Cleveland AMA Presentation - Mobile Trends
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Cleveland AMA Presentation - Mobile Trends
- 1. Mobile fuels the content marketing fire What it means for your business September 2011 @jasontherrien @thundertech
- 4. Helping is the new selling Helping is the new selling
- 5. The rules still apply
- 6. My boss needs case studies
- 8. But wait, there’s more!
- 11. Thank you! email: [email_address] twitter: @thundertech @jasontherrien blog: chatter.thundertech.com Thank you!
Notes de l'éditeur
- High level on t::t and me. Mobile is one big reason that media consumption continues to exponentially grow. There are specifics to mobile marketing that we can get into later at the Q&A, but for my portion, I’m going to be focusing on how organizations can take advantage of the media consumption that mobility is empowering.
- Definitions “Always On” – planes trains & automobiles. Hardly anywhere that you can’t pick up a signal. Think about where you put your phone at night and when you look at it in the morning. Mobile puts you at the point of action / decision. You don’t have to run back inside the house to look something up… “Time starvation” – we have more to do each year with less available time. “Heads Down Culture” – being immersed in information. Always being able to put your head down into a device and come out with the answer. “Exponential mobility” – any device, every device, high level strategy: don’t get caught up with specific devices/platforms
- “ Brands are publishers” – Brands have to wear two main hats today – one for the business they’re in and the other as a publisher. Of course, over time this will just be business as usual, but today it’s a shift to create, share and publish content on a regular basis. Inform, educate, entertain, service, be seen.Mobile
- THIS IS THE VALUE PROPOSITION for the customer – “you’re going to help them”. This means interacting w/ information at the point of need. “Helping is the new selling” – everyone has clients and some are fortunate to have brand advocates. Give them your attention, use social media as your never ending virtual focus group. Since the buying power has shifted to the consumer with choice and information, you need to help and provide value FIRST before they’re willing to buy. Decide how your brand is going to provide value to your potential customer – why should they follow, fan or friend you? – is it information, entertainment, promotional, financial, etc? Mobile speeds up this interaction and makes it REAL TIME.
- It’s still marketing, it’s still business. It’s just being delivered and administered in different forms (social, mobile access, etc.) “Marketing rules still apply” – this is a conversation recorded for public view and archiving by Google… You still need to provide value – put yourself in the consumer shoes and give them ROI on their time spent with your brand. Integrate your online content into your offline opportunities (sales follow up, product installation or usage ideas, etc.) Further the ROI of your offline marketing efforts by being very specific with the online tie-in. Don’t just throw the twitter & facebook icon up there and think you’re done. That’s assumed that you have those accounts. Tell them which one you want them to go to and why. You still need to track data, prove a return on your time even if it is a shift in approach.
- Alright…
- MOBILE VIEWING: Make sure your content is concise for mobile usage, videos are compressed, sites are mobile friendly or mobile optimized. SEO: Digital asset optimization. Much content is evergreen – good ROI to the time needed to produce it, Much can be insourced, In many industries you can still become a leader in this space before your competition, PR: Media relations value to your content. SALES: Content helps SEO for quick sales cycle selling / Long cycle it helps keep name in front of prospects and allows for your expertise to translate to credibility translate to trust. CUSTOMER SERVICE: an aid while servicing the client, ability for clients to self serve CONTENT IS SLICING AWAY FROM AD BUDGETS – lots of examples of smaller companies having tremendous sales success with no salespeople – only providing content through social media.