Mobile Marketing

 


Mobile Content Strategy: 6 Ways to Engage Your Mobile Readers

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Editor's Note: Mary Walton works as a professional editor for Politics Assignment Help Australia and writes for Simple Grad. Today, she joins us to discuss strategies for optimizing mobile content for higher conversion rates. A version of this article first appeared on SplitMetrics.

Wondering how you can make your posts, descriptions and emails more engaging for mobile readers?

Whether you’re creating content for a blog, struggling to write a high-converting app description or optimizing text for App Store banners, there are several basic rules for building a successful mobile content strategy that will help you optimize each and every element on a user’s journey.

In this article, we will review 6 ways to refine your app descriptions and improve content for mobile devices.

Mobile has become the top way that many people to engage with content online. As smartphones become ever more ubiquitous, your content is making its way to a whole new market. Because of this, you have to look at copywriting in a whole new way. Here are 6 tips for writing mobile content that will engage mobile readers, and lead to higher conversion rates.

1. The key to a successful mobile content strategy isn’t to write less

It’s no secret that there’s less screen real estate when it comes to mobile. Some marketers take that to mean they have to write less content to keep a reader’s attention. But this kind of thinking is a trap. However limited they are by technology, mobile readers are not substantially different from desktop users: quality matters more than quantity. Remember, you can’t cut quality into truncated copy. In your mobile content strategy, focus on creating content that your readers will find useful.

2. Front load your mobile content

On desktop, you can show the reader several paragraphs before they have to scroll. But on mobile though, you have less space. This means you need to grab your audience's attention right away. As such, try front loading the most important information to the top of an app description, article, or post.

app description mobile content strategy splitmetrics

‘The important, attention grabbing copy needs to be in the first few sentences," says admissions officer Tim Leyman at Academized Paper Writing Service. "For example, if you were writing about cooking barbecue food, you may start out by saying ‘It’s summer and you’re looking for the perfect barbecue foods. We’ve rounded up all the recipes you should try this season.’ This tells the reader exactly what you’re going to do, and encourages them to scroll down."

3. Use plenty of images

On mobile, readers are much more interested in dynamic images. This doesn’t mean that text content doesn’t have a role to play, it just means that you need to find a way to complement app screenshots, icons or images in blog posts with your text content.

Sites like Buzzfeed have got this mobile content strategy down to an art. They use images to illustrate their points, and their text content simply elaborates on what they’re showing.

buzzfeed splitmetrics mobile content strategy

4. Short paragraphs work best on mobile

Readers tend to view paragraphs as a complete thought: the longer the paragraph, the longer the thought.

On mobile, this can look far too complicated and readers can get lost. The best way to deal with this is writing shorter paragraphs. Make it your goal to make a point in as few sentences as possible. Your content should still flow, but be ruthless about cutting unneeded words.

description mobile content strategy splitmetrics

5. Create short and snappy headlines

Again, because you don’t have a lot of screen real estate, your headlines should be short and snappy. Creating good headlines for mobile is a real art. You have to give readers information about what the app or article is about, but at the same time you need to keep it short so it’s not taking up too much room on the initial page or screenshots.

mobile content screenshots splitmetrics

6. Online tools can help with creating mobile content

There are plenty of online tools that can help you write good online content for mobile. Give some of these a try and see if they help you:

– Easy Word Count: This site gives you an accurate word count of your text, helpful when you’re trying to keep it short. It also highlights any mistakes you’ve made in text.

– Click To Tweet: This tool creates sharing buttons for your website. Simply include one with your post, and your reader can click it to share with all their followers.

– Paper Fellows: If you need some encouragement with your writing, turn to this writing community. It’s full of other writers who can help you out.

– Citation Generator: This tool gives you the right citation for any source you use. Make your writing informed and trustworthy using this.

– Marketing Essay Help: Need some help with your editing? There are lots of helpful editing guides on this site.

– Ideaflip: If you have more than one copywriter, this is the app for you. You can share ideas in real time, wherever you are.

– Do My Assignment: This is the tool for you if you need proofreading assistance. It’s definitely one of the best proofreading tools online right now.

– Calmly Writer: The internet is full of distractions, making it hard to write. This tool helps you avoid all those distractions and get on with the job.

– Cheap Essay: This writing service is an excellent grammar help. Talk to the experts here if you feel your grammar needs improving.

– Snip.ly: This tool is the perfect call to action. It adds buttons that readers can click on to read anything you want to link to.

– SplitMetrics: Use SplitMetrics if you want to A/B test app descriptions and develop a mobile content strategy that drives installs.

These tips will help you write for a rapidly growing and important market. Get it right, and you’ll see conversion go through the roof.

Learn more with these related OMI classes:

Foundational Principles for Website Conversions

Engaging with Mobile Marketing: Choosing the Right Mobile Content

 

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


5 App Store SEO Tips to Increase App Downloads

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Editor's Note: Nick Rojas is a freelance journalist who has written for Entrepreneur, TechCrunch, and Yahoo. Today he joins us to discuss App Store SEO techniques that can increase your downloads and app revenue.

 

App Store Optimization (ASO) is an essential element for growing the success of your mobile apps. If you're bringing a new app to market, or need an ASO update, you can certainly increase your downloads with a little App Store SEO.

Publishers and developers often believe that their latest app is the perfect new utility, game, or source of information for the public. But in truth, there's probably already an app like yours in Google Play or the Apple Store. It may not be half as good as the product you've developed, but with an extended history and presence, it will be more easily discovered by users.

In fact, there are more than 6.5 million apps ready to be installed across the major app stores. According to Think with Google, the average number of apps a mobile user has in his or her smartphone is 36, and only 26% of them are used on a daily basis.

How do you get your app to stand out among millions, and achieve daily use with your audience? Apply these app store SEO tips, and you'll be well on your way -

1. Have an Eye-Catching App Icon

Icons are often a second thought when it comes to marketing an app, but this is a tremendous mistake. People are motivated by images, and your icon is often the first exposure they will have to your product. So what better way to entice mobile users than putting in the effort to design a catchy icon?

Tayasui Sketches Pro is a great example of an app with an eye-catching icon. Not only is it powerful and interesting, but it's relevant to the app's function. Users browsing an app store will quickly recognize what the app does, and why it might suit their needs.

2. Make the Most of Your Title Tag

The second most valuable app store SEO tactic is a title tag that sells. To maximize rankings with ASO, you want to ensure your app title is as enticing as your website’s <title> tag.

First, make sure your branding is front and center. This includes your app name, followed by a short description with your top keywords. For the Apple App Store you will have 30 characters to work with by fall of 2017. Google Play allots 50 characters.

Photo Editor Movavi makes good use of their app title. They ensure their branding is first with primary and secondary keywords, “Remove Objects & Enhance” following it up. Those keywords should link up with photos for user search queries.

3. Develop a Robust App Description

The biggest mistake many app publishers make when bringing a new app to market is not having a robust description that tells potential users exactly what they need to know. Like website SEO, you should make your above the fold content descriptive, following it with an information-packed, authoritative description below.

Terpy is a good example of how to offer a service, fulfill a need, and build trust. You want your title to lead app store browsers to your app, an icon that makes them click, and a description that makes them install.

4. Use Actionable Graphics

If you browse an app store, you may notice a number of apps with simple screenshots showcasing their features. This is great, but you should take your images one step further by creating actionable graphics.

To improve your install chances and increase your user base, take screenshots of your app in action, then add arrows, text, and other exciting, actionable images to highlight certain features.

SimCity™ 4 Deluxe Edition combines compelling text with eye-catching images. This gives potential users a better idea of how they can navigate and use the app, essential for increased installs.

5. Take Keyword Optimization to the Next Level

Like SEO, keyword optimization for your app is a very important element of ASO. In fact, keyword optimization is slightly harder for apps since you have limited space to place them.

For instance, a user may only see the first 600 or so characters of your description on their mobile devices. Another key factor in ranking when optimizing app keywords is that the first 167 characters are the most important, according to Mobile Action.

World of Tanks Blitz shows 220 characters above the fold and uses some very good keywords. In fact, the keyword “award-winning” nets in upwards of 1.7 thousand searches per month in the U.S. alone.

App Store SEO Keyword tips include . . .

  • Find keywords with a large monthly search volume
  • Ensure you are not trying to rank with keywords big companies are already ranking for
  • Make your top keywords a priority
  • Don’t use spaces between keywords; instead commas instead

Bonus Tip: Always Track Your Analytics

It's vitally important to track your app analytics, just like you would for your website. With the use of mobile SDKs you can implement services like Google Analytics for your app to keep track of important KPIs. You can also maximize your ASO efforts with SDK services for analytics, marketing, and more.

It does well to remember that ASO also serves profit benefits - the more users you have, the more in-app ads and purchases you can use and make. Employing the above app store SEO tips and tracking them via analytics will ensure you get the installs, user base and funds that your app deserves.

Learn more with these related OMI classes:

 

Mobile Consumer Insights: How People Spend Their Time on Mobile

SEO For Business Owners

Data and Analytics: Web Analytics

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 

 


3 Mobile Marketing Strategies Proven to Convert Customers

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Editor's Note: Josh R Jackson is a contributing editor at BestMarketingDegrees.org. To compliment the brand new classes in our updated catalog, he joins us to discuss three mobile marketing strategies that your business can use to build conversion right away.

With over 8 billion mobile connections to the web in 2017, there are now more mobile devices than people on the planet.

Compound that fact with the following statistics:

  • For mobile searches, the first position on Google nets a 31.35% clickthrough rate. 
  • One in every three (34%) of online retail purchases now occur on mobile devices.
  • More Google searches are made from mobile devices than computers in 10 countries, including the U.S. and Japan.
  • Mobile is the fastest growing media channel by digital media consumption.

You get the idea—mobile has reached heights of global availability, marketability, and saleability that TV, Radio, and Print media could only dream of.

This is why most online marketers will ask themselves this question between now and 2020: Right now, aside from the lengthy and expensive process of developing new mobile applications, what can my business do with mobile marketing strategies to increase conversions?

Here are three cost-effective ways to do exactly that.

3 Mobile Marketing Strategies to Increase Conversions

1. Optimize Your Site for Mobile Users

This should be an easy check off the list for most people who know that in 2015, Google decreed that mobile optimized sites would get an extra boost in their rankings.

But the main reason to optimize sites for mobile users has changed slightly, from a directive of following Google’s guidelines to an industry imperative to follow mobile wherever it goes, especially when it signals higher conversion rates.

The the most basic reason to go mobile-friendly is to get a seat at the table, or have a shot of ranking anywhere near the top of the Internet’s most popular search engines. But currently the best reason to optimize your site for mobile is that users engage more intimately with mobile interfaces than they do with desktop interfaces.

In other words, people prefer mobile for finding specific pieces of information rather than for general research, which they reserve for desktop/laptop searches.

That means if a user is looking up “best mobile streaming service” on their phone, they will very likely click on the first search result they see, and either convert if they find a definitive answer, or bounce if they can’t.

This is why it’s imperative, when optimizing your site for mobile devices, to place the most informative and interactive components of your interface at the top of your landing page.

Example: If your goal is getting users to sign up for your email list and you already know your audience comes to your site looking for information about mobile streaming services, place an email sign-up at the top of your page with the header: Get Our Definitive Ranking of the 10 Best Mobile Streaming Services.

That way, mobile users who come to you looking for that nugget of information will see it right away. Otherwise, they’ll bounce, and bounce fast.

Unique clicks on ads: 15% higher on mobile-optimized sites.

Conversion Rate Optimization (CRO) among mobile users: 64% higher than conversion rate optimization among desktop users (socPub)

2. Research Audiences and Target Demographics By Operating System

This strategy traces its roots way back to the timeless debate between Mac, PC and the demographic data that distinguishes those sets of users.

That demographic data includes distinctions between more affluent users (who tend to use Mac) and less affluent users (who tend to use PCs), as well as a smaller global sample of users (who tend to use Mac) and a larger global sample of users (who tend to use PCs).

For mobile operating systems, this debate centers around the difference between iOS and Android, the two software systems that respectively run iPhone and Android devices.

For mobile marketers, the distinction between user demographics holds true on mobile platforms, where a smaller but more affluent sample of iOS users tends to convert more often than the larger but less affluent global sample of Android users.

The most likely explanation for higher conversion rates among iOS users has to do with affluence: i.e., that iOS users likely have more expendable income than Android users. This doesn’t mean that Android users don’t buy or sign up for things on mobile platforms, but it does mean that there is a smaller subset of products and services that Android users will buy or sign up for on mobile.

The key takeaway here is that mobile marketers can and should research, target, and segment their audiences according to the demographic data most readily available to them about their users’ mobile devices.

Avg. Conversion Rate for mobile users of iOS: 2.09% (Smart Insights)

Avg. Conversion Rate for mobile users of Android: 1.47% (Smart Insights)

3. Offer Direct and Seamless Checkout

One of the biggest barriers to mobile conversions is any friction that gets in the way of completing a sign-up or purchase, either on-website or in-app.

Such friction usually comes from page redirects that take mobile users outside of your app or website and onto another forum that asks for information, money, and in some cases, new member sign-up. PayPal and some email services have become slightly notorious for doing this by asking users to log in and create new accounts to complete checkout if users are not already members.

Creating such friction often comes at the expense of a sale or sign-up, because it breaks the bond between the user and the service provider, who is expected to create and offer a uniform user experience.

As such, it’s imperative that mobile marketers work tirelessly to make sign-ups and purchases as direct and seamless as possible for mobile users.

There are a currently a number of ways to offer your services as directly and seamlessly as possible, including the use of mobile media for native advertisements that take users directly to your email sign-up, or in-app purchase landing pages.

Avg. Conversion Rate for mobile device that minimizes friction (e.g., tablet): 2.42%

To learn more about how you can implement mobile marketing strategies that will optimize your site for mobile users, join OMI's newest classes on the Mobile Channel, Mobile Consumer Insights, and Mobile Media Ad Formats.

 


11 Reasons You Should Care About Mobile Marketing

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Editor’s Note: Kent Lewis is the president of digital marketing agency Anvil Media Inc. In preparation for his upcoming Mobile Marketing webinar, he joins us today to discuss trends that make mobile marketing imperative for your business.

 

Since 2007, my measurable marketing agency Anvil has been claiming the ‘Year of Mobile’ is upon us every year. Why? Because every year, mobile has reliably become a more important part of the marketing mix. In 2017, most brands are finally beginning to think about how mobile marketing plays into their overall strategy, and some are even developing mobile-first campaigns. Here are a few compelling statistics about the immense impact mobile is having on the marketing world:

  • By the end of the year, 75 percent of internet use will be via mobile devices.
  • 36 percent of Americans now go online using multiple devices.
  • 86 percent of respondents say it’s important to create mobile apps, according to Salesforce Marketing Cloud’s State of Marketing report.

As I originally outlined in a 2012 article, Mobilizing Your Marketing is now table stakes; but as time goes by, a host of new trends has redefined mobile marketing. In this article, I’ve outlined eleven trends in mobile that your brand must consider when implementing or refining a mobile-friendly marketing program.

1. Voice Search

Searches originating from mobile devices continue to grow exponentially. Thanks to rapid adoption of Amazon Alexa, Microsoft Cortana, Apple Siri and Google Home, voice search will continue to increase in popularity. Amazon recently announced that Alexa now has 15,000 skills. According to recent research, 49 percent of US respondents use their voice assistants on a weekly basis, compared to 31 percent of global respondents. Interestingly, 57 percent said they would use voice search more if it recognized more complex commands. The good news is that each platform provider continues to increase the number of voice commands by thousands at a time. More than 20 percent of current searches on Android devices are voice searches.

This trend directly impacts search engine optimization and paid search, as both need to utilize voice-search-related initiatives to maintain a competitive edge. The first step is to optimize your website for long-tail search terms more common with voice-based searches. Similarly, paid search campaigns should target similar terms with mobile-optimized ads. On the web design side, leveraging Google’s Accelerated Mobile Pages (AMP) technology has shown to increase click-through-rates by up to 90 percent. Mobile searchers also spend 35 percent more time with AMP content than dedicated mobile web pages.

2. Location-based Marketing (LBM)

When Foursquare launched in 2009, the future looked bright for location-based marketing (LBM). For at least a year or two, mobile users were obsessed with “checking in” at local businesses via Foursquare or Facebook. While Foursquare may have gone the way of Groupon (still alive, but not exactly an Internet darling), LBM is still a thing. Key components of LBM include near field communications (NFC), radio frequency identification (RFID), wi-fi, geo-fencing, beaconing and local listings. Last year, beacon messages generated $44 billion in US retail sales. Nearly 80 percent of social media interactions now occur on mobile devices, which include location-based platforms.

While many consumers aren’t familiar with NFC technology, it is the missing link between location-based marketing and sales: Apple Pay, Google Wallet and other payment technologies rely on it for transactions. With greater support this year from Apple, expect much wider adoption of mobile wallets. Beyond leveraging RFID and beaconing to target in-store shoppers with unique messages, brands must embrace responsive-design for websites and proactive management of local business directory listings (Google My Business) and social platforms (Yelp!), including associated ratings and reviews, to ensure a holistic view of your customer journey.

3. Advertising Evolved

2017 is a special year for advertising, as it marks the first time in history that the total digital ad spend will surpass that of television. This year also provides a perfect storm of evolving ad options for mobile, with programmatic, video and native advertising. eMarketer recently reported that video ad spending for mobile will cross $6 billion in 2017, which is a 32 percent increase from 2016, according to another report.

Within mobile marketing, programmatic is expected to provide a major opportunity for advertisers. Brands are expected to spend more than $20 billion on mobile-programmatic advertising in 2017. Within mobile, video programmatic marketing will account for 28 percent of total spend by 2019. The third key trend in mobile advertising will be native advertising, which is expected to make up 63 percent of mobile display ad spend by 2020. Mobile advertising has clearly evolved from simple network and in-app display ads to today’s creative options across programmatic, video and native formats. Ensure your mobile advertising involves these developing technologies and trends to maximize ROI for your brand.

4. Augmented Experiences

Oculus Rift recently announced the ability to record real-world content and incorporate it into virtual reality (VR) experiences. Known as mixed reality, the new function will allow developers to bring video recordings from the real world into game/VR environments. This is an evolution from the other side of the spectrum, known as augmented reality (AR), which overlays virtual elements onto real world environments (Google Glass and Spectacles by Snap Inc.).

IKEA's VR showroom tech

According to Forbes, augmented reality technology will be a $5.7 billion industry by 2021. In comparison, global brands ranging from Coca-Cola and Ocean Spray to IKEA and Volvo have bet big on VR, creating immersive experiences to sell kitchen remodels, beverages and SUVs. Mobile devices are ground zero for the AR/VR experiences, as they are ubiquitous, powerful and highly personal. Google, Facebook, Samsung and Apple have all invested in VR technology, making it more affordable, accessible and engaging than ever. In the next 3 years, brands of all shapes and sizes should include AR/VR elements in their advertising.

5. Video Consumption

Over the past decade, mobile devices have dramatically changed how we consume video. According to HubSpot, video is the most popular online content format. Video is also viral: 92 percent of mobile video consumers share videos with others. In 2015, Flurry found that U.S. consumers spent more time on apps than watching television. Research also shows that younger consumers are less interested in watching TV, and prefer free or low-cost online video-streaming services. Remaining cable and satellite subscribers tend to multi-task on a second screen when watching TV, usually a mobile device. YouTube and Facebook dominate mobile video consumption currently, which means brands should actively create and sponsor content on those platforms.

360 video is growing in popularity, particularly on Facebook. Investing in 360 video can be costly and intimidating. For this reason, YouTube recently announced its VR180 initiative. According to recent Google research, 75 percent of 360-degree video users only look at the quadrant in front of them at the start of a video. With current 360 video offerings being largely under-utilized, grainy and unintuitive, 180 degree video offers a viable alternative for brands, as the same 4K resolution is condensed into half the viewing space, resulting in a sharper picture. With increased video consumption comes advertising opportunities. Mobile video ad spend is projected to exceed $6 billion by the end of 2017. This means that brands can buy into the conversation without committing significant initial resources to production.

6. Intelligent Messaging

A trend has been clear for the past few years: mobile device owners are downloading fewer apps, which creates challenges for brands looking to create their own dedicated mobile experience. Conversely, consumers are spending more time on mobile devices, which means more time on fewer apps. Nearly 80 percent of mobile users globally have downloaded messaging apps (including WhatsApp, TextNow, Facebook Messenger, Line and Viber), and that market continues to expand. Brands that embrace artificial intelligence (AI) based chatbots to connect with consumers are taking a leadership role.

mobile marketing image

Pizza Hut's chatbot

The benefit of tapping messaging apps is that they shorten the sales funnel by understanding the context of conversations and feeding relevant information in return. The rise of in-app chatbots from the likes of 1-800-Flowers, Uber and Dominos validates further investment in the sector, particularly for customer service. More importantly, messaging apps are getting closer to commerce. Messaging app Kik, with more than 300 million registered users, recently announced its own digital currency Kin, which can be used globally to buy and sell goods. The opportunity for brands to create contextually-relevant conversations with a layer of commerce on top provides new ways to mitigate otherwise challenging mobile usage trends.

7. Shopping

Who doesn’t like shopping? According to multiple sources, not very many US-based digital consumers. In fact, 51 percent of Americans say they prefer to shop online. According to comScore, mobile ecommerce growth outpaced that of desktop e-commerce in the last quarter of 2016, growing 45 percent year-over-year (to $22.7 billion). 2017 looks to continue the trend, as Internet Retailer reports mobile commerce sales will top 30 percent for the first time. A ReadyCloud report found that 44 percent of retail internet minutes were spent on smartphones. That translates to roughly $2 billion in US mobile commerce, according to Invesp.

Mobile devices enable shopping on a whim, and 20 percent of American have purchased from the bathroom or while in the car. Social media plays an important role in mobile commerce, and 30 percent of online shoppers say they would purchase from a social media network. The most influential social platforms include Facebook, accounting for 38 percent of all e-commerce referrals. Pinterest comes in second at 29 percent and Twitter in third place with 22 percent of referrals. The bottom line: mobile devices make shopping as easy as a single click (patented by Amazon) and consumer brands need to adjust marketing and commerce initiatives accordingly.

8. Big Data Insights

Since Big Data came on the technology scene five years ago, marketers have latched onto the term and its implications for potential. The reason is that we know information is power, and we are surrounded by information. There are currently 2.7 Zetabytes of data in the digital universe today, and that number is growing rapidly. More than 5 billion people are calling, texting, tweeting and browsing on mobile phones worldwide (don’t look for that number to shrink either, as Facebook recently ran a successful test of its solar-powered drone designed to stay airborne for years to provide internet access to remote areas of the world). Speaking of Facebook, users upload 100 terabytes of data daily to its platform. To give you a sense of scope, 1.8 Zetabytes of data were created in 2011 alone, which equates to more than 200 billion HD movies, which would take you 47 million years to view.

Most alarmingly, the volume of business data worldwide across all companies doubles every 1.2 years. These numbers translate into opportunities, and Wikibon estimates that big data will be a $50 billion business this year. With all of the interest in big data, it may come as a surprise that far too many companies are not leveraging the opportunity as of yet. The DMA recently reported that up to 70 percent of companies are not collecting user content data from social media alone. Thankfully, a host of marketing technology (martech) vendors are providing solutions for big data capture and analysis.

9. Internet of Things

One area likely to contribute significantly to the big data vortex is the Internet of Things (IoT). Particularly relevant to mobile marketing, IoT offers brands an opportunity to gain insights into consumer behavior, as well as gain data-driven insights directly from smart products in and outside the home. Gartner, Inc. forecasts that 8.4 billion connected things will be in use worldwide in 2017, up 31 percent from 2016. It’s expected that there will be more than 30 billion connected devices in 2020 and 75 billion by 2025. In 2016, global spending on IoT across markets was $737 billion. IDC predicts that by 2020, this number will reach $1.29 trillion. With unprecedented potential to collect and analyze massive amounts of data from mobile and Internet-connected devices, marketers must be diligent in researching and adopting martech solutions to gain insights into current and potential markets and customers.

10. Mobile Wallet

Seasoned digital marketers may feel this article provides little more than validation. If you are one of those people, then this trend is for you. Living in the mobile Valhalla that is Portland, I’m sometimes privy to bleeding edge technology and trends. While we’re all familiar with mobile wallets, which provide convenient and secure payment options, you may not be aware of the potential power of mobile wallets for marketing. Mobile wallets can provide “passes” which are non-payment related, but can be transactional content, including loyalty cards, coupons, event tickets and ID cards.

Certain types of brands are natural fits for mobile marketing opportunities, including restaurants, hotels, grocery stores, sports teams and venues. Unlike paper or plastic alternatives, mobile wallet passes can be updated remotely and seamlessly. This is particularly powerful for couponing, since promotions expire regularly. A few examples of mobile wallet passes in action include WeChat’s social gifting, Alipay’s augmented reality coupons and PayPal’s “stores nearby” and “order ahead” functionality, which is designed to drive more traffic to physical retail stores.

11. Apps

I’d be remiss if I didn’t touch on mobile applications, and how they’ve evolved over the past five years. As I mentioned earlier, mobile users are downloading fewer apps but using them more frequently than ever. Research shows that only 6 percent of people use an app after thirty days and five out of ten apps are used only ten times, according to the Adobe Digital Insights Mobile Benchmark Report. The same report indicates that app launches grew 24 percent year-over-year in 2016, but app installs only grew six percent.

Despite the challenges, 197 billion mobile app downloads are expected in 2017, and mobile app revenue is predicted to reach $77 billion this year. Perhaps the most intriguing new trend in the world of mobile apps is Android Instant Apps (AIA), which work without installation. Announced at Google I/O in 2016, AIA are now available to developers. AIA offer a way for brands to distribute lightweight versions of Android apps without requiring a visit to Play Store for a download. Users click on a link in the web browser and are able to get the nearly-full app experience, while circumventing some of the most concerning statistics regarding download and usage rates.

Conclusion:

Regardless of your marketing objectives, target audiences, budgets and available resources, these are at least ten emerging trends to consider when developing a mobile marketing strategy. Ensure you’ve factored in each of the above mobile factors into your mix to ensure your marketing efforts are exponentially more effective in the near future. 

Author Bio: Kent Lewis is President & Founder of Anvil Media, Inc., a digital marketing agency specializing in search engine, social media and mobile marketing for clients worldwide. Based in Portland, Anvil was founded in 2000 and services over 50 clients. For more information, visit www.anvilmediainc.com.

Want to learn more about prepping your brand with a mobile marketing strategy? Join our FREE webinar with Kent Lewis on August 22 at 12pm PST / 3pm EST. 

 


Infographic: How Video Marketing Works

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Editor's Note: Megan Arevalo is community director at Websitebuilder, and joins us today to share an original infographic that covers video marketing from A to Z.

 

As online marketing becomes more and more visual over time, video marketing has emerged as a favorite choice for businesses to share a message, promote a product, and entertain customers all at once. The effort has not gone to waste - our research shows that:

  • E-commerce stores which use video content have an 80% higher conversion rate than those which do not
  • 73% of customers are more likely to make a purchase when shown informational video content
  • A 1% budget increase on active video marketing is worth a monthly average of $13,000 for a company

Case studies prove that intelligent video content is a highly effective way to raise consumer interest, leading to higher profits. For instance: Home Depot's online outlet blinds.com experienced a 68% increase in orders and a 92% raise in overall profit after launching a video marketing strategy.

Sharing Video Content

As far as video platforms go, the Internet has come a long way. YouTube retains the top spot; advertising features on the site are versatile, and easily targeted to a segment of millions of users with detailed demographics information collected from Google activities.

However, while YouTube is still a starting point for many marketers, Facebook is gaining ground quickly, and a robust marketing strategy integrates both. Our research shows that:

  • By 2018, 90% of content shared by Facebook users will be video
  • At present, 59% of video shares occur on Facebook
  • 90% of online marketers use both Facebook and YouTube for video marketing

All of this data has a general thrust: video marketing is a strategy that is growing more potent with time, as Internet content becomes increasingly video-based, and case studies show that it is effective for businesses ranging wildly in size, market, and product type.

Infographic

We have collected all of this information and more in the infographic below to help you make informed decisions for an effective video marketing strategy. Feel free to save, and share with experts and novices alike!

video marketing infographic

 

Learn more with Video Marketing & YouTube 101

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 

 


Infographic: Portrait of A Mobile Consumer

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There has never been a better time to optimize your business for mobile consumers. When cell phones were first invented, few people could have anticipated the processing power of the devices we hold in our hands today. With just a few swipes of the finger, we can communicate with our friends in endless ways, capture high-quality photos, shop for products and services, and easily manage every aspect of our personal and professional lives.

The power of this connectivity is changing the world of commerce. Now, product research and buying can be performed wherever consumers are, whether they’re walking in the park, sitting on a train, or taking a lunch break.

This means payment providers and retail giants are changing the way they operate. Brands use social media to reach out to us in a personalized way, and when we do head to brick-and-mortar stores, more and more digital transaction points are available, making it easier and quicker for us to pay at the till.

With the amount of data available online, consumers will be more informed before they choose to buy. And, with e-commerce sales estimated to reach $626 billion by 2018, it’s certainly something all the big players will be investing in.

The portrait of the mobile consumer has certainly changed a lot and is set to evolve further. Online marketers should definitely capitalize by optimizing their platforms for mobile shoppers, and making content easily available to mobile devices.

Check out this great infographic for more information.

voucher_cloud_mobile
This infographic was first published by Maureen Sanford at Vouchercloud

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Building Your Mobile Strategy, Integrating Mobile into Social Media MarketingMobile PR & Content Marketing

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here!

 

 


5 Major Content Marketing Trends for 2017

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Ah, content marketing.

Influenced heavily by Google’s algorithms, content marketing has the undivided interest of entrepreneurs and internet marketers around the globe. Marketers know that using content for SEO is more affordable than traditional advertising, but improvements to search engine algorithms (and rapidly changing consumer demand) means it’s never been more difficult to stay in the limelight.

2017 will usher in a new, dense tangle of requirements for content marketers; but before we take a glimpse at the upcoming challenges, let’s take a moment to review what happened to content marketing in 2016:  

Content Marketing in 2016 Became:

  • Saturated. Statistics show that over 2 million blog posts are published daily, in addition to millions of YouTube videos, GIFs, infographics, and other types of written and visual content. Simply put, the amount of content online is cluttering the digital world.  
  • Focused on “Behind the Scenes” Strategies: The enormous amount of visual and written media released in 2016 made content marketing heavily dependent on “behind the scenes strategies” like promotion and outreach.
  • Ruled by Niches: Marketers today have two options: make your content visible, or allow it to become lost in the jungle. To make their way through the thicket of blogs, videos, and infographics, effective marketers used niche sites to zero in on their target audience.

With this background information in mind, let’s take a look at 5 content marketing trends you can expect in 2017:

1. Visual Content Marketing Will Dominate

We’ve already seen  the power that Facebook Video and YouTube Live hold. In 2017, this growing demand for visual media will skyrocket. A combination of live and staged videos will be used by brands that are openly embracing the inevitable change from written to visual media.

What to do:

Visual content is arguably one of the most time-consuming types of content creation.  Thanks to improvements in technology, creating branded videos and images isn’t as difficult as it once was.

Without a budget:

Startup companies and small businesses already have the tools they need to begin creating visual content: company cell phones and computers. Through a combination of social apps like Snapchat, and broadcasting sites like the ones listed below, your business can start building a visual content strategy that won’t stretch your budget.

A few (free) sites to consider include:

It's also a good idea to publish visual content on free sites like Instagram, Pinterest and Tumblr, which have a primarily visual focus, and massive audiences.

With a budget:

Brands with a small marketing budget should consider pairing the free solutions above with the work of a professional videographer, photographer, or media agency. Professionals like these can help to plan a unique visual content strategy that captures your brand’s unique personality. 

2. Shifting Focus to Data and Retention

Marketing is an industry driven by two factors: results and data. For content marketers, showing how a blog can drive return traffic and therefore sales is difficult - without the right tools, that is.

What to Do: If you’re not already using analytics tools to track your basic content marketing efforts, it’s time to get started. Many agencies use Google Analytics to track basic site data, then expand on that tool with diversified metric tracking tools like:

  • Bitly
  • Linkody
  • Cyfe
  • SEM Rush
  • Hubspot Marketing Automation
  • Ahrefs
  • Kissmetrics
  • CrazyEgg
  • Piwik
  • SimilarWeb
  • Moz OSE

Be sure to learn more about how data analytics can be leveraged to improve the quality of your website, and increase conversions.

3. Mobile Compatibility Will Be Key

These days, it’s rare to see millennials (even baby boomers!) without a cell phone clutched tightly in hand. Google has monitored the shift from computers to mobile phones closely; as a result, it’s rumored that the Goliath of search engines will make mobile users a  key focus in upcoming algorithm changes.

What to Do: If you don’t already have a responsive website, it’s time to invest in one. Content that is easy to read on mobile devices will be critical in 2017. Once a site is set up to support mobile, it’s time to craft content strategies that cater to mobile users. Mixing up content lengths and trying new formatting tricks are just two ways to optimize content for mobile use. A few other ideas include:

Integrating a mobile content strategy with mobile oriented PR and outreach can increase your exposure to audiences who primarily access the Web through mobile devices.

Remember: it’s likely that shorter-form content paired with minimal visual content will become more important as time goes on.

4. Distribution Will Rule

The internet is saturated with content – everything from plagiarized to carefully written articles can be found in just a few keystrokes. Because of the immense clutter, promotion of existing content will matter just as much as the quantity that’s produced.

What to do: Although there are hundreds of ways to promote content, social media and vertical content platforms will be essential in 2017.

Social platforms like Snapchat, Instagram, and Twitter will become marketing staples as we progress into the new year. To reach very specific audiences, vertical platforms are highly recommended. A few “mainstream” examples of these emerging platforms include:

Industry: Home & Garden

  • Houzz
  • Zillow
  • Better Homes & Gardens

Industry: Pop Culture

  • Pinterest
  • Snapchat
  • Instagram
  • StumbleUpon

Industry: Internet Marketing

  • Moz
  • Hubspot
  • Contently
  • SEMRush

5. Interactive Content Will Be a Hallmark of Content Leaders

In 2017, brands using interactive content (such as quizzes, questionnaires, and worksheets) will become the thought and trend leaders of the content marketing industry. A few brands already engaging in interactive content include Buzzfeed, The Content Marketing Institute, and Kissmetrics.

How to do it: Whether you want to code your own interactive content or use a site that builds them for you (like ThingLink), start producing  interactive content of the kind  listed below.

  • Quizzes / Polls / Surveys
  • Interactive E-books
  • Interactive White Papers
  • Calculators
  • Responsive Images
  • Games
  • Maps
  • Interactive Infographics

Conclusion

By mixing a variety of these interactive assets into your content marketing strategy, you can attract and retain site visitors in your target audience.

To stay competitive in 2017, online marketers will need to stay agile and adapt to emerging content marketing trends. Create mobile-friendly content and websites to maintain a competitive edge; once a site is optimized for mobile, build systems to create and distribute visual content assets. After reviewing updated data on returning visitors and bounce rates, adjust your strategy to boost retention and conversions.

Angela Higbee is the director of the content marketing agency, Progressive Creativity. She spends most of her time doing business and reading; away from “the desk,” she can be found with family or exploring the Colorado outdoors with her dog.

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: B2B Social Visual Storytelling on Instagram, Pinterest & TumblrLeveraging AnalyticsMobile PR & Content Marketing

Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here.

 


Three Emerging Social Channels You Must Keep An Eye On In 2016

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There are few digital realms that captivate more people these days than social. The social space is an evocative one. Social media can be rather personal.  This makes it fundamentally intriguing, allowing people to peek behind the curtains of our lives - or rather, our companies lives. Whether we portray an authentic image is up to us, but -  that notion of transparency is why our customers love to visit us in our ‘social homes.’ They walk through our social doorways to get to know the product more deeply, see how human our organizations are (or aren’t), and interact with whatever useful and free content we’re happily providing. And, as the age old psychological phenomenon reveals, proximity breeds affection and attention, so it behooves us to to build social homes wherever the customer might wander. The same side of that coin a mantra worth repeating: as marketers -  we must always, always watch new and emerging channels. New and emerging channels are likely where our audiences are - or in the least, exploring. Their actions, interactions, engagement, disengagement, can give us incredibly useful information on what our potential customers are - and aren't interested in, and of course, where the eyeballs are, at any given moment. 

With that, here are a few emerging social channels to watch in 2016.

Hyper: Instagram and reddit got married, and had a baby...meet hyper.

With Hyper, user post images directly to areas that interest them.  Others who have previously subscribed to that interest area, will get notified. Users provide instant feedback in the the form of up votes and down votes. Hyper still feels a little shaky where UX is concerned but -  by taking some of the most popular features from other highly successful social media forums (photo heavy, hashtags, voting, and geographic tagging), hyper may be poised for a ton of growth and eyeballs in 2016.

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Blab: Live streaming - that doesn’t suck.

Blab is simple, intuitive, and provides a higher sense of engagement than Google hangouts in that it is outfitted with a panel for live chat on the left, and a panel to tweet on the right. The medium also limits guests to 3 people, with an option for one of those seat to be left open for a “call in” during the blab. This cultivates a sense of exclusivity, unlike Google hangouts, where you can host up to 10 video participants. And unlike Facebook mentions, Meerkat and Periscope, Blab is not limited to mobile only. Further, it’s easy recording feature has made it relatively popular tool for use in podcasts, after shows, interviews etc. Blab’s versatility, simplicity, built in live chat and social integrations, might just be enough to position them as a leader in live streaming in 2016.

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photo cred: https://blab.im/about

Peach: Making social media … more addictive?


Crafted by the creator of Vine, Dan Hoffman, peach is a new app that some are claiming might be ‘the one to take on the giants’, (read:Facebook, Twitter). For those who enjoy social media (most of us) peach is intriguing in that is ups your potential ‘social creativity’ by acting as your social media assistant, pulling images, gifs, songs, moods, emoji etc., based on “magic” words typed by the user. Still, it’s lack of timeline and inability to follow those who aren’t friends, leaves me questioning its’ realistic lifespan.

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The Need For Speed – Optimize Your Mobile Experience

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Group of friends of different ethnics sitting on the street and looking at mobile phone - Young modern hipster people having fun with new technologies - Multiracial group representing the addiction to technology

“Mobile really is where everything is going and where everything is spent today,” Gary Burnett, former Facebook Advertising Exec and now COO at Flurry, a leading app measurement and ad firm.

In a recent article Top 10 Digital Marketing Trends for 2016, mobile optimization came in amongst the top ten.

Let’s quickly review our mobile discussion from that article. At this point, mobile and responsive websites should be a no brainer. For the past few years, we’ve been sprinting towards mobile dominating desktop, and we’ve passed it. Mobile has officially passed desktop browsing. What does that mean in the broader context for your 2016 marketing strategy? In 2016, a mobile-optimized website should be a default, but not a placeholder for an app. An app can (read: should) do everything your website can do. Not to mention an app is both touch screen (read: less barriers to clicks) and is an advertisement/reminder of your product that goes with your user everywhere they go.

Mobile usage in the purchasing process, from research to checkout, is on an upward trend that is not slowing down anytime soon. A few stats to back that up?

  • 90% of smartphone shoppers use their phone for pre-purchasing activities
  • 86% of time is spent on apps vs. 14% on the mobile web
  • 25% of search queries are now on mobile

Whether you’re working on your app, planning a re-vamp, or already have a fantastic one in place, there’s one thing we recommend testing and optimizing above all else - and that’s speed. Load speed, checkout speed, and how quickly your users can find relevant info. Recent research has found that a staggering 29% of mobile users will immediately switch to another app or website if they are experiencing slowness, or can’t find what they need - quickly.

We’ve all been there. Looking up that great new restaurant but finding the mobile website too slow? Jump to Yelp. Want to make a res. at said restaurant but reservation information isn’t easily accessible, jump to opentable. Opentable isn’t showing available reservation for the time you want - back to Yelp for the phone number to give them a call.

So, how can we optimize our websites or applications to keep as many users inside your brands as possible? Here are a few tips:

  1. Be there in micro moments - especially when it comes to mobile. Below is a great infographic from Forrester to give you a quick snapshot of how to design micro moments. We’ll cover this more in depth in next week’s article.

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  1. Make sure your mobile website is super simple, responsive, with an easy and streamlined checkout process.
  2. Your load time needs to be 3 seconds - or less.
  3. Know what your customers are searching for and optimize your app and website to display calls to action for those specific needs first.
  4. Less is more. Less clicks, less steps. Eliminate any unnecessary actions, assets, or distractions that get in the way of people performing the action you need them to take.

If you’re a small business looking to do some quick catch up in the mobile space, check out this article, How to Optimize Your Small Business 

We'd love to hear your top tip for optimizing your companies mobile experiences. Just leave a comment below!