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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.

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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.

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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 ...

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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.

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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:

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Mobile Shopping Trends, Visualized (Infographic)

Mobile Shopping Trends, Visualized (Infographic) | Mobile Marketing Strategy and beyond | Scoop.it
Did you know that men aged 30 to 49 do more mobile shopping than their peers? Or that 50% of Groupon's business over the next two years will come from mobile devices? Or that Starbucks has seen over three million micro-payment transactions?
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How to Disrupt an Overlooked Market

How to Disrupt an Overlooked Market | Mobile Marketing Strategy and beyond | Scoop.it
This article caught my attention, food for thought, a good plan of action for the right company.

Low-end innovators such as TracFone Wireless and Southwest Airlines can stun top-tier players by offering services to consumers who simply need them.

Here's an excerpt:

Established players often overshoot the market. As a result, they expose themselves to disruption by simpler or lower-cost entrants. That's because products often improve far faster than most customers can absorb their benefits. This happened when Southwest Airlines (LUV) disrupted the major carriers, when Craigslist disrupted the classified sections of big-city newspapers, and when CVS Minute Clinics (CVS) disrupted hospitals and doctors' offices.
Serving Underappreciated Consumers

My colleague Clayton Christensen, a pioneer in defining disruptive innovation, has pointed out that innovation often emerges at the fringes of existing markets in response to the needs of underappreciated people. Often they're what we call "non-consumers." As with immigrants and seniors with cell phones, they need cheaper, simpler, or more accessible goods and services. Out of these needs, new markets are born.

Business Week

Read more: http://buswk.co/kRfH4q

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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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The Importance of Curation in a Successful Mobile Content Strategy

The Importance of Curation in a Successful Mobile Content Strategy | Mobile Marketing Strategy and beyond | Scoop.it
An excerpt from the article:

Curation in relation to content strategy is the process of selection of and presentation of the content that will be used. How does a mobile learning strategy that includes content curation help? Think for a moment about the worst-case scenario. This is the proverbial “drinking from the firehose.” A real world example: envision a Content Management System with 200,000+ unique nodes or pieces of information with all of it laid out for every visitor to the website, regardless if that user is using a PC or a mobile device. This type of content strategy, or rather, lack of, creates the endless category tree user interface (UI) design pattern and requires ceaseless querying to return the newly filtered result-set as the user traverses the information on a mobile device. The primary alternative to a browsing experience, the search, can be hit-or-miss depending on your content indexing and the search capabilities of the platform being used. Relying on this as a key use case to overcome the flood of content is not wise.
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How has mobile marketing changed since 2004? - Mobile Marketer - Advertising

How has mobile marketing changed since 2004? - Mobile Marketer - Advertising | Mobile Marketing Strategy and beyond | Scoop.it
Here's an excerpt from an interview with Ivan Braiker, CEO of Hipcricket, a mobile marketing firm based in Seattle. Mr. Braiker's words, is an account of how mobile has evoled since 2004.

Please read on.......

May 31, 2011
Miller Lite taps mobile as centerpiece of multicha

Miller Lite is encouraging consumers to interact with the brand via SMS, the mobile Web and foursquare

Ivan Braiker, CEO of Hipcricket, recently celebrated the 100,000th campaign produced by the mobile marketing firm that he leads. The mobile world has changed much since the first campaign broke seven years ago.

“When I think about my own life, 2004 seems like yesterday. Yet the world of mobile marketing has changed in ways we could not imagine when we conducted our first campaign in 2004.

“Think about it. In 2004:
• (The) Facebook had just launched—and had a great deal of ground to make up if it wanted to catch … Friendster.

• The iPhone was a far-off dream—CNET showed us a sneak peak of Apple’s new music phone, the iTreoPod. But that was just an April Fool’s joke. ('Cons: The system is not integrated, it is held together with duct tape, and, oh yeah, it does not exist.')
Ivan Braiker

• Intra-carrier text messaging had been around for just over two years, yet penetration in the United States was lagging the remainder of the world. Likewise, with number portability, consumers were no longer tied to an individual carrier and “walled gardens” were becoming obsolete.

• With the advent of “Do Not Call,” the balance of power was shifting from marketer to consumer. People could opt out of receiving marketing calls—and digital marketing would empower them to opt in to receiving marketing content via email and, ultimately, their mobile phones.

• There were certainly no publications focused specifically on mobile marketing.


By Mickey Alam Kahn

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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.

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Is That a Brand in Your Pocket? - Beneath the Brand

Is That a Brand in Your Pocket? - Beneath the Brand | Mobile Marketing Strategy and beyond | Scoop.it
Great observations, lots of good information.

Excerpt:

Is That a Brand in Your Pocket?

Not since the proliferation of the PC has a single technological advancement come along with more potential to change not just the competitive marketplace, but the entire nature of the consumer landscape. The fact is that this revolution, unlike the PC explosion of the late '80s and '90s, is being largely driven by user demand for content and functionality, not corporations and marketers pumping what they see fit through a one-way channel. For that reason alone, we see so many organizations scrambling to catch up to the mobile technology bullet train that keeps moving increasingly faster.

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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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Nielsen Data Shows US Smartphone Data Usage Soaring Amid Lower Consumer Costs

Nielsen Data Shows US Smartphone Data Usage Soaring Amid Lower Consumer Costs | Mobile Marketing Strategy and beyond | Scoop.it
According to the latest data published Friday from Nielsen, US smartphone owners continue their love affair with mobile data.

“The mobile Data Tsunami,” writes Don Kellogg, Senior Manager, Telecom Research & Insights, Nielsen, “is still growing at an astounding pace.”

http://www.mobilemarketingwatch.com/
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7-Eleven Spaces Out in New Super 8 Mobile Promotion with Foursquare | Mobile Marketing Watch

7-Eleven Spaces Out in New Super 8 Mobile Promotion with Foursquare | Mobile Marketing Watch | Mobile Marketing Strategy and beyond | Scoop.it
This Friday, what could be one of the first blockbusters of this summer – Super 8 – will open nationwide in theaters.

The movie takes place in the summer of 1979, where a group of friends in a small Ohio town witness a catastrophic train crash while making a Super 8 mm film and soon suspect that it was not an accident.

The paranormal frenzy then begins.

Shortly after, unusual disappearances and inexplicable events begin to take place in town, and the local deputy tries to uncover the truth – something more terrifying than any of them could have imagined.

Helping movie-goers navigate the supernatural hysteria are the good people at 7-Eleven. The largest chain in the convenience retailing industry is capitalizing on the hype surrounding the new film by giving one lucky fan the chance to find out for themselves “if we’re really alone in the universe” with the “Super 8 Check in to Space” promotion just by checking in at a 7-Eleven through Foursquare.

According to 7-Eleven, prizes will be unlocked in increments of 8. For example, every 88th person wins a free movie ticket.

But wait… there’s more.

The 88,888th person will win a ticket on the Zero G Experience, a zero-gravity flight which simulates the experience of being in space. The grand prize unlocks with the 888,888th check-in, and “one brave fan will have the chance to travel to suborbital space 62 miles above the Earth.”

“As part of our exciting 2011 summer season, 7-Eleven is providing value to consumers with a fun promotion tied to the Super 8 movie,” said 7-Eleven Chief Marketing Officer Rita Bargerhuff. “Not only will there be special prizes and a retro look from the 1970s at the stores in honor of the movie, this promotion will rank as the largest ever for 7-Eleven with an expected 21,000 prizes distributed. Topping it off will be a suborbital space flight, our grandest prize ever.”

Customers can check in via Foursquare as often as once every three hours at any single 7-Eleven store and can check in at as many different stores as they like each day.

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Instagram Rises as Social Web Embraces Photo Sharing

Instagram Rises as Social Web Embraces Photo Sharing | Mobile Marketing Strategy and beyond | Scoop.it
This is another exciting innovative company, allowing users to engage through photo-sharing exclusively an IPhone service currently

Instagram and other mobile photo-sharing applications are attracting investors and millions of users.

Digital camera sales may be weak, but thanks to cellphones, picture-taking has never been more of an everyday thing. Now a wave of mobile applications is letting people tweak their cellphone snapshots and share them with friends and strangers.

Mike Krieger and Kevin Systrom, are the founders of the photo-sharing service Instagram, at their office in San Francisco.

The rising star of these is Instagram, a start-up in San Francisco with just four employees. In eight months, the company has attracted close to five million users to its iPhone-only service — no doubt earning the envy of its more established rivals. And Instagram is steadily growing, adding about a million users a month.

The service has benefited from being easier to use than some of its rivals, said Brian Blau, a research director at Gartner. “You take a photo, add a filter, post it online,” he said. “It’s the equivalent of firing off a tweet; it doesn’t require much thought or effort.”

Mr. Blau said Instagram’s early emphasis on opening its service to outside developers had helped it spread. For example, the service has given rise to a healthy network of companies and applications that offer ways to turn your shared photos into photobooks, framed prints and postcards. “You have a whole work force of software developers and entrepreneurs building products on top of your product,” he said.

The service is also attracting celebrities, brands and news organizations that see it as a new and nuanced way to interact with an audience. News outlets including NPR, ABC News, National Geographic, MTV and NBC are using Instagram to share picture updates and give audiences an insider’s view of their operations.

Early emphasis on opening its service to outside developers had helped it spread. For example, the service has given rise to a healthy network of companies and applications that offer ways to turn your shared photos into photobooks, framed prints and postcards. “You have a whole work force of software developers and entrepreneurs building products on top of your product,”.

By JENNA WORTHAM
Published: June 3, 2011

http://www.scoop.it/t/the-explosion-of-the-mobile-web-and-beyond/p/182748335/instagram-rises-as-social-web-embraces-photo-sharing
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Juniper: Mobile Network Revenues to Top $1 Trillion in Five Years | Mobile Marketing Watch

Juniper: Mobile Network Revenues to Top $1 Trillion in Five Years | Mobile Marketing Watch | Mobile Marketing Strategy and beyond | Scoop.it
This is absolutely mind boggling, this article is a must read! Here's an excerpt:

If only the Federal Government could rake in the cash like mobile networks do, there would be no such thing as national debt.

According to Juniper’s report, market saturation and falling average revenue per user are the culprits for this so-called pending “nightmare.”

So with core revenues poised to flatline, while the cost of handling mobile data traffic soars, what can be done to avert disaster? Juniper offers some insight.

First, the report encourages mobile networks to develop and provide customers with integrated rate plans, all while “providing a wide range of segmented postpaid and postpaid tariffs.” Additionally, Juniper advocates the potential for double-sided revenue streams in areas such as cloud, M2M and mobile financial services where MNOs can leverage their existing assets.

According to report author Dr Windsor Holden, “Clearly, there is no one-size-fits-all solution for MNOs, simply because the circumstances of individual operators differ widely, even within the same market. Instead, we have outlined a series of measures which MNOs can select according to their particular needs.”
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Building Brand Advocacy Through Mobile Learning

Building Brand Advocacy Through Mobile Learning | Mobile Marketing Strategy and beyond | Scoop.it
An excerpt from the article, lots of great information:


Educational Marketing is a concept that has been around for quite a bit of time as noted by this article on FrugalMarketing.com. The basic concept of Educational Marketing can be explained simply as: An educated customer is an engaged customer. An informed customer is more likely to understand and appreciate the value your product or service offers and therefore more likely to buy or recommend your product to others. This is known in marketing circles as “Brand Advocacy.” Writers and bloggers like WordofMoss,Seth Godin and many others have been writing about this concept for some time.

A majority of the time, brand advocacy takes place in one of two main ways. It’s either an organic process, with customers becoming advocates by virtue of the product being great resulting in them telling others about it. The second main way has arisen due to pervasive social media and sharing. Brand advocacy can also be seeded, with companies sending freebies, samples and other offers to influential bloggers and Twitter users. These influencers then share their feelings on the product (hopefully positive). Either way, there is no debate that brand advocacy is an effective way to turn more people on to your product and that it does matter in a modern marketing effort. These types of advocacy are considered authentic and real and therefore carry much more gravitas and weight than traditional commercials or ads. It has longer term and more lasting effect than viral campaigns and costs virtually nothing in comparison to other more conventional marketing such as radio, print and television. This type of marketing takes advantage of the social media concept, “Wisdom of Friends,” putting stock in the fact that people take their social network’s recommendations very seriously and that it definitely influences and impacts their buying habits.

Our Expertise

Building Brand Advocacy Through Mobile Learning
March 2011 Newsletter
Written by Chad Udell on March 3, 2011
Building Brand Advocacy Through Mobile Learning
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News Brands Confront the Rise of Mobile Curation Apps | Viewpoint - Advertising Age

News Brands Confront the Rise of Mobile Curation Apps | Viewpoint - Advertising Age | Mobile Marketing Strategy and beyond | Scoop.it
Excerpt from the article: By Steve Rubel

On the internet your competition is always a click away. This has long been a reality in the news business. But now it's worse.

Suddenly media brands are facing increased competition from an array of upstart curators that are growing in popularity. These services, which include Flipboard, Feedly, Zite, Pulse and News360 (a Russian app that's my personal favorite), curate and organize news from hundreds of sources often by topic into rich displays that are available on virtually every mobile platform. Some of these tap into your social network to make the experience even more personal. All make it easy to share.

These automated-curation tools aren't just for news in text format, either. There's also a group of services like Squirrel, TuneIn and ShowYou that are helping us find relevant audio and video content too.

Together, they are slowly doing to news what Pandora, GrooveShark, Lastfm and Spotify did to music -- further disrupting it by shifting power to the curators.

There are three underlying trends that are driving their rapid rise.

First, there's the proliferation of mobile devices. For many, smartphones and tablets are becoming the primary gateway to news and information.



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