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Developing a Mobile Marketing Strategy

"QR code"

QR code

I was walking along Lexington Avenue earlier today and passed by Bellmarc, a major New York City real estate broker. There was a QR code sticker in the window. For fun, I stuck the QR code app from my iPhone against the window. Viola! Up popped their apartment listings. I still think it’s magic, but that’s beside the point.

Major retailers are raking in the money with creative mobile marketing strategies. Jeremiah Owyang showed how in his keynote at the recent Mobile Marketing Strategies Summit in San Francisco. Owyang, who is an industry analyst and partner at the Altimeter Group, provided a strategic perspective of how mobile and social technologies work together for today’s top brands.

Beyond Marketing: Developing a Mobile Strategy

The PowerPoint presentation below summarizes Owyang’s points of view and contains case studies of how major brands are utilizing mobile technology.

Some of the “wow” findings for me were:

  • More smart phones and tablets will be sold than PCs this year.
  • Location-based strategies increase foot traffic and sales (I didn’t rent an apartment but someone in the market for one might have gone into the sales office).
  • With a smart phone or tablet app, parents can view their kids’ wish lists from stores like Toys “R” Us.
  • A customer can view weekly specials at ShopRite and add them to his shopping list on his mobile app.
  • Customers can pay their coffee tab with the Starbuck’s app and refill prescriptions with the Walgreen’s app.
  • The Delta app allows customers to check in, use e-boarding passes and receive text messages from the airline.
  • With Tiffany’s app, users can browse rings, learn about settings, save favorites and determine ring size.

Jeremiah Owyang

Owyang spends quite a bit of time explaining why the traditional sales funnel – awareness, interest, sale – is outdated, to be replaced by what he calls the Customer Hourglass. Too much to explain here but it’s worth reading his presentation to learn more about how companies will need to adjust their marketing strategies to meet changing consumer buying habits.

Developing a Mobile Strategy

View more presentations from Jeremiah Owyang