Mobile apps have unlocked hidden potential for marketing through mobile automation. When developed effectively, apps can dramatically boost conversion rates through interactive campaigns. Successful apps are original, mobile-friendly, and offer clear benefits to users like engaging experiences or convenience. Marketers are leveraging apps' ability to capture full user attention on mobile devices to create synergies between online and offline interactions.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
Le deficit de l'attention : comment les marques peuvent-elles se faire entend...Ipsos France
Nos experts d’Ipsos Connect vous accompagnent pour adapter votre stratégie et gagner la bataille de l’attention. Retrouvez dans notre publication « LE DÉFICIT DE L’ATTENTION » nos 5 conseils pour éveiller l’intérêt des consommateurs, mesurer et augmenter leur attention.
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.
Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.
At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
Le deficit de l'attention : comment les marques peuvent-elles se faire entend...Ipsos France
Nos experts d’Ipsos Connect vous accompagnent pour adapter votre stratégie et gagner la bataille de l’attention. Retrouvez dans notre publication « LE DÉFICIT DE L’ATTENTION » nos 5 conseils pour éveiller l’intérêt des consommateurs, mesurer et augmenter leur attention.
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.
Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.
At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
Marshall Manson and James Whatley are back again with their key digital trends for 2016. A deck of two halves, first reviewing how well they predicted the shape of the industry for 2015 and then diving into the juicy stuff - what's ahead for us in 2016.
This deck is designed to be read but follow @OgilvyUK, @MarshallManson, and @Whatleydude to see when they both might be out and about presenting it very, very soon.
Consumers demand brands that are always open and always available. Integrating mobile communications into your marketing mix gives customers a brand they can connect with anytime, any place. By fully embracing mobile, your brand can:
- Drive a constant dialogue
- Create effective cross-channel program management
- Deliver new customer connection opportunities
- Extend existing relationships
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Telecom.
Technology is crucial to the telecom industry and it continuously changes, disrupts, and molds consumer behaviour, marketing, and products on the market. By looking into the changing landscape and analyzing the early signs that are coming from the intersection of culture, business and technology, we found 3 emerging opportunity areas for telecommunication providers:
1. Beyond Talk and how communications habits are changing
2. Provide Value to the lives of your customers
3. Connected Everything and the rise of the Internet of Things
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
Why Mobile Social Media Matters - Statistics, Trends, TechnologiesDavid Berkowitz
This is a primer on mobile social media, including statistics, how people are using it, why people use it, and the future of mobile social media. While specific technologies and stats will change with any given month, the trends should prove to be more enduring.
Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.
The Future 100 - trends and change to watch in 2016; cultural shifts that affect businesses and consumers alike, by the J. Walter Thompson Intelligence.
Mobile marketing overview for B2B and B2C marketers, covering the unprecedented growth and opportunities of mobile--as well as a summary of mobile marketing tools available to today's companies.
The way we perceive strangers has changed drastically with the booming sharing economy and services that entrust strangers to take on specific tasks.
There’s a lot to be discussed, and we hope you find the content in this volume thought-provoking.
There are links on the slide with a variety of apps so don’t forget to try ‘em out!
Seeking to improve your app retention rate? The following post will give you insights on how & when to grab user attention. Following these simple guidelines will make your users come back more often and increase their engagement.
Integrating social media with mobile, online and other marketing channelsIntelligencia Limited
While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.
TapTarget for Marketo allows you to capture leads in your mobile apps and send them to Marketo. And you can send push notifications from your Marketo campaigns. Don't have an app yet ? Easily build e.g. an event app to capture leads on your corporate events, and send them directly to Marketo for lead scoring and follow-up.
Sam Jarman shared tips & tricks for Mobile Marketing Automation at our #SoTWLG bootcamp in August.
Ads suck. They’re boring, irrelevant and spammy. Mobile Marketing Automation (MMA) is a new industry aimed at solving that. Come hear Sam Jarman talk about this exciting new field and the techniques Carnival Mobile has perfected to deliver incredible value to their customers of their MMA software platform. The talk is suitable for techies and non-techies alike!
Speaker Bio: Sam Jarman is an iOS Developer at Carnival Mobile. He is interested in creative and engaging uses of marketing automation. Sam has worked on mobile marketing automation (MMA) projects with clients such as One Direction, Les Mills Gym, Game of Thrones and Esteé Lauder. He is determined to see businesses use MMA to drive more value for their customers, and not sending out spam.
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
Marshall Manson and James Whatley are back again with their key digital trends for 2016. A deck of two halves, first reviewing how well they predicted the shape of the industry for 2015 and then diving into the juicy stuff - what's ahead for us in 2016.
This deck is designed to be read but follow @OgilvyUK, @MarshallManson, and @Whatleydude to see when they both might be out and about presenting it very, very soon.
Consumers demand brands that are always open and always available. Integrating mobile communications into your marketing mix gives customers a brand they can connect with anytime, any place. By fully embracing mobile, your brand can:
- Drive a constant dialogue
- Create effective cross-channel program management
- Deliver new customer connection opportunities
- Extend existing relationships
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Telecom.
Technology is crucial to the telecom industry and it continuously changes, disrupts, and molds consumer behaviour, marketing, and products on the market. By looking into the changing landscape and analyzing the early signs that are coming from the intersection of culture, business and technology, we found 3 emerging opportunity areas for telecommunication providers:
1. Beyond Talk and how communications habits are changing
2. Provide Value to the lives of your customers
3. Connected Everything and the rise of the Internet of Things
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
Why Mobile Social Media Matters - Statistics, Trends, TechnologiesDavid Berkowitz
This is a primer on mobile social media, including statistics, how people are using it, why people use it, and the future of mobile social media. While specific technologies and stats will change with any given month, the trends should prove to be more enduring.
Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.
The Future 100 - trends and change to watch in 2016; cultural shifts that affect businesses and consumers alike, by the J. Walter Thompson Intelligence.
Mobile marketing overview for B2B and B2C marketers, covering the unprecedented growth and opportunities of mobile--as well as a summary of mobile marketing tools available to today's companies.
The way we perceive strangers has changed drastically with the booming sharing economy and services that entrust strangers to take on specific tasks.
There’s a lot to be discussed, and we hope you find the content in this volume thought-provoking.
There are links on the slide with a variety of apps so don’t forget to try ‘em out!
Seeking to improve your app retention rate? The following post will give you insights on how & when to grab user attention. Following these simple guidelines will make your users come back more often and increase their engagement.
Integrating social media with mobile, online and other marketing channelsIntelligencia Limited
While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.
TapTarget for Marketo allows you to capture leads in your mobile apps and send them to Marketo. And you can send push notifications from your Marketo campaigns. Don't have an app yet ? Easily build e.g. an event app to capture leads on your corporate events, and send them directly to Marketo for lead scoring and follow-up.
Sam Jarman shared tips & tricks for Mobile Marketing Automation at our #SoTWLG bootcamp in August.
Ads suck. They’re boring, irrelevant and spammy. Mobile Marketing Automation (MMA) is a new industry aimed at solving that. Come hear Sam Jarman talk about this exciting new field and the techniques Carnival Mobile has perfected to deliver incredible value to their customers of their MMA software platform. The talk is suitable for techies and non-techies alike!
Speaker Bio: Sam Jarman is an iOS Developer at Carnival Mobile. He is interested in creative and engaging uses of marketing automation. Sam has worked on mobile marketing automation (MMA) projects with clients such as One Direction, Les Mills Gym, Game of Thrones and Esteé Lauder. He is determined to see businesses use MMA to drive more value for their customers, and not sending out spam.
TapCrowd - TapTarget mobile marketing automation platformNiko Nelissen
TapTarget is a mobile marketing automation platform. Define mobile campaigns with visual workflows. Combine geofences, ibeacons, segments, push notications and user profiling to send the right message at the right moment.
I’m pleased to announce the 3rd annual Startup Sales Stack Report! This report is meant to serve as a guiding framework for anyone evaluating sales solutions. Whether sales, marketing, customer success or management, if you’re thinking of using or buying software to optimize customer acquisition or management processes with software, this report should be relevant. I hope it will also be insightful for any parties interested in learning more about the sales & marketing automation software landscapes, from investors to advisors to prospective employees.
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
Having a mobile marketing strategy is no longer a luxury, but a core piece of any company or organization that wants to become more relevant and remarkable in real time. Making Sense of Mobile: 7 Insider Secrets to the Any Where, Any Time, Any Device Economy provides insights into the expanding mobile marketing landscape and what that means for businesses moving forward.
We asked a veritable pantheon of experts, hailing from every corner of the marketing ecosystem, to join forces and share their insights and advice on the evolving role of mobile in modern marketing (spoiler: everybody agrees it's a big deal).
Get great, snackable bits of wisdom from:
CEOs
Brand marketers
Digital consultants
Journalists
Tech providers
You will learn:
– what is omnichannel marketing
– how to segment your app users and how to use that segmentation for communication in other channels
– how to acquire leads from the app
– what can you learn from geolocation data
– how to address multi-screening
– how to keep in touch with anonymous website visitors
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Digital Marketing Guide: Mobile Marketing for Medical Technology CompaniesGrey Matter Marketing
For most U.S. adults, a mobile device is a constant companion. You use it throughout the day, in multiple physical locations, and you also probably check it one more time before going to sleep at night.
So defining mobile as a channel, strategy or technology doesn’t quite do it justice; mobile is how we behave. It is how we live, research, document, and communicate.
The point is: if you are a marketer and are not considering how to reach your target audience on mobile, you are missing a large portion of their day.
Mobile can no longer be ignored by marketers who want to succeed and thrive in the new healthcare marketing landscape.
Micro-Moments: Your Guide to Winning the Shift to Mobile (by Google)George Yfantis
Micro-Moments:
Your Guide to Winning the Shift to Mobile (by Google*)
Learn more about Mobile Solutions, at Hellas Marketing
[www.hellasmarketing.com]
* Source: Google
2014 top mobile trends. Discover which trends are shaping what marketers will need to know in the coming months and years to take advantage of the mobile opportunity.
A must-read before finalizing your marketing plans
Intro to Mobile Marketing - WITI PresentationGhennipher
New media, in particular social business and mobile marketing, are transforming the marketing landscape. This presentation gives you a high-lever overview of the mobile landscape, and gets you started on building a business case for integrating mobile into your overall marketing strategy.
Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our decisions and preferences.
Micromoments guide to winning shift to mobileChad Blenkin
Author - Google
Guide to winning the shift to mobile
This document was created by Google and is being shared for information purposes. Google owns all copyrights.
Google Micromoments Guide to Winning the Shift to MobileBite Sized Media
It’s essential for brands to meet consumers in their moments of need. But how you meet them is equally important. If a brand’s message isn’t useful or relevant, people will simply move on to another brand. Here’s how marketers can create a strategy based on usefulness.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
2. CONTENT
HOW SMARTPHONES TRANSFORMED OUR LIVES ?
Connected body
Social bonds
Change in shopping habits
BASIC TERMS
What is Mobile Marketing?
Glossary
THE POWER OF APPLICATIONS
Apps in numbers
Examples of successful campaigns based on mobile apps
Apps that work
Before you start developing your app
MOBILE MARKETING AUTOMATION
Hidden potential of apps
Solution: Mobile Marketing Automation
Examples of practical use of Mobile Marketing Automation
SOURCES
3
4
5
6
7
8
10
11
12
13
14
15
16
17
18
19
20
Mobile Marketing Automation 2
4. Internet as a main source of knowledge
Smartphones are the true personal computers. Think
that they have the same power as NASA computers
which helped put man on the moon in 1969. That
potential is now at our fingertips. No wonder that they
changed our learning mindset.
We started to perceive internet as a main source of
information – we address our questions there before ask
anybody or search in books, notes or our own memory.
Especially that all information is so easily accessible –
you just need to reach your pocket.
Connected body
Addicted and impatient
Due to easy access to knowledge we got used to
instant responses to our questions, what made us
“information junkies”. Long-lasting searching for an
answer frustrates us and we cannot conduct such
practices anymore. We want our anwsers now – if not
given instantly, we show mild withdrawal symptoms.
We remember less and less facts, replacing the knowledge about facts with
knowledge about where to find facts. Internet became our external disc,
our common transactional memory.
Researchers indicate that using smartphones changes the shape of our
brain physically. Areas responsible for stimuli from fingertips grow bigger
in smartphone users’ brains.
External memory
SMS neck
Smartphones doesn’t change only our brains, but
affect also our whole body, like our posture and
spine. Many people suffer from SMS neck –
condition stemming from lowering your head above
the mobile device and keeping in that uncomfortable
position in relatively long time.
Mobile Marketing Automation 4
5. On infamous video from San Francisco underground we can
see a man playing with a gun, but nobody notices that,
consumed by their smartphones, at least till he starts
shooting. Pessimists have been long convinced that
technology moves us apart and harms social bonds. Other
say that it just makes our relationships different, not better
or worse.
Social bonds
Independent kids
Scientists proved that invention of smartphones affected traditional
model of family, with parents having more means of control over
their children. Kids became way more independent nowadays.
Little respondents told Rich Ling that they often go to bed with their
smartphone and while pretending to be asleep, they conduct a vivid
social life. For them virtual and physical worlds are the same, none
being better or more real.
With our mobile devices we are connected all the time what makes
it easy to check our work email or “just take a quick look” at some
work projects in our free time. Moreover we feel expected to do so
– and experience guilt when leaving work inbox unchecked for
a weekend (even if we can’t exactly imagine what kind of
catastrophe might happen if we left it alone for two days).
Disturbing work-life balance
Global addiction
Just as gambling, smartphones consume us promising vague
prize, and when it doesn’t arrive, we only feel more eager to try
again. David Greenfield, psychologist and founder of Centre for
Internet and Technology Addiction, calls smartphones “the world’s
smallest slot machines”. Glued to them, we crave for new
information, but no information can satisfy us, so we keep on
searching, refreshing and tapping. Compulsive use of
smartphones is a widely spread and commonly accepted
addiction.
On the other hand we are more connected and safer. It’s easier to
stay in touch with people we care for, but our relationships change
in many ways.
Mobile Marketing Automation 5
6. Change in shopping habits
Impulsive shopping New dimension of showrooming
Trend you can’t ignore
81%
Tablet is a perfect tool for shopping
52%
72%
50%
30%
In the U.S., mobile commerce is anticipated to grow
from $54.6 million in 2014 to $96.3 million in 2016.
Compared to the roughly 9-11 percent increase
e-commerce is expected to see each year,
m-commerce in the U.S. has a projected growth rate
of 32-26 percent each year through 2016. Globally,
mobile commerce across the 22 markets is estima-
ted to grow from roughly $102 billion in 2013 to
roughly $291 billion in 2016.
That growth is stimulated mostly by consumers
between 18 and 34 years old (59% of mobile buyers).
81% of mobile purchases
are spontaneous. It relates
to specifics of mobile user’s
behavior who searches for
something relevant in the very
specific context: at that moment,
in this place, and about what
she will probably forget
in two hours.
Your own mobile
application
where you
manage the
whole buying
process yourself
Best idea
for m-commerce?
On the one hand, users do more and more research
before purchase, on the other they get more impulsive.
It stems from new habits, like showrooming: we try
products in the brick and mortar store, and then we
compare prices and buy instantly on our smartphones –
depending on where they can find the best price.
That’s a challenge for brick and mortar stores to make
shopping experience more interactive, dynamic and
personalize. Maybe with mobile apps and beacons?
52% of tablet users say that
they prefer to shop on that
device instead of computers
or mobile phones,
72% of tablet users use that
devices for shopping at least
once a week,
Tablet users spend 50% more
than computer users,
30% of users interrupt the
transaction if the process has
not be optimized for mobile
devices.
Mobile Marketing Automation 6
8. What is Mobile Marketing?
SMS campaigns are worth considering as very efficient
marketing tool. Try to unlock the full potential of synergy
between channels (e.g. Put a link to your website in SMS).
Also know who your recipients are: the same as subscribers
to your mailing list? Be sure that communication is cohesive
across the channels (Marketing Automation Platform will help
with that).
In 2011 Ford launched a simple SMS campaign. In promotional materials
customers could find the number they should text in order to obtain more
information on new cars.
You call it too simple? Campaign reached 15,4% conversion.
The term “Mobile Marketing” designates all marketing actions performed with mobile devices’ user in mind. Hence it’s a broad term, including both
traditional SMS marketing and sophisticated campaigns involving new technology.
Example 1. Ford SMS campaign
SMS as extremely efficient medium
SMS first appeared 22 years ago, and first
marketing campaign utilizing it was issued
in 1999,
SMS marketing campaigns can achieve
91,4% marketing efficiency,
90% of SMS are opened within 3 minutes from
receiving,
76% of users declare that they’re more likely
to read SMS than email.
How to conduct SMS campaign?
Example 2. Talk to the smartphone!
Muller Lowe Agency created an amazing campaign for Jet Blue Airlines.
It was focused on service quality and to stress it, unique protagonist – a
usual pigeon – was brought to life. The pigeon in video commercials
discussed his poor condition – although he was a frequent flyer, nobody
respected or noticed him, he was fed with some crumbs and leftovers
and travelled in crowd, with not enough space for him. So he was like
every one of us, who travels with most airlines. Users were supposed
to identify with that experience.
91,4%
22
years
Let’s take a look at two examples.
90%
76%
Mobile Marketing Automation 8
9. There was also a mobile ad to that story, offering user
to learn pigeon language. It was enabled by Nuance
Voice Ads technology, so users could speak to their
phones and get feedback on whether their
pronunciationis correct, and they were learning new
words and phrases in bird language.
What is Mobile Marketing?
Advanced technologies for more profound interaction
Technologies such as Nuance Voice or beacons offer
completely new level or mobile experience: more
interactive and customer-centered, where virtual
and physical realities can interfere and combine to
deliver astonishing and powerful sensations. Utilizing
material components, as user’s voice (e.g. like in Jet
Blue campaign) or physical space of the store
(e.g. in beacon case) opens new chapter in history
of marketing.
And more than a particular technology. As examples mentioned above indicate,
it means most of all understanding specifics of mobile user’s behavior.
Both campaigns discussed – Ford’s apparently archaic SMS campaign and conceptual,
technologically sophisticated ad from JetBlue were successful, despite huge
differences. It doesn’t matter if you use SMS, QR codes or optimize your website for
mobile searching, think about user’s mobile experience and treat various technologies
and solutions as means to the end, not values in themselves.
Conclusion: Mobile Marketing is more than just SMS and apps
Remember:
mobile marketing is
mostly about how we
address mobile
experience.
Mobile Marketing Automation 9
10. Mobile application: (mobile app,
m-app): a software designed especially
for mobile devices (smartphones,
tablets), with consideration for the
demands and constrains of such
equipment.
Glossary
Beacons: small devices using
Bluetooth Low Energy to
communicate with other beacons
in the area and apps. They serve
localizing the customer in physical
space, e.g. when he approaches our
brick and mortar store or how she
navigates in it, monitor her behavior
(in what parts of the store did she
spend a lot of time, what interests
her) and send personalized 1-to-1
dynamic push notification, email
or SMS.
Geolocation:
we understand it here as using GPS
installed in mobile device to identify
user’s location, what allows for
personalized communication, tailored
to her current needs.
M-commerce:
a section of e-commerce,
embracing sales via mobile
devices.
Behavioral profiling: means
identifying user (on website or inside
mobile app) and collecting data about
her behavior to build an image of her
interests and needs. Basing on that
system can deliver automated
messages tailored to individual
predilections of each user.
RWD (Responsive Web Design):
designing a website in such a way
that its layout and look adjust
automatically to the size of the
device, so it displays properly on
big as well as on small screens.
Push notifications: are messages
generated by application, sent to
user’s device to increase her
engagement.
Mobile Marketing Automation 10
11. The power of applications
Apps in numbers
Examples of successful campaigns based on mobile apps
Apps that work
Before you start developing your app
Mobile Marketing Automation 11
12. Apps in numbers
Almost 80% of smartphone owners
check news or messages in 15
minutes from getting up from bed.
In 2007 the first iPhone came into
being. Since then smartphones are
the fastest selling devices ever.
Each 21 seconds 1000 of them
are sold.
The gadget became also
considerably cheaper. Indian
company Micromax sells basic
models for $40
Average America citizen spends about
162 minutes per day actively using
her smartphone (mostly apps).
Today users spend in apps 65% more
time that they did 2 years ago.
Interestingly, the amount of apps they
use increased only by 3,5
Apps, which a couple of years
ago were considered a passing
fad, today transform mobile
devices. On smartphones we
definitely prefer applications
(86%) over browser (14%).
Today half of world’s population owns
a smartphone and that number grow
to 80% by 2020
About 10% admits
to using it during sex.
Mobile Marketing Automation 12
13. czyli
minuty
czyli
minuty
czyli
minutyminuty
Examples of successful campaigns based on mobile apps
Apps can boost conversion dramatically.
See examples below.
Facing the plummeting sales of L’Oreal
professional products, the company
decided to remind women that nothing
compares to having their hair dyed profes-
sionally in the salon with high quality
cosmetics. To communicate this message,
a pool of free procedures was prepared
and an app was designed. In the app user
saw a map with salons where actually free
dying was available marked. Offers were
called “Color Bubbles” and disappeared
dynamically, as other user approached and
benefited from the offer. If user was quick
enough, she could have her hair dyed for
free or with huge discount.
L’Oreal Inova Color Capture
Starbucks Card
Nivea wanted to communicate the
importance of kids’ safety to parents, and
to so it designed an app helping watch a
child on the beach. User would tear a strip
from paper ad, wrap it around kid’s wrist
and download the app. When a kid was
moving away too far from parent’s mobile
device, an app would send an alert.
Catalogue is one of the most basic and
traditional means of marketing, today fallen
undeservedly from favor. McCann agency
decided to refurbish the cult IKEA cata-
logue (and when we say “cult”, we don’t
waste words. When in 1950 after 50 years
font was changed for more computer
screens friendly Verdana, audience was
outraged).Nivea Sun Kids
McCann refurbishes IKEA catalogue
Starbucks offers its customers mobile app
with which they can pay for their morning
vanilla-caramel latte, and paying with an
app is promoted with discounts and
special offers. It’s a great idea for synergy
between online and offline.
App version of the catalogue - don’t
worry, paper one is still available – not only
offers interactive experience, but makes it
possible to be updated with new offers
and discount and offers new means of
distribution.
Mobile Marketing Automation 13
14. Browsers, portals, social,
Apps that work
According to Nielsen report, most popular
apps belong to categories:
Entertainment,
Communication,
Productivity and tools,
Social media: : user heads there motivated by need to socialize,
not with purchase intention, and is exposed to way too many
stimuli there to focus on your message, which will most probably
come unwelcomed,
Email marketing: : customers love it and prefer to get offers that way,
but it also has some drawbacks. It’s less interactive than an app, which
will enable you to engage your users more,
Commerce and sales,
News,
Travel,
Lifestyle,
Photography,
Finance.
Apps have tremendous advantage over other media, like:
of apps are abandoned after installation, so it’s not only
creating an app and making it easy to find that matters,
but also engaging users and preventing them from
dropping out.
Display banner campaigns: when your customer uses an app, you have
all her attention, while banners are easily overlooked and frequently forgotten.
22%
Mobile Marketing Automation 14
15. Originality,
Before you start developing your app
What best apps have in common:
Offering a substantial benefit (you can
say clearly what purpose they serve)
The content of an app is clearly
associated with brand’s message (look
at Nivea Sun Kids campaign discussed
above – it concerns child’s safety, or
L’Oreal – says about valueof experience
in professional hair salon).
Mobile-friendly version of the
website comes first – then you can
develop an app. If you have a great
app enticing users to use your
services or buy from you, and they go
straight from the app to the website,
and can’t do anything because it’s not
responsive – well, that’s a shame. You
fail to provide what app actually was
about!
Offer substantial benefit: why
should anybody download your app?
How can it help her? Remember – by
definition app is something that
performs a specific task. Don’t try to
overcomplicate it, but think of one
thing in customers’ everyday
experience that you can made easier.
Remember:
Before you rush to creating your own
MyFitnessPal, we have a couple of tips
for you. What should you have in mind?
Be unique: what is the point of being
a second Wunderlist, if Wunderlist is
already there?
When searching for inspiration, take
a look at physical world and offline
experience. Great apps come from
mimicking things we do in analog world
(as all pomodoro apps),
Don’t duplicate content from your
www: app is not for that – it’s focused on
action and performing a task,
Offiline: be able to use your app also
when she is offline (like e.g. Evernote),
1
2
3
Choose simple solutions. Don’t
overcomplicate either visual concept
or functionality.
Mobile Marketing Automation 15
16. Mobile Marketing Automation
Hidden potential of apps
Solution: Mobile Marketing Automation
Examples of practical use of Mobile Marketing Automation
Mobile Marketing Automation 16
17. Hidden potential of apps
Personalization: in apps it’s
understood shallowly, as contextual ads,
Zmień myślenie o banerach
What fails in apps:
Collecting data on user: e.g. on her in-app
behavior,
You’re visible and available
for customer,
Why we love apps:
You have access to her 24/7,
You are easier to be noticed on the
home screen,
You have access to great amount of
useful data for marketing (e.g. customer
location),
You can send push notifications to
communicate with user in real time.
While that’s impressing, there are still
many blank spaces and gaps in
communication via app, mostly with
personalization. Ironically, having access
to so much data, we know a little about
given user – or just don’t utilize that
knowledge in marketing. Why don’t
we collect and use the data?
Synergy between app and website: no data
on user exchanged, what results in chaos and
lack of cohesiveness in multichannel
marketing,
Real-Time Marketing: why don’t we react
instantly with personalized in-app messages
or push notifications?
Understanding specificity of mobile
experience: despite growing budgets
mobile campaigns are often just smaller
version of desktop actions.
Mobile Marketing Automation 17
18. Solution: Mobile Marketing Automation
It is a solution dedicated to mobile apps, considering the specificity
of mobile experience. Thanks to Mobile Marketing Automation you:
Zmień myślenie o banerach
What is Mobile Marketing Automation:Mobile Marketing Automation as a solution
Marketing Automation systems address
these issues, applying analytics,
automation and personalization also to
communication in mobile channel, and
combine it with traditional automation
actions.
Increase users' engagement in the app and maximize its
conversion,
To understand users’ behavior
That way you can get to the core of
mobile marketing: understand your
customer’s behaviors and respond to
them in real time.
Mobile Marketing Automation is NOT:
Bulk SMS sending
Spamming
Isolated in-app analytics Auto-responders
Simplistic translation of marketing automation into mobile
Optimize advertising costs,
Enrich analytics of user behavior on the website, what will allow to
provide personalized experience in all channels, using both abundant
knowledge on the customer and real-time data.
Mobile Marketing Automation 18
19. Examples of practical use of Mobile Marketing Automation
Zmień myślenie o banerach
How can you utilize the power of Mobile Marketing Automation?
Let’s see some examples.
More knowledge: Thanks to analytics of
other apps installed on users’ device you
can deepen your observation on their
interests, so you can profile your communi-
cation more precisely and know them
better generally speaking.
1
User segmentation: segment your users
basing on categories of apps they have
installed on their mobile devices, on their
activity in the app, or on their location. Say
goodbye to “one size fits all” paradigm!
2
Scoring engagement: users who use your
app on regular basis, and ones who do
so intermittently, call for different approach,
so tailor communication to individual user’s
needs. That way you will never irritate
sporadic users and unlock the whole
potential of engaged users at the same time.
3
Campaigns based on geolocation:
Platform recognizes places where users are
when logging in, what allows to send offers
with products user needs right now (e.g.
discount coupon for coffee when user
passes nearby coffee shop, not when she
is sitting at home).
4
Relevant offers: knowing other apps user
installed, type of her device and behavioral
data (how she uses our app, how she
reacted to previous messages, which
features does she like most) you can tailor
communication with precision unknown
before.
5
Analytics: You can use advanced
analytics and enrich data on user from the
website with information from the app, and
monitor efficiency of given campaign to
optimize your efforts.
6
Mobile Marketing Automation 19