6683 0 3 econsultancy_xml <p>Where brands should draw the line when marketing to mobile users was one case in point, as was the thorny issue of mobile web vs one web.</p> <p>One thing that came out of the discussion for me, however, was the clear business case for investment in mobile as a tool for customer retention.</p> <p>Whatever the debate about mobile as a branding channel, or one to acquire customers, there is clearly a lot of low hanging fruit out there that is not necessarily being feasted upon.</p> <p>One example discussed was the number of email recipients that will now be receiving messages on their mobile devices – and the implications for renderabilility and content development.</p> <p>It was also mentioned that while some retailers are starting to target mobile vouchers at store-card holders that haven’t shopped for a while, some are yet to use SMS to prompt those customers to renew their store cards.</p> <p>For mobile service providers, targeted SMS is apparently one of the most successful ways to drive renewals from customers that are nearing the end of their contracts.</p> <p>Other than that, <a href="http://econsultancy.com/reports/mobile-internet-roundtable-briefing-june-2008">the roundtable</a> touched on a variety of other topics, including mobile list cleaning and the role mobile will play in the purchasing process - as these quotes show: </p> <blockquote> <p> <em>“Devise a strategy to use mobile as a way to drive consumers to a computer screen as that is where they will interact with you and you will have time to get your messages across.”</em> </p> <p> <em>“People are time-poor and don’t have time to consider purchases. People will start using their mobiles to buy things. Give them the opportunity to and that will grow over time.”</em> </p> </blockquote> <p>The debate continues. </p> <p> <strong>Upcoming events:</strong> <a href="http://econsultancy.com/events/android-3g-iphone-help-simplifying-mobile-marketing-and-content-distribution-breakfast-briefing">Mobile Breakfast Briefing</a> <br /> <strong>Related research:</strong> <a href="http://econsultancy.com/reports/mobile-internet-roundtable-briefing-june-2008">Mobile Roundtable Briefing, June 2008</a> </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>Where brands should draw the line when marketing to mobile users was one case in point, as was the thorny issue of mobile web vs one web.</Paragraph> <Paragraph>One thing that came out of the discussion for me, however, was the clear business case for investment in mobile as a tool for customer retention.</Paragraph> <Paragraph>Whatever the debate about mobile as a branding channel, or one to acquire customers, there is clearly a lot of low hanging fruit out there that is not necessarily being feasted upon.</Paragraph> <Paragraph>One example discussed was the number of email recipients that will now be receiving messages on their mobile devices – and the implications for renderabilility and content development.</Paragraph> <Paragraph>It was also mentioned that while some retailers are starting to target mobile vouchers at store-card holders that haven’t shopped for a while, some are yet to use SMS to prompt those customers to renew their store cards.</Paragraph> <Paragraph>For mobile service providers, targeted SMS is apparently one of the most successful ways to drive renewals from customers that are nearing the end of their contracts.</Paragraph> <Paragraph>Other than that, <Link URL="http://econsultancy.com/reports/mobile-internet-roundtable-briefing-june-2008" Window="Self">the roundtable</Link> touched on a variety of other topics, including mobile list cleaning and the role mobile will play in the purchasing process - as these quotes show: </Paragraph> <Block> <Paragraph> <Quote>“Devise a strategy to use mobile as a way to drive consumers to a computer screen as that is where they will interact with you and you will have time to get your messages across.”</Quote> </Paragraph> <Paragraph> <Quote>“People are time-poor and don’t have time to consider purchases. People will start using their mobiles to buy things. Give them the opportunity to and that will grow over time.”</Quote> </Paragraph> </Block> <Paragraph>The debate continues. </Paragraph> <Paragraph> <Emphasis>Upcoming events:</Emphasis> <Link URL="http://econsultancy.com/events/android-3g-iphone-help-simplifying-mobile-marketing-and-content-distribution-breakfast-briefing" Window="Self">Mobile Breakfast Briefing</Link> <LineBreak /> <Emphasis>Related research:</Emphasis> <Link URL="http://econsultancy.com/reports/mobile-internet-roundtable-briefing-june-2008" Window="Self">Mobile Roundtable Briefing, June 2008</Link> </Paragraph> </FormattedContent> 2008-07-02T09:55:00+01:00 0 1 econsultancy_xml <p> <strong>Mobile is not a subject that attracts widespread agreement, as shown by our recent </strong> <a href="/blog/2251-mobile-advertising-research-analysts-forecasts"> <strong>list of analyst forecasts</strong> </a> <strong>.</strong> </p> <p>And it was no different at our recent <a href="http://econsultancy.com/reports/mobile-internet-roundtable-briefing-june-2008">Mobile Internet Roundtable</a>, where a lot was discussed but I don’t think was necessarily settled.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Mobile is not a subject that attracts widespread agreement, as shown by our recent </Emphasis> <Link URL="/blog/2251-mobile-advertising-research-analysts-forecasts" Window="Self"> <Emphasis>list of analyst forecasts</Emphasis> </Link> <Emphasis>.</Emphasis> </Paragraph> <Paragraph>And it was no different at our recent <Link URL="http://econsultancy.com/reports/mobile-internet-roundtable-briefing-june-2008" Window="Self">Mobile Internet Roundtable</Link>, where a lot was discussed but I don’t think was necessarily settled.</Paragraph> </FormattedContent> false 2568 <p>Econsultancy has published a <strong><a href="http://econsultancy.com/reports/mobile-marketing-buyers-guide">Mobile Marketing Buyer's Guide</a></strong> which is aimed at those who are investigating the market for mobile marketing platforms, with profiles of 14 leading suppliers and an analysis of market trends. See also our <strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile Statistics Compendium</a></strong> for data, facts and charts relating to mobile.</p> <p>Econsultancy has published a <strong><a href="http://econsultancy.com/reports/mobile-marketing-buyers-guide">Mobile Marketing Buyer's Guide</a></strong> which is aimed at those who are investigating the market for mobile marketing platforms, with profiles of 14 leading suppliers and an analysis of market trends. See also our <strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile Statistics Compendium</a></strong> for data, facts and charts relating to mobile.</p> 365903 Mobile roundtable - best practice debate wide open false 2008-07-02T11:20:00+01:00 mobile-roundtable-best-practice-debate-wide-open 2009-04-28T23:11:45+01:00 2009-10-13T09:41:57+01:00 297