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.