Posts Tagged ‘Google’

Being Visible in the Digital World

Friday, January 28th, 2011

Is your business managing its Digital Footprint?

Just the other day I was talking to one of our partners about some new work for one of our clients. He was telling me how he is still struggling to convince a couple of his clients about the need to extend their efforts beyond their site…something I would call expanding their digital footprint.

A digital footprint is the data trail left by activity in the digital world. Information is captured through interaction with web sites on the internet, social media sites, mobile applications, scanning loyalty cards, and the list goes on.

For consumers, your digital footprint is driving how you are being targeted by marketers for their ads, offers, products, and services. Marketers see it as a source of fresh data to help profile and target consumers. And, it can also determine your reputation based on the posts, comments, and images you leave on social media sites.

For your business, a lot of similar factors are involved. However, the stakes are much higher. Your ability to generate sales, keep customers, and attract new customers is impacted by your digital footprint. Your brand reputation is at stake. It can be as simple as your site being found by a search engine to how you respond to an unhappy customer’s Facebook post.

A business needs to have a practical digital footprint strategy and tactical activities that keep your business visible and vibrant in the digital world. So how can you get started? There are simple steps you can take and a host of free tools available out there to help you.

Here are some questions you can answer to begin to develop your digital footprint strategy:

• What are your online objectives?
• Is your site a commercial site or are you building a community? A commercial site is focused on generating sales; helps sell products and services. A community site is place for people to get information, meet, aware of an issue or group…
• How do your customers or audience interact online? Do they frequent social media sites like Facebook, YouTube, and Twitter? Are they business customers more likely to be using LinkedIn? Do they actively use their mobile phones? How to they find you? How do they find your products, services, or group?
• How can you listen to what is being said about you on the web? There are some free tools out there that can help. Google alerts will allow you to track who is talking about you and where. Twitter Search allows you to see who’s twitting about you. You can try out SM2 by Alterian social media monitoring tool. And the list goes on…
• How can you interact with your customers and followers? See where they hang out. See how you can leave comments and respond to posts.

All businesses in all industries need to examine how their digital footprint impacts their business.

So will you take a close look at your digital footprint and how it impacts your business in the digital world?

Fighting for Mobile Platform Market Share

Friday, November 12th, 2010

What Business Model Will Win?

The recent release by comScore of its mobile subscriber report continues to show Google Android (promoted as Droid by Verizon) closing the market share gap with Apple for mobile platforms.

Google’s market share is up 6.5% from June to 21.4% and now only 2.9% behind second place Apple which has 24.3% of the market. Apple’s share is the same as reported in June. RIM continues to lead the pack with 37.3% share slipping 2.8% from what was reported in June.

The Google / Apple competition for market share presents two very different business models. Google’s Android or Droid contains an open source operating system. The code is available to manufacturers to add their own features and functionalities. They can listen to their market and shape the product. Apple owns their operating system and keeps their code proprietary. Apple allows developers to build applications on top of their operating system. These applications are then sold through retail or on the web where Apple controls distribution of iPhones and iPads.

It will be interesting to see how these competing business models evolve over time.

Apple’s recent announcement that iPhones will now be available at Target stores through the Target Mobile Centers, located in 846 stores, might be the start of a change in strategy to sell more phones. In the third quarter of 2010, Apple sold 14.1 million iPhones, up 91.4% from the prior year and beat the top competitor, RIM, which sold 12.1 Blackberry’s in the same quarter. Apple is already selling a lot of phones.

Regarding the Google / Apple business model differences, during a conference call with analysts, Steve Jobs was quoted as saying “It’s worth remembering,” he said. “that open systems don’t always win.” “In reality, we think the open versus closed argument is just a smokescreen,” he concluded. The real issue he said is integrated versus fragmented. “We think integrated will trump fragmented every time.”
We will continue to watch how the story unfolds…
So how are the actions of, Apple and Google, influencing how you will reach your customers in the digital world?

Google Takes a Bite out of the Apple!

Friday, September 17th, 2010

What does that mean to mobile commerce?

This week comScore released their July 2010 US mobile subscriber market share report.  The results show the American Consumer is using the phone for more than just a call.

The hardcore data users, smartphone subscribers, grew to 53.4 million people at the end of July 2010, up an 11 percent from the three month period ending July. The majority of the growth in the market came from the Google smartphone operating platform. Google’s market share was up from 5% to 17%, while Apple’s share drop by 1.3 percentage points to 23.8%. While Apple’s market share dropped, the number of subscribers using the platform still increased.

Apple analysts have been quick to point out that all is well and this is just an unusual blip caused by two main factors:
• A delay in Apple iPhone subscriptions in May and early June as everyone waited for the new iPhone 4 model. After all, who wanted the old iPhone 3Gs line!
• The inability of Apple to meet the demand for Apple 4 iPhones in June when they ran out of stock.

Is that really the case or is history repeating itself?

Apple has a great platform but is prisoner to the AT&T network and one hardware manufacturer, Apple. The focus has just not been on producing a great smartphone platform.

Google’s approach is to focus on delivering a great platform that is easy to develop and can be incorporated by Motorola, Samsung, and HTC mobile handset manufacturers. Google’s app store is growing and now boasts more free applications than Apple.

Who has a better strategy?

Well if you are a mobile marketer who cares! You need to plan to reach both smartphone platforms. The good news is that mobile subscribers are using the phone for more data oriented activities. Just look at these comScore stats:
• Sent text message to another phone – 66.0% up 1.4 percentage points.
• Used browser – 33.6% up 2.5 percentage points
• Used downloaded apps – 31.4% up 1.6 percentage points
• Accessed social networking – 21.8% up 1.9 percentage points.

So Google taking on Apple is all good news for digital marketers who want to reach their customers while they are on-the-go. Mobile is becoming the way to deliver your digital message.

Okay. So how will the Google and Apple smartphones impact how you manage your business in the digital world?

Data Source: comScore Reports July 2010 US Mobile Subscriber Market Share – July 15, 2010.

Mobile Advertising Is Growing

Tuesday, August 10th, 2010

Take a look at some of the recent trends in this growing media

We have been writing a lot about mobile lately since we are deep in the planning process for a mobile retail mobile advertising project.

Last year, advertisers spent $218 million on mobile advertising according to research firm IDC. This year the total is expected to be $418 million and reach $1.8 billion by 2014. Recently, Apple announced iAd, its own ad network for iPhones and iPads. And, Google now owns mobile ad networks Ad Mob and Quattro. The market makers are certainly banking on the enormous potential of mobile advertising. Supporting the growth in mobile advertising is the growth in mobile search. Google is reporting a 500% increase in mobile search with 1/3 of the searches seeking local content.

Nielson sees the mobile ad market splitting into two main segments, premium ads and mass market ads. Premium ads are commanding premium prices from advertisers. According to Medialets, cost per thousand impressions ranges from $15 to $50 for a rich media ad. Banner ad costs are ranging from $8 to $15 cost per thousand impressions. Advertisers are willing to pay the premium prices for media rich ads since they are effective in holding a consumer’s attention and brand recall.

So what is working from the consumer’s perspective?

According to a recent Harris Interactive poll, consumers are willing to tolerate mobile ads if they are unobtrusive, targeted toward their taste and offer something unique. Interestingly, 56% of the teenagers surveyed said they would be interested in ads with incentives with 37% of adults surveyed saying the same. The number one incentive named by all polled was cash. This was followed by entertainment downloads, free mobile minutes and discounts.

Mobile advertising will continue to grow and evolve. For mobile advertising service providers and ad agencies, the revenue and profit opportunity for mobile campaigns still lags far behind the traditional and online media channels.

Okay. So how will the recent trends in mobile advertising impact how you manage your business in the digital world?