NEWS

What’s Happening in Mobile Marketing?
  • 01 Jun 2018

    How to Buy Programmatic Advertising

    There has never been an advertising medium quite like mobile that enables a brand to effectively target the right consumers, in the right place, at the right moment.

    What is Programmatic Advertising?

    Traditionally, media has been sold by ad sales people responsible for negotiating a price for inventory on various mediums. Unfortunately, at least for the job market, with programmatic advertising buying, there is considerably less need for human salespersons.

    Increasingly, mobile advertising is being purchased programmatically through ad exchanges using real-time bidding. An ad exchange uses an automated auction format for the buying and selling of mobile advertisements.  What this means is that the publisher will accept the highest bid for its advertising space any any given moment. In contrast, a mobile ad network will purchase the ad at the lowest possible price at the same given moment.  It is supply and demand at its finest — prices are established according to real-market conditions and in real time.  Think of it as a fluid market of mobile advertising, where the price is set based on real-time value at the time of the transaction being made. Programmatic buying has brought speed and efficiency to mobile media purchasing.

    Programmatic Advertising Using DSP’s

    Efficient mobile advertising commerce involves several entities: ad exchanges, a mobile ad network, a demand side platform (DSP), an ad server, and a real-time bidding engine. A DSP is a piece of software the enables advertisers to purchase display ad inventory in an automated fashion via real-time bidding exchanges. To take advantage of the power of a DSP, an advertiser will most likely have to use the services of a mobile/digital advertising agency, such as Purplegator, that has access to the DSP. It is not likely that an individual brand will make such an investment.

    The DSP enables an agency to maintain efficiency on multiple buys by using a single mobile advertising interface rather than having to deal individually with many different mobile ad networks. By utilizing a host of different mobile ad networks, the agency can benefit its clients by consistently obtaining the best possible rate for the mobile advertising inventory at any given moment.

    By utilizing an agency with a DSP, the advertiser gains wide access to maximum inventory and laser-focused targeting. It also gains the ability to serve ads and bid on ads, plus track and optimize the mobile advertisements — all in real time. It is an enormous amount of information to keep track of, and it can only be done through the use of an effective DSP solution. Without DSPs, mobile advertising would be considerably less effective and more expensive, as advertisers would have to work with numerous ad networks, and the advertisers could not be assured that they were obtaining the best price in every instance.

    It is difficult to imagine a mobile advertising world without DSPs. DSPs have helped to remove costly salespeople from the equation and have made the system far more efficient by making the process of purchasing mobile advertising like the stock market, where prices are adjusted based on supply and demand and current market conditions.

    With a DSP, mobile impressions are auctioned off to the highest bidder at that very moment. The result is a “fill rate,” more commonly referred to in a real-time bidding environment as a “win rate” for the advertiser. The win rate is the number of ads purchased divided by the number of attempts to purchase an ad. In other words, the DSP, on behalf of a specific advertisers, contacts 100 publishers and bids on ads from those publishers. Of the 100 ads the DSP attempts to purchase, six are actually purchased. That makes the advertiser’s win rate 6 percent. The advertiser can adjust its bid price upward to get an improved win rate or to gain exposure on more premium sites, or it can adjust the bid downward to be more conservative, thus resulting in a lower CPM, fewer gross impressions, and more ads running on less attractive sites.

    In addition to DSPs, there is another element to making programmatic buying work for mobile advertising. That side interfaces with the publisher wishing to sell advertising space on their site. This is known as the supply side platform (SSP). The SSP interfaces with ad networks and ad exchanges to make the programmatic inventory available to advertisers. In most cases, publishers are competing against each other by offering the best price, because many advertisers only want their advertisements to be seen by the most coveted person and do not necessarily care on what site it is seen.

    Targeting People, Not Places

    Mobile advertising targets people, not places. What do I mean by that?

    Programmatic Advertising

    PROGRAMMATIC ADVERTISING: Target People, Not Places.

    Let’s say you are looking to target pharmaceutical executives who are attending a national trade show. You could purchase a billboard in the city and hope that some of the right fish swim by and see the billboard. Or, you could target those executives, and only those executives, by utilizing third party data to identify them, then send them an advertisement via your DSP when they are in the city hosting the trade show. NO WASTE!

    With programmatic advertising, you may not necessarily know where you will serve your advertisement to those executives, because you don’t know in advance where you’ll find them. Hence, you are targeting based on who you want to reach first, and where you reach them becomes less important. Hence, targeting people, not places.

    Bob Bentz is the author of Relevance Raises Response: How to Engage and Acquire with Mobile Marketing. He is also an adjunct at the University of Denver where he teaches the graduate level course in mobile marketing.

  • 04 May 2018

    Mobile Video Advertising: Making Your Content Unskippable

    Mobile Video: The Best Way to Gain Attention Online

    Today, more than ever, people demand immediate information and want to be entertained at the same time.  So what better medium is there than mobile video advertising for marketers to resonate with their audience?  With the advent of large data packages and prolific Wi-Fi, consumers are watching video regardless of whether they are in their home, at the office, or on the go.

    Digital video is, by far, the fastest growing area of mobile advertising.  In fact, according to Cisco, by 2019, digital and mobile video will represent 80% of all internet traffic!  This is largely due to millennials’ copious content consumption on mobile and a general trend toward snacking on mobile.  Consumers have become insatiable multitaskers and are finding it increasingly difficult to focus on just one thing at a time.  That’s why they are watching TV and interacting with it on their laptops simultaneously, thus creating a virtual omnichannel tug-of-war.

    There are many reasons why an advertiser should consider mobile video advertising.  One is the decreased cost of making short-form videos.  It probably will not cost as much as you might think.  Because of the short form required for mobile video, a long production is simply not necessary to produce results.  Most mobile videos are only 30 seconds or less.  Many prefer a 15-second format.  It was Vine that first turned us on to 6-second videos and now these micro-videos are proving to be extremely effective for advertisers.  Because of the short length, brands need to spotlight the top message immediately in the video or it will lose consumer interest quickly.

    With mobile video advertising, results are instant, with high engagement, and tap-throughs to make purchases may happen immediately.  After all, if somebody is tapping on a video, they are already significantly engaged with the video presentation itself, and they are far more likely to be interested in converting.

    There are, however, some things that a video advertiser should look out for.  Chances are that when a customer sees a video ad once, he will not bother to watch it again, so there is no need to keep serving videos to the same consumers.  Booking the best time slot is also important; try reaching people with video in the evening or during lunchtime when they are less conflicted.  A working professional or student isn’t going to watch a long video when they are busiest, which is normally during the day.

    Video works great on mobile for awareness, branding, and calls to action.  It helps tell the story of the company in its most entertaining format.  The moving image is an effective marketing approach for businesses of all sizes and in all verticals, and it should be a top priority for every heady marketer.

    Consumers are inherently lazy.  they do not want to read; they want to be entertained.  Video advertising on mobile is a great way to engage your customer and get them to buy.

    Want to learn more about mobile video advertising, read this other post “5 Important Reasons to Use Video in Your Marketing.”

  • 19 Apr 2018

    What Data Does Facebook Have on You?

    And What You Should Do About It

     

    I’m not normal.Bob Bentz, Author, Relevance Raises Response

    For years, people have been telling me this.

    But, when it comes to data that businesses have on me, I figure the more the merrier.  Take Facebook for example; the more Facebook knows about me, the more relevant the ads are going to be that it serves to me.  And, since I have to view ads to be on Facebook (its free after all), why not receive advertisements that are of interest to me?  Stub Hub or Stayfree?  I’m a bit more interested in those Yankees tickets.

    I realize most people are freaking out about the amount of data that’s out there about them.  I get that, but as a marketer, I love it!  More data = better results for our digital agency clients!

    What Does Facebook Know About You?

    I’ll preface this by answering the question:  A LOT!

    Here’s how you can find out how much Facebook knows about you.  Hint — (It’s a lot more than when I posted this article in 2014)

    1. On a desktop computer, click on the upside down triangle in the upper right.
    2. Click on “Download a copy of your Facebook data.”
    3. Click on the green bar that says “Download archive.”
    4. You need to then enter your Facebook password to verify it’s you.  Then click “Submit.”
    5. Wait for Facebook to send you a zip file to your email that you use for Facebook access.

    Mine arrived in 23 minutes in a compacted zip file of 219 MB.  It was very easy to open and navigate.  Get a nice glass of your favorite beverage.  It’s going to take a while to get through all this data.

    The most interesting thing to me was the Ads Topics.  It showed the ads that had been served to me and had another section for the advertisements that I clicked on.  It also gave me a list of my Advertisers Contact List.  This is the list of all of the advertisers that have me on its targeted Facebook list.  Pretty cool.  Some products that I like such as Untuck It, SAKS Fifth Avenue, Nordstrom, The North Face, and coolest of all — I’m on the advertising list for The Doobie Brothers!The Doobie Brothers

    The data will also give you all of the Installed Apps where I use Facebook as my convenient log in.  Some I use often such as All Trails and Uber.  Others were likely one night stands.  But, there’s the biggest tip:

    IF YOU WANT TO BLOCK FACEBOOK FROM FINDING SO MUCH ABOUT YOU, DON’T USE THE FACEBOOK LOG IN OPTION.  USE YOUR EMAIL LOG IN INSTEAD.  DELETE THOSE APPS YOU DON’T WANT ANY MORE.

    How to Delete Facebook Apps

    1. On a desktop computer, click on the upside down triangle at the top of your News Feed.
    2. Click “Settings.”
    3. On the left side, click “Apps and Websites.”
    4. You will then see all of the apps where you have used Facebook access.  Click on the ones you no longer want and then click “Remove.”  You can delete multiple apps in the same effort.

    There’s also some other startling information there.  Did you know that there’s a list of all of your contacts and their phone numbers?  That’s probably something you don’t even have!  This goes along with your complete list of friends.  It’s cool to find out who your first friend was and those friends you removed because their political beliefs didn’t agree with yours.

    But, it doesn’t stop there.  Facebook has kept track of all of your log ins.  You can find the IP addresses of where you’ve logged in to your Facebook account.  Don’t want your wife to know about that side “business trip” to Vegas?  Sorry, it’s all over your data.  You can also find all the restaurants, airports, and yes that gentlemen’s club in Vegas where you’ve Checked In.

    There’s also some other things that you likely suspected like the history of your timeline posts plus all the photos and videos you’ve posted.  They’ve also kept track of all your Facebook Messenger messages for you.  Wasn’t that nice of them?

    And, probably most important, Facebook has kept a log of your Pokes.

    Bob Bentz is president of Purplegator and the author of Relevance Raises Response: How to Engage and Acquire with Mobile Marketing (2016).  Until now, he has not keep track of his Facebook Pokes.Relevance Raises Response

     

     

  • 19 Mar 2018

    How to Get Started with Mobile Marketing

    Purplegator’s Bob Bentz was a recent guest talking mobile marketing on the Marketing Communications Today podcast from the Integrated Marketing Communications program at West Virginia University.

    Where Should a Business Owner Start with MOBILE Marketing?

    Sometimes you fall into good things more by luck than by skill.  Such was the case with my own experience with mobile marketing.  I first learned about mobile marketing when I was at our London office back in 2001 and I noticed when cell phones rang in the underground, they did so with Spice Girls ringtones.  Ringtones were not yet popular in the USA so when I returned back home, we got started in supplying customized ringtones for American phones.  That’s how I got my start in mobile.

    There’s a tsunami of traffic moving from desktops to mobiles, so the first place a business should start with mobile marketing is with its own website.  Your website is your best salesperson.  It’s your quarterback.  It’s your starting pitcher.  And, the experience provided on your mobile website needs to be equally engaging as that of your desktop computer.

    A decade ago, when mobile access to the internet was less than 15%, we created m-dot websites.  These were scaled down versions of a desktop website designed exclusively for the mobile phone.  Today, however, 57% of all web traffic comes from mobile devices.  That’s 68% more than just 18 months ago.  So, most businesses use responsive design to provide a great experience for both desktop and mobile users.

    Purplegator is a mobile-first digital agency, meaning we develop websites for the mobile phone first and then desktop second.  Most web developers do it the other way around.  But, since the trend is clearly moving more and more to mobile every year, why not make the user experience best on mobile and then worry about desktop?

    In my book Relevance Raises Response, we talk about using the “thumb test.”  Try navigating your website with only your thumbs.  If it’s easy to do, you have a good mobile user experience.

    Text Message Marketing – The Next Best Choice

    Sometimes the least sexy aspect of something makes the most sense.  Text message marketing is cheap and provides the single best ROI that you’ll likely experience with mobile marketing.  SMS marketing is the workhorse of mobile marketing.

    Text message marketing is opt-in marketing, as opposed to opt-out marketing that is customary with email marketing.  What this means is that you must have permission to send a text message to a customer or prospect.  This is where many short-sighted business persons bow out, because creating a database of opt-ins seems like a daunting task.  But, it’s the opt-in element of text message marketing that makes it so darn effective, because customers have said that they WANT to receive your promotional messages!  How often does that happen?

    The average office worker receives 140 emails per day, of which 49% are spam.  Text message marketing doesn’t have the same spam problem as email, because of the strict regulations that have been put in place to protect consumers.  Add to that a 97% open rate and it is apparent why text message marketing works so amazingly well.

    Most people think of text message marketing as only B to C, but it works for B to B marketing as well.  Try sending your B to B text messages just three minutes before the top of the hour.  Why?  That’s when busy executives are checking their phones while waiting for their next meeting to start.  Send it at this time and they’ll have more time to read it and engage with it.

    Social Media Marketing: Which Sites Should You Use?

    Which social media sites your business should use really depends on your customer’s preferences.  Every social media network is different.  A business needs to select the proper image and strategy for each, because acting the part is half the battle.

    Facebook remains the gorilla in the room when it comes to social media marketing.  It’s especially effective on mobile, because your advertisement takes up 100% of the screen in the News Feed.  Moreover, it’s native and most of the advertisements you see will likely be of interest to you.  People are used to buying on Facebook so direct response advertising works well.

    On Facebook-owned Instagram, the image is everything.  Use aspirational imagery to maximize engagement.  Pinterest works best for fashion and female skewing products.  Teens and Gen Y love Snapchat.  Twitter is the most timely social media network.  Interested in B to B?  LinkedIn is your best choice.

    Small businesses with limited resources shouldn’t try to do too many social media networks.  Work with the one(s) that you are most comfortable with and will have the greatest impact for your business.

    Even if you don’t plan on using all of the major social media networks, however, try to reserve your company or brand name on all of them.  That way you’ll have them when you need them and won’t have to pay a king’s ransom down the road.

    The Fastest Growing Advertising Medium

    There’s never been an advertising medium quite like mobile that effectively enables a brand to target the right consumers in the right place, at the right mobile moment.

    Effective targeting is what really makes mobile stand out from traditional advertising.  Take Facebook for example.  Facebook knows so much about you.  You gave it a lot of personal demographic information when you started your account.  And, it not only knows that information, but it tracks what you do on it: what you like and what you post.  Moreover, when you go to external sites, there’s that ubiquitous Facebook share button that is tracking your visit again.

    A restaurant or small business likely only has a trading area of a few miles or a few zip codes so how can it possible advertise on traditional media in a large city?  With geo-targeting, a business can just serve ads to its own immediate trading area.  No Waste!  Add in interest third party data and your advertising won’t go to the masses, but only to your best targets.

    Target People, Not Places.

    Want to know what Facebook knows about you?  Go into your newsfeed and click on the three dots in the upper right.  Then, click “Why am I seeing this?” and then “Manage your ad preferences.”  You’ll now see what Facebook knows about you!  Some consumers think its scary, but as a marketer, you should love it!

    Relevance Raises Response

    If you are interested in learning more about mobile marketing, and you don’t want to take my graduate level class at the University of Denver, please consider purchasing my book Relevance Raises Response: How to Engage and Acquire with Mobile Marketing.  It’s available at Amazon, at my book website, many retail bookstores, and at many fine online book retailers.

    Best Mobile Marketing Book

    You can learn more about SMS text message marketing and other mobile marketing strategies in Bob’s book.

  • 27 Feb 2018

    Now is the Time to Reach Busy Parents & Campers on their Mobile Devices

    Summer Camps have a tight window of opportunity in which to attract, engage and acquire their primary audience – busy parents. At the same time, many camps also need to be marketing to the campers themselves with a very different message and focus. With so many marketing and media options available, be sure that the focus is on the right message to the right person on the right devices for maximum impact resulting in full camp sessions.

    Generational Marketing goes Mobile

    Traditional advertising in newspapers, postcards and even television commercials may not be the best way to reach your intended audiences. Today’s teens are mobile natives and will turn to mobile, their device of choice, when doing research on what camps catch their interest. This group often prefers images and videos rather than articles. They would respond well to short clips showing the grounds, the staff, and highlights of some great activities. Culture is very important, so be sure to showcase the unique culture and atmosphere that you offer. Their parents (and their grandparents) are mobile savvy as well. A recent Pew Research study shows that 89% of people ages 30-49 have a smartphone. 85% of adults get their news on a mobile device. Highly targeted advertising on their mobile device via social media and search will reach them while they are in the stands at a sporting event, at lunch with a friend, or waiting in line as they use their phones.

    Social Media Tells the Story

    Teenagers spend nearly 9 hours a day on social media. According to Pew Research 2017 data, nearly all adults use social media platforms. 88% of adults between the ages of 18-29 use Facebook and 59% use Instagram. 79% of 30-49 year olds use Facebook. Social Media is the place they turn to be informed, entertained and educated. A well -developed Facebook page and Instagram with robust images and great video allow you to tell the story of your camp, your staff andyour activities. The challenge is this: How do you get people- the right people – to actually see your posts?

    How Do You Get Your Message in Front of Your Audience?

    Facebook’s algorithm typically shows your posts organically to between 0.5 % and 1.5% of the peoplewho like your page. If your page has 7,000 likes, that means between 35 and 105 people will see your posts. What about the other 6,900 people who have liked your page and want to know more? Boosted Posts are an option if you’re looking to increase likes, comments and shares. Display Advertising is best if you want to reach a highly targeted audience with a specific call to action – Call Now, RSVP to an Open House, Sign up now, etc. Detailed targeting allows you to reach key demographics by age, income level, zip code, online behaviors, etc, meaning no wasted ad spend. It allows you to reach your most ideal audience on the device they have within two feet of them for 22 out of 24 hours in the day.

     

    To learn more about social mobile advertising for your summer camp, please contact us via your method of choice: email us, or call us at 610-688-6000

  • 20 Feb 2018

    Text Message Sweepstakes Drive Engagement

    Text Message Sweepstakes

    The Best Way to Build a Large Database

    When it comes to mobile marketing, there’s no better way to promote your business than with SMS text message marketing.  Text message marketing is the oldest part of mobile marketing.  In fact, at one time, text message marketing WAS mobile marketing.  There was nothing else.

    Text messaging certainly is not the sexiest part of mobile marketing today, but it remains one of the most effective.  The reason that many businesses don’t do it, however, is that creating a database of opt-ins can be a daunting task.  You are starting with zero and need to build from there and it can take months until your business has enough opt-ins to your SMS marketing to make a significant difference in sales.

    That’s where a text message sweepstakes is something your business may want to consider.  A sweepstakes program can jump start your database build to allow you to immediately gain enough opt-ins to make a difference.

    Create Buzz

    There’s nothing like a text message sweepstakes to create buzz around your brand.  Who doesn’t like to win something for nothing?  It’s exciting, it’s interesting, and it’s viral.

    BUILD ENGAGEMENT

    Want your advertising to stand out and engage your audience?  There’s no better way than to offer a sweepstakes.  Your digital or traditional advertising takes on a whole new approach when the consumer has a chance to win something.  A text message sweepstakes makes all of your advertising interactive and offers a chance for a one-to-one engagement with a prospective or existing customer.

    PROMOTE brand loyalty

    By offering a sweepstakes, your business has a chance to stand out from the pack and increase brand loyalty.  It certainly makes your brand more memorable, because customers will be spending more time both viewing your advertising and participating in the sweepstakes.

    builds your database

    Based on over a decade of experience in offering text message sweepstakes, our research indicates that participation in a sweepstakes promotion will be 14 times greater than a promotion that offers only a mobile coupon as the incentive for an opt-in.  It will be 48 times greater than an equal advertisement that offers no incentive other than becoming part of the database.  Simply put, if you want to create a database of potential customers, there’s no better way to do so than with a sweepstakes that uses SMS as the means of entry.

    broadcast messaging drives sales

    The real value in creating a database, of course, is in the ability to market to your opt-ins in the future via broadcast text messaging.  The larger the database, the more effective those broadcast messages will be to your bottom line.  With a typical SMS marketing opt-out rate of less than 1% per month, the value of the text message sweepstakes will stay with your business for a long time after the promotion ends.

    gain publicity

    An added bonus to a text message sweepstakes is the additional publicity that it can generate for your brand.  Sending a simple press release to local, regional, and national outlets can generate additional promotional value that won’t cost you anymore.  Publicity is bonus, viral, free marketing.

    improves seo

    Businesses are always looking to increase organic traffic to their website.  Putting the details of the promotion on your website will help build backlinks to your business when other websites mention the promotion or even your own digital advertising links back to the website for the required terms and conditions.  This helps increase your search engine rankings.

    legal requirements

    Some businesses shy away from sweepstakes offerings due to concerns with adhering to a myriad of legal requirements.  And, legal requirements are a significant concern for any business offering a text message sweepstakes.

    One thing you should do in an SMS sweepstakes offering is make sure that you have a double opt-in from the consumers.  Legally, you can’t require that a consumer opts-in to your marketing database to participate in the sweepstakes.  Therefore, the first reply MT message in the interactive text message should advise the participant that their entry has been received and it should invite them to send a second text message to become part of the marketing database.

    There certainly are many more requirements for SMS text message sweepstakes and a business should always obtain its own legal advice, but working with an experience provider will certainly help you avoid potential pitfalls that may occur.

    Contact Purplegator if you’d like to learn more about successful text message marketing sweepstakes that we’ve been running since 2007.

     

  • 29 Dec 2017

    Mobile Marketing 2018

    A Video Presentation of mobile marketing 2018

    Bob Bentz, president of Purplegator and author of Relevance Raises Response: How to Engage and Acquire with Mobile Marketing, gives an overview of mobile marketing 2018 in this video presentation. Bentz takes some of the best mobile marketing programs of the past five years and combines them with updated industry statistics to provide an entertaining overview of the industry. Special attention is given to the Key Performance Indicators (KPIs) of the programs.

    Each segment of the presentation pulls together some updated facts and statistics on that particular aspect of mobile marketing and then adds an entertaining video of a top mobile marketing campaign. The presentation has nine segments that essentially follow the chapters of the 354 page mobile marketing book.

    1. Introduction to Mobile
    2. Advantages of Mobile
    3. Mobile-Optimized Websites
    4. Text Message Marketing
    5. Social Media
    6. Mobile Advertising
    7. Mobile Apps
    8. Mobile Commerce
    9. The Future of Mobile

    In the presentation, you will see some of the best mobile marketing campaigns of the past few years from companies such as Adidas, Chiquita, Ford, Dunkin’ Donuts, Coors, Abercrombie & Fitch, Hellman’s, and Gatorade. The presentation culminates with a riveting video, sponsored by Gatorade, starring Washington Nationals’ superstar Bryce Harper showing off virtual reality to a group of young ballplayers. With this, the presentation takes the viewer from the 3 pound “mobile” phones of the 1980’s to present day mobile mania.

    Bentz has given this speech at numerous industry events and while on his book speaking tour. The presentation has been given in Philadelphia, King of Prussia, and Harrisburg, Pennsylvania, Morgantown and Huntington, West Virginia, and in Cincinnati, New York, and Vancouver. He most recently gave this presentation as part of Marshall University’s Cohen Business Professionalism Speaker Series held at the Lewis College of Business.  Bob is also an adjunct at the University of Denver where he teaches the online graduate level course in mobile marketing in the Communication Department.

    If you are interested in having Bob speak at one of your upcoming events about mobile marketing 2018, please contact us at Purplegator.

  • 04 Dec 2017

    Put the POW in Your Ski Resort Marketing

    Ski Resorts have a tight window of opportunity in which to attract, engage and acquire their audience. Whether you cater to young people, families, or pros, your ski resort marketing needs to grab attention quickly so that the people who see it convert to guests at your resort. With so many marketing and media options available, be sure that you’re not making key mistakes and are truly focusing on the right ones for your audiences.

    One size does not fit all when it comes to marketing to various generations of skiiers. Baby Boomer skiiers are on the decline, being rapidly replaced by Millennials. Your traditional advertising may not be reaching your desired audiences as they turn to social media and video to gather information and make decisions about where to go and how to spend their entertainment dollars.

    Great video content about your ski resort will capture attention. Be sure that your ski resort marketing includes video featuring the lifts, the restaurants, the people who work there, as well as video of your exciting runs to drive engagement. Go behind the scenes with your chef or feature an employee of the month. YouTube shares and comments increase high ranking factors meaning your video can show up more often in search (remember, Google owns YouTube). Video content is also increasingly popular on Facebook. Facebook’s algorithm favors video with its high ranking emotional engagement. In fact, Facebook reports that native video uploaded to Facebook gets 2x the reach and 7x the engagement of other posts. The good news is that all of your video does not have to be professionally produced.

    SAM’s 2015 2016 Best and Worst Marketing says it best: “Digital media is no longer “on the rise” or very new—it’s standard. Many resorts have gained a better understanding of their audiences, and are generating digital content to reflect that. Spearfishing rather than casting a net, if you will. Others still have some learning to do.”

    According to Pew Research 2017 data, 88% of adults between the ages of 18-29 use Facebook and 59% use Instagram. 79% of 30-49 year olds use Facebook. Advertising on these platforms along with YouTube and Google will reach your intended audiences where they already spend much of their time – on their mobile devices.

    Having a Facebook Business Page is not enough. Back in the earlier days of Facebook, a business could set up a page, put up some interesting and entertaining posts and engage with its audience. That changed in 2012 when Facebook entered the world of paid advertising. Now if a business wants to expand its reach beyond a handful of viewers, it needs to pay for display advertising. Boosted posts are best for companies who are looking to increase likes, comments and shares. If you want to target specific behaviors with a specific call to action such as bringing people into your resort, or want them to purchase a ticket or package, you will want to invest in display advertising with Facebook, Instagram, LinkedIn or Google.

    Text message marketing allows you to build a very loyal VIP fan club and communicate directly with them on their mobile phones. Different groups can opt in with different keywords, allowing you to segment your audiences and customize your offers. Let people know when you’re open, when you have fresh powder, advise about special VIP offers, or even when you have to close due to a weather emergency.

    It’s never too late to start a social mobile ski resort marketing campaign to reach your most important audiences. The digital marketing experts here at Purplegator are ready to help you execute your online digital marketing plan. Give us a call at 610-688-6000 or email us at sales@purplegator.com.

  • 10 Nov 2017

    There Is No Prime Time Anymore

    In the 1980s, television advertising was a juggernaut. There were only three major networks, a handful of independents that didn’t have many viewers, some cable networks like MTV that took ads from taxidermists, and then there was this start-up called Fox that had the absolute worst programming you could ever imagine. But, even if you were a big local advertiser, there was one thing that eluded you—prime time! Sure, you could advertise on Good Morning America, The Sally Jessy Raphael Show, and even the local news, but shows like 60 Minutes were reserved for just the big dogs. You couldn’t afford it.

    Until recently, there was still a misconception among small businesses that mobile was like television prime time. Facebook changed all that with its easy-to-use Boost Post advertising feature. Since many small businesses already use Facebook for the essentially free advertising with its organic business page posts, entrepreneurs have been boosting posts for as little as $5, thus putting them on the same marketing playing field as Lexus or even Dollar Shave Club.

    Moreover, local businesses can now use geotargeted mobile advertising to pay for advertisements that will only show up in their local trading area—an area that may be as small as a single zip code. There is no waste as one might have with traditional media. Add to that the unsurpassed demographic, psychographic, and interest enhancements that mobile provides for laser-focused targeted advertising and you have quite a successful medium for local business promotions.

    Most importantly with mobile, local advertisers are not at any disadvantage compared to larger nationally known brands. That is because there is no prime time when it comes to mobile advertising. With the exception of sleeping time, the audience for mobile marketing and mobile engagement is essentially the same 24 hours a day. Think about it. You check your phone when you wake up in the morning, through the workday, in the evenings, and even late at night.

    A mobile advertisement at 9 a.m. is worth the same as a mobile advertisement or TV ad at 9 p.m. in prime time. You reach essentially the same number of people and you receive similar engagement and acquisition. It’s like a mini-Super Bowl every day. For local small business advertisers wise enough to be using mobile marketing, you can now play in prime time with the big dogs.

    SOURCE: This is an excerpt from Relevance Raises Response: How to Engage and Acquire with Mobile Marketing. Written by Bob Bentz, President and CEO of Purplegator, Relevance Raises Response is available on Amazon. Several major universities now use Relevance Raises Response as a graduate level textbook in the Communications Department.

  • 06 Nov 2017

    Is It Mobile Marketing or Just Marketing?

    First there was television and then the desktop computer. Today, cunning marketers are embracing the “third screen” of mobile and turning it into a marketing juggernaut, to the point where mobile will soon become the “first screen.” Along with the increased performance with the enhanced devices and connections comes an opportunity for businesses to engage and acquire new customers and users.

    At one time, mobile marketing was practically synonymous with SMS text message marketing. That was all marketers really knew. But today, there is so much more to consider regarding what can be done with mobile marketing. Mobile marketing does not mean just one thing anymore in a mobile-first environment. As the evolution continues, the rapid introduction of more mobile marketing possibilities will create even more efficient ways of reaching the mobile consumer. It may seem like mobile has come a long way, but the industry is still in its infancy, and if you have been involved in it for more than five years, you are a veteran.

    Today, mobile marketing is one of the most powerful ways to reach people. It enables you to reach a laser-targeted audience in a relevant way and engage them on their most personal of devices—their mobile phone. Relevant marketing means engagement marketing. It is about creating a relationship with your customer or prospect by delivering content that is both relevant and personal. Mobile marketing is no longer just a trend; it is a vital way for businesses and organizations to engage existing customers and acquire new ones. Mobile marketing is modern-day marketing. Very soon, the term “mobile marketing” will sound as ancient as the daily newspaper, or prime-time television. We’ll all know then that mobile marketing has matured. That is because we will drop the term “mobile” and simply call it marketing.

    SOURCE: This is an excerpt from Relevance Raises Response: How to Engage and Acquire with Mobile Marketing. Written by Bob Bentz, President and CEO of Purplegator, Relevance Raises Response is available on Amazon. Several major universities now use Relevance Raises Response as a graduate level textbook in the Communications Department.