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The Power Of Location Is In Sharpening The Marketing Mix


Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” – John Wanamaker, founder, Wanamaker’s

The 2014 CMO Digital Benchmark Study from Leapfrog Online says CMOs’ lack of experience with emerging mobile technology is keeping their organizations a step behind the modern consumer. While that may be true in some cases, it’s not the intricacies of mobile technology that matter most. CMOs are in a position to know and do more in mobile than they may think. Why? Because the real power of mobile is revealing what to do to sharpen the entire marketing mix and get the right 50% working for them.

This comes from mining location for a deeper understanding of consumers and the dynamics of advertising. Since many marketers haven’t yet established the systems for getting the real value out of the medium, they tend to overlook location as an organizing principle.

This is where CMOs can set up for advantage. With a simple shift in perspective and using readily available mobile data, they can increase intelligence on what’s working, improve performance based on insights (re: when and how to reach people), and stretch resources further.


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Western European Mobile Phone Market Grows in 2Q13, but Declines Sequentially Due to Announcement of New Devices; LTE Represents 32% of Total Market

IDC PMS4colorversion 1 Western European Mobile Phone Market Grows in 2Q13, but Declines Sequentially Due to Announcement of New Devices; LTE Represents 32% of Total Market

IDC Press Release

LONDON, September 10, 2013 — The Western European mobile phone market grew in the second quarter of 2013, but declined from the first quarter this year, according to International Data Corporation (IDC). Total shipments increased 2.6% year on year to 43.3 million units, according to IDC’s Europe, Middle East and Africa Quarterly Mobile Phone Tracker, published in August 2013.

The feature phone segment continued to shrink as shipments fell 27% year on year to 10.7 million units. The smartphone segment increased 19% year on year to 32.6 million units in the quarter to represent 75% of total shipments in the region.

 For the full release click here

Android tightens grip on smartphone market in second quarter of 2012


Apple squeezed as smartphone sector grows at slowest rate since end of 2009, but together with Samsung makes up half of world sales. Google’s Android mobile operating system tightened its grip on the smartphone market in the second quarter of 2012, making up 68.1% of the 154m shipments worldwide, according to the research company IDC.

Overall, the smartphone market grew at 42.2%, meaning that Android and Microsoft’s Windows Phone were the only platforms which grew faster than the overall market. Shipments of Apple’s iPhone grew by 27.5% to 26m, not enough to maintain its share from last year of 18.8%; its share fell to 16.9%. But overall the market remains a two-horse race, with the two principal platforms – Android and iOS – making up 85% of the market, with the remaining 15% shared between four main platforms.

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Microsoft reveals ‘magical’ new Office 2013

Network World (US)

FRAMINGHAM – Microsoft’s latest version of Office pushes customers toward using cloud-based services that makes the suite of applications available on any device — PC, tablet or phone — and has a user interface tuned to work with the touch-centric Windows 8 operating system. The combination of the new Office with Windows 8 and Microsoft’s SkyDrive cloud storage make an environment that is more productive than the traditional Office, says Microsoft CEO Steve Ballmer. “Together I think they’re quite magical,” he says.

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B2B Sales and Marketing Lack Tools for Effective Selling Conversations

Marketing Profs 

B2B salespeople spend roughly two-thirds of their time selling in virtual environments—via the Web and telephone—yet most companies haven’t adapted their sales skills or content marketing tools to deal with this new reality, according to a new report by Corporate Visions.

Sales and marketing teams are not prepared to sell in virtual environments: 58% of surveyed B2B sales and marketing professionals say they have insufficient (27%), little (10%), or no training (21%) in how to deliver compelling messages in virtual environments.

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IPG: Mobile Key To Agency Growth


New research from Ernst & Young indicates that 88% of TV viewers say they multitask with a computer while watching TV. And nearly half of viewers say they are on their mobile phone while watching TV.

In a panel discussion in New York Tuesday put on by Ernst & Young to discuss its research, Interpublic Group CEO Michael Roth mused: “Our lives are blurring from a device standpoint.”

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Microsoft to ‘align’ Windows Phone, future Windows OSes—Microsoft aims to take steps to ease code development across tablets, PCs and smartphones

IDG News Service (New York Bureau)

Microsoft, which on Monday held an event in New York to mark the U.S. launch of smartphones running its latest Windows Phone 7.5 OS, said it is taking steps to “align” the smartphone OS with its future tablet and PC OSes.

The company wants to bring similar user experiences across Microsoft-based phones, PCs and tablets to make usage consistent and easier, said Joe Belfiore, corporate vice president of Windows Phone Program Management, during a press event.

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Worldwide Mobile Phone Market Experiences Slower Growth as Smartphone Purchases Soften in the Third Quarter, According to IDC

IDC2 e1322687983514 300x96 Worldwide Mobile Phone Market Experiences Slower Growth as Smartphone Purchases Soften in the Third Quarter, According to IDC



IDC Press Release

Worldwide Mobile Phone Market Experiences Slower Growth as Smartphone Purchases Soften in the Third Quarter, According to IDC

FRAMINGHAM, Mass. The worldwide mobile phone market grew 12.8% year over year in the third quarter of 2011 (3Q11), as smartphone growth declined in key mature markets. According to the International Data Corporation (IDCWorldwide Mobile Phone Tracker, vendors shipped 393.7 million units in 3Q11 compared to 348.9 million units in the third quarter of 2010. However, the 12.8% growth was higher than IDC’s forecast of 9.3% for the quarter and stronger than the 9.8% growth in 2Q11.

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Gartner Says Companies Will Generate 50 Percent of Web Sales Via Their Social Presence and Mobile Applications by 2015

Business Wire

By 2015, companies will generate 50 percent of Web sales via their social presence and mobile applications, according to Gartner, Inc. Vendors in the e-commerce market will begin to offer new context-aware, mobile-based application capabilities that can be accessed via a browser or installed as an application on a phone.

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Smartphones Obsolete In A Year


According to Retrevo’s Technology Life Cycle analysis, a new study, 62% of U.S. smartphone owners perceived their phone to be obsolete now or will be obsolete before their contract runs out. And, the phone carriers don’t want the old phone and don’t want to subsidize a new one sooner than every two years.

When the study asked smartphone owners whether they would consider changing smartphones before their contract was up, 48% said they would if the terms were favorable while 20% said a two year contract on their device was fine with them. Others were not sure or might buy an unlocked phone. Read more