I spoke at the Johnson & Johnson (J&J) Digital Marketing Connections Conference yesterday, together with an interesting line of speakers. I was particularly interested in Tim Dunn's presentation on mobile which I'm sure will be the big focus for innovation in 2011.
Tim presented some compelling evidence to argue that 2011 has a good chance of being the year of the mobile and has moved a long way from the days when mobile marketing was all about SMS.
Tim argued that 'mobile is becoming the remote of your entire life' and outlined some specific tactics that brands can use to take advantage of the opportunity:
1. Apps - there are now apps for everything with evidence that these services are delivering enormous benefit. In the J&J world, for example, this includes the use by consumers to check and keep track of health as well as what to eat when! Research indicates that 31% of consumers are willing to incorporate an application to keep track of their health.
2. The mobile web - by 2013, there will be more mobile browsers than desktop browsers and Tim showed some research indicating that 25% of consumers would never visit a mobile site again if they had a bad experience.
3. SMS as a tactic to save costs. One company trialed using SMS to remind clients about their appointment. They have seen a reduction of no shows by 1% which equates to a saving of $275k.
4. Ad response - short codes on TV and press adverts is a good way to benefit from the fact that many people, for example, watch TV and surf the web. According to Tim, an estimated 50% of adults admit to doing this. This tactic can be used to engage consumers with a brand relatively quickly, for instance, offering a free sample. Colour Catcher
received 34k sample requests against a target of 4k when they tried this approach.
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