Browsing all articles tagged with smartphones
Aug
15

Mobile Monday: Week 6 – Keywords

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.”shutterstock_283022702 (2) 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.

KEYWORDS

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.

Aug
1

Mobile Monday: Week 4 – Advantages of Mobile Marketing

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.” shutterstock_283022702 (2)Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.

For our fourth week, we’re focusing on “Advantages of Mobile Marketing” where Bentz discusses Mass Reach and the immediacy of mobile marketing.

ADVANTAGES OF MOBILE MARKETING

When it comes to mobile marketing, true engagement is when you connect with a consumer in such a way that it makes an impact on them to enable your business to generate a conversion or acquire a new customer. 

  • MASS REACH

Much of the talk when it comes to mobile marketing is in its tremendous ability to provide laser focused marketing. And, while there is no doubt that targeting is one of its best weapons, the high penetration and mass market that mobile brings cannot be undervalued.

Do you know anybody who does not own a mobile phone anymore? Chances are, even your grandparents text and check their Facebook accounts on their mobile phones.

  • INSTANT RESULTS

The days of brand building Mad Men style by Don Draper are over. While building brand recognition is still an important part of a marketing campaign, businesses want, and often insist on immediate results.

Mobile provides those immediate results. It is direct response marketing. A flash sale is a good example. Need to clear some inventory now? An SMS text message, app push message (message sent to those who have downloaded an app), or spontaneous mobile advertising campaign can do just that. Include an embedded link or tap through and an e-commerce sale can be made on the spot.

  • ALWAYS REACHABLE

The mobile user is said to be “always on,” meaning that he or she can be reached 24/7/365. The consumer does not have to tune in to the radio or television show to see your message. That is because mobile is everywhere. Just look at the statistics of how many of us have our mobile phones within reach all day, even while sleeping.

Now, it is probably not a good idea to be sending an SMS text message or app push message in the middle of the night, but you get the idea. Your target market is available and does not have to do anything to receive your mobile message.

CLICK HERE to purchase a copy of “Relevance Raises Response” today where you’ll find more information on how to engage and acquire with Mobile Marketing.

Aug
21

ORLANDO: No Mickey Mouse City for Smartphone Use

A whole new world of opportunity opens up with smartphones, including sending push messages from mobile apps.

Here’s an interesting study of which US cities have the highest rate of smartphone ownership.

Where does your city rank?

Orlando top city for smartphone use

ITS MAGIC: Orlando leads the way.

Sep
9

Smartphone Ownership Hits 60% in USA

Smartphone ownership continues to rise in the United States, now hitting 60% of all mobile phones.  The United States, however, ranks just 13th among all countries in smartphone ownership.

Smartphone ownership chart 2013

Smartphones expected to hit 75% by end of 2014.

Jun
26

Quarter 2: Mobile Search Continues to Grow

It should be no surprise that mobile search has continued to increase in Q2 of 2013. For the last several quarters in 2012 and 2013, mobile search spend has doubled on a year-to-year basis and this most recent quarter is no exception. According to a recent IgnitionOne report, spend on tablet search increased 116% and spend on smartphone increased by 106% on a year-over-year basis.  Search spend, in general, has increased by 7% since quarter 2 of 2012, showing that mobile search is making up a larger and larger share of the paid search market.

Mobile search spend continues to increase exponentially during the second quarter of 2013.

Mobile search spend continues to increase exponentially during the second quarter of 2013.

In addition to increase mobile search spend, the report also shows that clicks and impressions both increased during Q2.  Clicks increased by 104% for tablets and by 82% for smartphones. The number of impressions grew by 91% for tablets and 135% for smartphones.

For more information on mobile search and mobile marketing in general, visit ATS Mobile.

Jul
26

Dumb Phone Users Migration to Smart Phones Continues

OK, I admit it.  “Dumb phones” is one of those terms that I have been known to make up for myself.  But, a recent study by Comscore shows Americans are migrating more and more from dumb phones (feature phones) to smartphones.

In April 2011, 38% of new phones purchased by then current feature phone owners were for smartphones.  In April, 2012, however, 47.5% of feature phone owners made the switch to smartphones.

This girl used to be a feature phone owner.

If you would like to see the breakdown of smartphone ownership by age and income, click here.

What does this mean for mobile marketing?  What it means is greater data usage and increased downloads of apps and other advanced mobile marketing tools.

Apr
6

NEWS ALERT: Google Android Takes the Lead

First there was RIM Blackberry and then soon after iPhone became the dominant smartphone platform.

No more.  Now, Google Android dominates the smartphone market with a 51% market share in the USA.

With over half of Americans now owning smartphones, the move by Android is especially significant.

My how times change in this business…and quickly.

 

Sep
2

40% Now Have Smartphones

According to July 2011 data from Nielsen, 40% of all mobile phones in the USA are now smartphones. Android is the most popular operating system, with 40 percent of mobile consumers reporting they have a smartphone with an Android OS. Apple’s iOS is in second place, with 28 percent.

 

smartphone-marketshare

Among those who are planning to get a new smartphone in the next year, 40% will choose Android and 32% will choose an iPhone.

Proliferation of smartphones in the USA certainly leads to increased importance for QR Codes.

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