Mobile March 2014

mobilemarchLast few years I was looking forward to Mobile March, and the event has always been very good.  The only unpredictable is the weather – it varies from snow on the ground to 70+ degrees for the lovely day 🙂   This year the event was excellent, the weather was… hm… cold.

Notes from the event:

  • The perception of mobile marketing is changing from “have to have a mobile presence”  (cost of doing business) to “how to re imagine your business” (What is ROI?  What is differentiation?)
  • Search: 25% of searches use mobile, 50% of mobile have local intent
    • Most important question of search: what is the outcome you want to achieve?
    • If web site is not good, call to action for a phone call is advisable
    • Google using mobile experience as a ranking factor
    • Speed of the mobile site – pay attention, but do not get obsessed (nobody figured it out yet)
    • Google developers test site – allows to see Google recommendations
    • C-suite executives can be found searching primarily 9-5 (business hours)
    • Mobile search – click through rate drops significantly from spot #1 to the bottom of the first page – almost 90%
  • BuzzFeed
    • buzz50% of the traffic is mobile (more web mobile traffic rather than an app views); major referrals are Facebook and Pinterest
    • App has higher user engagement vs. web visits
      • Web: read article and leave
      • App – stay and spread content
    • Recruitment of mobile engineers is difficult; the recruit should be involved into the community
    • Use Google Analytics for mobile – why?
      • the same analytics that web site is using
      • data team is comfortable with GA
    • If the app crushes, the review button does not show…   but the feedback button does 😉
  • YouTube lessons
    • Women tend to spend more money based on YouTube activities
    • Older people watch the entire video, then comment…  millenials watch part of the video and comment
    • Thumbnail matter – upload a custom thumbnail; color of the thumbnail also matters (red is not good – danger – the example was very attractively purple)
  • Mobile Behaviours
    • Before: technology moved from military to the civilian life…   now, civilian technology is often used by military – interesting.  US Military is using Android.
    • From the retailing perspective, Starbacks is the leader in the mobile space

JingIt – a loyalty program allowing advertisers to “pay” customers for trying their products or doing a survey, and customers to earn real money for these actions.  Value proposition for the advertisers – it is an alternative to advertisement when you know exactly for which action you are paying and can

  • jingComparing to all types of encouragement to take action, customers prefer cash
  • Loyalty app “paying” people for doing something, including trying a new product or taking a survey
  • If not app, another option is to scan a receipt, etc.  there are many options, but it is as straightforward yet, as it could be
  • Digital coupons are different from paper coupons – in some cases merchants were not able to “stop” them and could not honor the coupons, as a result, consumer trust in electronic coupons may not be that high
  • Jingit case studies section has interesting scenarios for advertisers

 

SalesFitnes – a concept of sales training to encourage practice and even possibly competition between reps.  The training is done through the app (native – iPad, as the most popular platform in the target audience).

Interesting: the app comes “out of the box” with standard content for a typical consultative sales training, but can be significantly customized for any product training and unique company’s needs.  SalesFitness also ready to provide a service of developing content specific for the company’s needs – I am guessing it will be the best strim of the revenue for the company (just a guess…  based on long-time experience in the online marketing industry) 😉

sssss

salessss

MIMA – The Changing Face of Email

silverpopGreat MIMA event as usually 🙂  entertaining presentation, a few insights to take to the office, industry friends to talk to, and food!  The email is definitely changing, and I guess three main points from the event would be:

  • changing presentation of the email boxes by email clients (as all of us are trying to manage our email boxes)
    • As we have too many emails, mailbox management strategies evolved…  and technology starting to enable these strategies
  • extension of marketing automation from b-to-b to b-to-c (gosh – this probably happened first time in human history – something was pioneered by b-to-b and later adopted by b-to-c!  🙂 )
    • B-to-c seem to be trying to move successful lead nurturing techniques into consumer environment
  • consumers might be revolting against privacy enforcement in some cases, as they like personalized content and find it more convenient.  Wouldn’t it be lovely?

Notes from the event:

  • gmailUnsubscribe caution: sending emails daily will get 40% list reduction over the year if the unsubscribe rate better than average…  Daily send is excessive…
  • Gmail mailbox study “the tabs” –
    • highly engaged: tabs result in reading more
    • medium engagement: tabs result in reading slightly less
    • low engagement: tabs result in dramatic decline of activity, but these audience did not pay much attention anyway, so the loss is irrelevant
  • Second generation of Welcome campaign: welcome campaign based on which pages of the site the person previously visited
  • What people do when they view emails on Mobile phone?  Decide which ones they can delete right now
  • Responsive email design can be used to offer completely different calls to action on desktop and mobile device (check out [something], and download an app)
  • Geo fencing is starting to be used in retail – an email is sent to the staff when the customer is coming into the door
  • Unroll.me – a tool that allows mass unsubscribe from newsletters and combine them into a “digest” to review an a desired time of the day

This is fantastic tool!!  🙂  I discovered that I have almost 200 subscriptions – oh…oh… a marketer’s faith 😉  However, the count included different options of the same publication: for example, I would be subscribed to a daily and weekly, and webinars update from the same source.

subscriptionsThe selection to unsubscribe or to “rollup” is very straightforward.

subscriptions-2

After I was done, I was presented with the most interesting information: which communications are more likely to be unsubscribed, which rolled up, and which keep as subscriptions (with the lovely option to tweet or post the info on Facebook).

unsub

sub

Now my mailbox is perfectly organized!  

edit

Coursera – Critical Perspectives on Management

RolfExcellent and thought-provoking class!  The class forces students to look at management questions differently and see the questions from the human perspective as they existed for centuries.

One of the interesting topics is FDRS (Forced Distribution Ranking Scheme).  The class highlighted lack of any evidence that the system was beneficial, but sufficient understanding why it is not.  Forbs published a few interesting articles highlighting some of the aspects of the Scheme.

Concentration on shareholder value as a goal of an organization was also discussed.  The class provided fantastic and very organized insight into the damaging aspects of the approach…  for the organization, for the society, and even for the long-term shareholders.

Firm objective…  quite interesting to know that firms that do not consider constant growth their objective are some of the most long-lasting companies in their industries.

I loved the quizzes!  Each question actually required thinking and I could not answer more than half of the questions correctly from the first try – it was very entertaining!

class