MMA to Create Mobile Privacy Guidelines
Greg Stuart, Global CEO of the MMA, said the group recognizes the importance of consumer privacy. "In order for marketers and publishers to responsibly and sustainably engage consumers through and with the mobile channel, we need to continuously update how we address the collection, management and use of personal data or related consumer information," he explained earlier this month.
To create the new guidelines, the MMA is asking members of the mobile community, including carriers, marketers, agencies, media companies and media technologies, to join its Privacy Committee. The issue will also be addressed at its upcoming Consumer Best Practices Meeting, January 25-26 in Boca Raton, Florida.
Compared with the $25 billion online ad industry, the mobile marketing industry is still in its infancy. It won't reach $1 billion until 2012, reported AdWeek, citing data from eMarketer. "If we'd seen how fast mobile Internet and apps were going to grow, maybe we would have stepped in sooner," Stuart told AdWeek.
[Author's Note: if they had seen how fast it would grow? Were they not watching?]
There's no timeline for the completion of the new policy, Stuart said. "It's more important that we get it done right. This release was a call to arms."
A Need to Address Mobile Privacy Concerns
This issue was recently in the forefront of people's minds, thanks to a Wall St. Journal series called "What They Know," that highlighted the growing lack of privacy in today's digital world. One piece in particular ("Your Apps are Watching You") dealt with mobile privacy.
The Journal found that, after an examination of 101 popular smartphone applications on iPhone and Android devices, 56 transmitted the phone's unique device ID to other companies without the user's awareness or consent. 47 also transmitted location and 5 sent age, gender and other personal details.
Counterpoint: Tracking is GOOD
The somewhat overly paranoid reporting from The WSJ was met with some backlash online, especially from the tech blogging community. In a post entitled "Hello, My Name is: 9649e796e8b23900dc9629a18f2d47306430e62f," BGR blogger Andrew Munchbach made a convincing argument that mobile tracking isn't really all that bad. (The headline referred to his UDID, the unique device identifier that's used to build an online profile of a device, and therefore, the user).
"I’m not all that concerned with third parties, even advertisers, knowing the age, gender, UDID, and/or the general (or even specific) location of my device’s end-user (that’s me)," Munchbach wrote. "So Rovio, the maker of Angry Birds, knows that the dude using my mobile device is, um, a dude, was stuck on level 5-13 for six straight hours, and was in Newport, RI when this all occurred. So the game looked through my address book to see if there were contacts that were also playing Angry Birds with whom I could connect. I kind of like these features," he said.
He also said that even when that data is passed to an analytics company, it's used - anonymously - to provide useful usage statistics and intelligence. "Rovio can use this information to improve its product, which would seem like a benefit to me, the player. Heck, Flurry may even go one step further and use this information in its own reporting and assessment of the mobile industry or publish a report about it...still doesn’t trouble me all that much. Why should it? It’s an age, gender, and ever-changing location that is linked to a number that represents a mobile device."
...But Some Want to Opt-Out & Today You Can't
While in Munchbach's case, the tracking is seen in a positive light, there are some who would prefer the option to opt-out, as you can in most of today's modern desktop-based Web browsers, through the use of built-in tools like privacy/"incognito" modes, browser add-ons and extensions and even alternative search portals that promise no tracking.
WSJ polled its readers on the matter, and a majority (67.7%), said they want apps to tell them every time they collect and send info about their mobile device. Clearly, these voters were worked about about the idea, having just read the article. Apps that constantly nagged you if and when they could share information would be worse than Windows Vista's User Account Control security feature which seemed to ask you every single time you tried to make the simplest change on your PC.
Still, the mobile world, as of yet, does not have any such opt-out options. It's all or nothing - use the app, or don't. But if you do, you're agreeing to certain conditions. The MMA's influence may help to create new scenarios here that will better serve mobile users, not just with regard to apps, but for all sorts of mobile ads, including SMS text messages, in-app banner advertising and ads on the mobile Web itself.
We all know the Facebook story or at least saw the movie. A site for college kids to publish their pictures became an Internet phenomenon. But while grandma may now be posting what she ate for breakfast, the real revolution Facebook has created is for advertisers. Brands are salivating at the prospect of reaching the 500 million users who collectively spend over 700 billion minutes a month on Facebook.
In 2011 and beyond, Facebook will become one of the most important marketing channels in the world. Already, Facebook is on track to generate more than $2 billion in ad revenues in 2010, far surpassing earlier estimates of around $1 billion, and will likely skyrocket past that figure in 2011, as more marketers shift budgets from TV, radio, and print to the social realm. Proctor & Gamble got a head start on this move by recently announcing it would transfer the majority of its daytime TV advertising budget to social platforms like Facebook and Twitter.
And, it’s not just Facebook that’s having an impact on marketing. In fact, all social media – from Twitter and blogs, to forums and YouTube – is having a profound impact on how consumers interact, find products, get deals, shop, and get information. For marketers, that means social is no longer just a channel, but an integral part of a strategic marketing plan. Social media now impacts all of a brand’s marketing campaigns, with free viral “sharing” beginning to surpass paid marketing channels like search engine marketing, display, and print advertising at driving large audiences to campaign pages and brand websites.
To be sure, brands are already spending on social media marketing-– but 2011 will likely see a huge surge in investment into social as Facebook, Twitter, and all things social become increasingly measurable and ROI-focused. The investment in online advertising iw predicted to set a new record in 2011, growing 14 percent to $51.9 billion, up from $45.6 billion in 2010, according to Borell Associates. Two of the fastest-growing segments of online advertising are the local sector and social media.
So what will the social media marketing landscape look like in 2011? Here are four predictions based on our work with hundreds of top brands to measure, track, analyze their social media marketing programs.
- Social media will kill the TV star – Okay, “kill” may be a stretch but did you know that more people play Farmville than watch daytime TV? A recent study by Deutsche Bank found that 7.5 million people tune into Oprah every day, whereas 43 million people play a Zynga game each day. In contrast to advertising on TV, targeted social media campaigns offer brands the ability to deliver relevant messages with precision to specific, highly engaged audiences –0 and present them with compelling offers and instantly-redeemable coupons.
In contrast to the “lean back” experience offered in front of the TV, social media brings brands and consumers closer together than ever before. TV watchers may see a brand flash before them on the screen, but game players may see an offer from your brand within a game they are playing, and be offered free game credits for taking a survey, referring a friend, or making an immediate in-game purchase of one of your products.
- The Groupon effect is here to stay — Consumers today have a “deal mentality”. With the rise of daily deal sites like Groupon, flash sales sites like Gilt, and myriad coupon sites, consumers don’t want to buy a product unless they feel they’ve gotten a great deal on it. What’s more, customers now expect recognition and rewards for spreading the word about deals, discounts, and exclusive opportunities. They don’t just want a good deal, they want an even better deal for promoting deals to others!
Most brands now use Twitter and Facebook to publicize deals, and an increasing number are experimenting with Groupon and other deal sites, but future sales belong to marketers who not only publicize their promotions, but reward sharing in real-time so buyers have a strong incentive to spread the word and extend the reach of every campaign.
- Mobile is social According to Facebook, there are more than 200 million active users currently accessing Facebook through their mobile devices, and these mobile users are twice as active as non-mobile users. With the emergence of location-based services like Foursquare and Facebook Places, the integration of social and mobile is growing ever stronger.
Today, not only are we constantly connected via our mobile devices, but as our friends discover content, deals, and discounts, they share them with us – spreading brand campaigns directly from phone-to-phone. People are beginning to expect that relevant content, including advertising, will reach them via the friends or contacts they trust. Some of the fastest-growing segments of mobile marketing include mobile coupons that customers can use by presenting a barcode on their phones to scanned at checkout; iPhone apps that allow price comparison, product searches, and immediate transactions; and Foursquare-type services that allow businesses to reward frequent store visitors with discounts and promotions. The best mobile marketing promotions and content are those that can be shared.
- Sharing is the new search — While Google will continue to prosper in 2011, the role of “sharing” in how people discover information, deals, and products is changing how we search and what we search for. News finds us. Fun, entertaining content finds us. Deals and discounts find us.
In fact, from our own research across Meteor Solutions’ customers, we found that influencers –- those who share your campaigns across their social graph –- can directly influence 40 to 60 percent of all visits to an advertising campaign page. More and more, people will get product information through the social graph –- instead of directly from a brand advertiser. Search will remain the most efficient way for people to find something specific, but sharing will become the most efficient way for relevant, useful, and entertaining content to find us.
Marketers need to create campaigns that go beyond interrupting consumers with advertising, and create content that’s highly useful and easily shareable –- such as contests, deals, promotions, inside information, and product reviews. The social graph is creating effective ways for marketers to reach audiences at scale.
Social media is no longer just a way for consumers to waste a few minutes looking at funny cat photos. Today, Facebook and other social channels are becoming the way people interact with the larger world around them –- and brand marketers are going to make sure they’re not too late to the party.
Ben Straley is the CEO of Meteor Solutions, a company offering website tracking and content sharing tools to advertisers and publishers. He’s also the lead instructor for the University of Washington Certificate Program for Advanced Interactive Marketing. He can be reached at ben@meteorsolutions.com or @meteorsolutions.
Next Story: Winklevoss twins on Facebook lawsuit: It’s not about the money Previous Story: RunKeeper sprints to the top of the charts with fitness free promotion
John Roberts switches to FOX <b>News</b> | Inside TV | EW.com
John Roberts, the veteran newsman who co-hosted CNN's American Morning for three years, is joining the competition. “We are excited to welcome Jo...
Nike Air Max LeBron Soldier V – Upcoming Colorways | SneakerNews.com
Continue reading for a complete look at the upcoming colorways of the Air Max LeBron Soldier V and stick with Sneaker News for more updated information on all Nike LeBron shoes. via CK. Nike Air Max LeBron Soldier V – Upcoming Colorways ...
Baby Boomers and Sacrifice - AOL <b>News</b>
WASHINGTON -- Baby boomers have long been derided as a bunch of spoiled brats -- a.
robert shumake detroit
John Roberts switches to FOX <b>News</b> | Inside TV | EW.com
John Roberts, the veteran newsman who co-hosted CNN's American Morning for three years, is joining the competition. “We are excited to welcome Jo...
Nike Air Max LeBron Soldier V – Upcoming Colorways | SneakerNews.com
Continue reading for a complete look at the upcoming colorways of the Air Max LeBron Soldier V and stick with Sneaker News for more updated information on all Nike LeBron shoes. via CK. Nike Air Max LeBron Soldier V – Upcoming Colorways ...
Baby Boomers and Sacrifice - AOL <b>News</b>
WASHINGTON -- Baby boomers have long been derided as a bunch of spoiled brats -- a.
robert shumake
MMA to Create Mobile Privacy Guidelines
Greg Stuart, Global CEO of the MMA, said the group recognizes the importance of consumer privacy. "In order for marketers and publishers to responsibly and sustainably engage consumers through and with the mobile channel, we need to continuously update how we address the collection, management and use of personal data or related consumer information," he explained earlier this month.
To create the new guidelines, the MMA is asking members of the mobile community, including carriers, marketers, agencies, media companies and media technologies, to join its Privacy Committee. The issue will also be addressed at its upcoming Consumer Best Practices Meeting, January 25-26 in Boca Raton, Florida.
Compared with the $25 billion online ad industry, the mobile marketing industry is still in its infancy. It won't reach $1 billion until 2012, reported AdWeek, citing data from eMarketer. "If we'd seen how fast mobile Internet and apps were going to grow, maybe we would have stepped in sooner," Stuart told AdWeek.
[Author's Note: if they had seen how fast it would grow? Were they not watching?]
There's no timeline for the completion of the new policy, Stuart said. "It's more important that we get it done right. This release was a call to arms."
A Need to Address Mobile Privacy Concerns
This issue was recently in the forefront of people's minds, thanks to a Wall St. Journal series called "What They Know," that highlighted the growing lack of privacy in today's digital world. One piece in particular ("Your Apps are Watching You") dealt with mobile privacy.
The Journal found that, after an examination of 101 popular smartphone applications on iPhone and Android devices, 56 transmitted the phone's unique device ID to other companies without the user's awareness or consent. 47 also transmitted location and 5 sent age, gender and other personal details.
Counterpoint: Tracking is GOOD
The somewhat overly paranoid reporting from The WSJ was met with some backlash online, especially from the tech blogging community. In a post entitled "Hello, My Name is: 9649e796e8b23900dc9629a18f2d47306430e62f," BGR blogger Andrew Munchbach made a convincing argument that mobile tracking isn't really all that bad. (The headline referred to his UDID, the unique device identifier that's used to build an online profile of a device, and therefore, the user).
"I’m not all that concerned with third parties, even advertisers, knowing the age, gender, UDID, and/or the general (or even specific) location of my device’s end-user (that’s me)," Munchbach wrote. "So Rovio, the maker of Angry Birds, knows that the dude using my mobile device is, um, a dude, was stuck on level 5-13 for six straight hours, and was in Newport, RI when this all occurred. So the game looked through my address book to see if there were contacts that were also playing Angry Birds with whom I could connect. I kind of like these features," he said.
He also said that even when that data is passed to an analytics company, it's used - anonymously - to provide useful usage statistics and intelligence. "Rovio can use this information to improve its product, which would seem like a benefit to me, the player. Heck, Flurry may even go one step further and use this information in its own reporting and assessment of the mobile industry or publish a report about it...still doesn’t trouble me all that much. Why should it? It’s an age, gender, and ever-changing location that is linked to a number that represents a mobile device."
...But Some Want to Opt-Out & Today You Can't
While in Munchbach's case, the tracking is seen in a positive light, there are some who would prefer the option to opt-out, as you can in most of today's modern desktop-based Web browsers, through the use of built-in tools like privacy/"incognito" modes, browser add-ons and extensions and even alternative search portals that promise no tracking.
WSJ polled its readers on the matter, and a majority (67.7%), said they want apps to tell them every time they collect and send info about their mobile device. Clearly, these voters were worked about about the idea, having just read the article. Apps that constantly nagged you if and when they could share information would be worse than Windows Vista's User Account Control security feature which seemed to ask you every single time you tried to make the simplest change on your PC.
Still, the mobile world, as of yet, does not have any such opt-out options. It's all or nothing - use the app, or don't. But if you do, you're agreeing to certain conditions. The MMA's influence may help to create new scenarios here that will better serve mobile users, not just with regard to apps, but for all sorts of mobile ads, including SMS text messages, in-app banner advertising and ads on the mobile Web itself.
We all know the Facebook story or at least saw the movie. A site for college kids to publish their pictures became an Internet phenomenon. But while grandma may now be posting what she ate for breakfast, the real revolution Facebook has created is for advertisers. Brands are salivating at the prospect of reaching the 500 million users who collectively spend over 700 billion minutes a month on Facebook.
In 2011 and beyond, Facebook will become one of the most important marketing channels in the world. Already, Facebook is on track to generate more than $2 billion in ad revenues in 2010, far surpassing earlier estimates of around $1 billion, and will likely skyrocket past that figure in 2011, as more marketers shift budgets from TV, radio, and print to the social realm. Proctor & Gamble got a head start on this move by recently announcing it would transfer the majority of its daytime TV advertising budget to social platforms like Facebook and Twitter.
And, it’s not just Facebook that’s having an impact on marketing. In fact, all social media – from Twitter and blogs, to forums and YouTube – is having a profound impact on how consumers interact, find products, get deals, shop, and get information. For marketers, that means social is no longer just a channel, but an integral part of a strategic marketing plan. Social media now impacts all of a brand’s marketing campaigns, with free viral “sharing” beginning to surpass paid marketing channels like search engine marketing, display, and print advertising at driving large audiences to campaign pages and brand websites.
To be sure, brands are already spending on social media marketing-– but 2011 will likely see a huge surge in investment into social as Facebook, Twitter, and all things social become increasingly measurable and ROI-focused. The investment in online advertising iw predicted to set a new record in 2011, growing 14 percent to $51.9 billion, up from $45.6 billion in 2010, according to Borell Associates. Two of the fastest-growing segments of online advertising are the local sector and social media.
So what will the social media marketing landscape look like in 2011? Here are four predictions based on our work with hundreds of top brands to measure, track, analyze their social media marketing programs.
- Social media will kill the TV star – Okay, “kill” may be a stretch but did you know that more people play Farmville than watch daytime TV? A recent study by Deutsche Bank found that 7.5 million people tune into Oprah every day, whereas 43 million people play a Zynga game each day. In contrast to advertising on TV, targeted social media campaigns offer brands the ability to deliver relevant messages with precision to specific, highly engaged audiences –0 and present them with compelling offers and instantly-redeemable coupons.
In contrast to the “lean back” experience offered in front of the TV, social media brings brands and consumers closer together than ever before. TV watchers may see a brand flash before them on the screen, but game players may see an offer from your brand within a game they are playing, and be offered free game credits for taking a survey, referring a friend, or making an immediate in-game purchase of one of your products.
- The Groupon effect is here to stay — Consumers today have a “deal mentality”. With the rise of daily deal sites like Groupon, flash sales sites like Gilt, and myriad coupon sites, consumers don’t want to buy a product unless they feel they’ve gotten a great deal on it. What’s more, customers now expect recognition and rewards for spreading the word about deals, discounts, and exclusive opportunities. They don’t just want a good deal, they want an even better deal for promoting deals to others!
Most brands now use Twitter and Facebook to publicize deals, and an increasing number are experimenting with Groupon and other deal sites, but future sales belong to marketers who not only publicize their promotions, but reward sharing in real-time so buyers have a strong incentive to spread the word and extend the reach of every campaign.
- Mobile is social According to Facebook, there are more than 200 million active users currently accessing Facebook through their mobile devices, and these mobile users are twice as active as non-mobile users. With the emergence of location-based services like Foursquare and Facebook Places, the integration of social and mobile is growing ever stronger.
Today, not only are we constantly connected via our mobile devices, but as our friends discover content, deals, and discounts, they share them with us – spreading brand campaigns directly from phone-to-phone. People are beginning to expect that relevant content, including advertising, will reach them via the friends or contacts they trust. Some of the fastest-growing segments of mobile marketing include mobile coupons that customers can use by presenting a barcode on their phones to scanned at checkout; iPhone apps that allow price comparison, product searches, and immediate transactions; and Foursquare-type services that allow businesses to reward frequent store visitors with discounts and promotions. The best mobile marketing promotions and content are those that can be shared.
- Sharing is the new search — While Google will continue to prosper in 2011, the role of “sharing” in how people discover information, deals, and products is changing how we search and what we search for. News finds us. Fun, entertaining content finds us. Deals and discounts find us.
In fact, from our own research across Meteor Solutions’ customers, we found that influencers –- those who share your campaigns across their social graph –- can directly influence 40 to 60 percent of all visits to an advertising campaign page. More and more, people will get product information through the social graph –- instead of directly from a brand advertiser. Search will remain the most efficient way for people to find something specific, but sharing will become the most efficient way for relevant, useful, and entertaining content to find us.
Marketers need to create campaigns that go beyond interrupting consumers with advertising, and create content that’s highly useful and easily shareable –- such as contests, deals, promotions, inside information, and product reviews. The social graph is creating effective ways for marketers to reach audiences at scale.
Social media is no longer just a way for consumers to waste a few minutes looking at funny cat photos. Today, Facebook and other social channels are becoming the way people interact with the larger world around them –- and brand marketers are going to make sure they’re not too late to the party.
Ben Straley is the CEO of Meteor Solutions, a company offering website tracking and content sharing tools to advertisers and publishers. He’s also the lead instructor for the University of Washington Certificate Program for Advanced Interactive Marketing. He can be reached at ben@meteorsolutions.com or @meteorsolutions.
Next Story: Winklevoss twins on Facebook lawsuit: It’s not about the money Previous Story: RunKeeper sprints to the top of the charts with fitness free promotion
robert shumake
John Roberts switches to FOX <b>News</b> | Inside TV | EW.com
John Roberts, the veteran newsman who co-hosted CNN's American Morning for three years, is joining the competition. “We are excited to welcome Jo...
Nike Air Max LeBron Soldier V – Upcoming Colorways | SneakerNews.com
Continue reading for a complete look at the upcoming colorways of the Air Max LeBron Soldier V and stick with Sneaker News for more updated information on all Nike LeBron shoes. via CK. Nike Air Max LeBron Soldier V – Upcoming Colorways ...
Baby Boomers and Sacrifice - AOL <b>News</b>
WASHINGTON -- Baby boomers have long been derided as a bunch of spoiled brats -- a.
robert shumake
John Roberts switches to FOX <b>News</b> | Inside TV | EW.com
John Roberts, the veteran newsman who co-hosted CNN's American Morning for three years, is joining the competition. “We are excited to welcome Jo...
Nike Air Max LeBron Soldier V – Upcoming Colorways | SneakerNews.com
Continue reading for a complete look at the upcoming colorways of the Air Max LeBron Soldier V and stick with Sneaker News for more updated information on all Nike LeBron shoes. via CK. Nike Air Max LeBron Soldier V – Upcoming Colorways ...
Baby Boomers and Sacrifice - AOL <b>News</b>
WASHINGTON -- Baby boomers have long been derided as a bunch of spoiled brats -- a.
robert shumake detroit
In economic terms, a cost of opportunity is the best alternative foregone. In internet marketing, the cost of opportunity foregone includes the real or perceived benefits proposed in sales letters, the fees associated with starting up the program, and the back end up-sells coming thereafter as recommendations to buy more expensive product bundles or enter more affiliate programs with unspecified costs after the original sale.
Although not a clear-cut bait and switch technique, internet marketers frequently rely on up-sells of products, usually a higher ticket item, to steer customers away from low-profit items once a customer demonstrates interest. Understandably, business relies on its ability to offset the sunk costs of loss leaders with profits from other sources.
The acquisition and sale of products and services are an important part of all business transactions, but the tools for differentiation before sale on the internet are hard come by. The main recourse offered to customers is usually a money-back guarantee.
Promotional offers are abundant, some wildly exaggerated, some negate or ignore useful and expensive options or conditions, and may rely on select feature and benefit theory disconnected from the reality of actual practice until the customer can find out for themselves to tell the difference.
While internet marketing is an essential function of doing business on the web, there is no reason why business opportunities cannot be more transparent especially when customers want to do the same thing as the marketer. Interestingly enough, a few marketers do disclose the approximate time it took them to get up and running to the point where they could make the claims used to induce a customer to buy.
Yes, trial and error is a rite of passage, but that is no reason to be unclear or vague about other essential aspects of business building and how the different parts fit together into the whole picture. Unfortunately, the growth of internet marketing has also induced competition between marketers that leaves in their wake a disproportionate amount of once burned, twice shy skepticism.
New recruits disillusioned by the actual work attached to free and easy, no-brainer, trigger words, in part may account for some of the dropout rates. They are confronted with the reality of learning and practicing skills that are difficult to translate into being in business for yourself. Alternatively there may be a perception of pimping yourself to the highest bidding, fast tracking, empty promises of opportunists that pit you against the hundreds or thousands of like minded competitors.
Aggressive and ruthless marketing, directed to the sole purpose of internet marketing, and calling it a business, can be differentiated by knowing that the same techniques can also be used to develop and service a niche customer base. However, the addition of transparent operating procedures consistent with traditional features of building a business are essential to making a difference in how long a business will last.
Everyone, even the best marketers, started somewhere, and those who persist in the business that suits their character will eventually succeed. Key to this idea are the words persist, and eventual, because it takes determination, practice, and time to shape the brand of your business and the knowledge it takes to market it.
The benefit of slow and steady growth over time is a significant indicator that differentiates a long-term business commitment as opposed to a fly-by-night marketing carpetbagger.
One business battle cry carried over from the 20th century is "Niche or be niched". It has to do with differentiation, or the differences that make your product better than your competitors' and thus stand out especially in a crowed market.
Although internet marketing carpetbaggers appear as tough competition given their outstanding sales approaches, a dedicated business person can start to set their business apart by budgeting to operate a web site and writing niche related articles for a few years at least while researching, testing and deploying the variety of marketing and sales techniques available.
Cost of doing business can be limited during startup while your skill sets needed in the internet market can be discovered and modified to your product and niche. Here is a short list of considerations that help to govern the cost of opportunity foregone.
1. Set a budget for up to three years of operation to include basic internet services needed to operate a business like a computer, high-speed connection, and internet service provider. All the software needed to produce professional quality communications is now available as well developed, well-supported, open source products at no cost. Here's a link to my favorites. http://www.h4h.biz/bbr-blog/software
2. After you subscribe to marketer's lists you can expect regular emails announcing products, business opportunities, and training as they come available. However, beware of the time-limited squeeze. All products have a life cycle and the time limit squeeze in some cases creates artificial scarcity. New, improved, better etc. is always on the tail of what has gone before. So bide your time and choose wisely. For the most part the information is useful if treated with the respect it deserves.
3. So, what deserves respect? Skepticism is only as good as the tests used to determine whether or not the product or service fits your business needs. As your needs change, and your tests for content become more refined, subscriptions will also change so expect to drop some in favor of others - in other words opportunity foregone is a cost of doing business.
4. Free, bonus, over-delivery, and other inducements to buy do come with a cost and that is your time. It takes time to survey and read for content and test for function. Furthermore, the content of some bundles are not connected. Your time is far more valuable than products, services or money, so like money, put time in its place and choose to spend it wisely.
5. The Rule of Four is identifying a product nobody has, everybody needs, is priced for profit and is priced for sale. This measure is helpful in the selection of markets to work and products to sell. Keywords then become the end and the beginning of internet marketing. They are used as guides to identify supply and demand, market and niche, to sell or compete, and choose between the costs of internet marketing opportunity foregone.
robert shumake detroit
John Roberts switches to FOX <b>News</b> | Inside TV | EW.com
John Roberts, the veteran newsman who co-hosted CNN's American Morning for three years, is joining the competition. “We are excited to welcome Jo...
Nike Air Max LeBron Soldier V – Upcoming Colorways | SneakerNews.com
Continue reading for a complete look at the upcoming colorways of the Air Max LeBron Soldier V and stick with Sneaker News for more updated information on all Nike LeBron shoes. via CK. Nike Air Max LeBron Soldier V – Upcoming Colorways ...
Baby Boomers and Sacrifice - AOL <b>News</b>
WASHINGTON -- Baby boomers have long been derided as a bunch of spoiled brats -- a.
robert shumake detroit
robert shumake detroit
MMA to Create Mobile Privacy Guidelines
Greg Stuart, Global CEO of the MMA, said the group recognizes the importance of consumer privacy. "In order for marketers and publishers to responsibly and sustainably engage consumers through and with the mobile channel, we need to continuously update how we address the collection, management and use of personal data or related consumer information," he explained earlier this month.
To create the new guidelines, the MMA is asking members of the mobile community, including carriers, marketers, agencies, media companies and media technologies, to join its Privacy Committee. The issue will also be addressed at its upcoming Consumer Best Practices Meeting, January 25-26 in Boca Raton, Florida.
Compared with the $25 billion online ad industry, the mobile marketing industry is still in its infancy. It won't reach $1 billion until 2012, reported AdWeek, citing data from eMarketer. "If we'd seen how fast mobile Internet and apps were going to grow, maybe we would have stepped in sooner," Stuart told AdWeek.
[Author's Note: if they had seen how fast it would grow? Were they not watching?]
There's no timeline for the completion of the new policy, Stuart said. "It's more important that we get it done right. This release was a call to arms."
A Need to Address Mobile Privacy Concerns
This issue was recently in the forefront of people's minds, thanks to a Wall St. Journal series called "What They Know," that highlighted the growing lack of privacy in today's digital world. One piece in particular ("Your Apps are Watching You") dealt with mobile privacy.
The Journal found that, after an examination of 101 popular smartphone applications on iPhone and Android devices, 56 transmitted the phone's unique device ID to other companies without the user's awareness or consent. 47 also transmitted location and 5 sent age, gender and other personal details.
Counterpoint: Tracking is GOOD
The somewhat overly paranoid reporting from The WSJ was met with some backlash online, especially from the tech blogging community. In a post entitled "Hello, My Name is: 9649e796e8b23900dc9629a18f2d47306430e62f," BGR blogger Andrew Munchbach made a convincing argument that mobile tracking isn't really all that bad. (The headline referred to his UDID, the unique device identifier that's used to build an online profile of a device, and therefore, the user).
"I’m not all that concerned with third parties, even advertisers, knowing the age, gender, UDID, and/or the general (or even specific) location of my device’s end-user (that’s me)," Munchbach wrote. "So Rovio, the maker of Angry Birds, knows that the dude using my mobile device is, um, a dude, was stuck on level 5-13 for six straight hours, and was in Newport, RI when this all occurred. So the game looked through my address book to see if there were contacts that were also playing Angry Birds with whom I could connect. I kind of like these features," he said.
He also said that even when that data is passed to an analytics company, it's used - anonymously - to provide useful usage statistics and intelligence. "Rovio can use this information to improve its product, which would seem like a benefit to me, the player. Heck, Flurry may even go one step further and use this information in its own reporting and assessment of the mobile industry or publish a report about it...still doesn’t trouble me all that much. Why should it? It’s an age, gender, and ever-changing location that is linked to a number that represents a mobile device."
...But Some Want to Opt-Out & Today You Can't
While in Munchbach's case, the tracking is seen in a positive light, there are some who would prefer the option to opt-out, as you can in most of today's modern desktop-based Web browsers, through the use of built-in tools like privacy/"incognito" modes, browser add-ons and extensions and even alternative search portals that promise no tracking.
WSJ polled its readers on the matter, and a majority (67.7%), said they want apps to tell them every time they collect and send info about their mobile device. Clearly, these voters were worked about about the idea, having just read the article. Apps that constantly nagged you if and when they could share information would be worse than Windows Vista's User Account Control security feature which seemed to ask you every single time you tried to make the simplest change on your PC.
Still, the mobile world, as of yet, does not have any such opt-out options. It's all or nothing - use the app, or don't. But if you do, you're agreeing to certain conditions. The MMA's influence may help to create new scenarios here that will better serve mobile users, not just with regard to apps, but for all sorts of mobile ads, including SMS text messages, in-app banner advertising and ads on the mobile Web itself.
We all know the Facebook story or at least saw the movie. A site for college kids to publish their pictures became an Internet phenomenon. But while grandma may now be posting what she ate for breakfast, the real revolution Facebook has created is for advertisers. Brands are salivating at the prospect of reaching the 500 million users who collectively spend over 700 billion minutes a month on Facebook.
In 2011 and beyond, Facebook will become one of the most important marketing channels in the world. Already, Facebook is on track to generate more than $2 billion in ad revenues in 2010, far surpassing earlier estimates of around $1 billion, and will likely skyrocket past that figure in 2011, as more marketers shift budgets from TV, radio, and print to the social realm. Proctor & Gamble got a head start on this move by recently announcing it would transfer the majority of its daytime TV advertising budget to social platforms like Facebook and Twitter.
And, it’s not just Facebook that’s having an impact on marketing. In fact, all social media – from Twitter and blogs, to forums and YouTube – is having a profound impact on how consumers interact, find products, get deals, shop, and get information. For marketers, that means social is no longer just a channel, but an integral part of a strategic marketing plan. Social media now impacts all of a brand’s marketing campaigns, with free viral “sharing” beginning to surpass paid marketing channels like search engine marketing, display, and print advertising at driving large audiences to campaign pages and brand websites.
To be sure, brands are already spending on social media marketing-– but 2011 will likely see a huge surge in investment into social as Facebook, Twitter, and all things social become increasingly measurable and ROI-focused. The investment in online advertising iw predicted to set a new record in 2011, growing 14 percent to $51.9 billion, up from $45.6 billion in 2010, according to Borell Associates. Two of the fastest-growing segments of online advertising are the local sector and social media.
So what will the social media marketing landscape look like in 2011? Here are four predictions based on our work with hundreds of top brands to measure, track, analyze their social media marketing programs.
- Social media will kill the TV star – Okay, “kill” may be a stretch but did you know that more people play Farmville than watch daytime TV? A recent study by Deutsche Bank found that 7.5 million people tune into Oprah every day, whereas 43 million people play a Zynga game each day. In contrast to advertising on TV, targeted social media campaigns offer brands the ability to deliver relevant messages with precision to specific, highly engaged audiences –0 and present them with compelling offers and instantly-redeemable coupons.
In contrast to the “lean back” experience offered in front of the TV, social media brings brands and consumers closer together than ever before. TV watchers may see a brand flash before them on the screen, but game players may see an offer from your brand within a game they are playing, and be offered free game credits for taking a survey, referring a friend, or making an immediate in-game purchase of one of your products.
- The Groupon effect is here to stay — Consumers today have a “deal mentality”. With the rise of daily deal sites like Groupon, flash sales sites like Gilt, and myriad coupon sites, consumers don’t want to buy a product unless they feel they’ve gotten a great deal on it. What’s more, customers now expect recognition and rewards for spreading the word about deals, discounts, and exclusive opportunities. They don’t just want a good deal, they want an even better deal for promoting deals to others!
Most brands now use Twitter and Facebook to publicize deals, and an increasing number are experimenting with Groupon and other deal sites, but future sales belong to marketers who not only publicize their promotions, but reward sharing in real-time so buyers have a strong incentive to spread the word and extend the reach of every campaign.
- Mobile is social According to Facebook, there are more than 200 million active users currently accessing Facebook through their mobile devices, and these mobile users are twice as active as non-mobile users. With the emergence of location-based services like Foursquare and Facebook Places, the integration of social and mobile is growing ever stronger.
Today, not only are we constantly connected via our mobile devices, but as our friends discover content, deals, and discounts, they share them with us – spreading brand campaigns directly from phone-to-phone. People are beginning to expect that relevant content, including advertising, will reach them via the friends or contacts they trust. Some of the fastest-growing segments of mobile marketing include mobile coupons that customers can use by presenting a barcode on their phones to scanned at checkout; iPhone apps that allow price comparison, product searches, and immediate transactions; and Foursquare-type services that allow businesses to reward frequent store visitors with discounts and promotions. The best mobile marketing promotions and content are those that can be shared.
- Sharing is the new search — While Google will continue to prosper in 2011, the role of “sharing” in how people discover information, deals, and products is changing how we search and what we search for. News finds us. Fun, entertaining content finds us. Deals and discounts find us.
In fact, from our own research across Meteor Solutions’ customers, we found that influencers –- those who share your campaigns across their social graph –- can directly influence 40 to 60 percent of all visits to an advertising campaign page. More and more, people will get product information through the social graph –- instead of directly from a brand advertiser. Search will remain the most efficient way for people to find something specific, but sharing will become the most efficient way for relevant, useful, and entertaining content to find us.
Marketers need to create campaigns that go beyond interrupting consumers with advertising, and create content that’s highly useful and easily shareable –- such as contests, deals, promotions, inside information, and product reviews. The social graph is creating effective ways for marketers to reach audiences at scale.
Social media is no longer just a way for consumers to waste a few minutes looking at funny cat photos. Today, Facebook and other social channels are becoming the way people interact with the larger world around them –- and brand marketers are going to make sure they’re not too late to the party.
Ben Straley is the CEO of Meteor Solutions, a company offering website tracking and content sharing tools to advertisers and publishers. He’s also the lead instructor for the University of Washington Certificate Program for Advanced Interactive Marketing. He can be reached at ben@meteorsolutions.com or @meteorsolutions.
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