By Richard H. Levey
In 2008, attendees at Mobile Marketing Association events were told "this is the year of mobile," according to Alexandre Mars, CEO of Phonevalley and head of mobile for marketing agency Publicis Groupe. They were told the same thing in 2009 and 2010. "And it was BS," he said to a group at the 2011 MMA Forum.
Consumers are ready for the year of mobile: One in five made a purchase from their device within the past 30 days, according to Mars. Yet 79% of mainstream advertisers do not have mobile-optimized Web sites—sites which are specifically designed to load quickly onto a mobile device and reflect the experience of shopping via a handheld device, as opposed to a PC.
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By Richard H. Levey
There is a temptation to talk about mobile and social in the same breath. The channels came to prominence more or less concurrently. And there is considerable interplay, with consumers using their mobile devices to access social networks.
But that said, there is at least one significant difference when it comes to loyalty marketing. "Social is about coming into the middle of a conversation," says Brent Cooke, vice president of guest marketing for AMC Theaters. "Mobile is a lot more about starting and continuing one."
In this Chief Marketer Special Report, learn how marketers like AMC are reinventing their loyalty programs to connect with increasingly mobile and social audiences.
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By Debra Ellis
Social media blurs the lines between marketing and customer care. The people using social platforms to network with each other want a seamless experience when they connect with companies. They want one stop shopping and service where their marketing, order, and service questions can be answered in a single visit.
Finding an internal home for social media presents a challenge for companies with a silo departmental structure. Marketing and public relations departments want to control the messaging and branding, but the team members don’t have the product or service knowledge to answer questions. Even if they are working with the service team, there is a delay between the time the question is asked and receiving a response.
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By Beth Negus Viveiros
A social media presence heavily focused on customer service has helped Specialized Bicycles reduce support costs and connect with cyclists around the world. The brand is also using a weekly program of email newsletters to promote products and online part sales, as well as help riders connect with local retailers.
Learn how Specialized is using social and email to create brand advocates out of fans and foes alike.
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