Tag Archives: Mobile

Facebook Really Goes Global

Photo by ideagirlmedia via Creative Commons

Over 1 billion people use Facebook, but with over 7 billion people on Earth, Facebook is not reaching many people in the overall global market. Facebook is in the midst of tweaking a program called “Facebook for Every Phone” in order for people without smartphones to access the application. The program closely resembles that of the smartphone application, including the chat, news feed and photo options for the low-resolution screens on basic cell phones.

“Facebook for Every Phone” was first released in 2011 to work with 2,500 mobile phones throughout the world. The creation of this program means that people in developing countries that cannot afford an expensive smartphone can still connect with people around the world and stay up-to-date on global news and trends. Now, places like Indonesia and Turkey could access Facebook through their basic mobile phones.

Facebook is in the process of selling advertisements for this program, meaning that they have yet to gain a profit from “Facebook for Every Phone”. However, Facebook now has the opportunity to broaden their 1 billion user audience and expand their market; making Facebook even more popular globally, making this application a form of internet marketing itself.

Although Facebook is almost 10 years old they are still have the opportunity to expand their user base. “Facebook for Every Phone” has the opportunity to help more people gain the opportunity to connect with one another, and for lower costs than purchasing a smartphone with a data plan. Facebook has given people in developing countries the opportunity to experience a world outside of their own through the power of the internet. To learn more or download “Facebook for Every Phone” visit https://www.facebook.com/f4ep.




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Mobile ROI Calculator from Google

Google-SearchThese days, everything goes mobile – people, businesses and even Google. The year 2013 has been called already the year of mobile majority. The number of mobile devices is increasing and so does mobile advertising. Being world’s leader in mobile advertising, Google is a long-term thinker and is currently focusing on creating a full portfolio of metrics that would measure mobile advertising success. The new Google’s service called the Full Value of Mobile is developed to help businesses to analyze their mobile marketing effectiveness, both online and offline. As we know, Google has been playing with its AdWords program earlier this year. It was simplified in order to increase mobile advertising. However, companies had troubles to see a complete picture of how their mobile efforts influence their business.  That’s is why a need for the Full Value of Mobile service emerged.

For a local company, let’s say Michigan marketing agency, the launch of a new Google service predicts a brighter future. The Full Value of Mobile platform would give the opportunity to use features that Google has created outside of the AdWords service. Companies with limited financial resources for larger campaigns might benefit from Google’s mobile calculator and get a better sense of their mobile marketing effectiveness.

Google Launches “Full Value of Mobile” Calculator To Help Businesses Measure Online And Offline Impact of Mobile Marketing.


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The Return of Google Catalogs


Google Shopping has been touched up and part of the revamp is to reintroduce Google Catalogs to users. Along with the reintroduction, there is now an iOS and an Android based version of the app, so (most) all mobile devices can now access the service. The catalogs can also be updated to include videos and image galleries as well as links outside the service. Using all of these new and available services is important for brands because it will help its catalog stand out as well potentially earn a more prominent placement in the featured Catalogs section.

While not necessarily an advantage for the digital marketing agency, the ability to include web links will help the social networking function of the catalogs. There is also sure to be further Google+ integration with the new service. One of the new services is also to make a difference between a brand’s feed and also a brand’s catalog. One pundit has gone so far to say the feed is for SEO purposes and will help when within searching the service as well as outside the service. The catalog, then, is made for users who are browsing and looking at search returns. Keeping this distinction in mind will help the social media agency access the new features.

Photo Credit: FindYourSearch

How to Prepare Your Google Shopping Feed Shopping Feed for Google Catalogs

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Google Glass Will Have An API But Not Ads

1683ddddb27f219249be77f1dae80b38_cGoogle Glass is the project that will create a set of eyeglasses that display Google fed   information into the eyes of users. They will similar to apps that use a smartphone’s app to display information on top of a picture of the surroundings.

Today the head of the project announced that the eyewear will have an API, but will not come with advertising. That is good news for search engine optimization services because it makes the information seem more organic and more likely to be important to the viewer. A Facebook app plugging into the API would help the viewer see places recommended by friends, or placing receiving favorable marks from people checking in. It need not be limited to Facebook as Yelp and Foursquare could also benefit from these displays.

An example of the application could be a user walking down the street. Whenever a place comes into view that a viewer’s friend has checked into then the Google Glass will signal by displaying the review or the check in. The options are limitless and will help clue social media interactions into a more assertive mobile device and presence.


Google Glass Launch: Will Have An API, Won’t Have Ads


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FaceBook Visitation Time Is Slipping

If someone needed proof about the power of mobile, then the latest data about FaceBook’s visitors proves it. In September 153 million Americans visited FaceBook and each person averaged 6 hours and 40 minutes spent on the service during the month. That number is down 30 minutes from the March numbers. The speculated reason for this drop is because of the power of mobile. Users can catch their updates on their mobile devices, so there is less impetus to go onto the web site. Nielsen does not measure mobile usage, so the number is the website only.

The digital agency needs to see the slippage not as a loss for FaceBook but about shifting patterns in how people consume their information. Couple this trend with the surprising ROI on mobile based adds and the lesson is about focus on mobile apps. Brands posting to FaceBook also need to make sure their content is mobile optimized as people are increasingly more likely to try to consume information outside of the FaceBook ecosystem on those devices. There is not shortage of help about how to optimize sites for mobile devices.

Nielsen: Facebook Users Spending 30 Minutes Less There Now Than 6 Months Ago

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Yelp Adds Menus and Collated Photos

Yelp announced on Friday that it is adding menus to its list of options when a user is looking at a specific restaurant. Now the user will be able to call up the menu and look at it as a tool to decide where to go. Some of Yelp’s competitors have already done this so Yelp is improving the service by collating uploaded pictures of food from Yelp users to the items on the menu. This feature is being implemented at the same time on the Yelp website and on Yelp’s mobile apps.

The social media agency needs to make sure its clients are utilizing all of these features. Not only do people want to see the menu options before they arrive, but allowing them to see uploaded pictures of the food creates a sense of security. Any restaurant can upload its own photogenic pictures, but seeing actual orders uploaded helps the customer better know what to expect. This change will probably affect how restaurants handle their menu creation (aiming for more photogenic foods) and the service levels. This change now helps move the social media agency into a quality control role, which is important because customers will do it without any advocate for the restaurant regardless.

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Comparing FaceBook Mobile Ads

Mobile ads are growing at an astounding 62% over last year’s spending. Since that number last year FaceBook has entered into the fray. Enough time has now passed that we can begin to compare the different advertising units FaceBook offers to mobile users.

Sponsored Story is an advertising unit that places an ad inside a newsfeed. The ad tells the user how many of her friends have also liked the brand and there is a large call to action for the user to like the brand. These ads are returning a 12 times higher click through rate than comparable ads on FaceBook’s desktop versions. The price point is also much lower, so it is an overall success for creating brand fans.

An important reveal from the data is that if a user makes the first purchase on a mobile device then she is 2.5 times more likely to make a second purchase. These customers are also spending 8 times as much money from the foot traffic and the desktop users.

As the industry catches up to this, then it is reasonable to expect the prices to increase, which will eat into their investment potential. For now the social media agency needs to encourage mobile advertising for its clients. The market is so lucrative that there should even be a discussion about relocating all FaceBook ads onto mobile devices.

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Mobile Sales This Holiday Will Jump

A survey of customer intent for this coming holiday season shows that the numbers of people expecting to make purchases on their mobile devices will nearly double over last year’s number. The 2011 holiday season saw 11% of customers use mobile devices at least once. This year that number will move to 21%. However, that number is slightly misleading. That number measures customers making at least a single purchase on a mobile device. The percentage moves up to nearly half of all customers when what qualifies as use is broadened. This year many will use mobile phones to comparison shop. The devices will be used to look for deals nearby as well as to match up offers in stores to online vendors.

The social media agency needs to make sure its clients are also operating on the broader definition of what is a mobile sale. It used to be sufficient to have a mobile optimized web site that then allowed the viewer to make purchases. These days, the web site needs to be mobile optimized and it needs to have information. Education just like a showroom floor is now the order of the day for merchant’s websites. The content that powers these web sites is also the very type of content that becomes sharable across the social networks, so the good web site also provides a marketing component besides simply facilitating sales.

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Location Tagging Is Increasing

One of the main concerns for the use of location tagging is a privacy concern. While some take that concern very seriously, six in ten social posts for 2012’s Q2 were location tagged and only 24% of the people engaging in this behavior were not aware it was happening. More proof of the intentionality of the service is that it is trending as expected along demographic lines. The younger the user, then the more likely she is to tag her location to posts. For the under 24-age group 75% of users tagged their locations. The percentage drops to 44% for the group of users 55 years old and older, but that is the only group to dip below the 50% watermark.

A couple of things are happening that speak to the social media agency. The concern about posting a person’s location for security reasons is dwindling. Even if security is not an issue, there is a growing trend of people’s willingness to post where they are. The social media agency can use this by encouraging people to tag their clients’ locations in posts. The other trend that is demonstrated in this data is the increasing availability of wi-fi and/or the willingness of people to post when on mobile devices. It is already well-established people use mobiles to search but an increasing willingness to post also helps brands that advertise online.


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Pinterest Comes to Mobile Devices

Pinterest is the hot new social network for people to be on (their invite only status was dropped on August 8) and for marketers to reach audiences on. Its emphasis on the visual makes it particularly effective for brands trying to advertise their wares. One problem that has plagued Pinterest has been its limited mobile availability. Until Tuesday it only had an app for the iPhone. What had been missing, however, was a way for Pinterest to reach people on Android and iPad devices. But that has now been resolved.

The new apps will help bring more traffic and especially help where Pinterest can be of significant help: when the user is shopping and looking for similar products. The social media agency needs to ramp up its efforts to represent clients on the network. With the increased mobile availability it may even be possible to run in-store promotions with Pinterest, where customers are encouraged to immediately post stores the products have been seen or to repin images of products being purchased. Being able to reach Android users will help the digital marketing company improve the effectiveness of its visual strategy for products.

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