Mobile Marketing Archives - Smarter Commerce
Mobile shoppers are fulfilling holiday wishes for retailers who were ready. Whether they add new sales or simply are shifting from other channels, consumers definitely are coming through mobile…in droves. IBM Digital Analytics Benchmark reporting indicates strong growth in mobile …
Increasing internet speed (4G & Broadband), advancements in mobile devices and the applications they run are all factors driving increasingly sophisticated and relevant mobile experiences for customers. These advances offer organisations the opportunity to harness this technology and capitalise on …
We all know how crucial mobile marketing is to today’s retailers. IBM’s Global CMO Study, as well as numerous analyst reports, have found that 79% of marketers run their mobile marketing in silos, discretely, and on an ad-hoc basis, …
I read recently that development on Mozilla’s Thunderbird desktop email client will stop. Learning this left me with mixed emotions: on the one hand I’m happy to see more and more people moving their operations into the cloud, it validates the direction and power of SaaS applications and services. On the other hand I like healthy competition and think everyone wins when there are more players in the market. Well the good news is that Thunderbird isn’t going away, rather it will remain in it’s current, stable format and the further development of features an functionality will be turned over to the community that uses, loves and supports the product.
In an omni-channel world, with scarce resources and talent, impatient investors and fickle consumers, marketers have become the Kenny Rogers-like gamblers of the corporate world: a-readin’ and a-weepin’, a-cursein’ and a-cryin’ on bets they make to take advantage of perpetually shifting mobile and social channels.
This professional game of cards is borne out in IBM’s recent survey of marketers where 41 percent reported that the growth of new channels and mobile devices will be their biggest challenge over the next five years.
Now this number isn’t dissuading marketers from sideling up to the poker table. In fact many are taking a gamble right now. Specifically a whopping 79 percent of marketing organizations admit to running mobile and social campaigns in isolation. That said, some bets are better than others; like Mr. Rogers’ refrain, “you gotta know when to hold ‘em, and know when to fold ‘em.”
In the first part of this blog I tried to introduce a concept hat I’ve borrwed from social media, specifically Klout: reach. My focus is email marketing so I wanted us to think about email in terms of the channels it crosses and the breadth of people a single email can influence, so I’ve dubbed this email’s true reach.
Opens are a good starting point for understanding email’s true reach but far from a final destination. Sales are another crucial component, but unless you can attribute every sale and perfectly and understand how an email could’ve influenced a transaction in another channel, it too is insufficient. True reach however is more complicated and will require us to source more data than ever before.
I’ve heard the terms multi-channel and cross-channel bandied about as interchangeable concepts. Let’s get something straight—they’re not.
Let’s start off with a few definitions:
Multi-Channel Marketing – creating and launching campaigns (non unique) across multiple channels. E.g. sending emails that emulate a flyer in the post and backing up the message with a similar looking landing page and then just for good measure launching an SMS campaign with the subject line of the email. Straightforward recycling of identical content across channels.
Cross-Channel Marketing – the creation and promulgation of campaigns that take into account customer preferences and engage recipients on their chosen platform and via their preferred medium.
I feel compelled to say that I’m an avid reader of EaterSF; the recommendations have fueled numerous food adventures in and around San Francisco. That being said let me also state this is not meant to lambast or endorse the editors of this newsletter, only as a vehicle for creative analysis.
As you can see it’s a fairly straightforward newsletter: a two column design with clear branding at the top of the email. Looks good, right? Right, but a web preview is not the experience a reader has across email clients and platforms.
Email is a core channel for establishing and growing customer loyalty, increasing sales and driving activity across social networks. For an email to be successful and address the reading habits of the connected consumer it has to be accessible and readable across a wide variety of platforms. To be cross-channel and email has to be built according to best practices for cross channel design.
The template for this newsletter is set to 830 pixels; this is too wide when you take into account the viewable dimensions of mobile handsets. Even if you don’t take into consideration a mobile handset and you want to code for the 1990’s, a screen resolution of 800×600 would mean the recipient is forced to scroll left to right to see the full text of the email.