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CMO Council Zooms In On Subscriber Complexity; Requests YOUR insights

Topic: Mobile Marketing, Research | Author: Peggy Anne Salz | Date: May 12, 2011

maze of confusionGive the customers what they want? The confluence of new technologies and business models, an exponential increase in the consumption and delivery of data, a deluge of devices and an explosion in apps and content makes fulfilling the number one rule of marketing harder than ever before.

Megatrends and shifts in the marketplace (primarily the massive move to mobile) are reshaping the customer landscape, providing people more choice and forcing the rest of industry to innovate in order to deliver people what they want, how they want it -- and at a price that is completely aligned with their individual needs, uses and budgets. (Translated: tailored, tiered offers and pay-as-you-go plans.)

Why Mobile Marketers Must Listen & Respond To Digital Natives

Topic: Mobile Marketing, Research | Author: Peggy Anne Salz | Date: May 11, 2011

end of controlGive digital natives what they want? It's not an option; it's a business imperative. These tech-savvy, empowered individuals (your customers, community members and employees) have grown up with the Internet and an abundance of applications designed to give them more of a say in how they create, access and enjoy content. (And don't forget that truly valuable advertising combines a sales pitch with useful content -- recipes, advice, etc.)

The advance of mobile takes this all to a new level, taking natives’ natural inclinations to interact to a new extreme. Mobile enables instant self-expression and turns up the pressure on companies and brands to deliver their marketing message via a two-way conversation within the context of what matters most to digital natives: their lives, their experiences, their networks, and their worlds. But delivering a message doesn't make for a conversation; marketers also have listen to what digital natives have to say. Connect the dots, and it's clear that permission marketing has earned a central spot in the mobile marketing mix.

New Book Reveals How To Work, Create & Sell With Digital Natives

Topic: Mobile Marketing, Research | Author: Michelle Manafy | Date:

conversationFrom marketing to media the digital native generation is impacting all aspects of how we do business. Michelle Manafy, a contributor to and co-editor (with Heidi Gautschi) of the new book Dancing With Digital Natives: Staying in Step with the Generation That is Transforming the Way Business is Done (May 2011) tells why we must all learn to participate in two-way conversations.

Since you're a reader of MobileGroove, odds are you have one or more mobile devices within arms reach right now. You are pretty likely to fall into the early adopter category as well. However unless you were born since 1980 or so, you are what is known as a digital immigrant. Face it: No matter how techno-hip you are, you find yourself at the precipice of one hell of a generation gap.

Western Europe Mobile: eMarketer Trends, Case Studies & Best Practices

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

graphicsSmartphone adoption and a sharp rise in mobile Internet usage are poised to invigorate Western Europe’s mobile marketing landscape. As more industry verticals embark on mobile campaigns and marketers shift their focus from one-off experiments to ongoing execution, mobile ad spending is set to increase.

This is the key finding of Western Europe Mobile: Trends, Case Studies and Best Practices, a new report from eMarketer that summarizes the European landscape and shows how major brands (BMW, Lufthansa, M&S) are leading the way with mobile marketing campaigns aimed at attracting and retaining customers.

Mobile Retail Opportunity Explodes: Oracle & ATG

Topic: Mobile Commerce, Mobile Marketing, Research | Author: Billy Burnett | Date: April 18, 2011

mobile shopping48 PERCENT OF U.S. CONSUMERS RESEARCED PRODUCTS ON A MOBILE DEVICE WHILE IN-STORE in December 2010, according to research from Oracle and ATG. This represented a 78 percent increase compared to November 2009, when just 29 percent of consumers were using their mobile devices for research in-store.

Unsurprisingly, the data shows that younger consumers (ages 18-34) were the most avid in-store researchers (60 percent), up 46 percent from November 2009 (41 percent). But the real opportunity just may be a more mature demographic.

Barcode Use Booming Thanks To Major Brands: 3G Vision

Topic: Research | Author: Billy Burnett | Date: April 13, 2011

barcode scanningWORLDWIDE USAGE OF MOBILE BARCODES GREW BY 61.95 PERCENT IN Q1/2011 COMPARED TO Q4/2010, says a new report from 3G Vision. The U.S. continues to lead the pack as the top user of mobile barcodes. (Although it is important to note the stats don’t include Japan because "the barcode market there is so far advanced over the rest of the world that it’s not statistically relevant.")

Meantime, barcode use in the U.K. market grew a whopping 166.5 percent for the period, an increase that allows it to jump from the 7th to the 4th position in the top users of QR codes worldwide. The report attributed this to the number of major brands (such as Heineken, SKY Network, Pizza Express and Grazia Magazine) that adopted the use of QR codes in their campaigns and promotion during Q1/2011. Other countries that experienced strong growth (again thanks to more brands getting on board with barcode promotions) include: The Netherlands (146.3 percent), Spain (94.4 percent) and Canada (94.0 percent).

New Mobile Audit Reveals State Of Mobile Commerce Among Leading Brands; Identifies Best Practices

Topic: Mobile Commerce, Research | Author: Tom Nawara | Date: February 10, 2011

acquity group logoEditor's note: After a record year for mobile marketing spend and success (and a holiday shopping season that saw a spike in mobile commerce), analyst firms report mobile has finally arrived as a legitimate marketing medium. Forrester Research is particularly bullish and predicts marketers and retailers will start investing significantly in cohesive mobile marketing and commerce strategies. What is the current state of mobile commerce readiness among major brands? A recent audit and the results of a follow-up study by Acquity Group reveal the leaders and the laggards in mobile commerce -- and offers advice to brands that want to close this gap.

The growth of mobile online shopping in the U.S. has been nothing short of phenomenal. This increase has been fueled by a significant shift in consumer behavior and a massive migration of users to smartphones. According to the latest figures from comScore, a digital measurement company, smartphone penetration has reached 23 percent, up from 13 percent in 2008.

Reports Reveal Hot Mobile Numbers; Facebook Phone Might Upset Mobile Marketing

Topic: Mobile Apps, Mobile Marketing, Research | Author: Jeff Hasen | Date: January 28, 2011

mobile statsSome of the leading wireless analysts issued reports this week, covering everything from revenue projected from the combination of mobile, social and local, to the size of the app business in 2011 and beyond.

First, a look at what Forrester thinks (views I was privileged to hear first-hand from mobile consumer expert Julie Ask during a private mobile marketing summit near San Francisco, where I also had the opportunity to present my views).

What Marketers Can Learn From Facebook; Tough Choices About Apple

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

Facebook aims to have 500 million mobile users worldwide, a figure it can only reach if it goes after all mobile subscribers -- including feature-phone and smartphone owners.

This week the company revealed its plans to launch a new mobile app to bring Facebook to the most popular and mainstream mobile phones around the world. According to Facebook, the app works on more than 2,500 devices from Nokia, Sony Ericsson, LG and other manufacturers. It may be focused on low-end phones, but the experience is hardly low-end. In fact, the company has cleverly positioned the app as a "better Facebook experience for our most popular features, including an easier-to-navigate home screen, contact synchronization, and fast scrolling of photos and friend updates."

To get a huge step closer to its 500 million user goal, Facebook has worked with mobile operators worldwide to make mobile users an offer they can hardly refuse: a chance to try the app for 90 days without paying for data charges. So far, 14 mobile operators have jumped at the opportunity, including Dialog (Sri Lanka), Life (Ukraine), Play (Poland), StarHub (Singapore), STC (Saudi Arabia), Three (Hong Kong), Tunisiana (Tunisia), Viva (Dominican Republic), and Vodafone (Romania). Other operators will be announced in the coming months.

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