Key tips for a successful mobile marketing

Driven by the enormous success and the media storm of the Apple iPhone and the launch of Android by Google, interest in mobile marketing continues to grow. With these new devices, faster networks and geolocation, mobile marketing is becoming increasingly important. 






Mobile phones are a very specific marketing channel. They are personal, always on, and go everywhere the user. However, the dizzying array of screen sizes, different types of content reproduction, the conflicts of multiple standards and protocols most often limited to a marketing approach and technological equipment. 


In addition, the mobile phone is not a single channel. It includes many channels: mail, web sites, emails, applications and much more. Some of these channels - email and websites - are also used by non-mobile systems. 




How to control the mobile marketing into a communications channel of choice?




At a time when mobile telephony continues its growth, companies must move from limited actions of mobile marketing to a more strategic and more integrated. Despite some apparent difficulties, mobile marketing represents a significant opportunity to create interactive dialogues with customers. Well controlled and responsive, mobile marketing can easily become a channel of communication. 
Meet its customers 


As with any marketing channel, launched a strategy when an advertiser or a mobile campaign, the client must be central to its concerns. With mobile marketing, the customer must, more than ever, get a message as a service and not as an intrusion. 

How to control the mobile marketing into a communications channel of choice?

The mobile marketing channel is one of the most intrusive - at least frowned message a client can easily deny access to his laptop. It has never been more important to ensure the customer 
value of each marketing message. This will include much more than simply obtaining his consent to use that channel. Apart from the obvious examples of SMS reminders for appointments and deliveries, the key message is in understanding customers and their expectations at all times. 
Think beyond a simple message 


Companies need to use mobile marketing as a way to engage with their customers.Mobile phones provide an ideal platform for a more personal communication - as long as they remain relevant and consistent with respect to contacts and offers from other channels such as email or web. 


Elana Anderson, vice president of product marketing and strategy, Unica 
A person may welcome an alert on a flash sale taking place in a nearby shop, another might see the message as an intrusion and immediately switch to a negative attitude vis-à-vis the issuer. 
Get permission! 


Obtaining permission to communicate via mobile channels becomes easier as mobile marketing evolves as this authority (or opt in) becomes a part of marketing itself, encouraging clients to engage in campaigns using their phone. For example, the distribution companies are implementing loyalty systems via mobile phones instead of the inevitable loyalty card. Customers participating can download the latest deals while they are in the store. They receive on their mobile bar code associated with an offer for use on hand. As registration and download are attributable to the customer, authorization is given to receive marketing messages, without any intrusion. 
Companies such as Mini, Nike and Volkswagen taking a different approach to effectively engage in dialogue with customers by combining mobile campaigns to poster campaigns, helping to customize a traditional mass channel. Passersby are encouraged to take a picture of the signs bearing a code to validate the bonds, either online or in store. The customer initiates the contact with the company and agreeing to receive marketing offers. 
Be consistent 


With mobile marketing, often emerges a more complete picture of the client image can be used to ensure consistency and relevancy of campaigns across all channels. 


A successful mobile marketing campaign is much more effective when it is directly linked to other marketing activities such as emailing, or direct marketing offers in stores. Moreover, for these campaigns to be perceived as a service, they must be consistent.The customer agrees to receive offers on their mobile phones must be able to easily achieve - for example by scanning a bar code displayed in stores. This must in turn be recorded in his online account and the client should no longer receive emails making offers by getting them to provide their phone number. But this type of communication "concerted" remains the exception. 




However, for companies that manage to gain the confidence of the client, the opportunities are real. Besides loyalty programs and mobile marketing applications linked to mobility, GPS technology on smart phones already allows applications based on the geographical location of individuals. 


Business demographics is useful for those seeking a service or product and can generate sales quickly and efficiently. Ever more imaginative developments appear each day. Distributors specializing in fashion now send MMS videos from fashion shows to their prospects; cutters queues for shows can be stored on mobile phones and there are a myriad of applications for websites that have to interface with the mobile. 


The structure of an interactive marketing and mobile performance :


Companies must be able to: 


Be aware of all information provided by its clients and prospects - both explicit and implicit, 


Understanding the past and present information to determine the best action marketing 


Communicate attractive, timely and relevant. 


Each advertiser must also be able to achieve all this on all channels and this, in an integrated manner. Their marketing strategy is to become fully interactive: able to engage with each customer and prospect dialogue cross-channel behavior based on their past and present. 


Indeed, mobile initiatives often have an additional effect when combined with traditional campaigns, such as incentives to respond via SMS are used in print advertisements or promotions on the point of sale. 




Marketing campaigns - and mobile is no exception, are more effective if they adopt this interactive approach. 


Interactive marketing is not just online marketing. This is a global marketing - offline and online, mobile and traditional. 


But, Mobile marketing is marketing! 


@Lionel Goncalves

Demain la veille

Possesseurs d’iPhone et d’iPad, vous êtes suivis à la trace !

Web 2.0 - Too many videos drown online communication.

This is not a surprise, the video is gaining more and more fans on the web. As television has succeeded for 60 years until we hypnotize 3:30 over a day now. To the delight of hungry huckster’s brain time available! But the wheel has turned visual communication...

Unlike the viewer who undergoes the most elusive internet with online videos. It is a more difficult to attract consumers because it is he who chooses what he really wants to watch. Not a chain does not impose anything, programs in a defined order. It even has the opportunity to win at any time. And with considerable ease because it is not lack of choice on the web compared to the TV.

In February 2011, 38.5 million Internet users (82% of them) have viewed online videos. Mostly it is the online video portals, hosting both professional content and amateur videos that attract the majority of "video-ers" with more than 24.5 million unique visitors, nearly 60% Internet users. And more than 4.7 billion videos were viewed in France in February 2011, an average of 120 videos per viewer!

120 videos per viewer, it's huge! A real success. But for whom? For the communication of the company that chooses this tool? No, in my opinion. It is especially a boon for EDF to which we consume more electricity and for internet service providers to whom we always buy more bandwidth and storage space on their servers, I think he said. Not to mention the companies that creates these videos with varying degrees of inspiration and knowledge. Less rather than more elsewhere for my taste. And sell them rather expensive, however!

Suffice to say that in choosing this tool of communication, a company takes the act of paying a small price drop in an ocean of images! Because to stand out on the web is far from clear. It became a challenge to create viral video that will cause the maximum buzz wanted to speak well of the company brand. And choosing the video is particularly exposed to risk a violent backlash if it is poorly designed, misused or misinterpreted as being an object viral par excellence through social media, you will have no control over what content is e-reputation of the company will eventually pay the heaviest price.

In addition to the video just really get a place on mobile. To date, a mobile team of 10 just watched streaming video / TV on his mobile phone during the last month.

However the use of mobile phones as mp3 player really is democratized.

According to a study conducted earlier this month by comScore, 30% of Europeans listen to music on their mobile phone. This is 3 times more people who listen so content on their mobile than those who watch videos. Moreover, the study of Comscore shows that those who listen to music on their mobile phones are most likely to connect to mobile internet, so download music on their smartphone without having to go through a computer. Especially one that does not listen to music on his mobile.

Downloading and listening to audio podcasts is also growing Contant. Nearly 15 million downloads just for podcasts of radio stations in France in February by Médiamétrie.

So for your message, you prefer to be flooded out of nearly 5 billion videos or just over 15 million audio content?

Would you prefer that there are 3 times more likely to be listened to 3 times less likely it is viewed on a mobile device?

Thanks to the web, audio communication has, I think, a good times ahead as the radio.

Quora How can it help design feature articles?

Do you know Quora? The new web service midway between Yahoo Answers and Wikipedia. Its principle is simple. Some users ask questions, others answer.

Quora was established in April 2009 by Adam D'Angelo (former CTO of Facebook) and Charlie Cheever (Facebook Platform and Facebook Connect). The service was finally launched a few weeks ago and suffers from a resounding success with some users (the more "sophisticated" they will say).

Quora has achieved significant success in its launch. The experts on this tool saw a very dim view of the arrival of these new tenants a bit noisy ... They did not fail to know and began to leave the ship. However, we must recognize that even today some of the answers do not lack precision or professionalism.

Because it seemed a shame to let this information Quora isolated, I got the idea to exploit these "fragments of knowledge" as a source of inspiration for the development of blog posts. (See example)

[1] Quora How can it help design feature articles?

Quora is particularly useful during the preliminary stages of designing an article.

You do not find inspiration? Do not panic! Visit Quora, find a topic and browse the current issues ...

For example, I want to write an article on blogging. I am not obliged to register on Quora, I go to this link http://www.quora.com/signup. I just type "blogging" into the search bar, and a series of questions on the subject appears ...

 

 

It remains for me to find a relevant question. Once the issue is found, I exhaustively list the answers to get an idea of ​​the potential of an article on the subject.

The answers seem clear?

Is it possible to recreate these elements as an article?

Quora gives you anytime, free brainstorming and usually relevant! Charge to you to operate properly.

After listing exhaustively all the answers to the question, it is time to turn this raw material into something structured.

To do this, perform groupings of responses to create the main parts of your article.

In a second step, try these ideas to organize around the issue.

Formalize the process in a detailed plan can then have an interest, especially if you are not thoroughly familiar ideas and concepts "picks" in Quora. (For example in the context of a debate of ideas: I = Positive responses, II = rather negative responses, III = synthesis ...)

While some concepts seem odd or questionable, do not hesitate to seek other sources of information (blogs, webzines, newspapers ...). Since the plan seems you take the road, go to the editor.

With your comprehensive plan you can get started in writing.

Unlike a classic article, your article inspired Quora you can ask a number of issues during the drafting stage.

In the previous steps, you have been greatly helped by Quora. The questions and answers you have provided a basis of work done and relevant.

But when it comes to writing, it is possible that you butiez concepts or arguments not used the Internet.

Take, again, time to assimilate and appropriate you the knowledge you're about to broadcast. Otherwise, you risk not being able to answer a question from a visitor or worse, write outrageous.

When you use Quora as a tool of inspiration for your business blogging, it is imperative to always quote your sources ... A simple link www.quora.com not enough! List all the questions you have to design your item. (Remember the sources that you have verified information from Quora).

[2] The limitations of the method

On Quora there is also bullshit. Do not take the responses of Internet users to cash. Check systematically collected information.

 

We must avoid getting carried away by the extraordinary simplicity Quora offered during the preliminary drafting of an article ... The issue is already raised, it might be tempting to simply translate the responses as lists beasts and evil ... It may even go unnoticed in a number of cases. However, the risk of plagiarism is tending towards the real.

Beyond the language barrier, keep in mind that all regions are mixed in Quora and that responses can be influenced by the geographical area of ​​the Internet ... The answers given by a U.S. Internet may well have meaning only within its own context.

It is always much longer to write about what we can not control. Quora is a siren from the top of his rock you sing, "So just write about it, look, I have all the answers ... Vienza moiiii! . But yet ... Quora not allow you to make the economy more research ...

For many, there is little chance of seeing itself as a Quora Facebook, or Twitter ...

It has been "a very nice private club, But It's Not For the general public.

Respondent # 1, Robert Scoble, Will Simply stop posting On The Site When They Get Drowned Out By The Noise From The Masses.

Excerpt from article Why I Do not Buy the Hype on Quora techcrunch

Conclusion: Quora is a tool of enormous potential. However, it remains extremely hazardous to base an entire article on the responses of Internet users. To not see your item look like the bad Wikipedia, do not hesitate to dip into other more traditional sources, articles, blogs, white papers and more.

Do not lose your old habits! Be yourself! Do not eat a tool

Should you wish to receive an invitation to Quora please let me know in the comments or by DM.

Are you careful with your access to Facebook, Twitter, LinkedIn & Cie ?

Inter operability, unique identifiers, interconnection are now the watchwords for any new service called "social", whether in beta or already operational. To avoid therefore multiply the identifiers for each service or application, publishers are now almost obliged to call upon third recording systems like Facebook Connect, or those offered by Twitter, Google or LinkedIn. 


This means sharing a number of personal data with third parties without the use of the service offered is sustainable or scheduled.





How many applications do you allow on Facebook or Twitter since you are a member of these networks? How many applications do you use regularly? When was the last "clean" your authorized applications ?


Do this exercise and you will probably discover a few surprises you will access the administration pages directly from these links: Facebook, Twitter, Google, and LinkedIn.

Exclusive interview with Alex Dayon, Executive Vice President of Salesforce.com CRM

The elements of an interview with Alex Dayon, Executive Vice President of CRM from Salesforce.com, following the acquisition of Radian6, the Canadian firm of SocialMedia Monitoring. The content is presented in English to voluntarily maintain itsrelevance and quality.

Alex Dayon back on the choices that led to the acquisition of Salesforce.com Radian6and especially on how they intend to integrate the monitoring technology of social mediain their current and future offerings. It also confirms the importance of expressions ofcustomers in these digital spaces for all trades and industries, and thus justifies therelevance of such share repurchase. Alex also gives his opinion on the impact of thisacquisition on the market and its predictions of movements from other players like Google or Microsoft.






What were your motivations to choose Radian6?Radian6 is the industry’s leading social media monitoring platform used by more than half of the Fortune 100 to monitor, analyze and engage in social media conversations. Radian6’s unique technology monitors hundreds of millions of conversations every day across Facebook, Twitter, YouTube, LinkedIn and thousands of blogs and online communities, delivering actionable insight in real-time. Today, the company has more than 2,400 customers that include top global brands like AAA, Dell, GE, Kodak, Molson Coors, PepsiCo, and UPS.
Radian6’s products are helping company’s better market and sell to prospects, service customers and understand what’s being said about their brand, products, competitors and services. We also believe that the explosive growth of social media is just beginning, and with Radian6’s unmatched technology and visionary management team, the demand for their products will only continue to grow. Being a part of salesforce.com will help Radian6 scale its sales, development, support and marketing efforts to capitalize on this rapidly expanding market. In addition, we believe this acquisition will accelerate our growth.
What kind of moves did you expect from CRM and do you think that search vendors like Google or Microsoft could challenge you on this field?Salesforce.com understands that a massive shift is underway in the industry, the shift to Cloud 2. The first phase of cloud computing was about leveraging technologies that were low cost, fast and easy to use on your desktop. Cloud 2 represents the next generation of cloud computing, one that is inherently social, mobile and open.
With Radian6, salesforce.com accelerates the enterprise’s shift to Cloud 2, enhancing all of our products with the industry’s leading social media monitoring platform. Our customers are asking us for a way to capture the conversations happening on social networks like Facebook, Twitter, YouTube, blogs and online communities, and tightly integrate them with their salesforce.com products. With the combination of salesforce.com and Radian6, companies will be able to bring the heart of the public social web into their business.

Can you predict market evolution for the Social Media Monitoring landscape for the 3 coming years?The social media monitoring landscape has a lot of potential as many businesses are just starting to tap into these platforms for brand building, customer service, and marketing. We cannot make any specific predictions about the industry, but know that it will continue to grow and evolve in response to the needs of business.

What integration option do you have planned for Radian6 and Salesforce technologies?Today, our customers are asking us for a way to capture these conversations, and tightly integrate them with their salesforce.com products. By acquiring Radian6, this will allow us to do just that, and more. For example:

• For Sales and Service Cloud customers, Radian6 will extend the value of their deployments by providing actionable social intelligence.  We’ve already seen a number of examples of how social media is impacting the customer experience. Whether its disgruntled airline passengers airing complaints about broken baggage on YouTube, major car companies like Ford and Toyota directing advertising viewers to their Facebook fan pages instead of their websites, or companies like Dell unlocking new sales channels through Twitter campaigns, social media is where customers conversations are happening today.
• Radian6 will create the bridge between public social networks, like Facebook, LinkedIn and Twitter, and Chatter, the private, secure social network for the enterprise. For the more than 80,000 companies that have already deployed Chatter, feeds will no longer contain just the activity happening within the walls of their company, but will be filled with real time insights from fans on Facebook pages, followers on Twitter, comments on blog posts and more.
• And developers will be able to build apps on the Force.com platform that tap into the power of Radian6, putting the social web into everything they build. In such a dynamic market, this acquisition will present a huge opportunity for salesforce.com to extend its developer and partner ecosystem with technology not available anywhere else.

How to win in Mobile Marketing, a free e-book to download

What are good practices to design and launch mobile marketing campaign ?  How to build a coherent strategy for mobile (applications, mobile websites, SMS, ..) in line with your existing communication strategy ? An french e-book but translation will arrive sooner !! Download the book :

7 easy steps to understand and to use Quora

Quora is the social networking trend, which seems to follow the path of Twitter. This article is intended to those who do not yet know Quora platform, social network in principle very simple: ask questions and read responses from surfers members or answer the various questions yourself! Distinguishing features: quality content and squatted by network entrepreneurs, bloggers specialized investors ... it is the strength of this community that gives meaning to this site.
Website: www.quora.com




















Step 1: Understand Quora

A social network of questions and answers created, edited, organized and updated by users. If you go to Quora: it is to ask questions awaiting answers or help yourself by providing answers to questions asked by others!


Step 2: Become a MemberYou must use your real name to register, but you can ask and answer questions anonymously. You can also synchronize your account Quora to your Facebook and Twitter or your blog. Write a short biography that describes areas of expertise, it validates your answers to the queries of others.



Step 3: Ask a question

Enter a question into the search box at the top of the page are as accurate as possible.Typing each word, a suggestion box you will immediately see if your question is already asked by others. Each question must be a complete sentence in accordance with spelling and grammar. NB: The polls are not allowed. Start with the "who" "what," "when," "where", "why" or "how to avoid getting a simple" yes "or" no "answer.
Step 4: Post your questions on Facebook and Twitter

To find answers to your question, the share also on Facebook and Twitter, ask a member Quora to respond, or to invite non-members to come and answer.
Step 5: Follow the people and topics you like

Follow specific topics by clicking the green button "Follow Topic" (trad English: "Follow this topic") button. You can also follow fellow members Quora like on TwitterIf you're logged into Facebook, you can find friends on Facebook Quora by clicking on "Settings" (Settings).
Step 6: Answer questions

Answer the questions if you want you want and above all be honest and truthful in your answers ... non-serious responses will not be approved.Include as many explanations and justifications or evidence you can, and try to go as far as possible in your explanations. 

If you're new to the site, your response may be marked "Response awaiting approval" until a reviewer Quora the checks.
Step 7: Response Rate

You can analyze your response rate by clicking on the arrows "up or down", just left of the responses. You can also add a comment, you will not forget to thank the person who posted the answer.

how to set up a monitoring system of its online reputation

With the explosion of social content on the internet or digital reputation online reputation has become an unavoidable issue for the management of the brand companies and their products / services. Indeed, the negative opinions and comments posted by anonymous users and / or customers on the Internet can harm the reputation of a company and its prospects or diverting potential partners. This phenomenon is amplified by the SEO of these new "forums", which competes with official content posted by companies. To organize a response, re-establish dialogue with the e-consumer and / or simply take the pulse of its online reputation, the establishment of a monitoring system is of great utility. In detail, here are the main advantages and practical tools to ensure a good start in his e-reputation.



What is e-reputation?


Definition :


The e-reputation (web-numeric character or reputation) a brand or company based on all the comments and opinions of Internet users (customers, employees, competitors, etc.) published on the internet that relate to its products, activities and services. These views-neutral, positive or negative-are particularly expressed through blogs, discussion forums, opinion sites, consumer, social networking, etc..
Which professionals are involved?


Professionals online sales are particularly vulnerable to feedback from their customers on the different media of expression of the social web. These messages can be positive and therefore serve the interests of the company (ex: relays a user event, such as organizing a sale or flash indicates a link to a special offer) or express a negative evaluation ( eg delay in ordering or nonconformity of a product). In the latter case, comments can affect the reputation of the company (this is also called "noise" that is to say a negative opinion expressed with virulence and / or exaggerated).


More generally, professionals who rely on the proper referencing of their brand / product / service on the internet to communicate their products / services, whether B2B or B2C approach, are directly affected by the issues of digital reputation: especially if negative comments containing the word (s) keyword (s) that match the brand name appear in the first pages of search engines.
The benefits of a surveillance system of its online reputation


The establishment of a monitoring system of e-business reputation or its brand has several practical applications:
Empirical analysis of customer returns: the day information on problems encountered by customers in connection with the services / products provided by the company. It may reflect the need to improve certain aspects of its activities (eg customer relationship service, product quality etc..).
Dialogue with customers-users: the day can also meet people who post negative comments in forums of discussion and / or blogs. This is an opportunity to intervene to guidance, they provide links or the information practices, to restrict the release of new adverse comments.


Note: The use of a corporate Twitter account-with a watch put on the Twitter feeds published by the Internet-allows a dialogue with the micro-bloggers who mention the brand or products of the company.
Creating spaces of communication skills: the information collected can be incorporated to reflect on the communication strategy. Part of e-reputation is based in effect on the ability of a mark, and therefore its products and services, to occupy or create spaces for communication control (eg blogs, newsgroups) - towards which to direct customers who express negative opinions of third spaces. The new content adds up to also allow the SEO constructive feedback / positive in the search engines.



Finally, the day can measure impact and success of a campaign.
E-reputation and human resources: a watch can also identify the comments made by employees and former employees of the company, potentially harmful to human resource management (eg recruitment) or B2B relationships. These particular comments may appear in the professional social networks (eg, Viadeo, Linkedin).


Some monitoring tools free


Social meta


With these tools, it is possible to search by keywords (eg brand name) and in real time, and collect comments and content published on the mainstream media and social networking Web: Twitter stream and Facebook, forums and discussion groups, blogs, social networks, professional and editorial content (via Yahoo News and Google News in particular). Meta social videos also show the most recently released on video platforms like YouTube and Dailymotion, the results are again generated by selecting a keyword. They are tools for "broad spectrum" because they gather content varied.


Examples of social Meta:
Socialmente: it features an array of analysis that gives a general estimate of the opinions of Internet users (positive, negative, neutral) expressed in the discussions and points to the comments of a blog containing the chosen keyword at research. Socialmente can search up to a month back.
Whostalking: it probes the digg-likes, social and professional networks, blogs and tags that match the keyword search. Its interface is fluid and allows the user to quickly select the search criteria of interest.


Note that Google can also monitor the social content from keywords via the "Update" section in the search options.
Blog engines and micro-blogs, and follow-up comments


These engines perform a targeted search on content constantly updated. They allow the user to be more attentive and responsive in case of recovery of a functional problem related to services / products of the company (eg messages on twitter stream) or publication of a note by a influential blogger for example, and the reactions / opinions expressed by users on blogs.


Examples of blog engines and micro-blogging
BlogPulse: This is a content aggregator of blogs. it generates the results in terms of / the word (s) keyword (s) used. Among its advantages: completeness results, trend analysis for the keywords typed (frequency of occurrence over a period of time).
Icerocket: It identifies the "buzz" (blog articles rated by users) related to the keyword search. Clear display results containing the keywords, hashtags by, the presence of the keyword into a link, or mention of it verbatim.
Twitter Search: the search by keywords integrated into Twitter.
TweetBeep: Professional tool to monitor keywords that appear in Twitter posts, with updates every hour. It allows you to find a keyword in links shortcuts (like bit.ly gold tinyurl.com)
Content aggregators / RSS


Content aggregators allow both to recover the content of blogs / reference sites updated regularly (Techwatch) and organize a vigil in semantic retrieving RSS feeds associated with one or more keywords (eg flow RSS Google Blogs).


Some content aggregators most popular: Bloglines, FeedAgent, FeedDemaon, FeedReader, Google Reader, GreatNews, RSSOwl, Netvibes.


Note: Netvibes has launched Instant Dashboard, a dashboard adjustable pre-set which combines the results generated from a search by keywords on different media / social networking and son news (Google / Yahoo) . The results are updated continuously.