Mobile … The Last Marketing Frontier
Are you On Board?
January 13, 2016
Welcome to Alphabet Domains Live Online Marketing Class tonight, Wednesday, January 13, 2016 @ 6pm (PST) right here on @alphabetdomains
Marketing is like mining … mining for economic gold nuggets and profiting in the process…
Much like the gold miners of the 1800s … today the miners are the merchants, advertisers and corporations looking to profit …
It is not easy when the dynamics keep changing. The introduction of “mobile” into the equation was a game changer…
Today, like the western U.S. in 1849, many come up short looking for the “gold in the hills.”
One reason why so many never realize their dream, is many do not understand the dynamics and are marketing or “mining” in the wrong place or wrong direction…
Tonight it is our desire to help “clear the air” so the “miners” of today will be putting their efforts in an award winning direction.
To help us in this “mining” process, we’re going to go back to 1799 in Cabarrus County, North Carolina (USA) …
The discovery of a 17-pound gold nugget in Cabarrus County, NC in 1799 marked the beginning of the North Carolina Gold Rush.
12 year old Conrad Reed found the treasure in the waters of Little Meadow Creek, took it home where it was used as a doorstop for 3 years.
In 1802, the boy’s father, farmer John Reed, took the rock to a jeweler in Fayetteville who confirmed that it was gold and bought it for $3.50 … bought it for $3.50, later profiting a thousandfold…from the before mentioned “door stop”.
Gold was everywhere … (like mobile customers today) and gold mining grew to become, at one point, a major money maker in North Carolina. By 1832, more than fifty mines were operating in NC, employing more than 25,000 people. Next to farming, more people were employed in gold mining than in any other enterprise … From a “door stop” to millions of dollars and a lot of jobs.
Then in 1849 gold was found in California …
People rushed to California to get their piece of the “gold” pie … only to find out the real profit came from those servicing the miners. The people selling the picks, shovels and so forth really profited from the “gold rush”. There was a booming business selling the tools to mine gold in the 1800s and the miners kept coming up with more ways to get to the gold.
The California gold rush of 1849 is long gone, just a memory (San Francisco 49ers named for it). Mining for the gold has never left the mind of “miners”.
They went to California looking for the “gold” … when there was and still is gold in North Carolina … Checkout this NC gold mining video
Keep in mind … people left North Carolina, where there was and still is gold, went to California looking for gold … and many died there never getting the gold!
Marketing requires merchants to adapt quickly …
Marketing, like mining, in the “wrong” place or the wrong way can result in no “gold” and a constant hunt leading to nowhere. The key to marketing being a success, like gold mining, is to know, not “play darts” with what is done to market or mine in 2016.
For marketing to become a success is to market a product or service to the target market using the best connecting devices or tools …
The miners of the 1800s realized this “pick and shovel” approach was not going to get it done … They knew there had to be a better way, an easier way.
It’s the same today … this “trying to hit the target” approach has to be replaced with the facts analytics and stats so as to “mine” the gold quickly and efficiently. The worst case is to get this knowledge and let it sit for years as a kind of “door stop”.
Mobile equals success…
Look around at all those people talking on mobile phones (there’s gold in those phones) … everywhere.
We are going to share some information to help “mine the gold” starting right now. Mobile … The Last Marketing Frontier … Are you On Board?
There are some terms we want everyone to be familiar with … “Showrooming” and “Reverse Showrooming” or “Webrooming” …
The terms desktop and mobile are already familiar terms. LSO and SEO are also familiar terms. LSO (Local Search Optimization) and SEO (Search Engine Optimization) are also familiar terms.
These terms will help us find the “gold” … “Showrooming” “Reverse Showrooming” “Webrooming” LSO and SEO … LSO (Local Search Optimization) and SEO (Search Engine Optimization).
Showrooming is when a person would go into a store and find the item they want face to face, live and in person. Then go online to see who is selling it for less.
Reverse Showrooming is when the person would go online first, get the price, do all the comparisons…then go to the brick and mortar store to purchase the items. This also called “webrooming”.
When stores (miners) began to realize the “webrooming” practices of consumers, they adapted their marketing to accommodate this practice … quickly!
Like the “miners of the 1800s, today the “miners” realized they have to change the way they conducted marketing the business to get to the “gold”.
We are the “miners” of the 21st century … and we have to realized the need to change the way we conduct business to get to the modern day “gold”… quickly!
Without adapting to better ways of doing business … everything becomes a “door stop” in this Last Marketing Frontier …
Marketing to these mobile users will require a serious commitment to change or a shift in attitude and approach to succeed. Marketing to these mobile users will require adapting new approaches to marketing.
This is where these terms come into play … like Showrooming … and Reverse Showrooming …
When people practiced Showrooming … and Reverse Showrooming … they were unaware they were being “tracked” and analyzed. Now the merchants (miners) were aware of theses practices and immediately set into motion ways to connect with them using mobile or desktops.
One point to take note of is this: the end product or service does not matter … the process is the same. Get the facts and quickly adapt!
Merchants or retailers also learned more about the items purchased … also how they were purchased … on mobile devices (phones or tablets).
What devices were used to make the purchases? How they found or located the business? (Online surveys) … analytics were used (last week class) to aid in getting this information.
These are some of their findings …
People “love” their smartphones … nearly 50% sleep with their smartphone … everyday or night.
Some spouses find themselves having to move over and make a space for the smartphone in bed … between them, right next to them …
Oh, that many … yes nearly 50% treat their mobile phones this way! When the “miners” realized this … they went to work!
The merchants changed the marketing …
What a relationship … “only if we could be right there in bed holding the phone, right between the spouses” says the “miners” …
Well they found a way … “Let’s have 24 hour sales … they’ll buy all night then go back home to fall asleep again … leaving the spouse at home in bed”.
“We’ll have ‘Midnight Specials’ they’ll get out of bed and come to us!”
Having said that, they also found out how they consumers make purchases. Through analytics, merchants were able to determine what is ordered on phones and on desktops.
This came to light when analyzing where consumers spend their time and on what devices.
People spend more time on phones viewing pictures or images, maps, weather, online games, social networks, personals, lifestyles and health information than desktops.
Analysis also revealed this: desktops were more often used to view portals, business, finance, entertainment news, multimedia, and retail than on mobile devices.
What is very interesting is the stats proved the two areas where an equal amount of time is spent on mobile and desktops, namely sports and news.
Now the “miners” or merchants went right to work … tailoring their advertisements to the “right” market … adapted quickly! This information helps them to get to the “gold” or sales.
Now you understand why you see all those “lifestyle” ads at sporting events … more than half the crowd goes on mobile for lifestyle information.
Now you understand why you hear “download now for free” (on your mobile device) in a gaming ad online or on TV … nearly 90% use mobile for online gaming.
Now it’s clearer why entertainment news direct there ads to users of desktops … over 60% view this type news on desktops.
These “miners” are not trying to hit the target … no “darts” here. They use analytics to make sound decisions … and so should we.
They also found out in these verticals where mobile is “hot” and where desktops are “hot”. They adjust their ads to accommodate this information … quickly!
Like the miners of 1849, we are crossing the marketing frontier … The Last Marketing Frontier … mobile! Armed with this info, we are in a better position to target our ads to the intended market and not waste effort.
The question many are asking is: “Since so many are offering the same products and services, how do I stand out in the crowd?”
The short answer is … it’s the domain name you are using! Your domain name will set you apart from the competition.
Think of it this way, after learning about the 1849 Gold Rush, you packed up, attacked by those wanting to take your belonging, weathered severe storms, arrived on location after months of travel … then to get the gold, you acquired your tools … a spoon and fork and headed out to get the gold … noooooo!
It’s time to get the best tools available, for the price you can afford and get the rest your mind needs and go to work … get the gold!
We have to do the same thing today! We have to get the best tools available (including a domain name), for the price you can afford (stay in budget), get the rest our mind needs (learn as you go, not waste time on unending distractions) and go to work … get the gold!
So you can say, to find success in crossing this … Last Marketing Frontier … mobile… it all starts with the domain name … YES!
The benefits of a new name can be multi-tiered, but the number one change is people’s perception of your business.
You want people to assume you’re the best in the niche you are in and come to you in the specific areas we mentioned earlier …
A lot of inquiries are driven through paid for “words”, but you can now get the same number of leads for much less, your domain name is the “paid for word”.
You will catapult through the search engine rankings with the new domain, and that is just the front-end improvement.
When you contact customers they will feel like they are talking to the authority on the subject … or the product or service being offered.
To win this battle across this mobile marketing frontier requires a business to consider building their business around domain names…stand out in the crowd.
Recently we received a report of a car or auto sales business turning down an opportunity to acquire an 8 character domain for car sales … today, we found out they closed on December 31st … leaving a sign in the window which said, “Closed for lack of support” … WOW!
Maybe it was the domain name? The…………Cars ……dot …. —- a lot of things probably killed the business but the domain probably killed it the most.
Remember, people spend nearly equal time on mobile phones and desktops shopping retail … try typing in a complicated and very lengthy domain name in on a phone. It’s not quick and easy.
So, to succeed in meeting the challenges, using Mobile … The Last Marketing Frontier … requires we get on board with these new realities.
When people go online to research your products and service, the first contact they have is your domain name. Let’s make it a quick and easy connection.
Having problems reaching your sales goals? Take a look at your domain name. Is it quick and easy to type-in on a mobile device. Will the person remember my domain name 24 hours later?
How to win with domains on mobile …
There are many ways to make a good connection using domains as we have learned in previous weeks. Domains work!
Then use LSO and SEO plus analytics to reach your target market … there are plenty of companies here who will assist you.
When people practice Showrooming or Reverse Showrooming remember they prefer to buy using desktops … so make it a seamless experience.
In this time-starved world people want the connection to be easy and uncomplicated … an easy to type-in domain gets this done … quickly!
Now we’re going to share a “secret” with you, if you’re offering products or services in the mobile preferred niches mentioned earlier then secure a “mobile” domain.
If it’s a niche viewed primarily on mobile devices, include “mobile” in your new domain name, even if you use it as a redirect domain … include “mobile”.
Need help trying to sort all of this out or have questions, just DM us … we’re here to help.
This concludes our Alphabet Domains Live Online Marketing Class tonight, Wednesday, January 13, 2016
Our Shout-Out.xyz program and Trending Domains Report resumes in the am … let’s see what’s Trending and who’s making an impact in 2016.
