Why Your Business Needs an SMS Strategy

With the power of mobile marketing set to reach a peak over 2014, there has never been a better time to get your business a piece of the SMS action. It’s one of the most cost effective ways of communicating with millions of mobile users throughout the UK, getting your message across and engaging with each potential customer on a personal level. However, as well as the obvious efficiencies involved, there are a number of other clear benefits of opting for SMS marketing.

The element of surprise

Sending an SMS is a direct and dynamic way of reaching your target market. The time between dispatch and receipt is negligible, with many carriers averaging speeds of below 10 seconds in all.

A flexible working structure

With SMS marketing you really can have it your way, choose to send a specific message to certain groups on your data base, or go for blanket coverage. It may be a technical matter or a flash promotion, either way your SMS service adjusts to the changing needs of your business in a scalable, uncomplicated manner.

Be strategic

Unlike emails, which can easily be funnelled off into separate folders or classified as spam, people tend to check their texts messages as they arrive. For most mobile users, a message tone is too interesting to ignore, therefore almost all marketing text messages get viewed, if not opened, immediately. However, with folders full of unread messages in our online accounts, we all know the same cannot be said of emails.

Pitch perfect

With a more open platform there may be a tendency to waffle on campaign literature, but this excess content can quickly bore an audience. Although it is tempting to cram as much information as possible into your advertisement, an audience will stop reading if they are become disinterested. However, the 160 character limit on SMS messaging ensures you must get straight to the point, cutting out any extraneous information.

Be ahead of the curve

The trend towards text messaging as opposed to emailing is very prevalent amongst certain sections of the population. A massive number of younger consumers in particular send and receive SMS hourly; emails are fast becoming the technological equivalent of snail mail. Communicating with your audience on their own terms not only establishes you as a modern brand, but ensures you are reaching out to the upcoming generation.

The sky’s the limit

In today’s highly connected world almost every consumer has some kind of mobile device which will receive SMS communications. The market has clear potential and with the popularity of wireless networking driving sales, the only way is up. No one demographic has the monopoly on mobile phones, so vendors have huge opportunities to move in and capitalise on a limitless audience.

Go Green!

Making your company more carbon-neutral not only creates favourable publicity, but saves you money on utilities and consumables in the process. Like many virtual marketing campaigns, SMS is both good for the environment and good for your budget.

Make it work for you

SMS is an advertising channel that can significantly increase conversion and drive customer traffic to your site. You have the opportunity to show your companies quirky creative side, in a couple of succinct lines, whilst also maintaining a highly visible commercial stance in the marketplace.

Tablets and Smartphones Account for One-Fourth of All Paid Clicks

The Search Agency has released its quarterly State of Paid Search Report, which, among other findings, reports that smartphones and tablets drove 23 percent of total clicks in the fourth quarter of 2012, an 89 percent increase year over year. The quarterly report analyzes aggregated client data from various industries on paid search marketing trends across search engines and devices on a year-over-year (YoY—Q4 2011 to Q4 2012) and quarter-over-quarter (QoQ—Q3 2012 to Q4 2012) basis.

mobile search engine click share

Additional findings from The Search Agency’s State of Paid Search Report include:

Tablets see record searches; surpass mobile ad spend
The introduction of a number of new tablet models and record sales growth spurred on huge growth in both tablet use and advertiser spend. Tablet click share in Q4 more than doubled YoY and jumped 16 percent from Q3, and smartphones and tablets combined drove 23 percent of total clicks in Q4 2012, an 89 percent increase YoY. The last quarter of 2012 marked the first time in which share of spend on tablets exceeded spend on smartphones (8.5 versus 7.1 percent of total spend).

Google and Yahoo!-Bing Network continue to see growth; Google leads in mobile
Search engine advertising continues to show healthy growth as impressions in Q4 2012 grew 11 percent YoY and total clicks grew 4 percent. Total clicks on Google increased 4 percent YoY and cost per click (CPC) rose 7 percent from $0.55 to $0.59. Bing also showed a 4 percent growth in click traffic, with a 15 percent increase in average CPC YoY. Bing’s mobile impression share and click share increased, but is still substantially less than Google’s impression and click share overall. Google continued to see more paid clicks coming from mobile devices with 25.9 percent of its total clicks coming from tablets and smartphones in Q4, compared to 12.6 percent for Bing.

Product Listings accounted for more than 14 percent of spend on Google
Product Listing Ads (PLAs) continued their strong growth in Q4 2012, accounting for 14 percent of retailers’ total spend on Google in Q4, a 236 percent increase from the previous quarter. Specifically, retailers spent more than 9 percent of their PLA budget on tablets and smartphones, an 80 percent increase from Q3.

Retail surged on mobile during the holidays, but click volume declined YoY
In the retail sector, mobile click share increased from 14.3 percent in Q4 2011 to 26.1 percent in Q4 2012. Retail volume was the driving factor for Q4 growth in comparison to Q3 2012, with a 20 percent increase in click traffic. However, YoY click volume declined 6 percent.

To uncover key trends for the Q4 2012 State of Paid Search Report, The Search Agency extracted client data from search engine advertising tools. The research sample included advertisers who had 15 consecutive months of data with The Search Agency, and had an established and stable business model from Q4 2011 to Q4 2012. All results are based on U.S. campaigns only.

To download the full report, go to http://www.thesearchagency.com/classroom/research/.

Siteminis Launches Mobile Commerce Solution

Have you been looking to turn mobile phone “browsers” into buyers? Now can now turn your mobile website into a brand consistent, fully functional m-commerce destinations without losing control or profits to third parties — regardless of the type of cell phone or carrier your customers use. Using a new site called “Siteminis“, you can do just that.

siteminis

Siteminis, a developer of internet-based mobile commerce software solutions, has spent more than three years of research, development, and testing with major retailers and finally launched their patented Mobile Web Solution™, one of the first mobile platforms that allows companies to easily deploy one site instead of multiple sites for each type of phone.

The Siteminis mobile web solution allows a complete and consistent shopping experience on mobile, regardless of the type of cell phone or carrier their customers use. Take a look at how your site might look on various mobile phones:

Siteminis’ mobile-optimized web sites offer an interesting solution for major retailers, entertainment and sporting events. Also, travel providers who are looking to make sure that their mobile marketing strategies are managed profitably with their mobile commerce strategies can also benefit from using Siteminis. The Siteminis platform offers customers who wish to purchase merchandise, tickets or make reservations a convenient shopping experience, allowing them functionality not previously available to them before and the ability to view a consistent mobile Website regardless of their wireless phone carrier or type of web enabled or smart phone operating system. [Read more...]

Google Teams Up with Nokia to Offer Google Search on Nokia Mobile Phones

Google   Nokia

Google is partnering with Nokia to offer Google search to Nokia mobile phone users worldwide. If you have a Nokia cell phone, you will be able to use Google to find relevant information.

Nokia N96

The Google search engine will be integrated with the Nokia Search application. This integration will start in certain markets with the Nokia N96, Nokia N78, Nokia 6210 Navigator and Nokia 6220 classic cell phones.

Google search is expected to be extended to more Nokia handset models in the near future. Nokia has plans to make Google search available to Nokia customers in over 100 countries around the world in more than 40 languages.

Nokia Search has been available on many Nokia devices for a while. But this new integration will highlight the Google’s ability to provide local search results.

Nokia 6110 Navigator

Google search has been available on Nokia Internet tablets. Last year the Nokia N95 8GB became the first mobile device to fully support YouTube. Nokia Search is available on more than 40 different Nokia devices in over 40 languages and in more than 100 countries.

Apparently there were several other search engines that were vying to get integrated with Nokia’s mobile phones, and Google ended up being on top this time. Personally, I prefer to use the Yahoo! Mobile app that’s integrated with my cell phone.

There are a lot of others talking about this Nokia Google partnership:

Nokia Search, Now with Google
Mobile World Congress 2008: Google and Nokia Team Up on Search
Nokia Gives In To Google; Google Search To Power New Nokia Handsets
Google added to Nokia Search
Nokia and Google to offer Google Search to Nokia Customers worldwide
Mobile search : Google team up with Nokia
Nokia to offer Google search on phones
Nokia and Google announce cooperation (AP)

CBS Corporation Creates CBS Mobile Division

CBS Corporation has just created CBS Mobile, a new platform within CBS Interactive dedicated to building and growing the Company’s mobile operation across its various properties, including CBS Entertainment, CBS Sports and CBS News.

Cyriac Roeding, who has served as Vice President of CBS’s wireless efforts since 2005, has been named Executive Vice President of the newly formed division. The announcement was made today by Quincy Smith, President, CBS Interactive, to whom Roeding reports. [Read more...]