Three Marketing Stories from 2013 to Shape Your 2014

This is the time when people reflect on the biggest news stories of the year. And while plenty of screen time has been given to Edward Snowden, Miley Cyrus, and the “Royal Baby,” it’s time to reflect on what really matters to us: mobile marketing.

After poring through the many marketing and cell phone news items from 2013 we’ve compiled a short list of three that may have a big impact on 2014. It’s one thing to spend a few minutes reflecting on a passing fad. But if you can use these lessons of the not-so-distant past to form your decisions in the not-too-distant future, the period of reflection will really mean something:


1: The #Hashtag Bowl – This piece broke down the television ads of the most recent Super Bowl specifically in terms of the social media calls to action given. An albeit unscientific study, this article concluded that about half of all Super Bowl advertisements referenced a Twitter hashtag, far more than the number of ads that referenced Facebook, Instagram, or any other social networking site.

What does this mean for mobile marketing? Conciseness is king. Twitter, more than any other social media outlet, emphasizes brevity of thought. As it separates itself from the pack, consumers are confirming that less is more. This plays into group SMS’s hand, as you only have 160 characters to communicate the essence of a promotion. Don’t feel discouraged if you can’t add pretty pictures or interactive media to your group SMS messages. A quick note on the phone is all we need sometimes.

2: New Google Search Protocols Preclude SEO – For years companies have used freely available keyword data to adjust the content of their websites in the hopes of reaching the first page of an average Google search. Now that Google is encrypting all search data, this practice of “search engine optimization” is proving less effective.

The Lesson for SMS marketers: there are no shortcuts. Leveraging technology to develop an easier way to attract customers is fine, but over-dependence on tricks can leave you without a plan-B. Make sure you strive to put the most useful information out there and the results will follow. And while studying analytics is important, the human element will determine true success every time.

3: Foursquare Introduces a Small Business Ad Platform – Not just another tech trinket, this addition presents an affordable way for small businesses to advertise on mobile devices. The pricing structure is such that users aren’t throwing their money away on ads that don’t spark any action. It’s as close as one can get to a direct correlation between the money spent on advertising and the new business it generates.

So if you are struggling to find new ways to advertise via SMS, try another path. Don’t be afraid to explore every corner the web can provide. As smart phone usage climbs higher and higher, many consumers will dart between their traditional SMS inbox and the many many other apps at their disposal. Establish a presence wherever you can you’ll be better off.

Which of these stories do you think will have the biggest impact on how you conduct group SMS business in 2014? Are there any other events that will influence the way you market your product or service? Remember to keep your ear to the ground because you never know when the next marketing, cell phone, or web story will change the course of your campaign.

Eric Duncan

Eric Duncan writes about Marketing for TextMarks--The industry leading SMS Marking & Communications platform.

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