Behavior transformation can be driven by fun activation.

I know that this is old and it is not really brand centric, however, this is a great example of how good activation can be the tool to transform behavior of the TG - here the TG lets go of the convenience to experience fun. 

Little or No Mobile Strategy in Most Companies

Image via Wikipedia

The above quote is part of the Foster Research, and it is bang on from the experience which I have had with most organizations.

"57 per cent of organisations either do not have, or are in early stage development, of a mobile strategy; 10 per cent have had a fully operational mobile strategy for less than a year; a third of firms have had a mobile strategy for more than a year."

With India turning into the largest cellphone market in the world (or the 2nd largest if you take out the duplicates :-)), it is indeed sad that there have been hardly any significant mobile brand campaigns. The mobile strategy seems all outdated as the pic above. 

The report offers a snapshot of where companies are in their mobile evolution. It notes that brands in media, travel, and financial services are the most likely to have the most mature mobile strategy. Mobile is seen as a way to increase customer engagement, satisfaction, and loyalty, not generate direct revenues: 52 per cent of firms see increasing customer engagement as their number one mobile goal.

Please read the full report here.

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• Mediarun Advises Tailoring for Mobile Retail- Increase in mobile browsing takes retail fashion by surprise 

Wish you all a very happy Christmas!

Our super social life!!

Why Big Brands Are Dominating Social Media

In the pre-web days, unless you had a budget big enough for expensive mainstream ad vehicles, like TV, print or radio, it was hard to reach a significant audience with your message. Big marketers had a built-in advantage, and the big got bigger at the expense of the small. The emergence of the web, and especially social marketing, now means the highway to success now has many more "on ramps" for smaller companies.

So why is it, then, when we look at some of the most effective forms of social marketing, big marketers are vastly out-performing smaller ones?

Read the full report here.