Texting Offers Latest Marketing Opportunity

Texting Offers Latest Marketing Opportunity

As mobile phones have taken over the way people communicate, it is a natural progression for texting to become a marketing opportunity.  In the Wall Street Journal article Teen Stores Try Texts as Gr8 Nu Way to Reach Out, author Christina Binkley explained, “Like many parents who have turned to texting to reach their teens, some youth-oriented fashion brands like Charlotte Russe, Claire’s Boutique and Vans are finding that young people are most accessible by text.”

Texting now can include more rich content, pictures and video.  Marketers can send shopping passes, discounts, and offers.  Rather than merely being a vehicle for chat, texting now offers a way to get customers to opt in and avoid illegal lists or spam.  Customers can selectively pick who they would like to receive offers from, which leads to a higher chance of the sales message being received.  The article stated, “People are five times more likely to open a text than an email.  Five billion people text on mobile phones, while about two billion people use the Internet.”

This new form of communication has increased the speed of receiving offers and acting upon them.  There is immediacy due to the ability to send messages that state things like “get 10% off if purchased within the next 3 hours.”

One of the hardest parts is to get people to opt in to receive the texts.  Retails often post signs to ask customers to opt in by texting short codes.  For more information, check out Top Links Explaining SMS and Short Codes.

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Marketers Use Retina-Tracking and Facial-Scanning Devices

 

The latest technological advances have allowed for marketers to perform experiments that used to be the things only considered in science fiction.   Shoppers may soon have their retinas and facial expressions scanned to determine their product preferences.  Although these scans are not available on the grocery store shelf, they have been used in product research.

The Wall Street Journal reported, “Kimberly-Clark’s researchers used computer screens outfitted with retina-tracking cameras when testing the newest packaging for its Viva paper towels in 2009. Their goal was to find which designs got noticed in the first 10 seconds a shopper looked at a shelf—a crucial window when products are recognized and placed in the shopping cart. They also wanted to know if the preferences held up on different count packages, from single rolls to multipacks.”

Researchers have found that they may obtain more accurate data this way than through the use of traditional surveys.  The retina-tracking devices are useful because the human eye can detect information very quickly.  It’s not just our eyes that can give marketers important information.  Some companies have used brain scans to determine product preferences.  Now with facial recognition software, even more customer data can be compiled as companies can “track involuntary facial expressions to gauge true emotional reaction.”

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What You Should Know About Push Notifications

 

Anyone who has installed iPad or iPhone apps has probably seen the notification: “Would Like to Send You Push Notifications” (with the options of don’t allow or OK).  IpadAcademy.com explains, “Push notifications are a way for an app to send information to your iPad or iPhone even when you aren’t using the app.”  If you’ve noticed the number of email listed on your email icon, that is there due to a push notification.  That notification reminds you that you have mail without making you actually open up the application.

IOS (Apple’s system) is not the only one that utilizes push notifications.  Android and Windows smartphones also use them.  Check out:  Not all Push Created Equal.

Apple’s IOS system provides 3 types of push notifications.  To manage these notifications for an iPad or iPhone, you “Go to Settings > Notifications to choose the apps you want to receive notifications from. You can also select what form you’d like the notice to take – sound, badge, alert or banner, depending on the options the app includes.”  For more help, check out:  IOS:  Understanding Push Notifications.

Some push notifications may be very useful.  However, TheNextWeb explained push notifications need to be smarter.  Having the ability to adjust how they work may need to be adjusted.  Lifehacker explained that push notifications may not be the best thing.  In the article You Should Forget About Push Notifications for Your Email, author Adam Pash stated, “the vibrating pulse in your pocket indicating the arrival of a new email; the unpredictable “ding” from your desktop’s email notification; these things are killing your focus and destroying your ability to work to your capacity.”

Push notifications are an effective marketing tool. Check out the following video explaining why:

MobileMarketer warned that apps need to be pushy but not too pushy to be effective. “ONE-SIZE-FITS-ALL is not an effective strategy in any marketing channel. An effective push notification strategy should maximize the likelihood of message relevance and a beneficial value exchange between brand and customer.”

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Facebook Advertising Appeal

When a company like Facebook goes IPO, there is a lot of discussion about future potential for income.  One area where Facebook may increase revenue is through advertising.  Facebook took a big hit this week when GM killed a $10 million advertising campaign deal. GM claimed that Facebook ads were ineffective.  DailyFinance.com reported, “Click-through rates are much lower on Facebook than they are on the internet generally, or on Google (Facebook: 0.051%, Google: 0.4%, Average: 0.1%)”

One way for an ad to be effective is for it to reach the target audience.  Understanding a company’s target demographic is important.

According to Statista, “This statistic shows the age distribution of Facebook users in the United States as of April 2012. During that period of time, the majority of local Facebook users were between 18 and 24 years old. Furthermore, the most popular Facebook activities of U.S. users were posting on walls and checking the internal newsfeed.”

According to Facebook’s advertising Q&A area, there are some limitations regarding how advertisers may reach a specific demographic.  Other than age and birthday-specific advertising, Facebook targets based on location, interest, education and connection advertising.  This differs from Google that allows targeting by interest, keywords, remarketing, location and demographics.

BusinessInsider explained the difference between advertising on Facebook vs. Google in terms of reach and revenue.  “Total reach for Facebook is 51% of all internet users.  Total reach for Google is 90% of all internet users.  First quarter revenue for Facebook is $1.06 billion, down 6.5 percent year on year and down 32 percent sequentially.  First quarter revenue for Google is $2.09 billion, up 1 percent year on year and up 0.7 percent sequentially.”

Facebook is hoping to use friendships to sell products and brands.  Check out the following video to find out more about this and the importance of geofencing.  According to Amos Content Group, “A geofence is a virtual perimeter around a real area as in within a block of a restaurant. Marketers can use this location-based service to target a passersby who has opted in to send deals or information to smartphones.”  Facebook’s friendship-based approach could influence geofencing.

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Using Giant QR Codes on Cars to Promote Business

 

QR codes may offer sales people a new way to advertise.  Real estate agents are known to put company and contact information on cars as a form of advertisement.  Agents have even begun using QR codes on the “for sale” signs. Interested buyers can scan information about the home instantaneously into his or her cell phone.

Now that QR codes are on just about everything, why not make them into a magnetic attachment for an automobile?  Chevy has already used QR codes on automobiles to promote car sales. “The vehicles are currently undergoing Southern California road testing, so the displayed QR codes will allow consumers to get a closer look at this vehicle even before it is available for sale.”

 

How big can a QR code be?  Check out the 10,000 square foot QR code made that can be viewed from 2 miles up in the sky.

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What is a Meme?

 

There may be some confusion as to the meaning of the word meme (rhymes with dream).  John Gunders and Damon Brown, authors of the Complete Idiot’s Guide to Memes, define it as, “A cultural unit of measure.  It can be a thought, a phrase, a style, or any other cultural expression that can be imitated by individuals.  More important, a meme is a replicator; that is, a particle of culture that strives to get itself copied as many times as possible.”

Basically it is an idea that is replicated through imitation.  There is a lot of that going around on the Internet.  If an idea catches on there, it may be referred to as “going viral”.  There is much more than just Internet messages that are memes.  Gunders and Brown explain that things like philosophy, sex, religion and politics also exhibit meme qualities.

It is a unit of culture such as a tune, idea, habit, that makes its way from person to person. It must be short enough to catch on and easily understood.  There are a lot of versions of the following meme that are based on different job occupations.  The template of what others think that the job entails is the same.  People have had some fun putting in their own ideas of the different perspectives of a job.  Here is one for a sales professional:

 

Examples of Memes:

  • Technological:  Rick Rolling – Promising one web site but redirecting to Rick Astley’s music video.
  • Musical:  The opening five bars of Beethoven’s Symphony No. 5.
  • Marketing:  Slogans like “Where’s the Beef?”  The trick is to have something be catchy, memorable and desirable.

The Players and How it Works:

  • The Creator:  Creates the Meme
  • The Hook:  The Enticement to Remember the Idea; Example:  Belief That Others Will Enjoy Idea or That Others Need to Experience the Idea
  • The Bait:  The Desired Result; Example: Positive Benefit of Meme is Realized
  • The Vector:  The Medium that Transports the Idea.  Example:  E-mail, Facebook, Youtube
  • The Host:  The Carrier of the Idea Who Initiates Delivery

Popular Internet Memes:

Popular Concept Memes:

Popular Video Memes:

Popular Picture Memes:

The following list are some websites that explain more about memes:

Brand Awareness: The Importance of Facebook

 

Youtube, Coca-Cola and Starbucks are just some of the most popular brands according to “fans” on Facebook.  Companies that have yet to embrace Facebook as an important marketing tool, are missing the boat.  Gourmet Marketing explained, “Businesses carve out an identity and following of customers through Social Media…none is more central than Facebook.”

Seattle Local Marketing’s article Tips on How to Find Fans for Facebook Fan Page stated, “Why is Facebook so useful? If you want to pull a lot of people to look and find out about your business then, the best way is Google since majority of these people use this search engines. However, Facebook comes almost as second in being one of the most accessed sites in the world.”

Social Media Today recently ran an article titled 15 Ways to Use Facebook for Business.  By creating a Facebook page, businesses can create a forum for discussion, facilitate word of mouth, research and test-market products, list press releases, and even hold contests.

Simply Zesty’s article Beer Company Generations $50.7 Million from 400,000 Facebook Fans demonstrates the impact on Facebook fan pages. New Belgium Brewing, “recently surveyed their Facebook fans and found that on average, their fans are spending $260 annually on the company’s products. This equates to $50.7 million in annual revenue, with 400,000 Facebook fans spread out across their products. Not a bad return on investment, given that the company had invested just $235,000 in 2011 in social media campaigns.”

 

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Top Links Explaining Texting (SMS) and Short Codes

 

Just as Twitter has grown to be an important marketing tool, texting is not just for stating LOL anymore. There are some very important uses for texting, aka SMS (short messaging service). Check out some helpful links to explain texting terminology and uses:

  1. Donate to Charity – Pew Research recently reported that almost 1 in 10 Americans donate to charity through texting.
  2. Search Sites Like Google – By texting GOOGL (46645), you can search Google without opening your browser. Check out:  Six Things You Never Knew Your Cell Phone Could Do. Word/number texts like GOOGL (46645) are called common short codes.  Check out:  Basics of CSCs to find out everything you need to know about common short codes.
  3. Send and Receive Email – To find out how to use SMS to access email, check out:  16 Things You  Can Do With SMS Text Messages.
  4. Check the Weather – By texting 4CAST (42278), you can access weather forecasts.  Check out:  Five Great Things You Can Do With a Text Message For Free.
  5. Check Calendar – By texting GEVENT (48368), you can access your Google calendar and schedule appointments.  Check out: Ten Terrific Things You Can Do With Text Messaging.
  6. Track Packages – Your SMS can track your UPS, Fed Ex, DHL and other packages through TrackThis.  Check out:  Run Your Life with SMS:  10 Things You Didn’t Know You Could Do Via Text.
  7. Learn Texting Abbreviations – You may know LOL, but there is an entire site of information dedicated to explaining what all of those text messaging and online chat abbreviations mean and text message abbreviations.
  8. Text From a Computer – If you have a computer and someone’s 10-digit phone number, you can text them without needing a phone.  The following explains how to text people based on their carrier (i.e., Verizon, AT&T, etc.):  Text from a Computer.
  9. Create a Common Short Code (CSC) – You can create your own CSC campaign by leasing a code.  Check out:  Obtaining a CSC.  Remember the CSC is like GOOGL or 4CAST noted above.  Keep in mind that leasing the code is the first step. You’ll still need to negotiate agreements with each of the wireless carriers to activate your short code. To be part of the CSCA directory listing, click here.
  10. Enhance Business – Business can utilize short codes for contests, lead capture and more.  Check out:  Top 10 Business Goals Enhanced by Short Codes.

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Unusual Uses for QR Codes in the Classroom and Job Market

 

QR codes are those little barcode looking squares that are popping up everywhere.  They are an excellent marketing tool.  They have some unique applications as well.  The article 50 Great Ways to Use QR Codes in the College Classroom lists some unusual uses such as:

  • Using QR codes on name plates to find instructor office hours
  • Adding QR codes to the syllabus to link to classroom calendar
  • Adding to class announcements to create buzz for upcoming events
  • Linking QR codes to lectures, videos or answers to commonly asked questions
  • Linking QR codes to digital portfolios

These are just some of the unique classroom uses.  Click on the link above to read all 50 uses.

For more articles about using QR Codes check out:

How to Use QR Codes on Your Resume and Business Cards

QR codes are the latest thing in marketing.  They are in the newspapers, on billboards and on just about every kind of marketing material you can imagine. Now you can utilize this amazing new technology to make your business card and/or resume stand out from the rest.  This is an innovative way to show prospective employers that you are tech savvy.  It also can redirect them to important information on your website that you cannot include in your resume. 

Here is an example of how to put one on your business card. 

Anyone with a smartphone that has an app for reading QR codes can easily point their phone at your card and find out more information about you.  If you don’t have a QR reader app on your phone, they are easy to download from sites like iTunes and they are free.  I use QR Reader for iPhone.  Once you have the app on your phone, open it, and point the phone’s camera at the square on my card.  See how it directs you to a site. 

The QR codes are simple to create.  Check out this article:  how to create your own QR codes.

Here is an example of how to include them on your resume:

 
If you used your reader to scan these codes listed here, you can see they each will send you to a different site.  You may just want to send them to your LinkedIn page or some other website that showcases your abilities.  You could create a presentation in Google Docs or on YouTube that would make you stand out from the crowd.  If you have always felt that you could get that job if only they could see you, now is your chance.  Just be careful to create quality content on the site where you direct potential employers. 

To see QR codes in action, check out this video about how QR codes are changing the way people shop: