Lovers of Diesel denimware should pop into a retail branch to like the denim collection. As this video from Creativity UK demonstrates, the brand is attempting to connect the personal experience when shopping for goods. This interactive marketing strategy asks the customer to scan the QR code, where they’ll be taken to a product landing page with the option to share it on their social media platforms, specifically Facebook. It is unclear if the other platforms are available for sharing options.  The viral community can either bash or love your fashion taste.

I do find the concept intriguing in that it engages the consumer on multiple levels, but denim is such a unique entity in an apparel collection, especially for women.  The fit must be perfect, or they get returned immediately.  It will be interesting to see if sales figures improve due to the penetration.

Apparel retailers are looking at different methods of getting customers to visit their stores.  This is one strategy which has promise for lead generation in online marketing since the consumer is entering their personal data into the store algorithm.  

The question, as I said, will come down to sales conversion. Does it drive up metrics online or through the brick-and-mortar model? Commodity concerns are forcing consumers to make direct choices about entering the venue for browsing. The ability to purchase through a smartphone application or website mitigates the necessity for travel. Retailers who pitch nominal or free shipping fees accentuate the temptation to stay home and click to buy.

Retailers who employ sales commissions should observe the Diesel strategy to predict its effectiveness.   Sales representatives want your seal of approval, the thumb, in person.

PayPal has been a steady performing company for years with the stewardship of eBay.  The revenues have tripled since 2005, making them the market leader of mobile payments.

Google has announced the release of an application that will allow consumers to make purchases with a wave of their mobile device. Tablets are also eligible to make payments with participating retailers.  Google is taking on the leader of daily e-commerce coupons, Groupon, with a new coupon service.

According to this piece in the Journal, Bank of America, Wells Fargo, and J.P. Morgan Chase are the banks looking to launch a  mobile payment system where customers send money from checking accounts to merchants with a phone number or email system.

This shift could be a watershed for e-commerce retailers who do not have existing debt in brick-and-mortar venues.  It could also intensify security encryption for personal data. Stay zapped.

SMS marketing was used to accent television programming participation over the past five years.  American Idol used SMS marketing for engaging young fans who spent copious time on their mobile devices.  Sports programming also offered SMS marketing strategies to have fans participate in All-Star Voting for exclusive deals.  Names and Numbers, a telephone directory publisher based out of Kansas, has this idea. They are offering their customers mobile marketing via a mobile network.  The idea is to unify local businesses and consumers.

The tactic is a simple method to get attention in a clutter of images and goofy peer dialogue. For some folks, a text from a business or corporation feels unnerving. An opt out clause is always critical and must be featured on every SMS marketing pitch to avoid customer relationship fiascos.  Out of personal experience, I have had Sprint engage me about news and promotions through SMS messaging. I opt out every time by simply typing END.  In the MMD article, comScore reports that 68.1% of U.S. mobile subscribers used text messaging on their mobile devices in January.  Merchants can manage their databases in real-time since engagement is immediate.

That immediacy, though, cuts the other way more often.  It’ll be interesting to see beyond the conversion rates where SMS marketing drives metrics.  Click on the green cloud for more mobile marketing news today.

I think it depends on your personal reading desires.  Like hot financial markets, the daily deals marketplace is a bubble getting larger by the week. Facebook announced Deals to complement its geolocation strategy where personal data connects everyone in real-time. The New York Daily News offers a daily deal service. The outreach is a boon for web developers at the moment, but time will decide who sets the standard.  The saturation of the marketplace is too thick.

As we know, Groupon led the daily deal phenomena just two years ago. I have chronicled the rise in valuations, a failed Google bid, and the Super Bowl advertising fiasco.  But Groupon built its equity through offering special deals on expensive health and fitness items. Services which people want, but don’t place a premium on unless they fit your personal budget.  Retailers have limited marketing strategy at the moment in terms of product offers. They can provide a coupon, but not expect a heavy or immediate commission from the coupon distributor. Not every industry is privy to offering services at such low intake fees.

This particular article in the Daily News shows that reading diligently in short time frames and applying common sense will protect you from going insane over coupons. It is understandable to look for the best transaction since incomes are stagnating while expenses rise north. Not unlike sports trading deadlines, though, sometimes the best deals are never made.

Mobile technology is one way to do it.  According to this article from Mobile Marketer, PepsiCo has created a new application for the iPhone called Possibilities.  The purpose, like any application, is to inform and entertain with a strong message.  This one has a forum for live conversation between prospective candidates themselves along with direct interface of management.  You could parallel it with a long screening phase on a virtual level.

The social media features include a link to the job Twitter account (@PepsiCoJobs), online video discussions, and blog pieces. The strategy is an excellent method for applicants to get an approximation of culture in their job research.  I found this last part interesting in which a geolocator can automatically find jobs near the user’s location.  Some could worry about a breach of security firewalls, but toggling is available. Readers who happen to test the application, leave feedback on your thoughts. I’m a Blackberry user, so an application is not yet available. I leave you with a clip to the Pepsi Jobs channel. Flip the tab.

The Obama administration also demanded an improvement of network systems for rural sections of our country. The Federal Communication Commission also wants this assurance. The deal’s approval hinges on AT&T’s proposal for improvement.

So what is the significance of all this action? It merely highlights the obvious needs for everyone involved with the wireless industry.  AT&T is desperate to hold on to subscribers who may defect to Verizon. They rolled out a campaign during the NCAA tournament touting the network’s ability to talk and surf at the same time, unlike Verizon’s CDMA network. As one writer says in this piece, subscribers have the ability, but the execution is poor. Therefore, a purchase of T-Mobile will open up network portals for the rising demand in mobile data transfers.  E-commerce will also benefit, as merchants optimize their websites with landing pages across tablets and applications.  Apple stands to benefit tremendously with a new subscriber base in T-Mobile to experiment with product releases.  T-Mobile struggled with poor network coverage. It affected their ability to gain market share with Sprint and smaller regional carriers. Bell Atlantic was broken up years ago by the FCC because corporate behemoths were hurting innovation in technology with unchecked strategy. Now that the wireless industry is merging into a select few, have consumers already chosen with their wallets?

Interestingly enough, Sprint was rumored to be interested in a purchase of T-Mobile. Now their future is up in the air.

Gizmodo’s Matt Buchanan speaks about the implications for customers.

1)  Promote Your Call to Action. You can have the best offers being sent to your subscribers.  Nevertheless, if you do not promote the mobile call to action, you will have no one signing up.  Add the call to action on your existing marketing materials, Facebook page, Twitter handle, and print/direct mail.  Most importantly, have your employees tell every customer about the new campaign.

2)  Reward Your Customers for signing up. Sometimes, a little reward or bounce back coupon goes a long way towards not only gaining subscribers, but building goodwill for the brand.  For example, a pizza place considers this promotion:  ”FREE 2 liter soda with your next Large 2-topping Pizza Purchase for texting PIZZA to 83936.”  Customers are giving you their mobile phone number and thanking them for doing so will raise your opt-in rates.

3)  Limit the amount of offers you send. Don’t send offers every few days.  The best practices and highest redemption rates result from text offers only being sent once a week or even better, 2 to 3 times a month.  By this standard, customers know if they miss taking advantage of this offer, the next one is not right around the corner.  Businesses who send text offers too frequently drive down their redemption rates and increase opt-outs. Exclusivity is a marketers’ temptress, and quality seals the deal.

4)  Reward Your Preferred Customers. Send great offers that are different from your regular specials and other coupons.  Rewarding people who value your products and service increases your sales and profit.  They will tell good friends about your quality.  Some time-tested examples are “Buy One, Get One…” “FREE”, “Dollar Amount Off” are the campaigns with the highest conversion rates for mobile marketing.

5)  Spread The Word. At the end of each text message, include the words “FWD 2 a friend.”  People enjoy sharing good deals and offers with friends.  Your earning potential rises faster as you connect beyond the database list on a bigger viral platform.

These are your mobile marketing tips from the Blueliner 7 Pillars of Digital Strategy.

For the mobile aficionados, we have a little clarity when it comes to online privacy.  According to this piece from AdWeek, the Mobile Marketing Association is working to set parameters on how marketers can engage consumers in various channels.  Text messages are just one example, with image messaging (MMS), voice applications, and e-mail being the others.  The AdWeek article points out that Apple is entering a class action suit over how personal information is shared when downloading applications to mobile products.

If the consumer technology magnate can spur a security revolution, then that can only be a positive for this nascent industry. Consumers are using their smartphone in dimensions unheard of even three years ago, from gaming to bank management.  A lot of information is spread virally.  The industry leaders have an onus to engage their demographics with some security protection.  Surely, security is a subjective viewpoint for an individual’s personal lifestyle.  But for e-commerce and other mobile ventures to gain credibility, a click can’t be a fraud.  It is critical that security measures are done correctly. These movements on the federal level are a good start.

Urban has an extensive strategy reach across multiple channels.  They publish a monthly mail-order catalog, which spotlights designers who are rising on the independent fashion circuit.  Women are the primary demographic, wearing featured pieces along with various accessories and jewelry.  The men do get a small section, mostly filled with durable goods such as sweaters, boots, sneakers, button down shirts, and denim.  The latest catalog for December covers 55 pages of holiday goods for your friends and neighbors.  Urban Outfitters also promotes rising musicians on their blog from the independent rock circuit, but also gives credence to several other genres and styles.  You can find a select mix of 12 free songs available for immediate download to your laptop, which can then be transferred to your audio player.  

The e-commerce website is one of the more sophisticated in apparel.  It contains a multimedia mix of Adobe Flash Interactive, drop-down selection boxes, video, and photographic slideshows.  Products are featured with attractive models in crisp photographs easily navigable with your cursor.  You can swipe and click the accompanying looks to find your preferred taste.  The website also has a section for online exclusives in each category, along with e-mail and text updates on sales of those rare items.  This does wonders for building brand equity with preferred customers that have a lengthy online history. Product categories also allow extensive navigation with select subcategories.  Shoppers can sort through inventory according to price, most reviewed, highest rated, or brand.  Some consumers may find this flexibility overwhelming, but Urban’s demographic demands choice, and they get it.

Since we live in New York, the consumer can research the product features then call the closest store for availability.  The consumer can create a profile and tailor a level of communication to their tastes. Then they start receiving exclusive promotions and digital goods such as music or coupons.  The Gift Center section on the website offers standard services like gift cards with other stocking ideas at fixed price points.  Their blog, on the other hand, is a diorama of trends. The content could be a music video of an emerging band or an interview with a young designer.  You don’t even need to be on your home computer to view all of this content.

Urban Outfitters made a seamless transition with their website onto a mobile phone.  The mobile commerce site can be accessed on your phone’s Internet browser or through an application module for the iPhone and Android.  Mobile commerce is developing into a force within the consumer industry.  Customers can gain a brief but thorough review of their preferred product without the haggling of salespeople.  Images can be shared through all of the familiar social media networks.  The inventory is limited on a mobile phone due to the inherent limitations of mobile technology such as a smaller screen size. Nevertheless, the design has won favor with industry experts.  According to The E-Tailing Group, Urban Outfitters ranks number one on the list of best mobile gift centers during this holiday season.

E-Tailing cited the retailer’s focus on creative categories and fixed price points that hold kitschy merchandise.  They also mentioned the multiple offers for gift cards as an asset, which reinforces the efficiency of mobile browsing.  It requires little more than your personal account, which can be created on the desktop website.   One last observation I noticed is the colloquialisms. For example, when I tried to log into my mobile account, an error message with “BUMMER: We don’t know what went wrong, but refresh this page and try again. It’s probably not a big deal.”

A similar instance comes up if you forget your password on the desktop website.  This quote rises:  “We Got Your Back.  Just Give Us Your Email Address and We’ll Send You Your Password.”  Unlike many websites, which send a link to create a new password, Urban Outfitters simply sends the password created when the profile was first registered.  You don’t have to extend yourself with yet another unique code for access.  Customers will appreciate this loyalty over time as traffic on e-commerce sites continues to grow.  These minor but crucial details reinforce the retailer’s commitment to their young, mobile demographic that is a step ahead of other retailers.

Like many things these days, social media has bridged the gap between retailer and consumer by providing extensive feedback on product advertising, content features, and so forth.  Groupon, however, has a sharp curveball.  The transaction only happens when a sale reaches the minimum quota of transactions.  For example, today’s deal in New York is a salt air treatment valued at $100, but priced at $35 for two children treatments, and $55 for two adult treatments.  A minimum quota of purchasers must commit before the deal is executed.  Therefore, you may be ready, but are others? It’s a classic case where the demand must beat the supply.

Groupon’s website design is quite uneven.  The featured deal pops out in the user interface, with segmented details covering the time left for purchase along with more product details below the photo image, followed by wise words from Groupon.  The groupon cat provides thoughts of wisdom.  The bottom page banner is a dark, inconspicuous banner list with a plethora of links on affiliate marketing,  gift certificates,  mobile application downloads, and so forth. They list the other deals available that day on the right side of the featured product, which could instead list 3 deals, then feature the rest on another page. I also feel that the color scheme is rather unfocused.  I find two different tones of green amateurish next to a contrasting black and grey palette.  They also have a large space in the lower right corner that is being unused.  I think the links on mobile applications, gift certificates, and small business partnerships can slide into that space since they are revenue streams.

Groupon’s leadership claims that despite their partnerships with large retailers, local outreach will rule their model.  I admire the approach, but they can do even better now that the model has credibility.  I believe that Groupon needs to organize their branding to drive traffic and scale for web advertising.  Until then, get a daily deal here.

Learn How Groupon Works! from The Point on Vimeo.