The intersection of mobile and social changes all the rules. It gives people a voice and allows them to praise and/or punish companies/brands in public. What is the impact on marketers? Are people really influenced by posts and tweets they read? New independent research from Jeff Hasen -- a brave voice in the mobile marketing space and consistently named one of the top Chief Marketing Officers to follow on Twitter -- has stepped up to document just how people use their mobile phones to communicate their brand experiences. The result is must-read analysis that should spark marketers to listen in and answer back.
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At first it
June 20, 2011
Posted in Featured, Mobile Marketing, Mobile Research | 2 Comments »
What is the state of mobile retail readiness in Europe? How are Europe's biggest retail brands extending their brand experience through mobile? What approaches are retailers taking to engage influence consumers throughout the purchase funnel (awareness, engagement, consideration, conversion and loyalty)?
Get the inside track by joining MobileGroove and Acquity Group executives this Wednesday (June 22) for Global Insight: European Retail Goes Mobile. The 30-minute online webinar (12-12:30 CST or click here to see the time in your region) will deep dive into the trends and mobile intelligence gleaned from Acquity's first-ever European Mobile Audit of the top 300 European retail brands.
June 16, 2011
Posted in Events, Mobile Apps, Mobile Commerce, Mobile Marketing | 1 Comment »
The power of permission marketing is inextricably linked with its respect for personal preference and privacy. However, permission marketing is more than just another advertising approach. Thomas Husson, Principal Analyst at Forrester Research, explains why opt-in is a must and explores how mobile operators and advertisers can wring more value out of this inventory.
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Is there a need for permission-based mobile marketing models? Forrester Research thinks so. Its recent Q3 2010 European Technographics Media, Marketing and Social Computing Online Study found that 23 percent of respondents have received a text message that they did not want from a business. Read between the lines, and there is a very real need for approaches that ask people’s permission first, rather than just deliver intrusive spam.
Mobile is not just about adapting PC content to smaller screens. Using mobile to drive positive results for brands and advertisers requires marketers to grasp a wide range of concepts, ranging from campaign types and formats, to consumer best practices and privacy, to mobile measurement and metrics.
Put another way, mobile marketing requires us to master a laundry list of fundamental skills. But even if we have the necessary knowledge and hands-on industry experience, we also need a way to communicate our abilities in a way that brands, agencies and other commercial organizations can understand and appreciate.
June 14, 2011
Posted in Mobile Marketing | 3 Comments »
If you asked me to describe the current state of text messaging in two words, I would say it's ubiquitous and much maligned.
During the same week that SMS officially turned 18, we read a provocative post suggesting that SMS may not be around to celebrate its 19th year thanks to Apple’s newly-introduced iMessage.
Scheduled to debut this fall, iMessage (available in iOS 5) brings the functionality of iPhone messaging to all iOS devices―iPhone, iPad and iPod touch. Built into the Messages app, iMessage allows users to easily send text messages, photos, videos or contact information to a person or a group on other iOS 5 devices over Wi-Fi or 3G. In addition, iMessages are automatically pushed to all iOS 5 devices a consumer owns, making it easy to maintain one conversation across your iPhone, iPad and iPod touch.
June 10, 2011
Posted in Location-Based Services, Mobile Marketing | 3 Comments »
The willingness of people to interact with brands on their mobile phones (and their growing reliance on mobile devices for shopping advice and assistance on the move) has jumpstarted a new phase in mobile marketing growth driven by retail brands and advertisers.
From department stores to computers & electronics retailers to luxury fashion brands, marketers are investing in mobile advertising to reach and influence people throughout the purchase funnel (awareness, engagement, consideration, conversion and loyalty).
In fact, Millennial Media, a leading independent mobile advertising and data company, reports that 'Retail' was the top vertical on the Millennial mobile advertising network both globally and in the U.S. What's more, spend by brands has skyrocketed, growing by a whopping 1300 percent for the period Q1 2010 to Q1 2011.
