tag:blogger.com,1999:blog-60448892242969529302023-11-15T23:20:16.216-08:00Mobile Marketing Mash"Following the evolution of mobile and marketing innovation"Unknownnoreply@blogger.comBlogger13125tag:blogger.com,1999:blog-6044889224296952930.post-16220934570318931272011-12-05T21:02:00.000-08:002011-12-05T21:02:52.729-08:00Privacy and Carrier IQ<div class="separator" style="clear: both; text-align: center;">
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So we haven't seen the end of the erosion of privacy rights with the encroachment seen by Facebook. The continuance is now witnessed in the exposure of a some-what secret intelligence gathering application that Google seems to insist operates on Android phones. The application is called Carrier IQ or CIQ, sometimes referred to as IQAgent and IQRD.<br />
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With some applications the user has the option to enable or disable sharing of information. Opt-in is a fundamental element of privacy rights. If you are agreeable with sharing your behaviors and communication problems in the interests of a carriers quality improvement program you should be allowed to enable the application. But if you are not interested in sharing your information, I think the logical point we should arrive at is that disabling an application is your right.<br />
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Supposedly, Google claims that the software doesn't log button presses or keystrokes. They have also claimed that they are not tracking behavior. The software is only in use to track problems in call quality or to monitor crashes.<br />
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Upon analysis, some of these claims seem to agree with the software as seen by the app's discovery of dropped calls and poor signal quality. But as the analysis continues almost every single button press is logged. So why is this required if the software is only interested in discovering issues that lead to a poor user experience?<br />
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Watching the video below will give you an idea at how much data is being harvested without your consent.<br />
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The analyst who discovered the software known as Trevor Eckhart or TrevE called the software a "<a href="http://www.wired.com/threatlevel/2011/11/secret-software-logging-video/" target="_blank">Rootkit</a>". When I first saw this demonstration I thought, WOW, conspiracy theorist warning, is Homeland Security in this data collection loop? If he can find and analyze the line by line reporting of the software I think other interested parties could easily reverse engineer and discover what the data could be used for and counter. After all it's technology and given a little time, any obstacle has a work around.<br />
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Enough of the obvious silly cloak and dagger-ness but really, a question for the folks at Google. Is CIQ strictly to enhance the users experience? Usually enormous data sets are used for some sort of decision science which ultimately leads to strategic plan adjustment and subsequently a supported action. What are they trying to figure out?<br />
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Is there a way to block or remove CIQ? As I said previously regarding problems in technology, given a little time there will be a work around. Watch the video below and you can see that the possibility exists now to circumvent the spyware.<br />
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So if you determine your phone has CIQ or in some form like IQRD you do have a way to remove or block the sharing of your information. You will have to do all the work to disable this function but it is possible. Another method is to use your money as the tool and tell Google this behavior is not aligned with your core values and ethical standards as you buy another phone that easily allows the disabling of data sharing.<br />
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Communicate with you money.<br />
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Mobile Marketing Mash -Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-54781146696651305402011-10-27T01:22:00.000-07:002011-10-27T15:15:07.763-07:00Landing Page Quality: Mobile and Marketing Challenges<div class="separator" style="clear: both; text-align: center;">
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We all know how important the user experience can be and Google decided to make it even more important. Landing page quality scoring is changing with the primary focus being on increasing the quality of a users experience. The average webpage supposedly will see only minor effects in the scoring changes if any, so says Google. But adjusting scoring might just be harder than Google would like to admit. The new measures were deployed in South America and it seems Google is testing their shiny new algorithms before global deployment.<br />
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<a name='more'></a><b>Changes for Google Mean Changes for You</b><br />
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So what might this mean to the average business owner with a website that uses <a href="http://searchengineland.com/understanding-googles-latest-landing-page-quality-score-release-96613">Google</a> to advertise and generate traffic? Probably more than we would like to think. So far, most websites have been developed using a conventional process and the user experience was considered important. Now the experience is even more important as the sites that provide a better experience will be scored higher than the rest effecting Adwords. The better the landing page quality the better the Adwords experience should be.<br />
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Google indicates the measurement is only slight but numbers speak louder than words. Ranking or scoring high is like the Holy Grail for marketers as we are so competitive. This change will likely influence companies to revamp landing pages which could lead to other changes ensuring the message marketers are sending is fully integrated across all channels.<br />
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Mobile pages should be no different in grading quality although the normal WAP site is not as versatile and flexible as a standard website. So is Google trying to get everyone on board with enhancing consumer experience because the mobile experience needs help? Maybe and probably. They do not want to talk much about the changes but I think we all get the point.<br />
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But a better experience is, well just better. Redefining and elevating standards is usually a good thing for the consumer but smaller businesses usually pay a price that is sometimes out of reach. Mobile sites will indeed be ranked on landing page quality so whether we like it or not, we must evolve. If you don't have a mobile optimized site yet for your customers on the go then you are in luck and can just build that new site designed to rank significantly better than your competitor.<br />
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<b>Helping You Go Mobile</b><br />
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So in their collective wisdom Google has also facilitated the development of a mobile site within Google sites. The official version template is supposed to meet or exceed the important criteria for the new Quality Scores. So my big question to Google is, why isn't there more to guide those using Google sites to make their 'optimized for mobile site', to easily find these templates. In the snippet above it shows I had to search for "Mobile" templates. Maybe put a Mobile template link with the rest of featured templates, just a suggestion to improve the users experience.<br />
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But as we all make our way through the quality scoring changes I am sure we will make several adjustments. Early adoption to any change equates to multiple revisions usually. That is why so many people wait to work with newer technologies. Every change means more money and time invested.<br />
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Nonetheless we need to press onward and forward so do not hesitate in developing a mobile optimized site. After all we are heading into the biggest shopping season for the year and it needs to be remembered as the year retail came back. Or at least better than economists had expected so don't let other mobile ready competitors steal your customers.<br />
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Mobile Marketing Mash -Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-27887090927631560412011-10-25T23:46:00.000-07:002011-10-26T01:19:20.627-07:00Virtual Infant or Adult: Mobile and Online Presence Management<div class="separator" style="clear: both; text-align: center;">
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We have all heard or at least thought about managing our online presence. If you haven't then you probably just don't care or are too busy. But many thought leaders believe people should start managing their online or virtual identity. So, think of your identity as a character living in virtual space that is either an embryo or vulnerable infant for those disinclined to develop and manage their presence. Those that are involved in defining their presence could be considered and more developed and mature.<br />
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The current young generation is far more likely to define themselves online than previous generations. So in virtual terms, the youth of today are more mature or developed than the online presence of their parents or guardians. So the suggestion for those that are still resisting the online world is, grow up, virtually.<br />
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The reality though is that, data is and can be collected that defines you in one way or another. Each time you surf the Internet and visit websites through a laptop or a mobile device you are sharing data and behavioral patterns. This information is used to help enrich your virtual experience. So how can you be a part of the virtual world and manage your online presence.<br />
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<b>Social Web Sites</b><br />
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You have likely heard of the major social websites like LinkedIn, Twitter, Google +, and even Facebook. There are many many more and if you work with these sites you probably already understand how important it can be to manage your social or online information. Here you can define your profiles and share with friends and family personal daily news flashes, interests and views.<br />
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There are even other forms of online presence that you might not have even thought about yet. Like the address and picture of your house on map or address services. Just visit google.com/maps and then enter your address. You just might see your home and your car in the driveway.<br />
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Some services that automatically generate data like this have a way to exclude your information from their database if you choose. However, you will need to figure out how each site works and follow the steps to regain your pseudo privacy if you so choose. They main thing to do if you are just starting to develop your online presence would be to create a few simple profiles on the sites you think would best serve you and your interests.<br />
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What do you do once you have a broad exposure to all the online social sites and activities to group them or organize them in one place? Sharing all this information with key people could be a time consuming proposition. But I just found a new service that can help with this task.<br />
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<b>Skanz</b><br />
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<a href="http://skanz.com/">Skanz</a> is a new service that allows members to arrange a group of data that an individual would like to share. It could be anything the person would like from LinkedIn, Twitter, Facebook, blogs and Youtube accounts to all your emails accounts and phone numbers. The service helps you organize all of your instances of online presence and group them into one place and share the information in an extremely quick and easy step.<br />
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The service creates a Quick Response or QR Code that can be scanned and will immediately connect you with all the data the individual wants to share. The service is also designed to optimize mobile interaction offering a QR Scanner for mobile devices. In the future I think this service could use Near Field Communication or NFC to share the data but that remains to be seen. Right now they plan on selling things like a phone cover or bracelet with the picture of your QR Code.<br />
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Watch the video below and get an idea of how this service works.<br />
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Services that help you manage your online information are looking forward to enhancing experiences and social engagement. The younger generation may be more inclined to readily adopt mobile or online presence management but taking the leap is not that scary. It can be rather fun once you get involved.<br />
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Mobile Marketing Mash -Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-3797834958192227342011-10-24T17:53:00.000-07:002011-10-25T22:03:25.254-07:00NFC Technology and Mobile Devices<div class="separator" style="clear: both; text-align: center;">
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Make it easy! One of the key tenets of e-Commerce and mobile marketing is to make the consumers experience easy. Don't forget the host of other vital factors for a successful campaign like making the <a href="http://mobilemarketingmash.blogspot.com/2011/10/mobile-engagement-and-experience.html">experience</a> memorable. But, ultimately we need to make the desired actions simple, like buying things. NFC or Near Field Communication makes transactions and many other actions through mobile devices very simple.<br />
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<b>NFC</b><br />
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NFC or Near Field Communication technology is being installed on many mobile devices. The Nokia 6131 was the first to have the NFC chip. Now newer phones have NFC capability such as the Samsung Nexus S. NFC allow the mobile user to tap their device on a transmitter and receive or exchange information quickly and simply. For instance, if you are shopping and the retailer has NFC capabilities you could pay for the product or service just by tapping your device on their NFC-enabled device.<br />
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Payment options is one of the most important ways NFC will effect our lives. Other ways NFC will improve communication will be through the delivery of content, like SMS, MMS, or other rich media content. Devices entering the range of an NFC device are able to receive information from commercial sources. E-ticketing for airlines is another way NFC's will make business easier for consumers and organizations. One of the more natural uses is enabling people to share contact information, like a vCard, just by tapping devices. Networking is important to business people and casual acquaintances so facilitating this activity and making it easier is a big plus.<br />
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<b>NFC, When and How</b><br />
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NFC-ready devices are expected to reach 25% of the total number of phones by 2013. That means 700 millions users will be able to communicate via NFC. The estimate for transactions should exceed $30 billion by 2012, therefore it seems plenty of people should be tapping their way to purchases and even paying bills in the very near future.<br />
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NFC builds on existing contactless technologies such as Bluetooth and WiFi and this will help adoption and usage of the NFC technology. The technology works over distances of just a couple of inches or a few centimeters. Data packet sizes are measured in kilo bits per second or kbps and range from 106 kbps to 424 kbps. NFC is usually passive and in the form of a tag that stores data that is read as accessed.<br />
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NFC is based largely on RFID technology which is used to identify packages and shipments as they pass RFID readers as shipments exit or enter a country. The RFID technology was developed to track the movement of packages and protect investments while moving within logistical pipelines. NFC is a similar technology that transmits the necessary consumer data.<br />
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So if you are familiar with this technology or just learning, the next few years you will see a broad <a href="http://mobilemarketingmash.blogspot.com/2011/10/mobile-device-marketing-multi-channel.html#more">adoption</a> and usage of NFC. Marketers will also be looking for ways to send information via NFC through mobile devices.<br />
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Mobile Marketing Mash -Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-88939244325040903132011-10-20T10:00:00.000-07:002011-10-25T15:49:08.858-07:00Mobile Engagement and Experience<div class="separator" style="clear: both; text-align: center;">
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Marketers must get their attention, make it fun, make it easy, and make it memorable! In one commercial, a company used a music superstar to dance and sing in an exciting simulated live show. All of a sudden the musicians hair caught fire! The audience was surely paying attention, but for the wrong reasons.
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The task marketers undertake is harder than most think. Sometimes headlining entertainers are used like Lady Gaga, Usher, or Kenny Chesney. Humor is another technique used to get an audiences attention. The strategy an organization uses depends largely on the target audience and the experience they are trying to create.<br />
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Yes, the all important experience should include a discussion covering the features and value of a product or service. However, this information is almost secondary in importance when considering the criticality of a memorable experience. Watch the video below by Virgin Mobile and see a good example of how this company uses humor and a great deal of creative effort to develop a memorable experience.<br />
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<b>A Marketing Requirement</b><br />
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Mash-up names of celebrities such as Brangelina for Brad Pitt and Angelina Jolie make referencing the two stars in one sentence much easier. Then there was Ben Affleck and Jennifer Lopez creating Bennifer. Yes, these names are to some, rather odd but they are indeed, memorable. Marketing strategies must always be designed to be memorable and the best way to do this is by creating an experience the consumer will relate to or want to remember. As a small example, when we hear a good joke we want to remember it and share it with others.<br />
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To ensure your audience is paying attention, marketers must create an micro environment or event, a task which is usually challenging. If this objective is not achieved, the consumer will likely be uninterested and the campaign will fail to generate then needed traffic and ultimately, revenues. So providing an experience that fits the interests and culture of the target audience is critical.<br />
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<b>Engagement</b><br />
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Some wonder how effective an online or mobile 'experience' might be thinking measurement is not very simple. The reality is that using mobile and online technology the measurement of engagement can be tracked or traced. Engagement can be measured as seen in a recent study by <a href="http://www.cbsinteractive.com/one_sheets/CBSi_InsightSeries_white_paper_0208.pdf">CBS Interactive</a> which measured the effectiveness of online display advertising. In the report the studies methodology is explained and shows how digital marketing can be analyzed. Similar analysis of mobile campaigns will result in the quantification of engagement.<br />
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<b>Experience</b><br />
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Virgin Mobile or VM decided for calculated reasons to join the fictitious stars Spencer Falls and Sarah Carroll creating, Sparah. Seems pretty silly but the thrust of the advertisements are to create a humorous experience with product and service information embedded. Now, these ads are designed for the Television and not mobile devices, but the influence is stressing the Virgin Mobile brand of products in a light and memorable delivery. Some of the ads are funny, like the one below.<br />
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So we see VM is working humor into marketing and it works. Humor is a specific strategy that helps the consumer experience and even the engagement factor. Yes, when people talk about an ad it increases engagement. The experience in ads is mandatory in our E-Commerce culture. The better an ad creates a memorable experience the more people will become engaged. Other ways to create engagement will be discussed in future articles.<br />
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Take the time and effort in creating an integrated marketing plan and even smaller businesses can succeed in mobile campaigns. Some software can assist in organizing the development of the plan if your experience is limited. Always seek assistance though if unsure about an decision requiring a significant spend. But at this point I hope you get the idea, that the consumers experience is correlated to engagement which leads to traffic and sales. Create the right experience, and your traffic and revenues should increase.<br />
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Mobile Marketing Mash -<br />
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Wei-Lun, C., Yuan, S., & Hsu, C. W. (2010). Creating the Experience Economy in E-Commerce. <i>Communications of the ACM</i>, 53(7), 122-127. doi:10.1145/1785414.1785449Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-23198137349985790482011-10-19T17:25:00.000-07:002011-10-25T15:49:40.264-07:00Dropped Smart Phone, which Device Wins: iPhone 4s vs Galaxy S IIHow durable is your smart phone? I suggest you limit how often you drop it because chances are it won't last very long. Now, I have had cell phones for a long time. I can say this because I am not twenty something.<br />
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I've had cell phones since the mid-90's. I have dropped my share of phones and broken a few. But one thing is certain, I'm always careful to protect the newer touch-screen devices. I found a recent video that performed a drop test and all I can say is, you had better get the insurance that covers incidental drops.<br />
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Watch the video below, you need to see first hand.<br />
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<b>Apple iPhone 4s</b><br />
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The Apple product is by far one of the more popular devices on the market. It has the looks, feel and social cache we all want or admire. Well at least a significant percentage of consumers want an iPhone. The 4s though did not fare so well in the above video. I have always wondered how badly the screen would break if I might drop the iPhone. Now I know, and the results weren't good.<br />
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The iPhone could handle a drop from waste high, such as if you were holding one in your hand and it fell to the ground. The phone would need to get a lucky bounce off one of the corners. If it/you were lucky enough for the corner to take the impact then it might function. It might not look as pretty anymore but it should work.<br />
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The face down drop test at waste height is virtually fatal. The device might somehow function but, would you want to touch that screen? No. The shoulder-height test, similar to the level one would hold the device at to take a photo was equally damaging. Some advice... yeah don't drop the phone.<br />
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<b>Samsung Galaxy S II</b><br />
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The drop test for the Samsung was performed following the same methods and the results were more encouraging. The waste-high drop only resulted in some scuff marks. The shoulder height drop looked just as foreboding as the 4s's drop, but the damage was minimal in comparison. The damage was limited to more scuffs, scratches and minor cracks. The face-down drop looked to be a sure killer, but to my surprise the Galaxy S II had only minimal damage. The device could definitely be used after these three drops.<br />
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I think it was a shame to see these two phones dropped but it served a purpose. This was an education for consumers on product durability and what to expect. Another lesson learned was at Apple and and the lesson is, produce a product that can withstand incidental drops. I am sure Apple would respond that the phone is not made to be dropped. After all, what do you expect when you drop a glass, right? But people will travel and carry on as normal and they will drop their phone.Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-67407621564788240272011-10-17T08:27:00.000-07:002011-10-25T15:49:52.339-07:00Location Specific Marketing: Bluetooth or WiFi<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBv4ma8uydBs-WieYpTIWAcTPkPhGhm0GwpLAQRrOgu9QSESYQ_Zo6lfCQ49kHDiRii8_vkSr1edi1hPGJ_LsqwZtje9b1AQ4pclVpulkZTIu71Wn1z2iy2GMSyLVpFC8YynVl8rdDQSJm/s1600/Wireless_Icons.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBv4ma8uydBs-WieYpTIWAcTPkPhGhm0GwpLAQRrOgu9QSESYQ_Zo6lfCQ49kHDiRii8_vkSr1edi1hPGJ_LsqwZtje9b1AQ4pclVpulkZTIu71Wn1z2iy2GMSyLVpFC8YynVl8rdDQSJm/s1600/Wireless_Icons.jpg" /></a></div>
Many marketers have been dealing with the concepts of mobile marketing for a few years. The mobile marketing industry is still immature and will see many adjustments and confirmations in technique effectiveness. While SMS, MMS, and other mobile techniques like QR codes continue gain popularity more companies will try to integrate emerging mobile marketing channels. Will Bluetooth or WiFi advertising be a part of your marketing mix?<br />
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<a name='more'></a><br /><br />
<b>Bluetooth Marketing</b><br />
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Bluetooth marketing, also known as Crowdcasting, is a form of direct advertising that delivers content to mobile users. This delivery method is based on technology that requires the recipient to be in close proximity to the source. The range is usually within 100 feet in any direction. Newer systems have a much stronger signal and can cover up to six times the area.<br />
<br />
The source broadcasts a signal and any nearby Bluetooth enabled device will receive the offer or content. The user must accept the message prior to viewing the content. If the user has Bluetooth disabled, in some instances a signal can alert the mobile user that an offer is available to view. Content can exist in several forms such as SMS or text messages, bar codes, audio and video files, and any other file format a device supports.<br />
<br />
<b>WiFi Marketing</b><br />
<br />
WiFi networks or Hotspots are increasing in number at many locations across the US. As a mobile user enters a Hotspot they can easily access the internet. Companies use Hotspots as a marketing tool to increase foot traffic to their location attracting those seeking WiFi access. Businesses using WiFi networks can also monetize that network by placing advertisements on that network. The WiFi network allows for a wide variety of communication from businesses to consumers.<br />
<br />
The costs involved with Hotspots is manageable. Systems can be installed and other related costs will be minimal as the technology is readily available and requires no major construction changes. Consumers are also looking for the Hotspot and are already accustomed to online-based advertisements.<br />
<br />
<b>Adoption and Diffusion</b><br />
<br />
Recent Bluetooth studies have been limited in sample demographic as the groups studied were mostly younger consumers. One study suggested that significant changes must occur to implement an effective marketing campaign using Bluetooth because the technology just isn't advanced enough. Many consumers did not like the service for two main reasons:<br />
<br />
<ol>
<li>They distrusted the service for privacy issues </li>
<li>Enabling the feature quickly drained the battery</li>
</ol>
<br />
Bluetooth marketing has enormous potential but is not widely used when compared to WiFi. Sending very specific demographics targeted messages is easier with Bluetooth. However, because of privacy and trust issues WiFi will continue to evolve at a faster pace. Once the battery drain issues can be resolved Bluetooth will likely be the next big marketing tool unless something else is developed sooner. If you aren't using WiFi advertising as part of your marketing mix, consider how it could increase traffic to your website or brick-n-mortar location.Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-14415055981456045152011-10-12T23:27:00.000-07:002011-10-25T15:50:40.696-07:00Small Business Adaptability found in Mobile Marketing<div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhB7zereHHEtK9I0YMEb7m21Yd_2v9lRjD1RamoR3OaZ5p3tFAJHIw6xrmePEE4cqiyvMabsbS0baxaTko1-0L69dr8m3cBXghjz05O-zMZuxF-QGh4oqtpOUPQ8XPfPWUcnfQkg4XR1-sr/s1600/Google_Analytics_Example.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhB7zereHHEtK9I0YMEb7m21Yd_2v9lRjD1RamoR3OaZ5p3tFAJHIw6xrmePEE4cqiyvMabsbS0baxaTko1-0L69dr8m3cBXghjz05O-zMZuxF-QGh4oqtpOUPQ8XPfPWUcnfQkg4XR1-sr/s200/Google_Analytics_Example.jpg" width="183" /></a></div>
You want to know if mobile marketing is effective? The easy answer is yes but I am sure you might want a little more. As we may all know, large multi-national corporations or MNC(s) that are considered best-in-class usually are publicly traded and have unlimited funding. MNCs have invested huge amounts of cash to achieve the best-in-class status.<br />
<br />
These large companies are investing heavily in mobile marketing campaigns and they are doing so because business intelligence findings support this marketing spend. This article will not directly discuss the data, and if you are interested in that information look for 'near-term' discussions. But, aren't small to medium businesses or SMB(s) are the backbone of the American economy? Indeed. So adaptability to changing elements within business environments is critical. One critical environmental factor to watch would be, the changing mobile ecosystem.<br />
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<a name='more'></a><br /><br />
<b>Small to Medium Businesses</b><br />
<br />
I often tell the small business owner or SBO they don't have to spend a significant percentage of their budgets on marketing research and analysis. The reason is to remain adaptable and agile while implementing the best strategy to survive. Most SMBs understand how to get things done at a level to which they are accustomed.<br />
<br />
For instance, if a firms revenue allows for a modest profit, the owners goal usually is to maintain this revenue level. Growth is not as important to the small business owner as compared to the publicly traded MNC. The SBO still needs to perform their due diligence and make appropriate decisions based on available actionable data.<br />
<br />
Considering previous post discussions related to adoption and diffusion of new products and services the average SMB uses the delay tactic to optimize spending dollars. Early adopters many times, experience difficulties in newer techniques or products and services. Newer services can possess problems not yet discovered and can decrease a firms effectiveness for instance by crippling supply chain. Even a lack of training or available talent can slow efficiency that results in decreased revenues and an eroding customer base.<br />
<br />
<b>Monitor Behaviors</b><br />
<br />
The key to sustainable marketing is to monitor the behaviors of your customers. No, I am not saying you need to stalk or spy on your customers but monitor behaviors through secondary data and through website analytics. Your website can tell you many things about how traffic is driven to your SMB. If you have yet to establish a web presence, it's time!<br />
<br />
The analysis you can perform from the available data can give you some insights as to how much of your business is 'mobile.' The number of cellular devices on the planet is staggering. The markets in Asia and Africa are said to be the next big growth markets for mobile, they can be an indicator of future conditions in our own market. The mobile user in Africa uses mobile devices instead of desk or laptops because the single device is more cost effective than having two or three devices to maintain.<br />
<br />
<b>Looking for Indicators</b><br />
<br />
As the US economy continues to limp along people will continue to find ways to communicate at lower costs. Whether this means cutting back on some services to facilitate others that remains to be seen. But even the most economically challenged consumers it seems have mobile devices. If your customers have devices, and I'm willing to say most do, then you need to consider ways to increase engagement to maintain customer loyalty.<br />
<br />
A customer that receives an SMS message from your competitor just might try the competitors services or products. That is the exact scenario you want to avoid. Customer defection should be your first priority to defend against.<br />
<br />
Remember, you want to show your customers that you are the expert in the services or products you offer. One part of being an expert or leader in your industry is using emerging marketing channels to drive existing and new traffic. Impress your clients and inform them of the new ways you will contact them making things easier. Modify and adapt your marketing campaigns to fit the evolving local market. Your customers will remain loyal for your efforts!<br />
<br />
Mobile Marketing Mash -</div>Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-55061303926143858132011-10-11T20:44:00.000-07:002011-10-25T15:51:00.343-07:00Magmito Online App Writing Service: A Review<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjbI321oJT8SdfOLyKc__iBH2WDcNtvMm71avUKLCGnpqauSC8y8ODXAECb4CXtUycgnXjIdk4CRNbEBol4gbr5W1MNn6dxO4niAAsz1QmORAIHDn_Pc-CazJFW05OBq8fJH_SI5y1PHXt/s1600/Magmito_Mobile+Menu.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="172" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjbI321oJT8SdfOLyKc__iBH2WDcNtvMm71avUKLCGnpqauSC8y8ODXAECb4CXtUycgnXjIdk4CRNbEBol4gbr5W1MNn6dxO4niAAsz1QmORAIHDn_Pc-CazJFW05OBq8fJH_SI5y1PHXt/s320/Magmito_Mobile+Menu.JPG" width="320" /></a></div>
At first I was fairly excited to see a service like this; it seems to be a good idea (see <a href="http://magmito.com/">magmito.com</a>). Many small businesses need the flexibility and access to apps to extend their reach through mobile marketing. A significant challenge though is that the average small business has a squeezed budget already and adding the marketing services to include a mobile channel is not feasible.<br />
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<a name='more'></a><br /><br />
<b>Start Your App</b><br />
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Simply start an account, and maybe watch the tutorials. As you start to create the app you will see a few standardized templates, themes, and colors. You can also customize your app with your own images. You get a landing page that also serves as a navigational page and from this first view you can organize your app.<br />
<br />
You can add six main pages and six subpages linking throughout the app as needed. You can post phone numbers so customers can call directly from the app. RSS feeds can be set up and the application can be given a time period when it will end.<br />
<br />
<b>Time and Cost</b><br />
<br />
The service is simple and straight forward to use and set up is fairly quick. If you have all your images and themes in advance because they are based on
current campaigns, the app can be easily built in a couple of hours. The entire process is controlled by clicks and requires absolutely no coding experience.<br />
<br />
I think the service can be helpful for many people and organizations that need to distribute basic information quickly and easily for little cost. The services are free if you are willing to allow advertisements to accompany your information. If you do not want the ads to appear, maybe your competitor will be advertising, then a $99 fee can get your app ad free.<br />
<br />
<b>Considerations</b><br />
<br />
Now, this is not a promo for Magmito. This is a review and some of the positive elements of the service. As with every product and service there exists some negatives or limitations and you need to determine if the pros outweigh the cons. This service may not fill your needs if your organization requires a mobile app that has greater and more complex functionality.<br />
<br />
The end result should be that the service can facilitate your objectives with the tools provided and will be effective. Do you need a service that keeps costs down and requires no code expertise? Maybe you need a customized application that is integrated to your website or database? These are some of the things you'll need to consider when assessing Magmito and what this service can do for your organization.<br />
<br />
So the big takeaways are:<br />
<br />
1) Inexpensive or free<br />
2) No code writing experience/knowledge required<br />
3) Quick set up<br />
4) Designed specifically for mobile devices<br />
5) You can communicate with customers<br />
<br />
If the items listed seem to fit your requirements then you might have a good fit. I think the best use for Magmito is for distributing details for instance like an event or
activities to a large group of people. I could see a restaurant using this to distribute specials because the listings would be limited. Sure there could be more uses but this gives you an idea. The "feature" tab on the site has some nice examples.<br />
<br />
Mobile Marketing Mash -Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com2tag:blogger.com,1999:blog-6044889224296952930.post-57830024693601156412011-10-10T23:54:00.000-07:002011-10-25T15:51:32.938-07:00Mobile Marketing Failures<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0w0MFDLDYu-xQ6owsZEwsq7vNu8Ebdoq_qjcxJqS1jyzktrvPLzOMVFs2Wcc0rNoJD1Ua76DZ3CUAnMW5kwgoiF5cIAPFjDb71auY9-x7I3yVGOK6Uz4msVYii0KC9sYLHY42Mtd-98Vg/s1600/mmmash.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0w0MFDLDYu-xQ6owsZEwsq7vNu8Ebdoq_qjcxJqS1jyzktrvPLzOMVFs2Wcc0rNoJD1Ua76DZ3CUAnMW5kwgoiF5cIAPFjDb71auY9-x7I3yVGOK6Uz4msVYii0KC9sYLHY42Mtd-98Vg/s200/mmmash.jpg" width="200" /></a></div>
Reflect back when you were eight years old or so. Mom or Dad is there consoling you because, somehow you fell, you scraped your knee but hey, you got up and kept moving forward. This analogous event might remind you of when you were young, but how about now. You are mature and need real challenges to make you slow down right?<br />
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<a name='more'></a><br /><br />
Check out this interesting site specifically set up to highlight some notable and unfortunately, typical mistakes in mobile marketing at,<span class="apple-converted-space"> </span><a href="http://www.mobilemarketingfail.com/">www.mobilemarketingfail.com</a>. Some postings record a few epic failures that are enough to make you laugh and for the other side, the marketers, cry. Nobody is holding their hand to make them feel any better though. Sometimes you just have to learn the hard way, like Dad said. True.<br />
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The most recent posting from 10/5/2011 discusses a failure while promoting the movie Super 8. You would really think the team working this promotional project would make sure that a 'mobile ready' trailer was fully tested across multiple platforms and tested on the most popular devices. Work ethic and integrity, right? That's logical to me. But it's not quite the case. It seemed to be the case of a mobile device trying to view a regular website.<br />
<br />
Another example was from MIT in some related manner. A white paper was the landing page for a QR code. The white paper was a 28 page .pdf file. Now, I fully respect MIT and the intelligent students and faculty as my grandfather was a student and professor. But obviously we all are human, all benefiting from our individual and collective missteps. A little more planning and preparation would have delivered the material in a much more effective manner instead of making the mobile user scroll up-and-down and from side-to-side to see the enlarged font.<br />
<br />
I think the moral to this story is that, you can never be too sure until you are sure. No I am not trying to promote some circular logic but please consider your quality processes as a project is wrapping up. When planning your mobile marketing efforts, do remain vigilant and ensure high-quality experiences are what you are remembered by, not epic mobile failures.Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-22749399277165628732011-10-07T16:14:00.000-07:002011-10-25T16:20:06.496-07:00iCloud and Siri Implications for Mobile Devices<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuolDtnSsirIKg3FuNgWEySvD2XSiM94GB94m3LArbY7D4x0trqKLpV_iSId1njZffxPWHHrm57-5Lhqpr9XEY6FxdaXi0EaOerKOVqXbVkL2j2HcveCeJdUtH1rsgGKlA8Fp6BvtrsqSE/s1600/Siri_iCloud.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuolDtnSsirIKg3FuNgWEySvD2XSiM94GB94m3LArbY7D4x0trqKLpV_iSId1njZffxPWHHrm57-5Lhqpr9XEY6FxdaXi0EaOerKOVqXbVkL2j2HcveCeJdUtH1rsgGKlA8Fp6BvtrsqSE/s1600/Siri_iCloud.jpg" /></a></div>
The new iPhone 4S has some interesting features. Once again the folk's at Apple have delivered a solid product that makes competitors react. But devices aren't the only thing that are possibly in the works. After MMM performed a quick review of the features some of the highlights are as follows:<br />
<br />
<a name='more'></a><br />
<ul>
<li>Dual-core A5 chip</li>
<li>Built-in Assistant - "Siri"</li>
<li>8 megapixel camera</li>
<li>Full 1080p HD video with stabilization</li>
<li>Bluetooth 4.0</li>
</ul>
<div>
The features for most apple devices push the field of competitors to innovate in new ways. I think the next group of apps might be fashioned after the "Siri" built-in assistant. The assistant seems to be a really fun feature that could make day-to-day tasks easier and help you find things you want or need.</div>
<div>
<br /></div>
<div>
Some of the demonstrated tasks the assistant can perform for instance would remind you of a task you want to do from a simple hands-free voice command. Just ask the assistant to remind you, provide the pertinent details, and you will be reminded. You can also ask the assistant to help you find a restaurant or another location and it will guide you.</div>
<div>
<br /></div>
<div>
<b><span class="Apple-style-span" style="font-weight: normal;">Sometimes advancements are seen in breakthrough devices and sometimes the breakthroughs enhance or add quality to our lives. Either way the improvements between the iPhone 4s and it predecessor the iPhone 4 are worth the price. The 4 goes for around $99 and the 4S will sell for $199-399 depending on the amount of memory desired.</span></b><br />
<b><br /></b><br />
<b>Services vs Devices</b></div>
<div>
<br /></div>
<div>
The services Apple seems to be promoting, more so than devices, could indicate a new strategy, namely software over hardware. We are presented the iCloud first and now Siri. If you think about it briefly, the iPhone 4S has a new Dual-core chip which would facilitate an increased demand in processing. This and other adjustments are the same changes made to PC's and laptops facilitating the use of more robust software and to enable working, shopping, and playing on the internet, all to handle increased processing requirements.</div>
<div>
<br /></div>
<div>
So the assertion here is that Apple is positioning itself to get consumers to demand iCloud, Siri, and other potential services. This strategy would deliver the Apple culture to the world not because an individual owns the latest iPhone. But because, through internet based software services, customers would allow themselves to be assimilated into the hive.</div>
<div>
<br /></div>
<div>
<b>Mobile Marketing Evolves</b></div>
<div>
<br /></div>
<div>
So how could these developments effect mobile marketing efforts? The short response could be summarized by noting the detailed targeting that the internet helped facilitate through behavior analysis coupled with geo-location data. iCloud services will likely increase analytic data exponentially as more users join the service.</div>
<div>
<br /></div>
<div>
Understandably, highly detailed and specific campaigns would mean increased advertiser confidence and at the very least they could measure performance more accurately. More accurate data translates into more accurate predictions and forecasts. Therefore, companies would be more inclined to invest in emerging marketing channels. All because of the Cloud? Yes, in part.</div>
<div>
<br /></div>
<div>
New versions of voice advertising should emerge to enhance the iCloud based virtual assistant experience. Think of integrated targeting that, based on your preferences, lifestyle and location, would suggest new restaurant choices or night-life destinations spoken by your assistant. Instead of text messages or display ads you could hear a catchy promotion code for a special offer.</div>
<div>
<br /></div>
<div>
We can expect to see more developments over the next few years as companies like Apple, Google, and others continue to try and attract new and retain existing customers. After all, hyper competition drives innovation just as much as basic survival instincts.</div>Johnhttp://www.blogger.com/profile/08356316368959593889noreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-864267075755723762011-10-06T16:10:00.000-07:002011-10-25T16:20:31.027-07:00Mobile Device Marketing: A Multi-Channel Marketing Component<br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="http://4.bp.blogspot.com/-gGTnnZKV6Bs/To40cqngJZI/AAAAAAAAAC4/eoU7QKlm184/s1600/Text+Message_Example.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="http://4.bp.blogspot.com/-gGTnnZKV6Bs/To40cqngJZI/AAAAAAAAAC4/eoU7QKlm184/s1600/Text+Message_Example.jpg" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Sample message only, <br />
not for actual use.</td></tr>
</tbody></table>
<div class="MsoNormal">
Mobile devices have evolved dramatically since their
inception. The way we use these phones or tablets has transformed how we
communicate and engage with one another. Clothing has even changed to integrate
the use of technology. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Right now you can buy a Hoodie that features built in draw-string
headphones for devices like an iTouch, Smartphone (iPhone or Android) or the basic mp3 player. The most significant way the mobile market is
changing our world though is by increasing the ease of how we communicate.</div>
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<a name='more'></a><br /></div>
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<b>Emerging Marketing Channels</b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The changes in how we communicate are at the forefront of
marketing decisions. To integrate or not depends largely on your target
audience and how the mobile ecosystem effects your customers. Analysis of user
behavior is important and reports have shown the criticality of mobile
marketing. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Per Chris Cunnane of the Aberdeen Group, “39% of Best-in-class
organizations invest in emerging marketing channels.” This leaves 23% of
remaining investment minded organizations that are not yet ranked as Best-in-class
but still use emerging marketing channels. An emerging marketing channel could be defined as a new type or form of marketing technique that has yet to become widely used at all levels of multiple industries.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
'<i>Because they are doing it</i>' is not the point of using emerging marketing techniques. Ask yourself, Which sort of mobile marketing should your company implement and why? The response is a result of a specific-to-your-organization
marketing analysis which you or your marketing professional can help determine.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The mobile market as a whole is only comprised of 13%
Smartphone’s leaving 87% of users as the non-smart cell phone variety. The traffic usage
for Smartphone’s however, far exceeded the traffic usage of all other handsets.
So how does that bit of information translate into usable data? It means that text message marketing is still the most efficient means to
communicate with the entire mobile market. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Multi-Channel Marketing Mix</b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
A small percentage of users make up most of the traffic
usage but more handsets are still not ‘smart’. This means games, apps and graphic ads
would not be as effective for a broad reach of customers. The key is to create
the appropriate mix of targeted ads aimed at the right demographic with the right campaign.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Do not eliminate graphic ads, just use the right amount pointed at the right group. Together all the print, direct mail, radio, TV, outdoor, email, online, mobile, and other marketing efforts comprise an integrated campaign. Almost everyone has a cell phone so make sure you are sending text message ads.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Adoption</b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Marketing professionals and business leaders are subject,
like the rest of the world, to fall into the same category of acceptance of any
new product or service. The theory of technology adoption and diffusion can be
broken down into five categories. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
There are 1) people very interested in
anything based in technology, 2) early adopters interested in technology to
help solve problems, 3) first adopting portion of the mainstream, 4) the late
majority or second part of the mainstream that is possibly skeptical or uncomfortable
with technology, and 5) the resistive individuals that may never accept a technology
and might dislike those that adopt the technology.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So are you or your organization an early adopter or
resistive? As the market evolves so to must your organization as adaptability
is a vital element of survival. You may not think of your firm as the type that
needs mobile marketing. But then consider how many people in your company use
cell phones, smartphones, or tablets? </div>
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Happy marketing!</div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6044889224296952930.post-56496068403899661512011-10-05T06:00:00.000-07:002011-10-25T16:20:58.471-07:00What's Better than a $1.23 Billion Marketing Spend, a $1.8 Billion Spend<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-e2INzZ-1TIQ/TovkdHn6tQI/AAAAAAAAACk/E6N_HZ3oJ8w/s1600/Smartphones.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://4.bp.blogspot.com/-e2INzZ-1TIQ/TovkdHn6tQI/AAAAAAAAACk/E6N_HZ3oJ8w/s1600/Smartphones.jpg" /></a></div>
Mobile marketing spend is continuing to grow and is expected to jump to <a href="http://techcrunch.com/2011/10/04/mobile-ad-spending-65-percent-2011/">$1.23 billion</a> by the end of the year, 2011. That puts the current spend above last year's projections of $1.1 billion. Sounds like another projection of a projection which can only be expected. But, there are many indicators that could facilitate the authors estimate, that the most recent estimation is valid. The good news continues as the next prediction points to $1.8 billion spend by the end of 2012.<br />
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Consider the recent comments from Facebook's Mobile Chief Erick Tseng suggesting Facebook will be a mobile site very soon. <a href="http://techcrunch.com/2011/09/27/facebooks-mobile-chief-within-1-2-years-were-going-to-be-a-mobile-company/">Tseng</a> said Facebook expects to "be mobile" within the next few years. New growth markets that Facebook will be targeting tend to use mobile devices instead of laptops or desktop PCs. The primary mobile user growth markets are located within Africa and Asia. As of late, anything Facebook thinks is a good idea seems to be what everyone else follows.<br />
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<b>Are You Marketing to Mobile Devices?</b><br />
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Should you include mobile marketing in your integrated campaign? Absolutely! But of course economies of scale will dictate the level of commitment based on your organizations market analysis findings. Understanding where and how your customers work and play will clarify how mobile marketing may require a percentage of your marketing dollars. You may not be targeting the markets in Africa or Asia right now, but your customers are very likely to be connected in ways you have yet to consider in the local mobile distribution networks.<br />
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Being an early adopter of mobile advertising makes obvious sense for some industries such as entertainment and hospitality. Locating a nearby diner, theater, club or coffee house is a functional use many safely employ while driving around and meeting friends. There are many services that are connected to these industries and soon you can imagine how your business could benefit from mobile marketing.<br />
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If you haven't added this facet to your marketing campaigns you need to slowly integrate. Determine the target areas and start off with a mixture of techniques to get an idea of how the mobile ecosystem works. If the mobile market expands as many, including myself, believe it will then you owe it to your firm and yourself to commit to this marketing segment.Unknownnoreply@blogger.com0