Techno//Marketer

The single most important element of the new 3G iPhone

Undoubtedly the iPhone is a game changing device that has turned the US mobile device market on its head. How many of the new devices that are coming out from manufacturers would exist today without the competition the iPhone provided.

With all of its features and its cool interface, there is one part of the new 3G iPhone (which launches today July 11th) that is the most important for marketers. That is GPS. For the first time ever, GPS will be fully integrated on a user-frindly, consumer device. It's intuitive, unlike previous phones where you had to hack to get it to work. Not only that, but the developer SDK allows you, the marketers, to create applications that use this technology.

Ask yourself, what would you do differently if you knew exactly where your customers were? Would you create an app that links people together who are physically close? Would you offer messages that were relevant to their present location? Here are a number of options that GPS location adds to the marketing mix unlike any time in the history of marketing.

Ask yourself, what would you do differently if you knew exactly where your customers were?

Geo-tagging - Now that the device knows where you are, it can add geo-tagging information to almost any data you collect. Shoot a photo at the Grand Canyon and upload it to Flickr and Flickr will pull the geo information and place the photo on the right place on the map. Send a message to Twitter and it could update your location to the nearest city name or even the exact location you're standing (creepy I know).

Proximity Awareness - Think about the possibilities of Facebook knowing where you are and where your friends are in real time. Facebook's iPhone app could alert you when any of your contacts are within 1/2 mile of your location. You could private message them to see if they can meet up or send them an SMS message.

For marketers, you could create an application (that people opt-in to by installing it) that allows them to receive promotions and offers whenever they are within a radius of a store. If Starbucks hasn't done this already I am not sure what they're waiting for. Users could adjust their radius or disable the messages at any time.

Mobile Commerce - This goes hand-in-hand with proximity awareness and is very powerful for marketers. The iPhone will allow easier commerce transactions to happen in a more trusted environment. From the application store to mobile song purchases, if you are serving up relevant, geo-targeted messages you can now follow that through purchase with micro transactions. This takes mobile messaging to a new level of effectiveness for marketing organizations.

Localized Search Relationships - Using search on the iPhone is effortless. Now, however, add in the location where the user is standing. Instead of searching for Chipotle and having to scan for the one near you, the phone will present you the closest location, give you the phone number and offer directions (which works like a car's GPS system with turn-by-turn options). Refer back to mobile commerce and apply that to search that is local and it's another way to drive business and conversions.

So, what do you think? More and more devices will surely follow suit. Are you ready for location? What value can you add to your customers that would help them adopt your product or service? What can you do before the competition to really set yourself apart?

If you're visiting this post on an iPhone check out my iPhone version (hat tip Chris Brogan).

Geo-location applications to keep an eye on:

Loopt

Facebook

Flickr

MySpace

Where

Whrrl

Related Posts:

• Mobile social media and micromedia
  
• Mobile marketing 101: Geographic smart-targeting
  
• Mobile marketing 101: Know thy audience
  

UPDATE: Thanks to Jim Kukral's question I looked for car-based GPS info on the new iPhone and found the following video. Since this video veers away from the Apple device and into the actual AT&T service plan I want to have full disclosure in telling you that AT&T is a Fleishman-Hillard client.

Others bloggers are thinking the same thing I am:

• Mark @ Mashable
  
• Brady @ O'Reilly
  

Technorati Tags:
advertising, Facebook, marketing, Matt Dickman, micromedia, mobile, search, social media, Techno//Marketer, technology, trends, widgets, iPhone, Apple, location, geotargeting

Free mobile for advertising impressions; it's only a matter of time

Blyk, a free mobile service targeted at 16-24 year olds in Europe, has recently announced their expansion beyond their test markets in the UK, Germany and France. The company provides free minutes and text messages to its users, and in exchange they receive ads from marketers. The ads are targeted based on the profile of the user.

If you remember, this is the model that Eric Schmidt, CEO of Google talked about in November 2006 that got the whole world buzzing. Blyk has been so well received that they reached their initial subscriber goals of 100,000 users six months ahead of schedule.

Here is a short overview movie from Blyk that explains the whole process.

It is only a matter of time before this model comes to the US (though the way our mobile infrastructure is set up it will be much harder to gain the same level of traction). This does however, seem to be a fairly easy way for marketers to reach a targeted audience in a permission-based environment on a mobile device.

Heck, I could see the potential for a very small handful of global marketers try this on their own using this the MVNO model. MVNOs lease parts of a network from a major carrier and re-brand it as a new service. Examples of MVNOs include Virgin Mobile, mobileESPN, Firefly and Amp'd.

What are your thoughts on this model? Would you receive ads for mobile minutes? As a marketer, would you be interested in participating in something like this?

Technorati Tags:
advertising, Google, marketing, Matt Dickman, mobile, Techno//Marketer, technology, trends, MVNO

Trends in youth and mobile marketing

I promised early on with this blog not to talk very much about my work, but I do make exceptions when I think it will add value for you. Within Fleishman-Hillard there is a group of very talented folks in our Next Great Thing (NGT) practice who focus on youth and mobile marketing. It's amazing to have this group as a resource as both of these topics are, and will continue to be, crucial for PR and marketing practitioners to understand in the coming years.

Today, the NGT group released their spring 2008 youth trend report. The group works with young tastemakers around the globe to stay ahead of the curve. Some of the topics in the report include open source thinking, reflex in interactions, individualism, evolution of the language, the importance of RSS, in-game advertising and engagement marketing.

Click here to download the report in PDF format.

Technorati Tags:
marketing, Matt Dickman, mobile, PR, Techno//Marketer, Fleishman-Hillard, NGT, Youth

The future of advertising presentation

Many thanks to the members of the Minnesota Interactive Marketing Association and to the students of the Minneapolis College of Art and Design for attending the presentation this past Monday. Also, a special thank you to Tim Brunelle for inviting me to speak and for being a great host while I was in town. Minneapolis has a very enthusiastic, warm group of people who were very gracious.

The title of the series of presentations is based around the idea of the future of advertising. I used my experience in digital marketing and PR to give a view of what I see as the future. I would love to hear what you think. The total run time is around 41 minutes. Just hit the play button and you can hear the original recording from the event. I hope you enjoy!

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Your thoughts on election 2.0

This coming Friday, I am speaking on a very cool panel through PRSA at Kent State University's "You Too social media boot camp and leadership summit". The title of the panel is "Packaging the Presidency online" and will be moderated by John Elsasser, Editor in Chief of PRSA Strategist. Other panel members include a former congressman and CEOs of various communications companies. You can read more about it here.

I want to pick your brain on this topic to add to my own thoughts. Here are some questions that you can answer in the comments or by shooting me an email. I'll recap your responses and what I learn at the panel in a post next week.

Discussion points:

• How has social media been used during this election?
  
• Who is using it the best?
  
• Do you think they have a plan for what to do with these communities once the election is over?
  
• What mediums have been most successful in reaching you?
  
• Have you become involved in a campaign and used social media to take action?
  
• What else would you like people to know?
  
• If you live outside of the US, how has politics evolved in your country?
  

Let's use this to open the conversation and talk about the future of politics.

Technorati Tags:
Kent State University, marketing, Matt Dickman, strategy, Techno//Marketer, trends, politics2.0

Buzz Friday for September 28, 2007

Here is a look at what is happening across social media and new marketing this week. If there is anything that you would like to see in this post or if you have something you think is Buzz-worthy please drop me an email or leave a comment on this post. I want to make this as beneficial for you as I can.

Buzz Friday is also available as part of the Techno//Marketer Podcast on iTunes. Click here to subscribe and take the Buzz to go.

It's been a couple of weeks since I did a proper Buzz Friday post so here it is. Enjoy!

[Feed readers please click through to the post if you cannot see the video.]

Inside the video:

• Firebrands launched a preview of their 24 hour, best of advertising network that will span online and mobile. More on this when it releases.
  
• Arun Rajagopal reports that the Age of Conversation has made the cover story of the Dubai-based Khaleej Times ‘Weekend’ magazine! Go Arun!
  
• Sean Scott points to a cool new Google widget that Starbucks has built. It allows you to see the locations near you and invite others to meet you there.
  

And in other news:

• CK and David Reich point out a new service from Pudding Media where they listen to your conversation, discern what you're talking about and then send you ads in email after your call. They claim not to record any info, but it seems a little creepy to me.
  
• David Armano has a very insightful piece on why execs are having a hard time in the world of new media.
  
• You know those crazy "Will It Blend" videos on YouTube? Well, they've increased BlendTech's sales five times over. No TV, no print, no radio. Just the power of people.
  
• Apple is entering into a firestorm with the new iPhone update. The update has seemingly rendered hundreds of unlocked iPhones useless. This wouldn't be a problem if these people weren't the most zealous Apple fans around.
  
• The WSJ has a story about CBS's new online video initiative. The site will offer shows as well as short-form videos a la YouTube.
  
• Microsoft has launched a new shopping search system with user ratings built in.
  
• Toad reminds us again that "Your Brand Is Not My Friend" in this post. Can't wait to read his inaugural MarketingProfs post on Monday.
  
• I loved this post from the blog Buenos Aires Spotting. The world's first reverse marathon was run on September 8th through Parque Centenario. Runners used CDs fixed to hats to see what was behind them.
  
• Steve Rubel is at it again. He's moving his whole online life and the mining of data into Gmail. Can't wait to see where he takes this and how he manipulates the data to add value.
  
• Joost announced a partnership with MLB. I still wonder who cares about this? Is anybody actually using Joost? Other services are delivering the same experience through a web browser without the annoying application.
  
• Mack points out some excellent examples of why companies need to care about social media.
  
• Google acquired the company Zingku which provides mobile social networking functionality. They could add this to Orkut.
  
• Facebook CEO Mark Zuckerberg was seen in Seattle last week allegedly to talk with Microsoft execs.
  
• Having some fun with Web2.0, check out this simulator application.
  
• Twiddeo has combined video and Twitter to create a new service. Will watch to see adoption here.
  
• I thought the day would never come, but LinkedIn has finally added profile photos!
  
• Armani is the latest retailer to move into virtual worlds as they opened a store in Second Life.
  
• YouTube is now offering channels to non-profits to help them promote their message. On a similar note, Pure Digital (makers of the Flip video camera) are offering a million camcorders for non-profits. Combine the two and you have a great platform to show people why you matter to your community.
  
• Product placement in user generated videos? Yep, check out this post on Sprinwise.
  
• Could Apple be resurrecting the Newton sometime early next year?
• Are you "too busy" to blog? Mark's got a great post and some tips. It's definitely a balancing act.
  
• Looking for numbers on the velocity of Facebook's growth? Look no further.
  
• Also in Facebook-land, Facebook IM should be launching in the next couple of weeks to enable real-time communication among the users.
  
• Facebook's also passed MySpace as top network in the UK.
  
• Want to work in advertising? Check out this clip from agency BBH.
  
• Doubleclick has launched a new mobile ad serving service as Google launched their mobile AdSense.
  
• Not all Apple ads are brilliant and on target. Check out the top 10 worst of all time.
  
• Rohit looks at why people like Twitter. I totally agree with him on this. Poor Mark Simon.
  
• Google's rumored to be prepping a Second Life competitor.
  
• Valeria interviews Madison Avenue Journal editor Tim McHale.
  

Top Five Web2.0 Movers of the Week (using Alexa data)

1. Bolt
   
2. Zillow
   
3. ClipMarks
   
4. Upcoming
   
5. Fotki
   

More

Top Ten Marketing Blogs from Viral Garden

1. Seth's blog
   
2. Duct Tape Marketing
   
3. Logic + Emotion
   
4. Search Engine Guide
   
5. Diva Marketing
   
6. Daily Fix
   
7. What's Next
   
8. Brand Autopsy
   
9. Drew's Marketing Minute
   
10. Influential Marketing
    

View the top full top 25

Top Ten Marketing Blogs from the AdAge Power 150

AdAge is having an issue with Technorati scoring this week so I am not listing the top ten.

Top 5 "Viral" Videos This Week

1. UF Police Taser Student (has spawned an onslaught of 'Don't tase me bro' t-shirts)
   
2. Leave Britney alone
   
3. Mind Gundy press conference
   
4. Alicia Keys - No one
   
5. Fight for Kisses
   

More

---

To help you stay on top of what is happening and to filter the myriad options, you can now subscribe to the Techno//Marketer podcast on iTunes. Get updates in real time when new videos become available.

If you use another podcatcher you can grab my podcast RSS feed here.

---

You can watch this and other Techno//Marketer videos on your video channel of choice:

   
   

Technorati Tags:
trends, buzz, buzzfriday, matt dickman, Techno//Marketer

Should you design an exclusive site for the iPhone?

The iPhone, by most accounts has been a huge success, created unparalleled gadget-envy and has signaled a shift in the US mobile handset market. I've seen a lot of companies riding this wave of popularity and, subsequently, have released exclusive iPhone sites (Six Apart and Facebook to name two). These sites are physically formatted for the device, use specific technology and won't work on most other handsets.

From a mobile marketing strategy view I think this begs the question, should you design a site just for the iPhone? My answer is "it depends". Unless you work for Apple, designing for the iPhone should be part of a larger mobile strategy. Focusing on the iPhone alone isn't an effective way to move in the mobile space. Let's put this in perspective.

Here are the global numbers for some of the larger mobile device manufacturers for their last reported fiscal quarter.

Apple | 1 million units reported

Nokia | 100.5 million units
Samsung | 37.4 million units
Motorola | 35.5 million units
Sony Ericsson | 24.9 million units
LG | 19.1 million units
Blackberry | 2.4 million units

Given this global perspective, I think it's pretty clear that focusing only on the iPhone is short-sighted. Those other companies all use devices that have little in common with the Apple device. The web browsers range from Opera to IE mobile. Some allows JavaScript and some don't. The web 2.0 effects you can pull off on the iPhone kill other devices.

That being said, designing an iPhone-only version of a product or site is a way to reach the young, hip, early adopters that the product attracts. More and more phones will start to shift to model themselves after the iPhone, but that could take a couple of years to come to market in mass. In the meantime, the iPhone can be a great addition to the mobile mix, but don't put all of your eggs in that iBasket.

Technorati Tags:
Apple, marketing, Matt Dickman, mobile, mobile devices, mobile marketing, Techno//Marketer, iPhone

Mobile social media booming by 2012

I came across an interesting study from Juniper Research about their forecast for mobile social networking. As I've said before, I think this is a huge growth are that is almost entirely untapped.

As phone data network speeds rise and device functionality improves here in the US, the possibilities are almost endless. I know personally, I can operate almost entirely from my phone in a pinch (email, IM, MS Office docs, blog posts, camera shots to Flickr, etc.), but it's getting easier for everybody to jump in.

Here are some key data points from the release that I think you'll find interesting:

• End-user generated revenues will increase from $572m in 2007 to $5.7b in 2012
  
• Social networking will account for 50% of that
  
• Active users of social networking will increase from 14m to 600m in 2012
  
• Downloads from mobile content delivery services will increase from 200m to 9b in 2012
  

The study notes that data fees are really the largest obstacle right now, but I think we're seeing the start of these rates coming down as demand surges and competition heats up. Look for ad-funded models to also gain traction to off-set cost. The model needs, however, to deliver on value to the end user.

Could the next Facebook be mobile-only?

Could the next Facebook be mobile-only? Could you share more with people if your device automatically uploaded everything to this network (imagine that each photo you took was automatically sent to your mobile account)? Your phone's GPS could auto-publish where you are and text/voice/video messaging would all be integrated seamlessly. I think it's a possibility.

What do you think?

Technorati Tags:
Matt Dickman, mobile, mobile devices, mobile marketing, social marketing, social media, Techno//Marketer, technology

Mobile marketing refresher

I've been doing a lot of thinking on mobile marketing lately and it's sparked me to re-publish my mobile marketing 101 series from earlier this year. If you're thinking about mobile, this is a nice entry point.

I'm going to be expanding on this series with a focus on social media and new marketing in the next couple of weeks, so it's a great time to refresh on the basics. In the meantime, if you have any questions or topics you would like to see covered, let me know via email or in the comments.

• Mobile marketing acceptance
• Mobile marketing 101: Yes means no (until you say it twice)
• Mobile marketing 101: The push
• Mobile Marketing 101: Ad formats
• Mobile Marketing 101: Know thy audience
• Mobile marketing 101: Geographic smart-targeting
• Mobile marketing 101: Geographic targeting, bluespamming
• I was bluespammed

[Related Link] MMA Global: mobile marketing's governing body

Technorati Tags:
geotargeting, interactive marketing, Matt Dickman, mobile, mobile marketing, social media, social networks, Techno//Marketer, technology, trends, user generated content

Mobile social media and micromedia

I've been evangelizing the power of mobile technology for about six years now. From the early days of the original Palm Pilot and brutally slow early cell phone browsers the potential for making an impact is massive and is equally untapped. According to M:Metrics 55%+ of Americans now own a cell phone and that number is growing every day. On top of that, data access speeds are getting faster and phone functionality is becoming more robust.

Take these numbers from M:Metrics on consumption:

You can see that SMS (text messaging) is leading the way followed by photo messaging and content browsing. Given this information and looking at the types of MicroMedia that we're dealing with today, the potential uses of mobile for engagement is huge. MicroMedia is a term (coined?) created by Jermiah Owyang at Web Strategist. He saw the need for a missing term that really encompasses "micro-blogging" and "micro-messaging". You can read his definition at his post, here is my altered version leveraging his original:

Text, audio or video messages published to a trusted social community. Content is created and consumed using synchronized, mixed platforms including mobile, web-based and installed software applications, and often distributed using other social media tools.

The traditional web is comprised of high-bandwidth, large/wide format content. The problem is that it's not suitable for the small screen and the clunky (at best) data entry techniques on today's phone. What these new micromedia formats accomplish is creating value through quick, low-bandwidth, low-complexity content creation.

Here are some examples:

• Presence apps (Twitter, Jaiku, Pownce, Facebook): These presence applications allow for quick updates to be published using multiple platforms and distributed using the same platforms to a trusted network of peers.
  
• Social friend networks (Facebook, MySpace, Bebo, etc.): This is more robust, high-bandwidth content, but mobile hooks are still there including publishing from phones, uploading audio/video/photos.
  
• Photo/video networks (Flickr, YouTube, Facebook, etc.): Expanding on this point, more and more phones have photo/video cameras and are connected to the mobile network. Shooting a video or a photo and instantly uploading them to the web is a reality. The process is easy (send the file to a unique address) and near real-time.
  

All of this mobile, MicroMedia content adds value to the creator as well as the community of people that they're connected to. Social networks are great at serving as aggregators for small, frequent content much more so than traditional content management systems. For a couple examples, take a look at my Facebook profile and homepage and my Jaiku feed (which I just use to aggregate other MicroMedia into one centralized feed).

So, when you're looking at your social media endeavors, keep mobile in mind. Grab a phone and start playing with it. Take some photos and send them to friends. Take a video and send them too. Join Twitter and text message in some updates. Above all, keep an open mind, but don't let this pass you by.

Technorati Tags:
mobile marketing, strategy, marketing, video, photography, mobile devices, interactive marketing, user generated content, trends, social networks, mobile, Techno//Marketer, Matt Dickman