The Pass Back Effect

For marketers working with child centric brands or simply have children of your own, it is important to understand certain trends that are quickly developing in how both parents and children’s behaviors are changing based on the rapid evolution of mobile devices. One of the side benefits is that technology is being passed down at an accelerated rate.

If you are one of the 50+ million Americans with a smartphone and you happen to have small children then you have most likely passed it to them to appease their little hands and minds in certain situations.

This phenomenon is now known as the pass-back effect. By passing your mobile device to your child you are actually participating in a new trend of further enhancing the learning and development of your child… or in real parenting terms you are providing an electronic play grenade that will entertain them for 15 minutes while you are waiting to be seated at a very busy restaurant.

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Whether it is giving your two year old your iPhone during big brother’s basketball practice (try the Cars inspired matching game). Or your daughter is playing the latest dress-up or Cookie/Cake decorating game between appointments, the pass-back effect is very real. As many of you are keenly aware as nearly half (47%) of the top 100 apps sold are targeting Pre-school & elementary aged children.

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There are many apps that are ideal for passing time when you need it. In 2010 alone app sales are estimated to clear 1.2 billion (insert Dr. Evil pinky reference here) dollars. There are matching, dress up, puzzle games, and A, B, Cs. Big $$ are being spent and made to ensure that our kids have a multitude of options to keep them entertained .

From a brand marketers perspective it is important to consider defining an application strategy that maps to a larger integrated digital strategy while also recognizing the opportunity to drive awareness and brand relevance through targeted mobile applications that provide benefit to parents while engaging and entertaining children.

Quick question, how many iPods do you currently have in your home? For that matter how many iPhones do you currently own? What are you going to do with your iPhone 3G, 3GS and iPhone 4 or Android by next fall when you inevitably upgrade to the next version?

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Instead of trying your luck on eBay consider keeping the device for your kids. You may or may not know this but a non-activated iPhone functions as an iPod touch when not directly configured as a phone. Meaning your apps, web browsing via wi-fi, etc… are all possible.

As digital marketers we cannot ignore opportunities due to the accelerated adoption of technology.

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Social Foundation

A good portion of my day job is defining social/digital strategies and programs to assist major retail brands maximize their WOM opportunities to drive multiple business objectives. Be it acquisition, engagement, advocacy, etc… Before I begin a new client engagement I like to establish a framework of which there are critical building blocks that I refer to as the Social Foundation. Like a foundation to a house there are key elements that are essential to understand prior to launching straight into strategic discussions.

1) Define Social Strategy: It is absolutely critical to define the GTM social strategy to ensure that all elements are aligning with goals & objectives and are measurable with the appropriate KPIís.

2) Content Creation: The key to driving WOM is to ensure that enough content is created (UGC/Brand) to form a foundation that helps to funnel users through our ideal brand centric social experience. While also maximizing our SEO positioning. Social & SEO are very closely aligned.

3) Discoverability of Content: It is highly important for content to be created in a way that maximizes portability of the content. RSS, tagging and leveraging the latest in terms of highly optimized publishing systems as well as sharing widgets are critical to ensuring that your branded content is being maximized to its fullest reach potential.

4) Highly Engaged Community Management: Social more-so than any other channel requires that the brand fully engages in discussions across multiple channels. This includes going beyond simple content publishing to actually following and commenting on trending topics and reaching out beyond the brand conversation. This is where I see a significant gap in terms of brands that are truly benefiting from social programs to those that are simply executing against a publishing calender.

5) Incent creation of UGC content: 30-60% of product centric search results are actually from UGC, primarily blogs and reviews. It is absolutely critical to get new products that integrate with mobile reviewed as this is a key driver for awareness. Do not focus on a single vehicle for content creation, it is critical to leverage multiple types of media to maximize opportunity. Text, Video, Photos, etc…

6) Unique content sources as a KPI: One form of social measurement that I commonly incorporate is to compare unique content sources to competitors. This is a key metric as the more content that is created from unique sources the higher the likelihood of being shared and viewed by more individuals.


7) Integration of Social Channels: It is critical to ensure that each social channel that is represented is integrated to the fullest with the goal of driving traffic/awareness through to the ideal social destination, be it an engaging application or promotion there has to be a specific intent for the user and the brand. Raise awareness through multiple channels but ultimately drive through to your ideal destination

8) Extend Digital into Retail: Maximizing the reach of both online Rich Media, Social, Augmented Reality and offline communication vehicles such as location based services, QR codes that direct to app downloads or videos, SMS campaigns & mobile loyalty all tie into a brands ability to fully maximize digital vehicles towards retail/offline engagement.

9) Leverage Partners: Corporate partnerships are key to reaching targeted users and to maximize cross-promotion. When selecting the ideal brand partners it is key to review their social strategy and how they are maximizing their channels to ensure there is a cultural fit. You do not want to execute a highly socially driven strategy with a partner who is at the beginning of the social continuum.


10) Incent in-store purchase: Finally incent users via proximity solutions that tie back to providing immediate value while also potentially driving engagement back to online or mobile properties.

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Mobilizing Your Social Strategy

Today I was the host of the weekly Hashtagsocialmedia tweet chat. Our topic was integrating mobile with your social strategy with a focus on strategy, best practices and tactics.

Mobile is a hot topic and according to comscore with 234 million americans aged 13 & older using mobile devices in the US that trend is not changing anytime soon. Of that 234 million 49.1 million in the US now own smart phones. With the continued adoption of smart phones we are on the cusp of changing how mobile can impact a brand.

In today’s chat we discussed the following topics:

1) How would you integrate mobile with your social strategy

2) How do you maximize the mobile web?

3) What tactics & why? (Proximity, Geo-location, Augmented Reality, QR Codes, SMS)

All with the mindset of integrating and extending digital & social via mobile.

Here is the archive/transcript of today’s tweet chat

hashtag1

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6 Benefits of Foursquare

One of the areas that I monitor closely is the progression/adoption of geo-location services such as foursquare, gowalla, yelp, loopt, buzz and dream walk mobile. Geo-location services have been around for the past 4 years but are now gaining critical mass fueled by smart phone adoption and media attention around events such as SXSW 2010.

For this post I will focus primarily on the service based game foursquare and will follow up soon with a Gowalla post. For those of you who are not addicted to checking in to every location you frequent here is the 101 version of the foursquare service and why marketers & businesses alike should pay attention.

The opportunity tied to geo-location based services such as foursquare from both an agency/marketing perspective as well as a local business perspective are enormous. Local business can gain access to customer insights tied to geotagging, local search & location based analytics which can drive adoption on the local level well beyond that of the standard digital campaign.

The service can become an extension of activities that you are already engaged with as part of your everyday routine. This presents a new opportunity to interact with consumers wherever they may roam.

Foursquare as a service is available anywhere in the world. Meaning both domestic and international campaigns can be supported. To get the full experience (Friend interaction, leaderboards, etc…) foursquare requires an iPhone, Blackberry, Android, or Palm Pre.

For those whose immediate response is to point to smart phone adoption rates note that other options to engage exist including a mobile web option as well as an SMS check in option if you text to 50500 (e.g. @Red Urban ! typing a blog post). SMS checkins are only available in the US.

Example of Text check in

Geo-location services are driven by the concept of geotagging and takes advantage of the GPS technology that resides in your device. This in turn provides a means to digitally “tag” and interact with a physical location you just visited.

E.g. Pull into your local Starbucks, pull out your iPhone/android phone, initiate the app, select/create the location and click “check in”. Once checked in you can then interact with the location by writing a review (tips in foursquare) or you may be presented with a special offer.

Example of Special Offer notification as well as sample offer


With foursquare the primary premise is around rewarding users with three different merit systems. Mayors, Badges and Points.

1) Mayor – A mayor is a user who is in 1st place on the location leader board first place defined as most check-ins
2) Badges – Badges are awarded for achieving various milestones tied to either the number of check in’s at a given location or the amount of check in’s throughout the day or other criteria. As with Xbox Live achievement points recognition can be a key driver in influencing behavior
3) Points – Points are awarded at varying increments based on multiple factors such as a new venue may yield a higher point allocation

Example of Starbucks Foursquare Badge

From a brick & mortar business perspective this is a great service to be mindful of as you can begin to gain insight and influence behavior as well as monitor customer service. Instead of a local ad buy or in addition to it why not promote offers within a radius of your location or serve them directly to your customers as they enter your location.

6 reasons to care about Foursquare as a business

1) Customer insight and word of mouth – You can gain invaluable insight into the behavior patterns of your customers. You can analyze visit trends as well as gain insight into their views of your brand

2) Customer service – With the ability to get near real time feedback as users interact you can gauge the sentiment of your users

3) Customer retention/ Loyalty Program – Forget about punch cards, track loyalty via check-in’s and reward those who frequent establishments with special offers and recognition

4) Viral Effect – With the auto post of updates to Twitter & Facebook with badge unlocks and options to post your check-in’s the viral impact of check-in’s is amplified with this service moreso than other geo-services to date

5) Big Brands are taking note – Starbucks (See image above) & Dominos have already started campaigns with Foursquare and with various media partnerships this trend will quickly continue to rise

6) Measurement – One of the powerful elements of the service is the analytics option that is currently being rolled out. As a business owner it is possible to track: Total checkins, unique visitors, when and if users shared their updates (twitter, facebook) as well as analysis of demographic breakdown and ability to track usage over time

Example of foursquare business analytics screen

One additional service of benefit to businesses and users of foursquare is snacksquare. Snacksquare which is powered by foursquare and is a location-based advertising provider that facilitates local businesses automatically delivering SMS text messages to potential customers that check in near a venue (proximity service). The site also allows end consumers to find the best deals ahead of time vs. just being notified via check in. This framework + the business analytics begins to form a more complete package for marketers & businesses alike. For more information on Snacksquare here is a recent Mashable article.

With additional focus being paid to geo-location by the big players such as Facebook, Google, Twitter, etc… It is natural evolution that foursquare is focused on extending APIs and integration as their valuation (recently 100 million) continues to sky-rocket.

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iAd

With the iPhone OS 4.0 Keynote today the announcement of iAd caught our attention in the office. Moreso than multi-tasking & the thousands of API’s iAd offers the chance for a true revolution in mobile advertising.

The ability to provide Rich Media advertising within the application is key for marketers, brands & developers alike. There were some great quotes from Steve Jobs today:

“On a desktop, its about search. On mobile, search hasn’t happened. People aren’t searching on their phones. People are spending their time in apps. The average user spends over 30 minutes using apps on their phone. If we said we wanted to put an ad up every 3 minutes, that’d be 10 ads per device per day – about the same as a TV show. We’re going to soon have 100m devices. That’s a billion ad opportunities per day!”

For now Apple will sell and host the ads with a revenue split (60/40 with devs getting the 60) and ads are done in HTML5 (Sorry Adobe). The apps will be fully interactive like their rich media web counterparts and the fact that ads have access to location to tie into geo-location is another win.

If I were a dev/marketer/agency I would get the SDK yesterday!!!

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iPad Launch Day – Review

Part of my job is tied to staying on top of emerging technology and the latest entry launched today in the form of the Apple iPad. After being in and out of my local Apple store in 10 min it was on to the setup. I found updating to iTunes 9 to be an issue as I continued to run into service issues. Once those were resolved I decided to go with a fresh install vs. importing settings from my iPhone. The iPhone app experience on the iPad is not ideal. The apps work but are optimized for a certain size. I actually removed any iPhone apps that made it through the setup and was on the iPad app store to see what was available.

So far I have been impressed with the device. I have enjoyed the smooth web browsing and e-mail interface. I was really surprised by how seamless the Netflix integration was upon execution of the app. After logging in I was able to instantly stream within seconds. I was also surprised by the number of apps that were available at launch. With 400+ games (I stopped counting after page 34) there is plenty to review.

Also, being a current Kindle owner I was very curious to see how iBooks compares. And at this point there really is no comparison. With the additional functionality mentioned above as well as a color/touch interface the iPad will officially become my default e-reader. With that said the Kindle App for iPad/iPhone is usable and the experience is adequate. I still have access to all of my Kindle purchases and the app has been updated from the iPhone version to be optimized for the iPad. So for now it will be a combination of Kindle App/iBooks but either way from a hardware perspective I will be quickly auctioning off my Kindle.

Is the iPad an essential device? Not yet. It is an amazing casual browsing and entertainment device and I see the value in it even beyond a netbook which surprised me. The real appeal for me is being able to pick it up like my phone, check my e-mail, status updates and browse relevant articles quickly and with optimal portability.

I see the potential moving forward as the iPad evolves and hope to see Flash enabled as well as the ability to manage multiple apps at the same time and a solution for an integrated webcam but for now I am happy with the device for what it is. Also, the battery life has been holding up as well.

Today I also did a guest blog post for Playground Dad. If you are not familiar Playground Dad is targeted to the thirty something dads that are interested in staying connected with their kids and ideas to maintain work life balance. The post provides recommendations on how the iPad can bring you and your kiddos together in a variety of ways.

iPad Kids

Here is Grant watching Veggietales via Netflix instant stream. The iPad Case serves as a great way to position the iPad for optimal viewing.

grantipad

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What’s the price of a Facebook Fan? It’s 5 dollars

Recently Babies R Us ran a Facebook campaign that caught my attention. There were a number of campaign elements that were executed well and the result was a positive network effect. There were also areas that could have been capitalized upon to drive further value.

The premise of the campaign was driven by the promise of a $5 digital e-card for becoming a Facebook fan. The catch was it was a 1 day campaign.

7 things I liked about the experience:

1) A one day promotion provides a sense of urgency to take action with a truly valuable and tangible benefit.

2) Simple, audience specific image with a very clear call to action. Sometimes simple is better.

3) Ability to immediately blast all friends increases potential viral distribution. This increases by additional adoption as visibility into friends recent activity amplify the impact and potential drive to action.

Babiesrus3-Blog1

4) Low barrier to initiate the action as all that was required was to click “Become a fan” which leads directly to a very brief profiling exercise with clear rules & terms and does not present form or information overload.

5) I really liked the SMS opt-in being handled within the profile experience as mobile is a natural extension beyond a Facebook driven channel interaction.

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6) Delivery of the e-card occurred within 2 days with the added benefit of use online & in-store highly increasing my probability of actually using it.

7) Network proliferation (at least through my wifes/target network) was immediate and visible as a significantly high percentage of her network participated in the campaign.

7 Areas of focus that could have further enhanced results beyond the standard campaign:

1) Further amplify & drive awareness prior to and after the event. Drive 5-10 day interaction strategy through multiple social channels to further hype the event. This includes targeting key niche (e.g. Ovusoft, Playground Dad) communities and driving influencer build-up to the event to further amplify the promotion.

2) This also accounts for influencial “mommy” bloggers and “super” dads. One key point is that Blog actually stands for B. Better L. Listing. O. On G. Google. As within product category segments 30-60% of top search results are blog driven. Outreach to same group to write about the campaign and the positive impact and build anticipation for a possible future event.

3) Capitalize immediately on the opportunity to cross promote to the target market segment. Specifically on the “Thank You” page would have been a great opportunity to drive through to a branded interaction or to a select group of targeted products.

4) Immediate recognition of SMS opt-in by sending a confirmation message offering additional incentive for accepting the opt-in.

5) Take this as an opportunity to leverage a proximity based service with devices in store locations to continue to amplify cost savings by leveraging the existing opt-in.

6) As with any strategy where profiling occurs the ability to now directly tie these individuals into an actionable marketing queue is invaluable. Capitalizing on more than just capturing the data is one of the keys to truly driving the value from social channels.

7) The follow-up e-mail was very thorough with categories, calls to action to both Babies R Us and Toys R Us. The format was pure HTML. There needs to be a plain text option as well to cover all bases.

Conclusions & Measurement:

Overall I liked the premise and execution of the campaign. I will be interested in measuring the Key performance indicators (KPI’s) if they become available such as the delta between number of friends prior and after the promotion, retention of new “fans”, number of profile opt-ins, number of mobile opt-ins, etc.

*Credit for discovery of the promotion goes to my wife. Thanks Cherlyn!!!

Tag Marketing

While recently attending the 2009 Microsoft High Tech Summit I was introduced to the Microsoft Tag system. It works very much like a barcode system with your mobile serving as the scanning mechanism.  The interesting play here is the interactivity and opportunity that it provides to extend a traditional campaign.

I am beginning to see the Microsoft tag showing up in more places. While waiting to take-off on a flight to Seattle I was catching up with the latest Official Xbox Magazine and on the first 2 pages was an ad for the upcoming Halo Wars title. I have a moderate interest in the upcoming title but I have seen the ad with a number of Spartans looking to blow things up before. I was about to turn the page when I noticed something interesting.

At the bottom right of the page was the Microsoft Tag with the ability to immediately view a trailer of the game and redirect me to the Halo Wars marketing site on Xbox.com via my iPhone. For the novelty of it and the fact that I can’t resist a good interactive campaign I pulled up the Microsoft Tag Reader app that I had recently installed on my iPhone and took a quick shot of the tag and I was off viewing a great cinematic trailer for the upcoming game and of course the marketing collateral tied to it. If I was on the fence for the title this form of immediate gratification may have pushed me over the edge to purchase.

Where this gets really interesting is the ability to extend print in a more direct manner. Traditional ads reference a URL that leads to a product page or micro-site that is dependent on a number of factors to be executed by the end-user. With the tag system I get the immediate satisfaction of accessing information of interest in real-time from my mobile which makes the likelihood of me taking action on the ad much more likely as the barrier of sitting down, trying to remember the URL, etc… is eliminated.

From an ROI perspective I assume that the tag tracking to the destination URL is easy to reconcile and the ability to show ROI based on the “Tag Through” (I think I just coined that) then on to potential transaction should be an easy model to follow.

From a social computing perspective the ability to quickly introduce an interested party to key influencers with minimal barriers is also a possibility. The user-flow could be scan the tag, 20 second trailer and direct the user to key Community Server blog, forum or wiki topics that enhance the core message and leads to validation by peers and additional WOM.

The Microsoft tag system may not become the standard…Although if I were Microsoft I would OEM this on net-new Windows phones and allow for recognition of a tag that automatically initiates the app… but I like the direction from a consumer marketing perspective. I am a firm believer in reducing barriers for end-users. Minimize the steps necesssary to the desired result and the likelihood of action significantly increases.

Sample Tag:

microsoft-tag-792594

Apple Customer Service

I have been very satisfied with both generations of iPhones to date. But when there is a problem I have been even more impressed with Apples customer service.

A few days ago I dropped my new 3G on the hard floor at work. I have dropped my iPhones (Previous and current) numerous times and the worst that has happened is a dent or a scratch. But this time the phone landed face down on the floor and shattered the glass like a windshield hit by a Mack truck.

So that somewhat impeded my ability to use the phone as glass shards in my face is not the most conducive way to conduct business.

I originally purchased my phone through an AT&T store but I called the local Apple store to talk to support about my options since I had not purchased Apple Care and had heard they were freshly stocked. So an appointment was made with their Genius Bar for the next day.

I arrive, bypass the still long line for the iPhone and get into my appointment earlier than anticipated. The associate was very helpful and he initially stated that there is normally a cost of $200 to replace the phone with this type of out of warranty damage. But as we wrapped up the exchange it turned out to be at zero cost result as he just performed a straight swap. His only advice was “just don’t let it happen again”.

So needless to say that was a $200 swing in my favor. Apple did not have to do that, I would have paid the $200 to swap my phone, but the fact that they were so accommodating and stood behind their product gives me a new sense of appreciation for Apple.

iPhone 3G Adventures

I finally got my iPhone 3G around noon today but not without some adventure and waiting in the process. I would love to hear if anyone else has a story about waiting for their new  iPhone today.

First I stopped at a local mall to see if I could “pop” in and pick up the 3G. Needless to say the line there was 700+ people long. After waiting for a while and not making much progress I went with plan B which was to go to an AT&T store close to my office.

The line being only 20 people I thought this would be my ticket to getting the 3G. After about 30 minutes of the line not moving very much I started to second guess my decision. On a side note, I ran into a guy that I went to high school with that I had not seen in over 15+ years! I also got to meet his great family (wife and two daughters). It is a small world considering I did not grow up in Dallas.

As the line dwindled down and it was unknown exactly when the phones would run out it became clear that it was going to be very close based on the AT&T rep updates. When there were four people left in front of me they announced that they only had 4 phones left total! There were at least another twenty people behind me. I thought… wouldn’t it be great if they ran out right in front of me.

So as their was one person to go they came to me and said that one of the people did not meet the criteria, i.e. primary account owner… so there was one black 8 GB left so I took it immediately! I was eligible for the upgrade so the cost was minimal and the wait at the AT&T store was roughly an hour and a half.

As far as the phone it is better than I had hoped. The feel of the phone is a bit more natural than v1. The back has a slight curve to it and their is a difference in terms of the feel of the screen. The app store is a nice addition although I miss some of the free hack programs. The App store is tied to iTunes. There are a number of free apps, including a great lightsaber app. Other apps are sold in the same model as other iTunes products. I immediately started downloading apps to my hearts content!

My restore from a v1 iPhone went very smoothly once I was actually able to get the activation completed. It took about 15 attempts to connect to the Apple servers to get the phone setup. I backed up my v1 one last time, popped the SIM with the SIM removal tool that now comes with the phone and once connected ran the restore from the “previous phone” option to import all of my settings from my v1.

All in all it was a very seemless transition. I have to say I love the active sync with Exchange! No more duplicate effort on deleting items from my phone and inbox. My calendar and contacts will now stay in sync so no more daily sync routine.

I have been on the 3G network before with a BlackJack so the added speed will be nice. The only downside so far is the battery life seems to be significantly less than the v1. I will have to adjust some of the defaults to try and preserve juice while traveling. My only other complaint is that this model does not fit into the existing docks. It will require a new accessory!

All in all I am very happy with the upgrade and it was definitely worth the wait!!! For those of you with the v1 I really recommend the hardware upgrade. I was surprised by how much I enjoy v2. For those of you who have yet to take the plunge now is the time. The 3G network, full exchange integration and a great user interface! What are you waiting for???

Here is a shot of my newly opened iPhone 3G

iphone3G

iPhone 3G

Are you going to get the iPhone 3G? If so why? Are you a current iPhone user or have you held out waiting for a faster network?

I am very interested in the study of Consumer Behavior. Especially around brands that transcend their categories and become engrained in our culture. Apple’s products definitely have redefined how we interact with music with the iPod and for many of us and I am very interested in how the iPhone is/has redifined our expecations around what a mobile device/phone should be.  

I have been very happy with my iPhone over the past year or however long it has been. All I know is that I am eligible for the upgrade with my carrier and I am ready for the 3G. I have lived with the quirks of not being able to push contacts, calendar and e-mail with Exchange. I have undergone the daily sync routine to try and keep my ever expanding calendar at bay. And I have suffered through the subpar camera experience. 

I have enjoyed the various hacks and it has even survived a few dives into my infant sons bathtub. So now it is time to upgrade and I will be one of those people in line early on Friday the 11th just so I can upgrade to the 3G.

Is it a necessity? No. Will it make life easier? Maybe a little bit. Could I wait and just get the 2.0 software release to get Active Sync? Sure. Will I wait beyond this weekend to pick up the phone? No.

This is where I have to give Apple credit for their marketing and design of their products. There is not another brand that comes to mind that has positioned itself in such a way that with each new release of a product it warrants an almost immediate upgrade. Think about how many iPods total that you own or have bought in the past few years alone.  

This is not necessarily because the functionality is superior, it is has to do with the simple and elegant products that demand your attention and ultimately get it because it is…. well cool. The hipster factor is high on their products and they cater to those that appreciate sleek, modern designs while keeping in mind that style over substance only works if you are a supermodel. For the rest of us you have to deliver the core functionality of todays integrated offerings and for the most part their products deliver both style and substance.  

So was this post necessary? No. Will there be another iPhone post in the future? I am sure. Will I pick up the 3G? Absolutely.  

Proximity Marketing

apple-iphoneI recently attended a customer brand loyalty summit and saw some interesting things & met some very interesting people. One of the topics discussed during a networking session was the next progression associated with marketing and mobile devices.

A lot of us are glued to our phones (Or iPhones) as I have talked about before. With more and more consolidation of devices it is not a leap that the next progression will extend from the device being the primary focus of reach to incorporate other services around the device.

Soon your mobile device will go from being your portable music player/phone/organizer to housing digital coupons, boarding passes for flights and credit cards (bye bye wallet). This is already prevalant in tech-centric societies such as Japan, but with the mobile adoption rates at the highest they have ever been here domestically combined with an increase in the level of sophistication and comfort from end-users, more and more emphasis will be put on mobile devices.

From a marketing perspective this can become very interesting. We have seen the shift from mass marketing to individual marketing where the user is now king (or queen) in controlling the messages that they want to see. The next step in proximity marketing is to have users opt in to their likes and allow for the location or an event to market to the user when they reach a certain proximity to a location.

For example. I drink a lot of Starbucks. I can opt in that I like Starbucks. The next time I am driving/walking close to a Starbucks I might receive a ringback reminding me that I am close to Starbucks and a Grande Green Tea Latte might be good at this point in time.

This will not work for all organizations but it is the next step in how marketers and brands will reach beyond traditional methods and delivery and further incorporate technology while respecting the end-users ability to choose the messages that allow in.

iPhone Update

apple-iphoneWell it has been over a month since I picked up my iPhone and I have to say that I am still very happy with it. It has survived a dive into my infant son’s bathtub and after drying out works like a charm. I have been very happy with the performance and the AT&T network.

I have been impressed with the ability to view documents, select which voicemail I want to listen to as well as the safari browser. I can post to my blog via BlogMailr, read my RSS feeds, while listening to my music via the integrated iPod functionality.

As far as the naysayers stating the iPhone is not for business I disagree. I can access my corporate Exchange account, view documents, set global timezones, view maps, manage contacts and view Web content all from one device.

The only downside is around calendar management. You are required to sync via iTunes to update your calendar.

Retailers are also creating iPhone centric sites such as Amazon.com’s newly launched iPhone site. (Thanks to Scott Watermasysk for pointing this one out).

There are a number of great applications already from the iPhone developer community. From skinning apps to games and with an SDK on the way early next year even more applications will become available.

After testing for a month I have to say that I am very happy with my iPhone!!!

SMS & Marketing

SMS based marketing is definitely on the rise. Why is that? Well for starters think about this. There are 6 billion people on the planet. There are over 3 billion cell phones in circulation. That is equivalent to 2.5 times more cell phones than internet connections!!! That will definitely qualify as a potential market for advertisers.

How many of you have received a text based ad, more importantly did you respond? In the month of September alone 4.7 milllion people in the US responded to an SMS ad. That may seem a bit surprising. I know I was surprised to read that data. The trend is definitely on the upward swing as well. Response rates have steadily risen since May from 4.3 million to 4.7 million in September.

So if 4.7 million people responded, imagine the increasing number of text based ads. Currently a majority of the ads are from the mobile operators centered around their mobile phone service (Downloads, News, Entertainment, etc..) I expect to see an increase of advertisers focus on this medium. Especially with a generation of individuals who rely heavily on this style of communication.

So do not be surprised if you begin to feel that familiar buzz of your phone when you receive a text message and you look and there is some form of advertisement. Be prepared for more messages from your favorite or not so favorite advertisers are coming to a mobile device near you.

 

iPhone

apple-iphoneI have taken the plunge and traded in my Samsung Blackjack for an iPhone. For the most part I live on my phone so I had concerns around how the iPhone would support my e-mail addiction. I was pleasantly surprised by how easy it was to connect to our exchange server. Simply input the incoming and outgoing server as well as credentials and you are set up.

Activation was simple as it actually occurs through iTunes so your time in the retail store is minimal. So far I have been very impressed by the sleek design,but even more impressed by the multiple options in terms of functionality (iPod,Safari YouTube, maps, etc…).

For those of you waiting for the nextversion to “work the bugs out” I would recommend going ahead and taking the plunge. I am very glad that I did.

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The Three-Screen Universe

While flying to NYC today I read an interesting article talking about “the three-screen universe” (TV, PC, and cell phone/gaming gizmo/iPod). The basic premise was that we have so much information available to us that it is potentially causing a social breakdown by contributing to ADHD type behavior and actually isolating us from interacting with one another. The more I thought about this I began to apply the meaning of the article to myself. How many times a day do I check my smart phone? 10, 20, 30 times a day??? Knowing me it is probably more like 50-100 times a day. Then I think about all the time I spend gaming (granted the kiddos are asleep) but that time could be spent interacting (No co-oping with your buddy does not count) or sleeping and of course the weekly TV (LOST) and during football season the weekly Oklahoma Sooner game. Then I started thinking about potential disruptive behavior in meetings, laptop open and working during meetings, checking the smart phone 15 times during the meeting, etc… you know you do it or have done it at one point in time. The whole point is to just say every once in a while before you go to pick up that controller or smart phone/ipod/blackberry think about doing a little something for society and interact (positively) with your environment and don’t feed the e-mail monster. It will still be hungry in the morning.