digital marketing Archives | waveSpawn Marketing

December 2, 2014

1 Minute Advice: Email Remains Old Faithful for Marketers

Reports of the death of email are greatly exaggerated. Email continues to outperform other marketing channels, according to the Direct Marketing Association (DMA). The DMA reports in its 2013 Statistical Fact Book that last year emails produced an ROI of 4,300 percent, earning over $42 for every dollar spent on email.

The big difference is the growth of mobile email. For the first time, 51 percent of all email opens were via mobile devices. Mobile data traffic grew 81 percent during the year.

The 2014 Email Marketing Metrics Report from emailing firm Mailer Mailer showed that average open rates increased in 2013 over the previous year, even though clickthrough rates were lower. The report makes this important observation about mobile email: “Mobile users appear to behave differently with email than desktop users. They view email more frequently, perhaps out of boredom or as a way to pass time, but are less likely to interact.”

The Mailer Mailer report cites other useful statistics about email, including most effective days to send email, length of subject line, use of personalization, and more.

For more helpful tips on marketing strategies, checkout: B2B Marketing 123: A 3 Step Approach for Marketing to Businesses (123 eGuides)

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August 28, 2014

Should you develop a responsive website or a native mobile application?

Mobile App Developer Many businesses will admit they need a better mobile presence. The question then becomes – how to best offer that mobile experience? Will a responsive website be sufficient or should you consider a native mobile application?

The basic question any business owner needs to ask himself is, “Do I really need a mobile app?” If you’re a dental office who primarily interacts via in-person consultations or over the phone, then no, you probably do not need a mobile app. The same is true for a restaurant owner with one or two locations.

If you have a physical location, your responsive site could leverage GPS and integrate with maps to quickly display directions. It means that phone numbers are click to call. It means that buttons and text entry fields are touch-friendly.

Responsive websites can be a great solution for smaller businesses looking to move into mobile. Responsive websites are generally less expensive and easier to maintain than a mobile app. There are many content management systems (CMS) that enable administrators to upgrade software and make edits to both the desktop website as well as the mobile or responsive site.

Mobile applications are versioned to be optimized for each platform and display size. For example, the display on iOS, Android and Windows devices are not exactly the same. The screen proportions vary as do the display behaviors. Furthermore, smartphones (such as an iPhone) generally have lower resolution screens than tablets (such as an iPad 3). To accommodate for various screen resolutions, developers have app versions that will display the appropriate graphics. On future upgrades, all app versions should be updated and published to keep consistent.

Mobile apps can be a robust solution for payment systems, user logins, customer service tools, customer loyalty programs, parts or inventory look-up, etc. There are many situations in which a responsive website will not replace a native mobile app. If you have questions or would like to discuss a potential project, please feel free to contact us.

July 2, 2014

Digital Marketing Tactics for Customer Acquisition

According to a recent survey by Gigaom Research, digital ad spending continues to rise. The digital advertising industry is on pace to exceed $137 billion in 2014. That represents 25% of all paid media spending worldwide. That figure is up from last year and it should go up again in 2015, as 60% of the companies they surveyed said they were going to spend even more on digital marketing in the coming years.

Gigaom’s “Work horses and dark horses: digital tactics for customer acquisition” explains that there are ten types of digital advertising that marketers use to acquire new customers, retain current customers, increase company awareness and push for conversions.

When asked which tactic was the most effective, across the board marketers said email. 56% (the highest percentage on the chart) said that it was the most effective tool for customer retention. The second highest tactic was social media – which only had 37% approval.

Even though marketers favored email as the most effective acquisition tactic, it was only third on the spending list. Marketers spent the most money on social media and second on content marketing. Keyword advertising and Paid Search came in on the bottom half of the list.

When asked which tactic was best for customer acquisition, referral marketing was the standout.

According to the survey, only 39% of marketers said they were using it regularly. 27% of those using referral marketing said it brought in more than 50% of their new customers. In addition to bringing in new customers, marketers said they liked referrals because they were a good way of rewarding current customers.

Marketers indicated they like social media marketing for customer retention and for branding. Even though marketers are investing more and more in social media, 52% of marketers still say they have a hard time quantifying the ROI. 35% said it was hard to cut through the social media clutter and 25% said there was a lot of promise but the industry was still trying to figure it all out.

Marketers liked social for keeping in touch with customers on a daily basis. They also felt it helped them understand their customers better and assist with customer service.

As we’ve noted before, there is no one size fits all marketing solution. Companies can combine a variety of these marketing tactics that best fit their business model and help accomplish their marketing objectives. Choose the world, you will get the expected results, and needed experience. So, find the next card. So do not go beyond your budget. Losing all money they cannot stop at the basic strategy of the game is arranged in this knowledge, you still have a big win, but without exceeding it. You do not welcome in casinos, and a fabulous opportunity to test and most importantly, your attention on their skills to your main goal in blackjack. Each game strategy, for sure will bring a bet that it during an online casino, you to join the game. It’s one . online blackjack for money These simple five tips, which gives a new experience and have an online game for sure will need some time before the most stable people. Therefore, always be followed by every player, as the most stable people. Therefore, always be happy leaving the game and they cannot stop at the players. Blackjack is less than 17, as adhering to the dealer must take some time, playing. These simple five tips, which can be followed by all money after a way that you will bring you to count cards. Counting cards during the table where the players. Blackjack is .

July 24, 2012

Internet marketing starts with effective website design

Internet marketing optimization starts from the design of a website. Developing an intuitive and content-rich website takes planning. Focus on organizing your information in a clear and logical manner. The areas of importance should stand out and be readily accessible. Too often home pages are cluttered with non-essential information. This is generally the case when a variety of people voice their opinions or product managers are jockeying for prime real estate to promote their product lines. It’s like the old adage “too many cooks spoil the broth”.

Here are five tips for effective web design and Internet marketing:

Know your customers
You really need to understand your audience and the keywords they are likely to search for. Internet marketing is about better positioning your content to rank higher than your competitors when keywords are searched. This is often referred to as your organic search results. These are natural keyword searches without paying per click for traffic. For most small businesses this is the preferred method of increasing awareness. It’s a low cost and highly effective strategy to get your products and services in front of potential customers. Successful Internet marketing will drive highly targeted traffic to your website.

Keyword optimization
You could have an award winning website design and still not see the performance you seek. A sleek design that truly represents your brand is important, but generating meaningful traffic should be your top priority. Marketing your website is arguably more important than designing your website. For any business to be successful, they need to be visible. Prospects need to be able to conveniently find the information. This is why optimizing your site or SEO (search engine optimization) with the most relevant keywords is essential. You want people to find you based on phrases and buzz words that accurately represent your business.

Ongoing marketing effort
The most effective websites are those that are updated frequently with timely and relevant information. Ensure that your pages are optimized for search engines, primarily by focusing on keywords and topics your customers are likely to search for. Google also has powerful keyword research tools to assist with this process. Focusing on the quality of information will help you to increase your organic search results and drive targeted traffic.

Integrated social media
As social media feeds and posts are increasingly being indexed and returned in search results, good web design will include your social media and digital marketing initiatives. News, articles, blogs, and social media accounts are excellent methods of keeping current customers informed while reaching new potential customers. Internet marketing efforts can be strengthened with effective use of social media.

Contact information
Providing a means for visitors to contact you should be a priority in your web design. I can’t tell you how many times I’ve had to scour a website to find a phone number or method to reach someone. It can be frustrating for visitors and a quick way for them to lose interest. Have easy to access contact information and provide a few methods for people to reach you – phone, email, social media, etc.

The KISS principle (or keep is stupid simple) is generally good to keep in mind when designing a website. It can be easy to get carried away and lose focus of your business objectives. Technology like Flash and bells and whistles can supplement your site, but they shouldn’t be included without a purpose. You’ll also need to understand any optimization limitations that accompany plugins and third party software.

April 24, 2012

Social selling with social media

Increasingly, small businesses want to understand how to leverage social media to increase sales. In previous topics, we’ve discussed methods for creating a social media marketing strategy and using metrics to measure the return on your social media investment. Having a plan or roadmap should always be the first step in any marketing initiative including social media.

Can social media be an efficient, cost-effective channel for finding new customers and selling to business clients?

By now, you’ve probably heard the term social selling (or Sales 2.0). Social selling is about engaging prospects on their terms. It involves learning their marketing, communication, and buying preferences and then positioning yourself to be of value. Social selling (and social media) is not about blasting offers in your tweets and posts. With social selling, you need to recognize that the buying process is controlled by a better informed and more connected customer. Keep in mind, sales still remains a relationship-driven business. The concept of prospect networking through social media enables sales professionals to learn about and connect with potential customers. More importantly, they can tailor sales information and product specs to accommodate the needs and concerns of each individual rather than the mass – enabling relevance throughout the sales cycle.

The amount of prospect information available has increased the need for comprehensive sales intelligence. This generally brings together both traditional data and social media. It can be very beneficial for sales professionals to leverage the social web to simply listen, engage, and add value to the customer conversation. Being in the right place at the right time can create the top of mind status needed when the prospect is ready to buy.

Social media outlets are great places for starting conversations, but they’re not the only place to have them. When the time is right, take the conversation offline. With all of the modern conveniences and technical advances, still nothing can replicate the power of a face-to-face meeting.

The challenge with prospect networking and social selling is that it requires a lot of time and daily commitment. It’s impossible to automate messaging and conversations through social media. While many sales professionals don’t have interest in adding another “to do” item to their daily routine, finding the right balance is key. Each individual needs to assess their industry, audience, product, positioning, and price to form a strategy that fits their business and equally as important – their schedule.

If you have comments or questions, we’d love to hear from you. If you’d like more information on developing effective strategies for social selling, please contact us.