Archive for the Mobile Marketing Category

The Plight of Listening in a Google Glass World

May 10, 2013
I am a good listener, apparently

Photo credit: quinn.anya

Listening is hard even when there are no distractions. Since there is nowhere on the planet where there are no distractions anymore (or so it seems, at least), the art of listening has been disabled at best and often crippled or even destroyed in the worst environments. Whether you are face-to-face, monitor-to-monitor, or screen-to-screen,  truly hearing what another is saying is a rare occurrence at best. And then comes the best part: we wonder why everything doesn’t work well. More troubling is that we won’t listen to the solution to this problem, which is to listen to everything better.

Sounds a bit overdone or convoluted? That’s OK. It’s hard to listen or understand much of anything today. And guess what? If Google has it their way listening will become a thing of the past. Now, Google doesn’t always get its way, but they do more than most.

Huh, you ask? How can that happen and how is that a good thing? Well, it can happen (to some degree) and if it did happen that would mean it’s a good thing for Google but possibly quite disruptive (in a bad way) to the rest of us.

It can happen because of Google Glass. SNL did a very funny parody of a Google Glass user this past weekend. You know how parody works right? You take something that is observable then you overplay the potential bad or weird parts to make fun of it. The trouble is that even if this parody of Google Glass users is overdone for effect it still has its roots in the idea that wearing a computer of sorts in front of our eyes is a distraction at best and a complete listening shut down at worst.

I honestly could not talk to someone who was wearing a pair of Google Glasses. There would be a few things going through my mind.

  • Are they REALLY listening to me?
  • Are they recording me and not telling me?
  • Are they watching something else while they are having a conversation with me?
  • Just the physical distraction of the glasses themselves could make me lose my concentration.

You can add your questions to this list but you get my point. It would be like talking to Tim Allen’s neighbor Wilson from his Home Improvement show. You remember the guy who you could only see him from the eyes up over the fence?  It would be as if there was nothing else to the person except those glasses and the intent behind them.

Oh and if you really want to go dark here, this is an interesting scenario. I saw an article in the New York Post about the prevalence of actual sociopaths in today’s society. It is believed that 1 in 25 are sociopathic that are not serial killers but they are literally morals and ethics free and couldn’t care less about another human being’s welfare. Put Google Glasses on a person like that and they become a weapon. A bit extreme? Only if you have never had the displeasure of having a person like this in your life for even the shortest amount of time. They exist and they would love to manipulate someone with a technology like this. I promise.

Anyway, listening in the age of Google Glass (if they don’t indeed go the way of the Segway which is what I am praying for) is headed for a serious downswing. We appear to be hell bent on multi-tasking our way out of any real human interaction in the name of ‘accomplishing more’.

My only question is “Accomplishing more what?”

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Are You Ready for Social + Mobile + Big Data + Cloud?

May 2, 2013
Business Sign X

Photo credits: www.roadtrafficsigns.com

Those who had the opportunity to attend the 2013 IDC Directions conference saw  IDC Senior Vice President & Chief Analyst, Frank Gens, talk about how business technology is migrating to the 3rd Platform.  He defined this 3rd platform as the intersection of mobile, social, big data and cloud.   He predicted that these technologies will change how business gets done and enable the customization of intelligent industry solutions.  It was clear from his talk that the changes that will be brought about by these technologies may exceed those ushered in by the 2nd Platform of client servers/PCs or the 1st Platform of mainframes/terminals. Read the remainder of this entry »

16 case studies prove ROI of mobile marketing

February 18, 2013
Android apk location commons upload tool

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Are you paying attention to your mobile marketing yet? After years of being the next big thing, mobile might finally be the current big thing. But there is a big problem–most people don’t know how to prove it. A joint study by the ANA (Association of National Advertisers) and MediaVest shows marketers are excited about opportunities for mobile marketing but frustrated about the ability to prove return on investment (ROI). Are you one of them? Read the remainder of this entry »

It’s All E-commerce: How Social, Local, and Mobile Affects Sales Online and Offline

January 16, 2013

QR Code Temporary Tattoo SCANS!!!

Yesterday’s Biznology® Webinar by our blogger Tim Peter was all about how the Web affects e-commerce.  Does your business have an online shopping cart? Use third-party sites like eBay, Amazon, Etsy, or Expedia? Or do your customers walk into your store? With the rise of social, local, and mobile, your customers likely do all three, often at the same time. What does this mean for your business in 2013 and beyond?  Read the remainder of this entry »

Why Marketers Should Fear Mobile Marketing

January 11, 2013
Two phones with mobile internet capability dis...

Photo credit: Wikipedia

Earlier this week, I saw a piece of data that, if accurate or even half accurate, is something that every Internet marketer should fear in the same way that a kid fears the dentist. “What?” you ask. Well, kids (and many adults for that matter) are scared to death of the dentist. Why is that? It’s because they think they know what the dentist is going to do but they fear what else the dentist could do without the least bit of warning. They could go to see the dentist for a simple cleaning but in that time the dentist could find trouble. Once that trouble is found, it is impossible to measure what will happen, but most kids who have any experience know that it can be extremely unpleasant. You know why. Needles and drills and that smell. Yeah, the smell.

Well, it’s a lot less dramatic but just as painful that in mobile marketing there is something that marketers should truly fear. That is something that is quite possibly unmeasurable. No matter how hard you try you may never get a real number attached to something that occurs all the time in the online world. It’s the sharing of a video, or any message for that matter, without leaving a trail to measure.

Still not clear? Well look at this chart that comes from a study that the Interactive Advertising Bureau’s Mobile Marketing Center of Excellence produced called “Mobile Phone Video Diaries: Understanding Mobile Video Usage“. (The chart was synthesized by eMarketer)

Methods Used to Share Mobile Videos

In the breakdown of exactly how such a large percentage of videos are shared, there is the piece of data that says that 44% of those sharing videos are simply sharing that video experience with their own device. They are saying “Hey, dude! Watch this!” or if you are a little older you might say say “Hey honey, did you see this yet?” Either way, as a marketer this should send a chill down your spine.

Why? Well, you can’t measure this kind of reach. Oh sure, you can guess and you could float this in front of some executive at your company who “knows” that everything on the Internet is measurable with a “We believe that there are X% more people seeing this because they are not sharing through social media but they are showing others with their device.” That will be met with the same icy stare that those who are trying to measure the impact of TV get when they talk about eyeballs.

Face it Mr. or Ms. Marketer, you’ve got a problem on your hands. Your promise of content marketing helping your company’s promotional efforts and the ability to measure and track everything that happens in the online space has pretty major hole in its theory.

Oh, and the best part? Video is growing so fast and is becoming so important that those upper level executives may actually be interested in it to the level that makes a marketer’s “I think we can say with a reasonable degree of confidence…” statements hit the board room table like a lead balloon.

Sing along to the tune of the “Bad Boys, Bad Boys” theme music of the TV show Cops: “Marketers. Marketers whatcha gonna do? Whatcha gonna do when they come for you …. and your video sharing analytics!”

Yeah, it’s enough to make you break out in a cold sweat isn’t it?

Well, I have to go. I have a great video to share with you that has a solution but I just shared it with my buddy over lunch and I don’t feel like taking the time to put it anywhere else since I have been pulled in a hundred other directions since then. Sorry. Oh…and good luck!

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