David Dalka attends and reports business events and conferences to discover the future of business where technology, organizations and customer exeperience meet. Also serves as emcee, moderator and motivational business keynote speaker.
Mobile Search Marketing, Mobile Advertising
On October 9th, I wrote this about Kathy Sierra’s “Knocking the Exuberance Out of Employees”.
It’s a great post and it relates to a lot of problems in the business world in terms of having innovative customer service. Let’s hope her post prompted some people to realize that operating in this manner is a mistake.
Congrats!
I recently noticed that Google started a Mobile Ads guideline page. The following is of great interest to me:
“Follow proper grammar conventions.
You may use common text message abbreviations.”
I’d like to see some more detail about what is meant exactly by “You may use common text message abbreviations.”
The #1 result for “text message abbreviations” in Google currently has this web page. In a world where relevance is critical to click through and conversion rates, is an ad that has abbreviations that a viewer doesn’t understand certainly doesn’t meet the relevancy requirement as that viewer certainly won’t take action on an ad that he or she can not interpret. My preliminary thought is that this should allow the user to self select the type of mobile search marketing ad style that they are most comfortable with and this likely will have a strong correlation with the age of the user/ad viewer. But it also means that eventually you might need more than one style of mobile text ad, one with abbreviations and one without abbreviations. This is certainly an interesting area that I’m will likely see new standards and metrices over time.
What do you think the standards should be? I’d love to hear other people’s thoughts and discussion of this issue.
Imagination is more important than knowledge, for knowledge is limited while imagination embraces the entire world.
– Albert Einstein
Charles S. Golvin, Principal Analyst, Forrester Research
Where do you fit in? Discussed Crest toothpaste mobile campaign example
What tools are available, what is the reach, what are the learnings?
Tools available today:
– Messaging
– Voting
– Promotions
– Search
– Mobile Browser
– Banners
– Interstitial
– Search-based
– Applications and content
– Free / discounted services
New mechanisms are emerging
– Physical proximity
– Coupons and loyalty (Cellfire)
– Using location (opt-in) to improve targeting
Where does mobile fit?
Eyeballs>>Awareness>>Consideration>>Preference>>Personal>>Loyalty
What is the reach of these tools?
1 in 4 receive text messages regularly
Youth see their mobile phone differently
Think Europe is so far ahead? Think again…
– Internet penetration is higher in USA than Europe
What does the data mean?
– Mobile campaigns need to target data adopters
It’s still early
– Most US consumers still use voice
– Mobile formats are small and generally difficult to use
– Ad Standards need to be developed
– Mobile is a unique channel
Compared with the fixed Web, consumers’ mobile experiences are:
– Abbreviated
– Transactional
– More tied to the physical world
– Successful campaigns embrace these differences
Best practices
– Target mobile early adopters
– Immediacy factor
– Tailor content to mobile screen and user’s process
– Use promotions to boost response rate
– Employ creative or ad formats that match product or service
– Time campaigns for maximum business ROI
– Tie mobile to offline marketing
Tomorrow’s mobile marketing next practices
– Integrated marketing campaigns
– Performance-based metrics
– Smart use of innovative functionality
– Location sensitivity
I would love it if you could take a few moments to log into www.ecomxpo.com
– Visit education center
– On demand presentations
– Click on attend now on my speech after scrolling down
Please enter my blogging contest.
In conjunction with my discussion at eComXpo about “Mobile Search Marketing: The Coming Evolution of Chief Marketing Officer to Chief Customer Officer”, I’m announing a contest! Prizes will be awarded via random drawing on Monday, October 30th, 2006, odds of winning depend on number of entries received and viewed via blog search engines.
Prize #1 – Dalka will be giving out one of his famous blog interviews to one lucky winner! (estimated value – priceless!)
Prize #2 – One eComXpo University Pass to allow leisurely viewing of content at a later time after the close of the conference, a great value if you missed part of the show. (estimated value – $99)
To enter, simply answer the following questions in a blog entry before the close of eComXpo:
1) Who exports what cereal to what country and why?
2) Who had a flat tire?
3) What three disparate data sets does David advocate tying together to create a customer driven experience?
I arrived to the session late….
Corporate bloggers must have thick skin.
Community Manager – gather sources and send them away…they will come back.
How do I get all employees involved?
Community marketing allows engagement.
Responding to complaints:
– Engage the blogger – “we hear you”
Blogger relationships – treat them with respect and analyst.
Bloggers are egotistical.
I’m not in PR.
Prospects trust other customers than anything else. Embrace and use your current customers.
Let go, to gain more.
Do not over structure corporate blogs for product announcements.
Blogoshpere conversation benchmark tools are important.
Rift between corporate communications and web – often exists.
You should educate people to overcome that rift. Social Media consultant.
Just do it . The tools will evolve.
Give to the community and they will give back.
You need to trust and love your employers. IBM built it’s blogging policy with a Wiki.
Vivid examples given about how to use Myspace.
Wells Fargo has a blog, teaching credit. Useful content build trust.
Links, activity, forum and stickyness.
C-level blogs can save time as the future meetings are framed.
Sun, says C-level leader is to communicate.
“Social media is gray.”