Posts Tagged ‘Multichannel Marketing’

This article was discovered by email on my iPhone, it was read on the Mobile Internet (well that is a slight lie, as their site is not optimised for mobile), shared and commented on via my iPhone blogging app. All of this achieved in 5 minutes whilst I am on my daily commute to work and my free Metro newspaper remains unread in front of me!

I think back to when I first started commuting into London many years ago, you had to slam the doors shut on the train, do you remember that? Now of course the doors shut automatically. Winter time was a pain too, as the windows were always open so the trains used to be freezing cold and noisy. Now the air is regulated, no matter what time of year, removing the need to have the window open and all that noise stopping me read in comfort the then paid for daily Guardian newspaper, which was always a lottery as the delivery boy threw it on to the drive in the morning come rain, sun or snow. It was big and not easy to read on a crowded train. Now of course, I can read any paper or content I like on my phone….which I am pretty sure isn’t thrown into my drive every morning. I am not being disloyal to the Guardian but there is so much interesting content out there, by this I mean in hyper space and I feel I just need to explore, discover and share my experience. I am no longer restricted, I am liberated to make my choice of journey and choose who I want to share that with (the Metro, still remains unread).

Like the automatic doors and air regulation making the train journey an overall better experience, so to does my mobile phone. My journey has been informative, engaging and viral. Shared via my blog which updates, Linkedin, Yahoo, Facebook and Twitter all through hyper space. How times have changed.

Now where is that Metro…Double dip fears for house*t I just bought a house!

Posted 01 September 2010 03:26am by Meghan Keane @ Econsultancy

More than a few businesses are hoping that mobile will save their bottom line in the coming years. Why is that? For a few reasons. But one factor involves consumer tolerance for ads and charges they reject in the desktop environment. Moreover, mobile adoption is skyrocketing.

According to a new study by Burson-Marsteller and Proof Integrated Communications, smartphone shipments will exceed PC shipments within two years. Marketers need to start paying attention.

B.L. Ochman, Burson-Marsteller and Proof Integrated Communications’ managing director of emerging media, calls this study “be mobile or be dust.” That’s because the mobile adoption numbers it cites are pretty staggering.

According to the study, 80% of the US population will have a mobile phone by 2010. That number alone may not be of note, but cell users are using their phones less for making phone calls and more for digital activities. According to the report, the average iPhone user only spends 45% of on-device time making phone calls. The majority of their time in mobile is spent browsing the web or using applications.

That number has grown 110% in the last year. By 2011, 99% of mobile phones will be data-capable devices (though that number includes phones that can send and receive SMS texts, not necessarily smartphones).

However, by 2012, smartphone shipments will exceed shipments of PCs. Already 40% of iPhone and iPod Touch users go to the internet more via mobile than they do on a computer.

According to the study:

“The speed of mobile adoption growth is far outpacing that of prior technologies, and using mobile to access data and to make transactions is nearing the tipping point. Mobile will soon be the primary digital means that consumers use to interact with brands, friends, retailers and other businesses.”
Smart brands should take note. Mobile devices are pretty amazing purchasing tools. As Burson-Marsteller points out, mobile users are searching for products, reading reviews, comparing prices, locating items in stores and making purchases from their phones.

Mobile users also tend to be more social. Of Facebook’s 500 million users, 100 million of them access the site through their mobile phones. Those users are twice as active on the social network as non-mobile users. Also, 25% of mobile users access Twitter, compared to only 8% of respondents who access the internet only from a PC.

The mobile phone more seemlessly connects the digital and real worlds. It is uniquely positioned to aid in the handling of impulse activities and on demand services.

Most especially, as brands are learning, mobile phone adopters aren’t only young, tech savvy people. A whopping 82% of seniors use their mobile phones to get information and learn.

But businesses aren’t quite up to speed yet. 80% of US multichannel retailers don’t have m-commerce capabilities. Furthermore, 42% of those respondents don’t have plans to launch a mobile site within the next two years. Only 12% of the top 500 internet retailers have sites optimized for mobile phones, and only 7% have downloadable mobile applications.

Mobile phone users are often at the most desirable point of the purchasing funnel when they’re looking for information with their devices. The quicker businesses take to mobile, the better off they will be.

Whether it be coupons or ads or location based services, brands that want to reach customers (ie: all brands) should seriously pay attention to this space.


My Comment on the below article:

Augmented reality works well because it removes the need to actually text a keyword to a shortcode or take a picture to receive more info back.  The beauty of it is the user can be served some bitesize information, whether it is directional, promotional or editorial.  Enough info so that the user can decide whether to engage further.  For example, you are driving along the road and you see a for sales sign.  You stop the car get out your phone and hold it up to the sign, from here you get some top line info on the property, like number of rooms, if it has a garden and maybe even its price etc which is enough to decide if you want to arrange a viewing or even engage further to get some preview pictures of the property there and then through a clickable link to the mobile internet site of the estate agent.  This can be applied to lots of things, like bars, hotels, restaurants, pubs, clubs, parks, shops, coffee houses and more.  It is a very scalable which is why I think Augmented reality in the future will be big.  We are not there yet on the technology front and I even think our mindsets will need some work but this will all come with time.

Posted 06 February 2010 15:46pm by Tina Whitfield

What happens when brand marketers think of a mobile application the same way an ad? Solid revenue with exponential value-adds.

elephant ar

Think of an application as an item of inventory that’s exceptional because it is also can be a utility that enhances productivity and engages consumers with cool features.

The item of inventory can be sponsored, and the application can be sponsored, covering a white-label or co-branding.  There is no need for the brand marketer to invest in building an application and invest in marketing to support activation and engagement.  Rather, the brand marketer has a multitude of options that will yield a greater return on investment.

  1. Sponsor a pre-built application that is tested, optimized, and already enjoy a following on the market.  This is akin to sponsoring a sports and entertainment venue such as Monster Park, where the San Francisco Giants play.
  2. Sponsor a custom app built by professional developers with tremendous app design and execution as well as market strategy abilities.
  3. Co-sponsor or be one of several sponsors for an app particularly suited to multiple sponsors.

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What are the hottest advanced technologies in 2010 that are mobile market ready and waiting for sponsorship?  One such technology is augmented reality for mobile local search.

AA Browser

Additionally, brand marketers can take advantage of virtual billboards that are dropped into a real-time view.  The virtual billboards can be general or location-based such as the location-based billboards by Bionic Eye.

Bionic Eye

Augmented reality used in mobile advertising should reach beyond the cool factor and provide utility to enhance productivity in user’s lives. Mobile local search is one productivity tool that is proving to be a market success.

One of the most important user experience concerns for brand marketers should be quality. The length of engagement with the brand and repeat exposure to the brand through repeat use will only occur if the user found the experience pleasant. Yes, the term is “Pleasant.” There are many half-baked augmented reality apps that are cool and drive buzz, yet they are not pleasant and will not attract a loyal passionate following:  a primary goal of a mobile application that is used for marketing.

While augmented reality for local mobile search is the hot new productivity application, smart phones have the technology to enable video overlays of reality to bring pre-recorded actors and objects into camera frame of the real environment. This new creative for mobile TV commercials will open up new revenue possibilities with a new generation of consumers that expect this high-level of visual immersion.

Augmented reality is one of the keys to unlocking a profitable application marketplace in mobile.

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