Weekly 5: New report underscores importance of mobile marketing


Photo Credit: photo #1: philcampbell, Flickr

Christopher Gerber (CGerber@BoatingIndustry.com)
September 24, 2013
Filed under Top Stories, Weekly 5

The BI Weekly 5 is a collection of tips, news and data affecting the boating industry this week. Be sure to look for the BI Weekly 5 every Tuesday on BoatingIndustry.com.

1. Report: Cell phone Internet use skyrockets

More than half of American adults are getting online using their cell phones, according to a new study from the Pew Research Center. That shows just how important it is for businesses to keep mobile in mind when designing their marketing and websites.

Sixty-three percent of adult cell phone users report using their phone to go online, which represents 57 percent of the total adult population. Even more importantly, 34 percent are using their cell phone as their primary method to access the Internet.

The trend reaches across age, gender and ethnic lines. Younger users are more likely than older ones to use their phones to access the Internet, as are blacks and Hispanics versus white users. Usage increases with income levels and education levels.

2. Coast Guard announces Propeller Guard Test Procedure report

The U.S. Coast Guard has announced a new tool to guide manufacturers of propeller guards in testing the equipment.

The goal is to help make sure testing is done in a “consistent and repeatable manner,” the Coast Guard said.

"The report provides the means to evaluate the boat performance characteristics and the level of protection of personnel in the water resulting from the installation of a propeller guard on a particular sterndrive or outboard-powered recreational boat," said Phil Cappel, chief, Recreational Boating Product Assurance Branch.

3. North Carolina boat registration fees to double

Staring Oct. 1, boat owners in North Carolina will pay more to register their vessels, TV station WITN reports.

For boats less than 26 feet, fees will increase to $30 a year. For boats over 26 feet, fees will be $50. Previous fees were $15 a year regardless of size. The new law also removes an exemption for commercial vessels.

4. Ask your employees if they’re happy

You might be afraid of the answer, but one of the best ways to keep employees engaged is to ask if they’re happy, says Allison Rimm in a recent Harvard Business Review blog.

“Despite the dismal statistics on workplace engagement, there are many enlightened leaders who do one simple thing: They ask their employees how they feel. When they do so, they receive priceless information that helps them retain their best employees and optimize their productivity,” she writes.

5. Why your email marketing may be taking a hit

The rollout of tabs and other new features in Gmail are changing how some users interact with email – important info to have for your marketing efforts. With the new Promotions tab, 40 percent of users say they are reading fewer promotional messages, according to a new study.

It’s worth noting that 88 percent of users say the change hasn’t caused them to lose any messages from their favorite brands – so hopefully you fall into that category.


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