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| Welcome to the Claymanite. |
The Apple iPad is still generating a lot of buzz and it likely will continue to do so for a long time to come. However, in the midst of the iPad frenzy, there is buzz about something else too, and that buzz is building. The buzz is the continually growing power of mobile marketing. That's right. Those now seemingly old school smart phones, iPhones, and even Blackberries can still pull their weight, at least for the time being. Speaking of buzz, Google has created some Buzz of its own.
In this issue of The Claymanite, we will explore these modern phenomenons in detail. The iPad might be the big technological story of 2010, it's very possible that mobile marketing could be the new marketing hot spot, and Google might just be in hot water. |
 Can The iPad Save Print Publications?
In our last e-newsletter we reviewed the unveiling of Apple's newest technology, the iPad. We also discussed the advantages that it could bring to business-to-business marketing. (To review the article click here) In this e-newsletter we will discuss how the iPad could potentially save print publications.
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 Déjà Vu All Over Again
Don't just jump in. You need to plan carefully, plot your goals, and make sure everyone in your company is on the same page. No, we aren't repeating our advice regarding Social Media. We're giving the same advice when it comes to mobile marketing.
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 Is Google's New Social Media Service an Invasion of Privacy?
On Tuesday, February 9, 2010, Google unveiled Buzz, Google's new Social Media service. Users of Google's email service, Gmail, are now able to transform their email accounts into Facebook-like platforms on which they can connect with friends and family and share photos and videos. With one single click, Gmail users can easily switch from email to Google Buzz, all while staying within the Google universe, rather than switching over to another Social Networking site like Facebook. Unfortunately Google went ahead and set up these accounts without the consent of the user.
Read More |
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Breaking News! Clayman Advertising Featured in Major Story on Social Media
The current issue of COSE Update, a monthly magazine sent to members of COSE (Counsel on Smaller Enterprises -- a Division of the Greater Cleveland Growth Association) quoted both Marjorie and Larry Clayman prominently in its current feature story on Social Media. COSE is the largest organization of small businesses of its kind in the country. Read the article here. |
Continuing Blogs from a Mad Man
Your parents always used to tell you to "practice what you preach." Good advice for business too. Check out Larry's blog and voice your opinions! |
Can The iPad Save Print Publications?
In our last e-newsletter we reviewed the unveiling of Apple's newest technology, the iPad. We also discussed the advantages that it would potentially bring to business-to-business marketing. (To review the article click here). In this e-newsletter we will discuss how the iPad could potentially save print publications.
While the iPad could benefit business-to-business marketers, it could also bring about good fortune for book, magazine, and newspaper publishers. Each of these forms of media have been struggling over the years as the digital era has taken over the lives of many consumers. But could these publishers have a place within the iPad world? Can the iPad save print like the iPod saved music?
During the unveiling of the iPad, Apple executives mentioned over and over the intuitive way in which this device encourages users to reach out and touch the content they're interested in, from New York Times headlines to their favorite books, with minimum obstructions. With these kinds of available opportunities, media companies can be successful, but it's all going to depend on how they approach this device.
Book publishers should have no problem, especially with Apple's launch of a book store to complement the iPad. Named iBook, it will work basically the same as iTunes, and will come installed on every iPad, allowing users to choose books from a growing catalog. Users can create a virtual bookshelf on the iPad screen, pick a book, and start reading. Pages can be changed with a simple tap or swipe of a finger and readers can even choose the font in which they want the text to be displayed. People who may never have contemplated actually buying an e-book might consider it now that it's something they can do on their new device.
As of now, other then the ability to touch headlines to read articles, the iPad doesn't appear to offer the the same kinds of opportunities for magazine and newspaper publishers. Reports indicate that the device's crisp display and rich colors will make any well-designed, high-quality publication look good but it's all going to depend on what publishers make of it. Conde Nast, magazine publisher of some of the most well-known publications, is preparing for a number of iPad e-zine subscriptions, including GQ, Wired, and Vanity Fair.
As we see it, book publishers seem to have a very positive future thanks to Apple's iPad. Magazine and newspaper publishers, on the other hand, have their work cut out for them, but they can be successful depending on how they approach this new device.
In our next e-newsletter, we'll discuss the implications the iPad could have on Flash. Stay tuned! |
Déjà Vu All Over Again
Don't just jump in. You need to plan carefully, plot your goals, and make sure everyone in your company is on the same page. No, we aren't repeating our advice regarding Social Media. We're giving the same advice when it comes to mobile marketing.
Since July of last year, amidst all of the rumblings about the economy, we have been hearing a steady chorus of marketing experts saying that mobile marketing is the "must-have" in the twenty-first century marketer's toolbox. Wait a minute. Didn't we spend a good part of last year talking about how Social Media was the "must-have" marketing tool? Well, yes. But the fact is that these two marketing channels are not mutually exclusive. In fact, they are closely related.
The facts, ma'am, just the facts.
Why are so many people getting excited about mobile marketing? Without doing any research, you can take a guess. Wherever you go these days, the beeping of ringtones permeates the air. People seemingly talk to invisible friends while using their bluetooth devices. And the texting...the texting has become such a prominent part of modern life that it has even developed its own language (OMG!). But here are some real numbers to think about.
- The number of users who access the web via a mobile device increased by 34% from July 2008 through July 2009 (42.5 million to 56.9 million) (Crain's Cleveland Business, Jan. 18-24 2010 issue)
Moreover, according to iPhone expert Carla White:
- As of mid-December 2009, the iPhone was on track to double its market share every year of its existence
- Daily, there are approximately $1 million in sales of iPhone apps
Perhaps the most important point when it comes to mobile marketing is that most mobile users are never farther than 10 feet away from their mobile device. It's always on a desk, in a pocket, or even on the nightstand by the bed. And if an iPhone or Smart Phone is always in reach, you can always be in reach as well.
This is not your teenager's cell phone.
Mobile Marketing tends to bring to mind images of younger folks using their phones to text or tweet or Facebook. While it's true that 50% of iPhone users are 30 or under, iPhones, Smart Phones, and Blackberries are becoming more common in the conference room. At a time when people are being asked to travel more, do more, and work 24/7, constant access is becoming more than a luxury. It's becoming a necessity. Some companies have already become acutely aware of this fact. Citrix has created an application that allows the user to download applications from anywhere, including word documents that may be stored on the office computer. Dropbox has created online file sharing, and Fedex, UPS, and the US Postal Service have all created mobile applications as well. The business-to-business world, however, has been slow to jump on the bandwagon .
What do you want me to do, text all of my prospects?
In fact, the best unexplored frontier in mobile marketing is the branded application. According to a webinar called "Getting Brand Exposure with an iPhone App: Easier (and Cheaper) Thank You Think" by Carla White, there is a very low percentage of branded apps -- approximately 10 out of every 16,000 are branded. According to the webinar, "A good app really saves you time -- or makes you want to waste it." Are there ways that you already save your customers time and/or money? An application can be a fun, unobtrusive, ultimately positive way to remind them of how you help improve their business or quality of life. By offering an app that is simple, fun, and easy to share, companies can exponentially increase brand awareness. Not all applications are like the ones you see on television, where the focus is on game-playing or looking for a restaurant. Take, for example, the Nike + app that tells runners how far they have run. It's a useful tool that caters perfectly to the Nike audience.
For every silver lining, there is a cloud.
Mobile Marketing is exciting and new, but just as is the case with Social Media, it is not without its perils. Two key challenges pop up again and again. The first is that the technology is constantly changing, so including some sort of maintenance plan in any kind of mobile program is essential. The second challenge is that the ROI can be unclear. As is the case with Social Media, a successful Mobile Marketing campaign can pay dividends in terms of branding, company awareness, and positive customer experiences that they will tell their friends about. As far as sales, though, it's difficult to draw a straight line from a new app to a sale. In a recent survey about this issue, 49% of survey participants stated that they had gotten new customers as a result of their Mobile Marketing campaign while only 39% indicated that their sales had increased (R2Integrated, Feb. 3, 2010). The sales may follow. Mobile Marketing is too young still to tell what its ultimate effect will be. However, there may be a need for some patience, which the business world does not always allow.
How will the new iPad influence Mobile Marketing? Will Mobile Marketing diminish the importance of sites like Facebook or Twitter? We'll keep you posted.
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Is Google's New Social Media Service an Invasion of Privacy?
On Tuesday, February 9, 2010, Google unveiled Buzz, Google's new Social Media service. Users of Google's email service, Gmail, are now able to transform their email accounts into Facebook-like platforms on which they can connect with friends and family and share photos and videos. With one single click, Gmail users can easily switch from email to Google Buzz, all while staying within the Google universe, rather than switching over to another Social Networking site like Facebook. Unfortunately Google went ahead and set up these accounts without the consent of the user.
With hopes to get Google Buzz off to a fast start, new users of Buzz found themselves with a ready-made network of friends automatically selected by Google. This network was based on the people that each user communicated with most frequently through Google's email services. Unfortunately what Google viewed as an easy short-cut made users feel a bit uneasy. Users felt this was an invasion of privacy, and they blamed Google for failing to ask permission before sharing a person's Buzz contacts with a broad audience.
Todd Jackson, Product Manager for Gmail and Google Buzz, said "Google remains completely committed to freedom of expression and to privacy, and we have a strong track record of protecting both." Mr. Jackson went on to explain that Buzz came with a built-in circle of contacts to provide a better experience to users and that many liked the feature. He said that it was very easy for users to edit who they were following on the service and who could follow them.
Unfortunately, many users did not have the experience Google had hoped for. According to an article in the New York Times from February 13, 2010, bloggers said that Google's decision to use email and chat correspondence as the basis of a Social Network was fundamentally misguided. While it's common for Social Networks to make public a person's list of friends and followers, those lists are not typically created from email conversations. To most people, email is a private conversation and Google decided to turn those private conversations into a friends list for all to see on a Social Network.
After learning of all these complaints, Google responded by posting to the Gmail site that it is going to make changes based on the feedback. Instead of the auto-follow/friend model in which Buzz automatically sets users up to follow the people he/she emails most, Google is moving to an auto-suggest model. In other words, users won't be set up to follow anyone until they have reviewed the suggestions and have physically clicked "Follow selected people and start using Buzz." Google went on to apologize for any trouble it caused and will continue working to improve the new Social Networking service.
So do you think Google Buzz was an invasion of privacy? We'd like to hear your thoughts.
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Sincerely,
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