What’s going on in new media marketing, pulled from social bookmarking site Creativing.com:
I like the use of QR codes in this game. I scanned it off the blog image using I-nigma on my iPhone and it had no trouble reading and taking me straight to the site. QR codes have made a lot of progress in the past couple of years.
Facebook’s taking a page from Google’s playbook. There’s a lot of money in automating the ad process, even if it’s small amounts from a lot of advertisers. Or perhaps especially if that’s the case.
Very well-done parody of the trailer for the Facebook movie, which is here if you haven’t seen it. http://www.thesocialnetwork-movie.com/
Interesting that when kids 6-12 were asked about what they want from technology, it’s to better connect them with the physical world. And they’re the ones who should be most comfortable with technology. Refreshing.
Interesting that while a recent survey of kids pointed to a future demand for bridging the technical world with the future world, and here China is setting themselves up to the the future of the Internet of Things. Pretty telling. A great stat at the end of this article, too. Earlier this week it happened for the first time that there are now more objects connected to wireless data plans than human subscribers.
There’s been recent buzz online about Facebook’s — and social media in general — ability to function as a customer support resource. Scalability is often at the core of the discussion, but then, customer support has never been any more scalable outside of social media. The objective for customer support technology is always to provide helpful information as fast as possible. Ideally faster than calling and talking to a CS rep. Facebook’s big advantage is familiarity. Even within an app, people may feel more comfortable using it to gather information versus a site visit. So speed and relevance will be the litmus test for this new CS tech, Parature.
Twitter seems more like a content channel than a media platform. While arguably still outside the mainstream compared to most media vehicles, it has a large user base that wouldn’t be considered early adopters of new technology, while at the same time many traditional early adopters find little use for the service. In that sense, it’s a source for the truly influential to get those first bits of information across a range of subjects that most new techs never scratch the surface of.
As my use of Foursquare continues to flatten, I’m interested in what’s next for location based services. Whrrl is the one I’m checking out lately. It’s more complicated than Foursquare, but offers extended value in the form of community. I guess those badges are wearing off, and if I wanted deals, I’d go to Groupon. Right now, my network isn’t to a point where I’m really getting the value, but as Whrrl is adding 2-3,000 users per day and I live in a fairly early adopter area, hopefully the value will emerge.
Start with this quote from the CEO: “Many people perceive the web as source for content rather than a source of services. An app puts the illusion of packaging around a web-delivered service so people feel like they are buying functionality, not merely visiting a site to perform a function or access content. This subtle perception not only explains why apps are popular, but it might also be a clue as to why folks can charge for apps while still unable to monetize their web-based services.”
While marketers are typically focused on building website experiences — for reasons ranging from cost to seo — there are distinct advantages to building apps. For one, once an app is installed, you have ongoing awareness every time the user scrolls through their apps. We all know how easily bookmarks get lost in normal web browsing. That has to increase 10x for a mobile experience. But well beyond that, there’s the perceived value of an app that the CEO is talking about. It’s packaged.
The harsh reality of leading edge technology is that it’s often very difficult to reach a mass audience. This study shows that less than only 1% of those surveyed use location-based services (LBS) more than 1x per week. Not the rate at which you can build a market. This leaves brands with two options at the moment. 1. Determine if you have a key influencer group using LBS and if so, plan for a ripple effect. 2. Do something to generate word of mouth buzz that extends well outside the LBS user group. Unfortunately, neither option is a high-odds play.