best practices
Mobile’s 4 ROIs – Part 2
In the last post, I looked at two measurement lenses that tracked revenue and customer habits & preferences. Return on Insight and Return on Investment give you a view for finding and then converting your target customers.
This post covers the other half of the 4 ROIs – Return on Involvement and Return on Innovation.
Return on [...]
Mobile’s 4 ROIs – Part 1
It’s that time of year for nostalgic reviews of the year that was and bold predictions about the year to come. This is not one of those posts.
I’ve already issued the call to make next year your “Year of Mobile.” There are plenty of stats there to support the idea that consumers have rabidly embraced [...]
Avoiding A Mobile House of Cards
Google became a multi-billion dollar behemoth one nickel at a time through its AdWords program. Look how that turned out. You take one billion nickels and all of a sudden you have a lot of money.
What’s the lesson here?
Building anything successful requires patience. You need to learn what works, execute it well and that will [...]
Three Ways to Fail Spectacularly at Mobile Marketing
With mobile devices basically glued to the hips & ears of most people, they’re a marketing channel filled with powerful opportunities for brand engagement, direct response and relationship marketing. The device, though, gets a disproportionate share of attention – what’s the latest & greatest handset, what new features or software/applications are being introduced, etc…
It’s important [...]
Connections, Context & Content, Part 5: Considerations for Mobile PR
Mobile Strengths & Limitations
Mobile is a permission-based communications channel. In order for any organization to communicate with stakeholders via mobile, the consumer must take the first action.
This permission can be gained in many ways: from a website sign up; via text message in response to a promotional call to action; by a click on a [...]
Three Simple Ways to Get Started In Mobile
The big sexiness in mobile right now are iPhone apps. No question they are impressive and the opportunities for brand communications are many. But as they only reach a sliver of the overall mobile audience and are expensive to build, I wouldn’t recommend jumping in with an app unless you can conclusively prove it will [...]
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