Tag archives: Mobile Marketing

The Importance of Going Mobile

Posted by lramella on Friday, 13 February 2009

It seems that everyone these days has a mobile device that allows them to do almost anything – make phone calls, play music, schedule an appointment, edit a document and read the NY Times.  Given the recent phenomenal sales of both the iPhone 3G and the Blackberry Storm, it’s clear that more and more consumers are getting “media content” on the go, and companies should begin to address this mobile content more effectively – both in terms of building mobile content and in terms of following mobile content.

Mobile Devices Go Mainstream

Everywhere you look, consumers are flashing mobile devices.  People play games on the subway, read the NY Times on their way to work, or simply catch up on emails in the back of taxis.  Part of this recent proliferation is the affordability of data-enabled devices (and the fact that there are no more ridiculous “data limits” as cell phone companies compete for business), and part of this proliferation is also the increasing bandwidth (download speed) of the mobile world.  Most analysts predict that prices for mobile data plans and the price of wireless broadband will continue to drop.  

It’s now quick and easy to read a newspaper on one’s iPhone, and to edit a Word document on the Blackberry.  People “tweet” all day on their mobile devices, and update hourly their Facebook statuses from their Blackberries.  At this point in my writing, I really do wish that I lived in Asia – the mobile devices, and the level of mobile content from that area of the globe is mind-blowing.  Indeed, the Japanese alone are so far ahead in their use of mobile devices that recent bestselling novels are often tapped out on and then read on cell phones (http://www.nytimes.com/2008/01/20/world/asia/20japan.html?scp=1&sq=japanese%20mobile%20books&st=cse).

 Anyway, back to our limited U.S.-based reality.  What are some of the most impressive mobile devices out there now?  Some of my favorite mobile devices are the iPhone 3G (once you get used to the touch screen typing) and the Blackberry Storm (full disclosure – I don’t own either but I’ve spent hours at AT&T Wireless and Verizon playing with both, as well as using friends’ devices when they let me!).  Although the iPhone comes with a myriad of applications, kudos really do go to Blackberry for continuing to produce mobile devices that are incredibly user-friendly and adaptable to the world of mobile content.  I myself have to admit that I love Blackberries, but that’s also because I’ve gotten used to my mobile device as more of a business tool than anything else (no doubt this will change, and already has).     

Building Mobile Content   

In addition, mobile web content is becoming more interactive, richer and even more personal, and this is drawing more and more consumers to the mobile universe.  Mutopo recently worked with a company, Intera, that is producing mobile coupons for Bluetooth-enabled and WiFi devices (http://www.azuremayan.com/).  The response from both companies and consumers has been phenomenal, and indications are that this kind of targeted, proximity marketing will only increase.  One interesting idea would be movie promotions, or movie clips that people could view on their device prior to purchasing tickets.  However, as movie studios are notoriously slow and wary of any leaked content (what exactly was BluRay supposed to do?), we won’t hold our breath for innovative mobile content from them. 

Publishers, however, are beginning to realize that an increasing number of people are reading news and articles on their mobile devices.  The New York Times has made increasing efforts in both the online and mobile world (http://nymag.com/news/features/all-new/53344/ ), and reading their content on an iPhone is a generally pleasurable experience.  Recent sales of Amazon’s Kindle increasingly indicate that books are also migrating to the mobile world, and this migration to mobile books may actually save the publishing world – although admittedly it will look very different.

If You Build It, They Will Come

What does this mean for companies that are doing more of their business online?  Build mobile content, and do not simply attempt to translate your current website to a mobile device.  Mobile content should be:

1.       Quick and concise – or what some term “snackable”

2.       Easy to download

3.       Compatible across a number of devices

I also like this recent article from Fierce Wireless on creating apps – http://www.fiercemobilecontent.com/story/developers-consider-usability-when-making-apps/2009-02-02.  It lays out a number of key considerations in creating apps for mobile devices, and viewing mobile content in a different light from that of web content.

 Mobile Tweets

Finally, all companies should remember that Twitter can be both your friend and foe – consumers often complain about companies or products in their mobile Tweets, and some companies respond effectively.  JetBlue is particularly proactive about helping out consumers who tweet from airports or on trips with complaints about service, delays or lost luggage – indeed, JetBlue has a dedicated communications resource that follows blogs, Facebook and Twitter.  Other companies continue to ignore this mobile chatter.  Don’t ignore it – making sure that your company knows everything that is being said about you on the web and in the mobile world can help you build a stronger relationship with your stakeholders (your customers).

More thoughts on mobile to come – Leah

 

 

Posted in: Mobile | Tagged: , , , | 4 Comments

Proximity Marketing ROI

Posted by Shaun Abrahamson on Monday, 2 June 2008

Mutopo has been working with the team at Intera for some time. So we were excited to see them publish the results of a recent campaign with the Hard Rock Cafe in San Francisco.

There remains much to do, but we think that this can bring the type of measurement and control from online marketing to out-of-home which is usually limited to estimated impressions. To date, most of what we have seen for proximity marketing has focused on branding, which is interesting but harder to express in terms of ROI because it will be compared to other traditional options, but closing the loop with point of sale data to show ROI, makes this an easier sell for CMOs. One doesnt need to look at impressions, but can now look at sales tied directly to the campaign.

We think Google is already pointing the way, by finding more and more ways to bring online and offline together, particularly for local – whether using QR codes for print ads or coupons for local listings. And of course, the proximity tools built into Google Maps and Local Search, are already changing local search marketing.

Intera’s Bluetooth-based approach augments these new local marketing options because it enables targeting down to a few feet (so within a specific location such as a mall, for example), doesnt cost the user anything and is faster and more reliable than most 2.5g connections in the US. Mobile Marketer has all the details.

Posted in: Mobile, Product Development, Proximity Marketing | Tagged: , | No Comments