Mobile Marketing

What We Should Learn from Facebook’s Cambridge Analytica Fiasco

facebook, social media, marketing, marketing agencyIf you have accessed social media or any news source recently, you are likely just as dismayed as I am to hear about Facebook’s recent data breach.

If you’re not in the loop, here’s a rundown of what happened.

Even if you don’t avidly use social media for your business (which you may still want to consider), there is much to learn from this scandal. Here are my takeaways from a marketing perspective:

Continue Collecting Data

Whether you collect data from surveys, social media, loyalty programs, or any other form of data collection, don’t let Facebook’s data breach deter you. Data collection is essential in marketing. With it you can send customized offers and gain valuable product feedback for future improvements. Marketing without client data is marketing while blind.

Be Honest

When conducting a survey or asking clients to register for your loyalty program, it’s obvious to them what data you are collecting. What isn’t as obvious is what you will use the data for. I suggest including a disclaimer at the bottom of the survey or loyalty program confirmation email that states your intentions. Is there a chance that you may provide their information to a third party? If so, say so. It’s better to be honest now and get one less survey response than to be hit with a lawsuit later.

Review Your Privacy Policies

Now that you know some best management practices for client data collection, ensure that your existing privacy policies meet your clients’ expectations. If they don’t, now is definitely the time to update them with a fine-toothed comb.

Many of your clients likely won’t mind sharing personal details in order to receive some discount or other benefit from your business, but they are entrusting that data to you and only you unless you state otherwise. The trust between you and your clients is essential for your continued success; don’t squander it.

If you would like to discuss how data breaches might affect your business, call CreativeWorks Marketing today!

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Has Q1 Come and Gone with No Real Marketing?

Screen Shot 2018-02-20 at 2.40.10 PM.pngWe’re already two months into 2018, and if your company has been playing the guessing game when it comes to marketing, it’s time to take action! Even if marketing wasn’t a focal point of your annual strategic sessions, or if you don’t have the time or resources to make a robust annual plan, there’s one thing you can do, in particular, to ensure your marketing is as effective as possible: create a quarterly marketing plan.

Here are some reasons why I recommend creating a quarterly marketing strategy:

  • Quarterly results provide the motivation to continue. Although a quarterly marketing strategy is more detailed than a simple checklist, it is still a checklist of sorts. Once each part is completed, you earn a sense of accomplishment that urges you to continue.
  • Quarterly goals are less intimidating. With annual goals, it’s easy to delay tasks until the following week, month, or couple months down the road. Many of us are prone to bouts of procrastination if we allow them. Don’t allow them! Procrastination kills goals.
  • Quarterly goals give direction. If you don’t plan out where you want to go, how can you expect to get there? Going with the flow without a map could lead you to a dead end.

How to Start Your Quarterly Marketing Plan

  1. Identify your target audience. If you haven’t already done so, it’s important to define who is most likely to purchase and use your product or service. Market research is one of the most effective methods of figuring this out.
  2. Learn their behaviours. Is your audience online, or are they more prone to seeing your brand through traditional mediums such as print? You want your message to appear where your target audience is most likely to see it.
  3. Compile a list of key dates for the upcoming quarter. Do you have an upcoming tradeshow? Undoubtedly, you know you’ll need collateral for it. Running a webinar? With no promotion prior to the event, how else do you expect to drive attendance? By outlining upcoming initiatives or events, you can better plan what’s required to allow you more time to focus on attaining your goals.
  4. Set realistic goals. Marketing is intended to support the growth of your company. With that said, aligning business goals with marketing goals makes sense, and it ensures accountability for the entire company that does not rest solely on the marketing team.
  5. Make it a one-stop shop. Include all upcoming campaigns, ad buys, content posts, and other relevant promotions that provide both a macro and micro look at the quarter. This approach will help you allocate resources where need be, and will ensure you stay organized with all things marketing-related.

Remember, a quarterly marketing plan will be more beneficial than having no plan at all. Once you’ve hit your quarterly goals, don’t stop! Marketing isn’t a temporary, one-time solution. Stick to the plan you’ve made and make changes to it if necessary.

There’s no doubt in my mind that you will start to see better results from your marketing once you have a blueprint to follow. As always, if you need help with developing a quarterly marketing plan or anything else related to marketing, contact CreativeWorks Marketing today!

What Does It Really Mean Series: Mobile Friendly

electronics-1851218_1280Next in our “What Does It Really Mean?” series is the term Mobile Friendly. I admit it sounds odd to think of mobile in terms of it being friendly or unfriendly. However, the reality is that for most businesses to succeed in this competitive marketplace, understanding what Mobile Friendly is all about is very important.

What does it mean to be mobile friendly?

We typically think that mobile friendly means responsive design – a website detects the screen size of the user and delivers your site’s content in a way that’s optimized for that screen size. However, mobile friendly refers to more than just websites; it means that all aspects of your marketing and sales efforts play well on mobile devices. After all, don’t you engage with your customers via email and on a variety of social media platforms? These forms of engagement can all be impacted by mobile.

According to Google, a website must include the following features to be classified as “mobile friendly” by their Googlebots:

  1. It avoids software that’s not common on mobile devices (like Flash)
  2. Uses text that is readable without zooming (don’t make users pinch to zoom)
  3. Sizes content to the screen so users don’t have to scroll horizontally or zoom
  4. Places links far enough apart so that the correct one can be easily tapped (design for the fat finger)

Why is it important for your company to be mobile friendly?

Last year, the CRTC stated in its Communications Monitoring Report that there are 28.8 million wireless subscribers in Canada. As well, a new Pew Research report states that 67% of Canadians own a smartphone. As the use of mobile devices increases, Canadians are spending more time on mobile apps than ever, even as global growth in mobile app use slows down. And, you need to be where your customers are – on mobile devices. According to Flurry, Canadian mobile app use grew by an average rate of 74% in 2016, far exceeding the global average of 11%. The top five categories of apps all had 55% growth or more:

  1. Health
  2. Fitness
  3. Shopping
  4. Business
  5. Finance

How being mobile friendly improves the customer experience

The best way to differentiate your company from the competition is by providing an exceptional customer experience. Being mobile friendly is an increasingly important part of that customer experience. With more of your customers engaging on mobile devices, you have to ensure that not only your website, but your company, is mobile friendly. Your customers’ experiences have to be consistent across all devices. You want your customers engaged and coming back for more. Unsatisfied customers look elsewhere.

Geo- location targeting can also enhance the customer experience. A mobile device can identify its location and report it to an ad server that maintains a database of location data and ad campaigns. When a customer enters a particular location, the ad server will send relevant ad notifications to their mobile device. Have you ever walked in a store and immediately got a text message offering you $10 off on your next purchase of $50 or more? That’s geo-location targeting.

Marketing campaigns use geo-targeting to reach the right audience because location does impact demographics and buying behaviour.

In order to reach your customers on all devices and provide them with a stellar customer experience, I believe that it’s important for every company to be mobile friendly. If you’re interested in learning more about becoming mobile friendly or are ready to take the plunge, contact CreativeWorks Marketing today. We have the technical expertise to ensure that your customers are engaged and coming back for more. And we’ll be to explain everything to you in real people-speak and work with you to determine the best approach for your company.

Influencer Marketing: Is it Right for Your Business?

CWM Aug 1We all know that in the digital world the only thing constant is change. It seems that every day I hear about a new social media platform emerging and with it a new “superstar”. These “superstars” are not famous for anything except their ability to influence online buyers making them in some ways just as or more powerful than that of actors, actresses and athletes. They have millions of followers on various social media platforms who hang on their every word and accept what they say as gospel. Leveraging these influencers to promote your product or service can be extremely lucrative for your company, but is it right for your business? I’ve outlined below some information on influencer marketing and a few tips to get you started.

What is influencer marketing?

If you are wondering what is influencer marketing; it engages key individuals with large followings to leverage influence among their followers. In essence it’s about having a person of influence drive your brand’s message to a larger market in a way that’s perceived to be authentic and organic. As people ignore traditional ads in ever increasing numbers, the most lucrative opportunity for companies looking to drive brand awareness and sales is influencer marketing.

Does influencer marketing work?

When an influencer speaks about a product or service it comes across as a genuine recommendation, not an ad or marketing campaign. It’s believable and people respond.

  • 94% of those who used influencer marketing believe the tactic to be effective (Lingia’s State of Influencer Marketing Survey)
  • Influencer marketing’s top benefits entail creating authentic content about their brand (87%), driving engagement around their brand (77%) and driving traffic to their websites or landing pages (56%) (Lingia’s State of Influencer Marketing Survey)
  • Marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising. And of those that were acquired through word-of-mouth had a 37% higher retention rate (McKinsey)
  • Twitter reports that 49% of consumers seek purchase guidance from social media influencers
  • 40% of Twitter users said they had made a purchase as a direct result of an influencer’s Tweet
  • 20% said that a Tweet from an influencer inspired them to share their own product recommendation

Now that you know what influencer marketing is and that there are solid stats to support that it does work if done properly, stay tuned until next blog when I’ll outline a few tips on how to get started.

In the meantime, if you have any questions about the power of influencer marketing contact us today!

You Have an App, Now What?

Screen Shot 2016-04-19 at 8.45.09 AM.pngMobile apps have increased in popularity over the last few years, to the point where it seems like everything and everyone has an app. The growth in this industry has been so extensive that we are now ordering and paying for our morning coffees from our phones, paying for parking and even tracking our nutritional information with apps.

With the widespread knowledge and availability of the app industry, developing the app isn’t the challenge anymore; it’s attracting users and getting them to engage with it regularly.

In my experience, attracting and engaging users to sign up and continually use your app is the main challenge facing many businesses using this digital marketing tool. I’ve outlined below a few ways you might consider to help you increase and retain users for your app:

  1. Attracting the Audience

Incentives in the form of a referral program, for example, are great ways to spread awareness of your app. When a current user refers a friend, both of them get a reward, which may be anything from a gift card to app credits. For apps, referral programs really work. In the digital age, referral programs for your app could cause a ripple effect and before you know it, one referral has turned into hundreds if not thousands of new users. Invest the time to understand your target audience and create the “right” incentive program because they have to value what you’re offering.

  1. Building Partnerships

You may not have considered this, but partnerships with other apps (particularly those that have users that would not necessarily be interested in using your app), seems to be building strong alliances and benefits for users. For example, the MyFitness Pal app has partnered with Pedometer and other distance calculating apps, making it easy for people to integrate their physical and nutritional data and great for the app owners who have been able to extend their user base.

Finding relevant partners that would work for your app is key to making this a success. It is important to again invest the time to think about what apps would give you the perfect symbiotic relationship that would benefit you, them and your users.

  1. Leveraging Social Media Sharing

Your current users are your best brand ambassadors, so treat them as such. Happy customers share their happiness with their friends, so think about implementing a sharing program on the app. Is there an easy way for users to share their experience on the app to their social channels? For example, if a user is using an app to record their morning jog, can they issue a distance challenge to their friends via Facebook? Allowing this capability on your app will expose the app to your current user’s network, multiplying the exposure of your brand. In a culture of sharing, users are happy and proud to share what they’ve done, so think about what aspects of your app can be easily shared to networks like Facebook and Twitter, as the reach here is endless.

Whether your app is aimed at B2C or B2B, these suggestions are sure to provide you with valuable direction for increasing user acquisition.

4 Tips for SMB In-App Advertising

adhereiphoneAs a SMB, you may not have considered advertising on an app (in-app advertising) because at first glance, it may seem complicated or far removed from the services you provide. But with the average user spending 198 minutes in apps while on their smartphone each day, compared to just 22 minutes on the mobile web, it’s time to consider this area of advertising for your business.

One of the reasons I feel in-app advertising is growing is because it provides a better solution to capture targeted consumer attention and entice them to interact without interruption. Here are my tips on in-app advertising for SMBs:

Research

Invest the time to do your research as to which app might make the most sense for your service or product. Look at what apps could be relevant to your audience and what type of advertising would be a good fit for this medium e.g. do you want them to download something, watch a video on a product, or answer a poll?

Information

When using an app on your mobile device, a pop-up usually appears asking you to share your location information. This location information is one of the reasons why in-app advertising works because it uses this data to understand and engage with your audience. Think about how this data can help you get a complete picture of what is going on at a certain location in real-time and how combining it can help you to find the right audience for your message.

Format Options

In-app ads, like banner ads, have various placement options. Apps offer banners that appear at the top or bottom of popular games, as well as more advanced social media auto-play videos and sponsored posts.  Depending on your business and marketing goals i.e awareness vs. click-through offers, you’ll need to test which ad placement and format works best for you.

Creative

There is no doubt that to get the attention of your audience, you’ll need to step up your “game” on your creative approach. To get noticed, you will need to create relevant, non-invasive and compelling ads that are uniquely targeted to your audience.

I encourage you to take a look at in-app advertising because not only is it more targeted, it has proven to perform 11.4 times better than standard banner ads, making it almost as effective as Google searches.

 

3 Ways to Leverage Instagram for Your B2B Business

1115_instagram_365_244colo-24-42-70-10Over 400 million people are on Instagram these days. This creative, visually led social network is rapidly becoming a place where people engage with brands and share content. Yet, many B2B companies dismiss Instagram as not being right for their brand. Instagram doesn’t immediately come to mind when you think of B2B marketing, but there are huge opportunities to promote your brand values.

Storytelling has become a great way to give B2B brands a personality. Storytelling is about connecting with your audience and moving away from the self-centred, sales-orientated advertising that just doesn’t work for B2B brands anymore. The key to leveraging Instagram as a marketing tool for B2B brands is to not think of it as a marketing tool at all.  Instead, you want to think about Instagram as a way of telling your story as part of a larger online marketing strategy. Here are three ways that Instagram can help you tell your brand’s story:

  1. Establish long-term connections

B2B brands need to embrace the fact that marketing on Instagram is less about selling the benefits of your products and services, and more about establishing deeper connections with people including industry thought-leaders, employers, and prospective clients. Instagram is about building and maintaining awareness of your brand. Think of Instagram as a way to grab the attention of industry influencers and potential clients at a time when they’re not really in work mode, as they’re not going to be interested in being sold to.  This is your chance to seamlessly integrate your brand values into their Instagram feed.

  1. Humanize your brand

Another way you can give people an insight into your company culture is to use Instagram to offer a behind-the-scenes look, as people love seeing what goes on in other offices. It can be as simple as snapping a quick photo at your company’s event, or taking a photo of one of your employees to publicly wish them happy birthday. B2C brand’s social media channels thrive on being relatable and yours should be too.

  1. Contribute to the conversation and be part of the community

As well as interacting with clients’ photos and comments, responding to big news stories, industry developments and trending hashtags can be a great way to engage your followers and show the world that you have your fingers on the pulse. Give your brand a personality through comments and thoughtful posts in the public space.

Take the time to understand the benefits of using Instagram to communicate your brand’s values to potential clients and industry influencers, if you’re looking for new ways to engage with your B2B community.

This visually led social channel might have its roots in B2C marketing but, with over 400 million subscribers, you might want to take a look to see if this platform is right for your B2B business.