Mobile Marketing

According to a PwC’s research, in 2016

  • Mobile Devices overtook Desktop in Internet Usage Worldwide
  • Mobile Commerce was 34% of all eCommerce Global Transaction
  • 69% Emails are opened on Mobile Devices (Major Mail Chimp Moment!)
  • Users convert to purchase 3 times more often on mobile apps than mobile webs
  • Nearly 60% searches are from mobile devices

The popularity and necessity of mobile devices are undeniable in this modern world. Phone and table screens are getting bigger – more convenient to do everything on it on the go, not necessarily have to be on a laptop if you don’t have to.

infographic-mobile-marketing-facts

How to successfully interact and connect with consumers through mobile and social media marketing it consists of four components

  1. Individualise advertisement activities are tailored to target every single customer though database and analytics.
  2. Involve is applied to encourage two-way interactions between suppliers and consumers, and create a sense of closeness, thus loyalty in the long-term.
  3. Integrate, to develop a marketing scheme that consumers enjoy being part of, at the same time help pushing the brand image out into the market.
  4. Initiate is where brand creates a connection with their consumers by inviting them to take part in the marketing scheme via User Generated Content

 

Share your thoughts! 🙂

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“There is no such thing as a free lunch”

Yes! Mamma’s been telling you that. And it applies in marketing too – both online and offline!

 

I came across an article/blog on “5 Ways Bloggers Changed Restaurant Reviewing”

It was published in late 2011 and I think the change has been more prominent and defined ever since.

 

A review or critic online could make or break a business. Examples from movies such are Chef, The Hundred-Foot Journey, etc.

 

Even in real life! Remember when Tim Ho Wan Melbourne CBD first opened?

The line was huge every day of the week. It could be seen as the crowd effect, OR the combined force of food bloggers.

 

And @DaisyNeverTooSweet (a worldwide popular dessert and sweet treats Instagram-er based in Melbourne) brought a sweet life to Calia @ Emporium from her Greet Tea Soufflé Instagram post.

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Exploring food culture, the cuisine of a country is a must when travelling. So where do you get the suggestions from?  It’s safe to assume it’s way past the time of a cut out from a newspaper or magazine? So it resorts to mostly online these days.

 

I sought food finds from users’ contributed sites like Tripadvisor, Foursquare and Lonely Planet (well not so much user-contributed but..)  for my Europe trip in 2016. Little that I know, all the places I went to followed the top list from the destination were filled with tourists just as lost as me and some top price menu. (Wouldn’t name shaming them here but message me if you want to know where to avoid)

 

Later on that year, I finally found the answer to why restaurant suggestions from my trip were so bad. I had a job at this new restaurant in trendy South Yarra.  On a 1 fine afternoon after the lunch rush, a lady came into the restaurant, introduced herself as an “Elite” or credible contributor from Yelp! or Zomato. She offered a deal where she’d review our restaurant in return she’d get 50cents per click or per visit.

 

And of course, we took the deal 😛 It was a win-win for both sides. But food for thought, where’s the subjectivity in user contributed contents and can you really trust it now?

(Great business mindset that finds business opportunity in anything everything though)

 

But those were European and Australian stories – the more developed and commercialised world. This time, earlier this year, I went to Kathmandu. Still had nowhere to turn to for food suggestions, so I ended up giving Trip Advisor another go. And it worked beautifully. All the restaurants I went to were top-notch good food. So I guess there is still hope!

 

So to conclude this post, it’s incredible how much food bloggers can influence firstly the business and the whole food and hospitality industry. I feel like public endorsements are huge in the world these days. And that’s what I want to talk about in my next post. Stay tuned and give me some inspirations from what you have seen and found so interesting about public endorsements and KOL 😉

‘Prosumers’

The world we are living in today is fascinating where consumer power and rights are respected better than ever, which is the perfect environment for online social marketing.

All brands seek to increase customer engagement with their brands, and ultimately earn the lifetime loyalty they all wanted.

Online, by ways in which having a channel for their customers to subscribe to, an online platform to interact with consumers to firstly educate potential customers, and build brand loyalty in the long term

And seeking for endorsements from popular Instagrammers, Facebooker, Bloggers, to name a few is 1 effective way to reach your target niche market.

Since it targets and utilises the selected and most trusted channel that consumers educate themselves with new products offering in the market. It can be seen as a hybrid of words of mouth (or referral) and regular online advertising.

The potential growth rate of this method is unimaginable. For example, Kayla Itsines, a 24-year-old Australian-based fitness guru, whose 12-week Transformation Program is now a global success with millions of subscribers worldwide and English, French, German, Italian and Spanish translations. She made her mark not only in Australian market but also internationally.

What the business did was getting their users to share their fitness journey online as a way to keep them on track as well as get the business’s name into the users’ networks. Their marketing materials and stories are produced by their consumers every day, spreading their brands through using their current customer base. prosumer

Or latest is a café in Melbourne who serve their coffee in an avocado hit every news page I follow on Facebook, Instagram and Snapchat.

HOWEVER, together with being able to build brand personality through online brand consistency, brands need to be humble and honest when marketing online. Because, as speedy as the positive press can go viral, negative press has a similar power. It is not hard to find customers’ complaints that goes viral overnight these days Facebook.

Online Business Models

I love shopping online – who does not love the thought of the whole world of possibilities and offerings is just a click and a week away from arriving at your home – I have never really understood what’s behind my laptop screen and how the money get moved around.

Online based businesses as much as any other businesses need to Understand their Consumers, the Communities, and most of all their Business Models, in this case Digital Business Models.

6 Models

  1. Brokage Model – pretty much an online market where buyers can meet sellers – they’ve got to pay a fee to attend the market – this case transaction fee – Ebay (10% I think, from personal experience)

Other examples: Hotel booking sites

  1. Advertising Model – Google, Youtube (and pretty much websites)

Everyone once in a while get annoyed with ads popping up on their screens. So Ad blocker apps are used more than ever

What some brands do for instance, Forbes does not let you use their site unless you turn off your Adblocker

  1. Merchant Model – ASOS!
  2. Infomediary – Amazon
  3. Subscription Model – Netflix
  4. Community Model – Wikipedia

Businesses do not just adopt one model to operate and sustain itself and generate revenues.

For example, aside adopting advertising model to provide free service for users and earn revenue from advertiser, Google also focus its efforts on Adwords supporting programs, Android software developments, Chrome web browsing and other various Google Applications.

After looking into this, I finally gained an understanding of the difference between Ebay and Amazon.

Although both of them operate in e-commerce, acting as the middle party for consumers and suppliers, they adopt different business models and revenue schemes to differentiate themselves and their product offerings.

Exciting news, Amazon is coming to Australia!!

And yes the sharing economy – Utilising all the resources we have to build the world a better and more convenient place – Uber, Airbnb, Grab (Asian Uber – with delivery services), Carhood, Parkhound, Locals, Tablo, etc.

CONVENIENCE + BRILLIANT MARKETING = THE WORLD THESE DAYS

A few innovations and online marketing schemes and  that caught my attention lately are

Selfie Pay from Mastercard – allows users to take a selfie for authentication

NO longer the worry about forgetting your pin and password and get locked out of your account while traveling

And did they say selfie? Who doesn’t love that 😛

We have all seen it! Biometric authentication – fingerprint to unlock your iPhone, facial recognition for Android and Window devices

 

Digital Cash

Samsung, Smartlink and Ingenico Introduce the “Contactless Companion Platform” To Enable “Digital Cash for Everyone”

If you think you have seen it – Apple and Android pay? – Not really

This focus on the migration of cash into digital cash for those who currently have no access to a bank account and payment cards. In less developed countries and rural areas where it mostly still is cash-based and not everyone has a bank account, this will be big!

What’s more? Bitcoin!

 

Even the Australian banking industry is moving to “humanless” service and is predicted to have no bank teller job in the next 2 years? (so I heard from a lecturer in one of my class last semester)

 

Hotel in Japan where all the staffs are bots – and they all look too human!

 

Passenger – robot bartender with witty comments and even a slight bit of sympathy and empathy

 

Suits TV series – “The Donna” – where a machine is programmed to learn and replicate from humans then eventually teach itself to how to react to different social situation

 

If bots will speedily be taking over the world – starting way before from machinery manufacturing to automatic reply, supermarket checkout, bank telling job, bot companions then what else?

 

The world of possibility! But where will humans stand?

 

(Data scientist! – Airbnb is training their own data scientists since we need more!)

 

Your thoughts?

Search Engine Optimisation (SEO) and Paid-Per-Click (PPC) Marketing

Search Engine Optimisation (SEO) and Paid-Per-Click (PPC) Marketing

  • PPC – Paid, SEO – Organic
  • PPC – instantaneous results, while SEO could take months
  • PPC – continuously generate traffic, SEO – only a certain period
  • PPC – costly, SEO – higher ROI
  • Consumers are more likely to trust organic over sponsored links.

 

The ‘Golden Triangle’ was an eye-tracking study conducted by Google on internet users’ behaviours when searching for things online.  The study shows that the traffic of a website depends largely on its position on the search result page.

In particular, most of the searchers usually only read the entire title + description of the first 3 listings

After, they only read the titles and part of the description. As users scroll down to the end of the search results, only titles and then.

Ways to success in SEO for marketers? So to score those top spots!

Aside from that, The Use of Keywords, Google Adwords, Keywords Locations And Frequency, Legitimate Links And External Links, Content Quality And The Connection To Social Media Platforms.

Also, being able to avoid the temptation of being a ‘Black Hat Marketer’, whose efforts go to mass spamming rather than content quality focus.

On the consumer side, too many ‘Black Hat Marketers’, increased use of Adblocker – PPC not as effective? Still, PPC is a good way to get your name out there.

But SEO of course survived! But still hard to predict and takes longer each scheme.

Also from my experience as a digital marketing intern, I feel like the between Facebook and Instagram algorithms, Facebook seems to work better.

As Facebook Ads focuses a lot more on the details from the 1st step of setting up an ad – goals and target audience setting. You can pick different demography bases on their interests, location, friends of friends, etc. Whereas running Instagram ads does not deliver results as good as Facebook, we got likes from people from the other side of the globe and almost spam accounts.

Or maybe that was just my experience. If anyone has experience with running Facebook and Instagram ads, please enlighten me. Cheers

 

The 5 Rookie Digital Marketing Mistakes

I saw this discussion in a Vietnamese digital marketing forum on mistakes that could severely affect/damage your business strategies… Just thought I’d translate, share and give my thoughts on my top 5 – A different take for who’s interested.

 

  1. Digital Marketing = Social Media
  • Indeed, Social Media plays a major role in Digital Marketing
  • But it certainly is not everything, to name a few: apps and websites!

Digital Marketing Means Social Media – that was exactly my thought when I started my internship as a Digital Marketing last summer.

I went full force of spamming Facebook and Instagram posts and ignored the power of SMS and Mail Chimps

 

  1. Digital Marketing Does NOT Suit The Older Demography
    According to Brands Republic, approximately ¼ of the group age of > 55 years old use social media to interact with brands

Well I can see it in my social media, especially Facebook circle, where my parents, grandparents and my friends’ older family members would

  • Be more active on social media
  • Publicly interact with other people, brands, businesses
  • Spread the love for a brand/restaurant they like
  • Write a post to complain/rage about their unpleasant experience

A LOT more than any of us youngsters would do. Maybe we are just too conscious of the spreading power of internet (just my personal opinion)

 

  1. Email = Spam

If you really understand your audiences and customers, and being able to find the way to get their attention and gain their trust

Then email would be the most cost effective channel of communication with your audiences.

It’s not easy to get the attention and gain trust in this digital world where millions of contents are pushed online every day!

To not be filtered as a spam – Focus on layout, language, style! of your email

 

  1. Pay Per Click Is The Most Effective Tool

Other considerations include: Click Through Rate of the Ads, purpose of that marketing scheme

When I first started my internship at an online retailing business, I was so happy that the average post reach doubled within my first week there. But sales revenue that week hit a record low.

So later I realised visibility is good but what purpose would it feed? Groundbreaking news get the attention but does not sell your products until you can create the connection between the news and your products

 

 

  1. “Dry” Nature Of Business – No Interesting Contents?

Lexar and Prudential proved it wrong

Lexar – digital product manufacturer – 640,000 views on YouTube

Prudential –  Insurance – 11,000 Facebook Fans

It’s the creativity and ability to encourage emotions in the viewers. A very close example to myself in Funeral Insurance Ads on TV – I don’t think I’d ever go without it when I get to the age

It brought me to tears watching this Thai “Unsung Hero” Life Insurance Ads.

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Your saying: My 2 favourite TV ads recently are Girls Makes Your Moves and Safe Work Australia. What are yours?

 

 

A Few Thoughts on Digital Marketing

Everyone to an extent is doing some digital marketing, one way or another from selling on Gumtree, Facebook groups (you know it – Alternate Clothing Melbourne, Monash Market Place, Monash Sell Your Space, Flatmates, etc.)

Some ads are good, some bad and some better but all requires at least some visual and personal messages to appear more legit, to not appear junk-ish and automatically put into the spam/malware side.

Should a good writer normally be a good blogger that can create great/viral contents? There is an opinion of Darren Rowse (https://problogger.com/is-a-blog-right-for-you/)– CERTAINLY agree all the points Darren made

 

However, is great content everything? Should the ability to sell matters too for marketers?

I was an Account Intern at an online health and beauty shop last summer. During the job I knew some great content writer with some in-depth knowledge of products, ingredients – their posts get tens of thousands of traffics. But sales just did not pick up!

I’d like to discover really what it takes and what are the techniques required for writing online marketing contents that sell! What contributes to customers’ purchase decision making process?

 

Also, what are behind the provoking and sometimes disturbing images and videos that get viral so often?

Videos on picking out gigantic earwax, pimple popping get so many likes and shares

Safe to assume that visual (even disgusting) plays a major part in the creating a viral post – by encouraging viewers’ emotions and reactions?

Sometimes perhaps the extremeness of the posts?

 

Statistics:

According to Ceros, everyday, about 27 millions of things are posted online.

On average, each and everyone of us sees about 285 posts/24 hours! (Well take away the 7 hours sleeping ~ 17 posts/hour awake – that is a LOT!)

Moreover, it is on the rise – the amount of content that get pushed online by marketers in 2016 is 1.5 times in 2015

I really can not wait to see the statistics of 2017, since all the new technology, 3D printing, Artificial Intelligence and Virtual Reality, etc. get people so hooked (myself included – big time! :D)