Jumping into mobile but don’t know where to start? You’re not alone, and articles like this are written for them any marketers out there who are interested in adopting this channel but searching for best practices.
Takeaways: Promotion and messaging – which are among the strategies in the article – are age old marketing principles. But the importance of exclusivity is an important differentiator for mobile and social media marketing efforts. Tailoring promotions, offering “VIP” access and helping members of your audience feel like they are “in on” something unique is an important strategy for successful efforts in this space.
Content marketing is absolutely critical, but where do influencers fit? Do you even know what influencer marketing is? Amanda Maksymiw breaks it down on the Content Marketing Institute blog.
Takeaways: Influencer marketing isn’t new and you may actually already be doing it – marketers have been engaging with the people and groups that their target audience looks to for information for a very long time. But did you know that content marketing and influencer marketing need to work together? The article is full of takeaways, but this line sums it up: “By engaging in ongoing conversations with key bloggers, reporters and other influencers, they will be more apt to share your content and refer to you as a thought leader in the space.” Their insight, behavior and feedback can also inform your approach to content going forward, so don’t ignore this critical audience as you define your marketing plans for 2010!
In our most popular tweeted post from last week, Nate Riggs provides a summary of statistics on QR code adoption and its increasing applicability in the market.
Takeaways: It seems like people have been talking about QR codes for ages, but in the absence of really strong case studies, its touch for a lot of businesses to see where the technology is going and whether it’s worth integrating into their marketing strategies. This article offers several great points to consider before adopting QR codes as a marketing tactic, including creating the right landing page (sending folks to a page that isn’t optimized for mobile is a HUGE don’t) and keeping things simple. Remember, a QR code is intended to be a point of conversion – keep the clutter out.
You’ve probably heard that mobile devices are overtaking PC’s among consumers in terms of purchase preference and Internet use, but how does that translate into advertising spend?
Takeaways: The opening line says it all, “Mobile advertising has reached critical mass and will double this year to reach a total of approximately $1.2 billion.” But what does that mean for your business? If you think it means you should jump on the mobile advertising bandwagon, not so fast. The platform is growing and chances are, your audience is definitely there. However, as the article states, smaller screen real estate, creative limitations, the need for consistent formats and ROI metrics present challenges for mobile advertisers that can’t be ignored. Additionally, ad revenue for mobile advertising is consistently lower than traditional Internet advertising. None of these factors should serve as deterrents from pursuing mobile advertising altogether, but rather than rushing to allocate resources toward mobile advertising, be smart about it and make sure that it is part of a more high-level, multichannel marketing strategy.
Earlier this month, Q CMS partner Sitecore announced its acquisition of the development team and intellectual property of Pectora. Pectora, previously a long-term Sitecore technology partner, provides web publishing solutions for integration with print-based projects. The new effort combines print and web design teams to deliver more dynamic, personalized, customer-facing print media including brochures, catalogs and magazines.
While conventional wisdom dictates that content is king, Bob Knorpp of The BeanCast Marketing Podcast argues that content alone is a dead end for marketers, particularly for digital channels.
Takeaway: Knorpp sums it up well by saying, “The value of Facebook to your customers is not the content you put there. The true value is derived from the experience of connecting with friends.” This is essentially true for any digital channel. Content certainly has its place, but the real value lies in the relationships and engagement patterns formed with your audience over time. Too often marketers focus on click-through rates or impressions, but miss the opportunity to create valuable experiences for their customers. Engagement doesn’t end with “a click, a comment or a share.” Those interactions are only the beginning.