Mobile Shopper Marketing…Influencing Consumer Behavior In-Store!

May 10, 2012

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“Retailers have become the largest most successful marketing services companies in the world, sourcing over $20 Billion in “shopper marketing” funds from manufacturers annually to fund retailer-controlled advertising and marketing initiatives. Recently, however, brand marketers have begun to see a ray of hope in the emergence of mobile marketing” Source: marketing3point0.com

I feel like the proverbial religious fanatic who has for years been on his soap box in Hyde Park pontificating about the impending arrival of mobile marketing as powerful new marketing communications channel. Well, 2010 it happened and it continues to grow exponentially in 2011. While mobile overall is on everybody’s top list, Mobile Shopper Marketing is currently the wild west of mobile marketing. Brands are hoping that mobile shopper marketing will help them re-insert their brands at point of purchase in order to enable them to arrest some of the control back from the retailers.

Using everything from mobile coupons and mobile consumer product reviews, all the way to creative new mobile apps, augmented reality and sophisticated location based services to track and attract consumers to the brand. Here are some great examples of Mobile Shopper Marketing currently in market:

Mobile Coupons: Who says that mobile couponing is just for discount brands and consumer packaged goods. High end apparel retailer Georgio Armani uses their shop front windows to encourage customers to text and receive a $10 off in-store coupon.

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Mobile Consumer Product Reviews: In the store, not sure which product to choose. Don’t trust the store staff to give you an unbiased and informed opinion?  Just scan the barcode and review the product immediately on your phone. That way you can make an informed decision right there and then.

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Location Based Services: We recently helped our Groupon client launch Groupon Now. In addition to their great targeted daily deals in your area, now you can get great deals immediately based on where you are and what is available in your immediate vicinity. Looks like no one will be paying full retail at any time in the future?

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Real Time Price Comparisons: Ready to buy but not sure that you are getting the best possible price and don’t want to argue with the customer services person over it. Just scan the barcode and this app will tell you exactly where you can get it at the best price in your shopping area. Down to a few seconds ago.

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Mobile Marketing ROI… The Key To Incremental New Business Success

May 18, 2010

25% of clients surveyed intend to spend between 15% and 30% of their total marketing budgets on mobile marketing. However, agencies are going to have to demonstrate a quantifiable ROI in order toget their share of the money! (Source: R2i survey, Jan 28, 2010)

When asked what the most critical area of improvement was in mobile, 43% of respondents listed quantifying ROI as their top response. Respondents said the main goals of their current mobile campaigns were raising company awareness and generating leads. To that end, marketers were most likely to measure their success by an increase in customers or sales.

Not surprisingly, more than 50% of respondents were focused on mobile Website development, while 40% used apps for their campaigns. (With iPhone and BlackBerry being considered the most important platform for mobile development).

To date, most mobile campaigns have been developed in silos as standalone initiatives. Creative assets from other channels are often just repurposed to make it appear integrated, even though in reality it is actually nothing more than a tactic. The results of this approach are confirmed in the survey findings.

Mobile actually has an amazing capability of being not only a very effective channel in its own right, but properly integrated into a campaign it has the ability to provide a bridge between digital and traditional media. Increasing the effectiveness of both as well as delivering results within the mobile channel itself.

There is an incredible new business opportunity out there for those agencies that truly understand the role of mobile and the technology platforms and applications available. Integrate mobile into your thinking and your solutions. Explain its role and its unique ability to bridge the other media to make them all more effective. Above all, quantify its individual effectiveness and its ability to generate immediate results.

You will answer a lot of open client questions, differentiate your agency from the competition and win more new business opportunities. I believe that you will find this to be easier and more effective than you might think.


The Top Four New Business Trends for 2010

January 19, 2010

As the advertising world slams the door on a very difficult 2009, advertising agencies are looking ahead to 2010, hoping to deliver stronger growth in the sector. What lies ahead? Nobody really knows – However here are four key trends that in my opinion are sure to make waves in the marketplace!

The End of the Digital/Traditional Agency Divide.

I have no doubt whatsoever that the imaginary line dividing traditional and digital agencies will not completely disappear. But 2010 will see the distinction blur to the point of being meaningless. The Great Race, as Forrester Research calls it, pits digital shops looking to hone their branding chops against traditional agencies adding tech skills. This will in turn lead to more digital agencies competing for (and sometimes winning) through-the-line assignments, plus more clients will be willing to choose a lead agency based on which of its roster shops comes to the table with the best idea.

Social Media Will Become Synonymous With Digital.

There is no doubt that Twitter became the Cinderella of 2009. In 2010 we will see social-media tools being treated as an integral component of the digital world as predicted by Altimeter Group’s Charlene Li :

“Social media will become “like air,” and be pretty much everywhere”.

That means publishers and marketers will use tools like Twitter and Facebook Connect to make experiences more social. More marketers will look at social as an integral part of their digital strategy, rather than a stand-alone area for experimentation.

 The Year Mobile Marketing Comes of Age

I know that I have written about this subject many times over the last year however, 2010 is certain to be the year when the mobile advertising market finally takes off.  According to a recent Adweek article, heavyweights Apple and Google are poised to face off in the key markets, with Google pouring its seemingly infinite resources into the development of the Android operating system.

The competition will open up new opportunities for marketers in the burgeoning app economy. The biggest push should come in location-based services, which hold the possibility of giving brands the chance to minutely target consumers.

Data Du Jour.

In 2010 we will continue to see exponential demand from marketers for data served up real time in a user friendly format. Agencies will be expected to have the ability to integrate data across all channels and from all sources. They will be looking for everything from data analytics, to web analytics to data modeling in support of personalized content delivery to advanced behavioral customer data and segmentation. 

A 2009 survey conducted by Unica revealed that 72% of marketers had no full time staff member devoted to data analytics. In 2010 they will solve this issue by either developing the capabilities in-house or source it from a capable agency partner.

 


This IS The Age Of Mobile Marketing …Is Your Agency Standing On The Sidelines?

December 29, 2009

According to a recent article published by eMarketer, mobile commerce’s time has arrived. Aided by a flurry of acquisition activity, an influx of venture capital funding and growing brand adoption in the latter half of 2009, the year ahead will see mobile continue its shift toward the marketing mainstream.

 It is eye-catching when a consultancy revises a market forecast upward in the midst of an economic downturn. That is exactly what ABI Research did with its forecast of mobile sales of physical goods in North America. In January 2009 it projected m-commerce sales would reach $544 million this year, up 57% over 2008—impressive in its own right. But in late October, ABI upped its forecast, saying sales would top $750 million in 2009, a whopping 117% annual growth rate. M-commerce’s time has arrived, and it is an easy bet that sales in 2010 will pass the $1 billion mark.

 Whereas consumers once limited their mobile phone purchases to downloadable ringtones and games, today they are using their devices to buy books, apparel and other items associated with online shopping on a PC.

 As I have often commented before, this increased growth will ultimately create a need for better creative. Up until now, marketers and their agencies have done a tremendous job of recycling and repurposing creative assets from other media and channels, in an attempt to make sure that as much of the budget as possible goes into working media.

This is an opportunity for agencies to step up to the plate and deliver a better quality product while demanding more fully funded mobile production budgets.  While most creative types currently believe that mobile environments have significant creative limitations, the reality is that this is indeed not the case. The problem is that most creatives are not aware of the technologies currently available and hence what is actually possible.

 While there are currently some notable agencies out there leading the charge and creating excellent work, most seem to be overlooking the opportunity.

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Coca Cola’s Carol Kruse Shares Her Perspectives About Their Interactive Marketing Experiences.

October 27, 2009

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Every marketer and agency alike are asking the same question right now. How effective are these new media channels and how can we measure that effectiveness and the associated ROI? Carol’s perspective is quite simply – “If you are going to shift money from one pot to the other, you certainly want to make sure it’s going to be equally effective.”

In a recently published interview with Carol Kruse on eMarketer Carol shared some great insights that can be effectively leveraged by agencies looking for new business opportunities:

“I think before you have ROI you have to really understand how social media is driving your business”

Traditional sales funnel types of companies find it easier to directly attribute incremental sales to each initiative. However, for companies like Coke, she suggests focusing on measuring the business value of the different types of media/channels. Coke considers aspects like brand health or brand love and its affect on overall purchase intent.

“Measurement around mobile is difficult right now, and social media measurement is even more difficult.”

There are currently lots of engagement metrics like how many participated, time spent etc. Coke is looking to take those metrics to the next level, which for them is all about driving brand value. It’s about bringing incremental increases in brand love, purchase intent and actual purchase. Carol pints out that there is not one pat answer of what they are looking to measure because it depends on the brand and the business objectives.

“You have to be careful how you go about the measurement because you might undo all the goodwill you have built.”

Carol points out that while measurement is important, for mobile and social media marketing you have to do it in a way that is acceptable to consumers. The last thing you want to do is disrupt the consumer experience, when your overall objective is to enhance it.

The final question posed to Carol was – “What do you see as the most pressing issue for digital marketing?” Her response was that search marketing is underutilized by both packaged goods and other brand companies, and that search should not be relegated to direct marketers.


Mobile Marketing. The Ad Agency New Business Goldmine

October 16, 2009

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Mobile marketing has an additive effect on other advertising and marketing efforts and can bridge the gap between digital and traditional campaigns. It is also flexible, lending itself to both direct response and brand reinforcement campaigns. (Source: eMarketer, June, 2009)

Despite the rising number of mobile users and their increasingly sophisticated habits and mobile devices, currently advertising and marketing dollars flowing to mobile lag behind consumer usage of the channel. This however is about to change and the change is going to be significant. According to eMarketer, mobile advertising spending is going to increase from a mere $416 million in 2009 to $1.560 billion in 2013.

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This increased growth will ultimately create a need for better creative. Up until now, marketers and their agencies have done a tremendous job of recycling and repurposing creative assets from other media and channels, in an attempt to make sure that as much of the budget as possible goes into working media.

This is an opportunity for agencies to step up to the plate and deliver a better quality product while demanding more fully funded mobile production budgets.  While most creative types currently believe that mobile environments have significant creative limitations, the reality is that this is indeed not the case. The problem is that most creatives are not aware of the technologies currently available and hence what is actually possible.

While there are currently some notable agencies out there leading the charge and creating excellent work, most seem to be overlooking the opportunity.

 

 

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Mobile Marketing…The New Frontier For Ad Agency New Business Growth

September 25, 2009

 

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While advertising dollars allocated to mobile marketing currently lag behind increased consumer usage, spending on mobile marketing is expected to increase significantly over the next five years. The opportunity is now for agencies to take the leadership position with their clients.

eMarketer estimates that mobile ad spending will increase from $416 million in 2009, to $1.56 Billion by 2013, outpacing online ad-spending as a whole. While the overall complexity of the medium may make it appear daunting to agencies and marketers alike, overcoming these complexities can pay dividends.

According to eMarketer, mobile marketing has an additive effect on other advertising and marketing efforts, and can bridge the gap between digital and traditional campaigns. It is also flexible, lending itself to both Direct Response and Brand reinforcement campaigns. Based on this perspective, who better to champion the mobile revolution than the agencies that create these campaigns.

I recently came across what I consider to be a best practice example of mobile marketing that truly does bridge the gap between digital and traditional campaigns. Major League Baseball (MLB) is a market leader in this area.  Not only do they do an incredible job in both the traditional and digital worlds, their iPhone application is nothing less than incredible.

Fans no longer have to be at the game or seated in front a TV screen at home or at some other venue. They don’t even need a computer with a high speed internet connection. Now fans can watch their favorite teams’ game live on their iPhone, no matter where they are. This includes all pre-game coverage and all the other added value content around the game. By the way, the quality of the overall experience is amazing. Other games can be subsequently viewed for a mere 99c.

Everything MLB does is targeted at enhancing the fans experience with both their favorite team and MLB overall and they deliver that in spades.

Perhaps the next killer app in mobile marketing will come from your agency for one of your clients.

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