If you were a marketer 50 years ago, you were probably called a “sales person” and not a “marketer” and in actuality, you were most likely a telemarketer. If you were a marketer 25 years ago, you were doubtlessly fascinated by the idea of the Internet and spent your time creating large marketing promotions for TV and radio. If you are a marketer in this day and age, you have a lot more to keep track of. There’s the Internet, TV and video, and yes, the mobile phone.
Some interesting statistics were recently released by eMarketer regarding consumer time with media. The findings are not necessarily shocking, but they do appropriately support the fact that consumer attention is shifting away from not only newspapers, but also away from TV and on to the latest star gadget- the mobile phone.
A recent Infographic done by Shane Snow for Mashable sparked our interest due to its comical yet clear representation of the reality of text messaging.
The cost advantages of text messaging versus a broadband plan have drawn the attention of the entire world, and the arrival of unlimited messaging plans a couple of years ago opened the doors for mass communication in the palm of your hand. No wonder text messaging has surpassed phone, email, and face-to-face conversations as the number one communication method for teenagers!
In last year’s Harris Interactive report, the demographic most likely to show interest in receiving a mobile coupon was young, affluent males. Within one year, this has changed dramatically. The same study conducted in 2010 indicates that parents with younger children are the new demographic most highly interested in mobile coupons.
Adults with younger children versus adults with older kids showed varying interest levels. The most interested category of respondents was parents with children 6 or younger, with 35 percent voting “somewhat interested in receiving text alerts with coupons”. This is the same group most likely to clip and redeem paper coupons, so it makes sense that they enjoy the convenience of having a digital coupon as well. Households with older kids were close behind, with 32 percent of respondents indicating interest. Households with no children responded with a 25 percent interest level in getting opt-in text coupons, most likely due to having a larger amount of available income with no children to support.
New reports from the Pew Hispanic Center indicate significant differences between native-born and foreign-born Latinos and their technological usage. The largest difference was found in text messaging, with 83 percent of native-born Latinos, ages 16 to 25, using text messaging as their primary communication method, while only 56 percent of foreign-born Latinos claimed to do the same.
This technological divide extends to all forms of communication, from talking on the phone, to Internet and email usage. The explanation for the difference is unknown, but researchers speculate that language barriers, a small social network and the inability to afford an extensive cell phone plan, all contribute to the differences seen.
Young Hispanics influence their parents buying decisions as they are often the family translator and more technologically proficient when it comes to comparing prices and doing product reviews. If your customer base include some portion of the Hispanic population, knowing that 16 to 25 year olds influence family decisions helps you align marketing efforts to target an influential younger generation. In addition, taking your clientele into consideration and understanding that there are key differences between native-born and foreign-born Latinos can help you zero in on the most targeted marketing approach. With 83 percent of native-born Latinos using text messages to communicate, it’s a safe bet that reaching them through text message marketing is the way to go.
In the last decade, CRM, a.k.a. Customer Relationship Management, has become a keyword for organizations, especially as competition increases and understanding your consumer becomes more important. Most businesses have some sort of database that collects information ranging from customer name to birth date to shopping patterns. In this post, you’ll find information on how to integrate your current CRM system with Opt It Mobile 3.0, or, if you’re in need of a CRM solution, how to create your first CRM system within Opt It.
If you already have a CRM database created, you can link the system to Opt It through our API. Check out: http://app.optitmobile.com/help/developers-api-overview for details on how to get this set up. Depending on the CRM system you are using, you will need to get a developer involved to integrate the two systems. Some CRM systems, unless they are open source or have an API, will not allow you to integrate them. For those of you who have a CRM system that can be integrated, the multitude of options created by linking your CRM system to your Opt It account depends on how much information you have for each of your customers and what you’re trying to accomplish. Some examples of expanded capabilities include the ability to add members from your current system, the ability to insert member’s names in a personalized message, and the ability to send out a special birthday offer.
CRM Features in Action:
Joe is your customer and you know the following information: he has purchased product X multiple times before at location Y and his birthday is today. Consider sending him this message: “Hey Joe- Happy birthday! Stop by location Y & receive “buy one get one free” product X!” The chance of Joe responding to this highly personalized offer is very high.
If you don’t currently have a CRM database of your customers, you can begin creating one within your Opt It account. Use the web sign up form widget to capture pertinent customer demographic information like name, email, zip code, and birth date. You can also ask your members to reply to a message with demographic information. An example of such a message: “Please reply KEYWORD name, birth date, zip code”
By customizing your messages for your consumers, you’ are creating a personalized and closely targeted offer that is much more likely to be acted upon. Get started today!