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Mobile Trends and Implications for Digital Business

August 13th, 2012 by Doug | Posted in Digital, Smartphone Apps, mobile marketing

Mobile Trends and Implications for Digital Business

The latest edition of Chetan Sharma’s, “Mobile Data Market Update Q2 2012”, is out and I encourage you to check it out.  It’s available at www.chetansharma.com.  The implications for the importance of mobile to any company that conducts digital business are fundamental for planning your digital survival strategy.  That’s reality, not hyperbole.

In his summary, Mr. Sharma concludes that, within the next 3-5 years, companies that derive much of their value through digital business that are not doing the majority of their digital business on mobile will fail.  If anything, 5 years is probably too generous of a time horizon for this change to take place.  The good news here is that with big changes come big opportunities so once we get over the initial fear and denial we can plan and execute.

Over the next 3-5 years consumers will increasingly reach for smaller screens so why not optimize your web site for tablets and smartphones?  Will a single web site designed around a tablet experience work well on smartphones and desktops?  What about applications?  What do your customers really want?

Winning digital strategies will not only consider all of these things but also consider how mobility can fundamentally change the nature of the relationship between the customer and the business.  Simply creating your brand extension to mobile is not enough.  We’re already seeing the huge impact on retailers like Best Buy where consumers shop but bring out their smartphones to buy.  It’s not enough for Best Buy to create a “me too” commerce site.  It needs a better consumer experience for it’s mobile customers.

This theme of creating a better consumer experience applies to many businesses; including non-profit businesses.  It is simply not going to be enough for you repurpose current digital ideas over to mobile.  Winners will do the hard work and create something new.


Douglas Gardner

Jump Market Strategies LLC


Thoughts on Pew Internet: Real Time Charitable Giving

January 21st, 2012 by Doug | Posted in mobile marketing, text marketing

If you’re interested in learning more about text giving programs like the hugely successful programs from the American Red Cross then I suggest reading the latest research report from Pew Internet and American Life Project that can be found at, “http://pewinternet.org/Reports/2012/MobileGiving.aspx”.

I have the privilege of working with the American Red Cross and I played a central role in launching the Text Haiti to 90999 program back in 2010 with Mobile Accord so I’m particularly pleased to see this data available publicly. My experiences correlate well to those presented in this research report but there are a few pieces of data that are missing.

Surprisingly the Red Cross found that the vast majority of text donors had no prior relationship with the Red Cross. Here’s the URL to the Mobile Marketer story where that data was presented – “http://www.mobilemarketer.com/cms/news/messaging/7169.html”. Many charities are concerned about cannibalizing larger online donations with smaller text donations. This data suggests that text donations are incremental to other channels and that text is a great way to recruit new supporters to your cause.

There’s also a bit of controversy over the efficacy of text donations. Overall donations from text for the Red Cross Haiti appeal were around 7% of total funds raised. As a percentage of donations from digital channels only, the text donations were an even larger share. Subsequent disaster fundraising results show this trend continuing. Most charities would welcome Increasing total donations by high single digits while meeting new supporters so text appears to be effective.

Perhaps more important though are the implications for the future. Text is just one channel for donations from a mobile phone and a mobile phone is just one category of mobile device. Imagine how effective mobile giving will be in the future when charities are able to much more seamlessly integrate text, social media, and traditional digital campaigns reaching the whole universe of connected devices (tablets, smartphones, e-readers, etc.) giving the public multiple ways to support causes important to them and at a moments notice. Over time text may not turn out to be the most lucrative fundraising channel but it is most definitely showing us that mobile is increasingly important to the public as a way to connect with their causes and cannot be ignored as part of a comprehensive digital strategy.


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