Brian Solis: “social media is the new normal.” “Social media is different than other media channels before it. With Social Media, it’s about relationships, recognition, engagement, value and help.”
The MarketingSherpa Email Summit 2012 audience was treated to Brian Solis, author of The End of Business as Usual: Rewire the way you work to succeed in the customer revolution.
He opened with the idea that the real marketing challenge is the culture of the organization, and he provided a phrase he uses to describe this:
“Digital Darwinism is the evolution of consumer behavior when society and technology evolve faster than your ability to adapt.”
Another big idea he offered was “social media is the new normal.” He continued that, “Social media is different than other media channels before it. Here, it’s about relationships, recognition, engagement, value and help.”
As you might guess from this set-up, the intro of Brian’s talk focused on social media and the mobile experience, and he offered many data points, such as:
More than 350 million Facebook users access the platform via mobile devices
Daily mobile social networking grew 58% in 2011
Accessing social platforms via mobile browser is up 25%
Accessing social platforms via mobile apps is up 126%
And given these numbers, Brian offered a chart that illustrates that the “connected consumer” isn’t limited to a certain age group:
April 12, 2011
The Mobile Marketing Association has published best-practice guidelines to provide marketers, merchants and wireless carriers with an industry standard for using mobile coupons and rebates to increase sales and promote loyalty.
“Guidelines and Best Practices in Mobile Price Promotions” was created by MMA’s Mobile Couponing Task Force. In the document, the MMA categorizes mobile coupons as one type of mobile price promotion, “electronic coupons or rebates that traverse the full redemption process without the requirement for conversion into a paper or other hard-copy format.”
“These guidelines have been developed to help marketers understand the intricacies of mobile coupons across market sectors and brand categories,” said Michael Becker, North America managing director of the MMA, New York. “The guidelines include a road map to effectively and responsibly integrate mobile couponing capabilities into a marketers’ mobile-enabled marketing strategy.”
Mobile price promotions are distributed and discovered via various methods including SMS, MMS, mobile applications, mobile Web, Bluetooth, NFC and 1D/2D bar code scanning.
Mobile couponing tips
The new MMA guidelines offer marketers a view of these channels and provide tips for developing and executing mobile couponing programs
In the document, the MMA tells marketers than when developing a mobile couponing initiative there are a few things to consider:
1. The five stages of mobile price promotions, such as the ways that consumers can discover and redeem coupons and rebates.
2. General best practices and principles, including transparency, good taste, privacy, opt-in/opt-out and government laws, rules and regulations.
3. Campaign-specific best practices and principles, such as those involving contests, food, pharmaceuticals and alcohol.
4. Tips for designing coupons, using the word “free” and creating notices such as terms and conditions.
The MMA said that its research shows that consumer interest in mobile coupons continues to grow. This gives brands, merchants and marketers an opportunity to establish and maintain relationships with consumers.
The new guidelines were created to give the ecosystem an industry-standard framework for capitalizing on that opportunity while protecting the consumer experience.
The standards were created with feedback from the MMA’s Mobile Commerce Committee.
“The guidelines add to consumer protection efforts through the stressing of five key principles: honesty in dealings, clarity in content and promotion, transparency in who is providing the offer, clear pricing and value assurances, a focus on consumer privacy and the proper handling of all aspects of the interaction,” Mr. Becker said.
Mobile marketing is the perfect way for athletes, musicians, actors and celebrities to build a large fan base.
Here are some ideas to get fans to text in:
Hold a contest and let a random fan win a free CD, t-shirt or music lesson.
Let fans know where your next next event is, when they text your mobile keyword to 72727.
Send a text message to only the fans of each club.
Hold a vote to see what performers they liked best at a particular event.
New CD releases? Let everyone know where they can get it!
Increase sales when you can send them to your own mobile website with links to audio and video samples.
HERE’S WHY YOUR BUSINESS NEEDS MOBILE MARKETING
154 million Americans are regular SMS users
76.8 million Americans recall seeing some form of mobile advertising
70% of consumers surveyed are happy to get promotional info via text message
47% of consumers who’ve received mobile marketing offers, have brand recall
94% of those participants remembered the specific call-to-action
MOBILE MARKETING WILL WORK FOR YOUR BUSINESS
Here’s an example of how
Person texts VIP4U to 72727
Person receives an automated text message right back. Maybe something like, “Thanks for joining VIP Entertainment’s mobile list. Show this text to receive 50% off cover, or Huge Event this Sat. at Club JAX so check it out. For more info go to YourWebsite.com.”
Person has opted in to join your mobile list by texting your company’s keyword, and now using Mobile Jax Marketing you can text this client/customer in the future to keep him/her in the loop at all times.
ADVERTISE YOUR MOBILE KEYWORD
Flyers you pass out
Mass emails you send out
Facebook, Twitter & MySpace
On your website
At the event
Have the band promote your keyword between songs
Let people know about the keyword as they’re waiting in line. Perhaps texting the keyword will get them a discounted cover.
Create an online sign-up page for every distribution list you want to create. Collect mobile numbers and email addresses.
Mobile phone couponing is one of the hot areas in mobile commerce today.
Indeed, mobile couponing is “the fastest growing and most obvious mobile marketing application,” according to Borrell Associates, with mobile coupon spending expected to grow at a rapid cumulative average growth rate of nearly 78 percent.
A recent study by Gartner also showed that mobile couponing was one of the top activities of consumers who use mobile devices for shopping planned on doing.
Mobile couponing is not right for every retailer, and is most logical for retailers with bricks-and-mortar stores, particularly those who have seen success with paper-based couponing.
What will separate retailers who are successful with mobile phone couponing from those who are not will be the approach they take to mobile coupons.
Specifically, retailers who will succeed with mobile couponing are those who approach it differently. Some ways to approach mobile couponing differently could be to:
1. Make mobile coupons available on your mobile Web site.
OK, this does not seem all that radical and it is not, but many retailers who have a mobile strategy and offer mobile coupons only do so as part of their native application and not part of their mobile Web site.
The reason why you will want to do so is that you will reach a wider audience with the mobile Web, particularly as a richer experience evolves on smartphones.
Also, many retailers today already offer coupons through their traditional Web site, so extending coupons to the mobile Web is a no-brainer.
2. Create mobile phone coupons that are store specific
As mobile Web sites and native apps are able to use the mobile device’s GPS, being able to deliver location- or store-specific coupons to the mobile consumer will become a reality.
The benefits are enormous. Not only will shoppers be able to understand what deals they can find in that particular store, but retailers will be able to promote and sell excess inventory in a particular store, increasing effective inventory management.
3. Personalize mobile phone coupons
Making coupons relevant to the preferences, time and location will help not only personalize coupons, but make them more likely to convert customers.
For instance, target coupons based on past purchasing behavior or selected preferences for when consumers sign up for coupon alerts.
A consumer who likes men’s clothing would rather only receive coupons for those products, as opposed to women’s clothing that would not interested him.
4. Allow for consumer opt-in alerts other than SMS on their mobile phone
Most mobile coupons are currently issued via SMS. Provide alternative mechanisms for notifications, such as email or RSS.
Let consumers opt-in for notifications that work best for them.
5. Integrate coupons into the core mobile shopping experience
Make mobile coupons and offers an integral part of the consumer mobile experience.
Allowing consumers to browse which coupons are available are a great place to start, but tying them to part of the overall mobile shopping experience will maximize effectiveness.
For example, when a consumer scans a bar code on a product in-store, searches a product, browses to a product page or undertakes another activity on the mobile storefront, serve up relevant coupons tied to the product for which she is looking.
6. Provide mobile phone coupons through location-based services
Location-based services offer a huge opportunity for retailers, particularly when mobile coupons and offers are tied to the experience.
While consumer adoption of LBS is still low – about 4 percent, according to a November 2010 study by the Pew Internet & American Life project – the consumers who are bothering to check into your location are invested consumers. In other words, they really want to do business with you, otherwise, why bother checking in?
Gap has done a great job tapping this opportunity by tying offers to Foursquare check-ins, and Starbucks has done the same for mayorships.
As LBS evolves beyond check-ins and mayorship rewards, and allows for quality of experience to highlight best places to shop, additional opportunities will arise for coupons and offers through LBS.
7. Offer mobile phone coupons through other channels
One of the major challenges for consumer use of coupons is actually finding coupons.
Making them available through your mobile Web site or native app is a great place to start, but should not limited there.
Distribute them through social media such as Twitter, Facebook and via blogging efforts, but also through coupon aggregators such as Yowza, 8Coupons, Zavers, Coupon Sherpa and Cellfire. Find the one that makes sense for your brand and increase the reach.
Gary Lombardo manages mobile commerce marketing for Demandware, Burlington, MA. Reach him at firstname.lastname@example.org.
Internet Marketing professional based in Jacksonville Fl., specializing in Internet Marketing, Digital Marketing, Reputation Marketing – Management, Mobile Marketing