How and why should brands and marketers take advantage of the unique characteristics of mobile to connect with us at the moments we need them most? Rory Sutherland, Vice Chairman of Ogilvy Group, a leading integrated advertising and marketing communications agency, tells why marketers need to think beyond reaching a target audience.
As Rory sees it: The real power of mobile is context. It allows brands to interact with people during target moments (I need something now), target moods (I want something now) and target mindsets (I am considering a purchase, for example). Another reason brands need to focus on this: Google can't.
How should marketers approach social media marketing? What is the place of mobile in an effective advertising campaign? And why is mobile video shaping up to be the next big thing? These are just a few of the questions I explore in an exclusive podcast with Jeffrey Hayzlett, frequent speaker, Celebrity CMO, change agent and sometimes cowboy.
We also walk through the key themes of The Mirror Test: Is Your Business Really Breathing?, a must-read business book (authored by Jeff) that has been on USA Today, Wall Street Journal and Inc.’s best-seller lists.
April 28, 2011
Posted in Mobile Marketing, Podcasts | 2 Comments »
The Mobile Mavens are back for the first monthly podcast of 2011 with a look at how universities are harnessing mobile to connect with students. A raft of recent press and reports shows that universities are becoming more creative in how they use mobile - specifically text messaging -- to connect with Millennials on their mobile phones.
From alerts about course materials and exams to invitations to join mobile forums and continue class discussions, mobile is front of mind with an increasing number of institutions and educators.
BTW: A great way to keep up with this exciting progress is simply to follow #mlearncon (as I do) on Twitter. That's where the discussion that began around the awesome conference (of the same name) organized by eLearning Guild continues.
People want what they want. As a result, they have come to expect – even demand – content and services in tune with their lifestyles and life stages. On mobile – the fiercely personal device we take with us everywhere – the requirement for relevancy is even greater, which is why personalization is poised to become a mobile megatrend. Put another way, personalized recommendations and schemes that effectively expose us to the content we are most likely to appreciate (content ranging from websites to marketing messages to mobile apps) are gaining traction.
One mobile operator that "gets" the strategic importance of personalization (if only to satisfy our own requirement for convenience and reduce the heavy-lifting when it comes to choosing our entertainment) is CSL, the leading mobile operator in Hong Kong with 2.6 million subscribers.
January 11, 2011
Posted in Amdocs, Briefing Rooms, Featured, Personalization, Podcasts | 1 Comment »
Social and mobile are combining to create some amazing experiences. From location-linked games to social shopping schemes, there is money - and competitive advantage - in harnessing location information to power our interactions with the people and communities around us. This trend also turns up the pressure on companies to focus on the quality of the data and develop new ways to get us involved in creating and curating our own local maps and information.
This is just one of the topics heading the agenda at Navigation Strategies USA,
January 6, 2011
Posted in Events, Featured, Location-Based Services, Podcasts | 1 Comment »
We wrap up 2010 with a special holiday edition of the Mobile Groove podcast looking at the mobile stats and trends that really matter with mobile author and authority Tomi Ahonen. He connects the dots inQ4 results to name the top smartphone makers and reveal the magic number Apple has to beat in holiday shopping sales to become the number two after Nokia.
We also discuss Tomi's recent response to Robert Scoble (via his blog Communities Dominate Brands) and why Tomi can be so sure Nokia will maintain it's global lead (even though Tomi openly admits Nokia is "invisible" in the North American market). The answer lies in the numbers, and Tomi dissects the figures from analyst houses IDC and Strategy Analytics to determine Apple, RIM Blackberry and Nokia market share in the regions (North America, Europe, ROW- Rest Of World).
December 25, 2010
Posted in Featured, Mobile Research, Podcasts | No Comments »
