Contrary to popular marketing ideology, we do not live in a multiple-screen world. My world is about one screen: whatever screen is in front of me. Too many brands continue to build digital ghettos where the Web, mobile, social and even e-commerce occupy and have their own, unique, strategies. This leads to brands that are wildly different across their platforms. To put it simply? These strategies are stupid. Here's why.
It's hard to argue that most content-based webpages aren't all that annoying, but there is a cost for access and there is a cost for this content that must be paid by the consumers. Whether this is a paid-subscription model to underwrite the profitability of the business or ad-supported as the model, consumers have to accept that advertising and pageviews are going nowhere.
As a marketing professional, there is nothing I hate more than receiving any form of communication (email, Web experience, social media, mobile, whatever) and not see an obvious place where I can either opt out of the communication or protect how much information is being captured. As a consumer, I probably hate it more.
According to a new study, 48 per cent of Canadian parents with children aged 11 and over now let their kids carry a cell phone. With a new school year well underway, this presents a new learning challenge for parents: How to teach their kids to use their cellphones appropriately. Not just from a safety perspective but from a "mobile manners" point of view as well.
According to Comscore, 40 per cent of Canadians own a smartphone. You would think that brands would be scrambling to establish their mobile presence. Surprisingly, this is not the case. That so few brands have a mobile presence provides a tremendous opportunity for leadership and to be one of the few brands who do mobile well. Here are a few crucial opportunities brands are missing out on by ignoring mobile.
Retail has been turned on its head. Consumers are actively using mobile devices in larger stores to access hundreds of e-commerce, forums and social sites that hold product information, reviews and competitive pricing. What to do to counter this? Well, we need to arm salespeople with mobile devices that give them that extra advantage and ignore the hard sell and just be really personable and informative using external and internal resources.
There is a major shift in business focus that is under way. Digital media has forced businesses to change. Dramatically. This is nothing new. What's interesting is that we're seeing two, distinct, breeds of business being born: product-focused businesses, and customer-focused businesses. Which one do you work for?
Recently, a very senior marketing professional who works at one of the world's largest corporations was recounting a story of how they saw a postal truck outside of their corporate head offices in Silicon Valley, and every single parcel that was being offloaded from this truck was from Amazon. He thought to himself: "This is the what retail looks like in 2012."
Why are Canadian businesses taking so long to adopt social media practices, while Canadians themselves are the most engaged online than anyone else on Earth? Because of the conservative nature of business, Canadians are less prone to learn, to adopt, and therefore less likely to challenge the powers-that-be.