Welcome to 1to1 Media — a multimedia resourcefor CRM and Customer Experience Professionals. I recently discussed the reasons for this disconnect with Erich Joachimsthaler, CEO at Vivaldi Partners Group. For instance, Joachimsthaler shared a story about the CEO of a beer company as an example of the CEO view of mobile marketing that he's seeing. Nevertheless, some CMOs might assign someone in the marketing organization to be in charge of mobile marketing but only allocate a small portion of the marketing budget to it. Meanwhile, many marketing managers who are mobile-savvy can see the potential for mobile marketing but they can't convince the CMO to increase spending there, adds Joachimsthaler. To be sure, digital advertising is growing faster than traditional TV advertising and is inching closer in total spending, according to The CMO Council. We can notify you via email of any additional comments to this post by entering your email below.
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With phones and tablets at easy access, percentage of online search being done on the go is increasing dramatically and 57% of users won’t recommend companies with poor mobile sites. Making products and services easily accessible on mobile devices will increase the likelihood of quick purchases via a smartphone or tablet. While it’s less than you would assume, the number of people using social media on tablets and phones are growing. Don’t miss our Mobile Marketing 101 Online Training to learn the best tips and strategies to optimize your brand for mobile success. As our industry has evolved we have tried to keep up while also considering our highly regulated environment. There are over 180 million Smartphone users, and they spend the majority of their Internet usage on their phones.
Mobile sites and Mobile-friendly sites make it easy to locate you, call you, find your hours of operation, and learn other quick, crucial information. Product Videos are even more important for mobile sites and mobile apps than they are for your desktop website!
When your customers click a link on your Facebook post from their phones, they should be directed to a mobile website. Marketing platforms are shifting to adapt to our society’s technological preferences and as such, marketers and PR professionals continue to explore new ways to reach their target audiences. Any way you look at it, mobile marketing tactics should always be taken into consideration when strategizing a PR and marketing campaign, whether you are representing a B2C or B2B company. One up-and-coming tactic that is already widely used and successful in B2C campaigns is called geo-locating —the capability to detect and record where you and other people are located and to use the information to target customers most interested in your product or services. We recently attended RIMS 2013 in Los Angeles (a tradeshow for the risk management and insurance industry) and with so many booths on the floor, it can be difficult to distinguish your company from the competition. Additionally, it is critical that your company and its services are among the top results when a customer searches the web for a related product or service.
Traditional marketing initiatives focus on ‘pushing’ content out to targeted audiences but that is often not enough to garner people’s business. To that point, it is also important that your website is compatible with the various different platforms being used today: tablet, cell phones, laptops, etc.
We’d love to hear how the shift to mobile marketing will affect your brand’s campaigns and what steps you’re taking to adapt to the evolving marketing landscape.
If you’re in healthcare, insurance, technology or other professional services industries, and need help with public relations, marketing or crisis communications, contact Scott Public Relations. The popularity of mobile marketing devices has been exploding over the past decade, and especially over the past five years since the release of the first iPhone.
In case you didn’t know, in just two years the volume of web traffic from mobile devices has risen 192%. So what does all of this mean and how can you apply it to your own Mobile Marketing Strategy?

We talk to direct mail firms, publishers and even online direct response marketers who are feeling serious trepidation about the vast unknown universe of mobile marketing. Direct marketers who know nothing about mobile marketing already know more about it than they think. Direct mail firms, for example, could set up automated text back to mobile callers, thanking them for calling, or even giving them a specific mobile offer.
My point here is simple: Of all the people in the marketing world, direct marketers have the most to gain from the mobile marketing explosion. Lee Goff is widely recognized for building a well renowned, globally-recognized Internet strategy and fulfillment company from the ground up.
It is obvious: the more apps are available for download in the stores, the higher the competition for customers installing the apps. W3i has now updated this information again and analysed its customer base to find that the average cost-per-install (of CPI) increased by 70% for mobile apps on Android and around 56% for iOS apps. One main reason for the explosion in cost might be that more and more big companies go into the app business and advertise with relatively large budgets to get downloading users.
People are tethered to their smartphones just about everywhere - at work, at home, at ballgames, shopping malls, airports, and cafes. As Joachimsthaler sees it, there are different perspectives about mobile marketing at different levels of the organization that aren't in alignment with each other. The beer company CEO told Joachimsthaler that most of the company's advertising dollars are devoted to TV. Any use of materials, except for social media sharing (Tweets, Facebook posts, etc.), without the prior written consent of 1to1 Media is strictly prohibited.
With 1 in 7 people worldwide owning smartphones, mobile marketing is the most efficient way to get in front of your audience. Your customers are checking emails, browsing the web, watching videos, and using custom applications on their Smartphones and tablets. Unlike your website (where customers can take time to get to know your business), your mobile site should focus on answering your customers’ questions as quickly as possible. Mobile users don’t want to scroll in more than 1 direction or wait for multiple pages to load. Studies show that fast-loading mobile videos drive over 1.6 times the conversion of website videos*. When they click on your Blog widget from your mobile website, they should be directed to the mobile version of your blog. During a recent webinar hosted by the Marketing Executives Networking Group (MENG), Claudio Schapsis of Georillas presented several effective ways to utilize mobile marketing tactics in PR and marketing campaigns.
Geo-locating platforms such as Foursquare or Facebook could be invaluable resources at these shows to find and obtain information on people who visited our booth, enticing them with information or other incentives for “checking in” with us. Utilizing ‘check in incentives’ can not only be memorable for visitors, but can also be a powerful tool to increase brand visibility in public settings. Like us on Facebook (A PRBI Member), follow Scott Public Relations on Twitter and sign up for the Einsight RSS feed! This process has been escalating at an unbelievable rate, with the latest trend being associated with tablets.
Also, 1 in 5 smartphones can scan barcodes and 1 in 8 users compare prices while in a store, while QR code scans increased a whopping 300% from 2010 to 2011.
Because of these fairly mind-blowing statistics, many in the traditional marketing world are, frankly, feeling some fear. They see the marketing world turning to mobile and not returning to more traditional direct response methods of marketing.
Same Concepts: Traditional direct marketers understand the basic concepts of mobile marketing. Targeted Focus: Mobile works because it is hyper-targeted, location-based, focused on reaching the correct group of people. Same Goals: The goal of a mobile marketing campaign is a phone call or a text message—in other words, a response. His company has managed Fiji’s entire Internet marketing strategy, and Lee is even the Chief Web Officer for Jay Conrad Levinson and Guerrilla Marketing!

In our first projects back in 2012 the focus was primarily generating downloads to get into the rankings and lists and hence generate new download again form there. As of January 2014, consumers now spend more time on their mobile devices for Internet usage than on desktop PCs, according to comScore. The CEO also asked whether the company should be redirecting more of its advertising and marketing spending to mobile since that's where consumers now spend most of their time. I’ve been using what I learned to expand the social media footprint of my business in ways I hadn’t considered before the seminar. You need a mobile-capable media player to make sure your videos are loading fast and keeping your customers hooked! As specialists in public relations and marketing for B2B companies in healthcare, technology and insurance, we have noted a few of these tactics that could be implemented specifically for B2B companies looking to increase their digital footprint.
This information can then be populated into a database of potential new business contacts or people to follow up with in the future. Unfortunately, many marketers out there view mobile marketing as more of a challenge than an opportunity. Perhaps the most interesting statistic when it comes to advertising is that merely mentioning a physical location in your mobile ads and search results can increase click-through rates by almost 200%! But, our message is simple: Rather than being afraid of mobile, marketers should view mobile as an opportunity, not a challenge. It is marketers that are concerned with branding, public relations or merely driving web traffic that ought to be concerned. Mobile succeeds because it can focus on people most likely to buy and then measure results.
Online marketers should create a mobile website and optimize their landing pages for mobile search.
On top of that, his company is also a leading innovator, having received numerous awards and recognition including Innovator of the Year from Infusionsoft (the world’s leading software automation company).
Today’s project are much more ROI driven and not only relate back to downloads as single measure of success.
Yet despite how "mobile" we've become as consumers, many companies continue to struggle to develop comprehensive mobile marketing strategies or to integrate mobile into their digital marketing plans. We all know that Yellow page advertising is dead and you will make more sales through mobile advertising than print advertising (dollar for dollar).
Here’s the key take-home message I want to leave you today: marketers need to start riding the mobile wave by implementing a strong Mobile Marketing Strategy. Perhaps the most stunning statistic is this: 70 percent of mobile searches lead to action within one hour. You share the same desire to measure and demonstrate success and to target focused and highly selected groups.
For instance, according to the 2015 State of Marketing study conducted by Salesforce which canvassed more than 5,000 global marketers, mobile marketing is just the fifth fast growing area where marketing spending will increase this year, behind social media advertising, marketing, and engagement. Perhaps you are used to traditional marketing  and don’t understand how you can make more sales with all this new media. You don’t have to be social media savvy or even have a smart phone to implement some of these strategies to increase sales. Using mobile phones, PDAs, and mobile devices for marketing purposes are what all the top companies are focusing on. Mobile marketing is like your ticket to financial freedom if you act on it now, and not when the rest of the world has already been doing it for ten years.
We create mobile campaigns through various marketing channels: blogs, websites, business cards, flyers, email campaigns and  social media.
Sites that use HTTPS connections will now see a light increase in their search result position, for now at least.
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