Upwardly Mobile

The numbers do speak volumes.
Mobiles phones are a huge, gathering force in the media platform web, and they're decreasingly being used to do any talking at all.

According to a couple of media research outfits;
32% of new phones are smartphones.
- so why would that be? Palm-sized computers? The greatest use of these devices are respectively - social media, web browsing, research.

62% of carrier data traffic is ... iPhone usage.
- iPhones account for only about 1% of mobile devices. Think about that - provide usability, a desirable product and marketplace, and uptake hits the roof.

4.1 billion handsets.
- OMG, as the texters would say. SMS texting is doubling yearly, and the number of messages outnumber phone conversations more than 10 to 1.

The first webpage was created in August 1994.
The first SMS message was sent in December 1995.

The conversation is changing - there is a widely divergent pattern of use of mobile devices.

Stattaco stream-of-consciousness (SMS, Twitter) and rich media experiences (web applications, gaming).

Both are opportunities, neither are the web we knew, and the pace of change is exciting and disruptive for models built on scarcity and inertia.

Landing pages: people aren't stupid.

I'm reviewing the results from a recent Marketing Experiments on-line 'diagnostic clinic' of some submitted test websites. They talk about a formula that encompasses visitor 'friction', 'anxiety', propositions ... all well and good.

What really stands out is the potential upside of paying attention to where you have people land on your website. And what they see when they arrive - 'Landing pages'

So there's the diligent research into keywords, phrases, categories and segments (right?), then the up-front come-on of the PPC ads, tailored to those categories ..... then .... pphhhht (that's the sound of those deflated expectations).

People aren't stupid. They expect the promise (ad) to deliver - with content that is not only relevant, but engaging to *them*. Not configuring landing pages to dovetail with the finely tuned visitor categories ... well, that's just silly. And wasteful of marketing dollars.

So really, how do you implement a landing page strategy?
What if you are using a CMS? Problem?
Who can best create / publish / test / the pages so they can be weeded out, just like an Adwords ad?

Stay tuned. We have some on-the-ground experience to pass on...

Case Study - Segments

Distinguishing segments (sources, campaigns, keywords)

National Renovation Brand

We validated their conventional ad agency consumer segments - quite a nifty trick given the expense of the agency effort, and even added additional new categories to target revealed with online marketing research.

An additional benefit - demonstrated returns on investment (or not) of specific pre-existing external marketing campaigns, effectively auditing the performance of POS, print and media buys. Our client was able to lay out powerful decision support tools to measure strategic results.

Case Study: Traffic

International ticket vendor

Achieved immediate profile: was instantly featured in selected worldwide online publications, blogs and networks, and generated new customers in markets previously unknown to them.

Careful allocation of resources kept their return on investment at 2000%.

The Drill-down #2: What? / Why? (Analysis)

2) Site Traffic Analysis:

Which way to downtown?

Measurement is critical – do you want only visitors from Bay Street? Do you want visitors who patronize financial publications, but only those who have a higher historical probability of interest in investments?

What traffic is relevant? Measure it. Test it. Modify it in real time.