Posts Tagged ‘smartphones’

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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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THE LOCATION REVOLUTION IN MARKETING

May 10, 2016

If you are in the travel industry, listen up. A recent Pew Research study shows that 90% of smartphone owners (153 million people) use location services on their phone… and it should grow even more says the report.

This group, like smartphone users as a whole, are likely to rely on apps, many of which request access to the devices’ location services. Of course, not all apps are created equal when it comes to obtaining permission to track a user’s location, says the report.

Those apps that provide a compelling reason for the user to share their location (content, services and features that use location data to provide real value to a consumer) are the most likely to secure opt-ins from a majority share of their user base.

A July 2015 survey conducted by Research Now on behalf of Skyhook Wireless found that 65% of US mobile app users shared their location with weather apps. Far fewer shared such information with apps in other categories.

Leading Apps By Smartphone Users For Location Services (% of Respondents)
App categories % of Respondents
Weather 65%
Social networking 38
Travel 23
Photo & video 18
News 16
Source: Skyhook Wireless/ResearchNow, April 2016 (November 2015)

Bottom-line: If you are not running mobile ads on weather sites, you are missing out. Also, travel apps in general need to do a much better job of having relevant content that people want.

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REACHING CONSUMERS TODAY

June 27, 2015

Today, marketing demands reaching your potential customers via television, smartphones, tablets, laptops and computers. But which devices are most important in your marketing effort?

A Consumer Electronics Association study reveals that smartphones are now the third most-owned consumer electronic, trailing only televisions and DVD/Blu-ray players.

As reported by the Center for Media Research, here are the fastest growing products in 2015.

2015 CE Chart

The growth of mobile connected devices is driving the rapidly increasing adoption of digital content (apps, digital music, electronic books, digital movies and shows, and digital video games), at the expense of traditional content (paper/hardcover books, DVD/Blu-ray discs, music CDs and video games on discs). This year, traditional content (79%) remained stagnant over a four-year average, while digital content (63%) increased by ten points from 2014.

The report projects that ownership of digital content will catch up with traditional content by 2018. For additional information from the Consumer Electronics Association, please visit here. If you are not reaching consumers using mobile advertising, you are way behind the curve.

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THIS WEEK’S BLACKBERRY LESSON

October 21, 2013

One of the core marketing rules in my book is that the first company to create a product or service is usually the winner. But starting the race in first place doesn’t mean you will end the race there, unless you follow another of my rules, “Embrace change.” You can never rest on your laurels. Need proof? Take a look at BlackBerry.

The company that popularized mobile email and, at one time, controlled almost all of the business market for smartphones, lost its market to Apple and Samsung because it stopped innovating. Although they worked for the past two years to get BlackBerry back into the race, fine-tuning a new operating system and focusing the company’s development efforts on a pair of new devices, the company acknowledges those efforts have fallen flat.

It is writing off $1 billion in inventory of the new phones. How bad is business? Well, Apple reported sales in the first two days of the iPhone 5 versions of 9 million, while BlackBerry sold 3.7 million in 90 days (one quarter). Now BlackBerry has struck a preliminary deal to take the company private. A great marketing lesson here: it is extremely hard to play catch up. If you are a market leader, you owe it to yourself and your team to focus resources on keeping your lead.

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DUMBING DOWN TV

April 17, 2013

As I mentioned in a previous post, as broadcast TV ratings continue to decline, the research juggernaut Nielsen is trying to shift ad buyers’ focus away from demographics (the classic 18-49 age group that isn’t watching TV as much) to the “quality of the audience” (psychographics, Chapter 9 in my book).

Wall St. Journal reported that a new Nielsen study reveals that “better-educated households, which usually have higher incomes, watch less daytime and late-night TV than those where the head of household lacks a four-year college degree. The great equalizer in terms of viewing habits, Nielsen found, remains prime time.”

Now, I’m a big believer in researching the quality of an audience. However, the truth is that almost every form of media – magazines, newspapers, television and radio, are losing their battle to the new world of “small screens” – smartphones and tablets. These will be the new access points to people’s minds in the future.

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ARE YOU READY FOR ZERO TV?

March 15, 2013

From computers to smartphones, nearly five million Americans are now watching video content without a television. Nielsen, the leading TV rating service, calls these viewers the “Zero TV” group and is attempting to track them (I mentioned this in an earlier  post). The “Zero TV” group has more than doubled in size since 2007, but it still represents only 5% of the market.

Here’s how Nielsen describes the viewing group. The growing world of tablet computers and smartphones will certainly see this segment grow in 2013, and with this growth there will be growing use of pre-roll video (TV spots you see before a video). If you are following the principles of Powershifting, you need to be aware of this trend… and plan for it.