With the PC officially in decline, mobile is clearly now the platform of choice for most digital services, including commerce, music, entertainment, banking, and communication. But advertisers and marketers have failed to keep up with consumers and continue to spend heavily in traditional media such as television and PC web media such as search or display.
Gregory Kennedy, Vice President of Marketing at TapSense, shares with us in this guest post why digital marketers should move half of their budget towards mobile advertising right now.
We do love some good research and Turn has recently released their newest Digital Audience Report about advertising spending and the characteristics of the most valuable audience for their advertising dollars.
On average, major advertisers spend 85% more on display, social, video, and mobile to reach the top 2% of the global online audience. In fact, advertisers want to reach them so badly that this "most valuable audience" is shown 24 times as many ads as the average digital customer.
Data, data, data. It's the core of what good marketers are doing and it's fingers are reaching into every corner of the business. And with this data we are finally seeing the benefits of integrated campaigns, products and teams.
As part of the lead up to Integrated Marketing Week, we spoke to Seth Sarelson, RevTrax COO & co-founder, about how data is affecting what we are doing, how we can integrate and how these changes are affecting the retail market.
As Opening Day chatter filled our Facebook and Twitter streams, the folks at Silverpop looked at what the Major League Baseball clubs were doing in social, mobile and email to see the interaction between the fans and the teams in the digital space.
In the two weeks leading up to Opening Day, teams sent out an average of 175 tweets, five emails and 1.4 texts. Even though the Yankees lost their Opening Day game, die hard Mets fans won't be pleased that the Yankees beat them in the fan department with a ratio of 10 fans to 1. This isn't a big surprise as the Yankees are the most social team in the MLB.
Across divisions it wasn't a surprise to see that AL East (getting a huge Yankees boost) boasts 1.7 million Twitter followers. Are they doing something the other teams across the country are failing to do, or is this a sign that more of their fans are Twitter literate?
One of the main five themes of our upcoming Integrated Marketing Week in June is about managing integration in your organization. This is a complex area so we are exploring how companies are dealing with it from an organizational structures perspective, how they can resource correctly and work with and manage agencies and vendors.
During our JUMP conference in January, we asked that exact question to some of our speakers and so we looked back at a couple of the videos to find out more about what other marketers are trying to accomplish with integration across their organization.
The SXSWI conference has grown steadily for 20 years due in large part to its buzz factor. This year’s SXSWi was different—the buzz factor was missing. In fact, the recurring theme of hallway conversations this year was precisely the lack of buzz—no dominant brand, launch, technology or story this year. No sign of the highly sharable “it” apps and mobile technology chatter of the past. This guest post comes from Metia's Deborah Hanamura who gave us her take on what she got out of SXSW last month....
"The biggest marketing splashes at SXSW came from well-established brands that are digitally savvy, but not necessarily digitally centered, such as Oreo, American Airlines, Pepsi and Doritos. Chevy received a lot of attention with their “Catch a Chevy” promotion, but much of the interest could be attributed to the lack of shuttles and the general desperation for transportation. It’s also notable that BlackBerry invited a fresh look at their phones by sending skulking vans around the outskirts of the festival, while Doritos proudly dominated every snack stand and party.
Still, there wasn’t another darling to celebrate this year.
Now that SXSW has drifted from interactive to music, we've taken time to reflect on how much a part social media played over the five days of the interactive festival.
The folks over at Salesforce crunched the numbers for us so we could share some of their social buzz findings from the Salesforce Marketing Cloud.
Carrying on the theme of hardware dominating SXSW, Leap Motion took to the stage in Austin to show their device that brings the technology only seen in Minority Report into the real world.
Leap Motion’s first product, the Leap Motion Controller, can track the movement of both hands and all 10 fingers up to 1/100th millimeter at up to 290 frames per second. All that from a thin card only three inches long next to your computer that allows you to create a virtual and interactive world in front of your screen.
Releasing something up to 200 times more sensitive than existing motion-control technology for $80 in May is going to change the way we interact with the world around us. How could it not?
But will developers and brands be ready for it?
SXSW interactive started with a machine that feels like the future: Makerbot. Launched at SXSW in 2009 with a team led by Bre Prettis, Makerbot has made 3D printing slightly more affordable and has been making designers into creators.
Powered by passion, innovation, and iteration, Makerbot has given people the ability to make things on your desk and coffee table.
Just as the PC disrupted the mainframe and desktop 2D printers replaced print centers and offset services, 3D printing is bringing manufacturing to small businesses.
NASA, Ford, Nokia and an increasing number of businesses are looking to this 3D printing technology to bring design to users and give them more flexibility to experimenting with design.
In fact, seven out of the top ten architecture firms are using Makerbot. This is especially important as professional 3D printers are expensive and Makerbot can streamline the testing process and helps these companies expedite the product.
Over 27,000 technologists, marketers, vendors, speakers, PR girls and start-up founders have hit Austin en masse to learn about the next big thing - or mostly network at the spate of parties and three hour "happy hours" on offer. We've been touring the streets of Austin with our big red bus and Brandwatch and EngageSciences have been keeping a realtime board about SXSW for us at Econsultancy.
For another take on the stats surrounding SXSW, we reached out to the folks at Sysomos to get a few daily snapshots on who is talking where and what they're talking about. As we like numbers, we thought we'd share them with you too!