The world of mobile and mobile marketing is constantly changing as new technologies are developed and new trends evolve. To help you stay on the cutting edge of mobile, atsMobile has compiled a list of twenty leaders in the mobile industry that we strongly recommend you follow on Twitter.
1. The Mobile Marketing Association (@MMAglobal)- The premier non-trade association that represents over 700 mobile marketing companies internationally.
2. Mobile Marketer (@MobileMktrDaily)- A leading news site in mobile marketing, media and commerce.
3. Mobile Commerce Daily (@MCommerceDaily)- The news leader in mobile commerce and retail.
4. Mashable Mobile (@mashablemobile)- A subset of the news website, technology and social media blog, Mashable, that focuses on trends and news in the mobile industry.
5. Mobile Crunch (@MobileCrunch)- A subset of Tech Crunch, a web publication on technology news and analysis, that emphasizes advances in the mobile industry.
7. Mobile Marketing Watch (@MobileMW)- Features mobile telecommunications business news and analysis.
8. Greg Kumparak (@Grg)- Greg is the mobile editor at Tech Crunch
9. Kim Dushinski- (@KimDushinski)- Kim is the author of the Mobile Marketing Handbook and the founder of the International Mobile Marketing Business Network.
10. Rudy de Waele- (@mtrends)- Rudy is a the co-founder of dotopen.com and a mobile strategist on an international level.
11. Luke Wroblewski- (@lukew)- Luke is the author of “Mobile First” and an expert on user interface design.
12. Michael Becker (@mobiledirect)- Michael is the managing director of the North America MMA and the co-author of “Mobile Marketing for Dummies.”
13. Cindy Krum (@Suzzicks)- Cindy is the founder of MobileMoxie and author of “Mobile Marketing: Finding Your Customers No Matter Where They Are.”
14. Matt Parzych- (@MobileMktg)- Matt is the CTO at SparcPlug Inc.; reports on “useful, effective, innovative communications between businesses and their mobile audience.”
15. Serena Ehrlicjh-(@Serena) Serena is the Director of Marketing at Mogreet and was named one of the Top 25 Women in Mobile to Watch for 2013.
16. Bill Parkes (@billparkes)- Bill is the EVP and Chief Marketing Officer at nFusion.com
17. Giselle Abromobich- (@GAbramovich)- Giselle is the CMO at Adobe and the managing editor of both Mobile Marketer and Mobile Commerce Daily.
18. Tomi T Ahonen- (@tomiahonen)- Tomi is an international mobile consultant and best selling author of twelve mobile telecom books.
19. Michael Essany- (@Michael_essany)- daily contributor to Mobile Marketing Watch and Daily Deal Media, and VP of Indiana Grain Company; former E! Entertainment host.
20. Danny Mallinder- (@MobInsider)- CEO and founder of MobInsider
According to a recent KPMG survey, social media and mobile have the largest impact on business of tech-related trends. 71% of retailers stated that social media has a significant impact on business, followed by mobile/online shopping at 52% and mobile/online promotions and coupons at 51%.
A May 2013 Princeton Research Associates survey showed the demographic differences between IPhone and Android owners. According to the study, the biggest demographic differences between IPhone and Android owners involve income and education. Compared to Android owners, people who own an IPhone are more likely to have an income of $150,000+ and to have graduated from college+. In addition, the survey showed differences in age, gender and race.
On Friday, May 17, Cinnabon, a nationwide bakery with over 800 locations, launched a mobile-based campaign entitled “Sweet Support.” The campaign uses the company’s mobile website and specialized QR codes to raise money and awareness for breast cancer research. When in the bakery, customers are encouraged to donate using their smartphones by visiting the mobile URL, give.mobi/cinnabon, or by scanning one of the QR codes featured throughout the stores. Cinnabon is planning on matching the first $10,000 in donations.
Kristen Hartman, the Vice-President of Marketing for Cinnabon, attributed the mobile marketing-focused campaign on the easy-accessibility and user-friendly aspects of the QR code and the mobile site for customers. She stated, “Consumers are increasingly accessing more and more information through their mobile phones. Knowing that our Cinnabon guests are often toting their phones and our delicious treats around the mall, we sought a donation process that was easy and user friendly.”
Cinnabon’s use of a custom QR code, instead of a traditional black and white QR code, was a smart move for the company. Custom QR codes have a 2.3x greater response rate than the ordinary black and white QR codes. In addition to a higher scan rate, the custom QR codes catch the attention of customers and provide another platform for Cinnabon to further brand the company. Overall, utilizing custom QR codes was a win-win for Cinnabon.
QR codes are a powerful tool for inviting customers to interact with your brand. There is great potential in the future of the QR code system. Currently, only 40% of the QR code is being used in scans, which allows for future expansion in the QR code system. For more information on custom QR codes and how to create a custom QR code for your brand, visit Advanced Telecom Services.
It’s increasingly important to plan and execute a mobile strategy that includes the implementation of the use of applicable social media channels to promote, support, and supplement the mobile program. If nobody knows to use their device to respond to a company’s investment of its efforts into a campaign, the results will be unsuccessful.
Agencies and brands should strive to work with mobile partners that understand the integration of the appropriate social elements into mobile marketing, whether it’s as basic as text messages and customized QR codes to direct a user to a mobile website or app, or to a device-fitting website or customized app itself, social media creates the path.
To make sure your brand remains relevant, consistent and exposed, it’s important to highlight four areas to your desired recipient, your customer:
*Promote-The targeted audience that needs to know about the mobile campaign will know about it.
*Engage-The targeted audience wants to know what’s in it for them; it must be a compelling experience.
*Interact-Mobile and social media channels are direct two-way communication with your audience, make sure you’re talking and they’re responding.
*Satisfy-Once they take part in a campaign; make the target group feel good about the whole experience start-to-finish.
Not all campaigns are alike, so the use of which social media channels to use and how often are unique to the desired intention.
The most populated channels include Twitter, Facebook, LinkedIn, Pinterest, Google+, and YouTube, along with social/locale-based sites such as Yelp and FourSquare.
In addition, it’s critical that social media reaction to the mobile campaigns is monitored through a partner providing reputation management services, keeping a close eye on channels related to the business and/or industry of the brand for comments both positive and negative directed towards the client.
No mobile marketing/social media campaign is complete without leveraging the power of content. Information pertaining to customers is critical to sustaining the social media penetration. Updated content must be created and optimized to be found in online searches and to attract your audience.
It should be no surprise that smartphone owners tend to be wealthier, according to a study by Frank N. Magid Associates.
53% of smartphone users report having an income of more than $50,000 compared to the general population where $41,000 is the norm. 17% of smartphone users make a 6 figure income compared to just 12% of the population that has an income of $100,000 plus.
With smartphone sales continuing to surge, however, we would anticipate more lower income Americans to jump on the smartphone bandwagon.
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