Mobile SEO

 

Google has officially announced the implementation of mobile-first indexing, and many companies are concerned about their rankings. Simply put, Google’s bots will crawl, index, and rank the mobile versions of webpages first. Though these changes have yet to impact current site rankings, there is a good chance that they might in the future. Here’s what you should know about mobile-first indexing and what it could mean for your business.

 

Google’s Mission


Google is a company just like yours, and ultimately, its goal is to be the very best at what it does. Its mission involves delivering users the most relevant results based on their searches. Since early 2015, more than half of all Google searches have originated from mobile devices. Furthermore, a Zenith forecast shows that 79% of all internet use will originate from mobile devices by the end of 2018. As a result, Google is taking a tremendous step by indexing the mobile versions of web pages before all others. This means that Google will deliver the best possible search experience for its users regardless of the devices they use.

 

Will Your Ranking Change?


Google claims that mobile-first indexing will not impact any site’s overall ranking. If a competitor’s website is migrated to mobile-first indexing before yours, for example, that site will have no advantage over yours because of the migration. However, it’s important to keep in mind that Google’s ultimate goal involves delivering the best possible results to users. This means that when someone searches from a mobile device, Google will rank sites and pages that are mobile-friendly above those that are not. This means that it is in your best interest to make your website as responsive as possible – and quickly.

 

Is Your Site Ready for Mobile-First Indexing?


Though your rankings for searches originating from desktops may not change, searches originating from mobile devices are different. It is crucial for your business to focus on mobile optimization now in order to maintain your rankings for mobile searches. To find out whether your site is ready for mobile-first indexing, consider the following points:

 

  • Is your site mobile-friendly or mobile-responsive? There is a tremendous difference between the two. A mobile-friendly website may display on a user’s smartphone, but it may still have several problems when it comes to the overall user experience. A mobile-responsive website is one that syncs your pages beautifully by sending the same HTML code to computers, tablets, and smartphones, thus eliminating the need to pinch, zoom, and change screen orientation to properly view the site. Google prefers a responsive website.
  • Are your desktop and mobile sites separate? It seems like a good idea, and prior to 2015 when mobile searches became more common, it was. These days, though, monitoring multiple websites and reformatting content to display properly on the mobile version is a lot of work that provides little reward.
  • How fast is your mobile site? A 2017 report showed that most websites around the world – and in every single industry – were three times slower than Google’s recommended benchmark of three seconds. To make your site load faster on mobile devices, check the size. Google recommends a 500KB maximum page size, but most mobile pages are measured in megabytes, instead.
  • Is your site laden with too many images? Finally, another 2016 report compiled through a partnership between Google and analytics company SOASTA showed that excessive images on mobile webpages actually reduced conversion rates due to the slow run times.

 

Prepare Yourself Now


After addressing the issues above, you can begin to prepare your website for mobile indexing in several unique ways. Google provides official advice for ensuring your site is ready for the migration – and ways to help maintain your ranking following the migration, too. The best webpages will have the following:

  • Consistent Content – It is important to make certain that your page and site displays the same text, imagery, and videos across all devices and that these elements are easy to crawl from mobile devices.
  • Structured Data – Another vital consideration is the structure of data across mobile and desktop versions of your site. What’s more, if you have two separate URLs (one for each version), then you must update the data on your mobile pages to a mobile version.
  • Congruent Metadata – To ensure quick migration and consistent rankings, it’s important to ensure that blog titles, image descriptions, and other forms of metadata have been updated on both versions of your site.
  • Server Capacity – Finally, Google cautions that some sites may lack the server capacity for the Googlebot to accurately crawl mobile websites. For this reason, make sure your server is prepared for the increased crawl rates.

Check Your SEO

After you’ve taken all the steps to ensure that your website is eligible for migration and meets the necessary criteria to keep its ranking, you can start thinking more about your mobile SEO and how to improve it. There are several ways to do this, and you can find tips spread all across the internet. Some of the best include:

  • Using Google’s mobile-friendly test. This handy little tool direct from Google allows you to plug in each page on your site to get up-to-date information about the overall user friendliness of the mobile version of your site. The higher your score, the better off you’ll be.
  • Make sure Google is indexing your mobile pages in the first place. To do it, open the Google search engine on your smartphone and type in site:mywebsite.com, replacing the mywebsite.com with your site’s address. If it doesn’t display, Google isn’t even indexing your mobile site.
  • Check for smartphone errors in the Search Console. Open the Google Search Console, then choose Crawl Errors, and finally choose Smartphone Errors. The steps you will need to take to resolve these depend upon the errors themselves, but once you resolve them, your content can be more easily indexed.
  • Remove hidden content. To put it as simply as possible, Google is not a fan of hidden content. Make sure that your entire site – all the content on every page – is visible to users on every device. If text is cut off and invisible to mobile users, this goes against Google’s guidelines and will inevitably affect your rankings.

Though mobile SEO has been important for several years now, Google’s rollout of mobile-first indexing is about to change everything. With so many people now searching from their mobile devices, it is vital that every page on your site is just as clear and easy to use on a smartphone as it is on a desktop. If you fail to take these steps now, your website may very well become completely invisible – at least to mobile users.

Mobile Marketing Tips

 

Though they say nothing moves faster than light, it could be argued that if anything comes even remotely close to recreating its pace, advances in technology would be it. In the space of just a few decades we’ve moved from the invention of the telephone, the first television broadcast to the first dial up connection made in 1965, all with one simple aim in mind – to communicate.

 

But of all these communication methods over the years, perhaps none have been as successful as the mobile phone in connecting people regardless of location. From a business standpoint, this is important. To develop key marketing strategies, we need to understand how our competitors are interacting with our potential customers and learn what digital platforms our customers seek out when they are online.

 

Mobile Marketing

 

It’s now thought that most digital media time is spent using mobile internet rather than logging in to a desktop (Marketing Land, 2016). This comes as no surprise when we consider that Ofcom has stated 93% of the UK population owns a mobile phone (Internet Retailing, 2017), so ensuring that our digital game is strong – particularly in mobile marketing is vital to develop long-term relationships with our audience.  

A few years ago


It’s amazing to think that just a few years ago the mobile phone was nothing more than untapped marketing potential waiting to happen. Sure, savvy companies were beginning to realize the importance of contacting their customers on the go through phone calls, but they would still have to rely heavily on leads gained from traditional marketing techniques to target these people. But change was on the horizon. On 11th July, 2008 Apple released the iPhone 3G (App store, 2017) allowing customers the real possibility of information at their fingertips. Mobile web became the thing that every discerning customer wanted.

 

Apple’s iOS app store was launched at the same time, followed by Android’s ‘Android Market’ in October of the same year (later renamed Google Play store). This allowed users to download games and apps, but was very much in its infancy. In March 2009, there were just 2,300 apps available on the Android market (Wikipedia, 2017) and many of these were games or useful tools such as calculators and weather widgets as opposed to apps aimed at customers. Still, the technology was there through the Android software development kit (SDK) and Apple’s equivalent.

 

Fast-forward to today and you’ll find that apps are much more prominent. There are 500 million weekly visitors to the Apple app store (Techcrunch, 2017) with more than 180 billion apps downloaded from its interface. Google Play Store followed a similar pattern. Covering 145 countries, there are 2.7 million apps available to download, with 82 billion of them downloaded worldwide since its creation (Wikipedia, 2017). When first checked in 2009 there were just 2,300 apps, showing the massive growth of the mobile app market over the years. Many of these are created with B2C marketing in mind; restaurants offering discounts, apps to order taxis and homeware businesses taking advantage of phone camera technology to sell curtains have utilized mobile technical advances of the past decade to reach their audience in a subtle way.

 

The problem for marketers


Marketers have always sought out new advertising capabilities to target their audience. In days of old you would see newspaper advertisements for tinctures that claimed to cure all ills. These made way to radio advertisements, then television and finally web-based marketing techniques such as link building and content marketing became the communication method of choice.

 

Old TV

On the flipside, the popularity of radio, TV and print advertisements has dwindled but they still have their place in the world of marketing. Digital marketing also plays a crucial role in many B2B and B2C marketing strategies. But with the dawning of the mobile revolution we’re at a crossroads when it comes to our marketing activities. Should we invest in mobile, or do we invest in our web activities?

 

We’re not here to tell you which would be best for you, after all each business needs a different approach to reach their target market. Instead, let’s look at the advantages (and disadvantages) of adding mobile marketing to your marketing strategy.

The good stuff


Have you ever sat down and thought about mobile phones? With GPS technology built in these are literally a tracking device, which might sound a bit sinister, but from a marketing point of view its a valuable tool that can help you target your customers at the right place at the right time.

 

Instead of focusing on widespread activities that connect with the masses, you can instead use location specific advertising through geo-fencing and push notifications. There are various uses for this, for example, setting up a geo-fence to communicate with potential targets when they leave a rival shop to remind them of your services or offering a discount code to previous customers of your restaurant when they pass you by.

 

Author:

Jamie Fuller is a digital marketing executive at AppInstitute. He spends his days building links, creating content, and drinking far too much coffee at one of the world’s leading DIY App Builders (over 70,000 apps built).

Mobile Marketing Trends

 

The use of mobile internet is growing at a staggering rate. In 2015, mobile internet finally suppressed the desktop browsing. Smartphone ownership is growing in developing countries, and in the United States, more than two-thirds of digital media are viewed on mobile devices. These trends have brought mobile advertising into the marketing spotlight. Big companies and the world’s most respectable marketing agencies are adapting their content and marketing strategies to smartphone browsing, and the number of mobile apps has tripled over the last few years.

 

Mobile marketing is a very dynamic field. It is influenced by the development of mobile technologies and communication patterns. Each year when Samsung, Apple, Microsoft, and Google present their new phones, the mobile marketing strategies are complemented with the new set of features. The vast popularity of mobile apps has reshaped the marketing teams, which now contain at least one app developer and UI designer. In this article, we have shared the latest mobile marketing trends that will help you to engage mobile users and turn them into customers and brand advocates.

 

Messaging bots


Today, messaging apps like WhatsApp, Viber and Facebook Messenger, are the most popular social platforms. Marketers have combined them with the advanced technologies in the artificial intelligence field to create chat bots. The purpose of this software is to ignite conversations and answer users’ questions and requests. The introduction of chat bots coincided with the beginning of the new phase of more personalized marketing. This one-to-one marketing approach is directly connected with the increasing popularity of messaging apps.

Chat bots allow marketers to engage thousands of consumers at a personal level and present them with a highly customized sales pitch. Since they use the concept of deep learning, they can provide consumers with answers and bring them into the company’s sales funnel. For marketers, the bots’ learning abilities are their most important feature. Constant learning and fast data analysis improves bots’ abilities and enables them to have meaningful conversations with consumers.

 

Streaming and 360 video


In 2016, digital marketing was revolving around videos. By 2019, online videos will represent more than 90% of consumer-based traffic. Mobile internet users prefer video content over articles. That is one of the main reasons why the video views on Facebook have jumped from 1 to 8 million in only one year.

 

facebook-live-stream

 

Marketing agencies have been closely following these statistics. A few years ago, they started offering social media video production services. This includes the production of 360 videos, which is the next logical step in video content evolution. In 2017, the ad expenditure on mobile video will grow by another 30%. Streaming is also ‘the new black’ in the mobile marketing field. It allows companies to involve millions of consumers into their promotional events.

 

One-time apps


Since the 5 most popular mobile apps account for more than 85% of mobile app usage, companies that have invested huge sums into app development are now facing a grim reality. There are thousands of mobile apps that lay completely forgotten on Google Play and iTunes. Google have decided to put an end to this and help app owners and developers. They’ve recently announced the launch of the Instant Apps store. At this brand new app store, users will be able to launch an app by simply clicking on its icon. They won’t need to download it or set its permissions. This new app-as-a-service concept will inspire companies to develop thousands of simple one-time apps and use them for promoting limited offers and various promotional events.

 

Mobile marketing automation


We have already mentioned the chat bots, but they are just one small part of the growing mobile marketing automation trend. Most automation platforms offer top-notch mobile analytics, together with a long list of other functionalities, including:

 

  • The management of mobile channels;
  • Real-time messaging;
  • A/B testing;
  • Deeper integration of installed apps;

 

Sending direct and push messages to consumers’ mobiles is a privilege for any marketer. The automation of this segment helps marketers to get exclusive data of consumers’ needs and behavior that will help them create valuable, relevant and personal mobile marketing content.

 

Snapchat lenses and augmented reality


Pokemon Go! has shown us the promotional capacity of augmented reality technologies. We’ve seen thousands of people chasing imaginary creatures around city streets and parks. Snapchat is the first social network that has implemented augmented reality technologies. Their lens tool is very popular among marketers and consumers. Several musicians have sold out their albums after their songs have been featured on a lens filter. Studios like 20th Century Fox and Pixar used Snapchat lenses to promote their movies, and cosmetic companies create campaigns that involve special makeup filters, and apply them on customers’ selfies.

Geofencing technologies


Geofencing is a new concept, which allows location-based companies to advertise their offer by using push notifications. Beacons, installed in stores, restaurants, and cafes can send out push notifications to all registered users, within their area. This way, stores can advertise limited-time offers and discounts and influence consumers while they’re making purchasing decisions.

 

Starbucks is one of the first big companies that have installed beacons in their stores. Their “Mobile Order and Pay” feature uses geofencing to allow customers to order their coffee before stepping inside the store. The further development of geofencing technologies will help location-based retailers to compensate the losses caused by increasing popularity of e-commerce.

 

Mobile advertising uses much more personal approach than any other form of digital marketing. Since smartphones allow marketers to contact their consumers anywhere and at any time, in the future, they’ll need to work on creating a highly personalized content for targeting different groups of mobile users. That is why the fast development of mobile analytics and the shift to the app model are the most important mobile marketing trends that will completely reshape this industry in the next few years.

 

Author:

Emma Miller is a Sydney based writer with a degree in marketing. Interested in digital marketing, social media, start-ups and latest trends. She’s a contributor at BizzMark Blog.

Business App

Small businesses have learned that to stay competitive, they must be mobile. However, is being mobile only about having a mobile-friendly website? The answer is NO. Small businesses must find ways to connect with on-the-go customers easily. One of the best ways to do this is through a mobile app. If you are assuming that mobile apps are exclusively for big name brands, you are wrong. Most businesses are shifting their online activity to mobile.

 

Almost three-quarters of Americans check their mobile phones at least once per hour – Gallup survey. The increase in smartphone usage implies that mobile apps have become an important marketing tool for businesses of all sizes. Mobile apps offer you an easier and better way to communicate with your customers. Here are a few reasons why you should consider developing a mobile app for your business.

 

Build A Stronger Brand


As mentioned above, we use our mobile phones for several hours in a day. In addition to this, science has shown that the human brain can unconsciously record images. What does this mean? It means that each time we are swiping and scrolling on our phones, we can’t ignore the mobile apps installed on our phones – their images will quickly be registered in our subconscious. As a business, being creative with your app and making it visually appealing will make mobile users want to engage with your app. If they find your app fun and easy to understand, they will ultimately invest in your products and services.

 

Customer Loyalty


Customer loyalty is perhaps the most significant reason as to why you need to consider creating your own mobile app. The competition is pretty stiff and with the high number of advertisements out there – website banners, coupons, social media ads, flyers, and email marketing – a business can slowly lose its impact on customers. However, through your mobile app, you can maintain an intimate connection with your clients. The connection allows you to act on their grievances and in the process making them loyal to your company.

 

Communication


Whether it is general information, prices, bookings, or news, that you want to pass to your customers, a mobile app serves different functions. You can remind your customers about your existing products and inform them about new ones. Just ensure that you choose the best time to push the information to them. Through your app’s messaging feature, your customers get the chance to contact you at any time, without having to wait to contact you during office hours. This will eventually reduce costs, increase efficiency, grow sales and build your brand’s image.

 

Competitive Advantage


Mobile apps are still relatively new at the small business level. Their unpopularity is even made worse by the belief that they are only meant for big brand names. This is your chance to stand from the crowd – be the first in your market sector to offer a mobile app.

 

Predictive Analysis


The importance of mobile apps as data collection tools can’t be overstated. A mobile app provides you with a medium through which you can interact with your customers and know their tastes with regards to goods and services. You can then use this information to manufacture more products or heighten the awareness campaigns for slow-selling products.

 

Though developing and maintaining a mobile app is expensive and may take a heavy toll on your time and money, the returns are good. Small businesses find the task of managing their business apps too demanding. However, this shouldn’t be a problem; there are firms that can take the burden away. For instance, small business owners can shift their attention to other vital business matters as their apps are being maintained professionally. Overall, business mobile apps can make a huge difference for your business. This is definitely something that is well worth looking into.

 

Author:

Kara Masterson is a freelance writer from Utah. She graduated from the University of Utah and enjoys writing and spending time with her dog, Max. Kara recommends looking into http://www.ottawa-it-services.ca/ as a great resource to help you utilize business technology to its fullest potential.

Mobile App Development

 

The app market today is like the Coliseum, and unless you are that gladiator that possesses that one survival skill that no one has yet to discover, you are left to fight to endure with the rest of the combatants.  Luckily, your survival odds in the app market are much higher than those in ancient Rome, but never the less, a few tips here and there can certainly up your odds.

 

Prioritize


 

Like any other major undertaking, you have to set priorities.  Make sure you prioritize your time, your apps features, your budget, later releases, and any other aspect of your project that may call for sacrifices at a later date.

 

Solidify a Monetization Plan


 

You need to decide early in the development process how you will profit from your app.  Are you going to make it free with ads?  Are you going to provide a freemium service?  Are you offering in-app purchases?  Or, are you going to employ the newest trend of sponsorships?  Your monetization strategy can affect development, so make this decision early in your planning phase.

Develop a Strong A Security Play


 

Security breaches have been rise to much chaos in the mobile industry.  Start out strong with a solid and effective security plan.  Invest big in this area!  You need the protection, and you need to create a reputation that you are a secure company.

 

Learn Design Patterns


 

A lot of experts feel that app’s core should be thought of first during development.  That’s not always the case.  By considering what you want your app to look like before the development, you can create a better user experience.

Place Usability at the Forefront


 

You constantly need to be reflecting on usability.  You need to create a visually appealing, easy to navigate experience for your users; otherwise, they will dismiss your app and move on to one that does.

 

During development, this thinking needs to stay at the forefront.  Programmers will tell you otherwise, but users want quick and simple, and making that a priority can eliminate a lot of redoing things later on.

Keep it Small


 

Mobile devices have limited storage.  In fact, users delete apps when they get storage warnings from their mobile devices.  By keeping the size of your app small, you up your chances making the cut when device clean up day comes.

 

Study Your User’s Motivation


 

Take the time to look at how and why users are using your app or apps similar to yours.  Read reviews of competitors’ apps, and develop a way to make your app more user friendly.  More importantly, examine how quickly users are able to accomplish the goal that you created the app to accomplish.

 

Think About Wearables


 

Wearables are gaining more and more popularity, so you need to keep part of your development concentrated on this new mobile movement.  Stay ahead of the pack with new technologies.

Reflect on Marketing Strategies


 

Keeping your eye on the ball during development is crucial, but at some point, you will need to develop a solid marketing plan.  You need to make sure you are staying abreast on the most successful app marketing techniques.

 

Test, Test, and Retest


 

You need to constantly test and retest your apps for bugs and for a simple user experience.  If you cannot provide your users with a quick and easy solution to the problem you set out to solve with your app, then you need to go back and create one.  If you don’t, your app won’t succeed in the stores.

 

Author:

Bio – Andrew Gazdecki is the founder and CEO of Bizness Apps, a do-it-yourself mobile app and mobile website platform for small businesses, and Bizness CRM, a CRM for selling to small businesses.

Increase App Downloads

 

As both a marketing tool and a revenue generator, apps are a big numbers game. With more than 150 billion downloads across the platforms, accounting for $6 billion in developer fees, the industry as a whole seems lucrative. It is when we look at the individual apps that the picture looks a bit different.

 

Developers make less than a penny per download and the apps become more of a marketing tool than a revenue producer. The bottom line for both developer and marketer is simple. The more downloads you achieve, the better it is for your business.

 

Start With a Microsite


 

If you are going to introduce an app into your marketing milieu, you may not want to shift all of your market efforts toward the app. Instead, create a microsite. A microsite is an independent website attached to your main page. It allows you to focus new marketing strategies on the app without changing or competing with your overall marketing campaign. Look at Rooms To Go and their development of a coupon app. The company is a furniture store so their online marketing SEO is centered on furniture. The app is a couponing program. Its marketing reflects coupons, not something that the overall campaign has at all. So they created a microsite that can be promoted independently and parallel to their company’s marketing campaign.

 

Rooms to Go

Image Source: http://www.roomstogocoupons.com/

 

Make Friends With a Mathematician


 

Most people chose an app to download on the recommendation of others. Five stars or two thumbs-up will earn a slew of new downloads but understanding the recommendation process is the stuff of hard science. Movie giant Netflix is renowned for its recommendation system. It uses a complex algorithm that distills viewing patterns, preferences and browsing behavior into a recommendation for the watcher. Its recommendation system is so important to the company that they are offering a prize for anyone that can come up with a better system. For the smaller business that is launching an app, the lesson from Netflix is simple. Analyze your recommendations and use social media to respond. Thank good recommendations and address negative ones.

 

Use Product Descriptions


 

The digital marketplace, including app stores, is a booming industry. Amazon, as one of the largest online retailers, has become a huge resource of scientists researching online buying behaviors. One group found that a product description is as important as price in the decision to make a purchase online. Make sure that your app has a well-rounded and complete description that includes platform, download size and a list of features. With descriptions, more is better. Use the product description to really sell your app’s functionality.

 

Understand Privacy Rules


 

Privacy is an important issue for digital buyers, yet few fully understand how they work. Instead, they allow the background settings of the platform tell them if a download is safe. The practical upshot of this for an app developer is that a warning from the Play Store or Apple Store will kill a download. The more sophisticated your application, the greater possibility that it can be tagged as unsafe. Use a well-established, knowledgeable developer to make certain that you do not have this issue. Reputable app developers will know the new privacy rules and be able to design with them in mind. It is worth the money since a privacy mistake can destroy the product line.

Mobile Coupon Tips

 

All brands use coupons but who invented them? It was 1887 and the brand was called Coca-Cola. The first coupon was created when Atlanta businessman Asa Candler had the idea to offer a ticket to consumers for a free glass of Coca-Cola. It is estimated that between 1894 and 1913, 1 out of 10 people in America had received this coupon, which made it possible for this little-known sugary drink to become a brand leader.

 

Coke Coupon

 

Customized and more effective coupons thanks to digital tools


Today, coupons are used by all brands and for all types of products. Thanks to the widespread use of mobile devices, such as smartphones and tablets, they are rapidly becoming digitalized. In 2015 more than 120 million digital coupons have been used in the United States and they are expected to reach 127 million in 2016 (source: Statesman).

 

Compared to traditional paper coupons, the digital ones are more convenient for consumers, who can seek offers that interest them at any time and save them directly on their smartphones. They are also more strategic for brands, which can send targeted offers to customers in a particular time of the day or while they are in the vicinity of the outlets.

 

From a practical perspective, creating mobile coupons is easier than ever and within everyone’s reach: in addition to a large number of specific apps, there are online systems to create mobile sites that also allow you to make creative and effective mobile-coupons in just a few minutes without requiring special technical or graphic skills. What is important is to have a very clear idea of what you want to get from this campaign, who you want to reach out and find the right idea to get as many people as possible use the coupon.

 

mobile coupon

 

The universal power of discount


Mobile coupons can be used to achieve several objectives:

 

  • To increase sales: over 57% of consumers who purchased an item online using a coupon say that they would not have bought it had they not received a discount (source: Report).
  • To publicize a new product: to make a newly launched article spread more quickly, mobile coupons can be an effective incentive for people to try and they are definitely less expensive than
  • Reaching a specific niche market: through mobile coupons you can target a specific geographic area, age or social group, making it more personalized and resulting in a more effective communication.
  • Make room for the latest products: when there is a need to free up space in stores for new items, a limited-time promotion via mobile coupons allows you to quickly empty your warehouse.

 

A success story


One of the most famous campaigns of mobile coupons that had marked an era was that of Orange Wednesdays, promoted by the telephone company Orange (now known as EE). By simply sending a text message, people would receive a code enabling them to claim 2 movie tickets for the price of one. These tickets could be used to watch a movie on a Wednesday night, the day when the movie theatre usually had less revenue. It was reported that over 23 million free tickets had been distributed throughout the Orange Wednesdays (source: TheGuardian) and the campaign had been so successful that it continued for twelve years, from 2003 until the beginning of 2015.

 

But what is the secret to create a successful mobile coupon campaign? Be original: remember that it is a tool used by all brands for over 120 years and that consumers receive dozens of offers and promotions every day. This is why you must stand out.

 

How to use coupons creatively


 

#1 More fantasy in discounts

Almost all coupons offer a percentage discount, which may eventually have little impact on consumers who are now accustomed to receiving offers of any kind for any type of products. Rethinking it in a creative way and customizing it for your target and product category can help you involve consumers more closely. For example, an ice cream might offer free cream to those who present themselves as a couple on Valentine’s Day and buy two cones; Grom, an Italian ice cream brand, has done something similar this year, but they only promoted this on Facebook and not through mobile coupons… could it be an idea to make the campaign even more effective in 2016?

 

# 2 The closer, the more effective

When customers are near the store, they receive a mobile coupon that can be used in that specific store. Consumers perceive it as an opportunity not to be missed and they are enticed to use it, even if prior to receiving the discount they would not have thought of shopping. The yogurt shop chain Pinkberry has shown how this can be a winning idea: an advertisement on the consumers’ smartphone would show the nearest yogurt shop. By clicking on the ad, they would obtain a coupon with a discount of $1 on yogurt along with directions to the shop and a “call” button.

 

yogurt coupon

 

#3 Social is better

Coupons were once distributed directly from the brand to the consumer, in a unidirectional manner, but now with social networks, Facebook in particular, the tables have turned: the consumers are the ones to spread and share an offer with their friends, spontaneously increasing brand visibility. How to make the most of this opportunity? By doing a promotion that reflects the social nature of Facebook. You can propose, for example, on the page of your brand a coupon valid only for those who present themselves in the store with their friend with whom they shared the offer.

 

#4 Right on time

People are inundated with advertisements and promotions and it is possible to lose sight of the ones they are interested in. Sending a mobile coupon exactly when the consumer might be willing to use it is a good strategy to draw attention at the right time: for example, for pizzerias and restaurants, the best time to send coupons is just before lunch or dinner time, when people start to think about where they are going to eat. Taco Bell has put this into practice in an original way, through the Happier Hour campaign, which offered a discount coupon for consumptions in the afternoon. The promotion included a “Remind me at 2PM” option in order to save the discount in the calendar on mobile devices and to receive a notification at the most appropriate time to use it.

 

#5 Reward customers for their loyalty

Customers are not all the same and those who are most receptive should be rewarded. Those who have used a coupon are probably more likely to use another one in the future. By keeping track of these consumers, you can create and send specific offers to them, and more frequently than other customers and provide them increasing benefits: this makes them feel important and helps you increase your customer base that is strongly loyal to the brand.

 

#6 Free is the magic word

A percentage discount is a good incentive, but offering freebies is much more. It doesn’t matter if it is of small value, psychologically speaking, a freebie always attracts people: unlike a discount, which involves doing some calculation to be able to define the real advantage, its appeal is direct and immediately noticeable. How to use the power of the word “free” creatively? You can do this, for example, through a coupon given at every purchase offering a different type of item for free. This can help widen the knowledge of your products as well. You could also reward consumers who book a service in advance. McDonald’s has done this through a downloadable special coupon that offers a free McMuffin to those who order their breakfast the day before.

 

food coupon

 

Technology is useless without ideas


 

On one hand, all these ideas would never be feasible if it were not for technology, which now allows to geo-localize users, track their behavior and send them scheduled promotions. But on the other, technological innovation alone is not enough to sell. Ideas are needed: you should know your consumers, imagine what they would want, send them customized offers and take into account the mobile technology and the personalization it can offer. Be today’s Asa Candler.

 

About Author:

Silvio Porcellana is the CEO and Founder of mob.is.it, the online tool over 1,000 agencies and professionals use to build mobile websites and native apps for customers worldwide. From his retreat in the Monferrato Hills in North West Italy, he bootstraps companies, writes about web and mobile marketing, and helps customers succeed online. Find out more about him at mob.is.it/about

Twitter: @silvioporcellan

Mobile Marketing Success

 

Mobile marketing represents a multi-billion dollar advertising avenue that is expected to grow to $100 Billion by the end of 2016. This booming advertising sector has continued to grow thanks to the 90 percent of American adults who own a cell phone. Additionally, 80 percent of Internet users report that they rely on their smartphones to search the web for a multitude of items. If you want to increase sales, reach new consumers, and improve your marketing ROI then you need to enter the realm of mobile marketing.

 

Top 5 Mobile Marketing Tips


 

Mobile marketing is one of the fastest growing advertising sectors. To stay ahead of your competitors, while still appealing to your intended audience, try using one or all of these top five mobile marketing techniques.

 

A mobile optimized website is a must-have entity. 

 

If you haven’t already done so, then it is time for you to create a mobile optimized website. Did you know that 90 percent of shoppers reported using their phones for pre-purchasing activities? With this statistic in mind, it is easy to see how a failure to create a mobile optimized website could cost you a large percentage of your potential business. Make it easy for website users to find store operating hours, business contact information, featured products, customer reviews, and a direct link to Google Maps for the closest store or office location.

 

Leverage the power of a mobile loyalty club.

 

Mobile loyalty clubs are an excellent way to gather additional information on your customers. You can easily see what offers they redeem, what exclusive content they “like” and “share,” and how often they prefer to redeem the offers in-store vs. online. These valuable insights can help you to create more customized offers in the future. Mobile loyalty clubs can also help you to build a loyal following of brand ambassadors, whom are more likely to share your products or services with their extended network.

 

Here are a handful of mobile loyalty:

 

 

Mobile applications can help you target new audiences.

 

Mobile applications are no longer solely for gaming or news organizations. Instead, mobile apps are the way of the future. Just ask the average smartphone users who are using mobile apps 86 percent of the time that they are on their smartphone device. In fact, 79 percent of smartphone users recently reported that they use mobile apps on a daily basis. If you want to increase sales through mobile marketing, then you need to appear on the platforms that your consumers are most often using.

 

SMS can open new communication avenues.

 

An SMS or text message can be sent to customers via their mobile device. These messages can include exclusive offers or content. They can also have redeemable coupons or links to exclusive product pages. SMS are an incredibly effective mobile marketing technique that can quickly drive conversion rates and sales. In fact, SMS texts have been reported to have eight times the response rate of traditional email marketing campaigns.

 

Optimize your existing marketing materials with mobile call-to-actions (CTAs).

 

2015 has been the year of cross channel marketing campaigns, which means that it is time to mobile optimize all of your marketing materials. Whether your potential customer receives a direct mail, an email, or picks up a brochure, you should have a mobile CTA that encourages consumers to respond via their mobile device. The CTA could encourage them to opt-in to mobile text messages, join a mobile loyalty club, or follow social media pages. No matter the CTA, the goal should be to encourage customer engagement via mobile communication channels.

 

Leveraging the power of these five mobile marketing techniques can help you to communicate more effectively with your consumers, improve conversion rates, and increase sales. Don’t wait. Mobile marketing is the way of the future and it is one of the best ways to connect with your awaiting consumers.

 

Author Biography

Sophorn Chhay

Sophorn is an inbound marketer specializing in attracting targeted visitors and generated sales qualified leads. Through Trumpia’s SMS and marketing automation solution he helps businesses and organizations communicate effectively with their customers or members. Trumpia is offering a free Mobile Marketing Success Kit so don’t forget to grab your free copy.

Mobile App Marketing

 

Technologists promote technological outbreaks to techno savvy users at warp-speeds through technical tools. Did you experience an overuse of technology? Probably this is the scenario happening these days. We sell technology through technology. Days of billboards advertising are a passé. Although not completely outdone, but they are edging on the exit doors. People who walked past the roads noticed billboard displays and people who travel the internet notice digital promotions. As internet is a distributed medium user behavior is intricate and difficult predicting.

 

Every day a new mobile app makes a fresh presence into the smartphone world. But they hardly replicate the WhatsApp or Angry Birds phenomenon. Despite the fact that senior market players hold a privileged position, these apps get noticed and manage a decent survival. Some have a high utility value whereas some are well marketed.  An apps utility and connection with people cannot matters more than anything but sometimes even the most competent apps stand to lose by reason of slipshod marketing campaigns.

 

Let us find out the roadblocks of mobile app marketing that thwart every campaigns journey to success.

 

Multiple Promotion Platforms


 

When asked to name suitable channels for promoting a new mobile app, myriad names will crop in your mind. And the miscellany of these channels will never replete your mailbox with relevant sales inquiries. Moreover not all platforms are relevant for your app promotion. Some of them would be contextually obsolete.

 

To determine the validity of a platform for marketing your mobile app, locate the presence of other mobile apps, their purpose and age over the platform. Most of the content marketing researches are contingent on audience and competition. A platform where your target audience pays regular visits is the one to market your app on. Platform thronged by contemporaries of your community (the mobile app community) is the one to habituate.

 

Un-optimized Apps:


 

Right words that describe your apps purpose are very important. You may develop an app of the decade which will soar to heights as soon as it gets recognized, but unless you clearly define the benefits of using it, it will never take off. And it does not require a 250 words description to comprehend an app’s usefulness. On the contrary a short description clearly conveys the purpose. Veggoagogo app is designed for those vegetarian travellers who fret searching appropriate eateries (for being non complacent with local language) in different parts of the world that would serve them their desired food. The app has a lucid tagline that favorably describes its utility also mentioning the target audience for the app – “Eat with confidence when you next travel abroad with our 50 language vegetarian traveler translation app”.

 

Consumers search app stores using keywords, make sure you are using the appropriate keyword. Unlike content marketing where the aim is to get maximum traffic, mobile app marketing is more directed towards the relevance. As the customer looking for your app has already a defined purpose which cannot be averted. If your app fails to serve his purpose, it will never happen to be downloaded.

 

Need Complaisant Design


 

There is an apparent difference in the sizes of mobile and desktop screens. And therefore this is the major design consideration while developing a mobile app. Fundamentals of a website and app are the same, i.e. the need for the user to register himself before utilizing the service. A desktop has no space constraint and can spread its fields amongst ample space; this is where mobile apps differ from regular websites. As space is less, only a few core fields need to be included in the interface.

 

For all those designers that are fond of beautifying their craft are left with a few options. In mobile app development legibility is preferred over style and user experience over visual appeal. Again as mobile phones are carried at all times during eating and driving and witness all weathers – sweaty summers and rains. It is not always convenient to operate a smartphone using fingers. Here voice integration comes into play. Apps that support voice input will mark the trend of the coming times. Android’s Google Now and Apple’s Siri are the intelligent personal assistants integrated in mobile OS by these platform vendors, to perform actions by delegating requests, as stated in Wikipedia. Ensure that your mobile app takes into account these fundamentals of user experience.

 

Mobile App Watch

 

Hybrid Devices


 

Definition of a smart device has extended to accommodate Fitbit, Apple Watch, Samsung Galaxy Gear, etc. along with the standard smartphones. And the range of apps is wider than earlier. Different devices run on different operating systems. Apple watch is built on WatchOS whereas iPhone 6 supports iOS 8.0 and above. With a wide number of devices making their foray into the market, app developers are compelled to develop platform specific apps. And this interoperability between different devices also necessitates apps to be compliant with these platform upgrades. While its applicability ranges from automobiles to home appliances, this feature can be most useful for companies dedicated to developing HealthCare apps. And the enormity of healthcare market in US doesn’t need to be stated.

 

These changes will also downsize the development of native apps; with the need of robust apps that interact cross platforms evolved hybrid apps make the order of the day.

 

Concentrate on Post Launch Activities


 

You need to perform the groundwork before publishing your app in stores. To make that mouthwatering lemon pie you start with preparing the dough, getting the lemon curd and squeezing the lemon juice, not to mention other efforts that go behind. Thus said a thorough marketing plan doesn’t begin with your launch, it actually precedes the launch.

 

Announcing your app – the purpose, the benefits, the smart features well in advance lays the ground for your app launch. If you have a website which is already popular, placing a small frame that mentions your app launch can work wonders. For those of you who are new to digital marketing altogether should also not abstain from trumpeting your about your app on your website. The entire marketing roots from the idea “Unless you tell, nobody will know”. Not to mention the contribution your active presence can make in popularizing your app over social media. Twitter, LinkedIn, Google+ employ all these channels to inform prospective users about your app.

 

Tracking the results of mobile advertising campaigns is not as easy as their desktop counterparts. So allow your audiences and app downloaders to submit their reviews on your site or other review sites.

 

There exists an ecosystem comprising mobile devices, platforms and apps. A mobile app that adapts with all the components fits well into it. An apps acceptance being the most crucial factor, a mobile app marketing strategy needs to be forethought alongside its development.

 

Author Bio:-

Jaykishan Panchal is a content marketer at MoveoApps, a iphone app development company. He enjoys writing about Technology, marketing & industry trends. He is tech enthusiast and love to explore new stuff. You can follow him on Twitter @jaypanchal8.

Mobile App Marketing Resources

 

Mobile apps are everywhere, and it has become the norm for companies to build an app that interacts with and engages their audience. But getting an app developed for your business is just the beginning. Marketing the app is probably as important as rolling out the app to the respective app stores.

 

A passive presence in an app store will not benefit the parent company in any way. It’s essential that the business’ existing and potential clients hear about the app and download it onto their own mobile devices.

 

In this article, we list out a variety of effective resources to help you market your mobile app well.

 

The Beginner’s Guide to Mobile App Marketing – This article provides a complete guide on app marketing that is easy for app owners to follow. It outlines all the marketing steps that need to be done before, during, and after an app is launched.

 

How To Market Your Mobile Application – An article on how to market a mobile app so that it stands out among the thousands of other apps in the app stores. It includes simple features that can be incorporated in order to bring your app into the spotlight.

 

The iOS App Marketing Strategy Guide – This article provides a detailed explanation of all the steps involved in launching a new iOS app. It also gives a clear picture on what companies can do to get their iPad / iPhone apps into people’s hands.

 

Google Play: Marketing 101 for Developers – A video on how to promote new apps on Google Play. The hour long video provides helpful information on how to build a strategic app marketing framework, and tips to convince Google Play to feature your app.

 

A Marketer’s Complete Guide to Launching Mobile Apps – An article on how to pull off a successful mobile app launch. It lists out 13 steps that can be followed to ensure people hear about the newly launched mobile app and are eager to download it.

 

Free eBook: A Beginner’s Guide to App Marketing – A short eBook written for app marketing newbies. It gives detailed information on how to run promising marketing campaigns for apps.

 

7 Dos and Don’ts of Mobile App Marketing – An infographic on simple practices that will help app marketers gain success in the app stores. It outlines seven vital aspects that need to be included in an app marketing strategy for it to drive quality results.

 

Free On-Demand Webinar: Mobile Metrics 101 – A webinar which is essentially a crash course on app analytics. The webinar is targeted for web marketers who need measure metrics that will help them gauge their app marketing success.

 

App Entrepreneurs and Marketers Facebook Group – This closed Facebook group prides itself on being the largest app entrepreneur community. It is exclusively for people who are building their app business and currently has over 20,000 members who help each other by sharing app advice.

 

App Marketing Podcast by Steve P. Young – This is probably the best app marketing podcast you can find online with new episodes added weekly. Listeners get valuable lessons, and insider tips and tricks from successful mobile entrepreneurs worldwide.

 

App Marketing Manifesto – A free report on effective strategies to help you turn your app into a bestseller. As part of the free appreneur training material, this report also divulges the secret to achieve more app views, downloads and revenue.

 

The Three Basic Reports Every Mobile Marketer Needs To Master – A free whitepaper that allows app marketers to gain deeper insight into how their marketing campaigns are performing.

 

25 Creative Ways to Promote Your App For Free – This article outlines a variety of ways you can market your app for free. Each of the marketing strategies listed are simple and easy to implement.

 

10 Big Brand Strategies For Mobile App Marketing – A free eBook that describes the strategies big brands incorporate to market their mobile apps. It also sheds some light on current app industry trends and techniques to grow your mobile app user base.

 

5 Strategies to Double App Downloads Before the Year Ends – This article explains some ways you can increase your app downloads even towards the end of the year. These simple and straightforward strategies will help you gain traction for your app with minimal effort.

 

With the right strategies in place, it is possible to be successful in getting your app viewed and downloaded by your target audience. We hope this list of resources helps you supercharge your mobile app marketing efforts.

 

Author Bio:

This article is authored by Sunu Philip, the Inbound Marketing Head for Cabot Technology Solutions – an IT consulting firm specializing in web and mobile technology solutions. Cabot offers progressive end-to-end business solutions, blending a solid business domain experience, technical expertise and a quality-driven delivery model.