Marketing Pilgrim Published: “Is it Time to Give Your Mobile Marketing a Push? [infographic]” plus 2 more |  |
- Is it Time to Give Your Mobile Marketing a Push? [infographic]
- Almost Three-Quarters of Monetized Apps Make Their Money from Ads
- Study Says a Personalized Subject Line is the Key to Email Success
| Is it Time to Give Your Mobile Marketing a Push? [infographic] Posted: 06 Feb 2014 07:02 AM PST Responsys would like y’all to know that if you’re not using push notifications as part of your mobile marketing strategy, you’re leaving money on the table. As much as 76% of consumers have enable push notifications on their phone and, this is the important part, marketers witness 50% higher open rates with push notifications versus email–and double the click-through rates! Here’s further information…in case you need a push!        |
| Almost Three-Quarters of Monetized Apps Make Their Money from Ads Posted: 05 Feb 2014 01:24 PM PST There was a man on Shark Tank who charges $9.99 for his fitness app and he claims he’s making a lot of money doing it. I was amazed. According to Flurry, the average iPhone app costs .19. The average Android app was .06 and a whopping .50 for iPad. The odd number happens because they are so many free apps in the mix – up to 90% of them, in fact. Take a look at this:
So how are developers earning an income? (Assuming they are earning and income which is a big leap in itself. . . ) Millennial Media’s new State of the Apps report shows that 73% of monetized apps are running ads. 45% put a price tag on their apps and slightly less use in-app purchases to make money. 17% of developers said they aren’t monetizing their apps, but almost half of those guys say they plan to sometime this year. On the glass half-full side, 56% of app developers said they expect their income to increase this year thanks to in-app advertising. This is probably true because more marketers are looking at this as a viable way to reach new customers. But in-app advertising is still a tricky business. I started playing a new iPad game about a month ago. There wasn’t a single app in sight until I was asked to update the app about a week ago. Small banner ads now appear at the bottom of the screen while the game is loading. It takes forever to load, so no big deal. Still, it bothers me a little that the ad lays on top of the screen. Why can’t we find a way to integrate the ads so they look like they’re a part of the page. I’d be more likely to click if I saw something that said, while you wait for the app to load, watch this cute video. Right now, I’m reluctant to click because I’m afraid it will cause the game to stop loading. Two days ago, another interesting thing happened. I completed a level and my reward was a full screen commercial for a movie. No escape button. No choice but to watch if I wanted to keep playing. At least it was fully integrated into the app so it didn’t look like a Band-Aid that was slapped on at the last minute. The logic here is that I’m now hooked on the game so I watched the ad. If it had happened a month ago, I might have passed but now I’m hooked and no 10 second commercial is going to stop me from getting to the next level. Smart. The app business is booming and that’s good for marketers. Millennial’s report shows that 60% of developers expect to have more than 5 apps in the store by next year. Last year, it was only 37%. Finally, here’s a look at the types of apps developers are developing. It’s games for the win! After that, we’ll be more productive. Sounds about right to me.
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| Study Says a Personalized Subject Line is the Key to Email Success Posted: 05 Feb 2014 12:46 PM PST Terrific copy, images and deals don’t mean a thing if your customer doesn’t open the email in the first place. Maybe that’s why marketers said that the subject line had the greatest impact when they ran email marketing tests.
Great news except that 70% of marketers aren’t sending personalized emails. They are collecting lots of information from customers including date of birth (52% up from 34% in 2012) and gender. (Don’t assume you know the gender based on the first name!) 23% also ask for a mobile number. This is up from only 13% in 2012. Still, only 28% of marketers are using text messaging to communicate with clients. This is up slightly over the prior year, but it’s definitely not a trend. What is a trend is responsive design – emails that adjust to fit the screen.
So here’s the question. What does your company’s email message look like on an iPhone – on a tablet – on an Android or Windows phone. At the very least, send yourself a message and open it on whatever kind of mobile device you have in your pocket. Ideally, you need someone with each type of device who will send a screengrab to you once a month. You might be unpleasantly surprised by what you see. Pop Goes the Sign Up Box Another growing trend is one I understand as a marketer but despise as a consumer – the pop-up email collection box. Experian’s study shows that 45% of marketers use a pop-up window on their website to encourage email sign-ups. This is up 107% over the prior year. What’s funny is that a few years ago, we started moving away from annoying pop-ups. They were considered spammy but here we are charging full steam the other way. 107% increase! I believe it because I hit two or three of these a day in my web travels. You’re not getting my email address when you annoy me but I guess it’s working for everyone else. Another trend Experian picked up on was the tendency to use social media in email messaging. – 33 percent of clients have used "pin it" buttons in emails Pinterest and Instagram have had the highest growth rates. 39% of marketers now include Instagram photos in their emails, in 2012 there wasn’t enough response to measure. The takeaway: we’re not doing enough with email. It’s still one of the best ways to turn a browser into a buyer but we all have to put a little more effort into sending personalized messages that resonate with our customers. Care to share an email marketing tip? I’d like to hear about the changes that have had the biggest impact on your response rate. Join the Marketing Pilgrim Facebook Community    |
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