It’s 2014, and you still have no Mobile Marketing Action Plan? Change that!

It's 2014, and you still have no Mobile Marketing Action Plan? Change that! Internet on PC, Mac or Mobile?

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If your brand hasn’t gone mobile yet, you have fallen behind the norm! According to fishbat, a company spelled with “all lowercase” letters and a leader in Long Island advertising agencies, Internet browsing via mobile apps have surpassed PC usage in January alone with 55% usage! PCs hold strong at 47%, while the remaining 8 percent comes from actual Mobile browsers. This means that 62% of the time that the Internet is being accessed within the United States, it is being done via mobile device!

On March 6, 2014, fishbat released press explaining how this is possible. They were inspired to do so by a February 28th article posted by CNN Money, entitled “Mobile apps overtake PC Internet usage in U.S.

The “smartphone adoption rate” of an increased 39% is actually leading to the PC’s largest decline in the lifespan of PC sales. Let’s face it, mobile devices are more personal, readily accessible, and (depending on phone carrier) free or cheaper than the average PC pricing.

It is now understood that an estimated 55% of adults in the United States own smartphones, while 42 percent own tablets. There is no report on who owns both. So, these numbers may actually overlap. At the same time, they equally contribute to Internet access rates. And, with “growing 4G Networks, there is no reason this trend should stop any time soon.”

Some people would rather share a toothbrush than to share a mobile device. This is an actual report by Hubspot in 2011 that at that time reported “6.8 billion people live on the planet. 5.1 billion of them own a cell phone. 4.2 own a toothbrush.” Those numbers have only grown since then!

As the ratio of mobile ownership and usage, in comparison to PC ownership and usage, increases, Justin Maas, Vice President of Client Relations at fishbat, expects that “accessing the Internet via mobile apps is not only more convenient, but, now, due to smarter mobile designs, it is becoming easier to use,” he says.

“This data shows that businesses, especially e-commerce businesses, have to optimize their websites for mobile apps. It’s extremely important for businesses to have a mobile app version. With their growing popularity, mobile apps are the best way businesses can keep people interested in their brand. If a brand does not have a mobile app, chances are, they are losing out on potential selling opportunities. If designing a mobile app is not feasible, optimization of their website for mobile browsers is the next best thing.”

If you haven’t already implemented “Mobile” into your Internet Marketing and Mobile Marketing Action Plans, you better start now.

Some companies have redesigned their sites to work on all platforms and appear the same. Others have created exclusive designs only for web. Some have implemented mobile apps, while others are doing all of the above. Take a minute. Think. What will you do? How will you take your brand into the Mobile Evolution?

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Women on the Edge: Using Social Media for the pursuit of passion in womanhood.

Women on the Edge: Using Social Media for the pursuit of passion in womanhood.

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In the past year, we have seen a viral uprising in how conferences and seminars are done. While we would like to attend actual physical conferences for networking possibilities and to “play with” new technologies, it isn’t always simple to do so with busy schedules, travel prices, and family situations that demand our attention elsewhere.

Previously, businesses and companies held private webinars and meetings Online. But, now, it has become a more “mainstream” thing to do. More and more webinars, live events and web conferences are taking place on an International level. Some of these take place simultaneously with physical events at various locations around the World.

As like all professions, there is a niche audience that needs to be catered to. Niche audiences demand specific things. They seek something genuine, unique, something that they are unable to find elsewhere. They often seek empowerment, support, encouragement, ideals, brainstorming, training and other valuable resources from like-minded individuals that know exactly what one is going through, feeling, thinking and need

Yesterday, October 14, 2013, was the first day of “Women on the Edge (of Greatness!).” It is a virtual conference that is taking place in the second half of October.

From October 14 until October 31, 2013, a series “inspirational and practical Online workshops, Keynotes and other sessions” will take place to encourage women to get started on “BIG goals like starting a business, running your first triathlon or writing a book.” The series physically takes place in Orlando, FL, but registration and attendance takes place Online.

While these sessions will take place and stream live, attendees are welcome to watch them at their convenience through recorded video of these sessions. This means that WOE has the opportunity of going viral and helping women all over the World for years to come. The only thing holding it back at the moment is that registration is $129.

The World will be unable to access these videos without being an attendee. After all, very valuable information will be given at these events.

The event kicked off with speaker, Jody Urguhart, who presented “The Nerve to Serve, Say Hello to Humor & Goodbye to Burnout!” “Jody is passionate about spreading the message of the importance of fun at work. Jody is a motivational keynote speaker at over 50 organizations and associations every year, and is a top motivational keynote speaker,” states WOE in a recent press release.

“Jody’s trademark is to deliver very funny motivational speeches; humor is a key part of her audience connection… Her mission is to help motivate people to derive more meaning, fun and satisfaction from their work.”

The conference is presented by Professional Edge, a company dedicated to providing clientele with the ability to operate business day-to-day with quality Marketing needs at their fingertips. It’s safe to say that Women of the Edge are in good hands with workshops and seminars dedicated to Networking, trial & error approaches to Business through Experimentation, Entrepreneurship and steps to creating a Startup, Social Media, pursuing of dreams, “Dos and Dont’s of Managing a Non Profit,” supporting other business women, Home-based Businesses, Inspiration and getting to know yourself. They also allow networking to take place through a chat session after each seminar!

With the need to create new jobs in a lessening economy, this is the perfect approach to enabling women who do not know where to start with the ability to do so. Not only can they become familiar with who they are, what they want and their passions, but they can also learn to envision a reality and make it such. They will learn how to take that vision, turn it into a reality and then keep it functioning at a healthy level.

Of course, this conference is a way to usher in new potential clients for Professional Edge. But, this might be something that Professional Edge may consider doing on a more regular basis. These tools and resources are very valuable to the woman in the marketplace.

Because the speakers are mostly women, it is important to note that their approach comes from the experience of working in a male-dominated world and the nightmares that come from such. Knowing how to handle situations and barriers of entry is just what many young women need everywhere!

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#IDontLikeWhen: A Marketer’s Rant

#IDontLikeWhen: A Marketer's Rant | Internet Marketing Orlando, Pittsburgh, New Kensington, Punxsutawney, Warren, Fort Pierce, Trumbull County, Jessica Abraham, Jessica N Abraham, Shorty Produkshins, Shorty Productions

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Now Trending: #iDontLikeWhen. Thanks, Twitter! I am now free to rant as a Marketing Professional and Columnist! Shoot, I may even spark up a little controversy! This sounds fun!

If you have been involved with Marketing or any related industry, I’m sure you have heard this line before.“Oh, my cousin can do my Facebook for me…” They go on to say how easy it is to do, but are disappointed at the results and let it ruin their outlook on Marketing overall!

One of the greatest pet peeves that many Internet Marketers face is amongst the people we target for business.

As the greatest common denominator amongst us, we frequently see people doing their own marketing (or having a cousin do it) and doing it very wrong. Their messaging is off, their demographics aren’t set, their frequency is either too often or not enough… and they aren’t really marketing at all.

Too many people try to be “Jack of All Trades,” but then they really become the “Master of None.” We need you to focus on the service or product so that we can sell it, consume it, and then brag about this great product we have just consumed! And, honestly, would you let your “Cousin Jack” be your lawyer if your life depended on it? So, why would you leave your brand at risk?

An Internet Marketing Plan is so very important to your brand’s overall well being. If you insist on doing your own marketing, at least hire a professional to map out your course of action. Because, the next thing I’m about to say can and most likely will happen…

PET PEEVE #2 of almost every marketing expert in the World!

The second greatest pet peeve of Internet Marketing professionals is this: “I have done marketing for my product, done the Social Media thing, I used SEO on my page, and it isn’t effective and worth my time or money.” There are so many things wrong with that statement alone. But, this is a common statement. They try to show they have a know-how of what they are doing. But, really they don’t. They only have an idea, based on what they have seen in white sheets and Facebook posts by actual firms.

You see, so many people engage in marketing that was either done wrong, they received no returns, or did it so wrong it and hurt their brand. Without knowing how to create, distribute and market that content to benefit you, engage in social conversation that generates interest in your brand, and other important elements related to Brand Awareness with conversions, you just won’t convert! You also need to act as a Brand Ambassador and deflect negativity from your brand’s reputation, research competitors, analyze gathered information on your brand and its competitors, and redefine your plan of action as you go!

“WOW! THIS is only the beginning!”

#ToBeHonest, there are too many people doing too many similar things these days. You can’t just go in blindly! No one is immune. I hate to say it, but even the Internet Marketing industry is saturated. Then again, how many of those are truly marketers and how many of those only claim this title, because they do a little bit here and there for their family and friends?

Last but MOST CERTAINLY NOT LEAST, “Cheapskate Louie…” Pet Peeve #3 is he!

Because there is so much competition, this fact is held over our heads quite frequently. “Louie” is the man who doesn’t know ANYTHING about technology or others (or he is just a seasoned con artist), and he has an incredibly huge ego! Instead of researching those who he is interested in doing business with, he would rather harass them on their credentials and degrade them in thinking that he will get a discount.

Many times these professionals have worked on high profile campaigns. And once enough is enough, the professional will decline business from Louie, who more than likely has tried to encourage unethical business, the “con of FREE work” and things like this.

Louie, furious, will then try to soil the reputation of the professional who has done everything right …and maybe even a little free work for him… simply because he didn’t get his way!

Luckily for the professionals, his attempts won’t even leave a dent into their master plan, because these types of clientele are avoided! Sourface Louie is now left all by his lonesome self.

While only three pet peeves are given, I was enticed by the trend on Twitter to create this “Marketers Rant.” Fellow Marketers, you are not alone. Be inspired by these events to come with a better pitch in selling your service to those who will truly benefit.

And, listen, this message is to EVERYONE in EVERY industry: NEVER let someone take advantage of your or your business.

In fact, the more boundaries you set up, the more professional you show that you are. They are more than likely to do business with you than if you do tons of free work that detracts from your own bill payments, house payments and diet. They can trust you won’t let anyone push you around when it comes to their product.

People will always try to take advantage. People will always have excuses. People will always have misunderstandings. If things aren’t working well for you, just change your approach. People will listen when you make them want to. But, explaining without an open ear is just a waste of your own time and will discourage you from your true talent. #IDontLikeWhen this happens. And you might not like it, either. But, this is part of business and part of everyday life!

By the way, be sure to add me on Twitter AND Facebook!

Like Shorty Produkshins on Facebook: http://www.facebook.com/internetmarketingoforlando

Subscribe to Jessica N. Abraham on Facebook: http://www.facebook.com/mzshortyp

Follow me on Twitter: @SP_Brand_Social and @mzshortyp

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Lack of Social: So Many Businesses are STILL Doing it Wrong!

Shorty Produksins is Internet Marketing Orlando. Brand Social.

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According for the Center for Media Research and The Chief Marketing Officer Council in its latest release of industry information: “When asked what elements in the media mix were being localized to address local market segments or better drive interactions at the local level, marketers are focused on localizing strategy, segmentation and messaging (68%) and direct mail and emails (53%). However, fewer than 50% of respondents are focusing on localized media buys, social media interactions, website or even adjusting sales literature or collateral.” Those targeted in the first two groups are based on an already established client base and list of potential consumers collected by businesses on the local level.

If you notice, everything related to actual Internet Marketing and Social Media Marketing is grouped into one item. To boot, there isn’t much of a budget or energy set aside to really take advantage of such powerful tools. In essence, they’re spending money on the strategy and messaging to be compelling, but not using it where it is most effective! This is when they complain that “SOCIAL” simply does not work.

A job done half mass will be a job done “half-_______ed.” Let that resonate the next time you’re involved in a marketing plan. So many put only little effort into their Social Branding and realize that it’s going nowhere.

In reality, they have a stagnant Facebook Like Page that only Brand Loyalists are stumbling upon and liking. Likewise, the brand’s Twitter account is doing just as well while following 500+ “tweeters” and gaining less than 50 actual followers.

Their mistake is the lack of engagement. After all, what good is messaging with no conversation? If there is no interesting content to be shared or repeated, no one will share or repeat it. It’s as easy as that and nothing less to be said.

The Center for Media Research also reported that “despite 59% of national marketers noting that local demand generation was essential to their business growth, only 7% feel they have highly evolved campaigns and measures in place that can activate consumers at a local level.” It’s obvious that some get it. But, it’s sadly pathetic how so many simply do not.

Not to burst any bubbles, but hiring a High School Student or College Freshman isn’t enough either. There needs to be some type of strategy set in line. True, “fresh ideas” are wonderful to have on the team for ideas and content distribution. But, there has to be a strategic call to action set in line. What is the message needed to get across time and time again? What is being sold? How will we convince others to do what we want them to?

We spoke of Internet Marketing as separate from “SOCIAL” earlier. It truly is. Let’s address this now:

Internet Marketing is a broad categorization of multiple marketing channels and styles done within the world of the Internet. There, of course, are subcategories that also branch out into other realms of the marketing mix. Internet Marketing can be summed up as “content and content placement.” Words can be consumed as content. In essence, they are exactly that. Videos, pictures and audio are all the same — content. Where and how it is placed and displayed for awareness is also part of Internet Marketing.

Some people don’t understand the scientifics behind Internet Marketing. All content is a plausible cause for SEO tactic. Defend your placement in search engines and bring awareness to your brand by naming your content, using search terms within your copy and in finding organic results. Organic results happen automatically. However, paid results are just as important. These also help your placement in search engines. Yes, it is all one large algorithm… One that must be understood.

Backlinks, link pyramids, link wheels, blogs, tags, and many other Internet Marketing elements all help a brand’s presence on the net. These are like hand grenades, gutting knives, and darts in defending against and combatting competition on the net!

The littlest things can and will matter. These things MUST be implemented into Social Branding, as well as within company websites, Youtube channels and so on.

There must be consistency. In fact, the Law of Consistency, as explained by authors Al and Laura Ries in “The 22 Immutable Laws of Branding,” is very important to branding as a marketing strategy on any platform — Online or off. Don’t think for one minute that Google hasn’t been programmed to understand this.

There are many reasons why more of a budget needs to be set aside for Internet Marketing and Social Branding in separate categories. Again, hiring students to complete work for the company’s Social Presence is a great idea. But, there must also be professionals on the team getting their hands dirty if a social garden is expected to thrive.

If you are going to invest a dollar into your branding, what is an extra fifty cents if it triples your return and leaves a lasting impression on your consumers? Think about it.

Speaking of consumers, let’s address them real fast. How much of a budget are you putting aside for customer relationship building and customer service? Do you have any particular way of communications with them available around the clock?

The world of media has changed the way we do business. “Always On” culture has changed the way we seek customer service and retain those customers seeking our servicing.

It’s safe to assume that our business hours aren’t always convenient for our consumers who may also be working or busy with children in those hours. After hours may be the only time they have available to reach us. E-mail correspondences, while easily accessible, may take days to address simple fixes, and not always will someone be able to answer the phone to answer hard to ask questions.

Did you know, in customer service and technical support, the same questions are addressed over and over again? So, why not plan for this in the marketing mix? Hiring and training students to work after hours (when many will be wide awake and available), might be one way to cut back on “social” costs because they are only needed on demand but very important in customer retention.

ddressing customer relations in a social forum, while keeping private conversations private, content is created and a solution has been addressed to unexpected and common problems encountered with our servicing and platforms.

Being brutally honest, some consumers will be too lazy or proud to reach out for help. Let’s use monitoring tools to find out their difficulties with our services and products and reach out to them!

Let’s get involved in their conversations and sway negative conversations into testimonies and positive reviews. After all, Word of Mouth Marketing is always going to be the most effective form of marketing. The reason behind this is Brand Loyalty of our trusted friends and family will gain our interests over some advertisement thrown in our face to sell us something.

Similarly, dampening negative conversation about our brand helps dramatically, because negative feedback is twice as damaging as no feedback at all!

Let’s find out true opinions based on customer experience and find out what isn’t working for our brand, why they aren’t “funneling correctly,” and why they are dissatisfied with our products — and listen to them. Making changes surrounding the concerns of our customers is the way to go. After all, the goal is bringing them an end product that they can’t live without. This is how a brand will endure the tough times that every business battles when the economy slows down.

Understanding that social means interaction and keeping our consumer bases (potential and existing) are key to thriving in today’s overly saturated markets, it is mind-boggling that only 28% percent of marketers are event implementing their consumers’ opinions and needs into the marketing mix! This includes monitoring, conversation, customers support and aggregation!

Furthermore, only 6% are actually including IT and engineers into their strategy. Do they not understand the importance of SEO, customer reporting and analysis of data!? True, some data will never be able to be collected in a full spectrum due to the restraints of Cross-Platform Technologies and privacy laws, but there are some things in business that risks are worth taking — especially if you know it is needed.

So, why isn’t more collaboration taking effect? Why are dollars being wasted outsourcing for data analysis and research when it is already available at our fingertips? Why aren’t we splurging areas of our budgeting on Social Media Marketing and Internet Marketing necessities where we stand to see most of our return on investment? Why don’t we allow our existing Social Branding efforts to coexist as customer retention, conversation and support?

Re-adjusting budgets in 2013 and forward is a must! Not only will funding expand to broaden our possibilities, but funding can be set aside to implement Mobile Marketing Strategies to take effect immediately.

Mobile Marketing is social at our fingertips. It is more personal than any other form of marketing out there! But, guess what: Very few brands have begun to take advantage of this, and that is where many are falling behind. “Brand Socially” and see how much of the conversation takes place mobilly.

So, you don’t have a mobile app. But, Facebook does. Twitter does. LinkedIn does. Google is the default for mobile Android browsers. Take advantage of this… NOW! Don’t be a faulty statistic. Make social work for you!

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