The Third Stage

Expert Voices #17: What does the future hold for mobile marketing? (Part 2)

Expert Voices is the The Third Stage blog entry series dedicated to sourcing expert knowledge for our readers and customers. Please read, enjoy, share comment.

Lat week we published part 1 of this article kindly contributed by our guest blogger Sebastian Landsberg.

Part 2 looks at how the technological environment will impact on mobile marketing.

But how will the changing technological environment impact marketing? Is there still room for mobile marketing as a separate communications discipline? How will online communications fare with the new situation?

Firstly, mobile marketing will continue to be a valuable discipline in the communications mix. A number of the unique benefits of mobile marketing will remain exceptionally important despite consumers’ constant connection to full blown internet access. Think about mobile sites for example: New mobile devices are not limited by screen size, problematic navigation, and data transfer rates. Thus, mobile sites are not required due to a lack of appropriate technology. However, if a consumer is in transit and requires information as quick as possible, an easier navigation typical for mobile sites will help to get that information when needed. The built-in payment system will lead to a growth in mobile commerce. Users will spend more on mobile service, such as news ticker feeds and music subscription, and offline goods by using their phone as a payment device. Another example is mobile gaming.

Secondly, online marketing will greatly benefit from the new technology, allowing it to utilize some of the hitherto unique benefits of mobile marketing. Instantaneous access to the consumer via email, improved personalisation of search results, advertising, and special offers taking into account users location, demographics, device type, and carrier as well as known search preferences, will improve users’ online experience, conversion rates of online marketing, and finally increase spend on online marketing above proportion. 

And finally, there will be a tighter integration of mobile and online marketing. Using the mobile devices’ availability at the point of creative inspiration, online marketing professional will be able to harness the creative potential and impulse of consumers in their campaigns combining elements from online and mobile marketing disciplines. For example, a campaign would start with the reception of a Bluetooth message that prompts an action taken using a mobile device. The result is then uploaded to a website, which can be accessed by other consumers participating in that campaign. 

Overall, it is certain that mobile and online marketing will benefit from the diffusion of mobile devices capable of accessing online content, new services, and the further development of mobile networks. Both marketing disciplines will remain distinct, but more integrated, and will become a priority in the marketing mix of corporations within the next couple of years.

Teimlo would like to thank Sebastian Landsberg for contributing this article. If you would like to contribute an article offering some expert advice please contact Huw.

Expert Voices #16: What does the future hold for mobile marketing? (Part 1)

Expert Voices is the The Third Stage blog entry series dedicated to sourcing expert knowledge for our readers and customers. Please read, enjoy, share comment.

The following article has been kindly contributed by our guest blogger Sebastian Landsberg. Sebastian  is a communications consultant at an international public relations agency. He specializes in clients from the technology industry. He holds a Master of Science in Politics and Communications from the London School of Economics.

What does the future hold for mobile marketing? by Sebastian Landsberg

Mobile phones have seen a market adoption and penetration unlike any other technology. Currently, three billion people globally use mobile phones – a number Gartner estimated to rise to 6.5 billion in 2014. The market penetration in 30 countries has exceeded the 100 percent mobile device to population ratio and, in Africa, four in ten people now own a mobile phone.

The increasing diffusion of mobile phones has been accompanied by the rise of mobile marketing, a form of communicating messages to the consumer using mobile phone-based technology, such as SMS, MMS, mobile sites and appropriate advertising banners, Bluetooth, infrared, and others. Mobile marketing has distinctive characteristics, which make it superior to other forms of marketing, such as print, television or online to those other forms mentioned before: Mobile phones are always near the consumer (a 2007 study by Morgan Stanley has shown that 91 percent of mobile phone users keep their phone within one meter of themselves throughout the day) making instantaneous reception of messages possible, mobile phones are always on, they are available at the point of creative inspiration, they include a built-in payment system, and they allow for the recording of every action taken with the device, thus proving an enormous potential for tracking consumer behaviour and segmentation (depending on the data available from the network provider), thus increasing the potential for CRM. 

A number of developments now change the environment in which mobile marketing professionals operate. In recent years, new mobile devices have been released to the market. Netbooks, e-readers, and, most importantly, smartphones are increasingly adopted by consumers. Soon, smartphones will be more widely used than regular mobile phones, which will change the way we consume and distribute information.

Firstly, using smartphones, consumers will be constantly connected to the internet.

Secondly, higher computing power, high resolution displays, and touchscreens enable users to browse the internet similar to a desktop PC. And thirdly, technological improvements of existing networks, such as HDSPA, and the rollout of the next generation mobile network LTE allows for speeds currently only available via landlines. These developments will greatly improve the mobile internet experience.

Finally, new service offered by third party providers, for example app stores, communication tools, such as microblogging platform Twitter, or location based-services, such as Foursquare as well as cheaper data plans will support the adoption of mobile devices enabling consumers to always be online. Taken together, these developments will make mobile devices the primary means to access online content within five years. (This is not to say that landline internet connections and desktop PCs will have no purpose in the future. Certain applications remain, which will require high computing power, better graphics capabilities and other features.)

We will be publishing part 2 of this article very soon so ensure to check back as the author looks in detail at how the changing technological environment will impact marketing.

If you wish to contribute an article to Expert Voices please contact Huw or subscribe to the blog to keep up to date with Teimlo's blog series.

Expert Voices # 15 What’s your competition like? (Part 2)

Expert Voices is the The Third Stage blog entry series dedicated to sourcing expert knowledge for our readers and customers. Please read, enjoy, share comment.

Lat week we published part 1 of this article kindly contributed by our guest blogger Jim Connolly.

Part 2 brings to you some expert advice to start your competitior analysis.

Competitor Analysis on the Internet.

To start with, if you would like to get a ‘general’ idea of how much traffic your competitors get to their website, you can check them out right now for free – here’s how. Depending on the industry you are in, you can often get a mountain of extremely valuable information by visiting a competitors’ website.  If you are in retail, for example, you will immediately be able to see; their product lines, prices, delivery times, guarantees etc.

No matter what industry you are in, most websites will have an ‘about’ page, which tells you all about the company.  You should also be able to tell very quickly what each company thinks it’s best at – because people sell their services based on their strengths!

You will also be able to tell in seconds, if they have had their website professionally copy written or not. This is a key indicator as to how seriously they take their marketing.

Conversations with THEIR clients

Whenever you meet someone, who is using the services of one of your competitors, ask them how well they are being looked after.  This is a more accurate measurement of the quality of a competitor’s services, than the earlier example; where people with an axe to grind were relied upon.

An existing client is someone who can generally, be seen as having an ‘average’ or ‘typical’ experience of a service provider.  If they say their service provider is great or awful – ask them; “In what way?”  Then listen!

Avoid conversations with suppliers.

I have found conversations with suppliers, who also supply one’s competitors, to be close to worthless!  Also, be extremely careful what you say to anyone who gives you too much information.  As my mother used to tell me; “those who bring news, carry news!”

After your Competitor Analysis - What next?

After your Competitor Analysis, take a good close look at your own business and find ways to beat them!  Don’t just try to match them - look at how you can go one better.  If you cannot offer a better service to someone than they already get - why on earth should they switch to you?

For example, would YOU go through all the hassle of switching from your current; accountant, insurance broker, bank or recruitment provider; for a service that’s no better than you already receive?

Of course not – and NOR WOULD ANYONE ELSE!

Only when you have developed a service that you know, with confidence, is better than your competition, are you ready to market it. When you have a great service, and you get that message in front of potential clients with compelling marketing, the sky’s the limit.  You can achieve anything!

Teimlo would like to thank Jim Connolly for contributing this article. If you would like to contribute an article offering some expert advice please contact Marie.

Expert Voices # 14 What’s your competition like? (Part 1)

Expert Voices is the The Third Stage blog entry series dedicated to sourcing expert knowledge for our readers and customers. Please read, enjoy, share comment.

The following article has been kindly contributed by our guest blogger Jim Connolly a marketing expert who is known worldwide for helping businesses become successful.

A marketing tip - by Jim Connolly

At the Olympic Games, every athlete knew exactly what the ‘personal best’ figures for each of their competitors was.  That’s because it’s almost impossible to succeed at anything, unless you know what you are competing against!

Equally, to compete successfully in business, you need to research what you are marketing against!  We call this research Competitor Analysis.  So, I have a question for you:

“How much do you know about your competitors and what they offer?”

In my experience, most small and medium-sized businesses know very little about the quality of their competitor’s services.  They will often believe that their own service is very good, but when you accurately compare it against their competitors, it’s generally no better than average.

I am convinced this lack of Competitor Analysis is why there are so many average services out there!  After all, no one sets out to be ‘just average’.

Businesses then market their services, thinking that what they offer is great value - and wonder why they get very little positive response!  It’s not always the quality of a small business’s marketing that’s letting them down, but the ‘attractiveness’ of what they are offering!

In order to motivate someone to switch from one provider to another, there must be a compelling reason for them to do so.  This means you need to know what your competitors offer, so you can make YOUR services more valuable than theirs!

Competitor Analysis explained.

Competitor Analysis is where you analyse what your competitors are offering to the marketplace.  This allows you to see how YOUR services stack up against the other services being offered to your potential clients (and existing clients!).  As part of your Competitor Analysis, you will need to find out things like; what kind of guarantees your competitors offer, their payment terms, their prices, the range of services they offer and their opening hours etc.

I spoke recently with the owner of a recruitment company, who told me that his main competitors all offered a very poor service, compared to his.  I asked how he knew.  He replied that whenever a client moved from a competitor to him, they always said what a poor service they had just received!  He was basing his ‘research’ on what these non-typical, disgruntled people said!

You cannot build your competitor research, based on the jaundiced opinions of anyone!  You need to know what the reality of the situation is, because THAT’S what you will be marketing your services against!

I have a friend who sells homes in London, which market for over £2,000,000.  She found her clients were often hesitant about improving their home before marketing it, thinking it was already ‘good enough’ to quickly attract a buyer.

So, she started taking new clients to view a selection of homes in the same price range as their own – so they could clearly see what their home was competing against.  Universally, this totally changes their opinions and they are happy to make any required improvements.

Most businesses are like the home-owners who think that their home is already great value, without knowing what the others are like.  This can prove commercially fatal – especially in today’s challenging economy!

We will be publishing part 2 of this article very soon so ensure to check back as the author brings to you some ideas to start your competitor analysis.

If you wish to contribute an article to Expert Voices please contact Marie or subscribe to the blog to keep up to date with The Third Stage's blog series.

Expert Voices # 13 Is it an app … or is it WAP … and does it matter? (Part 2)

Expert Voices is the The Third Stage blog entry series dedicated to sourcing expert knowledge for our readers and customers. Please read, enjoy, share comment.

Expert Voices # 12  (Part 1) Is it an app … or is it WAP … and does it matter?  looks at the differences between mobile applications and mobile websites and looks at how brands lean towards using certain mobile applications.

Here is a reprise of the article.

Like so many things, there are pros and cons of brands using either a mobile application or a mobile website. This is when wise brands must consider applications and WAP sites and always look to the future.

It’s fairly easy to see why applications have made a big comeback. It’s not just the immense presence of Apple’s iPhone App Store but the ease at which it is accessed and the way products are presented. It is also very easy for a brand to be seduced by the application ‘model’ as the quoted download figures and related revenue simply cannot be ignored. As with all industry ‘booms’ however, it pays to take a closer look…

Mobile as a delivery platform and marketing tool is still a little way off its final destination and it would seem that marketing a ‘stand alone service’ is far easier for many brands.YouTube seem to have all angles covered though and offer three options to the consumer. The first is a site dedicated to Mobile devices; the second is an application that works as a ‘shortcut’ to the Mobile site and the third is a handset based application that pulls content from the Mobile site. The theme here is that they consider the mobile internet to be a very important channel for them.

There are some instances where an application delivering information will seem more useful than an equivalent Mobile internet site.   This is generally attributed to situations where network coverage is less consistent.  However, the underlying issue is often more likely to be that there isn’t any other way of reliably accessing this information via a mobile device.
 
There are exceptions to this and those include examples like the Cross Country Trains timetable application. It can store timetable information for use at anytime or it can connect to the internet to retrieve the latest updates or your next available train. MBooks are also a good example and publications like the King James Version of the Bible haven’t changed since 1611! News applications also have their place where a consumer can use them effectively when on the underground for instance but in order to stay up to date, the application needs to be able to connect to the internet at some point to retrieve up to date information and this relies on the consumer both remembering and having the time to do it when they do have network coverage.

Many brands still see the Mobile Internet as a poor relative of the Application and the fixed line Internet, largely drawn by aesthetics.

In the case of the application it’s the rich interfaces, the flashing lights above the app stores and the pound signs created by the potential revenue generating opportunity. The facts remains however that a brand cannot afford to charge a consumer to interact with them, and any application that needs up to date information still need the Mobile Internet for that information. “You are the wind beneath my wings” springs to mind here!

Brands are often drawn to iconic products such as the iPhone or Blackberry but regularly fail to look at mass audiences. The Mobile Internet is instantly accessible by most consumers on most handsets on most price plans and whilst Mobile Internet sites aren’t always as ‘rich’ as applications, the information available is instant and up to date and there is no need for consumers to download and install an application in order to access it.

The other key thing that many brands are still missing is that their current website is available via the Mobile Internet and consumers are reaching these sites on their handsets. What does your website look like on your Mobile phone? Go on, try it now, I dare you? And don’t just see that something loads, actually try to use it.

Maybe instead of investing in a short term application launch, brands should be opening their field of vision and look to create a Mobile friendly version of their website.

Google are standing up for the Mobile Internet for a very good reason. Maybe they could learn from application stores in the way that they deliver information but then Google gives consumers results from every page on the internet. Google don’t believe in walled gardens and neither do consumers.  If you are hosting a party then it is generally considered polite to arrive before your guests …brands should remember this when deciding how to communicate with consumers via mobile.

If you would like to contribute an article to the Expert Voice Series please contact Marie

Expert Voices # 12 Is it an app...or is it a WAP...and does it matter? (Part 1)

Expert Voices is the The Third Stage blog entry series dedicated to sourcing expert knowledge for our readers and customers. Please read, enjoy, share comment.

Is it an app … or is it WAP … and does it matter?

Alex Farber’s (NMA.co.uk) report of the mobile app versus mobile web browsing quotes a number of industry experts who (with the exception of Google) are either handset manufacturers or airtime sellers.  And they lean towards apps being the right choice.  Google alone stands up for mobile websites.

So where does that leave brands and the people who advise them?

Like so many things, there are pros and cons of brands using either a mobile application or a mobile website. This is when wise brands must consider applications and WAP sites and always look to the future.

It’s fairly easy to see why applications have made a big comeback. It’s not just the immense presence of Apple’s iPhone App Store but the ease at which it is accessed and the way products are presented. It is also very easy for a brand to be seduced by the application ‘model’ as the quoted download figures and related revenue simply cannot be ignored. As with all industry ‘booms’ however, it pays to take a closer look…

Firstly the term “Application” is very generic and covers a huge range of products with differing functionality. Applications also apply to a massive range of handsets including Nokia, Motorola, Sony Ericsson, Blackberry and LG to name but a few. The iPhone has arrived at the Application party very late, but like all late arrivers it has made a very grand entrance!

The glamour of the iPhone combined with the renewed vigour for premium downloads is clearly why the likes of Nokia, Microsoft and Orange are focusing their efforts towards application stores.

Marketing and hype aside, we should look at what is being downloaded and what it actually being used by the consumer. For many, the best applications have been the light sabre and the iPint but these can really only be showcases for the handset and are the modern day equivalents of Newton’s cradle.

Beyond these the most used (not necessarily the most downloaded) applications are those that accompany fixed line internet sites. You know the ones, the ones with global appeal and staggering usage figures. Facebook, YouTube, My Space, and eBay all have ‘supporting’ applications that make staying connected via mobile quick and easy. What these applications provide is a pre-loaded Mobile friendly ‘framework’ for information that is already available on the Internet.
This is ideal for sites of such magnitude, but should other brands really be investing in what is effectively a one site web browser?

Part 2 of this article will be published shortly. In the meantime why not take a look at The Third Stage's other blog series where you might find some valuable information. If you would like to contribute an article to the Expert Voices Series please contact Marie.

Expert Voices # 11 Recession-proof your brand

Expert Voices is the The Third Stage blog entry series dedicated to sourcing expert knowledge for our readers and customers. Please read, enjoy, share comment.

The following article has been kindly contributed by Russell Britton from Autografik. When not writing, Russell runs Autografik, a SME branding consultancy based in South Wales.

Recession-proof your brand

In the current climate it is especially important for businesses to know who they are, what they offer and where the client base is. In order to do so businesses need to consider carefully about the brand they represent, and what brand represents them as the brand is the starting point of all other activity, so it doesn’t just mean buy a pretty logo and leave it be. It means creating and delivering a consistent experience which relates directly to a well identified unique selling point. Fundamentally the brand is the cohesive element of the whole business that would ultimately affect the client’s decision making.

One example to consider is the Woolworth's brand. A good brand, and for many decades a strong one, it was, for many, a convenient store with reliable products and deliverable service. Unfortunately a problem for Woolworth's alongside the recession implications that they faced may have been that they overlooked the value of frequent re-evaluation and eventually lost their identity, forgot who they represented and more importantly, what the customer’s demands were.

Woolworth's is a bit of a contentious issue though, it could be argued that their problems stemmed from the de-merger from the Kingfisher Group in 2001 and other market factors such as the not-to-successful Big W and the rise of Wilkinsons. Nevertheless their large and increasingly confused consumer base was dwindling due to poor differentiation and these apparent marketing and identity problems.

In contrast when you look at Zavvi, it is unlikely that many people will be as affected by its impending closure. It’s not a brand that has dominated the high street landscape for decades; it hasn’t even had enough time to forge a personality. In fact the story of Zavvi is probably more testament to the business and market savvy of Virgin (a well branded business themselves) in knowing when to get out at the right time.

Zavvi knew what they were, but perhaps they just didn’t know their place in the market and eventually found problems when their suppliers (a sister company of Woolworth's) also started to struggle. Where as Woolworth's didn’t know who they were but had a reputation to live up to and had huge amounts of debt to live with.

A strong brand is invaluable to a business and this is what has afforded Woolies a second wind with their online comeback later this year. They also seem to be doing it right, i.e. consulting consumers through twitter and a blog on their own website. It will be interesting to see how they cope with established online retailers like amazon, play and eBay.

Obviously we are talking about two former retail juggernauts here, but the same rules apply to all businesses. Branding is all about finding that special something, that spark of personality that sets your business apart.

Teimlo would like to thank Russell Britton for contributing this article to our blog. If you would like to contribute an article please contact Marie.

Expert Voice # 10 Marketing Is Always A Test!

Expert Voices is the The Third Stage blog entry series dedicated to sourcing expert knowledge for our readers and customers. Please read, enjoy, share comment.

The following article has been kindly contributed by Ray Stewart from Coalville Business Services.

Marketing Is Always A Test!

Shout Your Message From The Rooftops!

Every single business alive has to do marketing on a continuous basis to keep a flow of new customers and service the existing ones.

Every thing you do in marketing is a test. It is essential that you also track everything in detail. Every £1 you spend on marketing has to produce a positive result. If it doesn’t, move on. I am not only talking about different methods of marketing, but about every little detail. Even the change of a word or 2 in a headline can give a dramatic change in response.

We should all be testing constantly. Just because you might have found something that “works” it doesn’t mean you leave it. It could work even better if you tweak it, but unless you test and track, you will have no idea how your marketing £1’s are doing.

No business will succeed if it does a few marketing activities and sits back waiting for responses. You need to be pro-active all the time. Try something, if you get little or no response you haven’t failed, you just found something that didn’t work and you move on. You know to steer clear of that in the future.

Being an entrepreneur is all about thinking outside the box. Being innovative, knowing your target market and pursuing it by as many different means as possible, constantly and vigorously. Promoting your business by demonstrating how you ease the pain of your target audience. By showing the world how you do things differently, better, more efficiently, more professionally that any other business in your area. You have to prove to your target audience that they cannot possibly move forward another day without your service. You have to prove that it is better to outsource to you than do it themselves.

But the most important thing is - test, track, change, test, track, change…. and in the words of the late, great Winston Churchill “never, never, Never, NEVer, NEVER give up!”.

The Third Stage would like to thank Ray Stewart for contributing this article to our blog. If you would like to contribute an article please contact Marie.

Expert Voices # 9 Email Marketing; lower costs should not mean less effort

Expert Voices is the The Third Stage blog entry series dedicated to sourcing expert knowledge for our readers and customers. Please read, enjoy, share comment.

The following article has kindly been contributed by Michael Robinson, the commercial director for Generate UK.

Email Marketing; lower costs should not mean less effort

Due to the low cost of entry, the number of UK businesses embracing email marketing is set to continue to rise during 2009. In these tough economic times, this is not surprising as most companies are looking at ways to squeeze their marketing budgets, and email marketing does come with the advantage of being entirely measurable.

With increased numbers of businesses using email marketing, it stands to reason that there will be an increase in the number of competitive communications landing in your customers and prospects inbox. It’s a ‘dog eat dog’ world and since sending emails is so cheap, it’s important that you put the same effort into your email campaigns as you do your traditional marketing activities.
With email marketing, it is easy to fall into the trap of sending a blanket communication to a list of names and hope something sticks. If you’re keen to protect your brand and differentiate your business from the masses, this is definitely the wrong approach. Think about the relevancy of your message, the more focused it is on your list the greater the chance of results. This means research and therefore marketers taking the time out to understand their clients and prospects. In the early days, email marketing was about the size of the list; now it is about what you know about the people on the list.

The more information you have about the contacts on your list, the better you can segment the data and create smaller more targeted lists. This in turn will allow you to personalise your message; smaller lists, more relevant content and personalised emails provide marketers with a much greater chance of reaching the Holy Grail of email marketing; making the recipient feel that this is a special email and only they received it. The resulting analytics from every email campaign you send should be like the ‘proverbial child in a sweet store’ to a marketer. It’s not simply about the open rates and how many people clicked through, but looking for that nugget of information that will help you to improve the effectiveness of your campaign next time.

Anyone on your list who has clicked through to your site could potentially be segmented into another list and sent another even more relevant, even more personalised email. This is about sending content based upon your subscribers’ behaviour. Advanced email marketers have been split testing their campaigns for a while now, this is the practice of sending an email with a similar message but with slight tweaks, such as the title of the email, the time it was sent and the call to action. Split testing really does provide you with advanced analytics, so if you’re not doing this at the moment it is something to consider for the future.

The Third Stage would like to thank Michael Robinson for kindly contributing this article. You can find out more by visiting Generate UK. If you would like to contribute an article to the Expert Voices Series please contact Marie

Expert Voices # 9 The Importance of Web Content (Part 2)

Expert Voices is the The Third Stage blog entry series dedicated to sourcing expert knowledge for our readers and customers. Please read, enjoy, share comment.

The following article has been kindly contributed from Jason Hulott is Marketing Director of Speedie Consultants Limited. Continued from Part 1.

Here is a reprise of the article..

Adding more content to your website must be one of the major parts of your online marketing strategy.  New pages mean new focus and new opportunities to add more content. On top of this, think of each new page as another virtual sales assistant out on the World Wide Web promoting you and your business.

Working with lots of companies, we are always amazed at the lack of content on their websites. It is an easy state of affairs to rectify and will a little concerted effort, content can be drip fed into your website consistently.

Maybe it is because they don’t have idea for what to write about.  Here are 5 further ideas for content for any website, in any niche and these are in no order of importance…

6. Detailed Biography of you and your staff. Add a page for each staff member, get personal.  Remember people like people so adding a page per staff member will give a prospective client a good feel about what you are all about.

7. Blog – Could you add a blog to your site? And have more tips and comments on the issues on the industry or on topics that relate to your clients.

8. Video – We touched on this before but some products or application processes could be better explained by hosting a video. This can be done with simple screen capture software.  You could offer a whole range of helpful videos which you can add to your website.

9. Forum – The daddy of user generated content.  Add a managed forum on your website which you patrol and engage with your customer and clients.

10. News Section – You can add a section on your company news, new staff, new partnerships, or about your work in the local community. In addition add in some industry news from other trusted news sources or rewrite news stories with your own comments or slant.

As you can see there are some very simple steps here to add a huge amount of unique, great content to any website.

If you would like to find out more please visit Speedie Consultants Limited. If you would like to contribute an article please contact Marie.