Blog: mobile marketing
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Are Mobile Carriers Playing Fast and Loose with Their Customers?
5/4/12Continue ReadingRecently I posted a blog about the need for mobile operators to adapt their marketing as their customers’ data consumption and usage changes dramatically with the continued increase in the penetration of smart phones as well as the introduction of super-fast 4G networks which make downloading of HD movies and other large data files much quicker.
In a recent Sunday edition, the New York Times ran an interesting article making much the same point – with a slight twist. The point of the NYT
article was that most people understand what they are buying when they buy minutes of talk time per month or so many text messages per month as part of a plan, but they do not know what exactly a gigabyte is, nor is it always clear to them when they exceed their monthly plan allocations. This is a prescription for sticker shock and customer outrage and complaints down the road. The carriers quoted in the article mostly responded by saying that customers can figure out where they are on their plans by logging on to their website. Seriously? Do they know how many of their customers actually do this? I am sure it would be easy for them to find out. My guess would be – not too many. -
As the Data Race Enters a New Phase, Mobile Operators Need to Adapt Their Marketing
4/5/12Continue ReadingFor some time now, the received wisdom in the wireless world has been that as smartphones
and other mobile devices proliferate, data consumption will increase exponentially. Carriers have been trying to fight this battle on two fronts.On the supply side, they have been investing heavily in new technologies such as 4G/LTE that facilitate increased consumption through faster downloads. On the demand side they have tried to slow the growth through tiered pricing as well as other means to throttle consumption, such as identifying the real data hogs and slowing their downloads, offloading consumption to Wi-Fi networks wherever possible and exploring ways around net neutrality.
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QR Codes: Why Marketers Shouldn't Slow Down
1/11/12Continue ReadingEarlier this month, AdAge published an article suggesting QR codes have not taken off with consumers, claiming that only 5% of Americans have actually used them. And why the latter statistic may be true, the assumption that the technology is a waste of time would certainly be a misstep. Not only should marketers not throw in the towel on using QR codes, they have many reasons to be optimistic, proactive, and innovative as they think about using them as part of their marketing strategies in 2012.
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Are Communication Service Providers Really Ready for the Future?
8/30/11Continue ReadingThe media world has been and continues to undergo dramatic shifts as content continues to be delivered and consumed in myriad ways. A recent McKinsey Quarterly paper highlights the dramatic increase in the intensity with which people use digital devices and platforms. Approximately 50% of online consumers are now advanced users of smart phones, social networks and other tools such as tablets, up from 32% just two years ago.
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Going Mobile
12/17/10Continue ReadingWhat can't you do with your mobile device these days? In my experience, not much.
I've been laid up with a hip injury recently (another blog post entirely); as a result, I've done almost all of my holiday shopping online...and not just via my computer. This year, I've spent more time and money via my mobile devices, namely my iPhone and iPad.
No longer tethered by the boundaries of an office, a home or even a network hot spot, I've turned to my mobile devices as a primary source of...well, everything. I'd argue that I'm a walking billboard for the untethered: I buy coffee (thanks Starbucks mobile card); watch movies and TV shows (Fringe!); read books and check flight information. I talk on the phone (although seriously AT&T? What's up with the dropped calls?), play games and read proposals. All from - you guessed it - my mobile device.
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Positive Economic Signs from Cyber Monday
12/14/10Continue ReadingI recently read two interesting news releases and one associated article that I wanted to discuss in today's blog. First, the Conference Board released its Consumer Confidence Index for November showing a rise to 54.1, the highest level in 5 months. Second, Coremetrics released a report showing that this year's Cyber Monday sales were up 19.4% over last year's levels. An additional point in Coremetric's report was that 4% of the online transactions taking place on Cyber Monday were conducted via a smartphone or other mobile device. These two news releases point to a general belief amongst consumers that the economy is showing signs of recovery. The Consumer Confidence Index provides a strong indication of this belief while the increase in Cyber Monday spending is a reflection of this higher level of consumer confidence. From a macroeconomic perspective these are positive signs and hopefully we will see these extend into 2011. From an analytic perspective it is exciting to see the growth of online sales and even more exciting to see that mobile devices are making up a growing percentage of this activity. Given Quaero's expertise in online and mobile analytics this news makes 2011 prospects look strong.
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Challenges with Mobile Marketing – Part 2
4/27/10Continue ReadingIn my previous blog I wrote about the growth in mobile channels and content challenges that organizations are facing. In this blog I will focus on the two other major challenges for mobile marketers ---- Preference Management and Measurement.
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Challenges with Mobile Marketing – Part 1
4/12/10Continue ReadingIn my previous blog I wrote about the growth in mobile channels and how it is interlinked with growth of social media. This growth presents a fantastic marketing opportunity. In this blog I will outline some of the challenges with mobile marketing.
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Mobile - meet Social Media
3/15/10Continue ReadingMobile is one of the fastest growing channels for marketing and advertising in the last few years. And in the next few years marketing spend towards mobile channel is expected to grow at an even faster rate. Social networking is one of the fastest-growing activities and with a large set of demographics, social media users use mobile phones to access social media sites. This is fueling the growth of Internet usage in mobile phones and social media site usage by mobile channels.
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Digital Marketing Growth in 2009
6/8/09Continue ReadingDigital Marketing or Interactive marketing spending will hit $25.6 billion this year -- up 11% from $23.1 billion in 2008, despite being flat, as marketers shift money from traditional media to digital channels based on latest Forrester study. See Forrester Anayst Shar VanBosKirk's blog.
So what does interactive or digital marketing encompass?
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There must be an app for that!
5/28/09Continue ReadingI've been thinking a lot lately how to approach marketing executives about mobile marketing because it is still one of those things that is hard to grasp, especially in the pharmaceutical and healthcare space where patient privacy is so important. A lot of marketers I speak with are interested in the idea of SMS, iPhone applications, etc., but wonder how to fit it into their overall strategy, never mind getting buy-in from management and legal.
While reading a blog about Social Media Marketing, I stumbled upon an article about Smartphone ad responders on Marketing Charts which had some staggering statistics that are well worth sharing.
