Tag Archives: email

Mobile Making New Brands Relevant

It’s never easy to establish yourself with consumers. Competition is tight and consumer loyalty can be difficult to attain. Mobile devices are a double edged sword when it comes to this. Smart phones and tablets have made it easy for people to find to find your business, but it’s also made it easy for them to compare prices and find deals. New research has become available that shows how mobile device owners find out about new products and businesses.

shutterstock_110330516• Two-thirds of smart phone owners have geo-location applications on their device, this makes it easy for shoppers to see the places they want to shop and how close your store may be to them

• Nearly 80% use search engines to find new products

• Over 30% use online ads and digital product reviews to discover new brands or products

• Just under a quarter have found new products through either Facebook posts or ads on Facebook

• 7% used twitter posts or ads and 6% saw a new product on Pinterest

What Does This Mean To You?

Technically, mobile should be thought of as a platform and not a solution. There are many solutions that can be classified as mobile. Geo-location apps, shopping apps, QR scanning apps are all native mobile solutions but there are other solutions that are becoming mobile-centric. Because email, search and social networking are all becoming more mobile in nature, marketing via these channels could also be classified as mobile. It’s more important to look at them in the way consumers are using them and develop campaigns that way. For more information on making more money through mobile, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; Forrester

Advertisements

Maybe They’re Just Not Into Your Social Brand Anymore

The relationship between consumers and brands may be just like any other relationship. They have ups & downs and sadly, sometimes they end (Believe it or not, some recent studies found that consumers might be more loyal to the brands they follow than their significant others). The reasons these social brand relationships end are very similar to real life relationships as well.
The brand may get too clingy, the brand might not be who the consumer thought they were or maybe they brand and consumer just grew apart. Like real relationships, knowing where things went wrong can help you make better decisions in the future.

shutterstock_82998790 copy• Nearly 40% of online adults say they have rarely ended connections with brands on social media. 24% say they have never ended a social brand relationship

• The top reason that consumers have ended a relationship with a brand on social networks do so is too many updates. One in three consumers who ended a relationship indicated this

• 22% said the brand’s value was different from the initial perception

• One in five consumers who ended a social brand relationship didn’t see any value in staying connected

• Less than 10% signed up after seeing an ad but didn’t want to stay socially connected with the brand

What Does This Mean To You?

Breaking up might not be hard to do on social media – it’s as easy as clicking a button – but it can be expensive to your company. 17% of adults who follow a brand on social media check their updates on a daily basis; nearly one in four did so at least once a week. That is a great deal of potential sales that your company could be losing.
It all comes down to value and targeting. A consumer may say that they are getting to many updates – but they are often saying they are getting to many updates that they really have no interest in.
The top reason consumers follow brands is to receive discounts and offers – so leverage that to get more information. After they “like” or follow you, offer them a significant discount if give you more information. This will allow you to tailor information to their wants and needs . It will help ensure that your social message to consumers is not “spammy” and that you are continually bring value to them.
Without sounding like Dr. Phil, the most important thing is not to take advantage of the relationship. By giving the consumer what they want, you will continue to get what you need. For more information on how to maximize you brand through social means, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: SocialVibe; eMarketer

How Tablet Owners Use Their Device

Tablets may again be the gift that everyone wants this holiday season.  There are new devices coming to stores and several of them are showing innovative improvements.  As a business, it’s not just important to that you know how many people will be buying tablets, you need to know what owners do with their tablets.  This knowledge will help you develop strategies to fully take advantage of tablet technology.

Over the course of a week, tablet owners nationally engage in many activities.

• Nearly two-thirds send or receive email

• 64% get news

• Six in 10 play games

•Over half engage in social networking

• More than four in 10 read books

• Nearly 40% watch movies

• 36% shop

• Just over one in five read magazines their tablets

What Does This Mean To You?

Consumers who have tablets love them, many of them have abandoned using desktops and laptops at home in favor of using their tablets.  The fact that some tablet owners are reading email on their devices can impact your businesses. If you are using rich media, make sure your email does not connect to any rich media.  If the links deliver consumers to a page that loads slow or doesn’t load at all, tablet users will not wait around. News and information is a big part of the tablet experience. Leveraging that content can create awareness of your organization.  Social networking is also a major activity for tablet owners.  Remember that your social reputation is very important and you should use every opportunity to build it up and keep it safe.  For more information on how tablets can help you gain new customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Pew Center for Excellence in Journalism

Top Tactics Used By Small Businesses

No business can afford to engage in marketing tactics that don’t yield results.  Small businesses, in particular, don’t have much room for error.  A new research study has been released that chronicles what marketing practices are providing the best returns for small businesses.

• Over 80% of small companies say that email marketing is effective.  Over 70% say their website provides them results and more than two-thirds cite in-person interactions as successful

• Nearly half of say that social media efforts have been successful.  B2C based small businesses have seen more success with social media than B2B companies

• Over 40% of organizations report that events have delivered results

• One-third say that phone efforts are important marketing tactics, half of B2B companies rely on phone based lead generation

• Over one in five B2C companies have gotten success public relations efforts, direct mail and traditional advertising

What Does This Mean To You?

Email marketing gives you the ability to create one to one interactions and excellent targeting strategies.  Creating loyalty using email can be tricky.  There are rules and regulations regarding you can and cannot send email to.  Not knowing the rules can prove very expensive.  Violations of spam laws can cost your company up to $18,000 per violation.  It can also cost you your reputation with customers.  The last thing you want is the reputation as a spammer.  For more information on how to create effective, efficient email campaigns that will not run afoul of regulations, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; Constant Contact

What Mobile Content Do Consumers Access?

Mobile is a rapid changing environment.  It seems like on a daily basis that there are new devices available for consumers to purchase, apps for them to use and functionality for them to employ.  Staying up on how consumers are using mobile devices is essential to the success of your mobile strategy.  A new study is out the looks into the types of mobile content that smart phone users are engaging in at least once a day.

• Nearly six in 10 mobile users access the mobile web or their email from smart phones

• Nearly half engage with social networks or get weather information

• Approximately 45% either listen to music or play games

• Nearly 40% download and use apps

• Over 35% send instant messages

• Roughly 30% watch video or get local news

What Does This Mean To You?

Smart phone owners are usually never more than arms length from their device and that the only time they are not aware of their smart phone is when they are sleeping.  There are few devices, other than medically necessary ones, that have that level of interaction.  It’s this dependence that makes them so important to your business.
In Metro Orlando, the top types of content accessed by mobile users are:

• SMS Text/Instant messaging

• Email

• Maps/GPS

• News/Weather/Traffic

• Social networking

All of these types of content can be monetized and be a revenue stream for your business.  The first step is integrating mobile into your overall marketing strategy.  Mobile should work in concert with your other tactics to deliver the results you need to be successful.  For more information on developing a winning strategy, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Top Tablet Content

Over the past couple of days we’ve looked into the growth of tablets and who the device users are. The top reason people use tablets is to access information or content.  This year, nearly 70 million tablet owners will access content on via their device.  Year over year, the number of users has more than doubled. Many types of content that tablet owners access can help you connect device owners with your brand.

• Roughly two-thirds of consumers access the mobile web or check email via tablet

• Six in 10 play games and just over half engage with a social network

• Video is the top type of content accessed via tablet.  54% will watch a video at least once a week on their tablet

• Nearly half get weather information

• Approximately four in 10 get either local or national news on their tablet

• 36% get entertainment content

• One in three get sports information, read newspaper content or read magazines via tablet

• More than 9 in 10 have watched short videos on news, sports TV shows and weather forecasts

• Over six in 10 have accesses user generated content videos such as YouTube

What Does This Mean To You?

There are many ways to optimize and monetize tablet content and create awareness for your business.  Knowing the types of content people engage in is the first step. The strategy behind leveraging content is next.

• Mobile web: At their heart, tablets are still a mobile device.  The types of content consumers can access is nearly limitless.  Narrow your choices down to those that appeal to your target audience.  Also, be weary of sites with lots of animation.  These will have slower load times and will be harder to
read.  Examine the navigation on sites you might consider for advertising.  Make sure that they are user friendly

• Email: A large percentage of consumers open email on mobile devices before they look at them on desktop devices.  Do not use attachments in your marketing email.  When you use attachments you run the risk of having content that will not display or makes the recipient jump through hoops to open.  A frustrated recipient is not likely to have a favorable view of your products.  Do not link to flash content.  Over half of the tablets that are deployed are made by Apple – they cannot open flash.

• Video:  Video pre-roll can drive your message home.  It increases product recall by 52%.  Consumers are also searching out promotional video content.  Pairing your message with engaging video content drives engagement.

As tablets become more prevalent, your business should plan to capitalize on their use and functionality.
When was the last time you reviewed your marketing plans?
Are they tablet compatible?
For more information on tablet content that creates awareness, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Center For Media Research; OPA; Frank Magid Associates

Email Delivers Success

Email marketing maybe considered old-school digital engagement, but it is still extremely successful.  It doesn’t matter whether you are using house or prospect lists, newly released data shows that email is delivering better results now than in the recent past.

• Two-thirds of marketers worldwide said that email was their most successful marketing tool

• From 2010 to 2012, the open rate for house email lists jumped 13% -the current open rate for house lists is at 22%

• During the same period, the email open rate for prospect lists increased slightly, from 11.2% to 11.4%

• The click through rate for house lists increased 17% from 2010 to 2012 and the CTR for prospects jumped 86%

• Email has the highest return on investment of any direct marketing effort
at 28%

What Does This Mean To You

Email is a great tool for creating one to one digital connections. Through advances in audience targeting techniques and automation tools, email has become more effective.  The key to any successful email campaign starts with your target audience.  Delivering offers they find valuable will elevate your image with consumers.  Creating generic offers or not targeting specific messages for specific segments might get your communication classified as SPAM in consumers mind.  There are many legal caveats to marketing via email.  Consulting with an email specialist will help ensure your company doesn’t violate any laws and keeps your business in a positive light.  For more information on how you can develop loyal customers and get great results with email, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; CMO Council; Direct Marketing Association