MOBILE MARKETING AND DIGITAL CONVERGENCE

Chapter 15

Spring 2011 Internet Marketing, 3rd ed.Mary Lou Roberts & Debra Zahay-Blatz

AS SEEN ON THE METRO

http://management.bu.edu/pemba.htm?utm_source=Metro%2BQR&utm_medium=code&utm_campaign=Metro_QR

Interently TrackableUsing Landing Page for Other Campaigns?

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ADOPTION AND DIFFUSION

Spring 2011 Internet Marketing, 3rd ed.Mary Lou Roberts & Debra Zahay-Blatz

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DRIVERS OF PRODUCT/SERVICE ADOPTION

• Relative advantage—the degree to which product benefits are perceived to be superior to those of existing products.

• Compatibility—the degree of consistency between the new product and consumer’s perceptions of and behaviors toward existing members of the product category.

• Complexity—the extent to which the new product is difficult to learn to use

• Trialability/divisibility—the extent to which the new product can be tried on a limited or modular basis.

• Observability/communicability—the degree to which the new product’s benefits are evident to or can be communicated to the prospective customer.

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INNOVATION ACCORDING TO IBM

• Innovation occurs with greater rapidity across product types and national boundaries.

• It requires collaboration across scientific and technical disciplines.

• The tradition concept of intellectual property is being questioned. It needs to evolve from being a possession that is hoarded to being a productive asset that is invested or even shared to encourage further progress.

HOW FAST CAN IT GET?

Spring 2011 Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay-Blatz

Figure 2. The Increasing Pace of InnovationSources: http://www.ibm.com/ibm/files/N502137V75420E94/IBM_GIO_2004.pdf http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011?from=ss_embed

ANYTIME, ANYWHERE

PERVASIVE?

http://www.youtube.com/watch?v=vb5g19Nn4Cc

http://www.youtube.com/watch?v=tfJu6CiygEI&feature=player_embedded

DIFFERENT AUDIENCES > DIFFERENT CAMPAIGNS

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STRATEGIC DRIVERS OF MOBILE• Context.

– Localization. Through various geographical systems, the location of the user can be identified and information specific to that location can be provided. Location-based marketing programs will be discussed later in the chapter.

• Personalization. • Growth of social networks. • Time sensitive• High-value. • Voice activation• 1-Click payment mechanisms. • Security.

– SIM (subscriber identification module) cards that can be inserted and removed to protect encoded information are a widely used solution.

• Privacy. • Expanded Permission Marketing.

MOBILE CHANNELS

DEVELOPING MOBILE CAMPAIGNS

EXPLOSIVE GROWTH OF SMARTPHONES

NHL PREGAME SHOW, THE OSCARS

THE MSLO BEAT GOES ON!

LOCAL MARKETING

CLAIM YOURLOCAL LISTING

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A CROWDED SPACE!

• Facebook Places• Foursquare Deals• Gowalla Deals• and Many, Many Others!

THE BIG KAHUNA

BARCODES – MARKETING ART?

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GROWING BY LEAPS AND BOUNDS

• Scaning traffic grew over 800% over Q1 2010• 2D barcodes saw more scans than 1D (UPC) codes• Brands in the retail and media industries

generated some of the most popular 2D campaigns

• The Android operating system generated the most scans while the iPhone generated more than any other device.

http://scanbuy.com/web/press-kit/154-scanbuy-trend-report

MAKING THEIR WAY INTO US RETAIL

NFC—AN ALTERNATIVE?

http://www.nytimes.com/2011/03/24/technology/24wallet.html

LOCAL BUSINESSES CAN PLAY

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MOBILE SELF REGULATION• Notice. Marketers must provide users with an understandable and easy to

locate description of the terms and conditions of a marketing program.• Choice and Consent. Marketers are required to obtain opt-in consent for all

marketing programs and to provide a simple opt-out mechanism. Consent canot not automatically be transferred to other marketing programs.

• Customization and Constraint. Marketers should target messages appropriately, using the data they collect for that purpose. They must take reasonable precautions to ensure that customer data is handled responsibly and in accordance with existing laws. They should limit mobile messages to those requested by the customer.

• Security. Marketers must implement reasonable procedures to protect customer data from all unauthorized use or users.

• Enforcement and Accountability. Members of the MMA are expected to abide by these guidelines. In the absence of outside regulation, they are expected to certify that they are abiding by the guidelines.

http://mmaglobal.com/codeofconduct.pdf

INTEGRATED COMPUTING

MARRIAGE, DIVORCE, REMARRIAGE

May 4, 2011 ... Offers syndicated columnists, blogs and news stories with moderated comments.

THE FUTURE—THERE’S AN APP FOR THAT!?!

The ConvenienceOf

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