Is This The Future Of Mobile Marketing And Mobile Advertising?

Being the pop culture savant I am – as witnessed by my recent article 2014 Marketing Predictions With A Twist (click on the link, you’ll see what I mean) – when I first heard the term “deep linking” I immediately thought of the 1970s flick The Deep starring Robert Shaw and Nick Nolte. I then had visions of Star Trek: Deep Space Nine dancing in my head.

Of course neither of these have anything to do with “deep linking” – a subject which many have wondered aloud as to it possibly being the future of mobile marketing and mobile advertising.mobile-advertising

Over at Mashable Todd Wasserman wrote a piece back in October How Deep Links Could Revolutionize Mobile Advertising. And David Lee of URX referred to deep linking as The Past, Present and Future of Mobile Marketing. Continue reading

Advertisements

Relationship Marketing And Millennials

Ah Millennials, the much desired demographic of many marketers and advertisers the world over, for they are the future, as well as being the here and now. 
They are the digitized demographic, as some refer to them. At least I just did, anyway. While traditional marketing and advertising techniques have a place at the millennial table, it is the more digital-enhanced methods – i.e. mobile, that seems to play a larger role in capturing the attention of this group.

However one thing that marketers and advertisers need to be reminded of when it comes to Millennials is that they are people, too. I know, I know, shocking right?
Ok, sarcasm aside, the fact is that marketers and advertisers, while trying to outdo one another via the latest digital, multi-media platform, must never lose sight of the fact that Millennials want everyone else wants today: a relationship. With brands that is.
Surely they want other kinds of relationships but that’s for folks like Dr. Phil and those much more qualified than I.

Generation Stress
In fact, I will go you one deeper and tell you that Millennials want, crave and need a relationship perhaps more than any other generation.
Why?
One word: stress.
In an article for the Huffington Post back in February, Arianna Huffington referenced a study commissioned by the American Psychological Association which revealed that Millennials are the most stressed demographic. The reasons for their stress are many but the fact is this demographic scored the highest, or is it the lowest? on the stress meter.
Now surely I am not about to tell you that having a relationship with their favorite brand will be a magic stress-relieving elixir for the Millennial generation and in turn create lifelong loyalty with said brand. No, that would be foolish beyond all human comprehension.
But, what I will say is that any brand, advertiser, marketer, whatever that can create a relationship – and I mean a true honest-to-goodness relationship where Mr. and Mrs. Brand really understand a Millennial – well that can only be a good thing. It will surely resonate with this over-stressed crowd and maybe, just maybe, help sway them toward the brass ring: loyalty.
Experience The Relationship
Not too long ago I had the chance to speak with Nancy Smith, the CEO of Analytic Partners, a leading independently-held global marketing analytics firm.
She shared with me the results of a survey her company conducted. It was a national survey which revealed that 48% of people between the ages of 18-44 feel that any loyalty they feel toward brands in the future will be determined by the types of experiences brands create for them.
Now, I realize you may be thinking a few things after looking at the above chart:
“This is supposed to be about Millennials, yet it references those ages 18-44.”

I realize the age breakout is somewhat higher on the back end then what is traditionally considered a Millennial but to be honest I didn’t care all that much about that as the data still includes the Millennials, at least what many think of when they hear the term. And yes I understand that if we looked at ONLY Millennials the numbers may change but I don’t think all that much.
“This uses the word ‘experience’ not ‘relationship.’ Is it the same thing?”

Of course it is. In this context it absolutely is. Do you not experience different things in a given relationship? Of course you do. And it is those experiences that ultimately dictate what kind of relationship it is.
The One Constant
Back in May I attended Interact 2013, the conference hosted by my employer, Responsys. Held in San Francisco, it was a week-long event whose main theme can be summed up in one word: Relationships. Speaker after speaker – from the President of Marketing and Platform at  Responsys Scott Olrich, to Bert Jacobs  founder of The Life Is Good Company, to American hero  Chelsey “Sully” Sullenberger to musician Michael Franti – who performed at a private concert.
Each and every one spoke about relationships in one way, shape or form.
That’s the one constant marketers and advertisers need to remember and never lose sight of: ALL consumers, (and yes perhaps the Millennials more than others) need, want and quite frankly deserve a relationship with you. A two-way relationship with open lines of communication.
Where you address their needs.
Sources: Huffington PostAnalytic PartnersGoogle Images
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior creative content strategist at Responsys, a leading global provider of on-demand email and cross-channel marketing solutions, and a member of the Editorial Board for the Journal of Digital & Social Media Marketing. He can be reached via TwitterLinkedIn or Email

LinkedIn Lady Show Interview March 22, 2013

Last year I had the honor of being a guest on The LinkedIn Lady Show hosted by the brilliant Carol McManus. 

Carol is a is a self-described recovering corporate executive who left that world in 2007 to start her own business. She grew it quickly with a very limited marketing budget but through the creative and diligent use of social media.

Today, she is one of the most sought-after speakers and consultants for businesses and entrepreneurs who aspire to grow their business by using this digital medium as a way to stay in touch with and attract new clients.

On Friday, March 22, 2013 I was once again Carol’s guest and during the show we talked about Responsys – my employer who is a leading provider of email and cross-channel marketing.  Their services include email, mobile, social, the web and display. 

We also talked about some of my recent Forbes’ articles and the state of advertising, marketing and branding in general.

Enjoy!

LinkedIn Lady Show Interview March 22, 2013

Last year I had the honor of being a guest on The LinkedIn Lady Show hosted by the brilliant Carol McManus. 

Carol is a is a self-described recovering corporate executive who left that world in 2007 to start her own business. She grew it quickly with a very limited marketing budget but through the creative and diligent use of social media.

Today, she is one of the most sought-after speakers and consultants for businesses and entrepreneurs who aspire to grow their business by using this digital medium as a way to stay in touch with and attract new clients.

On Friday, March 22, 2013 I was once again Carol’s guest and during the show we talked about Responsys – my employer who is a leading provider of email and cross-channel marketing.  Their services include email, mobile, social, the web and display. 

We also talked about some of my recent Forbes’ articles and the state of advertising, marketing and branding in general.

Enjoy!

When It Comes to Mobile Marketing, Integration Is Key

As a long-standing proponent of marketing integration I can speak to the fact that many marketers still have difficulty in putting it into practical use, including many chief marketing officers which was the basis of my piece aptly titled The Eleven Letter Word That Continues To Elude All CMOs And Marketers.

Based on recent research it would appear many in the mobile marketing space would be wise to integrate their marketing messages, especially this holiday season and in particular across two specific mediums.

The research comes from Responsys, AKA the company I work for, and reveals some very interesting and intriguing findings and shows a clear correlation and opportunity for mobile marketing folks.mobile marketing
According to the research almost 40% of consumers who previously opted in to receiving promotional emails from a retail marketer are also interested in getting promotional messages from these same retailers via SMS or text messaging. 

The findings alone would be significant but when you factor in that this past Cyber Monday saw an increase of 96% in mobile sales year-over-year from 2011 according to IBM, plus mix in the the fact that the percentage of emails being read on a mobile device are growing steadily literally as we speak – you can see why in the press release announcing the findings were the words “…marketers will have a massive opportunity to drive online and in-store purchases this holiday season and beyond through smart cross-channel marketing.”

Making Spirits Bright
Michael Della Penna, Senior Vice President of Emerging Channels at Responsys – who recently shared his views on the Papa John’s saga What Mobile Marketers Can Learn From The Papa John’s Lawsuit – says retailers and marketers can have a ho, ho, ho happy holiday season if they take advantage of some good old fashioned multi-channel marketing.

“The holiday season is a great time for marketers to experiment with mobile as part of their integrated cross-channel marketing strategy given consumers are traveling, out shopping and on high alert for discounts and offers from their favorite retailers,” said Della Penna. “For example, offering information about an invite-only discount or a reminder that gift wrapped packages are ready for pick-up are effective ways to engage customers who have opted-in to receive mobile messages from your brand.”

As to what specific types of promotions consumers prefer to receive via text message:

  • 42% prefer location-based offers
  • 39% like general discounts, offers and deals
  • 37% want to hear about in-store sales and events
  • 32% are into gift guides and product recommendations

In terms of age breakdowns, 64% of younger adults (18-29) prefer to receive the location-based offers but not far behind were 30-39 year olds (50%) and 40-54 year olds (42%). All of this lends credence to the fact that the use of mobile smartphone technology is growing across many generations.

Source: Responsys

Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior content strategist at Responsys, a leading global provider of on-demand email and cross-channel marketing solutions.

When It Comes to Mobile Marketing, Integration Is Key

As a long-standing proponent of marketing integration I can speak to the fact that many marketers still have difficulty in putting it into practical use, including many chief marketing officers which was the basis of my piece aptly titled The Eleven Letter Word That Continues To Elude All CMOs And Marketers.

Based on recent research it would appear many in the mobile marketing space would be wise to integrate their marketing messages, especially this holiday season and in particular across two specific mediums.

The research comes from Responsys, AKA the company I work for, and reveals some very interesting and intriguing findings and shows a clear correlation and opportunity for mobile marketing folks.mobile marketing
According to the research almost 40% of consumers who previously opted in to receiving promotional emails from a retail marketer are also interested in getting promotional messages from these same retailers via SMS or text messaging. 

The findings alone would be significant but when you factor in that this past Cyber Monday saw an increase of 96% in mobile sales year-over-year from 2011 according to IBM, plus mix in the the fact that the percentage of emails being read on a mobile device are growing steadily literally as we speak – you can see why in the press release announcing the findings were the words “…marketers will have a massive opportunity to drive online and in-store purchases this holiday season and beyond through smart cross-channel marketing.”

Making Spirits Bright
Michael Della Penna, Senior Vice President of Emerging Channels at Responsys – who recently shared his views on the Papa John’s saga What Mobile Marketers Can Learn From The Papa John’s Lawsuit – says retailers and marketers can have a ho, ho, ho happy holiday season if they take advantage of some good old fashioned multi-channel marketing.

“The holiday season is a great time for marketers to experiment with mobile as part of their integrated cross-channel marketing strategy given consumers are traveling, out shopping and on high alert for discounts and offers from their favorite retailers,” said Della Penna. “For example, offering information about an invite-only discount or a reminder that gift wrapped packages are ready for pick-up are effective ways to engage customers who have opted-in to receive mobile messages from your brand.”

As to what specific types of promotions consumers prefer to receive via text message:

  • 42% prefer location-based offers
  • 39% like general discounts, offers and deals
  • 37% want to hear about in-store sales and events
  • 32% are into gift guides and product recommendations

In terms of age breakdowns, 64% of younger adults (18-29) prefer to receive the location-based offers but not far behind were 30-39 year olds (50%) and 40-54 year olds (42%). All of this lends credence to the fact that the use of mobile smartphone technology is growing across many generations.

Source: Responsys

Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior content strategist at Responsys, a leading global provider of on-demand email and cross-channel marketing solutions.

Mobile Marketing – The Elephant In The Room For Marketers

“A difficult situation that is very obvious but not discussed or addressed.”
That’s just one of I’m sure many definitions of the phrase “elephant in the room.” Frankly I don’t really care which definition you subscribe to. The fact of the matter is that mobile marketing – despite all it’s continued hype and promise has been severely under utilized by marketers of all shapes and sizes.
English: A female African Bush Elephant in Mik...
English: A female African Bush Elephant in Mikumi National Park, Tanzania Français : Femelle éléphant africaine au Parc national de Mikumi, Tanzanie (Photo credit: Wikipedia)
And the word “continued” is absolutely the operative word in the sentence above.

Recently, in a piece for Digiday, Brian Morrissey wrote of the Ad Industry Lies and at the top of his list was mobile:

“1. It’s the Year of Mobile (for the fourth year in a row)
Everyone talks about the power of mobile and how it will change advertising. But the truth is, no one has figured it out yet. Mobile advertising is like going back to the internet 1995, except on a much smaller screen.”
Did you catch the “fourth year in a row” reference?

Think about it. 

How many times have we all heard that this year is the year of mobile?
About a month ago I wrote a piece entitled Mobile Marketing Too Large For Brands To Ignore which featured a very telling quote from  Mark DonovancomScore SVP of mobile: ““With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment.
According to eMarketer:
  • Time spent using mobile devices for activities such as internet and app use, gaming, music and others has more than doubled in the past two years.
  • This year, the amount of time US consumers spent using mobile devices—excluding talk time—will grow 51.9% to an average 82 minutes per day, up from just 34 minutes in 2010
So we know consumers are more and more turning to their mobile phones to do well, pretty much everything but first and foremost they are using it to spend money, to buy your products, services and wares.
Then how do you explain that, according to the Chief Marketing Council, a mere 16% of companies have a mobile marketing strategy to establish and foster customer engagement which theoretically leads directly to more sales?
Or, also according to eMarketer, that less than 2% of all U.S. marketing spending, or just $2.6 billion, to go toward mobile advertising?
Is The Price Not Right?
As per a recent infographic the Wall Street Journal released “the cost and market for mobile ads remains relatively small compared to other outlets like television and the Web.”
I realize these are estimates and best-guesses and all that but the infograph clearly shows that mobile ads are the least expensive medium for advertising at just $2.85 which is half the price of ads on the internet and ten times cheaper than those on tv.
And by no means am I stating that all marketers should suddenly shift all ad dollars into mobile. Of course not.
Anyone who knows me knows I am a huge proponent for creating an integrated marketing strategy.
The point is that marketers can obviously see the massive shift into mobile marketing and mobile advertising. 
There is most assuredly a tremendous opportunity to set yourself apart from your competition by taking full advantage of the fact that more and more consumers are going mobile. And isn’t that Marketing 101? Be where your customers are. Get your message in front of the right people at the right time on the right platforms?
Sounds easy when I put it that way.
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior content strategist at Responsys, a leading global provider  of on-demand emaion-demand email and cross-channel marketing solutions.