It has been interesting to see peoples’ and media reactions and responses to the fact that people are now performing the majority of their internet activity and everyday tasks on their mobiles. Some of these are written as if this is a surprise, some as if ‘well, hey, every year they say this is the year for mobile’ (less of these, thank god!) and some are on the nail.
This is where the customers are, so therefore this is where brands, experiences, content, social and shopping need to be … and should have been in 2010.
The evidence is now non-negotiable:
Overall US mobile advertising spending will reach $2.61 billion this year before rising to nearly $12 billion in 2016 – eMarketer
If you are still trying to convince your business that this is the area to invest, then I hear you (finally, my old company is getting there!), but too help you on your way Google (yes, they want you all on Android and using AdMob) have provided all the data you need right here by market. (I know it is from May 2012, but will provide the seed to change minds).
In a business, everyone works on mobile and everyone works on social, be that a digital business or ANY business. Customers expect this, customers ‘get’ this and customers are using this route to market for all of their needs. Therefore if teams or individuals within your business are not thinking this way, then you will be seeing declines in revenues and customer satisfaction starting to hit. Being mobile first/social first should not something new, it should be business as usual, it is just putting the customer first.
A concise and good guide for any size of business on some of the rules of engagement with social media.
Mobile photography has changed dramatically (understatement) and reading this article on Hipstamatic and the challenges they have faced in the iPhonography world, made me think about what where some of the first mobile photos I had taken.
2002 is my earliest Flickr image (posted in 2005 after having to delete my account and start again), but taken with my Nikon D50 and I spotted this image from Feb 2006 (you have to love metadata!), which had to be amongst the first mobile photos I had kept and which I had forgotten about and loved at the time. Brighton pier at dusk.
This was taken on my old Nokia n73 which was way ahead of its time when you look back on it, good camera lens, music and internet ‘editions’ and being able to upload to the web straight from the phone … and I know it seems strange now, but not many devices at the time had this, and only 6 years ago, and then over a year later … the iPhone arrived.
No filters, no touch screen focus … just point, click and upload to Flickr … simpler times, I won’t say better, just simpler … less was definitely more.
Happy Friday and good weekends to all
Advertising Age have an upcoming conference covering Social TV in LA and it is interesting to see ahead of this the number start ups and established businesses already making up the ecosystem to support this arena.
This does worry me I have to say, as this is still an arena in early adoption (bowling alley) for consumers and most players out there are not yet fully understanding the customer intent, core need and desire for (or resistance to) commercialization fully. Yet there are a multitude of businesses offering targeting and analytic solutions to brand, marketing departments and customers, which by there very nature will either get in the users’ way if not executed correctly, or take the experience away from their core need, to share thought and interact around a shared experience TV outside of the front room.
I agree with Peter Katka from AllThingsD when he says that to many social apps are; “designed around a business problem — how can we get people to stay with our shows longer or hang out on our service? — instead of consumer problems.” This infographic of the industry growing around the need of people to share their experiences whilst watching TV just highlights this clearly.
There is a large business here (see update below), and customers are engaging already with 2nd screens whilst consuming TV (or is it the other way round?). There is a better alternative out there than Twitter or Facebook for this type of social interaction (or at least better integrations), and also it can be developed to a much more engaging level than offering additions to the TV shows … but I do hope that the business side does not accelerate too quickly ahead of the core customer experience and interaction. The best digital experiences for users are those which have evolved from being where the customer is and also getting out of there way. I truly hope that this happens in the social TV space, otherwise a huge opportunity may be lost for some.
Also, on a lighter note, I stumbled upon this infographic highlighting the interactions on mobile devices and social interaction whilst … in the cinema. Just shows how blind people are now to the ‘do not’ signs around them when they have an emotional attachment to something … who is the cinema to take that away!?
UPDATE: … and the latest on the $ side of this arena from TechCrunch. The market is reported to be worth $151 billion this year, growing to $256 billion by 2017 according to CAGR, so no wonder there are businesses springing up in this arena every day.
Great piece of work from beevolve and a good analysis from paidcontent on the profile of the average twitter user.
But I would argue, due the nature of the product and the medium that most tweeters, authors, retweeters & curators of content are posting to their followers and not the ‘mass profile’ of twitter users. I know that twitter is seen as ‘ego broadcast’ and for brands and a number of users they are talking to whole world when they tweet (some should remember that more often, especially sportsmen), but should we factor in this average user when constructing campaigns within twitter or how we write copy for this medium? Anyway, one to mull over …
For those that like the 140 character view of the world, the survey of 36 million users boils down to: under 25, female, iPhone user who has 208 followers and comes from the US, UK or Australia (89, not bad!).