The Mobile "Sweet Spot"

This week in my Internet and Interactive Marketing course at DePaul University, we talked about the “sweet spot” for consumers. Let’s face it- marketers know a lot about us. But, if they reveal too much of what we know, it gets, well. . .creepy.

With the introduction of mobile, marketers know even more- where we are now or where we were yesterday, who we take photos of, perhaps apps you’ve downloaded. But, crossing that line can make consumers uncomfortable.

So, how can marketers properly think about mobile in a way that isn’t intrusive?  And should marketers consider jumping on the mobile bandwagon?

I say marketers should spend significant time understanding how consumers are using mobile devices. Consumers are able to filter much of what they see and do on a personal device. Unlike a billboard on I-55 that the consumer must drive by on the way to work, or a commercial during the awards show, consumers can pick and choose.

·      Consumers are accessing the Internet from their device more and more. Data shows us that mobile devices are becoming front and center. In January 2014, comScore reported that consumers accessed the internet via a smart phone and tablet more than they did with a PC. This was the first time in history. Clearly, this should tip off marketers who haven’t already gotten the memo.

·      Apps rule. An interesting fact from Nielsen shows that 89% of media time is spent in apps- social media, email and news are being accessed in on mobile devices.

Image: Smartinsights.com

·      Content is king. I feel like a broken record, but I think quality content wins again. If your content is engaging, people are more likely to tune in. For instance, for a curated, personalized radio station on Pandora, a consumer is likely to listen to the 30-second ad every three or four songs.

In my mind, mobile is a new challenge for marketers- how do you properly reach consumers in this channel? And, how do you do it in a way that doesn’t feel obtrusive and big brother-ish? I think it takes a dedicated marketer committed to creating good content and upping the ante on the sweet spot for consumers, because mobile intrusiveness can feel really creepy. Definitely a challenge and interesting to see how organizations will develop this channel.

So, what is your organization doing in mobile? Have you found the sweet spot?

Week 1 Musings

I feel like I learned a ton of new information this week via the videos and reading presented for Marketing 595: Internet and Interactive Marketing. I've heard essentially every term presented, but never analyzed and dissected in such great detail. It was definitely interesting and set the tone for the quarter!

I think a few things really resonated with me:

There is nothing new under the sun. In some shape or form it has been done before. Including social media. From the telegraph to cassette tapes, these mediums have, at some point in history, acted as social media. I think viewing social media through this lens is important. Popular media has a tendency to villanize social media, but it truly is just a medium for the same human interaction that has been occurring since the cave man. 

I loved the FUN REACT assessment of social media. So much of the content rang true. In my experience, social media really is a great tool for facilitation. In my work, we use this approach on a daily basis. I am regularly sharing and presenting research our audience is interested in, but might not have an opportunity to seek out due to time constraints. So, much of the content is presented and our audience comments and interacts. We may follow up with additional resources or links, but in the end, we have provided a space for like-minded individuals to gather and discuss. 

Al Gore didn't invent the Internet. No, really, he didn’t. I thoroughly enjoyed the high level overview of the advent of the Internet and the World Wide Web. I found the lack of profit gained by Tim Berners-Lee as the inventor of the World Wide Web to be really fascinating. A tool so many of us use on a daily basis brought the inventor very little fame or wealth- a stark contrast to the Mark Zuckerbergs of the world.

Just for fun, Al Gore and his internet "proclamation."