Posts Tagged ‘mobile’

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EMAIL MARKETING IS GOING MOBILE

October 18, 2016

Ok, another post on the power of email marketing. I am not talking about hounding your customers with tons of emails. I am talking about having a planned, well-executed program that only sends information to your customers THEY WANT. With that said, more and more people are viewing emails on smartphones. This requires a change in the look, tone and style of your promotional emails.

As reported by MediaPost, a new study by Adobe Digital Insights (ADI) shows that email usage is up, driven primarily by consumers’ shift to mobile. The survey found that smartphones have overtaken computers for checking email. Also, email is less formal in a world of texting and emojis.

The Adobe Email Study surveyed over 1,000 white-collar Americans finding that “time spent with email is up 17% year over year. Millennials, consumers ages 18 to 34, spend the most time with email of any age group and 90% rely primarily on their smartphones to do so. Almost 50% of Millennials admitted to checking their email while still in bed in the morning.”

Workers now spend an average of 7.4 hours per weekday on email. Just over four hours are spent checking work-related email and 3.3 hours checking personal email, indicating an ‘always-on’ email culture. Here’s some more stats:

  • 30% of respondents said they see a trend toward emails getting shorter
  • 72% said they have used an emoji in a personal email
  • 69% said that texting has had at least some impact on how they communicate via email

When do they check email?

  • 69% while watching TV or a movie
  • 53% on vacation
  • 45% in the bathroom
  • 44% while on the phone
  • 17% admitted checking while driving

Bottom-line: again, email must be a part of your marketing effort. If you need help with your email program, contact me (Mark@dennettgroup.com). Our monthly programs begin at just $100 a month.

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FINDING 894 MILLION PEOPLE A DAY

November 5, 2015

My company develops cooperative ad campaigns. If you follow my blog you know I believe that cooperative efforts, which grow the overall market using other people’s money, should be a part of any company’s ad budget. In addition to my most popular co-op effort, Crater Lake Country, I tried to develop a mobile ad effort this year. In recruiting members, I was surprised to learn how few businesses understand the value of mobile. While giant corporations fully understand the power of online video and mobile, smaller firms seem to be mystified by these ad tools. Well, the ship has left the dock and you need to be on board.

CASE IN POINT: Facebook reported this week that mobile ad revenue represents 78% of its total ad revenue. Now let that number sink in: almost 4 out of 5 Facebook ad dollars come from mobile. Why? Chief Operating Officer Sheryl Sandberg put it bluntly, “We have the best performing mobile ad units.”

As the Wall St. Journal reported, it sure helps to be big in mobile and have tons of data on your users. Indeed, Facebook said that 894 million people a day, on average, used the company’s mobile app in September 2015, a bump of 27% year-over-year. Between Facebook and Instagram, the company accounts for one out of every five minutes spent on mobile media. Plus, Facebook now generates a stunning 8 billion video views a day.\

This is just one reason why I am stepping up my effort to recruit partners in my mobile and video co-ops for 2016. It is a great way for you to beta test these tools without making a major dollar commitment. If you would like to learn more about our programs, just email me (Mark@dennettgroup.com).

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MOBILE HAS ARRIVED

September 16, 2013

Don’t think you have to have a mobile marketing strategy? Take a look at this research. According to a comScore MobiLens study (March 2013) mobile penetration is nearing 100% of the world’s population with more devices than people. Think about that for a minute. There are now more tablets and cellphones than people!

Of mobile users, 91% own smartphones. Apple (45%) and Android (48%) make up the majority. And 47% of tablet owners access retail content, and over 50% of this audience has a household income greater than $75,000 a year.

These mobile consumers (core market is 18-44 male), are increasingly comfortable with shopping and spending on their mobile devices. This research suggests that mobile extends the desktop retail audience (people that shop online at home via computer) by 45%; therefore, consumers continue their shopping experience across devices, and ultimately driving purchase, by any method.

Interestingly, when in-store, men and women use their smartphones differently. Women are a third more likely to engage in social behaviors, such as texting a friend or family member about a product, while men are two-thirds more likely to scan a barcode or compare product prices.

The two major factors that influence consumers making a retail purchase? Price and social factors. Price is the overwhelming influencer on its own, but price is also the motivation when consumers are looking for or using mobile coupons or signing up for store rewards. Social is the second most influential factor overall. Reading customer reviews, social media, and recommendations are all forms of social influence when purchasing a product on a smartphone.

This week you need to meet to discuss your mobile marketing strategy for the next 12 months. It is critical.