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Archive for January, 2010

The Year Of Mobile?

Sunday, January 24th, 2010

I’ve been listening to technology pundits predict each new year to be the year of mobile for many years now. Some have written so many annual opinion pieces heralding “The Year Of Mobile” that it almost defies belief that they can still write about it with the same conviction. I might be forgiven for filtering this year’s predictions with a little skepticism, but also for pointing out that actually we have been moving ahead, year after year, with the adoption of mobile platforms and the increasing capability of those platforms and the networks that serve them. So, is it “The Year Of Mobile”? Or not?

Jared Reitzin, CEO, mobileStorm Inc., blogging on Mobile Marketing Watch, believes that it is now safe to say 2010 is the official year.

Blogger, ex-Forrester Research analyst and managing director of Dachis Group Peter Kim too blogs “2010: The Year of Mobile”.

Joe Marchese, president of socialvibe, says in his Mediapost.com “2010, The Year Of Mobile — Finally” saying in his piece that “2010 will be the year mobile marketing begins to realise the promise marketers have imagined for so long”.

Even The Times seems to concur that 2010 is “The Year Of The Mobile’ and quotes from December’s Morgan Stanley mobile Internet report, which says that “the mobile Internet is ramping faster than the desktop Internet did, and we believe more users may connect to the Internet via mobile devices rather than desktop PCs within 5 years”.

Peter Kim credits better mobile phone functionality, growing choice of applications and increasing access via 3G and Wi-Fi hotspots with helping to boost the value that consumers get out of their mobile platforms (and new opportunities for marketers). We happen to agree over here at Spot On. We’ve seen social media adoption ramp up in direct relation to the availability of broadband Internet and a decrease in cost of broadband services. And so it stands to reason that an upswing in mobile broadband and Wi-Fi access has got to be good for mobile Internet adoption and mobile marketing.

It’s no secret that the arrival of Apple’s iPhone two and half years ago really stirred up the smart phone market and, among other things, showed device manufacturers, developers and carriers how to make networked mobile applications appealing. Today, Apple, Google, Nokia, RIM and others are all focused on helping to create easier-to-use, more content rich mobile services platforms that have mass consumer appeal. Innovations like Google’s voice search for mobile, new applications based on location based services and m-commerce consumers services using barcodes all point to mobile phones playing an increasing pivotal role in our day-to-day lives.

There’s arguably no “Year Of Mobile”, but an ongoing trend that is changing the communication game. However, if 2010 is the year when we will come to recognise the need to bring that platform into our thinking as marketers, then perhaps it could be, at last, the year! As Peter Kim says, mobile is fast becoming another check box for integrated marketing. As with social media platforms, mobile is going be become increasingly important to marketing and the only decision that marketer’s need to make is when the time is right to go mobile. We’ve already decided and so you may already be reading this blog post on our mobile site http://m.spotonpr.com

Some interesting links

2010: The Year of Mobile (Being Peter Kim)

2010, The Year Of Mobile — Finally (Mediapost)

2010 IS The Year of Mobile (Mobile Marketing Watch)

2010: the year of the mobile (The Times)

The Mobile Internet Report (Morgan Stanely)

Video: Mobile Apps Roundtable at Le Web (Ustream)

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Tags:apps, broadband, Internet, marketing, Mobile, predictions, Spot On, spotonpr, VAS
Posted in 3G, Applications, General, Internet, Marketing, Mobile, Online marketing, VAS, public relations, social media | No Comments »

5 reasons Spot On PR uses Twitter

Monday, January 18th, 2010

@SMEXbeirut asked recently if we’d written an article on why Spot On PR uses Twitter and what we get out of it, so now is probably as good a time as any. Those that have been following our social media efforts will know that we embraced Twitter almost as soon as it was unblocked in the UAE mid-2008. We already knew that Twitter could be a great connector of people and that it was another key piece of the social media puzzle. One and a half years on, and even with Twitter’s growth flat-lining (see Mashable story from 11 January), we still believe it offers great value to communicators.

As a communications, PR and marketing agency Spot On is committed to Twitter for 5 key reasons.

1. Twitter helps MENA’s web community join up the dots.

The Middle East and North Africa is becoming increasingly web-friendly with online ventures, web developers, application developers, bloggers and social media power-users growing in numbers across the region. However, despite the Internet’s ability to make location irrelevant, a great deal of talent and knowledge is local and focused on national opportunities and knowledge sharing and collaboration across borders has lagged a bit. Twitter allows web-friendly people across the region stay in touch daily and brings them closer together. Using Twitter, Spot On is able to swap notes and follow the news from these audiences across the region, on a daily basis and at no charge.

2. Content producers, aggregators and distributors love Twitter.

In last year’s Spot On MENA Twitter Demographics & User Habits Survey we found that 65% of those surveyed were bloggers. Furthermore, nearly 80% of those surveyed interacted frequently with bloggers via Twitter. The Middle East and North Africa Twitter community remains a relatively small one, but it’s an influencial crowd and this is because many of those using Twitter in the region are involved in the creation, distribution or sharing of content as bloggers, social-media power users, journalists or communications professionals (some 35% of those in our survey worked in public relations, media or marketing). Twitter helps us keep up-to-date with new blog posts, breaking media stories and content recommendations.

3. Twitter provides a useful media relations tool.

Spot On follows more than 150 journalists from across the Middle East and North Africa and has added them to its private Twitter Lists in order to have the ability to browse all their tweets in one screen. Like most PR agencies, we deal with hundreds of journalists and we simply don’t have the time to talk to many of them as often as we would like and listen to what’s on their minds. Twitter helps us keep up-to-date with journalists news and latest stories. We also quite often receive client-related enquiries from journalists via Twitter.

4. Twitter helps you discover the unexpected.
Twitter is great discovery tool. It can introduce you to new information, news stories and people every day. However, we often find that people we wouldn’t normally think of, or deal with very much, share some of our interests and we have rather more to talk about than we expected. Discovering unexpected interests and synergies is a huge Twitter benefit and its helped us strike up conversations with some very interesting people and organisations. It’s also, of course, introduced us to new blogs, bloggers, journalists, communications and marketing professionals and other interesting Tweeple.

5. Twitter can be a window allowing others to see more of your company.

I suppose that business development is what pays for our time to do all the other good stuff on Twitter and other social media. Twitter gives us another platform to share information on Spot On, what we’re doing, what we’re thinking and what we’re interested in, which is a great way for potential clients to get to know us a bit better before getting in direct contact. It’s like opening a little window that lets people see more of what’s inside the company and tune in a little bit better to what we’re thinking. It’s also a useful platform to promote our blog and other social media activities. Twitter has introduced us to a number of new clients and new potential clients, that we probably wouldn’t be talking to if we weren’t on Twitter.

If you’re not already following us, you can follow Spot On Public Relations on Twitter here: @spotonpr

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Tags:bloggers, blogs, business development, communications, community, Content, journalists, marketing, media, PR, social media, Spot On, Twitter
Posted in Content, Internet, Middle East marketing, Online marketing, Twitter, public relations, social media | No Comments »

Losing the battle for control

Monday, January 11th, 2010

Losing the battle for control?

A man goes into a shop to look for a new electronic product. He’s already been researching his new purchase online via the manufacturer’s website as well as news sites, product review sites, blogs and by asking his online and offline friends about which brand and products they know and recommend. Armed with this store knowledge he knows exactly what to look for when he goes into the shop and is, in fact, much better prepared on the subject than the sales representative he’s just about to ask for help. Some of the customers calling the retailer’s help line for support are similarly empowered with the latest information and frustrated when the customer service reps don’t know what they’re talking about. A journalist calling the marketing department for an interview already knows about a product recall that has so far not even been communicated to the shop floor. However, some of the company’s staff have already found out about the recall via Internet chat and so have started to post jokes about it on Facebook. Meanwhile, it comes as a surprise to the customer service team that a disgruntled customer has aired his colourful views on the company’s service via his blog and that this has attracted a wide audience and much agreement from dissatisfied customers.

The company management takes a long hard look at its communications and concludes that an increasing number of communications about the company, its services and its products are completely out of its control. The more difficult reality to come to grips with is this is perfectly normal and will, in fact, become increasingly the case.

Social media is bringing changes at every level of organisational communications. And this is not simply online communication either. Increased consumer access to information and opinion means that customers, employees, investors and other stakeholders engage with organisations with the benefit of knowledge gained from a wide range of other sources. Organisations now have much less control over what their customers see, read and hear about them. Customers, on the other hand, have an almost infinite choice of information sources. More and more consumers decide when and how they access news and information, and then access it via their preferred media platform. They also become conduits for information, creating their own content channels: filtering, sharing and recommending content to their own contacts, forums and audiences.

In the past organisations have focused a great deal on putting out what they want to say and far less on what their audiences want to hear. In the age of social media, where people have an overwhelming choice of content, every organisation needs to be in the content business – and that means carefully considering the content consumption habits and needs of its stakeholders. Those that fail to meet the content challenge may see third party content, well informed or not, fill the vacuum.

The consequence of this shift in communications is that many organisations are likely to find that focusing on information or messaging control as a core strategy is going to become less and less effective as time goes on. Some will simply find that the battle for control is simply not worth fighting, since the Internet provides so many ways for content to be created, copied, edited, shared and commented on that are outside the possible purview of corporate control. The new challenge for organisations is to ensure that their own content is the most compelling, most easily accessible content available and therefore the most appealing for their stakeholders. Ensure that your own content is the most copied, shared and commented on by your key audiences and suddenly the ubiquity of content channels becomes an enormous strength.