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.
Saturday, March 7, 2009
Sunday, February 22, 2009
Tweets or Twits?
Buzz is what people are paying attention to -
and the buzz in online marketing is social media.
If we take the leaders, like Facebook, MySpace and Twitter, you get a cross-section of the concern - is this social or is it media? Mixing the two is an exercise in discretion, inclusion and public relations. Who says business and pleasure don't mix? Well, social media are the playground where you can work out the mix.
Social Media are largely unbound by convention - and that's not such a bad thing. Advertising with long hair - well, not advertising exactly, but promotion. If you ever wondered what the 'voice' of your brand is, now is the time to work it out. Test it out. You will probably get lots of feedback (or worse, none, a message in itself).
MySpace tends to the younger demographic, and lean towards music and lifestyle. Our client Tritickets is an obvious match.
Facebook is the more middle-of-the-road community- half the size of MySpace's, but very lively and online-saavy. This is core audience for which an event tickets blog would be an ideal diversion.
Twitter, the micro-blogging tool - now that's a way of harnessing the power of PR and making it personable. 'Tweets' done well are informative and convey your voice. Done less well, they can occur as annoying chatter that will get people hitting that dreaded 'unfollow' button.
User-generated content - i.e. the feedback from your social marketing - can form a crucial part of your strategy. Bring your business case. Be prepared to be responsive and adaptive. And welcome to permission marketing.
and the buzz in online marketing is social media.
If we take the leaders, like Facebook, MySpace and Twitter, you get a cross-section of the concern - is this social or is it media? Mixing the two is an exercise in discretion, inclusion and public relations. Who says business and pleasure don't mix? Well, social media are the playground where you can work out the mix.
Social Media are largely unbound by convention - and that's not such a bad thing. Advertising with long hair - well, not advertising exactly, but promotion. If you ever wondered what the 'voice' of your brand is, now is the time to work it out. Test it out. You will probably get lots of feedback (or worse, none, a message in itself).
MySpace tends to the younger demographic, and lean towards music and lifestyle. Our client Tritickets is an obvious match.
Facebook is the more middle-of-the-road community- half the size of MySpace's, but very lively and online-saavy. This is core audience for which an event tickets blog would be an ideal diversion.
Twitter, the micro-blogging tool - now that's a way of harnessing the power of PR and making it personable. 'Tweets' done well are informative and convey your voice. Done less well, they can occur as annoying chatter that will get people hitting that dreaded 'unfollow' button.
User-generated content - i.e. the feedback from your social marketing - can form a crucial part of your strategy. Bring your business case. Be prepared to be responsive and adaptive. And welcome to permission marketing.
Sunday, November 2, 2008
Why would you jump in front of a train?
Well, to throw the switch that deflects that train (a massive traffic surge) into your switchyard (your website).
So, if we extend the metaphor - how do we know a train is coming?
You listen to the telegraph.
And since that feature isn't on anyone's iPhone - what we're really talking about here is listening acutely to the media.
Television, radio, web news outlets - these are all conduits for massive amounts of public (or business) attention.
Attention means traffic.
There is an opportunity to bend public attention to your benefit - but it requires nimbleness - a good reaction time.
For example; a financial planning client is offering a service related to investments.
Careful monitoring of the news reveals topics that are not quite on the public 'radar' (a new program proposed in a government budget, for instance). However, if you were to put out some feelers (perhaps a very low-bid paid search campaign) - you would be monitoring in near-real-time what search traffic is searching for.
When search heats up on any of these terms you have staked out - you can then respond by creating a more robust response by beefing up content on the site, having a specific landing page with relevant actions.
These strategies are persuasive arguments for;
1) employing a long-tail approach to keywords in your paid search efforts
2) quick turnaround on producing content, and
3) frequently reviewing website analytics
So next time that train is a-comin', you get some heads up - and are even awake at that switch.
So, if we extend the metaphor - how do we know a train is coming?
You listen to the telegraph.
And since that feature isn't on anyone's iPhone - what we're really talking about here is listening acutely to the media.
Television, radio, web news outlets - these are all conduits for massive amounts of public (or business) attention.
Attention means traffic.
There is an opportunity to bend public attention to your benefit - but it requires nimbleness - a good reaction time.
For example; a financial planning client is offering a service related to investments.
Careful monitoring of the news reveals topics that are not quite on the public 'radar' (a new program proposed in a government budget, for instance). However, if you were to put out some feelers (perhaps a very low-bid paid search campaign) - you would be monitoring in near-real-time what search traffic is searching for.
When search heats up on any of these terms you have staked out - you can then respond by creating a more robust response by beefing up content on the site, having a specific landing page with relevant actions.
These strategies are persuasive arguments for;
1) employing a long-tail approach to keywords in your paid search efforts
2) quick turnaround on producing content, and
3) frequently reviewing website analytics
So next time that train is a-comin', you get some heads up - and are even awake at that switch.
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