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Mobile

Nothing Bigger Than Mobile Internet

by Tim on May 24, 2013

The Washington Post has a look at new data from the McKinsey Global Institute. The big takeaway?

“McKinsey folks believe that the most economically significant technologies over the next decade-plus will be those already well underway in their development — the mobile Internet, largely in place in the advanced world and rapidly growing in emerging markets; the automation of knowledge work, things such as computerized voices that can handle many customer service calls; the “Internet of things,” such as embedding sensors in physical objects to monitor the flow of products through a factory; and cloud computing. Each of these areas of innovation, in the McKinsey telling, will be worth north of $1 trillion to the world economy by 2025, even on the low side of their range.”

Not a shocker, really. You can read the whole write-up here.

Now, I’ve been talking a lot about the automation of knowledge work this week and have been relatively bullish on mobile for some time. But, it’s increasingly obvious that we’re really just at the beginning of the Internet revolution. Ought to be fun.

If you’re interested in learning more about this, register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. While it’s targeted to the hospitality industry specifically, most of the lessons apply across verticals. And, if that’s not enough, you might also enjoy some of our past coverage of the social, local, mobile web, including:

Tagged as: Future, future of e-commerce, m-commerce, Mobile, mobile commerce, mobile device, mobile ecommerce, mobile internet, mobile marketing, mobile phone, mobile search, mobile strategy, mobile web, Strategy

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The Truth: How the Social, Local, Mobile Web Affects Sales Online and Offline

by Tim on May 15, 2013

in E-commerce,Marketing,Mobile,social strategy

I recently had the pleasure of speaking to the New Jersey Chapter of MENG (Marketing Executives Networking Group). They were a fantastic audience, offering great questions and a lively dialog. The talk highlighted companies like W Hotels, Nike, Tesco and other companies who get what the transition to social, local, and mobile means for their customers (like those I highlighted yesterday). If you’d like to take a look at the slides, they’re linked below:

I also recorded a brief video with NJ MENG Chapter president Monique de Maio on omnichannel marketing and how it pays off for brands:

As ever, I’m available to speak to your group, too. You can get all the details here.

You can also register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. While it’s targeted to the hospitality industry specifically, most of the lessons apply across verticals. And, if that’s not enough, you might also enjoy some of our past coverage of the social, local, mobile web, including:

Tagged as: m-commerce, Mobile, mobile commerce, mobile device, mobile ecommerce, mobile internet, mobile marketing, mobile phone, mobile strategy, mobile web, social, social business, social commerce, social e-commerce, social ecommerce, social is people, social marker, social marketing, Social Media, social media marketing, social network, social network marketing, social networking, social networks, social shopping, social strategy, social web

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How to Get in Your Customers’ Pants… Pocket (Travel Tuesday)

by Tim on May 14, 2013

in Marketing,Mobile,Travel Marketing

Pardon the salacious title; I couldn’t help myself. But you’ll love where this is going.

If you’re a typical hotel, travel agent, airline, car rental agency, or cruise line, most of your customers don’t interact with you all that often. Sure, the “road warriors” do, but lots and lots (and lots) of others might only buy from you once a year, if that. You’ve only got a handful of opportunities each year to put your brand in front of the customer and deepen the relationship.

Or do you?

Check out what W Hotels is doing with their mobile app:

W music app

Yep. That’s a music player, featuring curated music mixes from hip, trendy DJ’s. Instead of interacting with that customer maybe a few times a year, they can engage with that guest every single day, reinforcing their relationship and continuing to tell their brand story.

Now, obviously, the music options W chose limit its appeal to a certain type of customer. But that’s OK, because that’s exactly the type of customer W wants in its lobbies, bars, and, ahem, bedrooms. They’ve done better than getting in their customers pants. They’ve gotten in their hearts and minds.

Of course, they’re not the only one taking this approach, inside the travel industry or out. Nike, for example, shifts the brand experience from the few times a year a customer looks for a new pair of running shoes to a continual conversation with its Nike+ app and Nike Fuel Band.

Both companies have found excellent, brand-focused ways to assist their customers and engage in their daily lives. Because, as I’ve noted before, “…mobile is always at hand. Literally.” Or, y’know, in their pants pocket.

What creative ways have you seen for brands (in travel or outside) to offer apps that both enrich their customers’ lives and deepen the relationship? If you have a minute, tell me about them in the comments. I’d love to hear.

Interested in more? Register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. And you might also enjoy some of our past coverage of mobile, including: