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eNewsletters
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M3
Mobile Marketing e-Newsletter (November 2009)
By PR Web According to a new survey, American consumers are interested in receiving opt-in marketing messages. The survey of 2,029 adults, ages 18 and older, measured cell phone owner preference levels and receptivity for opt-in mobile marketing messages from brick-and-mortar businesses.
The results found that 42% of 18 to 34 year old cell
phone owners and 33% of 35 to 44 year olds are at least somewhat interested in
receiving alerts about sales on their cell phones from their favorite
establishments. Men are more interested than women; 51% of men ages 18 to 34,
and 34% of women of the same age range who own cell phones, are at least
somewhat interested in receiving opt-in shopping alerts on their cell phones.
Food, entertainment and consumer products top the list
of categories. Only 1% of cell phone owners currently receive alerts about sales
at their favorite establishments on their phones, yet 26% would be at least
somewhat interested in receiving such alerts, assuming they were
permission-based.
Of those interested in receiving alerts, 53% would be
at least somewhat interested in being notified about restaurant specials around
them.
About 2-in-5 of these adults would like to receive
alerts about sales for:
About another 3-in-10 of these adults would want to be
alerted about:
About one quarter would want to be notified about:
Impulse
shopping among cell phone owners
The survey found that marketers have a substantial
opportunity to influence impulse purchasers. In fact, about 9-in-10 U.S. adults
have made an impulse purchase when they were out shopping in a store based on a
sale or special going on around where they were. Nearly a quarter of adults
owning cell phones (22%) make this type of impulse purchase at least once per
week or more often. Among women with cell phones ages 18 to 44, 27% report
making at least one impulse purchase a week; among men 18 - 34, this number
rises to 31%.
Mobile Marketing + Social Networking =
Success
By Corrine Dempsey
Social networking has, without a doubt, become an integral part of many people’s
daily lives, especially while they’re on the go.
In the past six months alone, the number of people regularly accessing
social networks on their mobile phones has more than doubled. Four of the top ten URLs visited via
mobile devices were social networking sites.
Not surprisingly, industry leaders such as Facebook and MySpace ranked
highly on the list.
However, mobile social activity involves more than just accessing social
networking sites from a mobile phone.
It’s also about participating in interactive mobile programs. Think of this approach to marketing
as more of a hybrid model where online & mobile marketing can be happily
married. Take the following chain of
events for example: Post a
call-to-action on a Social Network
à Follower opts-in
à Mobile coupon is broadcasted
à Consumer redeems & makes purchase
à Additional mobile promotions are broadcasted
à Consumer makes additional purchases.
Both parties have benefited in
this case. The consumer receives
discounts and the company adds another customer to their mobile database and
increases sales. This is a quick
example of how these two methods of marketing can work harmoniously together to
achieve a common goal.
Without question, Twitter, Facebook or any other social networking site are
great marketing tools in and of themselves.
But when adding mobile into the mix, the return can multiply. Mobile provides precise targeting,
which is more than half of the battle when it comes to marketing. When directly targeting a niche crowd
with a genuine interest, success is inevitable.
This is why mobile programs, combined with social networks, really work! Mobile phones truly have the
potential to become the core of all social networking efforts because of their
convenience, promptness and the fact that they are “always on.”
Can Verizon's Motorola 'Droid' Live Up to the Hype?
By Daniel Ionescu
Verizon cranked up its hype machine recently, preparing the launch of the Droid,
Motorola's Android-powered competitor to the iPhone. But will it be good enough
to trump the iPhone?
Verizon's Droid is not a surprise by far. The Droid is actually the Google
Android-powered Motorola Sholes, which we first heard of in July. Only this
time, Verizon is ready to show off its flagship smartphone, which is set to go
head to head with the iPhone when it launches next month.
What's interesting is the way Verizon decided to market the Droid. The iDon't
campaign basically bashes the iPhone, highlighting some of the shortcomings of
Apple's popular smartphone, such as the lack of a physical keyboard, camera
flash, multitasking or lack of widgets and customization -- which, of course,
Droid does.
To recap the key specs of the Motorola Droid (aka Sholes) leaked in August, you
can expect a 3.7-inch capacitive display (854 by 480 pixels resolution);
5-megapixel camera with flash, autofocus and video recorder; GPS; Wi-Fi;
Bluetooth 2.0; and a 3.5mm headphone jack. The Droid is reportedly a three-way
effort between Verizon, Motorola, and Google.
We are yet to see official pictures of the Droid, or anything except a November
release date (known since July), but the guys over at Boy Genius Report managed
to get a hands-on with the Droid. They note that it is running Android 2.0, it's
thin and very fast, and the keyboard is "pretty usable."
TechCrunch's Michael Arrington is already calling the Droid "the real deal,"
saying that the device "poses a different and more significant challenge to the
iPhone than any other phone to date." And it makes sense: a great Google Android
device on Verizon's top network could make a dent in the iPhone sales this
holiday season, especially as the hardware capabilities of the Droid are
superior in some cases.
However, many vendors have claimed to have iPhone-killer devices, but Apple
continues to reign with a loyal following and the 75,000+ strong app store. So
it's good to see the Verizon Droid as a serious Android-threat to the iPhone,
which would force Apple to upgrade and open up its smartphone in the long run.
M3 Mobile Marketing Participates in Global Creative Economy
Convergence Summit
By Chrissy Sirianni On Monday, October 5th M3 Mobile Marketing was proud to attend and participate in the 2009 Global Creative Economy Convergence Summit held at The Pennsylvania Convention Center and hosted by Innovation Philadelphia. The overall goal of this year’s summit was to bring together leading creative professionals, technology experts, entrepreneurs and business and cultural leaders in order to gain a better understanding of how they drive the creative economy. The day’s agenda featured several engaging sessions led by industry experts as well as a keynote breakfast, luncheon and reception. M3 Mobile Marketing’s President, Gary Ackerman, was amongst the panel members for the conference titled “ABCs of Mobile Marketing.” He was joined by three other local professionals, each contributing their knowledge of and experience in the mobile channel. Gary’s insight into the business and marketing perspective of mobile prompted several poignant questions from the audience and propelled further discussions.
“It was great to see such a large turnout and variety in
companies represented during today’s summit.
Plus, it was the perfect opportunity for us to meet other
individuals within the creative industry and share ideas and strategies that may
help further one another’s business goals,” said Ackerman. “I look forward to
implementing some of the new information learned into our marketing campaigns
here at M3 Mobile Marketing.”
How to Create a Mobile Marketing Strategy Map
By Gib Bassett
As marketers go about
establishing plans and budgets for 2010, they cannot afford to ignore mobile as
a channel for engaging customers in revenue- and profit-producing ways.
With many companies
experiencing success meeting their business objectives using mobile and clear
ROI metrics emerging, the conversation has shifted from “Should I try mobile?”
to “How do I go about building mobile most effectively into my plans?”
To this end, the concept of
a mobile marketing strategy map can help marketers quickly establish and
communicate their plans for leveraging mobile throughout the year.
Knowledge-based marketing actions
Marketers stand to achieve
the greatest value from mobile through a better understanding of their customers
while “on-the-go,” and using this state-based insight to create relevant,
ongoing interactions to facilitate a variety of marketing programs. Like best
practices in other marketing disciplines aimed at executing:
Brand awareness: Mobile applications are often
developed with an eye on brand affinity, but text communications are also
employed for direct branding, a flavor of direct marketing that connects brand
marketers with their customers to drive consumption and gain on-the-ground
insight into brand choice decisions.
Marketers are also using
mobile effectively to leverage the channel’s built-in social media and viral
marketing qualities to transform customers into brand stewards who spread the
word.
Champion/challenger testing: Mobile may be the killer
application for testing the effectiveness of marketing messages and various
media before a full-scale rollout.
Text message interactions
are often used to this end by tracking response rates by unique keywords
promoted in various media. This also serves to measure return on investment once
a program is concluded, for advertising spend across media such as print,
billboards, radio and television.
Promotions, sales or coupons: Limited time offers to drive
short-term demand requirements such as promotions, sales or coupons are among
the most popular uses of mobile that marketers stitch into their programs
throughout the year.
Coupon distribution and
redemption can be executed using many combinations of mobile methods, including
text, applications and Web. These are also often core components of loyalty
programs.
Note that mobile is absent
in the names of each of these applications. This is because mobile is as much a
key tactic as others used by marketers to perform their jobs more effectively,
such as email, the Web, point of sale, direct mail, advertising and the call
center.
As such, mobile
considerations must be top of mind for marketers as they establish their
priorities and budgets.
Getting
started
Many initial efforts by
marketers were focused on trialing mobile as a means of acquiring a list of
opted-in names for future mobile communications. Unlike other approaches, mobile
requires permission to contact people first.
Therefore, the first step
toward developing relationships with customers via mobile is to create a
compelling call to action redeemable via a mobile interaction, such as a
discount or access to timely information promoted in traditional media including
billboards, radio or television, or interactive channels comprising the Web or
email.
Building this step into the
first few months of the plan year is crucial to embedding mobile into the fabric
of ensuing marketing initiatives and reaping the benefits.
Marketers need to take a
programmatic, iterative approach to mobile to realize the greatest benefit
offered by this new and exciting channel. Those who do so will achieve
breakthrough results by focusing on their objectives, given the customer
interaction channels offered by their business. Planning now and budgeting
appropriately is the path to success. |
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