10/29/2013 @ 3:20PM |37,735 views

7 Ways Mobile Will Change Business In 2014

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In 2011, Microsoft Tag predictedmobile Internet use would surpass desktop Internet use by 2014. As 2013 winds down, it’s clear mobile Internet use is at an all-time high, with 63 percent of all cell phone owners admitting they use those devices to go online. The number of consumers who say they primarily use cell phones for Internet access is up to 21 percent.

While desktops will likely remain the primary method of Internet use for most users in 2014, there’s no denying mobile is a big player. For businesses, this means some serious changes as more workers than ever shift from being tied to a desktop or laptop PC to connecting to files from anywhere. This not only enables workers to connect to presentations and documents from anywhere, but it also opens up new concerns for the businesses interested in protecting data.

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2014 will also bring more widespread consumer mobile adoption, bringing additional changes to corporate marketing strategies. To prepare for this increasingly-mobile world, here are a few steps businesses should take:

BYOD Security

If your business doesn’t have a BYOD policy in place, you’re already behind. Businesses are increasingly putting remote wipe and encryption software on personal devices, as well as mobile virtual workspaces that separates work data in a separate, encrypted area on a user’s personal device. If there’s even a remote possibility one of your workers could access work data on a personal device, you should have a written, signed policy in place for each of your workers.

Constantly Connected

The line between work and personal will continue to blur as employees complete work during evening and weekend hours, as well as on vacation. Mobile device ownership means workers have the ability to remain connected to work at all times and that will breed an expectation that workers be reachable at all times, as well. This could mean good news, though, if employers allow their workers to be more flexible in the hours they are officially on duty. An employee who stays on the phone until ten p.m. working through an issue with a client may be forgiven for taking off early on a Friday. Unfortunately, chances are this constant connectivity will only result in Americans working longer hours and being expected to respond to calls during valuable family time.

More Cloud Apps

As businesses redefine the devices used to connect to servers, more employers will opt to make the move to the Cloud. Solutions like Office 365 will become the norm as these businesses realize the cost savings in having their apps supported by an outside provider for a low monthly fee. Cloud providers who provide connectivity from any approved device will be at an advantage as businesses begin to troubleshoot ways they can continue to do business in a mobile-preferred workplace. When a new solution is needed, businesses will be able to immediately find and download that solution without having to pay a team of software developers to create one. This also eliminates the need to pay tech support personnel to install and troubleshoot the software, especially if the app provider offers tech support.

Mobile-Based Marketing

Even Google is recognizing that the world of search is changing. The site’s new Hummingbird algorithm addresses the role mobile now plays in search today. Users are more likely to ask a question into a mobile device than type in keywords and Google is now prepared to deliver those answers. For this reason, it’s important each business take a step back and ask themselves what questions a consumer would ask that would lead them to their website. Site content should answer questions like, “Where do I find a good plumber?” or “What’s the best Mexican restaurant near my house?” This can be done, in large part, through ensuring contact information, directions, and other frequently asked questions are addressed clearly and accurately.

Apps for Everything

The suite of electronic tools a business needs to conduct daily operations is shifting. At one time, a business owner needed an Office suite, e-mail, and industry-specific software to open for business. Today’s business owner has an infinite number of apps available, many for a far lower price than traditional software. The trend toward mobile means businesses will open their minds when it comes to the software necessary to run operations. Everything from billing and scheduling to project management may be moved to Cloud-based apps, allowing small businesses with small budgets to compete against much larger companies.

Mobile Wallet

With each year, it seems we’re no closer to leaving our wallets at home. More businesses are realizing the benefits of taking rewards programs to a consumer’s mobile device. Rather than requiring valued customers to carry yet another card either in a wallet or on a keychain, businesses can provide them with those same rewards through simply presenting a smartphone app. Rewards apps like Shopkick Local provide increased exposure by displaying local shops alongside major retailers. As 2014, consumers are moving closer to being able to pay with a mobile device, with major players like PayPalpartnering with stores nationwide to enable mobile payments.

 In-Store Mobile Use

Bricks-and-mortar stores are realizing the benefits of arming floor staff with tablets. Workers can use this technology to reduce lines by checking people out during busy times or to locate items at other locations. Mobile POS systems have also allowed small businesses to set up state-of-the-art cashiering systems at a minimal charge. In 2014, consumers will see more of this in-store use, as well as inventive technology to reach out to customers as they enter a store. Customers who opt in may begin to see special offers pushed to their smartphones as they near a favorite store, enticing them to stop by.

As the world continues its gradual shift from PC to mobile, businesses are adjusting their own thinking, as well. These changes are occurring both inside the workplace and in the way businesses reach out to consumers. As 2014 progresses, the shift toward a more mobile workforce will continue, allowing workers the freedom to work from anywhere.

Mobile app market continues its meteoric rise: report

By Chantal Tode

November 11, 2013

The number of app starts continues to grow

Consumers are still hungry for applications and mobile content as evidenced by the quick growth in the developer community in the past 18 months, according to new research from Flurry.
The research reveals that the number of app starts has nearly doubled since the beginning of 2012. At the same time, the number of independently-owned app developers that have a worldwide audience of more than 20 million monthly active users is up 357 percent over the past 18 months from 7 to 32.
“The most surprising finding is that the rate of new apps being created is accelerating,” said Simon Khalaf, CEO of Flurry, San Francisco. “You would expect it to be flat. The rate itself has doubled year over year.

“Nothing seems to indicate a slowdown, every indicator is up and to the right,” he said. “It seems that we will continue to be in fast growth mode for at least 18 months.”
App happyMobile content delivered via applications is exploding, driven by consumers who are enthusiastically embracing gaming, utility and messaging apps, according to Flurry.
Watching how consumers are embracing apps, developers are building more mobile apps with the hopes of reaching these enthusiastic users.
Flurry considers app starts on its platform as a leading indicator of the app economy's health, as these apps will be listed on app stores in a couple of months.
The number of app starts has been increasing every quarter in the past 18 months, going from just under 20,000 in the first quarter of 2012 to more than 35,000 in the third quarter of this year.
The numbers also suggests there is an opportunity for apps beyond the just the big guys such as Facebook, YouTube and Twitter.
For example, the number of app developers with an audience of over 1 million monthly active users has risen from just under 400 to 875, an increase of 121 percent.
Organic growthAccording to Flurry, much of the growth in app development has been organic and is not the result of consolidation or through mergers and acquisitions.
In fact, the market, its reach and the time spent on mobile is still dominated by mid-tail developers and content owners.
The potential in mobile apps is not lost on big companies. FOr example, Softbank Capital make a $1.5 billion investment in developer Supercell in October.
“To developers, there is simply still so much white space out there for their applications,” Mr. Khalaf said. “There are 1.2 billion devices out there and such a diversified audience, so their chances of getting a million people to like it are still high.
“To marketers, it continues to mean that they can reach a large audience — similar to TV — on mobile,” he said

Google+ for Lead Gen: A Simple, 6-Step Process

by Maggie Hibma

November 11, 2013 at 2:00 PM

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I recently read that the “+1” button on Google+ ispushed more than 5 billion times a day. While I tried to wrap my head around what 5 billion anything really means, the marketer in me immediately thought: There’s a lot more people using Google+ than I thought. How can I take advantage of that?

Google+ does have a lot of users (over 343 million active ones, to be exact), and with therecent encryption of all search activity along with the announcement of Google Helpouts, Google+ is on every marketer’s radar. And it’s not only great for SEO, but it’s also the perfect place to practice social prospecting.

So, to help marketers make the most out of their Google+ network, we put together this post that includes 6 steps (and visuals!) to help you find potential prospects for your business in the vast world of Google+.

6 Steps to Find New Leads on Google+

Step 1: Write down the top three keyword phrases people use to find you on search.

These keyword phrases are a great starting point to recognizing how people are finding out about you now. Three of these keyword phrases will give you a solid foundation for prospecting. (HubSpot customers: You can find your top ranking keywords right in the Keywords tool.)

Step 2: Write down three pieces of content that are related to the search results of your keyword phrases.

Being able to identify content topics that hit home with your target audience is key to understanding how to draw new prospects into your world. (HubSpot customers: You can identify your best performing content by checking out the Landing Pages tool.)

Step 3: Head on over to your Google+ account and search your keyword phrases.

Tip: Get better context from your search results by toggling between All, Friends, Family, Acquaintances, and Following. 

Step 4: Identify three people and pages that could potentially have leads for you and follow them.

This step requires a bit of poking around. Spend a few minutes really checking out what you’re seeing in your search results. The more time you spend being thorough now will set you up for success in the future.

Step 5: Identify three communities that could potentially have leads for you and “join” them.

Same thing here. You should approach your initial search into these communities like "window shopping": Look around before you commit.

Step 6: Start engaging the potential prospects you discovered on pages and in communities.

Take the pieces of content you identified earlier and use them to:

• Dig into pages and people you’ve followed and add value when possible through comments.
• Like (“+1”) any content that's relevant to you and your business or industry.
• Identify regular contributors in your communities and engage with them through answering questions or providing helpful content.

How to Continually Improve Your Google+ Lead Gen

As a take-home exercise to keep up with prospecting on Google+, you should:

• Spend 15 minutes a week scanning Google+ posts and commenting on one relevant piece of content.
• Spend 15 minutes a week working to build relationships with regular contributors in communities by adding thought leadership to content they’ve shared.

The First Instagram Ad "Worked," But What Do Brands Do Now?

By Jeff Beer

The numbers say that Michael Kors’ much derided Instagram ad--the first of its kind--was a success. But how, if at all, can brands really use Instagram effectively as a paid ad platform?

When it first appeared, it was just like every other photo in your feed. Or was it? A cup of tea, a smattering of multi-colored macarons, and a snapshot of Notre Dame sit in blurred focus around a beautiful gold watch. The caption reads, “Pampered in Paris #MKTimeless.”
If you didn’t bat an eye, you're either a regular for tea at the Plaza or have no problem with the arrival of paid advertising on Instagram. While brands have been on the social photo network almost since the beginning, until now their accounts were the same as yours. Take photo, filter photo, type caption, post for followers, repeat. Starting with that first Michael Kors sponsored post, brands are now able to pay for the luxury of having their posts pushed out to targeted users who may be interested--based on their feeds--in seeing what they have to offer. Michael Kors was the first out of the gate, with General Electric fast on its heels, and there are eight other marketers poised to post, including Adidas, Ben & Jerry's, Burberry, Levi's, Lexus, Macy's, PayPal and Starwood, already all avid Instagram users.

The introduction of sponsored posts poses some compelling questions about the platform, its users and the marketers trying to capitalize on it. Among them: will users just get used to seeing ads, like on Facebook and Twitter, and continue the committed engagement they're known for? Can Instagram convince advertisers that paying for sponsored posts will deliver more impact than what they’ve already been able to do for free? And what’s the difference between the value of earned attention and paid attention, and how will that change a brand’s relationship with its audience?
“It’s an interesting situation because we’ve spent a lot of hours and a lot of dollars creating content for Instagram,” says Benjamin Palmer, co-founder and chairman of The Barbarian Group, which works with GE and has explored new content platforms and formats for the brand. “A lot of people have put a lot of energy into carefully earning people’s attention. Now that little ‘sponsored’ mark next to your post is going to mean something different to different people.”
Lauren Tetuan, group digital media director Deutsch LA, which does work for Taco Bell, says Instagram differs from other platforms because it is a much more personal space, both in the content shared and the real estate available to share it. “It’s all around photos of what people find visually beautiful and it hasn’t lent itself as naturally as some of the other networks as a marketing platform,” she says. “For the Michael Kors ad, if you look at all the negative comments, a lot were just against any ads while others were complaining about having this luxury brand in their feed. I think initially the criticism will be of ads in general, but more important is targeting the right people.”

One look at the metrics rolling in on the Michael Kors effort will put a smile on both the brand’s and Instagram’s face--a much-quoted report from Nitrogram found that the brand gained 33,000 new followers in the wake of the ad (16 times more than usual) and the ad generated 370% more likes than Kors' last five posts--but the comments under it and the GE sponsored post suggest people aren't crazy about ads showing up at all, or that targeting isn’t firing on all cylinders just yet, or both. Brands that have already been working carefully to attract hundreds of thousands of followers may be wary of an impending tidal wave of negativity if they’re suddenly blasting out posts to people who don’t care about Ralph Lauren. “If we use recent history as our guide, it took a bit of adjustment from both consumers and marketers to get comfortable with advertising on Facebook and Twitter in its earlier days,” says Sarah Hofstetter, U.S. CEO of 360i, which has worked with Oreo on its successful content/social media efforts. “But with time and optimization, each platform found a balanced role for both marketers and consumers alike.”
And let’s face it, a lot of it is subjective. For anyone who digs science and engineering, chances are you’re actually going to really like what GE posts more than, say, insufferable rich kids and funeral selfies.

“On other platforms people have, to some extent, gotten used to seeing ads,” says Nathaniel Perez, global social media lead at SapientNitro. “Their brains are used to separating the signal from the noise. Instagram is a very low noise medium because whatever isn’t visually appealing sinks. Your advertising has to be relevant there. The form of the communication is totally visual and that forces you to comply to the standards driven by the audience and the users.”
The biggest challenge for brands, says Tetuan, “is to actually create a visual that is up to standards but isn’t too brand heavy and maintains either an entertaining or useful quality, or just is interesting to users without pushing the brand too much.” And that's great advice for brands who are voluntarily followed on Instagram. For advertisers who buy their way into people's way, though, the question is whether any amount of creative finesse will outweigh user resentment that they're there at all.
Much of the chatter around Instagram’s ad platform, at least among users, has been the debate of whether or not it should exist at all. But what could emerge as a much bigger issue is that the platform is not actually robust enough to make it worth it for brands it's trying to pitch or users it's trying to attract. Advertisers are spending significantly to acquire followers and build a presence on Instagram and, for many, it’s all about image and engagement. But for others, particularly retail brands, it still lacks functionality to deliver any direct return on that investment.

“If I was the Gap or another clothing retailer, I’d pay $25,000 a month to have a pro account where I could post photos that can directly lead people to buy that item,” says Palmer, echoing sentiments also voiced by fashion bloggers. “It would’ve been cooler if they put a store in there or a shopping platform. That would’ve been an innovation instead of an interruption.”
Right now the company says it has no immediate plans to offer links or any other features that will take users out of the app. Its short-term focus is on honing targeting so a well-placed sponsored post resembles an older, much more familiar form of interruption—a print ad in your favorite magazine.
Ultimately, Hofstetter says, it comes down to currency and value exchange. “It’s about what kind of content brands will provide to consumers that will inspire them to give back to the brand, whether in the form of advocacy, sharing or purchase.”

PayPal “Beacon” - a new way for merchants to engage customers

PayPal “Beacon” - a new way for merchants to engage customers

Mobile Retail is a hot area now, with merchants and technology providers around the world looking for ways to improve the engagement of customers in retail stores.

PayPal, one of the world’s leading payments companies has recently announced Beacon, a new mobile retail product based on Bluetooth, which could lead to much smoother interaction in store.

PayPal has 132 million existing customers, most of whom have used the payment service primarily to make their purchases over the internet easier and more secure. However, PayPal sees that there could be a huge opportunity if they can find a way to improve the traditional, in-store shopping experience for their large user base.

Beacon is a small device based on “BLE” (Bluetooth low energy) technology. A merchant simply plugs it into a wall socket or a laptop, and PayPal Beacon sends out a Bluetooth low energy signal to anyone in the store with the PayPal app.

From the customer’s viewpoint, when they enter the shop and their phone has the PayPal app enabled, they will receive an alert - sound or vibration - that their phone is now connected to Beacon. This connection could then be used to enable some interesting scenarios.

The customer experience will of course depend on how the merchant has integrated Beacon into their customer systems, but here are some examples of advanced shopping to consider:

• As you enter a clothing store, you are recognized by the Beacon system, your personal shopping preferences and history are electronically delivered to a sales staff, and you receive personalized shopping assistance.
• A merchant is able to automatically send you customized marketing messages (e.g. coupons, product alerts, etc) based on how often you have come to the store, your purchase history, and even where you are in the shop.
• As you enter a fast food restaurant, the serving staff knows you have arrived so they can give you your pre-ordered meal.
• After making you selections in a shop, you simply walk to the cashier and tell them you want to pay with PayPal. They verify your identity by seeing your picture on the till, and the payment is made without you doing anything further.

Of course all of these scenarios would require quite a bit of integration into existing retail systems, and probably also custom development. And there will be quite a few questions around customer privacy that will have to be addressed. So it won’t be immediate or easy.

However, looking beyond these issues, it is clear that eventually this sort of new technology really has the potential to revolutionize the shopping experience.

20 Captivating Marketing Statistics for 2014

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When should I send my emails? (Best timing for Email Marketing Campaigns)

Nov 1, 2013

It is a basic principle of email marketing that the marketing emails you send out to your email list should always be designed to achieve the best possible response from their recipients. If you are serious about encouraging people to open your emails then you are probably already spending time thinking about things like the content of your emails, the tone the email strikes with the reader, whether the email should be serious or funny etc.

It is likely that you have looked into design of your emails and tried to analyse which of your emails produce the best response, and whether you can reproduce that response with all your emails.

But, are you thinking of Best time to send emails?

When are your emails read?

One area to which you may not have given that much thought is the ideal time to send out your emails. Figures show that only around half of all companies actually know the time at which their emails will get the best response.

Studies show that an email is most likely to be opened and acted upon if it is found in the inbox within one hour of it being sent. That is the easy part of the equation. The problem for the people sending the email is to work out when most of their list will be online to read your marketing email.

• Email to business would work best in the morning or late in the evening.
• For consumers it would work best around 7-9 PM.

How much response is worth it?

This is an important question. It has been shown that most people have regular schedules for when they are online each day. Since everyone on your mailing list probably got there by signing up on your website you can in theory work out what time of day they were online to sign up, and therefore when they are most likely to be online in the future to receive your emails. This technique has been shown to increase open rates of emails by up to 20%.

The problem with that approach is that everyone on your list probably signed up at a different time of day, so in order to achieve this higher open rate you are going to have to send out lots of individually timed emails to your customers. Depending on what you are selling, and the value of each customer to you it may be worth the extra effort and expense to do this but in most cases this is just too much effort.

When is the best time for sending Emails?

This is a difficult question to answer. There is going to be some variation depending on the type of person on your mailing list. If you are targeting businesses then it makes sense to avoid mailing them on the weekend or outside of standard business hours.

Studies show that most people check their email soon after arriving in the office in the morning, and then again in the early afternoon. The rate of email opening declines the longer the email remains in the inbox. In one study the open rate for emails started off at about 26% but after 4 hours only around 5% of the emails remaining were ever opened at all. With these figures in mind it seems sensible to target your emails to arrive just before most people arrive in the office. In this way they will arrive at work, switch on their computers, and immediately find a message from you freshly arrived at the top of the the list of emails. As the email is so new it will appear urgent to them and therefore much more likely to be opened and read.

Facts and Stats about Email Marketing :

• Promotion emails to consumers are best sent between 7pm and 10pm (local timing).
  
• Promotion emails (winters/summers offer) are best sent between 5pm and 7pm. 
  
• Best time to send emails related to real estate and financial services are generally opened between 3pm and 5pm.
  
• Most spam complaints happen between 7 AM to 11 AM everyday.
• Email open rates and click rates are highest in the early morning during all days of the week, with the weekend being the highest.
  
• The optimal email sending frequency is generally 1 to 4 emails a month to a particular database.

Check this Info-graphics out to know more :