In brief: MSG is proud to be a media partner and launch a series of podcasts in the run up to Social Media World Forum Asia (September 22-23, Singapore), an event organized by Six Degrees bringing together major global brands (Facebook, Unilever, Proctor & Gamble, BMW, OgilvyOne, Freemantle Asia) to discuss how they are using social media in their marketing and public relations strategies. Today we speak with Argha Sen, Toys "R" Us head of Marketing & CRM.
In brief: In the run up to the Mobile Marketing Association MMA Forum event (September 2, Brazil) MSG has organized a virtual roundtable to interview three Brazilian millennials -- digital youths that reveal what they like and don't like about mobile marketing.
Regular listeners will know that a special focus of this series is mobile marketing – more specifically, permission mobile marketing that is also aligned with the preferences of the people at the receiving end.
In brief: This week's line-up includes mobile social games opportunities (now that Facebook is bombing and mobile is booming); must-read mobile design element documentation, mobile Bible content, and a look at why the Web is dead (not).
A few reminders before we deep-dive into the best in this week's mobile blogging. As COM coordinator (or "keeper of the tents") I'd like to encourage regular contributors and Mobilists to help me make the COM more interactive and valuable for everyone.
In brief: From appointment reminders to mobile shopping suggestions to effective mobile marketing, permission-based messaging ensures a quality conversation with people who want to participate.
We may like to think that smartphones and super-smart devices change all the rules, but companies across all verticals are just beginning to grasp (and harness) the incredible power of text messaging to reach people everywhere.
Editor's note: As with all marketing – digital and physical – the approach you chose depends on your target audience and your business objectives. This guest column from Lisa Cianguilli and the Optism team outlines how companies can start the conversation with people and keep the momentum by offering valuable information and assistance they are sure to value. A community health service might link its mobile campaign to useful information and then follow up with messages that help people plan their visits or access services they need and appreciate. A company in the consumer-facing entertainment business might want to deliver customers concert information, tickets and then follow-up by asking what bands individuals are really interested in knowing about. The takeaway here: precision and knowing your customer is the best way to high performance.
In a mobile marketing service like Optism, there are two different conversations going on: one between the mobile operator and its customers, and one between brands and consumers. In both cases, those initiating the conversation — the operators and brands — need to provide sufficient incentive to their audiences to keep the conversation going. As we talked about in a recent blog, that incentive doesn’t have to be monetary. What is most important is that you focus on providing people content that they want, not content you want them to have.
Your conversations begin with the opting in process, but where you take it from there is up to you. As Jeff Hayzlett tells us in Mobile Marketing Tips, “A marketer’s dream is to engage in meaningful two-way conversations with people who are truly interested in their brand, and mobile gives you that direct line of communication — constantly.” For brands, the challenge is to keep that one-on-one conversation going through creative and compelling interactions that focus on providing useful content. People won’t feel interrupted if what you are providing is valuable to them.
In brief: The ongoing series of podcasts underlining the business value of permission mobile marketing continues with insights into what millennials expect (translate: demand) from brands and advertisers. We go to the source, speaking with Josip Petrusa (26), a Gen-Y insight specialist, who provides companies advice on how they can/must engage with empowered, digital natives.
The overwhelming positive response to this series (particularly to last week's podcast offering small businesses some practical advice) indicates a growing interest among all the companies in teh ecosystem in understanding the mechanics of mobile marketing. Yes, we know that mobile marketing must be a conversation, but how do brands and mobile operators start one? And – more importantly – what should they do to keep the exchange going?
Optism Blog