Mobile Email Driving Purchases

June 2011 research by ExactTarget found that email was the most powerful form of mobile marketing in terms of driving purchase among smartphone owners in the US.

According to the eMarketer article, Mobile Email Most Likely to Drive Purchase, More than half of smartphone owners who had made a purchase because of a mobile marketing message said they had done so after receiving a mobile marketing email. About four in 10 smartphone owners who made a purchase as a result of mobile marketing did so because of a text message.

Individuals may not complete the purchase via their phone, in fact the article states that only one third actually completed the purchase via their smart phones browser. What is important is that these messages are getting the attention of the individual and further driving an action from them.

Remember These Essentials:

1. Content is key, be sure that the content is something that would peak the interest of the target market you are trying to reach. This means that you may even need to divide your target market into different email buckets to focus on a particular demographic or known purchasing habits.

2. Keep in mind as you are creating your emails that if individuals are viewing your email on a smartphone, it is typically between meetings or at a red light. Ask your self what is going to help them remember your email, and make a mental note to come back to it and take action.

3. Deliver what you promised, for example if your email is to download a coupon for a free item, make it simple and easy to complete and present options. If a user wants to download and have available via their smartphone then create that option. Also provide an option for those who may choose to download from their computer, print and use at store site. Bottom line, make sure the experience is a positive one so that when they receive emails from you they are remembered with a positive experience.

Marketing Channel Integration

I was recently having a conversation with a marketing colleague about what I was doing this time last year in my marketing initiatives. As I recall one of the struggles that I had was so many clients wanted me to build a social media presence, (a Facebook page, a Twitter site) but without a marketing strategy that would support integrating these marketing channels and enhancing an online presence. It reminded me of the line from a movie..."Build it and they will come." This has not proven to be true as I have recently had several return client inquiries with the request of how do I increase my online presence, drive traffic, and make all my marketing channels work for my business? I am thrilled that the question is being asked, and now to answer the question. I won't be able to do so in one blog, but will do so in a series.

This evening I am heading to Nairobi Kenya to speak on this topic and will share the knowledge from my presentation and will follow up with other key nuggets of information I learn while on this trip. I hope this helps.

One of first things, I strongly encourage business owners to do is to take a test. How confident are you in answering the following questions:

1. What are the top 3 applications my target market uses the most to learn about my product or service offerings?
2. What is my competition doing and more importantly not doing?
3. What is a key vertical or industry I can focus on whose needs are not being met by the competition?
4. Is my marketing strategy scalable so that I can easily adapt to new technologies and applications to continue to engage my audience?

If you did not feel confident in answering the question than I recommend starting with creating a marketing strategy. Strategies are typically viewed as laborious with very little return, but I disagree, as I have seen them work and believe they provide valuable insight. To support my point I will use the analogy of the bicycle wheel and referencing the associated graphic. The business/marketing plan serves as the hub of the wheel, and the spokes are the media channels that work for your business, and the rim and tire (where the rubber meets the road) is the measurement and ROI piece (to be covered in another blog session). All components need to work together to make the wheel roll forward which of course is no different than making your marketing strategy work toward your business goals and objectives.

If you are thinking of creating a tactical marketing plan here are some resources to guide you through this initiative:

Tactical Planning for Small Business

Social Media Tactical Planning - Marketo

Marketing Plans - Templates and Samples

Sandy Williams

Top Shopping Activities - SmartPhones..Are you Ready?

According to a recent article by eMarketer, 'Top Mobile Shopping Activities of US Smartphone users,' there are 73.3 million US smartphone users in 2011, and it is estimated that many are turning to their phones to help them shop.

Evaluating the statistical graph we can see the top three: compare prices of a product or service, find the nearest store location and checking for discounts.


Considering these statistics how prepared are you to meet Consumer demand and their preferences of using a smartphone?

One of the challenges I see is Small to Medium (SMB) and Enterprise size organizations is wrapping their arms around all the overwhelming media channels that are available to promote and grow a business and integrating them for overall success. I believe there are three ways to overcome this challenge:

1. Target Market Pulse Check - understand business goals and target audience. When was the last time you completed an analysis of your target market and their demands and desires? Have you evaluated the competition and determined what they are doing and more importantly what they are not doing? People's perceptions have changed with the economy in terms of value for dollars spent and the ever-evolving technology has changed perceptions, and reaction time in making decisions.

Evaluate:

• How am I reaching my target Market today?
• What channels am I using?
• Effectiveness of channels?
• Could I have a more successful reach if I integrated my social media channels?
  

Remember in 2011, business marketing organizations should be integrating not only their mobile experience with their social experience, but also considering mobile tactics that prompts someone to share something via social channels to spread the message to your target market and key influencers.

2. Evaluate Return on Investment (ROI) - with so many marketing channels, business marketing organizations cannot...not consider a ROI strategy. If you don't have one it is like driving blindfolded...you have no idea where you will end up or if you will ever get there. Not to mention the precious marketing dollars that are wasted on tactics that are not in sync with your target market and making an impact to your bottom line.

3. Don't Get Left Behind - By completing one and two, you can be better prepared for new marketing channels up and coming. Mobile as one example is coming and it takes time to implement a new channel smartly and efficiently. Planning is also about timing with that perfect entry in the market.

Referring back to the eMarketer article, "Research found that more than 70% of iPhone owners report using applications or their smartphone’s web browser to help them while shopping in-store, and 41% are making purchases directly from their phones.

With these kinds of statistics, planning your move with a smart strategy that guides business marketing organizations to make the right moves at the right time is essential to success!

Mobile QR Codes...the Next Trend?

Quick Response (QR) - a matrix or two-dimensional bar code that acts as a quick way to access additional information about a product or service.

QR odes store addresses and URLs that may appear in magazines, on signs, buses, business cards and beyond. Smart phones equipped with the correct reader software can scan the image of the QR code using the phone's browser to launch and redirect to the programmed URL.

Examples where QR codes are being used today:

• Dish is using QR codes to better inform audience about product offerings and provide the ability to access promotions.
• Starz is using to give users an opportunity to view trailer of upcoming season premiers.
• Ford is using to promote special offers and incentives.
• Lifetime is using QR codes to promote viewership of a new show by incorporating online, in print materials and in a television commercial.
• Emerson, a manufacturing company, is using to promote their “It’s Never Been Done Before Campaign.”
• Warner Brothers is using tags to promote the release of the film “Inception” on DVD/Blu-ray launch.

In 2011, I believe there will be less trepidation as it relates to mobile and more confidence and more planning of how to integrate a mobile strategy with the overall marketing strategy.

If you are thinking about integrating QR codes into your plan what are three things to think about?

1. Bring awareness and education to QR codes. QR codes are still in many ways new and while people are beginning to see more of them and ask questions, there is still a need to educate. Educate your audience on what they are and the benefits to be gained about your business whether it be knowledge, education, promotions incentives etc.

2. Create a compelling experience with QR Codes to grab your customer’s attention and help add value to their interaction with the brand.

3. Think Social Marketing Integration - Think how do you can leverage social media channels and integrate them into a strategy that makes an impact to your audience about your products and services.

Consider this example for better understanding creating a compelling experience and integrating with other media channels:

Email Marketing – you have 500+ individuals who subscribe to your newsletter, but the actual readership is at 25%. Perhaps embedding a QR code into your monthly emails may entice readers to read further.

• A QR code could drive users to a contest page where they can participate all the while learning about your products or services.

• A QR code could include a free give away.

• A QR code could drive to your Video Marketing page and you can turn that into a contest to vote for the best video.

How Does Your Business Model Stack Up For 2011?

What is a business model? It is the tactics within your business plan that generate revenue and profits. It should cover your short-term and long-term strategies including a way in which you can measure the ROI of the tactics you implement.

I recently came across an article in TechCrunch titled, 'What Exactly is a Business Model' that highlights seven points to consider, that I have referenced at a high level below.

7 Components you should consider:

1. Reaching Customers - Know your target market and how you are going to reach them. There are numerous channels including, social, mobile and email marketing campaigns, but which ones work for your business?

2. Differentiating Your Product - What makes your product or service stand out and makes your audience take action that impacts your bottom line?

3. Pricing - Have you recently evaluated the price for your product and or service in comparison to your competition? Is your price fair and in support of your business model while allowing you to truly compete against your competition?

4. Selling - How would you rank your sales process? Does it promote your product or services and in fact highlight the need your product or service fulfills for your customers?

5. Deliver/Distribution - Your products need to be designed and packaged for the channel through which they will be distributed to customers.

6. Supporting Customers - What happens after the sale? This could be your follow up in the way of consulting, teaching or supporting the customer which continues with efficiency.

7. Exceeding Customer Expectations - Customers are evaluating more stringently how they spend their dollars. Give them a reason to purchase from you that is different and provides a memorable customer experience. Happy customers refer business your way and is another marketing channel not to be overlooked.

Best of Success in 2011!

What is Your Marketing Strategy for 2011?

With Q410 starting, so does the planning in terms of evaluating how effective your marketing was in 2010 and what the plan will be for 2011.

Three key steps:

1. Evaluate the Return on Investment from 2010 marketing efforts.

Much can be learned from all that has been done correctly, but a lot can also be learned from areas where the efforts may have been lackluster in terms of performance and customer satisfaction.

Some tips include creating a marketing dashboard that is made up of your marketing efforts for your small-medium business (SMB) and or large organization. To assist you in this step, check out, How To Create Your Marketing Dashboard in Five Easy Steps, which offers some quick tips to get you started.

2. Evaluating whether your marketing organizations and or efforts were siloed or integrated?

One of the common errors evaluated in SMB's and Enterprise organizations is the lack of integration of marketing efforts. For example, if you were looking to leverage social media as a marketing tactic, perhaps by creating a business Facebook page, how would this be tied in to your branding and overall message and perception you would like for your customers (target market) to have of your brand? How would your marketing campaigns be tied into your brand and your Facebook strategy?

Bottom line, your marketing efforts should be integrated for consistency and simplicity of your message.

How did you do on this for 2010?

3. Know what is trending for 2011.

According to Forrester research the article, US Interactive Marketing Spend, 2009 To 2014, the top three areas in the coming years that will grow are:

2011: 1. email marketing, 2. social media, 3.mobile marketing
2012: 1. email marketing, 2. social media, 3.mobile marketing
2013: 1. social marketing, 2. email marketing, 3. mobile marketing
2014: 1. social marketing, 2. email marketing, 3.mobile marketing

Ensure that you evaluate your target market, and remember as you do this that the economy has changed perceptions, so be aware of what is currently important to your target market(s) and apply them to the marketing tactics that are trending.

Is Strategy Over Rated and Unnecessary in Marketing?

I am currently reading a book 'Strategic Learning' by Willie Pietersen

As it relates to strategy Pietersen states:

"Strategy is simply, the sum of an organization's choices about where it will compete, how it will create superior value for its customers and how it will generate superior returns. In a world of limited resources, a company that tries to be all things to all people, with no specific focus or direction, will soon squander its resources and either fall behind its competitors or go out of business."

Considering this statement, is taking the time to create a strategic marketing plan before implementing marketing tactics necessary? In my opinion YES.

I recently consulted with business owners to better understand their frustrations with marketing. Their top three concerns stated were:

1. There are so many options to choose from, but which ones are the right marketing tactics for achieving increased revenue?
2. The marketing budget is small to none so the importance of getting it right the first time is important.
3. How is the return on investment for marketing dollars measured? Am I getting what I paid for?

Creating an effective marketing strategy addresses these questions and provides that defined road map to ensure that marketing recommendations are based on fact and not whim.

This starts with a firm understanding of the business plan to understand the 2 -3 year goals and objectives including but not limited to the exit strategy and operational plan.

Secondly, preparing a profit and loss projection provides an understanding of the products and services offered and determines the current pricing model and net income return. Understanding this allows an effective marketer to focus the marketing tactics and target market segments on those products and services that generate key revenue.

Finally, integrating the business plan, P&L projection into a marketing strategy provides a firm foundation from which smart marketing decisions that truly generate revenue and create sustainability can be made and most importantly implemented.

Strategic Marketing Innovators differentiator is we take the time to understand your business before prescribing marketing tactics. Only then do we create a road map for your business with an integrated marketing strategy that is tied to your revenue goals.