Category Archives: Marketing

How close is your phone to you?

From an event at National University

Maybe it’s replaced your best friend. Maybe you never are without it. According to the IAB, two thirds of us are operating a device every thirty minutes of our awake time. And one in five of us is checking the phone every five minutes. Are you that one in five?
Guilty!

We knew that teens would rather have a mobile phone than a car, but this is a new finding, about time spent and how dependent we are on communications.
The Interactive Advertising Bureau (IAB) would like you to think that advertising is effective on mobile phones, too. They have some studies that prove this. Take a look here and comment if you like.
https://www.mediapost.com/publications/article/302794/smartphone-use-is-constant-worldwide.html

 

The Chief Inspiration Officer speaks

Do you need to increase your influence? One way you can achieve this is to inspire. This live webinar with Sherry Hayes Peirce gives you insight on how to do that. Mostly, it’s about increasing your Human-ness. We talked about other topics to increase your inspirational tool box. Get yourself ready to watch and give a listen here: http://bit.ly/2slDTdW

For the audio only link: https://nu.zoom.us/recording/play/aK565Lo8BczMi_xU-No4ddpM7imKo3ucaNyjxc8Ryxh92jQHvK5jHpkXJ7kA2QyF

What mobile devices are the Chinese using?

chart of Chinese device use

What device do you use to connect to the internet?

So if 95% of the Chinese are using their Smartphone to connect to the internet, that means they are nearly always using the best connected tool in the world for accessing information. Only 60% are using the desktop (trending down) and just over a third using the laptop (trending down) and fewer using the tablet (same). One trend to note here is that Connected TV usage is up in 2016, to 25% (trending up). This comes to us from eMarketer. (Jan 2017)

What does it tell us? It says that the Chinese users have embraced mobile in a big way, with 19 out of 20 people (1.3 Billion live there) owning and using a smartphone that connects them instantly from where they are to where they want to be.

mobile marketing in the classroom.

Dr. McCabe, teaching Mobile Marketing Essentials in Guangzhou, China

I was grateful to have been invited to be a Visiting Professor for a week at Nanfang College at Sun Yat-Sen University, Guangzhou, China in November, 2016. Pictured, above, I was in the classroom, teaching some of the basic and not so basic strategies of marketing. I also taught from my textbook, Mobile Marketing Essentials (pub. by Stukent, Inc).

These students taught me so much about Mobile payments. They did not carry or need credit cards or cash. They used their smartphone everywhere they went, and purchased whatever they needed directly from the phone. It was as simple as waving the phone near the reader and letting bluetooth technology take over the payments.

These payments can also be found inside the WeChat app, so you don’t even need to download a different app. They have mini apps inside, so you can have a one stop shopping experience. I will hope to return to China again, and this time, not wait 28 years to make that happen. Maybe I’ll be back again this year!

Meet Rich Brooks

Want to learn more about Lead Gen? Meet Rich Brooks on March 13 on our own special zoom cast. We’ll have an hour long Q and A about how to become more successful as a business owner, when it comes to digital marketing. Limited seating, so arrive early. Find out more @mobilemarketingsocialmedia on Facebook. This is #5 in a series.

Rich wrote the book that he wished someone had written when he started his business. He’s passionate about bringing you more customers and success. We’d like to share this special time with a few of our closest friends and associates. So far, we’ve had Melodie Tao, Lon Safko, Kendra Losee and Francisco Martinez on our show. We’d like to hear from you. Ask your questions and get real answers, too.

Take it from Mari

Why do I need Mobile Marketing?

chapters

8 chapters in Mobile Marketing Essentials

Let’s face it, you would not be reading this if you didn’t think that it was important, right? Of course it is.
Do you check your device more than 200 times per day, and like me, sometimes have more than 20 apps open?
Try this: see if you can only use your mobile device for just one day. Try it. Cold turkey on the desktop. Can you do it?
For some, it’s really difficult because of habits we have that make us want to use the desktop. For others, they already use the mobile device for 90% of their work-related projects.
If you want to know more about Mobile Marketing, please consider buying this textbook from this link here, where Stukent, Ink, our publisher, will guide you to access the textbook.
We’d like to know what you think about the book, and how you like it. And, we will be using your comments as we launch the improved version ebook in the near future.

Order the textbook here

photo of Michael Hanley

co-author Michael Hanley, Ball State University

 

Amanda

Amanda, from Stukent, at recent San Diego conference with Mary Beth McCabe.

Watch this short interview with Kimberly, who learned Mobile Marketing and Social Media at National University. To learn more, please contact advisor@nu.edu

Why location and measurement is important for Mobile Marketers

It may seem intuitive to many of us that location is a key feature for mobile marketers. This year the MMA has been very focused on this topic. I have just spent a few hours reviewing MMA Location Based Advertising Measurement Guidelines.

Here are a few things that I learned. First of all, the device and user location is used to produce longitude and latitude. That is basic to the discussion.

There are many ways that measurement can be delivered. I’ll list the top 8 below:

  1. As part of a bid request (impression, user, device)
  2. Beacons
  3. GPs-identifies user location 10-100 meters
  4. WiFi- 30-100 meters and indoors is better. Not subject to provider/carrier limitations
  5. Cell Antennae Trilateration-between cell towers at the zip code or neighborhood level, with carrier and transmission limitations
  6. IP address- Static devices such as PC’s connected TV or OTT. Not very accurate.
  7. Registration Data
  8. 8. Behavioral analysis

So if you are asked to give your “location” in app, and you do so, these are ways you can be tracked. Yes, marketers are into tracking the results of their campaigns. Will they zero in on you, personally? It’s not likely.

Here is a link to the press release about the guidelines. http://www.mmaglobal.com/news/iab-mrc-mma-propose-updates-ad-measurement-guidelines-moving-industry-count-begin-render-model

If you would like to read the guidelines and comment, before the end of January, here is the website to visit. http://www.mmaglobal.com/documents/mobile-app-and-mobile-web-advertising-measurement-guidelines

 

Virtual Reality and Mobile Marketing

Virtual Reality and VirtualSKY

(Source: Forbes.com)

There’s been talk about VR for decades. Virtual Reality is finally here for the mobile marketing of brands. Companies like VirtualSKY are tapping into the $7 billion VR sales market, where the prediction (Trendforce, 2016) expects a $70 billion market for devices by 2020. VirtualSKY, part of the airpush global network, from Los Angeles, CA, has created immersive video advertising with games and entertainment in a 360 degree space, your head.

In 2014, Oculus was bought by Facebook for $2 billion, betting that VR will be a significant development of entertainment in the future.

At this time, there are three main VR devices in the high end entertainment, HTC Vive, Oculus and Sony PlaystationVR, and all sell for between $500-800 plus the cost of the PC or game device. Of course, Samsung GearVR sells for between free ($0) with purchase of the phone to $100, MergeVR for $40 and then there’s the cardboard, with about five million of these now available. Some firms like Tom’s Shoes are using them as promotional materials already.

Talk in VR is happy these days. What is consistent is “The VR smile” coming from those who just tested out the product. People like using VR, because it’s the new shiny object.

At SXSW, McDonald’s created a “box” that was to represent the inside of the Happy Meal container, i.e., a work of art that you can customize. It became performance art. (#mcdigital)

Additional interest was in filming people using virtual reality to create, for example, freelance virtual reality painting. VirtualSKY is creating customized experiences for advertisers and non-profits to promote their business via VR. Early users include: Mini Cooper, Boursin cheese (France) and Charity:Water, a non profit organization who is using this for awareness and fund raising.

Targeted ads demand great content, can deliver complete experiences, are scalable and targetable. They can be used for specific advertising flight dates, in immersive brand worlds with content that can be re-purposed, appealing to first-mover status seekers. VirtualSKY provides three advertiser choices: Sponsored ads, experience ads and 360 ads.

The cons are that the advertising is transparent and has limited customizability as of now.

What is an Experience Ad? A user would be watching an experience they are having in VR. As they complete a task, the game pauses and a compelling relevant ad would be served as the next game loads up.

Picture yourself with a device that completely covers your eyes and ears, so you are immersed in the experience of being entertained, such as in a gaming environment. You complete the game, you level up to the next phase and between games, you see an ad for a product/service that has been selected based on the segmenting already done to target you.

VirtualSKY uses the tagline “targeting and delivery at scale,” and with one ad campaign, all platforms can use the same creative elements, they say. So that’s what virtual reality advertising is about, targeting you while you’re in the VR environment.

Questions:

  1. What kinds of client advertising do you think will be most feasible for this medium, what industries, products, and length of commercials would be best?
  2. How could targeting be improved?
  3. What kind of metrics could a business get from this type of ad?
  4. How can a user click or request additional information if /when they are interested?
  5. What do you predict for the future of this new advertising via mobile devices/

 

 

NU affordable and ranking higher

Social Media simplified

Did you know that NU’s programs were among the most affordable? Here is more detail. We are now ranked #19 of the most affordable online bachelor’s degrees in communications.
Want to know more: Just ask, we’ll be glad to respond. http://www.thebestschools.org/rankings/most-affordable-online-bachelors-degrees-communications-public-relations/