Mobile Revolution

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If I leave the house and realize I left my phone at home I will turn around no matter the circumstance and head back to grab it. My mobile device is within five feet of me about 95% of the day. Without it I feel disconnected and anxious. I have created this obnoxious habit, just like many of my peers, where I manage to check my phone an unreasonable amount throughout the day.

We are part of a generation that cannot comprehend life without a mobile device. Some would even say it is a part of us. It is how we express ourselves and communicate with the rest of the world.

And this is why the mobile market has advanced to what it is today. This is a focus for brands considering consumers are waiting to engulf digital content on their devices. This is a new medium that brands cannot look over with consumers. This is a way to connect with mobile users anywhere and anytime.

Ironically enough, as I am writing this lovely blog, my three roommates come into my room to distract me. At one point it gets quiet, I turn around and all three of them are texting on their phones…

So, what does this mean for marketers and everyday people?

It is a mobile revolution. According to Marko Muellner, “nearly 50 percent of users access social media via their mobile phones, which means that social audiences are becoming increasingly synonymous with mobile audiences.” This means, if you want your business to be successful, it needs to be compatible with a mobile device. Your website needs to mobile optimized but still represents their company as a whole. It is vital that marketers fully heighten the mobile experience. Below is a graphic that shows how much an average user spends on Facebook on their mobile phone versus desktop:

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Mobile offers exciting new ways to serve users. The potential continues to grow considering it is becoming a much more powerful advertising medium. In the end, it is about the en- tire mobile consumer experience, both conventional and digital.

Sources:

http://markstaton.files.wordpress.com/2013/10/classic-guide-to-mobile-advertising.pdf

http://www.istockanalyst.com/finance/story/6386603/gm-just-gave-facebook-s-mobile-strategy-a-big-wet-kiss

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So you think you can hide?

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It comes to a point where everyone is fair game. We all use our debit cards when we purchase items so there is a good chance we are in a system somewhere that is tracking the potential of our next purchase and what it will possibly be. The success behind this is all tied into database marketing.

It might sound bland but it is absolutely amazing what companies can find out about us based upon our buying habits. In one famous case involving an angry father and his teenage daughter, the father came into Target complaining about ads for baby clothes and cribs sent to his teenage daughter. He was appalled and demanded that they stopped. After the manager apologized various times the father later admitted he found out his daughter was actually due in August. Situations like these are astonishing and can really open up your eyes to the power of database marketing. It allows companies to gain insight on customer details, even if it hasn’t been provided to them.

The key here is to not be too blatant about what you actually know about consumers. Companies have to be careful how far they take certain information because it can lead to a slippery slope that they are ultimately trying to avoid. According to Charles Duhigg from the New York Times, Target has a Guest ID for each consumer and they can collect data such as your age, whether you are married and have kids, which part of town you live in, how long it takes you to drive to the store, your estimated salary, whether you’ve moved recently, what credit cards you carry in your wallet and what Web sites you visit. And this is where database marketing comes into play. From here Target is able to analyze their consumers and market specifically for them. This is when the importance of ad placement comes into play. Target does not want you to know that you are being personally marketed to and that they know more about you than you ever have realized.

Database marketing is undeniably effective but can make one wonder how far can a company dig before they know too much? It will inevitably grow considering that it is capable of providing the ultimate experience for the consumer. Marketers use the data to learn more about customers and compare customers’ value to the company and provide more specialized offerings for customers.

So, basically next time you buy something you don’t want anyone to know about- use cash.

Sources:

http://markstaton.files.wordpress.com/2013/10/how-companies-learn-your-secrets-nytimes-com.pdf

Three Times a Charm

The three types of media are paid, earned, and owned.

Paid media is more of a traditional form of advertising. It includes facets such as print, television, radio, and direct mail. In paid media the brand pays to leverage a channel.  For the average consumer it has become more of an eyesore, and as of late, has declining response rates.

Owned media is more of a Facebook fan page, blog or corporate website. The benefits of owned media is that it builds a more long-term relationship with potential customers. The only issues with owned media is that there are no guarantees and it takes time to build those loyal consumers.

Earned media has a more “word of mouth” feel. Earned focuses more on Facebook comments, blogs, and twitter mentions and replies. Below is an example that visually diagrams the three different types of media according to Sean Corcoran’s blog on Defining Earned, Owned, and Paid media.

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As of late, paid and earned have been meshing into one due to companies merging advertisements into Facebook pages and twitter accounts. Inevitably, due to this merge, paid media has lost significance in the overall marketing strategy of a company.

Although effective, paid media has become more of a numbing nuisance than something that actually has an impact in the marketing world. People are surrounded by constant paid media that it does not nearly have as much of an impact as marketers once thought. This is leading to a desperate group of marketers who are doing anything they can to engage their audience. It is time to step out of the box and engage potential consumers in a way that is more enticing than this original form of marketing.

Sources:

http://blog.hootsuite.com/converged-media-brito-part-1/

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