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LA2M Recap: 2012 The Year That Changed Mobile

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By LA2M on January 30, 2012
 
It’s easy to see why Keith Bourne is recognized as an expert in mobile marketing.  His company, Appervasive works with a variety of businesses to unlock the potential of mobile.  He is co-founder of Mobile Monday Michigan and Marketing Director of Arbor Scientific.
 
Bourne shared some of his knowledge regarding mobile commerce with an attentive audience at LA2M on January 25, 2012.  He began by defining mobile commerce as the ability to conduct commerce with a mobile device.  He pointed out that since the surge in smart phone use, mobile commerce has exploded and is very dynamic.
 
Bourne compared the effectiveness of social media and mobile in the commerce arena by citing statistics regarding Black Friday 2011 sales.  He said that social media resulted in only 0.5% in sales compared to 9.8% in Black Friday ecommerce sales via mobile.  He explained that social media tends to be more effective for branding, but mobile is better at direct sales. 
 
Bourne observed that the reinvention of mobile has changed many things for users and companies.  He said that companies are now taking mobile seriously as a marketing and ecommerce tool.  Bourne spelled out nine mobile marketing and ecommerce strategies that companies use to attract and build business via mobile.
 
  1. When customers come into stores to see products first hand, they will use mobile for additional information and competitor comparisons.  Companies need to offer mobile friendly product information.
  2. Some companies are now offering loyalty points to mobile users for just visiting their store.
  3. Loyalty programs have gone mobile with mobile vouchers or coupons based or consumer purchases.  Mobile programs are more dynamic, connected and flexible, with incentives revised based on trends.  Mobile loyalty programs have a 10% usage; physical loyalty programs have a 1% usage.
  4. Mobile can be used for ticketing on airlines or for entertainment.  A mobile user can buy, change or upgrade on mobile.
  5. Mobile apps create a proprietary marketing channel between the company and the customer.  Companies must take into consideration the significant cost of app development.
  6. Product purchases
  7. Content purchases
  8. QR codes can be used in unusual and creative ways to attract and engage customers.  QR codes are effective for both branding and ecommerce activities
  9. Footpath technology can track customer movements within a store.  This information is useful in planning in store product placement based on traffic patterns.
 
Bourne commented that mobile is becoming more and more pervasive.  He remarked that by the time mobile reaches its full potential, consumers won’t even think of it as mobile.  He said that privacy is still an area of mobile that has “a lot to be shaken out”.  He pointed out that there are no industry wide certified standards in place.  He pointed out that some companies are more transparent than others regarding their privacy policies.
 
Bourne concluded by advising companies to consider whether mobile commerce would add sales or just shift dollars from one revenue stream to another.  He emphasized that it’s important to know your customers and understand what your customers want.  
 
If you missed the event and want to watch the live presentation you can visit our event archive and watch this presentation, and many more. If you would like to see who will be speaking at LA2M in the future you can visit our events page for more information.
 
Recap by Mary Lou Olds