Marketing in the Mobile Era

Within the last decade, the marketing industry has seen the power of direct marketing shift from print, to TV, to online advertising. Currently, we are seeing another major direction shift in marketing. This directional shift is called the mobile boom. Business Insider reports that in 2011, the number of smart phones sold exceeded the numbers of PCs sold. With this trend continuing (and accelerating) in 2012, many brands and advertisers are targeting consumers via their mobile devices.

In the past decade, retail stores experienced a sharp shift in consumer purchasing from brick and mortar to online. This shift resulted in retailers across the nation closing stores, laying off workers and focusing their attention online to maximize profits.

Now another shift is happening. Consumers are accessing the internet via their mobile devices in large and growing numbers. This is important because online marketers were once limited to reaching their market when they were in front of their computer – usually at home or in the office. This resulted in large blackout times where advertisers could not reach their consumers. With mobile marketing, advertisers can reach their potential customers at any time and in any place.

The question now is, as a business, what are you doing to make sure that you are part of this mobile boom?

Producers now have a few ways to capitalize off of this shift.

The first step is to build mobile optimized pages for online storefronts. This will help increase revenue by improving the consumer experience. The easier it is for consumers to navigate mobile sites, the higher the conversions. Not only will poorly designed interfaces increase bounce rates, they can also damage a brand. According to David Nachum, Associate Product Manager at Google, 61% of consumers are unlikely to return to a website they had trouble accessing from their phone. He goes on to say that last year, Google “began to limit ad serving on high-end mobile devices if they pointed to landing pages with Flash-heavy content.”

What this means for businesses is that if your site is not properly optimized for mobile, Google and other search engines will be less likely to point consumers there from organic search. With mobile search growing at an accelerating rate, an oversight like this may lead to obsolescence.

The next step would be to partner up with a direct carrier billing platform company like Mobile Messenger. With the mobile boom comes a new form of payment capabilities that that merchants can use to increase ROI by driving more sales. According to mopay, a payment solutions provider to online merchants, “Direct carrier billing will be a catalyst for innovation and change within the mobile payments industry in 2012.”

The mobile boom is happening right now. Businesses will need to redesign their online face to remain relevant in this mobile world.

About Erdolo:
Erdolo Eromo moved to South Los Angeles from Addis Abbaba, Ethiopia at the age of eight. A natural athlete, he played football for powerhouses Crenshaw High School and UCLA. He went on to earn his Executive MBA from Pepperdine University in 2011. Climbing up the corporate ladder in 6 years, Erdolo is one of the youngest senior executives in the mobile industry. He now serves as Senior Vice President of Sales and Client Services at Mobile Messenger (MM), the largest off deck mobile aggregator in the United States. He is responsible for identifying opportunities and designing strategies for sales growth. By many, Erdolo is considered to be an expert in identifying trends in the mobile commerce space as well as finding new opportunities in which the mobile phone can be used as a billing platform.

Charge It!

Credit cards can be tricky but useful when yielded correctly. They can often get one in a financial jam ia misused but they can also help raise your credit score when used strategically. Here are a few tips to help you choose the best credit card for you – and use it wisely:

Check your credit report before applying for a card. Read your credit report for account inquiries, delinquencies, and your credit to debt ratio. These are all factors that can affect a bank’s decision on approving you for a card. Too many inquries and delinquencies tell a bank that you might not be responsible with handling debt. A credit to debt ratio that is too high is a sign that you live outside your means and spend more than you make. However, establishing more credit can also lower your credit to debt ratio. Also, check your credit score, as it is taken into account as well.

Do your research. Visit bank websites and read what they have to offer with their cards. Look closely for the APR or Annual Percentage Rate because this will tell you how much interest will be calculated on any balance you carry. Look for annual fees since many cards carry them, some as much as $450 a year! Look for rewards and point systems. Many cards will give you a percentage of cash back as you spend or point/rewards towards future purchases. But be careful – rewards can tempt you to use your card more. Don’t be fooled and spend more than you can afford! This will only benefit the creditor and mess up your credit, making it difficult for you to establish more in the future.

Read consumer reviews. No information is better than first-hand experience. Visit websites like Daily Markets and Credit Karma to read reviews about credit card strengths and weaknesses. You can also visit forums on sites like Credit Karma and read people’s praises and complaints about their cards.

Don’t apply for credit at the same bank more than once in a month. If you do, chances are that second application won’t get approved but the inquiry will show up on your credit report. After approvals, wait at least six months before applying for more credit or requesting that current limits to be increased.

Be safe. Many credit card companies now offer account protection, such as not holding you responsible for unauthorized charges. Some also charge a small fee to suspend payments in case of job loss or some other unfortunate life event. Take advantage of these offers to keep your credit in good condition and protect yourself.