Consumers Are Tapping Into Smartphones, Why Aren’t Marketers?


A shout out to my friend Doug Stovall from HipCricket on the great article on the divide between mobile consumers and marketing managers. A copy is provided below. Doug is “right on target.”

Mobile usage has become an integral part of the path-to-purchase. Consumers are tapping into their smartphones at home, in store aisles, and on-the-go to read news, research products, compare prices, engage with brands and receive special offers and coupons.

But, marketers have to remember mobile is personal and is intended to be a channel to have a conversation. Mobile engagement must be a two-way street built on personalization, relevance, context, preference, intimacy, immediacy and experience. Otherwise you'll lose your customer.

The mobile channel has the ability to deliver significant increases in customer engagement, retention and conversion if done correctly. Mobile marketing and advertising is the fastest way for companies to communicate branded message to highly targeted and engaged consumers directly on their home screens to deliver rich media.

One size doesn't fit all

Hipcricket's AD LIFE® platform enables brands and agencies to immediately reach their customers at key moments by triggering mobile marketing and advertising campaigns based on a customer's behavior, precise location, mobile lifecycle and more. The level of detail collected by the platform transforms how brands engage with consumers by delivering the right information, at the right time, to the right device.

The benefits of having an end-to-end mobile engagement platform for your mobile marketing and advertising initiatives:

  • Increase Awareness and Sales: Use mobile coupons and exclusive offers to drive in-store traffic and increase sales. When brands offer coupons via text messaging, they typically see a 3-5x higher redemption rate and ROI compared to other digital marketing channels.
  • Start A Mobile Conversation: Right device, right message, right time is how we approach mobile marketing. SMS and MMS campaigns offers a 98% open-rate with over 90% of messages opened within 90 sec
    onds.
  • Location, Location, Location: Mobile devices go everywhere. Brands should take advantage of how that information can create personalized experiences. Marketers can request that customers share their ZIP code. As long as customers see the value in the call to action requesting location the message won't come off as intrusive or pushy. For those stuck on how to use location, start with four straightforward applications: time, weather, calendar, and geography.
  • Generate Revenue through Mobile Advertising: Hipcricket goes beyond an ad network to give mobile marketers the opportunity to generate additional revenue through integrated advertising campaigns. The AD LIFE platform is fully integrated – SMS/MMS/InApp Messaging, Location-based SMS (LBSMS), 2D/QR codes, mobile advertising network, mWeb and Apps – a true end-to-end mobile marketing and advertising solution.
  • Mobile Marketing Data Optimization: Hipcricket is truly unique in the way that it analyzes data across all mobile channels to create and serve relevant content to your customers or potential customers. Once a person's cell phone number is added to the database, brands can use it as a personal identifier to connect the dots with their CRM, loyalty programs and even the users social media profiles. The more brands know about their consumer's buying habits and mobile engagement, the more personalized and relevant the information will be.

Companies just getting started with cross-channel mobile marketing should focus on small wins. True cross-channel takes time and optimization, so commit to integrating what makes sense over the short, medium, and long term instead of trying to do everything in parallel.

This coming year mobile marketing and advertising will really start to take shape for marketers and brands especially with the collection and dissemination of actionable data. This data will help marketers evolve their mobile strategies to finally deliver experiences consumers have been asking for – personalized and relevant.

Throughout the week we will be addressing the keys to launch successful mobile marketing and advertising initiatives within your company.

SOURCE

From: http://www.loc-aid.com/blog/2014-08-26-consumers-are-tapping-into-smartphones-why-arent-marketers

Location is a Home Run in MLB Parks

MLB Locations

My son and I are slowly working through the list: to see a game in every MLB Park. It may take another decade, but iBeacons are not going to wait. They've already visited them all. Location friend Joe Francica nicely summarized the “home run” of location technology in our base stadiums:

Sabermetrics isn't he only type of statistical analysis being used in baseball these days. Location tracking is turning into the next “big data,” number crunching, analytical tool used at Major League ballparks. This year, nearly all ballparks are being outfitted with iBeacons, Apple's Bluetooth Low Energy (BLE) transmitters that can support indoor navigation apps and communication with mobile devices using iOS 7. Fans that download the At the Ballpark app can check-in, receive discount offers, get historical information, and navigate to their seats (Watch the video below for examples).

Now, technology that tracks a pitched or batted ball's flight has been installed at two ballparks, Minnesota and Milwaukee. According to the Wall Street Journal, steroscopic cameras and radar are used to track a ball's route 20,000 times per second. The technology can be both predictive, such as to determine whether a ball will actually be hit out of the park, and analytical, to assess a player's performance (see second video below). The technology is being developed by Major League Baseball Advanced Media (MLBAM), a unit of MLB. Technology similar to what MLB is doing was discussed in a recent podcast about technology SAP was deploying for Germany's national soccer team.

What else might this technology be used for? I'm thinking about traffic and advanced driver assistance, whereby accidents might be avoided if vehicle speed and direction were tracked, especially where feasible such as at intersections. Information could be sent to the cars “connected” devices and take corrective actions accordingly. What applications can you think of for this technology?

From: http://www.loc-aid.com/blog/2014-08-11-location-is-a-home-run-in-mlb-parks

Mobile internet revenue to grow >3x to $700B* by 2017

My friends at Digi-Capital just released one of the deepest views into the mobile phenom. Some of the highlights from their in-depth analysis:

• Mobile internet revenue to grow >3x to $700B* by 2017F driven by mCommerce, IAPx and App as a Service
• mCommerce growth to >$500B sales by 2017F driven by Asia, America and Europe (almost half in Asia)
• Consumer apps to >$70B by 2017F with non-games apps to double revenue share from 26% to 51%
• Mobile internet investment record >$14B in last 12 months
• Mobile internet M&A record >$47B in the last 12 months (>$28B excluding Facebook/WhatsApp)
• Varying investment potential across Investment Quadrants with >20 “billion dollar” companies already
• Mobile internet public and private company relative valuations vary significantly across sectors
• Deep metrics understanding enables data driven approach to mobile internet investment and growth

for the full report, visit www.digi-capital.com

From: 3x to $700B* by 2017" >http://www.loc-aid.com/blog/2014-07-31-mobile-internet-revenue-to-grow-3x-to-700b-by-2017

Your Smartphone on Wheels

Chris Penrose AT&T

Today you carry your smartphone in your pocket or purse. Soon, you will be sitting inside your phone, driving to work, to see friends, to run errands. From a location point-of-view, a connected car is no different than a smartphone. In the Internet of Things, everyone knows where you are.

Andrew Berg posted a great interview with a wireless exec today in Wireless Week that is worth sharing. Please see the full article here: http://www.wirelessweek.com/articles/2014/07/t-puts-data-drivers-seat

If you have a General Motors (GM) OnStar-enabled vehicle, and an AT&T phone, you can combine the two on a single plan. That allows music, navigation and video streaming, even the hurry and Yelp! search, to run through your car dash. In the article, Chris Penrose, senior vice president of AT&T's Emerging Devices business, said that there's a lot of flexibility in how data is priced behind the driver's wheel.

“Each individual automaker will decide what's the best choice for them,” Penrose said, noting that while GM is leaning heavily on AT&T's existing offerings-including day passes for those that don't want to commit to using data all the time-other automakers, like Tesla, have decided to include, or subsidize data, in the purchase price of the car.

Penrose also said that AT&T's new Sponsored Data initiative, which allows companies to subsidize the data needed to view or interact with their content, could also play into the automotive space.

“I think you're going to see a lot of activity in that area,” Penrose said.

AT&T's work with GM is an example of the opportunity that the connected car represents for wireless carriers. Penrose said that by the end of the year, GM will offer 30 models with AT&T embedded LTE connectivity and it has plans to eventually include the technology in all of its cars. That's representative of an overall trend. Research firm SBD forecasts that almost 36 million new cars will be shipped globally with embedded telematics by 2018, which would mean 31 percent of the total number of cars shipped in that year. That's compared to just 5.4 million in 2012. SBD says that part of that growth in embedded connectivity will be driven at least in part by regulations in the European Union and Russia making it mandatory for new vehicles to ship with systems that are able to automatically alert emergency services in the event of an accident.

But bringing connectivity to cars will have its challenges. Automakers for the most part operate on a 5-year design cycle, while carriers may add new functionality or software updates to hardware every 12 to 18 months.

Penrose said that part of treating a car like a connected device is ensuring that it can be updated like one.

Chris Penrose ATT

“Once you put that broadband pipe into the vehicle, you now have the ability to update that vehicle over the air, similar to what we're familiar with on a smartphone,” Penrose said. “That capability set, which has been out there for a while, will now be used with much greater frequency in the automobile space. Not only to update the head unit but also other sub-systems inside the vehicle.”

“We're very excited about what's going on in the industry…and I'm really excited to be able to show everyone more of what we're up to at CTIA in couple of months and going into next year.”

See you there, Chris!

From: http://www.loc-aid.com/blog/2014-07-17-your-smartphone-on-wheels

Location Lift-Off: LBS Market to Ramp from $8B today to $40B in 2016

The Location Based Services Market Lift Off…

‘Location Based Services (LBS) Market (Mapping, Discovery and Infotainment, Location Analytics, Leisure and Social Networking, Location Based Advertising, Augmented Reality and Gaming, Tracking) – Worldwide Forecasts and Analysis (2014 – 2019)' The Location-based Services (LBS) market is segmented into products, technologies, applications, end users and regions. The technologies include Cell-ID, E-OTD, OTDOA, A-GPS, E-GPS, hybrid technology and other technologies. The applications include mapping, discovery and infotainment, business intelligence and analytics, emergency support and disaster management, leisure and social networking, location-based advertising, location-based games and augmented reality, tracking, and other applications. The services include consulting, managed services, system integration, and other services. The overall market is a sum of all the technologies and products present in the ecosystem. The overall market size of location-based services is further distributed into verticals and regions, respectively. For more information please click on: http://www.researchandmarkets.com/publication/mgp6i65/location_based_services_lbs

From: http://www.loc-aid.com/blog/2014-07-02-location-lift-off-lbs-market-to-ramp-from-8b-today-to-40b-in-2016

mobileStorm Publishes New Whitepaper

mobileStorm Publishes New Whitepaper on Mobile Marketing Compliance | Mobile Marketing Watch.

mobileStorm Publishes New Whitepaper on Mobile Marketing Compliance 273x300 mobileStorm Publishes New Whitepaper on Mobile Marketing ComplianceIn October 2013, the Federal Communications Commission (FCC) began enforcing a strict new set of rules governing marketing calls and text messages directed at consumers on their mobile phones.

New provisions in the Telephone Consumer Protection Act (TCPA) introduced these tighter restrictions on mobile marketing and mobile messaging.

Almost overnight, the revamped rules wrought confusion upon marketers uncertain of how these changes and corresponding mandates would impact their mobile marketing efforts.

In response to the new laws of the land, Mobile Marketing Watch, along with our sister sites mHealthWatch and mGamingWatch, hosted an emergency webinar last fall for marketers and related professionals across numerous industries who must urgently educate themselves on a variety of emerging issues related to consumer privacy, location based services, and the Telephone Consumer Protection Act (TCPA).

The webinar, which featured expert insight from attorneys Ross Buntrock and Michael Hazzard of Arent Fox, Rip Gerber of Locaid, and Jared Reitzin and Darren Withers of mobileStorm, is now available to view online.

As a follow up to the well-received webinar, mobileStorm has just published anew whitepaper tackling the critically important issue of mobile marketing compliance.

So what exactly should you be doing in order to make sure that your policies and practices are in compliance with these confusing and controversial new rules? A good start would be to download the comprehensive guide to mobile marketing compliance at no charge from mobileStorm here.

Locaid and Tetherball Partner to Give Retailers Innovative Location-Based Marketing Solution

Locaid and Tetherball Partner to Give Retailers Innovative Location-Based Marketing Solution.

LIDS First Retailer To Pilot Location Enabled SMS Mobile Marketing Campaign With Tetherball Using Locaid's Geolocation Services

Locaid - Location Matters

Smart retailers know that to make the most of their mobile marketing in 2014 they need to make their campaigns location-centric.

San Francisco, CA (PRWEB) April 29, 2014

Locaid, the world’s largest Location-as-a-Service (LaaS) company, has partnered with mobile marketing company Tetherball, LLC, to provide innovative, location-based SMS marketing solutions to leading brands and retailers. LIDS retail headwear stores have already taken advantage of the new partnership with a 2013 holiday shopping pilot for 50 of the brands’ mall locations.

Tetherball, LLC, has long been at the forefront of SMS marketing, running campaigns for Carl’s Jr, CiCi’s Pizza, Church’s Chicken, and Dairy Queen among others. With mobile marketing budgets increasing by 26% year over year, the use of SMS continues to dominate due to its high success rate for both opt-in and redemption. Studies tell us that over 50% of consumers (58% of women and 57% of men) have “opted-in” for one or more SMS marketing campaigns from a company and that 97% of all text messages are read.

The addition of Locaid’s location to Tetherball’s SMS campaigns makes them even more relevant and targeted thereby further increasing conversion rates. According to a recent survey, 70% of consumers say they are comfortable receiving ads and content specifically targeted to them. Additionally, mobile coupon offers that are targeted and relevant lead to a 67% chance of action, compared to 35% by general respondents.

“Location-based marketing delivers timely and relevant messages to consumers. The key is context, reaching them precisely where and when they’re most likely to engage with a brand,” said Jeff Allyn, SVP Sales & Marketing, Locaid. “That’s where mobile location comes in. Smart retailers know that to make the most of their mobile marketing in 2014 they need to make their campaigns location-centric.”

“Location-based text messages are a great way for brands to enhance their SMS marketing campaigns. Messages sent to consumers when they are nearby a location are more relevant and increase the sense of urgency. Ultimately, this leads to a more engaged consumer. Adding geo-location to SMS campaigns helps brands send the right message, at the right time, to the right people. We are excited to be partnering with Locaid,” said Matt Lesher, COO of Tetherball.

To find out more about Locaid, visit http://www.loc-aid.com.

To find out more about Tetherball, visit http://www.tetherball360.com.

About Locaid Locaid is the world’s largest LaaS (Location-as-a-Service) company. Locaid runs “location in the cloud” with the most robust, privacy-protected, Omni-Location™ platform available. Locaid can determine the physical location of your customers, employees or assets, anywhere, instantly. With a footprint that extends to over 5 billion connected devices across the globe, including network mobile location on over 360 million mobile devices, Locaid helps enterprises and developers be hyper-local, reduce fraud, increase productivity, gain consumer insight, comply with regulations, drive revenue and save lives. Locaid is the largest and preferred location gateway for the major carriers in the Americas including AT&T, Boost Mobile, Cricket, Rogers, Sprint, TELUS, T-Mobile, U.S. Cellular, Verizon and others. The world’s biggest brands, agencies, financial institutions, software companies, enterprise infrastructure providers, mobile app developers and M2M platforms get location from Locaid. Location Matters™. Locate us athttp://www.loc-aid.com, @locaid and http://www.facebook.com/Locaid.

About Tetherball, LLC Tetherball is a mobile marketing solutions provider based out of Indianapolis, Ind. An industry pioneer since 2008, Tetherball offers advanced SMS text message marketing services for businesses looking to better engage with consumers. By balancing both mobile technology and mobile marketing, Tetherball is able to provide the best advice and solutions for our customers. For more information, visit http://www.tetherball360.com/.

Locaid Adds U.S. Cellular to Network-Based Location Aggregation Platform

Locaid Adds U.S. Cellular to Network-Based Location Aggregation Platform. Network-based location aggregatorLocaid, has announced that U.S. Cellular customers who give consent are now locatable on Locaid’s enterprise location platform. 

Locaid’s enterprise customers can now access to U.S. Cellular’s 4.9 million customers, including no-contract customers. 

Locaid is the largest location gateway with partnerships with the major carriers in the Americas including AT&T, Boost Mobile, Cricket, Rogers, Sprint, TELUS, T-Mobile, U.S. Cellular and Verizon, representing 400 million mobile devices.

 

Locaid Works With U.S. Cellular to Drive Location-Based Mobile Innovation in BYOD

Locaid Works With U.S. Cellular to Drive Location-Based Mobile Innovation in BYOD.

Locaid, the world’s largest Location-as-a-Service (LaaS) company, today announced that U.S. Cellular customers who give consent are now locatable on Locaid’s enterprise location platform. The companies have been working together since January 2013 and commercially launched the service earlier this year following a successful beta period.

The integration of U.S. Cellular highlights the growing importance of “Bring-Your-Own-Device” (BYOD). Enterprise CIOs, tasked with managing a growing variety of employee devices on multiple networks, now face ever increasing complications with the rise of the no-contract phone. With more consumers than ever before choosing to go with a monthly plan, Location-Based Services (LBS) offered via Locaid are emerging as central to minimizing the risks of enterprise BYOD. Use cases include effective mobile workforce management though geofencing and real-time notifications, and the use of location data as an additional layer of authentication to prevent the threat of information getting into the wrong hands when personal devices are being used.

By giving Locaid’s enterprise customers access to U.S. Cellular’s 4.9 million customers, including no-contract customers, U.S. Cellular is playing an increasingly important role in enabling BYOD for the country’s mobile workforce.

“BYOD boasts impressive benefits, and location data helps minimize its risks,” comments Rip Gerber, President & CEO, Locaid. “Working with U.S. Cellular gives our customers even further assurance that the privacy protected services they receive from us will support all their BYOD requirements.”

Locaid customer 3Cinteractive, the mobile platform and services company that helps its clients link consumer engagement with business value, is taking advantage of the U.S. Cellular connection for its enterprise mobile applications. “Locaid helps 3C redefine mobile with location,” comments John Duffy, CEO, 3Cinteractive. “Locaid not only continues to provide 3C with the highest level of customer service but the addition of U.S. Cellular means we can continue to deliver industry leading mobile solutions to our customers.”

About Locaid Locaid is the world’s largest LaaS (Location-as-a-Service) company. Locaid runs “location in the cloud” with the most robust, privacy-protected, Omni-Location™ platform available. Locaid can determine the physical location of your customers, employees or assets, anywhere, instantly. With a footprint that extends to over 5 billion connected devices across the globe, including network mobile location on over 360 million mobile devices, Locaid helps enterprises and developers be hyper-local, reduce fraud, increase productivity, gain consumer insight, comply with regulations, drive revenue and save lives. Locaid is the largest and preferred location gateway for the major carriers in the Americas including AT&T, Boost Mobile, Cricket, Rogers, Sprint, TELUS, T-Mobile, U.S. Cellular, Verizon and others. The world’s biggest brands, agencies, financial institutions, software companies, enterprise infrastructure providers, mobile app developers and M2M platforms get location from Locaid. Location Matters™. Locate us at http://www.loc-aid.com, @locaid and http://www.facebook.com/Locaid.

About U.S. Cellular U.S. Cellular rewards its customers with unmatched benefits and industry-leading innovations designed to elevate the customer experience. The Chicago-based carrier has a strong line-up of cutting-edge devices that are all backed by its high-speed network that has the highest call quality of any national carrier. Currently, nearly 90 percent of customers have access to 4G LTE speeds. U.S. Cellular was named a J.D. Power and Associates Customer Champion in 2014 for the third time in four years. To learn more about U.S. Cellular, visit one of its retail stores or uscellular.com. To get the latest news, promos and videos, connect with U.S. Cellular on Facebook.com/uscellular, Twitter.com/uscellular and YouTube.com/uscellularcorp.

Marketing Call Tracking and Geolocation: A Match Made in ROI Heaven

Marketers use keyword-level call tracking to better understand how their marketing generates phone calls from leads and prospects. Using dynamic number insertion (DNI) marketers can track how callers initially found their website. Whether they found them through SEO, display ads, social media, links from other sites, or paid search, DNI call tracking technology helps businesses attribute every phone lead to its proper source.

Call tracking technology and geolocation work together to ensure proper lead source attribution as well as the immediate transfer of customer calls to the right store location or agent. How? Geolocation works by accessing the latitude and longitude a customer is calling from, and then routes their call to the nearest store or agent location. And because geolocation works for mobile phones and landlines, callers dialing in from their home or business landline are eligible to use the geolocation feature. But only if they want to. As with all applications of geolocation, callers are required to opt-in to the service in order to share their information, and they can opt-out any time they want.

So how are marketers using geolocation to enhance their call tracking to provide better customer service and improved ROI?

1. Improve Paid Search Campaigns Using Call Tracking and Geolocation Data
Marketers are using call tracking and geolocation data to enhance paid search campaigns. Information on caller location can be very valuable for location-based bidding and call extensions. Marketers can choose to bid higher on clicks from specific regions based on the quality of calls received. Marketers can then use call duration and call recording technology to assess the quality of calls from specific locations. For example, set higher bids for locations that drive calls that last longer or calls that lead directly to in store visits or over the phone sales.

Marketers can also use geolocation data to decide when and where they should use ad extensions. Ad extensions (or sitelinks, for organic listings) are those additional links that appear under your organic or paid search listings. These links could drive callers to specific landing pages that make it easy for them to call your business in a snap.

2. Route Urgent Customer Calls to Close More Sales
When a potential customer calls a business, they are expressing intent that they are ready to speak with someone now in order to move along with their purchase. They are usually further along in the buying process for more complex sales, and for sales with shorter cycles they are ready to purchase as soon as possible. The faster you can get a customer routed to the location or agent nearest to them, the faster you can close the deal. A 2012 study shows that retail businesses that answer customer phone calls in 60 seconds or less are 59 percent more likely to close customer purchases, and those customers who have their calls answered in less than 60 seconds are 73 percent more likely to recommend that brand. Imagine how beneficial it would be to your sales team if you could get customers in touch with the right person at your business in the first 10-20 seconds.

Then, imagine the benefit of knowing your true ROI from every marketing campaign. Most businesses are good at tracking web leads, but many aren't tracking the phone leads their marketing generates. A study from BIA/Kelsey showed that phone leads are 10 times more likely to complete a purchase than web form leads. Using call tracking technology, marketers are able to tell how a customer who called your business found your website in the first place, how long their phone call lasted, and if the call resulted in a purchase. They can then use this information to track ROI from their marketing campaigns and allocate more budget to mediums that are generating the most sales.

3. Accurately Track and Handle Inbound Calls From Anywhere
With call tracking and geolocation your business will have invaluable caller information and your customer calls will be routed as quickly and effectively as possible. Here's how it works: after the customer dials the business number, they are connected to advanced call routing technology integrated with geolocation. Without having to input any information about where they are, the technology accesses the location of their phone, and then accesses a list of the store locations nearest to the caller. All of this takes place in a matter of seconds.

Since you are also using call tracking technology, the calls will be tracked back to the source that generated them, as well as logged and recorded in your CRM (like Salesforce.com). This type of tracking helps you better understand which marketing works best at generating these high-quality customer calls, as well as helping you keep track of customer call records instantly. Call tracking and routing with geolocation work for all types of marketing, not just web, including print, billboard, television, etc. For example, if a customer sees your television ad and decides to call your business, call tracking can tell that the call was generated by a television advertisement and call routing with geolocation can route the caller to the nearest store location.

Call tracking and geolocation create a powerful combination of tools that help businesses improve marketing strategies while also providing an excellent customer experience.

_Jane Intrieri is currently a Search Marketing Specialist at Ifbyphone. She is responsible for the execution of Ifbyphone's overall internet marketing strategy, including lead generation efforts, the effectiveness of Ifbyphone SEM efforts, while also managing and maintaining day-to-day website and marketing automation related operations.
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From: http://www.loc-aid.com/blog/2014-03-25-marketing-call-tracking-and-geolocation-a-match-made-in-roi-heaven