Saturday, March 1, 2014

2014 - Time for '00s nostalgia


Jonas Brothers
Hilary Duff
Kelly Osbourne
Paris Hilton
Lindsay Lohan

Arnold Schwarzenegger as governor
bad economy thanks to George Bush II
Crocs
Dotcom bubble
Uggs

Lost
American Idiot
Prison Break
Everybody Loves Raymond

Harry Potter
Lord of the Rings
Almost Famous
Dark Knight/Batman Begins
300
Juno
Up
Wedding Crashers

Imagine the possibilities for themed parties.

Monday, June 10, 2013

Five things that killed
Apple Match iTunes Internet radio

Apple introduced Match, its Internet radio today.

Five reasons why it will not catch on with consumers, even with the Apple name.

1 - Being touted as free, but with a $24.99 fee, or more than $2 per month. It enters a realm where i-Heart Radio, Radio AOL, Spotify, Pandora, Last.FM, even Radio Disney, offer truly free service.

2 - Late to the game. Nearly a whole decade after Internet radio came of age.

3 - Only works on mobile devices running IOS 7.

4 - Offers nothing unique. Once upon a time, you could share concert files, like Grateful Dead fans have since the '70s, on something called Win-MX. Apple doesn't offer anything unique with Match.

5 - No social capability. No sharing, as with Win-MX above, Instagram, Twitter, etc.

Thursday, February 21, 2013

Smart Goggles and Ad-Visor (tm)
Not the future, but today's mobile marketing



The February meeting of Phoenix's Social Media Club discussed the future of mobile marketing. Fred van West, a software engineer at Choice Hotels and self-proclaimed life-long revolutionary (@azpunster on Twitter), rightfully stated no one has envisioned where mobile is headed for the remainder of this decade.

I have said mobile in 2013 is where Internet was in 1998 - remember dial-up? Amazon went public in 1997 for perspective.

I have said teen years marketing is mobile, mobile, mobile. Apps will rule. People will disengage from so-called "social media" and become rugged individuals using apps customized to them.

The future for mobile is what I've said for almost a decade, when you pass a billboard, you'll get an audio (now video as well) and when you pass, a coupon. When you walk into a restaurant or retail, it will know your purchase history (delivered via "big data" on your smart device - either glasses, iPad or smart phone). This reality is almost 10 years old for those who are at a sophisticated level of marketing (and NFC - Near Field Communications).

Today's marketers realize the most visited company on mobile is Facebook - a reason I say it is undervalued today. Imagine when it is $800 per share as Google currently is. You'll kick yourself for not buying stock today.

Smart marketers are placing their ads on Facebook to reach the mobile market. As van West tweeted, "If we can stream ads to the glasses we('ll) call it the Ad-visor (tm)." He's already giving you insight to where today's advertising agencies should be, not advising you on SEO and analytics. SEO and analytics do not measure app usage. They are 2005 marketing tools. In 2005, you were hearing Lindsay Lohan and Paris Hilton songs on the radio and seeing Jessica Simpson in bikinis. See how long ago that was - and SEO and analytics are just as antiquated. Run when a company pitches them to your business.

van West noted the (immediate, probably 2015) future of mobile are Google Glass, or as I'm terming it when Apple, Samsung and everyone and their brother gets into the game, Smart Goggles. As he states, we have inaccurately or underestimated the future of mobile marketing. Agreed.

Sunday, January 6, 2013

In mobile marketing era
Many experts don't have
technology, telecom, marketing background
Do not know what they're talking about

As I saw with "social media" in 2010, many of the "experts" in today's mobile marketing field don't know what they're talking about.

Just got a "book" on it with many authors. Only about 20% knew what they were talking about, much like 2010 (and worse today) "social media experts."

Why does writing a book make you an expert and you can go to seminars and speak, disseminating wrong information?

Most of these mobile marketers don't have the background in telecom, wireless, and technology. Nor certification (I have an MBA plus CIW).

Working on a newspaper or television digital advertising staff for six months does not make you a mobile marketing expert.

Tuesday, January 1, 2013

21st Century teen years marketing
Everything old is new again

Still figuring out your 2013 marketing strategy (better late than never)?

Mobile, mobile, mobile
Those with vested interest in landing pages (websites), SEO (search engine optimization), Google analytics and social media will hate this. They're all dead.

As Internet replaced traditional and print media; mobile is killing websites, blogs, Instagram, Twitter, even Facebook. Teen years will usher in an age of narcissism. It started around 2011 on Twitter when traditional advertising and public relations agencies realized print - and their normal 15% commission - were dead.

They don't have the technical know-how to move to apps, so expect these bastions of traditional media to try to preserve social media. 


They did it to themselves with traditional push, instead of pull, marketing. Look at Twitter any Monday morning. It looks like the old days of press releases.

Apps and QR codes
I've been preaching this since 2009. Maybe four years later "hipsters" will wake up.

Employee and customer magazines 

Yes, what is old is going to return. Your employees will appreciate a monthly magazine worth reading. Have articles by leading authors. Make it an employee training tool. Celebrate the life of Zig Ziglar, Steven Covey, both passing in 2012.

The concept is involve the employee's family. You get a more productive worker. Don't distribute at work. Send in snail mail. Make sure those at home appreciate it.

Also, time to send anniversary, birthday and recognition cards with your company imprint on the front of a card. Help the Post Office this year.

Do the same with your customers. Send a customized letter with your employee magazine (Our employees receive this magazine, thought as a valued customer it might benefit you as well). Make sure the magazine has many employee names that customers can reach out to. Twitter handles, too.

More Apps and QR codes 

On your magazines and cards, you're going to have QR codes in a prominent space. The QR codes do not go to a website. They go to your app and automatically downloads it.

Wednesday, September 26, 2012

Digital politics in U.S.A.'s teen years

This will be the last election candidates can be lame in digital media and still win.

Be it Iowa, Arizona, or South Dakota, local candidates need to absorb what national politicians have learned during election cycles in the past 10 years, digital media is replacing lawn signs and television advertising.

Two Arizona county supervisor challengers just established their Facebook pages this spring during the registration period for running for this position. Both are viewed as "digital carpetbaggers" by those knowledgeable in digital political marketing.

Today you do not wait until the election cycle to establish your credentials. If you're planning to run for an office in 2014 or 2016, you must, and I mean emphatically, must establish your digital credentials today. I don't mean October, 2012; I mean right now (shouting)!

The incumbent county supervisor above was advised of this a year ago. He waived off this as silly marketing and is sticking to his traditional way of politicking as he has for the past two decades. His political consultants he's used for those two decades are advising him on this.

He is now in the fight of his political life with a 30-something challenger nearly half his age and computer-generation savvy. While she uses YouTube, Twitter and Facebook, the incumbent does not post to Facebook and recently rebuilt his website using strict HTML code. Strict HTML code is death for those using mobile marketing - which by 2014 will be the majority of how voters get their information about candidates.

His challenger is out knocking door to door, carrying her mobile device, meeting with prestigious law firms and businesses, while the incumbent drapes himself in the fact he has held the office for two decades - something his challenger is successfully using against him.

Digital video

A Republican moving from the state house to senate has her website up. She has her Facebook ikon on it, no Twitter, no Instagram, no YouTube, no Pinterest , no Viddy and no Linkedin profile. Again, her website is not configured for IOS6, Android or other mobile platforms.

Yet a man running for U.S. Senate in this state politician's district has all his television ads up on YouTube - and releases them before they hit television. He tweets about them. No, he's not using Viddy or Instagram yet, but he is exploring Pinterest. The difference between a local contest and national is the higher office seeker needs to be on top of the digital game - something local politicians now need as well and it will be crucial during the 2014 election.

My own Phoenix Councilman Jim Waring (and I will call him out) is doing things right in the digital arena. He was an advocate of putting the Phoenix City Council meetings online. I now save more than $10 in gasoline each time the council meets because I'm watching it online, saving on parking too. Phoenix Mayor Greg Stanton has encouraged me to tweet during the meeting - using a tweet to do it. The tweets have yet to make it into the council minutes.

Waring does what I curse other politicians for not doing. Facebook has an "events" feature (So does Google+, but Google locked me out of Google+, saying Marketing Sociologist is not a real name. As soon as I replied neither is Lady Gaga or Elton John, Google shut down my Google+ account and refuses to discuss opening it). Waring creates an event tab for meetings, fund raising events and posts to Facebook after and recently during these meetings. Bravo for Waring. In February he will celebrate his third year on Twitter.

Digital politics is not advertising or public relations driven

If city politicians are exploiting teen years technology, it is time those running for judge-ships, state offices, etc., to move to 21st Century political marketing.

Last night a woman running for Arizona State Senate told me she has an advertising firm running her campaign. I advised not to have advertising firms involved. "Media companies don’t understand technology because they are not run by technologists," Eric Picard, CEO of Rare Crowds, wrote in Ad-Exchanger in August, 2012. My saying is "Social media = we were an advertising or public relations firm in 2010." Same reason as Picard. Less than 25 percent of Public Relations Society of American members are APR accredited, and those in the field are bringing this lack of dedication to the digital realm. Why I became C.I.W. certified.

Thursday, July 19, 2012

Phoenix traditional media
Misses one of its largest business stories
When Fender Musical Instruments
Withdraws IPO


Twelve hours before Fender Musical Instruments was to become a publicly-traded company, it withdrew its IPO offering. At 5 p.m. Pacific Daylight and Mountain Standard time (Arizona time), Reuters ran with the story of the withdrawal.

By 7:30 p.m., not one media outlet in Phoenix, home town of Fender's corporate headquarters (Scottsdale), had the story. It was Reuters, headquartered half a world away in London, that filed this non-bylined report: "(Reuters) - Fender Musical Instruments Corp, whose guitars have been used by music legends including Jimi Hendrix and Eric Clapton, said it withdrew its initial public offering, a day before the guitar-maker was expected to make its market debut."

 This further amplifies what a dismal journalism school Arizona State University's Cronkite is. Arizona media, dominated by Cronkite grads, is full of illiterate sentences, typos and inaccurate or unreported facts. Best example - no reporting on Fender IPO withdrawal.

Friday, June 8, 2012

Community group marketing today
only wants to use
20th Century communications tools


Got kicked off a non-profit community group's marketing committee this month. The reason I was kicked off was that I refused to provide an email address. I told them to tweet me. They don't use tweet. They had to schedule meetings via email.

They didn't get my obstinance about refusing to provide an email address. Here was a non-profit group responsible for marketing in the teen years of the 21st Century to a city of 3-million. The other committee members did not use Twitter, so instead of updating their marketing skills, I was kicked off the committee.

How are they going to market to a 21st Century audience when they're still only communicating through 20th Century emails?

Monday, May 21, 2012

Direct mail vs. QR codes
Less than 1% return vs. 18%
Why are you still using 20th Century marketing?

A report in Mashable stated "50 percent of smartphone owners have scanned QR codes. 18 percent of them made a purchase after scanning."

Recently spoke to an expert in direct mail. She said typically you have a one-percent response from direct mail. Of that one-percent, five percent purchase.

This is the difference between 20th Century marketing (direct mail) and 21st (QR codes, apps, etc.).

Let's say you did a very modest direct mail piece of 100,000. That would cost you or your company anywhere from $200,000 on up; generally in the half-million dollar range.

From that mailing you'd get 1,000 inquiries, and close 50.

With QR codes, out of 100,000 scanning - that would be 18,000 sales.

A recent pew study says nearly half the U.S.A. is using smartphones. That means with QR codes you have roughly 150-million potential customers with a nine-percent close ratio (half that 150-million scan QR codes, so only nine-percent of the 150-million will close).

So why are you still using 20th Century marketing like press releases and direct mail when you could be making more money using 21st Century marketing?

Sunday, May 6, 2012

Is Disney handling of Rick Ross departure
What is wrong with corporate USA?
Avengers breaks all records
Risk takers disappearing from Corporate USA

This is an speculation editorial. I'm not in the know. I'm pretty sure former Disney movie chairman Rich Ross was pushed on April 20, not a voluntary quit. This blog is my opinion, few, if any facts.

Rick Ross lost $200-million dollars on the movie "John Carter." Ross took a risk - something not popular in corporate USA today - why we are being beaten by companies in China, India and why Japan took market share in electronics, auto and other fields in the 1980s. Ross is no longer in his plush position due to that risk.

Corporate USA forgot what risk is - like the first Apple computer. Who knew if there was a market for a home computer? Today, most valuable company in the world. Apple took a risk. IBM didn't. Where do they rank today?

This past 10 days, Avengers broke every record for income in its worldwide release - Star Wars, Harry Potter all bowed to the Avengers movie. Avengers brought in two-thirds of a billion dollars in its first 10 days.

This was a movie Ross was involved in. How involved, hopefully others will comment. I don't know.

So if I were the president of a company and you said, "Let me blow $200-million on one film and I'll bring you three times that on another." I'd say, "Go for it." That is three-to-one return on my loss.

Yet for most of corporate USA, they aren't willing to take that risk. Hiring the safe, fresh out of college intern and grooming them is a lot better than finding a fanatic who loves your company and will risk your company's money and reputation to make you more money and a better reputation. Corporate USA doesn't hire those individuals. You could ask Steve Jobs, but he isn't with us any more. The fanatic individuals are disappearing from USA business.