SoMoLo: A Profile of Today’s Connected Customer [INFOGRAPHIC]

Posted on July 24, 2012 by Tricia Morris

Two of the most disruptive technologies in the last decade have combined to create a customer experience challenge – or opportunity – depending on how you look at it and how prepared your brand is. The SoMoLo (Social-Mobile-Local) customer demands a real-time customer experience, consulting their smartphone and social media to make purchasing, brand loyalty and influencing decisions at every turn.
Consider these 2012 stats from Epathica:

• At least half of consumers with smartphones have searched for online reviews about a retailer on location.
• 55 percent of smartphone owners report that they have used their devices to check and compare prices while shopping.
• Nearly three-quarters of consumers use Facebook to make retail or restaurant decisions, while half of consumers have tried a new brand due to a social media recommendation.
• One in 10 smartphone owners have written a review on a website or social media platform while in-store.

This featured infographic by Parature’s Rachel Begeman provides a detailed profile of the SoMoLo customer, a customer we’ll all be seeing much, much more of in the near future:
More Customer Care Content You May Be Interested In:

• 7 Take-Note Online Customer Service Predictions
• Are B2Bs Prepared for the Social Customer?
• The Incredible Influence of the Social Customer
• Parature for Social Engagement

Foursquare Rolls Out First Ads

July 25, 2012 by Lauren Indvik 4

Like Tweet +1 Share Pin It Share

Facebook, Twitter and Tumblr have all gotten into the “Promoted” game — launching advertising products called “Promoted Tweets” and “Highlighted Posts” that offer businesses additional exposure for their content. On Wednesday, Foursquare is joining them with the launch of “Promoted Updates,” its first paid product offering for merchants.
Last week, Foursquare began allowing business owners to send local updates — say, their specials for the day, or a picture of their new outdoor seating area — to their “best customers” when they’re nearby. “Best customers” are those who check in frequently, and possibly have “Liked” the venue on Foursquare.
Now, businesses can aim those updates at users who aren’t their best customers, but could be. The ads are designed to target users whose friends frequently stop by, who have added that venue to one of their Foursquare lists, or who are often visiting similar venues in that neighborhood. These ads aren’t intrusive: They’re confined entirely to the “Explore” tab.
Foursquare is rolling out Promoted Updates and Promoted Specials with a handful of large chains, including Gap, Old Navy, Hilton, JC Penney, Best Buy and Walgreens, as well as some smaller enterprises. The other 1 million merchants registered on Foursquare will be able to advertise through Promoted Updates “in the coming months,” a spokesperson said.

9 Beliefs of Remarkably Successful People

The most successful people in business approach their work differently than most. See how they think--and why it works.

Getty

 

23K
inShare

I'm fortunate enough to know a number of remarkably successful people. Regardless of industry or profession, they all share the same perspectives and beliefs.
And they act on those beliefs:
1. Time doesn't fill me. I fill time.
Deadlines and time frames establish parameters, but typically not in a good way. The average person who is given two weeks to complete a task will instinctively adjust his effort so it actually takes two weeks.
Forget deadlines, at least as a way to manage your activity. Tasks should only take as long as they need to take. Do everything as quickly and effectively as you can. Then use your "free" time to get other things done just as quickly and effectively.
Average people allow time to impose its will on them; remarkable people impose their will on their time.
2. The people around me are the people I chose.
Some of your employees drive you nuts. Some of your customers are obnoxious. Some of your friends are selfish, all-about-me jerks.
You chose them. If the people around you make you unhappy it's not their fault. It's your fault. They're in your professional or personal life because you drew them to you--and you let them remain.
Think about the type of people you want to work with. Think about the types of customers you would enjoy serving. Think about the friends you want to have.
Then change what you do so you can start attracting those people. Hardworking people want to work with hardworking people. Kind people like to associate with kind people. Remarkable employees want to work for remarkable bosses.
Successful people are naturally drawn to successful people.
3. I have never paid my dues.
Dues aren't paid, past tense. Dues get paid, each and every day. The only real measure of your value is the tangible contribution you make on a daily basis.
No matter what you've done or accomplished in the past, you're never too good to roll up your sleeves, get dirty, and do the grunt work.  No job is ever too menial, no task ever too unskilled or boring.
Remarkably successful people never feel entitled--except to the fruits of their labor.
4. Experience is irrelevant. Accomplishments are everything.
You have "10 years in the Web design business." Whoopee. I don't care how long you've been doing what you do. Years of service indicate nothing; you could be the worst 10-year programmer in the world.
I care about what you've done: how many sites you've created, how many back-end systems you've installed, how many customer-specific applications you've developed (and what kind)... all that matters is what you've done.
Successful people don't need to describe themselves using hyperbolic adjectives like passionate, innovative, driven, etc. They can just describe, hopefully in a humble way, what they've done.
5. Failure is something I accomplish; it doesn't just happen to me.
Ask people why they have been successful. Their answers will be filled with personal pronouns: I, me, and the sometimes too occasional we.
Ask them why they failed. Most will revert to childhood and instinctively distance themselves, like the kid who says, "My toy got broken..." instead of, "I broke my toy."
They'll say the economy tanked. They'll say the market wasn't ready. They'll say their suppliers couldn't keep up.
They'll say it was someone or something else.
And by distancing themselves, they don't learn from their failures.
Occasionally something completely outside your control will cause you to fail. Most of the time, though, it's you. And that's okay. Every successful person has failed. Numerous times. Most of them have failed a lot more often than you. That's why they're successful now.
Embrace every failure: Own it, learn from it, and take full responsibility for making sure that next time, things will turn out differently.
6. Volunteers always win.
Whenever you raise your hand you wind up being asked to do more.
That's great. Doing more is an opportunity: to learn, to impress, to gain skills, to build new relationships--to do something more than you would otherwise been able to do.
Success is based on action. The more you volunteer, the more you get to act. Successful people step forward to create opportunities.
Remarkably successful people sprint forward.
7. As long as I'm paid well, it's all good.
Specialization is good. Focus is good. Finding a niche is good.
Generating revenue is great.
Anything a customer will pay you a reasonable price to do--as long as it isn't unethical, immoral, or illegal--is something you should do. Your customers want you to deliver outside your normal territory? If they'll pay you for it, fine. They want you to add services you don't normally include? If they'll pay you for it, fine. The customer wants you to perform some relatively manual labor and you're a high-tech shop? Shut up, roll 'em up, do the work, and get paid.
Only do what you want to do and you might build an okay business. Be willing to do what customers want you to do and you can build a successful business.
Be willing to do even more and you can build a remarkable business.
And speaking of customers...

8. People who pay me always have the right to tell me what to do.
Get over your cocky, pretentious, I-must-be-free-to-express-my-individuality self. Be that way on your own time.
The people who pay you, whether customers or employers, earn the right to dictate what you do and how you do it--sometimes down to the last detail.
Instead of complaining, work to align what you like to do with what the people who pay you want you to do.
Then you turn issues like control and micro-management into non-issues.
9. The extra mile is a vast, unpopulated wasteland.
Everyone says they go the extra mile. Almost no one actually does. Most people who go there think, "Wait... no one else is here... why am I doing this?" and leave, never to return.
That's why the extra mile is such a lonely place.
That's also why the extra mile is a place filled with opportunities.
Be early. Stay late. Make the extra phone call. Send the extra email. Do the extra research. Help a customer unload or unpack a shipment. Don't wait to be asked; offer. Don't just tell employees what to do--show them what to do and work beside them.
Every time you do something, think of one extra thing you can do--especially if other people aren't doing that one thing. Sure, it's hard.
But that's what will make you different.
And over time, that's what will make you incredibly successful.

Top do’s and don’ts of mobile marketing

By Rimma Kats

July 24, 2012

Nowadays, marketers are constantly looking at ways to implement mobile into their efforts to increase engagement and brand awareness. However, many times companies miss the mark by not taking the necessary precautions to ensure their campaign is executed effectively.
Mobile presents marketers with an array of opportunities. Companies who use mobile can drive in-store traffic, increase revenue and reach consumers on a deeper level.
Here are the top do’s and don’ts of mobile marketing.

Do know your customer and plan mobile accordingly. It is important for marketers to know who their target audience is and figure out who they are trying to reach.
“Steve Mura, director of digital marketing at MillerCoors, knew that the iPhone would raise the profile of mobile, but it would take the introduction of Android devices to satisfy his ‘guys’ – relatively young males who demand choice,” said Jeff Hasen, chief marketing officer of Hipcricket, New York.
“Steve and his teams spent more aggressively on mobile once he was confident that the Android was in the hands of his customers and a vital part of their day,” he said.
Don’t chase so-called shiny objects while neglecting the products and services in mobile that work.Companies should stop looking at what the latest trend is and figure out what medium works best for them.
“The objectives are to sell more product, and to drive engagement and loyalty,” Mr. Hasen said. “If you spend only against the newest products, you likely will only move your business backward.”
Do keep it simple.There is nothing worse than a busy mobile marketing campaign.
Mobile provides less real estate for companies to reach consumers. Therefore, it is important for marketers to keep their message as simple as possible.
“The smaller the screen, the simpler the marketing message should be,” said Simon Buckingham, CEO of Appitalism, New York.
Don't give the consumer too many choices.Again, marketers must keep their campaign as simple as possible. It is important that marketers find out what their main objective is and go from there.
“Marketers should figure out what your main mobile marketing objective is and focus the campaign on achieving that target,” Mr. Buckingham said.
Do have a simple and clear call-to-action above the fold of the phone screen.  Making sure the message is visible is key.
“This allows the customer to act quickly and effectively,” said Marci Troutman, CEO of SiteMinis, Atlanta.
Don’t direct a consumer straight to the home page of your mobile site.  When it comes to mobile marketing, the idea is to guide the customer to an action for that specific promotion. 
“Don’t allow the mobile user to lose track of what actions they are looking for,” Ms. Troutman said. “Maintain their attention and direct them to an easy action.”
Do take the necessary time to understand how mobile would be discovered and used by your audience and what value you can deliver to them.  Nowadays, marketers are looking at what their competitors are doing or what the latest trend is and replicating that for their own initiatives.
While it might work for some, companies need to make sure they are creating a personalized and relevant experience for users and tailoring it specifically for them.
“Contextual relevancy combined with a simple call-to-action and a great user experience is a recipe for success within mobile marketing,” said Brett Leary, vice president and director of mobile marketing at Digitas, Boston.
Don’t do mobile for mobile's sake.  While mobile is a hot topic, marketers should not dive-in head first.
“All too often we see still mobile marketing campaigns that either haven't thought about the user and the context they would engage the brand within a campaign and/or neglected to ensure the experience is tailored for the user's mobile device,” Mr. Leary said.
“This results in the brand becoming discouraged about using mobile in future campaigns, because results weren't as expected, or worse – a mobile audience not interested in engaging your brand in future campaigns,” he said.
Do format your marketing emails for mobile. Email is the highest-converting referrer and one of the largest sources of traffic.
“When someone clicks on a promotion, the experience should be as seamless as possible,” said Chris Mason, cofounder/CEO of Branding Brand.
Don't send people from a QR code to a non-optimized site. There is nothing more frustrating than a well-thought-out campaign that lacks a proper execution.
“If they're scanning the code, they're on their phone,” Mr. Mason said. “You'd be surprised how many QR codes take people to a desktop site.”
Do leverage social. Mobile and social go hand-in-hand.
When the two channels are married together, they provide marketers with so many possibilities.
“Mobile campaigns can use social to amplify the message and drive word of mouth exposure,” said Carrie Seifer, vice president of sales at Millennial Media, New York.
“This is becoming a key part of many campaigns,” she said.
Don’t forget about the customer.
Marketers need to know who there target customer is and reach them.
"We all have mobile devices ourselves, and we know what we do and don’t want to see," Ms. Seifer said.
"You don’t necessarily need to throw the kitchen sink into every ad," she said. "Focus instead on presenting an ad that consumers will want to see."
Do start thinking about measurement in the early stages of your campaign. Mobile advertising, and in particular rich media, allows marketers to tell a detailed story about their brand message's impact.
“By identifying your goals and tying them to key performance indicators in the earliest stage of campaign planning, you can more effectively gauge the success of your mobile advertising,” said Elena Perez, director of marketing at Medialets, New York.
Don't treat mobile as an add-on. As the medium that literally travels with users everywhere throughout the day, mobile uniquely serves as a unifying thread that ultimately drives greater value for your entire campaign.
“When you embrace mobile in the early stages of strategy, you can more effectively integrate creative elements that maximize mobile's potential and drive more impact for your broader marketing mix,” Ms. Perez said.
Do target media audiences in highly contextual, quality content.This is the best environment for advertising in any medium.
“In this case mobile optimized content which can be found mostly on mobile optimized Web sites, but also content focused apps,” said Jim Selden, senior vice president of marketing at Crisp, New York.
Don’t repurpose Web creative or run flat lifeless banners. It is important that marketers utilize the unique features and functionality that mobile offer.
“Generally through the use of rich media designed specifically for mobile, to vastly improve metrics based on your advertising objectives,” Mr. Selden said.
Do recognize the opportunity.
Right now, there is a tremendous opportunity to change advertising for the better, whether on mobile or through other digital channels.
"The opportunity is to toss out the rulebook as we know it and think about the user and the experience first," said Michael Burke, cofounder/president of adtivity at appssavvy.
"What are they doing? When would be the best time to deliver a message and at that time will the user be open to receiving it? In mobile, the channel presents an opportunity that can’t be ignored and that is when the user is most engaged," he said.
Don’t go down the same path as Web banners.
Currently, mobile is headed down the same path as the online world, boxes with ads in them, primarily tiny little banners that often take up valuable real estate, are annoying or clicked by mistake.
"We can do better as an industry and today is the day to start," Mr. Burke said.
Do give people a way to unlock more information from traditional media using their mobile device.
Consumers are increasingly turning to their handsets to browse content. Therefore, making sure it is optimized for mobile is critical.
"This is a fantastic way to connect with loyal or qualified customers when they are on the go and have interest," said Mike Wehrs, CEO of ScanLife. 
Don’t make the consumer work harder than they need to. 
At this day and age, consumers expect more from their favorite brands.
"Give them a clear path to what they want at the time - be very relevant and very focused," Mr. Wehrs said.

How To Win An Ad Agency RFP Pitch

I wasn't always a Digital Strategy Advisor... no, before all the glam and faux internet fame (kidding) I was an Adman...in fact for most of my advertising career I was deeply involved with or responsible for business development.
I spent most of my days and unfortunately many of my nights in "pitch mode." And no, it's not like it is on AMC's The Pitch (it's worse).
And like many in the ad world -- I wrongly thought that if I and my pitch-mates could just be the Don... as in Don Draper -- the silver tongued devil that could cause clients to swoon our agency would win far more than we'd lose.
And I now know... I was wrong....very wrong.
NOTE THIS UPDATE TO POST: This post is actually an extension of my thoughts that I began over at Advertising Age -- you can see those thoughts (The 7 Deadly Sins Ad Agencies Make When Pitching New Business) over there. And yes, they edited my title... as you can see, I like mine better ;-)

---

What Do Clients Look For In Ad Agencies?

---

How did I come to this epiphany? Through the value of first hand experience. One of my clients asked me to set aside my digital advisory role and play pitch advisor for not one but two ad agency rfps.
They needed to hire a new creative agency and a new web agency. I was asked to advise on both RFPs and sit in on the final pitches and subsequent selection discussions.
Wow! Was that an eye opener.
What do clients look for? What were the things that helped one agency rise above the rest?

1. They want you to talk about them.
2. They want you to care deeply about them, their brand, their goals. It needs to feel personal.
3. They want you to get along. They have enough intracompany turmoil to deal with -- they don't want to add your internal squabbles to their plate.
4. They want you to be an explorer not just an expert.
5. They want you to craft a custom solution vs presenting a canned product.

---

What Can Agencies Do To Stand Out in an RFP?

---

Ok, so everything from here on in is totally my opinion and many of the points below could be considered idiosyncrasies of mine vs truth... you decide and if any client types are reading this... PLEASE CHIME IN!
First, don't tell me how much fun you had working on this RFP. Or for that matter how much fun you are to work with... it doesn't make you stand out -- everyone tells the client how much fun they had or what a fun idea this is... etc. It's not unique and it's not relevant.
Second, drop the "we like to have conversations vs presentations" line. Again, you're not the only one saying it. Also, no one means (or meant) it. Agencies would say that and then proceed to spend the next 40 minutes presenting from a Power Point. If you're using a Power Point then folks, by DEFINITION you're giving a presentation.
If you really want to have a conversation with a client, turn the damn computer projector off, sit down at the table and have a real conversation without bullet points, notes, slides, etc. Now THAT would be unique.
Third, please just give direct answers to direct questions. I once asked a client why they hired me... the lead partner (it was a law firm) said -- "you were the only person that gave direct answers to direct questions even when the answer wasn't necessarily in your best interest."
And yes, I'm speaking to you account guy types... for the most part the creative types can sometimes be too direct ;-) but seriously... there is an overabundance of BS in the world and a serious lack of honesty -- be unique, be honest. Sure, it may cost you occasionally -- but based on what I experienced -- you'll win far more than you lose.
Fourth, make a case, don't give an opinion. When you leave the room and the client starts dissecting your presentation it won't matter what you thought, only what you proved. Remember, while this is a pitch to you, it's the client's life. It's not your money on the line... it's theirs and they'll make the decision accordingly.
Fifth an final thought... make them lean forward. Out of the nine presentations I watched only two or three were truly memorable and excited me about the possibilities. Only two or three were given by passionate, energetic people that made me WANT to listen. Guess what... two of the three agencies won and the third one was a close second. Coincidence? Me thinks not.
Oh and one more thing... if you're going last (which I know all agency folks want to be the last to pitch) you better bring it folks. And by bring it -- I mean bring your best, most engaging folks to pitch because by the end, the client is awfully tired and just wants to go get a cocktail. So if you're not going to make them want to lean forward, well you've likely lost before you started.

Uniqlo Storms Pinterest With Scrolling Campaign [VIDEO]

  June 26, 2012 by Lauren Indvik 15

Like Tweet +1 Share Pin It Share

Ads by Google
Socialize Your Enterprise - Free eBook: What Executives Need to Know to Create a Social Enterprise. www.salesforce.com/Social

Uniqlo and New York-based agency Firstborn unleashed a visual campaign on Pinterest Monday that’s caught the attention of the wider web.
Using more than 100 shell accounts, a team of more than a dozen simultaneously pinned rows of long graphics in a five-category takeover (see video above). As users scrolled, the graphics appeared animated in the style of an old film strip.
Many responded positively to the campaign, calling it “clever” and “creative.” Others were less enthused, arguing it was “still just an ad” that fails to provide an interactive experience for consumers.

Interestingly, only one of the tweets I came across suggested that Uniqlo had spammed the social network. “To be honest, I thought there were going to be more negative reactions,” Dan LaCivita, president of Firstborn, remarked in a phone interview. “Some people are saying we hacked Pinterest, but we didn’t change or alter their system.”
SEE ALSO: 5 Interesting Pinterest Marketing CampaignsLaCivita said he and his team came up with the idea after realizing there was no limitation on the length of images users could post to Pinterest. “Once we found out we could post images that were thousands of pixels of long, we decided to set up a series of shell accounts so we could post six images in a row simultaneously.”
The takeover is certainly creative and praiseworthy for being the first, but should other companies attempt imitations, Pinterest is likely to have a spam problem on its hands. I’ll be interested to see whether the social network enforces limits on image lengths after the Uniqlo stunt.
Are you a fan of the Uniqlo campaign? Or would its appearance in your feed strike you as spam?

Top 10 mobile advertising campaigns of Q2

By Rimma Kats

July 5, 2012

Marketers such as Disney, Nordstrom and Panera Bread have made huge strides during the second quarter of this year by incorporating location and relevant and personalized content, as well as social media into their mobile advertising campaigns.
Mobile advertising is not what it was years ago. Nowadays, marketers are looking to incorporate new technologies to better reach consumers.
Here are the top 10 mobile advertising campaigns of the second quarter, in alphabetical order. The campaigns were judged on creative, form of engagement and execution. Results for the campaigns were not provided.

Boar’s HeadThis year, many companies such as IHOP, P.F. Changs, Target and Boar’s Head ran mobile advertising campaigns. However, the execution was not great because it led consumers to unoptimized landing pages.
Realizing the company could do better, Boar’s Head redeemed itself.
Just four months after running a mobile advertising campaign that was clearly not optimized, Boar’s Head launched a new initiative that was well executed this time around.
The campaign encouraged consumers to discover the company’s Jerk Turkey products
When consumers tapped on the mobile ads, they were redirected to a mobile-optimized landing page that let them learn more about the company’s bold flavors, as well as watch a commercial.
It was clear to see that Boar’s Head thought out its new mobile initiative this time around.
It is important that a mobile ad campaign takes consumers to a mobile-optimized page.
Consumers do not want to pinch-and-zoom. Therefore, offering optimized content is crucial.

DisneyRecently, Disney bet big on mobile for a national TV, print and out-of-home advertising campaign that showcased its new Disney Mobile Magic App mobile application.
Throughout the campaign there were several calls-to-action that ultimately encouraged app downloads.
Consumers were also invited to call **MAGIC (**62442) to download the app or visit Google Play.
Nowadays, marketers are using different forms of advertising to drive app downloads.
An initiative such as this is a great way to get users to download a company’s app.
Additionally, this move proved that Disney is a force to reckon with in the mobile space.

McDonald’sMcDonald’s has been leading the way in the mobile advertising space.
The fast food giant continually turns to the medium when it needs to promote new products.
Last month, McDonald’s ran a mobile advertising campaign that promoted its breakfast items.
The company sponsored Us Magazine’s Hot Pics section within the publisher’s mobile site. The mobile ads promote the new McDonald’s Blueberry Banana Nut Oatmeal.
When consumers tapped on the ad they were taken to a mobile landing page where they could learn more about the fast food giant’s new breakfast item, as well as find the nearest McDonald’s location to try it out.
What was great about the campaign was that it took advantage of the device’s GPS-enabled technology and helped users locate the nearest McDonald’s location.
This mobile initiative was a effective way to drive in-store traffic.

NordstromWhile many use mobile advertising to drive in-store traffic and promote new products, Nordstrom took a different route.
The department store chain put social in the forefront for its recent ad campaign.
The mobile ads were aimed to bolster the company’s social media presence and encouraged consumers to learn more about its Nordstrom Rack brand.
The mobile ads took consumers to an optimized landing page were they could learn more about the company, as well as browse its Twitter, Flipbook and Facebook page.
By incorporating social into its mobile marketing efforts, Nordstrom was able to build a relationship with new and existing customers even when they were done engaging with the mobile ad.
Additionally, by featuring Facebook and Twitter tabs, Nordstrom was able to grow its social media list.

Panera BreadSeldom do marketers use mobile advertising to drive YouTube viewership.
However, it worked well for Panera Bread.
Panera’s YouTube page featured videos where users could watch the company’s version of the ABCs and see how it uses food to create art.
For example, there is an A is for Avocado video that features a Panera employee cutting up avocados in the form of the letter A.
The videos help build brand awareness and that is exactly what the goal of the campaign was.
Clearly, Panera put a lot of effort into its YouTube page. Therefore, leading consumers to it through mobile advertising helped engage new and existing customers.

PopsicleIt has been a while since a company rolled out a clever iAd campaign.
Popsicle took advantage of Apple’s iAd network to help bolster its presence in the mobile space, as well as encourage consumers to learn more about its new products.
The iAd campaign was colorful and interactive.
Via the mobile ad, consumers were able to browse the company’s products and use the Store Locator feature to find the nearest retail stores that sold the products.
The advertising campaign also incorporated video that featured Popsicle Pete’s dog Rufus as he went through different adventures.

ShowtimeShowtime used mobile advertising to its advantage.
To help promote the new season of “Weeds” and “Episodes,” Showtime partnered with Pandora to offer limited commercial breaks to its users.
The advertising sponsorship included expandable, full-page and audio ads that promoted the upcoming shows.
For the Weeds mobile ad campaign, users were taken to a landing page where they could download the Weeds iPhone app to keep up-to-date with the show.
In addition, the Episodes mobile ad encouraged consumers to watch the season premiere when they tapped on it.
A mobile ad sponsorship such as this is a great way to drive new viewership.
Additionally, by advertising within Pandora and offering limited-time breaks, Showtime was able to give users an incentive when they tapped on the ad.
When consumers tapped on the Weeds mobile ad, they were taken to a landing page where they could download the Weeds iPhone app to keep up-to-date with the show.
Showtime also promoted its show, Episodes and encouraged consumers to watch the season premiere when they tapped on the mobile ad.
A mobile ad sponsorship such as this is a great way to drive new viewership.
Additionally, by advertising on Pandora and offering limited-time breaks, Showtime is giving users an incentive to tap on the ad.

StarbucksStarbucks is no stranger to mobile advertising.
The coffee giant constantly uses the medium to not only promote new products, but also to bolster its position in the mobile space.
Most recently, Starbucks ran a campaign that promoted its VIA Instant Coffee.
Starbucks used mobile advertising to let consumers learn more about its products.
Additionally, the company sweetened the deal by offering Starbucks Reward members an extra star for each pack of Starbucks VIA Ice Coffee they buy using their registered card.
Every time a user reaches 15 stars, they received a free, customized drink.
Starbucks is continually using mobile to promote its Rewards program.
This helps build loyalty and is a good way to increase new sign-ups.

SubwayRestaurant franchise Subway was one of the few marketers who used mobile video in its advertising efforts during the second quarter of this year.
Subway incorporated video and location into its marketing efforts and invited customers to try its summer menu items.
The mobile video ads were part of a multichannel push from the company to promote its line of avocado-inspired sandwiches.
The videos were 30 seconds long and promoted that it was avocado season at Subway.
During the commercial, consumers could tap the “More details” button in the upper left-hand corner to visit Subway’s mobile site.
By using mobile video, Subway was able to engage its customers on a deeper level.
Mobile video presents marketers with a great opportunity to promote new products.
In this case, having consumers visually see the new sandwiches was a great way to drive in-store traffic.

Universal PicturesUniversal Pictures has been riding the mobile advertising wave over the past year.
The studio continually used the medium to promote its upcoming films, and, ultimately drive ticket sales.
However, to help promote its “Snow White and the Huntsman” film, Universal put a greater focus on social.
The Universal mobile advertising campaign incorporated social media such as Facebook, Twitter and Pinterest.
When consumers tapped on the ad, they were redirected to a mobile landing page that let them learn more about the film, watch videos and browse the gallery.
What set the mobile ad apart from Universal’s previous ones is how the company really ramped up its social efforts.
For example, there were Facebook, Twitter, Pinterest and Flipboard tabs within the mobile ad.
This let consumers further engage with the company on many aspects.
Mobile and social constantly goes hand-in-hand and the two should be incorporated more often to drive engagement.

Portrait Of A Tablet User

Wednesday, July 4, 2012

According to a new study by the OPA and Frank Magid Associates, tablet usage is exploding, and tablets have become embedded in people’s lives. Accessing content and information was found to be the dominant activity on the device (94%), followed by accessing the internet (67%) and checking email (66%). The study also revealed that tablet users’ primary content-related activities include watching video (54%), getting weather information (49%), and accessing national news (37%) and entertainment content (36%).
The survey found that current U.S. tablet adoption is at 31% in 2012 (74MM tablet users), up from 12% in 2011 (28MM tablet users) and is expected to reach 47% (117MM tablet users) by Q2 2013.
Pam Horan, President of the OPA, says “... 61% of tablet users is... purchased tablet content in the past year... 38% of tablet users have made a purchase after having seen tablet advertising... purchasing an average of $359 in products...in the past year... 29% of tablet users also indicated that tablet advertising drives them to research products... 23% have clicked on an advertisement... ”
The report summarizes the tablet audience report as follows:

• An estimated 31% of the U.S. Internet population, ages 8-64, uses a tablet (estimated 74.1 million consumers), up from 12% (28.3 million consumers) in 2011
• Android device penetration has grown, and is now nearly even with iOS device penetration
• Tablet satisfaction has increased with 58% of tablet users very satisfied with their tablet, up from 50% in 2011
• Tablet adoption is trending older, more balanced between males and females and more affluent... the majority of tablet users come from households earning $50K or more
• Tablet penetration is expected to reach 47% by early 2013 (estimated 117.4 million consumers)

And, classified by age, tablet users are currently predominate in the 25 to 44 age group. Overall, the report concludes that the tablet user base is trending older, as the proportion aged between 8 and 24 has fallen 8% over the past year, while the proportion aged 35 to 54 has grown 8%.

Tablet Users (% Share, June 2012)
Age Group	% Using Tablet
8-11	6%
12-17	11
18-24	15
25-34	28
35-44	21
45-54	13
55-64	7
Source: Online Publishers Association, June 2012

Included in the OPA report is a summary of the content variety in the regular weekly use of the tablet.

Tablet Content Use
Regular Weekly Viewing	% of Users
Watch video	54%
Weather information	49
Local news	41
National news	37
Entertainment	36
Sports	32
Newspaper	32
Magazine	31
Reference materials	26
Financial	25
Lifestyle content	21
Stock market	18
Source: OPA/Census Bureau/eMarketer, June 2012

More key findings from “A Portrait of Today’s Tablet User – Wave II” include:

• Tablets have become embedded in users’ lives with 74% using the device daily and 60% using it several times a day
• Tablet users spend an average of 13.9 hours per week with their tablets
• 92% of video watched on the tablet is short form news and entertainment, followed by 64% viewing user generated content (e.g. YouTube)
• Paid apps account for 23% of all tablet apps downloaded in the past year
• The tablet app market has doubled with an estimated $2.6B spent in 2012, up from $1.4B in 2011

Horan also noted that “... tablet users are... becoming cross-platform consumers, with 32% of tablet users simultaneously using two screens for 3.1 hours per day... 29% simultaneously using three screens for 2.8 hours per day... an incredible opportunity for cross-platform advertising campaigns.”
Additional information, summarized by Marketing Charts, includes the following.
Women, who made up 51% of the survey respondents, accounted for 44% of the tablet user base, up 4% from the previous wave of the survey. And among respondents who do not currently own a tablet but plan to purchase one in the next 12 months, 52% are female.
Higher-income households over-index in tablet usage. Respondents with an HHI of at least $100k accounted for 20% of the tablet user base, as compared to 12% of the survey sample. Similarly, those with an HHI of at least $50k accounted for 59% of the tablet users, versus 41% of the total sample.
Other Findings:

• 31% of the survey respondents reported being either tablet owners or regular users. 94% of those indicate they own their tablets
• The proportion of tablet users who are very satisfied with their device has risen from 50% in 2011 to 58% this year
• 74% of tablet users are on their device at least daily, and average 13.9 hours per week spent using a tablet
• One-third of tablet use is occurring outside the home
• The most popular tablet activity is accessing content and information, at 94% of respondents, up from 87% in 2011.
• A majority of tablet users responding to the OPA survey said they prefer reading on tablets to reading on mobile phones, computers, newspapers, and magazines
• 23% of tablet applications downloaded in the past year by users were paid apps.
• Tablet users are almost 3 times more likely to prefer a free app with ads (54%) than to pay slightly more for an app with no ads (19%)
• The most popular types of products researched on a tablet in the past 6 months are consumer electronics (37%), restaurants/fast food (36%), media and entertainment, and retail and apparel (both at 35%)

A Mid-Year Review of the Growing Numbers in Mobile

by Chuck Martin, July 5, 2012

mobile

As the volume of research around the mobile industry continues to swirl, we thought it time to take another snapshot of where various parts of the market stand at this stage.
Almost 90% of U.S. adults now have a mobile phone and more than half of them (55%) use their phones to go online, according to Pew Internet. Almost one in five do most of their online browsing on their phone.
The trend is clear that online is moving to mobile, or perhaps more accurately, mobile is tapping into the network. The number of smartphones continues to increase, with nearly 110 million mobile subscribers now carrying one, according to research firm comScore.
Here’s a glimpse at some of the recent research findings in a range of areas.

• Market Share – By operating system, Android continues to lead the U.S. mobile market, with 51% of all smartphones, followed by iOS at 32% and BlackBerry at 11%, according to comScore. However, by operating system, iOS dominates with 65% of the mobile browser share, followed by Android at 20%, according to data this week from Net Applications. BlackBerry was measured at 1% of the browsing market.

• Advertising Revenue – As yet another indicator of the money in mobile, Twitter announced that mobile advertising now accounts for the majority of the microblogging site’s revenue. About 60% of the platform’s 140 million monthly users tap into the site from their phones.

• Search Revenue – Search ad spending via mobile increased more than 300% as more mobile consumers look for more things from their phone, according to IgnitionOne research. Mobile search accounts for 14% of total search budgets, says the firm, noting that clicks grew more than 300% and impressions more than 100%.

• In-App Revenue – Expecting to hit $2.4 billion this year, in-app advertising spending is forecast to reach $7 billion in three years, according to Juniper Research. The research firm credits the coming increase to greater app usage and engagement through rich media.

• Retail – While some “showrooming” is going on with mobile shoppers checking out in-store products and then buying elsewhere, mobile is still seen as a tool that will influence retail sales. In four years, the effect of smartphones on in-store sales at retail will increase from five percent today to 19% of total store sales, according to a study from Deloitte. That translates to mobile-influenced sales of $689 billion, says Deloitte.

• Tablets –There are now 30 million U.S. tablet users, 11% of the total population, according to a large study by InMobi and Mobext, the mobile wing of Havas Digital. For shopping, 22% of tablet users said they shopped less in physical stores and more than half (55%) buy from their tablets. Based on research from Rosetta, 81% of those tablets are being used in the living room, many while also watching television. Tablet owners also consume media on them, with more than half preferring to read news, magazines and books on screen rather than on paper, based on a Gartner study.

• Mobile Marketing – Almost half (45%) of businesses are doing some form of mobile marketing, such as with apps, 2D barcodes and mobile websites, according to research from StrongMail. The top objectives cited were to increase sales, improve customer service and increase brand awareness. Almost three-quarters (70%) expect their mobile marketing budget to increase in the next 12 months, according to the study.

International – With some six billion mobile subscriptions globally, it is no surprise that app revenue would follow. By revenue in Apple’s App Store for iPhone, the fastest growing countries are Japan (560%), Russia (115%), China (109%) and Taiwan (101%), according to a study by Distimo. The growth in revenue for Google Play in Russia is 250 percent, more than twice the growth rate of the U.S., the study found.
Whether domestic or global, the current and future mobile numbers and percentages continue pointing in the same direction.

Read more: http://www.mediapost.com/publications/article/178174/a-mid-year-review-of-the-growing-numbers-in-mobile.html#ixzz1zkyktn8L

Building on @LenKendall's 'Hierarchy of INTERNET needs'

Len Kendall recently published a thoughtful post proposing a "hierarchy of Internet needs" based on Maslow's hierarchy of needs. The prompt for his post was Facebook's switcheroo on making their @facebook.com email address the only visible email address for users without their consent. Len's take on a hierarchy looked like this:

His explanation for the uproar caused by Facebook's move to drive use of their version of email was that they violated the second level of his newly created hierarchy, stability. In other words, they disrupted a formerly stable part of Facebook that displays our personal contact information to suit their needs without asking us. The remaining four sections Len created are organized based on how he views their priority.
He describes the pinnacle of our Internet needs as, "a completely editable internet" which "would encompass customizing how and where we consume information, writing code to manipulate what others have already built, and editing how we interact with devices by adding connectivity to them (internet of things)."
I hadn't really thought of something like this before, but I've spent a bit of time with Maslow's model for various reasons, so I wanted to wrestle with Len's idea a bit. I liked where he was heading, but for me, something in his order felt a little off. What peeved so many people with Facebook's email maneuver wasn't about stability. It was more likely due to people feeling that something very personal (how they prefered to be contacted) had been violated.
I also don't feel like the pinnacle of the web is malleability for most people. A large majority of people don't care about creating content. According to Forrester, only one in four people are interested in going beyond a few status updates or photo uploads to Facebook. Based on that, I can't see many people wanting to write code to manipulate what others have built and editing how we interact with devices.
So, if Len's take isn't quite right for me, what is? Well, after some thought and playing around with a few sketches, here is where I'm at:

For me, the baseline is accessibility, stability and utility—I can access the Internet, I know and trust that it is working (even if I'm not using it at the moment), and I can generally find my way around to what I'm looking for. The next step above that is openness. With the basics behind me, now I expect to openly access a variety of information and content, and if I'm interested, to be able to create a bit of it on my own.
After that comes connecting, sharing and communicating socially with others, and being able to manage a personal profile/presence on the Internet. I debated here if this should be above or below openness. Not all of the world gets to experience a fully open Internet, but they can connect socially, albeit, with limitations there as well. I chose to put them in this order based on the idea that some form of openness is neccessary for the creation of the places where people can socially connect.
The next need state up the ladder is feeling completely secure in being your authentic self on the Internet and sharing your personal information (data) with businesses and digital-based entities. For me, this is what Facebook continually screws up, including their most recent kerfuffle. So far, a great number of people just don't feel secure with (trust) Facebook (or Google, Apple, Microsoft, et. al for that matter). Currently, this is where we are sticking and having a hard time evolving beyond.
That leaves the pinnacle of our Internet needs to being when we feel completely secure with our data being "out there" so that personally relevant and useful information/content can be brought to us whenever, where ever, and however we need it. We no longer have to actively seek things, beyond asking a question possibly. And yes, this is where things get a little "big brotherish" potentially.
So there you have it. At least for now. If you've got thoughts for altering it further, or pushing it back to what Len had, share'em below or at some place of your own like I did here. Feel free to drop a note in the comments with a link to your take, if that's what you choose to do. Lastly, if you want to play around with editing the diagram, here is the quick Keynote file I used for it and here is a PDF.

50 Digital Media Resources You May Have Missed

Summer storms got you down? Have you forgotten how we used to pass the time before the days of Instagram, Netflix and Pinterest? Here’s an idea: catch up on Mashable‘s features coverage from the last week and check out some resources you may have missed.
Saturday marks the third annual Social Media Day — so get in the spirit with stories on turning social media relationships into IRL ones, the state of social media in Europe and how the medium is impacting small communities.
Also be sure to check out our business coverage for hot tips on scoring those first 1,000 users, keeping an engaged audience online and mastering the art of Search Engine Optimization. Whether you work at a large company or are just sowing the roots of your start-up, we’ll definitely have something to boost your productivity this week.
And because we know you’ve been waiting for this with bated breath, we’ve rounded up six scented iPhone cases that are bound to tickle your senses. There’s no need to say thank you — we do it because we care.

Editor’s Picks

• 5 Ways Small Businesses Get Social Media Wrong
  Here are five common errors that small businesses make when it comes to social media — and how to avoid them.
• How to Get to Your First 1,000 Users
  With the help of some smart marketers and entrepreneurs, we’re created a clear outline for attracting your startup’s first 1,000 users.
• Moms Are Biggest Brand Boosters on Facebook [INFOGRAPHIC]
  Moms lead the pack when comes to liking brands on Facebook, according to a recent survey by Burst media.
• 10 Better Alternatives to Your iPhone’s Native Apps
  Just like new computers come standard with Internet Explorer or iPhoto, iPhones contain in-house apps. Here are 10 alternatives to the norm.
• 3 Ways to Protect Your Mac From Malware
  The more users make the switch to Apple products, the more we can expect criminal malware to follow. Here’s how to protect your Mac.

Social Media

• 5 Tools for Turning Social Media Relationships Into In-Person Connections
  It’s not always easy to transition a social media acquaintance into a real-life friendship. Here are a few tools that can make that happen.
• Music Monday: Songs for Your Commute
  We love listening to music to start the day. For Music Monday we decided to share a Spotify playlist of our favorite commuting songs.
• 20 TV Shows With the Most Social Media Buzz This Week
  Which TV shows generate the most buzz on social networks? Find out each week from our social TV chart.
• 5 Home Devices That Connect to Twitter
  You can connect your Twitter feed to your home appliances by using simple hacks or splurging on an Internet-ready device.
• What Is the State of Social Media in Europe?
  Join our Google+ hangout on June 27 at 8:30 A.M. EST to discuss trends and the state of social media with social media influencers from Europe.
• 10 Skype Chat Tricks for Power Users
  As we spend a bit of time chatting over on Skype, we thought we’d share some fun tips.
• 7 Smashing ‘Incredible Hulk’ Twitter Accounts
  Reuters may have pulled the @ReutersHulk parody, but there are still plenty of Hulk-style accounts that are worth following on Twitter.
• 10 Tumblrs That Quit While They Were Ahead
  Some of the best inside jokes of the web quit before burning out. Here are 10 memorable Tumblr sites.
• 5 Ways Social Media Is Affecting Local Communities
  In light of Mashable‘s Social Media Day mission to celebrate the digital revolution, we asked you how social media impacts your local community.
• 10 Brands Dominating on Google+
  Google+ came onto the social media scene a year ago. These 10 brands have used the platform to its fullest.
• 6 Gamer Twitter Feeds to Follow
  We found six figures in the gaming world you need to be following for hilarious updates and insider news about video games.

For more social media news and resources, you can follow Mashable‘s social media channel on Twitter and become a fan on Facebook.

Business & Marketing

• Company Outings: Waste of Time or Great Investment?
  Should you take your team to the park and to sporting events? Startups sound off.
• Behind the Launch: Vungle Goes Live
  We’ve been following Vungle for a couple months — today we see their product go from alpha to beta.
• 4 Billing Systems Entrepreneurs Need to Know About
  Four successful entrepreneurs shared the mobile payment apps they use to conduct sales and business, especially when they’re on the road.
• How to Build — and Keep — an Engaged Audience [INFOGRAPHIC]
  This infographic reveals all you need to know to start building an engaged audience online.
• 3 Stellar Productivity Tools You Need to Try
  No one understands more than engineers that complex workflows can be a real pain. Here are three productivity tools to counter that.
• 3 User-Generated Campaigns That Got it Right
  Companies are looking for new ways to break through the marketing clutter. One tactic is building a campaign around user-generated content.
• Google Shows Startups How to Master SEO in 10 Minutes [VIDEO]
  Google has released a video that provides startups tips and suggestions about how to master search engine optimization in just 10 minutes.
• Catch Up on ‘Behind the Launch’ With This Recap
  Missed earlier episodes of ‘Behind the Launch’? Catch up with our abridged version, then tune in to the finale.
• 10 Personal Things Employees Do at Work
  Personal tasks that may have once been considered taboo are now acceptable practices at work today, according to a study by Mozy.
• Startup 101: What’s an LLP?
  If you’re getting your startup off the ground, you should recognize there are several options for how to structure your business.
• How to Get the Online Customer Service You Want
  A recent study reveals customers don’t feel online retailers are providing sufficient customer service.
• Why Media Disruption Is an Excuse for Ineffective Advertising
  Here are three key methods for making your brand and its advertising something that can’t be skipped or disrupted.
• Behind the Launch: What’s Next for a Newly Minted Startup
  In the last episode of Behind the Launch, co-founders Zain and Jack reflect on the past few months and discuss Vungle’s future.
• States With the Most Social Small Businesses [INFOGRAPHIC]
  As the November elections approach, politicians will likely focus on several key issues, including small business.
• 5 Ways to Get Creative With Native Ads
  There are many opportunities for brands to “go native.” Here are five types of native advertising every brand marketer should consider.
• How Social Music Marketing Can Help Your Brand
  The smartest brands are now putting music to work as part of their social marketing strategy. Here’s how it works.
• Top 10 Brands on Socialcam
  Socialcam’s tagline is “the easiest way to take and share videos,” and these brands are taking note.
• 5 Strategies for Marketing on the iPad
  There are some basic best practices to keep in mind when coming up with how to market your business on the iPad. Here are five tips.
• Managing Millennials: Why Gen Y Will Be Running the Country by 2020 [INFOGRAPHIC]
  In just eight short years, 46% of the U.S. workforce will be comprised of millennials. This infographic shares how and why to manage them.
• 7 Ways Brands Can Get Push Notifications Right
  Push notifications, when done right, enable a brand to socialize with its most engaged customers anytime, anywhere. Here’s how.
• Why ‘Do Not Track’ Measures May Still Track You
  Users that activate Do Not Track may still be served targeted ads to prevent the same ad from appearing over and over.

For more business news and resources, you can follow Mashable‘s business channel on Twitter and become a fan on Facebook.

Tech & Mobile

• 10 Google Maps of Your Favorite TV Shows
  We’ve collected a selection of Google Maps that pinpoint the precise locations visited by some of the hottest characters on television.
• 8 E-Reader Cases You Can Take to the Beach
  We have found eight excellent covers that mean you can take your e-reader to the beach without fear of damage from sand or sea.
• No Cellphones at Summer Camp – Acceptable or Archaic?
  Today’s kids are part of the most connected generation ever, some having had cellphones and mobile gaming devices since grade school.
• 5 Ways to Watch TV Without Cable
  If you want to shift TV from your small-screen laptop to the giant flat-screen, there are alternatives to the cable box.
• Google vs. Bing: Battle of the Search Engines
  Both Google and Microsoft have dramatically overhauled the way each handles search over the past few months.
• Mobile Payment Smackdown: Square vs. PayPal Here
  Square revolutionized ecommerce with their mobile credit card reader. Now PayPal wants to do the same with the PayPal Here mobile service.
• Why Supermarkets Are So 20th Century
  Companies like Tesco and FreshDirect are reinventing the way we get our food.
• 6 Scented iPhone Cases to Tickle Your Nose
  Just when we thought phone accessories couldn’t get any wackier, we found these six scented iPhone cases.
• Should You Pay Extra for Faster Internet at Home?
  Comcast, Time Warner Cable and Verizon have packages with different Internet connections, so don’t waste money on speed you don’t need.
• Are Cellphones Destroying Our Privacy?
  Security vulnerabilities and data retention policies have experts concerned about the privacy risks of our smartphone obsession.
• Tech Etiquette Rules For Commuters and Travelers
  Experts reveal commuter tech etiquette rules travelers should follow for more joyful experiences on the bus or tube.
• 8 Educational iPad Apps for Grade Schoolers
  These educational iPad and iPhone apps for kids in grade schoolers will keep your kids fresh for the new school year.
• 10 Patriotic 4th of July Tech Accessories
  If you’re feeling particularly patriotic this time of year, try these 10 tech accessories.
• 5 Ways to Instantly Connect With Doctors
  5 applications and web platforms that are allowing individuals to call, text and email doctors when they need emergency medical advice.
• Smackdown: Google Voice Search vs. Apple’s Siri [VIDEO]
  Android 4.1 Jelly Bean brings with it voice search, but is it any match for Apple’s Siri?