Mobile Advertising Archives - Mobivity

Where Mobile Sits in 2013

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2012 was an exciting and eventful year for mobile marketing. There are now companies that will send text message updates reminding you to take your medicine, and Target even chose to opt-out of a Superbowl Ad in favor of a mobile game.

Verizon activated 8.2 million iPhones in the fourth quarter alone, making the app market even more enticing, while feature phones hang on for dear life in the rising smart phone market.

Businesses, brands, and reviewers have began questioning the legitimacy of online SMS substitutes, and big business is beginning to realize the necessity for SMS marketing compliance.

press_releasesIt’s been a big year around our camp too. We’ve forged several successful partnerships, including quite possibly the most relevant one to your, our clients, our partnership with Stampt. Stampt allows you to connect with your customers in a loyal way, rewarding your returning customers and allowing new customers to find your business in a hot minute.

You can rest assured that we will always be working hard to stay in line with the mobile trends for 2013 and beyond, ensuring that you receive the most up to date service and technologies to connect with your customers.


Click here to learn more about Stampt

But one thing is for certain: regardless of what changes in the mobile marketing industry, your mobile phone is still right in your pocket – making it the strongest and greatest way to connect directly with your customers no matter the year.

Mobivity and C Spire Wireless Announce Partnership to Create Interactive Fan Engagement Program for Memphis Grizzlies

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Phoenix, Arizona Dec. 11, 2012

Mobivity Holdings Corporation (OTCQB: MFON), an award-winning provider of proprietary mobile marketing technologies and solutions, announced a partnership with C Spire Wireless today to create interactive and unique fan engagement solutions for the Memphis Grizzlies and FedExForum.

Mobivity will help fans interact with the NBA team using its patented mobile marketing platform, as well as in-stadium graphics for live polling, text-to-win campaigns and picture-to-screen engagement. C Spire is the official wireless partner of the professional basketball team and FedExForum and has exclusive category rights for marketing promotion and technology development under a multi-year sponsorship agreement with the team.

“We’re excited about the partnership with Mobivity, which will help us increase the amount and quality of brand engagement with Grizzlies fans throughout the season,” said Jim Richmond, vice president of Corporate Communications for C Spire Wireless. “Mobivity is helping us develop a personalized relationship with fans in a venue that is one of the best sports and entertainment destinations in the Mid-South.”

Richmond said Mobivity has also created a C Spire-branded web opt-in site to aid in building fan engagement with the Grizzlies. Using the company’s HD graphics system, fans will engage with the team in real-time through text and picture messages, Facebook and Twitter posts, text-to-win contests, and polling campaigns during home games this season.

“Mobivity is pleased to establish this mobile partnership with C Spire and the Memphis Grizzlies and we look forward to an engaging and successful relationship with fans during the season,” said Michael Falato, Senior Vice President of Sales and Business Development for Mobivity.

In addition to cutting-edge fan engagement solutions, Mobivity’s patented technology also will allow the Memphis Grizzlies to stay connected to fans via text messages and notifications, along with mobile updates and offers to increase attendance and brand loyalty.

“On behalf of the Memphis Grizzlies organization, we are honored and thrilled to be starting a new partnership with Mobivity and continuing to grow our partnership with our official wireless partner, C Spire Wireless,” said Chad Bolen, Vice President of Corporate Sponsorships. “This new relationship will enhance our mobile marketing technologies and solutions for our fans. With mobile platforms becoming an integral part of our society, we are confident our fans will appreciate the live polling, text-to-win campaigns and picture-to-screen engagement coming this season.”

About Mobivity

Mobivity is an award-winning provider of patented mobile marketing technologies and the inventor of C4, a unique, enterprise-grade platform empowering brands to engage mobile consumers across multiple channels. The only system of its kind, C4 is a cloud-based solution, which provides broad mobile communications and extensive CRM features to clients. C4 is integrated with multiple tier-one PSTN/IP carriers and micropayment processing facilities, as well as with carrier premium SMS billing systems. Additionally, Mobivity offers a unique HD graphical system through its Display Technology, which allows fans to interact with their mobile phones and high definition video boards and screens in real time. Mobivity’s clients include CNN, Disney, NFL, Sony Pictures, AT&T, USTA, Chick-fil-A, the Golf Channel, NBC Universal, numerous professional sports teams, and many others.

Contact:

For additional information, contact:

MDM Worldwide
Investor Relations | Mobivity
(646) 403-3554

For business development opportunities:

Michael Falato
SVP of Sales and Business Development | Mobivity
(512) 522-4710 | michael.falato@mobivity.com

Mobile’s Effect on the Fast Food Experience

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According to a report by eMarketer, restaurants have become the most common search on mobile devices. Oftentimes, for consumers, the question of what to have to eat is followed by the question of “What’s nearby?” Smartphones have enabled many consumers a medium to turn to for guidance while on the go, according to the eMarketer report entitled “Mobile Fast Food Marketing: How QSRs and Fast Casuals Are Getting Quicker and Faster.”

With the help of store locaters, menu finders, mobile coupons, ordering apps, and review apps like Urban Spoon and Yelp, consumers are making more and more dining decisions while on the go.

Fast food typically refers to quick-service restaurants (QSRs) like McDonald’s and fast casuals like Five Guys Burgers and Fries. These two segments are becoming increasingly blurred for bother consumers and marketers, especially as mobile is having a major impact on trends and consumer experience in both industries. Mobile is one of the highest listed technologies for both fast casuals and QSRs to plan on adopting.

And there is good reason for fast food marketers to focus on mobile. Fast casual and QSR customers are more likely than other industry customers to own smartphones. According to foodservice research firm Sandelman & Associates:

“Forty-four percent of consumers who eat fast food at least monthly owned smartphones in the last quarter of 2011.”

That’s 14 percent higher than eMarketer’s estimate of overall smartphone ownership for the same period, and they are strictly using the phones to look for dining options. According to local search advertising company YP, 24% of mobile searches on its network in September 2012 were for restaurants, the largest share of any category.

When consumers are using their phones for fast food restaurant searching, proximity becomes one of the most important factors. As of June 2012, nearly 64% of smartphone users searching for restaurants expected results within walking or short driving distance. The same study also found that nearly two-thirds of consumers purchased a meal within an hour of their search, making immediacy and availability a prime focus for consumers.

There are plenty of reasons for marketers to seek out and make themselves available to these mobile users that are hunting for their next meal. For those looking to put in an order or find a good deal while heading out the door, fast food is getting unmistakably faster and smarter.

Clarified Opt-Out Regulations From the FCC

Posted by | Mobile Advertising, News, SMS | No Comments

Those of us in the mobile marketing industry haven’t been strangers to the struggles related to opting-out a user no longer wishing to receive a text message, and the lawsuits that can come with them, but the FCC shined some light on the open seas today as far as what is acceptable moving forward.

As Wireless Week notes,

“The FCC today issued a declaratory ruling stating that it’s alright for companies to send a confirmation text after a consumer has sent an opt-out text.”

The article goes on to state that the FCC confirmed that sending a one-time text message confirming a consumer’s request that no further text messages be send does not violate the TCPA of the commission’s rules, as long as the confirmation text has the specific characteristics described in the petition. “Our ruling will allow organizations that send text messages to consumers form whom they have obtained prior express consent to continue the practice of sending a final, one-time text to confrim receipt of a consumer’s opt-out request,” says the FCC ruling, acknowledging that the practice of an opt-out confirmation message is widespread.

At Mobivity, we’re pleased with the FCC ruling and clarification that will allow us to continue providing the same genuine and quality customer service and experience that both our clients and their customers have become accustomed to. Although this FCC clarification will offer no protection to downright spammers, like this group of British individuals who were indicted for sending nearly 800,000 spam texts per day, it does offer a clearer view on our day to day activities, and offers protection to Mobivity and our clients alike.

The good news, and main take away from this, is that mobile marketing is becoming a better place for marketers and brands to be. With regulations being set in place to protect brands and their customers alike, many of the headaches for mobile marketers will begin to become less and less irritating as the mobile adoption grows each year, and Mobivity will be right here to help you wade the mobile marketing waters as the tide begins to rise.

The (Quasi) Smartphone Revival

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According to new figures released by the Wireless Smartphone Strategies service, there are now more than one billion smartphones in circulation worldwide.

As of the third quarter of 2012, one in seven people worldwide now own a smartphone, which brings the grand total to just over 1 billion smartphones worldwide. Around this time last year, there were only about 700 million smartphones in use worldwide, showing an almost 40% increase in only one year, according to Strategy Analytics.

Although the total number of smartphones active worldwide seems like a huge number, developing markets like China and India still have plenty of room for mobile growth, with Strategy Analytics predicting that smartphones will reach 2 billion active smartphone in around three years.

While smartphones may be the fastest spreading technology in human history, it’s still important to keep in mind the number of users still using feature phones as opposed to smart phones (or dumb phones, as we like to call them). With Apple as one of the most valuable companies in the world, due largely in part to the 2007 release of the highly popular iPhone, smartphones and how to connect with your customers who have them are often on people’s minds. However, it is incredibly important to keep in mind that smartphone penetration is still only around 27% worldwide, leaving the majority of mobile phone users without access to some of the “fancier” and more media rich mobile marketing efforts like mobile apps, QR codes, and push notification systems.

Even more relevant, the United States are slightly higher in smartphone penetration with around 63% of American mobile phone users having smartphones, and 37% with more simple feature phones.

At least in the United States, it’s simple for developers as smartphones are inherently ruled by Google’s Android and Apple’s iOS operating systems. Yet marketers aiming to expand their customer reach in the mobile realm will have a hard time if only aiming to reach smartphone users. As the great David Ogilvy once said:

“If it doesn’t sell, it isn’t creative.”

It is simple for marketers to become distracted by the shiny new marketing mediums available with the wide range of capabilities smartphones offer, but is important for brands and businesses to keep in mind where their customers pay their attention.

That’s what makes a multi-faceted mobile marketing approach so much more successful. No successful business will be okay with only target 63% of their customers with any given marketing medium when the capability to reach 100% of your customer base is available, and that is exactly what makes mobile marketing and SMS messaging a perfect pair.

Mobile Becoming a More Powerful Consumer Revolution Than Web

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When looking at the rate at which consumers adopted the internet boom of the 1990′s and early 2000′s, it’s becoming more clear each day that the mobile revolution is poised to be much more powerful and disruptive to the way consumers interact with businesses, according to a new report from Forrester Research.

Throughout the “How to Start Bridging the Mobile Monetization Gap” report Forrester Research notes that although mobile is evolving faster than the Web could have ever dreamed of, sound monetization strategies are not currently following close behind. In the report, Forrester notes that “few businesses can survive on mobile as a standalone business model, meaning that mobile more often than not takes on the role of an extension of an existent business model.” And, as Thomas Husson (Paris-based analyst at Forrester Research) notes:

“Marketers need to combine new marketing variables such as time, consumer knowledge, and place to deliver more personalized, immediate and tailored content on mobile phones. They need to anticipate the emergence of new forms of interactions with consumers by providing immersive rich-media formats that provide personalized, contextually-relevant content that is not perceived as ads by consumers,” he said. “It requires marketers to identify the value that mobile engagement brings throughout the customer lifecycle.”

Mobile Growth
Many companies like Facebook, Rovio, Twitter, Pandora, and Groupon often generate headlines in the mobile industry because of their large groups of mobile users. However, these companies have not proven business models that directly support their mobile users. One example of this conundrum is Facebook, which claims that nearly 60 percent of all its user-base is accessing the site from mobile devices, yet revenue generated from mobile only represents 15 percent of the company’s total revenue.

Similarly, Rovio boasts nearly one million app downloads via popular app franchises like Angry Birds, yet thirty percent of the company’s revenue still comes from merchandising and licensing sources, not mobile.

Global Change
Mobile web is growing at an incredibly rapid pace globally compared to the rate at which the internet grew (and is still growing). While there have surely been growing pains along the way, Forrester forecasts that by 2017 mobile internet will reach 29 percent of the Indian population, 37 percent of the Brazilian population, and 64 percent of Chinese populations; which is absolutely astounding if you consider the rate at which internet is still growing in these countries.

However, there are two key aspects that business models like Facebook and Groupon don’t offer business looking to reach customers on the mobile channel, retention and continuity.

While these mobile models offer consumers the access to businesses via extremely populated channels, they lack a key aspect for businesses to see mobile success: the access of businesses to mobile consumers. This will be the key defining factor in coming years in the success of mobile. Advertising has always been about how to best reach the customer, and how to best influence or encourage their purchasing decisions.

Mobile marketing offers that don’t consider this sort of retention will begin to fall to the wayside as corporations, small businesses, and consumers alike become more aware of the mobile world – leaving only the mobile marketing companies who can guarantee one thing, and one thing only. More customers, more often.

Politics and Mobile – the Way of the Future

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In light of the Presidential Town-Hall Debate on Tuesday night, we decided to look at the role mobile has played in political campaigns and politics over the years, and what you can expect moving forward.

Much like the transition from the mobile phones of the past, political information has transferred to delivery via radio and newspaper to mobile and social platforms at an incredible rate. According to a study reviewed by Mashable, text messaging has been a huge communication forum.

“According to a survey from free texting app textPlus, half of young adults surveyed (ages 18-24) say they’ve discussed the upcoming election on their mobile devices via text message. More than half (56 percent) say they’ve specifically chatted about the presidential candidates.”

But this isn’t anything new. In 2008 the Obama campaign used a mobile and text message marketing campaign to keep in touch with voters, even announcing the Democratic Vice Presidential Nomination via text message before any other media venues. Additionally, the Obama campaign became the first to accept political donations via text message this year. But Democrats aren’t the only technological and mobile savvy ones out there.

The Romney campaign this year used it’s mobile app to give updates to voters, encourage mobile donations, and (a play from Obama’s book) announce their Vice Presidential Candidate nomination. But mobile technology isn’t only used for political campaigns to convey information to voters and constituents, it’s actually how Americans get their information from (more) trustworthy news sources.

According to a survey by Pew, nearly 37% of voters use their mobile phones to not only obtain political information, but also to engage in political discussion with others. With nearly 10 million tweets during a two-hour debate (with most of those coming from mobile devices), the role mobile and social have in political campaigns and voter education has done nothing but rise year after year, and the trend doesn’t seem to have any intention of changing.

How do you feel about mobile’s role in politics? Let us know in the comments

Sony Pictures Creates Viral Mobile Marketing Campaign for “Carrie”

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During this past weekend’s New York Comic Con Sony Pictures unveiled a first look at it’s remake of horror-movie classic, Carrie.

While there has already been a strong social media buzz around this 1976 classic based on an iconic novel by Stephen King, Sony Pictures is also taking a viral and mobile marketing approach to promote the film.

During Comic Con in New York, promoters of the film encouraged crowd-participants to “learn what happened to Carrie” by calling 207-404-2604. This mobile call-to-action is also featured in the only released teaser trailer for the film on YouTube. When a user calls the phone number, they interactively engage in a conversation with the main character of the film, Carrie; only to be interrupted by an overheard conversation with her mother. In one of the creepiest calls I’ve heard (that is, next to the campaign for the House at the End of the Street), users are promised a unique experience leading up to the film when asked to opt-in for “further calls” from Carrie.

The mobile marketing feature used by Carrie and Sony Pictures is an interactive and patented feature called IVR, or Interactive Voice Response, technology. It, in essence, allows an end-user to have an interactive phone call with a pre-recorded conversation, creating an exciting and media rich experience that is unparalleled. Additionally, users that opt-in to the Carrie campaign may receive additional phone calls or text messages from Sony Pictures helping to engage and build excitement around the film in the six coming months until the film in the Spring of 2013.

While many think of QR Codes or Mobile Webpages when it comes to a media-rich mobile experience, it is important to consider your customer-base. Today in the US nearly 50% of cell phone users do not own a smartphone, and those individuals are left out when it comes to these “traditionally” considered media-rich campaigns. A feature like IVR allows businesses to interact with a much wider consumer base than smartphone-only mobile marketing campaigns, while still creating exciting and media-rich campaigns.

Mobile marketing is one of the premier ways to market and generate buzz around a business or brand, and allows a unique and personal connection with your fans, followers, and customers. Mobivity offers a slew of mobile features that allow you to capture your customers attention where it matters most – on their phone; no matter what type of phone they use. And with the success Sony Pictures has already seen around this Carrie campaign, you can expect mobile marketing to become a strong fixture for connection for years to come.

Try it yourself! Call 207-404-2604 today to check out the Carrie IVR campaign.

A Brief History of Text Messaging

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Can you imagine where your life would be without text messaging? Without being able to send a quick note that you’re going to be late going home, or coordinate a meeting with coworkers or friends on the go without ever making a phone call. It’s allowed us to be more efficient, independent, and direct in our interactions with each other. Among all of the short and simple methods of communication available, what lead us to the point we’re at where literally trillions of texts are sent every day (and yes, we mean it when we say literally)?

Texting, or SMS (short message service) is a method of communication that sends messages between cellphones (SMS or SMPP) — or from a PC or handheld to a cell phone (SMTP). The “short” part comes from the maximum size of a text message, which is 160 characters (letters, numbers or symbols in the Latin alphabet) regardless of phone, provider, or technology.

The SMS concept was first developed in the Franco-German GSM cooperation in 1984 by Friedhelm Hillebrand and Bernard Ghillebaert. The first text message was sent years later on December 3rd, 1992 from Neil Papworth, a former developer at Sema Group Telecoms. Mobile phones didn’t have keyboards at the time, so Papworth had to type the message on a PC. Papworth’s text — “Merry Christmas” — was successfully sent to Richard Jarvis at Vodafone.

Most early GSM mobile phone handsets did not support the ability to send text messages. The first SMS gateways for cellphones were network notifications, usually to inform of voice mail messages and billing alerts. Nokia was the first handset manufacturer whose total GSM phone line in 1993 supported user-sending of SMS text messages. In 1997, it became the first manufacturer to produce a mobile phone with a full keyboard: the Nokia 9000i Communicator.

Like any new technology, initial growth for SMS was slow. The average American user sent 0.4 texts per month in 1995. Gradually, phones and networks adapted to better accommodate SMS. In 1999, texts could finally be exchanged between different networks, which increased its usefulness. By 2000, the average number of text messages sent in the U.S. increased to 35 a month per person.

The first, most common method of commercial texting is referred to as “multi-tap.” Each number on the phone is connected to three or four letters. For example, the “3″ key displays “D,” “E” and “F.” Multi-tap is easy to understand, but not very efficient. In the 1990s, Tegic co-founder Cliff Kushler invented T9, short for “Text on 9 keys.” Instead of multi-tapping, predictive text technology displays words from a single keypress. As T9 became familiar with the words and phrases commonly used by the texter, they become correspondent in order of frequency. In 2011, Kushler invented Swype, a texting feature for touchscreens that enables users to drag their fingers to connect the dots between letters in a word.

Virtual keyboards had automatic spell check and correction, predictive text technology, and the ability to learn new words. The keys were larger and keyboard adapts to the phone’s width based on landscape or vertical orientation. Today, virtual keyboards have become a standard feature for smartphones. 2007 also happened to mark the first year that Americans sent and received more text messages per month than phone calls. Social media sites like Twitter adopted the short character format, which has likely helped the text message phenomenon — we’ve learned to be more concise and character-conscious.

Today, SMS is the most widely-used data application in the world, with 81% of mobile phone subscribers using it. And SMS has become more than just a way to text with friends — it also lets us receive updates and alerts, keep track of our finances, send email, and much more.

“The popularity and wide usage rates of text messaging are exactly what make it the ideal form of communication between brands and consumers.”

With new technology and communication mediums popping up almost every day, there will be more choices as far as how brands communicate with their customers. Whether you prefer Pinterest, Instagram, Twitter, Yellow Pages, or Mobile Marketing, there is one thing to always keep in mind. For each new technology presented to consumers, there will be early adopters and people who will never adopt a new technology at all and rarely leave the level of technology they are currently at (Seriously – Blackberry and RIM are still making phones). This is why, when trying to reach your customers, it is the best decision to use a communication channel that is the most widely used application in the world – text messaging.

You can read the full article on the history of the text message from Mashable here.

Why Simple is Successful in Mobile Advertising

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With the amount of users depending on their mobile device as a primary means of communication increasing every day, it’s not only important to be sure your brand’s voice is heard on the mobile channel, but that it’s optimized for viewing on the mobile channel.

With the vast variety in mobile marketing offerings, it can be difficult for brands to make sure their message is clear and concise. From QR codes, to mobile apps and in-app advertising, many brands and businesses have opted to go with the shotgun approach to mobile advertising, but a simple message may not only be more effective, but also be exactly what your customers are looking for.

“One of the most important parts for success in mobile marketing is to understand your demographics, and to cater to them by using the mobile medium that they communicate on daily. The only way to have your message be heard is to make sure your demographic is actually listening.”

Spencer Brannan, Senior VP of Sales at Mobivity said that “One of the most important parts for success in mobile marketing is to understand your demographics, and to cater to them by using the mobile medium that they communicate on daily. The only way to have your message be heard is to make sure your demographic is actually listening,” and it couldn’t be more true. Too many times we’ve seen mobile campaigns fall-short of expectations because of the assumption that any mobile advertising is good mobile advertising. The clear message that we’ve seen and projected time and again, however, is that brands must be clear on what will and will not succeed with their customer base.

This is one of the best and most promising possibilities of text messaging and mobile marketing, that if you know what you’re doing (and what your customer demographic is) you can all but guarantee that you’ll see success with mobile marketing.

Here’s what you absolutely want to look out for in mobile marketing if you want to succeed:

1. Target your messages specifically

By sending targeted messages, in lieu of a shotgun approach, you can track success and send messages that are specific to your demographics.

2. Short Messages Work Best

Getting too lofty with long copy and detailed messages will turn mobile users away. Keep it simple.

3. Be Direct

The world of mobile marketing moves even faster, and has a shorter attention span than internet users of the past – getting to the point quickly will keep your customers attention and allow them to act on your offer before they move on to something else.

4. Media-Rich Mobile Experiences are Preferred

Mobile Websites and Social Media are two amazingly simple ways to keep your customers engaged on their mobile phones.

5. Mobile is Action Driven – Be Active

Engage your users, don’t just use mobile to send them coupons and offers – the most successful messages in mobile marketing are the ones that engage your customers and invoke action in them. It’s simple, and will increase the participation rates you see.

One of the marketing channels that has always had the broadest reach, and one of the highest success rates (both within and outside of the mobile world) is text message marketing. While in-app messaging and QR codes can create engaging and media-rich mobile experiences for your customers, only 52.9% of mobile users have smart-phones able to engage in these activities. The number one app across all American smartphones is text message marketing. It’s simple, to reach your customers on their terms, follow the above rules on the most used conversational channel in the country.

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