ConnecTheDots

Connecting the influence, reach and output of Emerging Media

Privacy

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From a marketer’s standpoint, mobile marketing is ideal. Marketers can now tailor their advertisements to consumers based on Search Engine Optimization , or geo-location, providing more accuracy and more intimacy than typical mass marketing. However to a consumer Mobile marketing has become a nightmare.

Smart Phones now are able to do more than ever: widgets such as Siri, are able to vocally answer questions with the help of the internet, Google Maps can provide directions using your ‘current location’, and even Weather updates can be automatically uploaded to a mobile device. In a world that is becoming more mobile privacy is becoming transparent.

97% of consumers agreed that privacy as well as knowledge of the information that is being collected is a major concern when using their smart phone. And while 99% of users believe that privacy is important only about half of them have actually ever read the privacy policy of a mobile application.
With Marketers taking advantage of the growing field of mobile marketing, in order for consumers to be more secure with their privacy there are 8tips that consumers can follow:

1. Always Create a Unique Password
2. Set a strong Password and frequently change it
3. Update your phone as well as third party application software
4. Look for signs, read reviews before a purchase
5. Be careful when clinking on links that could be spam, or that ask for personal information via email, SMS or social networking sites
6. Only enter credit card information on sites that have a lock symbol or being with https://
7. Read the applications privacy policy
8. Note pop ups

mobile privacy


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Geolocation Marketing

In a world that has become so centered on technology, brevity and connectivity are vital, and the devolved ability to be connected constantly is now a craving. Because people now have this required need for immediate connection, geolocation marketing is becoming increasingly important.

As defined by Google: Geolocation- is the identification of the real-world geographic location of an object, such as a radar, mobile phone or an Internet-connected computer terminal.

With companies now having the ability to know exactly where someone is, brands can target their audiences based on location, something that could not be done as immediately or on the go, through more traditional marketing methods.

“Hyperlocalized marketing enables more relevant messaging and increasing customer engagement and conversion with each campaign. Better ads increase offline and online traffic, conversion and sales by automatically personalizing merchandise assortments by location. The ability powers local search and discovery.”

http://www.forbes.com/sites/ciocentral/2011/11/07/the-benefits-of-geolocation-marketing/

Smartphone-Infographic

Word of mouth marketing has made the overall achievement of individuals and companies largely dependent on a company’s social media success; making geolocation marketing that much more important. Marketing will become more referral based as a result of rapid information exchanges enabled by social media tools. (Qualman, 2011)

Gowalla, SCvngR, Where, Loopt, and Fourdsquare are all examples of geolocation based applications, with FourSquare being the leading geo-location network within the U.S. (Baier, 2012)

Foursquare is a location-based social networking website for mobile devices. Users cheek in at places using a mobile website, from list of places or venues the application locates in the area. Each ‘check-in’ brings the user points and sometimes what the company calls badges. Points and badges, are collected until the user gains a rewards from that specific location. Foursquare has acquired over 750,000 different places or businesses that offer specials or incentives for users to ‘check in’. Foursquare specials are essentially incentives businesses provide to users in order to persuade consumer to become more frequent or even first time users.


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Mobile Marketing

Once upon a time, businesses only marketed to consumers through direct mail marketing, brochures, television ads, radio advertisements, and other more conventional methods of marketing. A time before Pandora radio, before twitter and Facebook, before YouTube was in the palm of our hands, before the world became so mobile, imagine that!

Today conventional marketing has all but become a thing of the past. Everything is fast. If it can’t be done on the go, people either do not want it, nor have time for it. With this being said mobile marketing is booming.

“64% of mobile subscribers have an Internet enabled phone, of which 44% use the mobile Internet. Among subscribers who have an Internet enabled phone, 76% have an unlimited plan, and 87% use mobile email. Across all subscribers and phone types, 27% use the mobile Internet.”

http://www.mobilemarketingspot.com/mobile-marketing-stats.htm

By the year 2013, download purchases in mobile application stores will surpass 21 billion. With these numbers marketers now have a broader market than ever to reach their audience. Mobile marketing provides numerous outlets and opportunities for companies and businesses alike to promote and market their brand. Mobile marketing is now. Mobility is the future.

mobile-marketing-and-advertising-landscape


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Social Media

Social media is a growing outlet for marketers, with word of mouth marketing being the main driving force behind social media marketing.

Social media marketing can take two different paths. Companies can market to consumers on different social networking sites, and/or consumers can create or reiterate content for companies themselves.

If a company plans to market on a social media site, “companies need to focus on providing content and tools to consumers, which is the opposite of traditional marketing. Instead of providing consumers with a one way communication stream, companies today need to focus on supplying something of value.” (Qualman, 2011)

It is “imperative that you produce products and services so that people not only want to be associated with you brand, but also take ownership of it.” (Qualman, 2011) This allows for consumers to create their own content and become marketers themselves. User to user marketing at times can be more effective as it comes from a trusted source. Companies that can create content for consumers to talk, tweet, blog, or post about, allow their company’s particular message to spread from user to user and third party sources resulting in EARNED media opposed to paid media.

Social media is a relatively inexpensive and efficient option for organizations to market themselves, and their new campaigns. Not only does it bring increased brand awareness because of the sheer number of users available on social media sites, but it also increases brand relations as it makes the brand more personable. Social media has essentially become a platform that is easily accessible to anyone with internet access.