When I go in my home and shut the door behind me, I have privacy – a lot of privacy. Anyone stomping on my bushes and peeking through my curtains can be prosecuted. I expect other people to understand these boundaries, and I expect the government to protect my right to privacy. If I did bother to read my lease, I would even find a clause that stipulates when and under what conditions the owner of my building can get into his own property. Our home is our private space because we own it, or lease it, or rent it.
When I step into my yard, I have very different expectations of privacy—and so does the government. In my yard I know I have to tolerate a neighbor who walks right up to my hedge and watches me play with my dog.
Let’s keep walking. When I step out onto the sidewalk, my expectations shift again. And when I step into a store I have to adjust my expectations once more.
My local hangout is called Hellen’s. I expect that Hellen will recognize me. Hellen does facial recognition using an optical system coupled to a cognitive processor (in other words, we’ve known each... Read more
As ‘mobile marketing’ continues to define itself, our brains are often in overdrive as we try to keep up with all of the latest trends. New technologies, theories, apps, devices, experts– so much to take in, so much to consider when evaluating how to achieve mobile marketing success.
With that in mind, I’ve decided to do a series on ‘debunking the myths of mobile marketing’ over the next few months. My goal is to go back to the basics and focus on what really matters when it comes to engaging with your mobile customers.
So without further ado, it’s time to debunk…
THE MYTH: It’s all about who you are.
Think about your current mobile campaign.
How did you determine the ‘right’ customers for your message? Was it based on who they are? For example, their age? Their gender? Where they live?
How much time lapsed from when you defined the target list to when you began the outreach? A few hours? A few days? A few weeks?
How many times did you revisit your target list once the outreach began? Half way through? Never?
Am I bombarding you with questions? Yes, but I want you to understand how this myth is impacting your success at reaching... Read more
Brands that regard their websites as a primary revenue source have three distinct priorities: give customers an optimal experience, create loyalty and convert potentially passive browsers into active buyers.
It’s not a coincidence that experience and loyalty precede sales in this short priority list; the relationship between exceptional customer experiences and revenue growth is fairly direct. The better your website speaks to your visitors, the more loyal they will become and the more sales you will generate.
The good news is that customers can (and should) be very active in the optimization process. Through their clicks, page views, bounces, reviews and purchases, our online customers are offering us helpful feedback about their online experiences, in real time.
So what can you do with all this data?
Using A/B and multivariate testing to discover your problem areas is a great first step. In fact, if you’re running an ecommerce site without testing in place, you’re probably losing valuable conversions and dollars as you read this.
No matter where you begin, whether it’s with shopping cart funnels, homepage bounce rates, search or call-to-actions, testing different variations of elements encountered along the path to purchase — and deciding which ones produce the highest conversions — will begin... Read more
After having visited Japan almost two years ago, I recently had the pleasure of attending and presenting at the very first ad:tech Tokyo. Because it was the first ad:tech held in Japan, the folks who put it on obviously worked rigorously to make it relevant. The exhibit area itself was small, while the presentations and panels were packed with interested agencies, publishers, marketers, and vendors. I gained a tremendous amount of insight into the changing Japanese online advertising market.
The behavioral targeting panel I participated on featured a number of experienced BT marketers and explored some of the technologies and localized techniques of behavioral targeting. Brands are embracing the efficiencies of targeting in a market that is continuing to fragment. The dependence on portals is diminishing as networks and audience targeting become more prevalent. I had a good time bantering with the CMO of McDonald's Japan who kicked things off by expressing that he had no need for BT, as mass marketing was his emphasis. McDonald's use of mobile couponing (with something like 40 million uniques) was driving all the results he was after. I offered that couponing was, in and of itself, a form of BT as redemption of the... Read more