Archive for the ‘Mobile & Emerging Technology’ Category

It’s OK to Be a Follower - 3 Simple Steps

Thursday, Apr 30 2009

A large part of my role is to council our clients and internal management on the use of the latest digital trends and technologies.  Lately, that seems to be Social Media more than everything else combined.

While I believe wholeheartedly in Social Media as a viable communications vehicle that almost all brands should find a place for, I also recognize that social media content creation isn’t for everyone….AND THAT’S OK!

I tell everyone who is leery about the time commitment of content creation that they can participate in social media without taking on that role — and feel good about it!  Afterall, listening is the first tenant of a good social media strategy anyway…and we can all be good listeners.

Here are 3 simple steps to begin to be an effective listener.  Do these and you will be well on your way to becoming a participant in social media — even if you never make another post.

1) Set up Tweet Deck and organize by the following areas: Your clients, Your industry, Your company, Thought Leaders, Your industry pubs…and then for fun, your favorite Entertainers and Celebrities

2) Spend 10 minutes every morning, 5 minutes at lunch, and 10 minutes a the end of the day scanning these posts — in 30 minutes a day you will be amazed how much you have absorbed about your business from all angles

3) Establish an iGoogle account and take the time to set up every industry RSS feed that you can think of.  Add more as you have time.  Scan them quickly each day.

From there, you may become comfortable starting to comment on these links, posts and tweets which is great.  But if not, It’s ok to be a follower.

Social Media Ubiquity: First How, Then What

Monday, Mar 9 2009

We stumbled across this site today – it’s a fantastic resource, but aside from that, we would recommend that you take a quick look (use the purple tab at the bottom to quickly scroll). It illustrates the vast social media world, the rapid pace that it’s evolving, and the sheer enormity of it all.

Every day, we continue to hear these questions from the market:

“We need to be on YouTube!”

“Where’s our Facebook icon?”

Why aren’t we on Twitter?”

We agree that smart digital design should have share-ability baked into its fabric. But we continue to advise: it’s not what tool to use, it’s how you use the tool.

First How. Then What.

Common Sense Steps To Protect Yourself From Customer Attrition

Wednesday, Dec 10 2008

Brunner and a lot of other savvy Direct Marketers have always known it’s all about building and maintaining a strong customer base. And during this particularly challenging economy, it’s even more important to protect core customer relationships.

A healthy customer database sustains core revenue streams; can provide organic growth through up sell and cross sell opportunities; existing customers can easily become a new acquisition source through referrals and very importantly - intelligence gleaned from your customer segments can help you be much smarter in targeting, attracting and keeping new customers.

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Politics and lessons in reaching the masses

Tuesday, Oct 7 2008

If politicians are good at one thing - it’s finding the best way to reach the masses, something marketers have been saying for five years is almost impossible with fragmented media.  There are some good lessons and opportunities for foresight if we take a closer look at the role of the Internet in 21st century politics.

As we all know, in 2004, Howard Dean was the Internet candidate.  Despite a failed campaign, Dean proved a candidate could successfully leverage the viral nature of the Internet to corral grassroots support and fundraising.  In 08, Barack Obama has taken that movement to the next level, becoming the first candidate in history to wave public funding in favor of his online machine that has garnered hundreds of millions in $5, $10 and $20 increments.   Essentially, both candidates used the Internet to develop an online brand that became the lifeblood of their campaigns.

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The Year of Mobile?

Sunday, Jun 22 2008

One of the perks of this industry is the opportunity to go to the occasional industry conference. Besides the opportunity to connect with old friends, and meet some new ones, I’ve found it very typical to leave whatever conference du jour with at least 2 things –

1) Validation - validation that you’re on the right path, and staying ahead of the curve.

And…..

2) “THE phrase” that everyone keeps repeating over and over.

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Is it Time to Outsource Online Technology?

Wednesday, Apr 23 2008

So Google is following Amazon and providing a scalable platform for web apps and web services development and hosting http://www.techcrunch.com/2008/04/07/google-jumps-head-first-into-web-services-with-google-app-engine/. In my role I am often caught between the need to follow the latest trends/support where advertising technology takes us, and the ever present challenge to make sure that security, loss of data and service reliability are taken care of.

I often find that many IT departments are in conflict with marketing because they are bound by the requirement to maintain systems and services. And to the IT group that often means keeping everything inhouse. The trend towards hosted apps, mashup sites, open source hosted sites, web service offerings, etc. continues relentlessly. These systems can be integrated and co-exsit with our mainstream online marketing activities. In fact by using the plethora of services available, we can not only reduce our workload, but significantly improve our product offerings, reach more people and drive sales — all while looking like technology hero’s.

I’m not saying that we should follow every trend but we must recognise that there are other solutions that we may not have full control over but do present serious opportunities to lower costs, improve time to market and meet the business goals that we all strive to achieve.

Is the art of conversation dead?

Monday, Mar 31 2008

While seated at dinner the other night, I heard my Blackberry alert for an incoming text message. I should have left it alone but wondered over to pick it up and see who the sender was. Of course it was from my 20 year old daughter who texts constantly to the entire world. The most interesting thing was that she was actually just across the table from me but chose to communicate through text messaging rather than talk. So like a good dad I asked her why she didn’t just tell me and her reply was “Oh sorry I always text when I can’t be bothered to talk to someone, I forgot it was you” one brief apology later and all was well. Its no wonder that last year in one month alone Verizon reportedly handled 10 Billion text messages http://www.reuters.com/article/companyNewsAndPR/idUSWEN958520070724

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Are You Prepared for Mobile?

Monday, Jan 7 2008
Upon reflecting back on all of the conversations that I’ve had in 2007, mobile marketing is one topic that comes up almost on a daily basis. And in 2007 we’ve certainly had an opportunity to help some of our clients test the waters. A viral “Download the Zippo Flame” campaign for Zippo, an innovative word of mouth driven mobile campaign to promote a play in Washington DC called “Dead Man’s Cell Phone” and a highly engaging highschool presentation by DeVry University.Yet for all of the chatter and time spent discussing, Mobile Marketing has not exploded like many had predicted. So, as a marketer that needs to produce tangible results, what should you be thinking of as we head into 2008? How can you dip your toe in the water, without risking valuable resources if the marketplace isn’t ready for us to jump all of the way in? Well, as Smart Phones become more affordable to the masses, we should definitely be prepared so that we aren’t left behind when the day finally comes. Here are some thoughts:

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The Changing Role of Technology

Tuesday, Sep 4 2007

OK so this is long — but I’m the tech guy so what do you expect?

There’s always that big struggle between what you want to do, what you have and what your budget will stand. Regardless of that it’s important to define what you want to do without limiting yourself by existing infrastructure and policies. You can’t worry about what you can’t do; you have to allow the ideas to set the need and the strategy to define the project. After all you can always lower the scope and still retain much of the original thinking.

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