Tagged 'traditional'

5 Top Trends in Mobile Marketing 2013

Posted by Rick Mathieson on December 29th, 2012 at 3:48 pm

Mobile marketing is going to make some major moves in 2013 - just not how most imagine.
Following up on our list of Top 10 Mobile Marketing Initiatives of 2012, it's time to look at some trends we'll see emerge and/or evolve in the year ahead.
Among the most prominent (not necessarily in this order):
5. Mobile Advertising Picks Up Speed (For A Time)
According to Forrester Research, mobile ad spend will boom next year - to $15 billion. Why? Because consumers now spend 10% of their media consumption time on mobile devices, yet mobile attracts less than 10% of ad dollars. The firm reasons that the old school Internet's ad growth from 8% of spend to 22% of spend means mobile must follow course (even though marketers get less and less from that increased Internet spend). But, the firm says, even a small step toward closing the gap will mean big dollars for this medium.
I'm not completely convinced. As a marketer, I find mobile advertising a bore (even some of the newer, much hyped expandable ad units). As a consumer, I find it all a snooze fest.
Mobile's far more powerful than just trying to replicate ad models from the old school Internet and... Read more

Mobile Roundtable (Concl): AMEX: The Ultimate Mobile Marketing Platform?

Posted by Rick Mathieson on October 6th, 2011 at 2:24 pm

It's already one of the world's preeminent payment companies.
With its entry into m-commerce, does American Express - its merchant partnerships and its massive database of customer preferences and purchase behavior - become the ultimate mobile marketing platform?
In the conclusion of our Fall 2011 Mobile Marketing Roundtable, our panelists - Julie Fajgenbaum, vice president of brand marketing and social media for American Express, Jeff Hasen, CMO of mobile marketing firm HipCricket, and Adam Broitman, CEO of digital ad agency Circ.us - talk QR codes and Near Field Communications (NFC) and their (to some, questionable) value to marketing and advertising.
And I ask them to consider the place payment companies like AMEX might hold in the future of mobile marketing.
FALL 2011 MOBILE MARKETING ROUNDTABLE (CONCL): AMEX: the Ultimate Mobile Marketing Platform?

Click Here to Listen to Fall_2011_Mobile_Marketing_Roundtable_Conclusion
(Approx: 5:25)
PLUS: Don't miss the other installments from this exclusive roundtable:
In Part 1 of our Fall Mobile Marketing Roundtable, we talk to Julie Fajgenbaum, VP of Brand Marketing & Social Media for American Express about how AMEX is going social+mobile+commerce.
In Part 2, we talk to Adam Broitman, CEO of Circus about ways this equation will play out over the next five to 10 years... Read more

Mobile Roundtable (Pt 4): Mobile Marketing's Role in Super Bowl 2012

Posted by Rick Mathieson on October 5th, 2011 at 9:36 am

With all the advertising slots for Super Bowl 2012 already sold out, I asked our mobile marketing roundtable what role mobile marketing will play in this next year's Ad Bowl.
Julie Fajgenbaum, vice president of brand marketing and social media for American Express, joins Jeff Hasen, CMO of mobile marketing firm HipCricket, and Adam Broitman, CEO of digital ad agency Circ.us, in discussing the use of mobile as a response mechanism for spots aired during the big game.
 Along the way, we hear about a largely overlooked role mobile plays regardless of its intentional integration with Super Bowl spots - and we try to get Julie to reveal AMEX's plans for game day.
FALL 2011 MOBILE MARKETING ROUNDTABLE (PT 4): MOBILE MARKETING'S ROLE IN SUPER BOWL 2012
Click Here to Listen to Fall 2011 Mobile Marketing Roundtable (Pt 4)
(Approx: 4:51)
TOMORROW: With converging trends such as they are, doesn't AMEX stand to become one of the world's top social CRM platforms? We'll discuss the prospects - and what it could mean to mobile marketing.
PLUS: Don't miss the other installments from this exclusive roundtable:
In Part 1 of our Fall Mobile Marketing Roundtable, we talk to Julie Fajgenbaum, VP of Brand Marketing & Social Media for American... Read more

Mobile Roundtable (Pt 3): The Secret to Mobile Marketing Success? Traditional Advertising

Posted by Rick Mathieson on October 3rd, 2011 at 6:11 am

Major brands are discovering the secret to mobile marketing success lies in what for some is an unexpected place: traditional advertising.
As longtime readers know, this is a reoccurring theme in my books - and in part three of our Fall 2011 mobile marketing roundtable, Jeff Hasen, CMO of Seattle-based HipCricket, illustrates the power of this dynamic in campaigns for Ford and Arby's.
You'll be impressed with the results generated - and you'll see how social+mobile+commerce can work seamlessly within fully integrated communications campaigns.
FALL 2011 MOBILE MARKETING ROUNDTABLE (PT 3): DRIVING TRADITIONAL MARKETING SUCCESS VIA MOBILE
Click here to listen to: Fall 2011 Mobile Marketing Roundtable Pt 3
(Approx: 4:26)
TOMORROW: We'll talk more on mobile's role in traditional campaigns, and how it may effect 2012 Super Bowl advertising (hey, is it ever too early to talk about the Ad Bowl?)
PLUS: Don't miss the other installments from this exclusive roundtable: 
In Part 1 of our Fall Mobile Marketing Roundtable, we talk to Julie Fajgenbaum, VP of Brand Marketing & Social Media for American Express about how AMEX is going social+mobile+commerce.
In Part 2, we talk to Adam Broitman, CEO of Circus about ways this equation will play out over the next five to... Read more