Wednesday, October 28, 2009
Mobile cannot just be about impression-based advertising
Mobile cannot be just about impression-based advertising but must extend beyond-the-click activation and bridge to point-of-sale, point-of-entry, etc. The brand misses half the mobile ecosystem if he/she does not explore passed the mobile display. Mobile is all about "what next."
http://www.mobilemarketer.com/cms/opinion/columns/2875.htmlThere is no such thing as a mobile campaign
If you run mobile as a standalone campaign, it is doomed to the graveyard of "Yes-I-tried"mobile case studies. Mobile is an integrated part of the buy and would not exist, in most cases, without the 360-degree plan. Why? Mobile is primarily a pull media. It needs to be added to the traditional push media to come to life and work its magic. The most touted example of mobile "pull"is when the brand uses the phone as a "mobile mouse"and the short code as the "mobile click"to activate its media.
The mobile coupons debate: Fungible or faux?
Where January and February are traditionally the couponing months, 2009 is turning out to be the couponing year. Indeed, there are only two things on a retailer's mind: How to drive more people into store and how to drive more product out.
Mobile coupon installed base needs to grow: retail experts
http://www.mobilemarketer.com/cms/news/commerce/4390.html
. . . As things stand, there is little to no reach with mobile coupons.
“It is easy to come up with great ideas,” said James Crawford, executive director of the Global Retail Executive Council. “But 90 percent of retailers cannot support them. Retailers have historically missed the trend by decades. Retail is all about mainstream adoption.”
“In many cases we can expect mobile to follow Gartner’s ‘Hype Cycle,’” he said. “People get excited about a new solution. There is hype [and] then when the solution does not immediately deliver results, it crashes, disappears and then grows slowly, reemerging over a longer period of time.”
It is possible for a solution vender to innovate in one store or in one enterprise loop.
“However, the CPGs need universal adoption across all stores,” Mr. Crawford said. “While we all want a solution, it is a really complex problem to solve.”
Is the app store the MVNO of 2009?
If rich-content is king, many questioned if the carriers will realistically be able to handle quality data delivery OTA (over the air). There seems to be an elephant in the room. Who is benefiting from the new mobile distribution channels? Who will pay for the needed infrastructure of this increased data pipe? What are the business models beyond the storefront?
The 7-Point Checklist for Building Out A Successful Mobile Marketing Channel
Here is an elementary seven-point checklist to reference as you build out and manage your mobile channel. These steps allow retailers to capitalize on existing resources:
Two Quick Takeaways On Where To Start With Mobile In Retail
The 2009 consumer is way ahead of any national retailer’s marketing department. The consumer is leveraging their phone as a “mobile mouse” to click, search and explore in the mall, in the aisle. The retail CMO is looking for some new-fangled, high-tech way of engaging with this itinerate shopper. The sage truth is that the marketing department is chasing shadows. Instead of focusing on the consumer and how they are leveraging mobile in their stores, they are investigating widgets and apps that have little to no reach or frequency in their consumer base.
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