Five Words To Describe Ineffective Digital Marketers

ESPN, all over your television guide and digital channels, notably uses a yardstick that measures how well as opposed to how many.

“Quality always wins,” Ryan Spoon, ESPN’s Senior Vice President of Digital and Social,  told me in an exclusive interview for my new book, The Art of Digital Persuasion.

“And that pertains to any job. Whether you're creating the content, creating a product, you're distributing the content, marketing it, whatever that might be.”

In the United States, ESPN has eight cable networks and ESPN on ABC. The digital lineup includes ESPN.com; ESPN3; ESPN Fantasy Sports; espnW, ESPNDeportes.com; TheUndefeated.com; plus a group of niche sites. ESPN+ offers thousands of live events, original programs and on-demand content. The company also has a radio network and magazine.

In short, the brand is seemingly everywhere.

ESPN has certainly made mistakes. Who can forget the ill-advised ESPN MVP phone? Then there have been the company’s missteps around digital and too many apps. It has taken until recently for ESPN to hone in on what fans really want – personalized experiences tailored to the digital channel.

Is the strategy working?

ESPN Digital ranked as the No. 1 U.S. digital sports property in February across every key metric. The network reached 88.4 million unique visitors (up +21% YOY) for its best February on record.

The ESPN mobile app was once again ranked as the No. 1 sports app in the U.S., attracting 18.5 million unique visitors and 1.3 billion minutes, up +24% and +33%, respectively YOY. ESPN Digital also was No. 1 in total minutes with 4.3 billion, which was 1.7 billion more than No. 2 Yahoo-NBC Sports (2.6 billion), and with an average minute audience of 106,000, out-delivering No. 2 Yahoo-NBC Sports (64,000).

Still, it’s less about more and more about excellence.

“I don't know the best way to say it other than just a general mantra, and that’s fewer things done better,” Spoon told me.

In other words, failure often comes when you overextend.

There are four additional words gleaned from my interviews to slap on ineffective marketers: 

Unrealistic

Identify a proven innovator and I’ll guarantee that the road to success had more than a few bumps. The smart ones know that is to be expected. We can only make our best judgments, do what we can, and hope for the best.   

“Everyone has to be relatively sober-minded when evaluating the possibility of a what might come in the future and realize that for all of us who are trying to predict what can happen, we're all partially right and partially wrong,” Aaron Price, Senior Vice President of Global Marketing, told me. 

Misguided

To those seeking clarity on the question of when they will master digital marketing, Google’s Jason Spero believes that it is all tied to delivering for consumers.

“It's likely the question of when we get to the finish line might be the wrong metaphor,” Spero, Vice President, Performance Media, explained to me. “But rather how do we recognize consumers’ expectations and how might we be able to serve her needs in a way where she may not see the technology, but she's delighted by the experience?”

Lackadaisical

Maybe next year is a mindset that frankly will get you fired. Think instead of what you can get done today in the area of digital persuasion.

“We don't have 10 years to figure it out, we've got 10 minutes,” global tech marketing strategist Tamara McCleary told me. “We are all wondering where to place our next step. We are all walking on top of quicksand, and we have to be hyper-vigilant about the steps we take. But at the same time, we also can't hold back because we could be completely disrupted if we aren't moving forward.”

Confused

Do not think for a second that gaining an understanding of today’s emerging technologies is the end game. There surely are more changes to come behind it.

So how does one cope with that prospect?

“There's going to be a lot more innovation and disruptors,” Stacy Minero, Head of Content Creation at Twitter, said to me. “I’m not sure how it will play out.  I do think that great stories that are rooted in human insight and strike a cultural chord will be sustainable forever.”

In summary, the 12 leaders interviewed shared beliefs that the task is neither easy nor for the faint of heart. Still, there was a persistent theme that there has been no better time to be a marketer, a notion embraced only by those who choose to ride the winds of change rather than get blown over by them.

Now What?

In 2015, I wrote The Art of Mobile Persuasion, a book about the relationships that people have with their mobile devices.

It’s safe to describe them then and now as intimate, engrossing and integral.

The central questions in The Art of Mobile Persuasion were whether brands have opportunities to get in on that action or is three a crowd?

Since then, some businesses have muffed the chance, taking an approach that has been deemed as invasive, impersonal, and/or offering no value. But others large and small have knocked gently, ingratiated themselves, brought something that was welcomed, and seen resulting increases in awareness, loyalty and sales.

To the former group, what were you thinking?

To the latter, we’re good now, right?

Well, no.

Why? The playing field has changed.

Our nurtured customers and prospects are now being wooed by other means.

Though voice interfaces.

And wearables.

Smart appliances, even toilets.

And OTT (over the top) devices.

Virtual and mixed reality software and hardware.

And the list goes on. There’s every reason to believe that the pulls for attention will grow this year, next year, and every year after that.

Of course, this brings with it all sorts of complications.

·      Where will we find our customers and prospects?

·      Where we do want to lead them and what must they find when they get there?

·      How does all of this innovation affect the customer journey?

·      If personalization is the so-called North Star, how do we deliver this on the screens and interfaces of today – and the ones surely coming behind those?

And how does the relationship that your brand has steadily built with customers via the mobile phone survive, evolve, and thrive when eyes and ears are drawn to even more places?

In my new book The Art of Digital Persuasion, the conversation broadens to today’s interfaces, devices, behaviors and technologies.

I again have had the pleasure and privilege of visiting with some of the sharpest marketers and other business leaders that one can identify. I sought out real-world experience, perspective, and advice to give us the knowledge, skills and confidence that we all need to do our jobs -- and, in many cases, to reimagine our current outdated positions given these upended times.

I share what leaders from Amazon, Google, Microsoft, Twitter, ESPN, and others are doing and thinking to address the core question of the new book:

Now what?

The book is now available on Amazon. https://amzn.to/2G4CrCu

 I hope that you’ll give it a look and take the time to learn from these experts just as I have.

Notes From A Mobilized Marketer - Millennials Respond To Mobile Ads More Than Gen Xers

Millennials are far more likely than Gen Xers (35-54 years old) to respond to mobile ads, according to a survey of mobile users in the United States, United Kingdom, France, and Germany. Almost one-quarter (23%) of the 16-34-year-old group said that an ad had prompted them to make a purchase, compared to 13% of Gen Xers, according to Millennial Media and Opinium Research.

Just receiving a notification distracts people and damages task performance nearly as much as actually stopping to interact with the device, new research from Florida State tells us.

Users are 181% more likely to be on Twitter during their commute, the service reported. Hopefully not while driving.

Tweet of the week from TechCrunch senior writer @JoshConstine: “Apple Watch Review: It looks ok sitting on my nightstand all the time.” Ouch.

One day last week, I forgot to put on my Apple Watch before noticing a full two hours later. That was telling and not surprising.

Attendees at this week’s All-Star Game and associated events for baseball fans will be able to pay via Apple Pay.

ESPN lost 3.2 million subscribers in about a year in large part because of cord-cutters. How ESPN aims to get closer to customers through personalization is covered extensively in “The Art of Mobile Persuasion” through an exclusive interview with John Kosner, Executive Vice President & General Manager, ESPN Digital and Print Media.

In a related note, nearly 50% of marketers see a more than 10% lift in conversions from real-time personalization, per eMarketer.

Broadway star Patti LuPone took away a phone from a texting audience member. Afterward, she said, “They are truly inconsiderate, self-absorbed people who have no public manners whatsoever. I don’t know what to do anymore.”

Nearly two-thirds of consumers using mobile banking access it at least a few times a week or more, according to Bank of America.

Apple Watch, As In Watch Out, Inattentive Slugs

In the wee hours of Friday morning, anticipation turned to disappointment as Apple pegged the delivery of my newly-ordered Apple Watch to be well into the future, specifically between May 13 and 27.

By Saturday night, I was thinking up ways to buy more, ummm, time.

Let me paint the picture.

One of the supposed benefits of receiving notifications on your wrist is the unmatched ability to inconspicuously sneak a look at information without having to pull out a smartphone.

John Kosner, Executive Vice President, ESPN Digital & Print Media, told me so much in an interview for my upcoming book, The Art of Mobile Persuasion.

“Sports always lead technology because of the urgency and how much people care,” he said. “If the Seahawks are playing a Thursday night game and you are at dinner, you can just look down at your watch to know what’s going on versus having to excuse yourself, and go to the bathroom to sneak a look at your phone. Guys are going to love that. You can already see the TV commercial that can be made for that.”

Perfect. It will be as easy as Sunday morning.

Or not.

I tested the premise Saturday night in a restaurant with white tablecloths and a wife of nearly 25 years expecting me to pay attention (friends would say that she should know better).

Yes, it was make believe. Of course, there was no Apple Watch on my wrist. But I pretended that there was.

Imagining that something important was arriving on my person – like the fact that a Persicope live video was available showing someone who I barely know walk down a road – I ever so gracefully moved my eyes downward.

It was then that received a different kind of notification. It was one from my wife that more or less said, “Hey, bub, I’m here.”

So I waited a few more minutes and made a second attempt at practicing Apple Watch snacking.

This time, in my mind, I envisioned a notification coming from a quick-service restaurant telling me that meatball subs are on sale. Of course, this is news that I have opted in for and “must have” in a text notification. That is all the more remarkable because I don’t even eat red meat.

My wife gave me the same look that I get when I pass by the dog poop in the backyard without picking it up, one that told me that she is on to me and another attempt at such foolishness will land me in the doghouse.

By now, you may be wondering why I purchased an Apple Watch.  I have asked myself the same question. More than once.

It’s not like I feel unconnected. If anything, I’m not nearly disciplined enough to get away from the emails, texts, push notifications and everything else that lands on my iPhone’s screen.

I routinely check my email in the middle of the night, knowing full well that one never wins the lottery or gets just that job offer or consulting gig at 1:43 a.m. Instead, the you-know-what is hitting the fan and I’ve compounded the problem with a ruined night of sleep and that feeling of stress in the neck that should definitely be limited to more “traditional” office hours.

But it’s my profession and I’ve always been keen on knowing something as soon as possible. I tie it back to my journalist days right out of college.

I have about a month to further practice shifting my eyes and acting like I’m intently listening. Unless I can convince Apple to turn back time and to send me my Apple Watch in 2024.

-

article first appeared on imediaconnection.com http://blogs.imediaconnection.com/blog/2015/04/12/apple-watch-as-in-watch-out-inattentive-slugs/

Notes From A Mobilized Marketer: Picturing A Chief Instragram Officer Position

Picture this: a C-level job for taking photographs and uploading them. The Hillside Beach Club Resort in Turkey, which is a Hilton location, is hiring a "Chief Instagram Officer". I’m guessing that the only dough tied to this will come from the pastry chef readying the CIO for the day.

Via WatchESPN, 2 million devices watched the World Cup, NBA Finals and/or U.S. Open last Thursday. It’s a new record for a day.

Two of five Hispanic Millennials are mobile-only Internet users, comScore says.

Here’s a stat that I don’t believe - 85 percent of consumers expect to turn to a mobile app first for customer service over the next year. It came from Portio Research.

I enjoyed this tweet from respected mobile analyst Ross Rubin  - “Though I must say the colors on the Galaxy Tab S are more saturated than the fats in Cheesecake Factory menu items.”

There are smartphones as cheap as $25 in India and Indonesia, powered by Mozilla's Firefox. One quarter of the population worldwide will use a smartphone this year. Nine countries will surpass 50% smartphone penetration this year, eMarketer says. 

I believe that this is a great point from a Google executive speaking at SMX - asking a user on your mobile site to install your app is like asking a girl to be your girlfriend right after you introduce yourself.

There's an app to find where 1 or more of the 6 Oscar Mayer Weinermobiles are. You're welcome.

One in 5 mobile apps is run just once, according to Localytics. That’s low, but better than it used to be.

There is a smart hoodie sweatshirt that can post to Facebook and send text messages. Help us.

I have carried an iPhone since v1 in 2007.  I have not woken up one day hoping for a larger version. Have you?

I know that there are other "solutions" coming, but I’m shocked we're at this place with consistently inadequate and expensive in-flight WiFi via Gogo.

Notes From A Mobilized Marketer - "A Speedy Teenager Masters A Smartphone" Edition

A Brazilian teenager set the world record for input on a smartphone. In 18.19 seconds, he typed, “The razor-toothed piranhas of the genera Serrasalmus and Pygocentrus are the most ferocious freshwater fish in the world. In reality they seldom attack a human.” My reaction in 0.6 seconds? OMG.

A new app called The Boyfriend Log intends to be scorecard by which to judge a relationship. The guy gets scores for all things he does or doesn’t do. Boys, think of it as training camp for marriage. Treat it as seriously as football two-a-days.

Adidas plans shoes that look like your Instagram pictures. Finally. The wait has been unbearable.

ESPN has had eight consecutive months with more unique visitors on mobile devices than on computers.

Walking directions in Google Maps now include a "Get an Uber" option.

Google also is providing cyclists with elevation data to Maps bike routes.

Combined mobile and tablet commerce sales are expected to top $293 billion by 2018, Forrester says.

A Motorola executive says that every smartwatch released so far has been “pretty crappy”.  My experience with Fitbit pretty much fit that description.

26% of U.S. online adults using tablets and mobile phones say would be less productive without their phones. Isn’t that number really 100%?

Through Square, you can now order food and drinks from your phone and get a notification when it's ready to pick up.

An HP study states that 22% of customers say mobile increases the number of trips they make to brick and mortar stores.

Nearly one out of every three 18-24 year-olds is a mobile-only shopper, comScore reports.

Minnesota signed the nation's first "kill switch" law to thwart smartphone theft.

While several mobile advertising companies are showing slow growth, the medium is growing six times faster than the desktop Internet.

Notes From A Mobilized Marketer - When A Selfie Deserves A Kick In The Face

A guy who was taking a selfie in front of a speeding train got kicked in the face by the conductor. Do you know anyone who believes he got something other that what he deserved?

Mark Cuban invested in a pot that charges your smartphone by boiling water.

ESPN says mobile traffic now exceeds desktop.

Android had 53 percent of U.S. smartphone activations in Q1.

U.S. smartphone thefts doubled in 2013. Approximately 4.5 million phones were lost or stolen. Tech companies have committed to offering a “kill switch” to stop the trend.

A report says that two-thirds of doctors are using some kind of mobile app while working. My guess is about the same amount of patients are using one during an appointment.

Nearly 40 percent in the U.S. are cellphone-only households. Idaho leads with 52 percent.

About 75 percent of prescription-takers use mobile apps, including most older adults and seniors. Those and the rest of them are reachable via opt-in SMS for reminders and health tips.

17 percent of parents say their children use at least one mobile device in the classroom. Meanwhile, for every story that says tablets are wrecking kids’ motor skills, I can point to at least five that say that they are an indispensible learning tool.

Forrester: while 91 percent of connected employees use a computer at their work desk, 64 percent also use a smartphone.

Several recent stories talk of the need to walk away once in a while from our connected devices. No app required – it’s self-discipline. I fail often. Do you?

More 65 and older adults own tablets or readers than smartphones, Pew says. About 18 percent of this group has a smartphone. 27 percent have a tablet or reader.

Everything and Nothing Has Changed

Wireless Week asked me to assess where we are with mobile. Here’s what I told the publication:

“Even in 2013, years after mobile marketing has proven its worth, many brands continue to take tepid steps that leave them trailing their competitors and, even more importantly, disappointing and irritating their customers and prospects.

“A common challenge these marketers face is that they fail to acknowledge that everything and nothing has changed with mobile. The savvier brands know that the what is the same – they need to sell more product and build loyalty. It’s the how that is different.

“There is a large opportunity for those who map mobile strategies and programs to overall business goals.

“How large? Just ask mobile users.

“In survey after survey, we see that consumers are interested in joining a permission-based mobile loyalty club. The numbers consistently register at around one-third, which in the United States equals more than 100 million people. The more interesting number to me is how many say that have yet to be approached by a brand that they trust – more than 70 percent feel this way.

“The takeaway? We actually have a large number of consumers who have raised their hands and said that they are interested in being marketed to on their terms. Yet many businesses fail to pay attention to the customer, which, of course, is ill-advised whether we’re talking mobile or not.

“In my Mobilized Marketing book, Michael Bayle, a longtime mobile executive who is now Senior Vice President and General Manager of ESPN Mobile, said that consumers are rewarding brands that provide a positive mobile experience and punishing others who fail to deliver.

“Bayle assesses the situation this way:

“’They (marketers) have two choices – they can either ride the wave or watch the wave pour over them. We can equip them with a surfboard, equip them with the right tools so that it’s just not an investment and a spend but there’s tactically at the end of the day some return on investment we’re collectively monitoring that is better for their brand.’

“And better for the bottom line, not to mention the customer.

The full article is here - http://www.wirelessweek.com/articles/2013/08/magazine-ups-and-downs-ads-going-mobile

Notes From A Mobilized Marketer: The "Please Turn Off All Electronics" Edition

One-third of airline passengers say they don't turn off electronics, according to a new survey. Many claim the inaction is unintentional. I observe disregard on most flights I take.

Could Facebook have been so short-sighted as to not deploy enough longtime Android users to build Home, which now is being seen more for its missteps?

Those who have downloaded Facebook Home spend 25 percent more time on the network. There are just not enough people on it yet.

Anheuser-Busch uses mobile to take consumers form "awareness to consideration, favorability, purchase intent, purchase, loyalty and advocacy," says Winston Wang, global director of strategic innovation.

ABC will be the first U.S. broadcaster to live-stream local, syndicated, and national shows -- to mobile devices. But it will only work in certain cities for paying cable subscribers.

Among the reasons that Facebook may spend $1 billion on mapping app Waze is better monetization of local search.

Google Wallet has dropped plans for a companion physical card. It was thought by many to be needed backup for battery-depleted phones.

Eight percent of U.S. online adults with a mobile phone have used QR/2D bar codes in the past month, according to Forrester. The naysayers would say it’s .08 percent.

ESPN is eying subsidized wireless data plans, reports the Wall Street Journal.  No cheering yet with economics still to be worked out - or not.

85 percent of mobile givers are first time donors to a charity. Haiti relief was the moment when mobile giving became huge.

A person passes 5,000 ads a day, sees 285 of those, but only notices 6, according to Borrell Associates.

QR codes for researching products? Not so much -- entertainment, amusement are remaining reasons for marketers to consider usage.