Category : Pinterest

Mobile Marketing

2014: The Year of Mobile

Seeing how the mobile explosion will affect your marketing campaign and your business is not simply a matter of building a mobile-friendly website.  Rather, it is a question of understanding how this shift towards mobile communications ultimately affects every corner of business, marketing and consumption.   Marshall McLuhan once suggested that “the medium is the message,” that the characteristics of the medium used are just as important as the content delivered by the media.  When taking the characteristics of mobile devices—cell phones, tablets and the like—into consideration, we are faced with questions of “who?” “how?” and “where?”

cell phone marketingImagine a young twenty-something year old commuting to work in the morning.  She reads her e-mail while waiting for a coffee at Starbucks, which prompts her to click on a link indicating a sale for winter coats.  Her coffee comes; she stuffs her cell phone in her pocket and heads to work. During her lunch break, she logs on to her e-mail on her desktop computer where she then revisits the winter coat sale.  She clicks around, maybe even “favorites” a few items and logs off.  Later that night she logs back onto the site on her tablet, shares the link with her friend for approval and purchases a winter coat.

Thanks to mobile-optimized websites and responsive design, consumers are able to enjoy the convenience of their mobile devices without feeling hindered.  To the extent that an integrated marketing campaign aims to be consistent across all platforms, a mobile strategy as part of this plan should without a doubt be considered.  Both responsive design and mobile applications are ways to boost e-commerce for small businesses by allowing consumers to move seamlessly between devices and match and meet conversion goals.

local search by device

The growth of mobile users also has significant implications for search engines and local search results.  While on the go, the likelihood that a search inquiry for a local service or business will be on a smart phone or a tablet is high. Local businesses, small or not, looking for ways to incorporate an SEO strategy or a pay-per-click campaign into their marketing plan should undoubtedly infuse their ads with local name-dropping and data.

Unlike my father, who refers to Internet Explorer as the “internet folder” on his “screensaver”, Millennials—the generation of people born between the 1980s and early 2000s and on the verge of ruling the world—use mobiles to do more than search.  For Millennials, mobile platforms are a source of social interaction, a way to engage brands and boost sales.

MTV millennials

The growing popularity of mobile applications such as SnapChat and Instagram imply that image-based mobile experiences are thriving.  Pay attention to the way this consumer demographic behaves, for it will provide a light into the way images, words and products are shared, perceived and used.

Lastly, less is more.

“Excuse me?” you must be thinking, “they’re talking Integrated marketing plans, responsive designs, interactive mobile applications, local search content and mobile optimized and trying to tell me that less is more?”

We sure are.  Life is chaotic – why clutter it any more with flashy design and hard-to-use and inconsistent features?  Consumers are much more likely to return to a website, blog or even a store when the experience was positive.  Distracting visuals and over-wordy copy has no place on a mobile site and is more likely to leave a consumer frustrated.  Mobile optimization should offer easy to read and even easier to use experience that is only enhanced by a simple design.

Your mobile optimization speaks about your brand – if you don’t provide mobile access/support/optimization, what does it say about your brand?  If you are interested in mobile marketing and optimization services, contact Strategis today!

Social Communication for Your Business: Jump on the Pinterest Brand Wagon

The benefits of social media for businesses are practically endless.  Here is a list of reasons why your company- big or small- should be on Pinterest.

1. Build traffic to your websiteShareaholic, a third party measurement company, recently found that Pinterest drove more referral traffic than Google+, YouTube, and LinkedIn combined.  When you pin a picture, it provides a direct link back to the website that you got it from.

2. Recruit Employees.  With many online classified websites charging for recruitment ads, your company can recruit using Pinterest by creating a board for the job, which is free!  The New Traditionalists, a furniture company out of New York, currently has a board called “HELP WANTED!”  They are creatively searching for a Client Services Superstar.

3. Engage customers.  The more your company engages with customers, the better.  Some ideas that companies have used include having contests for the best pin board about why a user loves your company, or have customers pin pictures of them using your product.  Familiarize your customers with the company by putting up a board of executives or from the company Christmas party.  Southwest Airlines’ Pinterest page dedicated to employees and day to day activities, including a photo of CEO Gary Kelly.

4. Emphasize your brand.  If you do a lot of work with charities, pin pictures from events or anything related to the work and donations your company has done.

5.Visualize your data!  An infograph is a visual representation of information or data.  Is your company the number 1 in your industry?  Illustrate it!

6. And what do these things generate?  More sales.  Sales are obviously huge to a business.  According to a case study by online boutique Boticca.com on BusinessOfFashion.com, Pinterest users not only spent double what Facebook users were spending ($180 from Pinterest vs. $85 from Facebook), but Pinterest also influenced 10% of transactions, while Facebook influenced 7%.

Jump on the Pinterest Bandwagon!

There have been many emerging social networks in recent years, but Pinterest is definitely one to take notice of. Started in 2010, Pinterest did not take off immediately, but as soon as it caught on its growth became the fastest in social media history. According to an article by Gayle Falkenthal featured in the Washington Times, Pinterest now ranks third amongst the most used social networks behind Facebook and Twitter with over 104 million users. Women dominate the Pinterest user base as of now, but men are starting to catch on as well.

Pinterest aims to connect people around the world by allowing them to “pin” and “re-pin” photos of things they enjoy. You can pin anything; from beautiful landscapes to delicious recipes, Pinterest has it all. Each user’s Pinterest profile consists of boards, where all their pins are displayed. These boards can be titled anything you want, from “dream house” to “clothes I love,” and you can have as many boards as you’d like. Friends go through one another’s boards to re-pin things that they enjoy. Many users also purchase the things they pin, making it an extremely important marketing and business tool for companies.

Because of Pinterest’s easy-to-use set up and appealing visuals, people have become obsessed. It’s the new, trendy network to belong to, and the few clicks that it takes to pin something to your profile turns into hours of exploring pictures and products. So even if you belong to a few other social media sites, think about giving Pinterest a try!