as with all new technologies, the question does arise…is it a fad? One can throw all the stats at it they wish, but at the end of the day, is the Australia consumer ready?

    Businesses should review options on a regular basis, and take the time to understand the inherent risks in all marketing activities.

    Just because it costs a lot, doesn’t mean it will provide real benefits. The same can be said for activities that don’t cost a lot as well, and as such is one of many things to consider.

    For me, the overriding guide should be “What is the likely ROI” regardless of the activity.

    A business operator has a huge task in front of them when it comes to understanding new technologies.

    It has been of interest to me that business operators that have developed an app specifically for their business (quite proudly) advise that as they already have a listing on an app, or have developed their own app, that they no longer need to consider listing with any other app.

    Sometimes logic does prevail when they realise that an app listing, whether exclusive or not, is at the end of the day, just another app listing. A bit like only advertising your business on one webpage, really.

    And…

    Having a mobile optimised website is going to become increasingly important to engage the consumer that is reviewing the website from a mobile device. If a mobile device is unable to browse effectively, then that is definitely risking the loss of potential customer.

    It is an interesting distinction for sure, and one that business will have no choice but to embrace.

    Cheers

    Warren

    #1112421
    Warrenjc
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    Blp_Sales, post: 125648 wrote:
    Hi Warren,

    It is also a seriously powerful tool, having your brand on your consumers phones (assuming they don’t delete it).

    BLP

    I left this last sentence for, well, last. As you say, having your brand on a consumers mobile phone IS a seriously powerful tool. Provided they don’t delete it.

    One of the considerations when undertaking a mobile marketing campaign is to NOT bombard the consumer. Remember, this is their personal device, and an over enthusiastic campaign will do more damage than good.

    To adhere to legislation is vital. There are plenty of reputable Burst SMS companies available.

    An astute business operator will realise the importance of building a client base. The smart operator will be constantly researching methods to build and capitalise on that base.

    SMS marketing is a great tool to incorporate into marketing activities.

    So are smart phone apps, but they do tend to get lost in the crowd. For that reason, SMS is still king, in my book at least. Having said that, a well presented, easy to use app WILL bring in business.

    There are indeed many aspects to consider when undertaking a mobile marketing campaign, and I hope that I am able to shed some light on some of those options, and maybe untangle a few knots as well.

    Contributions are welcome. Whether it is to showcase new information I wouldn’t otherwise be aware, or to untangle my own misconceptions on how to best utilise the tech available.

    #1112422
    Warrenjc
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    Here is an interesting article…

    http://www.latitudegroup.com/blog/no-one-can-afford-to-rest-on-their-laurels-when-it-comes-to-mobile-in-2012/

    Loss of sales via arbitrage….

    An IAB study revealed that if a retailer’s website didn’t work on their mobile, 20% of customers would buy from a competitor’s mobile site instead, 8% wouldn’t bother and 2% replied “other”. That’s a 30% loss of mobile-driven business. So, it’s an arbitrage, there’s a mini-gold rush on and it won’t last. If you are an incumbent, time to defend. If you are a challenger – get in and steal share while you can.

    Right now, consumers are likely walking into your business location with your website in their pocket. Capitalise on this – first, give visitors to your mobile site a reason to visit your store. Be creative and stand out; web vouchers for in-store discounts are easy, but can you find other ways to engage your mobile visitors in the real world?

    My notes
    An often overlooked and simple method is to create a facebook feed ON YOUR WEBSITE. Incentivise the client to post something quick and positive using their own mobile device (most people are continuously logged in to facebook, and the average facebook user has a couple of hundred friends each).

    Converting mobile into word of mouth is not overly complex IMO.

    #1112423
    Warrenjc
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    Standing on the shoulders of minnows, or…

    How even the big boys get it wrong…

    http://mobilemarketingfail.com/

    #1112424
    Warrenjc
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    Who here has been on the wrong side of the fence with this one.

    No it is not about mobile marketing, but to hell with it. I could relate. :D

    http://www.targetmarketingmag.com/blog/do-challenge-emails-send-wrong-message-from-b-to-b-marketers

    Challenge Emails: ‘Go Away. We Don’t Want You.’

    #1112425
    Mrs Fox
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    Mobile marketing can introduce more ways for users to get relevant offers, but at this stage, it seems that local telecom and media firms will get most of the mobile ad space. Small businesses must be tech-savvy enough to create a mobile offshoot of their websites.

    #1112426
    Divert To Mobile
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    The message Im getting from all this is similar to what I experienced when I first started using google analytics and webmaster tools.
    Too much statistical information is a bad thing.

    x % of people are online = must make a website.
    x no. of people are using facebook = must make a facebook site.
    x no. of people use smartphones = must make an app.

    I must be getting old, I’m just not convinced that fb and the app revolution has the ROI

    1. what exactly are those people doing on the net?
    2. what exactly are those people doing on facebook?
    3. what exactly are those people doing with their smartphones?

    In my experience the answers to the above,
    1. shopping, research, recreation
    2. socialising (in their own way)
    3. net access like 1. but to a much lesser degree, navigation, games, reading, social media access.

    I hope I don’t start a huge fight with this but this is just how I feel. Of course there are going to be some major fb success stories (fb itself being the main one), but I think very select industries can benefit by it.

    Steve
    (I’m already dreading the repercussions of this post)

    #1112427
    Warrenjc
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    Not at all Steve.

    There are a lot of wrong ways and few right ways, and what is right for some, is wrong for others.

    My intention is to raise awareness of some very simple, and hopefully effective methods that micro and SME enterprises can utilise to create an effective mobile marketing strategy that is not only cost effective, but once set up, easy to execute.

    In my book, SMS is king.

    No app has been able to match it, and no amount of mobile advertising space will ever compare.

    Advertising space on an app is pointless, if the user of that app ONLY wants the app for the very reason it was downloaded. To be clearer, advertising on AngryBirds is pointless. Why? The user wants to..guess, play Angry Birds. Not consume your non relevant product.

    IMO, a savvy business should be keeping things as simple as possible.

    1. Mobile Optimised website (where budget allows)
    2. Constantly and CONSISTENTLY build and develop their client data base.
    3. Research burst/broadcast SMS/MMS.
    4. Research how new technologies can assist in building their client base, as well as market to their existing client base.

    This may include listings on relevant category apps, and lets face it, why would any consumer download an app that simply contains listings. If they can download an app for their phone, they can google the necessary information from their phone.

    Which does leave only one thing. YES, the dreaded voucher.

    The thing is, unlike doing the traditional costly box drop, or print advertising in any medium, which usually incurs significant costs for low redemption rates, there are other conduits that can take out all the expensive crap in the middle, and get the business details directly into someones pocket. The business then has a qualified lead, the person with the pursestrings IF that person has actually requested that information.

    Usually, the result is high redemption rates and leaves a lot more room to consider incentivising new customers.

    And that is the rub. Businesses as a whole, over complicate the process, because as you say Steve, and I agree, you can throw all the statistics at it you want. It isnt going to clear the air if business operators are not aware of the tech and how it can be best integrated.

    Number 4 is more in line with the area I am involved in, but quite frankly, if a business is not undertaking at least some of the above, then there is no point implementing number 4. (To clarify, the tech is not specific to the app, but it is a part of it, as is SMS)

    I am heavily committed to ensuring the clients I speak with are aware of these basics, and enjoy discussing there current marketing activities. And you know what? Business like to discuss their marketing activities with someone who takes an interest, and I will not recommend our technology to someone who is not implementing some or all of the above.

    As a final note, if a business develops their own app, their first and foremost question should be “What is the Point?” They then of course run into the added expenses of Push Notification, Geolocation and Geofencing development. Again, their ROI has to justify the development.

    As for FB, to rely on it in total? Pffft. But to integrate it to compliment existing marketing activities, sure. Why not?

    Thanks for your input Steve, and I would like to hear more, from either yourself, or anyone else out there who is just downright confused with what options are available.

    And yes, too much statistical information is a bad thing.

    I like discussing concepts and ideas a lot better than posting statistics, so…how bout some more responses guys?

    #1112428
    MatthewKeath
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    SMS burst… I have only ever had two and both annoyed me.

    There is advertising wherever you look. Why must a company take the last add free space I have.

    I am not convinced of its effectiveness.

    FB? I have seen it work, but you need to be clever. It less about getting in people’s face, and more about crafting great content that people what to share.

    A SMS ad is like a slap.

    I’m also not convinced that a mobile friendly website is a must for business. I find more often than not that I am clicking on the full site link so I can get the info I need. Responsive design is the buzzword at the moment, but I am still not convinced.

    #1112429
    Warrenjc
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    Hi Matthew

    Thank you for your contribution.

    You make some interesting points. Firstly I agree that receiving random burst SMS marketing campaigns is annoying, and that is my personal opinion, as I am not a consumer driven individual. My partner, on the other hand is, but only likes them if the content is relevant to her needs, and there in lies the rub. How to get the message out to interested consumers?

    At this point I would like to propose a definition between Burst and Broadcast. The buzz word is burst, and is entirely inaccurate if taken to describe all SMS marketing.

    Burst, to me, indicates that a company has purchased a subscriber list. Big no!

    Broadcast indicates that a company has built a subscriber list from existing clientele.

    Think of it like this. Broadcasting is done to parties that have tuned in, much like tuning in to a radio station.

    Burst is a message that overrides all radio frequencies at once, a bit like a government red alert notifying of impending disaster….

    The second is not good news. :D

    I personally do not appreciate burst SMS at all. My private number is private, and if I am receiving burst SMS, it is no longer private and has been sold. Not welcome at all.

    However, if I have subscribed to be notified of upcoming events or promotions, then that is OK. It means that I have established a relationship with the business, based on good service and trust. Just don’t slam me with SMS every week, or that trust is gone.

    Businesses looking to incorporate broadcast SMS need to find a reputable company that will not onsell the subscriber list to a third party to be used for burst. If they do not take that most fundamental step, they risk the loss of their savvy clientele.

    #1112430
    Divert To Mobile
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    Isn’t “burst” sms considered spam ?

    Steve

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