5 Big Tips for Better Mobile Marketing

Sophorn Chhay contributed today's post. He is the inbound marketer at Trumpia, a mobile content delivery service that lets users customize their one-to-one marketing.

Sure, you might have a mobile marketing plan. But is it innovative?

In 2016, run-of-the-mill approaches won't take you very far; and, although most mobile marketers follow year-long plans, the fact is effective mobile marketing requires constant innovation.

If you want to stay ahead, check out the following tips, guaranteed to boost your results.

Tip One: Get Tight with Video Ads

Today, 80 percent of Internet users carry smartphones, and buyers are responding to video ads at alarming rates. You can benefit massively from video advertising.

Tip Two: Get Automated with SMS

Did you know you can automate your own SMS campaigns? Better yet, you can segment your audience and shoot out customized text messages. To get automated with SMS, contact a trustworthy provider. Textpedite, among others, streamlines the process.

Tip Three: Distribute an App

Americans currently spend more time using mobile apps than they do watching television. By incorporating an app into your plans, you'll give your brand greater meaning. Marketers are already reworking their entire strategies around apps (airlines, for example, are offering “nearby eatery” apps to frequent flyers). But make your app count, if you want to see it used.

Tip Four: Gain Data from SMS Surveys

Feedback means a lot to customers, and it's easy to conduct business when you know your customers' wants, needs and buying habits. SMS surveys procure a wealth of data and can garner otherwise unobtainable feedback.

Tip Five: Create a Social Campaign

In today’s mobile world, antisocial companies drop like flies, while companies like Starbucks win big. The brand’s “Race Together” and “Create Jobs for the USA” campaigns proved that promoting altruistic causes works. Sure, goodwill is a byproduct of powerful business practices; but it’s also a byproduct of social outreach.

The Experience Stack

A race is on to deliver "the experience stack," says Mike Wadhera in TechCrunch.

Mobility has fundamentally changed computing, he says.

While desktop computing was all about your timeline-based profile (think Facebook), mobile computing is about in-the-moment self-expression (think Snapchat).

With the onrush of mobility, "You are not a profile. You are simply you."

We've all become, in effect, amateur auteurs. 

"The stories we tell each other now begin and end visually, making the narrative more literal than ever," Wadhera says.

Providers are racing to monopolize mobility by building a pile of immersive toys he calls the experience stack (pictured here).

"The full stack is in service of capturing and communicating real-world moments," Wadhera says. "Reality is its foundation. As you move up, the layers transition from physical to logical. At the top is the application layer made up of products like Snapchat Live and Periscope."

Tomorrow’s toys will boggle our storyteller's brains, Wadhera says.

"Our online and offline identities are converging, the stories we tell each other now start and end visually and investments at every layer of a new stack are accelerating the development of experience-driven products. Taken together, these trends have cracked open the door for a new golden age of technology."

Containers of the Past

For nearly 200 years, Americans used stoneware to keep perishable food. It was, in fact, the predominant houseware of the 19th century.

The ceramic containers were heavy and expensive to ship, so stoneware potteries cropped up everywhere to serve local markets.

But after 1913, when refrigerators were introduced, the once-ubiquitous potteries sputtered and failed.

You could say, refrigerators had a chilling effect on the stoneware business.

Today's refrigerator is, of course, the smartphone, as this week's Mobile World Congress makes clear.

And, as the event makes clear, the business without a mobile strategy today is the stoneware pottery of tomorrow.

As ad agency exec Rishad Tobaccowala says, "The future doe not fit in the containers of the past."

What's your mobile strategy?

On-Demand Undermines Even Investors

In the 19th century, an enterprising forebear of mine owned a block of houses in the mining town of Franklin, New Jersey, that he leased to workers.

Unbeknownst to the workers, he also leased his mineral rights to the local mining company, which promptly dug a shaft beneath the houses.

According to family lore, my forbear had to skedaddle one dark night, when all the houses and their occupants vanished in a mine-shaft collapse.

Lesson learned.

When investors undermine workers, everyone gets the shaft.

The halo's fast falling from the Uberization of work, Caroline Fairchild writes on LinkedIn.

Millennial entrepreneurs are shifting workers from 1099 to W-2 status, because they're learning that, to succeed, they have to do things like train people and ask them to show up at 9.

You know, 19th century stuff.

As Fairchild shows, on-demand startups that want to appify black markets in everything from home delivery to hospitality face harsh critics.

"As these venture capital darlings walk the fine line between saving on labor costs and breaking the law, regulators and politicians are watching, and critiquing, their every move," she writes.

"The lines being drawn here raise critical questions: Should workers embrace the freedom the digital world offers? Or should they try to hold onto the rights that their predecessors fought over 100 years to win? Is this new economy moving us forward or backward?"

Forward or backward? What do you think?

The Internet of Experiences

The Internet of Things is coming, David Pierce writes in Wired, "like a molasses tidal wave."

Not so the Internet of Experiences, if event marketers have their way.

Last year saw quantum leaps in product design by the tech companies that serve event marketers (firms like Cvent, DoubleDutch, Eventbase—even Facebook).

Those improvements practically assure event marketers will embrace event tech—and with gusto.

While gizmos galore have been dispensed at events, none ever became indispensable.

In 2016, finally, that will change.

DISCLAIMER: My employer is an investor in DoubleDutch.

Think Evergreen

Pity the poor cereus, which blooms but a day.

Marketing content's a lot like that.

When measured by clicks, most content flowers but a day or two.

And deservedly so, when marketers are conditioned to think news.

But after all the work of content creation, you'd hope your effort enjoys more than a moment in the sun.

That's why I like evergreen content.

"Evergreen content answers your customers' most common questions, and rarely goes out of date," Mark Schaefer writes in The Content Code.

You can, for example, Tweet once every month about an old evergreen blog post, and receive new rounds of likes, comments and shares from people who missed it, Schaefer says.

You need to stop worrying the content is old and "view evergreen content is an investment in an asset for your business," Schaefer writes.

"If you bought a new tractor for your farm or a new truck for your plumb business, you wouldn't let it just sit around not being used. An investment in content is no different."  

A Farewell to Apps

It was a pleasant cat café, bright and clean and friendly, and I took my tablet out of my brown and saffron backpack and started to write. I was writing about the next all-hands meeting and the email was writing itself and I was having a hard time keeping up with it. I did not look up nor know anything about the time nor think where I was nor drink my mochaccino. Then the email was finished and I read it and saw that it was a good email but very long.

A girl came in the cat café and sat at the table next to mine. She was very pretty with a face as clear and clean as an iPhone box if they packaged iPhones in skin and painted the logo on with crimson lipstick freshened by a cool autumn rain. She smiled at me with her gently modeled face and her eyes looked inquisitive. "Using the app?" she said.

"To pay for my coffee?"

"No, The Hemingway app. It edits your writing."

"It's news to me."

"It cuts dead words from your writing and highlights passive constructions, so you write with the power and clarity of Papa, only faster and easier and without the beard. It costs only $9.99."

"I'll be sure to read the reviews."

She nodded and then I went back to my email and read it a second time and felt sad because it was very long. I clicked on Safari to download the app and launched the beach ball of death showing the wi-fi was broken and all the sadness of the big city filled me suddenly, with the streets turned to wet blackness by a cold winter rain and the storefronts all dark as if they were once Radio Shacks and Borders and Blockbusters and A&Ps and I thought my writing was slow and bloated and perhaps out of date like those stores.

I finished reading the last paragraph and looked up and looked for the girl and she had gone. I hope she's not saddled with student debt like one of the mules we took up the mountainside at Caporetto, I thought. But I felt sad. I shut down my tablet and put it in my backpack and said psh psh psh to a black and white tuxedo kitty that came and restored my dignity.

Elementary

You can hire a hack with an app, so why not a PI?

Washington, DC-based Trustify disrupts the burgeoning market for private eyes by offering an app that, according to the startup's website, "makes it easy for anyone to hire their own private investigator on demand and at an affordable price."

The app eliminates retainers, making gumshoes no longer a luxury of only the rich.

"The customer simply taps a button on their phone or computer, provides a few key details and is then linked up with a private investigator, who gets to work instantly," the company claims.

Coming next: Uber adds a button reading, "Follow that car!"