September 1, 2010 – 2:03 pm
Consumers have access to information and opinions about products, brands and companies from an infinite number of sources. And with the rise of social media, the power to control the terms and tone of the brand-consumer relationship has shifted to the consumer. As consumers have greater control, businesses face the challenge of transparency and consistency. [...]
August 25, 2010 – 3:38 pm
Connecting with customers with a relevant message is key to growing any business. It’s why a complete direct digital marketing strategy is so valuable. So, as an example, let’s take a look at how cable companies (aka multiple system operators, or MSOs) can use direct digital marketing effectively. Think about the products offered by MSOs [...]
August 23, 2010 – 12:23 pm
Most marketers understand why they need a strong mobile marketing strategy. However, sometimes it can be overwhelming to understand the essence of what mobile marketing is really all about, and what elements are most important within a mobile strategy mix. This came up when I participated in a mobile marketing webinar sponsored by PRNewswire, explaining [...]
Which technology does Knotice recommend? The answer here gets only slightly clearer. In most cases Knotice recommends Microsoft Tag, and here’s why – it’s all about the consumer. Right now, at the moment I’m writing this, Microsoft Tag provides the simplest, cleanest, and most straightforward solution for getting the tag reader application onto consumers’ mobile [...]
Over the last year or so we’ve devoted a few posts in The Lunch Pail to discussion of 2-dimensional barcoding. We’ve explained the basic technology framework, and how it is applied. We’ve compared these technologies to each other and compared these technologies to other alternatives for linking physical and online experiences through the mobile phone. [...]
Many of our most-trusted online and offline marketing tactics have very little capacity to support or adapt to the context of time and place. They certainly cannot get down to specific increments of minutes and seconds, or meters and footsteps - like mobile interactions can. The mobile Web, specifically, unlocks for consumers the power to [...]
March 10, 2010 – 11:41 am
Motorola recently released a study indicating that 51 percent of consumers worldwide used their mobile device to help make purchase decisions while shopping at retail stores during the 2009 holiday shopping season. As more and more consumers adopt feature-rich mobile devices, your shoppers will increasingly demand access to information, videos, and discounts at the point [...]
November 18, 2009 – 12:32 pm
Mobile tagging is a category term for the creation and rendering of a two-dimensional bar code that is link to an online experience, accessed through a mobile device. There are two basic types of mobile tagging solutions. I will go into greater depth in a forthcoming column for the MMA, but here is a quick [...]
November 11, 2009 – 12:04 pm
One of my prevailing themes on The Lunch Pail is untangling marketer confusion within the very broad topic of "mobile marketing." One source of confusion - perhaps we can call it a "misconception" - is common enough to address here in detail. Many marketers misunderstand, or do not see a distinction between, the micro-blogging social [...]
October 30, 2009 – 11:49 am
The annual CTAM (Cable and Telecommunications Association for Marketing) Summit wrapped this week. A central theme of the CTAM Summit is the discussion of the "TV Everywhere" concept. TV - in its current definition - has to adapt. Competition from the Web - where video content is available anytime through Hulu, YouTube, and thousands of [...]
