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Retailers Need to Hone Content Campaigns for Mobile

Retailers Need to Hone Content Campaigns for Mobile | Mobile Marketing Strategy and beyond | Scoop.it

I selected this piece by Christine Dunn for Content Marketing Institute because it has some important tips on how to use content to effectively reach and do business with the mobile audience.


****Consumer shopping patterns during the holiday season point to one very clear trend:


**growth in the use of mobile devices is outpacing that of online buying.


Here are some highlights that caught my attention:


**Content will need to be honed for a smart phone and a tablet because both have more limited space and bandwidth than a laptop or computer


**Mobile consumers are willing to share more personal information with retailers to  on how, when and where to approach them


****"It’s about placement, promotion, relevancy and the ability to do one-to-one marketing on any channel"  says John Squire from IBM


Tapping the power of the Story


**The ability to tell a story is powerful in retailing


**Depending on what the retailer knows about the consumer, they might tap content such as a video or information on how the product is made.


Redefining Loyalty


**By using content to connect with consumers, retailers have an opportunity to encourage them to spread the word about their brand, and business, through social media channels.


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


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

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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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