How do you entice people to buy more from your store? What do you do when you want customers to make purchases more frequently, or in greater volume, or if you’re looking to boost business during slow hours and more?
Whatever your goal may be as a retailer, by creating a time-sensitive sales promotion and having a good grasp on your target customer demographic, you’ll be able to incentivize the right actions, get them to respond, and grow your business in the process.
In this post, we’ll look at three retail sales promotion techniques that are worth their weight in gold when implemented effectively. They are:
So, the next time you’re stuck as to how you can increase sales, get new customers, or retain existing ones, you’ll have no trouble turning to the perfect promotion strategy for your goal.
Let’s get started.
As a small business owner, you already know the power of discounting products to increase demand.
But which products do you give a discount on? And by how much? Or for how long? These are all questions that come to mind when considering the option of reducing prices. They’re also important questions due to the nature of how pricing affects consumer psychology.
For example, you might have heard about the power of ending prices with the number 9. Researchers have discovered that items priced at $39 sell more than the cheaper price point of $34. Or the overbearing power of the word “free,” which Dr. Dan Ariely has shown to motivate us even when the perceived value and price of two options remain the same.
Now, let’s take a look at a few of the more popular promotional pricing options that you can deploy in your own store:
Though you might be most familiar with POP displays from your visit to the grocery store, where you just couldn’t help but notice all those glossy magazines filled with celebrity gossip, you’ll be pleased to know that they’re one of the most effective ways for retailers to encourage impulse buying.
For example, you might have noticed that the last time you went shopping for clothes, there was a never-ending array of bins and displays filled with items that could be seen as “add-ons” or “up sells” as you make your way closer to the checkout.
The reason why these POP displays and the impulse purchases they generate are so effective is thataccording to research, almost 66% of all decisions to buy something are made while people are in the store shopping. And guess what? Almost 53% of those decisions are classified as impulse buying.
Well, it’s time to start thinking about what you could do around your checkout area to get consumers to buy more.
Here are a few examples of different types of POP displays:
Let’s face it, getting new customers costs a lot of time, money, and effort. Providing great service and creating customer loyalty programs that get customers to come back, time and time again, is far more profitable and efficient as a retailer.
Though you may not have the big-box retailer budget to launch a full-out customer loyalty program, rest assured, there are some great alternatives that also happen to be very cost effective as well.
The most beneficial of those alternatives would have to be a Mobile Loyalty App. Your business can now implement a full blown loyalty program that will rival those of the big-box-retailers. Mass Mobile Apps provides a solution that will meet all your needs! With their solution, in exchange for rewarding your customers for shopping, you will be given the ability to reach them like you have never had before. Each customer must download your app, and register in your program, and in doing so they provide you unprecedented access. You are now able to send “Push Notifications” directly to their mobile devices, which appears just like a text message. With a wide variety of features that are designed to enhance the customer experience, and provide the retailer the most up to date marketing tools available.
Another alternative would be email marketing. It’s an effective way to drive customer retention and loyalty and starts as quickly as when you collect customer’s email as they checkout, and then email them about exclusive sales, discounts, coupons, and other promotional offerings for a limited time period. Not only will this incentivize them to visit your store again, but it will also increase the perceived value they have of being on your email list.
One simple way to do that in your store is to use a really handy app by MailChimp called Chimpadeedoo, which you could use alongside your iPad POS system. They’ve also got some great in-depth case studies I suggest checking out. For example, in one case, a retailer saw their email list grow from 250 to 10,000 subscribers in just one year.
Another app you might want to check out is Belly, which helps local businesses connect with customers through a customer-facing mobile app and merchant iPad app, and helps you build loyalty by rewarding your customers each time they visit and make a purchase from your store.
In order for you to get the most benefit from running a sales promotion campaign, you must track the percentage of sales resulting from the promotional campaign. Ideally, you should be able to assign tracking codes or discounts to certain products within your POS system and generate a report to see how well you’ve done since first launching the campaign.
The other important component is setting a timeline for each campaign, not just to help your customers act faster, but for you to start looking at promotions from the perspective of seasonality. That will also help you to be far more strategic and give you enough time to plan everything in advance so as to ensure you’re not wasting your efforts.
Apple’s iOS 10 updates are coming this fall — the public beta is now available for download, so the official release is likely closer than we think — and the host of changes will have a significant impact on mobile marketers. How can you be poised to take advantage of the changes when they launch? Here’s a quick primer.
This is one of the bigger changes. SiriKit opens Apple’s virtual assistant to developers, meaning they can build voice controls into their own apps. Siri will be able to order you a Lyft or Uber with a simple voice command.
Your move: Integrate your app with Siri as much as you can. It will help your product stay top of mind with consumers if they can call it up with a simple one-liner as they lie in bed on a weekend morning.
This one is pretty big, too. In an effort to compete with WhatsApp/Facebook Messenger, Apple added a variety of new messaging features in the iOS 10 updates:
Your move: As messaging functionality (and fun) continues to increase with iOS 10 updates, it’s time to consider investing more in SMS marketing. Coca-Cola, is wasting no time getting in on the action, as they’re poised to spend 70% of its mobile budget on SMS in the next fiscal year. It also means users want messaging that has the tone and feel of a personal message. Embrace emojis! ?
We’re arriving at a tipping point for the adoption of digital wallets, and the iOS 10 updates might push Apple Pay to the forefront.
in the U.S., we’ve had magnetic stripes on the back of our credit cards for a generation. But these days, chip technology is becoming more prevalent in the U.S. It’s called EMV, and most chip-card reading terminals can work with NFC, or near-field communications. NFC is a set of standards for portable devices. It allows them to establish peer-to-peer radio communications, passing data from one device to another by touching them or putting them very close together.
This new system supports contactless payment, which means a whole host of digital wallet options are opening up as the U.S. fully transitions to chip-based credit cards.
Your move: It’s a great time to adjust your app’s payment options. Digital wallets will foster ease of payment, and ease of payment could be huge for customer retention and acquisition.
Currently the cycle takes about 4-10 days. With iOS 10 updates, the expectation is 1-2 days.While Apple still reviews about 100,000 apps/week, it’s devised a faster process. This means that from the point of submission, you could be ‘live’ in front of consumers within about 30 hours.
Your move: Have your ducks in a row for rollout before you submit your app, because it’s not a potential two-week waiting game anymore.
Apps that use subscriptions will see a 70 (developers) / 30 (Apple) revenue split in year 1, and then in year 2, it will become 85-15. Subscriptions will now be available across allcategories, whereas previously it was limited to only a few.
Your move: Do subscription services make sense for your app? To qualify, you’ll need content that is updated or delivered on a regular basis — or you need to provide paid access to an ongoing service within the app, i.e. massive multiplayer online games.
This will be new feature — but unlike Google AdWords, only one ad result will show at the top of keyword searches in the App Store. Mobile marketers can bid on keyword searches, but the competition for some might be very tight,and relevancy is going to play a key role here. Apple is apparently going to parse the app descriptions for relevance, which is the first time they’ve done that in any iOS release.
Your move: Write compelling, targeted descriptions of your apps if you plan to keyword-bid at any point.
iOS 10 Mail will offer simple unsubscribes from marketing list e-mails, which is a potentially great feature for users — and makes prioritizing permission-based subscription more important than ever for email marketers. The exact repercussions of this will evolve once iOS 10 gets out of beta, but standard email marketing approaches will become even more important. In essence: good subject lines, relevant content, and offers and personalized approaches that resonate with consumers.
This is a jumping-off point for your thinking about iOS 10, which will likely be live by the end of September. For now, we recommend brainstorming strategies around how to use messaging more effectively (one of the bigger changes) and utilizing SiriKit to integrate with the voice of the iPhone.
See Original Article Here
What efforts do you take to build trust with your customers? Building solid, trusting relationships with your customer base is one of the best ways to retain them. In fact, News Cred’s recent study revealed that among millennials, the top three brand loyalty drivers include a great product (77%), followed by brand recognition (69%) and trust (69%).
Research also shows that retaining customers is much cheaper than acquiring new ones. The longer a customer is loyal to a brand, the more money they spend. What does that mean for your bottom line? According to a study cited by Retention Science, increasing customer retention by just 5% increases profits by 25-95 percent.
Needless to say, building trust with your customers is a worthwhile and profitable endeavor. Here are four ways to build trust with your audience:
1. Communicate with customers on a regular basis
You shouldn’t just contact customers when you want them to make a purchase. If customers feel like every communication is a sales push, you’ll dash any hope of building trust.
Instead, communicate with your customers on a regular basis. Consider emailing a regular newsletter, sharing links to helpful articles on your social media channels or providing how-to articles on your blog. Customers appreciate useful information that makes their day a little better.
For example, if you run a fast casual restaurant, create a monthly newsletter that highlights upcoming menu items and welcomes new staff.
If you run a cleaning company, share an article about best ways to clean up nail polish, like the example below.
Every interaction builds trust. Plus, if customers hear from you on a regular basis, your occasional promotional email won’t feel out of place. It’s just another message from a friend.
2. Provide quality customer service in your store
One of the best ways to gain trust is to offer your customers service they can’t find anywhere else. Here’s a quick checklist to make sure your service inside your store is top-notch:
Make sure your staff is friendly
Create a welcoming environment that keeps customers coming back. Train employees to nurture your customer relationships. Don’t assume employees know how to interact with your audience, show them.
Collect and use feedback
Ask your customers to provide feedback and use it to implement changes that can improve their experience. Collect feedback in store and online.
Make sure your customers know that you appreciate them. Send exclusive deals to your most valued customers, host a customer appreciation event and set up a loyalty program that rewards your customers for their continued support.
3. Consider providing customer support on social
With so many of your customers using social media, using these platforms to offer service and support is quickly catching on. Xbox, a popular gaming system, offers customer support through Twitter. Customers can tweet questions and get live help. It’s so popular Xbox has created multiple accounts to handle the massive crowds.
If you plan to offer support on social channels there are a few tools that can help. ZenDesk, for example, offers software that manages customers’ requests and creates a self-help arena for customers to troubleshoot issues on their own.
Desk.com is another option. It creates a universal inbox where you can help your customers through social sites like Facebook and Twitter all from one dashboard.
Your online service should compliment your service efforts in store.
4. Own up to mistakes
Customers reward companies that are honest and transparent. If you make a mistake, own up to it. Whether you missed a service appointment or have products on backorder, it’s important to communicate with customers about any problems that affect them.
As soon as you’re aware of the problem, reach out. For example, when Adorama fell short on cameras, an email was sent to explain that the item was on backorder. Notice the company apologizes for the wait and offers additional relevant information like how to cancel an order.
Correct A Mistake Quickly
Research shows 95% of complaining customers will forgive a company if a problem is resolved in the next interaction. So, in addition to being honest, you also need to act quickly. Customers expect swift solutions.
How do you build trust with your customers? Feel free to share any additional strategies or tips.
Think of the stores and lunch spots you frequent. Odds are, a few of them, if not more, have a corresponding app. And if you’ve ever used their app, you know it makes for a much more seamless in-store experience from start to finish. Retail apps make it easy for people to repeatedly convert, turning the occasional customer into a brand loyal powerhouse and it’s paying off for them in a big way. Need proof? Howard Schultz credits Starbucks’ investment in mobile as a key reason for their all-time high revenue. Starbucks’ app has grown 23% over the past year alone, eclipsing 11 million users.
It’s clear that apps have become the 21st century loyalty card, and when done right, are an explosive revenue driver and cost saver for retail brands. Read on to learn five reasons retail apps have become an essential part of the modern brand’s marketing strategy, and why it’s no longer optional for retailers to have one:
1.) Mobile Orders & Payment Drive Repeat Business
While mobile orders and payments are a fairly new retail app feature, they’ve more than proven their value already. By launching order ahead within their app that already accepts mobile payment, Starbucks delivered the one-two-punch necessary to accelerate performance. As of Q1 2016 close, a whopping 21% of Q1 2016’s orders and $6 million in revenue were attributed to mobile order and pay. Why the success? Starbucks has eliminated the friction from your morning coffee routine. Being able to order and pay for your coffee ahead of time using the app means avoiding long lines and transactional woes, equating to more frequent visits out of sheer convenience.
2.) Modern Day Consumers Value Convenience
Speaking of convenience, marketers everywhere will tell you that the modern day consumer values it over most other factors. The most seamless way to deliver convenience to consumers? Via an app. Hence why startups like Uber and Instacart have found unprecedented success, and now retail brands are following suit. While Starbucks got a jump on mobile order and payment, other big names from Walmart to Target have plans to capitalize on this trend and ensure they don’t get left behind. Retail apps ensure users have relevant information in real time, from offers to sales, rewards card numbers and even payment information. Basically, retail apps grant consumers the ability to control their entire shopping experience via their phone.
3.) Apps Enhance The In-Store Experience
Retail giant Walmart’s investment in mobile comes at a time where brick and mortar stores are struggling to stay relevant in an ever dominating ecommerce world. Their app allows customers to access deals, create shopping lists, refill prescriptions, and more. Walmart’s hope is that by enhancing their in-store experience with the help of their mobile app, consumers will opt to shop with them rather than with online competitors such as Amazon.
Proving just how committed they are to the digital transformation, Walmart has even geofenced their stores so that customers can check-in via their app upon arrival to see relevant store information and sales as well as have online orders ready for pickup. In addition, their “Savings Catcher” app feature allows users to scan the product barcode to ensure lowest price guarantees. And with the launch of Walmart Pay on iOs a few weeks back to streamline the checkout process, it’s clear that Walmart is doubling down it’s investments in mobile as a way to win over consumers in the digital age.
4.) The Ability to Personalize Loyalty Programs & Rewards
Another reason retailers should invest in apps? They grant you the ability to reward users and drive repeat conversion through tangible rewards. Consumers are much more inclined to download and use your app if they know they’ll be rewarded, and apps give marketers the power to create a personalized rewards program based on the individual user. For example, Starbucks loads a free coffee coupon for users on their birthday. Building a rewards program into your retail app based on frequency of purchases is a great way to incentivize consumers to continually convert. Popular salad chain SweetGreen has a rewards section to their app where they showcase your progress and how close you are to your next reward. This tactic is more powerful than a printed coupon or a loyalty card because consumers are able to visualize and understand just how close they are to their next reward.
5.) Retail Apps Increase Efficiency and In-Store Execution
Having all of a shopper’s pertinent information and rewards in one digital place is not only beneficial for the shopper, but the retailer itself. Howard Schultz told analysts that Mobile order and pay has significantly increased line efficiency, minimizing wait and those deterred by long lines. Granting shoppers the ability to order via the app also means less resources are needed in-store. Finally, mobile apps allow for digital receipts, significantly cutting down retail paper cost and waste.
The Future of Retail
If Black Friday 2015 was any indication, mobile is becoming the modern day consumer’s ideal medium for shopping. However, there is a way for brick-and-mortar and the digital world to coexist. A mobile app that enhances the in-store experience is a perfect way to bridge the gap between eCommerce and traditional retail, promoting a highly personalized and efficient store interaction.
Brands like Starbucks and Walmart understood that their business model wasn’t in tune this shift in consumer behavior towards mobile and needed to act fact. Their sense of urgency is validated by a study confirming that 1 in 5 smartphone users will use mobile pay this year. And with that number trending upward, It’s now clearer than ever that if retailers want to remain a priority to consumers tomorrow, they need to make mobile a priority today.
Want to learn everything you need to know about how to transforming your retail brand from digital to mobile? We’ve got you covered. Contact us today and see how we can help you grow your business.
Very few retailers will dispute the value of a repeat customer, and many are even familiar with how to create a loyal customer with tactics like personalization and loyalty programs. But many people a have a very narrow minded idea of what a loyalty program looks like.
Traditionally loyalty programs seemed to be all the same. They either gave a customer a percentage back as points, and that customer could redeem that for a discount. Or, they gave shoppers something for free after a certain number of purchases. Like in the following example.
As you can see these programs are still popular today, but are not the only way to structure a loyalty program. Many retailers today especially those looking at luxury brand loyalty want to construct exclusive loyalty programs. These programs create an aspect of exclusivity and avoid discounts.
Before I get into some tips, I want to clarify what is meant by an exclusive loyalty program. I do not mean that you should only accept certain people or exclude shoppers from your program. What I mean is that you should make your program feel like it is providing exclusive benefits to your customers. Here is how to do just that!
This is one of my favorite ways to create an exclusive loyalty program! A points only product is a product that is only available for purchase with points. This is a great alternative to providing a discount with your loyalty program.
Points only products work by creating a catalog of products that are not available to be purchased in any currency besides your points. This allows you to provide additional value to your customers in the form of a gift rather than giving them a discount on a purchase. Like this example from Strivectin.
You can make any product available to be purchased with points, but to create a truly exclusive loyalty program you should make some products only available with points. These exclusive products create desire in your customers that is stronger than the desire to get a discount.
Theory11 does a fantastic job of this by providing limited edition versions of cards that are not available for purchase anywhere besides as part of their elite program. Limited edition items are great products to offer as part of an exclusive loyalty program.
Another way to get customer engagement is to offer aspirational rewards. These are rewards that cost a lot of points and a customer will have to work very hard towards. An example of this is Juleps’s Mini-Cooper.
Another way to create an exclusive loyalty program is with experiential rewards. These rewards are similar to points only products because you are offering something that can only be redeemed with points. However these rewards focus on creating an experience for your customers. A product has a lifetime, but a great experience can last forever.
I have seen experiential rewards offered in many ways, but the important thing is that the experience you provide matches your brand image and your customer demographic. You want to create an experience that will drive your customers to take action.
Some great examples I have seen:
What they sell – Cards for magic tricks and magic accessories
Experiential Rewards – Skype session with the team and one on one training sessions
These experiential rewards have all been redeemed but were available in the past. The site even had a meet up with David Blaine as a reward. All these experiences match perfectly with what they sell and stand for.
What they sell – Cosmetics and supplies
Experiential rewards – Exclusive shopping events, invites to Sephora parties, and access to the beauty studio
Sephora does a fantastic job of motivating shoppers to engage with their program. I will discuss them further in the next section, but they are also doing a ton of other things right with their loyalty program.
Other Experiential Reward Ideas:
Once again the important thing here is to match your experiential rewards to your brand and customer base. If you want to give your loyalty program an exclusive feel you will need to provide rewards that get your members feeling that way!
Nothing gets a customer feeling like they are part of an elite club quite like status based tiers. These are tiers that separate your loyalty program members into groups. The purpose of this is to get members competing to be part of an exclusive group.
These tiers work best for exclusive loyalty programs when the tiers are tied to a status. You can show status with a special card like Sephora’s VIB card or Starbucks’ Gold Card. Or you can show status by providing upper tier members with special benefits unavailable to those in lower tiers.
Just be sure that you are actually creating exclusivity for those in the top group. You should aim to have your best 5% of customers in the top tier of your program. This ensures that those seeking the status will be motivated by the exclusivity.
You can read “Tiered Programs, Why They Are Great for Customer Loyalty” for more information about creating tiers in your exclusive loyalty program. I would also recommend looking into Sephora’s program for a great example.
Creating an exclusive loyalty program that does not focus on discounting is definitely possible! You just need to be sure that you focus on creating rewards and benefits that match your target audience.
Do your customer value having things before the general public? Offer them early access to ne products for their loyalty. Do your customer love being unique? Allow them to redeem points for limited edition items that are not available anywhere else.
There are tons of ways to create a loyalty program that feels exclusive. The important thing is to use tactics that will work for you. Good luck and if you have any questions feel free to reach out to me on Twitter.
We’re in the middle of the most massive media shift in history, and brands are lagging behind.
While 2.1 billion mobile users have downloaded over 350 billion apps, time on device grew 76 percent last year, and we are spending more time on our phones than watching TV, brands have yet to completely embrace mobile advertising. That’s led to what Mary Meeker has called a $25 billion opportunity gap in mobile ads.
Above: Disney buit an interactive game-in-an-ad for Big Hero 6, which generated 14.8 percent engagement.
Image Credit: VB
But some brands aren’t waiting. And they’re discovering how to win.
Disney, for instance, discovered that with the right confluence of targeting and creative, outsized results can happen. The company achieved 7 times the average video ad engagement rate using smart audience targeting and great, interactive creative. And video ads already generate 5 times the engagement of static banner ads.
A national consumer goods company, working with Kroger, recently achieved a 3.7-times increase in the number of customers visiting Kroger go buy its product, after a geotargeted mobile advertising campaign that focused on factors such as device data, location history, and offline purchase data.
Part of the challenge for brands, of course, is the sheer complexity of the mobile ad ecosystem. The number of calculations that go into which ads you see in Facebook or Draw Something is staggering, with easily 11 separate steps happening in milliseconds, and handoffs between ad networks, exchanges, demand-side platforms, supply-side platforms, and data management platforms:
Today, VB is releasing a report on brands and mobile advertising that includes both the good (like the above examples) and the bad. There are five ways brands are failing at mobile advertising, and they include repurposing ads from other media, not using data, and using data inexpertly.
In fact, not using any data at all results in ads that are almost 800 percent less likely to be seen, engaged with, and tapped on.
The report includes 12 ways brands are succeeding, one of which is planned spontaneity: something we’ve seen from both Adidas and Oreos.
For instance, last year Adidas was in the enviable position of having two teams wearing its equipment in the final of the World Cup of soccer: Germany and Argentina. Minutes after the World Cup was over, a special commemorative jersey was available for purchase at Adidas.com. Unfortunately, no one knew about it, Onefootball CEO Lucas von Cranach told me recently.
That meant the response was nowhere near what it could have been.
This season, when German player Thomas Muller scored a goal in a game for his home club of Bayern Munich, Adidas had his jersey ready in seconds, just like at the World Cup. And this time, the company also had an ad and an offer live within seconds … which generated a massive 6.6 percent clickthrough rate to Adidas.com.
Other techniques brands are using include tracking and optimizing in real time, “moneyball” style tactics, coordinated campaigns with TV and offline media, and — of course — video advertising, which grew 600 percent last year.
Attracting local traffic to your store is a reoccurring task on your to-do list. You want a flood of new and existing customers roaming through your shop everyday. So, what’s the best way to encourage more locals to check out your place?
Aside from a customer loyalty program, the answer is a combination of digital and old-fashioned marketing tactics. Here are four ways (two online and two offline) to increase your local awareness and get your register ringing:
Facebook isn’t just for posting status updates, you can attract local customers through this social channel, too. Facebook has an advertising option called Local Awareness Ads. These ads target customers that are near your business. You can create ads that have specific calls-to-action that connect with customers. Take a look at the example below. People that live or work near the market see this ad and can click on the call-to-action to get directions.
Boba Guys, a bubble milk tea bar, had success with Facebook awareness ads. According to a case study on Facebook, the company’s ad reached up to 10 thousand people with each new customer acquisition costing just $1.
Get started with a Local Awareness Ad on Facebook’s Business site.
Help your customers find your business by setting up a profile page on Google. When customers search for your business, here’s what they’ll see:
It’s a nice display for your business. In a glance, customers see your address, phone number and hours of operation. Customers can also click on pictures, read reviews and get directions right to your shop.
How successful is this at generating local traffic? According to Google, 4 out of 5 consumers conduct local searches on search engines. After searching, 32% of customers visited stores and made purchases, and another 19 percent made unplanned visits and made purchases.
Here’s the best part: it’s free. Check out or update your profile on Google My Business.
Of course, business owners can’t rely solely on digital options to attract local shoppers.
Hosting a sale is a common way to draw customers, but to really entice local shoppers to come in, give your sale a community connection.
Is the local school headed to a championship football game? Are the local firefighters building a new station? If so, offer game-day promotions during playoff week. A cafe could temporarily rename one of its spicy sandwiches to Fire Burner and donate a portion of the sales to support the new station.
Aligning your business with a local cause provides several benefits. For starters, a recent study shows 41% of Americans say they have bought a product because it was associated with a cause. That same study shows 85% of consumers have a more positive image of a product or company when it supports a cause.
In other words, customers reward businesses that support the community.
Don’t wait for your customers to come to you, go to them instead. Grab a calendar and call a team meeting. Plan to do at least two events that give customers the chance to see your product in action. Or, go one step further with a non-stop demo.
For example, teashop, Teavana, has a sample station permanently set up for customers to try its products. Cosmetic stores have artists on hand and offer consumers a free makeover to encourage customers to buy specific products. Cosmetic Promotions looked into the success of these on-going demos and found 35 percent of customers planned to buy products immediately, and 56 percent planned to return to buy products.
Of course, you can also take your demonstration digital. Create a video that showcases your product and upload it on your website. Need a little help? Check out this Forbes article that highlights eight of the best product demo videos and explains why each one is effective.
How do you attract local traffic? What works best for your business? Share your knowledge with the business community in the comment section below.
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A recent study conducted by Oracle found that over 85% of young people “Millennials” (ages 18-34) own a smart phone. Marketers are rapidly moving in the direction of native mobile applications – or Mobile Apps. In the process marketers, and business owners in general understand that it is not adds that engage young people, its apps!
This consumer segment cannot be discounted when looking to take advantage of growth opportunities. That is where Mobile Apps come in, if you are a small business owner, you can now obtain a completely custom mobile solution, that in the past has been dominated by big budget corporations. There still exists today a misconception that apps are difficult to maintain, and expensive to produce, that is simply no longer true. The study shows that this group of people are using their smart phones for a wide range of uses; everything from paying a bill, interacting on social media shopping, and watching video. Another study conducted by Flurry Mobile Analytics, showed that 88% of time that people in general spend on their smart phones are spent in native mobile apps.
Top items millennials prefer to do or have in-app (by percentage):
74% – Purchase a product or service through a company’s app
65% – Flag issues or raise complaint/concerns that are submitted directly to the company
62% – Receive notice of upcoming deals/offers
60% – Advice on how to best use products/services received from the company
Always maintain your brands identity and continuity throughout all marketing channels. Try to incorporate functionality that would be beneficial to your users, for example: a Realtor may want to include a mortgage calculator, a Salon a calendar to schedule appointments, a boutique a gallery, and everyone should include some form of loyalty – its cliché but if you build it they will come. Just give them a reason to keep coming back.
Apple’s support of ad-blocking technology in the upcoming release of iOS 9 puts the $70 billion global mobile ad market at risk, forcing publishers to rethink their mobile strategies.
Over the past few years, publishers have seen a large chunk of their revenues coming from ads served to users consuming content via the mobile browser. The main strategy concentrated on getting stories widely shared on popular social apps such as Facebook, which in turn drove users to mobile-optimized websites that served up ads.
However, Apple’s latest software update enables the use of content-blocking tools that will let users block ads in the Safari browser. Users who adopt the technology will be able to bypass banners, pop-ups, and pre-rolls, upending the mobile-web strategy that has allowed publishers to make money without charging end users.
With over 1 billion iOS devices out there – what does this mean for publishers?
One thing we know for sure is that publishers need to take the threat of ad-blocking on the mobile-web seriously. An August 2015 report from PageFair places the number of ad-blocking users at around 198 million worldwide and draws attention to the significant cost to publishers, estimating up to $22 billion worth of inventory was blocked in 2015.These figures are expected to rise dramatically over the next year when mobile users learn about the value of content-blockers beyond just stopping ads to include faster load time. For example, Crystal, one of the most hyped content-blocking apps, claims its users see pages load nearly 4 times faster with the app installed and use 53% less data.
So, are the days of enjoying free content on mobile gone for good? Not quite.
Apple is only allowing ad-blocking technology to work on the Safari browser, leaving publishers free to reap the benefits from the App Store. With this tactical move, apps will continue to work unhindered by the ad-blockers and, as a result, publishers will start aggressively pushing users to download their apps to bypass the ad-blockers.
Although this shift requires new effort on the part of publishers, it will likely benefit their core business for the long term. Publishers will gain a much more granular view into their users, because of the richness of data that can be collected through apps. This insight will enable the creation of inventory that targets users based on the types of content they consume, the devices they use, their location, and demographic information – which could sell for a premium.
It is important to note that in an app environment, publishers will need to pay much closer attention to the balance between serving ads and creating a great user experience. App users are generally more valuable than the typical mobile-web visitor because of their expressed loyalty. A user downloads an app if they value the content and intend to consume it on a regular basis. The smartest publishers will work hard to embrace and retain their app users by constantly evaluating the impact that different types of ads have on consumption, social sharing, time spent in app, and user retention.
Apple has once again flexed its muscles to shake up the mobile landscape. With this new policy in place, publishers will likely come out as winners. Publishers will create better experiences for their users through apps that are designed for iOS and create loyal audiences in the process. Furthermore, they stand to benefit from the granular data that can be collected via apps and the premium inventory to be created from it.