Mobile Marketing Strategy and beyond
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How Consumers Are Using Their Phones and What It Means for Marketers

How Consumers Are Using Their Phones  and What It Means for Marketers | Mobile Marketing Strategy and beyond | Scoop.it
Four clear trends have emerged. ;
janlgordon's insight:

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.


Selected by Jan Gordon for Curatti covering Mobile Marketing Strategies and Beyond


Read full article here: http://read.bi/13UouwP

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code promo france's comment, May 30, 2013 4:56 PM
The M-commerce increase More and More every month
Esther Turón Perez 's comment, June 25, 2013 3:30 PM
Thanks Code promo france and janlgordon for comments!
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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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How to Master "in the Moment" in Mobile Marketing

How to Master "in the Moment" in Mobile Marketing | Mobile Marketing Strategy and beyond | Scoop.it

This piece was written by one of my favorite people, Scott Forshay for iMedia Connection. Great information you need to know to engage and do business effectively with the mobile audience.


No matter what business you're in, you can't avoid the always connected mobile audience. You can no longer market at them, you have to learn to market to context and, in turn, remain (or become) relevant.


Here's are the highlights of this article:


The variables associated with a successful mobile marketing campaign are:


**the immediacy, mapping, interaction, and collective aspects


**Each variable must be planned for to deliver a relevant experience between brand and customer, and to strengthen this mutual connection


**Today's digital-native consumer is empowered with more information and access to brands than ever before


**They are also hyper-connected to an influential social graph where tribal knowledge is constantly being shared


**The margin for error in any connection is slight, so considerations must be made for each changeable element to ensure the experience is on brand and on point


Here is one thing of the points that caught my attention:


Immediacy


**The mobile medium is in the moment. Unlike other communications vehicles that are stationary and heavily presentation-oriented, the mobile medium is:


**actionable

**time sensitive 

**on the

**always on


**Given the limited time intervals of engagement opportunity, brands must ensure that communications are:


**crisp

**call to action is clear, consise and quick to          

    participate in


Curated by Jan Gordon covering "Mobile Marketing and Beyond"


Read full article here: [http://bit.ly/xIATEz"

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Is Mobile Video The Next Big Thing In Social Media? [INFOGRAPHIC]

Is Mobile Video The Next Big Thing In Social Media? [INFOGRAPHIC] | Mobile Marketing Strategy and beyond | Scoop.it
Is Mobile Video The Next Big Thing In Social Media? [INFOGRAPHIC]
janlgordon's insight:

This piece is from mediabistro and infographic from uberflip which takes a closer look at why mobile video might be the next big thing in the social media space.


The recent introduction of apps like Vine and Facebook's mobile video sharing shows that the social media landscape is broadening even further into video content.


Here are a few highlights from the souces used in this infograph (scroll down to the bottom and you'll find who they are)


**Mobile video will represent 66 percent of global mobile data traffic by 2017, up from 51 percent last year.


**87% of marketers in the US use video for content marketing


**Two of the biggest social networks aim to dominate the video sharing scene


*Facebook and mobile video


*Vine and Twitter


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


See article and infographic here: [


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Russ Merz, Ph.D.'s curator insight, February 22, 2013 12:57 PM

Great summary of the growth in mobile video.

Jaquotot (Jaco)'s curator insight, February 24, 2013 6:40 AM

¡La guerra del video ha comenzado! 

Joshua OCock's comment, March 12, 2013 8:03 AM
Mobile video takeover: commense.
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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"

"

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

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12 Areas to Watch as Mobile-Internet Evolves

12 Areas to Watch as Mobile-Internet Evolves | Mobile Marketing Strategy and beyond | Scoop.it

I selected this piece by Vkhosla because he helps us to see the internet/mobile space as it continues to unfold which might help you to discover new opportunities or see something you might not have even thought of yet.


Intro:


We are in a whole new world of platforms, a post-PC era, which I’d more aptly describe as the always/everywhere era, finally, and that means a whole new set of opportunities.


The author has identified 12 areas where some disruptive or large new segment ideal will take off, but says, it's clear there are many. He also hopes that we can supply 12 or more places to look.


What particularly caught my attention:


**Data Reduction or Filters (Siri, Donna, Recorded Future, and many others):


**“Reducing, filtering and processing data streams to deliver the information or action that is relevant to you.”


**It is time for tools (our proxies or agents on the web) to start reducing the amount of information coming at us


**Education models that dramatically reduce the cost and increase the availability of quality learning


the role gamification can play in increasing student interest and social can play in increasing peer and teacher support and assistance.


**Emotion (Foodspotting, Ness, Instagram): “Services that evoke strong emotions in users


**Social Next (intersecting with all the interest graph stuff and verticals


**“Social as a useful and productive part of lives


**enabling collaboration and deep community building around the world in specific areas.


**Interest-based networks


**User driven content that maps to people’s interests both for a better user experience and better targeting


Personal Collaborative Publishing (Pinterest, Tumblr, storify, Snip.it):


**“Truly free press with no barriers to entry and personalized interest-based curation.”


**This trend seems to be moving forward fairly rapidly and looks very promising


Marketplaces & Disintermediation:


**“Remove the middle man, increase market efficiency and produce better results, faster“


**Marketplaces are about economic efficiency and active engagement and more and more of them will keep emerging


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


See full article here: [http://tcrn.ch/wHNW6O]

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