Marketing by Key Moments - Another Name for Goal Centred Marketing?


This article by Google is all about the key moments in our life when we want something to happen and we grab our mobile and look for the answers. As Google puts it:

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In the Near Future, Instead of Choosing Between AT&T, Verizon, Sprint and T-Mobile, You Can Also Pick Google or Apple as Your Mobile Carriers

The US mobile industry has been in a clear state of duopoly with Verizon and AT&T occupying about 70-75% of both consumer and enterprise market. T-Mobile is attempting to disrupt the current status but the impact will not be sustainable, although its Uncarrier attack effort is causing a lot of noise. 

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The Emergence of Mobile Customer Service

Continuing the series of blog posts examining the early results of the customer service channels adoption and usage study generously sponsored by KANA, a Verint Company (read the summary here, the previous entry on social here, and watch this blog for the next entry in a week) I want to address some of the findings around mobile customer service.

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Are Banks Really Digital Laggards?

Two recent tweets caught my attention:

@Chris_Skinner: It’s not Branch versus Digital, but digitizing all channels including branch

@gschmeltzer There is no head of digital at Amazon or Zappos – they ARE digital. Banks need to be, too.

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Japan Goes Age-Friendly in Pursuit of Older Mobile Phone Customers

Really interesting blog posting from Kim Walker, via his contacts in Japan, about ways to improve the sale of smartphone products to older people.
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Planning for Patterns

One of the interesting aspects emerging around multiplatform approaches to content is the dissemblance in device consumption patterns. Differences occur in not just how people use different devices to access content but when.

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The Most Misused Term in Marketing

Compete recently ran article claiming that Mobile Twitter Users Are the Ideal Audience for Advertisers. In it, Compete reports that, compared to other Twitter users, mobile Twitter users in the U.S. are 86% more likely to be on Twitter several times a day and 57% less likely to use Twitter on a desktop computer.

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2.7 billion mobile cameras to ship by 2018 - what this means for brands

Recently I posted about global digital camera shipments out of Japan decreasing by 40%+ - 48% when it comes to entry level cameras.

The reason is of course the increased use of smartphones as people’s main cameras.

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The Real Mobile Opportunity

I was on a podcast panel a few weeks ago and we got to debate whether coupons were the killer app for mobile marketing. I said I didn’t think so, though the idea is certainly valid and lucrative The real mobile opportunity, however, makes coupons look like a Foursquare check-in.

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All You Want to Know About the Australian Mobile Industry

A good report about the Australian mobile phone industry.

You will need to click on the image, but it shows the demographic profile of the survey audience since the first study in 2005. Interesting to see the way the original survey hardly included any oldies and how the current one is much more aligned to the Australian population age distribution.

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