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Mobile marketing stats to help plan for 2013

Mobile marketing can be highly effective, and is becoming a normal tool for marketers and businesses, so planning for 2013 in an informed way can mean the difference between effective campaigns and wasted dollars.

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mobile marketing

Mobile marketing is now mainstream

Thousands of blogs and news organizations dedicate hundreds of thousands of hours every year digesting information surrounding consumers’ mobile use to determine best practices for businesses of all sizes, as most Americans now own a smartphone, and are literally carrying around a tiny potentially viable billboard in their pocket.

Recently, Google teamed up with ClickZ.com to “learn how marketers around the world are approaching mobile marketing and measurement,” in an effort to determine the future of mobile marketing. Their study asserts that mobile is now an important part of the integrated marketing mix, and we would agree that as it has become mainstream, it is no longer a novelty, but a useful marketing tool, that is “increasingly becoming a central focus” for marketers. According to the study, 87% of marketers are planning to increase emphasis on mobile during 2013, and belief in the power of mobile is rapidly growing stronger.

Key takeaways from the study

Marketers have a broad mix of mobile tactics planned in the next year:

  • 52% plan to create a mobile- or tablet-optimized website
  • 48% plan to increase engagement in mobile advertising
  • 41% hope to develop a mobile app
  • 39% are planning to market a mobile app

For many, mobile measurement is still new territory:

  • More than half (59%) of marketers consider themselves either novice or inexperienced when it comes to measuring mobile. This presents an opportunity for organizations to invest in training and education today to stay ahead of the curve tomorrow.
  • 58% of marketers are currently accountable for mobile metrics, and more than one-third are already sharing internal dashboards to show mobile marketing results.

Mobile measurement unlocks new opportunities:

  • 53% of marketers who analyzed their mobile metrics say there is a lot of untapped opportunity and plan to increase their mobile spending.
  • Tools, technologies and talent are in demand: 68% of marketers plan to increase technology investment and ad spend, and 32% plan to focus more in talent.

Metrics that matter the most:

The report noted that the mobile app-related metrics that marketers say matter the most to them are as follows:

mobile metrics

Google writes, “marketers are interested in measuring the full app lifecycle, which we’re excited to see as our new Mobile App Analytics covers a majority of the desired metrics marketers are seeking.”

Opportunity is knocking

The research reveals that businesses can reach consumers on the go, and that with effective measurements, marketers can create campaigns that convert. “Mobile’s role in marketing is becoming a central part of integrated campaigns,” Google adds, “and will only continue to grow. We know that marketers want simple tools that help them seamlessly integrate mobile into their marketing and measurement, and we’re working hard to create robust tools to help.”

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

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5 Comments

5 Comments

  1. Naukri

    November 17, 2012 at 8:25 am

    Mobile marketing is proving itself as a viable option for companies of all sizes and across all industries

    • hse

      December 6, 2012 at 7:37 am

      @Naukri If you have started a new business and are seeking ways to promote your product or service, mobile marketing can be a very useful tool for you.

  2. TextMessage

    December 10, 2012 at 6:07 pm

    SMS text marketing has been one of the most effective channels of direct marketing. Recent researches have shown that SMS is capable of reaching the mass market with better success rate. Recent reports suggest that 98 percent of all text messages are read by the recipient – and 90 percent within the first three minutes. (https://www.txtimpact.com/SMS-marketing.asp)

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Business Marketing

Tired of “link in bio”? Here is a solution for Instagram linking

(MARKETING) The days of only one link in your Instagram bio are over. Alls.Link not only lets you link more, it gives you options for marketing and analytics too.

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Woman checking Instagram on phone

If you’re like me, you’ve probably swapped out the link in your Instagram bio 100 times. Do I share my website? A link to a product? A recent publication? Well, now you don’t have to choose!

Alls.Link is a subscription-based program that allows you to, among other things, have multiple links in your bio. I’m obsessed with the Instagram add-ons that are helping business owners to expand the platform to further engage their audiences – and this is NEEDED one.

With the basic membership ($8/month), you get up to 10 customizable Biolink Pages with shortened links (and you’ll be able to choose your own backend). You also get access to Google Analytics and Facebook Pixel for your pages. With the basic membership, you will have Alls.Link advertising on your Biolink Page. Plus, you’ll be allotted a total of 10 projects, and Biolink Pages with 20 customizable domains.

With the premium membership ($15/month), you get link scheduling for product drops and article releases, SEO and UTM parameters, and you’ll have the ability to link more socials on the Biolink Page. With this membership, you’re allotted 20 projects and Biolink Pages with 60 customizable domains.

If you’re unsure about whether or not Alls.Link is worth it (or which membership is best for you), there is a free trial option in which you’ll be granted all the premium membership capabilities.

Overall – premium membership or not – I have to say, the background colors and font choices are really fun and will take your Biolink Page to the next level. Alls.Link is definitely a program to consider if your business has a substantial Insta following and you have a lot of external material you want to share with your followers.

The day-by-day statistics are a great tool for knowing what your audience is interested in and what links are getting the most clicks. Also, the ability to incorporate Google Analytics into the mix is a big plus, especially if you’re serious about metrics.

If you have a big team (or manage multiple pages), I would suggest going premium just for the sheer quantity of domains you can customize and link, though there are various other reasons I’d also suggest to do so. Take a look and see what works for you!

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Business Marketing

Use the ‘Blemish Effect’ to skyrocket your sales

(MARKETING) The Blemish Effect dictates that small, adjacent flaws in a product can make it that much more interesting—is perfection out?

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blemish effect

Presenting a product or service in its most immaculate, polished state has been the strategy for virtually all organizations, and overselling items with known flaws is a practice as old as time. According to marketing researchers, however, this approach may not be the only way to achieve optimal results due to something known as the “Blemish Effect.”

The Blemish Effect isn’t quite the inverse of the perfectionist product pitch; rather, it builds on the theory that small problems with a product or service can actually throw into relief its good qualities. For example, a small scratch on the back of an otherwise pristine iPhone might draw one’s eye to the glossy finish, while an objectively perfect housing might not be appreciated in the same way.

The same goes for mildly bad press or a customer’s pros and cons list. If someone has absolutely no complaints or desires for whatever you’re marketing, the end result can look flat and lacking in nuance. Having the slightest bit of longing associated with an aspect (or lack thereof) of your business means that you have room to grow, which can be tantalizing for the eager consumer.

A Stanford study indicates that small doses of mildly negative information may actually strengthen a consumer’s positive impression of a product or service. Interesting.

Another beneficial aspect of the Blemish Effect is that it helps consumers focus their negativity. “Too good to be true” often means exactly that, and we’re eager to criticize where possible. If your product or service has a noticeable flaw which doesn’t harm the item’s use, your audience might settle for lamenting the minor flaw and favoring the rest of the product rather than looking for problems which don’t exist.

This concept also applies to expectation management. Absent an obvious blemish, it can be all to easy for consumers to envision your product or service on an unattainable level.

When they’re invariably disappointed that their unrealistic expectations weren’t fulfilled, your reputation might take a hit, or consumers might lose interest after the initial wave.

The takeaway is that consumers trust transparency, so in describing your offering, tossing in a negative boosts the perception that you’re being honest and transparent, so a graphic artist could note that while their skills are superior and their pricing reasonable, they take their time with intricate projects. The time expectation is a potentially negative aspect of their service, but expressing anything negative improves sales as it builds trust.

It should be noted that the Blemish Effect applies to minor impairments in cosmetic or adjacent qualities, not in the product or service itself. Delivering an item which is inherently flawed won’t make anyone happy.

In an age where less truly is more, the Blemish Effect stands to dictate a new wave of honesty in marketing.

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Business Marketing

Google Chrome will no longer allow premium extensions

(MARKETING) In banning extension payments through their own platform, Google addresses a compelling, if self-created, issue on Chrome.

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Google Chrome open on a laptop on a organized desk.

Google has cracked down on various practices over the past couple of years, but their most recent target—the Google Chrome extensions store—has a few folks scratching their heads.
Over the span of the next few months, Google will phase out paid extensions completely, thus ending a bizarre and relatively negligible corner of internet economy.

This decision comes on the heels of a “temporary” ban on the publication of new premium extensions back in March. According to Engadget, all aspects of paid extension use—including free trials and in-app purchases—will be gone come February 2021.

To be clear, Google’s decision won’t prohibit extension developers from charging customers to use their products; instead, extension developers will be required to find alternative methods of requesting payment. We’ve seen this model work on a donation basis with extensions like AdBlock. But shifting to something similar on a comprehensive scale will be something else entirely.

Interestingly, Google’s angle appears to be in increasing user safety. The Verge reports that their initial suspension of paid extensions was put into place as a response to products that included “fraudulent transactions”, and Google’s subsequent responses since then have comprised more user-facing actions such as removing extensions published by different parties that accomplish replica tasks.

Review manipulation, use of hefty notifications as a part of an extension’s operation, and generally spammy techniques were also eyeballed by Google as problem points in their ongoing suspension leading up to the ban.

In banning extension payments through their own platform, Google addresses a compelling, if self-created, issue. The extension store was a relatively free market in a sense—something that, given the number of parameters being enforced as of now, is less true for the time being.

Similarly, one can only wonder about which avenues vendors will choose when seeking payment for their services in the future. It’s entirely possible that, after Google Chrome shuts down payments in February, the paid section of the extension market will crumble into oblivion, the side effects of which we can’t necessarily picture.

For now, it’s probably best to hold off on buying any premium extensions; after all, there’s at least a fighting chance that they’ll all be free come February—if we make it that far.

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