While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company insights.
Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has. An insights piece by Havas Digital.
Global Mobile - A World-view by Havas DigitalHavas Media
This insights piece reflects on consumer trends and practical opportunities in mobile marketing.
The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.
Mobile Marketing and Advertising in the context of Evolution, Marketing 2.0, ...sprxmobile
The sweet spot of mobile marketing is identified using different trends from different perspectives and levels of analysis (Evolution at large, Marketing 2.0, Metaverse as well as Mobile Internet itself)
Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has. An insights piece by Havas Digital.
Global Mobile - A World-view by Havas DigitalHavas Media
This insights piece reflects on consumer trends and practical opportunities in mobile marketing.
The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.
Mobile Marketing and Advertising in the context of Evolution, Marketing 2.0, ...sprxmobile
The sweet spot of mobile marketing is identified using different trends from different perspectives and levels of analysis (Evolution at large, Marketing 2.0, Metaverse as well as Mobile Internet itself)
Out-of-Home is present in every market with strength in the ability to target by specific geographic location. Add in the fact that it gives advertisers a big, bold canvas to showcase their creative and you get a medium that can deliver huge brand stature. However, this view of OOH is one-dimensional in the current world we live in. The medium is evolving, and as we see convergence across all media and the increased importance of audience engagement over pure awareness, we are challenged to redefine the OOH landscape and explore its extended capabilities and effects.
Find out the many reasons why OOH should be included in your next media plan.
The Mobile Hub: The next presentation in our Inside Mobile Masterclass seriesMCSaatchiMobile
How to effectively integrate mobile into a multi-channel marketing plan.
The smartphone is increasingly becoming the centre of consumers' lives. Consumers spend over 23% of their media time with their mobile, yet only 1% of media spend is focused on mobile. Discover the importance of placing mobile at the heart of your brand strategy.
This paper is intended to educate mobile and internet users on the daily threats they face while using their cell phone, emails to communicate and browsing the web.
It contains current statistics on cybercrimes, online dating, web browsing privacy issues and so forth. Analyses case studies and offers solutions to protect your privacy.
An excerpt from a presentation I have been giving to various Digitas teams and clients, these slides walk through 6 emerging media trends that marketers need to be aware of and think about today. There are of course more than 6 trends to watch, but these 6 give marketers some food for thought. Other portions of this presentation (not shared) lay out the social media landscape, the current state of mobile, gaming and personalization, brand content creation and distribution, etc.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
13 emerging trends and issues that will define how we do marketing in 2013.
Check out johnblaskett.com to leave a comment or check out other posts on marketing and advertising.
Mobile in 2013: Our Take On The Top Trends & InsightsMCSaatchiMobile
The slides from our Inside Mobile Event. Find out what's going to be big and what's not, learn how to navigate the new mobile landscape and ensure you're prepared with the best mobile strategy for 2013.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
mPOV3 Crafting Mobile Moments: The Union Between Creativity and AutomationPubMatic
The world is generating a near infinite supply of mobile ad impressions. U.S. consumers, alone, are estimated to collectively generate eight billion “mobile moments” per day, which means an average of 46 glances at a mobile phone per consumer every day.[1] Simply put, a “mobile moment” is that instance in which a person pulls out a mobile device to get what he or she wants, immediately and in context.
Getting the most out of a small mobile screen is far more challenging than with other platforms. The biggest challenge is that a consumer’s state of mind and intent during this ephemeral moment is far less predictable than when a consumer is on a desktop at work or on the couch watching television. In order for advertisers to serve relevant content and marketing messages on mobile devices, they need to understand these points in time and collaborate to target them more deliberately than on other platforms.
In order to successfully create these mobile moments, publishers and advertisers need to understand three key components: 1) the dynamics between mobile web and mobile app usage, 2) how consumers are spending time on their mobile devices and 3) how to use technographic data (i.e. data sourced directly from a mobile device), such as geolocation data, device ID and browser type as a substitute for cookie targeting. (More detail on this in the full report.)
PubMatic today released the third in a series of three mobile point-of-view (mPOV) studies, Crafting Mobile Moments: The Union Between Creativity and Automation, which illustrates a three-prong framework that can help publishers and advertisers collaborate on constructing a mobile moment:
This is a document trying to 'crystal-ball' some behavioral trends and themes in the digital marketing space in the next 12 months.
I work as a digital director at OMD Sydney and need to be clear that this is a local piece of work and not a global OMD or Omnicom viewpoint.
It was created for clients and internal training and has been amended in places for publication. I hope you find it interesting and useful.
How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year?
This presentation by Thomas Crampton and Hannah Law will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it.
The Lucky 5 trends that you need to know about in 2013 are:
1. Be mobile, not do mobile
2. Bricks and Bytes: create shopping experiences, not transactions
3. Brand-awakened: brands with a higher purpose rule
4. Live in 60 Seconds: concept to production at speed
5. Smart Data: Big Data’s older, wiser sister
We have seen changes in technology that we could never have imagined. In this slideshow, I am going to show the various areas that consumers use technology and the impact that this technology has had on our lives as consumers and businesses.
To read more on this subject and watch a video presentation, please follow this link: https://bit.ly/3lKQMIA
Mobile and Social Media ( http://www.socialgonemobile.com ) has arrived with new challenges and opportunities and is poised to revolutionize the way organizations deliver, consume, and disseminate on information. The convergence of mobile technology with social networking are empowering more and more people to make real-time decisions. Users can communicate with decision groups or customers while surfing through relevant useful data on their handheld devices and converting them to reach an actionable insight that support to rapid decision-making which is key to improving the profitability of business nowadays .
Out-of-Home is present in every market with strength in the ability to target by specific geographic location. Add in the fact that it gives advertisers a big, bold canvas to showcase their creative and you get a medium that can deliver huge brand stature. However, this view of OOH is one-dimensional in the current world we live in. The medium is evolving, and as we see convergence across all media and the increased importance of audience engagement over pure awareness, we are challenged to redefine the OOH landscape and explore its extended capabilities and effects.
Find out the many reasons why OOH should be included in your next media plan.
The Mobile Hub: The next presentation in our Inside Mobile Masterclass seriesMCSaatchiMobile
How to effectively integrate mobile into a multi-channel marketing plan.
The smartphone is increasingly becoming the centre of consumers' lives. Consumers spend over 23% of their media time with their mobile, yet only 1% of media spend is focused on mobile. Discover the importance of placing mobile at the heart of your brand strategy.
This paper is intended to educate mobile and internet users on the daily threats they face while using their cell phone, emails to communicate and browsing the web.
It contains current statistics on cybercrimes, online dating, web browsing privacy issues and so forth. Analyses case studies and offers solutions to protect your privacy.
An excerpt from a presentation I have been giving to various Digitas teams and clients, these slides walk through 6 emerging media trends that marketers need to be aware of and think about today. There are of course more than 6 trends to watch, but these 6 give marketers some food for thought. Other portions of this presentation (not shared) lay out the social media landscape, the current state of mobile, gaming and personalization, brand content creation and distribution, etc.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
13 emerging trends and issues that will define how we do marketing in 2013.
Check out johnblaskett.com to leave a comment or check out other posts on marketing and advertising.
Mobile in 2013: Our Take On The Top Trends & InsightsMCSaatchiMobile
The slides from our Inside Mobile Event. Find out what's going to be big and what's not, learn how to navigate the new mobile landscape and ensure you're prepared with the best mobile strategy for 2013.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
mPOV3 Crafting Mobile Moments: The Union Between Creativity and AutomationPubMatic
The world is generating a near infinite supply of mobile ad impressions. U.S. consumers, alone, are estimated to collectively generate eight billion “mobile moments” per day, which means an average of 46 glances at a mobile phone per consumer every day.[1] Simply put, a “mobile moment” is that instance in which a person pulls out a mobile device to get what he or she wants, immediately and in context.
Getting the most out of a small mobile screen is far more challenging than with other platforms. The biggest challenge is that a consumer’s state of mind and intent during this ephemeral moment is far less predictable than when a consumer is on a desktop at work or on the couch watching television. In order for advertisers to serve relevant content and marketing messages on mobile devices, they need to understand these points in time and collaborate to target them more deliberately than on other platforms.
In order to successfully create these mobile moments, publishers and advertisers need to understand three key components: 1) the dynamics between mobile web and mobile app usage, 2) how consumers are spending time on their mobile devices and 3) how to use technographic data (i.e. data sourced directly from a mobile device), such as geolocation data, device ID and browser type as a substitute for cookie targeting. (More detail on this in the full report.)
PubMatic today released the third in a series of three mobile point-of-view (mPOV) studies, Crafting Mobile Moments: The Union Between Creativity and Automation, which illustrates a three-prong framework that can help publishers and advertisers collaborate on constructing a mobile moment:
This is a document trying to 'crystal-ball' some behavioral trends and themes in the digital marketing space in the next 12 months.
I work as a digital director at OMD Sydney and need to be clear that this is a local piece of work and not a global OMD or Omnicom viewpoint.
It was created for clients and internal training and has been amended in places for publication. I hope you find it interesting and useful.
How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year?
This presentation by Thomas Crampton and Hannah Law will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it.
The Lucky 5 trends that you need to know about in 2013 are:
1. Be mobile, not do mobile
2. Bricks and Bytes: create shopping experiences, not transactions
3. Brand-awakened: brands with a higher purpose rule
4. Live in 60 Seconds: concept to production at speed
5. Smart Data: Big Data’s older, wiser sister
We have seen changes in technology that we could never have imagined. In this slideshow, I am going to show the various areas that consumers use technology and the impact that this technology has had on our lives as consumers and businesses.
To read more on this subject and watch a video presentation, please follow this link: https://bit.ly/3lKQMIA
Mobile and Social Media ( http://www.socialgonemobile.com ) has arrived with new challenges and opportunities and is poised to revolutionize the way organizations deliver, consume, and disseminate on information. The convergence of mobile technology with social networking are empowering more and more people to make real-time decisions. Users can communicate with decision groups or customers while surfing through relevant useful data on their handheld devices and converting them to reach an actionable insight that support to rapid decision-making which is key to improving the profitability of business nowadays .
2014 top mobile trends. Discover which trends are shaping what marketers will need to know in the coming months and years to take advantage of the mobile opportunity.
A must-read before finalizing your marketing plans
Impact of mobile marketing on youngsters for buying electronic gadgets.RahulSingh297288
This report is based on the rapid evolution of mobile technology, and the enthusiasm with
which it has been embraced. These developments have transformed mobile as a
marketing channel. Mobile marketing spend across the world is starting to rise
significantly. In the right circumstances, mobile can be a powerful tool. The rise of
smartphones and tablets has deepened the relationship between consumers and their
devices. The connectivity and technology they give to consumers are helping to drive
several consumer trends, including ‘smart boredom’ and ‘gamification’. They also
transform mobile as a marketing channel. Mobile had always had reach (the sheer number
of handsets in circulation) and location (the fact that phones go wherever the consumer
goes) in its favour. Now it has much more besides. One of the iPhone’s achievements was
to abolish the idea that the ‘mobile web’ had to be a different, lower-grade experience
compared to the PC-based web. Smartphones have opened up areas like mobile search
and mobile social networking like never before. Added to this is the bundle of technology
that comes in a modern phone – cameras, voice and image recognition, QR code readers,
GPS, and a host of new features.
THE CONSUMER AND ADVERTISING LANDSCAPES IN INDIA EVOLVE QUICKLY AND OMG IS CONSTANTLY THINKING ABOUT HOW TO KEEP UP WITH THAT RATE OF CHANGE IN ORDER TO HELP BUILD BRANDS AND DELIVER GROWTH.
2012 was another milestone year in the life of mobile as
continued innovation in hardware, software and device
functionality lays the groundwork for the future of the
industry. Smartphones and tablets are ushering in a new
era of multi-platform media, with consumers becoming
increasingly agnostic about how, when and where they
engage with content. This report will examine how these
rapidly changing market dynamics have shaped the current
U.S. and international mobile marketplaces and what these
changes mean for the coming year as comScore helps
bring the mobile future into focus.
The Predictive Airliner is an airline that takes into account all kinds of data created throughout the company, by all of its employees, vendors, passengers, frequent flyer customers, and even potential customers. It uses all of the company's data to make better business decisions for the company as a whole, utilizing the latest technologies available to it.
Intelligencia Limited is a Hong Kong-based software consulting company focused on the needs of the airline, casino, hospitality, healthcare, retail, social gaming, sports betting and enteraintment industries. Intelligencia has implemented BI, CI, DI, Data Lake, EDW, campaign management, data visualization, and predictive analytics solutions for some of the biggest companies in Asia.
Our clients include The Venetian Macao, Galaxy Macau, Macau Slot, Genting Hong Kong, Star Cruises, Tatts, and Resorts World Casino New York.
Our growing Asian-based staff includes highly skilled SAS programmers and analytics architects, as well as Qlik, HDS, Hadoop, Pentaho, TIBCO, and R consultants. Our rates are some of the most competitive in the industry.
Our software partners include HDS, Pentaho, SAS, Qlik, Tableau, R, Hadoop, and CDI. We are constantly testing the limits of our technology partner’s software, as well as finding new ways to integrate legacy systems into the new breed of real-time, data lakes, and real-time streaming analytical tools.
Andrew Pearson's presentation from the Goa Sports Betting Conference on Feb 27, 2018. How analytics can be used in the casino and sports betting industry.
Presentation that describes a new solution for sports book to fight problem gambling. It describes how sports books can utilize AI and machine learning to spot gamblers that might be showing signs of addiction. A methodology of how to utilize Facebook to understand a bettor's personality is also described in the presentation.
In 1999, ’The Cluetrain Manifesto’ warned that ‘markets are conversations’. Finally, some 15 years later, software, hardware, mobile and social media vendors have come together to provide tools that allow companies to join and manipulate the conversation. This paper provides a quick overview of the available hardware and software solutions; a discussion of the in-memory landscape, including the strengths and weaknesses of the competing products; and a summary of the latest developments in the social media monitoring space. Given the importance of personalisation and one-to-one advertising for increasing traffic, raising customer conversion rates and increasing average order value, these systems can either be a company’s best friend or its worst enemy.
China's social media and mobile providers set to shake the tech world v3Intelligencia Limited
The days of China simply being a country that copies, pirates and counterfeits American and European technology is coming to end. Platforms like social and mobile are at the forefront of China’s current technological revolution. We are truly living in an interconnected world and this interconnectedness is creating a whole host of ways to market a product and/or a service. Chinese blogs, micro-blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds are leading this new technological revolution. Companies like WeChat, QQ, Weibo, Hexun, Youku, Jiepang, Qieke, Ushi, Taobao and Ku6 are all experiencing exponential growth. In China, the competition for consumers is incredibly fierce, especially in the social media space and this competition, however, does have a dark side: many companies regularly employ ‘artificial writers’ to seed positive content about themselves online and attack competitors with negative news they hope will go viral.
Healthcare isn't the first industry someone thinks about when they think social media, but they should. Healthcare companies, healthcare product manufacturers can utilize the four of the six types of social media to get their message out. This is taken from a presentation delivered at the Asia Health conference in Singapore April 4th and 5th, 2017. The presentation breaks down social media into the six different types -- collaborative project, content communities, blogs, social networks, virtual social worlds and virtual gaming worlds -- and explains how companies in the healthcare industry as well as the healthcare products industry can utilize social media to promote their products as well as create communities interested in products, information, services and news about them.
How social media marketing helps businesses in 2024.pdfpramodkumar2310
Social media marketing refers to the process of utilizing social media platforms to promote products, services, or brands. It involves creating and sharing valuable content, engaging with followers, analyzing data, and running targeted advertising campaigns.
www.nidmindia.com
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
forms of obnoxious practices in order to operate effective and efficient systems that promote good governance
and ensure there is adequate projects implementation which are the attributes of a responsible government and
good leadership. Policy makers should also prioritize policy objectives and competence to ensure that policies
are fully implemented within stipulated time frame.
KEYWORDS: Developing Countries, Nigeria, Government, Project Implementation, Project Failure
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
Social media refers to online platforms and tools that enable users to create, share, and exchange information, ideas, and content in virtual communities and networks. These platforms have revolutionized the way people communicate, interact, and consume information. Here are some key aspects and descriptions of social media:
Get Ahead with YouTube Growth Services....SocioCosmos
Get noticed on YouTube by buying authentic engagement. Sociocosmos helps you grow your channel quickly and effectively.
https://www.sociocosmos.com/product-category/youtube/
Exploring Factors Affecting the Success of TVET-Industry Partnership: A Case ...AJHSSR Journal
ABSTRACT: The purpose of this study was to explore factors affecting the success of TVET-industry
partnerships. A case study design of the qualitative research method was used to achieve this objective. For the
study, one polytechnic college of Oromia regional state, and two industries were purposively selected. From the
sample polytechnic college and industries, a total of 17 sample respondents were selected. Out of 17
respondents, 10 respondents were selected using the snowball sampling method, and the rest 7 respondents were
selected using the purposive sampling technique. The qualitative data were collected through an in-depth
interview and document analysis. The data were analyzed using thematic approaches. The findings revealed that
TVET-industry partnerships were found weak. Lack of key stakeholder‟s awareness shortage of improved
training equipment and machines in polytechnic colleges, absence of trainee health insurance policy, lack of
incentive mechanisms for private industries, lack of employer industries involvement in designing and
developing occupational standards, and preparation of curriculum were some of the impediments of TVETindustry partnership. Based on the findings it was recommended that the Oromia TVET bureau in collaboration
with other relevant concerned regional authorities and TVET colleges, set new strategies for creating strong
awareness for industries, companies, and other relevant stakeholders on the purpose and advantages of
implementing successful TVET-industry partnership. Finally, the Oromia regional government in collaboration
with the TVET bureau needs to create policy-supported incentive strategies such as giving occasional privileges
of duty-free import, tax reduction, and regional government recognition awards based on the level of partnership
contribution to TVET institutions in promoting TVET-industry partnership.
KEY WORDS: employability skills, industries, and partnership
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
https://www.sociocosmos.com/product-category/tiktok/
Non-Financial Information and Firm Risk Non-Financial Information and Firm RiskAJHSSR Journal
ABSTRACT: This research aims to examine how ESG disclosure and risk disclosure affect the total risk of
companies. Using cross section data from 355 companies listed in Indonesia Stock Exchange, data regarding
ESG disclosure and risk was collected. In this research, ESG and risk disclosures are measured based on content
analysis using GRI 4 guidelines for ESG disclosures and COSO ERM for risk disclosures. Using multiple
regression, it is concluded that only risk disclosure can reduce the company's total risk, while ESG disclosure
cannot affect the company's total risk. This shows that only risk disclosure is relevant in determining a
company's total risk.
KEYWORDS: ESG disclosure, risk disclosure, firm risk
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
https://www.sociocosmos.com/product-category/reddit/
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Integrating social media with mobile, online and other marketing channels final
1. When Guglielmo Marconi started
conducting experiments to transmit
radio-waves in the attic of his country villa
over a hundred years ago, it is doubtful he
ever envisioned the incredible innovations
that his work would set in motion —
innovations that today include mobile and
social media technology.
By harnessing the power of the mobile
platform, today’s mobile user can do a
whole host of things, including making a
phone call, sending a tweet, firing off a text,
instant messaging a friend,‘liking’ a friend
or a business, surfing the internet, hailing a
cab, uploading a blog, downloading a video,
listening to a song or recording a video.
Mobile users can also make a cheque
deposit, check into a retail establishment,
check out of a hotel, play an online or
mobile game, shop online, shop offline
(with a mobile coupon), find a restaurant or
even locate a lost phone.What is more, this
list barely scratches the surface of mobile
technology’s functionality.
᭧ Henry Stewart Publications 2050-0076 (2013) Vol. 1, 2 000–000 Journal of Digital & Social Media Marketing 1
Integrating social media with
mobile, online and other
marketing channels
Received (in revised form): 8th May, 2013
Andrew Pearson
is the President of Qualex Asia, a leading consulting company in the business intelligence, customer
intelligence, mobile and predictive analytics field in the casino, hospitality, retail, telco and finance
industries. He has had a varied career in marketing, IT, mobile and social media and has written for a
number of IT publications.
Qualex Asia, 1 Central Residences, Lot B, Zone B, Tower 7, 24A, NAPE, Macau
Tel: +853 6265 5885; E-mail: andrew.pearson@qlx.com
Abstract While the traditional model of blasting messages to customers and potential
customers is fading, a new model has emerged. The same customers who are tuning out
the formulaic advertising messages of yesterday are now tuning in to their own personal
world of social media for product and marketing advice. Being ‘social’ means being
available for real-time marketing, real-time customer service and real-time user analytics.
The combination of mobile and social media marketing is powerful because it represents
an interactive cross-media channel that allows consumers to move instantly from ad
placement to point of sale, anytime, anywhere. Together, mobile and social technology are
not only transforming how people communicate with each other but also how advertisers
and marketers are communicating with them. By mining conversations across multiple
social channels, sentiment analysis can help create strategies and engage new customers,
while also revealing important insights into a company and its products. This new reality
offers a great opportunity to any company willing to step into the world of mobile and
social media marketing.
Keywords: mobile marketing, social media marketing, natural user interface (NUI)
applications, consumer insights, social media analytics, mobile commerce, geofencing
2. This myriad of options can be a
marketer’s best opportunity to connect
with a customer — or their most
challenging task.To keep customers
interested in buying their products,
advertisers and marketers must continue to
innovate and explore new marketing and
messaging avenues — something that gets
harder each passing day.
Today’s audiences have become so
sophisticated that it is hard for advertisers
to get their messages through the clutter
of content.Audiences know when they
are being marketed to, and with the
knowing self-referentialism in the current
slate of television commercials, advertisers
are recognising this. Such
self-referentialism often represents the end
of a cycle. Of course, cycles do repeat and,
it is possible that, like the Scream movie
franchise that reinvented the
slasher/horror genre by self-referentially
poking fun at itself and what had gone
before, television advertising can reinvent
itself and flourish in the 21st century. If
and how that might be possible is beyond
the scope of this paper, suffice to say that
compared with the potential to use mobile
and social media marketing to conduct
one-on-one advertising, anytime,
anywhere to any individual with a mobile
device or an internet connection,
television advertising pales in comparison.
Had a marketing executive been asked
to dream up the perfect device to connect
to, market to and sell a company’s products
to its existing and potential customers,
they could hardly have come up with
something better than the mobile
platform. Much more than a wireless
transmitter optimised for voice input and
output, a mobile phone — or a mobile
tablet — is an always-on, anytime,
anywhere marketing and sales device that
follows the mobile user throughout their
digital day. It is also an entertainment,
customer relationship management
(CRM) and social networking tool, which
makes it, potentially, the most powerful
device in the history of marketing and
customer relations.The mobile phone is a
marketing tool that can be — and usually
is — personalised by its owner, and that is
within the reach of that owner almost
every hour of every single day; once again
a marketer’s dream.
Mobile devices have the unique ability
to connect their users with many of
today’s most important marketing
channels, including e-mail, social media,
display advertising and search marketing.
Even television and radio advertisements
can be streamed onto a mobile device
(provided the television and radio
companies make it available). Receiving
e-mails on a mobile phone means that the
e-mails can be viewed and replied to just
about anywhere a mobile or wireless
connection is available.
In the USA, most smartphones come
with Facebook,Twitter andYouTube built
in, while in China, smartphones are
usually preloaded with RenRen and QQ.
These pre-programmed mobile phones
make connecting to the most popular
social media networks almost
instantaneous, with additional networks
usually a simple downloadable app away.
Although the mobile phone’s screen is
considerably smaller than that of a PC,
that of the mobile tablet is not, making it
a potentially great place for display
advertising and even purchasing.
As of July 2012, tablet ownership stood
at just 12 per cent globally, suggesting a
huge potential for growth, especially in
places like China, where mobile devices
are the preferred method to access the
internet.1
Studies are also showing that
mobile and tablet platforms are
complementing each other rather than
infringing upon each other.1
Tablets are
‘increasingly playing a role in
e-commerce.While smartphones tend to
be used by consumers to locate physical
stores and for mobile coupons, tablets are
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the preferred vehicle for doing research
about products and making actual online
purchases’.1
When it comes to making purchases,
most US tablet owners have already paid
for downloaded music (62 per cent) and
books (58 per cent), while about half of
them have paid for movies (51 per cent).
Some 41 per cent have purchased
magazines, 41 per cent have bought
television shows, 27 per cent have paid for
streaming radio, 22 per cent for sports
programming and 19 per cent for news.
These are healthy numbers and, although
each single purchase may have been
minimal, the cumulative effect of all such
purchases can really add up.
Connected via a natural user interface
(NUI) like Apple’s Siri,Android’s
Speaktoit and Microsoft’s Tellme services, a
mobile device can become a talking
personal assistant, a digital subordinate, if
you will, that understands normal speech
and connects to a vast world of data that
can turn a mobile phone into a verbal
business location finder, a weather
reporter, an encyclopaedia, an appointment
maker, an e-mail sender as well as much,
much more.The NUI road has been a
little bumpy, but it is way too early to call
it a failure. Furthermore, NUIs promise to
become much more user-friendly as the
systems expand and the technology behind
them gets more sophisticated.
Today’s smartphones contain features
such as high-quality cameras,
high-definition video capabilities,
orientation and proximity sensors,
accelerometers, talking personal assistants,
GPS functionalities,Wi-Fi connectivity,
contactless near-field communication and
touchscreen capabilities — a whole host of
tools and features that foster immediacy.
These features allow for a new range of
products and services to be delivered
straight onto the mobile device.
According to Forrester (see also Table
1):
‘Search and display will continue to be the
biggest pieces of the interactive spending
pie, comprising 44 per cent and 36 per
cent, respectively, in 2016, though search
will have lost share from 55 per cent in
2011. Mobile paid advertising and search
will experience astronomic growth and are
surpassing e-mail and social this year’.2
This Forrester report ‘projects the overall
compound annual growth rate of
interactive marketing spending at 17 per
cent, but the fastest-growing category is
mobile at 38 per cent, set to reach $8.2bn
in 2016’.2
The report claims that three
things are responsible for the surge;‘a push
toward creating more targeted, dynamic
mobile ads instead of so much repurposing
of online ads, the rise of mobile
commerce; and the experimentation with
new ad formats for tablets’.2
Table 1: Forecast: US interactive marketing spend, 2011–2016
Type 2011 2012 2013 2014 2015 2016 CAGR
Social media $1,590 $2119 $2,760 $3,453 $4,217 $4,995 26%
Email marketing $1,510 $1,694 $1,875 $2,066 $2,262 $2,468 10%
Mobile marketing $1,652 $2,777 $4,238 $5,697 $7,057 $8,237 38%
Display advertising $10,949 $12,860 $16,085 $19,783 $23,919 $27,600 20%
Search marketing $18,756 $21,553 $24,613 $27,515 $30,433 $33,319 12%
Total $34,457 $41,003 $49,571 $58,514 $67,888 $76,619 17%
Percentage 19% 21% 25% 29% 32% 35%
of all ad spend
CAGR, compound annual growth rate
Source: Forrester Research interactive marketing forecasts, 2011 to 2016 (US)
4. That good old standby, e-mail
marketing, is projected to have a growth
rate of 10 per cent, bringing it to $2.5bn
in 2016, but total spend is being kept
down because of its low cost of reach per
1,000 consumers.2
Finally, widespread
adoption of social media will continue,
reflected in a projected growth rate of 26
per cent. Social media spend will only
reach $5bn by 2016,2
but that lowly figure
belies the fact that social media marketing
is probably some of the most wisely spent
money around.
It is important for businesses to view
mobile communication not as a separate
entity that works in a vacuum, but rather
as a large interconnecting web of solutions
and services that complement each other.
Mobile communication can be a gateway
for success in social media and vice versa.
Both technologies can certainly succeed
alone; together, however, they complement
each other in ways that will help both
realise their full potential. Using a mobile
device to add content to various social
media channels simplifies the customer
relationship and/or marketing process.
In a sense, it is ironic that engaging in
social media can be incredibly anti-social:
sitting alone in a room, typing away on a
computer was once the realm of solitary
computer geeks, but it has now become
an activity in which almost one in five
people worldwide engage almost every
single day.3
Perhaps this is because human
beings are, first and foremost, social beings,
and we crave the connectedness that social
media can provide. It should be no
surprise that one of the greatest inventions
of the 20th century — the internet —
would become the watering hole of the
21st century; a place where human beings
can gather to socialise and connect with
friends, family members and acquaintances
in a way that was almost unimaginable
only a decade-and-a-half ago.
Since the very beginning of the
technology era, computer users have been
looking for ways to interact socially with
one another.‘The earliest academic
computer networks had bulletin board
systems that allowed researchers to post
information to be shared and to comment
on each other’s content’.3
When the
internet became widely accessible, some of
the first commercial services were those
that hosted interest groups.‘The web’s
growth in reach and capability, and as a
medium for interaction, set the stage for
the explosive growth of social
technologies’.3
Indeed, its growth has been
faster than any other technology in
history.Whereas it took ‘commercial
television 13 years to reach 50 million
households and the internet services
providers three years to sign their 50
millionth subscriber, it took Facebook just
a year to hit 50 million users’.3
Twitter
trumped them all, taking only nine
months to reach that vaunted subscriber
number.3
‘Today, more than 1.5 billion people
around the globe have an account on a
social networking site, and almost one in
five online hours is spent on social
networks — increasingly via mobile
devices’.3
In little more than a decade,
social technology has become a cultural,
social, political and economic
phenomenon. Most importantly for
businesses,‘hundreds of millions of people
have adopted new behaviours using social
media — conducting social activities on
the internet, creating and joining virtual
communities, organising political
activities’,3
even toppling corrupt
governments.
The secret to social media’s growth is
right there in its name — ‘social’ — as in
the fundamental human behaviour of
seeking ‘identity and “connectedness”
through affiliations with other individuals
and groups that share their characteristics,
interests, or beliefs’.3
Social technologies
allow individuals to interact with large
groups of people in almost any location in
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5. the world, at any time of the day, at
marginal, if not at no cost at all.With
advantages like these, it is not surprising
that social media tools have become so
widespread that almost one in five people
worldwide use them.3
As the tools are
basically free and the desire to
communicate so inherently human, it is
arguably surprising that the figure is as low
as it is.
Using social media is about more than
just connecting with friends on Facebook,
uploading videos toYouTube or
photographs to Flickr, or ‘pinning’ an item
of interest to a Pinterest board. It is more
than just making comments on a blog or
firing off a tweet on Twitter.The social
media realm is a vast and not quite fully
understood web of sites, where interested
parties can start or join a conversation
about things that interest them as well as
connect with strangers from across the
globe.
What makes social media so exciting is
that those interests can be about almost
anything imaginable.The various forms of
social media include blogs, micro-blogs,
social networks, geofencing applications,
bookmarking sites, RSS feeds, discussion
boards and forums, online video,
podcasting, mobile apps, videocasting, as
well as virtual gaming worlds and virtual
social worlds as well as much, much more.
Just about all of these things can be
accessed on a mobile device.The
experience of a virtual or social world on
the mobile phone is very limiting, if
available at all, but with just about every
other of those platforms, mobile
communication could be considered the
ideal conduit.
Businesses are quickly recognising the
power of social media.‘Thousands of
companies have found that social
technologies can generate rich new forms
of consumer insights — at lower cost and
faster than conventional methods’.3
In
addition to this, businesses can watch what
‘consumers do and say to one another on
social platforms, which provides unfiltered
feedback and behavioural data (eg do
people who “like” this movie also “like”
this brand of vodka?)’.3
This kind of
analytics can help push marketing
campaigns into overdrive because of the
power of virality and exponentiality.
Because of the unique nature of the
mobile user, marketers now have much
more powerful — and effective — ways to
measure the success of their advertising
campaigns. By assigning a digital
fingerprint to a particular mobile user, a
business can know in real time exactly
what this user is clicking on.Writing for
the NewYork Times, Stuart Elliot argues
that:
‘If the 20th century was known in
marketing circles as the advertising century,
the 21st century may be the advertising
measurement century. Marketers are
increasingly focused on the effectiveness of
their pitches, trying to figure out the return
on investment for ad spending … The
ability of newer digital media to provide
more precise data has led traditional media
like television, radio, magazines and
newspapers to try upgrading the ways they
count consumers’.4
In Marketing Communications: Integrating
Offline and Online with Social Media, Smith
and Zook compare the reach of three
different types of marketing platform (the
broadcast network, the telephone/e-mail
network and social media) to show just
how powerful social media marketing can
be:
• The broadcast network, known as a
Sarnoff network (named after David
Sarnoff, the broadcasting legend) is
based on a ‘one-to-many’ model.The
network score is simply the number of
nodes (ie audience members).Thus, a
hypothetical Sarnoff network (eg old
television advertising) with 20 viewers
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6. has a score of 20 (ie 20 potential
contacts).
• The telephone/e-mail network is based on
the Metcalf model (named after Bob
Metcalf, one of the inventors of the
internet) and is a ‘many-to-many’
model. Because any node (ie any
member of the group) can contact any
other node (ie anyone else in the
group), the network score (ie the total
number of potential contacts) is 20
squared (ie 400), making the
telephone/e-mail network a much
more powerful communication medium
than the Sarnoff model.
• The social network model holds that
people tend to belong to multiple social
networks, and is known as a Reed
network (named after David Reed, who
first asserted this law).A Reed network
generates a network score of 2 to the
power of the number of nodes on the
network.Thus, taking the same group
of 20 people in a social situation
generates a network score of 220
(ie
over 1 million people) — a figure
exponentially higher than the number
of people reached by the Sarnoff and
Metcalf models.
Simply put, the reach of social media is
immense, and coupled with mobile
communication, it can be lightning fast
too.
A company is only as strong as its
weakest customer relationship, and mobile
communication allows a consumer’s voice
to become part of a highly sophisticated,
two-way dialogue between a corporation
and its customers.This dialogue can help
shape both a company’s products and,
more importantly, bolster its bottom line.
This connectivity does come with risks,
however, but companies should not fear
ceding control of the message to the
consumer. Instead, they should want them
to become a fully vested participant in the
conversation.As the influential Cluetrain
Manifesto — the set of 95 theses put forth
to explain the internet revolution’s newly
connected marketplace — states, markets
are conversations that ‘consist of human
beings, not demographic sectors’.6
Mobile
and social media technologies represent
the best way to exploit this conversation.
Mobile devices can help a business not
only find a potential customer, but also
market to that customer with some of the
most compelling marketing tools available.
A mobile device can be both the conduit
for a product sale as well as the payment
processor itself. It can help a user find a
bricks-and-mortar business through
mobile search, even, sometimes, with
simple and natural voice commands.
In some cases, such as with a mobile
app or a mobile game and/or digital
music, the product itself can actually be
delivered onto the mobile device. Indeed,
the marketing, product discovery, product
testing, purchasing and actual delivery of
the mobile product can all be handled on
the mobile device.Above all else, the
mobile device has the power to create an
ongoing, one-to-one, two-way relationship
with the customer. It is also a relationship
that can evolve: as the marketer learns
more and more about the wants, desires
and needs of their customer, the potential
to make future sales around those wants,
desires and needs increases dramatically.
Mobile commerce has the potential to
revolutionise business.After a rocky start,
mobile commerce is now coming into its
own.The functionality problems of the
past — inaccurate location mapping and
limited data download speeds — are being
overcome.As mobile users move to
unlimited data plans, the growth of mobile
commerce should accelerate considerably
over the next few years.The addition of
mobile wallets or payment services like
Square will only help further this growth.
Mobile marketing, mobile advertising
and social media have the potential to
transform the way marketers connect with
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6 Journal of Digital & Social Media Marketing Vol. 1, 2 000–000 ᭧ Henry Stewart Publications 2050-0076 (2013)
7. their customers and potential customers.
In this new world, consumers will be seen
as participants rather than as ‘target
audiences’.With blogs, social networks,
message boards and viral messaging,
advertisers are now faced with a radically
different marketing landscape versus that
of just a few short years ago.This new
landscape is one in which marketers can
no longer completely control the message
— but that fact should be embraced.
Customers can — and should — become
part of the message and conversation.
Businesses should develop a
multi-screen, always-on strategy that
follows a customer throughout their
digital day. Mobile should not be viewed
as a standalone channel, but rather as an
extension of a company (or product) that
exploits additional channels; for example,
QR codes can be used in print or
television advertising; common short codes
can be disseminated in radio or print ads;
and mobile apps can be marketed almost
anywhere, then downloaded from the
internet or directly onto a mobile device
via SMS text messages or QR code.The
technology’s inherent ability to create a
highly personal, instant two-way
connection between purchaser — or
potential purchaser — and seller is
something that has never been seen before
in the history of commerce. Mobile ad
campaigns must be concise, informative,
and, most of all, they must respect the
privacy of the consumer. If advertisers
honour these strict edicts, the potential for
mobile marketing is almost endless.
Push technology even puts the power of
communication into the hands of the
marketer, allowing businesses both to
initiate contact with an opted-in customer
and then send them a wide array of
products and content.As long as a
customer is opted in to a CRM system, a
business can foster proper dialogue with
that customer. Furthermore, this dialogue
can grow more sophisticated over time as
more is learned about the customer’s
wants, desires, habits and needs. Social
media sites can also be mined for more
information on these wants, desires and
needs.Armed with this information, a
business can even influence the customer’s
behaviour by making purchases hard to
refuse.
In the casino industry, gaming
companies are recognising the importance
of mobile technology as part of an
integrated CRM system. On gaming
floors throughout the world, hosts use
mobile devices to sign up players right
where they are gambling, quickly
capturing their data along with
photographic identification via the mobile
device’s camera.The process is so quick
and efficient that the gambler hardly has to
turn away from the action. Once the
gambler’s information is entered into the
casino’s CRM system, however, every
dollar they spend on the casino floor can
be tracked. Models can be developed that
follow and predict a patron’s play and,
when they are close to reaching their
typical gambling loss threshold, an alert
can be sent to the host’s mobile device,
informing them that it might be a good
time to approach the patron to offer them
a free meal or a room upgrade or some
other incentive.This can help turn the
player’s negative experience into a positive
one.
Social media enterprise collaboration
tools can also allow such functionality as
predictive prompting, predictive
publishing, attitude analytics and social
analytics such as ultimate drill-through,
which can let an insurance agent drill
down into a customer’s record, double-tap
on a mobile or video-call number
associated with that record and then
actually connect with the individual who
being analysed.This is telemarketing on
steroids. Not only would the insurance
agent know the customer’s purchasing
habits but also his or her wants, desires and
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8. needs; such information could then be
used to help make the sale too enticing for
the customer to pass on.
The history of social networking is
littered with the remnants of such failed
mobile experiments as Nokia’s Sensor — a
Bluetooth application that allowed nearby
users to connect with one another, and
Google’s Dodgeball — a service that
allowed registered mobile phone users to
notify a list of friends whenever they were
nearby. Bluetooth advertising has also had
a difficult road — partly because of its
failure to be user-friendly, as the user had
to open up their phone to the Bluetooth
signal.As is so often the case with
technology, asking the user to work their
way through a checklist of technical steps
can kill even the best of ideas.‘Keep it
simple stupid’ is still the best mantra when
it comes to consumer acceptance.The
addition of geofencing (or geolocation)
capabilities to mobile applications has
taken this concept to heart and made
things nice and simple.
Geofencing, which defines geographical
boundaries via the GPS or
radio-frequency ID functionalities built
into most modern smartphones, has been
hailed by marketing and advertising
agency JWT as one of the 100 trends to
watch in 2013.7
Even though geofencing
has been around for a few years, JWT
suggests that more retailers will adopt it in
2013 in an effort to combat
show-rooming and survive today’s
hyper-competitive environment. JWT
gives the example of Best Buy, which uses
the eBay price comparison app RedLaser
to show shoppers its in-store specials as
well as provide other pertinent
information. It also describes how the US
cosmetics brand Kiehl’s uses geofencing at
its retail outlets and ‘is investigating its use
within department stores where Kiehl’s
has customers’.7
Geofencing software allows an
administrator to set up alerts — usually
SMS, push notifications or e-mail alerts —
so that the user is notified when a device
crosses a geofence and enters (or exits) set
boundaries. Geofencing can be used in
many areas, including mobile device
management, fleet management, human
resources management, compliance
management, asset management and law
enforcement, among others.
Such geofencing mobile apps as
Foursquare, MyTown, Jiepang and Qieke
are straddling the mobile/social line,
allowing users to ‘check in’ to a location
via a smartphone app or an SMS.The user
can then share their location with friends,
while collecting points and virtual badges
from the places they visit.With over 30
million users worldwide, Foursquare has
become a potent marketing platform for
local businesses to connect with their
customers, while also enticing new ones
with mobile coupons or other
non-commercial incentives. Businesses in
such wide-ranging fields as television
programming, transit authorities, high-end
retail and higher education use Foursquare
to do everything from sharing historically
significant facts (The History Channel) to
awarding promotional train tickets (San
Francisco’s BART service) to giving away
free cologne (the Coach Men Store) to
offering students the ability to rate campus
locations (Harvard).8
The combination of mobile and social
media marketing is uniquely powerful
because it represents an interactive,
always-on, cross-media channel that allows
consumers to move instantly from an ad
placement to a point-of-sale site, whether
that be an online store, a casino floor, or a
restaurant or bar. Mobile marketing is here
to stay and will probably change mobile
consumer shopping habits the way the
internet changed retail consumer shopping
habits. It will simply become one element
in the interactive marketer’s portfolio.
Social media have become an anytime,
anywhere phenomenon, available not just
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9. on standalone desktop computers, but also
on a full range of mobile devices. Being
‘social’ now includes being available for
real-time marketing, real-time customer
service and real-time user analytics, which
can produce be a treasure trove of priceless
information for businesses trying to
understand their customers better.
While the traditional model of blasting
messages to customers and potential
customers is fading because trust in
corporations has sunk to an all-time low, a
new model is emerging.The same
customers who are tuning out the
formulaic advertising messages of yesterday
are now tuning in to their own personal
world of social media for product and
marketing advice.This new reality offers a
great opportunity to any company willing
to step into the social media world.Typical
social media activities, such as building
fanbases, brand and anti-brand
management, brand loyalty enhancement,
crowdsourcing, existing and potential
customer engagement, customer feedback
and real-time customer service, can all be
handled more efficiently through mobile
and social media platforms.
By mining conversations across multiple
social channels for deeper insights,
sentiment analysis can help create
strategies, engage new customers, while
revealing important insights into a
company and its products. It can also
pinpoint the blog influencers — those
individuals to whom other bloggers turn
for insight or direction. It can help
companies track and measure what people
are saying about them and their products,
all in real time.
Mobile and social technology are not
only transforming how people
communicate with each other but also
how advertisers and marketers are
communicating with them.The revolution
has just begun and it will be mobilised,
localised, socialised and personalised.
Companies that recognise this and
embrace mobile and social’s multi-screen,
always-on strategy of following customers
throughout their digital day will be richly
rewarded. For companies that do not,
however, the consequences could be dire.
As the Cluetrain Manifesto warns,
‘Companies can now communicate with
their markets directly. If they blow it, it
could be their last chance’.6
References
1. Whiting, S. (2012) ‘Lean back 2.0.The additive
effect of tablet reading’, available at:
http://www.economistgroup.com/leanback/lean-
back-reading/the-additive-effect-of-tablet-reading/
(accessed 20th June, 2013).
2. VanBoskirk, S. (2011) ‘US interactive marketing
forecast, 2011 to 2016’, Forrester Research, 24th
August.
3. Chiu, M., Manyika, J., Bughin, J., Dobbs, R.,
Toxburgh, C., Sarrazin, H., Sands, G. and
Westergren, M. (2012) ‘The social economy:
Unlocking value and productivity through social
technologies’, available at;
http://www.mckinsey.com/insights/high_tech_
telecoms_internet/the_social_economy (accessed
20th June, 2013).
4. Elliot, S. (2007) ‘Pushing the industry to learn how
to count’, NewYork Times, 22nd February,
available at: http://www.nytimes.com/2007/
02/22/business/media/22adco.html?_r=0
(accessed 20th June, 2013).
5. Smith, P. R. and Zook, Z. (2011) ‘Marketing
Communications: Integrating Offline and Online
with Social Media’ (5th edn), Kogan Page,
London.
6. The Cluetrain Manifesto (1999) ‘95 theses’,
available at: http://www.cluetrain.com/ (accessed
20th June, 2013).
7. JWT (2012) ‘100 Things to watch in 2013’,
available at: http://www.jwtintelligence.com/
2011/12/100-things-to-watch-in-2012/ (accessed
20th June, 2013).
8. Keath, J. (2010) ‘21 unique location examples from
Foursquare, Gowalla,Whrrl, and MyTown’,
available at: http://socialfresh.com/foursquare-
case-studies/ (accessed 20th June, 2013).
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