Marketing 2015: Strong Focus on Social and Mobile

Global cloud computing company Salesforce surveyed over 5,000 marketers around the world for a recent report – ‘2015 State of Marketing’ – and the conclusions are pretty clear. During the coming year, the main focus for marketing professionals will be on social networks and mobile devices. These results concur with those of a recent report from New York-based independent market research company eMarketer, which expects to see strong growth in digital advertising in France. In answer to the question “Why is social media marketing core to your business?” 64% of those polled said they saw it as ‘a critical enabler of products and services’.  And when the same question was asked about mobile channels the percentage worked out even higher. Moreover, the respondents mention ‘remaining up to date with current marketing technology and trends’ as one of the most pressing business challenges for marketers, at the same level as ‘new business development’. “Globally, consistently, everyone believes they are lagging behind, or are not doing things in the right manner,” reveals Jeffrey Rohrs, Vice President for Marketing Insights at Salesforce, in the report.

Digital proving effective

The top three areas of digital marketing in terms of expected investment growth this year are social media advertising, social media marketing, and social media engagement. “This shows that marketers understand that in order to run a successful advertising campaign they really need to engage in social media,” argues Jeffrey Rohrs. These three areas are followed in order of importance by location-based mobile tracking and mobile apps. However, in spite of this enthusiasm, mobile remains a tricky area for companies, many of which are still finding it difficult to adapt their marketing strategies to this channel. As regards the current use and effectiveness of digital marketing approaches and technologies, email marketing, social media advertising and social media listening are the top three strategic channels mentioned by Salesforce’s respondents. By contrast, says the report, “blogging, display/banner ads, corporate website, and native advertising had the highest number of marketers saying they didn’t know whether they’d use them, showing a need for greater training and education around these techniques.”

Customer-centred strategies

Some 32% of the marketers polled pinpointed revenue generation as the number one metric of a successful marketing strategy going forward, but customer satisfaction came in a close second, with 30% of respondents mentioning customer satisfaction as one of their top metrics. The report highlights the fact that: “Increasingly, marketers are shifting attention from traditional metrics like conversion rates and return on investment to metrics that better reflect customer satisfaction.” In the same vein, an increasing number of marketers are now designing their entire marketing strategy to ensure a “cohesive customer journey” – incorporating all the interactions a customer might have with brands, products and services via a range of touch-points and distribution channels. Here too mobile takes the top spot for 2015, with 50% of the marketers polled saying they regard smartphone apps the most eff­ective technology for creating a cohesive customer journey.

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Fiksu Announces New Mobile Audience Awareness and Direct Response Offerings

BOSTON, MA–(Marketwired – Jan 30, 2015) – Fiksu (www.fiksu.com), today introduces a new line of integrated mobile marketing products to serve the incredible demand from brands, agencies, and performance marketers to reach their target audiences on mobile, along with a new logo and expanded messaging. Only Fiksu offers a complete solution fueled by massive mobile data to connect marketers to mobile users at enormous scale, executing mobile marketing campaigns to build awareness, increase revenues, or drive consumer engagement — all while reducing costs. The Fiksu platform offers up to 3X improvement in performance, as well as simplicity and cost savings, only possible with a complete integrated solution.

The foundation of all Fiksu products is a unique combination of data, media reach, and optimization technology — all completely integrated. Fiksu’s expanded brand performance mobile offerings, available today worldwide, are:

  • Fiksu Aware — targets precise mobile audiences to drive brand awareness and consideration
  • Fiksu Response — drives mobile leads, registrations, or sales from targeted audiences

Fiksu continues to offer its flagship app marketing products already driving success for thousands of brand, app and game marketers, now named Fiksu Acquire and Fiksu Retain.

“These expanded product offerings and new look are a huge step forward for Fiksu. They reflect the maturation of mobile as the dominant form of digital interaction for consumers worldwide, and demonstrates our dedication to brands,” said Micah Adler, CEO of Fiksu. “Global marketers need a single solution rooted in mobile, making it possible to precisely target and reach the right mobile audiences with an effective, scalable solution. Fiksu answers that call.”

Powering this complete mobile marketing infrastructure is Fiksu mIQ™, a unique combination of capabilities that:

  • Leverage Fiksu’s massive data of two billion mobile device profiles to build audiences supported by first party data, third party data and lookalike modeling
  • Programmatically reach audiences wherever they are — across all mobile marketing channels and ad formats
  • Optimize all aspects of campaign performance — dynamically allocating across all channels and all actions that drive ROI

Fiksu mIQ, driven by the industry’s best engineering talent, mobile experts, and thought leaders, is the driving force behind Fiksu’s market leadership position.

About Fiksu
Fiksu provides data-fueled mobile marketing technology that connects brands, agencies, and app advertisers to targeted mobile audiences. Fiksu delivers up to 3x overall campaign performance improvement through the power of Fiksu mIQ™, the industry’s only complete mobile marketing infrastructure that combines actionable data, programmatic reach, and ad performance optimization. This integrated system offers all the capabilities marketers need in mobile: ad tracking and attribution, audience segmentation, media buying, retargeting, optimization, and analytics. Fiksu promotes thousands of mobile apps and websites for clients such as Amazon, Disney, Groupon, Coca-Cola, Activision, The New York Times, Dunkin’ Donuts, and Starcom. Additionally, Fiksu offers FreeMyApps®, the world’s largest app discovery platform. More at www.fiksu.com, @Fiksu and on the Fiksu blog.

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AT&T’s Mobile Share Value plan may grow in 4Q14

What ATT’s 4Q14 estimates mean for investors (Part 5 of 10)

(Continued from Part 4)

Mobile Share Value plan

In the last part of this series, we learned that Next helped ATT (T) in manage churn during 2014. Now, we’ll look at another plan—Mobile Share Value. It helped ATT manage churn and increase data billings.

The Mobile Share Value plan gives customers multiple accounts for families and connected devices. It’s similar to Verizon’s (VZ) More Everything plan.

Customers can add up to ten devices on the plan. They also get benefits like unlimited domestic and selective international telephony and texting. Shared data usage is the plan’s main attraction. Since families usually choose these plans, these customers are stickier than the customers in individual plans.

At the end of 3Q14, each Mobile Share Value account had an average of three connections.


Higher data billings from Mobile Share Value plans

The Mobile Share Value plan catered to 62% of ATT’s post-paid customers at the end of 3Q14. The majority of the customers in the plan have heavy usage data requirements. As you can see in the above chart, more than half of its accounts are in the 10 GB (gigabytes) and higher data bucket. The plan is the main source of wireless data billings for the company. The data billings increased by 24% year-over-year, or YoY, in 3Q14.

ATT will continue to benefit from the plan by tapping the significant mobile internet demand. According to Cisco (CSCO), the US mobile internet traffic grew by 60% YoY in 2014. The rise of social networking and the steep increase in consumer video traffic fueled this growth. Cisco expects the growth trend to continue. It expects the monthly mobile traffic in the US to increase annually by ~47% from 2014 to 2018.

You can participate in the US mobile internet growth by investing in the Technology Select Sector SPDR Fund ETF (XLK). It had an ~9% holding in the two largest US telecommunication companies—ATT and Verizon. Also, you can get a larger 46% exposure to both these telecommunication companies in the Vanguard Telecommunication Services ETF (VOX).

Continue to Part 6

Browse this series on Market Realist:

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Verizon Wireless to Allow Complete Opt Out of Mobile ‘Supercookies’

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AT&T and Verizon dwarf T-Mobile in biggest ever spectrum auction


ATT and Verizon Wireless dominated the country’s most lucrative spectrum auction ever, helping it maintain the infrastructure advantages it has over smaller competitors.

The auction brought in $41.3 billion from 31 winning bidders who will get a total of 1,611 licenses throughout the country, the Federal Communications Commission said today. FCC Chairman Tom Wheeler said it was “by far the highest-earning spectrum auction the United States has ever seen.”

ATT’s winning bids totaled $18.2 billion, while Verizon Wireless’s winning bids totaled $10.4 billion. T-Mobile’s winning bids came in at $1.8 billion.

Dish also did well with partnerships that netted $10 billion in winning bids. Dish entered bidding agreements with Northstar Wireless and SNR Wireless, companies in which Dish has partial ownership. The Northstar winning bids came in at $5.9 billion while SNR Wireless posted $4.1 billion worth. Dish also bid through a third organization that did not win any licenses.

It’s not yet clear what Dish plans to do with its spectrum.

You can check out the total results here and winning bids in each geographic area here.

The auction involved Advanced Wireless Service licenses in the 1695-1710 MHz, 1755-1780 MHz, and 2155-2180 MHz bands, 65MHz in all. Sprint did not participate because it “doesn’t have complementary AWS spectrum like the other” national carriers, 556 Ventures mobile analyst William Ho told Ars.

This auction and others were called for in part to raise $7 billion to construct FirstNet, a nationwide public safety wireless broadband network. The FCC said the auction also raised “$300 million for public safety communications research; $115 million in grants for 911, E911, and NextGen 911 implementation; more than $20 billion for deficit reduction; [and] funding for relocating Federal systems [to new spectrum].”

Another auction next year might be even more important for wireless carriers, particular T-Mobile. In early 2016, the commission plans to auction broadcast TV spectrum in the 600MHz band. T-Mobile needs some of this low band spectrum to improve its network’s ability to cover long distances and penetrate building walls. Wheeler wants to impose bidding restrictions that would prevent ATT and Verizon from dominating the 600MHz auction at smaller carriers’ expense.

Sprint is also expected to bid on the low-band frequency.

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T-Mobile’s going to have a tough time fixing its biggest weakness


T-Mobile has had a ton of success over the last year thanks to its aggressive “Un-carrier” moves that have given subscribers more value for their money and have been imitated throughout the industry. However, the reach of T-Mobile’s wireless network remains a thorn in the company’s side and it looks like it’s going to be very hard to fix.

 RELATED: T-Mobile went on an absolute rampage in 2014

As The Wall Street Journal notes, T-Mobile got absolutely smoked by ATT, Verizon and Dish during the FCC’s recent auction for AWS-3 spectrum. In total, ATT spent $18.2 billion for AWS-3 spectrum licenses, while Verizon spent $10.4 billion and two entities tied to Dish spent $13.3 billion. T-Mobile, in contrast, spent $1.8 billion on licenses, a sum that dwarfs what its major rivals spent.

The AWS-3 spectrum isn’t quite the prime real estate that was up for grabs during the 700MHz auction that T-Mobile never even bothered to bid on back in 2008. So it’s possible that T-Mobile is just saving all of its financial ammunition for the big 600MHz auction that’s set to occur in 2016. That said, we also know ATT and Verizon will absolutely jump at the chance to gobble up spectrum on that band as well, so T-Mobile has a huge challenge ahead of it.

More from BGR: How to make a four-year-old MacBook Pro run like a ‘brand-new computer’ for just $170

This article was originally published on BGR.com

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Sky to Enter Mobile Sector in 2016

woman on phone in living roomSky is set to enter the mobile market, adding voice and data services to its customer offering following a multi-year deal with Telefónica UK that will see the broadcaster become a mobile virtual network operator.

The partnership sees Sky given full access to Telefónica’s 2G, 3G and 4G services, adding to its existing broadband, fixed line and television businesses and transforming the company into a quad-play provider. Sky is currently the UK’s most popular triple-play provider, with almost 40 per cent of its customer base using its TV, telephony and broadband services together.

Sky already has an existing mobile TV service, Sky Go, with over 5.5m registered users, 70 live channels and a wide range of On Demand content. However, it has not confirmed whether subscription to Sky Go will form part of its core network proposition.

“As the UK’s leading brand for home entertainment and communications, Sky has a proven ability to launch new services, at scale,” said Jeremy Darroch, group chief executive of Sky. “We know our 11.5m customers trust Sky to offer them the best quality and choice and have an appetite to take more from us. Through our partnership with Telefónica UK, we can build on our expertise and exploit the opportunities for growth in the fast-changing mobile sector.”

The deal is likely to have an impact on Sky’s bid to purchase Telefónica’s O2 network, which the firm is currently considering alongside similar offers by Hutchison Whampoa and TalkTalk. If the deal guarantees Sky will retain its mobile virtual network even if O2 is sold, it may well remove itself from the bidding, but this new partnership may also strengthen it’s prospects in the current three-way fight.

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Mood Media Expands “Presence” Mobile Marketing Platform to 300000 Locations

AUSTIN, Texas–(BUSINESS WIRE)–Mood
Media Corporation
, the world’s largest provider of in-store media
experiences, announced that it has now completed the U.S. deployment of
its Presence digital watermarking technology 5 months ahead of schedule.
Utilizing the installed sound systems in these locations, 300,000 retail
and restaurant locations are now enabled to communicate with consumers’
smartphones.

“We recognize the high level of interest that retailers have in mobile
marketing technologies, and the desire that many have to take advantage
of this powerful marketing channel,” said Ken Eissing, President of Mood
Media, North America. “There’s tremendous industry attention focused on
the use of Bluetooth beacons, but currently, there are very few actually
installed. By turning Mood’s in-store audio speaker systems into the
nation’s largest audio beacon network, Mood’s Presence platform provides
retailers a turnkey way to activate in-store mobile marketing campaigns
immediately without the need to install any other hardware or software.
In addition, the Presence platform provides the flexibility to integrate
with Bluetooth beacons as they are deployed over the coming years.”

When integrated within a mobile application like Shazam,
Mood Presence “listens” for Mood’s proprietary digital audio
watermarking and triggers an event to communicate with the consumer on
his or her mobile phone. It can be incorporated into virtually any
mobile app to strengthen connections between brands and consumers.

In November 2014, Mood announced the integration of the Presence SDK in
the world’s most popular music identification app Shazam, allowing
retailers and brands the ability to connect with 105 million active
monthly users while they are physically inside retail or restaurant
locations.

To learn more about Presence, please visit http://us.moodmedia.com/presence/,
and to experience Shazam In-Store – Powered by Mood visit http://us.moodmedia.com/shazam/.

About Mood Media

Mood Media Corporation (TSX:MM/ LSE AIM:MM) is one of the world’s
largest designers of in-store consumer experiences, including audio,
visual, interactive, scent, voice and advertising solutions. Mood
Media’s solutions reach over 150 million consumers each day through more
than half a million subscriber locations in over 40 countries throughout
North America, Europe, Asia and Australia.

Mood Media Corporation’s client base includes more than 850 U.S. and
international brands in diverse market sectors that include: retail,
from fashion to financial services; hospitality, from hotels to health
spas; and food retail, including restaurants, bars, quick-serve and fast
casual dining. Our marketing platforms serve 77% of the top 100
retailers in the United States and 100% of the top 50 quick-serve and
fast-casual restaurant companies.

For further information about Mood Media, please visit www.moodmedia.com.
Follow us on Twitter at https://twitter.com/moodmedia
and connect with us on Facebook at http://www.facebook.com/moodmedia.

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Mood Media Expands “Presence” Mobile Marketing Platform to 300,000 Locations

AUSTIN, Texas–(BUSINESS WIRE)–

Mood Media Corporation, the world’s largest provider of in-store media experiences, announced that it has now completed the U.S. deployment of its Presence digital watermarking technology 5 months ahead of schedule. Utilizing the installed sound systems in these locations, 300,000 retail and restaurant locations are now enabled to communicate with consumers’ smartphones.

“We recognize the high level of interest that retailers have in mobile marketing technologies, and the desire that many have to take advantage of this powerful marketing channel,” said Ken Eissing, President of Mood Media, North America. “There’s tremendous industry attention focused on the use of Bluetooth beacons, but currently, there are very few actually installed. By turning Mood’s in-store audio speaker systems into the nation’s largest audio beacon network, Mood’s Presence platform provides retailers a turnkey way to activate in-store mobile marketing campaigns immediately without the need to install any other hardware or software. In addition, the Presence platform provides the flexibility to integrate with Bluetooth beacons as they are deployed over the coming years.”

When integrated within a mobile application like Shazam, Mood Presence “listens” for Mood’s proprietary digital audio watermarking and triggers an event to communicate with the consumer on his or her mobile phone. It can be incorporated into virtually any mobile app to strengthen connections between brands and consumers.

In November 2014, Mood announced the integration of the Presence SDK in the world’s most popular music identification app Shazam, allowing retailers and brands the ability to connect with 105 million active monthly users while they are physically inside retail or restaurant locations.

To learn more about Presence, please visit http://us.moodmedia.com/presence/, and to experience Shazam In-Store – Powered by Mood visit http://us.moodmedia.com/shazam/.

About Mood Media

Mood Media Corporation (TSX:MM/ LSE AIM:MM) is one of the world’s largest designers of in-store consumer experiences, including audio, visual, interactive, scent, voice and advertising solutions. Mood Media’s solutions reach over 150 million consumers each day through more than half a million subscriber locations in over 40 countries throughout North America, Europe, Asia and Australia.

Mood Media Corporation’s client base includes more than 850 U.S. and international brands in diverse market sectors that include: retail, from fashion to financial services; hospitality, from hotels to health spas; and food retail, including restaurants, bars, quick-serve and fast casual dining. Our marketing platforms serve 77% of the top 100 retailers in the United States and 100% of the top 50 quick-serve and fast-casual restaurant companies.

For further information about Mood Media, please visit www.moodmedia.com. Follow us on Twitter at https://twitter.com/moodmedia and connect with us on Facebook at http://www.facebook.com/moodmedia.

MULTIMEDIA AVAILABLE:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=51028854lang=en

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