The SMB Guide to Mobile Marketing


Mobile Marketing OpportunitiesTo say that mobile marketing is exploding is an understatement. With consumers and businesses alike utilizing their devices for everything from playing a game to making major business purchases, marketers cannot ignore that mobile has to be a part of their plans and budget. Mobile is not only a different animal than traditional forms of marketing, but also than it’s older digital sibling. The game has changed once again, so we’ve created a guide to help you navigate the waters ahead.

Overview

Mobile marketing is advertising via cell phone, smartphone, tablet, or any other such device connected wirelessly to the Internet. Unlike traditional mass marketing, mobile marketing is most likely to be user-initiated; consequently, you are already targeting an audience interested in and predisposed to buy your products and services.

Another unique characteristic of mobile marketing is that it targets consumers based not only on their personal buying patterns and interest profiles, but also their geographic location. Thus, diners interested in Indian cuisine can receive an alert whenever they are near an Indian restaurant when it’s time for lunch or dinner.

Fast Stats on the Mobile Market

The mobile audience will include an estimated 196 million smartphone users in the U.S. by 2016. According to local marketing experts BIA/Kelsey, while most local commerce is conducted offline, it is greatly influenced by online searching and ad messaging.

According to the Google/Nielsen Mobile Search Moments study, only 17 percent of mobile searches are conducted on the go; 77 percent take place at work or at home. While the ability to target users while they are on the go is important — shopping and food-related queries are twice as likely from inside a store than anywhere else — the overriding opportunity is tapping into a sizeable audience that increasingly relies on a mobile device versus a PC to search.

Related Article: 3 Big Shifts in B2B Marketing: How Marketers are Reacting

According to mobiThinking, typical consumer mobile usage averages nearly three hours a day, versus just a little over two hours daily on a PC. Read the full entry


Up-and-Coming Digital Agency Scenes


mobile apps conceptWhen you think creative hubs, Manhattan, San Francisco, and Los Angeles are some of the long-deemed cities that come to mind, but that is changing. With established, traditional agencies losing business to smaller, more nimble digital agencies, the advertising landscape is being reshaped, as are the cities that they call home.

Portland and Minneapolis are some of the hottest up-and-coming digital scenes. Below are some of the agencies that are putting them on the map, and the incredible work they’re putting out.

Portland

Screenshot of The Real PSL Tumblr by Swift agency

Swift

Winner of the Northwest Gold for Ad Age’s Small Agency of the Year Awards in 2014, this digital creative agency is 70 percent women. Though Swift has the ability to do traditional advertising, their sweet spot is social media and emerging networks, particularly with the millennial crowd.

In order to usher in the season of their most popular drink, the Pumpkin Spice Latte (or PSL to those in the know), Starbucks called on Swift. Knowing their audience, Swift gave PSL its very own Tumblr, called The Real PSL. Fans of PSL can “Ask a Latte” anything their heart desires, and re-blog PSL’s Pinterest/Instagram-worthy pics.

Roundhouse

Another Portland agency receiving honors from Ad Age, Roundhouse recently took home a Gold Award for Agency Culture. That’s not the only thing they’re doing right—Roundhouse has a slate of clients that top traditional agencies would be jealous of, including big brands like Adidas, Red Bull, and Xbox, just to name a few.

In an effort to help msnNOW reach the millenial audience they were hoping to capture, Roundhouse created a series of ads featuring viral video content to roll out on YouTube. According to Roundhouse, “the videos received over 64 million ad views and 130,000 click-throughs while contributing to the more than one billion impressions.”

Minneapolis

screenshot from Olson website of the

Olson

Though it might not seem like a hub for all things cool, Minneapolis’s creative scene is paving the way for a full-blown boutique agency takeover. Just a few years ago in 2009, an article in Ad Age revealed that boutique agencies had all but taken over. In 2013, Olson brought in a staggering $90m in revenue (which is $30M more than any other Minneapolis agency) with massive brand clients Target, General Mills, and GoPro.

Projects like Cereal Wars and The Strudel Düdeler, social media campaigns used to General Mills’ cereal and Toaster Strudel, show Olson’s creativity in creating compelling brand content and using social media avenues to share it with the world.

mono

After years at some of the biggest names in advertising, mono’s founders decided to strike out on their own in 2004 and open an agency “with the belief that simpler is better.” Since then, they’d been pulling in business from some of the country’s most significant brands like Target, Honeywell, Herman Miller, and more.

Modern furniture company Blu Dot and mono created the Real Good Experiment, where they placed 200 of Blu Dot’s Real Good Chairs throughout NYC, free for the taking. What resulted was 130 million media impressions with a grand total of $0 spent on a media buy. Talk about virality.

 


19 Pieces of Great Marketing Advice from the Pros


marketing advice illustrationThe work of a marketer is never done, but with a little advice from the experts, your marketing efforts can be more inspired, effective and engaging. Whether your business is B2B or B2C, these insightful tips from the pros will get you thinking about marketing in a different way.

Here are 19 of our favorite words of wisdom from some of the great minds paving the way, especially in the digital landscape.

“The biggest titles don’t always have the biggest brains. Instead, go after key influencers.” Guy Kawasaki, Chief Evangelist, Canva (Tweet This!)

“A story is at its best when it’s not intrusive, when it brings value to a platform’s consumers, and when it fits in as a natural step along the customer’s path to making a purchase.” Gary Vaynerchuk, CEO, Vayner Media Read the full entry


How to Make the Most of What You Have: Lead Conversion Optimization Tips from Jim Wang of Microblogger.com


Flat computerWhat is top-of-mind for B2B marketers right now? According to a 2013 survey from The B2B Technology/Marketing Community on LinkedIn, 61% of responders said the biggest challenge they face is generating leads. And not just any old lead, but quality leads that actually convert.

For the B2B marketers who feel held to time-consuming and expensive campaigns, there’s good news: the same study also found that the most effective lead generation tactic used by marketers is the company website, and another survey from MarketingSherpa found that marketers are increasing their spend yearly, with most of the focus on website optimization.

Despite the additional spend, lack of resources in staffing, budgeting, and time makes it difficult for marketers to efficiently optimize business’ web pages. Luckily, there are some simple and inexpensive tactics you can apply to your business website conversion efforts. Read the full entry


3 Major Marketing Fails, Risks, and Fixes


ID-100261902He was wearing a robe and slippers, day-old stubble, jeans, and a dirty T-shirt. A cigarette dangled from his lips as he leaned underneath the “No Smoking” sign and muttered: “You hiring?”

“Why, where have you been? You’re exactly what I’m looking for!” (Not!)

As business owners, we can’t help but look outside and wonder “what in the world are people thinking?” when they unsuccessfully market themselves as employees.

Before we cast judgment, though, let’s talk about how difficult marketing our own businesses can be (and the ways it can go just as badly). Read the full entry


Video: How Digital Marketers Can Reach More Buyers


3 Shifts in Digital MarketingRight now in digital media, there are three specific trends changing the way marketers must play today. These are:

  1. Shift from Interest-Based Media to Intention-Based Media: 70% of buyers are relying more on content than they did a year ago for purchase decisions. As a marketer, you can track these interactions (content downloads, video plays, etc.) to capture intention instead of interest and target based off the way buyers engage. (Tweet this!) Read the full entry

3 B2B Digital Marketing Companies Using Innovation to Make the Data Connection


flat-design-infographic-template-elements_lightWhile tech media was once the key player in leveraging innovation to offer advanced marketing solutions like programmatic buying, marketing automation, and retargeting, the digital media industry is increasingly investing in these technologies. B2B marketing companies can no longer rely on organic adaptation or be slow to respond to the digital market shift; they must employ strategic and tactical moves to stay on top of customer needs and market trends.

The good news is the B2B marketing industry is already responding to the shift, with a report from research firm Gartner finding a double-digit increase in digital marketing in 2013, which represents about 29 percent of the overall marketing budget. “B2B companies have woken up,” said Laura McLellan, VP of marketing strategies at Gartner. “Some of this is catch-up spending, because they are just now seeing the need for this, but they are definitely spending more. A lot of B2B marketers are still finding their way, and this is going to be a journey for them.” Read the full entry


Digital Solutions for the B2B Marketer


video-playHigh-level decision makers are harder than ever to reach. And in today’s world, buyers do not contact suppliers directly until most of the purchase process is complete. So how do businesses get in front of buyers exactly when they’re evaluating products and services? And where are smart executives going to learn more about what the market has to offer them? 

Meet Business.com, the leading destination for executives in growing companies to acquire the knowledge, products and services they need to run their businesses. It’s our mission to provide a better experience for our users while delivering better performance for you, our advertisers. Say hello to Frank and our latest video on how our ad products work.

Read the full entry


Transforming B2B Digital Media Through Data, Content and Integrated Marketing Solutions


Business.com New PlatformIt’s a great time to be in digital advertising. In 2013, $275 billion was spent on digital advertising, and this number continues to grow at over 11% per year. Much of this growth is driven by content marketing; and smart marketers are embracing content marketing because it works. Buyers today educate themselves with advertiser provided content. They want this content tailored however, to their demographics, firmographics and where they are in the purchase process.

Now, Business.com is even better positioned to help you do just that. Read the full entry


Is Content Marketing the Future of B2B?


Content Marketing Infographic HeroThe phrase “content marketing” is thrown around like a beanbag in the world of digital media. Some praise the concept as the savior to their revenue problems, claiming the creation of blog posts and eBooks is the only viable way to generate leads. Others argue it’s all hocus-pocus. With so many different opinions and claims running rampant online, it’s no surprise marketing teams are confused as to the proper meaning of content marketing and its true power. A handful of content marketing “myths” have arisen as a result, and we’re here to debunk them. Read the full entry