Marketing a business in the social world is becoming more sophisticated now, with additional resources, mediums and outcomes. Facebook is one way but it's only the tip of the iceberg, combined with Twitter, Pinterest, blogs, Google+, Linkedin, eDMs and YouTube to name just the most common avenues, it's a strategy in its own right.
"91% of people have gone into a store because of an online experience" (Source: Marketing Land)
As a maturing component of the marketing mix, social media needs to join the holistic marketing strategy that drives brand perception and generates real figures on the bottom line. Businesses need to transition from 'online versus offline' to understand that you can't create these these powerful strategies in a vacuum, they need to marry up to deliver the best results.
Mobile app development is growing, as is mCommerce but most people are questioning what the best way is to drive a positive ROI on their investment. A growing number of retailers / restaurants / entertainment venues have found that their mobile apps are instrumental in converting customers to purchase from their store, either online or shopfront.
A mobile app has the advantage of marketing to a tangible person, not just an online persona like social media alone. An app user can generate brand loyalty and demonstrate an emotional investment in the brand if it’s done right.
“80% of iOS and Android usage is spent on apps, leaving only 20% on browser activities.” (Flurry Analytics Comscore)
A report by OBI said that 72 percent of online retailers will embrace mCommerce in their 2012 business strategy. 24 percent said they would develop a mobile website and 21 percent said they would develop a mobile app.(Dynamic Business)
Usability is a big part of mobile, the smaller the screen the more important the right UI becomes. When you are dealing with eCommerce planning, preparation and testing are key to a successful launch. Once you add mobile platforms to that mix, these things cannot be rushed and steps should not be skipped.
Designing an eCommerce or mCommerce site isn't easy, the proof is in the pudding. Even big brands with lots of research and design experience behind them, make costly mistakes. However it is a new industry that really is only just taking off, so lets learn from others before us and strive to make it better going forward.
Email newsletters or eDMs are a common component of campaign work and digital strategies, but we still find a large percentage of them are not being designed responsively.
We wrote an article about responsive eDMs a couple of months ago and the feedback was overwhelming from agencies wanting to know more, so this is a follow up.
Lets start with some basic statistics, sourced from Mailchimp research on mobile email behaviour:
Around 40% of all email opens occur on mobile devices, compared with only 32% on web.
69% of mobile users will delete emails without reading, if they are not optimised for their smartphone, another 18% will simply unsubscribe.
75% of users will have a negative perception of the brand if they can’t view the email newsletter on their smartphone.
The effectiveness of an email campaign might well hinge on it's mobile responsiveness, with more and more people opening their mail on the phone. Here are some considerations when designing responsively.
NFC technology, or Near Field Communication is not a new technology but the application of it is becoming more widespread in the finance, advertising and marketing industry, thanks mostly due to out of home devices like smart phones and tablets. This article is an introduction to the technology, how it works and how it can be used as part of a complete digital marketing strategy.
Global NFC m-payment transactions will be almost US$50 billion worldwide by 2014. 20 countries are expected to launch NFC services in the next 18 months. (Juniper Research - June 2011)
What is NFC
Difference between NFC and QR Codes
How can NFC be implemented into a Digital Strategy?
Most sites we develop now are responsive, a big contrast from only 12 months ago where most clients still hadn’t heard of the technology. It’s great to see the progression of technology responding to the market place and the demands that changing consumer behaviour has had on digital filtering through to the design and development process. However, now we move to the next step of responsive, the email newsletter.
It is estimated that over 20% of emails are now opened on a mobile device and with mobile trends going the way they are, that figure is likely to rise.
The issue is that viewing a normal email, particularly a well designed marketing newsletter on a phone can sometimes be a disappointing experience unless the newsletter can detect where it’s being read.
eDM campaigns are a frequently implemented form of marketing communication but there is a growing possibility that the message is not finding its audience if responsive criteria are not considered in the design and development phase.
The retail world is undergoing a transformation, that is quickly responding to a change in consumer behaviour, led predominantly by the rise of mobile technologies.
A 2012 Australian Digital Study identified that 60% of online shoppers start their search with a mobile device using apps, Facebook and online ads as a trigger. (source Nielsen / PayPal study 2012).
92.9% of mobile developers surveyed by Appcelerator/IDC in 2012 predict that it is “likely to very likely” that in 2013 most retail companies will have enabled mobile commerce. Shoppers are already driving this transformation, as evidenced by 86.4% of developers predicting that it is “likely to very likely” that in 2013 most shoppers will look up a retailer’s site on their device while shopping in the store. (source: joint survey of 2,837 developers by Appcelerator / IDC, 2012)
A survey conducted on behalf of PayPal demonstrated that in 2010 $155 million was spent online using mCommerce and that figure is just set to explode. Consumers were gearing up to be ready two years ago, imagine how ready they are now.
Australia’s love affair with the smart phone means that it’s only a matter of time before mobile transactions exceed desktop transactions.
In May 2012 Google’s research indicated that 59% of mobile shoppers made at least one mCommerce purchase a month, indicating that once they start, the experience leads to a continuation of this behaviour.
It’s not all about the purchase, it’s about the overall mobile commerce experience. Consumers are using their mobile to compare products, gather information, read product reviews, frequent forums, enter a competition, scan barcodes, make an enquiry or even a complaint. The mobile shop needs to cater for the type of user behaviour that is unique to online shopping, on the move.
It’s 2013, a new year, new possibilities! We’re excited about all the new ideas, innovations and technologies that this year will expose us to but and we feel that 2013 is going to the year of digital development for a lot of agencies, who have not yet really delved into this area. We’re not even a few weeks into the year and the ideas and the innovation coming from agencies is inspiring!
Driven mostly by consumers and their love of being connected, the digital world has opened up a world of marketing, sales and public relations opportunities but it has also left a huge disconnect within the industry itself.
A 2012 study, documented in BRW found that 41% of Australian companies spend 25% or more of their budgets on digital marketing (BRW, Nov 2012).
Just like any advertising medium, digital is now an area of expertise in its own right. A medium that needs to be researched, implemented and measured against the overall marketing goals of a company. Digital has already proven it can propel and promote brands across a variety of demographics and be a very efficient way to educate, promote and sell a product or service.
Digital is a growing and rewarding marketing discipline but it needs to be approached with the same accountability and understanding as you would TV, radio or print. Marketers and their clients need to ensure that they are achieving solid ROI’s from their investment in a variety of digital mediums. This is where digital strategy comes into it’s own.
What is digital strategy
The role of the digital strategist
The skills gap
Disconnect between the advertising and web industry
2012 saw a lot of existing technologies gain more traction, like smart phone applications and a boom in social media in the advertising and marketing medium. It’s fun to try and predict what the new year will bring and there are lots of eager forecasters out there, looking to track web trends in the new year. Based on our personal experiences from this year, here are the disciplines we see growing into 2013.
58 % in Asia Pacific, 43% in the US and 39% of developers in Europe, Middle East and Africa are using HTML5 now.
HTML has always been important, it is the fundamental language of the web and has undergone several evolutions on it’s way to HTML5. Most non-technical people see it as the groundwork for basic functionality and not overly exciting, but HTML5 is more than just the window dressing.
Online media is diversifying and growing at an unprecedented way with mainstream adoption of interactive technologies. Front end code is more important than ever, with digital technologies now moving past the humble computer screen, XHTML and HTML predecessors are out of their depth.
The adoption rate is steadily climbing and it’s application becoming more diverse. Use of HTML5 is highest in the Asia Pacific region, but growing globally.
The web is also no longer just about websites, it’s about an interactive digital society that is maturing, growing and evolving; interaction is key. The industry, including Hambo is moving forward in front end development with HTML5. Our experienced front end team have been working with it for a while. While some might see if as just another evolution in front end code, it really is so much more, harnessing the power to develop interactive, cross browser, cross device websites and applications seamlessly.
The term Mobile First was coined by Luke Wroblewski and basically talks about how digital strategy should think mobile first in their design and concept phase. The concept has been supported by industry specialists such as Ethan Marcotte (Responsive Design Pioneer), who believe that the way of the future is the mobile / smartphone. So what does Mobile First mean to most strategy, design and branding agencies and why is it important?
Australia currently has one of the highest penetration rates in the world for smartphones, at 52% of our population. Interestingly just a year ago it was only 37%. In the US the penetration rate is at 44% and the UK is not far behind Australia at 51%. Data supports an upwards trend as it continues to grow at an exponential rate. By 2015 smartphone usage is tipped to exceed desktop usage.
What differentiates the mobile device from the web?
A US study found that by 2010, 86% of Generation Y was using Social Media applications, however what might surprise you is that 26% of over 65s are using it too! In 2007, 16% of companies were using social media to blog but by 2012 that figure rose to 43%.
Social media and mobile apps are gaining popularity across the globe. Marketing a business via these avenues can be lucrative and rewarding if done right. Depending on the desired audience, having some form of social media presence can be critical in achieving exposure.
Who needs to embrace Facebook?
What is a Facebook App?
The subtle approach
Influence on users
Campaigns, seasons and festivities
Types of Facebook Applications
There has been a lot of discussion as to the best way forward when thinking about designing and developing a dedicated mobile site. Do you choose a mobile site or a native mobile app?
Lets assume that the forecasts are right and that smartphone usage will exceed desktop computers by 2015. Just getting a mobile website isn’t necessarily the smartest move. The smartphone is a platform, the possibilities of how to leverage it are ever expanding. Responsive, mobile web, app, there are key differences, to do with the backend functionality, marketing, platforms, code, design considerations and of course cost. In this article we will discuss these in more detail. Most importantly you need to know what your objective is to choose the right option, at the right time.
Mobile web use is on the increase, a growing trend and for good reason. A recent survey shows that Australian smartphone penetration sits at 52%, up 15% from 2011.
Recent figures suggest that more people will access mobile devices than desktops within a few years, possibly as soon as 2013. We are fast approaching the point at which a mobile strategy is obligatory for all new web projects and not just a ‘nice to have’ feature.
What is Responsive Web Design?
How does it differ from Mobile Web?
Who would benefit from Responsive Web Design over Mobile Web?
When do you need to consider a mobile site instead?
Online font services have been changing the web typography scene since 2010 and are growing in popularity.