Tag: mobile marketing strategy

Mobile marketing strategy gives SEO a run for its money

| January 22, 2014

As smartphones and tablets reach a growing number of consumers, marketers need to evolve their techniques.

As a growing number of consumers become smartphone owners and users, emerging channels are staring to make their way into mobile marketing strategy development, particularly in areas that had been greatly dominated by search engine optimization (SEO).

For many years, online efforts to reach consumers depended greatly on SEO.

Now even the brands that have been effectively implementing SEO techniques are discovering that they need to expand their mobile marketing strategy efforts to include other elements, as well. It isn’t that search engine optimization has lost its importance, but the importance on relevance is growing at a very rapid pace. In essence, this means that efforts in optimizing for search engines need to take in more than issues such as the traditional keywords and inbound links.

A quality mobile marketing strategy is proving more complicated to marketers than expected.

The reason is that there are many other factors that need to be kept in mind when thinking about a consumer using a mobileMobile Marketing Strategy - SEO device. For example, while the traditional SEO components are still important to these techniques, it is up to sites to prove that they matter. Search engines – and their users – are becoming frustrated with the number of results to queries that involve unrelated content.

Data from 2013 has shown that only 13 percent of screen space is dedicated to organic search results. The rest of it was primarily made up of advertising and unrelated content. This has been causing traditional search traffic at the giants, such as Google, to decline, which it has been doing since 2013. Native search on mobile is starting to cut its way into this area.

This has also caused a trend that is leaning toward those emerging channels. A good quality mobile marketing strategy must be a part of the overall SEO effort. Therefore, while it is important for regular, keyword rich (not stuffed) content to be maintained on websites, it is becoming increasingly important to include elements such as social media management and other more smartphone friendly channels so that mobile device users will be able to obtain the information and answers that they are seeking through the company’s website instead of the competition.

QR codes used for mobile gaming from Park Royal

| January 22, 2014

A smartphone friendly trivia game has been launched through a SparkBridge partnership.

QR codes are being used in a new way to appeal to smartphone users who enjoy mobile gaming as different locations in the vicinity of Park Royal North, South, and the Village will be encouraged to scan quick response codes with the new Snappz app.

By scanning, the mobile device users will be asked trivia questions about pop culture and fashion.

When the QR codes are scanned and the questions are answered correctly, the users will be rewarded points. As they answer more correct questions and continue their mobile gaming experience up through the various levels of the game, they will be able to earn more points. These can then be converted into Park Royal gift cards that can be redeemed at brick and mortar locations through the use of the smartphones.

This use of QR codes is the latest element of a broader Park Royal mobile marketing strategy.

QR Codes - Triva mobile gameThis mobile marketing strategy is designed to link the use of smartphones to the brick and mortar shops. According to the Park Royal communications coordinator, Amanda Eaton, “Park Royal is a leader in the beyond-the-bricksand-mortar strategy.” She went on to say that the Snappz is a perfect complement to their existing strategy. She described the mobile gaming experience as being “fun and hip” and that it is focused on the latest pop culture and fashion, which the company feels will be particularly appealing to the target market of the store, young female shoppers.

The latest statistics released by the Pew Internet and American Life Project has revealed that among people between the ages of 12 and 17 years, more than three quarters are now armed with mobile devices such as smartphones. In fact, almost half of the devices carried by individuals within this demographic are, indeed, smartphones.

The same source has shown that teen girls in the older years of that age span are most likely to say that those mobile devices are their primary method of internet access. This has encouraged Park Royal to focus on a mobile marketing strategy that will bridge the gap between their physical store locations and the digital world, by way of the devices that their primary market have with them at nearly all times. Through QR codes, this bridge is quite inexpensive and easy to build and maintain.