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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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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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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 3:25 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 4:56 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 5:15 PM
Sure Jan I am happy to share also please except this invite
http://chime.in/community/curators
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The Growth of Social Media on Mobiles

The Growth of Social Media on Mobiles | Mobile Marketing Strategy and beyond | Scoop.it

This piece was written by Ruhani Rabin on his blog


Intro:


These days they aren’t only one of the most widely used gadgets in the world, they’re mini computers we can fit in our pockets and do just about anything on.


Here are a few statistics on social media engagement on mobile and who's doing it.


**Figures show that, on average, the highest percentage of mobile social media users are between the ages of 25 and 35, and a bigger percentage of women are online more often than men.


**Social media used on mobile phones is the only kind of entertainment that people still partake in while engaged in other forms of entertainment.


**Statistics show that more than 100 million people access Facebook through their mobile phones and the number is steadily growing, while more than a third of Twitter users access it using their phones.


Read full article [http://bit.ly/uqQOgx]

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Marketers way off mark predicting consumer mobile marketing sentiment

When benchmarking marketers' perceptions against consumers' Acxiom found that, contrary to popular belief, consumers aren't too keen on mobile advertising but welcome email and direct mail.

 

This is another article that says that email is being very well received among mobile customers. Surprisingly, SMS campaigns aren't working as well yet.

 

Here's what caught my attention:

 

The research also suggested that almost three-quarters of customers (71%) are happy to receive mail from brands they are already customers of while 57% of prospects also favored the medium.

 

Email was also popular with 78% of existing customers willing to accept this form of contact. For prospective customers, the figure dropped to 52%, but it remained the second most appropriate way of targeting.

 

"The digital age is accelerating the opportunity for brands to truly engage with consumers across all channels. Equally, it is leading to constant shifts in the way people buy and interact with brands. The risk of marketers getting contact strategies wrong and wasting budget is increasing," said Murray Dudgeon, Acxiom Europe's head of client service.

 

http://www.bizreport.com/2011/09/marketers-way-off-mark-predicting-consumer-mobile-marketing-sentiment.html

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A Third of People Completely Lost Without Their Smartphones, Survey Says

A Third of People Completely Lost Without Their Smartphones, Survey Says | Mobile Marketing Strategy and beyond | Scoop.it

The latest information on cell phone usage vs smartphones, great article, lots of good information!

 

Intro:

 

Pew Research Center's Internet and American Life Project did a survey on how American's interact with their cellphones in their day-to-day life. Pew says that nearly 83% of the U.S. population owns cellphones, 35% of which are smartphones (as of May 2011) and that the most popular ways to use the device are for text messaging and taking pictures.

 

The study shows how cellphone usage (especially smartphones) is changing the dynamic of how people interact with the world around them. Think back five or 10 years - how has the way you interact with media, knowledge and people changed because of the cellphone in your pocket?

 

http://www.readwriteweb.com/mobile/2011/08/a-third-of-people-completely-l.php

 

 

 

 

 

 

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How Mobile Is Changing Social Media

Excellent video interview with Jason Falls for Social Media Examiner.

If you have a business, you must watch this, it's packed with information you need to know in bringing your brand to the people, where they live, work, play, learn, travel and beyond.


How the smart phones revolution is changing social media marketing and the businesses most likely to benefit from location-based marketing.

Go right to it!!

http://www.socialmediaexaminer.com/how-mobile-is-changing-social-media/
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A floor plan for the mobile-optimized brick & mortar

A floor plan for the mobile-optimized brick & mortar | Mobile Marketing Strategy and beyond | Scoop.it
Scott Forshay from Mobile.Luxe has written a great post with a very well thought out marketing plan for retail luxury items and he definitely delivers what he promises.

Here's an excerpt:

First, you have to get your audience’s attention. Once you’ve done that, you have to present your message in a clear, logical fashion–the beginning, then middle, then the ending. You have to deliver the information the way people absorb it, a bit at a time, a layer at a time, and in the proper sequence. If you don’t get their attention first, nothing that follows will register. If you tell too much too soon, you’ll overload them and they’ll give up. If you confuse them, they’ll ignore the message altogether.

http://bit.ly/jCAeWI
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Social Media is The Top US Mobile Content Category

Social Media is The Top US Mobile Content Category | Mobile Marketing Strategy and beyond | Scoop.it
For those of you who are in the mobile business and others who just want to stay informed, this article is informative and exciting! The mobile media business is evolving and this article really shows you what's hot, where things are headed.............



Mobile - As mobile adoption grows rapidly in the US, so does mobile content consumption, which recorded double-digit year-over-year (YOY) growth across all major categories as of March 2011 with social networking ...

http://bit.ly/jtmkvc
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How to blend mobile marketing with social media

How to blend mobile marketing with social media | Mobile Marketing Strategy and beyond | Scoop.it
Fantastic article about this evolving topic of integrating social media with mobile. It's so full of great observations and suggestions, I'll just let you read more, here's an excerpt:

“Mobile is the glue” that binds a person’s online life to their real-world activities, argued Tim Hayden, chief marketing officer and co-founder of 44Doors, at a recent BlogWorld and New Media Expo session.

But before a business can take advantage of the power of mobile, it needs to optimize its marketing efforts to reach customers on the move, Hayden said. Having an integrated mobile strategy allows customers to easily share brand experiences, lets companies tailor content and gives both sides a way to keep conversations alive following real-world interactions, he argued.

http://bit.ly/jKhAcc
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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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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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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, 5:32 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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Location, Location, Location – Geo-marketing & Why it Matters [Infographic]

Location, Location, Location – Geo-marketing & Why it Matters [Infographic] | Mobile Marketing Strategy and beyond | Scoop.it

This piece is from Kissmetrics and it contains some very significant findings for everyone in business today, in the form of one of the better infographics I have seen.


As the world changes and as new technology emerges, the phrase seems to have taken on new meaning.


**Whether you have a retail location or not, you need to pay attention to the location of the consumer, and tailor your marketing message accordingly.


Here are a few very significant statistics that caught my attention:


63% of smartphone users frequently use apps that require them to give their location (2010)


Local online advertising expected to grow 255% to $35b by 2014 (U.S.)


90% of U.S. marketing agencies had clients requesting geographically targeted online ad campaigns (2011).


65% of companies are focusing on geographical context for their mobile marketing tactics (2011).


See full article and infographic: [http://blog.kissmetrics.com/location-location-location/]

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Dea Elmi's comment, November 28, 2011 2:20 PM
location location location baby, got to read up and study more on this topic, great article thank you!
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Social Media Networking Explodes on Mobile Devices

Social Media Networking Explodes on Mobile Devices | Mobile Marketing Strategy and beyond | Scoop.it

Minn.(MN)—the internet marketing Research Company, comScore, released one day ago results which reveal 


Here's what you need to know:


**72 million Americans accessed social networking sites and blogs on mobile devices with 37 percent upsurge in access..


**“Social media is one of the most popular and fastest growing mobile activities, reaching nearly one third of all U.S. mobile users,” said Mark Donovan, comScore senior vice president for mobile.


“This behavior is even more prevalent among smartphone owners with three in five accessing social media each month,


**highlighting the importance of apps and the enhanced functionality of smartphones to social media usage on mobile devices.”


Here's what caught my attention:


**Social media and mobility have paved the way for innovation and transformed communications like no other time in history.


**Businesses and marketers will have field day continuing to aim their services through these new channels and capitalize on understanding its audience behavior.


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


http://www.examiner.com/


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9 Amazing Mobile Marketing Statistics Every Marketer Should Know

9 Amazing Mobile Marketing Statistics Every Marketer Should Know | Mobile Marketing Strategy and beyond | Scoop.it

It's no surprise that mobile marketing is very hot but what's even more exciting is to see actual statistics that will motivate you to get going on your campaign.

 

Intro:

 

"This is a guest blog post written by Jamie Turner.  As the Founder of the 60 Second Marketer he is an in-demand marketing speaker."

 

Excerpt:

 

The bottom line? Mobile is here to stay, and your consumers are using it virtually every day of their lives. Given that, isn’t it time for you to get started and dive into the world of mobile?

 

Hopefully, the statistics and takeaways I’ve outlined above will lay the foundation for you to take the next step.


Read more: http://blog.hubspot.com/blog/tabid/6307/bid/24082/9-Amazing-Mobile-Marketing-Statistics-Every-Marketer-Should-Know.aspx#ixzz1XBaMFKRV

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Smartphones Go From Techie Tools To Almost Mainstream Devices

Smartphones Go From Techie Tools To Almost Mainstream Devices | Mobile Marketing Strategy and beyond | Scoop.it

Great information and statistics on mobile usage!

 

Intro:

 

"Millennial Media is using its 50th mobile intelligence report to look at some of the changes that have occurred since the company began its reports in March 2009.

 

It’s a given that the mobile world is transforming before our eyes with the emergence of smartphones and tablets. But sometimes, it’s good to take a second and look at how it’s all evolving.That’s what mobile advertising company

 

Millennial Media has done with its 50th mobile intelligence report, which highlights some of changes that have occurred since the company began its S.M.A.R.T. and Mobile Mix reports in March 2009. It’s an arbitrary point in time, but it marks an era in which the smartphones have gone from techie tools to almost mainstream devices.

 

http://gigaom.com/2011/08/12/how-the-mobile-landscape-changed-in-the-smartphone-era/

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Growth in mobile search influencing desktop and mobile strategy

Growth in mobile search influencing desktop and mobile strategy | Mobile Marketing Strategy and beyond | Scoop.it
Great information for all brands!!

The growth in mobile search is forcing marketers to be more precise in their SEM messaging for both mobile and desktop.


By Chantal Tode

June 21, 2011
Google search

Mobile influences precision of desktop SEM campaigns

The growth in mobile search is forcing marketers to be more precise in their search engine marketing messaging for both mobile and desktop.

While many mobile searches are conducted by consumers who will make a purchase in the next 24 hours, desktop searchers are more likely to be making a purchase decision in the next 30 days.

http://bit.ly/lu1XOq
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Mobile Commerce Set to Grow to $31 billion by 2016

Mobile Commerce Set to Grow to $31 billion by 2016 | Mobile Marketing Strategy and beyond | Scoop.it
Lots of good information in this post, I'll let you get right to it:

Here's an excerpt: - from Social Times:

Mobile Commerce Set to Grow to $31 billion by 2016...

Mobile commerce is expected to destabilize the traditional shopping and is set for steady growth over the next five years, according to a Forrester report. The report forecasts that shopping via smartphones will account for $6 billion (2% of the e-commerce) by the end of 2011 and will rise to $31 billion (7% of the internet sales) mark by the year 2016.

http://bit.ly/jZmp5r
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Mobile Shopping Set to Spike, Says Forrester

Mobile Shopping Set to Spike, Says Forrester | Mobile Marketing Strategy and beyond | Scoop.it
Mobile shopping is still in its infancy no different than buying things on the web not so long ago. Retailers should not be shortsighted. They should look at the bigger picture, prepare themselves because consumers in the future will purchase goods and services from their smartphones.

It's important to put your stake in the ground and become a trusted source, so when the time is right, you can move forward quickly and be ahead of the curve instead of being behind it. If you're a retailer, what is it you can do to engage with existing or perspective customers now?

New York Times Article:

"Shopping on mobile phones is expected to increase significantly, but continue to remain a relatively small percentage of overall sales, according to a report from Forrester Research".

http://nyti.ms/k56uAB
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4 Rules of Engagement for Mobile Marketing

4 Rules of Engagement for Mobile Marketing | Mobile Marketing Strategy and beyond | Scoop.it
This article is full of great information if you're in the mobile marketing business, I highly recommend reading this more than once so you don't let anything slip through the cracks.

Excerpt:

Brands need to get smart about how they approach mobile marketing. Here are four cardinal rules.

mobile imageCarla Paschke is Director of Mobile Innovation at Engauge where she is responsible for providing best-in-class mobile strategies for clients, including Coca-Cola and Chick-fil-A. Follow her on Twitter @carlapaschke.

Smartphones, the most powerful data-collection tools ever created, don’t just tell brands what consumers want but where consumers are. Sometimes they even tell brands what consumers are doing at different times of the day.

Read more:

http://on.mash.to/lwCxX0
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