The Fast and Furious world of mobile… Here to stay, and growing quickly.
There are actually some pretty interesting stats embedded within. Particularly compelling is the marriage of retail and your mobile device:
Purchase-driven Shoppers: Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process.
- 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer
- 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones
- 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store
Courtesy: Google Mobile Ads Blog
Every year, JWT releases a deck covering ‘What To Watch’ in the coming year. The last several years, they’ve made some very accurate predictions. Looking into 2011, I’m pleased to see that they’ve called out Mobile as the ‘Everything Hub’. That is spot on in my opinion. Full forecast embedded below.
Freshly named Mobile Marketer’s ‘2010 Mobile Marketer Of The Year‘ – Starbucks continues to make the right moves, on the right platforms, with the right people – their customers. I’ve written about Starbucks multiple times on this site in the last couple of years, giving them loads of credit for the way that they effectively market their brand while keeping in mind that their main role is how to best service their customers.
The thing that impresses me most about Starbucks is their willingness to ‘try’ things. They have developed a culture of innovation surrounding how they market to, and embrace their customers. A key quote from the Mobile Marketer article inspired the title of this post:
“Starbucks taps mobile for the medium’s strengths: location, timeliness and immediacy, convenience and measurability,”
5 words – 4 important to the customer, 1 very important to Starbucks (measurability).
They are clearly customer centric, with the aim to 1) Make it easy on their customer to do business with them 2) Make the experience relevant and, most importantly 3) Build an intense level of loyalty with their patrons.
What better way to accomplish those things listed above than to create a set of tools that are with you all the time, on the computing device you use most often? Your phone. This device provides an opportunity for Starbucks to interact with their patrons multiple times a day, providing them an enhanced experience with a product they clearly love, and (this is important to a marketer) get real time data about those people and how they interact with your brand in a non-intrusive and invisible fashion. People are willingly interacting with Starbucks because they are getting perceived value from their experience on their mobile device. Well done, Starbucks – you’ve set the bar.
My top 10 reads for the week. This is a SMALL sampling of what I come across in my weekly media consumption addiction. If you’d like to be on my email list, please email me and I will add you.
Foursquare Takes The Next Step In Working With Brands – ReadWriteWeb
Gifi Lets You Hide Money for Your Friends to Encourage Foursquare Check-Ins – NYTimes
Facebook Sees Social Commerce Reaching Tipping Point – WSJ
AOL’s Tim Armstrong: We Got TechCrunch! – TechCrunch
How Important Have Apps Become? – FloTown Infograph
Barcode Scanning Up 700% This Year – MediaPost
Facebook and Skype Readying Deep Integration Partnership – AllThingsD
Google betting BIG on Mobile for future revenue – Business 2.0 Press
Why Chipotle Ditched Ad Agencies – AdAge
The Value of a Liker – Facebook