As most marketers now know, mobile buying influence in the market continues to rise and studies show that at the end of 2011 as much as 20% of purchases occurred or were heavily influenced directly by mobile devices.
A new study also shows that consumer sentiment views tablet and smart phone devices as secure as using typical desktop or laptop computers for making purchases. According to a study by ThreatMetrix in partnership with the Ponemon Institute, 51% of consumers believe the fraud risk is the same on a smartphone, tablet, laptop, desktop devices. Almost one third believe that mobile and tablets may actually be more secure. Only 19% say they believe fraud risk is higher on tablets and smart phones.
This combined with ongoing data showing the quick growth in the use of smart phones and tablets, combined with market confidence indicates that the quick growth in mobile devices with continue and that the proportion of sales is going to proportionately increase as well.
Meanwhile , smart marketers will continue to look forward in how they can utilize mobile within their businesses marketing campaigns and develop mobile specific tactics, so they can make the best use of this trend, growing sales.
Filed under Advertising, Marketing Analytics, Media Buying, Mobile Marketing, Social Media by on Jan 8th, 2012. Comment. 
A new study by Unity Marketing shows that in 2012 a significant percentage of affluent customers (43%) plan to spend more or even much more on travel.
This is supposed to be particularly true of led by young affluents, men, ultra-affluents, and high-net-worth affluents. So who are these affluent individuals? The report defines mature affluents as aged 45 and older, high-net-worth affluents as those with *investible assets* of $1 million or more, ultra-affluents as the top 2% with incomes of $250,000+, and young affluents as those aged 44 or younger.
Of this group, about 28% will spend significantly more, and 72% spend somewhat more. Keep in mind that men in general are expecting to spend more as well.
To me this indicates 2 things, first that sentiment among individuals is that the economy is improving and that they feel more secure in spending disposable income.
Besides this survey other indicators are also showing that the buying public is spending more and positive changes in consumer behavior. Besides the obvious opportunities in travel, this is likely to continue to mean better spending across the board by all consumers, but particularly the affluent This means as entrepreneurs and marketers we should look at how we can embrace customers with a more positive light going forward in 2012, as well as look for special opportunities to reach affluents, who appear prepared to loosen their purse strings in 2012.
Look towards your business in how you can take advantage of these opportunities.
Filed under Internet Business, Internet Marketing, Marketing Analytics by on Jan 10th, 2012. Comment.
So you have been trying to blow up your company or brand on Facebook, but maybe you are unclear of the results because you have focused on driving sales on Facebook itself, and it has not achieved the results you expected. Repeated marketing studies have shown that Facebook storefronts have not been a leading source of e-commerce transactions, despite the platform’s huge user reach.
According to a study released by ThreatMetrix in partnership with the Ponemon Institute, Only 20% have purchased something directly within Facebook, despite ongoing direct exposure to products through Facebook. That this is do in large part to the social nature of Facebook. Consumers are glad to learn about, share opinions, or even be rewarded for interactions with brands they like, however studies indicate that many consumers feel that Facebook is the wrong place to be urged to complete transactions due to its more “social” environment nature, and more likely to distrust motives of brands that do.
In practical terms you could liken it to someone showing up at a gathering of friends and urge everyone to immediately buy a sweater from them, like the cool one they are wearing. Maybe the sweater is cool, and people may want to learn about it in casual discussion, to later make a buying decision. It is not the time, however, to be hawking the actual product.
A separate study, by Oracle, found that whooping 34% of American and Canadian consumers said they would never purchase products via a Facebook page, while only 10% said that they had done so. There is also concerns of security with Facebook stores as a ThreatMetrix /Ponemon Institute study show that 53% of consumers fear that Facebook stores are less secure in protecting them against fraud than typical internet storefronts. Clearly there is a perception issue here.
So does this mean that Facebook order pages and storefronts should be avoided? Certainly not, and there may be special considerations for some direct marketers as well. While Facebook stores may not be best for many brands and companies, it appears to come down to approach. Studies show that the businesses successful with Facebook storefronts are high touch businesses where customers have close relationships with the brand and commonly deal with all customer contacts on a highly personal level and have a one-on-one–relationship, which lends itself to trust. Custom services, personal/consultant type services, and “luxury” type brands are key examples of those that come out on top in studies.
So what does this mean for your business? It means that if you have intentions of selling directly to customers on Facebook, examine your business and the level of relationship with your customers and decide if it is right for you. You must first build a strong relationship, and be able to build higher than usual levels of trust where your brand has a high level of personal touch with your customers and prospects, then you can extend your relationship with direct sales on Facebook in your advertising and marketing campaigns.
Filed under Advertising, Brand Building, Internet Business, Media Buying, Social Media by on Jan 10th, 2012. Comment.
We love our customers, but it doesn’t mean that we need to always get a one night stand when we first meet.
In your marketing and sales process, it is often getting qualified leads and customers that tends to be the most costly or difficult within your processes (your funnel). Once you have achieved that, you want to build a relationship with your customers, and nurture that. Instead of making the mistake of making it only about a pitch.
So lets take a look a a few things you should remember:
This is why you don’t want to simply have a one night stand. This means simply trying to “close the deal” with pitches without building a relationship by providing value and show them what you stand for in the market place. You want to increase the lifetime value of your customers and prospects, and have them come back to you again and again now that you have filled their need.
Your customers are a valuable commodity, to be treated with respect. You don’t want to simply continuously blast them with offers if you want them to be responsive. Yet, the truth is I see many markters doing exactly this. Provide them value, then once every few messages provide the pitch.
If you are the face of your brand, you need to be sure that it gets in front of your customers and see that there is a personal touch. Provide them ongoing value, and they will keep coming back to you within your marketplace. If not, it is still key that your brand still has a clear message to your customers, and continues to provide value. Remember the old rule of thumb that it takes 7-12 contacts with a prospect to close a sale.
If you are interacting with your prospects and customers on Facebook, know that your fans want to interact with you, not be marketed to. The moral of No one night stands is particularly important in social media. Remember it is “social media,” you wouldn’t run into a party and start trying to sell everyone, and you must take a similar approach when interacting in social media, think first about what they can learn about you to make a good decision, or interact with you, so they WANT to take further action with you.
Know why your prospect come, and why customers buy your brands product or service. This means you need to know the real full resason that your customers make that buying decision and what is the complete need you are filling. It is very easy for people to make assumptions about their customers, but lets dig a bit deeper and you will discover a lot more profit potential by indetifing your market. Just because a person decides to participate in a fat loss program doesn’t simply mean that they think they are fat. Why are they doing this? It may be that the want to FEEL healther, be more appealing to the opposite sex/spouse, or feel more confident with friends perceptions of them. This is a simple example, but whatever you provide, knowing the specifics of the need you are really filling will put you far ahead of your competion.
Understand that perception often become reality when it comes to marketing and what people think of your brand. If they have a bad experience they are likely to continue to have a bad perception, if they have a good opinion, then it is likely that it will perceive their contact with you as more positive. So be sure you have control and know what perception you are creating within your marketspace, is it a good perception or a bad one? Truth is that within marketing, how they perceive you will have a big effect on the conversion of your product or service.
No more one night stands. Start thinking about the long term relationship with your customers. Keep these things in mind, remember that you want to increase the lifetime value of your prospects, and get them coming back to you again and again now that you have them, because THEY know that you can best fill their need within your marketplace.
Filed under Brand Building, CRM, Copywriting, Editorial, Internet Marketing by on Jan 26th, 2012. Comment.
