The hot novelty of smartphones has been replaced by a colder reality: businesses that don’t know how to successfully engage customers on mobile will soon lose them to a competitor who does.
It stands to reason when smart phone penetration is at 80 percent in the U.S. — or 90 percent for 18- to -35-year-olds. And while reaching the right customers, with the right story, at the right time has been the golden rule of marketing for decades, mobile platforms are the latest frontier where most of the attention is now spent — and the right time has now transformed into reaching customers at the right moment.
Pinterest took one step closer to bridging the gap between “want” and “have” last week with the release of Buyable Pins, a feature that allows consumers to purchase goods directly within the app. Similarly, Instagram announced three new “action-oriented” buttons – Shop Now, Install Now, and Sign Up – allowing consumers to engage more directly with brands and giving advertisers greater control over audience targeting.
As Facebook and YikYak try to grow a younger audience, a startup that taps into one of the key attribute of teen users – no money for data plans – is blowing up.
Jott, a messaging app that works without a data plan or WiFi connection, has caught on among junior high and high school students, according to co-founder Jared Allgood. He says the app more than doubled to half a million active users in March, up from 150,000 active users previous.
Twitter has launched a new ‘Official Partner Program’, designed to help businesses find the best qualified third party assistance for their Twitter campaigns and management. From Twitter’s official announcement, the new program will aim to link businesses with assistance to help them:
- Increase campaign performance by helping to scale, manage and measure performance to achieve desired objectives
- Gain more insight by using Twitter data to measure brand performance and identify relevant marketing and consumer trends
- Market more efficiently by managing social presence and oversee customer care
Entrepreneurs take note: Facebook is making a new feature for businesses more widely available.
Facebook announced today that it is rolling out the Place Tips feature beyond the testing phase. Starting now, interested business owners can request a free Facebook Bluetooth beacon from the company, as Facebook plans to make beacons available to thousands of small- and medium-sized businesses across the U.S.
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