Digital Media Marketing for Marketing Marketers

by jchothedigitalmarketer

[jchothedigitalmarketer-blog]

My Mobile Day

How Mobile Technology/Marketing Communications Impacts My Life

I currently have 32 apps downloaded on my mobile device, of which I use 12 (40%) at least twice a week.

My Mobile Needs: Top 5 Apps

Instagram Entertainment Most Used & Favourite

I use Instagram to be updated on my friends’ lives, be knowledgeable in current trends (beauty, fashion, tech, movies), and most of all, keep myself inspired as an artist by following some of my favourite artists.

Spotify Entertainment Most Used & Favourite

Spotify allows me to listen to my favourite music on-the-go. I love the offline feature which allows me to listen to it even when I turn off my phone (get on that Red-Play-Button-Y-Company)!

Between Social Networking/Personal Most Used & Favourite

Between is an app for couples that works like Facebook (photo albums, IM, events) but only for you and your partner. I use it to upload photos that only my partner and I have access to. But to be honest, anyone who uses this app would agree, the true value of this app is in the cute user interface and the adorable emoticon sets that no other app has!

Snapchat Entertainment/Social Networking Favourite

While I seldom used Snapchat to be connected to my friends’ lives, ever since they included the Discover section, I use it a lot to kill time, learning interesting facts, news, or useless eye-candy from companies like the Cosmopolitan, Brother, The New York Times, BuzzFeed, etc. Most of these Featured Stories are easily shareable which makes it convenient for me to send the RUNDOWN’s, ‘Size DOES matter’ (about small sized shades and bikini styles) #effectiveheadlines #Snapchat

KakaoTalk Social Networking Most Used

KakaoTalk (also called KaTalk) is an instant messaging app much like WhatsApp, Wechat, and Messenger. The only distinguishing factor is that it is developed by a Korean company, so the majority of users are Koreans in or out of Korea. I use it to talk to my friends and family in Korea as well as the ones in Canada.

My Micro-Moments

I want to Go

It happened at home when I wanted to go to a restaurant that I’ve been to before, but I forgot the name of the place. I used my smartphone to go on Google to search ‘markham all day breakfast scarborough’. I saw the place I was looking for amongst the list of restaurants, then proceeded with Google Maps for directions. The GPS system lead the way and I drove to get my 3 eggs with pancakes accompanied with toast and home fries. It was satisfying, that Google was able to help me remember the restaurant name and location with those keywords. The whole process took less than a minute to find my favourite all day breakfast place in Markham.

I want to Do

Recently I watched Guardians of the Galaxy: Vol 2 with my friends in theatres. I opened an email from Cineplex of how I could turn my movie ticket into a Superticket. Since the landing page didn’t give me a thorough explanation of the cost I’d pay, I went on YouTube on my desktop because it is my go-to platform to learn how to do something. I searched ‘how superticket works’. Unsuccessful. I re-searched with ‘cineplex superticket’ to watch a video that informed me that with $4 more, I can own a digital copy of the movie I watched 48 hours ago. I felt satisfied because I learned a piece of information, but overall, dissatisfied since 1) it took more steps in finding out what I think should have been clear on the landing page of the Cineplex promotion 2) I couldn’t turn it into a Superticket since it was 48 hours past and 3) I threw my movie ticket. To be optimistic, I now know how the Superticket works (pay $4, keep your receipt), but to look at it negatively I spent my time accomplishing no specific action than the acquired knowledge to pass on to others in the future – that Yondu was a pretty cool guy.

Mobile Friction AKA Things That Piss Me Off

When the Blackboard App would give me more than 10 notifications on my phone but when I click them, it would only show me the Dashboard, or at other times, the Error notification (“For some reason, there was an issue creating the view..”) of which I would then proceed to choose my program again (George Brown College BB9), only to be taken back to (that’s right!) the Dashboard. I don’t use the app but I keep it because it makes me feel secure in keeping up with my academics when it’s actually not doing anything for me other than giving me notifications I can’t access.

Marketing Insight from My User Behaviour

So what can we take from this? Did you just waste 3 minutes of your life? How can reading about my specific mobile usage, need, behaviour matter to Marketers? The below insights are specific to my personal user behavior:

+ Entertainment is an important aspect of any app (3 of Top 5 Apps)

+ Communication apps are used a lot to maintain relationships/social networking (3 out of 5 apps)

+ Choose the most relevant keywords for your business so Google can index properly. Doing it right can draw in customers, even if they forgot your store name, in less than a minute of search

+ Make mobile friendly websites for your business. It is crucial since I want to Go micro-moments are searched on mobile

+ People do not want to leave their current platform to search for information that can very well be on the platform itself. If it gets too text-y, insert outbound links for user convenience

+ Frequently update/fix apps for bugs

[jchothedigitalmarketer-blog]

Digital Literacy for Marketers

Digital Literacy – what does it mean?

Digital Literacy is being competent in effectively using a variety of technologies for communication purposes. It demonstrates two aspects 1) one’s capabilities in adapting current technologies to take full advantage of each specific device, platform, and software, and 2) the critical judgement to decide on which option to take, from the accumulated knowledge and experience.

An individual who is digitally illiterate would only know a limited (if any!) way of accomplishing a task because they are ignorant of options that are available and more advantageous.

Example being that one could, arguably, bring a fork to brush their friend’s hair at a slumber party OR they could ditch the fork and bring a hairbrush since, well, it is more appropriate both functionally and socially *ahem* Ariel.

As a Marketer who is digitally literate, one must answer:

What is the message?  Which method is best in effectively delivering the message? Why not other mediums?

Are YOU Digitally Literate?

These are the top 3 skills/characteristics you need to be digitally literate. Are you…

1. Technologically Engaged? Do you even Snap bro? What’s your opinion on Instagram adding the filter feature update? How can you use these functions and features to maximize the impact of your social media/marketing campaign? Why not use  another platform? WHY SO MANY QUESTIONS? But it’s true – you must always question in order to filter the best option. To know the available tools in your toolbox, you must use them all to recognize, evaluate, and assess which medium is best fit to your communications strategy. Be resourceful!

2. Quick to adapt? Being able to adapt to emerging platforms is an important skill for the present and the future. We all know that the digital world is constantly changing at a faster pace than before. Updates are always at our noses and apps are adding new features to be on trend. Being a digital marketer as a vital contributor and leader means that you are willing to ride the waves of this fast-paced and crazy digital culture!

3. An Innovator? So you have the knowledge, experience, and the situational awareness of the digital culture. Much like its traditional definition embedded in comprehensive reading and writing, literacy comes with practice and usage. The more you use it, the more you’re knowledgeable you are. With knowledge comes efficiency, and with efficiency comes credibility. Make things with all your resources! Use the tools in the way it’s meant to be used! Use the tools in the way it’s not supposed to be used. Create something! Win!

[jchothedigitalmarketer-blog]

Content Marketing Today - Strategies and Implications

As Seth Godin once said, “Content marketing is the only marketing left.”

Chances are, you’re here because you want to know what it means to deliver rich, valuable content. You want to know what “beyond the blog” means. Or perhaps you’ve simply mistyped “beyond the blob”. But either way, here’s where you can learn about content marketing and what it means to add value to your user’s digital experience in the twentieth century.

“Beyond the Blog”

Maybe you’ve heard it, maybe you haven’t. The meaning of “beyond the blog” is well put in this marketing article by Joe Lazauskas, where it says, “We need to go to where our readers are and create content that’s made for that network.” Websites aren’t just going to cut it anymore. There are a variety of platforms that people are constantly on, and if organizations want to reach out to their target audience effectively - where the audience wants it, thus, how they want it delivered to them in the “language” they speak.

Maybe Mr. Smithers is on his Twitter. Maybe he’s listening to a podcast on his phone? Find him!

“Hub-and-Hub”

Like I said, website aren’t going to cut. “Hub-and-hub” means that people are going less to the company website (a hub), but rather, going to other social platforms and engaging with the content there. With the increase of mobile devices, Flurry Analytics state that 85 per cent of users spend time in an app. The way we consume media is changing, and thus, content strategy must change as well.

So What’s the Plan?

What does this imply for marketers? Brands must create “‘channel-exclusive content’ specifically for each platform” (Lazauskas). Think of it like this: Having a book signing event in the forest will not do since, well, bears can’t read! Like so, marketers must be in the right place to converse with their desired audience. They must learn the language and all the little quirks of each platform because that’s content marketing today - you want to be where the people are! 

Marketing Tip of the Day

I believe the ultimate goal as marketers is to initiate, facilitate, and re-create meaningful conversation with the community - on the platform they’re on, and thus, in the language they speak. Make yourself fluent in the vast array of platforms people are actually spending time on. Oh, and please, don’t have book signing events in the forest.