Archive for Rob Rose

Mobile Content Marketing – The Coolest Thing That Few Are Doing

Posted by Rob Rose on February 13th, 2012 at 4:41 pm

I’ve been talking a lot about context and content marketing lately – and especially as it pertains to mobile content marketing.  In fact, I’m speaking on it at the Intelligent Content event in Palm Springs in two weeks.
So, if I were to ask you how many of the biggest corporations in the world have a dedicated mobile website, what would your answer be?  With the explosive growth of mobile usage and the continual claims of 2011 and 2012 as the “year of mobile” you might guess that the percentage is relatively high.  50%? 60%?  Well you’d be mistaken.  I just ran into this interesting study done by Magus –a UK company focused on managing and analyzing web content quality and compliance.   They recently analyzed the top 100 UK based companies listed on the London Stock Exchange. Their study - entitled “How mobile-ready is the FTSE 100?” - found that only 20% of these largest corporations currently provide any support at all for mobile devices.  This matches well with a similar US based study done by PR Firm Burston Marsteller about a year ago.  They found that only 38% of Fortune 50 companies had a mobile optimized web site.
And, most interesting... Read more

250,000 Reasons For Social Web Marketing Governance

Posted by Rob Rose on March 29th, 2011 at 12:46 am

In case you haven’t noticed, using the Social Web for marketing’s nefarious purposes has exploded.   In fact, to say it’s grown in popularity is a little like saying Rebecca Black has a pretty popular YouTube video right now.
But when you couple this with the almost obsessive behavior that digital marketers have with Return on Investment (ROI) - you’ve got a big pile of marketing pasta in your hand.  Just throw it all against the wall.  That which sticks – is done.
Is it any wonder, that so many marketers are attempting to influence big bloggers and have their messages spread virally.
Do You Have Ze Klout?
(No I don’t know why I’m doing that in a German accent – but well there you are…)
Consider that major brands are starting to look at influence as a way to prioritize some “special services”.  Last year, Las Vegas’ Palms Hotel began using Twitter analytics provider Klout to provide “extras”.   As Jason Gastwirth, their Chief Marketing officer said the “Klout Klub” (there’s just something wrong with that name by the way) will  “allow high-ranking influencers to experience Palm’s impressive set of amentities in hopes that these influencers will want to communicate their positive experience to their followers.”
Or, how... Read more

Love For Search Engine Marketing? It’s Not Dead – But Love Stinks!

Posted by Rob Rose on February 14th, 2011 at 1:54 am

Okay, I have to admit that I originally considered  “Organic Search Is Dead” – or “Search Marketing Is Dead” – for titles of this post.  But I just can’t.   First, I don’t actually believe it IS dead - but is definitely going through a fundamental change.   Although, candidly, I do have echoes of Billy Crystal from The Princess Bride in my head as I say that – “woo hoo – look who knows so much – there’s a big difference between all dead and mostly dead”.
Secondly, I don't think it actually ever will die.  While search engines, and the strategy for optimizing your content in general, may be changing (more on that in a moment) I definitely feel that making an effort toward making your Web content friendly for indexed search is generally a good thing.   It’s a little like eating your vegetables.  There’s no way it ever goes away – because it’s just always a good idea.
Having said that - this Valentine’s day – the digital marketer’s love affair with Search Engine Marketing may have reached a tipping point.   Over the first two and a half months of this year – three things are leading me to believe that our love affair... Read more

Don’t Track. Don’t Tell. Don’t Care. How A Marketer Can Love Privacy Rules

Posted by Rob Rose on December 22nd, 2010 at 5:44 am

So, I got to thinking the other day – what if I was the poor schmuck who got put in charge of stirring the public outrage over privacy online?  What if my job was to make people so angry over the tracking and privacy debate, that it stirred Congress to come up with some “do not track” law currently being recommended by the FTC?
Would it be hard?  How would I go about it?  What would really happen? How would I get people to care?
That last one is important – because you know what - consumers don’t really care at all about their privacy.   In the blink of an eye, consumers will sell their bodies of private information for a lottery ticket or a discount coupon.   And, even in this day and age of over-stimulated, privacy backlash – we continue to share more and more information online than ever before.
So what to do?  Well first, let’s look at the cold-hard challenges.
Consumers Don’t Care
Do you remember in March of 2007, a hacker (or multiple hackers) stole 45.7 million credit cards from discount retailers including T.J, Maxx?  The case at the time was one of the largest such breaches of consumer information ever... Read more

“Just” – Is Just The Word You Need To Know About 'Do Not Track'

Posted by Rob Rose on December 14th, 2010 at 11:02 pm

So, I think it’s no secret that for Web projects, technical teams and marketing teams tend to have an inherent distrust for one another.  And, as a guy who works in bridging the technical and marketing teams across these types of projects, I have a few rules that I like to set out between the teams.
For the technical teams, at least in the initial concept meetings, the geeks are not allowed to say “why it won’t”.  They can pitch how to solve a challenge, or they can pitch a new solution (e.g. an enhancement) to an existing problem.  In short, they’re not allowed to poke holes and point out why ideas “won’t work”.  That’s for later.
For the marketing teams, they have an opposite rule.  They have to live by the same rules, of course, but in addition they’re not allowed to use the word “just” to open up any idea.  In other words, they’re not allowed to say “just build a Web site feature that makes Unicorns come out of the screen...”
So, here comes the FTC with it's privacy proposal and the "Do Not Track" issue is becoming hot and heavy. And both technologists and marketers are already talking about how it won't work, and... Read more