Archive for March, 2012

Is this really the year of mobile?

Angus Beattie, Senior Account Manager, Adobe ANZ (@AngusBeattie, LinkedIn)

I’m going to share a statistic I came across in a Forbes magazine story and I’d love to know whether you find it as absolutely staggering as I did when I first read the piece. According to a study released by Cisco last month, by 2016 monthly global mobile traffic is estimated to exceed 10 exabytes (for reference, an exabyte is a million terabytes) – and while that alone is quite significant, a whopping 40% of that traffic will come from Asia. 40%, it is hard to believe that nearly half of worldwide mobile traffic is poised to come from our region alone!

As mobile marketing has gained momentum over the past few years, there’s been prolific industry chatter nominating that each new year was ‘the year of mobile‘. Frankly, I’ve never taken that view. I think we’re just starting to grasp exactly how far we in the marketing industry can go with one of the most exciting and expansive areas we’ve seen in years.

Today’s marketers have a vast mobility tool kit full of tactics for consumer engagement such as QR codes, SMS, location-based marketing using GPS technology and more. Long gone are the days when mobile device users were considered a niche audience. These days, developers understand that they have a wide audience to reach via a wide range of platforms like iOS, Android and Windows. Those platforms are running on an devices like smartphones, tablets, and even ‘phablets’ (yes, a phone-tablet hybrid now exists). More often than ever at marketing events we hear industry leaders proclaim that when it comes to digital content we need to ‘build for mobile first and expand out from there’.

The proliferation of devices shows no signs of slowing down, and mobile delivery platforms are continuing to mature. So, what does this mean for marketers across APAC? Marketing directly to the palm of consumers’ hands through their personal devices is now well received. According to the Asia Digital Marketing Association’s (ADMA) 2011 Digital Marketing Yearbook, more than two-thirds of consumers across the region say they are comfortable receiving mobile advertising. Also worth noting:

  • 65% of consumers use online services to locate nearby services
  • More than a quarter of mobile users across APAC say they will use their device in-store to research products and services
  • Nearly half of mobile users in the region say they’ve benefitted from being introduced to a product via mobile advertising

Rather than stating last year, this year or even next year as the singular banner year for mobile marketing, perhaps we’re best to agree that we’re right in the middle of the mobile era — or is this just the beginning?  I welcome your thoughts on the topic.

 

 

Reach v Disruption: two new models for messaging and channel selection

Srihari Palangala, Country Marketing Manager, Adobe India (LinkedIn)

Marketing has become a lot more complex with new media channels and vehicles turning many established marketing conventions on their heads, particularly when you aim to target the right audience with the right message. I experienced this for the first time in a recent planning session with my team.

We decided to tackle this complexity with a whiteboard session and a round of coffees. However, unlike our usual planning sessions, as the meeting progressed we were consistently confronted by one specific challenge – how could we cover the length and breadth of our heavily segmented market (India) efficiently (with minimal lead times) and cost effectively while also ensuring we had the right mix of messaging and media channels to ensure ROI.

To help crystallise our thoughts around the audience segments, messaging, the marketing mix and the best strategic approach for our campaign, we started considering the various aspects of our potential physical and digital media options. We came up with two new models that we wanted to share with you below.

The first model captures key marketing messages, based on whether they are interruptive or non-interruptive, and the target audience we are trying to reach. Using this model, specific styles and types of top level product messages can be paired with specific audiences – for example, targeted core business segments need more granular, specific messaging that engage loyalists, activate community members and speak to product features.

Model 1: Key Messaging Model

 

The second model overlays into the framework the choice of the physical and digital marketing medium that might make most sense to use. For example, engagement with a broad outreach through physical media (eg. print, PR, radio, outdoor) would likely cover interruptive messaging to show the “bigger product picture”. On the other hand, the core business segment audience requires a higher level of direct engagement and one of the best non-interruptive ways to engage with them could be through owned social channels.

Model 2: Media Channel Selection Model

 

When we applied the thought processes behind Models 1 and 2 to our situation, we agreed that we were largely trying to reach our core segment audience with a minimal spill-over into a broad based reach. In our scenario, running live events across the country would be counter intuitive based on lower possible ROI, time consumption and significant lead times. So with these things in mind, we were able to decide on email outreach campaigns, a series of online seminars (to reach our core audience segments), and non-interruptive online advertising as the best strategic approach to reach a broader audience beyond end users.

I’d be keen to hear if you think these models could be overlaid on your campaigns? What other considerations do you make when selecting your Physical/Digital media mix?

Leave a comment below and tell me what you think.

 

 

The name of the game for digital marketers

Nic Vodsgaard, Enterprise Account Manager, Adobe APAC - @nicVodsgaardLinkedIn


Has business become all fun and games?  If you’re a digital marketer, I bet you can attest to the growth of gaming. Once a leisure activity, now it’s intertwined with many companies’ marketing strategies. It’s no big revelation that today’s marketers are always looking for ways to cut through the clutter to capture their audiences’ attention, and traditional tactics like direct mail and advertising are increasingly wearing thin.

Thanks to social media channels and a rise in marketing through viral video content, consumers  expect, and even welcome, interactive engagement with their favourite brands. So it’s not surprising that marketers are starting to see gaming as the next big thing for connecting with their audiences. After all, who doesn’t love a good competition?  If it’s engagement you’re after, gaming does the trick – by definition, it entails entertainment, focus, thought and achievement. We’re at a point where your local retailer might have a tough time reaching consumers with e-store discount codes, but offer the opportunity to be the mayor on FourSquare, and watch consumers scramble for status.

Another reason gamification is such a powerful tool for marketers is because games result in rewards, and rewards have the potential to exponentially increase customer loyalty. It’s human nature to seek out recognition, and many brands are tapping into this desire to offer digital badges and acknowledgement which consumers can promote on their personal social media profiles.

If you’re looking to weave gamification into your marketing strategy, here’s a resource for you. Bunchball, a leading provider of online gamification solutions and an Adobe Digital Marketing Suite customer, recently published a whitepaper, Winning with Gamification: Tips from the Expert’s Playbook. Some especially helpful pointers include:

  • Map your business goals with your user’s interests
  • Know exactly what you want your users to do
  • ‘Make your point’ – decide how you’ll distribute points to users for their actions
  • Devise levels to keep users coming back for more
  • Create badges and trophies that pique users’ interest
  • Get rewards right
  • Enable a real-time feedback system for users’ input
  • Set up an option for a team structure to get your audience working together
  • Clearly post scores and results to motivate competition and engagement
  • Leverage social channels to drive awareness
  • Facilitate mobility and geo-location functionality to help people engage on the go

Roll the dice, play your cards or whatever gaming metaphor you want to go with – gamification is definitely making its way into the savvy digital marketer’s toolkit.