VR, Blockchain and Messaging as marketing platforms

It’s not new that mobile advertising works, since 3 out of every 4 users interact with the ads out of self-interest.

Mobile marketing is a reality, therefore we present Mobile Trends 2018.

Mobile Trends 2018 is a special report published by the Mobile Marketing Association (MMA) that collects insights, analysis and opinions that offer the mobile world a different perspective about the future trends. This post will help in the selection of your objectives and will give a clearer vision about the world of mobile marketing:

1.- Artificial Intelligence

The main benefits in terms of adopting AI (Artificial Intelligence) in mobile marketing are: the implementation of adequate attribution models and advanced techniques of Machine Learning (automatic learning), which allow the analytical data systems analyze large volumes of data (Big Data) and group them in clusters.

2.- Blockchain

This technology centered in the informative blockchain to the end of grouping truthful information isn’t just applied to the financial world, it can be used in a way that a network of advertisers and publishers will be created for the exchange of information in an automated way.

3.- Audio Advertising

We are before a new and hot marketing channel. We’re talking about digital audio, which experimented a boom in the past 2017 and it’s predicted that it will keep growing. One of the advantages of the Audio Advertising is that the message is associated to a more personal experience, enriched at times by the use of headphones.

4.- VR and AR

Virtual reality (VR) and augmented reality (AR) are the most potent propellants in terms of the interactive world. This technology permits the delivery of advertising messages in formats never seen before and allowing the consumers to see, listen, feel and identify with the experiences of other people.

5.- Transparency

The transparency in the use of data and the purchase of media is an increasingly insistent demand by the advertisers. Thanks to the technology and the automation of data, it’s possible to design more assertive campaigns, with a more sophisticated and defined segmentation than ever before.

6.- Location-based Services

Thanks to the geolocation the brands can address the user in an adequate moment and place, delivering their messages within context. This technology has transformed many businesses and their way of communicating, and it still is a good option to create new services and accelerate the existing ones.

7.- Mobile payments and security

Currently the digital wallets such as Google Pay and Apple pay offer the user a safe and quick purchase experience. This is possible thanks to the safety resources of the smartphones, which guarantee the veracity of the purchase.

8.- Messaging as a marketing platform

Messaging is a trend that emerges as a result of a change in the behavior of the consumer who don’t want to talk anymore. One of the reasons of the progress of e-commerce is to avoid the interaction with the seller, but the brands have to know their base better and make a segmentation to avoid a possible rejection.

9.- The micro-moments, influencers and mobile content

The mobile is a medium that makes everything faster, providing the possibility of being able to connect and operate in real time.

Therefore the companies need to learn to dominate the mobile world, to be able to benefit from the apps that are currently replacing the media due to their massive scope.

10.- Multi-touch attribution in the age of context

When we talk about the multi-touch attribution, we talk about the use of the advanced analytics tools. These tools permit the monitoring of each user taking into account the specific data of each one. Combining these analytic tools with a multi-touch strategy you can map the online and offline channels that intervene in a purchase journey.



Customer loyalty for your business

Loyalty is the foundation (and the objective) for achieving success in a marketing plan in a company or workplace. Below we will give you advice to implement in your strategies and, especially, to take into account if you want to achieve the loyalty of a customer.

Actions to be taken prior to the successful customer loyalty

  • Know your public well. You must be sure of what kind of performance indicators your target audience values more, and you must also emphasize on the improvement of the user experience.
  • Find your competitive advantage. Raise the question of which is your principal value and fully exploit it. At this point, you must try to differentiate yourself from the rest of your competitors.
  • What matters most is that the clients perceive that they are important for the company. To customize or personalize the customer service, the sales process, etc. will turn into an added value to your brand in order for a customer to be satisfied and become an ambassador of your brand.

KPIs to measure your customers’ experience

With the rise of the digital channel, attracting customers is 4 times more expensive than retaining an existing one. Based on data:

The indicators that you shouldn’t overlook when analyzing your KPIs are:

  • CPS (Customer Profitability Score). It is a KPI that measures the profitability of a client over a specific period. This indicator is really useful to rank their most profitable clients and to analyze which clients represent big losses for the company.
  • LTV (Life Time Value). This performance indicator is capable of measuring the profitability of the client over time.
  • NPS (Net Promoter Score). It’s a loyalty KPI capable of measuring the loyalty of a customer, forecasting their behavior when a certain action is performed.
  • Conversion Rate. It will allow you to know which potential users have become clients. Knowing this, you will be capable of interpreting what is it that your users are looking for, and what helps you achieve your final objective.
  • Customer Churn Rate. This indicator shows those clients who have stopped being a regular feature in our web so that you can be aware of the consumer defection and the motives.
  • Customer Satisfaction Index. Knowing the degree of satisfaction of your clients will allow you to make changes and modifications around your future strategies.

Gamification strategies

The gamification is the integration of the elements and of the game psychology in a non-game context, with the purpose of involving and justifying the consumers. The game produces a positive emotion, related to the achievement of objectives and to obtaining rewards.

Steps to follow to make clients faithful with the gamification:

  1. Segment your database all you can.
  2. Think, research, identify what can interest them
  3. Develop the game dynamics or lean on the gamification platforms that already offer you these ideas.
  4. Seek the engagement with your brand through social network and blogs.

Content that attracts clients and makes them faithful

To get qualifying hits you must take detailed care of the types of content that we post in our media (web, social network, blogs…).

What are qualifying hits?

It’s the people who are really interested in our message, our content, our products and services, in other words: users with which we can maintain a long-term mutually-beneficial relationship.

To be able to attract a potential client, and to try to make him faithful, there is a series of content that will help you achieve it:

  1. Images and pictures
  2. Video
  3. Presentations on Slideshare
  4. Computer graphics
  5. Whitepaper
  6. Newsletter

Inbound marketing to attract clients and make the faithful

Before deciding how to invest your money, stop to think at which stage is your brand and business.

Ask yourself if you have sufficient visibility to attract clients, or if, on the contrary, you find your enough at a time to increase the acquisition of leads and make your clients faithful.

How to defeat your competition

You have a good business idea that may prove to be relatively simple, but to stand above your competitors is a more complicated task. With the fierce competition that exists today and the economic crisis that plagues the world, only a few that manage to defeat their rivals will survive.

Identify your competitors

Put us ahead of our competitors should be the main aim which we mark as a company. But before, we have to determine what we are facing is.

When we talk about competition, we are referring to three types of competitors:

  • Direct competition. Companies that offer the same services within our business scope.
  • Potential competition. Companies that are not yet within our niche, but it could be.
  • Substitute. It is a competitor who, through different methodology, service or product, provides the same results as us.

Once detected those competitors of your same environment you will have to analyze what they do regarding your company, and what you could do to differentiate yourself from them.

Finally, you must make a map of positioning. Based on these two variables: quality of information and positioning. Draw where you are; where you would like to be; and where your competitors are.

Key to beating your competition

  1. Bring a different value

The novelty is always the key. Do something differential and deliver value that is useful and cover an unmet customer need can be a guarantee of success for any business.

  1. Innovation

Seeks a new concept and looks for it to stand out from the rest.

  1. Loyalty.

Capture the customer’s attention and get a key part of the formula to beat your competition. The customer should be our main concern. Learn the best techniques to retain customers and get you to differentiate yourself from the competition.

  1. Diversifies

Expand your range of products and services. Finding an audience that is not your target is another formula to beat your competition.

  1. Communication

Although the product or service that you sell is quality, you will need to know how to sell it. You must design a strategy supported by online and offline campaigns, this kind of advertising aims to make a direct impact on others and make a mark in a short time.

In parallel with these activities, you must define a content strategy that will help you to position yourself organically in the search engines. So you start to have greater presence in searches for your users.

Fear is for cowards

If you succeed in a certain sector, keep in mind that sooner or later competitors will appear. In this case, copying is almost inevitable. Don’t be afraid and take advantage of them.

Try to face new rivals by betting on a solid innovation strategy that allows you to differentiate yourself.

The key is always innovation and creativity, without them any company will be ostracized.