Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business – by Jeanne Hopkins, Jamie Turner
- Smaller pages
- Less content
- Simpler layouts
- Compatibility across multiple platforms
- Redirect from current site that identifies mobile browser and redirects to mobile site – prompted vs. automatic
Call to Action
– Text to call
– Text to request brochure
– Text to enter/vote
– Text to email
– Text to download
– Text to discount code
– Text to donate
Separate Google search campaigns
Mobile directory services
Mobile optimized search engines
Google can now place display adverts via their mobile ad network
Call to action
– Drivers users to a location (maps)
– Viral coupon promotion (download)
– Add event to calendar
– Sign up for email promotion
– Add users photos into an advert
Location Based Campaigns
For example 4square – where people check in to places/events
Near field communications & Bluetooth
Offering added value to the consumer. Most are now categorised as follows:
– News & information
Appvertising – offering space in your app for advertising
QR Codes/2D Codes
Code that can be scanned by phones & direct users to a webpage – useful at events/posters
As more video is digested via mobile we will need to consider this in development of videos
e-commerce optimised for mobile – i.e. Amazon/eBay 1-click
A follow-up to last weeks post, two things made me feel like my little baby is gone and been replaced my a beautiful, clever little girl (I’m biased I know)
Firstly, we changed her trike into a bike which she loved:
Then she spent her last day in toddler room at nursery and from next week will be in the big kid class……
I’m looking forward to an active summer and found some great resources for things to do. My favs list so fare is:
Summer Time Bucket List: 50 Activities for the Kids: maybe for summers to come, but a great list:
- Go Catch some bugs – got her net ready!
- Watch a butterfly hatch from a chrysalis.
- Make and enjoy fresh kid-made limeade.
- Paint with fizzing sidewalk paint.
- Dream of winter by making snowglobes.
- Take a mini-road trip to a new destination.
- Make homemade bouncy balls.
- Make a fire, create and roast campfire food.
- Freeze some fun toys in ice and be an excavator and chip them free.
- Jump rope – create a fun durable rope from marker lids.
- Play I-Spy outside! Great way to notice the little details in the world around you!
- Clean out the trash cans… and then make noise with them!
- With a balloon and a CD fly a CD hover craft.
- Play with your food – eat a pretend Lorax!
- Watch ants change colors and learn about how they digest food with a fun outdoor experiment.
- Kool-aide Slurppies. Nothing says summer time better than slurppies by the pool.
- Visit a farmers market together and make veggie smoothies (or a dessert smoothie) with the produce.
- Fill a dry kiddie pool with a variety of items for a giant sensory tub activity.
- Watch pill bugs race. See if you can collect a whole “family” of bugs.
- Make and eat some homemade kid-made butter.
- Add some fun to your slip-n-slide, with shaving cream!
- Use damaged pool noodles for art, a sword fight, or to create a marble run.
- Play outdoor bingo – go on a hunt for the items on your card. Whoever finds things in a row first wins.
- Experience and explore gravity by playing with pulleys
- Decorate rocks for your garden – with melted crayons!
- Have a lazy boardgame afternoon.
- Pick a flower, with your favorite color of paint make flower prints.
- Explore the colors of the rainbow with ice.
- Play with glow sticks – put them inside balloons, dump the contents into jars of water, paint with them, etc.
- Create with your recycle bin – make art and toys out of trash.
- Have a lemonade stand with the kids – put smiles on your neighbors faces.
- Decorate some tin cans and create some DIY windchimes. Compare the sounds of different sizes/shapes of cans.
- Collect your summer memories into a keepsake jar.
- Create art sculptures with tin foil.
- Decorate your yard with balloon people OR make a bunch and hand them out at the park – put smiles on the kids faces.
- Get muddy and make some dirt soup with the kids!
- Paint with water outside – I love mess-free art!
- Foam – a messy project, great to incorporate with washing the car! Make foam and then use the flakes to wash the car.
- Make a water xylophone with the kids to make music with.
- Freeze bananas (or grapes, strawberries, etc. Dip them in chocolate or yogurt for a fun summer treat.
- Play with giant bubbles – the bigger the better.
- Take your kids fishing. Don’t have a pole? Go pretend fishing.
- Explore your shadow – trace them, chase them, make them dance!
- Have a tea party – outside. Bring your friends and stuffed animals.
- Make a splashpad at your own house with a DIY PVC pipe sprinkler system.
- Have fun decorating the garden with some paving stones.
- Water the yard – the slow way, with homemade watering cans.
- Explore scents outside with a water table experiment.
- Play and mold sculptures with Rice Crispie Treats
- collect items for a bird nest – that the birds can use to decorate their nests with.
In under 5 weeks Scarlett will be 2! It has flown by and everyday I remark how grown up she is.
To mark that I wanted to list all the cool things she has done and will be doing in the next year – this will go along with my post 71 things you child should know.
- Baked a cake – she loves to bake cakes all the time
- Finger painted – she loves doing this at Aunty Natalies
- Danced with no inhibitions – at her 1st holiday – the video is my fav ever
- Made sandcastles on the beach – well she helped her dad
- Been chased by a monster – Rastamouse & Peppa Pig!
- Fed the ducks
- Blown bubbles
- Had a teddy bear’s picnic – this was her 1st birthday
- Chosen a favourite book – she loves books
- Ridden on the top of double-decker bus
- Visited a museum
- Been on a train ride
- Fed an animal
- Worn pants on your head – mine & her dads!
- Stayed the night away from home
- Ridden on daddy’s shoulders
- Scribbled somewhere you shouldn’t – the kitchen cupboards
- Cleaned your own teeth
- Answered the phone – she loves doing that at her Uncles restaurant!
- Made a mud pie
- Sung loudly in public
- Climbed a big hill
- Picked fruit
- Jumped in a puddle so hard the water went in mummy’s shoe too
- Grown cress in the shape of your name
- Ridden the tea-cups at the fair
- Flown a paper aeroplane
- Poo’ed in the bath
- Mastered a party piece
- Had a ‘first love’
- Bought something in a shop
- Set your sights on a future career (pirate, fairy or builder, perhaps?)
- Told a fib
- Made up an inappropriate nickname for someone
- Broken something valuable
10 questions we should all be able to answer:
- What are our objectives
- Who is the audience
- What is important to the audience
- What motivates them (motivations/triggers)
- What are your key messages
- Who influences your audience
- How do you distribute your product
- What are you going to do with research you get
- What other areas will be affected
- What other measurements are in place
Value of mention
Visibility – Prominence + Dominance
- Top 20%
- Enhanced key messages
- Full key message
- Partial/incomplete message
- No message
- Wrong/opposite message
The new stages of decision making
FIND – OBSERVE/LURK – PARTICIPATE – ENGAGEMENT – PURCHASE/ACT/LINK/WOM
The new rules of social media
- We are not in control
- There is not a market for your messages
- It’s about reaching the right eyeballs
- It’s worse not to be talked about
The phases of engagement
- CLICKTHROUGHS/UNIQUE VISITORS/LIKES
- REPEAT VISITORS/TWITTER FOLLOWERS/COMMENTS
- RETWEETS/REPEAT COMMENTS/REPOSTS/SHARES/USE OF HASHTAG
- REGISTRATIOM/POSTIVE SENTIMENT/NET PROMOTER SCORE
- TRAIL PURCHASE/ADVOCACY
Levels of engagement
Social media content analysis – good way to find bloggers
- Find the content
- Determine the type of conversation
- Determine the visibility of your brand
- Determine if anyone was quoted
- Determine sentiment
- Determine what messages were communicated
- Determine positioning on key issues
- Quantifying the authority of the write
How to measure influencers
- Search for blogs mentioning brand
- Delete duplicates/not relevant
- Record the date, the source, the author & subject
- Note number of comments
- Verify the blogs & bloggers
- Rank them in number of mentions of brand/topic
- Run through blog grader/twitalyzer – rank in order of score
- Then rank in order of “conversation index” – ratio of comments to posts
- Add three ranks together – what is our top 10/50/100
Couple of follow-up on previous posts:
- Zuckerberg Sells $1.1 Billion Of Facebook Stock To Pay Taxes
- Facebook IPO – Who got rich
- Investors sue Facebook – also heard on the radio they are getting compensation
- Zuckerbery wedding details
- Facebook browser
- details of the Facebook Hackathon pre IPO
- What does Facebook know anout you
Debate about Klout still goes on, the most recent article talks about the point of Klout, the comments give a balanced view.
I havent worked out my anti-klout yet – will you?
How Klout is feeding a social illness
I have started using Tumblr and loved this breakdown of 12 Tumblrs for 90’2 kids!
Update – 26 June – What would live be like without Mark Z
Update – 28 June
This year I decided to attend the eCommerce Expo in Manchester – hoping to get into the seminars as not a main London event. It worked, I got into the seminars but the workshops werent of the best quality. For great updates read the twitter stream of Albie Attias @aattias
My notes are as follows:
Email marketing behavioural – Red eye
- Standout, timely and relevant
- Rfm, historic, lifestyle, engagement, automation, dynamic content, behavioural data
- Emails based on triggers and behaviour most likely to be effective
- Three quarters of people says they un-subscribe due to irrelevant emails
- Example Haven Holidays based on search information and what entered in holiday save, increased in relevancy
- Email analytics, online direct marketing, current browsing behaviour
- Maximise lifestyle value by targeting behaviour
- Nursery programmes to encourage loyalty in infancy of relationship
- Re engagement, different pot for those not engaging in last 6 months.
- Need to make sure tags work for behavioural email to work
Ecommerce business – Love honey.co.uk – Neal Slateford/ Richard Longhurst
- Not knowing everything shouldn’t stop for you..
- Need capital…spend most on website, stock & photoshoot
- What makes you special your own products
- Retail is detail, know your products
- Know your community and they will care for you
- If you out source what will you be good at?
- Go the extra inch….WOM and repeat purchase…customer service does your marketing
- Find good people… 75 % though twitter
- Easier to change direction when moving….get going and add add add
- Don’t need to spend money to get noticed….get products reviewed or featured
Data is King – email vision – Henry Smith
- Data sources – customers, campaign, product, transactions, media & content
- Turning data into actionable insights
- 49% people unsub from list previously subscribed to Yahoo blocked over 120 billion emails
- Expect to receive tailored emails based on behaviour online
- Customer visualisation segment your customer base
- Customer journey, acquisition, nursery, active, lapse & dormant
- Life cycle insight *** Filofax email to social integration
I am still loving my new Ipad, I use it more and more (and so does Scarlett).
Many people seem to not like the new IPAD:
I love the cloud as it means that I can transfer stuff from the IPAD 2 (now the husbands) to mine & vice versa. Also nothing is ever lost – found a great story about a lady who used the Cloud to find her stolen I-phone.
I am not the only one obsessed, looks like top CEO’s are obsessed too!
I recently signed up for Wavvi – follow any topics to get status updates about it in your feed – they reckon it will replace the Facebook feed!
Loving the following new technology:
Anyone who has done a business or marketing degree will have heard about Maslows Herierchy of Needs – I like how social media has prompted one author to look at rewiring Maslow
Also, last week YouTube turned 7. Happy Birthday YouTube