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Pirq Gives Mobile Marketing Advertising a Shot in the Arm With Loyalty Tracking

Friday, September 28th, 2012 | Permalink

Your local mobile marketing solution and mobile marketing platforms are rapidly moving toward new ways to build customer loyalty. Mobile marketing advertising gurus understand repeat business is crucial when it comes to a secure and robust revenue base. Sadly, mobile market research has fallen short on this mysterious topic — thanks in part to the speed that we all take for granted as part of any mobile marketing platform.

It’s about time mobile marketing strategy adapted ways to build customer loyalty, but in a sense, efforts to do so fight against the very nature of how people use mobile. A technology that works in fractions of seconds can be difficult to steer toward longer term planning. It can seem all but impossible to focus customers’ narrow attention spans during the particular part of the day or week when their patronage would most help.

But that’s precisely where Pirq steps in …

Pirq Makes Reading Your Mind Less Creepy, More Lucrative

Mobile marketing advertising needs to extend relationships into the future if it’s going to inspire customers to come back. That’s precisely what Seattle-based startup Pirq aims to do. According to their own marketing, Pirq “automatically and intelligently adjusts deals in real time” to boost profits during both off-peak and peak hours. If you’ve got it in mind that some people have already used mobile marketing campaigns this way, you’re right: The textbook example comes fromSouth Korea and it is awesome.

(Check out the shadow-activated Korean QR code that actually made it to Newsweek.)

But since we can’t always have an art installation as the basis of our mobile marketing strategies, we have Pirq: An application that intelligently modifies the “deck” of offers available to customers based on their location, time of day and past loyalty, among other factors. The new “digital punch card” will allow you to track a user’s brand loyalty over time and provide tailored rewards through the mobile app. Microtargeted offers could have a lot more pull than the big “grab and go” alternatives like Groupon.

Geofencing & Hyperlocal Marketing: Turn Customers’ Phones into Your Billboard

What could be better than convincing potential customers to carry an advertisement for your product right in their pockets? One they would consult at times when they are naturally most predisposed to buy, such as when they’re near your existing storefront? Geofencing and hyperlocal mobile marketing are making it possible thanks to enhanced GPS capabilities available on many modern smartphones and other mobile devices.

“Geofencing” is the idea of placing a “virtual perimeter” around a location in order to serve ads that are much more relevant than average. This is a big part of the “hyperlocal” trend that can help marketers serve data to potential customers that’s so precisely relevant, it can enhance their experience at businesses that they are walking or driving past at that very moment. When such offers are intensely appealing or have a “one time only” flair, they can alter buying behavior on the spur of the moment.

Naturally, though, impulse buyers are the ones most likely to respond favorably to this kind of incentive. Customers who like to comparison shop and research their purchases extensively will have to be approached in a more methodical way — one that, perhaps ironically, will have the appearance of being more casual and less hurried. If you’ve been looking to the internet for much of your clientele, the time is ripe to investigate what your local area can offer you thanks to these amazing new innovations!

Mobile Marketing is So Lucrative Even Facebook Can Do It Right: Report

Tuesday, September 25th, 2012 | Permalink

With Facebook stocks in the tank at a staggering $17.73 or so, well under half of its IPO value of $38, analysts are hard pressed to find anything the social media giant is doing right as it aims to reposition itself as a major public corporation. But there is one thing — something even those who “Like” Facebook might not have expected to break in the company’s favor. According to new mobile market research in a report by Morgan Stanley, mobile monetization is proceeding apace at the company and currently accounts for significant innovation at FB.

More than 50% of Current Facebook Users Access Through a Mobile Device

Facebook has not always been known for its excellent mobile interface. Past versions of the official Facebook mobile app have been downright painful to use. That said, there’s no question Facebook’s new concerns on the stock market are helping to drive its efforts in this arena.Mobilehas been a huge segment of Facebook’s growth over the years, expanding from a mere 1% of users in 2007 to a full half here and now in 2012. Naturally, Facebook’s mobile marketing advertising community wants in.

There’s one important thing to remember about Facebook’s mobile marketing platform. Just about every mobile marketing solution Facebook offers is used predominantly not by established companies but by relatively inexperienced internet marketers and small business owners. This could stand to become a problem for Facebook’s bottom line in the near future if advancement in its mobile marketing applications does not continue. Why? The reason has a lot to do with the psychology of Facebook and its IPO.

22% of Small Businesses Use Facebook Ads — And Panic May Be On the Horizon

More than 78% of small businesses surveyed have used Facebook ads, and almost 65% say they would do it again. What about the others? Well, let’s not forget that Facebook ads, like those on Google and other major platforms, are largely targeted to beginners: Failure rate is high, and a lot of Facebook’s ad revenue strategy has to do with helping mobile marketer novices take a bath. This leads to high frustration and turnover.

In fact, you don’t have to be new to the game to feel that Facebook is lacking as a mobile marketing platform: Only a few months ago, General Motors pulled $10 million in Facebook ads claiming that they simply aren’t effective enough. The convergence of Facebook’s declining stock prices and concerns about the viability of its mobile marketing platform could lead to a serious dent in its long-term prospects. Why? “Average” small business owners, not experts, may be ready to run.

Facebook’s IPO, Mobile Marketing Advertising and the Negative Feedback Loop

The psychology behind Facebook’s IPO was that everyone wanted to be a part of it. Sober, serious investors often passed — but “average” people, the same average people behind an estimated 30% of Facebook advertising accounts, believed in it. If Facebook’s mobile advertising revenue no longer expands because small business owners abandon it, the death spiral begun with the IPO price could get even worse for the social media giant, restricting one of its major sources of income and its ability to innovate.

Continuing work on Facebook’s mobile app is a good thing, but to maintain momentum that Morgan Stanley sees it building, it will need to expand its mobile marketing solution so that small business owners can compete more effectively instead of dropping out; turning them into long-term customers instead of brief cash infusions. That’s how it can differentiate itself from Google, whose abysmally high learning curve makes its ads all but useless to the majority of small business solopreneurs.

Latest Mobile Marketing News: Is There a “7% Solution” to Mobile Marketing?

Friday, September 14th, 2012 | Permalink

With mobile marketing strategies growing every day and industries like real estate mobile marketing embracing the new technology with gusto, marketers all around theUnited Statesand the world are trying to figure out just how much of their precious resources they should devote to mobile marketing advertising. Needless to say, it’s a good idea to have a blend of cost-effective mobile marketing solutions, but even the most savvy mobile marketer will have to make trade-offs for their investment.

Long story short, most companies are devoting 1% or less of their marketing and advertising budget to mobile marketing. The mobile marketing consultancy Marketing Evolution has something new to say about that, and the company’s position is so unusual it has even attracted the attention of The New York Times. A recent article in the Times reports on the research that Marketing Evolution recently released in a webinar:

“The study recommends that an average of 7 percent of total ad spending be devoted to mobile marketing – a stark contrast to estimates that the current average mobile budget is 1 percent or less of total ad spending.”

It goes on, claiming that in the next four years, marketers should increase their mobile investment to approximately 10% of their marketing and advertising budget. A full 10%! That seems to be a great validation of the idea that there’s a lot of purchasing power in theUnited Statesrepresented by the increasing number of people who consider their “smart” mobile devices to be one of their main sources of internet connectivity.

Not So Fast – Methodology Flawed?

One of the most important aspects of any study like this is how it’s carried out, and there might be some bad news for mobile marketing champions hidden in that part of the data. There’s some doubt about the way the study was structured; one dissenting voice cited in the article claims that up to 90% of studies exaggerate the impact of mobile marketing by surveying consumers who click on mobile ads and failing to notice those who do not.

Naturally, internet marketers in particular understand the frustrating problem of trying to get feedback from the users who aren’t particularly interested in your product or service. Who hasn’t been baffled by seeing their bounce rate increase with users who were on the page for “zero seconds?” The data from Marketing Evolution seems to be in line with some major trends that we know are valid:

Mobile technology is still growing rapidly and making inroads deep into society.
Businesses that increase their ad spend during downturns tend to profit long-term.

Combine that with the fact that mobile users do not respond to ads in the same way non-mobile users do – under the right circumstances, they have a higher response rate and are attracted to rich media content such as videos – and it’s easy to see the wisdom in building the foundation for effective mobile marketing campaigns early on.

To really harness these trends, though, mobile marketers need to expect more out of their mobile marketing platform: They should do their best to innovate around the technical changes that are making this growth possible. For example, it will be possible for advertisers to deliver even more robust content to their ad viewers if unlimited data plans re-emerge, as AT&T, T-Mobile and others have suggested they will.

Keeping Kids Safe Online

Tuesday, April 3rd, 2012 | Permalink

Parents purchase car seats for their infants, helmets for bike riding, and outlet covers for the home. They enroll their kids in swimming lessons to help reduce danger around water and teach their children to never go anywhere with a stranger. Keeping their children safe is a priority for modern parents. However, as the internet has become more of an integral part of life at younger and younger ages, parents have had to learn about the dangers the internet can pose to their children. Fortunately there are many common sense steps parents can take to ensure their children can use the internet safely.

Cyberbullying

Bullying isn’t limited to the playground anymore. Today’s tech-savvy kids are using modern devices in a very old-school way. Cyberbullying can be anything from posting negative comments about a child or teen on a social media website or sending hurtful texts to posting embarrassing photos of the child online. Some kids even pretend to be someone else via chat room to harass a classmate.

A parent whose child is being cyberbullied needs to take proactive steps to help the child or teen, since he is unlikely to know how to deal with the situation. First, help the child establish boundaries. Help the child set up a “white list” of email accounts he can accept emails, instant messages, or texts from. Some social media sites, like Facebook, allow users to choose who can see and post to their personal accounts. Help the child to set up these sites so that only positive influences can interact with him there.

If cell phone calls are a problem, call the provider and have them block the phone calls of the harassing individual. Another important protection anyone who uses the internet needs to be aware of is passwords. Help the child or teen to set up strong passwords. Many people use easy-to-crack passwords like birthdays and names, which other kids could easily hack. Teach the child to delete any messages from a bully without reading them. Sometimes, just ignoring a bully is enough to make him go away.

In the end, there’s no substitute for parental oversight and involvement. Just like parents want to know where their kids are going when they leave the house, they need to know where the kids are going on the internet. Have internet-capable computers in public areas of the home. Be aware of any chat room, website, forum, or other place the child frequents. If outside help is required, the links below provide more information about how to get help with cyberbullying.

Cyberstalking

The National Center for Victims of Crimes defines cyberstalking as “threatening behavior or unwanted advances directed at another using the Internet and other forms of online and computer communications.” Just as traditional stalkers follow their victims around physically, cyberstalkers use online media tools like forums, chat rooms, blogs, and social media to continually threaten them or to entice them into some behavior, from sexual to criminal. Extreme forms can include computer hacking, where the stalker targets his victim’s computer accounts and files. Some cyberstalkers even steal their victims’ identities as a way to manipulate them.

For a parent who suspects their child might have a cyberstalker, it’s vitally important to talk to the child or teen. Find out as much about what has been going on and document it. This is especially important if the stalker is known to the child in real life. Make copies of all emails, messages, and take screen shots of anything online that is from the cyberstalker.

If it is feasible, especially in cases where the stalker is known to the child, send the person a written cease and desist letter, keeping copies as part of the file. File a complaint with the perpetrator’s internet provider. In some cases, a complaint needs to be filed with law enforcement, especially if bodily harm is threatened. Sometimes changing email accounts, internet providers, and cell phone numbers can help curtail the stalking. Computer stores can also help increase security on the family’s computers by installing encryption software. Also ask them how to set up a “white list” on the email account.

Stalking, no matter the form it takes, is a very scary situation to be in. Most young people are not going to know how to process the myriad of emotions they’ll experience as a cyberstalking victim. Keep talking to the child, and if necessary seek professional counseling either from the school or private sources. For more information on detecting and preventing cyberstalking, visit the links below.

Avoiding Sites Unsuitable for Children

While cyberstalking and cyberbullying are statistically rare, all children on the internet could easily stumble onto websites that aren’t appropriate. Of course, how a parent deals with this will vary depending upon the age of the child, as a seven year-old needs different structures than a 16 year-old. However, there are some basic guidelines that experts advise parents to follow. The goal of these is to protect the kids online while gradually teaching them how to use the internet responsibly as they grow into adulthood.

The most important thing a parent can do is to take the time to set up the rules for their household, explain them to the kids, and then enforce them. Some of these rules could include:

           1. All computers connected to the internet stay in public areas. This will discourage kids from going to sites they know their parents would not approve of.

           2. Set time limits for computer usage. This will vary from family to family and from child to child. Often older kids need internet for homework purposes. If enforcing these time limits is an issue, there are time limiting software products that can be easily installed on the computer.

           3. Use a family-safe browser. Some browsers are automatically set up to disallow known pornography, gambling, and other sites that are not appropriate.

           4. Know the kids’ passwords. Many experts suggest not allowing the kids to have accounts on social media sites unless the parent also has the password so that communication can be monitored.

           5. Consider limiting instant messages or texts to people that have been preapproved. Again, this probably is more appropriate for younger kids and may need to be revised as the child matures.

           6. Occasionally check the browser history on the computers the kids use. This will tell you what sites they are visiting.

           7. Many cell phones and cell phone providers have parental control functions. Consider using these on their mobile devices.

           8. Teach the kids to never give personal information to anyone on the internet. This would include name, age, address, phone numbers, email addresses, parents’ names, etc.

Of course, this is not a complete list, but rather a starting point. The main point experts agree on is that parental involvement and supervision is key. Online safety is not something that parents can be lax on and just expect their kids to know what to do and what not to do. Just as parents wouldn’t turn over the keys to the car without first teaching a teen how to drive safely, parents need to teach safe use of the information highway.

Phishing, Malware, and Viruses

All computer users, regardless of their ages, are susceptible to phishing, malware, and computer viruses. Phishing is the act of sending emails posing as something or someone official in order to entice the victim to disclose information like social security numbers, bank account numbers, or credit card numbers. Malware stands for malicious software. Malware is any code or script designed to harm you or your system. This would include trojans, viruses, and computer worms. Sometimes these slow down the system and interrupt the normal operations of your computer. At other times, they are intended to either spy on your computer time, or to steal personal and financial information.

The FBI advises all computer owners to take steps to protect your computers and your information on them. Have a firewall and use it all the time. This acts as a barrier to people trying to hack in to the system. Always run an antivirus program, and make sure you keep it updated. As new viruses are written, these programs are constantly being updated to combat them. These programs scan emails and downloads to prevent the virus from infecting the computer. There is even antispying software that can be used to detect malware that is siphoning information off your system.

However, it is also important to teach kids ways to reduce the risk of falling prey to these attacks. Teach them to never open an email from someone they don’t know. The “white list” of email contacts mentioned previously can also reduce phishing and spam emails. It’s also a good idea to never click on a link in an email from a company. Always go directly to the company’s website independently, as sometimes the phishing emails look like ones from real companies.

Young children should always ask an adult before downloading anything off the internet. No antivirus software can catch everything, so it’s a good idea to have an adult verify the content. Some operating systems even require a password before anything can be installed or downloaded. Activate this feature if it seems appropriate.

Also instruct them to never click on a pop-up of any kind. Teach the children to turn off the computer when not in use, as this not only saves energy, but will reduce the time the computer is at risk. Finally, have some sort of way to back up information on the computer, either onto another computer or online back-up company. This way important documents and information aren’t lost if malware does cause a computer crash.

Scams and Fraud

While the internet is a great source of information, it’s also an easy way for scam artists to reach victims miles away. Usually the news is full of scams targeting the elderly, but children are just as vulnerable since they aren’t as able to make judgment calls as adults. In addition to doing the things listed in the previous section, it’s important to talk to the kids about scams and frauds. This requires parents to educate themselves about the types of scams and frauds that the children can face.

Then discuss the fact that some people will try to trick them online. Stress that they should never give personal information to anyone online. Don’t forget to tell them to never post pictures of themselves online without parental permission. Sometimes kids accidentally go to a website that is inappropriate; talk to them ahead of time about what to do if this happens to them. They are more likely to come forward immediately if they know what to do and aren’t afraid of getting in trouble.

General Computer and Internet Safety Resources

Why Your Business Needs an App

Friday, February 24th, 2012 | Permalink

For a lot of business owners, especially small business owners, apps are still something of a new, intimidating thing. They still appear a little futuristic as we gesture our way through different apps with simple swipes of our fingers. A lot of small business owners are just starting to feel that they just got a handle on what it takes to run a website, and now they’re supposed to develop an app?

It might be a little intimidating at first, but just by Googling “how to make an app” you’ll see that there are plenty of services out there to help you do it, and it is usually well worth the cost.

Here are three reasons why your business needs an app.

1. Constant Mobile Marketing

One of the downsides to simply having a website for your business is that, as is the case with marketing as a whole and mobile marketing in particular, you get one chance to get a customer to remember you. In fact, unlike the real world, where you might inundate people with advertising, there is a good chance that the only reason someone came to your site was an immediate need, a need they might not have again.

If you develop an app , though, something that takes next to no time to download, something someone might like to have on them at all times “just in case,” you have something far more valuable than a full-page ad in a print publication. You have constant mobile marketing. You have your logo on your customer’s phone all the time, and, if the app continues to help them, you usually have some free word-of-mouth advertising to boot.

2. Improve a Customer’s Experience

If you’ve spent any real amount of time researching how to optimize your website for your customers, you’ve probably come across the term User Experience (UX). When you think about it, your mobile marketing solutions are really all about UX. You have to convince people with literally thousands if not millions of choices that your website is best to suit their needs. Now, you can spend all day (and a good portion of your marketing budget) increasing your on-page UX (in fact, I recommend it for a while) but one of the best ways to improve UX is through app development.

Consider this, Mac OS, the operating system Mac computers run on, was surpassed in usage by iOS, the operating system Mac mobile devices work on. What this means is that more people are using Apple’s mobile products than are using their computers. The trend is going this way for technology in general, so if you want to remain competitive, app development is crucial. People might be able to find you through your website, but they will remain loyal to you if you have a useful app.

3. Get that Money

As far as mobile media marketing is concerned, apps are fantastic. They can keep money flowing in from sources that may have otherwise moved on to one of your competitors simply because the ease of tapping your app is greater than that of looking for a deal. In this way, they can increase your revenue. What you may not have considered, though, is that you can monetize your app, depending on the type of business you are in.

Many app developers have something called a “lite” version of their software. This version is usually lacking some of the features found on the full version, but also there can be ads on this version. If the customer finds the app valuable enough, he or she might just buy the full version for the features. If they don’t, you still have ad revenue coming in. For you, it’s a win-win situation.

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