mobile marketing

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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.

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Research In Motion needs a name change.  Don’t fight the people.  Change the name to Blackberry.  

Next issue, the company needs to go on offense; it’s been playing Dee too long. Readers will know how I felt about “Love” as the branding idea for its bazillion dollar ad campaign.  Not good.

RIM will announce quarterly results today and they are not expected to be pretty.  The worldwide smart phone market share leader, RIM is in the sights of Google’s fast growing Android operating system. And design-wise Apple iPhones have captured the imagination of the masses. So where does that leave RIM?  In a storm? Getting torched? Kind of where AOL was 8 years ago.  Or Yahoo was 3 years ago.  A leader treading water in a pool that is leaking. Leaking into a much bigger surrounding pool. RIM needs to see the future and go there. Right now it leads in business email. It leads in qwerty interface. It leads in web access, but these three things have diluted (another water metaphor) its brand idea. Hence love. 

Come on Blackberry. Fight back. Peace!

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