There’s no doubting it: mobile will overtake desktop soon enough.
Every day, digital users access their favourite websites, emails, and social media profiles on all types of mobile devices. This presents a multitude of opportunities for businesses to leverage mobile marketing to increase brand awareness, generate leads, and increase revenue generation. An infographic prepared by Text Market illustrates seven reasons why going mobile is a necessity for brands. They are:
- Users will not leave home without mobile devices.
- Messages on mobile devices will get read.
- Mobile is more personal than desktop.
- Smartphones and tablets provide new channels for communication.
- It’s cost effective.
- Access to the Internet is increasing at a rapid rate on mobile platforms.
- Mobile is set to surpass other platforms such as TV.
Facebook already reigns supreme within the social media world, and it seems that its presence on mobile devices is increasing at a rapid rate. At the moment there are over 1 billion monthly active users on Facebook mobile and that number will continue to skyrocket as digital users continue to leverage smartphones and tablets to access social media platforms. Facebook’s influence isn’t limited to its own app: both Instagram and Messenger, Facebook owned applications, each have over 200 million active users as well.
Digital media allows web users to share information, network with colleagues, and collaborate on projects online. However, any action taken online can either be indexed by Google or cemented on the web forever. In the case that negative information or content becomes viral, that can prove to be disastrous for managing your brand’s reputation online.
Luckily there are measures you can take to control the branded content web users can view on the Internet. Being proactive and protecting your brand’s reputation can provide you with the following benefits:
- Cement yourself as an influencer and/or expert within your vertical.
- Create new business opportunities for revenue generation.
- Open channels for networking with fellow colleagues and potential customers in your networks.
- Dominate search engines for you brand name and related search terms.
- Increase overall brand awareness and recognition.
Within the online marketing environment, there are a number of ways to generate brand awareness, web traffic, and a positive return on investment. A recent infographic prepared by Conductor compares the four most popular online marketing tactics: search engine optimization, social media marketing, email, and pay per click advertising. The pertinent results of the research includes the following:
- Organic search is still the most effective channel for generating both overall and targeted web traffic. Social media unfortunately produces the highest bounce rates.
- In terms of customer generation, organic search and social media marketing drive in the most B2B conversions, whereas organic search is the most productive B2C channel.
- Email marketing generates the most qualified leads for B2B marketers, just edging out organic search and more than doubling both pay per click advertising and social media.
Email marketing is a growing tactic in the online environment because it helps complement social media activities and allows businesses to strategically remarket to users. However, there is a continuous debate with regards to the optimal times to deploy email campaigns. Conventional wisdom and experience on behalf of advertisers is Wednesday or Thursday afternoon. However, according to statistics compiled in an infographic below, the best reactions may happen several days after initial email deployment:
- 21% of transactions happen within two days of receiving an email.
- 32% of purchases take place two week after the initial reception of an email.
Social media marketing is largely seen as a tactic embraced by B2C businesses to connect with audiences across multiple platforms. Contests, community building exercises, and product promotional posts are the norm on Facebook and Instagram when it comes to marketing to end users in the B2C environment. This aspect of online marketing has proven to be very effective for ecommerce businesses in particular, with Pinterest being noted as a great source for generating referral traffic. However, social media marketing can also be beneficial for B2B businesses looking to increase brand awareness and generate viable leaders. In 2013, the top five preferred social media platforms among B2B companies were:
Marketing has quickly evolved over the past decade due to the rapid expansion of the Internet and web technologies in general. Quite a while ago, the traditional promotional mix was composed of advertising, PR, direct response marketing, sales promotion, personal selling, and according to some definitions, sponsorship. As of today, online marketing has cemented its position within the promotional mix either as its own component or an alternative platform to traditional marketing (outside of the web). Due to online marketing becoming a far more effective vehicle for brands to generate awareness and revenue, inbound marketing in particular has become far more efficacious than traditional outbound marketing to accomplish certain objectives.
March Madness comes every year and captures the interest of ardent and passive sports fans alike. Despite the amount of time spent on bracketology, most users see their brackets break within the first couple of games. In fact, according to an infographic prepared by Dedicated Media, the odds of picking a perfect bracket 9,223,372,036,854,775,808 to 1. That’s nine quintillion to one, which represents an insanely challenging odds. Some other cool statistics include:
- $7 Million total is wagered on brackets every year.
- 1 in 7 fans have called in sick to work to catch games from the tournament.
- 7.7 Million social media comments are posted during the tournament’s telecasts.
- 181 Million viewers will tune in across all types of platforms (television, online, and mobile).
Businesses that invest in social media and content marketing are likely to analyze the feedback generated in various channels to determine the attitudes consumers have towards their respective brands online. Mention, a company that provides real-time social media and web monitoring, analyzed over 1 Billion company mentions from nearly 200,000 alerts over the past two years to come up with some pretty intriguing insights:
Every year, basketball enthusiasts, passive sports fans, and even the average Joes make an effort to fill out a bracket that indubitably busts within the first day of the Men’s NCAA Basketball tournament. Even this year, there has been a significant amount of upsets, with traditional powerhouses such as Duke, Ohio State, Syracuse, and Kansas falling before making it to the Sweet 16. Upsets within the early rounds are expected to occur, but it never ceases to amaze basketball fans when some of the bigger teams from power conferences are upset by the tournament’s Cinderellas.
This is why Warren Buffet’s idea to create the $1 Billion NCAA Bracket Challenge was a stroke of genius. Dangle a prize big enough to reel in even the most casual of sports fans and you have yourself a campaign that will market itself. With the allure of the biggest prize ever for any sports contest, almost 9 million people completed a bracket on Yahoo!. This lead to a massive amount of user data collection and the opportunity to generate revenue from strategic remarketing of selected offers. Assuming a $5 million dollar estimated cost, the estimated profit clocks in at $9 Million, with potential revenue generating from the following sources (data from the EZAds123 infographic below):