Archive for Jeff Hasen

The Value Of Personalized Mobile Video

Posted by Jeff Hasen on November 18th, 2015 at 4:43 pm

We’ll look back at 2015 as the year when mobile video watching went mainstream and many brands made their most serious attempts to date to engage with wireless users in true one-to-one ways.
What are the takeaways? First, let’s look at the numbers.
The IAB commissioned a Global Consumer Survey,-a-global-perspective looking into how, when and why people around the world are viewing video on the small screen in their pockets. From 5,000 smartphone users in 24 countries across Europe, Latin America, the Asia-Pacific region and South Africa:

Mobile video consumption is on the rise. 35% of respondents report watching more video on their smartphone versus last year. Even more so in U.S. (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the U.K. (40%).

Advertising is being seen and video viewers in surveyed markets are overwhelmingly open to tailored advertising when watching mobile video. More than eight in 10 (82%) said yes to the prospect of tailored advertising that fits an individual’s interest.

That leads me to the second set of statistics:

Customers prefer to receive communication about services or special offers via MMS (multi-media messaging), using personalized video, according to a study of 2,700 commissioned by Vehicle

Nearly 4 in 10 (38%) said that... Read more

Serving The Self-Sufficient Mobile User

Posted by Jeff Hasen on November 10th, 2015 at 11:09 am

These days, it seems like the consumer has as many choices as you will find in an 11-story department store. That is, if you can still locate such an expansive retail location.
In one important way, the modern-day consumer is like those who have come before. In good economic times, we fill our closets with more shoes, shirts and jeans—whether we need them or not—and everyone from the customer to the business is happy. In the rougher patches, such as the recession that lasted from 2007 to 2009, sales drop and silence descends on retail sites: you could hear a pin drop in near-empty brick-and-mortar stores and malls.
Of course, e-commerce upended many brick-and-mortar business models. Only the strong and forward-looking survived. And now mobile devices have brought new consumer capabilities and expectations. Product reviews are a click away. Show-rooming is the norm: a consumer puts his or her hands on a product in a brick-and-mortar store, only to make a purchase—likely from a competitor, at a lower cost, that includes free shipping—on a handheld device.
That last move—the ordering on a mobile phone without the help of a clerk or the touch of a salesperson—is indicative of a significant shift toward consumer... Read more

Are We In the Mobile Immaturity Phase?

Posted by Jeff Hasen on October 25th, 2015 at 11:31 am

By every yardstick, including smartphones purchased, megabytes of data used, and sales generated, mobile is making historic advancements. A study by Flurry said that smartphone adoption has been 10 times as fast as the consumer reception to the personal computer.
During the 2014 holiday shopping season, wireless devices were the conduit to meaningful dollars for retailers and other businesses. In fact, smartphones and tablets accounted for more than a third of online sales on Christmas Day as well as 57 percent of all online traffic.
Sales made from Amazon’s smartphone app doubled year over year. An impossible-to-ignore 60 percent of Amazon customers shopped on a mobile device.
Still, we were left with the impression that, while marketers were in the game, they weren’t all in.
I wrote extensively about the state of mobile marketing in my new The Art of Mobile Persuasion book – I’ll share several insights from my interviews, but first let me point to a new Forrester Research report that says that mobile maturity is rare among marketers.
An alarming (my word, not Forrester’s) 44 percent are still shrinking desktop experiences for smaller screens, 42 percent put mobile first, and only 14 percent are truly transforming the customer experience.
“The best mobile... Read more

Persuading Mobile Users Through Innovation

Posted by Jeff Hasen on July 29th, 2015 at 10:44 am

Apple co-founder Steve Jobs said that innovation separates leaders from followers. Serial entrepreneur Jason Calacanis says, “You have to have a big vision and take very small steps to get there.”
The pace is in dispute, but the need for brands to advance technologies and find new ways to engage with the near always-on wireless user is universal.
But how? And what shape does that take?
“If you have a real specific need for doing it and you think it's going to solve a problem, being an early adopter (of technology) is great,” former JetBlue mobile lead Jonathan Stephen told me in an interview for my new book, “The Art of Mobile Persuasion”.
“You are quick to fail and quick to being successful. There are others out there who think this can be an enhancement to an experience and maybe those are the ones who don't necessarily jump on the early bandwagon but they continue to see as the technology improves itself, that they will adapt over time and a lot of the kinks will have been worked out. Best practice would have been created and they would have followed those guidelines.
“It really depends on the position that you're in. If you've got... Read more

Personalization Is Mobile’s Big Hurdle and Large Opportunity

Posted by Jeff Hasen on June 24th, 2015 at 1:57 pm

Three out of four consumers like it when brands personalize offers and messages, according to the Aberdeen Group. But only 13 percent of companies personalize their mobile experience for users, eConsultancy/Monetate reports.
While that seems like a head-scratch in a time when vegans are still getting meatball sandwich offers, there are reasons why brands aren’t consistently delivering the individualized goods.
“We have to realize how complex that problem is,” Sean Lyons, Global Chief Digital Officer, at international communications firm Havas, told me in an exlusive interview for my new book, The Art of Mobile Persuasion
“Think about how well you know your close friends and how preferences adapt and change over time. Could you predict with great certainty what they may want at a certain moment? Maybe only your closest friends.
“We have really high expectations for the capability to personalize communications but it's a very complicated thing. It's a mix of both a trail of data and also the feeling that I have right now, my mood. That we're not factoring in. There are going to be a lot more mistakes made with personalization, the wrong people targeted. That's part of the evolution of it.”
There is proof that personalization works today. In... Read more