Posts Tagged ‘stats’

Nielsen: Mobile Web Sites are a Necessity, Not a Luxury

Thursday, February 19th, 2009

As use of the mobile internet, applications and other data services continues to accelerate among American wireless subscribers, the availability of a mobile-optimized web site or application for businesses to make their brands accessible has migrated from a luxury to a necessity. See this latest study from Nielsen: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=100576

Certainly, this change is not surprising by any means… long anticipated and previously demonstrated by the evolution of the wired web to what it is today, mobile internet capabilities are actually positioned to go beyond desktop computing experiences… but that’s a blog post for another day.

Companies should no longer delay launching a mobile internet presence nor be ignorant of it… we can look back to the wired web and review in retrospect the calamity of doing so. However, as a word of caution, the business community must not simplify the process and consider it appropriate or expedient to just port their existing PC-oriented web site to the mobile access. An addition concern is with web sites, software, and companies that claim to perform “on-the-fly” translation of existing sites to mobile devices… most of these simply result in sites that look like crap.

A truly mobile-optimized web or application presence is one that is not only aesthetically oriented for the smaller, confined and varied displays of mobile devices, but is also purposely architected for the audience, what users will need to quickly accomplish, low bandwith and input methods that are more limited or differ from a full-size keyboard and mouse.

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100% Response Rate - Guaranteed!!!

Thursday, January 22nd, 2009

As a mobile marketing firm, we are often asked for our input on the participation levels expected for a marketing campaign. For good reason, marketers want reassurance that their marketing investment will pay off, delivering at least a minimally accepted response rate to a promotion.

In a mathematical way of speaking, the core of the question we use a variety of experiences, collected stats and case studies to answer is simply this… what x% response rate ABOVE ZERO are we likely to realize?  Oh, and of course marketers would just absolutely love us if we could guarantee the result we predict.

What I find interesting is that the only question that ever seems to be considered is the response rate IF mobile marketing IS implemented or a marketing campaign IS launched.  What is never considered, never questioned, and therefore never answered is the response rate realized IF mobile is NOT implemented, if the instantaneous response mechanism is NOT available for the target audience to engage the marketing message.

Well, I’m not only going to answer that question today, but I’m going to go on a limb and guarantee the results!  You heard me right… I am willing, after many years of marketing experience and based on the many campaigns we have executed, to guarantee marketing results… that you absolutely will realize a 100% of your audience NOT texting in, NOT instantly engaging your ad using their mobile phone, NOT going to your mobile web site anytime and anywhere, IF mobile marketing is NOT included in your marketing strategy, tactics, and media buys.

We’ve seen that there’s rarely a good reason now for not including a mobile call to action within virtually every aspect of a long-term marketing strategy and short-term specific campaigns/promotions.  Our society is comfortable with the promoted response mechanisms of a phone number and web site prominently displayed in most ads. We know that not every one is going to call the phone number, not every one is going to go to the web site, yet they are displayed anyway.  Why?  Well, we want to make sure the consumer is aware of the response options.

With over 55% of Americans using text messaging weekly and upwards to 45% using the mobile web, we are long past the point of it being an important and strategic move to include a mobile call to action in every ad as well.  Why? Well, we want to make sure the consumer is aware of the response option… an option which has the benefit of being significantly better, in many ways, for both the marketer and the consumer to take advantage of.

If you are a marketer and are satisfied with the 100% response rate you are getting by NOT including mobile in your marketing mix, then please don’t contact us.  But, if the opposite is true… if you are looking to realize an improved ROI with your limited marketing dollars, if you are struggling with the effectiveness of your current marketing efforts, if you feel the need to better engage your audience, if you want better results, increased sales, and decreased marketing costs… then please give us a call or click the link to our Contact Us form.

In full disclosure, we are not going to be able to guarantee, or even deliver a 100% positive response rate by including mobile marketing in your marketing efforts… but we can at least work hard to get considerably away from the 100% negative response rate to mobile that you are currently realizing in your marketing efforts!

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When the Market’s Lean…Lean on Mobile Marketing

Friday, December 5th, 2008

Though the economy is in a troubled state…well, let’s face it, it sucks…marketers still need to promote their products or services, retailers still need to get coupons into the hands of shoppers, and restaurants still need to get warm, hungry bodies in the seats.  In fact, during these tough times, the urgency for communication of promotions, deals, and offerings are even is even more astute.  But, what’s a marketer to do when faced with a reduced marketing budget and a demand for increased effectiveness from the marketing dollars he or she does spend?

Well, when the market…your market as a business…is lean, it’s about time to lean on mobile marketing.

There are four primary flavors of mobile marketing:

1. SMS or text messaging
2. Mobile web site launch
3. Mobile web advertising
4. Installable branded applications, like on the iPhone

There is substantial data now that shows ALL four of the above methods of mobile marketing to be highly effective…and typically much more effective than comparable marketing efforts using traditional media. In fact, there’s now way too many case studies, research papers and stats to share in a brief blog post; but for instance…

- 90-95% of received text messages are read; more than half within 15 minutes of receipt
- Over 150 million Americans use text messaging on a regular basis…it’s not just a teen thing
- 35% of those receiving a marketing message by text will typically respond to it
- Roughly 40% of U.S. cell phone users now access the mobile web
- Average click-thru rates for mobile web ads range from 7%-15% depending on the ad type
- Mobile applications have been shown to result in a response rate 9 times that of PC based internet advertising, which itself solicits better response rates than traditional media
- 35% of mobile marketing campaigns cost less than $10,000 to execute…actually, the vast majority of them cost less than that with OTAir

Lean times necessitate more effective and more efficient investment of what marketing dollars remain. While mobile is not the perfect solution, nor the only solution, it has the sole, unique position of being personal, instantaneous, multimedia, inexpensive, highly effective, portable, and viral at the same time, while also operating solo or as an integrated medium alongside TV, radio, print, direct mail, outdoor, live event promotions, etc.

The most important requirement for an effective mobile marketing campaign though is appropriate execution, via managed solution, from an experienced mobile solutions provider, with an appropriate understand of both the marketer’s needs, as well as, the target audience preferences. You will find those traits in abundance at OTAir, so please give us a call or fill out our contact form.  We can get you quickly started with a sensible, guided crawl-walk-run approach.

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