Category Archives: Mobile Marketing

Brand Fast-Trackers #184 – The Consumer is in Charge

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We’ve all heard the term ‘big data’ tossed about quite a bit in the last year. But what does big data really mean and how can marketers take advantage of it? Today. we speak with a true authority in the space, Martin Doettling, CMO of Webtrends. In the past, we have spoken about how a marketer could spend the bulk of the budget on a major TV buy and reach most of the target audience, but in today’s ever-more fragmenting world such a thing is impossible. Moreover, the CREATIVE used to lead the charge on how a campaign unfolded and how that spend was divided across mediums.

So how can a brand marketer connect with the audience and ultimately deliver REVENUE? Martin shares this nugget:

“The consumer is driving the charge. You can’t rely on creative and national campaigns alone anymore. Creative is still important, but the case can be made where data that provides actionable insights drives the creative.”

Think about that sentence again - data provides actionable insights. So what does that really mean? CPG companies, for example, have always had a ton of data at their disposals, zip codes and certain demographics like age groups. This type of data, while important, is not enough to provide real, actionable insights. According to Martin, companies who used this data were basically just “spraying and praying,” an expression which I love and which I think applies to more marketing than any of us care to admit.

So now brands are able to turn to companies like Webtrends (Keep in mind, I’m not advocating one solution over the other. There are many players in this field.) who can dig into the data, both offline and online and turn it into compelling content for the consumer. How and where does your consumer interact with you? How do they like to experience your brand? So take this data and apply it. Martin gives an example of a high end luxury goods company that brought an online, showcasing video experience into one of their flagship stores, so when a customer picks up an item (in-store!) the video screen shifts to that product and its particular features of craftsmanship. Wow – very powerful.

In my mind, the most important thing that Martin touches on is that the Consumer is in Charge, so brands need to not only recognize that, but finds ways to take advantage of it. Let’s be honest, if a consumer can’t find something they are looking for, they will move on. How many times have you hopped to a new website because you weren’t happy with the results? And how long did you stay on the first website? 10 seconds? 5 seconds? The answer is probably less. In a year where we saw Black Friday/Cyber Monday sales up 30% and more online transactions than ever in history (!), marketers have to looking at data to help them drive marketing treatments and get the most bang on their buck.

Martin also makes a few predictions of what is coming next that I will leave to the audio. Tune in below, grab it off of iTunes (Hey, and leave us a review while you are there!), or subscribe to us on Stitcher (no syncing required!).

[Lead Image from Tom Fishburne - The Marketoonist]

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Brand Fast-Trackers #182 – Mobile is Not a Channel

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Mobile Marketing

To QR or Not to QR

QR codes…maybe you love them, maybe you hate them, but chance are you are not ambivalent. QR codes may not be the end all, be all mobile engagement tool it’s been promised to be, but the question is not what you gain by using them, it is what you stand to lose by not using them. Today’s guest is a mobile industry veteran.  John Lim is the CEO/Founder of Life in Mobile and believes fervently in the monetization of mobile for brands. As John points out, many brands sell via retailers, so how their products are displayed or sold are very dependent upon the retailer. What is a customer wants to know more about a product and the store salesperson does not know or is misinformed. At minimum, QR codes provide a great place for brands to interact directly with their consumers – everything from cereal to cosmetics to electronics. As John says, they come at almost a zero cost factor (you are already creating the packaging), so when it comes to QR, marketers have to think of the ROI of you NOT having them.

“2 or 5% of 10MM is still better than a 100% of 0%.”

This brings me back to Tom Fishburne’s hilarious, yet true cartoon at the top of this post. Brand loyalty is illusive at best and consumers may have favored (vs. favorite) brands, but they will sacrifice you in a minute if the cost or THE EXPERIENCE is not to their liking. QR codes may offer a point of redemption, BUT as my CEO discussed this summer, you had better send them to an optimized experience.

Is this the year of mobile?

We’ve talked a lot about mobile marketing this year, and we have heard from respected marketers like Mitch Joel, Jay Baer, and Diane Kegley about just how critical mobile marketing has become, but I’ve never quite heard it from this perspective:

“It’s not about mobile per se as a channel. Do you mean mobile advertising or the mobile app world? [...] For brands there is never a year of mobile it could be the year your mobile consumer makes or breaks your brand. It should never exist within a brand organization.” — John Lim, CEO/Founder, Life in Mobile

Think about that statement - This could be the year that your consumer MAKES or BREAKS your brand BECAUSE of MOBILE. Very powerful, and proving that mobile needs to be integrated into every single thing you do, every campaign, every interaction, every single consumer touch point. Brands who don’t do this are losing out. Recent Google stats show that 45% of all consumers use smart phones for in-store product research, 39% checked other online retailers while in store, and most startling is that 53% of walk-outs (when shoppers leave without making a purchase) were influenced by smart phone usage.

Tune into the audio below for more on mobile, I think you will enjoy John’s ROI-focused perspective. I hope you all have a wonderful holiday with friends and family.

Happy Thanksgiving from Brand Fast-Trackers. 

[Lead image by the fantastic Marketoonist - Tom Fishburne]

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