123 eGuides

1 Minute Advice: Retail Marketers Have a Long Way to Go in Mobile

A new survey of senior-level retail marketers conducted by RetailMeNot, Inc., a leading digital savings destination, indicates that 59 percent of respondents spend less than half of their marketing budgets on digital channels. However, digital marketing budgets are expected to increase, with the lion's share going to mobile marketing. Retail marketing decision-makers say almost half (43 percent) of their marketing budgets will be spent in a mobile channel this year. 

The majority of retail marketers believe they have yet to tap mobile marketing's full potential. In fact, only 1 out of 4 retail marketers think they are getting the most out of mobile technology. Still, according to respondents, three-quarters (74 percent) of their mobile teams will be responsible for driving both mobile and in-store traffic.

Interestingly, retail marketers recognize the growing importance of location-based marketing, but they are slow to invest in it. Beacon technology and geo-fencing are the lowest on the list of retail marketing priorities.

For a PDF copy of RetailMeNot's survey report, click on the link below.

Download Retail Mobile Marketing

1 Minute Advice: A Simple Way to Improve Your Conversion Rate

The big challenge in marketing is typically the conversion rate: How do you get a suspect to respond and become a prospect, or how do you get a prospect to purchase and become a customer? That's why so many marketers focus a lot of effort on "CRO," or Conversion Rate Optimization.

The good news is there is a simple way to have a positive impact on CRO. It's called A/B Testing (sometimes known as "split testing"). A/B Testing is something direct marketers have successfully used for years. The basic principle is to test one variable (A) against another variable (B) and determine its effect on CRO. For example, you could test one email subject line against another, one copy approach against another, or one offer against another.

A recent survey of marketing influencers indicated that more than half (54 percent) of respondents found A/B testing to be the most effective tactic for Conversion Rate Optimization. A/B testing was also found to be the easiest tactic to use.

Read more about the study at MarketingCharts.com.

Learn about A/B Testing here.

1 Minute Advice: Becoming a Top "Authentic" Brand

Research organizations rank brands by any number of criteria, most of which revolve around "brand equity" that is a direct result of a brand's economic impact. Just as interesting a measurement criteria, however, is brand "authenticity." An authentic brand is one that resonates with consumers as a brand that is open, honest, and true to its roots.

Cohn & Wolfe, a leading global public relations agency, recently issued a report on the "Authentic 100" brands. Topping the list are Disney, Amazon, Apple, Samsung, Lego, Ford, Google, and Coca-Cola. Why do these brands excel at authenticity? Lynn Fisher, EVP, Planning Director at Cohn & Wolfe, tells Marketing Daily, “To overcome the challenge and unlock the authenticity opportunity … there are three critical characteristics that must be addressed: A brand must be perceived as reliable, respectful and real.  These 3 R's of Authenticity provide a clear, data-based formula for achieving a higher level of authenticity for a brand, which will in turn, generate benefits for the brand and its business.”

Fisher adds, “It was a surprise to learn that when consumers judge a brand's authenticity, they place more priority on ‘delivering on promises’ and ‘treating customers well’ than various aspects of social responsibility or corporate values."

Read more about the "Authenticity 100" here.

1 Minute Advice: How to Spend Next to Nothing on Marketing

Sounds almost ridiculous... how can you do a decent job of marketing your small business while spending next to nothing? It really is possible if you follow a simple, three-part strategy that includes online marketing, public relations, and community engagement.

You can learn more about this strategy in a new eGuide: Low Cost / No Cost Marketing 123: 3 Steps to Effective Marketing with Little or No Money.

Small business owners are always looking for the most cost-effective way to market their product or service. In fact, many small business owners want to find a way to do effective marketing while spending little or no money. This eGuide documents a practical, proven way to do just that, combining online marketing, public relations, and community engagement – all of which have little or no cost associated with them.

Purchase Low Cost / No Cost Marketing 123 for just $2.99 at the Amazon Kindle store, in any eBook format at Smashwords, or wherever eBooks are sold. 

1 Minute Advice: Mobile Ads in More Places with "Beacons"

Beacons could soon make it possible for mobile ads to be sent and received just about anywhere. A beacon is a small hardware device that uses Bluetooth to send messages to consumers' smartphones when they are nearby. April Berthene, Associate Editor for Mobile Strategies 360, reports, "A variety of retailers, venues and even schools are trying out beacon technology. Levi’s Stadium, home of the San Francisco 49ers and host of Super Bowl 50, for example, installed 2,000 beacons to message fans about when a pregame show would begin and which bathroom is closest to them, as well as other relevant messages."

Next on the horizon for beacons? Movie-goers. According to Berthene, "A deal between cinema advertising agency Screenvision and location-based mobile advertising network Mobiquity Networks Inc. will install beacon technology in 300 theater complexes in major markets over the next three months. ...The beacons will be placed at the theater building’s entrance, in the concession area and at each door of each theater, so Mobiquity Networks can track the movies consumers are viewing.From there, the beacons will allow Screenvision to send follow-up advertisements to moviegoers and ad messages that are targeted to specific consumers."

Yes, you guessed it -- even though movie theater screens urge consumers to "silence their phones," the theatre operators are happy to allow ads to be sent to smartphones.

Read the complete report from Mobile Strategies 360 here.

1 Minute Advice: What B2B Marketers Can Learn from B2C Marketers

"The most interesting recent trend we've been seeing is the adoption on the B2B side of B2C techniques," writes Bruce Swann of Adobe for MarketingProfs. Swann details five approaches B2B marketers should "steal" from B2C marketers:

1. They embrace digital.
2. B2Bs integrate, integrate, integrate.
3. B2Bs know how to manage resources.
4. They combine online and offline.
5. They integrate with Sales and CRM.

Swann concludes, "Managing the customer journey is about more efficiently acquiring customers and nurturing them to create a relationship. The idea might be visionary, but marketers are talking about it. ...Getting a single view of the customer is still a challenge because new channels are always coming online. There are always new ways for customers to interact."

Read more at MarketingProfs (free registration required).

And consider ordering a copy of B2B Marketing 123. This eGuide presents a 3 step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the brand new marketing world we live in. Purchase B2B Marketing 123 today for just $2.99 at the Amazon Kindle store or in any eBook format, including PDF, at Smashwords.com. This title is also be available wherever eBooks are sold.