Moving Targets: Somebody Follow Me, Please?
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During the last decade of covering behavioral targeting online I have seen piles and piles of data mined from peoples' digital travels. The digital universe has helped surface countless audience affinities and statistical correlations that many of us never suspected. But there are some consumer behaviors that require no sophisticated data queries or cookie-dropping. They are as obvious as they are, alas, under-utilized. To wit: walk through the aisles of any grocery, big box, apparel or media retailer and count how many people are on their cell phones. Amazing, isn't it?
How to Adapt to the Ultra Managed Inbox
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It's never been a question of knowledge, really. Email marketers have always known what to do to create amazing customer experiences. We know we need to segment, customize content, personalize the experience, and pull back on generic promotions. The reason why most email marketing doesn't do those things and resembles broadcasts more than dialogs is that we just never put our full effort into it. Pressure was low because the channel is inexpensive and broadcasts to the file earned plenty of short-term revenue.
How to Integrate Mobile Into All Your Campaigns
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As mobile continues to emerge as an increasingly important marketing channel, marketers are facing a new set of challenges and opportunities in the struggle to find the most effective means for engaging consumers on their mobile phones.
Remember Three-Screen Marketing Plans? So 2007. Time to Get Ready For Six Screens
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"The Sixth Screen." Sounds like something from a sci-fi flick with Bruce Willis, doesn't it? But actually, no; this is as real as it gets and we are quickly moving from three screens to six screens fast and furious.
To see what's coming, we need a quick primer on what the multiscreen concept is all about.
Splashy Design, Disappointing Reveal
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Ever since I've lived in New York City (almost eight years now), the five story-building at the busy corner of Houston and Lafayette Street has been used as a billboard to advertise Calvin Klein. I walk past this location every day on my way to and from the office. So I did the classic double take one day this summer when I was faced with a giant QR code rather than the familiar scantily clad Calvin Klein models.
Mobile is the World in Your Hands
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Last week, while I was having dinner with my sister, she held up her iPhone and said: “It's like having the world in your hands!” She's had it for about a month now, maybe a bit longer, and is still in that “oohhh…ahhhh” phase of enjoying a new toy.
Of course, that toy has proven to be helpful for business and personal uses—checking email, reading the news, accessing accounts.
Mobile devices have become what we “live and die” by.
Email Dominates Mobile Web Time
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Social networking has become such a staple of online activity in the US that, according to Nielsen, internet users spent more time on social networking sites and blogs than doing any other activity in June 2010. Games, which came in second, took up less than half as much time.
Coupons, Mobile, And The Path To Purchase
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Last October, media marketing firm Greystripe released a study of working moms who use their iPhones for everything from banking to social networking to making purchases. Dubbed the "iPhone Mom," this audience segment depends on the iPhone for managing their lives to entertaining their children. Just over half use their iPhones at the supermarket, according to the study.
The Last 'Best Time to Send?' Article
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Just when I thought the email-marketing industry had put the "What is the best time to send email?" question behind us, I noticed a couple more blog posts on the topic this past week.
Like similar questions such as "What is the average open rate," either these questions are fundamentally unanswerable, or pursuing the answer does not lead you to a meaningful conclusion or action.
In Mobile Payments, Credit Card Companies Might be a Third Wheel
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If there's one thing major mobile carriers don't like to do, it's work together. But that appears to be what they're doing in the mobile payment space. Considering how tight the market is, that's a move credit card companies might not be too happy about. Because while credit card companies may need carriers to get into mobile payments, they may also soon learn those same carriers don't need them.
Verizon, T-Mobile and AT&T are entering into an agreement to let customers pay for products with their smartphones.
Study Says More Parents Embracing Mobile Coupons
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Once, coupons and offers delivered to mobile phones were used mostly by early-adopters of smartphones, predominantly young males.
No longer. Today, the demographic embracing mobile coupons is the same one most likely to be clipping them offline: parents with young children.
David Siegel: Social Media is Critical, but You Won’t See Immediate ROI, Mobile Critical Too
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As we move into a new era, Web 3.0, major retailers have to understand that customers aren’t necessarily going to come to them. Retailers have to find new and innovative ways to get to their consumers and keep them engaged.
MyBuys, Systemax say Mobile and Personalization to Lead eTail’s Future
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In this morning’s opening session at eTail, Robert Cell, CEO of MyBuys.com stressed that consumers today are looking for personalization online and that those companies who have adapted personalization strategies have seen significant growth through their e-commerce platforms.
Yet Another Big Retailer Hits Mobile: Sephora
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The list of retailers ramping up their online businesses through new mobile apps and websites is growing everyday. Today? Sephora. The popular cosmetics store that sells a range of brands to beauty enthusiasts is already successful both in-store and online, and now they are bringing their business to another level with the introduction of a mobile site.
The Big Ask: Opt-In Strategies for Mobile Campaigns
The mobile device is a consumer’s most personal piece of technology, and one whose use is growing exponentially. More than 90% of the U.S. population has a mobile device. In fact, in the U.S. today, mobile phone penetration exceeds cable television, internet access and PCs in the home. It is often the first thing a person looks at upon waking and the last thing they look at before going to sleep.
