Mobile Marketing Strategy and beyond
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The Role of Mobile in the Transmedia Brand Narrative

The Role of Mobile in the Transmedia Brand Narrative | Mobile Marketing Strategy and beyond | Scoop.it

Scott Forshay posted this wonderful piece on his blog mobiluxe.com today. Great information and insights as always.


This article was originally written for, and appeared in, Fashion’s Collective (www.fashionscollective.com)


Intro: (Sorry this is so long, it was so good, it was hard to edit)


The essence of any coveted brand is the story it tells. Its history conveys mystery, passion, and intrigue and creates in consumers an insatiable desire to be among a select few bit players in the theatricality of the brand experience. These narratives are communicated through a variety of channels. Artful photography displayed in print tells a tale. The runway provides the dramatic stage. The store is the epicenter of the encounter.


Digital media voices a story and the shared experience platform enabled by social media allows the consumer to contribute to the brand dialogue.


Successful brands tell stories and deliver experiences through each medium uniquely, artfully orchestrating events that leverage the inherent strengths of each in an ornamental array of disconnected, yet consistent, transmedia vignettes.


The question remaining to be effectively addressed, however, is how best to weave these disconnected encounters together in a more unified fashion – how best to allow consumers the ability to carry the narrative with them, irrespective of time or space.


That is, until now.


The mobile medium is inherently transitive in nature, providing the vehicle for consumers to navigate an ever-evolving ecosystem of digital screens. Aware of location, sensitive to time, and ever connected, the mobile medium delivers contextual relevance to brand communications and allows marketers to truly engage consumers in the moment. Unlike other more stationary channels for consumer interaction, successful strategies for mobile marketing require precision aim at moving targets.


The mobile medium is unique in its ability to transport the brand’s narrative in transmedia storytelling models. Given that the device is ever connected, contextually relevant, and always within arms’ reach,


**the opportunities for brand marketers to engage consumers with consistency, relevance, and personalization are tremendous.


http://mobiluxe.wordpress.com/2011/09/26/the-role-of-mobile-in-the-transmedia-brand-narrative/





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vPanel | Mobile Commerce: The Decade Ahead

This Webcast on the future of Mobile Commerce features Gerd Leonhard, Alan M Kronenberg, Molly Garris and James Webster and is part of the IBM vPanel Series

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Don't Make These 9 Mobile Marketing Mistakes

Good information for B2B marketers. The mental block that B2B marketers have revolved around is the perception that mobile is purely a consumer play.

 

Intro:

 

As technology continues to grow at a rapid pace, your marketing approaches must continue to evolve and adapt.  Mobile devices are becoming the primary communication tool for 50% of all execs who say they prefer making purchases on mobile web vs phone.

 

"We're in the early innings of a massive phenomenon," said Mary Meekerrecently in regard to the mobile revolution. Mary has been dubbed "Queen of the Net" by Barron's Magazine and is a well-known venture capitalist.That said, B2B companies have been slow to move into mobile, which is concerning since mobile is especially pervasive in this market segment.

 

On the contrary, 72% of the U.S. workforce is mobile according to IDC, and Forbes tells us that more than 70% of executives under age 40 classify mobile as their primary communications tool, with 50% of all execs preferring business purchases on mobile web vs. phone.

 

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/24227/9-B2B-Mobile-Marketing-Mistakes-to-Avoid.aspx#ixzz1XK50h0aR

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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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The Power of Email in Mobile Marketing

The Power of Email in Mobile Marketing | Mobile Marketing Strategy and beyond | Scoop.it

Here's what you need to know:

 

Using text messaging in a mobile marketing campaign has much greater reach potential. Businesses throughout the world have struggled to figure out the most efficient way to capture email addresses offline, as opposed to online. Mobile marketing can alleviate this struggle.

 

Mobile Marketing is the Solution: Good business example of a successful campaign.

 

Chuck E. Cheese deployed a text message opt-in campaign for instant registration and seamless data base integration. The process is simple. The customer texts their email address to the number 35505. They receive a confirmation text and double opt-in email. When the customer verifies their age and completes the opt-in they receive a welcome email and coupon.

 

http://www.kunocreative.com/blog/bid/62225/how-to-successfully-coalesce-lead-nurturing-email-mobile-marketing?source=Blog_Email_[How%2520to%2520Successfully%2520]

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Flipboard, Personalized Online Magazine, Pursues TV & Films

Flipboard, Personalized Online Magazine, Pursues TV & Films | Mobile Marketing Strategy and beyond | Scoop.it

 

By Sarah McBride

 

SAN FRANCISCO, Aug 25 (Reuters) - Internet video is getting even more crowded. Flipboard, the social media magazine whose investors include actor Ashton Kutcher, plans to add television shows and films to move it beyond the online articles that it offers now.

 

The Palo Alto, California-based company hopes to cut deals with studios to carry movies and episodes of TV shows, getting into territory staked out by Netflix (NFLX.O), Hulu and Facebook.

 

Flipboard mixes articles from a growing list of brands like Oprah.com and the Economist with social media feeds from sites like Facebook into a personalized online magazine. It has received $60.5 million in venture capital funding and its app has been downloaded 3 million times.

 

http://www.reuters.com/article/2011/08/25/idUSN1E77N0N820110825

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Six Tips for Mobile Marketing to Engage Customers

Six Tips for Mobile Marketing to Engage Customers | Mobile Marketing Strategy and beyond | Scoop.it

"Consider these ways to stay in front of mobile customers in a two-way dialogue".

 

People love their smartphones. Whether you're walking down the street or inside a shopping mall, sitting in a coffee shop or at the airport, half the people around you are looking down at their cellphones.

 

Eighty-three percent of American adults own a cell phone, and 42 percent of them own a Blackberry, iPhone, or a similar smartphone, according to a recent Pew Internet Project report.

 

The study also found that 87 percent of smartphone users access the Internet or email on their device. Two-thirds of smartphone users do so daily. Increasingly, just as how the home broadband connection remains always on, the mobile connection seems to be ever present.

 

http://www.entrepreneur.com/article/220174

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Wherever You Go, Yelp Mobile And Its 20 Million Reviews And Deals Will Find You

Wherever You Go, Yelp Mobile And Its 20 Million Reviews And Deals Will Find You | Mobile Marketing Strategy and beyond | Scoop.it

This is exciting, Yelp is on a roll with no end in sight! They have successfully aggregated reviews, deals, checkins and much more!

 

Intro:

 

In the seven years since its inception, Yelp has grown from a small website into a monster web property that infamously turned down an acquisition from Google in 2009. The ball appears to be rolling downhill for Yelp, with no end in sight.

 

http://www.fastcompany.com/1774494/colocation-with-howard-lindzon-yelp-in-san-francisco-ca

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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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Cloud Computing & Streaming Of Everything Will Change Media Forever

This is not new information, it's still in its infancy but there will be no avoiding it, this is in everyone's future. Word of caution, never have all your data in one place so do keep your own backup on a hard drive of everything no matter what.

 

Can you imagine paying a subscription fee and all your data is delivered to you on demand, no downloading on your hard drive, no losing information, consuming content wherever you want it, smartphone, Ipad, computer, whereever......Early adaptors are using this technology now.

 

Here's an excerpt:

 

This isn't streaming as you've thought of streaming to date.

 

Amongst media and marketing professionals, the idea of streaming is more commonly thought of as a way to broadcast live where the data and information is never stored on the consumer's hard drive - they can simply enjoy the content (text, images, audio and/or video) live and "in the moment." That is the streaming of yesterday.

 

The streaming of today looks very different. Take a look at what Apple is attempting with their upcoming iCloud product. The idea is that all of your content (or the data you used to save on your hard drive) will now be stored "in the cloud." This way, whether you're opening your laptop, tinkering with your iPad or roaming with your iPhone, the content that you want can be streamed from one central location and acts as if it is resident on your hard drive (it's also pretty great if your hardware crashes... now you won't lose everything).

 

Now, push this even further and imagine that your content is not just the things you have downloaded to date, but it now becomes anything and everything that can be sold via iTunes (and beyond). Suddenly, the notion of streaming has a new paradigm. The world's catalogue of content is now your catalogue.

 

http://www.twistimage.com/blog/archives/cloud-computing-and-the-streaming-of-everything-will-change-media-forever/

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10 Major Mobile Learning Trends to Watch For

10 Major Mobile Learning Trends to Watch For | Mobile Marketing Strategy and beyond | Scoop.it

This is the future, perhaps it will give you some ideas of how you might market you product or service on mobie, or better yet, create something that doesn't exist yet.

 

Intro:

 

Technology has been used in the classroom for decades now. But with the advent of cloud computing and the proliferation of smaller, more portable computers and Internet-capable devices, it’s now possible to bring the classroom into the technology instead. Mobile learning, focuses on learning through mobile devices, allowing learners to move about in a classroom or remotely learn from the location of their choice. The movement has gained a lot of steam in recent years, and despite some criticisms, isn’t likely to fade fast – especially as new technologies that make mobile learning more practical continue to emerge and the popularity of remote learning opportunities like online colleges continue to grow.

 

http://mindshift.kqed.org/2011/07/10-major-mobile-learning-trends-to-watch-for/

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Beyond the Check-In, the Era of Persistent Location Beckons

Beyond the Check-In, the Era of Persistent Location Beckons | Mobile Marketing Strategy and beyond | Scoop.it
From Gigaom

"Check-ins have given consumers a glimpse of the power of location and the deals they unlock. But there’s another world awaiting as mobile users learn to appreciate the era of “persistent location,” in which a user’s location is passively used to deliver relevant information. That’s the term used by Xtify CEO Josh Rochlin, whose company has built a geo-messaging platform that allows companies and brands to target their customers with location-specific messages.
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Must-Have Mobile Tech Tools for Entrepreneurs

Must-Have Mobile Tech Tools for Entrepreneurs | Mobile Marketing Strategy and beyond | Scoop.it
Find out how you can get work done wherever you go, from storing data and making payroll to tracking auto mileage and accepting credit-card payments.

The good news is there are now software applications for—you guessed it—just about all of that. Increasingly, the development community has fashioned mobile programs for small-business owners, recognizing that on-the-go is simply part of running a modern enterprise, according to Ramon Ray, editor of Smallbiztechnology.com, a tech website. "They're all about speed, efficiency and serving customers better," he says. "They enable small businesses to do big things."

http://bit.ly/m6S6kj
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43% of Twitter Users Access Twitter From a Mobile Phone [Data]

The latest data on mobile phone usage is out, and the numbers show that mobile isn't slowing down.


Great information with statistics to back it up


Here's what caught my attention:


Marketing Takeaway


Are you yet convinced that a mobile strategy should be part of your inbound marketing mix? With more and more of your target audience using mobile devices on a daily basis, you can't afford not to incorporate mobile marketing into your strategy. Start by optimizing your website and emails for mobile devices. Then, consider other mobile tactics to leverage local search, location-based marketing, and the use of mobile applications.


Furthermore, the mobile Twitter data cited above specifically is great news for inbound marketers. It means that Twitter's popularity on mobile makes it an excellent platform for sharing content and watching it quickly spread!


Have you incorporated a mobile strategy into your marketing mix? If so, consider using Twitter to reach your mobile audience!


Read more: http://blog.hubspot.com/blog/tabid/6307/bid/25026/43-of-Twitter-Users-Access-Twitter-From-a-Mobile-Phone-Data.aspx#ixzz1YnVBTMK2

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Leveraging Mobile to Market in the Moment

This article was written by Scott Forhay @mobiluxe This article was originally written for, and appeared in, Fashion’s Collective (www.fashionscollective.com)

 

There's so much good information in this piece, Scott never disappoints -

 

Here's an intro:

 

Leveraging Mobile to Market in the MomentPosted Sep 6 2011 by Kelly Stickel in 2D Barcode, Brands, Bricks + Mobile 2011, Mobile, Mobile Marketing with 0 Comments

 

Mobile is an action-oriented medium. Mobile shoppers are moving targets, so stationary forms of traditional branded engagements need not apply. Effective mobile marketing strategies accentuate the unique strengths of the medium and must work to solve the numerous elements of variability associated with marketing in the moment. The mastery of managing high levels of volatility will prove to be of great worth

 

http://www.remodista.com/leveraging-mobile-to-market-in-the-moment/

 

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More Than Half of U.S. Smartphone Owners Use Location Services

More Than Half of U.S. Smartphone Owners Use Location Services | Mobile Marketing Strategy and beyond | Scoop.it
Of people who own smartphones in the United States, 55% use the device for some kind of location-specific task, according to a study published today by the Pew Internet and American Life Project.

 

Of people who own smartphones in the United States, 55% use the device for some kind of location-specific task, according to a study published todayby the Pew Internet and American Life Project. In total, 23% of all American adults use location services on their phones or via social media sites on the desktop.

 

Does this mean that Americans are suddenly check-in-happy Foursquare fanatics? Not quite. The survey's definition of "location services" is pretty broad. The majority of respondents who said they participated in such an activity were referring to things like mapping out directions or receiving location-based recommendations on their phones.

 

http://www.readwriteweb.com/archives/more_than_half_of_us_smartphone_owners_use_location_services.php

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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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There is No Excuse for Ignoring Mobile – Even in B2B PR and Marketing

There is No Excuse for Ignoring Mobile – Even in B2B PR and Marketing | Mobile Marketing Strategy and beyond | Scoop.it
Today I read an article on the BBC that said almost half of internet users in the UK access the internet via a mobile phone.

 

Today I read an article on the BBC that said almost half of internet users in the UK access the internet via a mobile phone. Selfishly, I then looked for global stats to support my opinion that more people are taking to the phone to view company information on the internet.

 

I’ve been preaching this to clients ever since I got my first BlackBerry. Turns out—I’m right! There are more than 5.3 billion mobile subscribers (nearly 77 percent of the world’s population) accessing data via mobile devices. There are probably a few more now since that data was from mid-2010, only a few months after the introduction of the iPad.

 

Don’t get lulled into the mistaken impression that most mobile users are searching for restaurants and retail stores on their phones. Yesterday I referenced a presentation that proved there is a lot of B2B buying activity going down on the internet. There is no reason to assume that’s not the case with mobile. Particularly because mobile users are most often frequenting social media sites–which is primarily where the B2B buying is occurring.

 

http://www.business2community.com/b2b-perspective/there-is-no-excuse-for-ignoring-mobile-even-in-b2b-pr-and-marketing-055202

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SMS and its role in the future of mobile marketing

SMS and its role in the future of mobile marketing | Mobile Marketing Strategy and beyond | Scoop.it

SMS messaging for marketers is heating up and rightfully so!

 

Intro:

 

Today, mobile marketing is the fastest and most effective way to reach your audience and is an area of intense fascination for marketers and advertisers and...(written by Wikus Engelbrecht for Memeburn).

 

 

Here's an excerpt:

 

A study by ABI Research found that consumers worldwide will send more than 5-trillion SMS messages in 2011. Last year the mobile phone industry reached 5-billion subscriptions globally. Out of that, 60 percent use text messaging and 90 percent of all messages written and sent are read within three minutes, with over 99 percent of all text messages read by the recipient — according to a whitepaper on Conversational Advertising by SinglePoint.

 

These numbers indicate that consumers are comfortable using SMS, which creates a huge opportunity for marketers and brands to potentially use the channel to speak to them.

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5 Simple Steps to Getting Started With Mobile Marketing

5 Simple Steps to Getting Started With Mobile Marketing | Mobile Marketing Strategy and beyond | Scoop.it
How to get started in mobile marketing: set up your mobile website,...

 

Are you thinking about mobile marketing? Wondering how you can use mobile marketing to connect with customers?The good news is that mobile marketing is not all that complex.

 

Here are five things you can do to get started in mobile marketing. Once you’ve mastered the steps below, you’ll see that mobile marketing is a great way to open up new revenue streams for your business.

Ready to get started?

 

http://www.socialmediaexaminer.com/5-simple-steps-to-getting-started-with-mobile-marketing/

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Consumers demand personalized, relevant content from mobile marketing

Consumers demand personalized, relevant content from mobile marketing | Mobile Marketing Strategy and beyond | Scoop.it

Great news for you if you're in the mobile media business.

 

Excerpt:

 

"Web-enabled cellphones enable brands to reach consumers anytime, anywhere, but a new study conducted by Communispace indicates these individuals are more accepting of personalized, relevant content than generic broadcast messages".

 

Consumers demand personalized, relevant content from mobile marketing

Web-enabled cellphones enable brands to reach consumers anytime, anywhere, but a new study conducted by Communispace indicates these individuals are more accepting of personalized, relevant content than generic broadcast messages.

 

Web-enabled cellphones enable brands to reach consumers anytime, anywhere, but a new study conducted by Communispace indicates these individuals are more accepting of personalized, relevant content than generic broadcast messages. This suggests that content marketing may be the most effective way to reach on-the-go prospects.

 

The key to marketing to mobile consumers is respecting their time. When consumers are using their phones to connect to the web, they want to browse content in a way that prioritizes relevant and personalized experiences, enabling them to glean information quickly and get back to the real world.

 

http://www.brafton.com/news/consumers-demand-personalized-relevant-content-from-mobile-marketing

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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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How mobile, apps and social media have changed the restaurant industry

How mobile, apps and social media have changed the restaurant industry | Mobile Marketing Strategy and beyond | Scoop.it

Exciting for restaurants and consumers, amazing opportunities for people in the mobile media/marketing business.

 

Intro:

 

"10 years ago the restaurant industry was simple. Once every couple of months a food critic would come along and you would cook your best food and await the review in the newspaper with ...

 

http://thenextweb.com/socialmedia/2011/08/08/how-mobile-apps-and-social-media-have-changed-the-restaurant-industry/?awesm=tnw.to_1AHkn

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How to Leverage the Immediacy of Mobile Marketing

How to Leverage the Immediacy of Mobile Marketing | Mobile Marketing Strategy and beyond | Scoop.it
This post gives you great information on how to market to the mobile user in real time. This article was originally written for and appeared in Fashion's Collective (www.fashioncollective) by Scott Forshay. (@mobiluxe on twitter)

Great information!

Excerpt:
Mobile is an action-oriented medium. Mobile shoppers are moving targets, so stationary forms of traditional branded engagements need not apply. Effective mobile marketing strategies accentuate the unique strengths of the medium and must work to solve the numerous elements of variability associated with marketing in the moment.

The mastery of managing high levels of volatility will prove to be of great worth. The opportunity to engage consumers in a contextually relevant manner, based on knowledge of both time and space, with campaigns that provide increased interaction and social relevance, is unrivaled in any other communications medium.

http://mobiluxe.wordpress.com/2011/08/01/leveraging-mobile-to-market-in-the-moment
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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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