To gain the clearest understanding of how your messages are influencing all of your audiences, you need to see all of your content from all media types. Otherwise, you won’t have an accurate representation and risk skewing your data and results.
It seems like everyone wants to learn how to integrate mobile in to their communications strategy, engage with consumers using smartphones, and strengthen their capabilities portfolio. Marketers are now putting the majority of their efforts into mobile and with good reason.
The average amount of data consumed by consumers is 46GB per day.
For smartphones, that is 65 minutes per day.
By 2013, over 50 percent of web traffic will be through mobile devices.
It is predicted that mobile email will overtake webmail by next month (June 2012).
Mobile search is up 400% on Google.
Fifty-eight percent of adults are likely to make a purchase on a smartphone.
Their roundtable offered some compelling statistics for the use of smartphones and mobile marketing, but it seems that many marketers struggle to get a handle on things as consumption shifts. Cohen and Barber discussed some of common mobile marketing “mistakes” and offered some potential remedies.
Mistake One – Combining Social Media with Mobile Don’t try to be all things in the mobile space. Instead focus on your strategy, creative production, and service-based applications. From there, start and move outward. Choose partners to work on other services. Then extend current digital services across mobile. As for finding the right partner,
Know what you don’t know and seek partnerships accordingly.
You cannot teach marketing strategies to a mobile strategist. It is easier to teach mobile to marketing not vice versa.
Attend mobile conferences that are tech and brand focused.
Mistake Two – Thinking Your Agency is Going to Make Quick Money on Mobile ROI comes from multiple places. Understand where mobile dollars come from.
Mistake Three – Not Using Tools Already Out There Why recreate the wheel? HTML 5 allows developers to create one site that will work on multiple platforms. And there are a number of tools already out there designed to create and enhance mobile efforts.
Mobify.com – mobile web tools
Torsion Mobile – Mojaba
Snaplab Media – QR Codes.
Mogreet – MMS Tool
And don’t forget to leverage old mobile phone tactics.
Mistake Four – Doing Mobile Just Because This one is pretty self explanatory. Why waste time and effort if it doesn’t fit into your overall communications strategy and align with business goals and objectives?
Mistake 5 – Pricing and Selling Like an Agency The key to selling mobile is to educate your clients.
Additional Tips In addition to these common mistakes, Cohen and Barber also suggested that marketing professionals look out for developing trends in the mobile and smartphone space.
Natural User Interface
Speech Development (e.g., Siri)
Connected Devices (e.g., the mobile cloud)
Network Maturation (e.g., How much data can we process as adoption rises?)
How are you mobilizing your firm in a smartphone world? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.
*Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce
Custom data, created thanks to the availability of personal information online, creates opportunity for marketers and has the potential to offer users a better experience. Gathering data about users and even their online behaviors – as noted in this post from my BurrellesLuce colleague, Crystal deGoede,– results in increased knowledge about our customers and the potential to serve them better. But re-targeting also has the potential to be “creepy.” Increasing consumer privacy concerns are pushing legislators and the FTC to introduce new legislation that will offer web users more control of their personal data and empower the FTC to enforce voluntary privacy standards developed with Internet companies.
Potential benefits of web measurement and customization technologies are clear. With the help of such technologies, agencies will be able to allow users to customize their settings, avoid filling out duplicative information, and navigate websites more quickly and in a way that serves their interests and needs. These technologies will also allow agencies to see what is useful to the public and respond accordingly. Services to customers and users can be significantly improved as a result.
While the government certainly must have a unique sensitivity to privacy concerns, data customization practices in the corporate world are also subject to scrutiny.
With clear and simple language, I believe that a transparent and mutually beneficial relationship between marketers and users can exist. As a consumer, relevant messages and targeted advertising can be helpful and are certainly more welcome than advertisements for products and services that have no relevance to me and may even be offensive. My frequent postings about my children and the Jets, no doubt resulted in the advertisements for children’s Jets gear that populate my Facebook page, but as you can see from the accompanying picture, it was certainly of interest to me!
But what about other data that is being collected by deceptive methods? “Researchers at Carnegie-Mellon published a study concluding that many websites thwart users’ privacy settings by providing erroneous information to Microsoft’s Internet Explorer,” explains this Media Post article. Amazon.com is the latest company “allegedly circumventing the privacy settings of Internet Explorer users.”
What do you think? Is the coexistence of data customization and privacy possible? If the FTC is able to pass legislation to protect users privacy, how might this impact your public relations and marketing efforts?
I’m always up for checking out new things in cyberspace so when I came across Crowdtap I figured I’d give it a try. Still in beta, Crowdtap is a way for consumers to “tap in and ideate, engage and promote with leading brands, entertainment properties, non-profits and startups,” according to its website. The basic idea is to participate in what you want to and you will be given status and rewards for your time.
Let’s take a look at my profile, for example. I sign in using my Facebook account and immediately see my avatar, status level, total cash earned and total points at the top of the page. Any actions available for my participation are located below my status bar. “Quick Hits” are generally poll questions (multiple choice or short answers). “New Actions” are opportunities posted since I last signed in, and “My Actions” are discussions I am already taking part in. I can comment and engage my peers as we actively participate.
By clicking on the “Stats” tab at the top of the page I can look at all my data for my actions, cash, and points. Your “Quality Score” is on this page, as well, and is important because the site asserts that participants need to maintain a good reputation in order to receive new actions. Participation, solid answers with details and photos, and sharing content are ways to keep your Quality Score up.
Similar to other social media platforms (Foursquare comes to mind) Crowdtap rewards participants with badges for their participation. You have the opportunity to earn “brand badges” or “action badges.” For example, I performed three actions for Mr Youth, an agency in New York City, and received the “Mr Youth” brand badge. I also responded to three moderated discussions and received the “Ideator” badge.
In addition to badges, I’ve also been earning points, which have promoted me to higher levels of status. I’ve gone from “cardboard” to “plastic” to “oak” and now I’m “bronze.” Each new level gives the participant more opportunities, such as sampling products when you reach level three and receiving advanced notification when you reach level four. The advanced notification part is key for opportunities that give cash rewards. When you earn over $10.00 you can redeem all of it to charity, or you can redeem 5 percent and take the rest on an Amazon gift card.
I signed in as a participant, but you can also sign in on the Crowdtap Client Site, where you can be the one asking all the questions. There are options for polls, feedback questions, discussion boards, sampling opportunities, sharing (such as Facebook, Twitter, and YouTube), or even hosting a party.
Will you check out Crowdtap as a consumer or a client? Do you think this is an innovative social media site? Do you feel Crowdtap will “empower influential crowds to drive measurable peer-to-peer marketing results” like the website claims? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.
*Bio: Prior to joining the BurrellesLuce Client Service team in 2008, Denise worked in the marketing industry for three years. She holds a bachelor’s degree in communications from the University of Connecticut, where she gained experience interning in PR and working for student organizations. By engaging readers on the Fresh Ideas blog Denise hopes to further her understanding of client needs. In her spare time, she is passionate about Team in Training (The Leukemia & Lymphoma Society’s charity sports training program) and baking cupcakes. Her claim to fame: red velvet cupcakes with cream cheese frosting. LinkedIn: dgiacin Twitter: @denise10283 Facebook: BurrellesLuce
BURKE: Martin, can you talk about the qualities that PR practitioners need to have?
MURTLAND: That’s an interesting one. I think there’s probably two key qualities that I see communicators needing in the future, first one being their alignment to the business media, both to truly align themselves with what the business is trying to achieve. And secondly, I would say regards to analytical skills, the ability to question things. I’ve sort of looked at the future and sort of tried to create a–I’m interested in scenario planning, sort of four scenarios what the future may, may not hold. You sort of imagine a two-by-two grid where you have, at one end, people who are very much aligned to the business, and the other end people that have sort of, “vanity publishing.” You’re just going to get a publication where the coverage of the story with their CEO is actually a hometown newspaper. And the other axis we imagine something like highly analytical skills and that augment, you know, very uncomfortable with analytical skills. So what I would say, somebody who’s got high analytical skills and a–and strong alignment in business are going to be the winners in the future. And those are the things we should strive to try to become as communicators.
But some of the other scenarios, what I would say, they’re what I would term the bluffers. They’re people with good–can talk the talk. They’ve got political alignment to the business, but they don’t have the strong analytical skills to back it up. And they’re typically people who’ll move on after shorter period of time, perhaps before they get found out. And the other end of this expert spectrum I would sort of look at people who I call ostriches. They’re people that are very much into vanity publishing, or a world future that’s sort of run by ostriches. They’re very much into vanity publishing, and their idea of measurement would be how large–how loud the clip book makes whenever it hits the desk.
And then there’s the–sort of the final scenario for what the future may hold, is a world that’s sort of controlled by the gamblers. They’re people who do have strong analytical skills, but then they’re basing on flawed content or data. And so they’re doing the sophisticated analysis on not complete information. That’s why I call them gamblers. But what I–what I think, and certainly what I’m getting across in this conference is there’s a lot of winners out there, and how there’s a very good future in store for communicators as we look forward.
BURKE: Martin, thanks so much. And where can people find you in social media?
MURTLAND: I’ll try and do the–without doing the funny dot-com bit. You can find us at the conversationofcorporation.com.