Classic Guide to Mobile Commerce. Featuring…

May 19

JonathanMedia, Mobile, Mobile Marketing, Opinion, Personal , , , , No Comments

Classic Guide To Mobile Commerce
If you’re at all interested in the mobile marketing space, you should be reading MobileMarketer.com and the Mobile Commerce Daily.

Combined they offer great campaign coverage, industry trends and thought leadership across the entire range of mobile marketing, advertising and commerce.

They also put out a series of reference guides called the Classic Guides. These go deep on specific subjects such as mobile advertising, women in the mobile space and predictions for the year ahead.

This year, I’m thrilled to have an article included in their second annual Classic Guide to Mobile Commerce.  My article is on page 18 where I talk about how to nurture your existing customers into the mobile channel.  Since you’ve already established a relationship with these customers, they’re going to be extremely influential in the uptake of this new brand touch point.

My thinking has evolved since I wrote this piece but I still feel it offers some good foundational advice. Hope you agree and hope you take the time to read all the other articles. There’s a lot of great learning contained in that guide.

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Building New Bridges at Digital Cement

Sep 20

JonathanMobile, Personal , , No Comments

As announced on Twitter and picked up by Profectio, I recently joined Toronto-based agency Digital Cement as their Manager, Mobile Marketing Solutions.

It’s a new position for the company, but a natural one given their mandate to “help leading organizations start, grow, deepen and measure relationships with their most valuable customers.”  They’ve got a lot of experience in the life sciences and CPG/retail verticals, which is a great fit for mobile when you think about how personalization & contextual relevance can make such a huge difference for customers in those settings. The client mix goes beyond those industries and, let’s be honest, what organization wouldn’t benefit from strengthening the bond between its brand/services and its customers?

My first two weeks have really been about onboarding as much information as I can about the organization and fleshing out how mobile will fit into the overall service mix.

A couple things have really jumped out as tremendous assets for the growth of the mobile practice:

  • There’s a real emphasis on making sound strategic decisions backed up with well-researched qualitative and quantitative analysis.  Programs are always based on solving real business problems and with clear, measureable ROI (whether ‘return on investment’ or ‘return on innovation’) in mind;
  • The in-house marketing design & technology is really strong, especially on the user experience and database management side;
  • There’s a lot of very smart people who really care and work hard.

Broadly, my mandate is to be the go-to-guy for mobile subject matter expertise and business development. I’ll be hands-on with both program strategy and campaign tactics, working with mobile media partners and managing any outside vendor relations.

A big bonus for me is the platform offered by the emphasis on strategic analysis and measurement. Mobile, especially in Canada, lacks solid benchmarks for program spending and results.  There’s the firepower here to change that and move mobile from a ‘nice to have’ to an essential digital channel.

While you can contact me though this site or on Twitter, if you’d like to connect when I’ve got my work hat on, reach me at jdunn[at]digitalcement[dot]com.

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