Comments on: Changing How You Think About Marketing to Your ‘Mobile’ Brand Community

By: Q and A … IBM’s Sandy Carter on ‘Marketing 2.0’ « Propelling Brands

Q and A … IBM’s Sandy Carter on ‘Marketing 2.0’ « Propelling Brands — Mon, 26 Jan 2009 14:36:13 +0000

[...] touched on this topic in the past, including a post on “Changing How You Think About Marketing to Your ‘Mobile’ Brand Community” and another on “Deploying Social Media for New Product/Service Development,” but [...]

By: Next Generation of Marketing Services Agencies 1 of 2: Pillars and Barriers « Propelling Brands

Fri, 02 Jan 2009 15:04:20 +0000

[...] a marketing researcher who heads the Center for Brand and Product Management at Wisconsin. I highlighted O’Guinn’s insights and the importance of understanding brand communities as …, so I won’t go into more depth here. What is important, though, is that agencies are in a [...]

By: Who’s Propelling Ideas … Hayes/Malone on Marketing 3.0 « Propelling Brands

Wed, 03 Dec 2008 16:30:08 +0000

[...] the user — is returning to the age-old concept of personal brand relationships and of a new reality of brand communities. This re-invention is moving us from a top-down strategy perpetuated by Mad Men to a bottoms-up [...]

By: Building a Sustainable Internet Marketing Presence « Propelling Brands

Building a Sustainable Internet Marketing Presence « Propelling Brands — Wed, 19 Nov 2008 15:45:03 +0000

[...] think this also touches on the topic of brand community, which was the topic of a past post on this blog. That dialogue was about keeping up with your ‘mobile’ brand community. Does your [...]

By: Marketing Personalization 2.0 « Propelling Brands

Marketing Personalization 2.0 « Propelling Brands — Thu, 06 Nov 2008 18:25:54 +0000

[...] mobile marketing firm HipCricket in a piece on its Web site. In fact, this was the topic of another piece I published about two weeks ago that examined the ‘mobile’ nature of brand…. I won’t duplicate what we covered in that piece, but as an extension of that dialogue, [...]

By: Adam Needles

Adam Needles — Sat, 01 Nov 2008 22:13:04 +0000

@ Sennai – Good call-out. I think Nike is a great example of targeting and communicating — multi-channel — with definable brand communities, especially those within the urban market. It’s interesting, too, that they’ve extended this approach across a diverse set of communities, from basketball to running to golf. Very different groups, but good sense of community within each one. I also like the way they use best-in-class athletes to anchor their relationship to those communities.

By: Sennai

Sennai — Fri, 31 Oct 2008 20:44:15 +0000

This is a tight article, my summer at Nike helped me better understand the power of brand communities and the loyality associated with them. It was interesting, Nike really understands how to highlight the urban market and communicate that message all over the world.

By: Adam Needles

Adam Needles — Wed, 29 Oct 2008 19:17:24 +0000

@ Jeffrey – A quick comment … I do agree that Google’s new device is intriguing, as is a potential Yahoo phone.

What I am most concerned about is the saturation point where mobile ads become a real nuisance and what we can do to avoid this fate, altogether.

I’m sure that consumers in lower-income brackets will like free mobile service; however, I would pose two key questions that we as marketers must consider: a.) Is this the most compelling customer segment? b.) What can we do to make mobile marketing more thoughtful, more interactive and less ad-driven for higher-income segments that will be turned off by ad-sponsored mobile service?

Just something to think about as it’s very integral to the aspiration of better marrying mobile marketing and brand community engagement!

By: Who’s Propelling Ideas … Valeria Maltoni on ‘Organic Marketing’ « Propelling Brands

Wed, 29 Oct 2008 13:45:13 +0000

[...] insights are very much related to some of the dialogue we were having on last week’s “Changing How You Think About Marketing to Your ‘Mobile’ Brand Community” piece on this blog. My friend and colleague, John Rotheray, has been developing some interesting [...]

By: Jeffrey X.

Jeffrey X. — Mon, 27 Oct 2008 23:34:15 +0000

Respond to John. How about Yahoo? I am just wondering what will happen if Yahoo launch a YaPhone?

Yahoo has a lot to offer in terms of website, news, email, messenger, maps, searching engine, and some special contents like yahoo finance, yahoo real estate, yahoo sports, games, jobs, weather, shopping and even on-line dating. Its open resource approach seem more amazing even than Google’s. I don’t know, anyway, I am a yahoo fans.

Looking forward to more competition in mobile industry. And whatever, it will ultimately benefit consumers if we think about the better and more service and the cheaper cost.

By: Adam Needles

Adam Needles — Mon, 27 Oct 2008 14:06:15 +0000

@ John – It’s an interesting excercise to look at the Facebook application for BlackBerry/iPhone as an example of what such a participative mobile-marketing/brand-community platform might look like.

Doesn’t have to be fancy to get the job done. I think that is really the observation on SMS — not so much that SMS is the ideal platform but that simple, text-based interaction is having much more impact in the mobile arena than graphically-rich applications.

Curious to see what your ’stealth-mode’ application will eventually look like.

By: John Rotheray

John Rotheray — Mon, 27 Oct 2008 05:06:18 +0000

Participation marketing will require a new paradigm in phone software to enable three way interactions with brands. SMS just doesn’t cut it.

It’s interesting to think that the mobile phone is the only advertising screen that’s always with you. IMO, the phone will become the dominant advertising channel over the next ten years and Google is leading the charge into the new frontier.