The M Says

A Mobile Marketing & Insights Blog

QSR Consumer Loyalty Survey [Infographic]

Posted by Lindsay Bloom on August 26, 2015

The quick service and fast casual restaurant industry is one of the fastest growing and profitable industries in the US with 2014 sales reaching over $179 billion. But with profits come challenges. This category faces tough consumer demands for higher quality and more options, increased costs due to the rising prices of commodities, decreased margins, and above all, a rapidly saturating market.

 

A brand's greatest asset is its customers, especially in a competitive marketplace. Loyal customers are valuable for not only the obvious reason that they generate more revenue and (when treated well) serve as evangelists for your business, but also the insights brands can glean from their habits and behaviors to inform a strategy for keeping them happy, as well as acquiring more of them. Aligning these two pieces is the key to building brand loyalty. The infographic below highlights key statistics about diner habits and behavior that quick service and fast casual restaurants can use to do just that!

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The Antidote to Apple iOS 9 Ad Blocking: Permission-Based Advertising

Posted by Lindsay Bloom on August 18, 2015

[ Categories: Advertising, Mobile, Mobile Marketing ]

Publishers and Advertisers all over the world have been experiencing panic attacks on the reg since Apple’s announcement that ad blocking will be rolled out as part of its iOS 9 update.

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3 Ways to Boost Your Mobile Strategy for A Great Brand Experience

Posted by Rachel Tinquist on August 03, 2015

[ Categories: Mobile, Mobile Marketing ]

There’s a shift happening.  And it’s less than 5 inches big.


Smartphones have changed everything. People communicate in 10 second SnapChats, read the news in 140 characters or less and can stream any song, movie or show whenever and wherever they are. Today, everything needs to be packaged up to fit into this always-on, always available screen -- and shopping is no different.

 

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The CUSP: The Formula for Customer Engagement in the Mobile Age

Posted by Patrick Reynolds on July 28, 2015

The old model was long, linear, and often laborious.


Most marketing campaigns began with a Planner who would attempt to crawl inside the mind of the target— usually a composite of both demographics and psychographics wrapped up in a descriptive moniker: “Soccer Moms”, “Hard Hats”, “Urban Strivers”… as but a few examples.

 

After peering into the soul of the target, planners would then write a brief for the kind of messaging required to connect most profoundly with the intended audience.

 

Enter the creatives.

Teams of writers and designers would work for weeks to get the wording, imagery (even for radio), and most importantly, the USP just right. The Unique Selling Proposition was that signature feature or benefit that set the product or service apart from all competitors. 

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What’s In Style? Keeping Customers (And Keeping ‘Em Happy) Is The New Black

Posted by Lars Albright on July 21, 2015

Originally publishing in Adotas on July 17, 2015

Winning new customers is increasingly tough. Advertising, long the staple of that initiative for larger companies, has become an exercise in crawling through glass with the rise of media fragmentation, proliferation of subscription media, paywalls, ad blocking technology, and mobile behavior which has turned much media consumption from passive and one-way to (very) active and two-way.

While winning new devotees has become harder, nobody has offered relief on the topline. Growth is still required. So where does that leave you?

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3 Ways A Mobile-First Approach Strengthens Your Brand

Posted by Rachel Tinquist on July 17, 2015

The average person checks their phone around 150 times per day, according to a study by Kleiner Perkins Caufield and Byers. This near-constant connectivity without a doubt impacts all of their habits and processes for decision-making -- including shopping. As a result, brands need an omnichannel approach to reach consumers, build relationships and create touch points throughout the customer journey, both online and offline.

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How to Keep & Acquire Customers: Understand The Customer Experience

Posted by Rachel Tinquist on July 16, 2015

Sometimes people get so wrapped up in the result, they forget about the process.

What are your business objectives? 

“Grow sales and increase profitability. Duh."

I refer to this as the “World Peace Conundrum”. Everybody is for it, but nobody’s really sure how to get there. 

It boils down to the process. 

Of course you want your customers to be loyal. Loyal customers are profitable customers, rich in revenue and without acquisition cost. In fact, they’re actually accretive in that they frequently acquire customers to your business themselves informally via word-of-mouth or more formally via social, affiliate marketing and so on. 

So how do you keep the customers you have and find more like them?

Consider the process. 

What products or services are most profitable or mission-critical for your business? What are the customer considerations or the deliberative process that leads to a successful purchasing decision? How do you know? Are there data breadcrumbs from your best customers you can follow backwards to begin scripting the type of experience (how they browse, what they buy, what offers they respond to…) you’d like new customers to follow moving forward?

Get your data organized and visualized in such a way that you can separate the best customer wheat from the one-and-done chaff. Your best customers are your gold. They are to be celebrated, nurtured, and most importantly modeled. Note the high-value behaviors best customers do and endeavor to understand why.Then, motivate the rest of your customers and your prospects to follow in those golden footsteps and you’ll find they lead to the outcomes you seek. 

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The Power of Permission: Opt-in Ads

Posted by Patrick Reynolds on July 09, 2015

[ Categories: Advertising ]

The jig is up. When Apple intimates it intends to kill certain forms of advertising, you might think it’s just Tim Cook flexing because he’s got Dr. Dre standing behind him. But Steve Jobs said much the same. Repeatedly. 

Will Apple succeed in killing advertising? Not hardly. But they will put a ‘dent’ in it? Probably. Music is on their radar now. Then they’ll make the logical big push against television/video on demand. Nobody dies, but  indiscriminate, one-too-many mass marketers should get ready to take a haircut. 

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Mobile Loyalty: Breaking Through the App Clutter

Posted by Patrick Reynolds on July 01, 2015

[ Categories: Mobile Loyalty ]

App clutter is a real thing. Recent studies by Nielsen and Forrester highlight that while Americans have a large number of apps on their phones (26+ according to Nielsen), we use a comparatively small number (5 non-native apps). The rest? Destined for the trash bins of our digital lives.  

What characterizes the ones we use most? Utility and Engagement. 

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Ad Blocking vs. The Power of Permission

Posted by Patrick Reynolds on June 24, 2015

[ Categories: Advertising, Mobile ]

There has been much fanfare around new technology purpose-built on a simple, but economically powerful proposition— code that can slip by even the most sophisticated ad blocking technology.

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