With the mobile boom in full swing, agencies who hesitate to go mobile risk getting left behind. To stand in front or to be left behind, it's totally your own choice.
This year, online advertising spend is projected to surpass traditional print ad spending for the first time ever, growing by more than 23% to nearly $40 billion from last year.
While mobile advertising is also on the rise, the market is still relatively miniscule in comparison to the overall online advertising market, with mobile only projected to only reach $2.6 billion in 2012.
With more than a billion smartphones in use worldwide and approximately half of all online searches now originating on mobile devices, this is the time for ad agencies to fully embrace the new possibilities of mobile advertising. But many are still reluctant to do so. The reason? Fear of the unknown.
It’s no exaggeration to say that advertisers who want to remain relevant need to get over their fear of mobile marketing – quickly. Mobile internet use is poised to outstrip desktop internet use in 2014. Mobile device use already tops PC use in many major markets, according to a Google study. And if the threat of irrelevance isn’t sufficient motivation to take the plunge, ad agencies should also note that mobile customers are a highly desirable demographic group:
- 36% of mobile shoppers are in the 25-34 age range and an additional 21% are 35-44 – the exact demographic many advertisers are trying to reach.
- 52% of mobile shoppers use their smartphones to research product features, and 29% conduct comparison shopping online using their devices.
- 34% of mobile shoppers make $100,000 per year or more, and 18% make between $75,000 and $100,000.
With such attractive demographics and a marketplace that is increasingly turning to mobile advertising solutions, agencies that focus exclusively on print and PC-based advertisements have plenty of reasons to explore the prospect of mobile marketing. However, many are hampered by misperceptions about the technical complexity of the mobile medium as well as the expenses involved.
The good news is that these fears are misplaced. Just as technology has generally become simpler and more intuitive for the average user, mobile technology is becoming more straightforward for both users and advertisers. Today, it’s easier than ever for an agency to develop and implement a mobile marketing strategy and take advantage of the huge opportunities the explosive growth in the mobile advertising sector presents.
Creative teams can now access an array of third-party solutions that can make creating branded mobile content a snap. Offering truly user friendly mobile content creation systems at an affordable price, third-party developers now empower advertisers to build and publish web content and specialty apps complete with highly customizable buttons, fonts, headers and embedded video. Agencies no longer need specialized technology expertise to operate mobile campaigns since their development partners can handle the back-end architecture.
With the right partner, agencies can leave worries about screen size optimization and mobile viewing dimensions behind and focus on creating compelling content and campaign strategies that drive revenue. A competent third-party vendor can allow agencies to develop mobile ads in-house without programming knowledge, much as software programs enable non-techie users to create, edit and publish documents and social media content every day without ever entering a single code. Many third-party services also make social media integration and analytics part of the package, with access to Twitter and Facebook widgets as well as campaign metrics from applications and programs like Google Analytics and APIs.
In light of these new options and the rapid growth of the mobile advertising industry, the only question that remains is why any agencies are still reluctant to jump on the mobile marketing bandwagon. With affordable new solutions and user-friendly technology, it’s time for the last of the holdouts to mobilize their marketing campaigns.
Source: By Alex Kutsishin on 23rd April 2012.
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Friday, 27 April 2012
Friday, 20 April 2012
SMS Aids Collaboration, Reduces Missed Appointments, Bosts Mood
Didn't know that a simple message is able to help life a person's mood. But I guess it's never too late to know it and start showing your care to people around you. :)
Psychologists at the University of California-Berkeley found that text messages help people feel more connected and cared for and help life a person’s mood when they send or receive an SMS. UC Berkeley professor Adrian Aguilera led the study, which was published in the journal, Professional Psychology: Research and Practice.
Aguilera told the UK’s Telegraph that the study originated back in 2010 when he began using text messages with patients who had depression. He sent them texts that prompted them to think about their moods and reply to positive and negative daily interactions. Aguilera said that the research provides new insights into the need for regular contact and check-ins from mental health professionals.
An article in the Wall Street Journal this week discussed how text messages between physicians and patients can help enable a more collaborative partnership. The report focuses on a new project, called the Collaborative Chronic Care Network, that currently includes participation from 6,800 patients and 33 healthcare centers.
According to the WSJ, “one of the participants is Emily Brandt, a 20-year-old student at the University of Michigan with ulcerative colitis. As part of one pilot, she gets four text messages every day asking her different questions, including whether she took her medicine and how many times she woke up in the middle of the night. Her doctor, [Dr. Jeremy Adler, a pediatric gastroenterologist], gets the results in graph form, which he and Ms. Brandt analyze together every two weeks.”
Since Dr. Adler can now see trends based on Emily’s tracking, they have been able to test out whether intravenous injections of a medication should be given more frequently or whether an improvement in symptoms during an unrelated antibiotics course might indication other means of treatment.
A study published in the Irish Medical Journal found that text messages significantly reduced non-attendance for appointments at an outpatient urology clinic in Dublin, Ireland. The study tracked missed appointments during a two year period before the introduction of text message appointment reminders and compared them to two years of data gathered while text message appointment reminders were used.
“The non-attendance rate in the two years prior to text message reminders was 17.6 percent (4,544 patients). Following the introduction of text message reminders, the overall non-attendance rate declined to 12.4 percent (3,423 patients), a reduction of 29.5 percent. The greatest improvement, a reduction in non-attendance rate of 63 percent, was seen in patients between 16 and 30 [years old].”
Psychologists at the University of California-Berkeley found that text messages help people feel more connected and cared for and help life a person’s mood when they send or receive an SMS. UC Berkeley professor Adrian Aguilera led the study, which was published in the journal, Professional Psychology: Research and Practice.
Aguilera told the UK’s Telegraph that the study originated back in 2010 when he began using text messages with patients who had depression. He sent them texts that prompted them to think about their moods and reply to positive and negative daily interactions. Aguilera said that the research provides new insights into the need for regular contact and check-ins from mental health professionals.
An article in the Wall Street Journal this week discussed how text messages between physicians and patients can help enable a more collaborative partnership. The report focuses on a new project, called the Collaborative Chronic Care Network, that currently includes participation from 6,800 patients and 33 healthcare centers.
According to the WSJ, “one of the participants is Emily Brandt, a 20-year-old student at the University of Michigan with ulcerative colitis. As part of one pilot, she gets four text messages every day asking her different questions, including whether she took her medicine and how many times she woke up in the middle of the night. Her doctor, [Dr. Jeremy Adler, a pediatric gastroenterologist], gets the results in graph form, which he and Ms. Brandt analyze together every two weeks.”
Since Dr. Adler can now see trends based on Emily’s tracking, they have been able to test out whether intravenous injections of a medication should be given more frequently or whether an improvement in symptoms during an unrelated antibiotics course might indication other means of treatment.
A study published in the Irish Medical Journal found that text messages significantly reduced non-attendance for appointments at an outpatient urology clinic in Dublin, Ireland. The study tracked missed appointments during a two year period before the introduction of text message appointment reminders and compared them to two years of data gathered while text message appointment reminders were used.
“The non-attendance rate in the two years prior to text message reminders was 17.6 percent (4,544 patients). Following the introduction of text message reminders, the overall non-attendance rate declined to 12.4 percent (3,423 patients), a reduction of 29.5 percent. The greatest improvement, a reduction in non-attendance rate of 63 percent, was seen in patients between 16 and 30 [years old].”
SMS Campaigns More Effective Than Email Marketing (Mobile Marketing)
Imagine that you have limited time promotion for your target group, would you still be using email marketing to inform them? Sitting and finger crossing those emails will be read on time before it's too late and have not gone into the junk mail?
Why would you choose SMS campaigns over email marketing for your business? If you are more familiar with email marketing, it can be tempting to stick with something you know.
The issue with trying to contact your customers by email is that so many companies have used this strategy that it can easily be associated with spam by your target market.
SMS marketing and SMS advertising are an excellent way to engage consumers, especially if you are using highly targeted content in your messages. They are more likely to be opened wby the recipient than an email from an email address that he or she does not recognize. If you can’t get a good percentage of your customers to open your messages, you will not be able to get them to take the next step, which may be to view a special promotion, use a mobile coupon, or visit your brick and mortar location.
Since SMS mobile marketing messages are delivered instantly, they create a sense of urgency for the recipient. This is a great vehicle to deliver a limited time offer to your customer base and encourage your customers to make a decision quickly.
When you decide to use SMS campaigns for your business, make sure that you are tracking your results. Users can opt in to receive messages, which allow you to personalize the content and measure which campaigns are giving you the best return on investment.
Source: By Carrie Chitsey on 19th April 2012.
Why would you choose SMS campaigns over email marketing for your business? If you are more familiar with email marketing, it can be tempting to stick with something you know.
The issue with trying to contact your customers by email is that so many companies have used this strategy that it can easily be associated with spam by your target market.
SMS marketing and SMS advertising are an excellent way to engage consumers, especially if you are using highly targeted content in your messages. They are more likely to be opened wby the recipient than an email from an email address that he or she does not recognize. If you can’t get a good percentage of your customers to open your messages, you will not be able to get them to take the next step, which may be to view a special promotion, use a mobile coupon, or visit your brick and mortar location.
Since SMS mobile marketing messages are delivered instantly, they create a sense of urgency for the recipient. This is a great vehicle to deliver a limited time offer to your customer base and encourage your customers to make a decision quickly.
When you decide to use SMS campaigns for your business, make sure that you are tracking your results. Users can opt in to receive messages, which allow you to personalize the content and measure which campaigns are giving you the best return on investment.
Source: By Carrie Chitsey on 19th April 2012.
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