Wednesday, 1 June 2011

Fwd: Marketing Pilgrim Published: “ROI on Mobile Marketing? 63% Say “I Don’t Know”” plus 3 more



Marketing Pilgrim Published: "ROI on Mobile Marketing? 63% Say "I Don't Know"" plus 3 more

Link to Marketing Pilgrim - Internet News & Opinion

ROI on Mobile Marketing? 63% Say "I Don't Know"

Posted: 01 Jun 2011 06:49 AM PDT

In the online space we are enamored with numbers. We can measure everything and everything can be quantified. That's why the Internet is the place for marketers to be.

OK, at least that's how the industry pitches the online space. As that momentum moves to the mobile front that same mantra is being droned out over and over again just so there is an understanding that ROI in the online world is something that can be quantified.

Well, I would like to introduce hype to reality. They don't get a lot of time together because reality doesn't sell. But if the report by eMarketer regarding return on mobile marketing is any indication, then "Houston, we have a problem."

If you do some simple math on this one you will see that 63% of marketers in the mobile space don't have a clue what their ROI is. Add that to the additional 10% who say that the medium performed below expectations and you have a mobile marketing train wreck.

Of course, this is one study and another part of it did look at just advertising in the mobile space but the measurement numbers are only slightly more encouraging.

It's hard to imagine that over 50% of the respondents felt that their efforts performed below expectations or were simply not measured.

This does not bode well for the mobile environment. If everyone starts rushing in because it's the cool thing to do but they are not prepared to take advantage of it then we run the risk of actually slowing progress in the mobile space. Once bitten, twice shy is the marketer's creed on the Internet. If they run into the mobile space with both barrels blaring then run out of bullets with nothing to show for it they will shy away from going back anytime soon. When jobs are lost because of false hope it's hard to regain that trust.

Fools rush in is what I have heard. I know I have been guilty of it in the past. Are marketers doing the same thing with the mobile space?

What's your take?

Schmidt Plays Google's Social Whipping Boy

Posted: 31 May 2011 09:36 PM PDT

Maybe Eric Schmidt's new role with Google, in his post CEO days, is to take the pressure off the rest of the Google team by taking the heat for its failures. Sure looks that way based on his comments at the D9 conference yesterday.

As All Things Digital reports

Asked later in the session about his biggest regrets as Google CEO, Facebook was again top of mind. Tellingly, Schmidt said the social problem Google is grappling with today is largely his fault. He said he recently looked up memos he wrote four years ago about Google needing to address online identity. "I clearly knew that I had to do something, and I failed to do it," he said. "A CEO should take responsibility. I screwed up."

Kind of an interesting admission of sorts from the guy who spent the past few years providing some of the most bizarre positions the leader of one of the most powerful companies on the planet could come up with. If he had said something like this when he was the CEO we would have had to guess if he was joking or not. Is Schmidt's billion dollar parachute lined with honesty? Imagine that.

Don't worry though he did manage to put together a quote that had me running to dictionary.com. It was regarding Facebook.

"Facebook's done a number of things which I admire," Schmidt said during his Tuesday evening D9 interview. "It's the first generally available way of disambiguating identity. Historically, on the Internet such a fundamental service wouldn't be owned by a single company. I think the industry would benefit from an alternative to that….Identity is incredibly useful because in the online world you need to know who you are dealing with."

Uh, a fundamental service that wouldn't be 'owned' by a single company? When you stepped down from the CEO position did you trip and bump your head, Eric? Sounds a bit like someone describing Google at times so where is it wrong with what Facebook has accomplished? Please don't confuse me with a Facebook apologist but in this case it's hard not hear some serious hypocrisy but it's the Internet so who's counting?

Let's hope that Google keeps Schmidt around long enough to continue to provide us with puzzling and bizarrely entertaining tidbits. The last thing the Internet needs is strong business practices and boring old talk about strategies and ideas that make sense. What fun is that?

More Than Half of Smartphone Users Say 'It's My Life'

Posted: 31 May 2011 01:29 PM PDT

Prosper Mobile Insights asked 100 smartphone users to describe their relationship with their phone. More than half of them said it was their life and that's both cool and scary at the same time.

The survey was conducted in May and it involved slightly more men than women. When asked which features they couldn't live without 21.6% said texting, 16.7% said internet and 15.7% said email.

Surfing with the Smartphone

One of the most surprising data points in this survey is that 55.9% of users prefer using their smartphone over their computer when accessing the web. What exactly are they using it for? Here's the breakdown.

When asked about the experience of taking a survey on their smartphone, the response was very positive. Users said it was easy, if not easier than using a computer and some said they'd be willing to fill out more surveys if they could do them on their phones.

The point here is that the smartphone is now the entertainment of choice while waiting in line, eating lunch or killing time between appointments. What you as a marketer needs to do, is find a way to deliver your message as a short, entertaining burst and you'll have the eyeballs of smartphone users everywhere.

Pilgrim's Partners: SponsoredReviews.com – Bloggers earn cash, Advertisers build buzz!

Don't Be a Jerk and Other Social Media Do's and Don'ts

Posted: 31 May 2011 11:57 AM PDT

PR people sometimes get a bad wrap as aggressive, yarn-spinners who are willing to do anything to get their client press. The truth is, most of these hard-working individuals spend their days riding that fine line between saying too much and saying too little. And at least once in their career (only once if they're lucky), they'll spend a hellatious week trying to repair the damage created by a bad decision or a slip of the lip.

Undoubtedly, that's why PR people put "Don't be a Jerk" on their list of Do's and Don'ts for social media success. "Mastering Public Relations in Social Media" is a new white paper from PRNewswire and it's loaded with practical information everyone can use.

Another gem from the report is "Don't worship false Gods." This comes from Sam Whitmore who cautions all those who get excited about social media numbers.

"If a Facebook page has 500 'likes,' the company thinks that there are these 500 people who go back to the page all the time and consume everything on it. Don't worship false gods."

"Don't put up too many internal roadblocks," doesn't have the same irreverent ring of the first two don'ts, but it's just as important. Peter Himler of Flatiron Communication says,

"You can't take two weeks to approve a Tweet. Heck, you can't take two days."

Social media posts have a short shelf life, so the person who handles the accounts for your company, has to have the authority to post and respond without pre-approval. On the other hand, that same person has to communicate the plan to the rest of the company so no one is caught of guard. It won't do to announce a Twitter treasure hunt contest without letting the tech guys know that the servers are about to take a big hit.

The final two do's and don'ts work as a team: Do… establish a set of social media principles and Don't… forget to review/rethink them on a regular basis.

Social media is changing fast, so while it's good to have a plan, understand that a month from now, that plan may be out-dated.

For more Do's and Don'ts, download "Mastering Public Relations in Social Media." It's free and it's a good read.


Posted by at
Labels: , ,

No comments:

Post a Comment

Subscribe to: Post Comments (Atom)