Random

    Mobile Marketing

    NFL and Marketing Futures.

    By
    Steve Poppe
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    The NFL is improving the in-stadium game experience by creating WIFI enabled smartphone applications that provide game watchers with information, audio and video heretofore only available to the TV watching audience. Got smartphone?  The second wave of these apps will provide an even greater level of entertainment and analysis than is available through the TV — but let’s not get ahead of ourselves.  The business problem some teams are facing is that seat sales are down 3% since 2007 and TV viewership is up. With replays, color analysis and hi-def, the on-coach experience is excellent and free. The in-stadium experience needs to get better…and it is, thanks to smartphones. 

    Consumer Goods Marketers

    As consumer marketers put on their thinking caps and realize they need to improve the in-store shopping experience to better compete with online shopping, new worlds of smartphone applications will  turn up. Think aisle check-ins at the local Stop & Shop a la FourSquare, or pre-loaded Consumer Reports write-ups at your local car dealership. How about GPS-enabled restaurant reviews by cuisine or an olive oil rating app at the local specialty food store?  Help, I can’t stop! 

    Thanks NFL for being so forward in your thinking. Peace!

    Mobile Advertising For Everyone?

    By
    Steve Poppe
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    Quick, you want to buy some mobile ads for your soccer team’s fundraiser and you want them to run locally.  Oh, and you need to run before next weekend. To whom do you turn? Nice question, huh?

    I once tried to get a quote to run mobile ads in NY State, contacting Google’s AdMob group. There was no phone number so I had to send them an email.  They got back to me with a very underwhelming form letter months later. New school service.

    If you want to run mobile ads these days you need experts, like a digital agency. And then you had better have a half millions dollars or they won’t take your call. Let’s not even talk about ad serving technologies, reports, and optimization of the ads.

    Google.

    The one company equipped to do mobile advertising for the masses is Google, via AdWords. Search is an especially important consumer need while mobile, and search is what Google does best, so why are they not launching a mobile-only version of AdWords? A version with an easy-to-use interface, from a site with DIY instructions, and offers quick turnaround?

    As the mobile algorithms get smarter and more ads are served to phones unrequested, people are going to start to get mad.  And that’s a bad future for mobile advertising.  A good revenue future is for Google to own mobile search ads the way they do on laptops and desktops. Google needs to stop diddling around all the other stuff and open up this market. If they make it so that small businesses can buy mobile ads without needing a doctorate degree it will grow the overall market and give them an unfair share. Peace!

    Thinking Apps.

    By
    Steve Poppe
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    Slide 4 in Mary Meekers’s Morgan Stanley presentation entitled “Internet Trends 2010” shows the pace of mobile internet adoption.  It compares iPhone/iTouch to that of  AOL’s desktop, Netscape desktop and NTT docomo iMode; laying out growth by users, by quarter from launch.

    iPhone’s Internet access tipped 86 million users in its 11th quarter – less than 3 years.  Let’s just say the others never came close to coming close. (Check out the chart on slide 4.) Smartphone growth is hockey sticking. Motorola is starting to get it. HP bought Palm and should buy some corporate share.  Blackberry is too big and too rich to fail, even though they’re getting a little paunchy around the middle. And we haven’t even started to talk about the software guys Google (after its trivestiture), Microsoft (drawing a blank) and carrier switch provider Alcatel-Lucent.

    Ladies and germs, smartphones are the future of computing, commerce and community. They will dock next to monitors and keyboards, but they are the device.  Think about the iPhone4’s new videoconference app. Wait for fingerprint apps, and galvanic skin response apps, sobriety apps….   Cool times, these.  Marketers, put on your thinking apps (I mean caps), innovation awaits! Peace!

    The Future of Video Ads.

    By
    Steve Poppe
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    There was an interesting piece in the Huffington Post yesterday on the future of video. It’s author, Hunter Walk, director of product management at YouTube, believes in the near future video won’t be offline or online, it will just be.  That is, the video (TV shows, movies, consumer generated, music) we watch will be accessed on multiple devices, on demand, in hi-def.  This, says Mr. Walk, will be the result of improved wi-fi bandwidth (Aluminum foil hats will be big.), mad switching infrastructure and next gen streaming algorithms.

    Those “anywhere, anything, anytime” ads of the 90s are coming true, it seems.  Anyway, with all of this video available, the competition will be crazy.  Forget searching for all this video for a minute, let’s think about monetizing the video. There should be two options: subscription and advertising.  The advertising approach will not be based on the television model, with pods of ads running throughout the stream. We are too evolved for that. My guess is there will be a single :30 spot at the beginning of a half-hour program and 60 seconds for an hour long program. Movies will support 90 seconds and user generated content and music video will be free.

    This is the word of What’s The Idea. Peace!

    Huffington Post, wi-fi, video, video advertising, whatstheidea, whats the idea, Hunter Walk, YouTube,

    The Real “Situation.”

    By
    Steve Poppe
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    Before SI meant Sports Illustrated it meant Situationist International, a European movement intended to create social change through loud, startling political events.  Anyone familiar with the punk movement knows Malcolm McLaren (RIP).  Mr. McLaren sired the Sex Pistols, practiced SI and was a huge music and cultural catalyst.  In the 50-70s the Situationists were angry and focused on political change. When Mr. McLaren introduced punk to the world and NYC in the 70s he was angry but he was a lot more.

    Just as Greenwich Village called to America’s gay and lesbian communities back in the day, punk placed a call to the country’s disaffected youth in search of their own Woodstock… and they came to downtown NYC in droves.  It was an interesting time, with lots of layered social texture. Mr. McLaren was a big part of this movement.

    Marketing Situation.

    A handful of marketing companies today attempt to acculturate products into our lives. Strawberry Frog, for one, is very vocal about creating “cultural movements.”  Experiential marketing companies such as Momentum look to jump-start change in new and unique product-centric ways thought events and promotions.  As the internet, mobile and geo-location grow in marketing stature we will begin to have more and more fun using these tools to drive sales — but let us remember Mr. McLaren: All tool and no movement can make for a soft, smarmy effort. Peace!

    The Diffusion of Advertising

    By
    Steve Poppe
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    Advertising ain’t what is used to was (a little Southernism I made up). Creation of big selling ideas by highly paid creatives and marketing people, broadcast to millions via TV, radio and print was the ad business.  Today, thanks to technology, the ad business is undergoing a diffusion like never before. Digital agencies, though not yet offered a seat at the big table, are new and important players.  Google is the most profitable advertising agency in the world and Facebook is hot on their trail.  And when I say “mobile advertising” does any one company come to mind?  That one is going to be huge…but it’s still to play out.

    Buy or Build?

    Big traditional ad agencies clearly see the need to offer digital, social and mobile but are asking themselves “Do we buy or build?” Right now they’re doing both: hiring someone smart in each discipline and using them to select cottage industry players who are truly immersed.  Better than last year, which was all “Go out and get me a subservient chicken.”  Or “Find me those nerds who built the US Weekly Facebook poll.”

    I’ve long thought that mid-size agencies were poised to win in this diffuse advertising world, but now I’m not so sure. True, they can more quickly parlay a powerful branding idea into a market-moving integrated campaign but the model may not be extensible.

    Bud Cadell is right when he says the old ad agency model is broken. It will take open minds, forward thinking, experience, software, an understanding of brand building, and lots of money to fix the process. I’m of the mind that the successful model is more likely to come out of MDC Partners than WPP.  It will be fun to watch though. Peace!

    Intelligent Clothes Tagging.

    By
    Steve Poppe
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    Within a couple of years many newly manufactured clothes will contain inexpensive invisible data tags.  Much like a scanner tag you find on packaged goods these tags will contain brand name, style, store and price.  What will make them unique, however, is that they’ll be scannable via phone applications.  See a cool pair of shoes on the street?  Just point-and-click and immediately know what the item is. Think of it as a paparazzi for clothing thing.  Sure it will be annoying…but we’ll live with it.

    As this service gets more sophisticated and cheaper and the geo-location and privacy implications resolved, manufactures and marketers will be able to aggregate data and read that in Brooklyn, 200,000 people are walking around in Chuck Tailors on Friday but only 75,000 people on Wednesday.  We’ll know black tee-shirts outnumber red 2:1 on Monday and sundresses are really worn on sunny days.

     And don’t even get me started about clothing tags tied to coupons, promotions, search terms or Twitter codes.  I can’t even process that.  For that add two more years. Peace!  

     PS.  This is but one chapter in my worldwide inventory theory.

    Where you at Rock, where you at?

    By
    Steve Poppe
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    0

    RFID stands for radio frequency identification.  It is a really haps technology with great marketing upside. If you have a phone that is RFID enabled and walk by a pastry shop with tarts fresh out of the oven, you might get a special alert. “Hot apple tarts.”  If you don’t pay attention and continue walking the shop may ping you with a coupon to slow you down. (Nuisance? Perhaps. Smart? Very.)

    Checkin

    Checkin (a term that foursquare would like to own) is a manual geolocation application that allows your followers on foursquare to know where you are. If you checkin to Mary Carrol’s Irish pub on St. Paddy’s Day, your friends can find you. If Mary’s Carrol’s knows you have lots of friends, they’ll be smart to encourage you to checkin.  Should you decide upon stealth mode, don’t do it.    

    These services subscribe to the marketing view that where you are is more important than what websites you visit.  Don’t get me wrong, visiting websites is a directional indicator of interest, but feet on premise or near prem is a big driver of da monies. And thanks to social media apps like foursquare, gowalla, loopt, etc. we marketers have new exciting mobile toys to play with.  Peace!

    Want Better Mobile Apps? Fun Up Your Calc.

    By
    Steve Poppe
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    0

    Tired of hearing my self-deprecating “I’m a simple man” spiel?  Hey, it’s a living.  The latest simplified observation in the land of black and white has to do with mobile applications and Web apps. I’ve been selling selling for enough years to know some of the web’s first apps were online calculators.  “How much will your company save if you use our product?  Click the calculator?” Well, fifteen or so years later the premise still holds. Calcu-lay-sh is one of the two primary apps in mobile.  The other is plain, stupid fun.

    The big question is “Which app-set is bigger?”  Calculation apps or fun apps? (Search and geolocation are both caculations.) So what do you think marketers?  50/50?  70/30?  With the answer hanging in the air, I’ll suggest there just might be a gray area to consider – and that’s the fun calculation.  Shazam is one such — an app that listens to music and tells you the name of the song.

    Smart digital markets know that combining calc and fun is a way to reduce the barrier between a consumer and a product. But be careful here, there is a difference between fun and consumption. Knowing where the taco truck is not necessarily fun, not after the first time.  Fun up your calculation, make it add value to the brand and you’ll have yourself a winner. Simple. Peace.

    Google and Mobile Apps

    By
    Steve Poppe
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    0

    Google’s brand strategy used to be “organizing the world’s information” or putting the “world’s information one click away.”  Larry Page, seeing that his market share slipped 1.2% last year has decided to change that. He’s renamed the search division the knowledge division.  This, ironically, is the Microsoft Bing strategy – so eloquently presented in the “information overload” campaign developed by JWT a couple of years ago.  The difference between “information” and “knowledge” being that the latter takes you closer to a decision — closer to a sale.  This is a mistake.  The strategy did not move the market significantly for Bing and won’t for Google.  Google needs to stick to owning search and leave our brains to us.

    cave art

    What has disrupted search on the web is the smart phone. (See cover story in the NYT today for excellent piece on this.) Mobile phones are not built for full screen search, so app developers and VCs have set their sights on specialized, robust search and retrieve mobile experiences that remove the chaff and get us to information right away.  These apps, by specializing and using geo-location, trump Google and search on mobiles. They are hot — but proper monetization still isn’t happening. Ads on mobiles are still cave art.

    Let’s solve the mobile ad thing by 2015.  Any ideas?   Peace.

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