A picture is worth ten thousand words and this picture can be worth millions of dollars for those companies that take the lead and address this trend head on. Marketing and Advertising was dramatically changed by the Web and now the Web has gone mobile. This is more visible and predominant among Hispanics and African-Americans as per the above graph.
Innovation doesn’t stop there. Several marketing tools and mediums have been touched by the digital hand. Take a look at the current state of media: magazines, newspapers radio and even TV have seen declines in readership and audiences in the last few years. Those audiences have moved online.
The commonly used TV spot has also been threaten. First attack came in the form of Digital Video Recorders (DVR) that allowed users to skip over commercials and more recently via branded content as brands develop new methods of engagement on the new social media platforms.
Technology will continue to improve and with that we will have smart phones that take more and more of the computer usage from home to the streets and wherever we go. That opens a world of opportunity for those marketers and entrepreneurs that are able to bring solutions to the challenges and opportunities presented by the mobile consumer.
Take a look at this article from the Pew Research Center on mobile and Hispanics. http://bit.ly/10ufLw0
I believe this is a sign of things to come as smart phones continue to gain market share and consumers are less afraid of conducting financial transactions online.
Mobile Helps Cyber Monday Sales Grow 17%; Facebook and Twitter Have Little Impact | Adweek http://ow.ly/fCAcF
According to Michael Feroli, J.P. Morgan’s chief economist, sales of the new Apple phone can contribute quarter and half a percentage point to annualized economic growth in the fourth quarter.
J.P. Morgan’s analysts project sales of 8 million iPhone units during the last 3 months of the year. If you do the math, at a $400 sell price after accounting for deductions, it is a 3.2 billion boost to the GDP on the fourth quarter. That figure can be larger if more units are sold.
Economists that believe on a free market economy get a point here. High demand and low supply will keep prices high and the equilibrium point provides such a great margin that it will contribute to the growth of the GDP. The Congress, the White House, or the Federal Reserve have not been able to achieve this goal. However, a product with great features and ease of use may manage it.
My take on this is that if more marketers and companies that create and manufacture products for mass consumption focus on creating value and quality for the consumers, we would have a better economy. Read more on this subject at the Wall Street Journal
Show me the goods on my own time.
After some ambitious second-screen programs around last Sunday’s Super Bowl, mobile content programmers are moving quickly into awards season. For some of these companies, the big game was just a kickoff to a run of live TV events that seem tailor-made for smartphone and tablet complements.
In a world of on-demand and time-shifted TV consumption, awards shows are among the remaining mass media live events that cater to synchronized “second screening.” Next up: Sunday’s Grammy Award ceremony.
Event on-air host CBS and the Recording Academy recently launched a cross-platform multimedia extravaganza to generate buzz for the record awards this Sunday. Grammy Live will offer three days of videos and social media chatter in advance of Sunday’s telecast. Read more: http://bit.ly/y0znIB
The mobile coupon model that has rapidly taken hold in the Far East and China will migrate to U.S. and Western European markets over the next few years, helping to drive worldwide redemption rates to 8%. Juniper Research is projecting that by 2016, 600 million people will be using mobile coupons as these promotions become an effective tool for consumers and brick-and-mortar retailers.
When tied to the kinds of personal, geotargeted promotions that mobile platforms allow, these promotions can drive traffic into stores in ways that paper and online coupons cannot, Juniper argues in a new report. The total redemption value of mobile coupons will rise from $5 billion in 2011 to $43 billion in 2016. Read more: http://ow.ly/8lDcO
Somebody Is Watching You.
After reading this article, I recalled a couple of movies that dealt with tracking devices. In the movies, the devices were secretly implanted. I the case of mobile phones, the majority of the population in the developed countries have one. The question is who is collecting your information and how are they using it? Read the article bellow from MoBlog to learn more.
File this one under “It’s Going to Catch Up With Us Sometime Soon.” As the debate over digital data tracking moves from online behavioral targeting to cell phones, the stakes over the issue get higher for all sides. This is not going to go away.
And so another dust-up over the issue comes from independent researcher Trevor Eckhart, who says he has found a commonly used and often invisible app called Carrier IQ that supports Android, Blackberry, Nokia and some tablet devices. Basically, the app can record and confer back to an operator or hardware maker just about anything a user does on his device, from browsing activity to keypresses. Read more http://bit.ly/sbZjG9
I identified there are key marketing strategies that brands active in multicultural markets can focus its efforts: social media, branded content, mobile and grass roots. The article bellow identifies a category where 3 of those are also growth areas: the travel segment. I bet there are several other industries where this also applies.
Already an early presence in the mobile space, marketers in the travel segment plan to increase their efforts in 2012, according to the annual Frommer Unlimited Digital Content Trends survey. More than half (54%) of travel companies will be increasing their mobile spend, with 20% keeping it the same.
Mobile is still only the third-most-popular area for travel content marketing investment expansions, however. Both social media marketing (65%) and brand content (55%) are even more likely to see increased investment.
Apps appear to be a favorite among travel companies. Read more