Is This The Future Of Mobile Marketing And Mobile Advertising?

Being the pop culture savant I am – as witnessed by my recent article 2014 Marketing Predictions With A Twist (click on the link, you’ll see what I mean) – when I first heard the term “deep linking” I immediately thought of the 1970s flick The Deep starring Robert Shaw and Nick Nolte. I then had visions of Star Trek: Deep Space Nine dancing in my head.

Of course neither of these have anything to do with “deep linking” – a subject which many have wondered aloud as to it possibly being the future of mobile marketing and mobile advertising.mobile-advertising

Over at Mashable Todd Wasserman wrote a piece back in October How Deep Links Could Revolutionize Mobile Advertising. And David Lee of URX referred to deep linking as The Past, Present and Future of Mobile Marketing. Continue reading

Advertisements

LinkedIn Lady Show Interview March 22, 2013

Last year I had the honor of being a guest on The LinkedIn Lady Show hosted by the brilliant Carol McManus. 

Carol is a is a self-described recovering corporate executive who left that world in 2007 to start her own business. She grew it quickly with a very limited marketing budget but through the creative and diligent use of social media.

Today, she is one of the most sought-after speakers and consultants for businesses and entrepreneurs who aspire to grow their business by using this digital medium as a way to stay in touch with and attract new clients.

On Friday, March 22, 2013 I was once again Carol’s guest and during the show we talked about Responsys – my employer who is a leading provider of email and cross-channel marketing.  Their services include email, mobile, social, the web and display. 

We also talked about some of my recent Forbes’ articles and the state of advertising, marketing and branding in general.

Enjoy!

LinkedIn Lady Show Interview March 22, 2013

Last year I had the honor of being a guest on The LinkedIn Lady Show hosted by the brilliant Carol McManus. 

Carol is a is a self-described recovering corporate executive who left that world in 2007 to start her own business. She grew it quickly with a very limited marketing budget but through the creative and diligent use of social media.

Today, she is one of the most sought-after speakers and consultants for businesses and entrepreneurs who aspire to grow their business by using this digital medium as a way to stay in touch with and attract new clients.

On Friday, March 22, 2013 I was once again Carol’s guest and during the show we talked about Responsys – my employer who is a leading provider of email and cross-channel marketing.  Their services include email, mobile, social, the web and display. 

We also talked about some of my recent Forbes’ articles and the state of advertising, marketing and branding in general.

Enjoy!

Mobile Marketing – The Elephant In The Room For Marketers

“A difficult situation that is very obvious but not discussed or addressed.”
That’s just one of I’m sure many definitions of the phrase “elephant in the room.” Frankly I don’t really care which definition you subscribe to. The fact of the matter is that mobile marketing – despite all it’s continued hype and promise has been severely under utilized by marketers of all shapes and sizes.
English: A female African Bush Elephant in Mik...
English: A female African Bush Elephant in Mikumi National Park, Tanzania Français : Femelle éléphant africaine au Parc national de Mikumi, Tanzanie (Photo credit: Wikipedia)
And the word “continued” is absolutely the operative word in the sentence above.

Recently, in a piece for Digiday, Brian Morrissey wrote of the Ad Industry Lies and at the top of his list was mobile:

“1. It’s the Year of Mobile (for the fourth year in a row)
Everyone talks about the power of mobile and how it will change advertising. But the truth is, no one has figured it out yet. Mobile advertising is like going back to the internet 1995, except on a much smaller screen.”
Did you catch the “fourth year in a row” reference?

Think about it. 

How many times have we all heard that this year is the year of mobile?
About a month ago I wrote a piece entitled Mobile Marketing Too Large For Brands To Ignore which featured a very telling quote from  Mark DonovancomScore SVP of mobile: ““With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment.
According to eMarketer:
  • Time spent using mobile devices for activities such as internet and app use, gaming, music and others has more than doubled in the past two years.
  • This year, the amount of time US consumers spent using mobile devices—excluding talk time—will grow 51.9% to an average 82 minutes per day, up from just 34 minutes in 2010
So we know consumers are more and more turning to their mobile phones to do well, pretty much everything but first and foremost they are using it to spend money, to buy your products, services and wares.
Then how do you explain that, according to the Chief Marketing Council, a mere 16% of companies have a mobile marketing strategy to establish and foster customer engagement which theoretically leads directly to more sales?
Or, also according to eMarketer, that less than 2% of all U.S. marketing spending, or just $2.6 billion, to go toward mobile advertising?
Is The Price Not Right?
As per a recent infographic the Wall Street Journal released “the cost and market for mobile ads remains relatively small compared to other outlets like television and the Web.”
I realize these are estimates and best-guesses and all that but the infograph clearly shows that mobile ads are the least expensive medium for advertising at just $2.85 which is half the price of ads on the internet and ten times cheaper than those on tv.
And by no means am I stating that all marketers should suddenly shift all ad dollars into mobile. Of course not.
Anyone who knows me knows I am a huge proponent for creating an integrated marketing strategy.
The point is that marketers can obviously see the massive shift into mobile marketing and mobile advertising. 
There is most assuredly a tremendous opportunity to set yourself apart from your competition by taking full advantage of the fact that more and more consumers are going mobile. And isn’t that Marketing 101? Be where your customers are. Get your message in front of the right people at the right time on the right platforms?
Sounds easy when I put it that way.
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior content strategist at Responsys, a leading global provider  of on-demand emaion-demand email and cross-channel marketing solutions.

Mobile Marketing – The Elephant In The Room For Marketers

“A difficult situation that is very obvious but not discussed or addressed.”
English: A female African Bush Elephant in Mik...That’s just one of I’m sure many definitions of the phrase “elephant in the room.” Frankly I don’t really care which definition you subscribe to. The fact of the matter is that mobile marketing – despite all it’s continued hype and promise has been severely under utilized by marketers of all shapes and sizes.
And the word “continued” is absolutely the operative word in the sentence above.
Recently, in a piece for Digiday, Brian Morrissey wrote of the Ad Industry Lies and at the top of his list was mobile:
“1. It’s the Year of Mobile (for the fourth year in a row)
Everyone talks about the power of mobile and how it will change advertising. But the truth is, no one has figured it out yet. Mobile advertising is like going back to the internet 1995, except on a much smaller screen.”
Did you catch the “fourth year in a row” reference? Think about it. 
How many times have we all heard that this year is the year of mobile?
About a month ago I wrote a piece entitled Mobile Marketing Too Large For Brands To Ignore which featured a very telling quote from  Mark DonovancomScore SVP of mobile: ““With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment.”
According to eMarketer:
  • Time spent using mobile devices for activities such as internet and app use, gaming, music and others has more than doubled in the past two years.
  • This year, the amount of time US consumers spent using mobile devices—excluding talk time—will grow 51.9% to an average 82 minutes per day, up from just 34 minutes in 2010
So we know consumers are more and more turning to their mobile phones to do well, pretty much everything but first and foremost they are using it to spend money, to buy your products, services and wares.
Then how do you explain that, according to the Chief Marketing Council, a mere 16% of companies have a mobile marketing strategy to establish and foster customer engagement which theoretically leads directly to more sales?
Or, also according to eMarketer, that less than 2% of all U.S. marketing spending, or just $2.6 billion, to go toward mobile advertising?
Is The Price Not Right?
As per a recent infographic the Wall Street Journal released “the cost and market for mobile ads remains relatively small compared to other outlets like television and the Web.”
I realize these are estimates and best-guesses and all that but the infograph clearly shows that mobile ads are the least expensive medium for advertising at just $2.85 which is half the price of ads on the internet and ten times cheaper than those on tv.
And by no means am I stating that all marketers should suddenly shift all ad dollars into mobile. Of course not.
Anyone who knows me knows I am a huge proponent for creating an integrated marketing strategy.
The point is that marketers can obviously see the massive shift into mobile marketing and mobile advertising. 
There is most assuredly a tremendous opportunity to set yourself apart from your competition by taking full advantage of the fact that more and more consumers are going mobile. And isn’t that Marketing 101? Be where your customers are. Get your message in front of the right people at the right time on the right platforms?
Sounds easy when I put it that way.
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior content strategist at Responsys, a leading global provider  of on-demand emaion-demand email and cross-channel marketing solutions.