Archive for Jeff Hasen

Answering Your Holiday Wish To Cut Through Responsive Design Hype

Posted by Jeff Hasen on December 3rd, 2013 at 8:46 am

My 2013 Mobile All-Hype list includes wearables, Real-time Bidding (RTB), “mobile only” and responsive design.
To hear some tell it, responsive design is the end-all, as much of a no-brainer as indoor plumbing.
Or is it?
Mobile expert Michael Becker and I explored the pros and cons recently in a webinar for Market Motive.
Here’s some of what was discussed:
First, here’s a definition. Responsive design is an approach for developing a flexible, fluid and adaptive web experience across digital media properties. These may include personal computer, mobile web and applications (phones, tablets, phablets), email, SmartTVs, and the aforementioned wearables.
There are just as many reasons to do it as not.
Why go there?

To establish a solid “customer-first” presence and consistent brand experience

Responsive design provides the broadest reach for both sustained presence and campaigns

It can make tracking your customer’s journey across different platforms easier

It forces you to concentrate on mobile first, meaning you really define what the core content for your site is

If you don’t, Google will punish you in organic search results because they’re looking for an optimized mobile first experience

Why you shouldn’t go there:

Your data may not warrant it right now – you may not have enough visitors or open emails now

You don’t have the budget

A responsive design... Read more

A Summer Check-In On Mobile Adoption

Posted by Jeff Hasen on July 9th, 2013 at 7:36 am

There are two givens on the annual summer getaway to the family cabin in Wisconsin: the boat won’t start and I’ll get a reality check on whatever progress I believe that we’ve made with mobile adoption.
Sure enough, the boat worked for one day, then crapped out for the rest of the trip despite actions to prevent such an occurrence.  But there was no woe be us -- we rented for much of the week and made the best of it.
As to wireless usage, one might say that no use would’ve been appropriate given that we were on a vacation. But while others were at “Digital Detox” camp http://www.cnn.com/2013/05/01/tech/mobile/digital-detox-camp, those around me were as connected as frustration and my putter.
Specifically:

My 83-year-old mother in law was streaming classical music via the iHeartRadio app on her iPhone.

There was an extended discussion among five about smartphone ringtone selections with Marimba receiving way more support than the choice to have the device ring with a dog’s bark.

Photo sharing was as common as the swatting of a mosquito with shots of sunsets, eagles, and family members being sent to Facebook, Twitter and via email to those away from the action.

Navigation came through apps rather than maps.

Access... Read more

Time To Forget Feature Phone Users? Forget That Idea

Posted by Jeff Hasen on June 5th, 2013 at 9:06 am

A majority of Americans now own a smartphone, a fact that leads some to believe that marketers can now ignore feature phone users.
I’m neither in that camp nor inclined to create mobile marketing and advertising programs that are exclusive.
For the first time, the highly respected Pew Research Center’s Internet & American Life Project told us today that the majority of Americans now own a smartphone of some kind. Pew’s definition of a smartphone owner includes anyone who said “yes” to one—or both—of the following questions:

55 percent of cell phone owners say that their phone is a smartphone

58 percent of cell phone owners say that their phone operates on a smartphone platform common to the U.S. market

Taken together, 61 percent of cell owners said yes to at least one of these questions and are classified as smartphone owners. According to Pew, because 91 percent of the adult population now owns some kind of cell phone, that means that 56 percent of all American adults are now smartphone adopters. Further, 35 percent have some other kind of cell phone that is not a smartphone, and the remaining 9 percent of Americans do not own a cell phone at all (yeah, there are... Read more

Takeaways For Marketers From Mobile Marketing Forum

Posted by Jeff Hasen on May 13th, 2013 at 1:21 pm

Home improvement and mobile are as matched as a hammer and nail, and other takeaways from the just concluded Mobile Marketing Forum in New York:
On the heels of a presentation by Lowe’s at the last Mobile Marketing Association get-together in San Francisco in January, Home Depot detailed its own measurable progress in engaging shoppers and selling more stuff through mobile devices.
Among the learnings:

Home Depot’s mobile-optimized site and apps provide access to the 400,000 different product types available online – as compared to the 35,000 in physical stores.

About a third of Home Depot’s traffic last year came through mobile.

Home Depot’s app has been downloaded 3.5 million times, with traffic up 60 percent because people responded to opt-in push messages.

Home Depot recently ran a test on Twitter and saw mobile engagement outpace desktop by 40 percent.

“The biggest challenge today for marketers is to make it exciting for consumers,” said Trish Mueller, senior vice president and chief marketing officer of Home Depot. “We’re passionate about customer service and... Read more

I’m All For Mobile Ads Over Minutiae From Facebook Friends

Posted by Jeff Hasen on April 16th, 2013 at 8:16 am

More ads are coming to Facebook and Foursquare mobile users, actions that should be as much of a surprise as another irrelevant local “deal” hitting our inboxes.
Facebook said little about advertisements during its Home introduction. To me that says either they didn’t want to bring up the subject or they haven’t fleshed out the details and weren’t prepared to talk about a half-baked plan. Most likely, it’s both.
CEO Mark Zuckerberg’s unveiling of the product was described as an opportunity to give mobile owners the ability to see the world through people instead of apps. This road has been traveled before – Windows Phone positions itself similarly. And it hasn’t been a home run for Microsoft.
For some, mobile phones aren’t about people. They are about self.  Mobile is the ultimate personalization product – the phone rings the way we want it to, looks the way we want it to, and has just the content, including photos and apps, that we want.
Few, very few would choose to see brand messages in their Facebook feed, but at the risk of offending my friends, I’ll take a relevant offer for me from a business 100 times out of 100 if the alternative is seeing... Read more