Business Marketing Methods

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Business Marketing Methods: Videography, Mobile and Text Messaging Posts from 2011

Brand Videography, An Appeal to the Digital Native…………………………………...2 Web Browsers vs. Apps = Apples vs. Oranges…………………………………………..3 Reading Through a Peephole, Taking Your Desktop Webpage Mobile………………...5 Is Your Business Marketing on the Move? If Not, You Better Get Mobile…………….....6 Simple Mobile Marketing for the Holidays: Get Your Coupon On……………………...9 4 Current Test Messaging Campaigns Your Business Can Learn From………………..11

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FRIDAY, JULY 8TH, 2011 WRITTEN BY JEN J

Brand Videography, An Appeal To The Digital Native
In our quest to offer every conceivable service to our clients, we have on staff a stellar videography team, whom we interviewed for a blog last week (A Taste of LIME’s Video Talent). What I want to focus on in this blog, however, is why and how video can enhance your marketing strategy. After all, brands are now in competition for the upcoming generation’s business, and this generation hasn’t been nicknamed the Digital Natives for nothing! Here are seven reasons why your company will bene t from posting a video on your website. Video will: 1. 2. 3. 4. 5. 6. 7. Put a face to your company Create a brand channel Provide a great platform to demonstrate products Establish your expertise Set the tone for your brand Tell a story—your story Boost SEO and allow measurements of effectiveness through analytical tools

As written in The New York Times, “Online video is akin to what the Web page was a decade ago—something that can give early adopters an edge over competitors. (“Online Video Offers Low-Cost Marketing for Your Company”, www.nytimes.com, ¶3)” Video viewing by the numbers, as recorded by Cisco Systems (which forecasts Internet usage through it’s Visual Networking Index), will nearly double by 2015.† These numbers emphasize that video is essential for communication. The format your video takes should be inline with your company objectives and your marketing strategy objectives. While you can nd several tutorial blogs out there referencing the how-to’s to create your own videos or video blogs for you website, there is nothing quite like a professional creation. And we can offer you these particular tips:

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-Video posted on your website and properly tagged will boost your SEO; also post your video to a YouTube channel and Facebook—both will increase your inbound links. -Carefully consider your strategy; what exactly would you like the video to achieve? -While you want to stay within your budget, consider that hiring a professional will bring ideas to the table that may improve your product and credibility. - And pay attention to the video of the future as being created by branded videos now: interactive video. Interactive video ads leverage free publicity and, “audiences are more engaged to a piece of content when they are able to impact it…dictate it…or control it.”‡ A prime example of this is Perrier, which created an unlockable lm: the viewer can only watch to a certain point after which they must either share the lm through Facebook or other social channels to view more. While the subject matter of Perrier’s lm may not be to your tastes, you have to admit the interactive idea is spectacular. To summarize, check out the big brand video scene. View videos and/or lms by several sources with varied budgets and consider what sort of video might best communicate your brand’s story. Brainstorm some method of making your video interactive, whether it be that you will make videos in uenced by viewer’s questions, conduct live videoblogs during which viewers can email or text questions to you or maybe ask loyal fans to submit their own videos in a contest. Whatever the case, use the visual strength of videos to make your brand stand out in the jungle and attract the Digital Natives. Good luck!
†Information by the Cisco Systems found through the article “Online video watching to double by 2015, Cisco forecasts” by Salvador Rodriguez of the Los Angeles Times ‡”The Viral Future: What We Can Expect From Branded Video Advertising” in 2011 by Jeremy Scott, ¶3

THURSDAY, JULY 21ST, 2011 WRITTEN BY JEN J

Web Browsers vs. Apps = Apples vs. Oranges
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In the heated debate over the future of web browsers vs. mobile apps (or native apps, meaning software programmed speci cally for the mobile platform), only one thing seems clear: it’s like comparing apples to oranges (Jeffrey Gluek, sky re.com). Top uses of applications: ■ ■ ■ ■ Social networking Gaming Internet Radio Navigation

Top uses of web browsers: ■ ■ ■ Research Shopping Purchasing†

The older generations, as polled by the analytics companies Keynote Systems (for Adobe) and more recently Flurry, have concluded that today’s smartphone users prefer mobile web browsers to apps. The data they have gathered and presented has been analyzed and concluded to indicate that the future lies with mobile web browsers. Not so argues other contenders. Gluek nds the methodology Flurry uses to be “dubious” and believes, ”…both the web and apps are here to stay.” Ryan Kim of Gigaom also reports that “consumerbranded products” with lots of “performance and polish” (such as apps) are likely to hang around because as certain web platforms gain momentum, “it encourages more native application development” (gigaom.com). It is true that the millennials like apps; they are interactive, allow off-line access, can transfer large data les and allow a quality of experience that is unmatched by browsers. Parks and Associates also noted that the younger generation likes apps because they load faster than web browsers, are better designed than webpages for mobile access, and don’t require typing in a url. As Harry Wang, the director of mobile product research says: “The mobile experience is all about convenience and instantaneous access…The advantages of mobile apps could lead to a new content distribution environment for paid and ad-supported media services” (Parks Associates Research). So perhaps, in regard to web browsers vs. apps, we need to clarify the question. What exactly is your objective? What medium best communicates to your audience/users/ clientele? While mobile web browsers are very universal covering a range of topics and platforms, apps generally t into two different categories: 1. 2. Those meant to generate income Those meant for customer service, branding or marketing

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They are also platform speci c and more costly to produce. Comparatively, mobile web browsers are less costly to produce and may reach a larger audience, dependent, of course, on your audience demographics. So, once again, we are looking at two different media, apples and oranges, each with their own compelling characteristics. Whichever avor you choose, be sure it ts your objective and prepare the proper marketing strategy around it.
†Info compiled in studies by Flurry, Mobile Apps Put the Web in Their Rear-View Mirror and Keynote Systems for Adobe, in a press release via Mobile Users Prefer Browsers Over Apps eMarketer, Digital Intelligence.

THURSDAY, JULY 28TH, 2011 WRITTEN BY JEN J Reading Through A Peephole, Taking Your Desktop Webpage Mobile You’re a pretty cool company with a good web presence going on. The logo you use is becoming a familiar sight and people recognize you, associating you with your company and your brand. But then, one day, you are on your mobile and you want to check something on your site. You open up the page and pause for a moment in a double-take sort of way. You now realize a few things. Mobile devices have different screen sizes than desktops. To you designers and developers, this may seem obvious, but since smartphones are still relatively new and hot, not everyone has encountered this dilemma yet. Looking back at your mobile screen, you feel slightly embarrassed as you squint at a lot of hard work in a now miniature form. You pinch and zoom in on a few things. You clunkily attempt to navigate around the page to nd the link you want. You hit a different link by accident. Sigh. Your browser doesn’t have a back button. The frustration you are feeling is currently being shared by other mobile users, well, globally. Fortunately, there is more than one way of handling this dilemma and making your webpage readable through its mobile peephole. Based on your recent experience, think about the user or customer you envision coming to your website. Google classi es its mobile visitors into three categories:
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1. 2. 3. The Casual Surfer The Repeat Visitor The “Urgent Now!” Visitor†

I’m quite sure you can picture each of these visitors, one stumbling onto your site, the second actively seeking news updates and the third needing a service, directions or something else Right Now. Each of these visitors will also not be sitting at a desktop, so here are your rst major considerations: the mobile screen size and the physical location of your visitor/reason the visitor is viewing your site. Also, when reading on the web and especially in the mobile browser, users want accessibility, speed and content that is easily understood. Here’s how you deliver it: ■ ■ ■ ■ ■ ■ Aim for the linear and minimal Keep your logo prominent Incorporate buttons or large, clear text links that are easy to touch Put the most important information at the top (remember what your mobile visitors are looking for—make it easy to nd) Push less important info to secondary pages Lose the uff

AListApart writes that sophisticated mobile website designers now are focusing on typography, cleaner and simpler web pages with more attention to detail and site interactivity.‡ Interactivity is something you should spend a little time considering as well. An engaged user will likely appreciate your site more, recommend it and revisit it. Engagement strategies could be trendy things like slider galleries, a feature requiring the user to share your site socially before they can access more content, giveaways and even quizzes or small tasks to accomplish ending in some sort of reward, gamer-style. For inspiration, check out the Template Monster Blog, which lists an amazing inventory of the 2011 trends for mobile design. You can also easily explore and customize a Google template. Just remember, in your search for the best mobile webpage design, your main objective is to provide your user with what they want and need when they visit your site. Users are paying to visit, so make it worth their while and yours. †http://www.sitepoint.com/designing-for-mobile-web/ ‡http://mashable.com/2010/12/30/web-design-predictions/ google-site-veri cation: google9fe2a2c4491d6c09.html

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WEDNESDAY, SEPTEMBER 28TH, 2011 WRITTEN BY JEN J

Is Your Business Marketing on the Move? If Not, You Better Get Mobile.
Mobile Marketing, the Pros and Cons As members of today’s global culture, we would feel amiss if we did not have our mobile phones with us all the time. Mobile devices are so prominent in our society that even our junior high students expect ready access to a mobile phone—preferably a smartphone. Global brands are capitalizing on this direct access to individual consumers. So what are the pros and cons for you, as a business owner, when it comes to using mobile marketing as part of your overall marketing strategy? The Pros ■ Mobile use is on the rise. Mary Meeker of Morgan Stanley predicted in December of 2010 that the mobile internet would overtake xed internet—and in the Wi-Fi sector it has. How much longer will it take before mobile devices completely overtake PC use? Considering that the number of smartphone sales surpassed PC sales at the beginning of this year, it won’t be long. In the last 16 months one billion mobile connections were added, a growth that can be credited in large part to the demand for mobile in Asia, Africa, Brazil and China (Gigaom.com). Many mobile users are also mobile-only users (Mobithinking.com). ■ Mobile marketing is highly targeted. Using a mobile marketing technique to connect with your consumers or audience guarantees a connection with your target audience. Mobile ad consumers choose to receive your ads making mobile marketing an opt-in marketing channel. You are communicating directly with your target market because they have expressed interest in your product or service in order to receive your ads. ■
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Mobile marketing has higher conversion rates.
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Because mobile engagement rates are high—far higher than those of television advertising, email or internet display—mobile ad conversion rates are also high. Within three minutes of delivery, 90 percent of all text messages are read, whereas it takes 90 minutes for the average person to respond to an email. Also, 99 percent of all text messages are read by the recipient, and these text messages can be used to drive traf c via links to rich media, video or other marketing media.† ■ Mobile outperforms other media. The following statistics are taken directly from the 60secondmarketer.com’s compilation: 1. 2. 3. Mobile coupons receive 10x higher redemption rates than print coupons (Borrell Associates). Mobile ads perform 2 to 3 times better than online ads in key metrics, such as brand favorability, awareness, and purchase intent (Insight Express). 70% of mobile searches lead to action within 1 hour, as opposed to online searches, 70% of which lead to action within one month (Microsoft).

It’s safe to say from these stats that mobile advertising could hugely affect your marketing strategy. The Cons ■ Mobile websites and apps continue to face off. Both mobile websites and apps are used by consumers, and consumers report equal satisfaction with each. However, most shopping is done via mobile web, and apps are used by consumers for gaming, accessing social media, maps and music. The division between the two can be visualized in the divide between Google, on the forefront of mobile web and search, and Apple, the app-makers. Will one mobile platform win? That remains to be seen. (You can see a more in depth look at this in a previous post: Web Browsers vs Apps = Apples vs Oranges.) ■ Mobile ad creators don’t have the time or the skills. Because of the fragmentation between mobile websites and apps, many marketing professionals do not have all the time or the skills at their disposal to create speci c marketing ads for this variety of mobile platforms. The options left are outsourcing or hiring individuals in-house to tackle this problem, both of which require considerable additional work. ■ Mobile ad units are inconsistent in platforms and sizes.

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The variety of mobile phones and devices means that there is also no consistent ad unit for use in mobile marketing. The Mobile Marketing Association (MMA), a global non-pro t trade association, monitors the development of the mobile market and has established a universal ad package, but you should consider carefully who your target market is and what devices they use before extending your mobile marketing ads across a variety of platforms. In analyzing these pros and cons, its clear that mobile marketing hasn’t remotely hit its stride. The next two years will be crucial to the future of this medium in the overall realm of marketing strategy. Even if you choose to remain mostly on the sidelines, not using any mobile marketing techniques, my advice? At least keep track of campaigns that use techniques similar to those you might employ yourself. Of course, considering the ease of an SMS campaign, how could you not want to experiment with a few limited mobile marketing initiatives? Mobile marketing is real-time marketing: direct, timely, and targeted. And it’s on the rise.
†Top 5 Mobile Advertising Trends to Watch, mashable.com

MONDAY, OCTOBER 17TH, 2011 WRITTEN BY JEN J

Simple Mobile Marketing for the Holidays: Get Your Coupon On!
The holiday sales are on every marketer’s radar. Each year seems like a bigger circus than the last, only now you have to take into account the increase of mobile platform use in holiday shopping. The simplest way to leverage the mobile craze is to start planning a holiday promotion campaign around mobile coupons. A study done by the Nielson Wire, commissioned by Google, speci cally talks about the effect mobile marketing can have: “While research shows that TV remains the strongest driver of awareness, the study demonstrates that the addition of online and mobile campaigns returns the highest overall brand impact.”† Imagine having this kind of brand impact with your customers. Even larger brands with a huge awareness, like Target, have already been experimenting with the mobile couponing method. Currently they offer text
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alerts about sales and twice-a-month coupons that can be redeemed from your mobile device screen at the register. If you still aren’t quite sure about the in uence of mobile coupons, here are a few more reasons as to why you should consider it, if not for the holidays, at least in the next year: ■ ■ ■ ■ Nearly 75 percent of consumers remember an ad when it is viewed on a mobile platform (Nielsonwire). One in 10 mobile users redeem coupons currently—a far higher redemption rate than for printed coupons (eMarketer). Twenty million adults will redeem a mobile coupon this year via SMS, apps and mobile web browsers (eMarketer). Mobile coupon usage will nearly double by 2013 (eMarketer).

These statistics tell us a few key things: mobile users are more engaged when receiving mobile coupons and ads, and ads are more effective when delivered via mobile phone. The customer experience can also be more positive through mobile marketing as they are an optin marketing channel where the customer can choose to receive the alerts. And, interest in mobile couponing is increasing, making it a good medium to be aware of for future campaigns. So, what are the methods you could use to implement mobile couponing for your customers or clientele? Here are two good options for starting your campaign: 1. Craft your own mobile coupon campaign through an SMS (texting) channel. This method does require you to begin collecting a database of phone numbers; however, you can also set up text-only numbers for interested individuals to request more information or special deal offers about your product/service, allowing you to build a database of customers genuinely interested in your product. An SMS campaign is also the most simple of all the mobile marketing campaigns because it uses a straightforward text messaging channel requiring no ad-image creations, just coupon codes and/or links to a coupon. 2. Build coupons or an SMS campaign through a mobile marketingplatform site. There are quite a few mobile coupon sites, such asmobilecoupons.com or mobilestorm.com that allow you to experiment with advertising by mobile coupons through an established platform. Mobilestorm.com even offers you metrics on any variety of data so you can analyze the success of your campaign. For example, if your consumer demographics show that the majority of your customers are between 18 and 34, a smartphone coupon or in-app coupon may be the way to go. If your clientele is upwards of 34 or are less inclined to use smartphones, you may have better luck with an SMS campaign. Either way, the tracking techniques offered through these mobile marketing platforms will collect data for you about which campaign is more successful.
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The time to begin experimenting with this real-time method of marketing is now, especially since the use and impact of mobile devices continues to rise. Don’t fall behind the curve. Consider the effect a mobile marketing channel could have on your overall marketing campaign now—just in time for the holidays. For more information on mobile marketing channels, see our previous post Is Your Business on the Move? If Not You Better Get Mobile.
† http://blog.nielsen.com/nielsenwire/online_mobile/nearly-75-of-consumers-remember-an-adwhen-viewed-across-media-platforms/

THURSDAY, NOVEMBER 3RD, 2011 WRITTEN BY JEN J

4 Current Text Messaging Campaigns Your Business Can Learn From
How many trending text (SMS) marketing campaigns have you heard of lately? Hardly any have been mentioned in highly visible advertising news, but texting is such a vital part of our culture, not to mention a direct line of in uence to a large audience, that marketers should not forget about this method of mobile marketing. Who Uses Text Messaging Campaigns? Text messaging campaigns are used consistently by entities like these: ■ ■ ■ Large product companies Coca-Cola, Pepsi, Dell, MillerCoors Service industry businesses Southwest Airlines, RedBox, Pei Wei restaurant, Schwan’s online grocery Small franchises and local businesses Iceberg, DF Dance Studio, Dr. Jerry F. Maymi & Associates Family & Cosmetic Dentistry†

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From this list it’s clear that any size business can use SMS to communicate with its consumers. What Are The Most Recent Text Messaging Campaigns? 1. In February Pei Wei restaurants introduced a new entree Caramel Chicken with in-store signs and online promotions inviting guests to join the restaurant’s email list via text, web and on social media sites. Opt-in customers could receive a buy-one, get-one free coupon. The results included nearly 20,000 new email subscribers in two weeks—the SMS campaign accounted for nearly a third of all new email registrations. Fact: 95 percent of SMS messages are opened or read as opposed to an average of 20 percent of email messages.‡ 2. During this last spring, Redbox and Signal had a “10 Days of Deals” campaign where consumers were offered anywhere from 10 cents to $1.50 off movie rentals when they texted DEALS to a shortcode. The campaign pulled in 1.5 million texts in 10 days and added 200,000 unique subscribers to the Redbox text club. The coupon redemption rate was nearly 20 percent. Fact: redemption rates of text-delivered coupons average 20–70 percent whereas redemption rates for print, direct mail and email fall between 1.5–10 percent. 3. Pepsi ran a September/October campaign promoting The X Factor. Participants could text pictures of any Pepsi product branded with The X Factor to a shortcode for a chance to win prizes. ”By using SMS and email, Pepsi is able to build up its database to better target campaigns and products to consumers.”Fact: more people use SMS than have access to a QR code reader.§ 4. Coca-Cola is about to launch the ‘Arctic Home’ campaign to help aid arctic preservation with donations to the World Wildlife Fund (WWF). Because the polar bear has been a Coca-Cola icon since 1922, they feel strongly about helping preserve it. The company will be changing their branding by releasing white cans this holiday season, something they have never done before. With each text from purchasers to a shortcode, they can donate $1 to WWF that will be matched by Coca-Cola. Fact: The Red Cross raised ve million dollars for Haiti in part using an SMS campaign, becoming a top viral funding initiative. How Can Small Business Marketers Use Text Message Marketing? Small business marketers can use text messaging campaigns in a wide variety of ways to augment their other marketing efforts. Like Southwest Airlines and Dr. Jerry F. Maymi and Associates Family & Cosmetic Dentistry, they could con rm important information about their services, such as ight and appointment information, directly with the consumer. Like Pei Wei and Iceberg restaurants and Redbox, they can offer promotional coupons for a speci c period of time to introduce new products, services, locations.

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Like Schwan’s online grocery and food delivery service, they can advise a customer when they are 30 minutes away from making the delivery. Like Coca-Cola, they can pair with a social cause to raise money for a community need. All businesses can bene t from using a text message marketing campaign whether it be promoting their businesses directly to consumers or collecting information about their audience. Fact: SMS can offer an exclusivity and highly-participated in marketing channel for businesses of any size and in any industry. For more information on mobile marketing see our recent post: Is Your Business Marketing on the Move? If Not, You Better Get Mobile.
† Businesses local to the Utah area ‡ Facts collected from the recently released Pew Research study Americans and Text Messaging http://www.slideshare.net/InSitesConsulting/americans-and-text-messaging-pew-research-center § http://www.mobilemarketer.com/cms/news/database-crm/11000.html

For more information about developing an app for your company, contact LIME Marketing, Utah’s Premiere App Design and Development company.

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