4 Can’t-Miss Mobile Marketing Best Practices

Mobile marketing has finally come of age.

More consumers than ever are now making purchases using their mobile devices. CIO reports that 28 percent of sales are now conducted on mobile devices, primarily smartphones.

Last year, sales using smartphones increased by 87 percent year-over-year with sales via tablets growing by 52 percent. Clearly, mobile marketing is the way of the future. And yet, many brands haven’t developed fully mature mobile marketing strategies.

For many brands, mobile marketing remains somewhat vague and difficult to contain in the same way as traditional marketing. Here are a few best practices to help your business launch an exciting, innovative and successful mobile marketing campaign. 

Related: Basic Yet Critical Mobile Marketing Tips

1. Right-sized content

When it comes to mobile content, it’s important to be concise. Of course, you should still create quality content, but be quick to get to the point. Remember that your target consumers are likely working from a small screen and may even be away from home or the office. As a result, they don’t have a lot of space or even time for reading lengthy content.

This can be a challenge for mobile marketers, but it’s imperative to create content that is both compelling yet brief.

2. Local search

Local searches commonly occur via mobile devices. More and more, users are taking advantage of mobile devices when searching locally. In order to take advantage of the increased use of mobile devices for local searches, be sure to submit your mobile website to Google My Business.

Additionally, you should ensure that the physical address of your business along with your contact information and hours of operation are visibly listed on your website. Visitors shouldn’t have to search to find your address or phone number.

Related: If You’re Not Marketing on Bing You’re Missing 30% of U.S. Searchers

3. Location-based sites

As an increasing number of people opt to access social sites via mobile devices, it’s vital that your brand takes advantage of the opportunity to connect with your targeted customers through available location-based services such as Yelp and Foursquare.

Such location-based services are ideal for businesses such as retailer operations and restaurants.

4. Geo-targeting

Geo-targeting through the use of location-based services is a great way for brands to direct their marketing messages to their targeted customers who may be in the local vicinity. With this type of platform, it’s possible to run promotions to encourage customers to check in with your business through the use of digital discounts and coupons.

Related: The 4 Smartest Moves for Your Mobile Marketing Dollars In 2015

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IAB Study: Mobile Marketers Are Gung-Ho About Programmatic, But Few Are Using It

Programmatic is still a small industry in mobile. Getty Images

Despite the massive shift toward programmatic buying for online ads over the past few years, only a small group of mobile marketers are using the media-buying tactic, according to a new study from the Interactive Advertising Bureau.

The IAB is releasing its 2015 “Marketer Perceptions of Mobile Advertising” report today, which was conducted by Ovum and is based off answers from 200 marketing executives. This is the third year the IAB has published the report, but it’s the first year respondents were asked specifically about programmatic buying.

Seventy-six percent of marketers polled cited mobile programmatic buying as important, and 41 percent said the tactic would help them reach a specific audience. That number is significantly higher than the 27 percent of marketers who have actually bought mobile ads programmatically.

As for respondents who buy programmatic ads aimed at smartphones, 18 percent buy them from private exchanges, 17 percent use open exchanges and some use both.

“It was a little bit of a surprise to us, given the enthusiasm for buying mobile programmatically, that relatively few marketers are actually doing it today,” said Joe Laszlo, senior director of the IAB Mobile Marketing Center of Excellence.

According to Laszlo, one of the main reasons mobile marketers aren’t pouring money into programmatic is because there aren’t many automated ad formats available. For the past year, banner ads have dominated the mobile programmatic space, and those aren’t particularly appealing to creative marketers. Instead, Laszlo said marketers need more options for buying rich media and video ads automatically.

The IAB reports that 9 percent of marketers have increased their mobile budgets more than 50 percent over the past two years, underscoring the need for more sophisticated mobile-ad-buying options. And 65 percent of marketers are spending more on mobile now than in 2012.

One-third of the marketers beefing up their mobile budgets pulled the money from other mediums. Print is the No. 1 area where advertisers are cutting their spending, with 58 percent of respondents scaling back. Meanwhile, 31 percent of marketers reallocated TV and digital money to mobile. Twenty percent said they cut into outdoor ad budgets, and 18 percent took the money from radio advertising.

Which connected device will win?
The report also looked at the so-called Internet of Things, and which devices marketers believe have the most potential.

Seventy-three percent of marketers were intrigued by connected TVs, while connected cars piqued 69 percent of participants’ interest. Wearables interested 66 percent of marketers.

One reason marketers are most intrigued by connected TVs is they’re readily available from well-known names like Samsung and LG, as opposed to burgeoning Internet-driven cars or smartwatches.

But the interest also comes from television’s roots as an effective medium for traditional advertising.

“It’s an ad medium that [marketers] intuitively get if they’ve been spending on television,” Laszlo said. “Right now there’s more question marks around cars and wearables than there are around connected TVs.”

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AppLift Triples Revenue, Expands With Three New Offices Across APAC Region

BERLIN, GERMANY and SAN FRANCISCO, CA and SEOUL, SOUTH KOREA–(Marketwired – Mar 31, 2015) – AppLift, a leading mobile app marketing platform, today announced its expansion across the Asia Pacific region with the opening of three new offices in Beijing, Tokyo, and Delhi respectively. The additional offices follow the recent announcement of AppLift’s acquisition of appiris, a performance marketing platform focused on non-gaming apps. This move further strengthens AppLift’s presence in APAC two years after opening its first office in Seoul, which is now more than 10 people-strong. The company also revealed that its revenue in the region increased threefold year-over-year.

“AppLift has been instrumental in helping establish our brand and generate loyal users across the Asian markets as well as in Western countries,” said Leo Zhang, Marketing Director of mobile games publisher Tap4Fun. “We are happy to have them on the ground here in China and look forward to further developing our partnership.”

The Asia Pacific region already totals more than half of the world’s smartphone users, with China leading the pack. According to eMarketer, mobile ad spend in the APAC region is forecast to increase by 62.1 percent in 2015, with China expected to grow by 100 percent, and India by 80 percent. Additionally, South Korea, China, Japan, and India should together make up three-fourths of the total spend. By having a physical presence in all of these countries, AppLift is poised to expand its reach, help advertisers navigate market complexities, and ultimately leverage growth.

“Since we launched our first Asian office in May 2013, we have witnessed the tremendous growth of the APAC region, and over the last two years we managed to benefit from this opportunity substantially,” said Stephen Chung, AppLift’s Managing Director for APAC. “Having a strong client base in China, Japan, and India already, it was only natural to open physical offices there in order to better service our existing partners and establish new partnerships.”

In other news, AppLift announced the hire of Ben Weinstock as VP Publisher Growth. Weinstock has more than 10 years of experience in the ad tech and mobile industry, and he was previously VP Publisher Relations at Tel Aviv-based supply-side platform Inneractive, where he managed teams across three time zones to support global operations and strategy. Ben is a certified lawyer and holds an MBA in Global Management from the Interdisciplinary Center Herzliya in Israel.

“Expanding to new markets to scale our global business relationships brings its challenges,” said Tim Koschella, CEO and Co-Founder of AppLift. “Ben has extensive experience in managing and growing sustainable relations with supply partners across the industry and will be a strong addition to our team. With him on board, we are assured to offer the best and widest array of quality traffic sources to our app advertisers, in APAC and in all other regions.”

About AppLift
AppLift is a comprehensive mobile app marketing platform that empowers mobile app publishers to acquire and re-engage quality users at scale. The platform resides on its proprietary LTV optimization technology, which enables ROI maximized user acquisition on a performance basis. AppLift’s programmatic media buying platform DataLift provides a wide reach by accessing all automated supply sources in the market. Its data-fueled machine learning algorithm leverages historical campaign data to determine which combinations of targeting parameters perform best in order to enable smart media buying decisions. AppLift works with 500+ leading global advertisers across all verticals, such as match.com, King, Zynga, OLX, Glu Mobile, Myntra, Paltalk and Tap4Fun.

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Mobile payment statistics

1

Mobile payments rising — especially for purchases

The number of Americans using mobile payments is thought to be increasing daily. In an online survey conducted by Walker Sands Communications in November and December 2014, and released in 2015, 40 percent of consumers polled said they had used a mobile payment application in the past year, up from 8 percent a year earlier.2

What exactly are mobile payments, though? The term encompasses different activities and technologies, some of them more popular than others. You may use your phone to pay a bill, make a charitable donation, pay an individual, buy something online or make an in-store purchase. To pay, you may access a website on your mobile device, send a text message or use an app. Among apps there are retailer-specific apps and more general wallet apps such as Google Wallet and Apple Pay that are designed to be used at a number of different merchants.  

The Fed’s December 2013 survey of smartphone users found that 17 percent had made some kind of mobile payment that year, with the most common type of payment being an online purchase with a phone, followed by online bill pay.1

 

Source: Federal Reserve Consumers and Mobile Financial Services 2014 report

Aggregate sales data reinforce the idea that mobile e-commerce is a growing market. Revenues from mobile e-commerce rose from $2.2 billion in 2010 to $42.8 billion in 2013, according to Custora, a marketing analytics firm for retailers. That growth continued into 2014, with $12.2 billion in mobile shopping sales in the first quarter alone.3

The National Retail Federation says that in all of 2014, 12 percent of all online sales were made using a smartphone, up from 8 percent the year before. Tablets were used to make 16 percent of online sales in 2014, up from 13 percent the year before.4

 

FUN FACT:
9.8 percent of respondents to a 2014 online survey made purchases in the bathroom using tablet computers. Men outpaced women in bathroom-based buying, with 12.3 percent of men saying they pause to purchase while on the throne, compared to 8 percent of women.5

 

  Mobile point-of-sales purchases rising — slowly

In-store mobile purchasing has been much slower to take off than online m-commerce. But there are signs of mobile life at the point of sale. An August 2014 survey by Accenture found that 41 percent of U.S. consumers had used their phone to pay at a merchant location. That’s up from 17 percent in 2012.6

Technology companies, retailers, banks and phone companies have all been creating solutions for mobile point-of-sale payments, and it’s not clear yet which approach will eventually win with consumers — if any. Among consumers who made a mobile payment at a merchant in 2013, 39 percent did so by scanning a bar code or QR code; 18 percent used a mobile app that doesn’t require scanning a code or tapping their device; and 14 percent tapped or waved their mobile phone at the register using a Near Field Communication (NFC) chip, according to the Fed.1 

In its survey, Walker Sands found that, among respondents who had used mobile payments, nearly half had used Google Wallet, an app that requires a phone with an NFC chip to be used at an NFC-compatible in-store reader. Only 4 percent of the respondents had tried competing wallet Apple Pay, which was introduced to great fanfare in October 2014, just before the survey began. But 18 percent said Apple Pay’s launch made them more likely to use their phone to buy something in the future. Among iPhone users, that figure was 36 percent, but even 16 percent of Windows phone users and 8 percent of Android users said Apple Pay’s introduction made them more likely to pay with their phones.2

 

Source: Walker Sands’ 2015 Future of Retail Study

Starbucks, whose app allows customers to pay and earn rewards by scanning a bar code, has emerged as one of the greatest retailer success stories so far for mobile payments. According to a company announcement in the first quarter of 2015, 13 million customers use Starbucks’ mobile payment app and the number of mobile transactions in its stores is nearly 7 million each week.7 

No matter which technology is used for executing a mobile payment, traditional payment instruments are still the favored way of funding mobile wallets or apps. Debit cards are the most popular, according to the Fed’s 2013 survey, followed by credit cards.1 

Source: Federal Reserve Consumers and Mobile Financial Services 2014 report     Mobile payment user demographics

Younger people are the most likely to use some sort of mobile payment. Consumers 18-29 years old account for only about 22 percent of all mobile phone users, but they make up 36 percent of mobile payment users.1

Source: Federal Reserve Consumers and Mobile Financial Services 2014 report

Likewise, the 2014 Accenture study found that 52 percent of millennials use their smartphone as a payment device, compared to only 16 percent of those 55 years or older.6

Source: Accenture 2014 North America Consumer Payments Survey     FUN FACT:
29 percent of American and Canadian consumers and 37 percent of millennials are willing to have their location tracked by merchants they trust.6

 

Members of the largest racial and ethnic minority groups in the U.S. are also disproportionately likely to use mobile payments.1

 

Source: Federal Reserve Consumers and Mobile Financial Services 2014 report

There is a gender divide among mobile payment users, too. Men are more likely than women to make purchases using mobile devices. In 2013, 22.2 percent of men made purchases on a smartphone, compared with 18.2 percent of women. Similarly, 20.4 percent of men made purchases using a tablet, compared with 16.9 percent of women.9

International use of mobile payments

Despite the growing use of mobile payments, the United States still lags behind some other countries in adopting mobile payments, especially in stores.10

Source: GfK FutureBuy 2014

 

Source: GfK FutureBuy 2014

Yet U.S. consumers are using their phones for other shopping-related activities, even if they’re not using them to pay.

  • 44 percent of smartphone owners have used their phone to comparison shop and 31 percent have scanned a product’s bar code to find the lowest price.
  • 68 percent of consumers who used their phones to comparison shop in a store have purchased the item someplace else as a result of what they found.
  • 69 percent of mobile banking users have checked their bank account before making a big purchase, with half of them deciding not to complete the transaction as a result.1

Changing attitudes about mobile payments

Awareness of mobile payments in the United States increased from 73 percent in 2012 to 84 percent in 2014, while the use of smartphones as a mobile payments device rose by 24 percent.6

But there are still many consumers who do not understand the nuts and bolts of mobile technology. Of the 87 percent of consumers who regularly used a smartphone in 2014, 41 percent of them did not think their phone was equipped with mobile payments technology.6

Many people say they are not interested in using mobile payments, either. A March 2015 survey by CreditCards.com found that 43 percent of respondents said they “never would” pay for items by smartphone and another 21 percent said they “hardly ever” would. Eleven percent said they would use their smartphones to make purchases “most of the time” and 6 percent would “always” use their smartphones as a mode of payment. The numbers are similar to those revealed in a September 2014 survey.11 

Source: CreditCards.com polls fielded Sept. 4-7, 2014, and March 5-8, 2015, by Princeton Survey Research Associates International

Other findings from the CreditCards.com survey:

  • 52 percent of respondents 65 years old and older said they would never pay by smartphone, down from 64 percent in 2014.
  • The percentage of nonwhite poll respondents who said they’d pay by phone always or most of the time jumped from 14 percent in 2014 to 24 percent in 2015.
  • Women’s enthusiasm for mobile payments waned, with just 11 percent saying they’d pay by phone always or most of the time, down from 16 percent six months earlier.
  • The percentage of millennials saying they’d never or hardly ever use mobile payments jumped from 48 percent to 58 percent.11

Some consumers shun mobile payments because they would prefer to shop online using their desktop computers. Forty-three percent said in 2014 that they couldn’t see a clear or large enough image of the product when shopping via a mobile device, while another 31 percent said it was too difficult on a mobile phone to compare products.12

Other consumers didn’t see a reason for using mobile payments, thought other methods were easier to use or distrusted security or the technology.1

 

Source: Federal Reserve Consumers and Mobile Financial Services 2014 report

Security concerns were also echoed in a January 2013 study by market research firm Chadwick Martin Bailey, which found that 79 percent of consumers would be more likely to make mobile payments if they were guaranteed 100 percent protection against fraud and theft.13

However, young people are less concerned about the security of mobile payments, with 48 percent of Generation Z (born after 1989) and 33 percent of Generation Y (born between 1980 and 1989) feeling confident that their mobile payments are 100 percent secure. That compares to only 19 percent of Gen X and baby boomers feeling such confidence.10

Unfortunately, such concerns aren’t unfounded. More than one-fifth of all fraudulent transactions took place via the mobile channel in 2014.14

Even putting security concerns aside, many Americans just don’t want to pay with their phones. In the Fed’s 2014 survey, mobile payment holdouts were asked which mobile payment activities they’d be interested in using if all their technology concerns were addressed. Sixty-two percent said they still would not be interested in using mobile payments. Among the others, coupons were of the highest interest.1

 

Source: Federal Reserve Consumers and Mobile Financial Services 2014 report
Satisfying current users

Among current mobile payment users, a number of features could be added to entice them to use mobile payments more.6

Source: Accenture 2014 North America Consumer Payments Survey

Some mobile payments converts could even be persuaded to pay more for certain services. Thirty-eight percent of American and Canadian mobile payments users said they would pay to be able to scan products with a smartphone and have them placed into an electronic basket with all coupons and loyalty rewards applied. Thirty-four percent said they would be willing to pay to use biometric authentication such as a fingerprint or retina scan to complete a transaction.6

While mobile payments are a long way from the status quo, statistics show that the youngest generations hold the key to widespread future adoption.

Sources

  • Consumers and Mobile Financial Services 2014 – report by the Board of Governors of the Federal Reserve System
  • Walker Sands’ 2015 Future of Retail Study
  • Mobile E-Commerce Hits All-Time High – Custora blog July 8, 2014
  • National Retail Federation news release Feb. 6, 2015
  • The Roles of Gender, Geography and Age in Mobile Commerce — 2013 survey by SeeWhy
  • Accenture 2014 North America Consumer Payments Survey
  • Starbucks Q1 2015 earnings call, as reported by PMTS, Jan. 23, 2015
  • TSYS 2014 Consumer Payments Study
  • Online survey by SeeWhy, 2013
  • GfK FutureBuy 2014
  • Poll: Public lukewarm about paying by cellphone
  • 2014 UPS Pulse of the Online Shopper
  • News release from Chadwick Martin Bailey, April 1, 2013
  • LexisNexis news release on True Cost of Fraud Mobile study, Jan. 26, 2015
  • See related: Credit score statistics, Credit card debt statistics, Credit card ownership statistics

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    Shelley’s Instant Attraction Generator

    Shelley's Instant Attraction GeneratorClick Image To Visit SiteThe video on this page shows you exactly how a short, broke, bed-wetting waiter, with no car, a beer belly, and bad breath used this simple attraction secret to date a young, wealthy, beautiful woman… While other men with looks, cars, and money tried and failed miserably.

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    T-Mobile Revamps Its Coverage Maps, Now Relies On Real-Time Customer …

    So here’s a fun fact: when you look at a carrier’s coverage map, you’re actually seeing its best guess as to where coverage is strong/weak/dead/etc. It’s basically a theoretical map – it’s where they should have coverage (but no promises are being made).

    2015-03-30_09h50_41

    T-Mobile, once again priding itself on being “uncarrier,” is changing the way it does its coverage maps, and it actually makes a lot of sense. Instead of just using guesswork to let customers see their coverage area, it’s crowdsourcing using real-time customer data. This way, you’ll get a real idea of what to expect in terms of service limitations.

    According to Team Pink, here’s what the new coverage maps bring to the table:

    • Customer-verified coverage based on actual customer usage, resulting in a vastly more transparent and accurate map, showing, for example, exactly where you can expect 4G LTE, 4G, 3G or other levels of coverage.
    • A Verified Coverage icon indicating where the majority of data is provided by T-Mobile customers reporting their actual network experience, providing an added layer of confidence.
    • Data that’s updated twice monthly − compared to data presented on the carriers’ maps, which is already dated by the time it’s printed and published and may be months or even years old.
    • Speed test data from trusted third party apps showing average download speeds from customer speed tests over the last 90 days.

    This really seems like a smarter way to gather coverage information, so hats off to T-Mobile for going the extra mile in the name of accuracy. To check out the new maps for yourself, head over to T-Mo’s site and hit “coverage.”

    T-Mobile Newsroom

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    T-Mobile Emerges a Wireless Auction Winner

    Maybe T-Mobile USA Inc. was a big winner in the recently completed government wireless auction after all—with ATT Inc. picking up the bill.

    The record $45 billion in bids pushed up the market value of “mid-band” spectrum, a category that includes the airwaves ATT turned over to rival T-Mobile in 2012 as part of the breakup fee for their failed merger.

    The breakup fee was one of the costliest ever. ATT took a $4…

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    Mobile Heartbeat to Demonstrate MH-CURE at HIMSS15

    WALTHAM, Mass.–(BUSINESS WIRE)–

    Mobile Heartbeat, a leading provider of smartphone applications for improving clinical workflow and team communications, today announced it will be exhibiting at HIMSS15, the Healthcare Information and Management Systems Society (HIMSS) annual conference and exhibition taking place April 12-16, 2015, at McCormick Place in Chicago, IL. The company will be in Booth #6023, demonstrating MH-CURE (Clinical Urgent REsponse), its secure smartphone application enabling clinical communications, patient-specific workflow and a real-time clinical team directory connecting all members of a patient’s care team.

    Mobile Heartbeat will also be demonstrating its MH-CURE solution in kiosks in two partners’ booths — Cisco, Booth #2002, and Sprint, Booth #1242.

    HIMSS15 attendees can learn even more about MH-CURE by attending Yale New Haven Hospital’s session entitled, “Improving Clinical Communications Workflow via Smartphones,” taking place April 15 from 11:30 a.m. to 12:30 p.m. The speakers will be Allen Hsiao, MD, Associate Chief Medical Information Officer, and Ed Fisher, Vice President/CTO, at Yale New Haven Hospital. They will share their experience and success with implementing and using the MH-CURE smartphone application.

    MH-CURE provides patient care teams, including nurses, physicians and technicians, with secure, single smartphone access to all clinical communications, pertinent patient information and lab data. MH-CURE features secure, HIPAA-compliant texting; staff assignment and dynamic role capabilities; and a Camera Module for enabling care team members to take and view photos for documenting patient wounds, abuse cases, and patient valuables held in the hospital. With MH-CURE, care team members know who else is on the team for each patient and can view the availability and location of other team members at all times. MH-CURE enables efficient delivery of clinical data and communications to users on-site, off-site and at multiple locations to ensure timely patient care decisions and response. Care team members have the choice of using their own smartphone (BYOD) or sharing hospital-supplied devices.

    For more information on HIMSS15 and to register for the conference, visit: http://www.mobileheartbeat.com/news-events/events/.

    Resources

    Press Release – “Mobile Heartbeat and Yale New Haven Health System Sign Enterprise Agreement”

    Customer Case Study – Henry Mayo Newhall Hospital

    White Paper – “Key Considerations for Implementing Smartphone Technology in a Hospital Environment”

    Mobile Heartbeat CURE Overview Video

    About Mobile Heartbeat

    Mobile Heartbeat™ uses secure smartphones to improve clinical workflow and team communications, delivering better patient care at a lower cost. Mobile Heartbeat consolidates clinical communications, including alarms and notifications, pertinent patient information, lab data, texting, voice and photography. Based upon its Clinical Urgent REsponse (CURE) technology, Mobile Heartbeat provides a real-time clinical team directory that efficiently connects all members of a patient’s care team inside and outside the hospital as well as across multiple facilities. Eliminating the need for multiple devices, searching for caregivers and hunting for lab data, Mobile Heartbeat provides a highly efficient, patient-specific, clinical team collaboration solution. For more information, visit www.mobileheartbeat.com.

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