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Shoppers Speak Out On Travers’ Launch of Mobile Website Voice Search Functionality

Metalworking tools and industrial suppliers, Travers Tools Company Inc, recently introduced to its mobile website voice search functionality, which makes searching for products on its mobile site much easier to perform on a mobile device.

Travers Tools launches mobile website voice search functionality

Mobile website voice search functionality

The feature is currently only available to mobile users that browse Travers’ mobile website on an Apple iphone 4S or a smartphone that uses Google’s Android system since it requires a mobile to have suitable voice recognition capability.

Eventually, however, given the limited screen size of mobile phones and the difficulty of typing on a mobile phone, expect voice recognition to be the next big evolution in mobile website development and certainly Travers leads the pack in the industrial supplies market.

Travers’ Mobile Website Uses Voice Search

Consumers visiting the mobile site for Travers Tools Company Inc. searching for a specific drill bit now need only ask for it.

The service, from site search provider EasyAsk, lets shoppers touch a microphone icon then say what they want into their smartphone to see a list of results.

Consumers see a microphone icon next to the search box that prompts them to speak into their device.

“A consumer might be in a hardware store and see a tool they want,” an EasyAsk spokesman says.  “Maybe they think it costs too much, or they want to see if they can get a better deal online. They pull out their Android or iPhone and go to Travers Tools and touch the search box microphone icon. They say ’Jet bandsaw‘ or ’Jet bandsaw over $1500.’  They can speak their search as they would describe it to a salesperson– the more info, the tighter the search results. The list is short and accurate, which is critical on smartphones with little screen space.”

Mobile users can’t navigate as easily and will quickly abandon the site if it requires multiple searches. They either see it and get it, or move on.” (Extracts from “Internet Retailer”).

The best performing mobile websites give visitors a mobile friendly platform on which to perform search queries and be able to access information quickly and with the least amount of fuss.

The use of voice search technology on a mobile website is a smart move by Travers Tools and a natural progression in the development of mobile websites since it has in mind the behavioral characteristics of a mobile user i.e. a person who is often on the go and needs information quickly and easily. As Craig Bassin of EasyAsk stated in the above article,  if a mobile user can’t navigate quickly to the information they are searching for they will quickly abandon the site.

How user friendly is your mobile website for your mobile customers? If you have yet to develop a mobile website or require help, advise and expertise on development a mobile marketing strategy for your business, give us a call today and we will be happy to get you on the right path.

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Staples Milton Keynes Offers Mobile Friendly M-Commerce Experience

If you visit Staples Milton Keynes on your mobile phone you will immediately notice a difference. Staples has joined the growing number of e-commerce sites that understand the importance of providing a mobile-friendly m-commerce experience for its mobile customers.

Visitors to Staples Milton Keynes website from a mobile device will experience a more mobile friendly experience as Staples Looks to the Future of mobile commerceWhile the Staples Milton Keynes m-commerce experience – m-commerce simply means mobile-commerce – isn’t necessarily the best looking mobile site, it does nevertheless perform a very important task and that is to give a seamless and easy to navigate mobile site for shoppers that browse the Staples website from a mobile device.

Why is this important? Well, despite the general misconception among businesses that mobile shoppers will simply switch to using a desktop computer or call a store if they can’t get to the information they need from their mobile device, a Google study revealed showed that mobile users not only bounce off mobile unfriendly websites and shop elsewhere, but up to 61% surveyed said that they were unlikely to return to the mobile unfriendly website in the future.

Here’s what Brian Tilzer, Vice President of Global e-Commerce and business development at Staples, had to say about mobile commerce.

Staples Says Shoppers Are Turning To Mobile Devices And Need A Mobile-Friendly M-Commerce Experience

“Mobile is a constantly evolving space and you have to be continually thinking about your next move.”

“More and more shoppers are turning to their mobile devices as a way to research and shop whenever and wherever they want.  Staples is thinking ahead and anticipating customers’ needs, providing an offering that not only serves as an m-commerce tool but listens to, and solves, customers’ pain points.”

To these ends Staples focuses on saving time for small business owners, so they have more of it to dedicate to their businesses.  Time savers incorporated into the latest mobile app include an optimized ink & toner finder, access to Staples Rewards, list building functionality and batch scanning.

Moving forward Brian Tilzer says that, “Staples Velocity Lab in Cambridge, Mass will become home to some of the world’s best e-commerce talent with the goal of rapidly bringing breakthrough new ideas to market in emerging online technologies like mobile commerce and social media”.  Staples expects to the triple the size of its e-commerce team over the next three years. Read the full article here.

In providing a mobile friendly m-commerce experience to its regular customers, Staples Milton Keynes and other branches will achieve 2 important things. Firstly, it keeps existing customers happy by giving them the versatility to shop on their mobile phones when they are perhaps out and about; and secondly, Staples also benefits from getting business from shoppers generally who are browsing the web for office supplies from a mobile phones and who are therefore looking for a simple mobile experience.

If you are a local business supplying goods or services and haven’t yet put together a mobile friendly strategy for your existing customers and potential future customers, give us a call today to speak with on of our mobile marketing specialist who will be more than happy to discuss your options and identify the best solution for your business.

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Why Local Businesses Should Improve M-Commerce In Milton Keynes

Research by eDigitalResearch and Portaltech reveal that 64% of smartphone users shop online with their smartphones; an increase of around 300% since June 2010, which means that if local businesses improved m-commerce in Milton Keynes for consumers, they would see an immediate benefit from increased customer engagement and conversions.

Fast Growing M-CommerceM-commerce or mobile-commerce is the purchase of goods and services on a mobile device. With m-commerce in Milton Keynes and elsewhere continuing to defy even the most ambitious growth projections, many businesses, retailers and brands are dropping the ball on this huge opportunity by failing to make their mobile channels as accessible as possible to maximise the potential that m-commerce has to offer.

Should Local Businesses Improve M-Commerce in Milton Keynes?

According to new industry research published on Wednesday, mobile commerce is growing faster than most people may have realized.

The latest research results from eDigitalResearch and Portaltech Reply shows that 64% of smartphone owners are now using their mobile devices to shop online, a number that has quadrupled since June 2010.

Additionally, the latest research indicates that 84% of smartphone owners have used their devices to browse websites, with one third doing so on a daily basis.

Not surprisingly, another three quarters are using their smartphones to research products.

“These results confirm that mCommerce has fundamentally revolutionized the way in which we shop and browse,” says Derek Eccleston, Head of Research at eDigitalResearch.

All told, the growth of mobile shopping shows no signs of slowing down. Almost half (44%) of the smartphone owners surveyed said that they would use their devices to browse more in the coming months, with one third (31%) claiming that they would then go on to make a purchase. (article from Mobile Market Watch)

Despite the such strong growth in mobile commerce many local businesses, brands included, have yet to make themselves more visible or optimized to the mobile consumer.

There appears to be a combination of confusion and false assumption by businesses generally that if a consumer doesn’t or can’t complete a purchase of goods and services on a mobile device they will simply switch to a computer, laptop or call the business to complete the purchase. Unfortunately, in the real world this is not what happens. Frustrated mobile consumers often leave a site to purchase elsewhere.

So how do local Milton Keynes businesses improve m-commerce to generate more sales and revenue?

Start by taking a critical look at what a mobile user would expect to experience when they visit your site. Do they simply land on your main website or are they redirected to a mobile friendly website, one which has thumb friendly navigation, is easy to read without zooming and doesn’t require scrolling left to right to read  what’s on the page?

Next if you are encouraging your prospective consumer to buy directly from your site rather than getting them to call you or engage with you in some other way, do you have a dedicated mobile shopping cart? Ask yourself, if you were a purchaser of your own goods or services, how easy is it for someone to engage or buy from you?

Be honest with yourself, better still ask a colleague, friend or family member to give a critique of the experience. If the result of this experience reveals that the mobile user experience is less than satisfactory, take action on those things you’ve identified as needing improvement.

If you are interested in more information or in developing a professional, highly effective, mobile marketing strategy to capture more of the business that is currently searching for your goods or services on mobile devices, then give us a call today and speak with one of our mobile marketing strategists.

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Facebook’s Share Price Dip Blamed On Lack of Mobile Advertising Strategy

The big question on people’s minds is does Facebook have a mobile advertising strategy to monetize on the growing number of subscribers who access the social network site from a mobile device?

Facebook's share price took a drumming as investors doubt that Facebook has an effective mobile advertising strategy

Coherent & Effective Mobile Advertising Strategy?

Now that Facebook has gone public with an opening share price last Thursday of $38 dollars, the pressure is now on for the company to justify its sky high valuation. Some argue that Facebook’s share price dip on Friday from $42 dollars back down to £38 US dollars the following day and then falling further this week to as low as $30 US Dollars, due principally it is claimed to concerns and lack of confidence in Facebook’s ability to understand how to monetize on its mobile traffic. Facebook is now being sued in a class action for £1.8billion according to the Daily Mail for allegedly deceiving shareholders and overvaluing the stock.

Facebook Failed To Disclose Difficulties In Coming Up With An Effective Mobile Advertising Strategy

Facebook founder Mark Zuckerberg is being sued in a class action for £1.8billion for allegedly deceiving shareholders over its disappointing stock market flotation.

The creator of the social networking website has been accused of warning big investors of worsening revenue forecasts but not informing the wider public.

This allowed certain investors to sell their Facebook shares before the price fell – while others saw their stock lose a third of its value.

The lawsuit was filed in New York against Mr Zuckerberg and senior Facebook executives by US law firm Robbins Geller, which in 2008 won a £4.5billion settlement for the shareholders of Enron.

It also names his Silicon Valley investors Peter Thiel and Marc Andreessen as defendants, as well as Goldman Sachs, JP Morgan and Barclays Capital.

It alleges that the accused ‘selectively disclosed’ concerns that the company was struggling to raise revenue from users who access the social networking site via their phones because it is more difficult to carry advertising on the devices than on a PC.

But these concerns did not appear in the shareholder prospectus or paperwork filed with the Nasdaq stock exchange, making them both ‘untrue statements’, according to the lawsuit.

There is growing concern that the share price may fall into single digit territory which would mean significant further losses for many non institutional investors. Unless Facebook can regain shareholder confidence and start monetizing mobile traffic through an effective mobile advertising strategy, expect the Facebook share price to fluctuate significantly.

The crux of the problem is companies are try to use the same marketing and advertising strategies that work with the traditional web and apply that to mobile traffic, which simply won’t work.

There are all sorts of variables that clearly differentiate mobile traffic from standard web traffic which means that companies that want to tap into the growth of mobile traffic need to come up with a bespoke mobile advertising strategy taking into account that a mobile user on a phone browser has a very small screen and is on the move. The mindset and intention of this mobile web browser is completely different to a person browsing the web on a laptop or desktop computer. Therefore, an entirely fresh and different approach needs to be considered for mobile traffic if it is to be successful.

If your company is looking for an powerful and bespoke mobile advertising strategy that taps into the growing number of mobile searches, give us a call today and speak with one of our mobile marketing strategists who will be more than happy to help.

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How Starbucks Coffee Is Leading The Way On Mobile Apps In Milton Keynes

What has mobile apps, loyalty points and the sweat smell of coffee in Milton Keynes have in common? The answer is of course dead simple for those coffee aficionados with their smartphones and mobile apps in Milton Keynes and elsewhere. It’s Starbucks of course.

When it comes to mobile technology adoption Starbucks is very much ahead of the pack in many respects.

Starbucks accept mobile payments through its mobile apps in Milton Keynes franchisees

Starbucks' Mobile App Incorporates Loyalty Card

Of course it is not just Starbucks in Milton Keynes that has gone super tech. Starbucks has gone the full hog on mobile around the world with a mobile app that incorporate a customer loyalty scheme, a mobile payment system that lets you load up credit on your mobile phone through its loyalty card system, which you can then use instore, and last but not least it also has a great mobile website to boot.

For Starbucks there are other very tangible benefits of using mobile apps as reported in MSN Money and that is significant cost savings.

Starbucks’ Mobile Apps Experiment Shows It’s Not Just Great At Making Coffee

Starbucks (SBUX 0.00%) makes it easy for customers to buy coffee. So easy, in fact, that they don’t even need cash or a credit card. A smartphone will work just fine. To capitalize on the growing popularity of these devices, Starbucks introduced mobile payment technology in January 2011 that enables purchases with the wave of an iPhone, Android or Blackberry.

“A lot of our customers have their phone in their hand when they come into our store,” says Adam Brotman, chief digital officer at Starbucks. “We knew that customers were increasingly more mobile — were increasingly using their phone as a primary computing device.”

Recognized by U.S. News as one of America’s Most Connected Companies for implementing the largest mobile-payment program in North America, Starbucks says the technology is boosting sales. Since the launch, customers have made 45 million mobile payments in the United States and are now averaging a million transactions a week, says Linda Mills, a company spokeswoman. She adds that Starbucks has experienced a ten-fold increase in mobile-payment use from March 2011 to March 2012. “If you compare year over year, or month over month, it’s growing very rapidly,” Brotman says.

People move through lines more quickly when they pay with smartphones. And since phone purchases are made with money preloaded onto Starbucks loyalty cards, the chain incurs fewer credit card fees, resulting in cost savings.

“They’ve really enhanced the customer experience at point of sales,” says Denée Carrington, senior analyst with Forrester Research. “There’s an element of fun” that happens when people pay with mobile phones, explains Carrington, who expects other companies to follow Starbucks’ lead with similar initiatives.

What Milton Keynes Businesses Can Learn From Starbucks’ Use of Mobile App Technology

It’s a smart move by Starbucks. Not only are they capitalising on the growing trend for consumers to use their mobile phones and other mobile devices to make local purchases of goods and services, but the integration of an easy mobile payment system and loyalty points system that incentivizes customers to come back is just one of the very simple and highly effective strategies used in mobile marketing for retaining and attracting more customers.

There are many businesses in Milton Keynes that would do well from looking at Starbucks’ approach to the use of mobile and incorporate something similar to improve customer engagement, loyalty and create some viral buzz around their business.

Call us today and speak with one of our mobile marketing strategists for a free consultation.

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Mobile Marketing And Advertising Top Priority For Google & Facebook

In December 2010 Eric Schmidt, CEO and Chairman at Google wrote about mobile marketing and advertising in the Harvard Business Review stating that “as I think about Google’s strategic initiatives in 2011, I realize they’re all about mobile”.

Mobile Marketing And Advertising Facebook's top priority

Facebook's Mobile Platform A Top Priority

Fast forward to May 2012 and in a speech to investors ahead of the IPO Mark Zuckerberg, CEO at Facebook, was quoted by Reuters as saying that Facebook’s growth strategy will focus on transforming its mobile and advertising experience as the top priorities in 2012.

Mobile Marketing & Advertising – Facebook To Focus On Transforming The Mobile & Advertising Experience

(Reuters) – Facebook CEO Mark Zuckerberg, whose limited role in promoting the No. 1 social network’s market debut has drawn criticism, laid out its growth strategy to investors on Friday, saying that transforming its mobile and advertising experience are top priorities in 2012.

Integrating online apps more strongly into Facebook is also a major goal, he told hundreds of investors at an event that capped the first week of Facebook’s cross-country “roadshow” to pitch its highly anticipated initial public offering.

Zuckerberg, 27, who started Facebook in his Harvard dorm room 8 years ago, said Facebook’s key priorities in 2012 were to improve its mobile application, to build stronger ties incorporating its social network with other online apps and to create a “transformative” advertising experience.

In March, ComScore reported that the average Facebook mobile user now engages with the social network for more than 7 hours. Clearly, mobile is permeating every aspect of online life and the only medium that is bridging the gap between the online world and the offline world of real brick and mortar businesses.

With two of the most important online influencers publicly declaring that their main focus is mobile, a clear signal is being given to all businesses of the importance of mobile marketing and advertising today and for the next decade and beyond.

For specialist mobile marketing and advertising strategies to increase brand awareness, social / mobile viral buzz and generate more revenue from existing customers, call us today for a free consultation.