The Rise of Email and Mobile: Marketing Update 12/16/11
Posted by David Guerrera on Fri, Dec 16, 2011 @ 07:09 PM
Episode #179 - December 16th, 2011
Intro
- How to interact on Twtter: Include #HubSpotTV in your tweet!
- On the show today is Karen Rubin (@KarenRubin) and Mike Volpe (@MVolpe)
- As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
- Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday
Headlines
No More Loud Commercials!
- http://www.cnn.com/2011/12/13/us/fcc-loud-commercials/index.html
- Television commercials that are a lot louder than the program will be prohibited under rules adopted Tuesday by the Federal Communications Commission.
- It may take a while to get people out of the habit of hitting the mute button on the remote control, since the rules limiting spikes in volume don't take effect for a year.
- The agency chief said "the Commission has received almost 6,000 complaints about loud commercials since 2008," but it took congressional legislation to grant the FCC the authority to act on the problem.
- Marketing Takeaway: If you have to yell, you're doing it wrong.
The Numbers on Email Viewership
- http://blog.hubspot.com/blog/tabid/6307/bid/29765/7-Staggering-Statistics-on-Email-Viewership-Data.aspx
- Email opens on mobile devices increased by 34% from April 2011 through September 2011 as compared to the previous 6 month period.
- Relative number of opens on webmail and desktop, however, decreased by 11% and nearly 9.5% respectively.
- As more people go to their mobile devices to read email -- of those that do, 43% check email four or more times per day according to Markle
- 'Finance' and 'shopping' show above average webmail views as compared to other industries, at 49% and 48% respectively.
- 'Software' and 'automotive,' which scored the lowest in average webmail views, saw the highest percentage of average desktop views at 48% and 47% respectively.
- The industries leading the way in mobile email views are, not surprisingly, 'social networking' (27%), 'publishing' (26%), and 'entertainment' (27%).
- Marketing Takeaway: Make sure your email is mobile optimized (HubSpot makes it easy!)
Billboard Marketing Strategy
- http://www.christianpost.com/news/atheists-claim-america-not-founded-on-christian-faith-in-new-billboard-64384/
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A California-based atheist group known for its anti-Christian advertising campaigns and events is to host a press conference Friday, under its newest “Treaty of Tripoli” billboard in Costa Mesa, Calif.
- The group, called the Backyard Skeptics, has been sparking controversy locally and nationwide by putting up roadside billboards questioning God's existence, as well staging controversial events like ripping up Bible pages or distributing flyers encouraging recipients to doubt the Scriptures.
- The new 48x14-foot billboard raised above 1526 Newport Boulevard in Costa Mesa Tuesday reads: “America is not, in any sense, founded on the Christian religion.”
- One of its previous billboards attempted to convince observers to “Make this a better world. Reject all religious superstitions.”
- Marketing Takeaway: Sometimes the real purpose is not the ad, it is the buzz and the conversation.
Facebook Controls 52% of Online Sharing
- http://www.clickz.com/clickz/news/2132180/addthis-facebook-controls-online-sharing
- Facebook now controls a thin majority of online sharing, according to data released today by AddThis. The social giant makes up 52.1 percent of all sharing on the web for the year 2011 to date, up from 44 percent last year and 33 percent the year before.
- The statistics were gathered through the ClearSpring-owned company's sharing plugin, which is used by more than 11 million sites.
- 73% of the top 10 shares were related to death and disaster
- Twitter makes up 52% of sharing in Japan
- Google sharing declined by 8% even with the addition on the + button
- Marketing Takeaway: The key is not Facebook, is is creating something worth sharing.
New Machine to Profile Prospects
- http://www.usatoday.com/money/industries/food/story/2011-12-13/face-recogniton-sampling-machine/51890500/1
- Today, Kraft Foods, the nation's biggest foodmaker, will roll out in Chicago a device that dispenses its mousse-like Temptations dessert by Jell-O, but only to the product's target market: grown-ups.
- The machine, developed by Intel, can detect facial age with a special camera that scans your face and determines if you're an adult or a kid.
- If the machine detects a child, it shuts down and asks the child to step away.
- But Seth Godin, a prominent marketing blogger and author, says it's lame. "It's a goofy gimmick, not a useful innovation," he says.
- The food and beverage industry alone spends upward of $1 billion annually on product sampling. In the end, it's all about getting the right sample in the right person's hands — or mouth.
- The machine does not capture individual photos or videos. It's a detection device that analyzes, compares and stores metrics. When it looks at a face, it might compare the distance between your eyes or ears to help determine your age.
- Marketing Takeaway: Experiment with new twists on old techniques.
Marketing Tip of the Week: Try something new, even just a new twist on an old technique.