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Social & Mobile—Central to the New Marketing [analytics]

Social & Mobile—Central to the New Marketing [analytics] | Mobile Marketing Strategy and beyond | Scoop.it

Mike Ricci wrote this piece for Webtrends Blog


On the heels of a recent study that Webtrends undertook with Forrester comes another riveting piece of research from eMarketer that focuses on the current fracturing of the Internet and the explosion that is taking place in social and mobile.


Here's what caught my attention:


****The fact that 82% of all the CMOs polled for the study revealed that they are increasing the use of social media should cast aside any illusions that this emerging new medium is a passing fad or merely a tactic to reach the highly prized 18-24 demographic. 


****68% said they were unprepared for the explosion of Social Media


****Analytics fared almost as well, with 81% saying they would increase their spend.  The same amount as will devote more funds to Customer Relationship Management!


****80% identified mobile apps and 72% stated that tablet apps are priorities going forward


****71% of these same marketers revealed that it is the data explosion that these new mediums are generating that keeps them awake at night while 72% will increase their spend on Content Management.



There are also categories for Marketing Priorities and Priorities for Managing the shift towards Digital Technologies.


Curated by JanLGordon covering "The Explosion of the Mobile Web and Beyond"


Lots of other interesting findings can be seen here: [http://bit.ly/uM5Snf]

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Dea Elmi's comment, November 28, 2011 5:21 PM
Riding the wave...
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Mobile Content Curation Platform for the Starbucks Digital Network

Mobile Content Curation Platform for the Starbucks Digital Network | Mobile Marketing Strategy and beyond | Scoop.it
Brilliant and the first of many retailers and brands to follow: Here's an excerpt from the article:

Starbucks had a vision for a different kind of in-store Wi-Fi experience; one that was a digital reflection of Starbucks renowned third place experience. Tasked with that mission while delivering on customer needs surfaced during primary research, Blast Radius leveraged the brand’s strong heritage in high quality content curation (from music to causes) to develop the Starbucks Digital Network. This digital destination is a new form of competitive differentiation and a place to help customers stay connected, inspired and entertained.

Available only in-store through the Starbucks Wi-Fi network, the Starbucks Digital Network offers customers access to hand-picked, multi-media content from content providers such as the Wall Street Journal, New York Times, Zagat and Apple that is either premium or normally behind a pay wall. With a daily collection of premium content across six channels—News & Sports, Entertainment, Wellness, Business and Careers, My Neighborhood and the personalized Starbucks channel—customers are able to enjoy a perfect complement to their Starbucks® coffee, absolutely free.

A GAME CHANGER

The Starbucks Digital Network is the first offering of its kind, and has immediately differentiated Starbucks from the many other retailers offering free Wi-Fi, raising the bar beyond its competitive set. The response has been enthusiastic:

Favorable mentions in the press from The New York Times to Mashable and Wired
Customer feedback has been overwhelmingly positive
Customer engagement metrics are on target

Starbucks and the Starbucks logo are trademarks or registered trademarks of Starbucks Corporation.

Available only in-store through the Starbucks Wi-Fi network, the Starbucks Digital Network offers customers access to hand-picked, multi-media content.
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