IBM data shows that the companies that stand to benefit the most are not taking advantage of the opportunity.

According to data from IBM, manufacturers and retailers could take advantage of tremendous opportunities being offered by m-commerce, but are not prepared to do so to its fullest extent.

These organizations are not adequately positioned for effective movements within this environment.

According to IBM global electronics leader for global business services, Paul Brody, “I don’t think that either of them is well positioned to have a leadership position in the pocket of the consumer.” He expressed this opinion at the Consumer Electronics Show (CES) this year. He gave the m-commerce example of Square, which is a technology provider that allows consumers to make mobile payments at stores using their smartphones. This would allow for a hands free transaction.

For m-commerce this is the “prototype for the always-on, zero user-interface experience,” said Brody.

He took the mobile payments example to the next level by saying “Now imagine this technology for comparison shopping,” and added that “You are in the grocery store and they send you a message saying, ‘Why don’t you grab that roll of toilet paper because it is cheaper than anywhere else.’ I’m not sure that the retailers and typical OEMs have the technology and experience to focus on mobile vehicles to do that.”

According to another speaker at CES, the interactive marketing firm, SapientNitro’s chief experience officer, Donald Chestnut, explained that the behaviors consumers while both online and in-store is quite different from the way that they shop when they are sitting at their home computers.

He elaborated by pointing out that there are big box retailers that are now looking into this behavior and that are making efforts to leverage it by providing their associates with iPads so that customers within the store will be able to gain more information from the employees.

A recent m-commerce survey conducted by SapientNitro and GfK Roper showed that 70 percent of American retailers would like to be able to boost their shopping experience in-store. That said, when smartphone owning consumers were asked what they wanted, their response was that they would like more mobile friendly store flyers, to have downloadable in-store navigation apps, and the ability to use their devices for making payments.

Dunkin Donuts is staying with its program for heavy play in both social media marketing and mobile marketing with a new campaign that allows customers a chance to win Dunkin mGifts.

Mobile marketing upswing at DD

Dunkin Donut K-Cup packs were one of the most asked-for products when customers were quizzed via social media about what they would like to see. Due to the popularity of this item, DD is holding a contest for customers to guess which K-Cup pack flavor they will feature next. Upon voting or guessing, customers are eligible to win one of three mGifts worth $50 daily. The Dunkin’ Donuts mGift cards are mobile cards.

Scott Hudler, VP of global consumer engagement at DD Brands, Inc. said, “We’re always communicating with our fans, and through this ongoing dialogue, we know they are extremely passionate about Dunkin’ K-Cup packs.” He goes on to say that an upcoming Twitter campaign will allow users to help promote the new K-Cup packs for a chance to win prizes with #NextDDkcup.

The twitter campaign will encourage guesses from customers with the above mentioned hashtag. The flavor will be revealed and then will be in DD stores starting in February. Throughout the promotion, the coffee beans will be covering the company Twitter header. The beans will disappear in accordance to each tweet. The more guesses there are the faster the image will clear.

Keeping up with mobile marketing

DD is using social media very successfully to drive brand saturation and also to promote new products, but is also not forgetting about mobile media to promote mGifts. DD released a mobile payment app last year and has seen success from that endeavor. Dunkin’ looks to continue seeking new ways to reach costumers both old and new through means of mobile marketing as well as more established social media marketing.

The company hopes to keep mobile as well as social marketing as an important part of their overall advertising and marketing budget on into the future. DD knows that people are more busy than ever and rely heavily on their phones for more and more. Smartphones are becoming more common, which means DD is paying attention to that audience for fast, easy ways to keep them coming back for more.