Blog
Report: Mobile Content = Marketing Opps
On 31, Jul 2006 | In Mobile | By Marcia K
Forrester Research surprises no one in a report that finds young adults use mobile data services more than others. But it does draw some interesting conclusions that this usage somehow makes them more open to mobile marketing as a result: Forty-five percent of Gen Yers use mobile phones for data services like Text messaging, ringtones and games. That figure falls to 27 percent for Gen X and 17 percent for those aged 41-50 Marketers can reach can reach this mobile audience by adopting new channels, like blogs, podcasts and the mobile Web,” says analyst Charles Golvin. “Young consumers are much more receptive to advertising than the older generations.” The opportunity is there, sure. But the …
It’s all about people not ‘users’
On 23, Jul 2006 | In UI / Persuasion Design | By Marcia K
Design expert Don Norman says that calling people “users” or “customers” or “consumers” depersonalizes them and reinforces companies’ tendencies to focus inward rather than on what should be their mission — helping real live humans. “Years ago, in my research group at the University of California, San Diego, I remember Liam Bannon passionately arguing that the terms we used would control the way we thought, acted, behaved and, ultimately, designed. Do not make your systems idiot or fool proof, he convincingly preached, for why would you want to think of your constituency as idiots or fools?. People are rich, complex beings. They use our devices with specific goals, motives and agendas. Often they work with …
Interesting WOM Study
On 09, Jul 2006 | In Marketing Strategy | By Marcia K
A very interesting study stumbled upon while reading the NYU PR graduate school blog Surprisingly, the study found that less than 40% of consumers use e-mail to make recommendations to others, including via personal e-mail (37%), by e-mail forwarding (32%) or through mass e-mails (12%). While slightly higher percentages of Influentials use e-mail (personal e-mail 53%, e-mail forwarding 39% and mass e-mails 18%), face-to-face communication still far outweighs this medium. Guy Kawasaki’s Blog July 06
What’s stopping mobile content from taking off?
On 06, Jul 2006 | In Mobile | By Marcia K
Mobile content is fast becoming a significant driver in the long-term success of wireless carriers, creating a rush in the development of titles featuring the hottest names and brands — from Jack Bauer of “24″ to Paris Hilton — to drive consumer demand. While significant investments are being made to create catalogues of some great and some not so great content, only a small percentage of what is currently available is discovered and downloaded by consumers. This “content discovery” challenge is limiting the growth of mobile content consumption and revenues. Capturing Eyeballs — Getting Mobile Content to Consumers An emerging strategy, which takes its cue from Web 2.0 and social networking, is peer-to-peer (P2P) viral …
Schrage Approves of the New Innovation Ecosystem
On 05, Jul 2006 | In Business Models, innovation | By Marcia K
Well-known innovation and security expert Michael Schrage preaches that the innovation that matters is not what the innovator offers but what the customer adopts — and says that the best organizations are starting to use their customers as a source of innovative introspection. He explains: “The most valuable tools and technologies used internally to discover, design, and test new products and services can be creatively and cost-effectively sold or lent to customers, clients, and prospects, so that customers get a chance to ‘try before they buy.’ They can adopt and test new ideas and technologies before investing in them.” And here’s the thing: the companies that developed the new technologies “rapidly gain insights into the …
