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Should Social Media Campaigns Avoid Politics and Current Events?

By Ben Padley

Everyone loves talking about a scandal, a bit of hot gossip, a controversial policy, international intrigue, or contentious opinions – but most brands should steer clear of discussing them online. While it can be highly tempting to jump into the fray in certain situations, brands should take the higher ground and avoid chiming in just to voice an opinion or using the surrounding melee to get some extra social media attention. Of course, there are exceptions to every rule, and the following are a few instances when brands, if they tread carefully, can address political events and current news through their social media channels.
Relevance

If the development is highly relevant to a brand’s business or the lives of its consumers, then it could be acceptable for discussion. This is especially true if a brand is an expert in the area concerned and is in the position to contribute in a meaningful way to the conversation taking place about a subject. For example, ice cream brand Ben & Jerry’s is certainly not a stranger to voicing an opinion on political policies, especially those relating to environmental and sustainability concerns. Co-founder Jerry Greenfield is famously vocal about too many brands ignoring the ‘common good’ and the brand is synonymous with a values-led approach to business. In this case, discussing such environmental and sustainability policies is relevant because particular regulations will directly affect the running of the company. Furthermore because its values-led attitude is a large part of the overall brand image, you could say voicing concerns through social channels is almost an essential element within their global marketing strategy.  However, it’s important to note that Ben & Jerry’s is careful not to vouch for a particular candidate, thus avoiding negativity from supporters of the opposing party.
Relation

If the news involves a branch of the company, a related organisation, or a partner, then a brand might consider including it. Of course, this must be dictated by good taste and with an eye to avoiding further controversy. An example of this could become apparent with brands that are owned by major umbrella organisations, such as Procter & Gamble or Unilever. In this case, it is likely for it to be acceptable for one brand from the group to comment on the news of the other.
Crisis Control

In the past several months, brands have taken to their Twitter feeds or Facebook pages to implement crisis management campaign in the face of scandal. This has worked out to various levels of success. In the best cases, it has earned the brand a newfound respect for its honesty, directness, and bravery in addressing the issue quickly and openly. In the worse instances, it has further aggravated the fallout and created a bigger problem for the PR team to solve. For example, there have recently been a number of high profile scandals in the UK, which have directly affected some major organisations. These brands have had to react quickly to calm the situation by communicating with consumers through both social and traditional PR channels.

Usually, when bad news breaks, the public finds out about the predicament before the company involved has time to release an official communication. This has meant that often only a negative or exaggerated picture is painted, without control or input from the affected organisation(s). With social media, brands can act immediately and directly to manage the crisis. In recent years, companies such as BP, Nestlé and Ford have all taken advantage of social networks to respond to breaking news in real time, quickly managing their perceived role in potentially negative events.
Good News

Clearly, the dangers of talking about positive stories or political events in social media are less than the negative or controversial subjects. Brands that want to project an upbeat, informed image will be happy to post about positive happenings. However, these should always be pertinent to the business or objectives at hand, and evaluated for possible misinterpretation. For example, a vast number of major brands are now engaging with, and promoting, fair trade policies, as being seen as a brand that cares about these political issues can undoubtedly have positive repercussions for the overall good of the organisation. However, as mentioned, this needs to be carefully planned. There is no need to avoid discussing politics through social media if done subtly, tastefully, or choosing mainstream, user-friendly, non-offensive topics that will still generate a buzz, and increase engagement.
Caveats

Some topics are always off-limits, except in extreme circumstances. It is critical to remember that most activities in social media are instant, highly visible, international, and, in many ways, permanent. Things cannot be unsaid once they have been published online, as people have most likely already seen the content or taken screenshots; they can only be amended or apologised for, so it is vital to get it right the first time and avoid saying anything that could be misconstrued or offensive.

Overall, brands don’t want to look like they are jumping onto the bandwagon with a topic just for the sake of getting some scraps of attention. This is not only the social media equivalent of ambulance chasing, but it also hints at a lack of initiative and creativity. Cynically using topics just to latch onto the conversations swirling around them will be immediately obvious to the increasingly savvy online audience, and could easily reflect negatively on a brand. Ultimately, brands need to cautious when considering discussing political happenings through social media channels.

Online and mobile marketing trends for 2013, what’s new?

happy_mobile_year2012 has left us news that we will see improved in 2013, so we should pay attention to what we have marked the past few months and be prepared to adapt our business to online trends, but especially to mobile.

Without any doubt, 2013 will be the year of mobile, here we leave some of the forecasts to optimize our marketing strategy:

Social Enterprises

Every company is noticing the importance of social networks, they don’t affect only to the marketing strategy but mean a total change in the customer care. Networking reinforces the relationship between brands and clients, represent the best way to find out strategic alliances for partnerships for example and to search candidates for a job position.
Linkedin is becoming the online business card and a scenario to share professional content, the best showcase for a good curriculum.

Content marketing

Content marketing is the new way to engage your customers, brands become editors and use the free evangelizing material to share with users and get information about them, creating expectations and loyalty. Blogs, Social Media, Newsletter, Webinar, White Papers, Video-blogging, Case Studies…

Designing a cool Inbound Marketing strategy with good content is so easy, just create a segmented offer, share it with a click-to-action button linked to a landing page and type there a quick review of your product/service and the option to download whatever you’ll be offering to your public. Previously remember to ask for data with an online form, will be an excellent tool to reach new leads for your database.

Make this campaign viral through Social Media plus emailing and analize your results!

Mobile Marketing

Smartphones are the real kings of the current communicational landscape! Ericsson predicts more than 50 millions of connected devices in 2020, in 2013 is expected to have more Internet connections through mobile in the U.S than desktop or laptop computers.

We must pay attention to adapt our businesses and personal profiles to the mobile screen resolutions, O.S and mobile browsers, the best way to save time and money is to achieve a mobile website to optimize our presence in the Internet. For local businesses the revolution continues to be sites with geolocation, to increase your sales, get an e-commerce page on your mobile site and for marketing promotions, landing pages with forms to don’t lose any opportunity!

Tablets Vs Smartphones for 2013

The newest one is the Mini iPad by Apple, but also Samsung is leading the innovation race with the Galaxy new models like Nexus 7 and Microsoft surprises with Surface.

Will be over 90 millions of people owning tablets in 2014, only in the U.S.

NFC and Mobile Wallets

One of the criticisms of the new iPhone5 is the lack of NFC technology (Near Field Communication) to make payments using your smartphone like a credit card.

Other initiatives such as Google Wallet, PayPal or VISA predict a further decline in the use of physical money.

New mobile technologies for marketing

By: Mark

After QR codes or augmented reality the top brands are waiting for the next big trend when it comes to mobile marketing that will drive customer

interactions and sales.

Right now marketers and companies are integrating mobile into their day-to-day initiatives due to the medium’s popularity and functionality. But what can

we expect from 2013? Marketers have to invest more into mobile and look at new technologies so that they can develop their relationships with consumers

further.

There are lots of types of media which marketers can exploit to boost their brand so why mobiles? What exactly do mobiles have?

Well, they provide marketers with a wide range of opportunities to get to their possible customers and sending them powerfull messages to put them into

action. These opportunities are scanable codes, interstitial ads on music and video apps, geo-fenced advertising…

We are in a time where businesses are innovating in technologies and the ones they find the most attractive are those that are more flexible, and the most

effective ones are those that allow marketers to send consumers messages at a relevant time.

Mobile has become a more and more common communication channel among businesses’ prefered advertising methods.

But what do we expect from mobile marketing in 2013 ?

Well, mobile augmented reality, NFC and mobile payments are going to make a big change in mobile marketing. In fact, nowadays mobile payments have

already increased 250% in some companies like Pay Pal, and NFC devices will eventually allow mobile payment to replace credit cards thanks to their

capacity to allow contactless payment.

Read more about mobile payments like the mobile wallet at Mobile payments comparison and find out about the latest NFC innovations at NFC at the

Mobile World Congress 2013.

Mobile websites for mobile marketing campaigns

By: Helena

When you are surfing the web and you click on an link or an advert, you get redirected to a landing page. A landing page is where internet traffic is sent in

order to prompt a certain result or action, a purchase more often than not. For instance, if you are searching for something in Google and you click on a

banner with an offer from a travel agency, you will often get redirected to a page where that specific offer is, instead of to the main website. This is done by

advertising companies so that they can evaluate the impact of a certain campaign as opposed to the impact of the whole business’s website.

 How landing pages work

There are several ways in which landing pages work:
Pay per click (PPC): Traffic is sent to multiple landing pages, optimized to match the keywords the user introduced. One example of this is Google AdWords.
Banner: Traffic is sent to a landing page specifically aimed for that targetted audience.
E-mail: A link on an e-mail sends traffic to a landing page designed to prompt a purchase.
Blog post or sidebar link: Traffic is sent to a landing page that encourage users to join an affiliate programme or a mailing list.
Advertising on mobile phones considerations

But, of course, if you are seriously considering online advertising nowadays, you must take into account that most of the internet traffic comes from mobile

devices. And, as everything else, advertising needs to be mobile-optimized. Therefore, you may want to have your website contents adapted for mobile

visualization, and the two main things to bear in mind when mobilizing your website are layout and localization.

 Layout: Mobile devices have smaller screens compared to desktop computers, so the layout used in these must be adapted to a single column instead of

having multiple columns in which to display the contents. Having a mobile-friendly layout allows on-the-go visitors to quickly access your business’s contact

details and directions.
Localization: Mobile devices can be used to provide a more personalized advertising by specifically targetting people who are on a concrete location, as

mobile search engines give preference to location. So for instance, if a mobile user is shopping in a shopping centre, there is a good chance that they will be

interested in offers from that shopping centre or the shops in it. Therefore, a good idea for attracting customers would be to offer a deal for those mobile

users that are browsing near to your business’s location. And, of course, to provide clear directions and contact details.

Most of the sites that offer mobile web building or adaptation offer too mobile landing page building. For instance, Google’s GoMo initiative provides a

service with which you can easily create your mobile landing page.

Social Media Marketing Plans

by John K. Waters

Another core principle the experts seem to agree on is that successful social media marketing efforts start with a plan. The truth is, all effective marketing

efforts start with a plan, whatever the medium. As you begin thinking about social media marketing, ask yourself a few questions. Start with: What am I

promoting? Is it a product with broad appeal, or a specialty item? Is it a service aimed at an age group or demographic, or the general public? Is this

something brand new for which I'll need to create a market, or something with a household name?

Next ask yourself: What do I hope to accomplish? What are my goals here? Am I trying to promote product awareness? Company visibility? Brand

recognition? How about creating a new community around products or services? Am I trying to generate sales leads? Foster better customer relationships?

Improve our organization's reputation? Am I trying to increase traffic to my website? Boost page views? Engagement with customers for surveys and

feedback? All of the above?

There may be moments when lightning strikes and your YouTube video goes viral (spreads by word of mouth), or the twitter stream chirps with a

hash-tagged topic that you initiated. But those are merely results. Social media marketing is a practice and a method of establishing your influence,

reputation, and brand within communities of potential customers, fans, and supporters.

Sociability

Because you're planning to promote your brand or product on social media sites, it also makes sense to consider whether there's anything inherently

“social” about it. Movies, of course, attract communities of fans. But communities form around a vast number of areas.

If you're promoting, say, a chain saw, you immediately fall into the do-it-yourself (DIY) community. If it's your new cookbook, you're instantly part of the

foodie community. Gamers, bikers, sailors, knitters, and hobbyists of every stripe are part of a community. People don't really care about your business, but

if your home improvement company can help members of the DIY community fix a leaky faucet, you bring value to the conversation beyond your interest

in selling some pipe wrenches.

This sociability factor matters because the key to successful social media marking isn't in the presentation, but the conversation. That's not to say you don't

need compelling content. The important point is to remember that this is a social environment, the guts of which have been generated by the users, and it's

all about interaction.
Listen In

When the talk turns to social media marketing, the focus tends to be on the content you create, or the message your company sends. That's critical, of

course, but more and more companies are discovering the value of the social media two-way street. Engaging in social media marketing offers a unique

opportunity to have a conversation with your customers, to hear what they really care about and what interests them.

Before you launch yourself onto the social web, take some time to listen to what they're saying about you online. Use a search engine to pull up blog

postings. Sign up for a social network or other service and keep a low profile while you search for mentions of you or your company. You could also start a

topical conversation and follow the responses. Pay attention to how you or your company is perceived, how people feel about you, whether they like or

trust your brand.

While you're listening in, take some time to identify the “influencers” out there, the bloggers and twitterers whose opinions hold sway with the

communities. These are the people who will drive traffic to your website, your Facebook page, or your blog. These are the valuable people you want to

recommend you.

You'll also want to track mentions of your brand or your name, and even your industry. It's perfectly possible that you won't find anything, but it's a good

idea to know what kind of environment you're stepping into.

Strike Up a Conversation

The participatory platform that is the social web requires would-be marketers to participate in the online conversation. Okay, it's not exactly a requirement,

but most web watchers and marketing gurus see it as a unique opportunity to get to know and better understand their customers, fans, and supporters.

You can have direct interactions with these folks in a way that was never possible before. You can provide them with the very latest information about your

products or services. You can make and maintain connections with existing customers, and reach out to potential new ones.

This two-way street will be invaluable going forward. You'll be able to catch misinformation before it spreads far and wide, and take steps to correct it. And

you can discover what your customers are really interested in and what they really think about you.

When it comes to running your social media marketing accounts, forget automation. If you can't manage well yourself, hire somebody, but don't click the

cruise control and fire off scheduled posts. You might be able to get away with it on Twitter, which has a fat and flowing tweet stream. But on social

networks like Facebook and MySpace, you're expected to show up.

Most social media sites offer some kind of demographic information, which is very useful when you begin to target your audience. But it's also worthwhile

just to spend some time on a site, interacting with its members, getting to know them one-on-one. The big numbers matter, but it's also useful to get a

sense of the community from firsthand experience with it.

You'll also get to know the “personality” of the network or service. Twitter is a microblog and naturally has little in common with the Flickr photo-sharing

site. But even social media in the same categories have their own rhythms and quirks. Facebook, MySpace, and LinkedIn are all social networks, but they're

different worlds.

And while you're at it, get to know the rules of the community. These things may seem like free-for-alls, but many have definite dos and don'ts, which you

can usually find in the help menu. If you try to sell anything on Flickr, for example, your account will be deleted. This is no place to cross any lines or violate

social conventions.

Online SMS Services - Now Texting Is Fun and Free

by: technology

Online SMS Services - Now Texting Is Fun and Free

Texting the messages has almost become a part of our daily lives, and especially the younger generations just cannot be live without them. The good news

is that there are many websites, from where you can send online SMS to your friends for free. These sites do not charge anything, and they still allow you to

send hundreds of free SMS message.

The Process:

Firstly you'll need to visit any SMS message service provider website. Then, you will be able to see different categories and options of signing up for an

account. You can click any of the options, and then can create your account. While registry for an accord, you might need to provide some personal

information like your date of birth, email id and your mobile number.

You need to fill up the form correctly, and then click on the submit button. In a few seconds your account will be created and a confirmation mail will be

sent to your email id, the one which you had provided during the registration process. You'll then need to login to your e-mail account and click on the

activation link sent by them.

The Advantages:

Soon after the confirmation, you will be able to enjoy the free online SMS facilities provided by them. The site allows you to submit hundreds of free SMS to

your friends and family. Although you send a SMS from the site, the SMS will be addressed from your mobile number. You will be provided with a username

and password, which you require to type every time before logging in.

Sometimes you might feel like sending some romantic text message to someone you love, or feel like sending something funny to your friends, but might

not know what to send. These websites usually have a collection of good messages related to various categories. There are different categories like

friendship, sorry, love, fathers day, mothers day and lots more.

You can easily choose your message from the collection of messages, and can easily send them to your loved ones. You can also invite your friends to join

the online texting network by sending an invitation from your account. The invitation will be sent to his or her email account, and a text message will be

sent to their mobile numbers.

With the help of online texting services, you will be able to send huge and bulky text messages to your friends without pressing your tiny mobile keypads.

Moreover, the keypads on the mobile phones are quite delicate. You could also copy some famous quotes from other websites, and send them across to

your friends. The online SMS networking sites have made life very easy for people who love to send text messages.

For Businesses:

The SMS message services can also be used by you to market your business, or work with people all over the country. However, you might have to opt for

paid business packages, in order to send bulk messages. Before taking up such package, it would be in your best interests to understand all about the laws

that are related to sending business SMS messages.

Online Text Blast Service: Broadcasting SMS Text Messages From Your PC

By Lee Simonson

Online text blasting services are available to broadcast SMS text messages from your PC, to hundreds, even thousands, of people at once. The online

technology is available today and businesses, schools, and organizations can manage their texting programs without the need for any hardware or software

(SMS stands for short message service).

Start up costs are inexpensive and you can begin your texting program almost immediately. There are text service bureaus available that can be accessed

online that will let you tap into their portal and established broadcasting systems and allow you to share their "shortcode." If you don't want to outsource,

you can always create your own system, however, establishing a privately owned texting system is very expensive and time consuming, and can cost

hundreds of thousands of dollars and months of regulatory approvals and red tape.

There are many ways texting is being used commercially in marketing programs, and there are new text applications popping up everyday in the education,

sports, arts and non-profit sectors. Here are some basics you should know before you begin texting online:

1) The first thing you'll need to build a successful texting program is a list of mobile cell phone numbers of people who have opted-in to receive your

messages. The operative words here are "opt-in." No one is allowed to text blast a message to anyone who hasn't already consented to receive a message

from you, and there is no such thing as a list you can buy from a third party source that you can upload to your account to begin texting messages to.

People have to give you permission to be on your list, period. There are three ways to compile your list of mobile numbers. You can collect them online, on

hard copy forms that give you express permission, or you can have people text a keyword to your text account by using a short code.

2) Short codes are 5 or 6 digit numbers that are assigned or purchased by private texting system operators for the purposes of enabling mobile phone

owners to request information, vote, or join a text list. If you work with a texting service bureau, you can "share" their shortcode and pick unique keywords

that you can use for your business and organization. For example, let's say you owned a restaurant that specialized in hotdogs. You could reserve the word

"HOTDOG" and then couple it with the shared shortcode from your service provider. Then, you could include a promotion in your advertisements that says,

"To get our instant 2-for-1 hotdog coupon, just text the word HOTDOG to 12345." (12345 is the sample shortcode.) People see the ad, text the word to that

number, and instantly get a pre-programmed coupon from you that they can show the waitress at your restaurant. Meanwhile, once they opt-in, you can

also send them future coupons as well.

3) Be very careful on how you manage and use your list. It is strictly illegal for marketers using any automated system, such as autodailers, to call or text

mobile phone numbers. The restrictions are ironclad and the penalties are severe. In fact, if the cell phone carriers, such as T-Mobile, Sprint or AT&T,

discover a text blaster is abusing their customers they will immediately close access to their subscribers. The federal FCC may assert itself as well. The legal

process in the courts can be costly, and worse yet, the fines can be devastating. Everyone entering the mass texting arena is admonished to make sure that

every mobile cell number on their lists have been provided by someone who has consented (with backup proof) to be included.

4) Texting can be extremely effective in sending timely information because unlike email or voicemail, the vast majority of cell phone users actually read

their text messages, usually immediately. Moreover, unlike email, texting has been saved from junk texts sent by spammers, so when a person receives a

text message they consider it relevant or important. Surveys indicate that email is less important than texting with the younger generation, which considers

email "too slow."

Overall, sending text messages to customers, patrons, and fans, will increase significantly and will become part of the text culture of instant information and

communication.

Sms reseller Features Of SMS Marketing In These Modern Day

By smsreselleroel

You are able to send sms to a person busy on an additional call but you can not call an individual busy on another call. In the event you call an individual

busy on another call then he will get notified of your call but he may possibly forget that notification if not known as once more or if his existing call goes

lengthy.

In the event you send a SMS to the exact same person busy on yet another call or busy in some other function then he will definitely check his message box

when he will get time and this way your message will reach to him.

This way of connecting with yet another person is simpler and also less pricey since you can type lengthy messages and send to the receiver in one SMS.

You'll have to pay for one SMS only and it does not matter how numerous words of message you're sending. World wide web has made this service free for

users. You'll find few sites which provide the service of sending SMS for free. All you have to do is to open the website offering this service, compose your

message, choose your recipient and follow the instructions and with in minutes your message will be in the message box of the receiver. Sending SMS this

way is completely free and you don't require a mobile phone to do this.

The service of free messages is mostly utilized by the Indians simply because you'll find a lot more than 20 million Indians living outside India and they want

an straightforward and much less expensive method to send and receive messages to their friends and family members. The service of free SMS has helped

those non resident Indians to stay in get in touch with without having paying anything. To send free SMS, they only need a pc with an internet connection

as well as the understanding of those web sites that they can use to send free messages.

The service of free SMS employed by the non resident Indians is also much better than other free or paid services for example e-mail service. E-mail service

is also a free service that the non resident Indians can use to send messages to their buddies or family members in India but not lots of people can use this

service because lots of people in India are still without a pc and an web connection. What works for those Indians who do not have access to web? Mobile

phone is the greatest device that could work for those Indians who don't have the net in their residence or office and service of free SMS may be the very

best service for all those non resident Indians who wish to send messages to their Indian buddies not having access to internet. Making use of free SMS

service, the non resident Indians can send free SMS to India to mobile.

Sms reseller A Guide to Text Messages

By smsreselleroel

Private mobile phone subscribers often use text messages compared to commercial businesses who are any way coming up forcefully to have a share of the service. Short message service gateways were introduced when commercial and private subscribers streamed up. Its role was to control traffic from messaging services. Short message service gateways were also introduced to transmit mission messages for entertainment and delivery of content. Gateway service provides can be used as mobile phone aggregators. It was very common with media houses who used it to seek information about the audience know about current politicians and issues.

Rules and regulations governing different countries should be upheld when one has to send text message. It is important to comprehend that text messages can be used in the court of law to provide evidence against a defendant. Messages that convey abusive statements and other related information should be used carefully. Many countries have taken the issue of text messages seriously because they can easily bring the state into a commotion and hamper peace. Writing mobile phone text while on a relaxed mood rather than driving is justified. Otherwise, this could be an avenue for deaths of citizens who are its human resources while others will be left widows and orphans.

Other people have resorted to the use of SMS to send text message that is sexist. That is, they are sexually provoking and this could be both a moral and legal implication depending on whom the recipient of the message is. When used to harass somebody's spouse, workmate and so forth, it will be considered illegal.

Using the short message services, SMS, for criminal activities was bound in the past, but currently it has been overtaken by events. There are global strategies invented to track mobile phone usage not only to control crime but also other activities. Fortress program that was invented in 2003 by a British company was the first to manage tracking of send message text history using the Symbian phones by encryption.

Deleted text messages can still be retrieved courtesy of the program and this technology has been widely used by crime investigators. For instance, crime investigators managed to convict evidence against a self confessed murder; she had send text message anonymously to her targets. Sara Syon, a Swedish culprit had allegedly murdered the wife of Pastor Fossmo Helge, Linde Knutby. In Malaysia, a judge ruled that divorce wouldn't be justified by sending text messages.

Mobile Search Advertising Just Got Way Easier: AdWords Enhanced Campaigns

Today (Feb. 6, 2013) Google announced some major upcoming changes that will make mobile ad campaign management exponentially simpler in AdWords. The new "Enhanced Campaigns" will be available as an upgrade by late February and become the default for all campaigns by June or so.

In this article, I'll explain what Enhanced Campaigns are all about and what you need to know. These changes will have particular impact on small and midsize business (SMB) advertisers.

What Are Enhanced Campaigns?

Previously, the best-practice for paid search on mobile was to create separate campaigns targeting different devices. The problem? A lot of extra work and campaign management complexity for advertisers. So much so, that the vast majority of advertisers didn't bother—especially at SMBs.

Mobile search is growing rapidly—it now accounts for about half of all searches—so Google knew it had to do something to simplify the process and increase mobile advertising adoption.

Enter Enhanced Campaigns. Google is upgrading the decade-old PPC campaign structure so that advertisers can make use of key mobile advertising features without having to create separate campaigns for every location and device combination.

Going forward, ad campaigns will be different in two major ways:

    Better bidding options for location and device: Google is expanding time-of-day–based bidding and including new bidding options for location and device. Rather than having to create separate geo-targeted and mobile-specific campaigns, you can now do it all in one campaign. You need only specify a single bid adjustment factor for location and device.

    Specifically, for geo-specific and time-of-day–based bidding, you'll be able to specify a bid adjustment multiplier from -90% to +900% (so roughly 0.1 to 10x). For mobile devices, you can now specify a bid adjustment between -100% and +300%. If you want to opt out of mobile, then you can bid it down by -100%, which effectively turns off mobile search.
    Smarter, more contextual ads: Within a single campaign, you will be able to have different ads for desktop and mobile. Google will automatically pick the right ad to run with and adjust settings based on user context. (It's just that easy.)

    In addition, since creating a great mobile ad experience involves more than just changing bids, Google is rolling out some new ad extension management features, including check boxes for your various ad extensions that specify that you only want your extension to run on mobile or desktop. Moreover, extensions will have new scheduling capabilities—for example, the ability to run an ad extension only during happy hour.

In essence, Enhanced Campaigns will take the mobile advertising features that were previously available, but rarely used because of time and complexity, and make them much easier to implement across campaigns for all Google advertisers.

Simplified Mobile Search Reporting

Here are some other changes and new features associated with the introduction of Enhanced Campaigns:

    No more mobile call reporting fees: Previously Google charged advertisers a dollar extra per call to use the advanced mobile call reporting features. This was an obvious deterrent to advertisers so Google is dumping the extra fee.
    New conversion type: Traditional conversion tracking in AdWords is based on a user's finding a thank-you page after completing a goal. This doesn't work so well in mobile search because the CTA is often a phone call. Accordingly, Google is introducing a new mobile advertising conversion type based on call duration, as specified by the advertiser.

Enhanced Campaign Upgrade Paths

Google will give advertisers until the end of June (roughly) to upgrade to Enhanced Campaigns. After that, all accounts will be automatically upgraded. Two upgrade paths are available, depending on the current state of your campaigns:

    If you're like most advertisers and you never bothered to separate out your campaigns into desktop vs. mobile—congratulations! Your upgrade path is pretty straightforward. You just need to set your mobile bid adjustment factor (or let Google set it for you).
    If you've previously created desktop-only or mobile-only campaigns, they will be upgraded to run across both desktop and mobile devices. Google will automatically adjust bids on your behalf.

If you're on path No. 2 and you had already created different campaigns for mobile and desktop, tread carefully: You will now end up with two different campaigns targeting similar keywords. That's less than ideal for advertisers who are already following best-practices. (See these Enhanced Campaign resources.)

What Does it All Mean for Advertisers?

For one, mobile CPCs are probably going up. I predict that by the end of the year they'll be about the same as desktop CPC's on average.

But, on the whole, the changes will be positive for advertisers. The ROI of mobile search is compelling, and currently most advertisers don't take advantage of advanced mobile search strategies because they don't have the time or don't know how to make it work.

By greatly simplifying the process of mobile campaign creation and management, Google is likely to see a big uptake in mobile advertising adoption. I think Enhanced Campaigns will be particularly helpful for time- and budget-strapped SMBs.

For a more in-depth look at Enhanced Campaigns and the mobile bid adjustment factors, see my more detailed post at the WordStream blog.

by Larry Kim

Mobile marketing reseller Some Free Flirting Tips You Need to Know

By mobilemarketwx

Flirting is an enjoyable approach of letting somebody you like or discover interesting that you just like them. It must be a much protected journey but generally like the whole lot else it might go wrong. Most people are born with the flirting instinct and only need to good it however some folks completely clue less of what to do while flirting.

The first free flirting tip I am going to present to you is to be friendly. By this I mean smile. A smile goes a good distance in saying that someone is pleasant and that they are approachable. It's fairly straightforward to speak to somebody who was smiling your manner than someone who was severe and was not smiling at all. If you're wanting forward to flirting, be sure you get your smile right.

Another free flirting tip is that before you leave home, you should have it at the back of your head that you are going to flirt and so you should go there prepared. You should have great conversation starters. If you are serious about it, you can even practice or recite the questions that you are going to ask. Think about he answers you might get when you ask a certain question and how you would respond and which question you are going to ask next.

Be certain when you're doing the touch flirting gesture that you just make it look as harmless as you can. This is because if the particular person is one who gets offended very quickly by someone touching them, they are going to trigger such a stir there that you will not enjoy your evening.

Ensure that earlier than you give this 'harmless' contact that the 2 of you've got a minimum of grow to be associates and that you are a little sure that should you had been to the touch them they won't slap your hand away. Even so, a touch is a superb flirting tip and if the particular person can't abdomen your contact, they most likely don't such as you and transfer on to the subsequent one that caught your attention.

One other free flirting tip is ensuring you identify eye contact with the particular person you propose to flirt with. Whereas looking away, be sure to give a coy smile. That means, the particular person you supposed to flirt with would possibly get the message and so they would possibly return your flirting gestures.

Text-Message Marketing

By MARK COHEN

Mobile text messaging, the same 160-character dispatches first popularized by nimble-fingered teenagers, may be the closest thing in the

information-overloaded digital marketing world to a guaranteed read.

The use of text messaging, also called SMS (for short message service), has exploded in this country. Some 3.5 billion text messages are sent and received

every day, according to CTIA, the wireless industry trade group. That is more than the number of cellphone calls and a threefold jump from 2007, with some

of the biggest increases occurring in people over the age of 30.

Thanks to regulatory quirks, however, SMS is still a relatively uncluttered and spam-free marketing channel. It’s also the one form of communication that

many people are tethered to 24/7. Which helps explain why, at a time when in-boxes fill with hundreds of never-opened e-mail messages from direct

marketers, 97 percent of all SMS marketing messages are opened (83 percent within one hour), according to the latest cell-carrier research.

“I like to think of it as the certified mail of digital communications,” said Jeff Lee, president of Distributive Networks, a text-messaging application and

consulting firm based in Washington. “When you want to be sure people see something, send it by text.”

Mr. Lee’s company worked with the Obama campaign on its use of SMS in August 2008 to announce Joe Biden as its pick for vice president. An estimated

2.9 million people registered to receive the text. (They were supposed to be first to get the news, but CNN beat the release by two-and-a-half hours.) The

promotion generated millions of new mobile phone numbers, which the campaign then used to send out more texts drumming up donations and

volunteers.

A year later, in part inspired by the publicity over those efforts, sports teams are using SMS to increase ticket sales, health clubs are using it to hand out trial

gym passes, and a luxury home-design chain plans to use it to enhance the shopping experience for those in the market for a bidet.

Let’s review the rules for getting started:

1. Don’t even think about doing it the illegal way.

While SMS is less plagued by spam than e-mail, it’s not without its bottom feeders. Spammers using automated dialers can hack into the nation’s SMS

infrastructure through the Web and blast out millions of texts to random cellphone numbers. If you were considering hiring one of these firms to do your

marketing, don’t. Not only might it expose you to stiffened penalties pending in Congress for text spam, but the vast majority of the messages will never

even get through, or through for long, before the cellphone carriers cut you off.

2. You basically have three (legitimate) options.

When selecting a service provider, the choice comes down to how much you want to spend and what you need your text-messaging service to do. The

simplest and cheapest option is to hire the text-messaging equivalent of the old Valpak mailings. For example, MobiQponsis an iPhone app with a

geo-locator that automatically sends people text coupons when they are shopping in the vicinity of participating businesses; New York-focused 8Coupons is

a Web-based service that allows users to text themselves the coupons they want.

This approach, which has become increasingly popular with neighborhood boutiques, restaurants and the like, costs as little as several dollars a day. One

thing it won’t allow you to do is capture recipients’ cell numbers — arguably the key feature of the most successful text-message marketing campaigns.

Another option is the custom approach specialized in by Distributive Networks. This involves registering for your own proprietary “short code,” the

technical name for the five- or six-digit phone number that dialers use to access a text marketing campaign.

The advantages here are that you can choose a vanity short code like OBAMA (62262), and you have free rein over the type of standardized information —

like ZIP codes or birthdates — that you can solicit from callers. Disadvantages are that it will take at least eight weeks for your registration to be processed

by the industry’s official short-code gatekeepers, and it will run you thousands of dollars in licensing, activation and hosting fees.

That’s why a lot of small businesses start with an off-the-shelf platform offered by companies like Mobile Commons (another firm with deep roots in

Democratic political organizing) or HipCricket (many of whose earliest clients were radio stations) that lets you share a short code. Depending on whether

you also hire an interactive agency to shape your marketing strategy, you may be able to get up and going for as little as $800 a month.

3. Text marketing can be supported by traditional marketing.

Of course, to capture people’s cell numbers, you need some way to get their attention. “I tell businesses to think about the resources they already have at

their disposal,” said Jed Alpert, the founder of Mobile Commons. “If you’re a restaurant, you have tabletops. If you have a highly trafficked Web site, or are

running billboards or radio spots, those are all good places to let people know about your texting campaign.”

John Mullin, founder of the New York interactive agency On the Go Mobile + Media, designed a program for the Army in which the initial invitation to text

in appeared as part of its ads in digital jukeboxes in bars. Another campaign considered by a national steakhouse chain would have advertised text coupons

for blooming onions in its “stadium” ads inside an EA Sports video game.

The Shedd Aquarium, in Chicago, uses a combination of on-site signs, end-of-aisle displays at local CVS stores with Coca-Cola as co-sponsor, and TV

advertising. “We even built in a control group,” said Jay Geneske, assistant director of marketing. “For the promotion running on three local TV stations, we

just gave out our phone number and Web site. But on the Fox affiliate we gave out our short code and asked people to text in to win. The response to the

Fox ad was more than the other three combined.”

4. It is better to give than to receive.

“People’s mobile number may be the most guarded number they have after their Social Security number,” Mr. Lee of Distributive Network points out.

“That’s why in that first call to action you need to change their mindset from, ‘You’re going to hit me up with marketing,’ to ‘You’re going to give me

exclusive access to something,’ or ‘You value my opinion.’ Voting for the new M&M color is probably the classic example.”

Free stuff also helps. Emitations, an online retailer of costume jewelry, is about to start a texting campaign promoting a new product line inspired by the

“Twilight” vampire-themed book and movie series. Users who text in to register will receive regular alerts about new releases and sales on products tied to

their favorite characters. Just for taking part, though, they’ll receive a sampler modeled on the gift bags handed out at Hollywood award dinners.

“Even with this group who’s so used to texting, I think it’s really important to start by giving them something,” said Au-Co Mai, chief executive of

Emitations. “Otherwise, I think it could come across as spammy.”

5. Don’t waste your time with one-offs.

“SMS is really more about long-term relationship building than the quick hit,” Mr. Lee said. He cites a program that Distributive Networks designed for

Armani Exchange, the national fashion retailer. The ARMANI (276264) short code has become a ubiquitous part of the company’s branding — etched into

store windows, posted in dressing rooms and on the retailer’s Web site. The first few coupon offers, though, served mainly to build the database of phone

numbers on file. Then, last fall, the company held a series of sales at its flagship Manhattan store open only to its text-message clientele — with every

promotion resulting in lines out the door and near-record receipts.

Mobile Commons makes a point that its platform, when used correctly, becomes as much an extension of a client’s customer relationship management

system as its marketing strategy. “You learn so much about your business when you look at it systematically instead of anecdotally,” Mr. Alpert said, “and

text messaging provides a really powerful way to connect that information to your clients.”

He offers the example of a dry cleaner who keeps track of his customers’ drop-off patterns, down to which customers typically bring in suits and shirts and

which a blanket and sweaters. “The system can then text out very specialized discounts on shirts and suits just to the shirt-and-suit customers,” he said. “Or

if you know some people usually come in on Monday and they don’t show for a few days, it can automatically text out a reminder: ‘Hi! We haven’t seen

you for a few days.’ ”

6. Show restraint (and don’t get too cute).

“If you’re texting your customers more than five times a month, you better have a really great reason,” Mr. Lee said. Some other lessons learned in the

course of sending and receiving tens of millions of texts in the course of the Obama campaign: When writing out your short code in your ads, don’t put

quotes around the number — “12345” — because people will type them in. “We’ve found they take instructions very literally,” Mr. Lee said.

Also, when devising the text messages, don’t make the mistake of thinking that it should be steeped in youth-culture texting slang. “Stay away from

shorthand like ‘4u’ or ‘gr8,’ ” Mr. Lee said. “Even the folks I know who work for Adidas, which has a big youth-oriented clientele, feel that when that kind of

language is used by a marketer, it comes across as pandering.”

How to profit from multi channel marketing

By Arthur Middleton Hughes

Multi channel today usually concerns the web. When marketers first began to use the web, there was a question as to who should be responsible for it.

Some companies made the mistake of thinking of the web as a technology project, putting the leadership in IT. They produced websites that did not sell

very much. Today, most companies see the web as a marketing function with the direction and funding coming out of the marketing organization.

What is multi channel?

The word is widely used, but has various meanings. Strictly speaking there are two multi channel avenues: promotion and product ordering. Multi channel

promotion includes direct response ads (including web ads) that contain a phone number, and a web site, or invitation to visit a retail outlet with a coupon.

Multi channel promotions also include direct mail and catalogs, email and outbound telemarketing. Multi channel product ordering includes phone and

web ordering plus retail visits. Using these terms, multi channel marketing would include an email or direct mail piece containing a link to a web site where

the customer could print out a coupon for a retail visit.

On the web, there is a difference, however. Except for travel, books, porno and music the web is not really a separate selling channel. Web sites without a

catalog, TV, radio or print promotion to drive people to visit the site seldom sell much. The web tends to be more of an ordering channel for customers who

are stimulated to buy by another medium.

Those responding to multi channel marketing are different from single channel customers. They tend to be more affluent. Even more significant: customers

that make purchases on two or more channels spend more per year than single channel shoppers.  Early research in this field was done by Sears Canada.

They learned that Canadians who bought both in retail and through the catalog spent almost twice as much as those who bought goods on only one of

those two channels. The same thing can also be true of customers who use the web plus retail or phone ordering. Multi channel customers buy higher

priced options, are less price sensitive, and are cheaper to serve. This can be learned by any company with a customer marketing database that consolidates

purchases from all channels.

Since these benefits exist, companies have been trying to get more customers to use the web to make their purchases. Web ordering has advantages and

disadvantages. On the plus side, web orders can be processed faster and at less expense. On the negative side, a good phone operator can often get more

cross sales than a web site. A cross sale occurs when a customer calls up to order one thing, buys it, and while she is on the phone is talked into making a

second purchase that she had not been thinking of when she made the call. Cross sales like this occur when a good customer sales rep is equipped with the

customer’s purchase history on her screen, plus a suggested Next Best Product which is created dynamically by collaborative filtering software while the

customer is on the phone. The web can do the same thing, but in most cases web sites do not do as good a job as a live operator.

Mobile marketing reseller: A business opportunity for ad companies

By Adelwolf Mccurdy

Marketing has become cost effective and those who are unaware of the latest trend in marketing are still spending considerable part of their profits in

promoting their products or services. Smart businesses are using short 160 character text messages to spread their words. It is possible to send bulk

messages to millions of mobile users at a very cost effective price. Big businesses and media houses that cater to the needs of various clients can take

advantage of the SMS marketing in promoting the businesses of their clients. With the help of mobile marketing reseller, ad agencies and media houses can

send bulk marketing messages and thus help their clients.

Mobile marketing reseller is a business opportunity for ad agencies and professionals associated with marketing. The mobile marketing software has

immense space that ad agencies can hire to serve their clients. The space is available at a meager monthly rent that you can charge from your clients. It is

called reselling. The SMS marketing software is easy to understand and convenient to operate. It can send bulk messages to numerous mobiles in no time.

What a user has to do is to just create the messages and connect it to the mobile numbers. There are more than 18 million mobile users in the country and

this number is growing with each passing day.

SMS marketing costs nothing in comparison to audio and visual advertisements. The beauty of mobile marketing is this that it goes directly to the mobile

user who can read the message on his convenience. Since there are millions of mobile users, you have an opportunity to generate leads with SMS

marketing. The marketing messages, you will send, will be delivered to the mobile numbers, you have selected. The mobile users will read your message

and if they find it interesting they will respond to your message. With new mobile marketing reseller technology, you can handle several clients without any

hassle at a time.

SMS marketing is best suited to service industries like banking service, household service and medical service. Industry giants are using mobile marketing to

expand their reach. Installing SMS marketing software just for sending marketing messages is not a viable option for them hence they are looking for ad

agencies that have access to SMS marketing technology. If you are marketing professional and are interested in SMS marketing business then consider

using mobile marketing reseller.

How to Run a Successful Marketing Campaign

Nike's famous slogan "Just Do It" is really bad advice when it comes to conducting a marketing campaign for your small business. But this is what passes for a marketing plan for a lot of small businesses. They place an ad here and an ad there, put up a website or a Facebook page, and call their marketing campaign done. Unfortunately, this sort of "doing-this-and-that" marketing approach is like fishing on dry land; you can cast as much as you like, but you're not going to catch anything because you're nowhere near the pond.

How do you get your line to where the fish are? Follow the nine steps below to run a successful marketing campaign.

1) Know how your marketing campaign fits into your marketing plan.

Ideally, before you plan a marketing campaign, you have a marketing plan for your business. (If you don't, Writing the Marketing Plan will lead you through the process.)

The marketing plan is your master plan for marketing your small business. It provides the full picture of your marketing objectives and strategies for interesting your target market in your products and/or services. The marketing campaign, on the other hand, is one small piece of your marketing plan, a marketing action designed to achieve a particular marketing objective.

When you know how your marketing campaign fits into your overall marketing plan, you know who your target market is and how you might best communicate with them.

2) Set your marketing campaign objective and parameters.

What do you want your marketing campaign to achieve? That's the marketing campaign objective. You want to be a specific as possible. Not just, "I want more sales", but how many and of what product or service?

You can think of parameters as the details of the objective. Time is the most common parameter that needs to be included as marketing campaigns lose their effectiveness over time. (Even Tony the Tiger had to be retired eventually.)

So a common marketing campaign objective formula is: what will be achieved + how long will the marketing campaign run?

For example: Sales of face beauty marks will increase 50% in three months.

3) Determine how you will measure success.

What metrics are you going to use? How will you tell if your marketing campaign has succeeded or not? Obviously, if I have a marketing campaign objective such as "Sales of face beauty marks will increase 50% in three months" the metric I'm going to use to measure the success of my marketing campaign is the number of sales made over the three month period. But the number of sales may not be an appropriate metric at all if my marketing objective is to increase the awareness of my brand or to improve my website's search engine page ranking.

For tracking online marketing efforts, you can use Google Analytics.

Methods of Tracking Offline Marketing Efforts by Laura Lake, About.com Marketing, explains some common ways to measure the success of your offline marketing campaign.

Don't forget to establish or note a baseline for whatever metric you've chosen; you'll need it to measure your progress.

4) Set your marketing campaign budget.

How much money you have to spend on your marketing campaign will greatly affect the marketing strategies you choose so you need to set the marketing budget first. Obviously, a Superbowl TV ad is much more costly than an ad on local television or in a magazine.

I advise you not to depend on free advertising and promotion strategies for your small business. In my opinion, this is one of the biggest mistakes small business owners make. This is not to say that all free marketing strategies are bad. But there is always a cost to marketing, even if the cost is only time, and your time may be much better spent. Always think first; is this the best/ most effective/ most convincing way to reach my customer? These ways usually cost money so resign yourself to spending money on your marketing campaign. You don't necessarily have to spend a lot, but you do need to spend some.

5) Choose your marketing strategies to communicate with the customers.

What communication channels are you going to use?

Email? Direct mail? Pay-per-click online advertising?

Note that some communications channels are going to be better suited to your target market than others. For instance, placing radio ads may be a complete waste of money if your target market doesn't regularly listen to the radio. Think about your target market's haunts and habits when you're choosing channels to reach them. Where do they spend their time? Where are they most likely to see or hear and pay attention to information about your products and/or services? In a magazine? On a bus bench? On their iPhone or Blackberry?

Continue on to the next page; steps six through nine of how to run a successful marketing campaign or online marketing campaign show how to create an action plan time line for your markuampaign and give a marketing campaign example.

by: sasan ward

Mobile Marketing

Mobile marketing encompasses the different ways that products and services are pitched to consumers via mobile devices.

As both the number of ways that marketers can market with mobile devices and the types of mobile devices are growing, mobile marketing is constantly

evolving.

Mobile marketing includes other types of Internet-related marketing such as search marketing, and has developed its own types of marketing, such as SMS

marketing (also known as text message marketing).

Currently, trends in mobile marketing include:

    the continued increase in people using mobile devices to access the Web and therefore, growth in mobile Internet advertising;
    the growth of location-based services and the increasing ability to make mobile marketing personally relevant to users;
    the development and introduction of new types of ads, allowing more developed mobile marketing campaigns. MMS (Multimedia Message Service), for

instance, allows slideshows of images, text, audio and video to be sent and received – and almost all new phones with color screens have MMS capabilities.

The Mobile Marketing Association is a global non-profit trade association "representing all players in the mobile marketing value chain". The organization

works to promote, educate, measure, guide and protect the mobile marketing industry worldwide and has established a Code of Conduct for Mobile

Marketing.

They report that the global mobile advertising market is expected to grow to $13 to $14 billion in 2011 and Asia Pacific is expected to bring in the majority

of this revenue followed by North America and Europe.
Also Known As: Mobile phone marketing.
Common Misspellings: Mobul marketing, mobil marketing, mobile marketeng.
Examples:
Because of the proliferation of mobile devices, mobile marketing should be a part of most small business’s marketing mix.

By: susan ward