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Engaging Mobile Users Across Cultures and Mediums.

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Engaging Mobile Users Across Cultures and Mediums.

  1. 1.                                                                                                                                                              Aaron  Abbott    www.BrandLessBox.com   1   Running Head: INTERNET MARKETING CONTEXT Internet Marketing Context: Engaging mobile users across cultures and mediums. Aaron Michael Abbott Full Sail University
  2. 2.                                                                                                                                                              Aaron  Abbott    www.BrandLessBox.com   2   As businesses begin to understand that “mobile devices offer a new platform for [them] to differentiate themselves from others and to speak directly with their customers” (FairWinds.com, p. 1), new opportunities emerge. In reference to the videos sold by the Institute for Forensic Education (IFFE), the fact that the content is very graphic and disturbing to most, allowing free and uninhibited access via mobile applications through such devices would be unethical. Allowing the everyday person to be exposed, in a public place, to a mutilated body is not an option. However, this does not mean that IFFE cannot be creative and develop applications for these mobile devices that reach into the consumer desires for media content relating to crime scene investigation. Look at the international success of CBS’s CSI. The topic has international appeal, which crosses borders and cultures. It is fair to say that all cultures unite on one concept——that dead is dead. And we present the reality of death in a professional environment developed to educate those who have grown true interest for crime scene and forensic investigation. Recognizing the fact that “the content they find will dictate the quality of their experience,” (FairWinds.com, p. 7) means that IFFE can create user experiences without showing the actual graphic videos via mobile platforms.
  3. 3.                                                                                                                                                              Aaron  Abbott    www.BrandLessBox.com   3   Creating an experience on the mobile devices, will generate brand loyalty, and the user’s desire to absorb the uncensored video content, will drive them to that experience via the computer’s Internet portal. Figure 1. Traditional Internet versus mobile context of access and consumption. Traditional   Computer   Mobile  Access   Access   User  interested  in   User  intersted  in   subject  matter.     subject  matter.  Web   Mobile  Web  search   search  or  social   or  search  via  social   network  search   network  app   Access  to  videos   Access  to  mobile   and  Web  site  apps   apps   Conversion  on   Conversion  on  site   device.  Provides   for  acces  to  all   limited  acccess  now,   resources   but  guarantees    full   access  on  computer  
  4. 4.                                                                                                                                                              Aaron  Abbott    www.BrandLessBox.com   4   “Nokia estimates that by 2015, 5 [billion] people globally will have access to an always-on mobile internet connection, and there will be a 100-fold increase in mobile network traffic” (Clark, 2008). With an ever-growing number of people accessing the Internet via mobile devices, and a worldwide interest for the content that IFFE has; there is a huge potential for the company to generate a tremendous amount of users via these evolving platforms. Allowing users to access content that has universal appeal, regardless of culture, is true opportunity. IFFE, as with any marketer, must take on the responsibility to understand the customs and languages of these cultures in order to communicate the true intent of the brand’s mission. Viewing a country as an international segment, or digging deeper and looking into the cultural segmentations within the countries themselves is dependent on the availability of money/resources to do so. Ignoring cultural differences in ones own local geographic population is impossible just about anywhere——in these days. So how can any company ignore cultural segmentations from country to country, let alone city to city? IFFE has a product that has humanistic appeal that steps beyond cultural differences. Yet, one must still respect these differences. IFFE must know what the content translates into in Japanese. Maybe saying “to
  5. 5.                                                                                                                                                              Aaron  Abbott    www.BrandLessBox.com   5   preserve findings” means, in that culture, something offensive. Pursuing international marketing efforts, means understanding all consumers, which will ensure your brand is translated, communicated, and received by an ever- growing Internet consumer culture. Figure 2. Cultural Uniformity vs. Cultural Variation Cultural   Cultural   Uniformity— Variation— International   Local   Cultural  differences   Cultural  differences   between  countries.   within  a  country.   Appreciation  of  the   Can  lose  scope  of   many  cultures  that   true  cultural   make  up  the  vast   differences  and  facts.     majority  of  any  local   Lead  to  stereotyping.   commmunity  in  a   speciNic  region.   With  appropriate   Lead  to  insights  of   Ninancing,  taking   where  to  market.     these  principles  and   Create  a  general   applying  country  by   global  message  and/ country  will  allow   or  brand.   for  truly  targeted   global  marketing.  
  6. 6.                                                                                                                                                              Aaron  Abbott    www.BrandLessBox.com   6   In closing, as mobile technologies develop and access increases globally, companies will have more opportunities to generate brand awareness with content that crosses borders and cultures. Creating crime scene games for mobile phones is one such opportunity for IFFE. Creating a platform that stimulates interest via mobile devices can drive brand loyalty. Considering the psychological determinants of how people communicate, combined with geo- behavioral targeting technologies via mobile devices, will allow any company to generate truly effective marketing campaigns. Respecting different cultures, knowing how and where they interact, and how they behave on the Internet must be understood in order to create effectively innovative marketing communications. Understanding that “mobile phones are increasingly being used to access more elaborate data services” (FinancialExpress.com, 2008), means that you can effectively prepare for the day when the mobile handheld phone is just as fast as your computer at home. That the only difference is the size of the screen. The capabilities of mobile devices allow the marketer to see when and where the “who” they need to figure out is, and determine (guess) why they are there. Then the perfect message is delivered to generate the conversion. Traditional media only dreamed of these days. For IFFE,
  7. 7.                                                                                                                                                              Aaron  Abbott    www.BrandLessBox.com   7   this means appealing to the curiosity for crime scene investigations via mobile devices, and drive the user to the reality videos at home, on the computer. Respecting cultures and communicating effectively with these emerging technologies and communication mediums will drive international and cross-culture success.
  8. 8.                                                                                                                                                              Aaron  Abbott    www.BrandLessBox.com   8   References Clark, M. (2008). Mobile search: all to play for. Marketing. Retrieved January 24, 2010 from http://w eb.ebscohost.com/ehost/detail?vid=4&hid=7&sid=a9ca46b1 -b6a2-45f1-b290-71e5bc4f5ce2%40sessionmgr113&bdata=J nNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN=33398553 FairWindsPartners.com (2007). What is the mobile Web. Mobile Web. 2(7). Retrieved on January 24, 2010 from http://www.fairwindspartners.com/en/newsroom/perspecti ves/vol-2-issue-7/mobile-web FinancialExpress.com (2008). The meek shall inherit the Web. Retrieved on January 24, 2010 from http://www .financialexpress.com/news/the-meek-shall-inherit-the- web/358395/1

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