Marketing

Multichannel 2010 is the “New Black"

Marketers are expanding their focus to include more ways to digitally and directly reach consumers, so their vendors must follow suit. It’s just smart business.

Nearly every major email service provider has announced social media integration plans in one form or another, and most have selected a mobile partner or are building messaging into their platforms.

In general, and in particular for direct marketers, mobile continues to represent tremendous opportunity. As we’ve seen with these acquisitions, the appetite for social and digital media technologies is growing.

We regularly make the point that marketers should have a multichannel strategy – one that includes email, online, mobile and social media. The more opportunities you have to reach a customer, the more opportunities you have to engage with them.

Gap app taps into mobile marketing

NPR's Marketplace's Steve Henn reports on one company that's diving right in.

STEVE HENN: If you locked a mad scientist in a room and asked her to create the ultimate marketing device, she might come back with something that would follow you around, track your desires, slip into your pocket and would always be on. In short, she'd hand you a cell phone.

Study: How consumers use the mobile internet

MediaPost’s Research Brief recently highlighted a survey from Ruder Finn on how Americans use the mobile internet. The post is worth a quick read and provides some insight on how people use their phones (which is helpful for crafting a mobile strategy).

You can read the full post here.

The survey, the Mobile Intent Index, showed the driving factor behind people using their mobile phones to go online is immediacy. And that people use their mobile phones as a “social connector” – with 91 percent of mobile users going online to socialize, compared to the 79 percent of traditional internet users.

See this interactive full study: Ruder-Finn’s full results here.

SMS still reigns supreme in mobile

Over at AdWeek, Simon Vella makes some excellent points in his op-ed Forget Apps, Text Still Reigns in Mobile.

He notes: "Nearly every cellphone in the U.S. is capable of text messaging and because it’s used for regular personal communication, it’s always top of mind in terms of general daily use. By comparison, only 18% of all phones in the U.S. are smartphones. Further, Juniper Research forecasts that smartphones worldwide will account for just 23% of all new handsets sold per annum by 2013, hardly representing the mass market for general consumer goods and services."

Mary Meeker: Mobile innovation will leave desktop web in the dust

Mary Meeker, an analyst with Morgan Stanley who’s an expert on Internet and mobile trends, gave a fast-paced talk at Google’s headquarters in Mountain View, Calif. It was packed with more points and more data than I can cover in a short post, but the big point was that the mobile internet is taking off — just like the desktop internet a decade or so ago, but much faster.

Meeker was speaking at Atmosphere, a conference that Google is hosting for chief information officers, so she concluded by offering four big ideas for CIOs:

1. “The desktop internet ramp was just a warm-up act for what we’re seeing happen on the mobile internet.”
2. The pace of mobile innovation is “unprecedented, I think, in world history.”
3. Consumer companies are taking the lead over enterprise companies.
4. “It’s more important than ever to listen to employees” about where to take your IT department.

Making a Business Case for Mobile Marketing

By Bryce Marshall,
Chief Marketeer

Mobile marketing creates opportunities for timely and intimate consumer experiences, but is often poorly understood. And unlike online tactics like search, email, and social marketing, few brands have dollars set aside for mobile development, meaning business cases and ROI models must be cemented upfront. The good news is consumers are already mobile. Hundreds of millions of North American consumers are engaged with their mobile devices.

Many marketers are overwhelmed by the technologies and terminology that fall under "mobile." However, the foundational components of mobile marketing are straightforward, support core marketing and communications programs, and deliver clear and measurable outcomes.

Here are a few tips for making a mobile business case:

The Foundation

1. Text Messaging (SMS)

7 tips from Yahoo's mobile strategy

Mobile Marketer's Dan Butcher interviewed David Katz, vice president of North America at Yahoo Mobile, who revealed part of Yahoo's strategy for mobile. Below are some mobile tips from the conversation.

1. Pitch cross-platform buys: Most of the RFPs that Yahoo sees have mobile.
2. Assemble an integrated sales force: People that sell PC ads sell mobile ads.
3. Have a mobile specialist sales force but don't force advertisers to deal with multiple sales people to buy mobile.
4. Local is huge, use it: Mobile search results blocks away from you at a time of day.
5. Be platform agnostic: Go where users go.
6. Offer rich-media: Advertisers love ads like expanding ad units and mobile video.
7. Partner with local sales forces: Interface with local merchants.

Read the full story here.

AdMob: Android is the fastest growing operating system

According from the latest report from AdMob, the Android operating system was the fastest growing year-over-year. Android's share of smartphone requests increased from 2% in February 2009 to 24% in February 2010.

Gizmodo confims that AdMob sees "a predictable continuation of what we'd seen before from the ad tracking firm—specifically, that Android is on a serious tear, thanks in no small part to the massive success of the Droid. But before, the iPhone seemed unassailable. Now, it's about to get trumped by Google's OS, on terms it defined. In the US, that is. The rest of the world's still warming to Android."

For this month's report, AdMob separate the traffic in our network into three categories – smartphones, feature phones, and mobile Internet devices – to examine the growth rates of

The Small Business Guide to Google Apps

By Matt Silverman, From Mashable

Google Apps for business has a number of benefits over traditional business IT and desktop software. Using the full suite essentially places all of your data and entire workflow in the cloud, meaning you can access it all anywhere, any time, from any Internet connection.

At $50 per year per user, the fully integrated apps system is certainly cost-effective, and even adding the free versions of Gmail, Calendar, and Google Docs into your workflow can keep your employees coordinated.

For more casual users, or even those who might not be acquainted with Google Apps, here’s a guide to how the software can benefit your small business.

Read the full article here.

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