A conversation on all things mobile: Banking, payments, and Costanza

mobilepaymentstoday.com

Baby it's (freakin') cold outside, but mobile is hot (or to quote a band I love called The Cure, ‘hot, hot, hot’). In this next installment of ‘Rantings with Ranta’, Dan Ring from ACI Worldwide asks Mark Ranta to look at many things in mobile—from banking to payments to wallets to the growing ‘unbanked’.

Mark, do you know that if you line up 2 billion smartphones side by side, it's close to 95,000 miles. Hold on, I just Googled ‘circumference of earth at equator’: it's about 24,902 miles...so if you line up the 2 billion smartphones, that'll be more than a couple of times around the Earth...and thus concludes our geography and distance lessons. And why 2 billion? Bill Gates predicts that by 2030, 2 billion people who don't have a bank account will be storing money and making payments with their phones.

Two billion is an impressive figure, but quite frankly, not a surprising one. The (developing) regions that we're taking about don't have to rely on dated infrastructure. They're able to fully take advantage of the technological advances we've seen in the last twenty years (dating back to cell phones). And unlike the established banking economies in the developed world, these regions are not required to maintain legacy systems, which hinders progress.

And the developing regions are typically referred to as the unbanked?

The unbanked reminds me of the famed Proclaimers song, but with a twist: I would walk 500 miles and I would walk 500 more…but I wouldn't be the man who walked 1,000 miles to fall down at the bank's door. Mobile and banking are becoming synonymous in the developing world. In these regions, no one has to walk any miles (or even meters) to have access to financial products. They are the 'unbanked,' or better put, the traditionally 'unreachable' due to a lack of infrastructure. And this is why mobile has become or is becoming in some cases so prevalent in these regions.

How are the traditionally unbanked different from the banked when it comes to mobile?

Instead of regionalizing the discussion, let's break mobile up into three areas: mobile banking (think banking apps), mobile payments (money movement or point of sale) and then we can talk about the wallet. Work for you?

Sure, but can I ask why break it up?

Well for starters, I think it's easier to understand mobile if you start looking at the core areas where mobile comes into play. By breaking it up, you can start to hone in on certain areas, but also start looking at a holistic strategy; otherwise it is like standing at the beginning of that 500 mile one-way journey wondering how you are going to get there.

Sounds like a plan, Ranta-man. So where do you start with mobile banking? It's been an area of pretty rapid growth the past few years from what I have seen, heard and read.

When I talk about mobile banking, it's easiest to start with where we are today and the current state of the market, and just as you note, its rapid rise to fame. Mobile banking is the logical (sometimes enhanced) extension of many banks’ online product. If you think about it, up until about the mid 2000s, we were pretty limited with what could be done from a smartphone. The bandwidth of a mobile web browser was rather frustrating, so the idea of going to a bank website was a rather onerous task; that is until Mr. Jobs introduced us to the wonder of apps and kicked opened the door to where we find ourselves today. 

As you noted, folks of all sizes and shapes (and ages) have been gravitating to the mobile device to do a whole series of transactions, but the primary purpose is to simply look at balances or track status or check out particular payment or recent activity. Up until fairly recently, that was really all you could do, and we are just starting to see the sprouts of the next level of functionality, but that growth and demand for functionality will not match the initial rapid demand to just “get mobile.” It will be more evolutionary for the next gen, but to set the record straight, it will be quick, just not rapid if that makes sense.  

Does the Personal Financial Management discussion fit in here?

I do tend to put PFM in this box since it is, to some extent, tracking the status of payments you have made, but to be honest, I think PFM is a much larger discussion. Let's just say that I believe PFM is a driving force in mobile, and one topic that we should discuss in more detail soon.

Duly noted…so I think that brings us to mobile payments. I guess a good place to start is with a definition; how do you define mobile payments?

It's funny, I have changed my stance on this multiple times in the past few years, because I tried to make the net as wide as possible to help the mobile awareness campaign I was running in my head. If you asked me two or three years ago, I would have said that a mobile payment is any payment that is initiated via a phone. So that would have included a purchase on iTunes, an in-app Amazon purchase, any mobile web browser online purchase, and the more obvious group of QR-based POS or SoftCard NFC-based payments, or any of the mobile money movement platforms.

Today, I think I would drop the in-app or in-web browser pieces and limit the definition to 'just at the POS', or to where the mobile device takes the place of the physical cash or card while I’m standing in front of a register or sending money to a friend or family. That’s how I see it today, but again it’s a moving target for me. 

Do you think the cashless, coinless, cardless society is now closer?

Closer is a relative term. Do I think mobile payments are here to stay and on their way to becoming mainstream? 100% yes! Do I think they will replace cash and card? Maybe, but I doubt it will be anytime soon. I look at what mPesa has done in Africa and I have to admit, that gives me some optimism for other parts of the world. But honestly, have you tried to go cashless before? The longest I can usually last is a day or two if I am on the road, so it's hard to even get to the cashless aspect. Throw physical card in there and I don't think I would last more than half a day. I’ve made a mental note to ask each merchant with whom I am in-store this weekend to see whether they can take an NFC payment. I’m guessing it will be two or three stores before I hit the “I'm sorry wall”; I’m looking forward to revisiting that.

Ok now for my favorite (mobile) topic, and based on some of our inane conversations, I'm guessing it's yours too: the mobile George Costanza wallet, have you gotten any closer to solving your lower back issues?

Unfortunately, just like George's wallet, my digital version has only gotten thicker. I think I added at least one swipe in the folder! So now to the reason why I think this belongs as the final capstone to our mobile fireside chat (it's fireside because it’s cold as bollocks and the snow literally hasn’t stopped for 3 weeks, so any warm thoughts we can get out there the better.)

Bollocks? I think the frigid temps have morphed you into a Brit.

'Bollocks' is the least offensive word I could muster.

But I digress; back to your back.

I honestly think the mobile wallet is where this will all come together.

Like One and One and One is Three?

Abbey Road, great album.

While making/initiating a payment from a device is easy, the layers of potential value add you have from a connected payment type is where I see the true potential from mobile. If you can bring together rewards, offers, real time information, historical information and comparisons to people who have made a similar purchase, 'it's gold, Jerry, gold!' All of a sudden the mobile wallet has become way more than what the leather version could offer.  Though based on the considerable amount of VC money being invested here, we haven’t seen too much success coming from the market thus far. But this is an area to keep a close eye on (I’m guessing you are already doing that).

I'm keeping a close eye on my ice dams.

You and me both.

Internet of Things Expected to Quadruple in Size by 2020

govtech.com

Cities will be major beneficiaries from growth in the IoT market, according to a report released by Verizon.

Many local governments are making budgets go further with LED smart street lighting that automatically reports when it needs to be repaired, such as this light pole on Santa Monica Blvd. in Los Angeles

Organizations are seeing measurable benefits from Internet of Things (IoT) projects, and the number of overall IoT connections will more than quadruple between 2014 and 2020, according to a Verizon Enterprise Solutions report released Feb. 23.

State of the Market: The Internet of Things (IoT) 2015: Discover How IoT is Transforming Business Results is based on data from a variety of sources, including Verizon usage statistics, customer insights and third-party research. The report delves into adoption trends and predictions for the future of the IoT market (Verizon defines IoT as to machine-to-machine technology enabled by secure network connectivity and cloud infrastructure, to reliably transform data into useful information for people, businesses and institutions.)

The report also includes guidance for business and public-sector leaders on developing an IoT strategy.

“For cities, it’s about taking data and weaving it together for actionable insight that can add value,” said Toni Oubari, manager of Internet of Things, Smart Cities, and New Product Development and Innovation at Verizon. “For example, if a city can use IoT to improve transportation or public safety, that can translate to more jobs, better economic development and improved sustainability as well.”

For example, said Oubari, local governments are making budgets go further with LED smart street lighting that doesn’t need regular maintenance, but can automatically report when it needs to be repaired. Utility companies are eliminating costly and inconvenient home visits to read meters by introducing smart meters that report more granular usage data without human intervention.

According to the report, IoT growth is being fueled by a mix of technological, political and social factors which are driving more organizations to adopt IoT-enabled solutions. For example, use of social media and mobile technology has transformed consumer and citizen expectations, while the declining costs of sensors, connectivity and processing power has made IoT a more viable proposition to a broader set of organizations.

To date, Verizon experts estimate that just 10 percent of enterprises have deployed IoT technologies extensively. But research commissioned by Verizon from ABI Research forecasts massive growth broadly, with the number of business-to-business IoT connections more than quadrupling between 2014 and 2020 — rising to an estimated 5.4 billion connections globally. Significant growth is expected among car manufacturers and makers of health and fitness tracking devices. Meanwhile, smart cities capabilities will become critical considerations for companies deciding where to invest and open facilities, due to their impact on operating costs and talent availability.

Mark Bartolomeo, vice president IoT Connected Solutions at Verizon, points out that while the core technologies powering the Internet of Things — sensors, cloud computing, intelligent networking — are familiar to most businesses and public-sector organizations, formulating a viable strategy and developing IoT solutions can be highly complex.

Oubari suggests that government agencies that want to start IoT projects start small.

“You don’t have to boil the ocean,” she said. “But you need to look for a visionary – a city manager, a CIO – as long as they have that vision, you can look for a problem and start a trial project, then build on that and get buy-in to move it across the city.”

Other key findings from the report include:

• Machine-to-machine connections in the public sector managed by Verizon grew 46 percent in 2014.
• The declining cost of sensors, connectivity and data processing power makes ROI equations for IoT projects even more appealing. Verizon also predicts that by 2025, organizations that adopt IoT extensively will be at least 10 percent more profitable than competitors that don’t.
• By 2025 smart cities capabilities will become a critical consideration for companies deciding where to invest and open facilities.
• By 2025 more than 10 percent of electricity will be micro generated by consumers and contributed directly to the smart grid.

Google Puts Ads in Its App Store to Court Mobile App Marketers

adage.com

Publishers Can Promote Their Apps Within Google Play's Search Results

Google will start showing ads atop

Google has found a new place to put search ads as it courts an emerging crop of advertisers.

Google will start testing ads within the search results in its Google Play app store, the company plans to announce on Thursday. Similar to Google's traditional search ads, the Google Play search ads will appear atop the results for searches conducted within the app store and will carry a yellow label denoting them as ads.

"In many ways it's very similar to Google search. We're getting users at the point of intent when they're looking for apps, and we're offering them a high-quality way for them to consider other apps via a paid experience," said Jerry Dischler, Google's VP-product management for AdWords.

Google declined to say how many advertisers are involved in the test. The company is still sorting out whether the ads will be sold on a per-click, per-install or other basis and how advertisers may be able to target the ads.

Google's move signals the rise of app publishers as an important advertising segment. King Digital -- the company behind popular mobile game Candy Crush Saga --spent$107.8 million on sales and marketing last year and has promoted its games with ads on TV, as has fellow gaming company Machine Zone. Machine Zone, which makes "Game of War," Super Cell ("Clash of Clans") and UCool ("Heroes Charge") all advertised in the Super Bowl this year.

If app developers adopt Google's app-store search ads, in some cases Google may be making its own money back. Over the past 12 months, the search giant has paid out $7 billion to developers through its app-store sales and in-app purchases. The company claims to have driven hundreds of millions of app downloads through its app store.

Google has been courting this growing advertiser segment for a few years. In 2011 the company introduced so-called "app install" ads that feature links to download a mobile app from Google's or Apple's app stores. The ads were initially limited to mobile search results pages, but last year Google extended them to YouTube and added a way for app developers to advertise to people who had already installed their apps.

But Google isn't the only major online ad seller to take notice of the emerging customer base. Facebook, Twitter and Yahoo offer their own ad products to drive downloads for app developers. Last week Yahoo extendedits own app install ads to run across more of sites, including Tumblr, and added video app-install ads.

To strengthen what it offers app developers amid the rising competition, onTuesday Google acquired Toro, a company that had specialized in Facebook's app-install ads. That company will stop selling Facebook ads, and its employees will join Google's mobile ad team.

Here's How Companies Benefit From The Internet of Things -- in 3 Charts

fool.com

A recent Accenture survey asked C-level executives -- about half of which were CEOs -- what the main benefits of the Internet of Things, or IoT, will be for their companies. While there were plenty of responses, three key ideas rose to the top: employee productivity, asset optimization, and cost cutting. 

That falls in line with IoT cost savings predictions General Electric  (NYSE: GE )  has made, as well as internal Internet of Things benefits Verizon Communications  (NYSE: VZ ) and Intel  (NASDAQ: INTC) have already created.

Microsoft has already proven that companies large and small can use the Internet of Things to boost their businesses. The company's IoT solutions helped a Jeep factory and small stone-cutting business increase productivity. 

But there are plenty of companies that don't yet realize the the full potential IoT could have on their businesses, and time is running out. 

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A/B Testing: The Devil’s in the Details

business2community.com

A/B testing has been around, although not always under the same name, for over a century now. In the early 2000s Google data scientists used it to establish the optimal amount of search results to display. It’s therefore safe to say A/B testing is kind of a big deal. But what exactly is A/B testing and how do you do it right so it will benefit your app?

What is A/B testing?

In marketing, A/B testing is performing an experiment with two variants (A and B) to see which one gives the highest yield. A crucial part in this is that the result should be scientifically significant. A/B testing is widely applied in web development, for example for optimizing the purchase funnel of ecommerce websites. Two subtly different versions of a landing page are shown to two groups of randomly selected visitors. Subsequently, differences in bounce rates, CTR (click through rates), conversions, etc. are measured to see which variant performs best. By continuously performing these tests the optimal combination of copy, graphics and calls-to-action is achieved and the funnel is optimized. In app development, A/B testing has only relatively recently getting significant attention. However, thanks to the emergence of convenient app A/B testing software it is gaining a lot of traction and by now every developer should know about it and use it to their advantage!

What is there to test?

Although there are some parallels with web development, app development is a completely different ballgame. The goals app developers usually pursue are very different which asks for a different approach to A/B testing as well. In any given app there are a bazillion things you can A/B test.

Visuals

As with websites, an app’s visuals are extremely important and often have enormous effects on user behavior. Think about fonts, icons, buttons and of course what colors you use. Make sure your visuals for your call to action are striking.

Copy and call to action

The wording you use in your app is also an aspect that is crucial for the look and feel of your app and has significant effects on your bottom line. Especially the formulation of your call to action (register, get started, share, etc.) determines your conversion rates.

In-app and push messaging

By sending your users messages you can convince them to do the things that are valuable to you. Sending the right type of messages at the right time to the right people will boost engagement and conversions.

Screen flow and layout

The structure of your app makes a big difference in your app’s UX. What you think is a logical layout may be incomprehensible by your users. Be creative and see what works best for your users.

How do you do it right?

1. Formulate the right hypotheses.

What is the objective you are trying to accomplish? A right hypothesis is one that you can confirm (or debunk) with hard data.

2. Keep variations limited

Avoid testing two completely different variations. By keeping tests small and focused you can pinpoint exactly what item produces an effect on outcomes. Large variations can be suitable to get general directions for the development of a new app however.

3. Segment your users

Different users behave differently. By segmenting your users into meaningful categories you can achieve optimal results for each of them.

4. Honor the scientific method

Test results can only be statistically significant with a large enough sample. Follow the rules when it comes to data collection, sample size and random selection.

5. Test. Analyze. Repeat

If you think you can ever be done with A/B testing, you’re gonna have a bad time. Every iteration and update brings forth new things to be tested. A/B testing shold be part of your routine in order to adapt to new trends and changing behaviors.

One last thing

An important thing to remember is that A/B testing is a game of extreme subtleties, both in variations and results. That is why you shouldn’t expect to see your revenues double overnight and give it patience. A  thought-through and disciplined approach will drastically improve your bottom line, all in time. Finally, take into account that there is a limit to where A/B testing is profitable. Testing all bazillion combinations of  screen flow, messaging and visuals is a time consuming activity and it might drive you to madness. Leave testing 41 different colors of blue to the Google’s of this planet.

PS. here’s a list of A/B testing software you can use to make your life a little easier.

Top Tips For Developers When Monetizing Their Applications

androidheadlines.com

Over the years, there have been massive changes in how developers can benefit from their app-based products. One of these changes is the recent shift to free-to-download applications which instead of focusing on pay at the point of sale, looks to generate revenue from advertising within. Whereby, the developer receives payment based on the adverts shown to customers and not from the customers. Another example of the changes is what we now refer to as “Freemium” apps. Where an application is free to download, but progress is limited unless the customer pays real money to make progress. Changes like this have led to a boom in the app world, sales and most importantly, revenue. However, this has created a new problem: getting your application recognized in the marketplace. To try and help you avoid similar mistakes, here is a quick rundown of the mistakes that developers make when trying to earn from their hard labors!

First up, get help when planning an application. Many developers are bursting with brilliant ideas about their application and its purpose, but have not considered how to sell it! You’ll find that behind most successful applications is a lot of hard work from a dedicated team, combining the skills of development, app marketing, social media and public relations. Any and all help that you can give your application is going to help; consider how you are going to market the application. You can use social networks, word of mouth, the Internet and relevant technology websites. In short, plan your marketing before you plan your app.

Next up, the application itself; it needs to work. It also needs any revenue-generating aspects integrated right from the start, rather than thrown in at the very end! The application’s core functionality should be self-explanatory; customers need to understand what to expect from the application and it needs to meet (ideally exceed) these expectations. If your application is a coffee shop finder, make sure that it works in every region you support, not just in your local city. Moving on, the name and image of your application. It needs to fit both what the application is designed to do and the target devices and audience. Calling your coffee shop finder app “Lazar Turbo” might seem cool, but it means people will not easily find it in the app store. Also, your icon needs to reflect the application. Try to avoid overly complex icons with text, but instead stick with simple images that are in keeping with the rest of the platform. This might mean updating when the interface is updated.

Another prime exmaple of where mistakes can be made is ‘first impressions’. What will your potential customers think when they first find your application in the app store: this means the price has to be right. If you are just starting out, giving an unknown application a premium price of $0.99 is probably not going to help, because without an incentive or track history, customers will not want to risk financial investment. Do consider either making it free and supported by advertisements, or making a premium version which can purchased once the user has tried, tested and wants the app.

The next tip concerns advertisement built into an application. Try to avoid adverts which are intrusive, ads which interferes with normal use. Interrupting the core function of the application with an advertisement which requires the user to tap something is a sure-fire way to be uninstalled. Instead, try to use advertising at the end of a process: in the example of finding the coffee shop, perhaps have the application display advertising banners once the user is within a certain distance of the coffee shop? Bringing the banner up during the search is not ideal.

It is also worth noting that reviews do not have to always be positive in the app store. Customers like the reassurance that other customers like an application, but it’s important not to sweat the occasional indifferent, worse or bad review. Indeed, customers might be suspicious if your application only has five-star ratings and glowing reviews! You can use a paid app review service such as Android Headlines’ App Review Service to generate some interest; take advantage of the Android news websites to spread the word about your application. But it’s important that you don’t pester customers too much. Reminding them every day to give your application a five star rating is another great way to have your application uninstalled. On a related note, make sure you interact with your customers. Respond and reply to reviews, comments and feedback. Take onboard negative feedback and see if you can improve the app to respond to the criticisms. If there’s a fault or flaw with the application, or a new feature that you’re working on, if possible, give customers a realistic time frame. Aim to underpromise and overdeliver. Keeping customers in the loop builds confidence in your application as well as you as a developer.

The next tip involves selling the application across different regions: if you decide to utilize additional markets, make sure that the language and regional preferences are double checked. For instance, remember ‘American English’ is not the same as ‘British English’. Extra time spent ensuring that the localization of the application is spot on, will ensure you do not antagonize customers! In a similar way, if you are developing an application for multiple platforms, you may need to consider the differences between them. Not all app stores are created the same, so be sure to check the terms and conditions of each.

Finally, integrating your application into other services while also remembering not all customers use the major social networks – look beyond Facebook. Do not have your application spam a social network at every level or achievement, either! If you can keep settings and data safe for users switching between different devices, this is a great idea as it builds loyalty. Hopefully, these points should help your application capture attention and be able to start generating revenue.

Infographic: An Internet of Things Illustrative Journey

marketingmag.com.au

* Throughout February and March 2015 we’re obsessed with all things ‘Connect’. Look inside The Connect Issue here, and keep tuned to Marketingmag.com.au for more each day.

From the brand new February-March 2015 issue of Marketing (The Connect Issue), follow the journey from connected cows to talking toasters in this original infographic by Marketing, which explores just one hypothetical sequence as everyday objects are connected to the internet, a concept known as ‘The Internet of Things’.

Imagine billions of always-connected devices that can process information, communicate with each other and make decisions, across the fields of medicine, agribusiness, logistics, retail, hospitality, homes, offices, governments and cities.

The ‘what if’ scenario depicted in this infographic offers just a hint of the capabilities of a world containing trillions of sensors connected
to the internet. This isn’t science fiction, it’s all technology that’s available now, much of it already connected to existing internet infrastructure, the rest just waiting to come online…

Click this preview link for the full version: https://www.marketingmag.com.au/wp-content/uploads/2015/02/Marketing-Magazine-Internet-of-Things-infographic-from-Connect-issue.pdf

Mobile networks limber up for the Internet of Things

pcworld.com

Changes starting to take place behind the scenes in mobile networks may eventually pay dividends to anyone with a smartphone, a connected refrigerator or an IT department.

Carriers have done things pretty much the same way for years, with cellular base stations at the edge of their networks feeding into a series of specialized appliances at central facilities. Now they’re virtualizing those networks in several ways, seeking the same rewards that enterprises have reaped by virtualizing data centers: efficiency and flexibility. The trend will be in full swing at Mobile World Congress in Barcelona next month.

It’s good news for mobile users that they may not hear much about. A more efficient network leaves more free capacity for the video or application you want to run, and a more flexible carrier could quickly launch services in the future that you don’t even know you’ll need yet. The new architectures may even change how some businesses pay for mobile services.

Just as enterprises used to buy separate servers for each application, carriers often use dedicated hardware for each function involved in delivering a service, such as billing and authentication. Years of mergers have left multiple legacy platforms, adding to the mess. As a result, rolling out a new service for a customer, such as a VPN, can take weeks.

The new approach that’s gaining ground, called NFV (network functions virtualization), turns each piece of the puzzle into software that can run on standard computing hardware.

NFV is a pretty well accepted idea now, though it may take years to be implemented in carrier networks. Companies such as Cisco Systems, Oracle, and the team of Nokia and HP are now tackling the next challenge: making all those virtualized network functions work together as a coherent system instead of separate applications. They say getting all the speed and efficiency out of NFV means going deeper than hardware consolidation.

“Virtualized chaos is still chaos,” said Kelly Ahuja, Cisco’s senior vice president of service provider products and solutions.

As NFV becomes a well-oiled machine, it should help carriers operate more like cloud computing providers and also develop entirely new kinds of services. The Internet of Things may demand it.

Ahuja compared the carrier network of the future to a hotel where customers will buy services for a short time instead of signing up for long contracts. All the cells, towers and wires in the network would stick around, but the carrier would spin up the bandwidth and other resources for a particular customer on demand.

For example, an electric utility that needs to poll millions of wireless smart meters at a certain time, but not connect to them constantly, could pay a carrier to provision a short-term service that collects data from the meters. Once the utility was finished with the service, all the network and computing resources would be available for the next customer.

Because of cloud computing and storage, retailers and some other companies have gotten used to paying only for what they need, said analyst Maribel Lopez, at Lopez Research. They’ll start seeking the same thing from mobile operators, she said.

“The only reason this isn’t a huge issue right now is that not everybody’s bought into the cloud,” Lopez said.

As IoT leads people to use mobile networks in new ways, virtualization should make carriers more like Web companies, able to roll out totally new services with less effort.

For example, services like AT&T Digital Life, which lets subscribers manage smart appliances around their homes, are far different from the one-user and one-device plans that carriers are used to rolling out, Lopez said. And there will be more of these in the coming years.

Even cells are going virtual. A set of technologies called C-RAN (cloud radio access network) lets operators place different components of a cell in different locations, centralizing some and leaving others on a tower or rooftop. This can cut costs and may also help the carrier serve customers better, according to analyst Monica Paolini of Senza Fili Consulting.

For example, instead of each cell operating independently, several of them can be linked at high speed to one system that handles some functions for all the cells in the area. This lets the carrier better coordinate the cells, balancing the traffic load among them and improving service for subscribers.

“You optimize network performance based on the end-user experience, and not at the cell level,” Paolini said.

Ultimately, the virtualization trends may meet, and each function will take place in the best possible part of the network, she said. “Core and RAN come together, and they can be optimized at the same time.”

5 Mobile Marketing Mistakes – and How to Fix Them [Infographic]

business2community.com

See Infographic

According to a report from Mobile Media Consumption, consumers today spend nearly 60% of their time on the Internet on their mobile devices, as compared to their desktop or laptop computer, tablet and other devices. These findings support what we as modern marketers already know: Mobile marketing is more important today than ever before.

Unfortunately, many marketers approach mobile marketing as an afterthought, and make costly mistakes that not only add up to lost clicks — but lost customers.

To help, here are the top five most egregious mobile marketing mistakes — and how they can be fixed.

Mistake #1: Not investing in an app or a mobile-optimized site.

Yes, you need a mobile site designed for mobile! Consumers today don’t have patience for poorly functioning mobile sites.

Fortunately, these upgrades pay off: Mobile-optimized redesign results in a nearly 15% increase in unique clicks for mobile users, according to Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing.” Not to mention, once customers are on your mobile site, they’re much less likely to look for greener pastures. According to comScore, 46% of shoppers say they are less likely to shop around for other options when they’re using a company’s mobile app.

Mistake #2: Not optimizing for tablet, too.

Don’t forget — there’s more than one kind of mobile device out there. In fact, Gartner projects ultramobiles, which include tablets, hybrids and clamshells, will take over as the main driver of growth in the devices market beyond 2014, with a growth rate of 54 percent. Make sure your mobile site looks as good on tablets of all sizes as it does on the traditional smart phone screen.

Mistake #3: Creating a CTA button that doesn’t grab a user’s attention. 
Mobile users who find your business online have a conversion percentage nearly three times higher than the same search done on a desktop or laptop. In fact, 70% of mobile searches lead to online action within an hour. But to make this magic happen, users need a clear, easy to find and easy to use call to action button.

Mobile users are on the go, often in a hurry and highly mission oriented. When they grab a smartphone to search, they have a specific intention — whether it’s food, a service appointment or a coupon.

Make it incredibly easy to meet their needs: Create a call to action button that won’t be ignored. Change the color to an attention-grabbing hue, or add some minor animation.

You should also take this opportunity to customize your CTO button. The most popular buttons are “Register” and “Submit,” but the text can also communicate your value proposition. Add specific language that motivates visitors to take action, like “Join the community” or “Click here to save 20%.”

Finally, put some thought to placement. Position your signup form at the top of your landing page, alongside some other engaging content. This strategy will deliver maximum views to your form without requiring page visitors to scroll all the way down to the bottom.

Mistake #4: Not investing in social autofill.

Many consumers struggle to remember the slew of logins and passwords required to function in 2015. Social autofill and has a lot of potential to improve the consumer experience. Not only does it reduce your customers’ time on site —it’s a sanity saver, too. According to consumer research firm Janrain, 64% of users who frequently leave sites due to forgotten login information say social login is an option companies should offer.

Mistake #5: Putting too much content on your mobile site. 

According to SuperMonitoring, 57% of users say they will not recommend a business with a poorly designed mobile site. And the quantity of content on your mobile site — and how you display that content — is a big part of the design equation. The amount of space available for website content on a mobile device is often significantly smaller than the space available on a desktop browser. The screens are smaller, it’s harder to scroll, and impossible on many devices to scroll horizontally. With this in mind, make sure your most important content displays in the top few pixels of the page, and reduce your viewers’ need to scroll whenever possible.

The good news is – we can all learn from these mistakes. Fixing even one of these mobile marketing missteps can better position your campaign for more clicks, and more conversions in the future.

Location based mobile marketing: Review

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Location based mobile marketing and advertising provides huge opportunities for businesses, as well as benefits for consumers. Yet despite the fact that mobile marketing clearly works, most marketers today have not yet seized upon the opportunities.

Nobody resists mobile today

Location based marketing allows brands to adapt their marketing message based on where consumers are geographically. By knowing where consumers are, brands are able to tap into daily habits and also encourage consumers with relevant offers and messages based on their location.

According to Greg Stuart, CEO of the Mobile Marketing Association, “Nobody resists mobile today. There are inflection points where you can create great change. Mobile is part of that today,” noting that Uber and similar companies who optimise for mobile customers are growing rapidly and disrupting their respective markets.

According to Cisco, 61% of application users have a better opinion of a brand when it provides a good mobile experience, with the highest impact when used with location based cues. For example, one shopping mall reported over a million WiFi connections with 500,000 unique customers, and an impressive 60% opt-in for promotions, after having installed an app with location-based features.

Cisco also stated recently that almost 40% of shoppers use WiFi in-store to view a retailer’s website while physically shopping in the store, and nearly half (46%) then go on to buy products in the store after they’ve conducted online research on their mobiles. The figure is even higher for the younger generation.

“Retail knows what you respond to. Stores want to know when you go to different areas, your primary means of interaction and the money spent per customer,” said Brendan O’Brien, Cisco director of global marketing and sales.

In a Cisco survey, 46 percent of respondents said they wanted personalised promotions delivered via a smartphone, while 38% said they wanted personalized product offers. Another 30% wanted personalised shopping lists, with personalised service mentioned by another 30 percent.

Location-based advertising and marketing will represent 7% of digital advertising, or 2 percent of the total global ad spend for all media, according to a Berg Insight report. The total value of the global mobile location-based advertising and marketing market will grow from $1.66 billion in 2013 at a compound annual growth rate (CAGR) of 54 percent to $14.8 billion in 2018, according to a research report from the firm. This will then correspond to 38.6 percent of all mobile advertising and marketing. Location-based advertising and marketing will thus represent around 7 percent of digital advertising, or 2 percent of the total global ad spend for all media, the report projected.

Mobile Marketing’s Business Benefits

Visitors to Las Vegas’ Bellagio hotel can download an app to help them navigate the enormous facility and also purchase tickets to shows. Depending on the user’s location, the app will deliver information about the nearest restaurants, services, bars and lounges.

Besides customers receiving relevant offers and information, companies can use tracking data to find the number of people in different venues and locations, and to discover common traffic patterns to learn where people spend their time. For example, a theme park could use this information to direct people to the nearby food stand or restaurant, and also to determine which venues need more staff at particular times to create better traffic flows. Hospitality venues can use this type of ‘customer flow’ data to determine the optimal cleaning schedules for rest rooms and other areas.

Proximity marketing

Proximity marketing is the latest arena for brands to engage with customers at the point of purchase. The ability to combine mobile connectivity and in-store experiences through proximity marketing opens up a key new opportunity for brands to engage with customers. But even though there has been a decline in spending around in-store promotions and advertising recently, various reports claim that more than 40% of advertisers intend to use SMS in their campaigns in the coming year.

Store proximity is considered the new battleground to influence point of purchase, mainly due to increased acceptance among consumers to share their location with apps, and to allow push notification on their smartphone. However, there are questions around who owns the data generated in a retail environment. Right now, it’s typically the retailer who owns and distributes the data being collected at the point of purchase.

Technology

There several ways that technology can be employed to track a consumer’s location. Below are the three traditional methods currently available and commonly used for location based advertising.

Network-based

This uses the service providers’ (mobile network operators) infrastructure to determine the location of a mobile device. This method is used by network operators without requiring any software on the device.

Handset-based

This requires the installation of software on the phone to determine location. The location is then found by using the device’s cell identification. And if the device also has GPS, a more precise location information can then be calculated. New technologies such as iBeacons and other sensor-based approach use radio technologies such as Bluetooth to detect where the user is, for example in a retail store.

Hybrid

This uses a combination of network and handset-based technologies to identify a user’s location. An example would be some modes of Assisted GPS, which uses GPS and network information to calculate location.

Starbucks and Asda in the UK

This Christmas, Starbucks and Asda rolled out location-based mobile ad campaigns to drive footfall to local stores. Both retailers have ran campaigns with geotargeting network xAd, and claim to have seen an increase in store visits.

xAd tracks consumers’ device IDs and locations, using the information to deliver targeted advertising. The company also offers analytics for brands to track the efficiency of campaigns in driving footfall.

Instead of measuring click-through rates on mobile banner ads, xAd measures “store visitation lift” – i.e. whether more customers came through the doors. The company claims retailers experienced a lift in excess of 60% on average instore visits after running campaigns.

Ian Cranna, Starbucks’ EMEA marketing chief, said: “Historically reliant on click-through rates, the mobile industry has struggled to showcase the full impact and potential of the mobile channel.

“Starbucks prides itself on being a mobile innovator and we strongly believe in the use of the channel to engage potential and existing customers.”

Chris Chalmers, head of digital marketing at Asda, said: “The trial has shown us the true potential for location-based campaigns.

“Early results show a real lift in store visits and we can see the impact of specific promotions which is critical in the run-up to Christmas.”

Asda is also apparently trialling beacon technology in an attempt to gauge consumer interest in highly targeted ads.

Final words

Location based mobile marketing clearly has a lot of potential for companies aiming to explore new ways to reach customers. As more consumers embrace mobile, creating experiences that attract them to a brand is becoming easier and more powerful, with new ways to deliver relevant, targeted information and then analyse the effects on increased sales, footfall or brand awareness.

New technologies such as Bluetooth-based beacons (such as Apple’s iBeacons) will also become increasingly important; indeed, many retail outlets and entertainment venues have already started to use them – something that will only increase in future.