Posts Tagged ‘Linda Cohen’


2012 Counselors Academy Conference: Mobilizing Your Firm for a Smartphone World

Tuesday, May 29th, 2012

Colleen Flood*

Linda W. Cohen, APR, founder and CEO, The Caliber Group, Inc., and Michael Barber, director of digital strategy, Cohn Marketing, recently presented on Mobilizing Your Firm for a Smartphone World at the 2012 Counselors Academy Conference.

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
  • TheAppbuilder.com
  • 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.

  1. Natural User Interface
  2. Speech Development (e.g., Siri)
  3. Connected Devices (e.g., the mobile cloud)
  4. Network Maturation (e.g., How much data can we process as adoption rises?)
  5. Socio-economic impact

How are you mobilizing your firm in a smartphone world? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

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*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 

  

PRSA 2010 Counselors Academy: Linda Cohen, Caliber Group, interviewed by Johna Burke

Tuesday, July 13th, 2010

Transcript -

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m at the PRSA Counselor’s Academy with Linda.

Linda, will you please introduce yourself?

LINDA COHEN: Hi, I’m Linda Welter Cohen with the Caliber Group based in Tucson, Arizona.

BURKE: Linda, now, of the things that you’ve learned here at the last couple of days, which have been great sessions, what’s the one thing that you’re looking to implement right away with your team when you get back?

COHEN: I would say when I get back to the office one of the first things I’m going to do is schedule a session with Jason Baer to come to the Caliber Group and impart many of the social media tips and, in particular, some of the newest technologies and training out there on measuring the impact of social media and connecting the dots and how we can counsel our clients to understand this medium better than what they currently understand it. I think that there is so much potential. Everyone understands the potential, I think, but I think there’s so much potential to take our clients to a new level and harness this medium better than we’ve ever done it before.

BURKE: And I can say that probably taking that action and with Jason, you’re choosing a good commander at the post.

COHEN: Right.

BURKE: Now, where can people find you on the web and in social media?

COHEN: They can find me on Twitter @lindawcohen, and on Facebook at Linda Welter Cohen.

BURKE: Great. Thank you so much.