By Liam Dowd - February 26th, 2014

Including how news and social media integrate together, how mature is your corporation’s mobile usage and a handy guide to effectively using Google+

Mobile maturity

Urban Airship has published its inaugural Mobile Maturity Benchmarks Report showcasing the industry’s progress in moving towards more personalized, sustained audience engagement strategies versus more traditional, one-size-fits-all messaging and marketing tactics.

Top-level findings indicate that 85% of companies have gone beyond mobile websites, mobile search and traditional reach-and-frequency marketing to drive sustained engagement strategies through mobile apps. However, the majority of those companies (56%) deliver the same messages and app experience to all users—not yet unlocking mobile’s unique benefits of intimacy, immediacy and context. Other findings uncovered that nearly one-third of companies that collect user-specific data don’t yet use it to tailor content and messaging.

“We are still very early as an industry with a massive opportunity ahead. Most companies have built a mobile foundation necessary for more sustained and valuable relationships with their key audiences yet there are dramatic differences between those leading and lagging,” said Scott Kveton, CEO and co-founder, Urban Airship.

What is clear from this research is that the mobile channel needs to move more towards the centre of a corporation’s marketing activity. No enterprise can ignore the seismic shift in customer relationships across social media that has now moved onto mobile devices.

Read more about how mobile and social media are transforming business relationships with their customers.

Mobile Essential Channel

Read all about it!

News can be great content to build a long and lucrative relationship on with consumers. If your corporation can become a trusted source of news, up and cross selling become much easier to accomplish. A new infographic from the University of Florida Online reveals how news consumption has changed. With half of Internet users stating they heard about a news story on their social media networks, these channels are now the main conduits that news uses to reach its audience.

For brands that have a news channel understanding how consumption has evolved and now has a social component is vital to ensure news remains engaged with its target audience. Social media can be a superb way to disseminate a news item. For corporations from news backgrounds the future is social channels that are also moving to mobile devices.

News and social media

How to use Google+

Quietly developing its user base, Google+ has always been considered the poor cousin of the leading social media networks. However, savvy corporations that want to stay ahead of the wave should be paying more attention to Google+. Thankfully the learning curve for the platform has been made much less arduous by an infographic from Quicksprout that offers all the basic information your business needs to leverage this burgeoning platform.

How to use Google+

Print can be social

Businesses have effectively used direct mail for decades to reach targeted consumers. In an age of social media, has direct mail still have something tangible to offer?

The Digital Nirvana explained: “Let’s consider the facts. When 1000+ enterprises were surveyed in 2013, social networks were cited as the number one area in which media usage will increase. In addition, 47% of printed marketing materials were linked to a digital channel in order to reach broader audiences and boost response rates.”

Also, InfoTrends that put the webinar below together states: “Direct mail and social media are visual communications. Direct mail offers a sense of touch, but blending it with social media means that it can be incorporated with video and audio to enhance the interactivity. Software tools can be leveraged to drive referrals and special offers to friends or colleagues, enabling businesses to realize increased response rates while also developing an understanding of key customers and "social influencers."

Until next time….

The Useful Social Media team.

The Corporate Social Media Summit New York 2014

June 2014, New York

Become a social business: For superior marketing response, sharper corporate decision-making, enhanced innovation and a happier, more loyal customer

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