MediaPost and Online Media Daily are great publications to read if you are looking for up-to-date information on everything digital, marketing and media. Did you know that the use of mobile messaging and marketing exploded over the holiday season in 2011? PEW American & Internet Life Project highlighted findings that more than half (52%) of adult cell phone owners used their devices while in a store to help with purchasing decisions. So here is the breakdown:
1. 52% of adult cell owners used their devices while in the store
2. Cell owners ages 18-49 are significantly more likely to use their phone for online product reviews
3. 33% of adult cell owners used their phone specifically for online information while inside a physical store
4. 38% of cell owners used their phone to call a friend while they were in a store for advice about a purchase they were considering making
5. 24% of cell owners used their phone to look up reviews of a product online while they were in a store
6. 25% of adult cell owners used their phones to look up the price of a product online while they were in a store, to see if they could get a better price somewhere else
7. 49% of 18-29 year olds called a friend for advice about a purchase
8. 50% of household incomes over $50,000 used cell phones for product reviews and advice
9. 38% of 18-29 year olds used their phones for real-time price matching.
10. 1 in 5 mobile price matches made their most recent purchase from an online store, rather than a physical location
11. 5% of all cell owners who purchased a product online this holiday season after looking up its price online from a physical store
12. 9% of all cell owners searched for the price of a product they found in a physical store but ultimately purchased it at that store
13. 63% of 18-29 year olds used their used their phone for real-time product reviews and advice
14. Only 4% of 65 and older used their phones to find, research, and purchase products
15. 17% of all cell phone owners engaged in both price matching and looking up reviews
It is about time for the brick and mortar stores of the world to jump into the world of mobile. If they haven’t already.We are talking about a world of radical transparency from pricing models to public feedback. Have you taken the necessary steps to start the conversation around mobile technology and marketing? The majority of the consuming world is shifting to a medium that is real-time and competitive.
Here is another stat that may get your juices flowing from USA Today and PEW:
68% open only five or fewer apps at least once a week, finds a survey by the Pew Research Center’s Internet & American Life Project. Seventeen percent don’t use any apps. About 42% of all U.S. adults have phones with apps, Pew estimates.
Have you started building your mobile strategy into your overall marketing plan? Are you using an integrated approach to build repor with consumers who demand the use of mobile in their daily lives?
kyle lacy
ExactTarget
(blog) www.kylelacy.com
(join) www.smallerindiana.com
(tweet) kyleplacy
Social Media Consultants Tend to Reheat Leftovers
Friday, January 6th, 2012Social Media Consultants Tend to Reheat Leftovers
There are a couple of things that I try to keep constant in my life. One of them happens to be reading Seth Godin’s blog every morning. The post for today caught my eye because of the title, The New Lazy Journalism. The post is excellent because Seth brings up an interesting point that we all need to understand as marketers.
From Seth’s post:
We don’t need paid professionals to do retweeting for us. They’re slicing up the attention pie thinner and thinner, giving us retreaded rehashes of warmed over news, all hoping for a bit of attention because the issue is trending. We can leave that to the unpaid, I think.
The hard part of professional journalism going forward is writing about what hasn’t been written about, directing attention where it hasn’t been, and saying something new.
(Back to Kyle) The random mention of paid professionals retweeting was a little off topic… in my opinion. However, it does bring up an interesting point.
In a world where days mean nothing and seconds are everything… how do you create content that is new? How do you create something that will be shared? Not because it is a trending topic but because it is original. And because it helps your bottom line.
There are many social media consultants who talk about retweeting, friending, following, building content calendars, and automating tasks. I’m at fault as much as the next… we create content calendars and systems in order to gain more attention online… and we tend not to focus on the important part of the overall puzzle.
Systems and automation are important but only a small part of the puzzle.
One extremely small part…
The biggest puzzle piece should be – our content. The biggest issue in marketing, content creation, and story telling is the lack of…. actual content. Real content! New content!
Let’s say you are having a dinner with important guests. It is important that you find a professional cook… because frankly… you are terrible at cooking. When interviewing for the meal… are you going to hire a professional cook to reheat the leftovers or create a meal that will dazzle?
The same applies to your marketing.
I’m still an advocate of creating your own content but if you need to hire a professional… talk about real content. What does it mean to them and how does it drive revenue.
kyle lacy
(blog) www.kylelacy.com
(join) www.smallerindiana.com
(tweet) kyleplacy
Tags: blogging, indianapolis small business, Kyle Lacy, Social Media
Posted in Business Tips, Indianapolis Small Business, Networking, Social Media, small business commentary | No Comments »