This is an executive summary of the report "Mobile Marketing & Social Media for Wine Estates " written by Guillaume Jourdan

Last week, a two day EBG conference brought some international experts around the table. Industry leaders such as Lego, Spotify, CNN, Twitter, Fiat, IBM or Nokia gave their opinion on Mobile/Social and shared their own experience as well as their view on the future of both mobile marketing and Social Media. A nice brainstorming session with Chief Marketing Officers (CMOs) to understand how the wine industry could also leverage on these new technologies. It's exciting time those days with mobile Marketing and social Media! Everybody wants to get into these new developments but many wine estates don't how to do it. What should wine industry players know before going to the next level ?

Mobile Marketing and Social Media are a real trend and not a fad.

It has been announced that Google Analytics will be soon more on the mobile and social analytics. In fact, Google think that, in 2 years, they will be able to have a global view of the user navigation regardless the device used. Why ? Because CMOs will need to track and measure even more precisely in order to calculate their ROI. The same happens for Social Search Improvements. For all the progress in social media, one area that has really lagged behind is social search. Teams at Twitter search, Facebook search and Google are all working on improving dramatically their performances. With the huge amounts of information being shared socially, it is imperative that these teams succeed next year. Why? Because Mobile Marketing and Social Media are a real trend.

Social becomes default and SMS is a unique media reaching intimacy, mass & interactivity.

If most CMOs report used data primarily to segment and sell, not to generate awareness or stimulate interest, those times have changed. Social Becomes Default. If you are building a new product, you simply won’t be able to ignore social media to generate awareness or stimulate interest. In the future, Social recommandations from your friends will make the difference in shopping. As Mark Zuckerberg says, the pipes have been laid over the last five years for social by connecting everyone, and the next couple of years will see everybody building amazing things on top of all those social layers. And mobile services are part of the acceleration of this trend. SMS, still underestimated in marketing Strategy, is a unique media reaching intimacy, mass & interactivity. 99% of SMS are opened, 96% SMS are answered. Don't believe Mobile is about Intimacy ? People check phones on average 150 times a day and some of them in very private places. Got it ?

Social Media & Mobile Marketing: Mind the gap !

Don't think mobile apps will get you anywhere : 74% of users download an application and quickly forget it. In fact, most people consume their app just like they consume a magazine. So think twice before investing in applications and make sure your new app will be as successful as the Starbucks app for their new loyalty card. Do you think about charging for your new app? Think twice as rules have changed with mobile and social. The new rule is: "If you are not paying for it, you are not the consumer, you are the product being sold."

Mobile and Social, a unique leverage effect for your sales.

Given the size of the communities that brands have online now, the pressure will certainly build up to turn many of those people into sales. In the future, we should expect some interesting social commerce solutions for this reason. How mobile will transform retail ? Thanks to mobile marketing, today Americans use much more coupons than in Europe. Those coupons are especially attractive with their unique social aspect, sharing deals with friends. Also, in the US, 10% of the online purchases comes from mobiles, 3% one year ago. And a car is sold every 5 min on eBay Mobile. Mobile marketing will help develop sales in the future and new technologies will certainly boost this effect: Geofencing will help to dialogue with more local targeted consumers, indoor location and NFC will be next big issues in mobile... Do you still think Mobile marketing and Social media won't have any effect on your sales?