Posts Tagged ‘strategy

09
Mai
13

73pc of users want to interact with loyalty programs via their mobile devices

Mobile offers an important and growing channel for loyalty marketers, with 73 percent of smartphone users interested in interacting with loyalty programs through their mobile device, according to a new report from Maritz Loyalty Marketing. read more

Source : Mobile Marketer

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24
Jan
13

The modernization of health care

The public sector has been notoriously slow in adopting new technologies for administering health care. Only recently have we started hearing about patient electronic health records and iPads being used by doctors and nurses in hospitals.

As much as this is regretful, it also represents a huge opportunity. Much in the same way the third world has adopted wireless technologies to replace its nonexistent telecommunications infrastructure, the public sector could adopt mobile health technologies to replace legacy systems that sometimes date back to the previous century.

The tech community has been quick to recognize this opportunity and has been quietly developing mobile health technologies for both public and private use.

According to AlliedHealthWorld.com, there are currently about 40,000 mobile health apps available for tablets and smartphones, and over 500 health projects worldwide that have a mobile thrust. This organization suggests that mobile apps can cut 25% of elderly care costs, reduce maternal and pre-natal mortality by 30%, reduce data collection costs by 24% reach two times more rural patients per doctor. Mobile apps are also great at providing health information (edu-tainment) and motivational games using positive reinforcement (gamification).

If you use diet or exercise apps such as Calorie Counter or Pocket Yoga, you may already be experiencing mobile health benefits without even realizing it. At least 30% of smartphone users are expected to use wellness apps by 2015.

If you have a great idea for a mobile health application, let us help you put it into action!

Cheers,
Daniel St-Pierre

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15
Jan
13

The future of gamification and how it can be used in your mobile strategy

Gamification is defined by Wikipedia as « the use of game-thinking and game mechanics in non-game contexts in order to engage users and solve problems. »

Anybody who plays video games is familiar with this approach. Reward points are accumulated until they can be redeemed for reaching a new level, badges, prizes, virtual currency, etc.

Today, gamification is used in many applications such as building engagement and customer loyalty. Foursquare, a location-based mobile app, is popular among retailers by rewarding customers who check in at a store’s physical location. Foursquare users who check in the most often receive a ‘Mayor’ badge or other special promotions specifically for them.

Big brands such as Best Buy and Pepsi have used gamification to reward customers during the Super Bowl. Kraft Foods and P&G reward customers who play mobile games with gift cards and free samples.

But gamification is not limited to consumer goods or retail. There are health-related gamification apps which encourage good habits like exercising.
In Fitocracy, users gain points by working out, participating in group challenges and achieving fitness milestones.

In fact, gamification can be applied to many settings, such as learning (known as edutainment), employee training, human resources, project management, call centres, sustainability, market surveys, etc.

As most of these gamification apps are used on smartphones or tablets, the connection to mobile marketing is undeniable. Talk to one of our Didjet experts about starting off 2013 with your own gamification app.

Cheers,
Daniel St-Pierre

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18
Déc
12

Qu’est-ce que le « Responsive web design » ou « site web adaptatif »


Avec la multiplication des terminaux utilisés pour naviguer sur internet, les entreprises sont confrontées à mettre en ligne différentes versions de leur site web pour adapter leur contenu sur les différents terminaux.

Une nouvelle technologie s’imposait pour la conception des sites web : Le « responsive web design » ou « site web adaptatif ».

Les sites web adaptatifs reposent sur trois éléments de bases :

  1. CSS3 media queries permet à la page d’utiliser des règles CSS différentes en fonction des caractéristiques du terminal de consultation. Il s’agit des règles appliquées en fonction de la largeur du terminal. Ces différentes largeurs sont appelées « points de rupture » et correspondent à un besoin de modifier la mise en page à partir d’un certain seuil critique pour faciliter la navigation et la lecture du contenu.
  2. Le concept de grille fluide consiste en un dimensionnement relatif des différents blocs de la page. Les unités relatives comme les pourcentages sont assez adaptées pour cela, beaucoup plus que les unités absolues comme les pixels ou les points.
  3. Les images ayant un besoin de flexibilité sont également redimensionnées en une unité relative, afin de prévenir un éventuel débordement du contenu en dehors de son élément conteneur.

De cette façon, l’utilisateur peut ainsi consulter le même site web à travers une multitude d’appareils (moniteurs d’ordinateur, smartphones, tablettes, TV, etc.). Tout ceci facilite la gestion du contenu et la mise à jour du site internet de l’entreprise.

Le site internet du Boston Globe intègre parfaitement les trois éléments clefs du site web adaptatif. Voici un exemple en image du résultat multi terminaux.

Évidemment, pour ceux qui ont un site internet récent, un investissement de plusieurs milliers de dollars pour refaire un site web adaptatif n’est pas souhaité par le département de communication / marketing. La solution en attendant est la mise en place d’un site internet mobile parallèle au site web principal. Par contre, il est possible d’utiliser le même gestionnaire de contenu pour l’ajout de contenu et la mise à jour du site. Il faudra quand même faire l’opération deux fois, c’est-à-dire sur le site principal et le site web mobile.

Cette façon de faire n’est pas une tendance, mais bien une adaptation aux nouvelles façons de naviguer sur internet. N’oubliez pas, nous sommes maintenant passés au web 3.0.

Contactez-nous dès maintenant pour votre nouveau site internet ou pour une version mobile de votre site actuel.

Cordalement,
Michel Dufresne
Ass. Didjet « L’expert stratège mobile / social / web »
Référence : Wikipédia

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08
Mar
12

American Family Insurance’s mobile ads raise awareness with tech-savvy consumers

American Family Insurance has launched a new mobile advertising campaign targeting tech-savvy young adults who are looking for insurance.

American Family Insurance indentified mobile as a key medium for engaging in-market consumers who are thinking about insurance and actively pursuing a quote using their mobile devices. The mobile campaign includes in-app interstitial ads and mobile Web advertising through the Mojiva network. for more info

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29
Nov
11

Disney Characters Get Augmented in Times Square

Encore un bel exemple de réalité augmenter.

15
Juin
10

Google s’affirme en publicité mobile

Google vient «juste de commencer» à affirmer sa présence en matière de recherche et de vente en ligne pour faire compétition dans le marché surchauffé – bien qu’encore infantile –, de la publicité mobile, selon un dirigeant de la compagnie, soit quelques semaines à peine avant qu’Apple ne lance sa plateforme publicitaire mobile concurrente.

«Vous pourrez bientôt constater l’agilité de Google dans la mise sur pied de son entreprise mobile, a déclaré Eileen Naughton, directrice des opérations et des ventes média aux États-Unis chez Google. C’est réellement une priorité stratégique pour nous.»

La publicité sur les appareils mobiles est le segment publicitaire qui connaît la croissance la plus rapide en Amérique du Nord. Grâce à la géo-technologie qui permet d’ajuster les publicités selon le lieu exact où se trouve l’utilisateur de l’appareil, c’est rapidement devenu le meilleur moyen pour cibler les consommateurs en mouvement.

Le marché des annonces mobiles aux États-Unis pourrait atteindre 253 M$ cette année, alors que les revenus des recherches d’annonces publicitaires mobiles devraient s’élever à 321 M$, selon un rapport de J.P. Morgan publié cette semaine.

Avec en gros 172 téléphones intelligents livrés l’an dernier seulement, Google, Apple et même Research In Motion se disputent maintenant des parts de marché dans ce secteur.

L’achat par Google d’AdMob – une firme spécialisée dans la publicité sur les applications des téléphones intelligents – pour un montant de 750 M$ le mois dernier, place la compagnie en concurrence directe avec iAd d’Apple.

Google croit que la vaste majorité des clients existants d’AdMob vont rester fidèles à la compagnie durant la transition. «Nous venons juste de commencer le processus d’intégration, alors c’est encore très tôt pour nous, a indiqué Mme Naughton. Mais nous sommes très, très optimistes à cet égard.»

L’ancienne présidente du magazine Time était à Toronto dans le cadre de la série de conférences sur les réalisations extraordinaires, organisée par l’Institut des agences de communication et Ad Women de Toronto.

Plus tôt cette semaine, à la conférence des promoteurs d’Apple tenue à San Francisco, le PDG de la compagnie, Steve Jobs, s’est vanté du fait que les annonceurs s’étaient déjà engagés à acheter pour 60 millions $ de services sur iAd. Apple fait la promotion de sa plateforme – qui sera lancée le 1er juillet – depuis deux mois. La compagnie est entrée dans le marché de la publicité mobile en janvier, en se portant acquéreur des promoteurs Quattro Wireless.

La future guerre publicitaire mobile est toutefois déjà dans une impasse, Google et Apple ayant chacun les pieds fermement ancrés dans un pan du marché. Comme le souligne Mme Naughton, «la meilleure occasion naturelle» pour Google se trouve dans la recherche de publicités mobiles, dont il est incontestablement le chef de file mondial.

Au cours des deux dernières années, le volume de recherches mobiles sur Google a plus que quintuplé. Et durant le premier trimestre 2010, les téléphones intelligents pleinement fonctionnels comme le iPhone, les modèles sous Android et le Palm Pre ont utilisé 62% fois de plus le moteur de recherche de Google qu’ils ne l’avaient fait au cours des trois mois précédents.

Entretemps, Apple tente de demeurer à l’avant-garde en matière d’affichage d’annonces intégrées aux appareils, vu que certaines des applications les plus populaires sont conçues spécifiquement pour les iPad et les iPhone.

Il faudra voir si RIM entrera également dans la course, puisque le BlackBerry est encore le téléphone intelligent le plus en vogue, avec 42% des parts de marché aux États-Unis.

Mais lorsqu’on parle d’applications, il ne faut pas oublier Google, a ajouté Mme Naughton. Android, le système d’exploitation mobile de la compagnie, offre en gros sur le marché 25 combinés téléphoniques.
«Nous allons bel et bien faire concurrence dans tous les segments de la publicité mobile parce que nous sommes en mesure de le faire et que c’est notre secteur d’activité, a soutenu Mme Naughton. L’objectif de Google est de rejoindre les usagers au moment opportun avec des publicités pertinentes – et c’est ce que nous faisons.»

Source : Stefania Moretti

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02
Avr
10

Pour toi qui ce demande, en somme nous rendu la? je dis manque pas le bateau!

16
Mar
10

Chevy Uses SXSW Confab to Kick off Social Media, Tech Push

imgChevrolet has affixed QR codes on the hoods of cars that, when photographed with a camera phone, will launch microsites with features info.

Chevrolet’s making a big splash at South by Southwest Interactive this year, and it’s just the beginning of the automaker’s planned 30% commitment to digital this year.

« This is not a nine-day one-off, » said Christopher Barger, General Motor’s director of social media. « Everything we’re doing here needs to have applications we can build on beyond Austin. »

Returning from nosedive

This program is one of the first major social-media and technology campaigns from a Big Three automaker other than Ford Motor since the industry took a nosedive in 2008. But Mr. Barger said Chevy’s social media, augmented reality and mobile programs at SXSW are not intended to steal the digital-savvy spotlight from Ford. Instead, they’re test pilots for the embattled automaker, which Mr. Barger said plans to commit about 30% of its marketing money to digital this year.

Chevrolet is launching an extensive digital campaign at the music, film and interactive festival, including a tie-in with Austin, Texas-based Gowalla, where users check in from their phones around the city to get messages and SXSW offers from the General Motors brand. For example, those flying into Austin can check in at the airport for a free ride downtown in an Equinox.

« The reason we’re doing this here is so really smart tech people can make suggestions, » Mr. Barger said of the swarms of digital agency and technology people that descend on Austin every March. « This is a place for us to learn. How do we apply this to the rest of the marketing we’ll be doing moving forward? »

Strides in digital innovation
Chevrolet has also affixed QR codes on the hoods of cars that, when photographed with a camera phone, will launch microsites with features info. Chevy’s also released the iReveal app to view three-dimensional, augmented reality models of cars on the streets of Austin. While none of these programs — save free rides from the airport, of course — sound revolutionary, it’s a good start for an automaker that has fallen behind Ford on digital innovation. Mr. Barger said that while GM has kept its eye on Ford like any company does with a competitor, it’s not looking to emulate what Ford has done in social or digital media.

« If really all you’re doing when building a strategy is looking to what others have done, you’re not going to be successful, » he said of GM’s plans for digital vis-a-vis Ford. « You need to draw attention to your own brand and find something unique to you. »

Chevy has also handed out eight cars for teams to road trip to Austin from all corners of the country, while completing missions determined by Twitter followers along the way and tracking their progress through OnStar and Facebook, though the idea to put people in a car and have them document their experience through social media bears some resemblance to Ford’s Fiesta Movement.

Source : AdAge.com

11
Mar
10

Mobile to soon have more targetability than TV, radio or Internet

NEW YORK – A Google executive revealed the company’s mobile strategy, detailed case studies and discussed the market potential during the keynote address at Mobile Marketing Day, hosted by Mobile Marketer and the Direct Marketing Association.

Google has made tremendous strides in mobile, including mobile search and the development of the Android operating system powering phones such as the Motorola Droid and its own Nexus One. Google’s increasing presence in mobile is reshaping not just the mobile business but also marketing in general.

“We look at mobile as a big part of our overall strategy—that’s an understatement,” said Alex Barza, New York-based mobile ad sales lead at Google. “We’re looking at mobile across the entire world as a global play.”

Two-thirds of the world’s population has a mobile phone subscription—4 billion people—and there will be 5 billion wireless subscribers worldwide by the end of this year, according to some estimates.

Mobile will create the ability to individually target more people than any other channel, according to Google.

“Mobile will soon have more reach than TV, radio or the Internet,” Mr. Barza said. “Mobile is the access point to the Internet in the developing world.

“Search has been our core business for many years now, and we actually receive many more searches on mobile than we do on desktops in developing markets,” he said.

Morgan Stanley recently predicted that more users will access the Internet via mobile devices than desktop PCs within five years.

Market researcher IDC is even more bullish, predicting that this is going to happen sooner than that—by 2013.

“What’s driving this mobile adoption? Computing, connectivity and the cloud,” Mr. Barza said. “What’s different about mobile today than even a couple of years ago is the computing power of these phones.

“Here in the U.S. LTE will potentially be rolled out by the end of the year, and 4G is the equivalent of putting a broadband cable modem in the palm of your hand,” he said. “The cloud is basically the Internet, with more than 700 million servers around the globe, and with smartphones all of that information is in the palm of your hand.

“If you think about how far we’ve come as far as access to these Web-enabled devices, it’s pretty incredible,” Mr. Barza said.”Bigger screens, more connectivity and faster processors are enabling us to do a lot more.”

As an example of convergence in action, Mr. Barza cited Google goggles.

“Google goggles leverages the unique attributes of the mobile phone, which is much more personal than a desktop, much more interactive than the desktop Web experience,” Mr. Barza said. “It leverages sight through the camera, GPS makes it location aware, the cloud gives it access to vast amounts of data and you have connectivity within seconds.

“I point my Nexus One out my hotel window in Chicago and within milliseconds there’s an augmented reality interaction telling me ‘You’re looking at the Chicago Watertower,’” he said. “There’s also optical character recognition, so when you’re reading a menu or document in a different language, it can translate that into 100-plus languages.”

One of the audience members commented that the mobile technology Google sees on the horizon is like something out of Star Trek.

“If you’re texting in English, Google will translate it in real time, so you can have a dialogue with someone who doesn’t speak English, and we’ve applied that to a conversation, so if I’m speaking in English, the phone will pick that up and translate my voice and spit it back out in over 100 languages,” Mr. Barza said. “We’re not quite there yet, but we will be soon.”

New devices = new usage
Google tracks mobile searches on Google.com within the shopping category.

The three-year graph, from May 2007 when the original iPhone launched to January 2010 when Google’s HTC Nexus One debuted, showed tremendous growth in the shopping category.

IDC forecasted that by 2013, there will be more than 1 billion mobile devices that can connect to the Internet. That does not just include phones, but also gaming consoles, netbooks, eBook readers, GPS systems and car navigation systems, iPads and tablets.

Mobile commerce has arrived
People are showing their willingness to buy goods and services via their handsets, and not just ringtones and wallpapers, but everything from books, movies and music to tickets, flatscreen TVs, fashion apparel and even cars.

“I was blown away that someone bought an actual Corvette on eBay mobile for $75,000,” Mr. Barza said. “A lot of clients across the board are starting to experience sales from mobile devices and are seeing incremental growth of users accessing their Web site from mobile devices, which is leading to sales.

“Consumers want this—they want the stuff that they want when they want it, and mobile enables them to buy it now,” he said. “Having a mobile-optimized site aids that process, because it provides better customer service/experience, but there are some sales happening via mobile on non-optimized sites.

“There will be Flash on all Android devices later this year, with pinch and zoom and fast connectivity.”

Retailers are seeing more conversions at a lower cost using mobile channels.

A Google mobile advertising case study run with Razorfish tested alternate landing pages and found the best results with a page that included the nearest store locations.

The company tested mobile-specific variations in ad copy and found the best results with ads that mentioned the iPhone.

The mobile campaign was 7.5 percent more efficient on a cost-per-conversion basis compared to desktop campaigns. There were close to 10 percent more conversions with mobile-specified text.

“Some retailers are seeing similar average order values on mobile as they are on desktops,” Mr. Barza said. “Conversion rates are similar on mobile as they are on desktops, and Best Buy said at a recent conference it is seeing better conversions on mobile than via desktops.

“It’s a trend we’re also seeing across some retailers,” he said.

The impact of mobile on retail is already being felt in a big way.

Red Laser has been one of the top 5 paid applications in the App Store, ShopSavvy became the top free application in Android Market and Google Shopper launched this year.

Deloitte found that one in five shoppers intend to use their mobile phone while shopping in store this season.

“We can measure mobile commerce conversions, but it’s also important to understand how retailers can assign value to conversions,” Mr. Barza said. “We should assign a different value to consumers who are in stores using their phone to look up pricing information.

“Those are challenges we have to think through,” he said.

Google’s mobile strategy
The foundation of Google’s mobile strategy is location, mobile search and computing in the cloud. In addition, going forward all of its software will be compatible with both mobile and desktop environments.

Current examples include Google Docs, Photos, YouTube, Gmail, Maps, Voice, Latitude, News, Calendar, Shopper, Google.com, My Location, Search application and Voice Search, as well as the newly launched Buzz.

“We want to make these accessible anywhere they’re located to create a seamless experience from desktop to mobile no matter where you are or what device you’re using,” Mr. Barza said. “Mobile is taking a major priority within the company.”

The key is taking advantage of the opportunities that cloud computing opens up.

“What Google has done, we’re leveraging all of the connectivity and power of the cloud, and it starts with the location of phone, which knows where you’ve been, it know where you are and, in the future, it may even predict where you’re going,” Mr. Barza said.

“Search is the core of our company,” he said. “We want to make it extremely easy to perform mobile searches on the go leveraging each user’s location.

“We have search apps available on a series of phones, and we’re leveraging the voice capability on phones so users can speak a search, text message or email.”

Google proved with the pending $750 million acquisition of AdMob that mobile advertising is a very important priority for the company. As expected, Mr. Barza could not directly comment on the deal till it was signed off by the regulatory authorities.

“Our mobile advertising strategy is that we want to connect with people when they are using their mobile device, whether they are searching, browsing the Internet, watching video or using apps,” Mr. Barza said.

The local explosion
One out of every three search queries on mobile have local intent, according to Google.

“We have Google Mobile Maps as the base layer, and we’re adding other layers of data particular to a specific user’s interests,” Mr. Barza said.
Users can find locations, click to call, get the address, show the location on a map, get walking, driving or public transportation directions, including navigation with street views.

A new feature of the Nexus One’s Android 2.1 operating system is GPS turn-by-turn directions with voice.

Meanwhile, click-to-call phone numbers in mobile ads saw a 5-30 percent increase in click-through rates.

“It has worked well for small and large businesses,” Mr. Barza said. “The calls these advertisers received came from both actual search ads and from landing pages, so I recommend you have a phone number prominently displayed on your Web site.”

Analysts estimate that more than 3 billion mobile applications have been downloaded across several application stores iTunes, Android Market and BlackBerry AppWorld.

Google is serving ads within iPhone and Android applications representing millions of daily impressions.

In-application banner ads and search ads enable a consumer to download an application with two clicks or taps.

Google also serves mobile ads tallying millions of daily impressions within YouTube, which is preinstalled on Android devices.

“The feedback we get from advertisers is that after an app is released initially, the buzz tapers down, and it’s tough to stand out in sea of apps,” Mr. Barza said. “We’re leveraging our ads in applications and mobile search to enable advertisers to promote their applications, giving them the ability to serve an ad that lets users download an app in two clicks.

“It helps discoverability and extends the investment they’ve made in app development,” he said.

Staff Reporter Dan Butcher covers ad networks, banking and payments, carrier networks, manufacturers, and software and technology. Reach him at dan@mobilemarketer.com.




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