Saturday, March 31, 2012

Driving Mobile Traffic

Some interesting Mobile Stats

  • There are 6.8 billion people on the planet, 5.1 billion own a phone, and only 4.2 billion own a toothbrush (Unysis 2011) 
  • It takes on average 90 minutes to respond to email and only 90 seconds to respond to a text message ( 2011) 
  • The percentage of mobile subscribers that own a smartphone has gone from 31 percent in January 2011 to 48 percent in January 2012 (Nielsen 2012) 
  • In the 18-34 year old age group, 80 percent of those that bought a phone in the past 3 months bought a smartphone (Nielsen 2012) 
  • 9 of 10 mobile searchers take action after a phone search (Google 2011) 
  • 7 of 10 mobile searchers take action within an hour (Mobile Marketer 2011) 
  • Google predicts mobile search will surpass desktop search at some point within or between 2014 and 2015
Mobile PPC fundamentals:

  • It’s critical to set clearly defined goals (examples: lead generation, application download, buy now, phone call, in-store visit).
  • Don't simply assume similarities with desktop search. 
  • Evaluate your websites landing pages to determine if they are mobile ready through testing on various devices and browsers (Android 2.x and iOS 3.x or later). 
  • Don’t forget mobile analytics. Capture and report on device and browser information (and behaviors associated with them) to make future assessments.

American Express: Sync. Tweet. Save.

American Express have launched an interesting play with Twitter which lets US card members turn customised Twitter hashtags into savings. When customers sync their American Express Card with Twitter, they can enjoy exclusive offers loaded directly onto their card.
American Express are showcasing “Sync. Tweet. Save.” at SXSW 2012 where all eligible customers in Austin will receive $10 when they sync their card, tweet the special offer #AmexAustin10 and use their synced card to spend in Austin during SXSW.
This is another great initiative form American Express in the social media space, the’ve pioneered a number of social reward platforms and this development offers a new way to demonstrate a tweet’s ROI. Would love to hear what do you guys think?


Local Mobile Ad Revenues Forecast: $5 Billion by 2016

In the ongoing cycle of market forecasting, we're once again at a half-year refresh for mobile local ad revenue projections. Though the revenue outlook is the "money" number, there are lots of background inputs to dissect, such as mobile search volume.

Where is the Market Going?


Mobile local ad revenues will grow from $784 million last year to $5.01 billion in 2016. If that seems low, keep in mind that we're just talking about the local segment of overall U.S. mobile ad revenues .
But to really get a sense of where these numbers are coming from, it's best to break down their components. Specifically, we look at the ways that different ad formats are consumed, bought, and sold. These include search, display, SMS, and video ads.
The search portion is growing fastest, and is the biggest driver of overall growth in mobile advertising. This is partly due to the growth we project in the mobile web –where search is central – as opposed to apps .
But it's also directly related to mobile user behavior in the form of mobile local search volume growth; and to higher performance we're seeing from search ads, compared to other formats. That's largely due to their pull based, intent-driven nature.

Student habits forecast digital future for shopper marketing.

The study, called “The Pulse of the (Canadian) Student Shopper,” indicates a retail eco-system where purchase decisions are going to be increasingly made as a result of a variety of predominantly digital touch-points.

Here are some of the stats:
56% of Canadian student shoppers use, or own, a smartphone.
Over a third of them follow a brand online via social media, more than celebrities and athletes.
57% have downloaded at least one retailer app.
34% use some sort of geo-location tool regularly.
27% indicated already downloading a store locator app.
35% have shared photos, or clothing, shoes or accessories they want to buy via social media.

And more than half think retailers could use more technology in-store to make the experience richer by giving more information, detail and perspective on products. The study’s results suggest retailers should place more importance on leveraging mobile.

Read more here

Stop Making These Three Customer-Service Mistakes

Businesses value few things more than happy customers. Pleased clients come back for more. They tell their family and friends about your business. They create new customer opportunities, and we can count on their repeat business for a long time. Who doesn’t want more of that?

To achieve that type of trust with a customer, you must consistently deliver a very high level of customer service. That means not just doing a fantastic job but also avoiding common customer-service slip-ups.

Make sure your business avoids the following mistakes.

Failing to train your staff. Does your company believe in the “baptism by fire” training system? Do you make the mistake of only training for the technical skills required on the job? Customer-service training gives your employees the tools and the confidence to gracefully deal with angry and dissatisfied clients.

Trying to win the argument. Perception is reality. Don’t try to win the argument if it means losing the customer. First,apologize for what has displeased the customer. Remember that when we’re angry or disappointed, we want to hear that someone else cares about our feelings. So, acknowledge the customer’s feelings first and then seek a solution. The blame game has no place in superb customer service.

Letting technology get in the way. We all love how technology makes us more efficient, but it can also make us more difficult to reach. Be sure that your customers can reach a real person if they have a problem. Pointing an irate customer to your FAQs on the website or sending him into your voice mail loop is only going to frustrate him more. Get the customer to an empathetic human as quickly as possible.

Gamification by Oasis Juice - an example.

A. Lassonde’s Oasis Juice brand is taking its shopper marketing game to the next level using gamification. In partnership with Tetra Pak Canada and Montreal-based Augmented CPG, it’s turned a selection of its Oasis juice boxes into a game controller for interactive online learning and play.

Through the magic of augmented reality tech, Tetra Brik Aseptic kids can use cartons of Oasis products – including Oasis Classic, Oasis FruitZii and Oasis Fruits – to play “Oasis All-Stars,” an online soccer game that the brand launched this month featuring Oasis-created soccer star Nico.

An integrated marketing campaign developed by Draftfcb, including on-pack promos, promo trays, promo DRPS, on-shelf media, web media and a microsite ( - which has a quick demo as well), has been promoting the game.

24 Hours on the Internet

Here’s a great infographic showing what happens on the internet every 24 hours, and as you’d have guessed, it’s a lot. The volume of blog posts, time spent on Facebook and video content being uploaded to YouTube has exploded yet again! A few facts that really stand out – each day:
  • 294 billion e mails are sent
  • 2 million blog posts are written
  • 4.7 billion minutes are spent on Facebook
  • 864,000 hours of video is uploaded to YouTube
  • More iPhones are sold than babies born!

Friday, March 30, 2012

Cadbury: Olympic’s 2012 Pumped FB Parade

Cadbury have launched the ‘Cadbury Keep Team GB Pumped Parade’ to rally support for the British Olympic athletes in the lead up to London 2012. The virtual parade can be viewed from within a Facebook app on the Cadbury UK page which let’s users create an avatar to join the parade.

Users can select their gender, choose an outfit and accessorise their avatar before they join the march. Everyone that joins is entered into a weekly draw to win tickets to the Olympics. Users are encouraged to invite their friends from Facebook and Twitter to help gain support for team GB, as well as posting pictures of their avatar during the parade to their Facebook wall.
It would have been great to see this app use frictionless sharing that Open Graph 2.0 now offers. So will this bring the British nation together to support their Olympic team? Only time will tell…
Related articles

The Value of Social Loyalty

With most brands just trying to work out how to best use social media, it’s interesting to look at the flip side where social loyalty is now the big focus of the airline industry (look at all the great KLM work), where social loyalty plays will no doubt transform traditional style frequent flyer programs faster than anything we’ll see over the next few years…
This infographic looks at the future of social loyalty for the airline industry. SimpliFlying conducted a study on how frequent travellers (who travel at least five times a year) use social media and there are some interesting take outs:
  • Almost 90% of frequent flyers use Facebook regularly
  • Over 65% of these users “Like” at least one airline on Facebook
  • Over 80% of frequent fliers want to earn loyalty points by recommending the airline to a friend
  • 72% of frequent fliers would join a social loyalty program

Related articles

Google Search Now Highlights “Latest Posts” From Google+ Pages & Profiles

Google is showing a new “Latest Posts” section for some Google+ pages and profiles alongside its regular results, in the space where ads have traditionally resided. The format allows people and brands on Google+ to occupy more of the top-half of the search results page.

Google told us about the change:
We’re continuing to experiment with the ways we can help you find and interact with the people you’re looking for or who may be related to the topic you’re searching for.
Let’s see what’s up with the latest experiment.

Google Pages & Latest Posts

Here’s an example of how things looked until recently, with a search for TV Guide:
See the two links that the arrows point to? Those were appearing as part of the Google+ Direct Connect feature, where brands can link their web sites to their Google+ pages. Do that, and you were eligible to have some of your recent posts from Google+ appear below your “regular” listings gathered from your web site.

See the two links that the arrows point to? Those were appearing as part of the Google+ Direct Connect feature, where brands can link their web sites to their Google+ pages. Do that, and you were eligible to have some of your recent posts from Google+ appear below your “regular” listings gathered from your web site.
Here’s how things look now:
The arrow points to where the new section appears. Basically, all the Google+ material that Direct Connect had been putting underneath web listings is now moved over to the right-hand side of the page. This happens regardless of whether you’re signed in or out of Google.

The Future of Retail? Look To Its Past

Peter Merholz writes that between 1994 and 2011, the number of farmers markets across the United States grew from 1,755 to 7,175. While much of this growth is likely due to a broader understanding of the importance of eating local, fresher, and seasonal, he also suspect that it is driven by a desire of many people to shop differently — in pleasant family-friendly contexts that enable low-key, face-to-face interactions with merchants. 

A parallel trend is the rise of the food truck movement. In research they conducted earlier this year on the future of commerce, they found that people gravitate towards these kinds of "pop-up" vendor experiences because of the more personal qualities they provide — getting to know the vendor, suggestions for making the most of a purchase, or even just a certain quirkiness. In other words, these are fundamentally more human retail experiences.

Read more of Peter's view on the HBR blog here - his views are on lines of AaramShop's fundamentals on enabling local commerce and moving away from faceless commerce.

Combining Professional & User-Generated Videos Drives More Sales [Study]

A new study by comScore and EXPO has found that professionally-produced video content and user-generated product videos are “highly synergistic.” In other words, they drive higher levels of sales effectiveness when used in tandem.
The study evaluated an actual campaign that included a combination of a professionally-produced “how to” video and a user-generated product video that was created and submitted by an actual product user.
"This study aimed to answer a critical question for today’s digital advertisers: ‘how do user-generated videos complement professionally-produced content, if at all,’" said Frank Findley, comScore vice president, research and development, in a press release. "What we found was strong evidence of incremental benefit with exposure to both forms of media.
“In the campaign examined, professionally-produced content and product videos drove strikingly higher lifts when used together than when either was used individually. While marketers may already be familiar with the effectiveness of professional video content alone, these results suggest that even greater returns can be had by combining their use with authentic, user-generated content.”

Consumer Trends in the Personal Hygiene Market

This report provides the results for the US Personal Hygiene market of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices.

The report covers consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups - providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.