The New Basics of Marketing

What you need to know about: websites, email, mobile phones, social networks, viral video, and blogging.

By: Leigh Buchanan, Max Chafkin, and Ryan McCarthy

Inc. Online, February 2008

The world of marketing is radically different than it was only a few short years ago. From viral video to text-message campaigns and avatar sales reps, marketing tools that only recently seemed rare and futuristic are quickly becoming commonplace.

They're the New Basics.

Mainstream marketing was invented by big companies to convey simple messages to the masses. New marketing, in contrast, is about complexity and individuality. There are, for example, 100 million blogs worldwide. No matter how small the market for your products or services, one of those blogs probably serves it.

But though today's marketers have more choices in terms of the tools they use to reach customers, their jobs aren't getting any easier. With an explosion of new offerings, it's hard to know when and how best to spend your marketing dollars. In compiling this report, Inc. looked for developments that are new and creative but also effective and affordable--and, of course, well suited to nimble, entrepreneurial companies. Use them creatively, and you just might transform your business.

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Learn to Use Mobile Advertising for Your Business

Given the high level of interest in, and reader commentary on, this week's earlier posting about Kroger's new mobile coupons, I thought I would continue our exploration of this exciting new media opportunity. Based on my review of the many comments made in the LinkedIN groups where I posted a reference to the Kroger article, as well as the many direct messages I received, it appears to me that there is a strong level of interest in mobile messaging – as well as a distinct lack of information, and a hunger for learning everything possible. Therefore, I did a bit of searching to locate materials that can provide some basic information and resources.

Attached to this posting you will find a link to a white paper written by IDC Information and Data entitled, "Common Short Codes: The Time Is Now for Mobile Marketing and Outreach". This document provides a good overview of mobile advertising opportunities, explains the technology, and gives excellent examples of how the technology is being utilized effectively. http://www.usshortcodes.com/docs/Mobilize_with_CSCs.pdf

The second link you will find in today's posting is to the Common Short Code Administration which has engaged a firm called Neustar to operate the Common Short Code Registry on behalf of the CTIA – The Wireless Association®. Follow this link and you can learn all the steps needed to register a Common Short Code (CSC) for your firm's use, as well as gaining a broad range of information on the technology and the industry. http://www.usshortcodes.com/.

Take the time to explore mobile advertising; along with all things web-based, mobile advertising is another great technology to give small businesses the same advantages as larger firms. It's a way to level the playing field to provide small businesses access to customers and opportunities they would not have been able to access just a few short years ago. Make sure you learn how to use this technology to YOUR firm's best advantage!

If you like this article and this topic and would like me to continue to provide additional information and resources about it, make sure to let me know by leaving a comment on this blog or sending me a message via my LinkedIN profile at http://www.linkedin.com/in/lindadaichendt.

Kroger Offers Mobile Coupons Nationally

As someone who has worked within the mobile industry, I have been fascinated to watch the continuing evolution of wireless technology applications. I have long felt that the wireless equipment manufacturers and retailers have not been doing a very good job of educating consumers about the applications available, how to utilize the applications, and how the applications can benefit them. I'm a strong believer that in the not very distant future our cell phones will be as useful to us as our laptop computers in that they will have all sorts of software on them that we use as part of our everyday lives. Today, this is simply not the case; while consumers are purchasing increasingly high-function cellphone devices, most have no idea how to use that functionality.

However, at long last a major national grocery retailer is making available a mobile coupon program and since everyone needs groceries, I believe if enough people find out about the program it can go a long way toward increasing the awareness of consumers on this convenient, useful application for their cellphones. In the following link you can read about Kroger's new mobile coupon program. http://www.mobilemarketer.com/cms/news/commerce/2417.html

Once I read the article, I decided to try it out to see how well it worked and I have to say, I was quite impressed! It took about a minute and a half to register for the program, about 30 seconds to download the software into my phone, another 10 seconds to register my Kroger card into the program, and VOILA! I began receiving coupons that were valid in my zip code! I then scrolled thru the offers, selected those I wanted and opted to save them. Once saved, they were automatically loaded onto my Kroger card and I saw photos of the product selected on my phone. Now when I go to the grocery store this weekend and purchase those products, the discount coupons will automatically register from my Kroger card as I am checking out! In this economy where every penny counts, what could be easier?

As you read this article, do yourself a favor and start thinking of ways that your company might be able to start utilizing mobile technology to your advantage – and your customers!

Mobile Marketers Guide to Mobile Commerce

I read an interesting article recently in the Mobile Marketers trade association newsletter regarding the use of Mobile Commerce as an advertising channel. The article provided examples of firms that had used Mobile advertising quite effectively, made reference to the fact that consumers took awhile to warm up to eCommerce as an advertising/purchasing channel and that the same was likely with Mobile Commerce, and it also contained links to excellent Mobile Commerce educational tools. Among the tools available via this article is a PDF copy of the Mobile Marketer's Classic Guide to Mobile Commerce, an excellent overview of this emerging industry. The link below will take you to the article on the trade association's website.

http://www.mobilemarketer.com/cms/news/commerce/2173.html

While you're there, I also encourage you to review the website for additional industry white papers and educational materials, as well as a section where you can sign up for a free educational newsletter. I have found this site to be quite full of very useful information and refer to it often.

Now is the time to learn everything you can about Mobile Marketing and Mobile Commerce as it's becoming obvious that this is likely the next big advertising/purchasing channel. Though this channel is still in its infancy, due to the high penetration of cell phone users in the U.S. (approximately 85% market penetration) and higher-still penetration in Europe (140% market penetration – meaning that users have multiple devices), it is highly likely that Mobile Marketing/Mobile Commerce is not going away but rather will become an integral part of our everyday lives.

Let me know if you find this article link of value; if so, I will continue to seek out similar educational tools and opportunities to make available to you.