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Money Isn’t Everything: Rethink Incentives To Motivate Millennials

Topic: Research | Author: Michelle Manafy | Date: February 21, 2012

dancing with digital natives columnFrom marketing and advertising, to media and business, the impact of the always-connected, socially networked Digital Native on our society is profound. Michelle Manafy draws from her book Dancing With Digital Natives and personal observations to argue why the rise of Millennials forces a massive rethink of all systems based on command-and-control. Timed to this must-read BBC series on the Future of Work the key message in Michelle's work comes through loud and clear: The future model for everything (including work) is coordinate-and-cultivate. In this first column Michelle connects the dots in key data points to provide organizations advice on how they can motivate Millennials to deliver their best.


Businesses need to stay in step with Digital Natives. Yet it can be a struggle to choreograph an elegant dance when Millennials don't lead or follow in the "traditional" way.

Journal: Mobile Marketing Opportunities Across India; Social Networks Impact Behavior, App Adoption

Topic: Mobile Marketing, Research | Author: Peggy Anne Salz | Date: February 3, 2012

announcing new IJMM issue The new edition of the International Journal of Mobile Marketing (IJMM) is live, chock-full of new content, features and research from contributors that (like all issues of this respected journal) quite simply sets the bar.

From a special section that expertly outlines the opportunities, challenges and attitudes around mobile marketing and advertising in India, to path-breaking research and models that harness our interaction with mobile social networks to drive frequency (and results!), this issue is the one if you are looking for a balanced mix of academic insights and practical business advice.

THE Future of Mobile; Authorities Weigh In On Mobile Megatrends

Topic: Research, Search | Author: Peggy Anne Salz | Date: January 30, 2012

critical mobile reportWhile reading the collections of mobile 2012 predictions is a great way to gain perspective, I miss deep analysis of these trends that allows us to plan and prepare for the developments likely to impact models and strategies far beyond 2012.

Understanding this gap — and the need to collaborate with many mobile authorities, rather than leave such a work to a single writer — GigaOM PRO has published a new report that provides us a valuable roadmap to navigate mobile for the months (and years!) ahead. I contributed the section on the future of mobile search, which I will explore later down in this post.

Mobile Marketing Association Surveys Brands & Agencies Worldwide

Topic: Mobile Marketing, Research | Author: Peggy Anne Salz | Date: December 9, 2011

MMA brands surveyThis year we have witnessed a seismic shift in how brands and agencies wield the power of mobile to deliver effective advertising, engage with consumers every stage of their daily journey and —ultimately — achieve business objectives that go beyond brand promotion and awareness to encourage commerce and continued customer loyalty.

The drivers are many and the impact is tremendous. The rise (and rise) of mobile retail, the advance of smartphones and connected devices, and the heightened interest among companies across all verticals (retail, automotive, finance, pharmaceutical — the works!) make it imperative for us as an industry and ecosystem to ask (and answer!) some tough questions.

Mobile Commerce Moves Up To Marketing Mega-Trend

Topic: Mobile Marketing, Research, Social Media | Author: Jeff Hasen | Date: December 2, 2011

mobile commerce holiday shoppingIt was the brands that told us with their increased marketing spends that 2010 was The Year of Mobile. Now consumers are the ones showing us through their actions -- reaching for their mobile phones at every step of the consumer journey, from researching products to making purchases -- that this is the Year of Mobile Commerce.

IBM’s Smarter Commerce initiative has produced a new online retail benchmark study, research that compares Cyber Monday 2011 versus Cyber Monday 2010 and reveals some surprising trends. By way of background, these early holiday season findings are based on data from IBM Coremetrics Benchmark, an analytics-based, peer-level benchmarking solution that measures online marketing results, including real-time sales data from the web sites of more than 500 leading U.S. retailers. All of the data is aggregated and anonymous.

Netsize Guide by Gemalto: Truly Mobile; 10th Edition Goes Live Today!

Topic: Books, Featured, Research | Author: Peggy Anne Salz | Date: November 29, 2011

netsize guide by gemaltoMobile industry data points across 40+ countries, exclusive C-level interviews with over a dozen companies and organizations shaping our mobile future, three over-arching mobile mega-trends that define next year's business agenda (and our society), and everything (!) you need to understand the state of mobile and prepare for the future.

True to its 10-year tradition the new Netsize Guide — titled Netsize Guide by Gemalto: Truly Mobile — offers us all this and more in one comprehensive industry resource, available from today for free download.

Finalist For Best Business Book 2011, Finalizing New Mobile Industry Guide

Topic: Books, Mobile Marketing, Research | Author: Peggy Anne Salz | Date: November 7, 2011

best business book finalist 2011It's exciting times at MobileGroove. Last week I finalized the last chapters of the Netsize Guide by Gemalto (the new edition of the mobile industry analysis I have authored on behalf of my client, Netsize, for the last four years), and I learned that Dancing With Digital Natives: Staying in Step With the Generation That's Transforming the Way Business is Done — a book that includes a chapter on mobile marketing I wrote outlining how (and why) companies can effectively engage with Millennials — was named an "Award-Winning Finalist" in the Business category of The USA "Best Books 2011" Awards, sponsored by USA Book News.

The contributors to this book include the editors Michelle Manafy and Heidi Gautschi, as well as Mary Ann Bell, Shashi Bellamkonda, Sarah Bryans Bongey, Jami L. Carlacio, Albert M. Erisman, Brynn Evans, Susan Evans, Lance Heidig, David Hubbard, Richard Hull, Marshall Lager, Christa M. Miller, Emilie Moreau, Carolina M. Reid, Michael Russell, Arana Shapiro, Dan Schawbel, Rebecca Rufo-Tepper, and Robert J. Torres.

Hot Mobile Stats & Trends You Need To Know

Topic: Mobile Marketing, Research | Author: Jeff Hasen | Date: October 21, 2011

mobile statsHands down, the most anticipated presentation for all of us in the mobile and Internet space comes from Mary Meeker, a former analyst at Morgan Stanley and now a partner at Kleiner Perkins Caufield & Byers in Silicon Valley.

Over the years, Meeker has been quoted in a variety of sites and publications worldwide. And her most repeated forecast -- the prediction that more people will access the Internet on a mobile device than on a personal computer by 2015 -- is a key data point that continues to get play in industry presentations, conferences and research around the globe.

Lock Down Your Mobile Strategy NOW For Holiday Season

Topic: Mobile Marketing, Research | Author: Jeff Hasen | Date: August 12, 2011

mobile boomersThe retail experience has changed forever now that people rely on their mobile devices for product information while they shop.

The impact of mobile on shopping and commerce was also the focus of proprietary research I introduced last June in an in-depth interview with Peggy here on MobileGroove. My findings highlighted precisely how consumers use their social networks to get input and advice at a brand’s "Moments of Trust". The result (as I point out in my own blog) is profound impact on sales and loyalty.

Mobile Operators: Boost Customer Loyalty, But Do It RIGHT

Topic: Mobile Loyalty, Research | Author: Adhish Kulkarni | Date: July 5, 2011

mobile loyaltyIncreased competition for customers from rival mobile operators, as well as a range of players from across the value chain, has turned up the pressure on telcos to think of new ways to keep prepaid users happy and loyal. Many operators are putting budget into campaigns aimed at increasing loyalty and improving CRM (Customer Relationship Management). But spend alone won't stop churn. Adhish Kulkarni draws from new research to provide telcos practical advice on how operators can get the edge with sharply focused mobile loyalty and CRM programs.

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Mobile operators may be the best marketers of communications services on the planet, but now the time has come for operators to use those same capabilities to communicate more effectively with their customer base. With the majority of the world's mobile subscribers choosing a prepaid tariff, it's imperative that mobile operators develop strategies to reduce churn rates and maximize dwindling margins per user.