The document discusses the evolving landscape of social media and mobile technology, highlighting the importance of personalized communication and engagement strategies for brands to connect with consumers effectively. It emphasizes the dominance of Facebook and emerging mobile trends, including an increase in e-commerce and innovative marketing campaigns that leverage gamification and interactive experiences. Additionally, the content describes successful examples of brands who have creatively navigated the digital space to break through the marketing clutter and resonate with their audiences.

1. ON THE CUTTING EDGE:January 3, 2011

2. Getting The Lay Of The LandSocial media and mobile technology have gained a solid foothold in the past few years. They’re now growing and merging together in important ways:

3. Convergence of online and offline, often through multiple screens

4. Location-based content, tools and “games”

5. In this land, context is king.

6. For brands, this is the possibility of reaching the right consumer with the right message and in the right way.

7. If you’re thinking about Millennials, note the majority prefer personal one-on-one communication with brands, according to a recent BFG study.2

8. Consider Your Audience:Social Media and Mobile Around the World

9. Top Social Networks Around The World4

10. Top Social Networks Around The World: Key HighlightsWith almost 600 million users, Facebook is the top global network and has taken the top spot away from localized networks:Iwiw (Hungary)

11. Nasza-Klasa (Poland)

12. Hi5 (Mongolia)

13. Orkut (Paraguay, India) – still on top in BrazilTwitter has takenthe number two spot in Canada, Australia and the U.K. LinkedIn is also on the rise in those countries.Mixi is still tops in Japan.5

14. Meet The World’s Most Popular Mobile PhoneWhile mobile phone technology is extensive around the world, the majority of people aren’t using smartphones.

15. At 250 million units sold, the Nokia 1100 is the world’s most popular phone in terms of volume shipped.

16. In the U.S., 28% of mobile phone owners use a smartphone. The most popular device for the under 45 crowd is iPhone. For the over 45 crowd it’s Blackberry.6

17. Cash & Credit Are So 20th CenturyE-commerce and m-commerce are on the rise worldwide – no smartphone required.

18. By 2015, an estimated $119 billion will be spent via mobile phones.

19. M-payments account for 12% of Kenya’s GDP.

20. This is the equivalent of a bank account or credit card in many of the world’s poorest countries.

21. Earthquake survivors in Haiti are turning to cell phone payment systems to buy necessities like rice, flour and cooking oil.7

22. Stateside, Smartphones Rule M-CommerceIn the U.S., mainstream m-commerce is still far off. However, smartphone users are taking their purchase power to apps.

23. 2010’s Cyber Monday saw a 146% increase in eBay sales via mobile.

24. eBay’s mobile top product categories: cars/trucks, cell phone accessories, women’s clothing8

25. Cutting Through Clutter:Reaching Consumers In Ways That Matter

26. Welcome to the Era of the Jaded ConsumerThe average American is exposed to more than 5,000 marketing messages per day, making it that much harder for brands to reach consumers in traditional ways.

27. This generation is the first to be hyper connected. We’re not only bombarded with messages but also constantly distracted.

28. According to a recent study, about 1 in 100 students were able to turn their cell phones off for 72 hours.

29. 5-10% of Internet users are “dependent” according to Harvard’s McLean Hospital.10

30. What Does This Mean for Brands?To reach a consumer, brands can’t rely on the old ways. That’s just adding more noise.

31. The key is being relevant not just in the message but also in the way the message is delivered.11

32. Don’t Be Digital Noise EitherThese lessons also apply to digital spaces where:

33. Email is now less effective than social media.

34. Even where brands embrace social media, they need to do it in the right way and not contribute to the noise.

35. The bottom line: putting up a Facebook page isn’t enough.12