The mobile internet means people across the globe are always connected to this always on always present internet that provides information and sharing of data beyond imagining just a short time ago. All in your pocket right now through your smart phone.
How has this changed marketing and how can mobile solutions help today's marketing efforts?
This white paper I wrote should help start the discussion:
Mobile for Pull Marketing
Here is the summary paragraph:
The
advent of the mobile internet has changed the relationship between retail stores
and the consumer: the consumer now owns the shopping experience. Marketing’s role has not changed
significantly: build the brand, inform the customer, and enhance conversion
rates. However the tools to accomplish these
goals have changed and corresponding strategies may need to be changed as
well. Wal-Mart has enacted a “pull”
marketing strategy tied heavily to mobile platforms to enhance the customer
experience and combined it with a “push” logistics strategy. Other retailers might want to follow their
lead.
Who will be the Mad Men (or women) of the 21st Century?
Happy Reading,
J.W. Gant
**UPDATE**
Chain Store Age . com has a related article.
http://chainstoreage.com/article/brian-kilcourse
Here is a snippet from it:
[Brian] Kilcourse [managing partner for Retail Systems Research] pointed out that despite the variety of channels used by consumers in their decision-making processes, only 5.6% of sales are actually made online.
One substantial takeaway was the imperative to thus create a dialogue outside the four walls of one's store with the intention to bring the consumer inside. Additionally, employees equipped with mobile technology can help consumers make choices while accessing the same information online.
Pull Marketing is being increasingly recommended as a tool to manage the mobile internet age we are entering.
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