I had a conversation the other day with a client who read the recent eMarketer article assessing the economic downturn's impact on household communications spending - specifically data, voice, and video. Citing a survey by Research Analytics, eMarketer reports, "nearly one-half of respondents (48%) said they would drop the mobile data services completely if forced [...]
In my previous post I relayed the first two direct digital marketing challenges – and opportunities – local restaurant marketers face. The foodservice industry stands to gain by approaching email marketing and mobile marketing with equal weight and similar tactics. Here are two more challenges that are easily overcome, allowing restaurant marketers to capitalize on [...]
The foodservice industry - specifically quick-service or casual dining restaurants - has traditionally sold themselves short on direct digital marketing. Having extensive personal experience in the industry, I have seen this first hand.
Why have restaurant chains typically been slow to adopt direct digital marketing competencies as a core part of their marketing outreach? There are [...]
On Monday I introduced this week's topic, calls-to-action in mobile marketing. On Wednesday I analyzed the pros and cons of the two primary mobile calls-to-action. Today, let’s take an in-depth look at “QR” or 2D codes, and how the potential for success is very high.
Call-to-Action #3: Using a “QR” or 2D code
Caution – emerging technology [...]
On Monday I introduced this week's topic, calls-to-action in mobile marketing. I mentioned three specific enticements that I would provide a pro/con analysis of. Without further ado, here are the first two.
Call-to-Action #1: Entering a URL into a mobile browser
Simply, this means inviting a shopper to open their smartphone's browser, call up the address bar, [...]
The promise of mobile marketing has always been about context: marketers providing the right information at precisely the right time and place, for high-value interactions with consumers. It is the factors of time + place that make the mobile channel such a compelling opportunity. For retailers, communicating within the context of time + place usually [...]
April 20, 2009 – 11:54 am
Recently, a couple of stories popped up in the media concerning the long-awaited emergence of mobile couponing solutions that allow consumers to search newspapers and circulars for savings - as we are accustomed to doing - then use our mobile devices to "clip" those coupons virtually (no real scissors involved) and redeem in-store with a [...]
April 15, 2009 – 12:17 pm
I came across an article the other day in the New York Times Bits, reporting that global spam traffic has crept back up to about 94% of all email volume, after a steep decline last year attributed to the shut-down of a rogue ISP.
94% of all email volume equates to a large body of illicit [...]
SMS gets very little buzz. SMS has a very low "Q" rating. But, SMS has street cred. It's still the most effective way to engage and interact with consumers on their mobile phones.
It's true that recent studies confirm adoption of the mobile Web continues to grow at a steady pace. Recent research reports that:
Manufacturers are [...]
As promised on Monday, here’s part 2 on road mapping for email success! The focus of this post is more on how to adopt a step-by-step approach.
Step 1: Establish the Ground Rules
If you’re just starting in email, what is the goal for your fledgling program? If you’re looking to improve an existing program, what are [...]
