4 Hot Mobile Marketing Trends to Watch in 2016

Few things have had such a profound effect on the way we live, work, play and socialize as mobile devices. From sending emails and texts to incorporating cameras, GPS navigation, menu ordering and entertainment, no one could have predicted that the humble “brick” would evolve to become such an integral part of our digital lifestyle.

But just as devices and technologies change, so too do our marketing methods. 2015 was the first year that mobile traffic exceeded that of desktop users. As marketers, this opens up a whole new field of ideas to try and avenues to pursue in order to reach these customers, create dialogues and forge relationships with them in a way that makes our offer irresistible.

Gone are the days of top-down communications, of intrusive ads and poorly aligned customer outreach campaigns. Today, we have more data than ever, and we’re leveraging it to come up with innovative trends and ideas like these:

Customer-Centric will become Customer-Obsessive

Big Data becomes Meaningful Data in our rush to learn more about our customers.
Image source: Connexia

It sounds like the makings of a horror stalker film, but the fact is, in our race to become more customer-centric, we, as marketers, are already bordering on obsession. We’re finally at the point where we’re not being swallowed up by wave after wave of big data, and can start using it to create more meaningful interactions.

Mobile is the vehicle that makes this happen. Few other things are as pivotal to sealing the deal as a device that the customer carries with them everywhere. Figuring out how to make that impact is something that companies are still working on, but you can bet it will be the customer, not the corporation, that powers how these decisions are made.

Search Engine Results Will Display More than Pages

You got Apps in my SERPs!

Google already displays videos in search results, but they’ve recently been experimenting with video ads as well. Other search engines, as well as other platforms like Facebook and Twitter, already leverage these types of ads in the form of auto-playing videos and Vines respectively – but at the moment Google is still testing the waters to determine how audiences respond to video-based ads.

Assuming users are receptive of the idea, don’t be surprised to see apps also sharing a place at the SERPs table. Sure, we already have app directories and recommendations, but apps as part of search results will take these directories and stores to a whole new level.

Also, don’t be surprised to see big shifts in mobile search. UI and UX specialists are still learning how we gesture, point, flick and tap on our devices, and with a search interface that’s designed for typing and scrolling, you can see how trying to wrangle a process built for computers into a small screen with taps and flicks just becomes an exercise in frustration. With so much data available, and so many past browsing habits to draw from, coming up with a page full of results is no longer going to cut it. It’s very likely we’ll see fully optimized, fine-tuned mobile search that enlists the help of third party apps to not just recommend a particular product, but find it in the customer’s preferred color, size, location, price range and much more.

Brands will Blur the Lines Between Apps, E-Commerce and Social

Well-known social platforms are taking their awkward first steps into becoming shopping centers.
Image Source: Adweek

2016 will be the year of even greater innovation from apps we already know and recognize. More seamless integration between those apps and their corresponding e-commerce and social outlets will become commonplace. Many social platforms are already tying e-commerce features into their networks. From Instagram’s “Shop Now” to Pinterest’s “Buyable Pins”, today’s hottest platforms are looking for ways to blur the lines between web, social, app and e-commerce.

As you might expect, the rallying cry from marketing has been “people don’t shop on social media!” but as mobile, social and e-commerce become more integrated, the possibilities open up to hit the right combination of buying and browsing buttons to turn that notion around.

Apps Become Reflections of our Lifestyles

Apps will evolve to become more feature-full in an attempt to position themselves as a lifestyle choice rather than a novelty.
Image Source: EATT Magazine

The problem so far with consistent app adoption has been nailed down to one singular issue – bandwidth. With caps on data and insane overage charges, brands really can’t get as creative or forward-thinking as they might like to with restraints like those holding them back. These days, you might have one app for weather, one to track your fitness level and food input, and another to remind you when it’s time to pick up the kids from school.

Expect apps in 2016 to become less about individual features and more about becoming an integral part of your life – a fitness journal that displays the weather before your run and reminds you when it’s time to get the kids. Sound a bit far-fetched? Not to app developers. As long as there are forced restrictions on how much you can download, apps themselves play a pivotal role in position themselves as more of a lifestyle attachment than a usable “thing” that can quickly be uninstalled in favor of the next big thing. There’s only so much bandwidth that will fit in a mobile plan – better make sure your app is making the most of it.

What’s more, the apps you choose could very well communicate your values in terms of your lifestyle. Just like Doritos and the Superbowl or Mountain Dew and gamers, the apps you use every day could tell people “I’m proud to be a _______ and that’s why I use (app). The more attuned these apps become to our goals, likes and dislikes in life, the more they’ll find themselves being used likely far beyond what the original developers envisioned.

The Next Big Thing?

2016 is bursting at the seams with mobile potential, and that’s not even counting things like wearable technology and mobile automation systems like Echo, Cortana and Siri. At the end of the next year, we’ll take a look back and see how these trends played out. Did they catch on or fizzle out? Did something new and unexpected take hold of our collective attention? What do you think will be the next big thing? Share your ideas with us in the comments below!

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at iElectrify.com and download your free web copy tune-up and conversion checklist today!

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What is Cyber Monday, and What Can it Mean for Your Business?

What is Cyber Monday, and What Can it Mean for Your Business? written by Alex Boyer read more at Duct Tape Marketing

This morning, the Monday morning after Thanksgiving in the United States, is one of the least productive business mornings in America. Employees across the country (and even around the world) are pulling out their credit cards and giving their employers headaches as they complete their holiday shopping. In fact, you’ve probably even stumbled across this post accidentally looking for the best Cyber Monday deals. It’s okay; I don’t mind.

But what is Cyber Monday, and when did it become a major holiday in line with the other holidays of this season? Most importantly, what can Cyber Monday mean for your business? To find the answers, we’ll have to rewind the clock to 10 years ago.

The Origins of Cyber Monday

First, to understand why Cyber Monday was created, you must first understand Black Friday. In the United States, Thanksgiving marks the unofficial start of the holiday shopping season. Because the federal holiday falls on the final Thursday, most employers give their employees the following Friday off too. As a result, many retailers tried to take advantage of a large portion of employed customers being available at once by offering “One-Day only” sales to kick-start their holiday sales season.

Fast forward to 2005. With the explosion of the Internet and e-Commerce in the 90’s, some companies focused on an e-Commerce only model (like eBay and Amazon.) These businesses needed a similar jump-start to their holiday season but had to focus on a different day because most of their target audience would be away shopping on Black Friday.

That’s when the idea of “Cyber Monday” was created. The term was coined by the National Retail Federation as the e-Commerce answer to Black Friday, allowing shoppers to find the gifts they couldn’t get on Black Friday at deals they can only find online.

Probably most infuriating for businesses – Cyber Monday is designed specifically to target your employees while they are at work. Retailers know they will be at their computers.

The Growth of Cyber Monday

Since it was inception in 2005, Cyber Monday has grown exponentially. What began as a small sale with a handful of retailers turned into over $2 Billion in sales in 2014. This year is projected to be even bigger.

What it Means for Your Business

For many businesses, winter can be a slower time regarding sales. Utilizing a promotion like Cyber Monday can help you reach your end-of-year goals and give you a much-needed boost into the slower business season.

It may be too late to implement any promotion for your business this year but take a look around at what some of the biggest companies in the world are doing for inspiration for next year.

Some of the most inventive Cyber Monday deals I’ve seen have specifically targeted existing email lists, offering a discount on a product or service and subtly nudging the user to pass along the email as a form of referral. These “Secret Cyber Monday” sales bring high quality leads to businesses of all sizes, without risking the loss of a bunch of potential sales to new audiences.

Get Online and Shopping!

This Cyber Monday, take some time to shop for yourself or gifts for your family. Think of it as research. Maybe you can be inspired to find a way to leverage Cyber Monday to make winter 2016 your best winter ever.

Alex Boyer is a Community Manager and Content Ninja for Duct Tape Marketing. You can connect with him on Twitter @AlexBoyerKC

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3 Customer Metrics That Will Improve Your Email Marketing

As an online retailer you may know a customer’s name and address, but what do you really know about them? According to an Oracle poll from earlier this year, 86% of respondents currently have access to foundational data, or basic information with simple segmentation and personalization.

This is a good starting point, but there are many other types of data that will give you a greater insight into your customers, which will help you market to them more efficiently and effectively. This post will take a look at the top three characteristics that will give you a well-rounded view of who your customers really are, and offer some tips for how to use this data in your email marketing.

1. Customer Lifetime Value

One of the biggest predictors of retail success is Customer Lifetime Value (CLV), which is defined as the total dollars flowing from a customer over their entire relationship with a business. Many retailers know their average CLV, but to truly create personalized marketing campaigns, you need to know much more than this.

For example, you can determine CLV for various segments and personas based on purchase history, which will provide you with a wealth of information for creating targeted email messages. There will likely be an overlap between your customers with a high CLV and your best customers who are the small group that are most valuable to you over time based on frequent purchases with a high order values. Since these are your most loyal customers, you should not treat them the same as your one-time buyers or churning customers.

To calculate CLV, multiply the number of purchases a customer has made per year by their Average Order Value, and then add together that number for each year that they have been a customer. For instance, if a customer makes two purchases a year averaging $50 each for a period of three years, then their CLV would be $300.

Email Tip: You can set up email campaigns with exclusive rewards just for customers with a high CLV. There are many ways to reward these customers, such as special discounts, VIP experiences, and exclusive events. You should also be strategic in offering discounts to save higher markdowns and related promotions for only your high value customers, which can yield great results.

2. Average Order Value

Average Order Value (AOV) describes the typical dollar amounts spent per order by each customer. For many retailers, AOV goes up on each customer’s subsequent purchase. This may be because repeat customers trust your brand more, spend more as they get comfortable with you, and discover more of your inventory that they are interested in. To calculate AOV, divide the total amount the customer has spent by the number of orders they’ve made.

Through this metric you can segment customers by high, medium, and low spenders, and then create optimized email marketing campaigns that deliver different content and promotions to each group.

Email Tip: If you see a specific day or time when AOV is significantly higher, you should act on it immediately. If it is a specific segment of your customers spending more during this period, you can craft targeted, exclusive messaging to this group. If it's something else, like a type of product that sells better at that time, you can segment everyone who has bought the product in the past, and test an email to them with cross/upsell messaging. Hopefully, you can replicate the trend.

3. Customer Latency

Latency is the average number of days between each purchase a customer makes. Once you figure out the phases of a customer's lifecycle, then you can determine what types of messaging to offer at various points in their relationship with your brand, in order to reach customers when they are most likely to buy again.

For example, if you have a post-purchase email series, you can match the cadence to different points in the customer’s lifecycle, with corresponding messaging that will appeal to customers at 30, 60, 90, or 120 days post purchase.

Email Tip: If the average customer takes 120 days to make a second purchase, then hitting them with sales messaging immediately after their purchase probably doesn't make sense. What makes more sense is to use the "honeymoon" period immediately following the purchase to reinforce your brand, and then as customers enter a point where statistically they are more likely to make a purchase, start stepping up direct offers.

These are just a few of the data points you can use to gain insights about your customers. By knowing what, when, why and how often they’re buying, you not only get to know who your customers are, but can also predict their future purchase behavior. This information allows you create personalized, data-driven email campaigns that will be able to drive customer engagement, revenue and retention.

As you get to know your customers, you can create consistent experiences both online and off-line by downloading the Modern Marketing Essentials Guide to Cross Channel Marketing.

Author's Bio: Andrew Pearson is Vice-President of Marketing at Windsor Circle, a predictive lifecycle and retention marketing platform that helps retailers grow customer lifetime value and increase customer retention. Andrew is a serial entrepreneur with over 15 years experience in technology start-ups, management and digital and email marketing.  

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4 B2B Social Media Marketing Lessons Marketers Can Learn From Their B2C Counterparts

When social media first launched, many companies were skeptical that these new platforms could be used to support their business initiatives. Today, if you hear of a company that is not on social media, you find yourself wondering “What are they thinking?”.

According to NewsCred, 87% of B2B marketers use social media to distribute content. However, many B2B brands are still trailing behind their B2C counterparts when it comes to social media strategy and results.

There is no denying that social media can be used to build brand affinity and increase engagement for B2B companies. Below are a few lessons and examples that B2B companies can learn from successful B2C companies to increase their “likeability” on social networks. You’ll also find a few B2B companies that are already proving it’s possible.

#1 – Highlight Customers & Community

Because of the loyalty that is often built with consumer products, B2C brands have a lot of opportunities to feature their customers or online community. Featuring different people outside of the organization is a fantastic way to better connect your audience with the content shared on social media channels.

GoPro has done a fantastic job of featuring different people within their community regularly on their Instagram account. It can be everything from a smiling baby, to someone using their GoPro to show off their skateboard moves like the image below.

A B2B brand that is also incorporating their community is MailChimp. Along with some of the best brand visuals I’ve ever seen, MailChimp highlights individuals in a super creative way that anyone that is following them can appreciate.

#2 – Support Content Marketing Initiatives

As the largest professional social network, LinkedIn provides many opportunities for B2C and B2B companies alike.

Starbucks is a B2C company with a great LinkedIn feed. Instead of simply sharing a product list or their latest news, they’re creating video content that their audience will find interesting. This post for example provides a sneak peek into how Starbuck’s locations transform for the holidays.

HubSpot is well-known within the online community as a marketing automation tool that businesses can use to create more meaningful interactions with potential customers. However, HubSpot provides some of the most useful content I’ve ever uncovered and does a great job of showcasing that content in an enticing and clever way on their LinkedIn page.

#3 – Show The Human Side of Your Company

Many B2B companies have built their business around process, technology and reliability. However, that direction often cuts out one of the most important elements of a company, the people that are a part of the experience.

Love or hate them, BuzzFeed constantly features their employees in different videos and articles. One of their staff members, Matt Bellassai also has a popular weekly video series that is so good, he’s been nominated for a people’s choice award.

B2B companies have equal opportunity to feature stories about their staff. Salesforce has taken a simpler approach and recently shared a post showcasing some of their employee’s giving back during the holiday season.

#4 – Create Anticipation

When you have a new release or something exciting to share with your customers, it’s a great idea to publish teasers on social media that create anticipation. This can help keep people glued to your feed waiting to see what happens next.

Royal Dutch Airlines created a series of teasers and videos that featured the “unboxing” of their brand new Boeing 787 Dreamliner. Were they talking about ticket prices? No. However, they were creating an experience to connect their audience to the content.

Creativity and building anticipation around an event or unveiling isn’t relegated only to B2C companies. Adobe is currently running what they call a “binge-worthy” docu series where three teams are competing to create a holiday campaign. Adobe published teasers leading up to the launch of the series and is frequently providing status updates and encouraging their audience to catch up on the latest episode.

Bonus: Invest in Targeted Social Media Advertising

One challenge that B2B marketers experience (unlike their B2C counterparts) is that there are often multiple decision makers, at different stages within the purchasing cycle.

If you aren’t already, test creating separate ad campaigns for each of the audiences that you want to attract and engage on social networks and then target appropriately based on their common characteristics.

Can You Spot the Similarities?

Did you notice something similar about all of these examples? No matter which social network both these B2C and B2B companies are using, they’re including great visuals alongside engaging content.

This post just scratches the surface of what is required for a truly successful social media strategy. But what it does highlight is that one of the most important things a B2B company can do is treat their audience in a way that highlights their needs and interests as people, not just as potential buyers.

If you’re ready to take your social media game to the next level, see if TopRank Marketing’s Social Media Marketing services are a good fit for your organization.

Header image via Shutterstock

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Solar Power Systems Increase Community Resilience

Today, solar power systems provide a highly effective way for communities to improve their chances for being better able to function in the case of potential widespread emergencies.

Communities must adapt to the many changing conditions and threats that can occur in the event of an emergency or natural disaster. Solar energy and renewable resources are key components to increasing both community adaptability and resilience.

Reduce Reliance on Fossil Fuels

Eventually, hydrocarbon fuels will become scarce, causing prices to skyrocket. It is only a matter of time before the country faces another fuel crisis. By adopting solar power systems, communities can protect themselves against future price volatility in the fossil fuel market.

Using solar energy to supplement or replace power from the electrical grid can reduce a community’s reliance on the unpredictable costs and business practices of utility companies. It can also lower energy costs substantially, which helps reduce future economic uncertainty.

Photovoltaic technology provides energy security, as local solar development ensures a reliable source of power, no matter what fuel crisis may arise.

Be Prepared for Emergencies

When a tornado, earthquake, flood or other natural disaster or emergency situation occurs, communities must be able to respond quickly with appropriate recovery efforts.

Lighting and communications are essential in the event of an emergency, as is power for critical operations. Solar power systems can provide electricity wherever and whenever it is needed.

Highway message signs and advisory radios powered by the sun can be used to convey important information. Photovoltaic vehicle laminates and portable solar generators can prepare communities to handle the effects of emergency or disaster situations.

Create Power Resilient Critical Facilities

Storms and other extreme weather events can knock the power out for days at a time.

Although hospitals and other critical facilities may have generators, the rest of the community can be left without energy. In addition, traditional generator power depends on the availability of fuel. Once the fuel supplies are gone, so is the electricity, leaving emergency shelters and mass care points without reliable sources of power.

Communities can use solar power to create critical facilities capable of meeting the public’s needs during and after an emergency situation. Medical centers and fire and police stations must be adaptable, functional and able to provide services throughout any crisis event.

Installing solar energy systems at these locations and at designated shelter areas will help ensure that emergency services are always able to respond to any disruptive event in the community.

Adopting solar power to address a growing community’s developing needs is of particular importance in lower-income areas, according to many experts. As PV power is renewable and cost-effective, solar energy can be used to bridge the gap between the poor and the well-off, helping to relieve more vulnerable populations from added suffering from the damaging aftereffects of a natural disaster or emergency situation.

Every community must address the matter of resilience now, to be adequately prepared for the future. Contact an experienced alternative energy expert in your area to learn more about how solar power systems can help to meet the changing needs of your community.

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Weekend Favs November Twenty Nine

Weekend Favs November Twenty Nine written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you check them out if they sound interesting. The photo in the post is a favorite for the week from Flickr or one that I took out there on the road.

Good stuff I found this week:

TeamGrid – App that facilitates collaboration within a team

BoardSeat – Interesting looking service that helps you create an advisory board – in kickstarter

SlidesCamp – 1000s of slide templates for presentations

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Online Marketing News: Death Of A Directory, Are Social Ads As Effective?, Search Getting Smarter

Google Reveals Black Friday In-Store Traffic Data to Help Improve Focus of Online Ads [Infographic] – Google has created a new infographic which looks at in-store traffic patterns over the holiday season, using anonymized Location History records. The stats offer some great insight and highlight where offline metrics are headed – and how they can be used to better target and focus online marketing content. Google

Snapchat Launches Story Explorer, A Swipeable Way To Get Different Visual Perspectives – With a quick swipe up, Snapchat users can now view a different angle on specific stories for a more robust story experience. Marketing Land

Study: Brands Finding Social Ads as Effective as Traditional Advertising – It appears the tide is changing. According to a recent study by IZEA, 52 percent of companies surveyed have a sponsored social budget and they find social ads to be in the top three most effective marketing investments they’ve made. SocialTimes

The Yahoo Directory Is Finally Absolutely Dead – We knew it was coming: the Yahoo Directory is now officially offline. Going to dir.yahoo.com now redirects you to aabacosmallbusiness.com. Search Engine Land

Facebook’s Audience Network: 80% of Impressions Now Native – Facebook offered another rare peek into the performance of its Audience Network, saying that 6 percent of all time spent on mobile applications is spent on apps running Audience Network. Facebook

Google Analytics Adds Calculated Metrics – New tool allows the creation of custom metrics that are calculated from traditional metrics, such as Revenue Per User and more. Marketing Land

Report: Social Media Platforms Are Becoming Too Complicated – There is power in simplicity — at least that’s the premise behind the Siegel+Gale simplicity index. The study uses survey data from more than 12,000 consumers in eight countries about the perceived simplicity or complexity of their interactions with more than 500 brands, and why simplicity pays off. SocialTimes

Google’s Natural Language Search Gets Smarter – Google is now smarter at understanding queries that include superlatives and times, as well as more complicated questions. Search Engine Land

Third-Party Apps Losing Access to Instagram’s Feed – Instagram is overhauling its platform for developers, and one of its changes is the elimination of the feed application-programming interface, which allows third-party apps to access its feed. Instagram

Google Updates The Search Quality Rating Guidelines – In 2013, we published our human rating guidelines to provide transparency on how Google works and to help webmasters understand what Google looks for in web pages. Since that time, a lot has changed: notably, more people have smartphones than ever before and more searches are done on mobile devices today than on computers. Here are the updated guidelines. Google

Google Announces New Advertising Support For AMP Pages – Fast-loading pages may also mean fast-loading ads, with advertising platform support for AMP that’s been announced. Marketing Land

Google To Penalize Sites Using Deceptive Mobile Traffic Networks – Google tells us they are actively working on detecting and penalizing sneaky mobile traffic networks. Search Engine Land

From our Online Marketing Community:

In response to Want to Add More Participation to You Content? Follow These 5 Keys to Success [Guide], Tom Southern said, “Great ideas Ashley, thanks for sharing. I love the Halloween-theme content marketing pics. They’re great. I can see these ideas working well on Pinterest, Facebook and other image strong platforms, as well as blogs. Thanks for the ideas and inspiration. You’ve got me thinking.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Google

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