Here are 5 Marketing Technology stories you might have missed.
1. Only 1 in 10 smartphone users use a check in service like Foursquare / Gowalla
[link] Interesting that 25% of Latino smartphone owners using geosocial services.Â This matches up with their research showing that minorities use twitter more than whites.Â Other Pew findings:
- only 4 percent of adultsÂ use their phones specifically for check-in services like Foursquare and Gowalla, the same as in November.
- 23 percent of all adults have used a location-based service to get directions and recommendations.
MY TAKE: This suggests that location based services in general and check-in apps in particular are not keeping pace with overall smartphone penetration – a missed opportunity. I still think that LBS is going to be huge but it will only huge when it DISAPPEARS into the mobile experience.Â I wrote how Google’s acquisition of Zagat is a move to provide a full mobile experience.Â Location is part of the equation, but keep looking at the bigger picture.
I personally had a great Foursquare experience this week.Â I took the little guy to the Lego store and there was a Foursquare special that granted a free special lego with a checkin.Â I feel there is inherent value for customers and brands here, but it’s just going take time to play out.
2. HTML5 loosens Apple grip on apps
[link] Application makers like Financial Times are investing in HTML5 as a way to escape Apple’s iTunes store.
Apple impact: significantly reduced profits from its iTunes store
Marketing Technologists impact: HTML5 provides a way to develop an cross-platform mobile application using one set of code
3. Death To Banner Ads! Social Media Campaigns That Worked Without Them
[link] Companies mentioned: Klout, Wildfire and Mr. Youth
MY TAKE: I don’t see banner ads.Â I think my brain has trained my eyes to find what I’m looking for on the webpage without noticing the surrounding ads.Â Although I don’t have direct experience with ad networks, I really question their value.Â Look for campaigns that engage with audiences and avoid those that interrupt them.
4. Lead Nurturing: Fewer emails yield 225% more sales leads
[link] Great case study from marketing sherpa providing 3 simple steps to achieving more with less.
MY TAKE: This is Marketing 101: STP: Segmentation –> Targeting –> Positioning
Stick to these basics and avoid “spray and pray” tactics.Â It requires more thinking up front but as this case study shows, the results can be dramatic.
5. Whoâ€™s Using Question and Answer Sites?
[link] I’ll tell you who – theÂ young (18-34) and the affluent.
MY TAKE: If you serve this market, this information suggests that product managers should establish a presence on sites like Quora.Â Look for customers asking questions about your product and services and set up “FAQ-like” areas where you address typical customer service questions.