5 Ways Mobile Marketing Is Affecting Social Media

business2community.com

How often do you check social media on your phone? In fact, when was the last time you even got through an entire day without your i-enabled device or Android-powered gadget?

If you’re like most people, it’s quite hard – if not impossible – to recall such a scenario. Living without mobile technology is unthinkable this day and age. And, since our lives are increasingly intermingled with social networks – with 1 billion users around the world accessing Facebook in a single day – life without social media can become quite inconceivable

For the B2B marketer, all this can be summed up in a small yet powerful statement; we need to adapt. A constantly increasing number of people get through their day on smartphones and tablets, remaining connected to social media the entire time. And, as the conventional wisdom of marketing would have it, it’s almost impossible for your business to make inroads without capturing prospects where they are.

Fortunately, while B2B marketers are experiencing the growing pains and a sense of overwhelm that’s prompted by new technologies, there is a way forward. I’ve put together five ways that mobile marketing is affecting social media, along with steps you can take to capitalize on these trends.

Trend #1 – Most people access social media on mobile devices

The ubiquity of social media usage, especially on mobile devices, can’t be overstated. In 2014, it was found that 71% of social network users accessed those networks through a mobile device. In response to this trend, all of the major social networks are reinventing themselves for smaller screens. The most successful marketing efforts will reflect social platforms as presented via mobile technology.

There are a few effective ways to use the mobile formatting of social networks to your advantage:

• Create a compelling header image and bio. Because of the “columnar” fashion in which social networks like Facebook and Twitter render on smaller screens, users will generally see the header image, a short, one-sentence “bio”, and then your company’s content, when visiting your profile page. Because of this hierarchy, make sure the header image you select is visually striking and relevant, and that your “bio” is an attention-getting tagline that speaks powerfully about your brand.
• Use shareable content, like images and videos. According to a recent study, 65% of executives visit a vendor’s site after seeing a video. Visual elements, such as pictures and video, are paramount for lead engagement in both the mobile and social space. Use eye-catching images that offer insight into your brand. Think about recording customer reviews of your product or service, or high-level descriptions of the benefits you uniquely to offer your prospects.

Trend #2 – Niche mobile apps are replacing static landing pages

In 2015, your app, instead of a static landing page on your website, can lead directly to a sale. And your prospects might find out about that app through social media.

Such “niche apps” are an exciting development in mobile marketing, particularly because they offer several distinct advantages:

• They are focused on a specific vertical, product or event. Because they’re not intended to target a broad swath of your market, you can develop a mobile app to reach very specific leads. For example, those willing to attend a seminar where you can demonstrate product benefits in person, or primed by your content marketing to make a purchase.
• They are not made to compete with big apps –and they don’t have to. You’re not looking to build the next Facebook or LinkedIn with a niche app. You’re simply reaching prospects who are already interested in very specific information.
• They offer all the marketing advantages of mobile apps in general. You still get to track user interactions with your app and make use of push messages.

Don’t ignore the benefits of using a niche mobile app. If you choose to produce such an app, make sure you provide a great user experience and employ the most effective mobile-optimized copy possible for the greatest ROI.

Trend #3 – News is being consumed more via mobile technology and social media than ever before

The days of the almighty newspaper are well behind us. 63% of Twitter users and the same percentage of Facebook users say that the social networks are major sources of news extending beyond their personal lives.

What does this mean for B2B marketers? Consumers are willing to engage on social networks with news sources that they’ve come to trust. And if your brand is a respected source of industry-related news among your prospects, you can benefit from this trend in mobile and social news-reading.

If you haven’t done so before, publish news-focused blog posts to social outlets (first, make sure that your blog is mobile-friendly). Follow the conventions of successful blogs: use numbered lists, vary sentence structure, use simple yet industry-appropriate language and be concise. Also, look into distributing your content via popular news-aggregation platforms such as Flipboard and Digg.

Trend #4 – Social network users’ choice of platform equals natural market segmentation

While younger people move away from Facebook and Twitter for newer platforms such as Instagram and Snapchat, older executives and managers can be found in a higher percentage on LinkedIn and Google+. Furthermore, the younger the user, the more likely they are to be viewing social media on their mobile phone.

Information like this can be invaluable for your marketing strategy. In the B2B space, you certainly won’t be marketing directly to teenagers, but you might want to think about market segmentation by age. Are you targeting middle managers or executive-level staff? Then, think about the social media platforms more likely used by your primary target prospects. If your target market covers a spectrum of age groups, segmenting them by age in addition to their other characteristics can help you deliver even more targeted content.

Trend #5 – “Interactive” and “native” ads offer better user experience and greater ROI

Social media is all about choice-driven connectivity: people engage with other people they like and the brands they trust. And, as far as mobile technology is concerned, the average premium smartphone is a Swiss Army knife of entertainment and productivity tools. Put all of that together, and the message is: B2B mobile ads should be built on the backbone of connectivity and intuitive usage.

Two types of ads harness this power: interactive ads and native ads. Interactive ads, quite simply, are ads that ask for involvement and feedback from users. Marketers can use these valuable interactions not only to solidify customer relationships, but for behavioral analysis and tweaking, leading to maximized ROI. As examples, Google offers both interactive video ads and interactive interstitial ads (that is, ads within apps) for marketers seeking new levels of lead engagement.

Native ads, on the other hand, involve varying levels of interactivity, but are more focused on providing the user a natural experience with the brand. These ads are designed to look just like regular content inside a platform a user is already engaged with, and are usually labeled in small print as “sponsored” posts. Such ads might appear, for example, in the user’s Facebook News Feed or Twitter stream.

Depending on your business, you might choose to implement interactive ads, native ads, or both. In either case, here’s how to make your mobile ads more effective than ever before:

• Create interactive ads that immerse the user in an experience with your brand. Think of non-disruptive ways users can interact with your brand (e.g., by clicking certain sections of an image or selecting certain videos within a series, creating a “choose your own story” experience).
• Create native ads that make the user’s social experience seamless and useful to them. The key is not to be “salesy,” but useful and relevant. Use conventions that make sense in the context of the social media outlet the ads are posted in—for example, use “Click Like for more info” as a call-to-action in Facebook, and judiciously use hashtags in Twitter. In addition, since native ads can be “shared,” test several variations and look at your metrics to refine your approach.

The marriage of mobile and social media is not one that’s going to end. Think about the trends your company would benefit the most from using, and be sure that your marketing initiatives are taking advantage!

Smartwatch Development: Are Smartwatches Worth The Trouble?

www.toptal.com

BY NERMIN HAJDARBEGOVIC - TECHNICAL EDITOR @ TOPTAL

The Apple Watch went on sale earlier this month and the jury is still out on what it means for the industry. One thing is certain – it’s outselling Android Wear devices by a wide margin, so well done Apple, everything is going according to plan, right?

Not so fast.

While the Apple Watch is on track to be a commercial success for Apple and its shareholders, technologists are still not entirely convinced smartwatches have what it takes to conquer the market, at least not yet. What does this mean for Apple developers? What are the implications for other platforms and companies behind them? I’ll start with a few dry numbers and market forecasts, just to give you an idea of the smartwatch and wearable landscape, so please bear with me.

Research firm IDC expects that, globally, wearables shipments will hit 45.7 million units this year, up from 19.6 million in 2014. By the end of the decade, IDC expects shipments in excess of 126.1 million units. This sounds huge, until you consider that the same research firm expects smartphone shipments to reach a staggering 1.4 billion units in 2015.

Another Apple Success Story?

Apple Watch orders on the first day of sales reached almost one million units in the US alone, which means the device overtook all Android Wear devices combined, in a single day, in a single market. One in 300 Americans ordered the watch as soon as it was available. This alone should be enough for developers to start questioning Google’s platform, but the figures don’t paint the full picture.

Here are a few other facts that have come to light since the launch:

• The Apple Watch didn’t get very good reviews.
• The entry-level Sport edition made up the bulk of launch orders.
• Bigger 42mm version is selling much better than the smaller one.
• Interest for the Apple Watch is waning in some key demographics (namely teenagers).
• The vast majority of orders came from people who buy Apple devices on a regular basis.
• Analysts were not impressed and many have slashed their forecasts.

It is clear that the product is off to a good start, but it could have been much better. So, let’s take a look at what is behind these issues.

• Reviewers criticised poor battery life and lack of use-cases (ie no “killer app”). Battery life concerns also explain stronger demand for the 42mm model, which features a bigger battery.
• Soft demand for high-end models indicates that they are overpriced, which also explains why young people aren’t too interested.
• The Apple Watch is designed solely for iPhone users – Apple has a huge market share in the US, but not in the rest of the world.
• Performance of first generation third-party apps is not good. They take too long to load and can be unresponsive.

Bottom line – if anyone tells you Apple will conquer the smartwatch market and kill all competing platforms, I suggest you do a bit of research and look at other opinions. It’s true that Apple will outsell Android Wear vendors by a wide margin in the short run, but it will also reach saturation point much earlier. Growth potential is limited by Apple’s own closed ecosystem and premium pricing.

Should you consider smartwatch app development for Apple Watch? By all means. Even if the 1.0 version is not too impressive, the Apple Watch won’t be a flop and we will see the current model, as well as subsequent generations, on millions of wrists. For an in-depth look at Apple Watch development, you can check out this Apple Watch development tutorial, authored by Toptal iOS developer Antonio Bello.

Android Wear – Good Hardware Let Down By Google

Android Wear was announced more than a year ago, in March 2014. The first devices started shipping a few months later, but this first generation of Android Wear products didn’t do well. Upmarket designs like the Moto 360 and LG G Watch R appeared in late 2014, but didn’t help much.

Overall, it is estimated that a total of 720,000 Android Wear devices were shipped in 2014. Apple sold more watches in a single day than all Google partners in almost a year.

So what went wrong?

Google usually gets most of the blame for the unimpressive launch, and I have to side with the critics – the company rushed Android Wear to market. It simply wasn’t ready. A few of my colleagues played around with the 1.0 version and the first incarnation of Android Wear hardware as soon as samples were available. Their impressions were that 1.0 was in fact a beta, and one tech journo told me “1.0 feels like 0.8.”

Hardware wasn’t the problem; in terms of hardware, the average Android Watch is not much different than an Apple Watch, so the potential is there. However, it has not been put to good use. Most critics argue Google dropped the ball on a few fronts:

• Lack of polish – the OS felt like a work in progress.
• Lack of functionality – Google failed to integrate crucial features in the first release.
• Inefficiency, battery life – subsequent updates greatly improved battery life on some devices.
• No customisation – while most Android phones ship with custom UI skins, Android Wear does not support them.
• No killer app.

To be fair, Google addressed some of these problems over the past 13 months, but it also gave the platform a bad reputation, which may take time to overcome. Worse, Google’s botched Google Glass project disillusioned many developers keen to embrace the latest Google platforms, only to see the project ditched before it was commercialised. If a dev team was burned on Google Glass, it’s understandable they may think twice before taking the plunge.

The good news for Google, and developers interested in Android Wear, is that the platform does have growth potential; compared to Apple Watch, more form factors are available from some big vendors. The latest Android Wear update goes a long way toward ironing out a number of teething problems, and adding new features like WiFi support. Prices are much lower and the potential user base is much bigger (Android Wear hardware will obviously work with the latest releases of Android, but Google is apparently working on iOS support as well. If industry rumours are to be believed, Android Wear could get iOS support by mid-2015.

While Android Wear smartwatch development is straightforward, and Google is doing a lot to make it even easier, it remains unclear how iOS support will be implemented. Technically it is possible, and should not be too difficult to pull off, but from a business perspective, Apple would clearly have a vested interest in keeping Android Wear devices uncompetitive. I doubt Apple would resort to drastic measures that would amount to an outright ban, but I suspect Android Wear hardware on iOS will suffer from limited functionality. Yes, you will probably be able to use an Android Wear watch paired to your iPhone in a few months, but you won’t get nearly the same level of integration and functionality as you would with an Apple Watch.

Still, this may be a trade-off many users will accept. The Apple Watch doesn’t exactly offer much in the way of unique features, so they wouldn’t be missing out on much. The prospect of limited functionality probably won’t be enough to dissuade many consumers from using a much cheaper device in lieu of the Apple Watch.

No Killer App = Killer Opportunity For Developers

While analysts and shareholders should be concerned about the lack of use-cases and killer apps for smartwatches, this is actually good news for developers. You could be the one to undertake such smartwatch app development, and make a mark on this emerging and untapped market.

I have already talked about long-term forecasts, and the potential is clearly there. And, while we are still in the very early stages of smartwatch development, I believe this niche is worth exploring. It’s not just for risk-takers, it’s not speculative, at least not much more speculative than any traditional mobile app project today.

As the segment matures and the user base grows, the lack of use-cases and killer apps will be addressed by the invisible hand of the market and supply and demand. It may take a while, but we could go from virtually no smartwatch apps to a new bubble in just a few years.

The bottom line is that Apple Watch and Android Wear smartwatch development will be a big thing in the years to come, perhaps not as big as smartwatch apps, but significant nonetheless.

Of course, it’s not just about smartwatch-specific apps; the biggest challenge is adding smartwatch integration to existing apps. With so few users, this aspect of smartwatch app development is often overlooked due to cost and time considerations. Even so, it will become more relevant, so keep that in mind and get ready. Apple and Google will try to keep the process as simple as possible, but there is no harm in doing some research before a client asks for smartwatch integration.

But what about the other issues I outlined? What about the stuff developers can’t fix?

Smartwatches - Pricing And Market Segmentation

Pricing will remain a problem in the short run, but Android Wear devices should be commoditised quickly. Entry-level models will become much cheaper and we will see more stratification; not everyone needs a premium wearable device, and since we are dealing with disposable devices, most consumers won’t be willing to spend a fortune on them. Apple’s launch figures prove this.

In the Android universe, this process will be much faster. At the moment, we have a single tier of Android Wear hardware, with basically the same hardware specs. Moving forward, we should start to see cheaper designs – rubber and polycarbonate watches for teens, premium stainless steel models for formal dress, ruggedized sports models, and so on.

One interesting possibility is the use of modular designs. Manufacturers could move towards standardised casings and bands (which are already standardised); basically they could adopt a few different form factors for square and round screens, offering a range of different housings and modules that would be interchangeable.

Why spend $1,000-$2,000 on a premium smartwatch if you could have a modular design that would allow the user to keep the fancy titanium or steel body, and simply swap out the watch module? You could use the same watch module in a $30 rubberized body, or a $200 stainless steel design.

It’s also worth noting that Apple Watch and Android Wear are not the only two smartwatch platforms out there, but I will get to that later.

Internet of Things and the Mobile Future

huffingtonpost.com

Every second, an average of 127 new things are connected to the Internet. This networked ecosystem of sensors and devices not only includes our smartphones and tablets, but virtually every part of our daily lives -- from our cars, to smart appliances in our homes, and schools, to medical devices monitoring our health, to our traffic lights, factory parts, and even our sports equipment.

While the Internet of Things is still in the very early stages of growth, connected devices are already markedly improving our lives, and wireless technology is proving to be a prime driver of economic growth and opportunity. A new Mobile Future infographic depicts the incredible potential of connectivity, highlighting the increasingly ubiquitous role of wireless technology in our day-to-day routines.

The infographic takes us through a day in the life with the Internet of Things -- starting with a wake-up call in a home full of smart devices, including Internet-connected lightbulbs, self-adjusting thermostats, and remote door locks. Stunningly, by 2022, a typical family home could contain more than 500 connected smart devices, keeping our homes more secure, our kids safer, while conserving resources, and making daily tasks more convenient than ever.

For those who have a more active daily routine, the infographic tracks the role of connectivity through morning workouts, with 71 percent of Americans reporting that wearable technology has improved their health and fitness. Traffic from these wearable devices is predicted to grow 19-fold from 2014 to 2019, a compound annual growth rate of 80 percent.

Wireless technology is also changing commutes -- in 10 years there won't be a single new vehicle on the road that isn't connected. The infographic also highlights the potential for cities to reduce energy costs by up to 80% by connecting street lamps.

With 328 million newly connected things emerging each month, demand for airwaves is surging and our nation's mobile capacity is facing a serious shortage. To fuel this wireless revolution, policymakers must act quickly and decisively to make more spectrum available for mobile technology -- especially spectrum held by the federal government. Next year's broadcast incentive auction is an important step forward, but it is also necessary that we continue to identify underutilized government spectrum that can be repurposed for wireless use. Also critical to solving this demand-versus-capacity challenge is continued investment in ongoing research and development, exploring spectrum sharing techniques and embracing innovative new technologies to increase efficiency.

We are all benefiting from the Internet of (mobile) Things, which is redefining how people and our economy will interact with the many tools of modern life. With countless new connected opportunities ahead, and the continuing evolution to even faster, more capable 5G networks, it is now more critical than ever that our spectrum policies be as smart as the things they are meant to connect.

Mobile Apps and Web Prove Crucial for Connecting with Consumers: Learn How to Optimize Your Marketing Across Both Mobile Channels

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Marketers have been debating whether mobile web or mobile apps hold more importance for reach consumers. New research finds they are both critical and actually complement each other. This comes from a recent Mobile Benchmark Report by the Adobe Digital Index. The report finds both mobile app and mobile web usage continuing to grow at steady rates. Let’s discuss what drives these trends and how to optimize your marketing to reflect them.

Mobile App vs. Mobile Web

Mobile browsing visits are up 16% YoY, and is set to replace desktop in 18 months or less. In fact, the top 20% of sites already have. Those top brands are certainly doing something right and experiencing the resulting benefits resulting from increased mobile connections with consumers. While mobile web growth is impressive, mobile app growth has been explosive. Since last year, mobile app launches have grown an incredible 51%. The disparate growth is due to why consumers use apps versus mobile web. Apps are great for checking your bank account or social media accounts, but mobile web certainly has its place for activities such as location searches and product research.

It’s important to understand that mobile generally means smartphone. The vast majority of mobile activity occurs on a smartphone as opposed to a tablet, with smartphones accounting for 72% of web visits and 82% of app launches. This is because smartphones are seen as primary devices and are always within arm’s reach. Marketers should focus their efforts more heavily on how they can provide an excellent smartphone experience for their visitors. This means that you have to make it easy for smartphones to do what they do best – call your business.

Where Is This Mobile Web Traffic Coming From?

The ADI report found that nearly 3 out of 10 website visits result from a web search or a social media source. This is an impressive number considering the variety of ways someone can wind up on your website such as email, text messages, and other referring apps. This makes it absolutely crucial to optimize your mobile presence for both social and search. You need to be able to track your web visitors, as well as their resulting conversions, back to the sources from which they originated.

Understanding Where Mobile Conversions Occur and How to Optimize for Them

The report also found that mobile conversions occur at a very low rate. On smartphones, app users convert at 1.2% per visit and web browsers convert at 1.0%. However, this only accounts for online conversions and leaves out the huge portion of conversions that occur offline.

The problem is many marketers don’t have the ability to track a crucial conversion path for smartphones – phone calls. In order to gain complete attribution for things like Facebook ads, keywords, and paid search ads you need call attribution. This allows you to capture all of those valuable conversions that take place offline and attribute them back to your marketing efforts in order to prove ROI.

Mobile has certainly become a crucial part of any marketing plan and it’s clear you need to have a strong mobile presence. This is where consumers go to learn about your company, reach out to you, and even make purchases. To learn more about how you can optimize your mobile presence, watch our webinar: The New Mobile Rules for Search, Social, and Display.

The Top 7 Social Media Marketing Trends That Will Dominate 2016

forbes.com

Social media marketing has always been a peculiar animal. Since its early days, where platforms were finicky and critics insisted that social marketing was not a viable marketing strategy, we’re now witnesses to an era with rock-solid platforms, useful advertising options, and plenty of free opportunities to make our content public.

Still, the world of social media changes quickly, with dozens of new platforms arriving each year and most existing companies scrambling to stay ahead of the game with new features and innovations. If history and some recently emerging trends are any indication, 2016 will be a host for a variety of new trends and changes in the social scene.

Here are seven landmark social media marketing trends I predict we’ll see in 2016:

1. In-the-moment updates will dominate. Social media is already “in-the-moment” by nature, but there are some posts that are more “in-the-moment” than others. For example, take Periscope, which was recently acquired by Twitter—it allows users to give a live video broadcast of some stretch of their lives. Compare that to simply taking a video and posting it later—Periscope users collectively watch 40 years of live video each and every day. Instagram and Snapchat also support on-the-go, in-the-moment updates as opposed to late-game retrospectives, and could collectively herald in a new era of immediacy in social media. If it catches on, you can forget about scheduling all your company’s social media posts in advance.

2. Buy buttons will take over. Facebook and Pinterest are just two of the platforms that gained attention this year by introducing new “buy” features for their advertisers and users. Mobile users of Facebook and Pinterest who see a product they like in a sponsored post can now use one click to purchase it, without ever leaving the app.Instagram isn’t far behind on the trend, and I imagine more social platforms will follow. By the end of 2016, most major social media brands will feature some kind of buy button naturally as an element of their advertising campaigns.

3. In-app functionality will diversify and spread. Facebook is the king of adding new functionality. In the past year, they’ve introduced Instant Articles (a new form of publishing), an in-post search engine (to find articles you’re referencing), and videos that play instantly when scrolling. Now, they’re developing their own digital assistant(though it’s technically a digital/human hybrid assistant). Other platforms are working similarly, with Twitter, Instagram, and others trying to expand their platforms to a similar degree, preventing users from ever leaving the app. Expect this trend to continue well into 2016, giving marketers ever more opportunities to engage with their audiences on one platform.

4. New publication options will be available. Facebook’s Instant Articles are only the beginning. Publishers on board with the program can publish full-length articles to Facebook users, without having to link to an external source. As social platforms become more competitive and more aggressive about keeping users in-app for as long as possible, I imagine they’ll dream up even more sophisticated forms of publishing for businesses and organizations. Twitter’s upcoming Project Lightning puts publication in the hands of its users, but it still represents a dynamic way to present material to the public.

5. User privacy concerns will hit an all-time high. After another year full of high-profile security breaches (like the one with Ashley Madison), user concerns over privacy are going to hit an all-time high. Snapchat’s explosive popularity is, in part, due to user demand for a more private, secure method of communication and engagement. Facebook is introducing more privacy awareness tools for its users, and it’s smart to do so, because as tension continues to rise, only platforms which offer a degree of privacy and security will continue to thrive. For advertisers, that might mean backing off of sometimes-intrusive forms of advertising.

6. Competition for organic visibility will increase. Finally, as the ROI of social media marketing becomes more established and social marketing itself becomes more accessible for a wider range of businesses, there will be a greater level of competition for organic visibility. Already, Facebook is throttling organic visibility to force people to buy advertising, and as more businesses emerge in the market, that throttle will only increase, and among more social media channels. The cost of advertising, too, is set to rise over the course of the next year.

7. Fewer small platforms will emerge. For the last several years, we’ve seen at least a few dozen new social media platforms rise up and either blink out of existence just as quickly or settle in as a middle-of-the-road platform that never gets more attention but never really dies out. This past year, the trend has changed—platforms have tended to skyrocket in popularity to stand on their own, get enough attention to be acquired by one of the big three (Facebook, Twitter, and LinkedIn), or die a quick death. In 2016, I expect we’ll see fewer small platforms as the big players race to gobble up the promising small fry, meaning you’ll have to worry about fewer up-and-coming opportunities.

I anticipate these trends will permeate the landscape of social media marketing, across multiple platforms and of course many audiences. Already, you can see platforms like Facebook and Twitter rushing toward these achievements at an alarming pace, but it’s the companies who adapt to these changes who stand to benefit the most. Prepare for these changes and beat your competition to the punch, and you’ll be rewarded with more visibility and a greater reputation.