“Click to Call” button: The key to attract customers

botón "Click to Call"

botón "Click to Call"

When users sail on a search engine from their mobile device, they have a specific intention. The possibility to call with a “Click to Call” button may be the key to success in getting users close to buying a product or service materialize conversions.

The button on search ads is next to the description of the product and displays a calling poster. By tightening the link, consumers communicate directly from their smartphone with the business. The cost is the same as clicking on a title.

A study held in September 2015 by Ipsos in Mexico and Argentina discussed the importance and the impact that the “Click to Call” button has on search and mobile shopping process. The results of this study showed the following data:

• 76% of respondents in Mexico and 61% in Argentina considered it is very important to be able to call a seller with a button on the search result. Such is the importance of this point for respondents, that more than a half said they would seek another business if they could not communicate in this way.

• In Mexico users consider equally important the website address and the button to call on online searches.

• Calls are extremely important especially for Argentina’s users- which usually ask for specific data that is not on the website as product information, pricing or promotions.

• The industries in which the “Click to Call” button is really demanded by users are: travel, tourism, local services, automotive and technology products.

• In Mexico, nearly half of consumers admit they do calls before making a purchase. In Argentina the percentage is 40%.

To consider!

The “Click to Call” button is a fundamental tool in the way the consumer is about to buy or is in full investigation. Some factors to consider are:

• Today mobile search outperform those made from desktops. Therefore your business may have specific ads for these platforms.

• In search results it is essential to describe the product, specify the website and add the “Click to Call” button.

• The “Click to Call” button can help a lot in the final purchasing decision of users.

Does your company website has a “Click to Call” button that allows conversion optimization?

Contact us!

Key interfaces for your mobile site

site móvel

sitio móvil

What do your users want to do from their smartphone? That is the question that companies must do themeselves in order to understand their user’s needs. Focus on users experience is one of the keys to ensuring the success of a mobile site.

One of the common mistakes brands make is to assume that because they know from wich device the user is interacting with, they can predict the criteria they are going to use.

Another mistake is to assume that users only want to access content “important” to them, when what is “important” or “irrelevant” to the user constantly varies.

Finally, brands usually let UX machines take all the decisions on mobile sites. This is a work that should be carried out together by different areas, aiming to achieve the objective.

The question then is which are the most important  interfaces in a mobile site? These are:

  • Homepage

When a mobile site is opened, the user has to find everything easily. Calls to action should be highlighted and navigation menus should be easy to understand. There must be easy to go back home and promotions can not be intrusive.

The site should be optimized for mobile. This means that no clicking should be needed to zoom, there’s no need to use hyperlinks that open in new tabs, and other issues that complicate the user navigation.

  • Seeker

The Finder mobile site should be always visible at the beginning of the page and provide relevant results for the user. The use of filters can be of great help to guide users.

Choose neutral colors as wallpaper and highlight calls to action, as well as prices, reviews and stock, can help supplement the user experience.

  • Forms

Forms can be a source of success or failure. The important thing is to design it efficiently asking only essential information and guiding users along the way.

Forms:

-They must be brief and friendly.
-They must be tools to facilitate data entry (such as autocomplete).
-They must show when a field has been completed successfully.

In conclusion we mention that the homepage, the online search and forms are some of the interfaces users deal with , but are those that define the permanence of consumer mobile site and the success of your conversions.

Is the website of your company properly adapted for mobile?

Contact Us!

2016: Year of the video and smartphones

Año del vídeo y el smartphone

Año del vídeo y el smartphone

Year after year technology evolves and this brings new trends in communication and new strategic digital marketing. While it is known that nowadays the main investment channels are blogs and social networks, 2016 brings changes as the explosion of online video and audio. The year has just begun but everything leads us to believe that this will be the year of the video and smartphones.

The growing popularity of smartphones has been a major change in the area of marketing and digital advertising. This year, the investment in shares of marketing for mobile devices sevenfold. Mobile happens to be a complement to be a major player in the buying process by factors such as geolocation in real time, which are essential to meet the demands of users at all times. Incorporating features of this type will cause the m-commerce (mobile commerce) continue to grow as it did throughout 2015, and is expected to do so in 2016 by 48%.

On the other hand we must not forget that companies wishing to be relevant should add value to make the audience feel identified. The strategy for communicating through smartphones is not the same as the one used for traditional means, whereby the message must be customized and attractive to potential customers, in order to make them feel curious to know more about my product or service.

Online videos: protagonists of 2016

Online videos becomes the main challenge in digital marketing strategies. Gifs, 360 ° or interactive experience videos, among others, are new formats that make videos more atractive for users.

Videos, with new formats in addition enter the world of SEO strategies (organic search engine optimization). 80% of Internet users consume online videos, this is a unique opportunity to achieve good search engine rankings and gain relevance in the network.

Videos and gifs are a challenge for both brands and agencies. Videos can’t be communicate in the same way that a picture, so the type of strategy that was useful so far with still images has little to do with the strategy for communicating videos.

Trends in social networks

The main social platforms such as Facebook or Twitter, lose weight in favor of new social networking boom such as Instagram, Snapchat or LinkedIn. In these networks, more visual, video is a key element to reach users. Most innovative brands are looking foward to promoted in  these social networks that incorporate thousands of users every day.

Another trend in social networking is that these will become outlets. Thanks to the integration of “Call to action” users can directly purchase products from these platforms. Thus social networks facilitate the buying process of the users, expanding its main function: to communicate, zoom in and connect people.

Is your company ready to enter the field of videos and investing in smartphones strategy?

Contact Us!

Want-to-go moments: from the search engines to the store

micromomento_quiero_ir

In the digital age of communication smartphones and applications are evolving to make life easier for users looking for everything to be “here and now”. It is for this reason that brands must be present at the time, when people want to know about a subject, go somewhere, buy or just do something.

The Google Want-to-go moment is one in which the user uses his mobile to respond to a need, in this case, to get somewhere. Brands that remain focused on the consumer intention at that time not only meet your needs but advance in consumer buying process and develop a brand preference.

50% of consumers who perform a local search on their smartphones visit a store on the same day and 18% of those searches generated a purchase on the same day. Almost half of the people who want to eat and do not know where to look for a restaurant a while before leaving home.

Micro-Moments happen fast, but brands can be prepare for when they occur. They should analyze the consumer situation and think about what your store looks. To know when it is likely that these situations arise, a combination of hypotheses, observations and data may be used. Searches like “near my location” are more common when people are traveling, during holidays and during the weekends because they are out of the routine, they relax and want to see new places. For example, Saturday night abound searches of places to get drinks.

Increase searches “near my location”

Thanks to the powerful devices we carry in our pockets, we can find that surrounds us quickly and easily. Words like “near my location”, “closest” and “close” are increasingly frequent in Google queries. People are looking for products or services that are nearby, either a gym or a mall.
The interest of the Google search on the word “near my location” increased by 3,400% since 2011 and nearly doubled in 2014. The vast majority originates from mobile devices: 80% in the fourth quarter of 2014.

To consider:

  • Think about how consumers interact with your brand when they are near your stores.
  • Post useful information on your website: driving directions, each local inventory and prices.
  • Make sure the design of your site allows consumers to find the information quickly and easily.
  • Think: How I can be there when people are looking for the place where my company is?
  • Calculate how much store traffic is generated from digital interactions.

Is your brand ready to attract consumers to your store from your website?

Contact Us!

Brands breaking into Snapchat

snapchat

snapchat

Throughout the years we have seen younger internet users migrate from private spaces to public spaces, that are inaccessible for brands such as WhatsApp and Snapchat. The lattest one has become a leading social network with over 700 million daily shared snapshots. How can brands be part of the conversation of this platform?

A defining characteristic of these platforms is that it is private and, unlike other media, is immeasurable. Young people are avoiding channels that make them feel they have to produce content that “like” everybody so they start moving to other social media where they can be themselves, without feeling pressured to get approval. This is the case of Snapchat where images are play for a few seconds and then disappear.

This social network is making an effort to give more space to brands, so that they can communicate their messages directly interacting with their target.

Besides the function that allows users to exchange photos and videos that will self-destruct once seen, other notable aspects of this application are:

  • “Stories”: Users can post photos of the last 24 hours, that remain visible throughout the day for their contacts to see it. This is where brands can make their appearance.
  •  “Live”: The network selects specific locations or major cultural events and users located there can upload videos or pictures that appear in live for all snapchat users. In this case brands can promote themeselves inbetween these videos or images.
  • “Discover”: Editorial channels as Buzzfeed Daily Mail and inform people with current data. Brands can not be here; They are elected by Snapchat.

Elements that any strategy Marketing Snapchat should consider:

  1. Be sure you share your “snapcode” (a code that allows users to add you once it has been scanned) in your Facebook or Twitter profile.
  2. Snapchat has its own language, and brands must take risks, worrying less about production and achieving spontaneity.
  3. Generate value by offering exclusive content on your profile and people will follow you. Vouchers and contests work very well when it comes to generating value.

Is your brand ready to be part of this social network ?

The cell phone is the main Internet connection device for Internet users

The cell phone is the main Internet connection device for Internet users


El celular es el principal dispositivo de conexión a internet para los internautas

AIMC (Asociación para la Investigación de Medios de Comunicación) presentó los resultados de un nuevo estudio en el que se muestran los hábitos de los internautas en relación al consumo de internet en el celular. Este estudio tiene como objetivo averiguar cómo afectan los dispositivos móviles y el acceso a Internet al consumo de medios. También pretende profundizar en el conocimiento de los individuos que utilizan este tipo de dispositivos para acceder a Internet y cómo es su relación con los medios de comunicación.

Las principales conclusiones son las siguientes:

RELACIONADAS CON LOS DISPOSITIVOS Y EL TIPO DE CONEXIÓN MÁS UTILIZADOS

  • El celular es el dispositivo más utilizado para conectarse a internet en movilidad: el 97% de los encuestados es usuario de un teléfono móvil. Un 84% de los internautas dispone de un Smartphone y, dentro de los usuarios de este modelo de dispositivo, el 95% tiene una tarifa de conexión de datos para el mismo.
  • El Smartphone es el líder en la conexión a internet: el 85% de los internautas declara haberlo utilizado para conectarse a internet en el último mes, seguido por la computadora portátil (76%) y la computadora fija (69%).
  • Más de la mitad de los internautas tiene una tablet y se conecta a internet a través de WiFi: 6 de cada 10 internautas tiene una Tablet en su hogar y un 21% de ellos dispone de tarifa de conexión de datos en alguna de ellas. El resto (79%) sólo se puede conectar a internet a través de WiFi.
  • La computadora portátil o laptop le gana a la computadora fija: el 81% de los internautas disponen en sus hogares de al menos una computadora portátil, mientras que el 68% de los encuestados cuenta con al menos una computadora fija.

RESPECTO AL LUGAR DE USO

  • Para todos los dispositivos analizados el uso en el hogar es el más generalizado. Aun así, el Smartphone es el dispositivo que más se utiliza (95% en el hogar, 81% en la calle, 74% en lugares de ocio, 68% en medios de transporte y 55% en el trabajo).

MOTIVOS DE CONSUMO Y SERVICIOS MÁS UTILIZADOS

  • Si excluimos el consumo de Internet por temas laborales, quedándonos sólo con el consumo por motivos personales, el consumo promedio de los internautas es de 231 minutos al día.
  • La consulta del correo electrónico y el uso de buscadores, entre las tareas más realizadas: sólo un 1% indica no haber utilizado estos servicios en el último mes. Entre los servicios menos utilizados, destaca las apuestas online, utilizadas por sólo un 9% de los internautas.
  • El dispositivo preferido para conectarse a cada servicio es, en la mayoría de los casos, la computadora (portátil o fija), especialmente en aquellos servicios en los que se exige cierta seguridad, como la “compra de productos o servicios (78%) o “conectarse a su banco online” (65%).
  • Se prefieren los dispositivos móviles en servicios como el acceso a “Social Media“, “Videojuegos Online” y “Consulta de noticias”

RELACIONADAS CON EL CONSUMO DE MEDIOS

  • La televisión, con casi el 93%, es el medio que más consumen los internautas de forma global (online y offline) durante la semana, seguido de la radio y los diarios con un 80% y un 78% respectivamente. En última posición aparecen las revistas, con un 55% de cobertura.
  • Si nos centramos en el consumo de estos medios de forma tradicional, la televisión es también el medio preferido para 6 de cada 10 encuestados, seguido de la radio (52%), las revistas (25%) y los diarios (13%).
  • En cuanto al consumo de medios exclusivamente online, los medios impresos son los que ganan mayor porcentaje de cobertura.

Fuente: www.puromarketing.com