Chronicles of an Aspiring Digital Marketing Strategist: Part 2

 

"To app or not to app- that is the question"

With the growing number of mobile phone users, digital marketing is taking a massive turnaround from web applications and sites to mobile phones. Anyone seeking to make significant impact on their consumers should not only target the individual surfing on their laptop, or desktop but to the more mobile, not so patient consumer who has a smart or feature mobile phone. A mobile strategy is inevitable. 

A company's site should work across different platforms with the same clarity, information density and offer the same level of user satisfaction across all platforms. If you are a business owner with a website, you should make it your duty to know how your site looks like on all kinds of devices and operating systems. Am sure am speaking for many when I say some mobile sites are way too crappy and less impressive than their desktop versions. They are either too big, not scalable, have a lot of unnecessary content or the usual nightmare of unnecessary ads. 

It should be common sense for an organisation to design their sites with the progressive enhancement approach of 'Mobile-first development'; meaning development starts with mobile functionalities as it gradually builds up additional functionalities to the desktop versions. There are several reasons to back this up: for instance, the number of emerging opportunities courtesy of mobile devices are immense. Mobile allows for explosive growth- in areas such as location based services through inbuilt location detector technologies like Wifi, GPS and cell hour triangulation, that help a user get relevant information about what is close to their current location. Other emerging opportunities that can be supported by smart phones include inbuilt device orientation and acceloremeters that detect change in movement. 

The Mobile first approach will force the designer to embrace constraints inherent in mobile design. Some of the major constraints include having to design for small screens and having to deal with below average performance. Unlike desktops, a small screen on either a feature or smart mobile phone will not give the designer an option to beat around the bush with ad banners or irrelevant information but will literally force them to go straight to the point and include only the core functionalities necessary. By knowing your customer needs and requirements, why exactly they would be in need of your mobile app and what they mostly use it for will allow you to make the design and content as simple and straightforward as possible. 

Performance is another constraint that will force a mobile app developer to pay key interest to key performance aspects such as limiting the use of CSS grids, minifying JavaScript and CSS files, using lightweight technology as well as ensuring appropriately cached HTTP headers are used in the  browser's memory. Ignoring the little hogwash I just did there, I simply mean that you ensure the designed site will deal with the slower connections and longer waits that are associated with mobile phones. Designing for mobile first will therefore ensure that web applications have an even higher performance. 

Is there much need to have an application? This debate has been there for the longest time. Some people may not find it an argument anymore because having responsive websites should be s design default in this day and age. Plus with the new HTML5 capabilities, users can easily incorporate and get access to features of a device such as the camera and GPS, no need to develop a whole native app for that. Responsive websites also allow you to develop in short periods and work with a lower, more manageable budget. They also do well when it comes to SEO optimization which will work well for a company seeking to develop a web 'fan base'.

    

Developing an application is much more expensive than building a responsive or mobile site, and it often will take more time. It is also important that you develop for all the Operating Systems so as to make sure that none of the users are alienated. Applications are however known to provide the best user experience by providing a mobile centric experience that users grow to appreciate. They have a unique functionality and speed but unfortunately cannot be indexed on Search engines. 

Companies may choose to go with applications because they allow for personalization through data by supporting push notifications sent by the app. Native applications will work well with providing product recommendations and suggesting content to the users. They also provide a better platform to gather user information and patterns when users are prompted to sign up and make profiles of themselves. 

On whether to app or not, I think it all boils down to the business objectives of the organisation. In summary, I think that some of the major things that should be considered include: 

1. Your Budget

If money is not an issue, then a native application doesn't sound like a bad idea. It is important to ensure that it can be downloaded on all the different online stores though. However, if you are cutting down on costs, it would be best to invest in a responsive website which will be the cheapest design option. Second on the list is choosing to develop a mobile site that is different from its website version. 

2. Business Goals. 

Who are you targeting? Would you want to have a stronger fan base on the net? Is the site content centric? Do you want to incorporate SEO and marketing tools? In this case, a responsive website will suit you best. It can easily be indexed in Search engines and will provide you with one URL that users can easily access and memorize. The issue with mobile sites is that they will have different URLs from the desktop version and this may not run well with the fast paced, rather impatient user. 

3. Industry features. 

What exactly will the app be used for? If all it will have is static information that will rarely be updated, it would beat the sense to develop a whole application for that. A standard mobile site would do, or rather a responsive site. However, in cases where you will need to have unique users sign in and take part in transactions, an application would be the best option. It would allow you to take advantage of native features of the device for functionality and performance improvement. They provide excellent performance therefore fusing these features with a cross platform operation that has a flawless UX will be the best option for your esteemed user.  

For a successful app, it is important to capitalize on value engagement, ensure that the app is thoroughly tested on the different platforms, that the interface is self explanatory with the call to action buttons loud and clear in a "on-your-face-kind-of-manner", minimalist with a logical user flow and has an easy navigation.

If all this is not achievable, you can stick to Responsive designs, there is no pressure really. Remember, a negative app experience will equate to a negative shadow on the brand.

I am still on the run to be a kick ass Digital Marketing Strategist. How am I doing so far?

Chronicles of an Aspiring Digital Marketing Strategist: Part 1

In a year or so I believe that I will be your Digital Marketing Strategist, if you are planning to have a company or if you have one already. So get acquainted with me already J

Digital marketing involves employing use of electronic devices such as PCs, Tablets, mobile phones and game consoles for marketing while applying technologies such as websites, apps, social networks, text messages and e-mail.I will help you to come up with online marketing campaigns and strategies that will blow you away, get more market share than what you may have settled for, ensure that your company is catching up with the latest web analytic trends and optimizing the powerful web to your business advantage.

That is why I have started a series of posts talking about my ideas in regards to how digital marketing should be strategized and implemented. I welcome any form of constructive critique. 

MOBILE MARKETING

Companies are able to fully maximize mobile in the exact way they optimized the web to radically improve their businesses, know their customers more and make more lasting relationships with them in the process of earning more revenue. Companies like Coca Cola have incorporated mobile marketing strategies to their overall advertisement strategies and it is working miracles for them. It’s all about doing it right, as always. 

For any company, I think it shouldn't be a matter of investing in mobile advertisement, rather how much and how to go about it. Incorporating mobile does not only include awareness, brand promise and engaging customer loyalty, but also having two way communication with your consumers. Unlike bill boards and advertisements running on the radio and on T.V, mobile advertising allows you to have conversation and feedback with your customers. This is extremely important since it forms the major building blocks for longer lasting relationships with consumers. The two way communication allows you to hush, and listen to them talk too.  

With any kind of advertising, company executives will not buy into using mobile to get more fans and capturing as many phone numbers as possible, they want something more solid, for instance, what is their Return on Investment from this kind of market investment, is it measurable and is it of high value?
So why invest in Mobile Advertising? Mobile growth has been tremendous in the past 5 years.  Everyone I know has a mobile phone, it may not be a smart phone but it’s mobile all the same. Consumers are busier than ever, but despite all this, they get time to always engage with their phones or gadgets. The manner in which they always search for goods and services shows the urgency of their need to make purchases or at least get content on various subjects. Through the devices, consumers easily access information that allows them to make decisions on whether to make purchases or not. 

For a company, providing the right mobile experience at the right time, all in the context of a broadly well thought out and integrated mobile campaign equals a win. Being consumer focused for any company, their goal should involve crafting a seamless start to finish experience. With the finish being making sales, of course. 

Basic Principles of Mobile Marketing

 1. Identify the main objective of the business and try to realize how mobile marketing can come in to help with that. Is it to create more sales, create a huger fan base, attract new customers, and strengthen the company brand..?

2. Curve out the niche you specifically want to target. How do they interact with their devices? What kind of phones and gadgets are they most likely to have? In essence, understanding the customer is the most important aspect that will determine whether you make a financial breakthrough with them in the end or not. 

3. How do you plan to reach your targeted audience? What will be their first point of interaction? The thought of first impressions can only be made once are entirely true. Do you plan to do so using a QR Code on a billboard, through banners, mobile websites or through SMS?

4. After they have heeded to your call and are willing to know more about you, the best thing is to engage them. Through engagement, you can be able to create a relationship with your consumer. There are various ways to engage. Examples include 

• posting relevant content on the sight that is useful to the user e.g regular health tips, fashion tips… anything related to what you offer
• Shop alerts for instance, messages, offers, rewards and coupons will always go well with the smart shopper
• Asking for opinions regarding your service once in a while will help you to better your services as well as cater to the ever growing needs of the consumer. 
• Asking people to share their experience with your Company’s goods or services with you or on other social media sites would help boost the image of the brand. 


5. At the end of it all you have to analyze what you are doing and if it’s effective or not. The advantage of working with mobile is that it makes it easy to analyze and measure all your efforts. For instance, it is very easy to know the number of consumers you attract and what percentage of those are actually realized to actual sales. Analyzing helps in making decisions later on in regards to future marketing strategies and will help you know what you should work on to realize more profits. 

Interesting Uses and designs of USB flash drives that you did not know existed!!

My USB flash drive is boring..its a metallic hp 8 GB 2.0 drive. Making my rounds around the internet, i have come across some of the most interesting designs that blew my mind away. Maybe i am shopping in the wrong places because mine is extremely mainstream. If you have a clue of where i should get lovely flash disks as these, do share :-)

Antique USB flash drives

Card Shaped USBs

Camera and Film roll inspired USBs

Ninja / Warfare USBs

Nature inspired USBs

Jewelry flash drives

Fantasy film/ Sci-fi / Cartoon flash disks

Make up inspired flash disks

Product inspired flash drives

The Vibrator that doubles up as a USB flash Drive. 
This was particularly interesting :-) The Crave Duet vibrator and flash drive ; though i find entwining both uses in one device a bit far fetched. Which lady would be comfortable using a gadget for storing information at the same time doing you know what.....

i took the liberty of uploading the video that shows how well it functions and the reasons the designer had for making such a gadget .

Other Interesting ones:

Apart from the normal uses of USB flash disks such as storing important information, there are different ways  that they can be used to better both your business and computer usage.

• to keep your computer secure, there are several flash disks that can be used to lock or unlock your computer when you tun it on and off and therefore does not warrant you to key in a password. you can have the flash disk plugged in while you use it and have it removed when not using the computer.
• In an office setting, custom flash disks can be given as corporate gifts. It is an incredible marketing strategy for the company since it allows them to take branding advantage accordingly as well as acquire both the disks and branding done at good prices because of the bulk advantage. For corporate clients and employees, it offers them a chance to get practical and functional gifts. 
• For employees in the office environment, these devices offer ease and convenience when it comes to data and applications portability, securing back ups and ensuring virus free computers.
• Instead of using a lot of money for printing and publications for event giveaways or trade shows, you can invest in affordable flash drives which will not only contain all the necessary information in documents and PDFs loaded prior but will make the attendees impressed by the lightweight and compact method of storing information. 

I still insist, if anyone knows a place where i can get really cool designs, do let me know. 

Pinterest :Why you should be pinning right this instant!!

Many business entities have taken to social media as a great tool for advertising. It is a smart move because advertisement costs are downsized tremendously. Successful stories of entrepreneurs who did not have any physical outlets for their products or spend a dime in advertising are common. Every tech-forward entrepreneur is delving into frugal innovation, a concept that allows them to generate more income with less resources while creating a greater social value and presence; sounds like something i learned in economics called economies of scale. The cost conscious, tech savvy, Eco-aware consumer is the main drive when it comes to social marketing.

Facebook and twitter are on the forefront of advertising, Instagram as well, which mainly favors celebrities who may propel product sales through endorsements. The target audience is immense, that is why it is important for any business person to make an impression and have a huge audience in the internet sphere.

Enter Pinterest.Heard of it? It's a social image bookmarking system that allows users to share photos from the internet sites and share, like and repin photos on pin boards. It quite popular with bloggers. It allows the users to share their interests, likes and events and for businesses, acts as both a marketing and educational tool. There are free iPhone, android and i Pad apps that allow you to pin on multiple devices. Personally, I adore it. To get a feel of what i mean, log into pinterest, create an account and search for something you have a liking for. The interface design gets an A+ for its visually pleasing and engaging nature.

We are what we wear, we are what we eat.. consistent slogans that place fashion and food as popular sectors of discussion in social media; same case applies to technology. However, of late, real estate is gradually cropping up in the maximization of social and commercial collaborations. Pinterest essentially offers the critical visual element that many home buyers and sellers crave for - the eye candy dipped in large resolution and intelligent and smart content. Many potential home buyers have been known to use Internet resources as their initial search option when looking for houses. For better search engine optimization for websites, pinterest gives your audience a chance to follow links to your website after you have pinned photos of the properties available. This in turn drives traffic to your website aligning you to top spots when real estate firms are looked up. A recent study showed that it drove more traffic to sites threatening to unseat Google+, YouTube and Reddit!

If your firm has a verified website, you can use the Data Analytic tool which offers relevant statistics and business updates such as the number of people who have pinned from your site, what they pinned and whats most popular! To get your website verified, you need to download a HTML code that tags your site with the Pinterest tracking code.

Real estate companies can create pin boards in line with the niches they encompass such as having boards of beach houses, condos, homes with swimming pools, apartments and holiday destinations . Its important for companies to be aggressive when it comes to embracing technology. It will be unfruitful to adopt a Luddite attitude since aggressive internet strategies have increased returns for different business entities tremendously. Kenya's e-commerce is still growing but in the meantime, why not tap into the free advertisement and branding? Furthermore, capturing a worldwide audience is good for real estate since in most cases, most searches are generated by tourists, or people abroad who have the need to settle here. From brand studies, it is estimated that pinterest users spend an average of $180 while Facebook users average at $85. It is also the most effective when it comes to driving sales. Its all about knowing your target market and reaching out to them.

The diagram below offers a summarized insight on more ways of maximizing marketing a business through pinterest. Happy pinning!!