MIMA – Future of Blogging

tumblrI guess the event was not so much about the future of blogging, but rather essence of the phenomena…

It was interesting to see the relationship of blogging to writing journals.  Most likely, prolific bloggers are and incarnation of passionate journal writers of previous times, and the rest of us… would need an editorial calendar. 😉

As Rick Webb was a co-founder of the Barbarian group, he could explain the risk the company took to transform the site into a blog collection of all interested employees.  I remember when this site/blog was an example during many industry presentations “can you believe what they have done??”  But the site had never became stale…  After that site, other companies had blog-looking web sites (GE Show).  This stage of the marketing development is passing; platforms replaced this approach.

Interesting point: more people are on the web, and more marketing money are moving to the web.  However, money are moving from the direct and not brand marketing.  There is a perception that the internet is not good for brand marketing.

Platforms are aware that they do not currently offer much to brand marketers.  As a result, recent redesigns offer larger images and more opportunities for “emotional impact”…  Social media is also fights decade of brand theory – controlling and repeating the message.

The question will probably be answered in the future: can the web has the same branding effect as TV?

Rick compared the searches in Google and Tumblr, asking the audience which one was more emotionally impactful?  Tumblr is trying to be more emotionally impactful and designed for serendipity, unexpected discovery rather than categorization (Pinterest is amazing in categorization).


Mobile Twin Cities – Obama and Romney Mobile Marketing

Poli-mobilSurprisingly useful information for an average marketer 😉  Curt Prins made an excellent overview of the mobile marketing efforts during the last Presidential campaign.  Mobile Twin Cities in general is a good source of mobile insight and a great opportunity to ask industry experts a few questions.

  • Only 12% of people use mobile aps more than 3 times
  • Less than 6% of eCommerce sales come from apps
  • 36% of voters used their mobile device for political info and discussion with others (up from 26% in 2010)
  • First presidential debates generated 10 M tweets, most of which were sent from mobile devices
  • Interesting: Romney announced that those who download his mobile app will be informed first about selection of his running mate.  App was downloaded with enthusiasm: 200,000 within first 24 hours
  • Mobile ads targeting capability is increasing (geo targeting and even congressional districts)
  • Most mobile forms are 2-3 fields
  • Campaigns took different approaches – Romney had a separate mobile site, while Obama redesigned the main site to be suitable for mobile