As a mobile advertising pundit who lives and breathes the mobile advertising world including its demographics and growth stats, I remain confounded that more brands have not yet jumped fully into this unique opportunity to reach audiences.
Of course, there are the early adopter companies and forward thinking organizations playing in this space but I am surprised that brands have not yet leaped on board in a way that matches the audience adoption of the mobile platform.
Look at the audience stats. For example, by the end of 2011 it has been estimated that there are 1.2 billion active mobile-broadband subscriptions in the world. That’s 17 percent of the global population. What’s more, mobile-broadband subscriptions have grown 45 percent annually over the last four years and that mobile-broadband subscriptions outnumber fixed broadband subscriptions 2:1. (source ITU)
What does this mean? It means the world is going mobile and doing it fast. In a way this event is intuitively obvious. In developed countries (US, Europe) where disposable income is higher, the ‘internet anywhere’ heuristic of iPhone, iPad, android phone and tablets is so desired that these devices are now experiencing mass adoption . It’s similarly claimed that most email is now first read on... Read more
Archive for February 16th, 2012
Your whole team has worked night and day for the last three months and you've finally completed your newest mondowidget compiler dashboard platform (v.3.0)!
Your product team can't wait to hand this product off to marketing so they can do a…
So you can…tell…anyone who has a Google Alert set up for you what you're doing, in a long-winded but cookie-cutter treatise you and your marketing team pore over for days, rewriting every sentence. But hey, you just gave your competition and investors great stuff to read. Your customers and prospects, not so much.
So why does every B2B company I see do these things? Aren't you trying to reach your target audience with a message about that great product you worked so hard on?
PR great Mark Naples cites some choice quotes from actual reporters here, so I won't rehash the reasons why these things are colossal wastes of time, money, and resources other than to say:
Press Releases are a red flag that you're not building marketing into your product.
Your mondowidget compiler dashboard platform could very well be the greatest thing the compiler dashboard widget marketplace (a $10T market in 2015) has ever seen, and it'll change the way the world thinks... Read more
The formula for getting me to like (in the true sense, not just the Facebook sense) your commercial is simple: dogs (especially, but any really cute animal will do) and/or humor (it has to be really good*). Below are two commercials that fall into those categories:
Cute dogs + acoustic guitar =I will send this to my mom definitely and probably my boss too
I will laugh privately at this because it's old and embarrassing...Also this is a testament to a) how few truly hilarious commercials are out there and b) my emotional maturity
Obviously, I won't buy a beeper because I'm not a drug dealer from the 90s. I'm going to go ahead and focus on the first commercial, which has been getting a lot of attention in the so-called twitterverse (yeah...I know...) I'll be honest: I'm kind of obsessed with my dog. I have her name tattooed behind my ear (WE'LL NEVER BREAK UP, OKAY??), she's the best, and so on. That's why I don't feed her a product that lists corn as the first ingredient on most of their bags aka Purina. Are other dog owners as obsessive as me? I know there are a few out there. After doing... Read more