Marketing Pilgrim's "Mobile" Channel

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70 Percent of digital users cross from device to device. Can your online biz handle it?

IMG_1161I just bought a new iPad. I can’t believe I’m saying that because when I bought my first iPad I thought it was the most expensive, frivolous toy I’d ever purchased. Then it became my new best friend. I became so attached that when my son began borrowing it regularly to use iMovie and watch Netflix and record his podcasts I missed having my iPad at my side.

So I bought a new one with all the bells and whistles, including Siri. Again, I thought Siri was frivolous and fun but in under a week, I found that she could text my son faster than I can find my glasses and do it myself. I can ask her to wake me in the morning faster than I can set the alarm clock and the other day, she told me who won the hockey game I missed. That was a biggie because before Siri, I would have gone online to a hockey blog or newspaper to find that answer. Thanks to Siri, those digital outlets lost my views. As a writer, I feel bad. As a busy person, I’m excited.

Want to reach a young audience? Snapchat might be the next big thing.

SnapchatWhen you’re a marketer, it’s up to you to find out where the people are so you can reach them with your message. It was the newspaper, then radio, then TV, the internet and now social media – especially the mobile kind. If you’re trying to reach potential customers under the age of 30, then it’s an even tougher job because by the time you discover the next big thing. . . it isn’t anymore.

Here’s my tip of the day: Snapchat.

Snapchat is a mobile messaging app with one very unusual feature. Unless one party takes a screengrab, the text and images disappear when you’re done chatting.

Perfect for teens with parents who routinely check their text logs or unfaithful partners worried about getting caught.

Foursquare and Groupon pivot (slightly) in order to stay in business

Groupon BasicsPivot is the fancy word start-ups use to label a sudden but noticeable change in a company’s direction. The pessimist could say it’s a sign of failure – the need to change in order to stay in business. (…looks at post title… hmm….) The optimist would say it’s a sign of a great leadership and success. It takes a brave heart to change your business model in the middle of the stream and for some it was the turning point that led to them becoming a household brand.

For example, Groupon started out as The Point – a kind of kickstarter for charity projects. But when a group used the site to gather enough people to get a group discount for a product a new idea was born. It took awhile but eventually Groupon was all about “group” buying. If enough people are interested, the price goes down.

Facebook ads, off Facebook: The mobile ad network is here

“This is really the first time we’re going to help you monetize on mobile,” says Zuckerberg and it’s big news.

Facebook is now officially in the mobile ad network biz. They call it Facebook’s Audience Network and it’s all about putting third party ads on mobile apps.

Facebook Audience Network

The Audience Network uses the same targeting as regular Facebook ads. Actually, it uses the same everything as regular Facebook ads, all you have to do to include the new mobile option is check another box.  You can create a banner ad, an interstitial, even a native ad if you want to blend in with the scenery.

Rather watch than read? Here’s a nifty video that shows you how it works:

Facebook takes a step back with anonymous login options for apps at F8 conference

F8 2014If you felt a shift in the Force today, it’s because all of the developers in the world are at Facebook’s F8 Conference in San Francisco.

What’s interesting is that the conference isn’t just about building a better virtual mousetrap. It’s also about how to monetize and grow apps as a business because you can’t just build it and hope people will come – today’s developer has to be a good marketer, too.

Even if you’re not in the app biz, keep reading because Facebook just made some interesting changes to how things work.

First off, Facebook is proud to announce  a new “two-year stability guarantee for our core products and API versioning to simplify development.” So exciting!

I’m joking, I have no idea what that means.

8 out of 10 shoppers prefer digital help over human interaction

mWk3yeW - android - rgbstockI’m not one of those people that worries about robots taking over the world or that our increasing reliance on digital has made us skittish about human interaction. Wait. . . maybe that last part. . . you have to admit, customer service isn’t what it used to be.

In the 1950′s, a man wearing a suit and tie would greet you at the door of the appliance store then walk you through the features of every model on the floor. He’d find out how many kids you have and how many loads of laundry you do in a week and an hour later he’d write up a bill of sale for the perfect washing machine.

Twitter gets serious about mobile with app install ad option

Twitter app installsI don’t know who’s been driving the Twitter bus lately but this guy is determined. Twitter’s come up with more positive tweaks and twists in the last year than we’ve seen since the first Tweet took flight.

Today, it’s all about mobile advertising. A year ago, I thought of Twitter advertising as something only the big brands could afford. Sponsored Trends and Promoted Tweets were not only expensive but there were a limited number of slots and the campaigns were hard to control.

Fast forward to 2013 and Twitter began adding more targeting options to the self-serve platform and then they added new options like Promoted Accounts in search.

Now, they’re moving fully into the mobile app ad business with help from MoPub Marketplace.