Chapter 8-Into the Future

Introduction

As I read through the final chapter of this course, I can’t help but think how quickly the time went by. Chapter turned into chapter, similarly how the technology always continues to change. Now a watch is no longer just something to tell the time with. It somehow does everything else in addition to telling the time. A Fitbit vibrates when you’ve reached your goals and targets for the day, also sending celebratory fireworks.

From Youtube

It is your companion as you reach those milestones letting you know that you are not alone…because actually someone is tracking your data and that information becomes part of the stats for the company. It tracks your sleep patterns and let’s you know when you should become active again. The Apple watch, however let’s you know the weather, once you have received a text message, an incoming call, and new mail. If you think about being respectful at a meeting and what that means, imagine when your watch keeps buzzing or has a different vibration depending on the type of notification it is trying to give.

Youtube

Where is your attention truly directed at? In this blog post, the new, high tech technology will be discussed and how it alters the lives of those around you, oh, and also you too!

Sci-Fi or the New Reality

When you think about the future technology that may exist, what comes to your mind? Maybe flying cars like from the Jetsons?

photo credit: ~db~ Rosie Love via photopin (license)

Maybe robots or teleportation? Nowadays we can call across the ocean using Whatsapp and Skype. We have testing for self driving cars. At what point will we have no privacy left or has that time already come? I was reading about a case a while back when a Fitbit was used in the court case by both parties. One was arguing that it was not sufficient evidence the other was arguing that what the Fitbit record was saying did not match up with the story being presented. It also used GPS location, as well as the time that ‘he said he was sleeping’ there was no sleep being recorded. Who decides if this evidence is sufficient? What if he gave his watch to someone else to wear? Those things can get very messy and tricky to decide at what level are these ‘Smartwatches’ valid points of evidence.

When looking into industries, how many jobs have already been lost because of robots? How many have been created by them? When we look at social media marketing, we rely heavily that the algorithms created produce valid and credible data. I should also note that we trust blindly that the statistics are correct, maybe a little too much.

“We don’t have a choice on whether we do social media, the question is how well we do it.”

~Erik Qualman

Do companies really have a choice if they are adapting to the game of social media? I am not sure if they truly have a choice anymore. It seems that if they don’t keep up they are falling behind. But, are there companies that are still thriving on older marketing techniques? Such a word of mouth (literally not via someone typing something) or paper flyers. In a small town do those methods work better than this newer concept of social media? I would be curious to know if there are studies done on this topic and if so, what they found out. I think marketing in a small town may be better enhanced with the personal aspect vs. doing everything through computers and phones.

Conclusion

We have sifted through watches and robots, but most importantly, simply how marketers need to adapt and change to modern times. It can be quite the process and for business owners, quite the mess to sort out. Between the varying sites and social media channels, but also once the data is prepared and ready, what to do with all of that information.

photo credit: Visual Content Social Media Icons Color Splash Montage – Banner via photopin (license)

Especially as generations change and the newer generations are adapting to all of the updated technology, how are the older folks staying current with relevant information and seeking out development opportunities to stay updated with the relevant technology? The biggest takeaway from this course is simply how fast the technology continues to change and how the best marketers are always adapting and transitioning to stay up on the latest trends.

photo credit: Visual Content Google Android Worldwide via photopin (license)

As the world continues to become smaller with the use of social media, marketers need to find out who their audiences are, as they may be the people the furthest physically away. However, it is the technology that allows them to be close and relevant. Global is the new local, but it is important that the concept of local is never lost within the wider world of social media marketing!

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Chapter 8-Into the Future

Mobile Advertising

Introduction

Wow! What an interesting two sections to read about. Everything from global mobile marketing initiatives, laws and regulations that companies must follow in order to maintain compliance, to learning about the main stakeholders. I truly wasn’t aware before of all of the main people/companies/agencies, etc. that are involved in the marketing aspects. Every audience has their own perspective of how they perceive the various marketing methods and how open they are to the idea of ads. I am currently trying to learn Urdu, so I downloaded a language app. If I want to reveal a new section of words, I must also then sit through advertisements before it will unlock. On my sidebar of a Google page, there is a yoga mat I was just looking at, but only now it is on sale! The television is always placing ads in front of our eyes, especially during the SuperBowl. All of these various advertisements cost money and at what price do the companies see ROI? How do they know which of these platforms speaks most to their customers? Let’s dive into some of the techniques they use and learn about how customers feel when seeing these advertisements placed in different areas on their screens from a global perspective.

photo credit: byronv2 Sending Out A Message via photopin (license)

Global Trends

It was really fascinating for me to learn about the global trends in Chapter 7, as I am primarily taking this class to learn about the international aspects of marketing. Things I began to think about was how for my role, I am marketing to people that may have learned British English instead of U.S. English. How would that change/alter their ability to comprehend what information is being shared their way? The other main takeaway was that in a previous chapter, it noted video was a top trending way to advertise at the moment…which I totally agree with! I am just now looking at it from an international lens in Chapter 7 which was discussing the concept of data and how videos use more of it.

From my experience living overseas, data isn’t always going to be bundled similarly as to how we bundle it in the U.S.. Which means the people are going to be paying for their data on it’s own. It can be very expensive to watch videos only using data and also the data gets used much faster as well when watching videos. This is something to keep in mind as I look forward to marketing in these new markets. Maybe in that case I need to make sure that my video not too long, but is still long enough to make it worthwhile. People may be hesitant to click on the video if there is another option to click on something that leads to a landing page with the exact same information. Having someone watch a video that won’t necessarily give them the information they are looking for can cause resentment of why they wasted their data on a video that wasn’t worthwhile.

The other thing I found super fascinating was the information regarding mobile phones in Kenya. As that is a market I am looking to pursue, that information was helpful to know. In the chapter it was talking about how Kenya has the fastest banking system of trading money by smartphones in the world. As each country and culture has their own needs/wants/expectations from their mobile phone experience, it can be difficult as a marketer to adapt/adjust to meet all of those needs.

The other thing that was really interesting was learning about how different countries have their privacy and protection of their information. The European Union has different rules than Canada, and Canada will have different rules than the U.K.. This means when marketing globally, it is strictly important to make sure marketing strategies are in compliance with the various laws that exist.

These links will help you to learn about branding internationally:
https://www.smartinsights.com/online-brand-strategy/international-marketing/local-market/

https://www.smartinsights.com/online-brand-strategy/international-marketing/develop-international-digital-marketing-strategy/


photo credit: verchmarco Globus mit blauem Staub via photopin (license)

“Act local. Market Global.

~Norm Bond

Conclusion

These words by Norm are very true. Everyone you are marketing to globally should feel that the message is local. Local to them, their customs, their language, their culture, their beliefs, and them as people. It is a large project when markets are located all around the world. It is important to plan how time and resources can be made the most of, in order to achieve the goals and dreams of the team. It takes time to understand the markets in full, but then from there, to cater a message specifically for those target audiences. It can be anything from the words used to the photos being shown. Each little detail makes all of the difference. It can also be challenging when you have domestic branding to follow. As domestic and international populations have different needs, it is important to take a step back to look through the lens of those viewing the advertisements and marketing messages. How would they feel about it? What would they like and dislike? Would the message speak to them? It is all a learning process, sometimes a game of trial and error. But nothing is worse than not trying at all. Go for it and give the global citizens something local to think about.

Mobile Advertising

2019 Mobile Marketing Concepts

Introduction

When reading through the article, 6 trends that will shape mobile marketing in 2019 https://www.mobilemarketer.com/news/mobile-marketing-trends-2019/545329/, there are many important tips and things that can be learned. The article talked through six main trends that have been/will shape marketing this year. A lot of the main points were talking about AR, which in full honesty, I needed to Google. What is AR in marketing you may ask?

photo credit: Christine Schmitt Thinking face via photopin (license)


“Augmented reality (ARmarketing takes the reins from virtual reality platforms to create a new, interactive consumer experience.”

-Forbes
https://www.forbes.com/sites/forbesagencycouncil/2017/11/08/how-augmented-reality-is-changing-the-world-of-consumer-marketing/#5a59a46154cf

What Is AR and What Does It Have To Do With Marketing??

It was really interesting learning about AR within the main article that we read for this assignment. Firstly, it was discussed the importance of video marketing. I truly think this is the way to go as photographs can provide emotion, but not the same way as video can. Video encompasses sound along with the movement within film. This means that the impact it can have is potentially greater than simply seeing a still image on a screen. Sound effects can add a lot of value, depending on what type of emotion you want your customer to feel. The other thing with video, to keep in mind, is that people are investing a lot of time in social media but also they make decisions quickly to keep scrolling if something isn’t grabbing their attention. This means that the videos should cultivate a great impact in a short amount of time. From my own research and what I have heard, around 11 seconds is the maximum amount of time that people will stay tuned into a video advertisement. I am sure that number varies depending on who you ask. It is important though, for the marketing folks, to keep those sort of numbers in mind when creating campaigns and thinking about what they want the punch of the message to be. Whatever it is that is decided, it must be done in a time sensitive manor.

photo credit: Ivan Radic Underwater cameraman recording video while diving via photopin (license)

Voice technology is also another interesting part of marketing for 2019. How many people have an ‘Alexa’ in their home? It is so fascinating to me how just hearing that name makes people directly think of technology. It may or may not also have a feeling associated with it. These feelings could range from gratitude to annoyance, depending on one’s feeling towards the technology. Some people love that Alexa will keep their grocery list, play the music they ask, inform people about the weather, while others may get annoyed from talking to a machine, and when any mishaps may come up. For example if you search on YouTube, Alexa mishaps, there will be a number of video where the technology did not play or do what the customer wanted it to.

Furthermore, some people feel more comfortable using technology to ask for grocery lists, to see what is inside of their fridge, etc. This concept of voice technology will only keep growing. I much prefer to make my paper list the old fashioned way, but a lot of people are really appreciating all of what technology can offer them. I can’t imagine expecting my fridge to tell me when I am out of milk and automatically add it to my grocery list. Furthermore, what if it complied a list of the stores for me of where I needed to go shopping. This technology could be used in the kitchen, bathroom, pantry, etc. Imagine your smart technology taking care of that for you? What would you spend your free time doing that otherwise would have been spent creating these lists? What would happen when the technology forgot to add an item to the list? Would you feel angry and frustrated anymore so than if you forgot to add the item to the list? How comfortable do you feel allowing a piece of technology compile all of these lists for you and providing the best priced place for you to pick up the item. Would the cameras then be seeing into the carton of milk and estimating when you will be finished with the carton based on previous trends of when you took the milk out of the fridge and how much was left once you put it back in? Imagine the fridge analyzing the amount of milk you drink compiled over the years and years of drinking milk. Wow. Now that is something to think about.

Conclusion

Everyone has their own value and appreciation of technology. They each feel comfortable or uncomfortable interacting with it in certain ways. Sometimes though, through work, studies, and society, it doesn’t leave us much of an option to truly decide for ourselves. Marketers will constantly need to keep up with the transformations with technology. As technology advances, the room for competitiveness among companies will continue to grow. Just as it is important for companies to adapt and adjust with changing times, customers are also adapting themselves.

2019 Mobile Marketing Concepts

Mobile Vs. Computer…Hmmm?

Introduction

As promised…the song of the week!!! This song is in spirit of how quickly technology keeps moving and how we can sometimes struggle to keep up with it. There is always something new that we constantly need to adjust and adapt too. They now even have mirrorless cameras! In Chapters 4 and 5 we learned about the necessity of mobile campaigns, whether it be apps, QR codes, online payment systems, and texting platforms. There are a lot of different ways companies try to interact and track our moves, to make the most of the business, coupons, promotions, etc. Location has a lot to do with how they market to us as consumers. It is very interesting to be on the other side of it as a marketing student. I have so many mixed opinions and to be honest, a lot of it comes down to the ethics of the marketers. It doesn’t seem that there are many rules and regulations so far yet in the field surrounding ethics, however, there are certain privacy acts and governmental regulations, such as the opt-in/opt-out ideals. However, it is important that we as consumers educate ourselves on how our data is being used and what happens when we tick the ‘accept the terms and conditions’ box when signing in to something new. Enjoy the music and the words!

From YouTube

As we have learned throughout these chapters, it is important for companies and businesses to understand how their customers are shopping. Whether it be on the mobile or the computer, stats have shown that a significant amount of people start shopping on their mobile device and finish their purchase on their computer. I wonder if this information is derived from the differences of age among us. I feel that the younger generations are used to seeing smaller screens, whereas, adults and the older generations ‘actually want to be able to see what they are doing.’ There is also a significant difference, I find, between simply scrolling with your thumbs and being able to access multiple tabs at the same time with a mouse.

I personally am not much of an online shopper and maybe that is partially because I am not much of a shopper overall. I would rather spend my money on travel and eating…I love eating! I do not buy things on Amazon or online sites like that. If I am shopping for clothes, I would much rather go in person. Groceries…I still do shopping the old fashioned way. Actually pushing the cart rather than clicking on it!

However, when it comes to buying plane tickets and hotels, I find that I may look on my mobile for convenience sake while waiting or due to lack of quick access to a computer. But when it comes down to purchasing my flights, I most certainly will go to a computer where I can have multiple tabs open at once so I am able to cross compare prices, cities, companies, etc. I have found at times that some of the sites don’t adjust well to mobile phones, especially within the airline industry.

For example, if I am trying to book a flight on https://www.delta.com/ I can easily input my cities, dates, and I am all set to go. On the mobile version, it previously didn’t allow you to do all of those things on the same screen. It would be quite frustrating when trying to look for a flight quickly to see what the estimated price may be and not be able to click ‘go.’

photo credit: wyliepoon World of Coca-Cola via photopin (license)

In the wise words of Wendy Clark from Coca Cola:

“If your plans don’t include mobile, your plans are not finished.”

Conclusion

As I myself am not much of a mobile purchaser, it doesn’t mean that I don’t use mobile for ‘window shopping.’ I very much look for the convenience of having a screen nearby at my mobile, but when it comes to making a purchase, I will do so with my computer.

Maybe I am missing out on all of ads and promotions of geo-targeting marketing, but for me, I find myself to be more traditional in the way I shop. I feel sorry for all of the stores that are having to shut their doors simply because everyone is ordering online. It may be more convenient and time consuming, but just for a moment, imagine what the world would be like without any stores. Everyone would simply be staying inside of their home and not interacting with society. The more remote everything gets the more isolated and yet connected society will become. Isolated because everybody will be doing their own thing from inside of their own home, that it doesn’t require for them to go out to socialize. However, they can be talking with someone from around the world without ever having to leave their home. It is definitely something to think about as we see stores like Shopko closing. To the city of Green Bay it is a huge loss. Stores are closing within the malls and more places are going to selling everything online. Consumers want the fastest and easiest path to getting their items. I just wonder at what point will it cost us later one. The marketers are able to track our every move. They know exactly what we are looking at, from where, and are creating algorithms to predict what we will be purchasing next.

We live in such an interesting society with innovation and a lot of creation. But the thing is that we rely on technology to do everything for us. Our math. Our grammar. Our grocery shopping. Our movie rentals. At what point will we be the social creatures that we are at become involved in ‘the real world’ again. Goodbye for now…see you next week!

Mobile Vs. Computer…Hmmm?

This is Me!! :)

The Greatest Showman

Have you heard of the song “This is Me” by the Greatest Showman?” If not…please take a listen while reading. I am totally jamming to it while writing!! Oh, and by the way, my name is Sarah. 🙂


photo credit: seanomatopoeia Groove Salad via photopin (license)

Hi All!! I hope everyone is having a great semester thus far. The photo above is not of me (it was just too cute!), but you can see a collection of photos later throughout the blog. I am a Yooper, born and raised. For those of you who don’t know, a Yooper is someone who comes from the northern part of Michigan. I currently now live in Wisconsin. I am working on my Digital Marketing Associate’s degree, as I already have a Business Management degree from NWTC. I am working full-time and attending school part-time. I love studying and will keep studying as long as I can. Learning is one of my greatest passions. I am totally going to be the 95 year old grandma sitting in the back of class one day. You can subscribe to my blog post when that happens, just give me a few years. 😉

My Passions

  • Traveling
  • Writing
  • Volunteering
  • Spending time with family and friends
  • Exploring the outdoors (as a Yooper it comes naturally)
  • Coooooking (and eating…let’s be real!)
  • Yoga and meditation
Quito, Ecuador
Kathmandu, Nepal
Lahore, Pakistan

For work, I travel internationally between 3-4+ months per year. I just returned from an 11 country, two month work trip. It was really busy, but I loved every minute of it. To meet people from around the world, hearing about their dreams and passions, and helping to make those come true…It is such a rewarding job. I will hopefully be spending the summer in Lucknow, India on the Critical Language Scholarship program sponsored by the U.S. Department of State. I will be going there to learn Urdu, which is the common language spoken throughout Pakistan, and a little bit in both India and Bangladesh. From there, I will be working to plan my next work trip for this fall.

In terms of my other passions, I really enjoy trying to cook new recipes (if anyone has some good ones please send them my way!!) I love cooking and made 2019 a priority to learn more about what is in the food I am eating. As humans we are eating everyday, but do we actually know what is going into our bodies? This year I want to educate myself about that, so I can be better informed about my decisions about what I am eating.

All of my life I have enjoyed volunteering. Now that I am in my new location, I want to find more opportunities to become involved within the community. My current project is working with Rotary International to help build a school in Haiti. I hope to be able to visit the project on the ground in Haiti soon.

I previously lived in Thailand for 2.5 years. It was there that I learned more about yoga and meditation, and how it is important to me in my daily life. I do my best to make it a priority daily, but again, another goal for 2019, it to make time for it everyday. There are many different types of both, and meditation, to some, can be considered a type of yoga.

With this video you can see the Lampang Province, where I lived in Thailand:

Traveling. I love to travel and explore the world in which we live. The best part about traveling is we get to learn more about ourselves, as we are learning about others. The more we meet people from around the world, we become more tolerant and understanding of ideas other than our own. My traveling goal for 2019 is to spend more time exploring the United States, so I can better understand the country where I was born and the differences/similarities within the different areas of the USA. There are so many beautiful places in the United States. Some of my bucketlist cities for this year are: New Orleans, Boston, Seattle. Have you visited any of those before?

I love writing also. I am currently writing my first children’s book, so let’s see how it goes. My goal is to start my own website and blog as well. I am hopeful this class will help me to achieve those two goals and to be more intentional about my writing. As for the kid’s books…it is simply a passion of mine to share diversity and everything international!

Thank You!!

In conclusion, I want to take this time to thank you for reading my post and getting to learn a little bit about me. Please feel free to ask any questions you may have. I look forward to getting to know all of you throughout the class. Have a great semester!! I will leave you with one of my favorite quotes:

Be the change you wish to see in the world.

Mahatma Gandhi

This is Me!! :)

Are You Ready for Mobile? Mobile What?

Take a Listen While Reading

Keeping with the theme for my blog posts…the song of the week is….

From YouTube

The reason I chose this song is for those of us who aren’t as technology inclined. It can be scary and daunting for some, but we need to try. Each and every time we try, we have an opportunity for learning and for success. Failing-forever an incredible learning initiative: never grumbling. It means that as we are learning about making the most of digital technology for marketing purposes, we just need to go for it…we just need to try!

In this blog post today, you will learn about Chapter 2 and 3 for the textbook for our class. We will look at what businesses are doing to remain competitive and how, consumers like me and you, are influencing the work they do every day.

Chapter 2: Mobile What?

photo credit: Wasfi Akab Modern Times via photopin (license)

Hold up. Firstly answer this: What are you currently reading this on, your phone or computer? Secondly, have you used your phone in the last couple of minutes? Maybe you were checking emails, scrolling through Facebook, purchasing something online?

Just take a minute to think.


How did all of those platforms come to be? How about the device you are currently scrolling on-whether it be your phone or computer?

Wow. Right? A lot to think about.

Chapter two was all about learning how businesses, non-profits, etc. are using the mobile world to influence our decisions every day. Everything that we scroll and see has been created by someone. Businesses need to assess who their consumers are, what they are interested in, and what type of marketing platforms, plans, streams, etc. can connect the two.

Firstly it talked a lot about the importance of auditing current marketing initiatives, such as the website, app, emails, etc. in conjunction with a variety of stakeholders, such as clients, customers, members, etc. Part of auditing also means, understanding the human, financial, etc. resources that are currently available. Part of proposing a good marketing plan means understanding if we had more resources of x, y, and z, we could do a, b, and c. It is important to fully understand your foundation before you start building.

Another important thing to consider are the different rules and regulations to marketing campaigns. Companies need to know what they can and can’t do in various countries due to governmental, state, and company regulations as well. An example of this being opt in and opt out rules and regulations for different platforms such as email vs. SMS.

Once the audit has happened and it is time to plan what’s next. Provided the resources, goals, and the audience to be reached, the work needs to be divided accordingly, whether the company decided to take on the work within the office or outsources some of it to marketing companies.

One really interesting fact is that emails are more commonly checked on mobile devices that on computers. Why do you think that is?

Chapter 3: Apps What?


Mobile marketing experts estimate that 90% of all paid apps are downloaded less than 500 times, and that the average app is used for less than 30 days; after six months 50% of apps are no longer used once they’re installed, and 98% are no longer used after one year.[5]


[5] Gartner, 2014, http://www.gartner.com/newsroom/id/2648515 Accessed Jan 27, 2016
(from our textbook)

In the book they discussed the importance of making your marketing local. It helps the consumer to have a better relational aspect and it is something they can relate to better than such a far away idea and/or object. There are so many things that a business can do to communicate with their customers. Things such as chatbots, landing pages, virtual assistants, etc. The main message is to learn how to use them inclusively to incorporate your customer base. The other thing that was noted is to spend 70% of resources on existing customers, influencing them to become more loyal to the brand/item. From there 20% can be focused on gaining a new customer base. If you have the loyal customers, they themselves will be your best marketing by word of mouth.

Near or Far…our phones are always with us!

photo credit: Prayitno / Thank you for (12 millions +) view Playa Piskado via photopin (license)

Another thing they discussed in the chapter was the importance of analytics and tracking your success. One of the sites mentioned was Twitter Analytics. For more information you can see it here:

https://analytics.twitter.com/about

The importance of such tracking and statistics is it give the business insight to understand how their marketing strategies are working or lack there of. They can track posts and make changes for the future. There are a variety of other analytics tools as well, mostly one for each of the social media sites.

Conclusion

I hope this post helped you to better understand what we are learning about in class, and also to have some resources that you can use for your marketing strategies as well. It is fun to share ideas so that way we can learn from each other. The world of digital and mobile marketing is far and vast. It seems that there are many techniques that work, it just depends on how you put the puzzle together. Each business has their own customer base and resource allocation, which means each marketing campaign will be unique and different, just like the people creating them! The biggest lessons I took away from these chapters are to make the most of resources, but know what you have and where you are at before you start. Have the solid foundation, so when you proceed forward, you know which direction you are headed. Thanks for reading!! Until next time…

Are You Ready for Mobile? Mobile What?