Mobile marketing involves much more than big budgets and a mobile-optimised website.
In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.
As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.
Google+ Local, formerly Google Places, is a valuable resource for any retailer looking to use the web to drive offline sales.
In a nutshell, it allows businesses to create a listing (via a Google+ page) which will appear next to relevant, especially local, search results.
As more people use smartphones to search for local businesses, a well optimised Google+ Local listing is an essential.
This is something I covered in our recent How the Internet can Save the High Street report.
Here's why offline businesses should be creating a listing...
Two years ago, Google offered to buy daily deal giant Groupon for $6bn. The Chicago-based startup, at the time one of the fastest growing companies in the world, refused. Late last year, it went public and saw its valuation soar to more than $17bn on the first day of trading.
It has been all downhill since then and on Tuesday, following an earnings report that disappointed investors, Groupon shares have plummeted more than 30% to their lowest level yet. Today, the market values Groupon at well under $4bn.
This isn't surprising given the Wall Street is increasingly skeptical about Groupon's business model. As one analyst put it, "It appears the daily deal business has run into a wall." That may be true, but it's just one part of the story. In reality, the demise of Groupon as we know it arguably has to do with the way Groupon handled its relationship with the local businesses it works with.
Further to Econsultancy's interview with myself and the rest of the 3 Door Digital directors earlier this week, I thought I'd share a good example of exposure that can be applied directly into SERPs.
Last week I was performing some keyword research when I came across something interesting. I have found only one example of this SERP and I'd be interested to see if anyone can replicate it with other terms.
While mobile is presenting some tough monetization challenges for companies like Facebook, it's increasingly looking like a boon to others.
Google, for instance, is seeing spending on mobile search ads skyrocket, and it's working hard to improve its mobile ad offerings. In many cases, its efforts appear to be showing signs of success.
There are a lot of skeptics when it comes to whether merchants should use group buying sites like Groupon.
For good reason too: there are enough horror stories to demonstrate that heavy discounting and lots of customers can be a really, really bad combination.
But the viability of group buying sites themselves is increasingly called into question. Groupon, the 800 pound gorilla of the space, went public last year, giving everyone a glimpse into is finances. Finances which showed lots of revenue but heavy losses.
In the past, some search industry observers have suggested that Google has increasingly favored brands in its SERPs.
Supporting the arguments that Google has a brand bias were quotes like those made by Eric Schmidt, Google's now-former CEO, who once stated that the internet was becoming a "cesspool" and that "brands are how you sort out the cesspool".
In 2007, Tim Armstrong was the head of Google's North American ad sales, making him one of the company's most important and powerful executives.
He was also very interested in local content, and disappointed by the lack of information about his hometown, helped start Patch Media, a company dedicated to building a network of local news and information.
After Armstrong became CEO of AOL in 2009, AOL purchased Patch and started funneling money into the network with plans to establish a footprint in hundreds of cities.
During the .com boom, there was a lot of debate and discussion around 'push' versus 'pull'. In the eyes of some, services that were able to successfully anticipate what data users would want or need and push it to them were set to would dominate the nascent information economy.
Yet arguably the most successful company to emerge from the rubble of the bubble is a company built on pull: Google.
Running a B2B business can be highly profitable, but building and maintaining a successful business can be challenging. One reason: relationships are often complicated by conflicts, both real and perceived.
A timely example of this can be seen with one of the hottest consumer
internet startups of the moment, Groupon. While the company is 'killing it' financially, there's increasing criticism and
skepticism over Groupon and it has a lot to do with the realization
that, in some instances at least, Groupon may be profiting at the
expense of the local businesses it's supposed to be helping.