So You Are a Marketer

Imagine this conversation.

“So, you are a marketer,” said the prospect. “In your mind, what makes your company stand out?”

“That’s right,” says Marketer X. “I have one of the most followed blogs in the business, I’ve written x book on marketing, and I have an extremely well followed Twitter account. That’s why brands like xx, xx, and xx trust my company with their digital marketing.”

“But your website doesn’t offer a responsive design,” said the prospect. She swipes her iPhone and shows Marketer X a painfully small rendition of Marketer X’s company blog/website. “Why not?”

Unfortunately for most marketers (and PR pros), they won’t have a chance to defend themselves because the prospect won’t give them a meeting.

This is the curse of digital. When you become wed to the medium, you must evolve with it. And though many have built businesses around digital, they are struggling to adapt to the mobile revolution.

You, see I wrote a blog post for Gravy analyzing top marketing and PR bloggers for their responsive design and social network presence. What I thought would be a quick research exercise turned into a three-hour odyssey. Many, many of the top voices in the business don’t offer a responsive, adaptive or a mobile specific website design.

This is in spite of smartphones outselling computers. Heck, mobile is driving 31% of all web traffic today, and that number will only grow.

The marketing digirati disconnect occurs in spite of blogs regularly citing how important mobile is becoming. Or that marketing consultants use mobile media throughout the day to maintain social networks. Or that they regularly sell digital media strategies.

It was shocking moving from site to site. Whether the website failed to offer any mobile design at all or a cheap WP Touch plugin bandaid — which was great in 2011, but not OK for 2014 — I left surprised.

Perhaps many of the voices offering marketing savoir faire are really just strong in social media with a grounding in a more traditional discipline. But like big data and the analytical skills it requires, mobile presents a new domain that’s often simply batched in as part of the overarching marketing mix. That’s a mistake.

The Necessity of Offers a Mobile Friendly Site

Mobile is not a new wrinkle. People interact with media differently using smartphones, which in turn requires new communication approaches.

The contextual marketing revolution that everyone is talking about pivots off of mobile location. It requires relevancy and a strict approach towards permission-based marketing. Further, to succeed you need to understand geofencing and how distance triggers different behaviors.

Many methods that work on a computer or even a tablet, don’t translate on a mobile phone. Here are a few examples: Long text pieces, a lack of rich media, comment centric media, and generally small calls to action (e.g. links and small buttons) that aren’t easily pressed on with a finger.

Instagram, Snapchat and Vine are rocking it in large part because of their simple nature and rich media formats. These types of short rich media posts work well on mobile platforms. Further, Twitter’s renaissance has as much to do with the rise of smartphones as it does with Jack Dorsey’s return to the helm.

Moving forward, 2014 is the year of separation. Clients will start qualifying vendors by their ability to deliver a mobile experience. And while most social media marketers don’t feature a responsive design for their consultancy, enough do. Part of qualifying marketers will include an analysis of their own mobile offerings, including responsive or adaptive website design.

In the post social media revolution era, talking responsiveness is cheap. Sites speak louder.

What do you think? Is a responsive, adaptive or mobile-specific site a must?

Image by Seron.

My Big 5 Marketing Predictions for 2014

I am presenting a free Vocus webinar this Wednesday at 2 p.m. on the five big trends that will impact marketers in 2014. Vocus is a client of Tenacity5 Media.

Everyone wants to know the most important trends of the new year for their marketing program. After reading thousands of posts and reports and sifting through corresponding data about marketing, these are my five bold predictions for 2014, and what you should do about it.

Trend 1: Mobile Begins to Dominate

Google Glass will grab the headlines, but old-fashioned mobile marketing will command the budget. Thanks to responsive and adaptive designs, geofencing, and diverse mobile media properties, businesses can deploy customized campaigns to attract customers on the go. As ROI increases, expect mobile specific efforts to become the next marketing boom.

Key Statistic: In 2014, 3.7% of the total U.S. ad spend will be mobile ($6.2 billion). We saw 81% growth this year in the U.S. market, with that rate slowing down to 61% in 2014 and 53% in 2015, when mobile will make up 8.4% of the total ad spend. Source: ZenithOptimedia.

Trend 2: Wearable Moves to the Wrist

Wearable computing hype will move away from the head to the wrist. Google Glass is too awkward and clunky to be anything more than a niche product. Meanwhile, Nike+ FuelBand and Fitbit continue to show how wearable computing can quietly be accepted in day to day lie. Expect Apple and Samsung to take advantage of the form factor, and define the market.

Key Statistic: Google Glass will move 21 million units in annual sales by year-end 2018. Source: BI Intelligence

Trend 3: Vine Becomes a Major

In 2012 we saw the rise of Pinterest, Instagram, and Google+. 2013 was promising but less successful with Vine and SnapChat.

But toward the end of the year interesting acquisition chatter between Facebook and SnapChat commanded the headlines. Then Facebook delivered a vain attempt to replicate video messaging functionality on Instagram (the McDonalds business strategy strikes again).

There are serious monetization issues with SnapChat. Facebook is turning the Instagram platform into something for everyone, and at the same time nothing distinct.

Vine is already tied into Twitter’s ad platform, and will benefit from its unique video only format. Expect Vine to breakthrough in 2014 because of its simplistic utility, short video, and Twitter’s increasingly successful ad platforms.

Key Statistic: At the end of September, Twitter-owned Vine grew a whopping 403% between the first and third quarters of 2013 according to Mashable, Statista and GlobalWebIndex. That makes the video app the fastest-growing app of the year; it now has more than 40 million users. Source: Business Insider.

Trend 4: Native Advertisers Clean Up

As native advertising continues to expand and infiltrate traditional publishing and social media, consumer trust will decline and legal action will increase. Brands and media properties alike will come to understand the impact sponsored content makes on trust. Native advertisers will clean up their offerings, and brand reputation will take precedence over short term gains.

Key Statistic: The most popular forms of native advertising in 2013 were blog posts (65%), articles (63%), Facebook (56%), videos (52%), tweets (46%), and infographics (35%). Source: Hexagram.

Trend 5: Marketing Automation Improves

The potential for marketing automation is well documented as is its impact on the bottom line. But most automation solutions are hard to use. Marketers don’t have the analytic and technical skills to succeed.

What is hard must become easier. Companies will put pressure on their teams and vendors to make marketing automation more useful to their businesses. Training and user interface evolution will make marketing automation a bigger success.

Key Statistic: Just 16% of B2B companies use automation solutions extensively, and 14% of B2C companies leverage the solutions set.Source: Research Underwriters and Ascend2.

During the webinar I will provide actionable steps if you would like to explore these trends and stay ahead of your competitors. I hope you will join us!

Featured image by Desmond.

Full Visual Integration

Jen Consalvo of AOL

Perhaps the most noteworthy change in digital media in the recent past is the rise of visual media. From photos and now increasingly videos, we’ve seen Instagram and Pinterest become two of the top social networks, both ranked in the top 50 U.S. web sites overall by Comscore. And to boot, Facebook and Google+ have reacted making visual media core components of their networks. That’s not to mention new upstarts like SnapChat and Vine.

The revolution continues with the full integration of visual media. Jen Consalvo, COO and co-founder of TechCocktail, is presenting next week at xPotomac on the visual revolution. Here’s a sneak peak at some of the things she’s going to talk about…

GL: How has photography changed social networking in the past two years?

JC: Photography has always been a means to communicate, but the tools that have become more mainstream in the past few years have made visual imagery much more integrated and seamless in terms of the flow of our communications.

When the social tools we use everyday include images within the flow, so that we’re not clicks away from images, they become the conversation, not merely an attachment or secondary thought. Just look at all the 2012 memes, like “Texts from Hilary” or the Ryan Gosling tumblr blogs “Hey Girl” – you can quickly see Images and video are the primary communication tool.

GL: Infographics, fad or forever?

Continue reading “Full Visual Integration”