Monthly Archives: July 2011
One of the most common challenges with inbound marketing is time. There are only 24 hours in the day, and most of us have our waking hours filled with other tasks already: getting new customers, supporting existing ones, building our product (my favorite!), meetings, interviews, and more.
Wouldn’t it be great if you had an army of marketers willing to work for you, ideally on-demand and at a reasonable rate? Well, you’re in luck! The modern web brings that power to your fingertips.
Marketplaces, the Ancient Solution
Thankfully, the world is full of talented people, and the web lets you hire them more easily than ever before. You don’t have to walk downtown to some market and check out vendor stalls, fun as that may be, in order to find a qualified vendor to help with one or more marketing needs.
As a marketplace consumer, it’s good to make sure you can track the performance of your vendors or providers. For example, if you’re buying a blog article from a guest or shadow author, do you have the tools in place to know how many page views, leads, and customers that article generated? If not, considering putting such a tracking / analytics system in place, if only so that you can properly evaluate vendors.
There are many online options for marketplaces. Take a look at eLance and oDesk for fairly broad coverage, with professionals in many different areas, or more specialized providers like Wistia’s “50 Grove” for specific needs like video production, or InteractMedia’s “Zerys” for marketing content.
At HubSpot, we want to make these marketplaces even easier for our customers to access and leverage, so we’ve brought them into our own ecosystem and product. We have a Service Marketplace which lists registered providers in various areas, as well as an Apps Marketplace (under the Community tab in the HubSpot product) listing assorted marketing-related apps from around the web.
We are working with these providers all the time to make the user experience integrated, to make it feel like one application, and to ease issues like user registration, payment, and transaction auditing.
Referral Programs: Word-of-Mouth Wins!
Another approach in building your army of 100 marketers is to encourage existing (and past) customers to refer new ones. This used to involve a lot of manual labor, including (most likely) hiring a full-time program administrator and figuring out a bunch of legal documents. But no more!
These days, there are a few software packages you can use to easily setup and configure referral programs. They tend to feature built-in tracking and easy social sharing options for your affiliates or customers.
Each customer (or affiliate) typically gets a unique URL for each event or thing you want shared. For example, if you’re conducting a webinar, and you want your attendees to refer others, you can give each attendee a unique link. Then you can track in one place who referred whom, and maybe reward the best sources however you see fit.
Many popular web sites now feature this functionality, such as Eventbrite for webinars and other events, LaunchRock for generic “coming soon” web sites (very useful for micro-sites or campaign-specific web sites), and more. There are even vendors of completely generic, stand-alone referral program management tools, such as Legwork.
Of course, it’s still up to you to make sure your customers are excited enough and positive enough about your product to spread that word of mouth. That’s beyond the scope of this article, but at least in most of these systems, you can only get positive effects from additional referrals. The worst case is that you get zero referrals, and in that case, you likely have other problems to fix first.
But again, make sure you can track the results of your referral (or affiliate) program. How many leads or customers did you get from this effort? Otherwise, you won’t know if it was worth the money, or when and whether to do it again.
Maximize the Number of People Invested In Your Success
One of the beautiful effects of social media is that it gives your customers a voice. On this blog and all over the internet, people talk about social media all the time. We all know it’s great when your customers rave about your product (or service) online, and most of us have felt the sting or pain when the customers are unhappy.
With marketplaces, referral / affiliate programs, and similar online methods, you can put both professional vendors and your customers at your service. You can reward them, if you so choose, with money or other fun items.
But best of all, you can maximize the number of people invested in your success. You can do it in a measurable, analytical way, which lends itself to repeated experiments and tests. It’s usually pretty easy, so if you’re in a pinch for time, consider these options.
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Google+, Google+, Google+! The folks at Facebook must be sick and tired of hearing about Google’s new entry into social networking. Well, the social media giant is hitting Google back right where it hurts. Google’s failure to have pages for businesses has been well documented. To make that pain a little worse, Facebook has launched Facebook.com/Business.
According to an Inc.com article, a Facebook spokesperson said, “Facebook allows small businesses to create rich social experiences, build lasting relationships and amplify the most powerful type of marketing—word of mouth. We created Facebook.com/Business to make it even easier for people to reach these objectives and grow.”
It is clear that Facebook and other social media companies are growing up and working on refining their monetization strategy. Facebook understands that for it to generate revenue from not only major brands but also small business owners it has to provide education for businesses. While much of the information is pretty basic, especially if you have already read some of our Facebook Marketing ebooks, it is valuable information for businesses that are new to Facebook. Especially valuable is the information and walk-through content that Facebook provides around its advertising platform.
Facebook is an important part of a successful social media marketing campaign, regardless if you are a B2C or B2B company. It is important to get the basics right, which include setting up a Facebook Page. Once you have the basics down, be sure to test other aspects of Facebook marketing, including their advertising platform, to determine how it works for your business. Stay on the look-out for more social networks working harder to cater to business users.
What do you think of Facebook’s new resources?
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Ricardo Bueno joins us for another exciting episode of Inbound Now, HubSpot’s social media and inbound marketing podcast! Ricardo works for Diverse Solutions. He’s a professional speaker, and he talks a lot on the topics of local niche blogging and lead generation. He blogs and podcasts over at RicardoBueno.com.
In this episode, we chat about:
- Where local businesses should start online
- Balancing personal and professional content
- Listening and being helpful in social media
- Ricardo’s newsletter
- Writing headlines
Where Local Businesses Should Start Online
“I’m a fan of owning your domain, and I think that’s something that you need to do early on if you want to establish a Web presence. It’s a sound investment.”
The first thing local businesses need to do is establish a Web presence. That means securing your own domain name and hosting account where you can control the content.
Then you need to create content, with the goal of engaging your audience, in order to build awareness and showcase that you’re a local expert.
Try this exercise: Make two lists. On one list, put down everything you know about your industry (all the processes, technical jargon, etc). On the other list, put down your hobbies and things you’re passionate about that will make you relatable to the audience. It’s important to have both lists so there’s a balance of being interesting to the audience and talking about the industry and selling.
Balancing Personal and Professional Content
“In terms of what that proper balance is, I also think that you need to determine for yourself or ask yourself, ‘What sorts of things am I willing to talk about, and what sorts of things am I not willing to talk about? Where would I cross the line?’ I think some things are too personal.”
It’s important to be consistent with your content. Write on a weekly basis. This lets the audience know that you’re consistent and reliable.
Everything you do on the Internet is permanent, so it’s important to maintain a line (of your own choosing) between sharing personal information in your professional spaces. But, it’s important to be relatable, so don’t avoid sharing any personal information.
A good example can be heard in an interview Ricardo did with real estate agent Dale Chumbley. For 365 days he shared one unique and different thing to do in the Portland and Vancouver areas. He was selling the community before selling houses in that community. It earned him lots of recognition, traffic, and Facebook fans.
Listening and Being Helpful in Social Media
“I think we’re too quick to see it as an opportunity – ‘Wow, this person is getting a lot of traffic. They have a lot of followers. Let me do the same.’ So the focus is not so much on how can I help people and connect with them and provide valuable advice. It’s more, how do I get that many followers to get them to promote my content. I think that’s the wrong approach.”
With social media, you need to seek to be helpful first. Get to know your target demographic well, and find opportunities to connect and actually interact.
A good tip is to use Twitter lists to segment different audiences. Check those lists often and see if you can chime in with an answer to someone’s question or help someone out.
For help filtering out the noise on Twitter and finding people you can help based on specific keywords, check out the Firefox extension/Google Chrome add-on InboxQ.
“I have a newsletter on my blog, and then using Darren Rowse’s 31 Days to Build a Better Blog, every business day we go through one of the lessons in Darren’s ebook.”
Ricardo has a great newsletter where he helps real estate agents find different topics to blog about. In the weekly newsletter he sources different topics and passes it on for free to subscribers and helps them turn the information around and target it to their specific area.
“So the headline is probably the hardest part. I look at upwards of 40 real estate blogs or websites on a daily basis, and we tend to really butcher headlines.”
Your headline should give a sneak peek at what your content contains. It’s like a promise of what’s in the post. The headline is important not only for SEO, but for sharing. Write something that’s enticing and shareable by people.
Outrageous headlines and list posts tend to do well and are shared by people on social media.
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What we’re following:
- Boehner issues blunt warning to debt dissenters
- Tropical Storm Don forms in the Gulf
- New claims for jobless benefits drops
And did you see…
- Alex Trebek injures himself chasing robber
- Riots hit Hollywood Blvd.
- Need to relax… Continue reading
In February 2011, the American Institute of CPAs found that the top business IT issue of today is the use of mobile devices. Companies are starting to let their younger hires use personal mobile devices for business purposes. The mobile device revolution is here, and you need a B2B marketing plan. Because B2B mobile marketing cannot simply mimic the form of successful B2C mobile marketing campaigns. Consumers enjoy making purchases. They’re buying products as a form of leisure, and use brand adherence to signal who they are. B2C marketing campaigns focus mostly on a building a feeling of community and connectedness. Business clients don’t really care how your product makes them feel. Ordering is part of their job description, another task on an endless to-do list. For most business clients, their main concerns are usually:
-Remaining within Budget
-Purchasing a High Quality Product
-Ease of Ordering
-Customer Service and Complaint Resolution
While a B2C mobile marketing plan can focus on being flashy and enticing, a B2B plan has a more difficult task: it must provide utility to the customer, or end-user. To implement a successful B2B mobile marketing plan, the marketer oftentimes must work closely with their corporate IT, ordering, and customer service departments.
Step 1: Build a Mobile Friendly Website
Does your company have a mobile-friendly website? While smartphones can display normal websites, small screens make navigation slow and frustrating. If a business client is trying to access your site from an out-of-the-way location like a warehouse basement or a rural area, his or her connection speed might not be fast enough for a complicated site. If you don’t have a mobile friendly site, you are losing business customers. When you’re talking to the IT department about designing a new site for mobile devices, be sure to ask for the following features:
-Small, Low Resolution Images. Low resolution images display well on a small screen and download quickly. If a customer has to wait for images, he’ll leave your site.
-No Flash Animation or Animated GIFS. Many mobile devices cannot handle animated websites, and animation slows download times. Your business customer wants to get in, get the information he needs, and get out again. Don’t include any gimmicks that might slow him down.
-Add a Click to Call Button. Many smartphones have “click to call” functionality. Users can hit a button on a website and the phone will initiate a call to the business. Your business users don’t want to have to scrawl your number on a scrap of paper and then dial. They want to be able to contact you with minimal effort.
-Keep it Clean, A Single Column, and Easy to Navigate. A mobile site is no place for bells and whistles and is not a place for creative web design. The site needs to be clean, efficient, and easy to navigate. Test the new mobile site using a wide range of wireless devices. Count how many clicks it takes to get to useful information. If possible, have clients beta test the mobile site. This site should be the core of your B2B mobile marketing plan, and you need to get it right.
Step 2: Teach Customer Service to Text
If you own a mobile device, you may be used to SMS marketing that amounts to little more than wireless spam. However, SMS is an important part of your B2B mobile marketing strategy. Texting is a quick and efficient way to communicate. Your customer service department should incorporate texting into its communication strategy. Provide a number for customers who want to text with quick questions, and have a representative ready to text back with an answer. Offer a service where your business clients can sign up for text-based ordering reminders. For instance, if a company orders your product once every three months, send a “is it time to reorder?” message a few days before the normal ordering date. If you make your customers jobs easier and less stressful, they’ll consider your company for future purchasing decisions.
Step 3: Develop a Mobile Ordering App
Most mobile devices have cameras. Consumer sites already allow customers to order or reorder products by scanning a barcode or serial number. Your business should follow suit. Currently, if your customers want to place an order, they have to go to the supply closet, see what’s running low, write down what they need to order, and then return to their desks to order from the company website. Your mobile app should allow customer to photograph an item’s barcode and input the number of replacements they would like. Confirmation can be sent separately, via email.
Step 4: Use Video and Photos to Enhance Customer Service
Even the low-end mobile devices have phone and video capabilities. B2B mobile marketing must take advantage of these features. When a customer has a problem with one of your products, encourage him to photograph it and send the image to your customer service department. Make sure that you have a phone number (it can be the same one as the texting number) that is able to receive these images easily. Create trouble-shooting videos for common problems and make them available for free on iTunes and the Android market. Be prepared to direct customers to these videos. If your clients can do most of their trouble-shooting on their own, your product will gain a reputation for being reliable, convenient, and easy to use.
Step 5: Make Your App, Mobile Site, and Videos Easy to Share
According to a recent report by the McKinsey Group, 2/3 of the business economy relies on personal recommendations and social networking. If your customers find your company easy to work with, they will tell their friends at other firms. Make sure that your mobile site, ordering apps, and videos are easy to share via LinkedIn, Facebook, and Google+. B2B Mobile marketing takes careful planning and teamwork. However, your best B2B mobile marketing strategy is a strong relationship with satisfied customers who feel that you make their jobs easier. And, a mobile site might be just the ticket to do that!
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Ideas that most people derided as ridiculous have produced the best outcomes. Don’t do the obvious thing.
- Fred Wilson
As was very nicely predicted in an Social Commerce Today article from January 2010 regarding Facebook’s integrated payment system, online retailers are definitely taking notice and looking for ways to take advantage of the massive social media giant Facebook and its expanding ecommerce capabilities.
Facebook now has several integrated payment partners. To name a few:
- Spare Change which facilitates payments using PayPal or major credit cards.
- DAO Pay which allows payments via your home phone bill.
- Ultimate Game Card for online gaming payments and credits.
- And even Amazon Payments, which was cleverly predicted in the article.
There are other partners who have joined the Facebook frenzy. What was once considered a small time scam player called Offerpal, the renamed and reinvented company Tapjoy has legitimized itself by helping Facebook power its ecommerce capabilities, particularly for online gaming and more.
Inside Facebook notes that Tapjoy plans to not only evolve Facebook’s mobile and its gaming capabilities, but also to take mobile gaming to a new level. Tapjoy partners with iOS, Android, and Facebook to offer mobile and online gaming options.
How does this relate to ecommerce strategy? In almost every sense this budding infrastructure will affect ecommerce to its core. Anyone who conducts retail business online will need to develop a plan to interface to Facebook’s integrated payment systems. Thankfully a good bit of this work will be performed by partners who already know how to integrate and are popular today with retailers. Companies such as Amazon saw the writing on the wall, and took advantage of this opportunity early in the game.
With the system provided on Facebook, online (and mobile) gamers can purchase “virtual credits” using real money from one of the partnering tools like Spare Change, DAO Pay, or Amazon Payments. These virtual credits can then be used for online game play enhancements and perks. What is to stop this very same process from occurring with actual products and services, not just games? You could build up a Facebook virtual credit line, and then perhaps use it to buy streaming movies, MP3’s, or even products that would ship directly to the buyers. Speculatively, entire promotions could be structured around earning these virtual credits, which would encourage consumers to buy as part of an ecommerce strategy.
Could this have any impact in the B2B arena? Most definitely. As predicted “long ago” in the 1990’s by Bill Gates of Microsoft, there are online communities being built around “portal” sites like Facebook. These portals bring like-minded people and businesses together to exchange information, opinions, and to conduct ecommerce strategy. Businesses can work and trade with other businesses using the same infrastructure. Just as friends tend to buy products that are recommended (or “liked” on Facebook) by friends, businesses also prefer to look to benchmark against other businesses for what tools and products to use.
Granted, there has been and will continue to be resistance to the Facebook phenomenon. Some people are definitely alienated by the backend “social graph” that is created using the “Like” and “Share” features of Facebook. The links created when the user selects “Like” or “Share” has behind the scenes implications, where companies now know and can solicit directly to those users. How far the “social graph” will go remains to be seen, but users should be aware that those simple buttons can reveal a lot about their buying habits and interests – bordering on invasion of privacy for some. But because these are voluntary selections, and just as you can voluntarily provide your name and address to any retailer for coupons and promotions, Facebook has emulated this online. There are still legal challenges to address, but at this point there appears to be no stop to the “like”.
As a business person, you should seriously evaluate your ecommerce strategy in regards to Facebook and other social media sites. Whether you are B2C or B2B, there is an opportunity there where you should gain some real market advantage.
Have something to say? Have a question about eCommerce? Chat with HubSpot’s Top Inbound eCommerce experts on our Twitter list.
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This is a guest blog post by Barbra Gago from Left Brain DGA.
Yesterday, we presented an “Intro to Marketing Metrics” webinar, focusing on the five metrics that matter to your CEO. We discussed some of the challenges that marketers face tying their efforts to revenue, as well as the general uncertainty there is out there when it comes to metrics. What to measure? How to measure? How to bring everything together?
From a CEO’s perspective, one of the main call-outs was “context” and “story.” It’s nice that you have a lot of data, but what is the data telling you? Is it good or bad, and what are you planning to do about it? That’s what your CEO is thinking, so that’s what you need to be prepared to address.
From a KPIs perspective, here are five metrics your CEO cares about:
- Database growth – meaning, how much is your database evolving over time?
- Conversion rates – meaning, how good is marketing at getting people interested?
- Qualified lead volumes, how good is marketing at sustaining interest and engagement?
- Pipeline growth – meaning, how effective is marketing at delivering MQL (marketing qualified leads), and does Sales accept these leads?
- Marketing attributed revenue, ROMI – what is the actual dollar value, in revenue that marketing has contributed? What activities or channels were most successful in driving that revenue?
Again, CEOs are looking at the big-picture. They want to know how your marketing activities are supporting Sales and driving revenue. We were lucky to have a very engaged audience for this session, and they asked some great questions that I wanted to share with you all:
1. What are the KPIs you recommend for online, leads, conversions, etc?
First, making sure your KPIs are representing a holistic view of your marketing, over time is key. You can look specifically at things like pipeline velocity, lead nurturing, and engagement. If you are just starting off with marketing automation, it’s critically important to know where you are right now, make sure you benchmark everything.
2. Is there a danger in sharing metrics with your CEO too early?
Absolutely not. As a CEO you want to be clear about what’s going on. It’s best to communicate results, from the beginning and stay in constant communication about how they are evolving. The key is to present the metrics, support it with a narrative that aligns with business objectives, and be clear about what you plan to do with this information, how you plan to respond to the data.
3. How long should it take until you are able to get real pipeline metrics?
There are a number of factors this depends on, mainly; CRM (is it new?), marketing automation platform, or how long the buying cycle is. If you are just starting off, 60-90 will give you the best look at how things are performing, and moving through the pipeline. If you are not just starting, benchmark now then check back in 30 days, then every week after that.
4. Once you have dashboards in place, what levers should you push/pull in oder to change results?
There are levers throughout the entire buying cycle that you can play with. For example:
- If you have high form abandonment rates, shorten the form
- If you are not getting enough MQLs (marketing qualified leads), you need to do more nurturing and content marketing
- If you are not getting enough SQL (sales qualified leads) or sales is rejecting leads, you probably need to work on your lead scoring models
- If you are not converting names to prospects, you should probably test subject lines, or content offers
- If sales is getting a low close rate, maybe it’s a sales enablement issue
5. What are some guidelines you should think about when looking at database growth as a KPI?
The number one thing to consider about database growth is how dirty or clean the data is. It’s critically to have a clean database, and a hygiene strategy in place to get it cleaned up or keep it clean as new data gets entered. One way to check the health of your database is to simply send out at note asking recipients if their information is correct. From a growth perspective, depending on your marketing activities, your database should increase 25% month over month.
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Those of you in tune with headline news know that this past Monday was a big day in the sports world, marking the end of a 132-day lockout of the NFL players. The collective bargaining agreement (CBA) of the NFL players’ union expired in March, and the fact that a new contract had not been put in place before the previous one had expired resulted in a prolonged delay in negotiations of a new contract. Meanwhile, all player activity, including training for the upcoming season, had been put on hold. The two sides of the battle – the owners and the players – struggled to come to terms on a wide variety of issues, including salary caps, free agency, and the number of games played in the season. The entire process of settling a new contract has evoked widespread attention from the media and sports fans alike.
As marketers, what can we learn from this whole ordeal in the football world? Here are 3 major lessons from the lockout that can help you improve your marketing:
- Be aware of your audience. The NFL lockout has attracted tons of media coverage for over 4 months now. And what is it, exactly, that all this hype is about? It’s about how the NFL owners and players are going to divide up $9 billion. They’re quibbling over who deserves more and who’s going to get less. And meanwhile, who’s hearing about this story in the news? Your average American who is probably struggling to come up with $100 just to buy a ticket to a game.
One of the most important concepts in marketing is to always keep your audience in mind. The goal is to maintain maximum control over your image so that you can set a positive image for your company. Those involved in the NFL contract negotiations simply failed to consider their audience, and proceeded to give off a rather negative image. Make sure you think about your actions from the perspective of your target audience before carrying them out, and ask yourself, “What kind of image is this going to set for our company?” If it’s not a good one, you should probably reconsider.
- Be willing to invest in your marketing assets. It’s important in all types of organizations to invest the necessary time, money, and energy to optimize your assets so that they perform better and more efficiently. Once the NFL owners decided they were willing to spend the extra money to appease the players, and devote the time to working out a settlement, they were able to do so much faster, thereby actually protecting their players as valuable assets.
With inbound marketing, your blog, Google rank, website, landing pages, social media presence, paid search campaigns – these are your assets. It’s absolutely crucial to recognize the value that these assets contribute to your company and your online presence, and to preserve this value. Invest the time (and money, when necessary and smart) that is needed to optimize these assets and get the most out of them. Don’t put them on hold like the lockout did to the football players, or you’ll impede them from helping you achieve your goal.
- Keep moving forward. The lockout caused a complete standstill for the regular course of action that should have been followed to prepare for the upcoming football season. 132 days later, the owners and players finally came to an agreement, and are just now resuming training. In order to reach this settlement, both sides had to make some concessions. For example, one of the major stipulations that the owners had been insisting upon is a change from a 16-game season to an 18-game season with no increase in salary for the players. The owners decided to put this request, along with multiple others, on hold for the time being, in favor of moving forward with the agreement.
In marketing, it is essential to always be moving forward. It’s easy to get caught up in details and smaller issues, but it’s important to know when to put something behind you and move on. Always keep the end goal in mind, and stop and ask yourself “is this going to help me reach my goal faster, or is it slowing me down?” If your answer is the latter, it’s time to escape your own lockout and push forward.
What are some other lessons marketers can take away from the NFL lockout? Have you ever had any marketing “lockouts”? How did you get out of them?
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What we’re following:
- Boehner’s plan misses cuts target, vote postponed
- Olympic medalist Jeret “Speedy” Peterson commits suicide
- Bomb kills Kandahar mayor
And did you see…
- U.S. Continue reading
For those who are just getting started with B2B mobile marketing, just getting to the basics can be a bit intimidating. With a few short steps and some new terminology, however, you can launch your mobile marketing initiatives with confidence.
First, you should become familiar with some popular mobile marketing terms:
Acquisition rate – the total participants who were offered to opt in on a mobile marketing campaign divided by the total audience. The percent gives you the number of respondents who opt in.
Aggregator – a company who provides an intermediary service between content providers, application providers, and the mobile phone service carriers. This company can serve several purposes including campaign management, analytics, administration as well as billing.
Bandwidth – this is a measurement of how much data can be pushed through a connection. The measurement is based on the number of bits per second (bps), kilobits per second (kbps), or megabits per second (mbps).
Call-to-Action (CTA) – this is an instruction to the reader to act on the message that was received. The action could be to click a link, send a mobile text, call a phone number, or other types of actions.
Click-through Rate (CTR) – this is a common measurement used to determine the number of users who clicked to access more information or take action resulting from a B2B mobile marketing campaign message.
Common Short Code (CSC) – this is the numeric digits entered by a mobile device user to send a message related to a campaign. For example “text WIN to 12345 for your chance to win this prize!” The 12345 is the CSC code, and can be anywhere from four to six characters in length. These codes are registered through the Common Short Code Administration organization.
Cost per Thousand (CPM) – this metric is used in order to apply costs to advertising banners for web sites and other internet-based advertisements. The fee is calculated based on the number of impressions that would occur when users view the ads.
Data Collection – this is a huge variety of metrics, demographics, and statistics gathered by marketers to analyze and plan campaigns.
Direct to Consumer (D2C) – the services or products delivered to an end consumer via a “provider”. The provider could be a third party, or direct from the company who is orchestrating the sale of the product or service.
End-User – this is the person who actually uses the product or service that is provided. The end-user is sometimes referred to as the consumer as well.
Free to End User (FTEU) – this is an application that is made available to an end-user at no cost other than an opt-in subscription. The SMS/MMS costs that would normally be charged to the end-user is absorbed by the application provider. In some cases the mobile carriers may opt to charge end-users with other various fees, however.
Impressions – this measurement is used to count the number of times a person is viewing an ad or message. Impressions have become a very important metric with B2B mobile marketing.
Information on Demand (IOD) – this is the act of delivering messages to subscribers as the information is updated. This is common for sports scores, weather alerts, and stock alerts.
Interactive Voice Response (IVR) – this technology allows a user to respond to questions using voice instead of text or numeric responses on their mobile device. IVR systems have become quite sophisticated in recent years, and are very common with credit card companies as well as airlines.
Interstitial Ads – these are embedded into MMS messages in a variety of formats including image, text, and video. The message provides an opportunity for the viewer to read the ad while listening or viewing the MMS message.
Location Based Services (LBS) – depending on the geographic area of the mobile subscriber, messages can be customized to fit the location. For example the location of the nearest favorite restaurant, gas station, or store.
MMS Messaging – Multimedia Messaging Service, or MMS, has become more prevalent with the increase in bandwidth and evolution of mobile technology. Multimedia messages can be a picture, a video clip, or an audio clip. Ads can be imbedded into the MMS, or the ad could be the MMS itself depending on what is being viewed by the subscriber.
Mobile Marketing Association – this non-profit trade association (and HubSpot customer) is dedicated to the education and standardization of mobile marketing technologies and practices. For B2B mobile marketing this association is a valuable resource.
Non-Personally Identifiable Information (NPII) – this is data that provides metrics and statistics, but does not provide specific information to contact or identify a specific end-user.
Online Performance Marketing (OPM) – this process gathers metrics and statistics over a period of time, then analyzes the results to predict and report trends and habits of subscribers.
Opt-In/Opt-Out – this is a decision mechanism that allows a subscriber to become part of a campaign, or to remove the subscription from the campaign.
QR Code – A QR code (abbreviated from Quick Response code) is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data.
Real Time Streaming Protocol (RTSP) – this method is used to provide media systems with basic control command such as pause, play, rewind, etc.
Search Engine Optimization (SEO) – this process constructs data that is presented on websites to be ranking and found using major search engine providers. Varieties of complex algorithms are involved, and vary depending on the search engine.
SMS Message – the Short Message Service (SMS) is a very common method of sending text messages through mobile devices.
By familiarizing yourself with these terms, you can feel more confident that your B2B mobile marketing campaign will be successful.
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