15m : Discussion re: Video : The Greatest Story Ever Told – Part 2
Arpanet started with 4 computers and was open for all to edit. In 1971 there were 18 computers on the network and other networks across the globe, but they all had used different protocols. In 1983 a universal protocol was introduced and all the worldwide individual networks could then talk to one another.
Tim Berners-Lee invented the Internet, which became free and open to the public in 1992. Most of it was still text based (gopher). The first public graphic Internet browser was Mosaic (later renamed Netscape), and didn’t arrive until 1993.
When the Internet started out, there was not a lot of cursing, swearing, and put-downs – everyone was much more positive and cordial than today. A lot of the Internet was used for forums and social interaction.
When the Internet became a large collection of uncatalogued sites, Google came along and made navigating the web much easier.
When the iPod was released, the two things that were innovative from a user experience and a marketing standpoint were the scroll wheel that made navigating through music easier and white earbuds that made everyone notice them.
This was your smartphone in 1980!
Nokia was the leader in cell phones in the 1990s, and business people used phones with tiny keyboards (such as Blackberry).
The iPhone started with 16 apps, until the App store was released a year after the iPhone’s original release.
Android’s G1 came out in 2008, and the Android’s OS is open-source and customizable. However, early Android devices were prone to lag and were buggy. Android v. 4.2 – Jellybean – and OS updates since have drastically improved the user experience.
Our phones have become incredibly personal devices that are all about us.
Social Media has had a significant impact on the evolution of mobile.
Friendster started in 2002, and was huge in Asia, but never caught on in the US as big as – MySpace. In 2003 MySpace was created in 10 days, and took over Google by 2006 in hits. Facebook started in 2004 and quickly overcame MySpace. We saw the debut of YouTube in 2005 and Twitter in 2006. Today we also have LinkedIn and Pinterest as two other heavyweights in the social media sphere.
Smartphones are becoming incredibly powerful, and the PC and the smartphone are converging, at the same time that wearables and other devices are entering the market.
30m : Share News Stories, Apps
We talked about the big Apple keynote that revealed the Apple Watch, Apple Pay, and two iPhone 6 devices. Kjersti shared this article with me via email, which I think is particularly relevant to our class : What Technologies or Tech Toys Are You Most Excited About? Check out the comments as well for some great insight into people’s reaction to the article’s questions.
We also talked about how users engage with a brand via mobile apps more than 80% of the time, vs. via an Internet browser on mobile. We also discovered how sports teams such as the New Orleans Saints are using SnapChat as a marketing tool.
10m : BREAK
40m : Question/Answer related to the reading and supplemental insights/lecture, Discuss Chapters 5-6
Nine ways businesses are using mobile marketing:
1.) Short Message Service (SMS)
Ubiquitous, simple, cost-effective, highly compatible across networks and devices, personal and interactive, environmentally friendly (vs. paper/print).
- Community dialogue : live conversations and instant support
- Content : links to e-books, videos, music, games and apps. Can signup to receive exclusive first-notice of newly launched products and services (Mailbox app invite – built hype for the app)
- Promotional campaigns : text-to-win contests, voting, coupons (Target).
- Time-Sensitive information : Send Alerts, Notifications, scheduling, travel arrangements and account transactions (i.e. Near a Credit Card Limit, Unusual activity on a banking account, password changes on accounts, Food trucks can send messages announcing where you can find them on a given date/time).
- Authentication : Two-Step Verification/Two-Factor Authentication – Google accounts, Banking accounts, etc. After HeartBleed, several companies implemented (or are in the process of adding) two-step verification.
2.) Multimedia Messaging Service (MMS)
“The most popular use is to send photographs from camera-equipped handsets. It is also used on a commercial basis by media companies as a method of delivering news and entertainment content and by retail brands as a tool for delivering scannable coupon codes, product images, videos and other information. Unlike text only SMS, commercial MMS can deliver a variety of media including up to forty seconds of video, one image, multiple images via slideshow or audio plus unlimited characters.”
Target runs MMS campaigns that ask you to text a code to them and sends you back an MMS with a scannable coupon.
Starbucks’ recent MMS campaign built hype, took advantage of crowd-sourced content and viral sharing on mobile devices. http://www.mobilecommercedaily.com/starbucks-whips-up-clever-sms-mms-campaign-for-summer-drink-buzz
3.) Near Field Communications (NFC) and Bluetooth
Connect with other devices and wearables – bluetooth speakers, Apple Watch – make payments (Apple Pay or Google Wallet) or check-out items, track items in warehouses or students on campuses, control your Roomba iRobot, drone, temperature or lights in your home or an entire home automation system.
4.) Mobile Websites
Allow users to access product and service information online directly from your website, but tailored to the mobile experience.
5.) Mobile Display Advertising and Paid Search
Catch and convert prospects during some part of the buying cycle, increasing the likelihood of conversion. Targeted to the mobile experience.
6.) Location-Based Marketing
Similar to loyalty programs/cards – you can use mobile to reward frequent patrons with discounts and convert sales with special offers. Foursquare (their check-in functionality is now present in the Swarm app), Facebook check-ins, Yelp – all help build positive customer relations and convert sales. One up-and-coming technology is iBeacons, which could potentially be used to push notifications to your phone when in close proximity; for example, an alert when you walk past a clothing rack that displays shirts for 50% off.
7.) Mobile Apps
Compelling, valuable apps can build customer loyalty and make your brand appear more technically savvy than the competition. Starbucks App, Target’s brand app and Cartwheel app, Walgreens app, amazon, etsy, Fab, etc.
8.) QR Codes/2D Codes
Lead users to a lot of information via a small scannable code – bring them from the offline world to the online one. Link to anything online – coupons, product information, social media posts, contact information, etc.
9.) Tablet Computing
Larger screens means more real-estate for your message and possibly better engagement with slideshow or video marketing messages or whitepapers. And even though there are plenty of distractions that can prevent your message from reaching your intended audience, there is the ability, somewhat, to manufacture a captive audience. Incentivized Ads can be shown in-game on-demand (especially mobile games), and by electing to watch them users can earn virtual currency to buy in-game items or unlock limits. http://blog.tapjoy.com/advertising/tapjoys-appitude-report-uncovering-consumer-mobile-app-insights-and-the-key-role-of-advertising-autobak/
10m : BREAK
20m : Chapter 6
Mobile marketing mistakes you can avoid
Frustrating and disappointing your mobile audience can damage your brand’s reputation in an instant. If they’re viewing your mobile message with friends, it’s easy for them to turn their phone around and show all their friends how hilarious or frustrating they find your mobile marketing strategy has failed in their eyes. At the same time, they can also do the same thing to instantly show friends how they found your mobile marketing message relevant, informative, or entertaining.
Treating the PC and Mobile User the Same
Mobile marketing is :
- Fast : Not only are attention spans much shorter on mobile, many users still need to contend with data limits or intermittent connectivity, which can quickly dissuade them from even making it to your message.
- Succinct : Your message or offer has to be short and to the point – imagine seeing all that text at the end of prescription medication commercials on your mobile device – then picture your users’ eyes rolling back in their heads before they click away. And above all, DO NOT forget to tell your audience exactly what you want them to do by providing a clear CTA (Call-to-Action). http://mobilemarketingfail.com/2012/06/19/feeding-america-who-should-care/
- Creative : Limited real-estate (small screen sizes) as well as short attention spans demand that your message be creative and unique. Marketing that works in print or even on your website may need to be modified to grab your mobile user’s attention.
- Location : Users on mobile are often on-the-go and are looking for directions (or a map) to your location, your hours of operation or your phone number. Offer options to open a larger map or click to call and make these options prominent.
Failing to Recognize the Differences in Mobile Equipment
Issues to consider :
- Bandwidth limits : File sizes need to be optimized – especially media such as photos, audio or video. Average smartphones now take photos that are very high quality and also several MB each, usually. Online images, even those optimized for retina displays generally can look good at only a few thousand KB or a MB or two – depending on the overall dimensions. You can use Save For Web in Photoshop or other photo editing programs to compress photos for online use.
- Charges and fees : Providers generally charge a flat rate up to a certain data cap limit, and then gouge you for every byte over. Users do not want to waste their mobile data plans on unhelpful or insignificant information.
- Keyboard and mouse : Limit screen movements, and minimize the need for extensive typing. Long online forms are a terrible user experience on mobile. Save them as a follow-up they can fill out later. Even a registration form on mobile can be simplified (and you can offer options to have the user fill out their profile in more detail later via a CTA in an email or on-screen when they login via the regular website on a desktop machine). Dropdown menus in particular can be replaced by more mobile-friendly options. Example of 2 fails : Long online form on mobile, and a whitepaper that you have to pinch-zoom and side-scroll to read : http://mobilemarketingfail.com/2013/10/23/ripon-printers-uses-a-qr-code-in-a-b2b-fail/
- Printers : Allow scannable barcodes right from your device, rather than making a user print out a coupon. Keep users’ tasks on mobile as much as possible.
Other Common Mobile Media Mistakes
- Looking for magic : Don’t expect overnight success. Plan and test, run your campaign, then stick with it. If you change tactics often, you’re likely to confuse and frustrate your audience. (JCPenney). Mobile shopping is growing, but online shopping still trumps. Use mobile to build brand awareness and offer them useful information or apps that help them get to your store or website instead of trying to push the sale too hard.
- Seeking perfection : Don’t wait to run your campaign when everything is perfect, or the technology or culture might shift and make part of your campaign obsolete. Create long- and short-term goals, measure their success and use your data to drive future efforts.
- Putting all your marketing eggs in one basket : Your mobile campaign does not exist in a vacuum, and your other marketing campaigns should compliment or even help promote your mobile campaign. Use all the means at your disposal to loop users into your funnels!
- Mobile-spamming your audience : Sending promotions too frequently can cause users to opt-out. Using a well-thought-out campaign that sends messages less frequently may cause users to actually anticipate and welcome your messages. Connecting with them on a personal level goes further than just shoving offers down their throats at breakneck speed. ALSO : Pay special attention to Permission-Based marketing on mobile. Only send messages to users that have opted-in – ignoring this can both damage your brand’s reputation AND get you into trouble concerning spam law compliance (especially with SMS Marketing where you also have to use specific language to users re: the service and how to opt-out). http://mobilemarketingfail.com/2011/02/21/verizon-fails-to-follow-mma-rules-for-sms/ However : Users that have opted-in will EXPECT communication from you, so don’t let your permission expire or confuse users who’ve forgotten they gave you permission months ago – you need to send messages consistently – not too frequently, not too sporadically.
- Failing to make the medium “exclusive” : You can make users feel “special” or “in the club” by providing exclusive offers on mobile vs. your other marketing efforts, and you might even be able to phase out older, high-cost marketing programs.
- Being concerned about the size of your mobile list : The number of signups you have makes no difference if they’re nowhere in the ballpark of being a “Lead” or a “Prospect”. (Facebook Likes, Twitter Followers) – 10,000 spam-bot followers are worthless.
- Treating mobile as a one-way street : Like social media, mobile can be used to elicit feedback and engage with prospects and leads via polls, surveys or direct interaction.
- Living the hype : Just because one company achieves grand success with one tactic doesn’t mean you should jump in. Facebook Pages for businesses – and Design Science: OMG. We Need a Mobile App! from The Nerdery http://vimeo.com/67231763 – enough said.
- Forgetting how your audience uses mobile search : Mobile search results should target what mobile users are looking for, not extensive facts and information (whitepapers, PDFs, etc.).
- Forgetting it’s mobile, not e-mail : Remember to think succinct – AND (one of my pet peeves) – don’t forget that users read email on their phones : http://mobilemarketingfail.com/2014/01/09/saks-fifth-avenue-forgot-that-we-read-email-on-our-phones/
- Ignoring mobile’s limitations : Don’t forget to keep the “Issues to consider when planning your strategy” in mind
More Common Mobile Media Mistakes
Creating a “broken” user experience : Don’t direct your user to your non-mobile-friendly website – there’s nothing more frustrating than being interested in a mobile advertisement or message that leads you to a terrible user experience on a site you can’t read or navigate on a mobile device. Also – putting QR codes on Billboards or Buildings – places where users have limited time or mobile access. (deep inside a concrete building, driving along the highway). A bathroom stall door (as gross as it sounds) is better placement for a QR code than a billboard ANY day. Oh, and before you think about putting a 2D code on a bus or subway car ad, think about how your body is constantly in motion as you’re on a moving vehicle – making it almost impossible to allow your camera to focus and capture that code! (http://mobilemarketingfail.com/2010/11/24/salvation-army-needs-a-helping-hand-with-ms-tag/) QR codes also can be mangled, so don’t make them too small, stretch them, add extra graphics or colors or otherwise distort them. (Test, test, test!) I’ve had direct experience with QR codes that did not work because the paper they were printed on made the QR code unscannable!
To create the best user experience, use flowcharts to your advantage and map out every single action a user needs to make from the beginning of your campaign to a successful conclusion – taking extra care to also map out potential failure points and graceful solutions. If you don’t know what a flowchart is, go to LucidChart and check out the examples they have : https://www.lucidchart.com/pages/examples/flowchart_software
Failing to decide at the beginning what exactly you want to achieve with your mobile campaign, as well as making that goal clear and measurable : You cannot measure or improve what you do not monitor and track!
Releasing an app that does not fit your audience demographics or makes them think it’s a waste of time : If your app doesn’t have a clear value proposition or make their lives easier, it’s probably better not to spend the money on it. If the app is cheap, it might not be worth the hit your brand may take from a negative experience. If it has too many bells and whistles it can also be a turn-off. Example : Client’s VR app
Creating QR Code confusion : Most mobile smartphone users know what a QR code is, but they are still difficult to use/decipher (no standard app), and it can be made even more difficult if you slap one on an ad with NO indication of WHAT to do with it (scan it), WHY they should, and WHERE it will lead them to. Some will get curious enough to scan if there’s no clear CTA, but many will ignore it altogether.
Not testing your own campaign before releasing it into the wild : You can release your app to individual users, run usability testing, do A/B split testing, etc. At the very least, you should try it out on your own devices and fix any issues you find – make sure if you release on multiple platforms that it works with their default apps/browsers as well as other common browsers (for example make sure it works on iOS Safari, but also iOS Chrome, etc.) Check your own stats on what devices/apps your users are using, or look up general stats that have the potential of matching your audience.
For more great examples along with thoughtful analysis : http://mobilemarketingfail.com/
I would like each student each week to find a recent article about mobile media/mobile marketing that they found interesting, and I’ll ask 4-5 students to share their story briefly with the class each week. The purpose is to help you with the Participation part (25%) of your grade, as well as to get a “current events” overview of some of the significant happenings in the mobile media realm. Especially since the pace of technology is so fast and our textbook is already 2 years old, IMHO, it’s a great way to see what businesses today are dealing with – instead of us learning about stuff that was all great 2 years ago and not touching on innovations and technological leaps that have happened since then. I also think the research will come in handy regarding the quizzes, midterm and final project because it will help everyone become more familiar with the terminology and strategy – especially in terms of real-world examples. And by having students look up what they’re interested about, it doesn’t all get pigeonholed into stuff ‘I’ find interesting and we all get a much broader spectrum to discuss.
SCHEDULING NOTE :
I will email and text everyone ASAP with updated information regarding the Mobile Meetup next Wednesday. For now, I’m anticipating it will happen, in which case you can attend for extra credit, or just meet everyone back at the classroom at 7pm.
- GET THE BOOK : Are you having trouble getting the book? The Bookstore asks that you stop in and fill out a form requesting a copy, so they can contact you as soon as the books come in. If you cannot get the book through the bookstore, please order it online from amazon.com.
- EMAIL ME : If you haven’t emailed me yet – do it ASAP.
- SUBSCRIBE : If you haven’t signed up for the Remind group – do that ASAP as well.
- READ : Chapters 7-8
- RESEARCH : A mobile technology/marketing news article you found interesting and bring it to class – I will choose several people at random to share.
- QUIZ : We will have a quiz that includes questions related directly to Chapters 1-4 on Wednesday September 17th (NOT on Sept 10th as the syllabus outlined previously), so be sure to obtain a copy of the book and do the homework readings ASAP. Please ask me ASAP if you have any trouble understanding the terms or concepts the book presents.