The numbers are staggering: By 2017, the global social network audience will total 2.55 billion. And of the 42 percent of users that have multiple social accounts today, nearly three in five (58 percent) wish there was a solution to help them better use and monitor all of their social networking profiles at once.
So how do firms stay ahead of social marketing and optimize their present-day strategies? The above chart outlines where the majority of marketers are today and where intelligent customer engagement is going. Consider it a sneak peek into a digital marketing crystal ball . . .
Disclaimer: I currently serve as Advisor to Sparksfly Technologies, Inc., and assisted the team with the aforementioned research.
With the average consumer now using just over three different devices to access the web, cross-device capabilities are critical to the success of today’s digital campaigns. But while many marketers are aware of “what works” in cross-device, something is often lost between conception and execution of cross-device campaigns. In the rush to get programs up and running on “Internet Time,” cross-device efforts frequently fall short of best practices. Keep the following strategies in mind as you architect your next cross-device campaign.
First, don’t think in screen silos and don’t think about cross-device solely in context of media delivery. To truly succeed in cross-device, your approach must be all-encompassing. This means that data, delivery, and insights gathering must all be considered when you are devising your cross-device strategy.
Cross-Device Data: According to comScore, consumers now spend 60% of their online time on mobile devices. And consumer behavior can vary greatly from device to device. As such, to attain a 360 degree view of a consumer, you must incorporate unique learnings from all of a consumer’s interactions, across screens. These learnings collectively create a richer consumer profile that will significantly improve targeting capabilities, for both multi- and even single-device programs.
Cross-Device Delivery: Leverage the best... Read more
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
Do you remember instances when your parents would refer to the technology, or the lack of, when they were growing up? You couldn’t imagine operating in a time without color television, computers or mobile phones.
Now, I’m in my parents’ shoes with my own children. Floppy disks and life without smartphones and tablets will never occur to them. After all, a friend of mine recently told me his daughter tried to swipe the television screen with her fingers to change channels.
It’s no secret that the way we digest content has evolved, and the growth of online video and mobile access to it are major contributors to this shift. The screen of choice changes with each device introduction. The “second screen,” of tablets and smartphones, is becoming the “first screen,” surpassing the television.
So what is causing the shift to tablet and smartphone viewing over television? While our parents may have been obsessed with bigger and bigger televisions, today it’s no longer about screen size. The online video and mobile shift can partially be explained by the following:
Convenience – While this may be a no-brainer, it is still one of the major factors contributing to mobile viewing. Smartphones and cloud-based video services... Read more