Browsing all articles from February, 2013

Need to Find a Restaurant? You’re Likely Doing So Via Mobile

I was on vacation last week and I noticed something that was very interesting.  While at the resort hotel in St. Maarten, I didn’t see a single laptop computer.  Not a one.  There was no reliable internet access in the rooms so everybody that needed to catch up on their emails or their Facebook accounts, did so in the pretty lobby of the hotel.  As an added convenience, the bar was there too.

Everybody that was on the internet was accessing it via a tablet.  100%.  Not a single laptop in the bunch.

So, when I saw these stats today, I wasn’t surprised.  Mobile has clearly taken hold.

Remember when you used to access maps at home before you left on your trip? Doesn’t happy much any more.

One of the features of our Restaurants To Go product is to help the mobile user to find your restaurant via a handy map.  I guess after seeing these stats that that is a pretty good idea.



76% Plan to Use a Mobile Marketing Specialist Agency in 2013

Eric Schmidt of Google recently said that “if you don’t have a mobile strategy, you don’t have a future strategy.”  It looks like most businesses agree.  This study by Forrester Consulting shows that 76% Plan to Use a Mobile Marketing Specialist Agency in 2013
The study also showed some interesting facts about how those companies were going to get to that next level in 2013.  63% are using a traditional brand agency and 45% plan to use a mobile marketing specialist agency like ATS Mobile.  In fact, an additional 29% plan to use a mobile marketing specialist agency in the next six months!  Only 26% have no plans to use a mobile marketing agency.



Top 40 Tips for Mobile Marketing

We asked 40 of today’s top mobile marketers for their #1 tip for success in mobile. Here’s what they said:

mobile shopping tips

  1. Erza Siegel – @ErzaMax of @Apptentive – “Without retention your mobile app will be swallowed up in the sea of apps. Customer retention is the most important thing a marketing department can focus on in mobile.”
  2. Andrea Arco – @arcoassociates – “Claim your listing-and comprehensively complete it- in Google Places, Yahoo! Local, and Bing Business Portal.”
  3. Jayme Pretzloff – @jpretz of @wixonjewelers – “As the digital divide evolves and segments web searches over different devices (phone, e-reader, tablet, computer) there is an increased necessity for adaptable websites that are cleanly viewed on each device.”
  4. Serena Ehrlich – @Serena – “Go straight to multimedia text marketing (MMS messaging). Companies can deliver a fully branded experience, including coupons, product videos, lookbooks and more, to opted-in customers quickly and easily.”
  5. Etay Gafni – @etaygafni – “Focus on insights (data + context) and answers and not on ‘Big data’ and generic analytics. Define key questions/KPI and get the right tools and process that would provide you with answers.”
  6. Zach Russel – @protechig – “You should have a mobile friendly site. With recent updates in HTML and CSS in the past few years, it is possible to get a mobile-friendly site made at a reasonable cost. Launching a mobile-based online marketing campaign with a non-mobile friendly site can cut your conversion rate by percentages in the double digits.”
  7. Kent Lewis – @kentjlewis of @AnvilMedia – “Increasing adoption and usage will mean increasingly more marketing opportunities and continued growth for mobile. By the end of the year, mobile will become a more strategic and must-have channel for many brands.”
  8. Mike Wolfe – @WAMGolfs of @WAM_Enterprises – “Don’t overlook the importance of e-mail in your mobile marketing campaign. Is your website
    optimized so if someone clicks a link in your e-mail it will work on a
    mobile device? Whether you like it or not, e-mail is part of your mobile
    marketing campaign.”
  9. Tiffany Monhollon – @tmonhollon of @ReachLocal – “When it comes to mobile marketing, it’s important to have some of the basics like a mobile-friendly website and mobile advertising to make sure your business is seen and can be found by local searchers. You also need to consider the ways consumers use apps and to make sure your business has a presence in some of the top apps consumers use to find local businesses – and map apps are chief among these.”
  10. David Rush – @davidmrush of @evzdrop – “Location-based apps now allow businesses to engage customers and deepen relationships. Businesses can resolve issues with customers in real-time. This can lead to a whole new category of social CRM through mobile that will help increase retention rates and improve customer satisfaction.”
  11. Nicole Buergers – @googleismybf of @TopSpotIMS – “If I could give one tip about mobile marketing in 2013, it would be look at your mobile analytics and develop your mobile marketing strategy accordingly.”
  12. Gregg Stewart @greggstewart of @15miles – “Consider that mobile users increasingly navigate web content via touch screen input. Make your links to content large enough buttons or link target areas so that a user can tap to their information needs with their fingers.”
  13. Mike Farmer of @leap2app – “Implementing social media posts and ads in the mobile marketing mix can help marketers stay relevant and in front of their target audiences as these users make the shift to social.”
  14. Bill Parkes – @billparkes of @nfusion – “Do not neglect your email marketing – remember the person reading their iPhone in bed – it can be your most powerful channel if mobile optimized.”
  15. Mel Carson @MelCarson writer of @DigiPioneers – “For maximum ROI in mobile marketing, think about the context your target audience finds themselves in. We’re watching TV and on our tablets more than ever now, so consider that context and tie in your marketing with content on the big box too.”
  16. Steve Mehr of @WebShark360 – “My best tip would be to focus your call to action to its most minimal and spend more resources focusing on your local marketing and social media efforts.”
  17. Steve Stratz – @sstratz of @illuminatepr – “Put the emphasis on creative, including sight, sound and motion, and telling a story. The opportunity isn’t to just advertise on mobile, it is to get back to marketing and it begins with creative and big, beautiful advertising.”
  18. Zach Cusimano of @BiznessApps “Make sure your business, at a minimum, has a mobile friendly website if not a full mobile marketing strategy. Recent studies have show that 98% of SMB’s businesses and site are not mobile optimized.”
  19. Alex Membrillo of @CardinalWS – “It’s vital your website is able to accommodate smart phones. So, my #1 tip for mobile marketing in 2013 is to maintain a clean interface when designing your mobile site. To accomplish this, incorporate less text, clear images, and add helpful features such as click to call.”
  20. Brooke Benschoter – @bbenscho of @Torison_Mobile – “Think like your customer. If you do not deliver what they need and want when interacting with your brand on their mobile device, someone else will and you will lose them. So ditch the company history and pages of narrative about staff and make them want to reach out and contact you.”
  21. Tom Le Bree – @tomlebree “Do it. If you look and the penetration of smartphones, all the places people are checking the email and social media, and the ability to use location, not to mention second screening; if you don’t you will miss out.”
  22. Marko Muellner – @MarkoZM of @shopigniter – “Social is the best way to reach mobile consumers. Driven primarily by the massive growth in social media activity on mobile devices, social streams have become the best way to reach mobile consumers. I see a time in the not-so-distant future when advertising in social streams will replace traditional banners as the primary digital media spend, and mobile marketers will lead the revolution.”
  23. Paul Tudor of @tabletbrochure – “Content that is appropriate for mobile devices is key, creating interactivity and content that really adds value to your audience’s experience. A mobile device is a new medium to showcase content in a new way, rather than a new way to send a customer a PDF.”
  24. Nicole McGougan – @nmcgougan of @blackbaud – “2013 will be the year nonprofits will start to deliver the mobile experience. Supporters expect mobile-optimized sites and donation forms that make it easy to engage from a variety of devices.”
  25. Dan Blacharski @Dan_Blacharski of @UglyDogMedia “Go beyond the ordinary. Incorporating full-featured mobile wallets that give consumers more choice-and the ability to find merchants and products in their immediate vicinity-will mark the future of mobile commerce as both consumers and merchants look to mobile technology to provide them with closer relationships and more convenient shopping options.”
  26.  Connor Keenan of @Perfect_Search – In PPC campaigns, utilize the phone number extension setting. That way a potential customer doesn’t have to hunt your website for the business’ phone number, they can just call your business from their search query results. Decreases time to market and increases conversions.
  27. Justin Miller – @tweetsbyjmiller – “My one tip would be to invest in simplicity. People have low patience online, they have even lower patience on their phone, so if you can make a mobile campaign that’s clean, simple, and functional, you’ve won.”
  28. Larry Kim – @larrykim of @WordStream – “Mobile search differs from desktop search in that mobile users are often looking to take action immediately. The time between intent and action is much shorter on mobile actions. Focus on creating ads that are optimized for the user’s search context, including Location, Time, and Device. For example, think about creating mobile ads that offer directions to your store, or a 1-click-to-call phone number, or lunch specials, etc.”
  29. Eric Litman – @ericlitman of @medialets “Challenge yourself to spend more. 1 out of every 3 consumer digital minutes is now spent in mobile and yet only 1% of ad dollars are spent in the channel. That leaves an enormous gap and a tremendous opportunity to pick up significant share of voice.”
  30. Bob Egner of @episerver – “Make customer experience a priority when implementing mobile marketing strategies. > 66% of people indicate that a poor mobile experience can tarnish their opinion of a brand or company they really liked.”
  31. Darren Herman – @dherman76 of @themediakitchen – “”In 2013, marketers should begin to experiment with different units for mobile marketing. I do not believe the standard display ad that works on the big screen is the right format for the smaller screen, and this will force marketers and their agencies to think a bit differently.”
  32. Rodney Goldston – @RodneyGoldston @JugHeadMedia – “Increase sales and leads from mobile advertising with little known Google Adwords feature called Click-to-call, a clickable phone number right in your mobile ad which makes it as easy as possible for customers to connect directly to your business.”
  33. Ted Weismann – @TedWeismann of @applause – “One tip for mobile marketers responsible for brand experience via mobile is to utilize analytics that explicitly measure user satisfaction.”
  34. Steve Thomas of @Unidev – “Not all mobile is created equal.” A tablet customer is probably browsing for leisure, where a mobile customer wants something quick. Pay attention to how you lay out your website in order to please all mobile users.”
  35. Justin Smith – @thefivetoes of @thundertech – “Stop thinking of it as ‘mobile.’ Consumers are using their devices everywhere, not just on the go.”
  36. Tim Jensen – @timothyjjensen of @overit – “It’s crucial to realize not only
    how much people are using mobile devices but how often they are going back and forth among multiple devices. So when thinking about a mobile marketing plan, the most important factor is not to think of mobile not as separate from the rest of your marketing but to treat it as part of a whole branding strategy that covers all technology.”
  37. Eric Newman of @digbymobile – “When it comes to mobile marketing, the best thing you can do is be contextually relevant. Crafting the right message for the right person at the right time and place increases engagement and builds relationships.”
  38. Marcus Whitney @marcuswhitney of @Moontoast – “Don’t forget your social consumer. Leverage targeted social and mobile advertising apps to reach your consumers where they are – in the newsfeed.”
  39. Ori Tzvielli @oritzvielli of @astralweb – “The first tip i would give to anyone regarding mobile is to create your site for the mobile platform as well. Most companies do NOT have a mobile design. This means that both loading time of slower phones needs to be considered as well as the design.”
  40. John Keehler @johnkeehler of @RichardsGroup – “Mobile penetration has grown so rapidly that many organizations haven’t structured themselves in a way that will allow them to respond appropriately. Marketing departments often don’t have the people in place to drive best-in-class mobile strategy, and internal IT resources often aren’t equipped to create or support mobile platforms. 2013 is the year to put mobile leadership and partnerships in place to seriously address mobile demand.”

If there is one thing for certain, it is that mobile is already playing a HUGE role in 2013 and we’re still in Quarter 1!  Mobile Websites are crucial for businesses and brands to stay alive in the next year as highlighted by the professionals above. Mobile apps play a large part of shifting trends too, and even basic mobile marketing platforms, such as text message marketing, will even show how vital mobilization is. The word of the year in 2013 is Mobile.


Mobile Coupons: Where Does Your City Rank in Use?

There’s a new powerhouse on the block and it’s name is “mobile coupons.”  And, nowhere is the use of mobile coupons more prevalent than in Orlando, perhaps because so many tourists bring their cell phones with them while visiting.

According to a study by, here are the Top 25 cities that use the most mobile coupons. Orlando is certainly not Mickey Mouse when it comes to the use of mobile coupons.

  1. Orlando
  2. Nashville
  3. Atlanta
  4. Tampa
  5. Dallas
  6. Kansas City
  7. Clevelan
  8. St. Louis
  9. Columbus
  10. Charlotte
  11. Washington D.C.
  12. Boston
  13. Virginia Beach
  14. Pittsburgh
  15. Philadelphia
  16. Denver
  17. Cincinnati
  18. Austin
  19. Phoenix
  20. San Francisco
  21. Milwaukee
  22. Las Vegas
  23. Houston
  24. Chicago
  25. Detroit

Just how much more likely are residents of Atlanta to use a digital coupon?  They came in at an index of 422, meaning that they are 4x more likely to coupon.  The study ranked all cities with populations of 1.5 million or more.

Mobile coupons have certainly been in the news a lot lately.  Earlier this week, a study released by Juniper Research stated that the number of discount coupons redeemed via mobile devices is forecast to reach 10 billion in 2013, up more than 50% from 2012.



Super Bowl Mobile Marketing Action

If you were watching Super Bowl 46 (I refuse to use Roman numerals that nobody understands), you know that all of the action was not on the field. Best Buy’s advertisement was interesting and showed that it was carrier agnostic and that Best Buy was a great place to shop for the best mobile phone plan for your particular needs.


There also was an enormous amount of action, mobile marketing action that is, during the commercials, proving that mobile marketing has now made it to television’s biggest event and in a big way.

One of the biggest advertisers this year was Chevy, which has a big television ad campaign and advertisements across other mediums. It is also running a competition through its special Super Bowl iPhone and Android apps, where users who take the trivia quiz in the app can win up to 20 vehicles.  But, Chevy wasn’t the only one to jump on the mobile bandwagon.  A range of companies, including Subway, Coke and Pepsi have either sponsored apps, created apps or tied in with existing apps to extend their Super Bowl campaigns to the palm of viewers’ hands.

If you were able to take your eyes off of Danica Patrick and the painted model for a moment, your eyes may have raced over to the QR Code that Go Daddy used in the lower left side of the screen.  You may wonder why a QR Code would be included in a visual medium like television.  Some have likened television’s use of QR Codes to be as silly as putting a QR on the side of a speeding bus.  Not so, in the 2010′s, however, when the viewer can stop the action on the screen or easily go backwards to scan the QR Code.  While it was great to see a QR Code during the Super Bowl, we would have rather seen Go Daddy use a Custom QR Codewhich has proven to get 2.3 times more scans than an ordinary black and white QR Code.

Of course, Papa John’s got a lot of pre-game publicity on this, the biggest pizza buying day of the year.  It’s pregame coin flip of heads means that every member of Papa John’s club will receive an email today on how to redeem the outcome of the coin flip into a free pizza and two liter Pepsi.  You can also check it out here and get your free pizza.  While this was a great promotion, wouldn’t it have been especially cool for winners to immediately get a text message mobile coupon after the coin flip to announce their winning a free pizza.  Talk about chatter at the Super Bowl party!

The NFL itself didn’t miss out on the mobile marketing party either.  It promoted its new NFL fantasy football game.  If you text NFL to 69635, fans could win $1 million in the new fantasy football game.  Now, it’s interesting to be promoting a fantasy football game a full 8 months before most fantasy football leagues will be holding their drafts.  No doubt, the NFL intends to reach out to its text message opt-ins in late summer 2012 to encourage them to use the new fantasy football website.  Obviously, the NFL recognizes that 19 million Americans play fantasy sports and it can’t afford to miss out on this burgeoning market.

According to the Mobile Consumption Survey nearly 40% of respondents used mobile devices in response to TV ads.  This included discussing commercials, getting more information about an advertised product, or watching TV ads again. 45% estimated that they would spend 30 minutes or more on their mobile devices during the game.  Interestingly, more used their mobiles during the first half than the second half, either exhausted from Madonna’s riveting halftime show, the effects of too many beers, or simply a great and exciting conclusion to the game.


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