The cynics said that we would protect our privacy at all costs.
The doubters waved their arms and said that there wasn’t anything to entice us in large numbers to join and see value in permission-based programs run by brands. We will be spammed, they foolishly predicted.
The doomsday gang said that we are all too busy to notice calls to action that ask us to do something.
In the most eye-opening permission-based wireless success to date, Disney World has enticed more than half of its 18.6 million annual park visitors to use its MagicBand wearable device and the accompanying app to, as Wired put it, “skip long lines, preorder food, and charge purchases to their Disney resort room. And it kind of feels … fun.”
Fun. And of value to the masses. Here today, not something that you can only find in Fantasyland.
“The things you want to do at the park all become the family's mission,” Tom Staggs, Disney's chair of parks and resorts, told Wired. “Being able to lock that mission in de-stresses your whole vacation.”
And there’s value all along the journey, making the Happiest Place on Earth even happier.
According to Wired, visitors use an app to pre-select three rides for... Read more
We stood in line to a get a picture with the gentleman who looks a bit like Kris Kringle. There was no sitting on his knee, but we fawned over the “toy” that he had with him – the world’s first cellphone that the “father of mobile” had invented.
Forty-one years after Martin Cooper changed everything with a device now warmly called “The Brick” – it was actually the relatively humongous Motorola DynaTAC – the 85-year-old came this week to the Mobile Marketing Association’s CEO/CMO Summit in Hilton Head, S.C. to give us a history lesson – and to tell us what is next.
In 1983, “The Brick” had just 20 minutes of battery life and with a weight of 2 ½ pounds, Cooper said that users couldn’t even hold it up for 20 minutes.
Still, “we jump-started a revolution. People are fundamentally, inherently mobile. It seems like no one is where they want to be. Back then, the phone company told us the only way to do it was to tie people to their desks through copper wire. We set people free.”
That freedom and the consumer behavior changes that have come with it had about 200 marketers, publishers and others spending three... Read more
Like many, I’m regularly tracking share and number of mobile opt-ins. By all yardsticks, the morphing to a wireless world is impressive and unmistakable with huge ramifications for brands.
But, well beyond consumer numbers, I’m interested in marketer participation, both newbies and those who have seen enough in mobile that they are increasing their investments in time and money.
The recent Mobile Marketing Forum held by the Mobile Marketing Association shows progress in that area as well.
No attendance figures were publically offered. By my estimation, there were well over 1,000 in New York with the great majority brands rather than vendors (even if many registration passes for brand marketers were heavily discounted to get them there). That’s quite a change.
I’ve been going to these events since 2005 – now as Chief Marketing Officer of Mobivity (www.mobivity.com). For years, it was mobile provider talking to mobile provider, often times with exaggerated claims of how well business was going.
Here is some of what struck me as noteworthy:
- Chrysler sees 45 percent of its web traffic from mobile. As is the case with many brands, attribution is still a challenge, but it hasn’t prevented the carmaker from increasing spend, according to Amy Peet, senior digital... Read more
The effects of the South By Southwest flu have surely passed for those who spent early March sleep-deprived in Austin. But what about the malady that manifests itself in a marketer chasing shiny objects?
It happens every year. Pragmatism gets left at home, replaced by the expectation that the “cooler than cool” folks at SXSW will see “cooler than cool” technology and services. Then, they will bring those “solutions” to their marketing programs and all will be cool.
Except consumers are anything but cool early adopters.
So just what are our target audiences responding to in the real world?
And messages on printed receipts.
Before you say that those are uncool, let me explain.
Jack Dorsey, founder and CEO of Square and co-founder of Twitter, is one of those cool dudes who you see in Austin. Of all things, he sees the printed receipt as underused and a next-generation point of engagement with consumers.
“What if we see the receipt more as a publishing medium — a product unto itself that people actually want to take home, that they want to engage with, be fully interactive with?” Dorsey said earlier this year at the National Retail Federation’s annual expo. ”What can we do with this everyday... Read more