What Small-Medium Sized Businesses Need To Know About The Current Digital Landscapeadmin
What Small-Medium Sized Businesses Need To Know About The Current Digital Landscape
BY PARKER MITCHELL
Technological advances are accelerating at an exponential rate and faster than ever before in 2019. The fifth generation of mobile devices (5G) will become a universal reality within a matter of months and promises to make the transmission of data many times quicker than the current 4G standard. Surprisingly enough, 5G will only call for a momentary celebration as research and development for the sixth generation (6G) has already started. Businesses everywhere have a tremendous opportunity to capitalize on new technological capabilities, but it is essential to be proactive in this effort.
That is way easier said than done for a lot of small-to-medium sized businesses. Many of these businesses are already spread thin with employees wearing multiple hats. There is simply not enough time to devote towards keeping up with the latest tech trends.
For this reason, I have compiled a couple of successful and revolutionary advertising campaigns which well-known companies have implemented in order to improve customer engagement and drive brand loyalty:
1: Target using the Pokemon Pass application to drive in-store traffic
We all remember how popular Pokemon was back in 1999 when the original Pokemon games were released in the United States. Incredibly enough, Pokemon is still relevant today with Pokemon Go seeing a comeback. Target capitalized on this by implementing an Augmented Reality campaign just a few months ago. They encouraged players of the Pokemon Pass app to visit a Target store. While inside Target, they used geofencing to promote engagement and allowed customers to have their choice of a shiny Pikachu or Eevee. This is incredibly exciting for 13-year old’s and is a great way to set the stage for loyalty to the Target brand in the future.
2: Burger King application promoting Whopper Detours
In 2018, Burger King ran a 1-cent Whopper Detour promotion through their app using geofencing as well. When app participants were within a few hundred feet of a McDonald’s, they were able to access a mobile coupon for a one penny Whopper sandwich! This campaign catapulted the Burger King app and made it the number 1 downloaded smartphone application.
These are great application ideas, but they also come with a high price tag. Most small-to-medium sized businesses are not going to take the risk of implementing an advanced advertising technology while it is in the early adoption stage and not a 100% proven success.
Instead, they look for more cost-effective and secure ways of building brand loyalty for their customer base.
Traditional advertising is becoming an endangered species in advertising. Today, major newspapers are mostly circulated through online subscriptions. The print industry is on a sharp decline which is leaving warehouses full of paper products sitting and collecting dust. People are using their mobile devices more every day and there is no reason to believe this trend will be reversed anytime soon. The average American already spends more than three hours daily on their phone and technology is evolving every year. It would take another revolutionary invention to replace the cell phone and that is not likely to happen in the short-to-medium term future.
Consider the following statistics regarding cell phone usage and text messaging:
- 96% of Americans own a cellphone (source: Pew Research Center)
- 81% of Americans own a smartphone, up from 35% in 2011 (Pew Research Center)
- US smartphone users is projected to reach 265 million in 2019 (source: Statistica)
- Americans check their phone an average of 80 times per day or once every 12 minutes (New York Post)
- Americans send 2.27 trillion texts per year (VentureBeat)
- 90% of text messages are read within three minutes (techjury)
- 98% of text messages are opened (Gartner)
Text messaging was invented twenty-seven years ago and has become one of the best marketing channels for businesses in recent years. Text message marketing campaigns act as a digital billboard for your business and offer a much higher read rate than email marketing campaigns. Most American’s receive text communication from businesses today and mobile coupons are more effective than other type of coupons. Virtually all text messages are opened and text marketing is affordable at only 3-6 cents per message. Mobile phone trends seem to indicate that text message marketing campaigns will become increasingly popular over time as more businesses try it out and see a return on their investment.
The digital landscape is somewhat uncertain in the medium-to-long term future, but it is important to recognize the importance of technology and implement some sort of strategy which communicates relevant information to customers.
If you would like to learn more about how Texn Rewards can help you in these efforts, then please visit https://www.texnrewards.com/mobile-marketing/