Mobile Web Archives - Mobivity

Politics and Mobile – the Way of the Future

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

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

The Importance of Being Intentional With Mobile Marketing

Posted by | General, Mobile Advertising, Mobile Experience, Mobile Web, SMS, Technology | No Comments

With the rise in use and effectiveness of mobile marketing becoming more and more apparent each day, nearly every business is looking for their piece of the mobile consumer pie. However, as with everything in marketing and advertising for brands and businesses, there are right and wrong ways to do everything – with a lot of grey space in between. The importance of businesses being intentional with their mobile marketing efforts is absolutely key to the success of their campaigns. As Rimma Kats, the Associate Editor for the Mobile Marketer states:

“[I]t is important for marketers to have a 360-degree marketing strategy. Instead of simply taking a QR code [or any piece of mobile marketing materials] and plastering it on anything, companies should invest time and effort [to] think of new ways to engage new and existing consumers.”

Quick-Response (QR) codes seem to be the worst offender in unintentional mobile marketing. As Kats goes on to say, “many consumers are still not educated on QR codes and are not really sure how to use them. While awareness of mobile bar codes as a marker for interactivity is growing exponentially, assuming consumers understand how to activate it without instructions can be a mistake. Education is key, as is a prominent and accompanied by a call-to-action.”

Take this mobile advertisement to the left, for example. I left for work this morning and saw this truck leaving my neighborhood. After several failed attempts to try and get close enough to scan the QR code, I managed to snap a picture of it – and was still unable to scan it once getting to the office and having the code up on my computer. It wasn’t until I was side-by-side with the driver that I knew what business the truck belonged to – though I still have never found out what the advertised mobile bar code did, because I was never able to scan and interact with the company.

Jane McPherson, the CMO for SpyderLynk – a mobile bar code provider for businesses and brands, believes in the effectiveness of mobile bar codes and QR codes alike, though she is aware that without in depth planning and analysis the effectiveness of executing these mobile campaigns will fail miserably:

“In 2011, QR codes popped up everywhere. Whether you were flipping through a magazine at the doctor’s office or opening mail from a company you did business with, there was a decent chance it had a QR code on it. With a plethora of free QR code generators available online, low barriers to entry caused companies to create and print QR codes on everything. . . We suspect that marketers who have not had good success with them have not yet begun to think of them strategically.”

Many have noted that 2012 will be the year of mobile marketing, but it will also be a year of reflection. Reflection on what has worked, what hasn’t worked, and how to better incorporate a 360-degree cross platform approach to advertising and marketing in the constantly connected society in which we live. We believe that QR codes can be an effective mobile marketing approach for brands and businesses that can create a media-rich mobile experience that consumers will love – but only if executed effectively and strategically. According to Charles Sankowich, CEO of Friendthem, QR codes can be of some help in the right situation:

“When you really think about it, [QR codes are] just an easier way to enter a URL. I do not believe QR codes, from a tech standpoint, are anything game changing but do offer some positives. For instance, I use QR codes to create an easy way to download my app, they do create a type of cool factor that might drive a certain demographic that find this approach more interesting.”

It is our opinion that, while QR codes can be an incredibly effective and enhancing tool to a mobile marketing approach, they are just that, an approach and tool. Relying strictly on QR codes as a way to generate awareness and a mobile presence is inherently flawed, and they should only be used as a tool to enhance your existing mobile campaigns.

For example, each time a new client signs up for an account with us, we give them promotional materials to help market their mobile campaign. While the materials they receive can vary based on the campaign, we always offer a printable flyer to help market their campaign. In using QR codes to this capacity, we are enabling the consumer to interact with each of our clients in a way that is pleasing and effective to them. Whether you choose to scan a QR code to have a text message started and filled out for you, or you choose to type out the text yourself by following the flyer’s directions, the barrier to entry to interacting with each of our clients is low – and we like to keep it that way.

Regardless of your approach to mobile marketing – whether it’s the use of QR codes, a mobile app, mobile optimized websites, or (our favorite) text message marketing – it is important to be sure that your business is intentional and effective in the move to mobile marketing. And we think there are a few key things to keep in mind when considering a mobile marketing campaign.

Who is your audience?

A lot of times we see mobile marketing campaigns that make total sense to those of us in the industry, but won’t necessarily make sense to your consumers. Placing vague QR codes on vehicles and marketing pieces without a call to action will not engage that part of your audience that doesn’t necessarily know what a QR code is, or even what to do with it.

To see effective results, you must be intentional.

The move from online, print, and television advertising to mobile advertising has been fast and ever-changing. While making this move (or incorporating a cross-platform approach as we suggest) it is crucial to be intentional and effective. Splattering mobile marketing initiatives against the wall to see what sticks isn’t effective, and will leave a bad taste for mobile marketing in your business’ mouth. It is key to use what works, and especially what works for your customers.

We may be a bit biased, but it is our humble opinion that the most comprehensive and effective approach to mobile marketing is a cross-platform approach with a heavy focus on text message marketing. The key of mobile marketing is not to wow your customers with your technological advancement, or to win an advertising award for the most creative mobile approach in 2012. The key of mobile marketing is to start a conversation with your customers on the mobile channel, and to increase sales and margins based on the loyalty and brand awareness you are able to create. Text message marketing has proven itself time and again as the most effective and far-reaching approach to connecting with customers and increasing loyalty and brand awareness. While the mobile marketing industry is constantly changing and evolving, the most comprehensive and effective approach to date has been engaging with your customers through text messaging. But don’t take our word for it, give text messaging a try for free today.

Where do your customers get their information?

Posted by | General, Mobile Web, News | No Comments

For decades journalists and news agencies alike have battled for the opportunity to present their spin of the story to citizens worldwide. However, one question often over looked by the reporters is where exactly the individual goes to for news on a daily basis. For example, while several individuals in a recent Pew Research study state that they get news from sources such as Twitter and Facebook, it is only supplemental to other main news sources.

A large group of individuals have noted getting news, if not primarily, supplementally from news sources and reporting websites on their mobile devices. In fact, nearly 45 percent of users get “most of their news” from their smartphone. As Amy Mitchell, deputy director of the Pew Research Center’s Project for Excellence in Journalism, states:

What we see is the establishing of the mobile era of news, over a quarter of the population is now getting news on a mobile device and nearly as many are getting news on multiple digital devices. The results show that the degree to which people are getting news on these devices seems to be adding to news consumption as opposed to merely replacing it. The vast majority is still getting news on a desktop or laptop and is not necessarily abandoning their old ways of getting news.

This is even seen across the pond, where there was a nearly 74 percent increase in mobile news consumption from January 2011 to January 2012. Also worth noting, almost 85 percent of smartphone users surveyed admit to accessing news on their mobile device on a daily basis.

The implications for advertisers, businesses, and brands alike are staggering. As Jonathan Stephen, senior producer of mobile products at JetBlue Airways states,

You have to see what type of devices your customers are using and see how they would like to access your content.

This is absolutely crucial and should be at the forefront of nearly every brand and business mind. You must pay attention not only to where your customers are getting their information, but also what is best for them.

Mobile is a medium of convenience. It is more convenient for your customers to receive your message to their phones and in their pocket than any other form of communication, and because of this you will see a higher level of response and effectiveness. When marketing to your customers, much like when a news agency attempts to get news reports to its viewers, you always want to consider which form of media is most convenient to the recipient, and what will generate the best response. Mobile advertising and SMS aren’t replacing the forms of marketing you are already using, they are here to enhance and multiply the interaction you are seeing with your customers already.

To speak about the benefits of adding a mobile component to your marketing strategy, contact one of our Account Managers today.

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