SoLoMo - Implications for Marketers

SoLoMo is a term that has gained great currency since John Doerr of Kleiner Perkins Caufield & Byers coined it a year or so ago. The importance of the phenomenon was confirmed during the holiday season of 2011 by soaring m-commerce sales. In the U.S. alone, sales from mobile devices were expected to be over $10 billion in 2011, and the U.S. has been a laggard in the space.

The most startling statistic of all, however, is the fact that sales of smartphones exceeded those of pcs for the first time in the 4th quarter of 2010. The prediction has been around for awhile, but now it has been matched by the reality, and marketers must adjust their strategies accordingly. Much has been written about mobile strategies, but I think a lot of it misses a key issue.

First, the players, all of whom are well known, even if some are mere corporate infants. This infographic from Social Commerce Today positions them in the space.

Here’s my take, with the often-overlooked issue and implications for marketers. Devices are the facilitators but search, especially local search, is the fundamental driver. Whether people are looking for a present for Mom, finding where their friends are or locating a place to have Indian for lunch search dominates, and a lot of it is local these days. The fact that search ties it all together is a strategic marketing issue of great importance.

The other key marketing issue is the emergence of small local retailers as equal participants. Looking at the infographic above you see that all the players offer affordable marketing opportunities to small local businesses. Some of them are designed to cater to that market. Small businesses have to learn to take advantage of the opportunities and large enterprises will increasingly find ways to incorporate them into brand strategies. In this space the “level playing field” of the Internet has finally arrived, and its importance cannot be overstated.

How are marketers dealing with the challenges? A survey by Silverpop suggests that many marketers have a long way to go before they successfully integrate communications channels, including email. For additional data about which channels marketers are using and how, download the study here.

Marketers have a lot to learn as they deal with these strategic issues. How do we do this without harassing customers each and every time they are close to one of our stores? How do we do it with a level of privacy that is known and acceptable to our customers? And what about “deal fatigue?” It comes back to the fundamental SMM question: How do we play nicely in the social space and still accomplish our brand goals?

All questions that need serious thought, but the outlines of the space in which we are playing are becoming clearer. It’s called SoLoMo!

Article first published as SoLoMo--Implications for Marketers on Technorati.

Mobile is the Choice of Multitaskers

Are you seeing more QR codes on your TV screen and wondering who scans a code while watching TV? It could be up to 80% of the mobile Internet users who responded to a recent study by Razorfish!

Multitasking is hardly a new phenomenon, but laptops, smart phones and tablets have taken the activity to a whole new level. An earlier study by Yahoo!, which interviewed over 8 thousand Internet users and over 5 thousand mobile users, found a whopping 86% of mobile users (92% of mobile users aged 13-24) viewing mobile content related to the TV program they were watching. That is too many multitaskers to be ignored!
According to the ReadWriteWeb graphic, a fair amount of the multitasking activity is communication, specifically social networking or texting (about brands or TV programs, I wonder?). 70 percent is use of apps, many if not most of which connect to the web, and 37% is plain old web surfing. That’s a lot of people conducting a lot of potentially brand-related activity! Neither study breaks out search as a separate activity, but given the explosive growth of mobile search, I have to believe that there’s a lot of searching buried in the surfing data.

Specific types of content are also more likely to stimulate sharing. This graphic from the new Razorfish report shows what they are. I see a strong reflection of target audiences, many of them young. My hypothesis would be that young men are heavy sharers of sports news; moms are heavy sharers of food content. What about reality? Everyone, or is that sharing somewhat female also? These are questions the marketer needs to pursue for her own brand.

Marketers can direct the activity and conversation by creative promotions and learn from their results. For example:
• Pepsi gave a free bottle of Pepsi Max who shared an ad with their friends using a Yahoo! social tool called IntoNow.
• The “Old Navy Records” campaign offers incentives including free music to people who tag ads with Shazam.
• A Heinken app allows users to play along with soccer games, trying to predict who will score in the next 30 seconds.
Read more here. And while you do, notice that these campaigns use special tools/applications to create just the right context for social sharing.

There are two important take-aways:
• It’s more than just not ignoring mobile; it’s also creating content that can move seamlessly from one channel to the other, as the Timberline scan tag and mobile site I described in my previous post.
• Then it’s devising ways in which to get people to interact with programming content or with advertising.

Marketers need to follow the lead of their customers. They are sharing web content. How does the marketer make content worth sharing and participate in the brand-related conversations?

Article first published as Mobile is the Choice of Multitaskers on Technorati.

Timberland Aces Social Media

Timberland’s Sundance Film Festival Night Out events add to the company’s already deep experience in social and mobile. They’ve had a mobile site since at least 2009 and are leaders in social in aspects from their interactive Facebook page for this promotion (see the Photo Contest tab also) to their use of 2D bar codes. Note that their “Go Out and Be You” tag line appears throughout the material, one way in which they integrate their marketing communications.

The event came to Boston last week and store manager Sara Keneally was gracious enough to include my social media marketing students in the invitation-only event. They went, they saw, they bought, and they came away with a host of ideas that can be applied by other organizations, large and small. They’ve posted videos; the Boston video gives a good sense of what happened there from DJ to the stylist outfitting attendees in Timberland merchandise to the photographer snapping their pictures.

The next day they sent attendees a thank-you email. It included their picture taken the night before (good system at work here) and encouraged them to go to the promotion’s Facebook page, upload their picture, and register for the Girlfriend Getaway Sweepstakes in which the winner and three friends get to attend the Sundance Film Festival. Entering, of course, requires that applicants Like the Timberland Facebook page. It has over half a million Likes at the moment.

For attendees and non-attendees alike they produced a print publication featuring merchandise and promoting the events and the sweepstakes. Old media, you say? The print document has a Microsoft tag on the final page. When you scan the tag, it takes you to a mobile landing page. The landing page has a video, encourages the viewer to Like the Facebook page, and links through to the Women’s page on the Timberland site, nicely optimized for mobile. Try it yourself and see. The only drawback is that you have to download the Microsoft Tag Reader if you don’t already have it. They give the link in the promo, but it would really be nice to have standardization in the 2D barcodes so we don’t have to have separate apps.

The centerpiece of this promotion is the Girlfriend Getaway Sweepstakes. I count media channels that include website, mobile website, special Facebook page, a partnership with the local-oriented Lucky style magazine, PR of various kinds, the live events, email followup, outreach via print and the web to women who didn’t attend the live event, and I’ve probably missed some. I didn’t see any encouragement of live Tweeting the event or a related hashtag. Would that have extended visibility or would it have detracted from the fashion focus of the event? They also don’t seem to be using Foursquare aggressively, another option; but again, in this instance, would it have been worth the extra effort?

And that’s the final point. There were many working parts in this promotion and it required professional PR support. Integration was key. But marketers large and small can study this promotion, learn from it, choose the pieces they want to focus on, integrate them, and DIY their own SOLOMO (social local mobile) promotion. The pieces are all there; it’s a matter of creativity and effort, and Timberland excelled at both.

Article first published as Timberland Aces Social on Technorati.

Mobile Will Rule for Holiday 2011

Advice to retailers on preparing for the holiday selling season has been around since late summer. I’ve been collecting it but was stimulated to write this post by an email from my friends at Unbound Commerce, announcing that there is still time (barely) to get a mobile site for the holiday season. Important dates are coming soon.

According to Media Post, in 2010, the top five days by conversion volume include Cyber Monday at 16% [Monday November 28 this year; the deals start promply at 12:01 am]; Black Friday at 23% [Friday November 25 this year]; Tuesday, Nov. 30, 17%; Sunday, No. 28, 17%; and Dec. 6, 17%. See their advice on integrating paid search and mobile.

Here ‘s a quick summary of some of the platform-specific advice I’ve found:

Email. Review your last year’s holiday email campaign reports to find out what went right and what went wrong. Here’s a set of tips with a link to a holiday email guide.

Paid Search. With Google far ahead as the leader in online advertising revenue, the importance of paid search can hardly be overstated. If you want to optimize your PPC holiday schedule consider developing a bid boosting plan as recommended by Search Engine Land.
Online Display Advertising. Facebook is coming up fast as a purveyor of highly targeted display advertising. Large, multi-location merchants can target by demographics, lifestyles and activities. Small local merchants can make good use of the geo-targeting available on Facebook. Like Google AdWords, Facebooks ads are self-service and available to all.

MOBILE. That’s one place where all the advice givers find consensus, no matter what their industry. Mobile is going to be huge this year; retailers miss out at their peril. Leapfrog gives good advice that makes two points that many of the experts stress:
1. The holiday season is time for selling, making customer acquisition jump out front of retention for a few short weeks.
2. The LOMO (local mobile) part of the equation is due for a break-out this season as more consumers use their smartphones to search for stores and merchandise nearby.
The website Entrepreneur has good mobile marketing advice; the more you can accomplish by the holiday shopping season, the better!

For small businesses specifically: Entrepreneur has good advice about integrating your email, social media and mobile efforts. Small Biz Trends has advice for preparing for the holidays—operations as well as marketing.

Happy Holidays!

Article first published as Retailers Still Have Time to Prepare for Holiday 2011 on Technorati.

Using QR Codes to Trigger Retail Sales

Wilson Kerr of Unbound Commerce is an expert in helping retailers mobilize their sites and develop Facebook commerce for excellent customer experience and incremental sales. He made an awesome presentation to my social media marketing class last week in which he argued that mobile commerce is exploding and all ecommerce retailers need to become mcommerce retailers also. The factoids in this Ad Age poster support his argument. If you’re interested in drilling down for details on any of them, visit the page and click on the Mobile Marketing tab.
Once a retailer has mobilized her site and is open for mcommerce, the trick becomes to attract people to the msite, at anytime from anywhere. I was struck by Wilson’s concept of “Trigger Point Marketing.” It’s sort of like POS promotions that we all learned about in Marketing 101, but now the point of sale is anywhere! The media channels for Trigger Point Marketing are all the usual suspects including Facebook, Twitter, email and SMS. Two that are getting a lot of attention at the moment are QR and NFC codes.

I wrote about the similarities and differences in February when Google dumped QR codes in Places listings for NFC codes. NFC codes are operationally more complex, requiring a Places decal to be delivered to the local retail establishment. The program has been on a steady roll-out since April of this year. NFC have a lot of potential advantages, including tap-and-go payments, but for now QR codes are more accessible to the individual marketer or business. All you need is a free reader and qrcode creator and there are many of those available on the web.

Wilson’s slide shows some applications and there are many more. Home Depot has partnered with Martha Stewart’s lines to post QR codes in their stores—the POS concept again. When a shopper uses a smart device to scan the code he is taken you to the appropriate web page on one of the MSLO sites for detailed product information. That’s pretty cool for the US, but the really visionary application is Tesco’s virtual stores in Japanese subway stations. Here’s a video that you really should see. The US isn’t there yet in several ways, but if busy Japanese commuters love the concept can Europe and the US be far behind?

Your basic QR code has also gone social. Here’s one (yes, I made it myself and it wasn’t hard). I thought about putting it on my blog, but I remembered Wilson’s advice that it’s silly to expect people who are sitting at a computer to grab their mobile phone and scan a QR code on the screen. I settled for a simple “Follow Me on Twitter” icon for this blog, but try this tag for yourself to see how it works.

I was interested in an article on iMedia Connection this morning opining that the QR code might be dead. My experience parallels Sean X Cummings' informal survey; few people understand them and that's a problem. It would be resolved over time with wise use that adds customer value. One of his points is that agencies are using them stupidly, on moving buses for example. That certainly doesn't help the cause.

For my own part, I’m off to order new business cards with a QR code on them! What other applications can you think of that provide genuine value?

Article first published as Using QR Codes to Trigger Retail Sales on Technorati.

Barcode Marketing II-Creating My Own Barcode

In part 1 of this saga, I advanced my knowledge about using smartphone apps in shopping and promotional settings. What I was really looking for, though, was the answer to the question, “Can I do this myself?” Not that anyone cares that much, except that if I can do it, anyone can!

First, the terminology. The series of lines known as bar codes are featured on all products that move in distribution channels today, and they are essential to maintaining inventory all along the supply chain. However, in spite of the fact that they hold a large amount of data, they became too small for newer applications like mobile shopping and promotion. A new generation was introduced, the 2D or matrix code. I first misinterpreted this as saying that the QR code and the familiar bar code were different animals. Not so, as this list shows. There are a variety of 2D codes and there is no real standardization. Selecting one that can be accessed by the most common readers is key, as I suggested in the previous post. As a commenter suggested, standardization is needed—and I heartily agree.

Note that the Barcode generator page contains a barcode generator that appears to be useful only if you have a numerical barcode already. If you don’t, this post tells you how to get one. If you want “free,” it is not necessarily unique and just for your own use, say in a retail store to maintain inventory. I’m also not convinced that “free” is as easy as this post suggests, although there are low cost solutions available.

I used the Kaywa QR code generator to create the QR code shown in this post, on the sidebar, and at the bottom of the page (same qr image, different sizes for different placements). It is one of the solutions featured by Mashable, which has written extensively about barcodes. See the demo slideshow on their post to get started. I use the text option in order to get a message into the code.

My own experience so far has been twofold:
1. Not all codes work on all scanners. In many cases it appears that the code has to be registered with the reader’s own database to register properly.
2. Changing the size of my code made a difference in readability. I’m told that the code is more readable if it’s on a white background—thanks, Charles.

Another piece of personal experience is also puzzling. I have had good luck reading QR codes in print media. Lynkee is my favorite reader, although I’m finding print codes generally easy to read. Reading the codes on paper seems to be easier than reading them on screen; maybe that’s the white border issue.

That said, I’m sorry that Google Places has eliminated the ability to print out a QR code poster from its listings. That was easy, and it worked for me. According to ReadWriteWeb, Google is moving to NFC technology in partnership with MasterCard and Visa, working on an e-wallet, apparently.

You’ll see more QR codes around. Home Depot has just started a promotion—in print and in store—using the Scanbuy solution. It will be worth following, but I’m interested in DIY efforts.

Anyone in the mood to make their own QR code poster for their blog or office or store window?

Barcode Marketing I - Promotional Opportunities

In this week’s Internet marketing class I played a Tesco ad that plugged both barcode marketing and Tesco’s new app, which has social shopping potential. The ad is fun, but it doesn’t emphasize the social aspect.



Consider this quote from Tesco’s agency:

Let’s say that three of your friends had bought tickets to [a concert] and advertised the fact on Facebook. Wouldn’t it be beneficial to receive an alert letting you know that they would be going to the concert and offering you the chance to buy your own ticket? This is a simple extension of current functionality but already the end user is having their possible needs preempted.

Sounds reasonable, doesn’t it? You might want to read the post for some other ideas including the possibility that your friend Susan might be getting a cold. That one sort of creeps me out.

It will be interesting to see where Tesco goes with the social shopping aspect. They’ve experienced privacy push-back before, so they may proceed with caution. What most interested me about the video, though, was the happy consumers shopping with their smart phones in various settings.

A recent chart from eMarketer shows shoppers using their smart phones for a variety of purposes. Looking for deals is high on the list. Here’s a Reuters video that talks about the marketing implications of Tesco’s barcode app. So barcode marketing, which is essentially promotional, is clearly a growing marketing activity. Who are the enablers?

There are numerous agencies out there that develop mobile promotions (search ‘mobile shopping agency,’ for example). I was interested in DIY barcode promotions, so I kept looking. I found this really interesting case study. A mobile agency headquartered in Portland, Oregon hosted an art exhibit in their own space to test aspects of barcode promotions. They attached a barcode to each piece of art and encouraged viewers to scan them for information about the artist.

By now I had several barcode scanners on my iPhone, so I tried them all. None worked, so I made the correct assumption that I had to download the app from StickyBits in order to read them. That was only the beginning of my annoyance.

It’s a free app on iTunes. No problem there. It wanted me to sign in with Facebook Connect, which I don’t do. I don’t know whether my friends are interested in this stuff, and I don’t want to bug them. That proves I’m old, I know, but I just don’t use it. So I set up an account with StickyBits, no unusual information requested, but annoying on a smart phone. Then after a couple of other now-typical screens—Can I send you push info? No. Can I use your current location? Yes, although that could be a mistake from a privacy perspective.

Having satisfied those screens my scanner was operational and I scanned one of the artworks. The amount of information was disappointingly small. Yes, I know this was a test, but they could have made it more useful to the artists. The test performed as expected, though. Relatively few of the attendees used the barcodes and the ones who did were relatively young and computer-savvy. Read the post for yourself: it’s quite interesting and you can just click on the works of art featured to see the information provided (and consider the possibilities) and to see how few people scanned them.

I see another important lesson from the TenFour case study. Using a bar code format that isn’t recognized by the best-known barcode readers is going to present a problem. The user can prominently post the download link, but it still will probably inhibit use. My phone is already cluttered with apps—how about yours?

My investigation took me down many other paths looking for an answer to a basic DIY question, “Can businesses/non-profits do this for themselves without an agency?” The answer is “yes,” and I’ll follow up on that in a forthcoming post.

A Must Read--Mobile Internet Trends

I missed this when it came out last month. I appreciate Dave Morin's blog for bringing it to my attention!

Mary Meeker was well known for her insight, especially into the impact of technology on business and lifestyles, as an analyst at Morgan Stanley. She recently joined the venture capital firm of Kleiner Perkins Caufield & Byers, the sponsors of this report.

Top 10 Mobile Internet Trends (Feb 2011)

View more presentations from Kleiner Perkins Caufield & Byers

The entire report is good and highly relevant. The speed with which new technologies are being adopted in the marketplace is absolutely scary! The ten or so slides toward the end are of most interest to me. The integration slide that shows the impact of technologies other than computers on computing itself is though-provoking. So are the summaries of trends for 2011 and beyond.

Indeed a must read!

The Mobile Future--QR or NFC?

One of my students recently attended the mobile unconference in Boston and sent back dispatches from the field—thanks, Mike! One talked about QR codes and NFC tags. I wasn’t sure what the difference what the difference was, so I thought I should find out.

I’ve seen QR codes around for awhile. This is a shot from a Google Places page I maintain that invites me to “Share Your Place Page with Customers.” When you print out the QR code poster, this is what you get—a simple poster to place in the window. When a mobile phone with the appropriate reader (free here and, of course, on the iTunes store) is trained on the code, it links to the Place Page and the business information it contains. The QR code is a bar code that is read by the mobile reader--technology we’re all familiar with.

Ok, that’s great—so what is a NFC tag. NFC stands for near field communications; cutting through the techno-speak that means wireless connectivity. It’s hard to find a non-technical definition of NFC tags. I’ll settle from for this phrase from the NFC forum: “short-range wireless interaction in consumer electronics, mobile devices and PCs.” That phrase on their home page links to a nice non-technical explanation. The graphic shows what the two types of tags look like, but it’s not helpful in understanding the differences. It comes from a video on this site which has nice music but no narration!

This video is useful; it uses a scenario to explain what NFC tags can do. It comes from the University of Munich (in 2005!). Sincere thanks to the professors there for posting it in layman’s English! You really need to take the 5 minutes to watch the video and understand the potential power of this technology!

Everything I read while researching this admits that NFC codes are way cooler and have the potential to do more than QR codes. QR codes are, however, easy to create and for the consumer to use as my Google Places example shows. NFC codes require devices (likely mobile phones) to have built in NFC chips. Not many have it at present, especially in the US. The ones that do appear to be pricey. For now it appears that we’ll need to keep an eye on the NFC trials taking place in Europe, so we need to once again thank our colleagues there for leading the way into the mobile future!

Location-Based Marketing 2--Check-In Programs

Black Friday and Cyber Monday have both come and gone. Black Friday filled the stores—from midnight on!*!—with shoppers who often used Black Friday websites to locate deals before they braved the stores. Cyber Monday online sales were over $1 billion—the most ever for a single shopping day!

I want to focus in on just the check-in programs as a new and powerful shopper stimulant. There are the “old-fashioned” apps that let you compare prices in the retail store. Apps like TGI Black Friday (DealCatcher the other 364 days of the year!) aggregate coupons and deals from all over. Shoppers find them valuable, but the real action is in check-in campaigns run by individual retailers. Analytics by Mashable show Target far in the lead in terms of number of check-ins. I got there too late to check out the Black Friday tab, but the Weekly Ad page shows the variety of channels for accessing weekly specials and the opportunities for check-in promotions that include contests, give-aways and special deals.

One of the big winners this holiday season has been Sports Authority, mentioned in my earlier post as having a $500 gift card give-away on Black Friday. As this quote suggests, the company considered it a great success—and it didn’t even make the Mashable list of the top 10!

"We saw a lift anywhere from 5X to 20X for the number of check-ins," said Clay Cowan, VP of e-commerce for the Denver-based retail chain. "Every metric of engagement that we tracked went through the roof. Whether it was Twitter posting, Foursquare check-ins, Facebook friend adds and comments...we saw increases."
On Foursquare, the brand had around 400 followers before the campaign and now has almost 4,500. . .”

Three important points. First, Sports Authority has been testing Foursquare promotions since early this year. They had a process in place. Second, they’re not resting on their laurels. They now have a 21 Days of Deals promotion in place. The box from their home page shows strong integration with Facebook. It’s easy to guess that they may have other Foursquare promotions that will be promoted on their Facebook page. That’s the third issue; marketers need to use something timely like Facebook or Twitter (or both) to publicize these short-term deals beyond their mobile app subscribers. This material is too transient for web site promotion unless you’re running a big campaign announced far in advance.

That’s one strategic was of looking at location-based promotions—the specific campaign. There is another—the integration with long-term loyalty programs. According to Fast Company Safeway is testing a partnership program with Pepsi in its California Vons stores. It’s built on the existing loyalty card, the important difference from most of the campaign-type programs we are seeing. When the shopper checks in with her Vons card, she can receive instant rewards (coupons at check-out) on PepsiCo products. It’s possible to set the program up so swiping the card checks the shopper in and rewards are “shouted out” on Foursquare. It’s a bit hard to find the Foursquare page on the Vons site, suggesting local promotion of this test program.

Does this predict that the future of the loyalty card is on our cell phones as suggested by the New York Times? It’s worth considering!

Before you get too excited, though, keep the recent Pew research in mind. A report published in early November says that only 4% of Americans use location-based services at this point. Ok, the target audience is relatively small at this point. The good news is that this market is in its early days and thoughtful marketers have time to test and refine strategies. This space is exploding, though; I’d recommend starting right away.

And as you do it consider an even more far-reaching possibility: The future of convergence may be the cell phone. That will stand conventional marketing on its head once again!

Location-Based Marketing 1--Basics

It seems to me that location-based marketing happened during the summer while I was taking time off from blogging. That’s not quite true, but it suggests how fast this phenomenon has taken hold.

When I first heard about Foursquare (from my students of course!) my first reaction was, “Why do I want anyone to know where I am at a given moment??” My second was that I’m not a twenty- or thirty-something out on the town on Friday evening! I got that. It took me awhile to realize that this was potentially a better option than the mobile couponing campaigns I had been writing about (for example, Ford local campaign; mobile trends). Foursquare and the others provide platforms that provide functionality and reach users.

Foursquare and Gowalla are the two largest location platforms. At the risk of oversimplifying, Foursquare looks to be very attractive to retailers who want to run a specific promotion. Gowalla seems to be attracting venues that want something long-term as suggested by Disney’s recent deal with Gowalla. There are many other smaller and/or more specialized platforms. This short slideshow identifies them and does a good job of explaining their similarities and differences. This space got a big boost in August when Facebook introduced its Places application, making it easy for marketers to tap into the huge Facebook population.

10 Lesser Known Social Platforms and How Businesses Can Use Them

View more presentations from Erica Swallow.

The importance of location-based marketing is emphasized by Chief Marketer:

• 37% of customers who searched for a local business in ’09 ended up visiting the store in person (TMP & comScore, October 2009) • Local search currently represents half of all mobile search ad revenue (Kelsey Group, September 2009) • Younger generations embrace mobile in staggering numbers; 97 million 5-29 year-olds in the U.S., 281 million in India and 255 million in China currently have mobile accounts (The Mobile Youth Report, 2010)

They emphasize the ties between search and location-based marketing: “Search teams should be sure to capitalize on these online-to-offline strategies to capture local visibility and in-store traffic.”

Leading-edge marketers are already onboard. Sports Authority has conducted several promotions on Foursquare, including one on Black Friday, and says, "We like the ROI on the things we've been doing on Foursquare." CNN describes some of the other Black Friday action.

My favorite for sheer marketing creativity is KLM’s recent foray, which is “spreading happiness.” When a passenger checks in on Foursquare, the KLM marketing team uses other social networks to find out about the passenger’s “likes” and about her trip. They use that data to provide a surprise to the passenger and take a photo of the surprised traveler.

The KLM team has surprised travellers with champage, notebooks, a watch, and traditional Dutch foods. One passenger, Willem van Hommel, was going to miss one of his soccer team’s most important matches of the year due to his trip to New York. KLM surprised him with a Lonely Planet guide to New York with all the best soccer bars in the city marked out for him. Another traveller, Tobias Hootsen, was surprised with a package to remind him of home during his long stay abroad.

I checked out the KLM Facebook page. The wall page had the usual flight complaints with speedy responses from KLM. One “surprised” passenger wanted to get a copy of the picture taken in the airport. Actually, it’s right there. There’s a link to the photo album on the wall page and it’s what you get when you click through on “what happened” on the promo announcement. As you might guess, the promo is also big on the I Love KLM page with another link to the photo album. Good follow up and I suspect they are integrating it with other media like Twitter. The downside is suggested by an article that uses the word “spies” in the headline, which is actually quite favorable when you read it. I didn’t see any privacy complaints on the KLM site. Wonder if that’s partially due to the fact that KLM already had an app that allows passengers to make a luggage tag with their picture on it? In any event, it’s a cool app and taken together, it signifies a company that’s deeply involved in location-based marketing.

Mashable has a good post with 9 steps for the marketer who is new to location-based marketing. A lot of the steps are not new to regular readers of this blog. Setting clear marketing objectives and monitoring are critical, for example. One that is especially important is 4 Customize. Each of the platforms offers different opportunities to engage visitors like the badges that can be earned on Foursquare. The marketer must understand the options.

There are other examples and strategy approaches. I’ll write about those in a few days when Cyber Monday calms down and we see what’s happened during these hectic shopping days!

Point of Purchase Going Mobile

I was fascinated by this interview with Scott Monty of Ford that passed through my inbox a couple of weeks ago. It’s worth listening to. About 2 minutes in he talks about the localization issue. Ford is following up their successful Fiesta introduction last year with the formal North American launch. The launch marketing is concentrated in 16 local markets. Ford will have 20 2-person teams handling the local social aspects of the launch. Monty says that Ford wants to “connect to the people that matter” and my guess is that it’s going to be dealer-centered, not Ford headquarters-centered. Really interesting!

Fast forward a couple of weeks to this article in Ad Age. It gives an additional slant on localized marketing:

It's the ad served while you are reading the news in the morning on an e-reader that knows you're at home and three blocks from a Starbucks. It's a loyalty program on your phone that, through a hotel-room sensor, sets the lights and thermostat and turns the TV to CNN when you walk in the door. It's finding a restaurant in a strange city on a Tuesday night, discovering that a store nearby stocks the TV you're looking for, or that a certain grocery on the way home has the cut of meat you need. . . "What used to be called point-of-purchase is now called mobile advertising," said Kip Cassino, VP-research at Borrell Associates. "Mobile can be an extension of a retailer's storefront."

The emphasis here is on mobile. I was reminded of these two articles as I listened to CNBC report on the CITA conference earlier this morning. If you are interested in wireless developments, and all sorts of cute new devices and appls, you can follow their coverage. I was caught by the headline of this particular report, “Charge It On Your Cell Phone.” I should add that mobile payments are not a new concept. I wrote about a concert ticket transaction that was completely mobile c. 2007 in my Internet marketing text. However, the example came from Australia; I couldn’t find an actual example in the U.S!

The section of the report that interested me most was the Visa payWave service. When I looked at that, I found that it was actually a smart card application, not mobile at this point. That’s also not a new concept; I wrote about that in an even earlier text! ExxonMobile SpeedPass still seems to be going strong, although it didn’t morph into a payment system as the initial strategy seemed to anticipate.

So initially, I said, ok nice service, but nothing new. Then I clicked on the “find merchants near you” link and saw how this fitted in. I live in a small market and admittedly the merchants now listed are mostly national or regional chains. What happens when local merchants catch on?

I’ll tell you what happens! Local merchants sign up for the service and voila—they are listed on the local map along with the big guys. More free promotion! Not to mention creating an easy transaction mechanism for their customers!

Further, this is only one step in the direction of mobile-based advertising and transactions. Billing Revolution is one firm that offers transaction processing on mobile phones. It was developed to allow mobile purchases from e-commerce sites. I can’t tell whether you can yet walk into a retail store, one that accepts PayPal apparently, and pay for your purchase with your cell phone. If you can’t do it today, it’s bound to be the next step.

As that is happening, marketing becomes more local with the ability to reach people where they are, whenever they are there. Also the opportunity to annoy them immensely while they are trying to read the morning news on a mobile device!

Haven’t I said this before? Broadcast marketing is dead. No reference implied to particular channels. The reference is to blasting a message out to all within hearing, whether they are the people you want to connect to or not! It calls for smarter, more thoughtful marketing, but the potential returns are great!

Local is Going Mobile

I’ve been working on some local advertising issues lately, so the 5 Mobile Trends article in AdAge last week grabbed me. Here are their trends:

1. Mobile will completely revolutionize the way local advertisers can connect with potential customers. Ad Age’s subhead captures the issue perfectly: “How the Computer in Your Pocket Is Changing Your Business.” Smartphone and apps users of the world have united to change your business—attention must be paid!
2. Growth in adoption of mobile shopping applications will continue to alter in-store consumer behavior, increasing the significance of mobile in point of sale decisions making. I wrote about my UPC code scanner not long ago. It really works! What’s funny is that when I’m at a store I like and where I know the people, I’m embarrassed to use it (unless I can hide behind a shelf so people won’t see me!). If I’m at a store where I don’t know people or don’t care what they think, it’s fine.
3. Brands and agencies will continue to build branded apps, but will also have more attractive display media options, thanks to Google. Keep reading—more below.
4. Advertising's outdoor real estate is fast becoming another connected channel capable of delivering high-fidelity digital experiences as unique, varied and measurable as more well-established mediums. That’s worth further exploration—does anyone know of a good recent posting?
5. Consumers have new power to express their opinions through social technologies from anywhere, anytime. Smart marketers will do all they can to encourage and act on this feedback. A lot of marketer content ought to be focused on generating customer content. How to accomplish that is one essential element of social media strategy. More on consumer reviews soon.

One of the things I did recently was to update local listings for the local wildlife sanctuary (that’s grammatically redundant, but both are necessary to my meaning). A local business needs to look at all the local media. There are many that offer free links to your website. Requesting listings is not much effort and worth the $$ it costs, since that is $0. Also free are Yahoo! Local and Google Maps/Business Center listings. There are value-added services on Yahoo! but the basic listing is free; links to both are on this page. The Yahoo! listing is simpler, note that it includes opportunities to upload photos and write reviews—both good promotion for the local business.


The Google listing is typical Google with more options. Google Maps gives you a stripped-down listing and map location. Google Business Center allows you to add the bells and whistles like I’ve done here. Images and videos are great promotion tools. What I really love is the Coupon option. As you can see, I’ve added a printable coupon to this listing. What you can’t see is that if a person is searching from a mobile device, they get a savable mobile version of the coupon. So cool! Cool, but not perfect. There is an option to create a link so you can link the coupon to a website, a blog, a personal page. Great idea—unfortunately it doesn’t work at present. They also have a Google Maps button for your desktop toolbar and a Mobile app. Their Favorite Places program offers smart-phone readable badges for heavily-searched stores, and there’s more on the drawing board. Read a good review on ReadWriteWeb.

And so it goes—and will continue to go!

The White House Joins the App Craze

It’s been a political week, so I might as well end the week on a political note. The White House must have been reading eMarketer also; it announced its own app on Tuesday.

The eMarketer newsletter (January 21, 2010) quoted a study by DM@PRO and Quattro Wireless that has a lot more good data on building and promoting apps. If you’re the White House, promotion isn’t that much of a problem, but the reasons for the app certainly apply. Think about it; they pretty much boil down to ‘it’s where our customers are’ and ‘it’s gotten a lot easier.’

I downloaded The White House app and it works as promised. Plenty of photos and videos; access to the White House blog, which is pretty informative. Apparently I can watch the State of the Union speech streamed live next week. After just a few days the reviews on the App Store are pretty good. It’s clean and quick and those who have used the streaming say the speed is good. Only real complaint I saw is that it’s not compatible with the first generation iPod, but to be fair, it says that on the store page. I’m a huge fan of the first dog, so I choose a screen capture that included him. The White House furnished several screen captures—they know quite a bit about promotion—and you can see more on Huffington Post.

The study says that Facebook is still the most popular venue for apps with 45% of the marketers surveyed having developed Facebook apps. iPhone comes in second with 42%. Our own site or community comes in third at only 36%. How do you choose? According to eMarketer:

Engagement was the top reason to choose either mobile or social as an app platform, but social sites were perceived as better for many top goals, including engagement, audience targeting, sharing and branding potential, and reach. Mobile scored higher on creative control and persistence.

Interesting! I recently ran across a Facebook app that lets you send a newsletter from your page—sort of. According to Nutshell Mail, you can “Automatically send the latest feeds from your page to your fans' email inboxes.” Not for me, thank you. It’s worth looking at, though, just to see what’s possible.

There are at least two take-aways here:

1. Apps are still in their early days and marketers are finding more creative, and even useful, ways to use them. Think branding, think pushing your message out to people who have indicated willingness to receive it.
2. Mobile is finally here, although it still has a lot of room for development and growth. Think about the moms described yesterday who are using smart phones to manage their lives, shopping included. Retailers were urged to take heed. Brand markets are also.

What’s next for The White House? mobile.WhiteHouse.gov, according to the blog.

What’s next for this app user? While I was looking for this one, I found a camcorder app that is getting pretty good reviews for 3G users who don’t want to spend the money for a 3GS. At $.99, the app is a much better buy. What else does that say about today’s mobilized world?

Digital Moms on the Move

Every so often I get energized to write a post on moms on the web. I’ve done Mommy bloggers—who they are, how to reach them, and the importance of transparency. The latter was before the FTC proposed regulations and guidelines.

Moms have always been purchasing agents for their households; now they have digital tools to do it. The chart from the Razorfish/Café Mom study shows the digital channels moms use, categorized by mainstream channels used by over 50% of moms, mainstream used by about 1/3 of them, and emerging used by less than 25%. eMarketer adds to this picture by pointing out that moms are using their smartphones to do things like searching for recipes online. Think of the opportunities for reaching them in the course of such activities, but also note that the best way is not advertising in many channels, especially mobile. The second chart suggests that ads on social nets get a rather small amount of attention and even less action. Awareness? Maybe.


What made the subject top of mind was a headline in Marketing Charts a couple of days ago: “Retailers Can Lure Moms with Social Media, Free Stuff.” That’s not exactly a surprise, but the chart on what promotions moms find most influential is interesting. It’s also interesting that moms are more influenced by everything than are adults in general—the purchasing agent effect in operation. What interests me even more when I look at this chart is the ways in which marketers can reach moms with the promos they care about. Just a few examples:

• Notify moms of Product Samples In-store on their social networks (message your fans, advertise to others) and by reaching out to the ecosphere of mommy bloggers
Actually, that advice hold true for most of the items on this list.
• Use the database from Store Loyalty Cards to reach moms with permission email and mobile coupons based on behavioral data.
• In-Store Events and Parking Lot Events can be Tweeted to build excitement and momentum.

Think about it: what promotional techniques should you be using? How can you notify moms that they are available?

Ponder this quote from the RAMA study that produced the promotion data:

“Retailers who aren’t engaging customers through social media could be missing the boat,” said Mike Gatti, Executive Director for RAMA. “Twitter, Facebook and blogs are becoming increasingly popular with moms as they search for coupons or deals and keep in touch with loved ones. The web provides efficient, convenient ways for brands to stay in front of their most loyal shoppers and attract new ones.”

He’s being tactful! Unless your women customers are all over 80, you need to be actively pursuing social media strategies—listening and engaging, not advertising. Otherwise, the boat goes without you!

Replacing Ads with Action in 2010

One day last week I had the ubiquitous CNBC on in the background when something about advertising caught my attention. When I turned to look the crawler at the bottom of the screen read, “Brands Replacing Ads with Action.” That prognostication by Brian Morrissey of AdWeek caught my attention as an apt summary of many things going on.

I scoured many, although not even close to all, of the digital advertising forecasts for 2010, looking for just the ones that specifically applied to social media. I worked hard to synthesize a list of just 5 trends; see if you agree.

1. Everything is going mobile—content and entertainment of all kinds will be available “anytime anywhere,” much of it via apps. Marketers will, as always, follow the eyeballs with advertising dollars. They will have to learn to make that advertising welcome, not intrusive.

2. Location becomes a key factor – for marketers who need to do mobile ads that are localized, and therefore have a better chance of being welcomed, and for consumers who are using services like Loopt to interact with their friends.

3. Sharing of content is pervasive. Apps and sites encourage it in many ways, often without resorting to email.

4. Convergence will be defined by digital + social, hardware essentially irrelevant. Ad Week says that “marketers will look at social as an integral part of their digital strategy.” Hubspot says it will be “the year of integrated inbound marketing.” However you choose to phrase it, social media has become part of the mix.

5. Privacy will continue to be an issue—Marketing Charts described it as a “privacy by design” approach. I’d prefer to describe it as a “be thoughtful” approach to any use of customer data. Ad Age’s view is that “brands will start taking advantage of social graphs” and pointed to Facebook Reconnect With as a good example. Maybe I’ll revise that to “be careful!”

Some other useful links include:

eMarketer’s prediction post
A summary from Online Social Networking
A post from Read Write Web
A good list from David Berkowitz, and an even better post using localization tools

If I hadn’t had my Twitter feed off most of the time for the last couple of weeks, the list would be much longer. It is a social and connected world, indeed!

I’d like to end with a quote from David Armano, writing in the HBS Publishing blog:

4. Your company will have a social media policy (and it might actually be enforced)

Think about it. If social media is pervasive and if it’s part of brand marketing strategies, how should you—how should your employees—interact with social media on the job? That’s an important question that companies of any size should come to terms with early in the new year of 2010!

Ghost of Christmas Future?

It’s no secret that I think apps are the future, and we can see it emerging now. However, I’m not a big mall shopper, so I haven’t experimented with shopping apps for my iPhone except for a grocery list, which I quickly became unable to live without. My students are on the same wave length. In fact, last night one tried to convince the class that we wanted to listen to sports events on our smart phones! No sale there, Laura! but I was thinking about apps when I saw this article in the NYT today. The idea of mobile phones as an essential tool for shopping intrigues me, although it may strike fear into the hearts of some retailers.

The video is fascinating, so I decided to experiment. I downloaded the free ShopSavvy app with no trouble. However, it didn’t work. Ok, go read some more. I found out that it only works on the iPhone 3Gs. Reason: older iPhones lack the autofocus function that makes a bar code readable.

Is there a bar code scanner app for the 3G? Yes, I found RedLaser and it looked pretty good. I downloaded that, although along the way I had to update my iPhone software; that took longer than the two app downloads together. After that, $1.99 and a few seconds later, I had a bar code scanner.

First thing I tried was a Diet Coke can. The UPC is on the side, so the can kept rolling around and getting glare from the metal; never did get it to work. However, I pointed the scanner at the bar code on the RedLaser site, and moments later I had lift off! The code is for a snuggles blanket and it sells for as little as $11.99 online and shows $14.99 at both Best Buy and Sears, which are near me. And I didn’t need to try to integrate it with the ShopSavvy app; it gave me results from Google search and from the Find. Fascinating!

Thank goodness I’ve finished my Christmas shopping, but I decided to check how well I did on one item. The hard drive I bought sells for as little as $109.95 online and as much as $179.99 at retail outlets and some online merchants. So I did just fine—thanks to a sale and loyal customer discount at Staples! Are you surprised at the price range? I was! Of course, customers will think about shipping when they see the online prices. Does this kind of shopping confirm the wisdom of all the free shipping offers we are seeing this holiday season?

This is all pretty new, and not that many shoppers are yet using it. What about next Christmas? Fearless Roberts prediction; this is going to catch on fast. Corollary to that; if I can do it, anyone else with a smart phone can!

Retailers, both online and off, seem to have two choices. They can offer to meet the lowest price; notice that Wal-Mart’s price matching offer (current TV ad appears to simply restate the policy on their site) excludes online prices. That obviously can cut into a retailer’s margin—and what if it’s counter to the merchandising strategy?

I would describe the second option as, “you can’t beat them, so join them.” I’ve previously described apps intended to make it easier to shop at certain stores or buy certain brands. That is going to make sense, at least for first movers for awhile. Like everything else, however, there will be a limit to how many apps customers want.

Is this within range of small local retailers? I searched again and found this site; the costs are consistent with what I’ve seen before and on the low end are not excessive.

Should retailers—large and small—be thinking right now about next Christmas and how they can take advantage of the trend to mobile-assisted shopping?

Kicked-Up Marketing with Apps

Ad Age hosted an Apps for Brands conference last week that produced some interesting advice and case histories. There’s no doubt that apps for Apple’s iPhone represents market leadership with, according to last week’s email, 75,000 apps and 2 billion downloads as of today (the CNET article says 85,000 apps; I took Apple’s word for it). To marketers a more interesting issue is what other firms are doing in the space since few of us have a brand that can attract developers like the iPhone.

First, a couple of layperson’s definitions. An app (application) is software designed for end users. A widget is a graphical interface that allows users to interface (easily) with the application. In practice, the two are often indistinguishable from one another, since marketers are delivering a lot of apps, especially the mobile ones, as widgets. Examples from the conference include:





The Kraft iFood Assistant













Bank of America Mobile Banking















Benjamin Moore’s Catch-a-Color








Ad Age advises that apps must be real time and easy to use and to pay for if not free. They point out that people will pay for value if the apps are useful enough. They also point out that people are even more annoyed by intrusive advertising in the mobile environment than on the desktop as Major League Baseball found out. On mobile, click-through isn't the only metric that matters. Are people recommending your app? Or trashing it on Twitter? "We measure click-throughs, but we don't measure pissed off," said Mr. Bowman, referring to when MLB put an intrusive ad into its At Bat app.

They also point out that apps need to be part of an integrated marketing message, although people are most likely to learn about apps by WOM. Their recipe for success is utility, frequency and viral. Good advice.

Each of the apps above has a demo page; they are all worth looking at. The Benjamin Moore color app clearly wins the prize for most creative, but the other two offer genuinely useful services, and that’s really what it’s all about. The three firms above are all trying to sell a product or a service. Only Kraft charges; 99 cents. The MLB At Bat app (see it on their home page) is $4.99 at the Apple App Store; they are offering a value-added service. Make sense?

But is this another strategy that’s only for corporations with big advertising budgets? Not necessarily—more about that in a few days.