|
May
12
2011
|
Mindgruve’s 7 Steps to Successful Business Blogging
In our industry, we have the ability to reach consumers through a number of digital mediums on the internet – websites, photos, emails, mobile, etc. Blogging is one of the mediums that has become mainstream in recent years as there are currently 9 million blogs on the internet and 40,000 new ones popping up everyday. We recently watched a webinar called, “The State of Social Media” from Hubspot, and learned that 75% of businesses plan to increase blogging for 2011. You can definitely count us as part of that 75% because we like to think of a blog as another social outlet to reach consumers – minus the character limits. In other words, blogs are just as imperative as Facebook and Twitter when it comes to online marketing due to the extent of information you can provide readers. If you want to start blogging or blog more, here are some tips that can help you get started: Step 1: Find a place Step 2: Have a business plan |
|
Apr
12
2011
|
Mobile Advertising Part 2: Mobile Websites
Welcome to the second half of our mobile advertising blog series! In part 1, we discussed how in-app ads are the future of mobile advertising and now, we’re shifting our focus to mobile sites and the important role they can play in advertising strategies. Currently, there are more than 72 million mobile web users and 69 million mobile app users, and both numbers are estimated to reach over 100 million by 2013. We’ve heard the debates regarding which is better (we’ve even had the debate a few times ourselves) and have concluded that both mobile app advertising and mobile web advertising are significant in today’s advertising efforts. Apps (good ones) generally have easier navigation and interaction, use rich-media and phone functions (i.e. camera and GPS), and don’t necessarily need an internet connection. The rise of “bigger screen” tablets not only call for better apps, but also more mobile web browsing. An Adobe survey stated that 66% of mobile users prefer to retrieve information through mobile browsing instead of mobile apps. Even though apps can serve many purposes and have the advantage of being downloaded onto the desktop to develop long-term relationships, it can be tedious and overcrowding to download and install an app for every little thing you want to do – sometimes a simple mobile search will suffice. Furthermore, multiple versions of apps need to be developed for each smartphone platform and only 38% of the US own an app-compatible smartphone, as opposed to the universal mobile site. On top of that, app developers need to share revenue and get approval from the app store in order to be published or make any changes. |
|
Mar
8
2011
|
Mobile Advertising Part 1: In-App Advertising
Mobile advertising is becoming an integral part of advertising strategies due to the fact that it can conveniently reach consumers right in the palm of their hands. This year, it seems the best way to reach users are through apps as they are being downloaded everyday for almost any occasion, opening the door to integrate mobile advertising more fluidly in a campaign while search, shop and share tools, such as QR codes, continue to play a major role. With 95% of mobile users downloading and using free apps, worldwide mobile app revenue will triple to $15.1 billion and downloads will more than double to 17.7 billion this year alone. While it is estimated that 51% of the US will have smart phones by the end of 2011, the popularity of tablets are growing as well with speculation that 50 million Americans will own a tablet computer in the next year. To keep the increasing number of tablet and smart phone users engaged through apps, iAds – a new form of mobile advertising that explores the capabilities of smart phones and tablets through rich media – is needed. Even more so when considering that mobile app revenue, especially for free apps, is made by cost-per-click mobile ads. While CPC mobile ads are a great way to advertise, CPC ad dollars are often wasted because users frequently click or tap the ads by mistake. In fact, a survey conducted by Pontiflex and Harris Interactive found that 47% of mobile app users click ads unintentionally with 61% being 18-34 year olds – the most active group of mobile users. However, the survey also found the solution that 71% of app users prefer in-app ads that don’t take them out of the app. |
|
Jan
26
2011
|
Traditional Media Gets Digitally Enhanced
There is no doubt that digital media is becoming more and more prominent every day. Everything has a website, it’s all about fans and followers, there’s an app for “that,” and tablets are making print feel irrelevant. However, despite rumors and myths, digital is not replacing traditional media; it is enhancing it. While advertisements have shifted from “buy now” to “follow us,” traditional media is being forced to learn how to play with digital media to create a more well-rounded, powerful campaign. Because of this, companies are starting to take digital media more seriously realizing its importance in creating value for consumers. It’s this user value that provides the most powerful impact. Thanks to the Y generation, traditional media now plays a different role when it comes to a campaign. It hasn’t lost its power to reach masses, in fact that’s where its strongpoint is. Traditional media’s ability to reach masses is used for “introducing” a campaign and driving consumers to digital media. Digital media in return, ultimately turns into brand loyalty and conversion rates. It is suggested that 70% of budgeting should be spent on traditional media to ultimately drive consumers to digital media. Thus, to be popular online, offline advertising is still key. Let’s look at the most talked about campaign of 2010 – The Old Spice Man Your Man Could Smell Like. Reaching over 1.4 billion impressions, doubling in sales, and reigning as the top men’s body wash brand, this campaign is a touchstone example of how both medias can work together to create a fully integrated branding experience. It spent a generous amount of budget on television to introduce the campaign during the Winter Olympics and Super Bowl, then unleashed on digital media with their personalized responses via YouTube, Facebook and Twitter. “Brands don’t make viral videos, users make videos viral,” states Dan Greenberg from Sharethrough, a company that specializes in viral videos. Old Spice proved this statement by only creating The Old Spice Man, while users created the experience (and loyalty) that it is known for today. In this shifting marketing landscape, value for the consumer is priority #1. We must play in their channels and interact on their level. Phones are a lifeline in getting information, planning their day, and capturing their lives. Social media shares their lives and opinions. Movies, shows and music should be available at any time. And open, user-generated content is more credible and entertaining. What does this mean? Personalization, interactivity and convenience are the new focus. Using traditional media to open the door and digital to build the campaign’s “house.” Some ways this is happening include: “advertainment” commercials that are completed by going on a website and/or social media, QR codes and augmented reality on printed media for exclusive content or faster access to websites, radio spots promoting local promotions that require consumers to use their smartphones to check in, and special offers and events on social media just to name a few of the opportunities. In order to have a successful campaign, digital media is now a vital investment to create engagement and value. But, traditional media should not be forgotten as a driving force to ensure your best outcome. |
|
Dec
21
2010
|
Forecasting 2011: Mindgruve’s Top 3 Predictions
As 2010 comes to a close, we’re recapping Mindgruve’s Top 3 Predictions for 2010 and looking forward to what 2011 will bring. First, at the beginning of 2010, we said SEO and social media would be huge and they were. In addition to Google and Bing’s search results that feature Facebook and Twitter posts, Clickz notes that link building through social media can help generate leads, while the recent Facebook-Bing partnership indicates the growing importance of social media’s relationship with search. Second, as the use of smartphones and location based mobile apps increased, so too did the growth of geo-targeted special offers. Keeping in line with American Express’ research which finds that one of the top five consumer buying trends is checking in to claim deals. Finally, though Twitter was big for business, we believe Facebook’s ability to customize and personalize content took the lead as it launched Facebook Places and Facebook Deals (Gap’s overwhelmingly successful Facebook deal comes to mind), while use of FBML tabs increased with many companies, such as Procter & Gamble, creating branded shops within Facebook. Moving into 2011, we’re armed with our three predictions for what will make its mark on digital media. 1. Visual Impact With technology like Google Goggles, we believe we will see more brands extend their traditional marketing by directing consumers, who will snap pictures of products or promotions, to conversion-centric mobile hubs. Though only a handful of brands are testing out the popularity of the goggles, it’s worth mentioning that mobile photo application Instagram sees “two to three photo uploads per second” and mobile photo sharing applications are increasing. This is important because it’s highlighting the visual shift away from text-based content in real-world settings, giving us a glimpse of consumer interests and their willingness to view the world through a phone. 2. Television Plus To leverage the user’s new viewing habits advertisers must take advantage of existing channels (social sites, websites and online broadcasters) to deliver ever-increasing opportunities for personalized engagement through the new technology. We’ve already begun to see advertisers seamlessly adapt to the shift in television with shorter ad formats. Furthermore, with the introduction of more integrated marketing like that of Columbia Sportswear and a “real-world testing environment” for interactive TV (backed by CBS and Time Warner), it’s clear that the need to provide branded, engaging experiences doesn’t end with TV, but could now start there. 3. On the Move Marketing The takeaway: consumers are on the move and unlikely to sit still in 2011, meaning marketing efforts will have to move as well. With mobile phones, as well as tablets and laptops, the need for instant gratification and convenience is growing, as is the use of QR codes, in-app advertising and geo-targeted mobile ads. Brands will need to adjust their mobile websites, traditional and digital marketing campaigns, and mobile email strategy (an important factor to play up since RingCentral discovered a large majority of business professionals do business through a smartphone) in order to fit into a consumer’s on the go lifestyle by offering targeted, topical points of interaction. There you have it! Our predictions for 2011. Since new trends are rapidly developing, we’ll continue to keep our finger on the pulse of the industry, bringing you insights and best practices. We wish you a happy holiday and an even happier new year! |
© Mindgruve 2012 | made in California