We are currently living in a mobility world. Take a look around the next time you’re at a bus stop, a train station, or walking down the street and you will see people tied to their mobile devices. And this use of mobile is no longer limited to personal use. We are increasingly conducting business on mobile devices as well. The first thing many people do each morning is jump on their phone to check email, the weather, or the latest news and many finish their days in the same way. In fact, most consumers spend almost 4 hours a day on their mobile devices.
Smart Phone Marketing
With mobile technology being a real contender for revenue generation and ad placement, marketers now have to consider mobile almost as a separate channel when planning their marketing mix. That means more than just rolling out a website to a mobile version. It means thinking of mobile as its own delivery platform, designed for a very different reason than the typical desktop centered web sites. As more platforms are designed from a mobile-first perspective, the way people interact with the platforms is undergoing a transformation. Actions taken on mobile are unique to mobile. This requires a new and unique marketing strategy and businesses have to understand and accept this new reality.
Some companies have already started to work from a mobile-first perspective, recognizing the importance of the channel. So why don’t all brands just move more of their marketing and advertising dollars to mobile?
Mobile Marketing Hurdles
While over over 1/3rd of adults according to a recent study are using their smartphones often for business purposes outside of working hours, B2B businesses have not gone all-in on mobile advertising, and for good reason. There are certain challenges and considerations B2B companies have that their B2C counterparts don’t.
To be truly efficient, the B2B marketers have to consider individual actions in the context of accounts they are targeting, which makes tracking and delivering content across devices a bit more complex. company, and then rolled up to an account level so marketers can see all activity within each target account.
In addition to connecting individuals to accounts, marketers also have to deal with complications in tracking actions across devices. By connecting the individuals to an account identity, this allows B2B marketers to personalize ads and mobile content based on that account as well as track both online and offline actions these individuals are taking with a brand.
How Mobility Marketing Can Win for You
Although there are challenges, that’s no reason for B2B businesses to throw in the towel. With proper planning, B2B brands can experience success with mobile advertising and marketing. There are a few simple steps which, if taken, can increase the probability of success.
First, invest in the data to look at accounts holistically. As mentioned above, tying individual actions to account-level activities is key.
Second, employ campaign tracking that will tell you whether you are indeed reaching your intended accounts. Technology exists which allows you to see the anonymized individual and the business they represent as they are exposed to your ad or land on your website. Using this, you will be able to tell which people are viewing your ads and visiting your site to ensure the ads are reaching the intended audience. Finally, embrace some of the latest mobile trends and test them against your business goals to see if they generate the results you need.
Mobility Marketing Trends
Video advertising might be one of the easiest mobile tactics to test as it has been around longer than other trends. In addition, a recent Adweek survey found 88% growth year over year in time spent watching videos on a smartphone.
Social feeds also offer a new mobile advertising medium for brands. With features such as Instagram’s “stories” and the “swipe up” attribute, brands have a new way to insert storytelling into their ads and engage customers within those stories to drive leads. Mobile-only social networks like Snapchat are also growing rapidly in popularity, and this is driving increases in time spent on mobile devices.
Beyond general social advertising, in-app advertising could be key for your business. More than 80% of all mobile minutes are spent in apps, offering plenty of chances for your brand to get in front of the right customers.
Whether you are a B2B company who is trying to reach customers within your key target accounts or a B2C business just trying to connect with consumers, marketers have to start embracing mobility as a mindset and designing campaigns and programs that take advantage of the unique connectivity and reach that mobile devices have to offer.
Tags: #mobility, #advertising, #smartphones, #marketing, #b2bmarketing, #socialmedia
Does your business or brand need more "umph" from social media? In this day and age, who doesn't? Below are 5 resources that I found that will help you get more interaction and folks to perhaps become influencers for your brand.
1. Install a Facebook Customer Chatbot
You know those customer chat widgets that pop up on the bottom of a website? You can take them to the next level with a Facebook Messenger website widget.
It functions the same way as a normal website chat, but with an added bonus - every time a customer chats with you, they have to opt-in to Facebook Messenger communications.
That means you can get contact information from them, and follow up with them down the road. Every time someone talks with you via site chat, you'll automatically gain a new Facebook Messenger contact, and that's a huge win.
Upgrading your old customer chat to a Facebook Messenger customer chatbot is a great opportunity to pounce on.
2. Point to Your Social Media Accounts from Your Website
Having social icons which link out to your various social profiles is an easy way to broadcast your social media presence to your website visitors.
Ideally, you should add them prominently above the fold, so it's impossible for your visitors to miss them.
3. Make Your Content Easy to Share on Social Media
Make it simple for users to share your content on social media.
Add "Share This" buttons to any blog post, infographic, video, podcast, or any other engaging content you produce.
When you make it easy to share your content on social media, people will be far more likely to do so.
You can install a plug-in that adds share buttons on every page of your website, especially if you're using a CMS which supports it.
4. Enable Comments
Enabling comments on your content enables users to interact with you directly from your site.
The comments section of popular posts can host great discussions - just make sure your comment plug-in or widget has a way to automatically filter spam, so the comments section doesn't get overwhelmed with junk.
5. Make Sure Your Content Looks Good When Shared on Social
There's an additional step beyond just buttons which enable users to share your content - you have to also make sure the content looks inviting, once a user goes to share it.
Have you ever gone to share something on Facebook, only to find that the thumbnail or title was missing?
Chances are you probably stopped in your tracks and didn't share it - that's why, as a digital marketer, it's so key that you take the time to ensure that when someone attempts to share your content, it looks like it's supposed to.
Mark up the Open Graph tags with a super-clickable headline, and attention-grabbing image which fits the proper dimensions of each network. Always keep social traffic in mind, and stay up to date with the latest trends and shifts to maximize your opportunities.
I hope these tips will get your business off and running and embrace better engagement with your social followers.
Tags: #soicalmedia, #branding, #marketing, #engagements
There's always some new social media app on the market, some rising platform or tool which is destined to become 'the next big thing'. Most end up falling short. Remember Vine' or 'Meerkat'? Some of these platforms are still going, but they've not gone on to become the Facebook challenging players they were once touted as. But TikTok feels different. Backed by Chinese corporation ByteDance, TikTok is growing fast, despite being similar in style to the various Stories tools already on the market. Filling a void left by the disappointment of Vine, TikTok is not only providing an alternative outlet for creative expression, but it's also rolling out features in the US market that it's been able to try out among its large Chinese user base first, giving it a solid testing ground. And it may well become the next big social platform - but will it also develop into a relevant consideration for brands?
Rapid Growth Seemingly overnight, TikTok became the social app of the moment late last year. Everywhere you looked, people were posting clips from TikTok, mentions of the app were rising online. Just as Snapchat had done previously, TikTok became the app that you had to see, that people had to share with their friends. That momentum is reflected in the download stats - according to Sensor Tower, TikTok has now been downloaded over a billion times, with 663 million of those downloads coming in 2018. By comparison, Instagram, currently the fastest growing social app, saw 444 million new downloads in 2018. TikTok is now actually growing with greater momentum than the Facebook-owned image platform. More than that, Sensor Tower's figures don't include installs from China, so the total download figures for TikTok are actually likely far higher than this. TikTok has gone from strength to strength, particularly in the US market, where it now has more than 26 million monthly active users, who are spending, on average, 46 minutes per day in the app. You can see why social analysts are paying attention to TikTok's rise. The company is already looking to monetize, using its experience in the Chinese market to launch its first ad offerings. And brands are no doubt paying attention.
TikTok has already started testing ads in the US, with GrubHub being among the first to try out the platform's launch screen ad units.If you have tried the app,the ads dominate the full-screen of the app, and open within the initial app launch flow, not within the regular usage process. TikTok is still experimenting with the best ad options. TikTok isn't starting from the same base as other new players in the social landscape, it already has an ad infrastructure and plan. With the app's experience in the Chinese market, which is, of course, very different, the app is starting from an advanced position, which could see it capitalize on its revenue opportunities faster. Tik-Tok is not without it's controversy. Even with it's introduction of tools designed to keep users safe from harassment and misuse, problems have risen for the GenX users.
Tik-Tok just got slapped with a multimillion dollar fine from the US FTA. The app company has agreed to pay $5.7 million to settle allegations that it illegally collected personal information from children under the age of 13, such as names, email addresses and their location. The US Federal Trade Commission said in a statement recently that the TikTok fine is a record for a child privacy case. The FTC said its investigation of Musical.ly had "uncovered disturbing practices, including collecting and exposing the location" of young children. Despite receiving thousands of complaints from parents, the company failed to comply with requests to delete information about underage children and held onto it longer than necessary, according to the commission. TikTok has already launched an option to filter out comments by keyword, and offers a range of controls over profile and content privacy, including the ability to define who can comment on your videos, who can 'duet' with your content and a setting to enable/disable downloads. In addition to this, TikTok has also recently launched a new video series to help educate users on how to ensure safety within the app.
TikTok is different, that it's more advanced than others have been. Of course, it may well be recency bias, it may feel like TikTok has more capacity for expansion because it's the platform of the moment. But it may well be worth watching TikTok's growth. As noted, it remains to be seen whether users will welcome ads within the app, or if TikTok can maintain it's growth momentum and reach levels achieved by, say, Snapchat. But indications, at this stage, are positive - and if TikTok can grow, and expand its market appeal, it could become a more relevant consideration, and attract ad spend for those looking to connect with younger markets.
Tags: #ticktok, #socialmedia, #video, #digitalvideo, #apps, #mobility