'Wireless' Category

Mobile Opt-Ins Increasing For Brand Marketers, Too

Posted by Jeff Hasen on May 13th, 2014 at 1:22 pm

Like many, I’m regularly tracking share and number of mobile opt-ins. By all yardsticks, the morphing to a wireless world is impressive and unmistakable with huge ramifications for brands.
But, well beyond consumer numbers, I’m interested in marketer participation, both newbies and those who have seen enough in mobile that they are increasing their investments in time and money.
The recent Mobile Marketing Forum held by the Mobile Marketing Association shows progress in that area as well.
No attendance figures were publically offered. By my estimation, there were well over 1,000 in New York with the great majority brands rather than vendors (even if many registration passes for brand marketers were heavily discounted to get them there). That’s quite a change.
I’ve been going to these events since 2005 – now as Chief Marketing Officer of Mobivity (www.mobivity.com). For years, it was mobile provider talking to mobile provider, often times with exaggerated claims of how well business was going.
Here is some of what struck me as noteworthy:
-       Chrysler sees 45 percent of its web traffic from mobile. As is the case with many brands, attribution is still a challenge, but it hasn’t prevented the carmaker from increasing spend, according to Amy Peet, senior digital... Read more

CEOs and Twitter: The Good, the Bad, and the Ugly

Posted by Neal Leavitt on April 30th, 2014 at 12:25 pm

These days if you sneeze funny, it can go viral – and for CEOs, catching cold may be the least of their worries. The myriad social tools available to CEOs can be a mixed bag.
Take Twitter, for instance. There are numerous content opportunities if properly implemented. But there are caveats. As reported by Louis Bedgian in Benzinga, a financial media outlet, CEOs aren’t infallible – and their words can cause financial tremors.
Marlene Morris Towns, a Georgetown University marketing professor, told Bedgian that in many instances, a CEO’s tweets are often distributed in real-time without being vetted.
“They’re not run through legal and compliance which allows you a lot of flexibility to jump on things as they happen – it also holds you at risk,” said Towns.
Towns added that CEOs “step in it themselves sometime by letting their personal views be known when they shouldn’t necessarily be known. Sometimes that’s their fault, sometimes it’s not. Somebody asks them a question in an interview, they say something off the cuff and next thing you know, it’s on social media.”
To wit, a few years ago, Micky Arison, former CEO of Carnival Corporation who also owns the NBA’s Miami Heat, was fined $500,000 by... Read more

4 Questions to Prevent an Experience That's Dead by Design

Posted by Jeannie Walters on April 29th, 2014 at 8:15 am

You’ve heard of death by PowerPoint, right? That feeling when the presenter, whether in a conference or company meeting, is reading poorly worded phrases off generic bulleted lists... It's enough to kill any enthusiasm in the room.
Doesn’t it annoy you when the people behind those conveyors of information don’t ask the appropriate questions before launching into the design process?
Unfortunately, this type of design failure is not limited to PowerPoints. Any experience you provide- for customers, attendees, or employees- can be dead by design.
Death by design can easily creep its way into your work.
Whether you’re delivering information in the form of:

A shiny new mobile app
A PowerPoint presentation
Your website or blog
Your ad copy or signage

You could be killing the customer’s interest with the experience your materials provide.
It's not just a malady afflicting “official” designers.
It can sneak into any and all content on display for your customers.
Remember this example of really poor design from the U.S. military? Following the leak/whistle-blowing of the PRISM surveillance program, the poorly-designed PowerPoint which explained the program quickly made the rounds. Instead of just criticizing the design, some designers took the initiative and redesigned the key slides to make them clear, concise and attractive.

This points to many issues... Read more

Leaving The Future Thinking To The Futurists

Posted by Jeff Hasen on March 30th, 2014 at 8:37 am

One of the wisest marketers I know advised me to not look beyond six months when we were putting together a co-presentation for an iMedia Summit.
“No one knows,” she said, pointing to a dizzying pace of technological advancements that could upend our marketing programs.
It was with that lens that I read a comprehensive “preview” of the future put out by the Pew Research Internet Project. The highly-regarded non-profit, which has long been one of my go-to’s for knowledge, surveyed futurists, academics and others about where we’ll be in 2025.
Here are some of the notable predictions:
Barry Chudakov, a Florida-based consultant and a research fellow in the McLuhan Program in Culture and Technology at the University of Toronto, wrote that by 2020, “Technology will be so seamlessly integrated into our lives that it will effectively disappear. The line between self and technology is thin today; by then it will effectively vanish.”
Tiffany Shlain, creator of the AOL series The Future Starts Here, and founder of The Webby Awards, said, “Access to the Internet will be a international human right. The diversity of perspectives from all different parts of the globe tackling some of our biggest problems will lead to breakthroughs we can’t imagine... Read more

From Interaction to Engagement: Why it’s a Must Move for Marketers

Posted by Glenn Pingul on March 28th, 2014 at 12:40 pm

What’s the difference between an interaction and an engagement? What does it take to move to continuous customer engagement? And most importantly, does the payoff justify the required level of effort?
Online dating seems to be all the rage these days – even earning its own show on Bravo (or so my wife tells me). And while we’ve all seen the eHarmony commercials touting success, it’s still hard not to question the practicality of this approach. You select a few attributes that describe you, receive a recommendation based on someone having a few of your few attributes, and voila – it’s time for your first date! But what’s the chance of turning that first date – which is solely based on a narrow set of attributes and perhaps some assumptions – into a second date and eventually, a long-term relationship?
Luckily for me, I’m a happily married man of nineteen years so I haven’t had to dabble in the online dating scene. Yes, the days of traditional dating required some ‘strategic planning’, but the chance of finding your perfect match was far greater than today’s age of ‘stranger dating’. Engaging in discussion, learning likes and dislikes, observing... Read more