Unsure of Mobile Marketing

12 Oct

I’m still on mobile, mainly because I finally figured out how to use it for Nosey Parker.  When initially approached, I turned it down because I would have to send out 5 texts a day to cover all of my clients.  I think my opt-out rate would be high.  The key for me was to let each of my clients have their own mobile community number and the Nosey Parker fans can choose who they would like to follow.  This also puts my client in full control.  I am the provider instead of the user.

I enjoy the Optism-ww.com site and read it frequently. The article for March 4, 2011 included this intro: “With the maturing of mobile marketing, we’re starting to see changes in how marketers are approaching mobile, although as we see from the first item below, change is sometimes very slow. Internet Retailing reviews the results of recent research conducted by M-Retailing and Sponge, a mobile marketing company. One of the main findings of the research was that “Retailers see mobile as a business essential but many [are] unsure how to maximize potential.  – continue

This is exactly what I came across when approaching  my retail clients.  They are very good at what they do … selling their merchandise.  Keeping up with technology changes and knowing the best route to take has been a hurdle.  With limited marketing dollars, playing russian roulette with which technologies to use is not a favorite pastime.

I intend to keep up with technology, but more importantly, I need to decipher, based on my research and expertise, what is best to increase their ROI.

 


 

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Permission and Trust

11 Oct

Perketing is all about permission.  It takes longer to build but it’s so worth the effort and patience.  Why? You gain trust … something that doesn’t happen in mass marketing.  I like this article by Peggy Anne Salz written for MobileGroove.com.  Key point: “Introducing technology for technology’s sake is not an approach that will guarantee the interaction (or the level engagement) that brands seek to achieve. Put simply, people came first, not technology.”

from Author: Peggy Anne Salz

We are entering into a new and critical phase of development in the mobile marketing industry. The discussion no longer centers on whether mobile fits in then marketing mix. Today we are debating where mobile fits best in the customer journey and whether marketers should craft mobile campaigns that focus on customer acquisition or retention.  (continue)

Laser-focus Always Beats Mass Marketing

5 Jul

Of course I would say this because I don’t mass market and believe it’s like playing darts.  However, let’s break it down and see why I believe niche marketing or “laser-focus” beats mass marketing.

1)  The growing relationship between technology and people.   It is required now to create innovative customer relationship building such as social media consumption.  Technology has changed how people shop, how people buy and how they’re influenced in their buying decisions.

2) What is the driving force?  The power of online marketing has been global for a while, but after all the hype, local can capitalize with mobile marketing and social media.  The key is find where your market is at and go there.  Once you make your presence known, you will be able to extend beyond your initial effort with loyalty incentives and buy in from your fans and followers. It takes time but your margins will be so much higher than traditional mechanisms.

3) What is attraction marketing?  Basically blogging and social media. Blogs should be more personal and not quite as professional as a website or business announcements.  Once you attract a following, convert those valuable and loyal fans to consumers of your service or product.  Why is this necessary? Because there is soooooooooooo much to choose from. It’s that simple. There are tons of companies that do what you do more than likely, so what sets you apart?

4) Imitation is NOT the sincerest form of flattery.  It is the sincerest form of ignorance.  Faking it til you make it using the new social technologies will not bring you success.  This time last year, I know of so many business owners who jumped on twitter and facebook.  Go look at their accounts now and they haven’t posted in 6 months or post once a week on their facebook, claim it doesn’t work and they get no response.  Ok.  It’s hard to even blink on that one, but the answer is this: you are not creating a relationship with anyone you are just advertising.   Really there is no understanding of  the tool and how to use it for their particular business.

5) How are you found? If you are a dentist, how do you advertise?  Typically a dentist advertises in magazines and small local newspapers.  How do you add the technology piece and more specifically social media?  They could do pay per click and facebook advertising but the key is the current client base.  Have them “like” you on Facebook and reward them for it.  Giveaways such as products, fun family days like baseball tickets are great as well. Also, make How-to videos and informational videos to post on the website and social media.  Having your current customers send fans your way is the best!

6) Speak their language. Don’t go in as an outsider trying to get in. Learn what is unique about the buyer or client and jump in on their wave length.  If you want to introduce something new to a “set in their ways” group, start where they are first and extend the conversation.  Don’t throw it in their face.  I learned this lesson quickly when I launched my Nosey Parker business in Spokane Wa.  Before launching, I had always worked with corporations, not small businesses.  I “assumed” the small business was up to date on technology, social media and niche marketing.  I was soooooo wrong to the tune of 3-5 years behind.  The other assumption I made was that owners of businesses were business people.  Many of the businesses I reach out to are more hobbyish than serious business people.  I had to change the conversation and the level of assumed understanding.  Education was the new theme.  In my OKC market, the opposite was true.  All the stores were jumping on the social media bandwagon and because the city is bigger with more competition, more stores were willing to niche market instead of traditional mass marketing to get ahead of their competitor.

Any comments? Tips, Advice? Please enlighten me. 

Is Human Intellect 95% Feelings?

7 Apr

My background is information technology – 23+ years actually.  When I had to study advertising and marketing to write my business plan for Nosey Parker, the goal was to help small business quantify buyers.  So I needed to know how they currently track results from traditional advertising methods. The first question I ask was “Show me your stats. Give me some evidence of how this works.”  As a past systems engineer, I was very into fact-based discussions.  What I learned is that no matter how much evidence you have that something works or doesn’t work, if a mind is made up for whatever reason, this type of fact -based salesmanship is pointless. There is also a comfort in staying with the same old thing because it’s been around along time.

I was talking to a boutique once and ask them the results they achieved from a print publication.  They said that over the years it’s been hit and miss but that the opportunity to be seen by 75k+ people was the biggest enticement.  However, they could not tell me how many clients they had gained over the years from all of their ads.  I called it playing darts, which they thought was slightly insulting. I also made the mistake of pulling in my own personal preference and behaviors in regards to looking at advertising.  I don’t look at ads online or in most publications to be honest … except in InStyle Magazine  … my mindless pleasure.  I watched an Ignite Video once called “A Barbie Girl in a CS World” – that’s me, kinda.  When speaking with the boutique, I was assuming everyone was me.  They are not.

It is hard to associate comfort, relationships and the “nontechnical factors” when you are a statistics based person.  Give me the facts not your feelings.  Guess what?  I am quite sure now that the human intellect is made of 95% feelings for the most part.  Ignoring it will get you nowhere fast.

I was reminded this week of the selling game, gaining clients by permission, building relationships when my 18 year old son text me the following:  “Mom, a pacemaker company brought all the doctors and nurses here in the ER lunch today from Caruso’s!!! So cool, right? I can’t wait til I’m a doctor!”  I am sure that if you just read the stats and information on results from this pacemaker company, you could make a decision on whether you should put it in a human body.  However, with lots of competition and everything being equal … who to use?  The one who brings us lunch that’s who!

According to permission marketing guru Seth Godin “evidence isn’t the only marketing tactic that is effective. In fact, it’s often not the best tactic. What would change his mind, what would change the mind of many people resistant to evidence is a series of eager testimonials from other tribe members who have changed their minds. When people who are respected in a social or professional circle clearly and loudly proclaim that they’ve changed their minds, a ripple effect starts. First, peer pressure tries to repress these flip-flopping outliers. But if they persist in their new mindset, over time others may come along. Soon, the majority flips. It’s not easy or fast, but it happens.”

So true. Press on and go buy someone lunch.

The Different Between Permission & Privacy

3 Apr

I am in the business of Permission Marketing.  With permission, privacy is the most important criteria.  Interruption marketing  gives  no one a choice … with the privilege of choice, comes the respect for your audience.  There is a fine line between intrusion and providing as much information as your audience will allow.  Think about your “permission” plan how if you are intruding?

Rick Buck, of ClickZ, sheds light on respecting permission:

Permission: Authorization granted to do something; formal consent

Privacy: The state of being free from intrusion or disturbance in one’s private life or affairs

Getting permission from your customers means more than getting an opt-in to receive your e-mail and texts. Conditionally, it is about presenting them with a value proposition that instills confidence that you will respect and protect the data they choose to provide in return for the information they will receive. What will you use their data for, and how will you protect it? Respecting your customers’ privacy deals with how you interact with the individual person or their computer. How did you get their information? Who will you share it with? Who has access to it, and are you doing what you told me you would with it?

more from Rick Buck of Clickz

 

 

 

Trends in Mobile Marketing: Show Me The Money

2 Apr

Love this info provided by Rob Petersen on Trends in Mobile Marketing, who I found on Google Alerts and now follow on Twitter. If you enjoy keeping up with Mobile Marketing, which is very “by permission”.. you’ll be encouraged by his take on the trends.

Here are 4 trends to consider.

1.  MOBILE INTERNET WILL SOON OVERTAKE DESKTOP INTERNET:  Mobile internet use is growing so fast, within a few years, more people will access the internet from mobile devices than computers.  Since 90% of all  purchases decisions begin on the internet, that means your phone will be your primary guide to what you buy.

2. MOBILE IS EARNING A RESPECTED PLACE IN THE SHOPPING EXPERIENCE:  Online sales for Black Friday in 2010 were +44% versus a year ago.  The chart below shows the big winner in eCommerce browsing was mobile devices.  The chart below that shows, for the majority, shopping with a mobile device was a very positive experience.

3. THERE’S AN APP FOR THAT:  For a communication and commerce function that didn’t exist 3 years ago, there were 6,000,000,000 mobile app downloads last year.  There are 300,000 apps for the iPhones and 200,000 for Android.   Their reason for being is to bring the world to your fingertaps and transform how fundamental needs like health care, business and entertainment are met.

It is predicted the number of mobile app downloads will peak within the next few years.  As a tool to acceleratate sales for your business, now is a particularly good time to jump in and gain experience.

4.  CONSUMERS DON’T WANT ADS; THEY WANT A 1-TO-1 PERMISSION BASED RELATIONSHIP:  In mobile, like any other channel, the customer is king.  When you speak to them, you either gain permission or invade their personal space.  This is demonstrated by their reaction to traditional ads.

So don’t talk at them; talk to them by asking their permission to have a relationship.  Realize that trust and mutual respect are what wins consumers over in mobile, as they do in all walks of life.

Mobile Web App VS Installed

22 Feb

I recently came out with two mobile apps for Nosey Parker – one for the Inland NW, Oklahoma City and working on Tulsa.  They are of course free and anyone with web access can use them on their phones.  However, the web app is not my ultimate goal … I have iPhone, Droid and Blackberry coming too.  The main reason I am doing native apps is because of the notification abilities using PUSH technology.  And there is the issue with clients.  For some reason, there is an “uneducated” opinion that mobiles apps are not as good as downloadable apps and no one will use them.

Recently, I ran across an article by Brian Haugen called “5 Reasons a Mobile Web App May Be A Better Solution for Your Business than an Installed Native Mobile App”.  Phew… long title.  After reading his opinions, I fall into the Native App category because my app uses gps and notifications.  It took me a long time to find the right “priced” app company to partner with for my apps. The prices are all over the board and if you are not careful, you will pay too much.  Unless you need custom functionality that can only work with smart phones… don’t waste your money is my opinion.  Find a app company like ConQuer Mobile or MagMito or MobileStorm.  All of these have choices of do-it-yourself and/or custom functionality is available.

Brian states that if you are looking for the same functionality as your website, stick with the mobile apps.  Here are his 5 reasons:

  • Due to market-share realities, installed smartphone apps need to be built for at least two platforms (iPhone and Android). There is potentially even more work if you want to support all the other platforms rising in popularity (BlackBerry, Windows Mobile, Palm, etc.).
  • Installed apps need to be updated periodically as the platforms make updates. That means an ongoing cost to you.
  • Installed apps should really be used when you need to integrate with the functionality of the phone, such as GPS, notifications, camera, etc.
  • Web apps are good for making information easier to read for people. Examples: try reading The Washington Post or ESPN in your smartphone’s browser using the normal site vs. the Web optimized site.
  • Web apps are generally easier to build and maintain than installed apps.

To read the entire article, check out http://priorityresults.com/blog/5-reasons-a-mobile-web-app-may-be-a-better-solution-for-your-business-than-an-installed-native-mobile-app/