Marketing Pilgrim's "Mobile" Channel

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Smartphone Data Should Tell Marketers to Get Mobile Now

Smartphones are not the wave of the future. They are the wave of now. Whether you are defined as a Millenial or someone older but with a substantial income the smartphone is a part of the existence of the majority in major demographic groups.

A recent survey from Nielson did more to state the obvious, especially for marketers, that the devices are being purchased and used in great numbers. If you are hesitating on your mobile strategy you could be leaving money on the table.

The demographics should tell the story for any company. Look at your target market. If they are likely to be carrying a smartphone then your marketing efforts better make the effort to reach them. It really is that simple.

Mobile Users Asked to Pay for NCAA March Madness

When you’ve got something people want, it only makes sense to ask them to pay for it, right? But that logic doesn’t always work when it comes to mobile content.

There are plenty of studies that show people are reluctant to plunk down more than .99 for an app they’ll likely use every day. On the other hand, several newspapers have had luck with mobile, paid subscribers.

Now, CBS and Turner are putting the paywall to the test with NCAA March Madness. Though the FAQ on March Madness Live is extensive, it boils down to this:

  • Games on CBS will run live on their website, free for all.
  • Games on Turner will run free online if you’re an authenticated cable subscriber.

7 Out of 10 Children Use the Family Tablet

There’s a new TV commercial with a mom and dad having a spell-talk discussion about whether it’s okay for their child to use their Pantech Element tablet. Dad’s concerned, but mom assures him that it’s okay, because it’s w-a-t-e-rproof.

Then there’s the new Kindle commercial with the sexy woman at the beach. She’s reading on a Kindle and she gets approached by a man who tries to prove his prowess by telling her about his expensive tablet. She instantly cuts him in half stating that her Kindle makes reading easier in the sunlight, and for less than he paid, she also bought a Kindle Fire so her KIDS can watch movies at the beach. Take that, fella.

As these commercials aptly illustrate, tablets aren’t just for grownups anymore.

Elections, The Olympics and the End of the World: What’s Next for Social Video

“In February 2011, Volkswagen’s ‘The Force’ ad stormed the Superbowl to become
the most shared ad of all time in just six days, jumping from 100,000 to 1,000,000
views in just a few hours.”

That’s the first line of Unruly’s “What’s Next for Social Video Insight Report” and it really explains it all, doesn’t it?

In the past, a clever TV ad might have sparked a round of water-cooler chatter, but now ads are shared, reviewed, parodied and copied within days of release. Ad pitchmen are becoming overnight stars. And heaven forbid you make a misstep (Walking in an”orgy” wonderland) everyone will know about before you can pull the commercial off the air.

TV commercials aren’t the only ones benefiting from the world’s love affair with shareable videos. Anyone can make a splash with a clever idea and a lot of luck.

The Future of Location-Based Marketing is Cool. . . or Scary

Yesterday, I wrote about a stat that said more men than women remember and enjoy mobile ads. I stated that I never remember the ads I’ve seen and now I know why. The ads I’ve seen aren’t cool.

Westin Hotels and the Weather Channel had an ad campaign last year called “Wipe Away Your Weather.” You check the app for the current weather. If it’s snowing at your location, snow slowly fills your screen. You then wipe it away with your finger to reveal a sunny location courtesy of Westin Hotels. Relevant, location-based information served up with a relevant ad. Smart and cool.

Real Men Like Mobile Ads

File this one under, I’m not sure what to make of it, but here goes.

eMarketer reports that 69% of men, aged 18-29, remember seeing an ad on their mobile phone. This is compared to only 42% of women.

Now, here’s where it gets really wacky. 40% of men said they actually enjoyed the ads. Women? Only 15%.

Here’s the proof:

How crazy is that? The whole male side of the pie is interesting. “Dislike Very Much” got the least votes, but otherwise, you’re in the 20% range for somewhat, like, dislike and couldn’t care one way or the other.

Modiv Makes Mobile Coupons More Social

My name is Cynthia and I’m a couponer. I began redeeming coupons found in the Sunday paper, but soon graduated to buying multiple papers in order to increase my savings. Then I discovered printables – online coupons that I could download right from my computer, and digital coupons that applied directly to my store card!

It’s a coupon lollapalooza out there and one person can’t keep up with all the deals. That’s why I depend on the kindness of strangers who are willing to share their finds and that’s why I love what Modiv is doing to make coupons more social.

Modiv works with the technology that allows people to scan their groceries as they shop, then check out with their mobile phone. Now, they’ve added a mobile coupon wallet that is designed to reward couponers for sharing their booty.