Kane Russell

Company: Waterfall Mobile

krussell@waterfallmobile.com

Kane heads up marketing at Waterfall Mobile, creators of Msgme and AlertU. You can find more insight into the mobile industry by going to Waterfall's blog, Mobile Demystified, @ blog.msgme.com.

Recently, we ran a piece analyzing the various Mobile Marketing Heisman Trophy candidates for 2011. This was a shout out to those 2011 mobile marketing initiatives that made the biggest splash from a consumer and mainstream headline media perspective. Today we’re taking a different approach: as we look back on 2011, here are the key 2011 trends that will have the b...

We’ve all had, seen and heard exclamatory remarks about modern phones’ autocorrect feature. As with most things in mobile, what applies in the real world applies in the mobile marketing world. Now this may seem elementary to most people, but you’d be surprised how overlooking autocorrect can derail a mobile marketing call to action. The culprit is usually mashed...

In what’s definitely a common theme in mobile marketing, email marketers have once again been kind enough to pass along some best practices to their mobile counterparts.  A recent report from detailed the following stats with regards to customer lifecycle email campaigns: Lifecycle Email Marketing Programs Being Used By Companies Worldwide, June 2011 Benefit...

The reports of my death are greatly exaggerated. You see this quotation pop up in all sorts of places. It’s actually attributed to Mark Twain, who originally said, “Report of my death was an exaggeration,” after a reporter was sent to investigate Twain’s death when he was in fact very much alive (his cousin was sick). It’s a tongue and cheek statement used when people...

Simply stated: no matter how much money people talk about or invest in marketing channels like App, Web, QR Codes, IVR, MMS, or short codes, success across all of them will boil down to the effectiveness of the corresponding CTA. For those that don’t know, a CTA is any form of media, whether radio, print, or digital, that asks someone to participate in a marketing ...

In today’s world, where people seem to communicate strictly in 140, 160, or 420 character chunks, vying for and capitalizing on people’s brief attention spans has become increasingly important. A recent digital activism campaign from People for the Ethical Treatment of Animals (PETA) demonstrates the type of cross-channel approach marketers can use to harness this rea...

Several recent studies recapped by MediaPost show the value of using mobile as a primary marketing tactic when looking to reach the nation’s Hispanic community—the largest minority group and community of smartphone users in the US. Here’s a rundown of interesting findings: Recently released Google report, “Four Truths About U.S. Hispanic Consumers”: 93 perce...

At Waterfall Mobile we’ve been touting a need for a communication strategy for a while, along with the importance of having a CRM strategy. This “mobile CRM” perspective makes sense at face value without having to do too much business language “unsucking” (aka turning jargon into something that makes sense). Businesses have an opportunity to use mobile phones (“mob...

We’ve all been there – you call your service provider and your eyes glass over as you start jumping through the hoops, desperate for the phrase “Press this number to speak to a customer service representative.” Unfortunately, pressing for customer service usually scores you an opportunity to hear some impossibly bad music while you wait.  Then you most likely get con...