Tag: Mobile Marketer

Posted on

Google and Twitter Alliance = Mobile Relevance

I was recently asked by Mobile Marketer to provide commentary about the recent Google and Twitter alliance that now integrates certain Twitter updates directly into Google mobile search results.

auto retailers final

(Mobile Marketer) What have been the implications of this program for marketers, especially auto dealers ad other retailers with similar consumer-buying experiences when a customer is in-store and receives a tweet in search results?

The goal with integrating twitter cards into the mobile search experience is to add additional context to the consumers search results thus making the experience more dynamic for the in-store consumer.

This can be a positive if a brand has closely aligned their social communication strategy to deliver a highly relevant message through the reach of Google that has local context.

(Mobile Marketer) Could you please describe cases where the tweet could have negative impact? Positive impact?

The key to consider for brands is that mobile search results that are directly tied to the brand will most likely pull their recent tweets. The other use case is having consumer search based topics beyond the brand show as well. These tweets are tied to popularity of a tweet vs. a firehouse of all tweets.

This provides some level of built in protection for direct brand queries, but the potential negative can be associated with trending topics that may be loosely tied to the brand and lean negative. This is where monitoring and having a real-time response strategy can play a key role in mitigating negative sentiment.

(Mobile Marketer) What are the general implications of the Twitter-Google tie-up for reputation management on mobile social?

It is important for brands to have a consistent content strategy that aligns the essence of the brand as well as the behavior of the consumer to deliver a very clear, concise and relevant message. By integrating and extending tweets beyond the Twitter ecosystem, context will be key as now it is not enough to just consider conversations on the platform, but those conversations will also become relevant in the consumer discovery process.

This is not new, as brands that created communication plans on Google+ experienced a similar experience with content mapping to search results. The key will be to closely monitor topics that may also align with real-time consumer search behavior and add mobile twitter card monitoring to the list of areas to keep a watchful eye on what content is being associated with the brand.

(Mobile Marketer) To what extent could a bad tweet spoil the buying experience for consumers? How far reaching could the damage be?

It is difficult to quantify the impact of a negative tweet with a broad statement, but if a consumer is moving from intent to purchase and their is evidence of a negative experience that is gaining velocity through engagement and shows as a popular tweet tied to the brand, this can have an adverse impact. That’s why it is important to align your communication strategy and customer support to closely align the real-time reputation of the brand with the consumer discovery process through Google.

Follow Tom Edwards @BlackFin360

Posted on

NFL and Yahoo Partner for Global Live Stream

I was recently asked by Mobile Marketer to provide commentary about the new partnership between the NFL & Yahoo and their attempt to deliver the first-ever live streamed NFL game this fall.

NFL + Yahoo Edit

(Mobile Marketer) What does this partnership say about the importance of reaching sports fans on mobile?


The NFL understands that mobile is the first screen, especially for younger fans, and they are creating new partnerships that will extend the reach of their product and deliver entertainment across all device types.

(Mobile Marketer) What impact could this move have on the number of folks who now just watch Internet-based TV, rather than cable?

We are seeing a fundamental shift in behavior. Cord cutting over-indexes among millennials yet sports programming is still a key interest area. Having an option to experience NFL programming live in real-time as well as free is a compelling value proposition.

(Mobile Marketer) Given that until now, most streaming TV activity has focused on special events, how might it affect the future of mobile and sports broadcasts?

This is a great opportunity for the NFL and Yahoo to test and optimize future experiences to gauge the interest and consumption across device types. This can help inform the media strategy for future events and where to invest dollars that will drive the most impact.

(Mobile Marketer) If fans take to the idea of watching football on mobile both at home and abroad, what could the implications be for traditional broadcasters, whose advertising revenue has already taken a dive thanks to the rise of streaming video?

The consumer is now in control of their entertainment choices and are not as locked in to traditional broadcasts as they once were. Organizations such as the NFL that create and test new partnerships and distribution points capitalizing on where consumers are and they will have the ability to further align contextual online behaviors to further enhance and personalize the experience of gameday and have a better opportunity to create additional streams of revenue.

Follow Tom @BlackFin360

Posted on

Maytag Embraces Mobile Visualization

I was recently asked by Mobile Marketer to provide commentary about Maytag and Mondelez leveraging mobile to create a tighter connection to direct sales by branded manufacturers.

Maytag Commentary

(Mobile Marketer) To what extent has mobile accelerated companies’ strategies, such as these Maytag and Mondelez moves, to embrace direct sales, going against history as branded manufacturers who typically do not sell to consumers?

(Tom) For many consumers mobile is the first screen. Maytag is mapping utility through visualizing the MayTag experience in the home. This non-app based experience provides a seamless way to aspirational to practical. 

Maytag 2

Traditionally social owned, earned and paid strategies were focused at the top of the funnel, primarily driving awareness and occasionally intent. With the shift away from organic reach for brands by many of the larger publishers, it has essentially created more opportunity for direct response tactics that may lead to conversion.

Combined with targeting and mobile centric inventory, Mondelez is looking to create a more direct call to action and create value for their retail partners. 

(Mobile Marketer) What challenges might these moves bring?

Driving awareness and clearly articulating the consumer value proposition should always be a key consideration when introducing new mobile centric tools that are designed to add value. Having a simple user experience that also maps to a clear call to action is key. 

One point to consider is how receptive consumers will be to predetermining occasion based consumables such as a snack which can be a more spontaneous purchase. I assume these programs are test and learn to prove the viability of the approach. 

(Mobile Marketer) What are the opportunities?

(Tom Edwards) For Mondelez, the opportunity is to create more value for the consumer and their retail partners, by focusing on a definitive “buy now” call to action, they may increase their probability of conversion. 

For Maytag, understanding the amount of research time that goes into a major appliance purchase combined with creating relevance for the consumer opens up additional possibilities to create intent towards their offering.

(Mobile Marketer) What are the implications for mobile marketers?

(Tom Edwards) The key takeaway for marketers is to align mobile strategy with the objectives of the business. For Mondelez it is focusing on conversion and mapping a stronger call to action to their social strategies that pull through to retail. For Maytag, it is about creating intent through visualization and utility through a frictionless consumer experience.

Bring Maytag Home

Follow Tom Edwards @BlackFin360

Posted on

ESPN Gets Personal with Fans Through New Site

I was recently asked by Mobile Marketer to provide commentary about the 20th anniversary re-launch of ESPN.com. The re-launch features the ability to further personalize the experience as well as provide a mobile first approach to cross screen experiences.

(Mobile Marketer) To what extent does this move reflect ESPN’s efforts to reach consumers on mobile?

(Tom Edwards) ESPN is focused on creating a mobile first experience that is tailored to it’s readers. By creating a responsive experience that also incorporates highly relevant content they are focused on delivering a contextually relevant and consistent content experience regardless of the device type.

(Mobile Marketer) What does the move to integrate ads into the site reflect about the needs/behavior of the mobile consumer?

(Tom Edwards) Initial signals of the ad offerings point to a more contextual ad experience that will be optimized based on the device type. This means that ads will be more of an extension of the experience which coincides more with how consumers are already interacting with the content.

ESPN - BlackFin360

Follow Tom Edwards @BlackFin360

Posted on

NCAA March Madness & Snapchat

TMA EVP, Strategy & Innovation Tom Edwards recently talked to Mobile Marketer about the big players for social media and brands during NCAA March Madness.

Q: What role could Snapchat and other social media platforms play in March Madness marketing?
TE: “Snapchat is actively looking to connect and extend physical experiences digitally. With their our story product, they are looking to provide brands with an opportunity to authentically connect their brand with content being created by event goers.

In addition to Snapchat, platforms such and Twitter and Instagram will see heavy usage for brands trying to capitalize on real-time opportunities as well as visual storytelling. Facebook will see usage, especially their video products to further extend the reach of television and create incremental value for their brand partners.”

Q: What makes social a good fit with this tournament?
TE: “The enthusiasm that individuals share for their participating schools, combined with the water cooler nature of brackets creates a lot of conversation, especially as the tournament draws to completion. Social is a great enabler of word of mouth, that combined with the passion for sports makes the platform ideal for large sporting events.”

Q: What brands are likely to be big players in social in March Madness?
TE: “A number of brands will try to create real-time moments associated with the tournament. Brands such as AT&T, Capital One and Coca-Cola will play a big part in March Madness once again. What will be interesting is to see the creativity of brands that are not official sponsors and how they align with the events that transpire on the court and how they try to relate it in some way to their brands social persona. We have seen a sharp rise in brand-to-brand conversation around marquee events over the past year. I am assuming we will see more of the same when the tournament starts.”

Q: What sorts of campaigns could we see these brands launch during the tournament? What campaigns have worked well in the past?
TE: “With an event such as March Madness you will see everything from on-site activations to digital sweeps. Brands that can create an authentic connection with the fan and provide fun and engaging creative that moves the viewer from consumption to creation behaviors will have a leg up.”

Follow Tom Edwards @BlackFin360

Posted on

Mobile Marketer: Facebook TV Spots

I was recently asked by Mobile Marketer to provide commentary about the recently released Facebook TV ads.

Mobile Marketer – How unprecedented is it for Facebook to do a strict branding campaign like this? Why is this symbol of the social media/mobile age going to television ads, a traditional tool generally used for branding?

Tom Edwards – The brand campaign aligns with recent shift towards a reach and frequency approach vs. social engagement. Facebook is now positioning itself to drive incremental revenue from television while also focusing on discovery and video as key drivers moving forward. By using traditional media, it can create a bridge and further align itself as a mass media entity in it’s own right.

Mobile Marketer – What opportunities or challenges can this campaign open for FB?

Tom Edwards – Facebook does not have an awareness problem, however the usage behavior, especially within the younger demographics are shifting. By positioning the brand and the core promise of what Facebook delivers, connections with the people that matter the most and share your life, they are reinforcing the core value of the platform.

Mobile Marketer- What do these ads say about how Facebook is positioning itself for consumers?

Tom Edwards – The campaign reinforces some of the core behaviors associated with why consumers engaged with the brand in the first place and it carefully highlights multiple audience segments while reinforcing the value of connection. 

Mobile Marketer- What does the ad say about the internal challenges Facebook is facing?

Tom Edwards – Facebook has reinvented itself multiple times over the past few years. In order to maintain it’s massive user base Facebook will need to continue to evolve. You see this in the acquisitions of Instagram, WhatsApp, Oculus and Live Rail as well as the parsing out of messenger from the native app. Creating relevant points of connection and value across physical and digital while creating value and scale for advertisers will be key areas of focus moving forward.

Facebook TV ads.jpg

Follow Tom on Twitter @BlackFin360

Posted on

Mobile Marketer: Are Selfies Still Relevant???

I was recently asked by Mobile Marketer to provide commentary tied to if selfies are still relevant for brands.

Mobile Marketer – Are results for selfie campaigns being negatively impacted by the lack of innovation and the over-use of this strategy?

Tom Edwards – User generated content is still a viable mechanism if the campaign is relevant and creates an authentic connection with an existing behavior. Where “selfie” campaigns can go astray is when brands ask consumers to create content that are not natural extensions of their existing behavior. 

Mobile Marketer – Is brand interest in selfie campaigns still high?

Tom Edwards – We are still seeing creative briefs that are focused on creating authentic connections with consumers, fostering advocacy as well as connecting physical to digital. All of which are potentially ideal for leveraging user generated content.

Mobile Marketer- What is the most creative selfie campaign you’ve seen?

Tom Edwards – The recently launched Who are you when you’re hungry? Campaign by Snickers is an interesting take where the brand shifts directions from consumption to creation by turning over the You’re not you when you’re hungry campaign to consumers to tell their story with the winning content taking over Snickers YouTube channel for a day.

Snickers satisfies need for authenticity with new selfie-driven effort - Mobile Marketer - Content 2015-02-26 15-04-11

Follow Tom on Twitter @BlackFin360

Privacy