May 2014 - Mobivity

Twitter Vs. SMS To Bring More Customers, More Often

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We could point to tens of thousands of examples of individual locations seeing value in the development and nurturing of an SMS permission-based database.

Of course, there are marketing alternatives. One is Twitter, a service that promises that it can help an SMB “connect with potential customers and increase your follower base.”

Follower bases are good, but what about the more customers, more often need?

Twitter encourages SMBs to create a presence on the social network, then to integrate it across all marketing channels.

It recommends that businesses feature their @username on their website and ask customers to follow them. Further, Twitter suggests SMBs import an email contact list to follow and interact with customers. Also, it encourages businesses to join industry-related conversations and connect with influencers through hashtags.

Through a lead form, it offers a marketing “kickstart” with supposed easy tips, templates and a content calendar.

Twitter has dedicated account for SMBs (@TwitterSmallBiz) as well as a blog

• Have you followed an SMB on Twitter?

• Have you gone into a brick and mortar or bought online after seeing a tweet from an SMB?

• Do you know an SMB that is using Twitter and seeing success?

• Is there an SMB that replaced a permission-based SMS club with Twitter and grew sales and loyalty?

Twitter says that it has 255 million active monthly users with 77% of the accounts outside the U.S.

There are 326 million mobile users in America, according to CTIA – The Wireless Association. comScore says that 75% text on a regular basis. Multiple studies report that approximately one-third of mobile subscribers are interested in joining a text club from a brand or business.

There just doesn’t seem to be any rationale for using Twitter and not text.

Revenue Flowing Faster to New Marketing Channels, But Integration Is Key

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There were many findings within a recent advertising report from the Internet Advertising Bureau that used the word “momentous.”

We learned that U.S. interactive advertising revenues for 2013 hit an all-time high of $42.8 billion. The report said that this “momentous” figure marks an increase of 17% from 2012’s landmark revenues of $36.6 billion. We were also told that digital exceeded broadcast television advertising revenues ($40.1 billion) for the first time ever.

And for the third year in a row, mobile achieved triple-digit growth year-over-year, rising to $7.1 billion during full year 2013, a 110 percent boost from the prior year total of $3.4 billion. Mobile accounted for 17% of 2013 revenues, whereas it was 9 percent of revenues in 2012.

But with all these findings come many questions. Here are just a few:

– Is the shift in dollars signaling a time when those of us in local will make an all-in bet on one or more channel (digital and mobile, for instance), and eliminate any marketing spend on others (radio, TV, for example)?

– Are consumers making – or will they make – a distinction between one channel and another? Or will they instead change how they use a channel, perhaps combining TV and a tablet for a two-screen, enhanced experience?

– Is it possible that these trends will be reversed? Or, said another way, can we expect so-called traditional media to adapt to meet consumer interest and to drive hyperlocal business through one-to-one digital and mobile extensions to its content?

Other numbers from the report:

– Digital video, a component of display-related advertising, brought in $2.8 billion in full year 2013, up 19 percent over revenues of $2.3 billion in 2012. As a result, it also increased its share to become the fourth largest format, directly behind mobile.

– Search revenues totaled $18.4 billion in 2013, up 9% from 2012, when search totaled $16.9 billion.

– Display-related advertising revenues in 2013 totaled $12.8 billion or 30 percent of the year’s revenues, a rise of 7% over $12 billion in 2012.

– Retail advertisers continue to represent the largest category of internet ad spending, responsible for 21% in 2013, followed by financial services and closely trailed by automotive which account for 13% and 12% of the year’s revenues, respectively.

Randall Rothenberg, the IAB’s president and CEO, acknowledged the “momentous” shift as well as cross-screen activity that speaks to multi-channel consumer use: “The news that interactive has outperformed broadcast television should come as no surprise,” he said. “It speaks to the power that digital screens have in reaching and engaging audiences. In that same vein, the staggering growth of mobile is clearly a direct response to how smaller digital screens play an integral role in consumers’ lives throughout the day, as well as their critical importance to cross-screen experiences.”

Added David Silverman, Partner, PwC U.S., which conducted the study for the IAB: “Our survey confirms that we are fully in transition to the post-desktop era. Triple digit advertising revenue growth from mobile devices contrasted the more tepid 8 percent growth from traditional computer screens. This is simply a reflection of the change in how and where consumers are viewing their information—on the go!”

And then there was this from Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB: “Digital marketing generates large reach and many possibilities to create impact across consumers’ purchase consideration processes, both critically important to advertisers as they seek marketing investments that have value.”

Through interviews conducted for my Mobilized Marketing book, and subsequent to those, it is evident that many who are succeeding at hyperlocal are integrating channels rather than eliminating them.

An example is Ford which saw a 15.4% lead conversion simply by adding a mobile call to action to TV spots. Viewers were asked to text in their zip code to learn of local loan offers in the area. Each who responded was asked if he or she would like to be contacted by a local dealer. Leads were handed off to eager salespeople in minutes.

Another example of “old school” still working is the fact that yard signs being used by local businesses to promote mobile text clubs. I looked at a dozen or so locations doing this. What I saw was that 96% saw increases in the number of opt-ins. All but two had double-digit growth and one third saw a boost of at least 50 percent.

Old and new are meeting all the time and not just on the ground. This week, I heard a 70-something ask a flight attendant to explain what “airplane mode” was for his mobile phone. She told him that he could keep it on “and play games.” While he thought that was interesting, he and his wife worked on a printed crossword puzzle or two for most of a three-hour flight.

The upshot? We receive lessons even at 33,000 feet. This one is one to remember — one size does not fit all.

(article first appeared on Street Fight Magazine –

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