Happy Sunday and Happy Spring … at least according to the calendar. This week’s #SundayMusings will focus on mobile and mobile marketing, so here are the top stories that caught my attention over the past two weeks under this umbrella. Enjoy!
#1 – “Foursquare CEO: How We’ll Tell You Where To Eat And What To Order” – via ReadWrite.com
Premise: Aside from telling our friends and family where you are via mobile check-ins, we are providing a dearth of data and information that foursquare is leveraging to help create recommendations for you in the future based on your interests and behaviors. The author sat down with foursquare co-founder Dennis Crowley to talk about what the future is or might be for his company.
The interview itself talks about the past and present numbers for foursquare and where it is seeing growth around the globe, including how to monetize the platform based on the success it has seen in the US. It then pivots towards “anticipatory computing”, i.e. where your mobile device knows your location and is able to make recommendations for you.
Thoughts: If this is your first, or one of your first visits to the site, I’ll just preface my thoughts with the following: I’m a big fan of foursquare and the personalization I can get from the network. I thought the interview was fantastic and at the end was an “aha” moment. When Crowley says that if three people go to Google Maps and search for dinner, the same places will come up. However, if those three people search foursquare, they are going to get recommendations based to their interests. That’s the point and that’s the Holy Grail right there – you get what you want.
(If you are considering using the foursquare platform for your business, take a look at the “Tips” article we put together several months back.)
#2 – “7 Unbelievable Mobile Marketing Success Stories” – via LouderOnline.com.au
Premise: Is your company considering a mobile campaign? This write-up provides you with seven brands/companies that have successfully implemented a mobile marketing campaign, including; Ikea, Chipotle, Starbucks, and more.
Thoughts: I wish I knew about the Ikea app before we started home improvements two weeks ago! Creating a virtual 3D image of how an item would look in your home sounds like an amazing feature. Chipotle used a mobile game (Chipotle Scarecrow) to draw in millions and build awareness of their “Food with Integrity” initiative.
Another brand and unique way of driving engagement with customers is creating exclusivity in a mobile app, like Target has done with their “Cartwheel app”, providing users with unique deals. Starbucks is mentioned in just about every success story article published. (Therefore, it is time to put the “Brand in Focus” in the coming weeks.)
Which one of these mobile marketing campaigns catches your attention the most?
#3 – “How Mobile Marketing Can Benefit Your Business” via BrettRelander.com
Premise: Are you taking advantage of mobile marketing for your brand or business? The author puts together several ways in which you can use mobile to build your business – SMS, GPS-based, Search, and/or Apps. These efforts provide you with greater access to who your customers are and helps build stronger loyalty to your brand.
Thoughts: I wanted to use this write-up in today’s #SundayMusings because it is a simple reminder that mobile marketing comes in more than one shape or size. There are a number of different avenues you can take. You should be picking the one(s) that you are most comfortable with and committing to them.
#4 – “A Step-By-Step Guide to Setting Up a Mobile Marketing Campaign” via ConvinceandConvert.com
Premise: It is critical to put together a plan for your mobile marketing campaign and Convince and Convert has laid out the boundaries for you with this write-up. From defining your objectives, through data/reporting, and follow-up, the article takes you through a checklist of items to consider when planning your mobile campaign.
Thoughts: Building off of #3 above, this article would be a nice ‘next step’ for you to consider when thinking about your mobile campaign. Define your goals first. Once executed, be willing and open to tweaking the plans based on learnings and findings while the campaign is being executed. At the very end of the write-up you’ll find a well-placed campaign from Naked Juice on foursquare as an example.
#5 – “McDonald’s bets on rich media to build Facebook following” via MobileMarketer.com
Premise: In an effort to increase their presence on Facebook, McDonald’s is turning to mobile advertising on the platform. Given the changes on Facebook’s newsfeed, the organic reach of posts are typically declining for brands and businesses and efforts similar to this can be used to subsidize those losses. The McDonald’s campaign has users select their favorite image and takes them to the McDonald’s Facebook page.
This isn’t the first time McDonald’s has leveraged social media for its promotions, having used Instagram, Facebook, and Twitter in the past. The goal continues to be to drive engagement with its fans and customers.
Thoughts: Few brands out there have the resources that McDonald’s does, but I find it interesting to see them quickly making adjustments based on the changes Facebook continues to implement on its platform. McDonald’s is bringing in more and more mobile marketing strategies in order to stay connected with their audience.
#6 – “Google unveils Android Wear, its modified OS for wearables” via cNet.com
Premise: About two weeks ago Google announced that they will be pushing out their Android Wear line, starting with smartwatches. The wearables will have a new OS that will leverage Google Now voice recognition (similar to Google Glass). Google will be partnering with HTC, LG, Samsung, Asus, and Motorola to roll out their smartwatches.
Thoughts: Let’s pivot away from mobile marketing for a second. Are you using a smartwatch yet? I have seen very few people with them, but as the author of this article points out, with Google jumping into the market, it does provide a little more stability to the market … at least for me anyway.
Maybe the YouTube clip will help start to pique your interest:
#7 – “Mobile Media Summit LA Puts “Cars and Stars” Center Stage” via alistdaily.com
Premise: The largest mobile advertising conference in North America and Europe hits Beverly Hills, California this coming week. With the continued shift in focus towards mobile, advertisers have followed suit. The write-up provides a list of presenters and a registration code for saving a few dollars for those interested.
Thoughts: Given that this is coming up this week, I wanted to put this out there for those that might be interested. Even if you can’t attend in person, if the prior articles have sparked an interest, you can follow Mobile Media Summit on Twitter to catch the latest news from the event.
Tweet of the Week:
— Engadget (@engadget) March 22, 2014
Not to be outdone by McDonald’s, here is news on Wendy’s mobile platform from engadget. However, if you take a look at their story, you’ll quickly learn that Wendy’s has left out discount and promotional efforts from their app, unlike Burger King.
Are you using your mobile phone for payments in store? If so, how is the experience? What do you see as the greatest benefit to doing so?
That’s it for this week’s #SundayMusings! Have a great week ahead!