Michael Becker

Michael Becker
Following the Breadcrumbs to Guide People Through the Path to Purchase


Marketing is about service; it's about helping a company identify and fulfill the needs, wants and desires of consumers. Throughout most of its history, marketing has focused on the needs of the marketer and the marketer's company. We've been shareholder-centric, company-centric and product-centric. We've organized our companies to be engineering-driven, sales-driven or marketing-driven. In other words, we've been self-absorbed and focused on our needs and our offerings and what we want to accomplish. This inward focus must change. To execute effectively, brands most certainly need to maintain an inward focus on all of the activities above. However, they also need to create and hone their mobile marketing capabilities. That is, train their people, invest in technology and develop processes to achieve their goals in the new mobile reality. 


Mobility, the World of Senses and Where We Go From Here

It's difficult to explain an experience like the MMA CEO/CMO summit in words. It takes all of the senses to truly appreciate the opportunity. However, what can be shared is the knowledge that was imparted. Marketers, publishers, technologists, futurists and researches shared their thoughts and visions as to how we got here, exactly where we are and where we might be going with the world, mobility and the role of marketing.

The 4 Pillars of Mobile Strategy

Your brand must have a well-thought-out plan that captures data from all interactions it has with each and every customer so that every customer interaction is contextually relevant. If this element is missing from a brand’s marketing plan, it will be severely limited — customer engagement and profitability will be hampered.

Your Customer is Mobile — Are You?

There's no question about it, the world has changed. It's gone mobile. Consumers are free from the confines of their homes, offices, and traditional media and retail environments. Today's consumers have the power at their fingertips to fulfill their needs anytime and anywhere, and they're using it.

The Strategic Imperative of Understanding Mobile in 2011 and Beyond

There aren’t many industries with a compound annual growth rate of nearly 57 percent, especially in the midst of the worst recession in generations. But that’s one measure of the success of mobile advertising, which has moved out of brands’ and agencies’ research and development budgets and into their mainstream spending.

5 Pillars of the Mobile Marketing Industry

All emerging industries reach a point where their ecosystem's members find common and fundamental concepts that help them organize their thoughts and actions in order to ensure the long-term growth and success of their businesses. For mobile marketing, those fundamentals have emerged and can be boiled down to five verbs: promote, measure, educate, guide and protect.

Researching the Mobile Marketing Opportunity

Mobile marketing is a case in point: A forthcoming Mobile Marketing Association (MMA) survey of U.S. advertisers and agencies shows strong confidence in mobile marketing’s reach and effectiveness — so much so that they plan to increase their spending 124 percent, to more than $5.4 billion by the end of 2011. This projected increase reflects advertiser and agency plans to shift their budgets out of media such as print and outdoor advertising and into the mobile channel.

Mobile Marketing's Must-Attend Events for Fall 2010

Mobile phone sales continue to defy the global economic slump. Smartphone sales grew nearly 49 percent between Q1 2009 and Q2 2010, according to analyst firm Gartner. More than 314 million smartphones and feature phones shipped in Q1 2010 alone, 17 percent more than one year earlier.

How to Find the Right Mobile Marketing Vendor

With growing interest in the mobile marketing channel — particularly in the retail, charitable giving and other commerce-related sectors — it’s important to understand how to find the right vendor partner for your brand, campaign or cause. Many companies choose to partner with a vendor who offers licensed mobile marketing technologies. If you choose to go this route, here are the two key questions to consider: One, what type of vendor do you want? And two, how will you qualify your vendor?