This timely article is from Businessinsider about how consumers are using their phones and what marketers need to know.
Here are some highlights:
"Mobile is no longer a communications utility, but a media distribution hub" According to eMarketer, mobile now accounts for 12 percent of Americans' media consumption time, triple its share in 2009.
Where ius this consumer attention being focused? Mobile apps - Time spent on apps dwarfs time spent on the mobile web and smartphone owners now spend 127 minutes per day in mobile apps.
Here are four usage trends developers and publishers should consider:
1. The rise of gaming: Games are the largest mobile app category anad the biggest money-maker in the app stores, accounting for 70% of Apple's top-grossing apps.
2. Mobile-social synergies: social networking apps are the second largest time bucket for mobile users. 39% of mobile users access social networks.
3. The piggyback rule: The only tried-and-true way for a mobile success is to take a popular usage category and build a product that piggybacks on that activity to provide a unnique mobile-native experience.
4. Portal erosion: Mobile is a fragmented space and consumers seem to like it that way.
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...
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 thereare 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.
**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.
I selected it because I thought the insights and approach were important information for businesses as they integrate their marketing efforts to include the mobile consumer.
While the globe grapples with uncertain economic realities, "mobile" appears to be gold. Facebook is expected to announce their uniquely targeted mobile advertising model before the end of the month.
Here are the highlights:
**Advisory firm IDC predicts that by 2014 there will have been 76billion mobile apps downloaded
**resulting in an app economy worth an estimated thirty five billion in the same year
**Getting something launched on Facebook. Twitter or Pinterest is easy but building an engaged and meaningful following isn't
**Businesses will have to take a different approach from their usual strategy - it's not about mobile as much as it is about understanding mobility
**Mobility is radically different from sitting at a desktop
**Mobility changes context: cultures incorporate mobile technologies differently
**Mobile itself is the nuts, bolts and infrastructure, while mobilityis the context which determines if it all works together or doesn't
**An organization or individual must establish a center of excellence that puts mobility at the core.
**Realize that going mobile is not the same thing as having an app.
**Invest in making your "digital ecosystem" more mobile-friendly
**Don't put mobile tactics infront of strategy.- Tomorrow's successful companies will boast significant (and sustainable) usage numbers due to the value of their content, whether it's sheer utility or impossible-to-ignore entertainment value.
**This is #1 in a 2 part series about the mobileweb and your customers - information that is vital for your business success!
Here are a few takeaways from this article:
Plan for user expectations
1In a previous post, we discussed how people use the mobile Web. Mobile device users already know what they want when they get to a mobile website, and are more likely to take action once they get there.
To plan for this type of user behavior, answer the following questions about potential visitors to your mobile site:
Include features on your mobile site that will encourage mobile users to:
**share your content
contact your business
access your social media sites
find your business
Why are they most likely coming to your site?
What information are they most likely seeking?
What types of actions are they most likely to take?
Most are accepting the fact that cell phones and smart phones can and will make your life easier to manage; especially when you're in a pinch.
The new culture of immediate information through social media, apps and web browsing phones is allowing people to gain access to information more quickly than ever before, and the latest Pew Research sheds an immediate light on just that.
It also represents a huge opportunity for inbound marketers.
Mobile marketing is no longer a luxury, but rather, a requirement.
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.”
If Instagram is a little too static for you, Gifture brings action to your social snapshots.
The free iPhone app lets you turn a series of photos into a singular animated image, or a GIF. They tell a different kind of story from the still images of Instagram, but in nearly the same interface -- and yes, with a similar set of filters.
**What we like about this app is how easy it is to use. You snap some shots in real time or add a series of photos from your camera roll, put them in a desired order, add a filter -- or be a rebel and let it go au naturel -- adjust the how quickly the image shifts between frames, write a caption, then send it off into the digital world.
**You can share it on Facebook, Twitter, Tumblr as well as within the Gifture universe.
Gifture works on iPhone from 3GS to 4S and on the iPod Touch and lets you zoom images if you want to get a closer look.
Sure, these fast-filtered photographs are a bit like auto-tuned music, but they still play. It's actually fun to do something a little different with the hundreds of photos piling up in the phone's camera roll.
IDC projects the mobile workforce to reach 1.3 billion, up from 1 billion in 2010, which is a staggering 37.2% of the workforce worldwide. 75% of North (RT @Upside2Go: #Mobile #Workforce Is Growing - Is Your Training Strategy Evolving?
This piece was written by Shelly Kramer along with an infographic that shows you the activity on the web coming from mobile devices, smartphones, tablets, iPads and the like. As we all know the pace is excelerating and as the author says, it's very exciting. Beyond the exhileration, I selected this article because the information and questions she asks you are timely and relevant.
"Mobile devices and constant connectivity are drastically impacting marketing and business strategy. Want to know what happens on the Internet in one minute?"
Here are some highlights:
**Are you taking a good look at your business website and your analytics, which are your roadmap to what your customers are doing?
**Are you paying attention to how much traffic to your site is coming from mobile devices (and which kind)
**are you watching those numbers grow on a month-to-month basis?
**What are you doing to adapt to the mobile consumption of data and information and how are you marketing to people using mobile devices?
**How are you delivering information to them and interacting with them?
**How are you making their lives less complicated?
**How are you making it easy for them to do business with you?
**If these aren’t things you’re already thinking about and working on–you’d best get going.