Mobile Marketing verwachtingen 2de helft 2012 (deel 2)

Vorige week vroeg ik:
Where is mobile marketing headed during the 2nd half of 2012?

Hier is flink op gereageerd (zie: HIER). De laatste dagen zijn er veel nieuwe reacties bijgekomen, die het vermelden waard zijn:

Anil Jain (Unicorn Media) • “I think that there are a plethora of innovations in the mobile marketing spaces that wewill continue to see. The key -- that is hard (impossible) to predict -- is the moment when a new innovation, a new product, finds significant acceptance and uptake by a particular group of users for a particular application. That "product-market fit" is what then paves the way for a series of future innovations to take root and engenders a change in behavior that ultimately allows for new solutions to finally have impact. I've been involved in a few such innovations for a number of years now.”

Rodney Hill ( I.C.U. Marketing Solutions) • “I believe mobile marketing is not the future. It is now. So 2012 and beyond is looking fantastic! There are so many businesses that are missing out on fantastic branding and consumer engagement opportunities, because they have not harnessed the power of mobile marketing. And I believe mobile apps will play a huge part in the near future, when it comes to small and medium businesses. The opportunity for capitalizing on mobile apps is unbelievable!”

David Williams (AsiaDigitalMojo)• “I guess we'll have more of the same from the first half of the year. Facebook trying to raise its share price with scattergun advertising ideas, some new APP popping up for a few weeks and then either dieing or being bought and killed, and a further 1000 useless seminars on "5 secrets on how to make the most of social media". Real changes will come when clients, their agencies and tech providers actually pay attention to how consumers USE digital channels for their own needs, not the advertisers'. We need to fit with that and accept that brand equity and recall is based on "meaningfulness" of marketing touchpoints and content not "no of impressions" etc. Last week Ms Sandberg of Facebook suggested that Facebook's low ad revenue is due to marketers - "they dont know how to use our platform effectively". Nothing to do with consumer, then :/”

Brian S Solano (Global with Mobile)• “My thoughts its all about being a third party, offering services and being a agent to the clients. on where the clients are in fact whats been discussed here is the local market. Small business would be more than happy to invest in a service that returns results. ..my two cents”

Kylie Chua-Liu (Element14/ Hewlett-Packard)• “Mobile is an personal and handy device. From a personal and consumer's perspectives, a mobile device must allow the user to access to information when and wherever requires. It must evolved to an advanced state where it can serves as an 'auto-smart' devices. For example, a shopper enters a store, the mobile device can auto-scan information about the shop, provides useful auto notifications to the shopper, such as 'new arrivals, top picks, latest promos, discounts, coupons, etc...,' even better if there's a way for the mobile device to capture the 'likes and preferences' of the user, it provide the relevant product recommendations based on the user's likes, or even lead the shopper to the specific location in the store to look for the interest of the shopper. This will be what I called smart mobile marketing at the right time!”

Jitendra Solanki ( Kotak Mahindra Bank) • “I guess mobile e-commerce hasn't been implemented in full swing as it was thought it would do so (atleast in my country India). Technology like USSD has made payments very easier and convenient using mobiles but still very few people use it. I think as e-commerce penetrates in mobile we will see a big success in mobile marketing/advertising.”

Garrett Reynolds (SparkPage) • "A step in the right direction was taken recently "Mobile payments’ biggest players, including Google, PayPal and Visa, have decided cooperating may be the better way to drive further growth instead of competing with one another. http://www.mobilecommercedaily.com/2012/08/13/google-isis-put-aside-comp..."

Sander Biehn (AT&T) • Aubriana and Jonathan have it right with NFC and Location Identification Services. So now you just need 48 more! I would throw in video. Airlines can use it to bring medical professionals to a sick/injured flyer, security can assess a situation from a local guards smartphone....this list goes on...

Humphrey Fredriksz (Sharewire) • “I read a lot of different (good) comments, from business, marketing and technical point of view. Looking at the consumer, we will see in the second part of 2012 a continious (strong) growth of mobile traffic. Mobile customers/followers are looking for information, interaction and value (i.e., location based information on the go). If you are in a competitve industry, you better make sure you win these customer with a mobile experience (app, m-site, video or whatever) which meets their expertations.. If you are not, your competition will. Google search (the number 1 performance based online marketing platform) sees huge growth in mobile searches,... You only have to pick them up and make them (your new mobile customer) happy and they will be loyal for a long time.”

Carine Zeier (Boos Advertising) • “Mobile marketing is still at a very early stage. Most brands and businesses don't have a basic mobile presence, and do not leverage the mobile yet in customer relations. Therefore, I believe the focus this second half will still be on establishing their mobile presence as mobile-enabling their CRM system. As the mobile is the most up-close and personal device that ever existed, marketers acknowledge that the market messages they send via mobile must be relevant and targeted. Otherwise, they will create a wider distance between people and their brand, rather than connecting them closer. This is why the majority of them are focusing on establishing a solid ‘home base’, before planning a wider outreach. At this moment, mobile advertising does not have a high enough volume to allow for targeting that is precise enough to match this marketing channel. Therefore, we mainly see large brands leveraging the mobile for advertising to a fairly broad audience. The # 3, 4, 5's.... in size in different industries (as well as small biz) are hesitant to go mobile with their promotional activities as a result. So, most brands and businesses are not really into mobile marketing just yet. This is similar to what we experienced with the establishment of brands and businesses on the web in the late 90s. However, the mobile web is growing about 8 times faster than the web did, and this is realized by most businesses and brands. I do not think that there is such a big lack of know-how at these businesses and brands. Most marketers have become quite tech savvy over the past decade, as they finally can see their campaigns’ ROI. I believe they are eager to leverage the mobile fully as a marketing channel, but do not feel the timing is there just yet. First mover is also a pricey position to take on, so the majority chose to stick with well-known marketing channels for now. For us working in the mobile marketing and advertising industry, I believe the second half of 2012 (as well as the first half of 2013) is all about developing solutions, tools and business models that allow for niche mobile campaigning. This is the best way to grow the volume quicker, which will open for more brands and businesses wanting to leverage the mobile as a marketing channel. Capping media spend at USD 5k, 10k, 20k, +++ or only allowing for rich media ads is hindering this growth, and is not helping us as an industry. I couldn't agree more with Ron O'Ferrall - we as an industry need to focus on building partnerships and not jockey for positions, as there is room for all of us. Only this will make us reach our common goal asap – to grow mobile advertising and marketing in synch with the sky-rocketing mobile usage trends.”

Paolina Milana (appNRG) • “At appNRG, we're already building custom mobile apps and websites for small business and some pretty big names...serving them up easily, quickly, and economically. The features and capabilities keep growing, but as for where mobile marketing is headed in the future...? The possibilities are endless, and in my opinion, will be able to tailor a mobile user's profile with physical and virtual establishments that coincide with their specific interests. Imagine being able to engage in such mobile marketing as to be able to detect a potential customer whose opted-in entering your store and immediately communicating to him/her items and messages of interest that your store is offering. On the flip side, engaging those users as real-time advisers so that what they are interested in and have listed or posted or searched recently is communicated back to retailers so as to offer up fodder for ongoing strategies.”

Anthony P. Sheehan (Agile Tour)• “Here's some Food for Thought - msg me if you need the sources:

• Mobile websites (70%), mobile applications (55%) and QR codes (49%) are the most popular forms of mobile marketing

• Only 45% of Marketers have adopted Mobile Marketing

• 37% of Marketers lack of strategy as top reason for lack of adoption, followed by lack of resources (22%)

• Consumers are using their mobile devices to connect with brands in a variety of ways, but a survey showed that there is significant room for improvement in the user experience

Given the above, I feel that many organizations will blindly jump into the production of mobile websites and applications without having defined a proper strategy upfront and without getting high-quality resources. The end result will be brands that produce apps and mobile websites that do not actually deliver ROI and that instead of increasing brand loyalty and engagement, due to poor User Experience, these brand extensions into mobile channels will actually hurt the brand experience.”

David A B Hayes (Bulletin Wireless) • “Mobile Marketing is a combination of many facets and key is to have a starting point, and one of the most critical issues is acquiring the right to market to a potential customer. Watching Coke is very interesting and the way the treat customers with respect and always add value to their campaigns and hence enjoy a very low churn. ROI is critical.”

Rex Malson (Internet Traffic Team Inc)• “Mobile Marketing I agree is still in its infancy, however, with the ability to immediately track a client's ROI within hours is far ahead of any other form of online advertising available to local businesses today. I have a driven desire to help educate these business owners that currently have very few advertising mediums left that actually provide results. The entire process, if executed properly, can both educate a business owner as well as provide a long-term Win-Win relationship with proven ROI results.”

Joseph Robertson (J.R. Mobile) •” I think this ends up being quite simple if you ask the question, what are people really doing with their smartphones? When it comes to local businesses the answer is often that people are simply trying to find information, if out of curiosity (they are searching for a place to go), to confirm information (based on recommendations), or in general to simply make a more informed decision about what they want to do, where they want to go, what they want to buy, etc. So if the case is that people want information that allows them to use their money most wisely, then the answer is that businesses (at the very least, businesses that serve customers at a physical location), should be motivated to provide the information to their customers that the customers need to chose that business - and to provide it in a way that's easy, quick, and beautiful to navigate (as I think people expect with smart phones). To be more specific, I would say that providing businesses affordable, easy to implement, and easy to optimize mobile websites are going to be a huge business moving forward - but then again I'm biased on that thought :)”.

Tamanna Gulati ( Jaiprakash Associates Limited)• “I agree with Joan, the grass still doesn't look greener to most of the marketers plus we in India still do not have much information (region wise) about mobile advertising.”

Mobile Marketing NL 2012 (www.mobilemarketing.nl)