Is the future of engagement mobile?

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Permalink Reply by Anne-Kathrine Kjaer Christensen on October 23, 2008 at 4:44pm

Check this out: http://www.streamspin.com/

It is a platform for delivering and receiving mobile services. There are several interesting persuasive possibilities. With a login users can subscribe to services.

The content that is pushed to the users' PDAs or mobile phones depends on the users' positions and there is a chance to engage the user in the oppertune moment. There is thus a bigger chance that the user will find the information relevant. The users can influence the service themselves and share info with others.

Streamspin is still pretty new and I believe still in the development phase. If you want to know more about it I can get you in touch with people who are working on it.

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Permalink Reply by Richard Sedley on October 23, 2008 at 6:23pm

Hi Anne-Kathrine

Streamspin looks interesting. I'll check it out properly over the coming days.

I have a couple of clients who are wanting to experiment in the mobile sphere in the next few months so I'll get back to you re. getting in touch with the people behind it.

Thanks

R

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Permalink Reply by Lisa on February 4, 2009 at 5:43pm

I believe we will see increasing mobile internet use (indeed we are seeing this now with the iPhone and flat-rate data packages), however, internet use on a mobile is interesting as users are either in 'search' mode or 'browse' mode.

In search mode they want a piece of information and they want it as quickly and easily as possible.

In browse mode, they are looking for time wasting opportunities and are actively willing to be engaged with a site/application.

An interesting example of mobile persuasion is Orange wednesday... If you have ever texted the number it will prompt you via txt on a monday, hey why don't you go to the cinema on wednesday with a 2 for 1 code. I'm told they choose monday because it's a day where you are generally feeling a bit down and want something to look forward to in the week. So they use this timing to suggest to you what you might like to do.

I've noticed a lot of my colleagues are now constantly dipping quickly in and out of facebook via their iphones. Whereas before they may only check facebook once a day. I'm not sure what this means for engagement as they are only spending literally a minute to check friend updates but they are doing it at least 10 times a day, whereas on the desktop PC they would be more 'engaged', spending more time browsing profiles, etc but only checking the site once a day.

I would assume that companies like facebook probably prefer users to see all the advertising and spend more time on the site but from what I'm seeing, the trend is quick and frequent dips into the site.

I wonder how companies will approach this new behaviour?

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Permalink Reply by Fuad Omar on March 3, 2009 at 12:14pm

Mobile marketing works for certain products if linked with initiatives that draw you in - like a game which requires regular participation/creates mini social networks with other players etc and also for interactivity such as forums/products/services that allow Twitter-type interfaces.

By limiting the length of your entry similar to an SMS and making the connection easy via SMS, Twitter is becoming bigger than Facebook. Many of my colleagues in the entertainment industry use it as an alternate to SMSing when what they are stating is suitable for the public domain. Tie-ins like this work and the push given to ringtones in the US especially with popular artistes tying up exclusively with networks and phone models is akin to music purchasing. However, there does seem to be a privacy surge spreading among users who realise as mobile spam increases that they do not want to hand their number over to everyone and for anyone enticing them with a free drink.

At the last Def Leppard concert in Wembley, anyone who had registered on their official site at the concert received a SMS saying if they replied to the message they were in the draw to meet the band after the show that evening. Phones went off like crazy and many replied. A database created within minutes.

It's using the right opportunity, the right medium and ensuring what you're selling is relevant to the medium and consumer that will drive the revolution.

Just my two cents..

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Permalink Reply by Julie Kennedy on April 16, 2009 at 1:34pm

The BMW article is here in 2 parts. Interesting read on how BMW is using mobile technology in a variety of ways.
http://www.mobiadnews.com/?p=2752

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Permalink Reply by Julie Kennedy on April 16, 2009 at 1:37pm

http://www.mobiadnews.com/?p=2752
Interest read on how BMW is using mobile technology in a numbe rof ways.

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Permalink Reply by Richard Sedley on April 16, 2009 at 2:00pm

This is excellent. Thanks for sharing Julie

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Permalink Reply by Walter Adamson on April 20, 2009 at 6:54am

That's a comprehensive article on BMW and mobile. I believe that the "winter event" specific campaign you asked about was an SMS offering deals on winter tyres which brought people back into the dealerships. These are not the correct numbers but the effect was that they sold $25m worth of tyres for a $25,000 campaign, and got people back into the dealers' hands.

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