Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.”
Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.
For our seventh week, we’re focusing on“Marketing An App”where Bentz discusses fiscal responsibility between app developments vs. marketing the app itself, & the importance of utilizing social media for sharing an App.
MARKETING AN APP
While app store optimization is certainly important, marketers must not rely solely on promotion within the stores to maximize downloads. There are over two million apps in the stores and finding a particular app is similar to finding the proverbial needle in the haystack, despite the best ASO efforts.
It is not easy to get consumers interested in downloading another app on their mobile phone when smartphone users are already using an average of 26.7 apps per month, according to a Nielsen study. Too often, a company spends all of its money on developing an app and does not reserve any money for marketing the app. That is a rookie mistake. Don’t make it.
A company needs to have developed a structured marketing plan in advance of the release of the app. It needs a plan to tell existing customers and prospects good reasons why they need the app and where the app can be downloaded. It needs to evaluate all of its current marketing channels to determine which would be best for promoting an app. Facebook, for instance, would probably be better for facilitating app downloads than outdoor advertising since a social media user is likely on her mobile phone already as opposed to a driver who is hopefully not on his phone. Google AdMob might be the best place since it enables an app marketer to advertise within other apps that consumers have already downloaded.
There is no doubt about the power of creating buzz on social media for an app launch. It is an important part of the initial publicity required. And, nobody does app marketing better than Facebook which earns a significant part of its ad revenue from brands pushing app downloads.
Of course, internet advertising is not always the best source for app downloads. If the app has a huge budget, it may very well be television that results in the most downloads. Game of War did a great job of promoting its app with eye catching Kate Upton and Mariah Carey as the stars of the commercials.
Acquisition costs will not always be high priced efforts like the television advertising for Game of War. Publicity is a major driver of new app downloads so use press releases and other public relations efforts to get the word out. Include a social media blitz as well. The ROI provided by public relations efforts will likely result in the best ROI of any of the promotional efforts.
When marketing an app, it is absolutely critical to get off to a quick start to break through the supply of apps in the app store. If an app is buried below thousands of others in the rankings, it is going to be difficult to get found. Therefore, app marketers must get the word out quickly about the app by using a high level of growth hacking or a large advertising budget in an attempt to gain a featured listing and benefit from organic downloads. Downloads beget more downloads thanks to the viral effect of the purchase and the improved ASO.
Research from Localytics found an added bonus to advertising apps. App users that were acquired as a result of being discovered via a mobile ad network were more likely to come back for multiple uses on the app than those that found it from an organic search on the app store. This is likely due to the fact that the ad creative has done a good job in pre-selling users on the benefits of the app and that the advertising was highly targeted.
The viral effect of apps is an important phenomenon to take advantage of. An app should encourage existing users to share the app with friends or on social media. (Think Candy Crush.) This is a great way to take advantage of the viral publicity that a mobile app can provide.
Another great way to drive traffic to an app is to find the URL of the app download in the iTunes or Google Play listing for the app. Keep in mind, this is not the URL for the business, but the URL that is used by the app stores. Then, when the business does content marketing on its own blog or on external sites, it can link to the app store URL listings. The goal is to get multiple rankings on the search engines for the app. Those rankings might be the page on the business website that promotes the app download and the app stores’ direct URL’s for the download.
For iPhone and Android apps, there are multiple countries where the app can be listed. If an app makes its money on advertising, there is no reason not to list the app in all countries, especially populous countries like China and India. The Apple App and Google Play stores are available in over a hundred countries so it makes sense to be listed in as many of them as necessary. Of course, if the app has an ecommerce element to it, this may not be practical.
There are many secondary Android app stores and therefore many places where an Android app can be marketed. Amazon, Kindle, Nook store from Barnes & Noble, AppBrain, and GetJar are a few alternate places where an Android app can be marketed in addition to its logical home base in the Google Play store.
There is a defined cost to acquire app downloads and it is measured by a Cost Per Install (CPI) index. The CPI per vertical market varies, but according to Fiksu, it averages $2.98 per user in 2015 and it is rising every year as businesses expand their use of mobile advertising, thus driving CPI costs up.
You can purchase Relevance Raises Response at Amazon or at other fine online book stores.
Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.” Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.
For our sixth week, we’re focusing on “Keywords”where Bentz discusses SMS Strategies and the downside of auto-correct.
An SMS keyword is the word that a consumer sends to a phone number, usually to receive immediate information back, and often to opt-in to a database to be marketed to in the future.
In the previous example (Text RESULTS to 84444), the keyword is “results.” The customer would put the short code number (84444) in the space where she would normally insert the phone number. Then, the customer would insert “results” in the area where she would normally insert the message.
Choosing a keyword is an important step in your text message marketing strategy, because the keyword offers branding for your product offering. When it comes to choosing a keyword, a business should follow these tips, by choosing a keyword that:
- brands the business or promotion.
- is easy to remember to gain the viral pass-along effect from customers and employees.
- is just one word to avoid problems with auto correct.
- is easy to spell.
- is not an acronym.
- does not include numbers.
- is as short as possible.
- is not some “clever” spelling of a keyword.
The primary keyword that a business will want to reserve is its own name. This keyword will be the master keyword that is used continually for generating opt-ins. This permanent keyword should be printed everywhere–on business cards, literature, t-shirts, outdoor signage, menus, and anywhere else that makes sense. If the business name is difficult to spell, clever, or contains multiple words, it may be best just to go with a single word keyword that best identifies what the business does. If a business wants to understandably reserve its difficult to spell brand name as a keyword, it should also consider reserving the potential misspellings of that keyword.
Choosing the primary keyword is one of the most important things that a business will do in establishing its text message marketing plans. Often, businesses have common names and the keyword that the business wants may not be available. A second choice may be to pick the primary product that the business sells, but a keyword like “pizza” is likely not going to be available at an online shared short code provider. If the primary keyword a business wants is not available, it is possible for the business to choose an adjective that describes the business such as “tasty” or “hungry.”
In addition to the primary keyword, businesses are going to want to use different keywords for various promotions. Some of these promotions may be short-lived and the business will be able to retire those keywords after using them for the short term promotion. Others may be annual events and the business will retain those keywords in their online accounts, because if they are released, another business may pick them up. The advantage to using new keywords is that it will get your regular customers participating in your texting program again and a business can place those users into a different database which may be helpful in segmenting for future promotions.
One of the great things about an SMS strategy is that there is a tremendous viral advantage to it. If a person knows that their friend likes to get their coffee at Dunkin’ Donuts, they will pass along the keyword and short code to that friend. It is not unusual for a business to get 15-20% of its mobile coupon redemptions from viral sharing. But, the consumer may not remember to do so if the keyword, and the short code, is not easy to remember. So, it is always best to keep things simple when it comes to choosing a keyword and it is also best to use a memorable (vanity) short code.
Words that are compound words or two word keywords are also not good choices as keywords. A business might have the best cheesecake in the world, but “cheesecake” is not a very good keyword. That is because some people will spell cheesecake as two words (cheese cake) and some will intend to spell it as one word, but autocorrect “fixes” it for them. Automated SMS response systems cannot detect the user’s intent, only the exact spelling, so picking the wrong keyword could result in lost opt-in opportunities.
One memorable SMS promotion was a sweepstakes that gave away a trip to Hawaii. The advertiser chose the keyword “Hawaii.” Although a wonderful place, Hawaii is not a particularly easy word to spell. Moreover, some people include an apostrophe when spelling it. Hawaii was not a good choice as a keyword, because of the difficulty in spelling it. Acronyms such as “ATS” don’t make for good keywords either. That is because of that damn autocorrect which will inevitably try to change the acronym of your business keyword into a real word. Avoid numbers in keywords as well. It is confusing to think of texting a number to a number. But, more importantly there are that zero and “oh” thing. When it comes to texting, consumers don’t recognize what is a letter (O) and what is a number (0)!
Typing on a mobile phone is not easy. There are a lot of misspellings on the smaller screen of the mobile phone than on a desktop computer. Fat-finger misspellings are common problems on mobile. That is why using a short keyword is far better than a long keyword; there are simply less chance of a misspelling on a keyword with less letters.
Another poor idea is to use a clever use of a word as your keyword. A restaurant called “Finger Lickin’ Chickin’” may be a snappy name, but using “chickin” as a keyword is not a good idea. That is because a customer’s auto-correct is likely going to correct that word to the proper spelling of chicken.
One of the questions that is often asked is in regards to capitalization of keywords. Using caps or lower-case letters has no impact on the keyword so don’t worry about it. To make the keyword stand out, the best way to write a keyword in your advertisement is to use all capital letters, but if somebody uses lower case, the interactive text message will still work properly.
Some keywords are not available to a business. That is because the carriers have reserved those keywords already and they are not available on short codes. Keywords such as STOP, HELP, INFO, END, CANCEL, UNSUBSCRIBE, QUIT, and others are taken before the short code is activated in the marketplace.
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Check out this cool and informative video on SMS Text Messaging, a simple and effective marketing technique that can be utilized for many different companies or industries. In the video, Short & Paulk, a five retail store business in Georgia, is using a text message sweepstakes program to promote its business. The SMS text message marketing program was established by ATS Mobile.
The End of the Facebook Free Ride
There was a time when agencies and advertisers worked diligently to gain more followers. That’s because followers were incredibly valuable to a business. When a business created an organic post, it went directly onto the personal Facebook page of many of its followers.
That’s no longer the case, however. As of February, 2014, your organic posts are reaching just 6.2% of your Facebook LIKES. If you are a large business, it’s just over 2%. (Ogilvy)
Facebook says it’s not a money grab to force you into advertising on the popular social media network. Rather, it’s just a matter of the popularity of the site. There’s simply too many posts and they can’t deliver them to all followers.
Hey, it’s a business and the goal of a business is to make money. As a Facebook stock holder, I’m good with that. That’s why, in my opinion, if you’re not doing Facebook advertising, I’m not sure whether it’s even worth it to spend the time doing organic posts any more.
You Have to Pay to Play on Facebook
But, the beauty of Facebook advertising for small businesses is that it simply works. In fact, it works better than any advertising that I’ve been part of in my career. That’s because we tell Facebook a lot about ourselves. (Want to know what Facebook knows about you? Here’s how you check.)
With geo-targeting, there’s almost no waste that you get with traditional media. You can only serve your advertising to consumers in specific area codes or within a certain amount of miles of your store. Interest targeting enables you to serve advertisements to those that have a certain common interest. Look-alike audiences enable you to expand your audience with consumers that are most likely to buy.
And, you can’t miss it, especially on mobile. Take a look at a Facebook advertisement that we did for Harrisburg Wall & Flooring — a local SMB that has learned the value of social media marketing. (Editor’s Note — It’s my family’s business.)
Facebook remains the gorilla in the room when it comes to social, mobile, local advertising.
Even if you have to pay for the gorilla now.
Find Out What Facebook Knows About You
Are you frightened by what businesses know about you on the internet? You’re not alone. Companies like Google and Facebook have been mining our information for years.
While this may upset some, it’s a cost of using their services.
And, it’s a huge benefit to advertisers. It’s why Facebook advertising, for instance, is so darn effective.
Go to your favorite site and see that Facebook LIKE icon there and whether you post the story on your Facebook page or not, Facebook just learned something about you.
Want to know what Facebook knows about you? You can easily find out. Just follow my steps here.
- Open your Facebook page.
- Look for a paid advertisement on your page.
- In the upper right hand corner of the ad, click on the “v” to open the drop down.
- Next, click on “Why am I seeing this?”
- Next, “Manage Your Ad Preferences”
- Now, you will come face to face with the topics that Facebook associates with you. Change them if you wish!
That makes sense then how they knew I liked water sports.
No two Facebook advertisement posts are promoted equally. Ad Age reports that the website has changed the branding of organic – unpaid – posts and actual paid advertisements on the news feeds of its 757 million daily users.
Social@Ogilvy conducted a study on the type of advertisements created by 106 national brands on Facebook. It was found that the percentage of organic ads went from 12 percent in October 2013 to just 6.2 percent in February of this year.
Four reasons were identified for this drop in the use of organic ads:
- The average number of Facebook friends a user has is 338 in comparison to 229 friends in 2010 (Pew Research Center)
- The average Facebook user follows 40 brand sin 2013.
- Facebook users are increasingly liking to external news sites like Buzzfeed.
- More brands are paying for ads to form impressions and drive higher click-through rates.
Even the positions of ads on Facebook have changed with the increase in paid ads among companies.
The social media site used to restrict ads to Right Hand Rail ads, those on the right hand column of the page. Now ads show up in news feeds for easier access on desktop and mobile devices and have resulted in increased revenues through higher click-through rates among users relative to the past.
Overall, Facebook is clearly moving in a direction of more responsive web design conducive to mobile users.
Anyone in the mobile marketing field knows how important it is to stay informed on all the recent news and information related to the field. With all the information available, however, it can be hard to decipher who to listen and who to skip. Well, we’re here to help. Check out our list of the Top 20 companies and people talking about mobile marketing on social media who YOU need to follow.
- MMA Global (Facebook, Twitter): an international association that seeks to promote both mobile marketing and advertising as critical communication tools.
- Mashable (Facebook, Twitter, Google+): self-described as the leading information of resources for the current “Connected Generation”
- Marketing Charts (Facebook, Twitter): breaks down the the latest trends in both digital and traditional marketing through charts, data, video, and other visuals.
- Marketing Profs (Facebook, Twitter, LinkedIn, Google+): provides marketing advice for close to 600,000 smart marketers worldwide.
- Engadget (Twitter, Facebook, LinkedIn, Google+): Without mobile gadgets, there can be no mobile marketing. Follow Engadget to find out about all the latest mobile devices being released for public enjoyment – and for marketing.
- IntoMobile (Facebook, Twitter): A top source for breaking news on mobile technology.
- Mobile Marketing Watch (Facebook, Twitter): As the self-proclaimed “pulse of the mobile marketing industry”, never miss MMW insight on consumer and B-2-B marketing via mobile.
- Mobile Commerce Daily: Stuck trying to figure out how to integrate commerce into your mobile strategy? Mobile Commerce Daily not only offers tips on how to do so, but shares how other pros do it effectively.
- Mobile Marketing Magazine (Facebook, Twitter, Google+): The best online print and online media magazine source for the international mobile marketing industry.
- Social Media Today (Facebook, Twitter, Google+) Provides followers with information on the latest social media trends and effective tools from a variety of bloggers.
- Greg Stuart – Current CEO for MMA Global who has been an expert in both the traditional and digital marketing world for over 30 years. He is the former CEO of the Interactive Advertising Bureau and author of What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds.
- David Murphy – Co-founder and editorial director for Mobile Marketing Magazine who discusses both news and events related to mobile marketing on Twitter.
- Samantha Murphy Kelly: a Tech Reporter at Mashable whose work has appeared online at CNN, Yahoo, CBS News, and even on radio shows like NPR. Kelley keeps Twitter followers up-to-date on news in the digital world.
- Kim Dushinki: As President of Mobile Marketing Profits and founder of the International Mobile Marketing Business Network, Dushinki is essentially a mobile marketing guru. Follow this author The Mobile Marketing Handbook to find out about all there is to know about the field we love best – mobile marketing.
- Ian Huckabee: a popular social strategist and technologist from the New York areae who shares information on mobile technology via Twitter.
- Mark Johnson: As President and CEO for Loyalty360, Johnson provides those in the marketing world with insight on how to build customer loyalty to one’s business or brand – especially through mobile.
- Geoff Alexander (Facebook,Twitter): this award-winning Google Adwords Specialist and Consultant helps businesses of all sizes boost their SEO results for the most popular search engine.
- Saffron Brady: A Digital Marketer from Dublin who keeps followers in the loop about the online marketing industry worldwide.
- Brianna Smith: Smith is a Marketing Coordinator in the St. Louis area specializing in social media for Fpweb.net. Follow her to get information on the social media world from a marketer’s perspective.
- Internet Marketing: Offers daily insight into online marketing in all its forms (Mobile, Search Engine, Internet, SEO).
- SALES: Why Your Voicemails are Failing
- Mobile Monday: Week 7 – Marketing An App
- Why I Wrote RELEVANCE RAISES RESPONSE
- Mobile Monday: Week 6 – Keywords
- How To Find Talented New Employeees (Even If They Aren’t Looking For A New Job)
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