5 Smart Points to get you Mobilized

Please excuse me... but do you care that your website sucks when your customers go to it from their mobile phone or tablet? You should fix that or they will go to your competitor that does care.

Mashable provides at least 5 more compelling reasons (if that one above isn't enough) on why Mobile is no longer a nice-to-have in "Habits of Highly Effective Mobile Marketers"... it's about advertising on mobile devices and providing smart mobile experiences. 

Also - check out 2 short and informative videos from our recent workshop on Mobile Strategy and Actions.

Here are 5 "Smart" points to inspire you to dig deeper ... because you have already started your Mobile Marketing plan... right!?

1) One thing that “mobile hasn’t changed is the process for solving problems. Consistent success doesn’t begin with a technology. It comes from identifying actionable consumer insights, business objectives and the experiential message to communicate.”

2) Companies are looking for agencies that have a comprehensive understanding of the mobile space, including back-end tech, application and site design and development, media, search, ad creative and analytics.

3) “Skate to where the puck is going to be, not where it’s already been.” ...
The advertising puck is careening towards mobile. Mobile is no longer a “nice to have” — it’s often at the core of everything, if not always first. It has changed far more than consumer behavior, transcending its role as a connection and convergence device, and “impacting business through customer service, ecommerce, awareness and more

4) One common thread across all best practices for mobile marketing is contextual relevance. Research reports and pilot case studies consistently show that performance increases exponentially by any and all metrics, when the media plan and ad creative leverage context to deliver a relevant experience.” . . . That kind of relevance is shown to perform. When marketers leverage contextual information, they are able to understand the wants and needs of consumers who are already in-market for a product or service and help to move an interested consumer further down the marketing funnel


5) Reality calls for an integrated approach to mobility, not a separate strategy. Mobile is a full-funnel solution.

Marketing Optimization Nation

(Thanks and your welcome glasbergen.com)

Marketing Optimization... hmmm... perhaps it is most valuable when Marketing is Optimized for the customer more than the Marketer.

So, how do Marketers get it right? Our partners at Pluris Marketing (a friend of Marketers who don't want their customers to hate them) have figured it out... they do it all and make everyone happy!

Pluris, a Marketing Optimization and Strategy firm, has perfected their platform and methods with major media companies and retailers to provide dynamic, data-driven, marketing expense reduction and sales improvement. 

It's "Big Data" but with very targeted results ... lower costs of all customer touchpoints ... maximizing offer margins ... happier clients!

The magic is that they can deliver across channels, media, and departments ... AND real-time data (not batched) for today's mobile customer.

See more on 20 slides about Channel and Offer Optimization including customer examples and solution screens shots at www.plurisintro.com  

We talk a lot about "Marketing Optimization" because there are some pretty intense forces at play here: 

... customer wants  vs. needs ...  product availability vs. supply chain inefficiencies  vs. fashion fickleness ... customer service for loyalty  vs. harassment ... accurate data availability vs. proper allocation  vs. privacy and security ... Big Data knowledge vs. real wisdom applied to little successes ... corporate silos of stubborn protection  vs. honorable integration and harmony ... promotions  vs. preferences ...  journalism content  vs. community content vs friend content  vs. sales content ... our economy needing buying activity  vs. fear of fear itself  vs. over-indulgence  vs. ... lots.

Did you catch, "corporate silos of stubborn protection  vs. honorable integration and harmony" ...!?


Excerpts from our Mobile Strategy Workshops

Here are excerpts from our mobile workshop for strategy and actions at the NXNS Web Conference. Ballast Lane Applications helps companies "Go Mobile" with experience across mobile app design and development... while matching overall business issues.

Call me (617-331-7852) if you want your own session or you want an invite to our next workshop.

To look a little deeper into what you can expect, below is a short (under 5 minutes) presentation from our workshop series on Mobile App Concept and Strategy development...  
Larry outlines these 4 drivers of a successful mobile project:
  1. Engage New Customers
  2. Help Current Customers Do More
  3. Make Something New
  4. Improve Internal Processes

Check out Ballast Lane 

Watch a 1 minute overview of the North By North Shore Digital Conference

Awesome Google-Powered Tablet Dads

Google's Nexus 7 Tablet is awesome (and $200). 
Their new 1 minute video spot below is awesome (and free). 
Everyone is raving about how awesome it is. FYI, here is a review of the Nexus 7 - which is good for watching video, reading books or magazines, and surfing the web... which is what a Tablet is only really good for anyway. The iPad is still the best tablet for everything else you want a Tablet for (unless you want 5 compelling reasons to go with an Android Tablet)... So, HERE is a PC Mag Tablet overview of how and why to get one. and HERE is their nifty Tablet Buying Guide
Being a good Dad is filled with contradictions... iOS or Android is just the latest,

But this video is still awesome...

More Boston Badasses

Congratulations to this year's MassTLC Leadership Awards Finalists! 

Last night, the finalists were announced during a special reception held at Dassault Systemes in Waltham. Join the finalists and many others from the tech community at the 2012 MassTLC Leadership Awards Gala on September 13, 2012. Don't miss the "Oscars" of Massachusetts tech!

CEO of the Year

  • Brian Halligan, HubSpot, Inc.
  • Tim Healy, EnerNOC
  • Diane Hessan, Communispace
  • Philip Lee, PHT Corporation
  • Michel Simon, LogMeIn

Emerging Executive

  • Stephan Dietrich, Neolane, Inc.
  • Healy Jones, Office Drop
  • Sriram Peruvemba, E Ink Holdings
  • James Psota, Panjiva, Inc.
  • Sheila Rocchio, PHT

Company of the Year - Private

  • Acquia
  • Hubspot
  • Neolane
  • uTest
  • Visible Measures

Company of the Year - Public

  • athenahealth
  • EMC
  • Nuance
  • PTC
  • TripAdvisor

Start-up to Watch
  • Content Raven 
  • Native Brain 
  • Practically Green 
  • SessionM 
  • Vsnap 
Best Use of Technology
  • Addgene
  • Alleyoop 
  • BJ's Wholesale 
  • City Of Boston 
  • Lenox Hotel 

Innovation: Big Data  
  • Entagen
  • Hadapt
  • Kyruus
  • Paradigm4 Inc.
  • Sonian

Innovation: Cloud Computing  
  • Acquia
  • Active Endpoints 
  • Basho
  • TraceLink Inc
  • Yottaa, Inc.

Innovation: Digital Games
  • Fire Hose Games 
  • Harmonix Music Systems, Inc. 
  • The Happy Cloud 
  • The Tap Lab

Innovation: Energy
  • EnerNOC 
  • FirstFuel Software 
  • Retroficiency 
  • Save Energy Systems, Inc. 

Innovation: Healthcare/Life Sciences

  • Cogito
  • RainDance Technology
  • Sample6 Technologies
  • Vortex Medical Inc. 

Innovation: Mobile
  • ADTRAN/Bluesocket Business Group
  • Catalina Marketing
  • Celtra
  • KangoGift
  • Vela Systems

Innovation: Robotics
  • Bluefin Robotics
  • Interactions Corporation
  • Jaybridge Robotics
  • Teledyne Benthos

Innovation:Sales & Marketing
  • Constant Contact
  • Curata, Inc.
  • Direxxis
  • NetProspex
  • WordStream

Consumer Product of the Year
  • Freight Farms
  • GXT Green
  • ImpulseSave
  • Interactions Corporation
  • JamHub
  • LogMeIn
  • MediaFriends, Inc. 
  • MOAEC, Inc.
  • my zeo 
  • Scandit 

Recruitment Video of the Year
  • Acquia
  • Constant Contact
  • Dyn, Inc.
  • Pegasystems
  • Wayfair

The Value of Learning Sales in Business School

Evil content manipulators have warranted the removal of this post


You should be ashamed. You know who you are.

They Buy ... Not What. Not How. But Why.

Simply... Do business with people that believe what you believe.

People are influenced mostly by why you do what you do and less about what your features are.

Social ... Good

The Social Media revolution is doing a few good things well... but just a few for the B2B crowd ... since IDC research says B2B Social Network marketing is not the best way to influence sales. The 199 tech buyers studied prefer events and sales calls, then checking out the vendor's website. All good old-fashioned , analog methods.Just replace site-review with brochure-reading and we are talking about the same methods since the dawn business.

That's fine - as both a fan and critic of New Media, I say "know your audience" and use the tools they use. 

FYI - their next best resources were in this order - Search, digital events/webinars, email, Social Media, direct mail.

I am assuming that these 199 tech buyers are older decision-makers since hey are not yet participating - only 21% are Blogging and 11% use Twitter. 

So what is Social marking's real value to these folks? It is forcing companies to listen and start really hearing what heir employees, customers and prospects are saying about them. Now they get the blunt truth as they re-visit their Strategic Sweet Spot and clarify what they provide their customers that their competitors don't.

Learn how to be more social and how to use the facebook and the Twitter, and the LinkedIn... learn social for the under 40 year olds... and young minded ... and the most likely to be willing to switch to your product/service!

Reach the audience you are missing by getting help and using these efficient and effective new tools and services correctly...

 Thanks Chris Madden and CartoonStock