Mobile Marketing: Pause before Prediction

Posted on November 19, 2012 by

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Each time I prep to frame the next mobility chat, I typically take stock of the various themes we’ve discussed to date. This quick  step helps me check that the desired outcomes of our dialogue are cumulatively useful. It also squarely forces me to track  (and curate if necessary) the logical progress of  advancing topics that truly incite never-before-encountered input from participants.

Call me ‘echo chamber averse’

image courtesy of eben.com

For this December session, I propose that we first pause and look back at just how well our conversations have performed—yes, performed, and particularly within the context of evaluating whether or not our intended thoughts and questions have indeed afforded us a balanced, well informed position from which to hypothesize foreseeable trends in 2013 (cue Joe: perhaps a consideration, a  segue to January framing)

Chris (@sourcePOV) recently mentioned to me that smchat’s mobility topic “is our fastest growth segment..love the buzz..” In fact, this segment just started earlier this year. And while this feedback certainly pleases the moderators [Joe (@SMSJOE) and I], I would be remiss not to point out how the chat’s growing popularity is clearly a function of mobility’s very evident, rapid emergence and relentless permeation among almost all aspects of day-to-day life.

After all, mobility is like soo in our face. N’est-ce pas?

A look at our 2012 list:

Not a bad list, right? So how should we wrap up 2012; where do we go from here?

Trends, business models and technology

Recently, a few mobility-related articles from the content-rich, universal social feed caught my attention, including:

  • heated activity in the mobile payment space (even though reports of these activities tend to be found outside of North America);
  • innovative mobile driven incentives that encourage / increase user adoption, which in turn could develop user behaviours that benefit business;
  • mobile workforce trends that identify potential long term risks to workers’ health; and,
  • oddly enough, a Forbes post wondering why mobile marketing still appears to be the proverbial elephant in the room for marketers.

image courtesy of cult of mac

These topics seem divergent but they are in fact quite interrelated. And, indeed, they each serve to be an ideal starting point to formulate a chat question.

Admittedly, I am prone to lobbing thoughts that sometimes beg for more technical insight. This is a reflection of my passion for technology as well as a way of injecting opportunities to invite novel input and spark constructive debate over less aspirational, more meaty discussions over exactly what factors tend to maneuver the mobility paradigm.

Pause before prediction

So before I articulate these q’s, I would like to further impress upon you the inherent, retrospective spirit of this framing post: pausing to see how well we’ve improved and challenging ourselves to further advance discussions by examining different angles of the bigger mobility picture:

Q1 – It seems clear that B2C business models are ideal environments that not only effectively leverage mobility but also help surface user behaviours that can be capitalized and commercialized. Name one B2B-related user behaviour marketers should  further tap into and help develop. Why is it important? 

Q2 – As we know, both the retail and service industries, among others, have gained significant ground in their use of mobile technology. This said, why does mobile payment seem to remain in constant development? Is the North American mobile payment market really that fragmented or is that a misconception? Is standardization a critical consideration to encourage broader adoption of mobile payments?

Q3 – Boston start-up, Mobee, has developed a creative approach to encouraging user participation by rewarding them for reviewing businesses. What kind of mobile driven incentive would work well for B2B clients? What best practices can be transposed/applied based on B2C cases?

Q4 – Do you agree that the mobile workforce is at great risk based on a recent survey that finds “a third of workers spend up to 20 weekend hours working online”? Is the addictive nature of smartphone usage truly a worrisome threat? Does the absence of company support or BYOD policies play an indirect role in this equation?

Q5 – Do you still consider mobile marketing as an “elephant in the room”? Are you confident that mobile marketing has its rightful place in the modern marketing mix? How would you reassure your peers that marketing is completely on top of the mobile phenomenon? What steps would you take?

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Posted in: Marketing, Mobility