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Mobile Content Marketing: Seducing Moving Targets

Mobile Content Marketing: Seducing Moving Targets | Mobile Marketing Strategy and beyond | Scoop.it
The strategic dilemma of how best to convey the luxury brand story and experience to a mobile audience has not been successfully solved. The mobile device, as a platform for brand communications, i...
janlgordon's insight:

This post was written by Scott Forshay for his blog 

in July of 2010 aimed at luxury brands. Not only is it relevant today but there are many takeaways for any brand that is trying to capture and cultivate consumers in the mobile ecosystem.


Here is one highlight that caught my attention:


Rule of Seduction One: Produce Content Episodically


**Resist the temptation to unveil the entire story in a single instance.


**By deconstructing the narrative into episodes, the engagement teases the audience and creates desire to continue following the unfolding of the story.

 

Takeaway:


**Mobile, as a medium, is innately transitive in nature, serving as a persistent interface for consumers to navigate an ever-evolving digital ecosystem of retail touchpoints and become, themselves, players in the storytelling experience.


**Strategically dissecting the brand narrative to take on an episodic form allows the brand to engage audiences in the on-going drama, create desire to see where the story will lead, and create deeper emotional connections in the process.


Selected by Jan Gordon covering "Mobile Marketing Strategy and Beyond"


Read full article here: [http://bit.ly/W1QNrZ]

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Marketers: What Mobile Users Will and Won't Put Up With [INFOGRAPHIC]

Marketers: What Mobile Users Will and Won't Put Up With [INFOGRAPHIC] | Mobile Marketing Strategy and beyond | Scoop.it

This piece was written by Sam Laird for Mashable

"Young people between the ages of 18 and 24 are more connected to their mobile devices and open to mobile marketing than you might think".


Here are some highlights from this article:


Brands need to be careful about how they target those mobile users and how much knowledge they reveal about them.


**Nine in 10 young adults 18-24 spend between one and five hours on their mobile devices daily.


**Nearly one in 10, meanwhile, are on their gadgets between five and ten hours each day.


**Just under a third would actually like for brands to send them promotions via smarthphone and tablet, but more than half say that it’s “extremely important” to be able to opt out of such come-ons.


**While 30% of survey respondents said they want offers to be located nearby, two-thirds said they don’t want brands knowing their whereabouts.


**More than half worry about their credit card information being stolen, and nearly half fret the risk of signing up for fake websites.


Curated by Jan Gordon covering "Mobile Marketing Strategy and Beyond"


Read full article here: [http://on.mash.to/wTJ5Cg]

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Retailers Need to Hone Content Campaigns for Mobile

Retailers Need to Hone Content Campaigns for Mobile | Mobile Marketing Strategy and beyond | Scoop.it

I selected this piece by Christine Dunn for Content Marketing Institute because it has some important tips on how to use content to effectively reach and do business with the mobile audience.


****Consumer shopping patterns during the holiday season point to one very clear trend:


**growth in the use of mobile devices is outpacing that of online buying.


Here are some highlights that caught my attention:


**Content will need to be honed for a smart phone and a tablet because both have more limited space and bandwidth than a laptop or computer


**Mobile consumers are willing to share more personal information with retailers to  on how, when and where to approach them


****"It’s about placement, promotion, relevancy and the ability to do one-to-one marketing on any channel"  says John Squire from IBM


Tapping the power of the Story


**The ability to tell a story is powerful in retailing


**Depending on what the retailer knows about the consumer, they might tap content such as a video or information on how the product is made.


Redefining Loyalty


**By using content to connect with consumers, retailers have an opportunity to encourage them to spread the word about their brand, and business, through social media channels.


Curated by Jan Gordon covering "Mobile Marketing Strategy and Beyond"


Read full article here: [http://bit.ly/yuQOew]

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Curation on the Go! - Topsy Launches Realtime Search Engine For Mobile Devices

Curation on the Go! - Topsy Launches Realtime Search Engine For Mobile Devices | Mobile Marketing Strategy and beyond | Scoop.it

Robin Wauters just posted this in Techcrunch a few hours ago 12/13/11


Topsy Labs is releasing a social, realtime search engine for mobile devices today, enabling users to discover relevant chatter about any topic based on data from Twitter and Google+.


**Also useful: search queries can be automatically saved so users can revisit specific results at any time, and any piece of social content can be referenced historically for any topic, term or link.


What caught my attention:


**Topsy cites a Performics study that says 32 percent of people search more on mobile phones than they do on computers, and that 75 percent of people think that mobile search makes their life easier.


Selected by Jan Gordon covering "The Explosion of the Mobile Web and Beyond]


Read full article here [http://tcrn.ch/tziU1x]

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Manú Iñaki's curator insight, February 11, 2:36 PM

Curación de contenidos desde dispositivos móviles

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The Future of Reading is Context, Location, Device & Time

The Future of Reading is Context, Location, Device & Time | Mobile Marketing Strategy and beyond | Scoop.it

This piece was written by Tim Carmody for Wired magazine, all marketers need to shift their thinking on  how to present their content on the go that is compact, valuable and meaningful that reaches their audience wherever they are. 


Intro:


Reading is changing, even more than e-readers, tablets, or “readers’ tablets,” smartphones are changing it.


**It’s a mix of what’s going on in the world and what’s going on in your world, fused together


Here's what caught my attention: I'm looking at this from a content curator's point of view:


**The flurry of activity around personalized news for smartphones shows that as popular as the iPad has been, and as popular as smaller Android-based devices like the Kindle Fire or Nook Tablet might become,


the sheer number of users on mobile phones are impossible to ignore.


**It also shows that customers are demanding the ability to sync and read their content across as many devices as possible.


Finally, the subtle differences in UI and app design show that developers aren’t just thinking about building for different screen sizes,


****but around a whole range of factors that affect how, where, what and when we read.


For the new mobile reading, context becomes a cluster of these factors.


Flipboard’s Mike McCue highlights a few of these in an interview with the Los Angeles Times‘ David Sarno:


"It’s a mix of what’s going on in the world and what’s going on in your world, fused together. And it might seem weird that I’m looking at a picture of my daughters, and then the next flip I’m reading a story about Iran. But to me as a reader, when I’m standing in line waiting to get my coffee, those things are what I care about."


Curated by Jan Gordon covering "Mobile Marketing Strategy and Beyond"


Read full article here: [http://www.wired.com/epicenter/2011/12/google-to-flipboard-to-flud/]

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Cyndi Seidler's comment, December 10, 2011 5:12 PM
Flipboard has been my favorite for the iPad, and now that it's available on the iPhone, I'm more thrilled than ever!
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Mobile Marketing Is King – Mobile Marketing Sales Up 192% Over Last Year

Mobile Marketing Is King – Mobile Marketing Sales Up 192% Over Last Year | Mobile Marketing Strategy and beyond | Scoop.it

This piece was written by Steve Olenski for Business 2 Community


Intro:


For those marketers and advertisers still not sold on the power of mobile marketing and the need to engage their customers and prospects via a mobile website, a report issued by IBM showed that:


**Cyber Monday 2011 increased an incredible 192% over last year.


**And you can expect that number to only go higher next year


Here's what you need to know:


According to a survey conducted by Brand Anywhere and Luth Research:


**51% of consumers more likely to purchase from retailers that have mobile-specific websites


**4.8% of U.S. retailers have mobile-specific websites


**22.8% of the top retail websites (ranked by Alexa®) have mobile-specific websites


**Web retailers could increase consumer engagement by 85% with a mobile-specific website


Curated by Jan Gordon covering "The Explosion of the Mobile Web & Beyond"


Read full article here: [http://bit.ly/sOiHlg]

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Angela Watkins's curator insight, February 5, 8:32 PM

Mobile Accessible - Mobile Marketing u don't need $1000's to test the market... There are frugal ways to enter this market as well... http://angelawatkins57.blogspot.com - http://pinterest.com/angeladwatkins ;

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Mobile: The Driver of the Future - Brands & Retailers Will Have to Change

Mobile: The Driver of the Future - Brands & Retailers Will Have to Change | Mobile Marketing Strategy and beyond | Scoop.it

This article from Mediapost gives you a glimpse into the world of mobile and how it is becoming our conduit to information, communication, engagement and much more.


What implications does this have for advertisers and retailers - interesting insights and food for thought.........


Mobile today and in the future - here are some highlights:


Reading the news, connecting with friends, finding our way, playing games — these are tasks they’ve already commandeered. So why should they not control our homes, plan our vacations, shop(in-store, not just online) and fall in love?


“Ten or 15 years from now, literally everything is going to be controlled by your phone,” says Ly Tran, digital marketing director at Proof Advertising. “It’s where we’ll get all our information, communicate and connect. They’re the driver of the future.”



Mobile devices have already revolutionized shopping. Last year, four out of five U.S. smartphone owners used their devices to help with shopping, according to Google/Ipsos. 


Such statistics make it tempting to predict the death of brick-and-mortar retail. But rather than cede their business, retailers like Best Buy will be forced to embrace mobile as part of the in-store experience, says Mark Silber, executive creative director of WPP mobile agency Joule.


The way retail works now, “you go into Best Buy to check out a TV set and then order it on Amazon,” says Silber. “If Best Buy is interested in surviving, they’re going to have to do something to the in-store experience.”


Selected by Jan Gordon covering "Mobile Marketing Strategy & Beyond"


Read full article here: [ http://bit.ly/QHctVZ]



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Are Brands Missing the Mark with Pinterest on Mobile?

Are Brands Missing the Mark with Pinterest on Mobile? | Mobile Marketing Strategy and beyond | Scoop.it

This piece was written by Lauren Johnson for Mobile Marketer


Pinterest is quickly becoming a social media star for brands and retailers to showcase and share their products with a reported tenfold increase in traffic over the past six months.


Here are some highlights that caught my attention:


**Given the site's value on sharing content one-on-one relationships is an example of how a retailer can tie an in-store experience to Pinterest


**"Brands need to set an example for users to engage with them while they are experiencing the brand" Kerri Smith iProspect


**Brands that use Pinterest need to have two main mobile focuses - mobile and search


**Once a user pins something, tey can tap on oit to view more infomation about it via the web, making a mobile-optimized web site crucial to keep mobile Pinterest users engaged with content.


Curated by Jan Gordon covering "Mobile Marketing Strategy and Beyond"

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Read full article here: [http://bit.ly/ys0jFw]

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Social & Mobile Channels Are Evolving - Is Your Business Ready?

Social & Mobile Channels Are Evolving - Is Your Business Ready? | Mobile Marketing Strategy and beyond | Scoop.it

This piece is from Multichannelmerchant and it has some very valuable information brands need to know to keep and build a loyal customer base.


Excerpt:


A key challenge for retailers will be keeping up with all the new devices, platforms and applications that make shopping more engaging.


**Neglect in any of these areas can mean a loss of customer loyalty and a major blow to your brand.


To help you keep up with the ways mobile and social media will evolve in 2012, here is a list of the key trends to watch, and suggestions for how to respond to your customers’ continually changing shopping habits.


Selected by Jan Gordon covering "Mobile Marketing Strategy and Beyond"


Read more: [http://bit.ly/z3ZZzJ]

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5 Content Formats to Help You Rock Mobile in 2012

5 Content Formats to Help You Rock Mobile in 2012 | Mobile Marketing Strategy and beyond | Scoop.it

This post was written by Cory Eridon for Hubspot


Intro:  Learn about 5 types of content that rock on mobile devices that you should incorporate into your content creation for 2012.


Before we get to the content types, here are some exciting stats on the growth of mobile.....


**eMarketer recently released data that highlights the growth of each of these mobile devices in 2011 and into 2012.


**US smartphone users will increase from 90 million in 2011 to 107 million in 2012,


**ereader users from 33 million to 46 million, and tablet users from 34 million to 55 million


The 5 content types for mobile are: How can you incorporate them into your marketing mix?


*Infographics

*ebooks

*cartoons

*video

*podcasts


Selected by Jan Gordon covering "The Explosion of Mobile Web and Beyond"


Read full article here: [http://bit.ly/tcIsrC]

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The digital wallet and the future of payments [infographic]

This was posted by Guy Kawasaki and there are statistics about this exploding industry that are very important for anyone doing business in today's marketplace.


What caught my attention:


The Ripe Age for Mobile Transactions:


**People between the agess of 20 and 44 appear to be most interested in mobile transactions such as mobile banking, payments, coupons and shopping


**Mobile Spending


*Clothes at a retailer

*phone bill at a local wireless store

*coffee at a local coffe shop

*sofa at a furniture store

*taxi ride


**Things are just getting started - obstacles to mobile payments is a security issue but that happened with the web as well, it's still early but the statistics on the digital wallet in the future are staggering.


Selected by Jan Gordon covering "The Explosion of Mobile Web and Beyond"


See infographic here: [http://bit.ly/tMDiEo]


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Infographic: The Mobile World In 60 Seconds

Infographic: The Mobile World In 60 Seconds | Mobile Marketing Strategy and beyond | Scoop.it

This article was written by Chris Velazco for Tech Crunch


The infographic from ad exchange, Mobclix in this piece aims to highlight what goes down in the mobile world in 60 seconds. is absolutely fascinating!



****Before you read the excerpt, I thought it was particularly interesting to post one of the comments made by a reader who saw the infograph.  He wasn't the only one that said this was an unfinished report. I think these people are missing the point here.


**This is a mere glimpse, the tip of the iceberg, to give us an idea of the magnitude of this exploding industry, it's not the be all end all report. I'm very careful what I post, I don't want to add to the noise, so look at the infographic with this in mind.


One reader's comment:


Ulrich Weihler:  "Nice idea, but major things for spending mobile time are missing, surfing content, using communities, using apps, internet usage, downloading music and videos, listening to music or watching videos, sms and actually phone connecions to talk, etc.. that's why the chart looks a bit strange."


Excerpt:


"In case you were curious, in the time it took me to write out that first sentence, over 23,000 iOS apps were downloaded from Apple’s App Store.


** Mobclix used data directly from app publishers, industry sources, and a little old-fashioned arithmetic to get the 60 second stats you see below.


Of course, considering Mobclix’s background, there had to be some ad-related factoids in the mix too.


Mobile advertisers will be glad to know (if they didn’t already) that some 4,111 ads are tapped each minute, though it almost makes you wonder how many ads were ignored in the same 60 second timeframe.


See Infographic  [http://tcrn.ch/u4No0L]

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Tom George's comment, November 6, 2011 6:25 PM
Jan your curation is rocking, hey did you happen to catch this gem yet
http://chime.in/user/Internetbillboards
janlgordon's comment, November 6, 2011 7:56 PM
Thanks Tom! Thanks for telling me about this, it's very cool, just signed up and I'm following you:-)
Tom George's comment, November 6, 2011 8:15 PM
Sure Jan I am happy to share also please except this invite
http://chime.in/community/curators