Sunday, February 19, 2017

10 Ways to Leverage Mobile Technology for Marketing

What do you think of when you hear “Mobile Marketing”? It might be difficult to think beyond the two obvious choices: a mobile website and mobile application. However, mobile marketing is much bigger. Here are 10 ways to incorporate mobile technology into your marketing strategy:

1. Mobile Friendly Website

Statistics claim that by 2013 more people will be accessing websites via their cell phones as opposed to desktops and laptops. This means that mobile optimized websites are more important now more than ever before.

2. SMS (Text) Alerts/Reminders

SMS has many useful applications in the mobile technology realm, one of which is alerts and reminders. Having the ability to contact your customers with simple text messages is non-intrusive and convenient. Two current examples of industries utilizing SMS alerts and reminders are banks and retail chains. Banks use this technology to alert customers of balances on their accounts. Retails chains can alert customers when certain products are discounted or available.

3. SMS Voting/Polling

Many of you may be familiar with this technology already. Television shows like American Idol and America’s Got Talent already utilize this technology to rank contestants. However, this technology is also helpful in the business world, where users can poll or vote on various products and services. What a great way to get valid feedback on your business!

4. Mobile Commerce

60% of consumers are purchasing goods and services on their mobile phones. They are also able to compare prices with competing vendors.

The invention of Near Field Communications (NFC) in the mobile commerce arena is going to explode. NFC allows you to wave your phone over a compatible device at your retailer to purchase goods or services. This ability to purchase products with your smartphone is a convenient technology that may one day “eliminate” the need for a wallet.

5. Mobile Applications

There’s an app for that, and that’s no joke. Companies and organizations worldwide have adopted the use of mobile apps to help increase awareness and revenue streams. Mobile apps can provide data such as product information, account information, games, scores to a sporting event, streaming audio, and this goes on and on.

Studies show that users prefer mobile games, social media, maps and music in the form of an app, as opposed to a web based interaction. There is a sense of security with an application that is installed and trusted by a relevant source on your mobile phone. This does not mean that mobile websites do not have their place, they do, and it’s up to the organization to determine the best use of a mobile web or mobile app.

Monday, February 13, 2017

A New Visualization of Today's Marketing Technology Solutions

When you're looking for a tool, software, or piece of technology to solve a specific marketing problem, where do you go to find it?

Typically, marketers turn to colleagues, friends in the industry, and/or analyst reports to figure out what best fits their needs. But the problem with sources like these is that feedback is scattered. It's spread across 15 different emails in your (already overcrowded) inbox, or across 20 tweet replies from people of varied reputability.

Historically, the only place to go to get an overview of the marketing technology landscape has been Scott Brinker's supergraphic, which gets updated every year to highlight new companies and, more importantly, show how quickly the industry is growing.

The problem with this model? It looks at marketing technology from a technology perspective, not a marketing perspective.

"Scott has done an amazing job of building awareness for the marketing tech landscape," Mozilla CMO Jascha Kaykas-Wolff told me. "But he's first and foremost a Chief Technology Officer with a mind for information technology. He's learned marketing over time. That landscape model feels like you're building and showing products to an IT buyer."

Kaykas-Wolff believed there was an easier way to show the problems that marketers were trying to solve. That's why, last fall, Kaykas-Wolff and Kobie Fuller met over lunch to talk about how to help marketers make sense of the increasingly complex marketing technology landscape.

The result? Last week, Kaykas-Wolff and Fuller released Growthverse: a free, interactive, online visualization of the marketing technology landscape that focuses on the business problems marketers are trying to solve, and leads them to specific pieces of marketing technology that aim to solve those problems.

I played around with Growthverse as soon as it was released and found it to be a really well visualized map of carefully curated marketing technology resources. Shortly after, I had a chance to speak with Kaykas-Wolff to learn more about his and Fuller's creation. Read on to learn more about why they built the tool, how it works, and what marketers can use it for.
Finally: A Tool That Makes Sense of Marketing Tech

First and foremost, Growthverse is a taxonomy of marketing technology resources. It's a tool for marketers, built by marketers, with the help of a community of marketers. And both Kaykas-Wolff and Fuller intend to keep it updated so it continues to be a helpful resource.

A Measured Approach to Marketing Tech

After taking a first pass on the taxonomy using practical and tactical research, Kaykas-Wolff and Fuller submitted it to a select network of about 100 reputable CMOs. They collected feedback purposefully and then adjusted the classification as needed.