Happy Leap Day! It may be nearly March, but here at the Digital Impact Blog headquarters in NY we're looking at a possible "powerful winter storm" after 57 degree temperatures earlier this month. This crazy winter has had me turning to my Weather Channel app more than once, and I'm not alone.
According to TMMC media partner MobiThinking: "With 33 million unique monthly users on Weather.mobi and 20 million app downloads on both Android and iPhone, The Weather Channel is one of the top mobile destinations in the US."
But it's not just valuable information alone that makes The Weather Channel a favorite. The Weather Channel is also able to develop innovative mobile advertising campaigns for their ad partners as different users access the app from different devices. Customization to this level provides a valuable service for advertisers and users alike. Scott Jensen of Weather Channel spoke with MobiThinking about their cross-platform strategies in the interview below:
For more from Scott M. Jensen, Vice President, Digital Products/Apps, The Weather Channel, join us at The Mobile Marketing Conference. Scott will be presenting "Developing Brand Appropriate Multi-Screen (or Cross-Platform) Strategies" in our Strategy track on Tuesday, March 20th, 2012.
Save 15% when you register with code TMMC12DIGITAL here.
P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.
Wednesday, February 29, 2012
Monday, February 27, 2012
What's your Digital IQ?
Think tank for digital innovation L2 is predicting that, amongst other digital trends, mobile and iPad commerce will triple in 2012. In this blog post, they cite the facts that "For the first time ever, global shipments of smart phones and tablets exceed shipments of PCs. And this past December, Americans averaged 22 more minutes a day with mobile apps than browsing the web" as key indicators of this trend.
Other predictions include the growth of social platforms Pinterest, Tumblr and Instagram and Facebook finally achieving status as a key traffic driver as more prestige brands build their presence on the site. So what's your brand's digital IQ? Will your marketing plans take these predictions into consideration in 2012?
Professor Scott Galloway, author of the Digital IQ Index® which provides brands with a benchmark to measure digital competence against peers, will be speaking on the move towards mobile and on ranking and evaluating the business world’s iconic brands’ digital footprint this March at The Mobile Marketing Conference. Scott will also discuss how digital is reshaping business and how best practices can guide a managers decision making (i.e. what do I do next?).
For a sneak peek at Scott's upcoming presentation topic, watch this video from L2 detailing their 5 boldest digital brand predictions for 2012 and start to measure your own Digital IQ.
For more from Professor Scott Galloway on how:
• Corporations are lagging the consumer, not investing in platforms that consumers are
flocking to;
• Digital competence will be the primary differentiator between firms that increase their
stakeholder value, vs. those that leak value; and
• We will look back on this era as the “salad days,” an exceptional time to build communities
on emerging platforms and exploit new technologies
Join us for his session "Digital IQ & Shareholder Value" at The Mobile Marketing Conference. Save 15% when you register with code TMMC12DIGITAL here.
P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.
Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com
Other predictions include the growth of social platforms Pinterest, Tumblr and Instagram and Facebook finally achieving status as a key traffic driver as more prestige brands build their presence on the site. So what's your brand's digital IQ? Will your marketing plans take these predictions into consideration in 2012?
Professor Scott Galloway, author of the Digital IQ Index® which provides brands with a benchmark to measure digital competence against peers, will be speaking on the move towards mobile and on ranking and evaluating the business world’s iconic brands’ digital footprint this March at The Mobile Marketing Conference. Scott will also discuss how digital is reshaping business and how best practices can guide a managers decision making (i.e. what do I do next?).
For a sneak peek at Scott's upcoming presentation topic, watch this video from L2 detailing their 5 boldest digital brand predictions for 2012 and start to measure your own Digital IQ.
For more from Professor Scott Galloway on how:
• Corporations are lagging the consumer, not investing in platforms that consumers are
flocking to;
• Digital competence will be the primary differentiator between firms that increase their
stakeholder value, vs. those that leak value; and
• We will look back on this era as the “salad days,” an exceptional time to build communities
on emerging platforms and exploit new technologies
Join us for his session "Digital IQ & Shareholder Value" at The Mobile Marketing Conference. Save 15% when you register with code TMMC12DIGITAL here.
P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.
Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com
Friday, February 24, 2012
This Week in Digital Marketing: Mobile Madness
Going forward in 2012 we'd like to provide you with occasional roundups of some of our favorite finds. We're now only 3 weeks out from The Mobile Marketing Conference and it's fair to say that Mobile is on our minds, here are our favorite links from this week:
Forrester told us that "Employees Use Multiple Gadgets For Work — And Choose Much Of The Tech Themselves" noting that "About 25% are mobile devices, not PCs."(To hear more about Forrester Research join Melissa Parrish, Senior Analyst, for "Choosing a Partner for Mobile Marketing Strategic Services" at TMMC)
Mobile is growing not just in the workforce, but around the world. IBM's A Smarter Planet blog shared this great infographic about the future of Mobile in Africa.
If you were curious how mobile tie-ins during Superbowl ads worked earlier this month, check out this podcast with Rachel Pasqua and author Rick Mathieson.
In the social world, Mashable asked the enviable question "What to Do When Your Social Media Strategy Is Successful?" Their video interview with Amber Naslund former vice president of strategy for Radian6 gives some ideas about dealing with the impact that a social success can have across a company. Facebook continues to push forward with advertising, hinting at new ads that are "social by default."
Lastly, here on the blog we asked that you help us out with some hot mobile topics for our expert panel - will you take a second to fill out our survey?
Like these updates? You can also follow us on Twitter or on Facebook for conference updates and industry insider news all week long.
Forrester told us that "Employees Use Multiple Gadgets For Work — And Choose Much Of The Tech Themselves" noting that "About 25% are mobile devices, not PCs."(To hear more about Forrester Research join Melissa Parrish, Senior Analyst, for "Choosing a Partner for Mobile Marketing Strategic Services" at TMMC)
If you were curious how mobile tie-ins during Superbowl ads worked earlier this month, check out this podcast with Rachel Pasqua and author Rick Mathieson.
In the social world, Mashable asked the enviable question "What to Do When Your Social Media Strategy Is Successful?" Their video interview with Amber Naslund former vice president of strategy for Radian6 gives some ideas about dealing with the impact that a social success can have across a company. Facebook continues to push forward with advertising, hinting at new ads that are "social by default."
Lastly, here on the blog we asked that you help us out with some hot mobile topics for our expert panel - will you take a second to fill out our survey?
Like these updates? You can also follow us on Twitter or on Facebook for conference updates and industry insider news all week long.
Thursday, February 23, 2012
Last Chance to Save on The Mobile Marketing Conference
The Mobile Marketing Conference (TMMC) is only 3 weeks away!
According to CTIA's report in October 2011, the number of U.S. smartphone users totaled 95.8 million. By now, the number should be over 100 million.
The question is no longer about whether or not you should be doing mobile marketing. All the statistics prove that "IF" is not the question, but rather "HOW" to make mobile devices a more powerful marketing tool for your organization, and an engagement and buying vehicle for your customer. That's why you can't miss TMMC, an event that will show you how to leverage the mobile medium to build meaningful mobile experiences and convert mobile interactions to transactions.
With case studies from leading brands like Google, JetBlue, L'Oreal, Zappos, Pandora, Groupon, Capital One, Gilt Groupe and many more, you will learn how to do mobile marketing, and do it right, from the best of the best.
Key focus areas include:
• Integrating mobile into the greater marketing strategy
• Aligning mobile strategy with brand goals
• Allocating resources across the mobile channel
• Usage patterns and mobile behavior
• Mobile advertising
• Mobile gaming
• Optimizing social media efforts for mobile
• Designing seamless user experience
• ROI & measurement
• And much more...
Also, you won't want to miss keynotes from:
• Professor Scott Galloway, Clinical Professor of Marketing, NYU Stern & Founder of Red Envelope
• Catherine Roe, Head of CPG, Google
• Jason Tester, Futurist, Institute for the Future
• Chaired by Jeffrey Hayzlett, Celebrity CMO and Founder of The Hayzlett Group
• See the full speaker list by downloading the brochure.
Whether your organization is fully immersed in mobile marketing or looking to venture into this channel, you don't want to miss The Mobile Marketing Conference. As a member of our LinkedIn group, we’d like to offer you an exclusive 15% discount. Register with code TMMC12DIGITAL here.
We hope to see you in Miami.
All the best, The Mobile Marketing Conference Event Team
P.S. Join our social media community! Our new LinkedIn Group: http://linkd.in/y01QZT is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter at https://twitter.com/TheMMConference or on Facebook: http://on.fb.me/uFo6zi for conference updates and industry insider news.
According to CTIA's report in October 2011, the number of U.S. smartphone users totaled 95.8 million. By now, the number should be over 100 million.
The question is no longer about whether or not you should be doing mobile marketing. All the statistics prove that "IF" is not the question, but rather "HOW" to make mobile devices a more powerful marketing tool for your organization, and an engagement and buying vehicle for your customer. That's why you can't miss TMMC, an event that will show you how to leverage the mobile medium to build meaningful mobile experiences and convert mobile interactions to transactions.
With case studies from leading brands like Google, JetBlue, L'Oreal, Zappos, Pandora, Groupon, Capital One, Gilt Groupe and many more, you will learn how to do mobile marketing, and do it right, from the best of the best.
Key focus areas include:
• Integrating mobile into the greater marketing strategy
• Aligning mobile strategy with brand goals
• Allocating resources across the mobile channel
• Usage patterns and mobile behavior
• Mobile advertising
• Mobile gaming
• Optimizing social media efforts for mobile
• Designing seamless user experience
• ROI & measurement
• And much more...
Also, you won't want to miss keynotes from:
• Professor Scott Galloway, Clinical Professor of Marketing, NYU Stern & Founder of Red Envelope
• Catherine Roe, Head of CPG, Google
• Jason Tester, Futurist, Institute for the Future
• Chaired by Jeffrey Hayzlett, Celebrity CMO and Founder of The Hayzlett Group
• See the full speaker list by downloading the brochure.
Whether your organization is fully immersed in mobile marketing or looking to venture into this channel, you don't want to miss The Mobile Marketing Conference. As a member of our LinkedIn group, we’d like to offer you an exclusive 15% discount. Register with code TMMC12DIGITAL here.
We hope to see you in Miami.
All the best, The Mobile Marketing Conference Event Team
P.S. Join our social media community! Our new LinkedIn Group: http://linkd.in/y01QZT is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter at https://twitter.com/TheMMConference or on Facebook: http://on.fb.me/uFo6zi for conference updates and industry insider news.
Tuesday, February 21, 2012
Crowdsourcing the Hottest Topics in Mobile Marketing
This March at The Mobile Marketing Conference, we'll be putting a panel of industry experts to the test with questions from the audience.
Entitled "EXPERT POINTS OF VIEW: Crowdsourcing the Hottest Topics in Mobile Marketing" this session will dive deep into the hottest topics generated at the conference and online. We need your input to get the ball rolling with questions to put to the panel.
Help us out by answering the questions below and check back here on the blog during and after the conference for responses.
1. What is your biggest challenge in mobile marketing today?
2. What are the hottest topics in mobile marketing today?
3. If you had 30 minutes with a mobile marketing expert, what would you ask them?
You can send us your answers in the comments, or answer anonymously via our online survey. Click here to take survey.
There's still time to register to join us at the live event in Miami! To learn more, download the brochure. Save 15% when you register with code TMMC12DIGITAL here.
Entitled "EXPERT POINTS OF VIEW: Crowdsourcing the Hottest Topics in Mobile Marketing" this session will dive deep into the hottest topics generated at the conference and online. We need your input to get the ball rolling with questions to put to the panel.
Help us out by answering the questions below and check back here on the blog during and after the conference for responses.
1. What is your biggest challenge in mobile marketing today?
2. What are the hottest topics in mobile marketing today?
3. If you had 30 minutes with a mobile marketing expert, what would you ask them?
You can send us your answers in the comments, or answer anonymously via our online survey. Click here to take survey.
There's still time to register to join us at the live event in Miami! To learn more, download the brochure. Save 15% when you register with code TMMC12DIGITAL here.
Friday, February 17, 2012
News Roundup: One Month Til Mobile & Some Sweet Digital Campaigns
Going forward in 2012 we'd like to provide you with occasional roundups of some of our favorite finds.
This week on the blog, we had a great guest post by TMMC speaker Darin Wonn, we celebrated New York Fashion Week by looking at L'Oreal's Redken mobile marketing, and we got excited about some of the top brands that will be at next month's conference.
Elsewhere, the world celebrated Valentine's Day in a very mobile way, from mobile searches for restaurants and florists (62% mobile!) to AR magic at Starbucks. According to brandchannel:
When it comes to the platforms that are making the mobile web so popular, Ford Fiesta introduced an Instagram campaign via Facebook and up-and-comer Pinterest continued to generate a lot of buzz, from questions of copyright, to some helpful dos and don'ts for brands. Additionally, Facebook announced that we can look forward to Timeline for brands later this month and Mashable rounded up some of the top brand pages on Google+.
Is your company pursuing any new digital strategies? What platforms or mediums are you looking at?
Like these updates? You can also follow us on Twitter or on Facebook for conference updates and industry insider news all week long.
This week on the blog, we had a great guest post by TMMC speaker Darin Wonn, we celebrated New York Fashion Week by looking at L'Oreal's Redken mobile marketing, and we got excited about some of the top brands that will be at next month's conference.
Elsewhere, the world celebrated Valentine's Day in a very mobile way, from mobile searches for restaurants and florists (62% mobile!) to AR magic at Starbucks. According to brandchannel:
"One quarter of smartphone owners will research and compare products on their phone, one in ten will make purchases and redeem coupons, and one in five will be looking up on the spot information like location and store hours. One-third of tablet owners will research products and compare prices, and one in five anticipates actually purchasing their gifts on the device."Given that mobile purchases are predicted to total $119 billion globally by 2015, and "The Number Of Mobile Devices Will Exceed World’s Population By 2012," it's only natural that brands are flocking to the medium, but AdWeek took a moment to wonder "Do Mobile Ads Still Suck?"
When it comes to the platforms that are making the mobile web so popular, Ford Fiesta introduced an Instagram campaign via Facebook and up-and-comer Pinterest continued to generate a lot of buzz, from questions of copyright, to some helpful dos and don'ts for brands. Additionally, Facebook announced that we can look forward to Timeline for brands later this month and Mashable rounded up some of the top brand pages on Google+.
Is your company pursuing any new digital strategies? What platforms or mediums are you looking at?
Like these updates? You can also follow us on Twitter or on Facebook for conference updates and industry insider news all week long.
Thursday, February 16, 2012
Staying in Fashion With Fans & Maximizing Mobile Investment
Wondering if mobile is the right avenue for building customer loyalty? It being Fashion Week, we thought it only appropriate to look to 5th Avenue, and TMMC-featured company Redken for some runway ready insights on this hot topic.
Redken connects with both professional stylists and consumers via mobile. Their "Style Station" app, pictured here, helps out stylists with handy color timers (you can even set multiple alarms for multiple clients), new and featured hair color formulas, and access to a branded online community ("The Break Room") where stylists can seek industry advice or network with peers. By providing relevant useful information in this format, Redken manages to bond with these busy beauty professionals.
The company also allows consumers to easily access information about their products with a mobile website. In this article from 2011, Nick Taylor, president of Usablenet, New York is quoted as saying:
Learn about L'Oreal's 3-tiered mobile program and how the brand used mobile technologies to increase loyalty with its consumers. Going beyond the loyalty-punch card, they engaged by integrating mobile apps into the lives of hairdressers, maintaining product users in the Path to Purchase loyalty loop.
To learn more, download the brochure. Save 15% when you register with code TMMC12DIGITAL here.
P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.
Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com
The company also allows consumers to easily access information about their products with a mobile website. In this article from 2011, Nick Taylor, president of Usablenet, New York is quoted as saying:
“In an effort to engage customers across multiple channels, Redken has optimized its full product catalog, a location-based salon-finder that allows consumers to find their closest Redken salon, and essential brand information that equips consumers with all the knowledge they need before they go to the salon.”As we covered in previous posts, the keys here are a simple and clear user experience and providing the right information at the right time. Interested in hearing more about the ways that Redken is using mobile? Sarah Liang, Director of Interactive Marketing, Redken, L’Oreal USA will be presenting "L’Oreal Maximizes Mobile Investment to Increase Loyalty and Purchases" at The Mobile Marketing Conference 2011.
Learn about L'Oreal's 3-tiered mobile program and how the brand used mobile technologies to increase loyalty with its consumers. Going beyond the loyalty-punch card, they engaged by integrating mobile apps into the lives of hairdressers, maintaining product users in the Path to Purchase loyalty loop.
To learn more, download the brochure. Save 15% when you register with code TMMC12DIGITAL here.
P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.
Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com
Wednesday, February 15, 2012
Final Chance to Save $700 on SIA 2012 - Register by Friday
It's finally here - The Shopper Insights in Action 2012 brochure is now available for download.
The 2012 agenda is designed to be holistic and it is clear that this is the event that never stops growing. New for 2012 • 100% new main stage keynotes - the most prolific minds today
• New Symposia on Segmentation - what matters to: Multicultural, Boomers & Millennials
• More Global Perspectives than ever: China, India, France, Switzerland, Ukraine and more
• Extension Room offers a full, immersive experience to dive deeper
• New speakers on Digital, Social and Mobile from Groupon, American Express, Yahoo! and Google
• Global Economic Update examining shifts in shopper spending and behavior around the world Back by Popular Demand • Global capabilities and emerging markets symposium
• Diverse retail perspectives including Target, Walmar, 7-Eleven, Sam's Club and more
• Content review board ensuring no commercialism from the podium
• Mentor program for first timers
• 100% all new case studies always focused on the "IN ACTION" Experience for yourself, why this event is considered the VOICE OF THE INDUSTRY.
Register by this Friday for your final chance to save $700 off the standard rates.
Registration Information: Please mention code to save an additional 15% off the standard rates: SHOPPER12BLOG
Online: http://bit.ly/yOO1L6
Email: register@iirusa.com
Phone: 888.670.8200
The 2012 agenda is designed to be holistic and it is clear that this is the event that never stops growing. New for 2012 • 100% new main stage keynotes - the most prolific minds today
• New Symposia on Segmentation - what matters to: Multicultural, Boomers & Millennials
• More Global Perspectives than ever: China, India, France, Switzerland, Ukraine and more
• Extension Room offers a full, immersive experience to dive deeper
• New speakers on Digital, Social and Mobile from Groupon, American Express, Yahoo! and Google
• Global Economic Update examining shifts in shopper spending and behavior around the world Back by Popular Demand • Global capabilities and emerging markets symposium
• Diverse retail perspectives including Target, Walmar, 7-Eleven, Sam's Club and more
• Content review board ensuring no commercialism from the podium
• Mentor program for first timers
• 100% all new case studies always focused on the "IN ACTION" Experience for yourself, why this event is considered the VOICE OF THE INDUSTRY.
Register by this Friday for your final chance to save $700 off the standard rates.
Registration Information: Please mention code to save an additional 15% off the standard rates: SHOPPER12BLOG
Online: http://bit.ly/yOO1L6
Email: register@iirusa.com
Phone: 888.670.8200
Tuesday, February 14, 2012
Zappos, JetBlue, Pandora & More Share Mobile Strategies
In 2012, unit sales of smart phones and tablets will exceed those of PCs, laptops and netbooks for the first time. To stay competitive, your brand must have a short and long-term mobile plan.
The Mobile Marketing Conference will arm you with the insights, relationships and courage you need to succeed in the mobile world; capture share of mind, drive transactions and prove ROI. Download the brochure to learn more about this year's program.
Hear real stories and case studies from today's top brands showing you how to leverage the mobile medium:
• BRUNNER - Developing Brand Building Apps to Last: Design, Information Architecture & Findability
• STARWOOD HOTELS & RESORTS - Best Practices in Creating Mobile Websites
• HAYZLETT GROUP - Building Brands in the Mobile Medium
• GILT GROUP - Maximizing Brand Impact in the Mobile Space
• INSTITUTE FOR THE FUTURE - The Future of Persuasion
• INTERCONTINENTAL HOTELS - The Mobile Consumer: Always On and Always Tethered
• INTUIT - Build Your Brand Through Short & Long Term Mobile Strategies
• TACO BELL CORPORATION - Mobile As An Enabler of Brand Experience
• ALCATEL-LUCENT - How Permission Mobile Marketing Powers Brand Engagement
• ZAPPOS - Mobile Shopping: Increase Conversion With Your Apps and Mobile Site
• TURNER BROADCASTING - Replicating Your Website is Not Enough: Increasing Brand Awareness by Building the Right Functionality
• CONDE NASTE - Building Your Mobile Brand to Drive Awareness & Participation in Social & Digital Campaigns
• L'OREAL USA - L'Oreal Maximizes Mobile Investment to Increase Loyalty and Purchases
• FORRESTER RESEARCH - Choosing A Partner for Mobile Marketing Strategic Services
• VISIT BALTIMORE - Capitalizing on Augmented Reality to Deliver Truly Personalized Mobile Experiences
• WHARTON CUSTOMER ANALYTICS INITIATIVE - Mobile Usage Insights: Modeling Mobile Customer Behavior
• CAPITAL ONE FINANCIAL CORP - Strategies to Measuring Mobile Impact on the Bottom Line
• GOOGLE - Mobile: The Game Changer in Shopper Experience
• L2 - Digital IQ & Shareholder Value
• GAP INC. DIRECT - Successful Mobile ROI - Learnings to Date
• ALLERGAN, INC. - Creating Value for Your Customers through Mobile
• JETBLUE AIRWAYS - Lessons from the Airline Industry: How Mobile Can Transform Your Business
• PANDORA INTERNET RADIO - Site-Sound-Motion and Emotion: Engaging Consumers Across All Devices and Channels
• SUNKIST GROWERS, INC. - Driving Transactions in Retail Grocery through Mobile
• SONY COMPUTER ENTERTAINMENT AMERICA - Connecting with Consumers in a Next Generation Gaming Environment
• AMF BOWLING CENTERS & 3SEVENTY - AMF Throws a Strike with Mobile Marketing
• CHOICE HOTELS INTERNATIONAL - Driving Mobile Commerce Experiences
• DOSOMETHING.ORG - Next Generation SMS: From Message to Interaction
• PHILIPS ELECTRONICS - One Mobile Year
Visit our website for details.
If you are responsible for marketing, brand, communications, digital, social media, insights, mobile and strategy, you can't afford to miss The Mobile Marketing Conference. Download the brochure for more information. Register with code TMMC12DIGITAL to save 15%. We hope to see you in Miami.
All the best, The Mobile Marketing Conference Event Team
P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.
The Mobile Marketing Conference will arm you with the insights, relationships and courage you need to succeed in the mobile world; capture share of mind, drive transactions and prove ROI. Download the brochure to learn more about this year's program.
Hear real stories and case studies from today's top brands showing you how to leverage the mobile medium:
• BRUNNER - Developing Brand Building Apps to Last: Design, Information Architecture & Findability• STARWOOD HOTELS & RESORTS - Best Practices in Creating Mobile Websites
• HAYZLETT GROUP - Building Brands in the Mobile Medium
• GILT GROUP - Maximizing Brand Impact in the Mobile Space
• INSTITUTE FOR THE FUTURE - The Future of Persuasion
• INTERCONTINENTAL HOTELS - The Mobile Consumer: Always On and Always Tethered
• INTUIT - Build Your Brand Through Short & Long Term Mobile Strategies
• TACO BELL CORPORATION - Mobile As An Enabler of Brand Experience
• ALCATEL-LUCENT - How Permission Mobile Marketing Powers Brand Engagement
• ZAPPOS - Mobile Shopping: Increase Conversion With Your Apps and Mobile Site
• TURNER BROADCASTING - Replicating Your Website is Not Enough: Increasing Brand Awareness by Building the Right Functionality
• CONDE NASTE - Building Your Mobile Brand to Drive Awareness & Participation in Social & Digital Campaigns
• L'OREAL USA - L'Oreal Maximizes Mobile Investment to Increase Loyalty and Purchases
• FORRESTER RESEARCH - Choosing A Partner for Mobile Marketing Strategic Services
• VISIT BALTIMORE - Capitalizing on Augmented Reality to Deliver Truly Personalized Mobile Experiences
• WHARTON CUSTOMER ANALYTICS INITIATIVE - Mobile Usage Insights: Modeling Mobile Customer Behavior
• CAPITAL ONE FINANCIAL CORP - Strategies to Measuring Mobile Impact on the Bottom Line
• GOOGLE - Mobile: The Game Changer in Shopper Experience
• L2 - Digital IQ & Shareholder Value
• GAP INC. DIRECT - Successful Mobile ROI - Learnings to Date
• ALLERGAN, INC. - Creating Value for Your Customers through Mobile
• JETBLUE AIRWAYS - Lessons from the Airline Industry: How Mobile Can Transform Your Business
• PANDORA INTERNET RADIO - Site-Sound-Motion and Emotion: Engaging Consumers Across All Devices and Channels
• SUNKIST GROWERS, INC. - Driving Transactions in Retail Grocery through Mobile
• SONY COMPUTER ENTERTAINMENT AMERICA - Connecting with Consumers in a Next Generation Gaming Environment
• AMF BOWLING CENTERS & 3SEVENTY - AMF Throws a Strike with Mobile Marketing
• CHOICE HOTELS INTERNATIONAL - Driving Mobile Commerce Experiences
• DOSOMETHING.ORG - Next Generation SMS: From Message to Interaction
• PHILIPS ELECTRONICS - One Mobile Year
Visit our website for details.
If you are responsible for marketing, brand, communications, digital, social media, insights, mobile and strategy, you can't afford to miss The Mobile Marketing Conference. Download the brochure for more information. Register with code TMMC12DIGITAL to save 15%. We hope to see you in Miami.
All the best, The Mobile Marketing Conference Event Team
P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.
Monday, February 13, 2012
Smartphones: A Perfect Way to Reach Stranded Travelers
 |
| IHG's Holiday Inn Express iPhone App |
Same day bookings account for nearly 65% of the bookings that are made on the InterContinental Hotels Group mobile apps and mobile websites and other travel companies are reporting similar numbers through their mobile products. In contrast, same-day customers only account for a small percentage of bookings made on desktop websites. A large portion of these same-day customers are likely stranded travelers. Travel companies can now reach these stranded travelers through their smartphones using mobile apps and mobile websites in order to turn the anxiety of being stranded in an unfamiliar location into a positive experience, resulting in revenue and great impression of the travel company.
IHG has developed some best practices for how we approach crafting apps and mobile websites that willl meet the needs of stranded travelers:
-
Focus on 2 to 3 Core TasksSmartphones dont have the large amounts of screenspace that a desktop computer has, travel companies must decide on the 2 to 3 most important tasks for the stranded traveler and focus on delivering those.
- Empathize With the Stranded Traveler
The best way to decide what those 2 to 3 tasks are is to walk in the shoes of a stranded traveler. On your next trip (if you're brave enough), wait until you land at the airport to make a hotel reservation. What information do you need to make the booking and what are the pain points? - Make the Purchase Path FAST and EASY
Travelers will have their hands full of luggage and tired children. They will be rushing to find a hotel room before the last shuttle leaves the airport. They may be in foreign territory with spotty or expensive data connectivity. The purchase process must be highly streamlined or customers will abandon the purchase. IHG's mobile apps open directly to a map of nearby hotels with prices for that night. - Don't Forget the Post-Purchase Experience
The strength of the smartphone is it goes with the traveler once the booking is made. How can it assist in not only booking, but every aspect of the travel experience. For example, provide real-time driving directions from the user's current location to the hotel.
The opportunities for travel companies to reach stranded travelers is growing fast and the risk of frustrating an already frustrated user is high, but if travel companies start with these basic guidelines to drive their mobile apps and websites then the end result should be positive travel experiences for their customers.
To hear more about IHG's work in the mobile marketing space, join us this March at The Mobile Marketing Conference. Darin will be speaking on The Mobile Traveler on Tuesday, March 20th, 2012. Download the brochure here to learn more.
Friday, February 10, 2012
News Roundup: From QR to B2B, Think Human
Going forward in 2012 we'd like to provide you with occasional
roundups of some of our favorite finds.
This week on the blog we took at look at Mobile Marketing Conference speaking company Gilt Groupe, the popular flash sale site is now launching their Google+ presence in light of Google's new plus-focused search.
Additionally, we perused some mobile trend predictions for 2012 and pondered the future of the QR code. Respondents in our recent webinar with Jeffrey Hayzlett were buzzing about the topic as Hayzlett mentioned the benefits of SnapTags.
Entrepreneur.com added to the conversation with this piece on Cracking the QR Code. Author Ann Handley writes that the many poor uses of QR code technology are "a crying shame," noting "They spell fun and opportunity and can be a compelling way to attract and retain customers. The codes are designed to connect easily with customers on the go (the quick part of QR) and encourage their engagement (the response part). At their best, QR codes can bridge the online and offline worlds and enrich your lead-gen efforts."
Whatever code you choose to use, make sure to keep the user experience in mind. No one wants to fill out an elaborate form on a smart phone, and if there isn't cell service in the spot where your ad is placed it's no wonder when your ROI is low.
Meanwhile, Entrepreneur.com also joined the masses focusing on Pinterest (and given recent reports of traffic from the social bookmarking site, we understand the interest.) Their suggestions for small business success are no surprise. As with other platforms the key is: be human, be useful. Those who provide marketing content alone will fail.
Leaving consumer-focused businesses aside for a moment, a common comment we hear at our events and webinars is "these strategies may be fine for B2C, but what can my B2B do with them?" There are many strategies that can work for both, (and some that are even geared specifically to B2B.) MarketingProfs offers some quick tips for beefing up your LinkedIn presence for B2B here and this infographic illustrates that Facebook may be just as useful because, after all, it's where the people are. Joseph Fieber of PCWorld notes that mobile can be useful for B2B collaboration, but suggests you consider these points first.
What are your biggest challenges these days? Is it tailoring social or mobile for a B2B business? Figuring our QR codes? Or something else? Let us know in the comments.
Like these updates? You can also follow us on Twitter or on Facebook for conference updates and industry insider news all week long.
This week on the blog we took at look at Mobile Marketing Conference speaking company Gilt Groupe, the popular flash sale site is now launching their Google+ presence in light of Google's new plus-focused search.
Entrepreneur.com added to the conversation with this piece on Cracking the QR Code. Author Ann Handley writes that the many poor uses of QR code technology are "a crying shame," noting "They spell fun and opportunity and can be a compelling way to attract and retain customers. The codes are designed to connect easily with customers on the go (the quick part of QR) and encourage their engagement (the response part). At their best, QR codes can bridge the online and offline worlds and enrich your lead-gen efforts."
Whatever code you choose to use, make sure to keep the user experience in mind. No one wants to fill out an elaborate form on a smart phone, and if there isn't cell service in the spot where your ad is placed it's no wonder when your ROI is low.
Meanwhile, Entrepreneur.com also joined the masses focusing on Pinterest (and given recent reports of traffic from the social bookmarking site, we understand the interest.) Their suggestions for small business success are no surprise. As with other platforms the key is: be human, be useful. Those who provide marketing content alone will fail.
Leaving consumer-focused businesses aside for a moment, a common comment we hear at our events and webinars is "these strategies may be fine for B2C, but what can my B2B do with them?" There are many strategies that can work for both, (and some that are even geared specifically to B2B.) MarketingProfs offers some quick tips for beefing up your LinkedIn presence for B2B here and this infographic illustrates that Facebook may be just as useful because, after all, it's where the people are. Joseph Fieber of PCWorld notes that mobile can be useful for B2B collaboration, but suggests you consider these points first.
What are your biggest challenges these days? Is it tailoring social or mobile for a B2B business? Figuring our QR codes? Or something else? Let us know in the comments.
Like these updates? You can also follow us on Twitter or on Facebook for conference updates and industry insider news all week long.
Monday, February 6, 2012
Mobile Brand Impact: Looking at Gilt Groupe
According to a December 2011 study,
"82% of the tablet owners in North America report a willingness to
purchase directly on their mobile devices (smartphones or tablets),
compared with 76% of smartphone owners"
With this in mind, many are wondering: what the best ways are to reach these mobile consumers? As always when it comes to new marketing strategies, it is helpful to look at the market and see who is already doing it well.
Gilt Groupe was an early adopter of mobile platforms for commerce. Given the nature of their instant, blink-and-you'll-miss-it sales, Gilt "insiders" were the perfect audience for on-the-go mobile shopping. As reported recently by Fashionista, Gilt has been a pioneer in this space, serving as an inspiration to an array of other fashion and commerce sites and apps. Let's take a look at what they're doing right, and what we can learn from it.
Back in April of 2010, Yonatan Feldman, vice president of global and mobile engineering at Gilt spoke with The New York Times for the article "On the iPad, Gilt Is for All Kinds of Shoppers" about Gilt Groupe's tablet strategy. According to the article "The goal was to minimize the clicks shoppers make and the number of new pages that load to show merchandise and make a purchase, so more could be done from one page."
In May of 2011, an interview with Jason John, Sr. Director of Online, Mobile and Social Marketing at Gilt Groupe about Gilt's success with mobile and social was featured in Forbes. In the interview, John reveals that Gilt is "currently seeing 15% of revenue coming from mobile" and offers the following advice for those starting out in the mobile world:
To hear more about Gilt Groupe's recent developments, join us this March at The Mobile Marketing Conference. Yonatan Feldman, Vice President, Mobile & Global Engineering, at Gilt Groupe will be presenting "Maximizing Brand Impact in the Mobile Space" on Tuesday, March 10th, 2012. Download the brochure to learn more about his session. Save 15% when you register with code TMMC12DIGITAL here.
P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.
Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com
With this in mind, many are wondering: what the best ways are to reach these mobile consumers? As always when it comes to new marketing strategies, it is helpful to look at the market and see who is already doing it well.
Gilt Groupe was an early adopter of mobile platforms for commerce. Given the nature of their instant, blink-and-you'll-miss-it sales, Gilt "insiders" were the perfect audience for on-the-go mobile shopping. As reported recently by Fashionista, Gilt has been a pioneer in this space, serving as an inspiration to an array of other fashion and commerce sites and apps. Let's take a look at what they're doing right, and what we can learn from it.
Back in April of 2010, Yonatan Feldman, vice president of global and mobile engineering at Gilt spoke with The New York Times for the article "On the iPad, Gilt Is for All Kinds of Shoppers" about Gilt Groupe's tablet strategy. According to the article "The goal was to minimize the clicks shoppers make and the number of new pages that load to show merchandise and make a purchase, so more could be done from one page."
In May of 2011, an interview with Jason John, Sr. Director of Online, Mobile and Social Marketing at Gilt Groupe about Gilt's success with mobile and social was featured in Forbes. In the interview, John reveals that Gilt is "currently seeing 15% of revenue coming from mobile" and offers the following advice for those starting out in the mobile world:
- Do the research to understand how your customers are interacting with mobile (what devices they use & how they’re using them).
- Don't try and wait for the perfect mobile solution before launching, it's ok to test and refine as you go
To hear more about Gilt Groupe's recent developments, join us this March at The Mobile Marketing Conference. Yonatan Feldman, Vice President, Mobile & Global Engineering, at Gilt Groupe will be presenting "Maximizing Brand Impact in the Mobile Space" on Tuesday, March 10th, 2012. Download the brochure to learn more about his session. Save 15% when you register with code TMMC12DIGITAL here.
P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.
Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com
Friday, February 3, 2012
News Roundup: You Might As Well Face It, You're Addicted To Tweets
Going forward in 2012 we'd like to provide you with some occasional
roundups of some of our favorite finds from around the Internet.
My personal favorite news of the week "People are more likely to give in to urge to tweet or check email than other cravings, say US researchers." That's right, according to a recent study, tweeting may be harder to resist than cigarettes and alcohol. But maybe you're wondering how to manage your, or your fans, love of the little blue bird. Marketing Profs suggests using the lists feature to prioritize your feed and avoid that inevitable time sink.
So what have we been up to on twitter lately? We took to the #TMMC hashtag to discuss our webinar "Driving Change With Mobile Strategies." 81% of those joining the conversation were using Twitter clients Tweetdeck and HootSuite. However, we did have 6% of users tuning in on Android, 4% on iPhone and an additional 1% on other mobile web.
My personal favorite news of the week "People are more likely to give in to urge to tweet or check email than other cravings, say US researchers." That's right, according to a recent study, tweeting may be harder to resist than cigarettes and alcohol. But maybe you're wondering how to manage your, or your fans, love of the little blue bird. Marketing Profs suggests using the lists feature to prioritize your feed and avoid that inevitable time sink.
So what have we been up to on twitter lately? We took to the #TMMC hashtag to discuss our webinar "Driving Change With Mobile Strategies." 81% of those joining the conversation were using Twitter clients Tweetdeck and HootSuite. However, we did have 6% of users tuning in on Android, 4% on iPhone and an additional 1% on other mobile web.
Interestingly, a poll during the session showed 29% of respondents saying mobile is not important to their marketing strategies at present. Given that 30 percent of men and 20 percent of women in a recent study agreed with the statement, "I don't go to the bathroom without my mobile phone." we certainly predict mobile strategies becoming increasingly important.
Consumers are also staying tied to that second screen while watching television. Fast Company is running a series on the trend and explored some apps that are helping brands connect with those second screeners.
What are you doing to reach the ever-connected consumer? Will you be running any mobile or social campaigns for the Super Bowl this weekend, or for other upcoming events?