Internet security company AVG surveyed mothers and found that 81 percent of children under the age of two currently have some kind of digital profile or footprint, with images of them posted online. In the US, 92 percent of children have an online presence by the time they are two compared to 73 percent of children in the EU5. Which is us guys in the UK etc :)
According to the research, the average digital birth of children happens at around six months with a third (33%) of children’s photos and information posted online within weeks of being born. In the UK, 37 percent of newborns have an online life from birth, whereas in Australia and New Zealand the figure is 41 percent.
Almost a quarter (23%) of children begin their digital lives when parents upload their prenatal sonogram scans to the Internet. This figure is higher in the US, where 34 percent have posted sonograms online, while in Canada the figure is even higher at 37 percent. Fewer parents share sonograms of their children in France (13%), Italy (14%) and Germany (15%). Likewise only 14 percent of parents share these online in Japan.
Seven percent of babies and toddlers have an email address created for them by their parents, and five percent have a social network profile.
When asked what motivates parents to post images of their babies on the Internet, more than 70 percent of all mothers surveyed said it was to share with friends and family. However, more than a fifth (22%) of mothers in the US said they wanted to add more content to their social network profiles, while 18 percent of US mothers said they were simply following their peers.
According to AVG CEO JR Smith, “It’s shocking to think that a 30-year-old has an online footprint stretching back 10-15 years at most, while the vast majority of children today will have online presence by the time they are two-years-old – a presence that will continue to build throughout their whole lives.
“Our research shows that the trend is increasing for a child’s digital birth to coincide with and in many cases pre-date their real birth date. A quarter of babies have sonogram photos posted online before they have even physically entered into the world.
“It’s completely understandable why proud parents would want to upload and share images of very young children with friends and families. At the same time, we urge parents to think about two things:
“First, you are creating a digital history for a human being that will follow him or her for the rest of their life. What kind of footprint do you actually want to start for your child, and what will they think about the information you’ve uploaded in future?
“Secondly, it reinforces the need for parents to be aware of the privacy settings they have set on their social network and other profiles. Otherwise, sharing a baby’s picture and specific information may not only be shared with friends and family but with the whole online world.”
Source: Digital Birth Online
Friday, 13 January 2012
Wednesday, 11 January 2012
Some great Facebook facts - the new stuff after Timeline :)
Facebook is essential to every brand’s social media strategy and they have made big changes that affect the way marketers communicate with the public. The new Facebook timelines literally display user’s life stories from the time of birth to current day. As marketers, we must be able to leverage Facebook timelines to increase brand visibility and reach.
Here’s what you need to know:
Although it has not been confirmed, Facebook has indicated that timelines may be coming to brand pages soon.
Users have the option of sharing links on their own timeline, on a friend’s timeline, with a group, on a page they have administrative rights to, or in a private message.
News feed content, not to be confused with ticker updates, is displayed based on an Open Graph algorithm that factors in the popularity, recency of the post, and the user’s activity history. Post compelling and engaging content more often to increase visibility.
Historically, Open Graph only applied to websites and pages. With the new timelines, it now applies to applications/apps. Apps are now more interactive and integrated into the social networking experience. In a nutshell, user’s networks will see their app activity in their tickers and it may appear in newsfeeds and on timelines depending on usage and settings.
‘Likes’ instantly appear in friend’s tickers. Make sure you are asking users to ‘Like’ your brand page. With the help of customized landing pages you can also generate and qualify leads.
Users ‘Check In’ when they visit a businesses physical location. ‘Check Ins’ are displayed in a user’s ticker for their entire network to see. This feature is only available to businesses that list physical addresses on Facebook.
Users can feature stories or links on their timeline. This means the content will appear in a large rectangular box that occupies both sides of the timeline increasing the content’s visibility to the user’s network.
Users have complete control over what is shown in their timelines and who is able to view it.
Applications allow users to feature their activities (ie. listening to music, reading a book, watching movies, etc.). Apps update when used and activities are displayed in the network’s ticker.
Frequent posts increase your content’s visibility. B2B marketers must also remember that Facebook is always accessible so the standard work week does not apply. Make sure you are engaging prospects and customers after work hours and on the weekends with useful content.
Users can choose to display a large cover photo at the top of their timelines above their profile pictures. Which I am going to do with mine.... and do some kind of nice collage of my speaking gigs.
The size for the Facebook Timeline banner (or cover as they call it) is 849 x 313 pixels. Such information is rather useful if / when you are designing it in Picnik (thanks to Leigh McDonald for this info)
I tried to quickly search and reference the Facebook Timeline banner size but nothing came up. Also if you want to save a little bit of time, we have created a quick template for you to use that includes the guidelines and a mockup of where your avatar would exist (this will help accommodate for the design).
The ticker displays user activity to everyone in his or her network. This can work for or against you. Be engaging and monitor social activity.
Looks like Facebook is about to change the way that social media marketing is done (again) and so we had all best get with the beat .... :)
Here’s what you need to know:
Although it has not been confirmed, Facebook has indicated that timelines may be coming to brand pages soon.
Users have the option of sharing links on their own timeline, on a friend’s timeline, with a group, on a page they have administrative rights to, or in a private message.
News feed content, not to be confused with ticker updates, is displayed based on an Open Graph algorithm that factors in the popularity, recency of the post, and the user’s activity history. Post compelling and engaging content more often to increase visibility.
Historically, Open Graph only applied to websites and pages. With the new timelines, it now applies to applications/apps. Apps are now more interactive and integrated into the social networking experience. In a nutshell, user’s networks will see their app activity in their tickers and it may appear in newsfeeds and on timelines depending on usage and settings.
‘Likes’ instantly appear in friend’s tickers. Make sure you are asking users to ‘Like’ your brand page. With the help of customized landing pages you can also generate and qualify leads.
Users ‘Check In’ when they visit a businesses physical location. ‘Check Ins’ are displayed in a user’s ticker for their entire network to see. This feature is only available to businesses that list physical addresses on Facebook.
Users can feature stories or links on their timeline. This means the content will appear in a large rectangular box that occupies both sides of the timeline increasing the content’s visibility to the user’s network.
Users have complete control over what is shown in their timelines and who is able to view it.
Applications allow users to feature their activities (ie. listening to music, reading a book, watching movies, etc.). Apps update when used and activities are displayed in the network’s ticker.
Frequent posts increase your content’s visibility. B2B marketers must also remember that Facebook is always accessible so the standard work week does not apply. Make sure you are engaging prospects and customers after work hours and on the weekends with useful content.
Users can choose to display a large cover photo at the top of their timelines above their profile pictures. Which I am going to do with mine.... and do some kind of nice collage of my speaking gigs.
The size for the Facebook Timeline banner (or cover as they call it) is 849 x 313 pixels. Such information is rather useful if / when you are designing it in Picnik (thanks to Leigh McDonald for this info)
I tried to quickly search and reference the Facebook Timeline banner size but nothing came up. Also if you want to save a little bit of time, we have created a quick template for you to use that includes the guidelines and a mockup of where your avatar would exist (this will help accommodate for the design).
The ticker displays user activity to everyone in his or her network. This can work for or against you. Be engaging and monitor social activity.
Looks like Facebook is about to change the way that social media marketing is done (again) and so we had all best get with the beat .... :)
Monday, 9 January 2012
Tablets will rule ecommerce - and sooner than many think - says new research
Tablets will drive the bulk of ecommerce activity this year with purchases made on devices like the iPad set to equal those from smartphones in 2012 according to research.
Which seems to have the mobile marketing people a little surprised - but not me.
The study, Logan Tod & Co.’s 6th Annual Online Future Shopping Index, found that 14% of the 1,121 respondents said they used an iPad or other tablet device, to make purchases last Christmas.
15% of total respondents used a mobile to purchase an item in the run up to Christmas 2011, this figure having more than doubled from 7% in 2010. Further trends of the survey are highlighted at the bottom of the page.
The results prompted Logan Tod & Co to forecast a growth of between 18% and 22% in ecommerce sales between Christmas last year and Christmas 2012.
Indeed, the survey also revealed that 26% of online shoppers said they will spend even more online in the run-up to Christmas 2012.
Matthew Tod, Logan Tod & Co CEO, said, “With mobile shopping finally coming of age… plus many companies finally getting to grips with multichannel retail, we are forecasting ecommerce going from strength to strength.”
Tod also noted the popularity of tablet devices adding that retailers need to start including them in their multichannel strategies. Which is a greatmarketing point - how does your website look on the different mobile and tablet devices? Can people use the swipe feature? etc ect
“Our research demonstrates that tablets are now growing even faster than the mobile commerce market and it is becoming increasingly evident that one of their primary functions is as online shopping tools, meaning retailers must include them in their multichannel plans for 2012 and beyond,” he said.
Online retail giant eBay has also noted a marked increase in the number of customers purchasing items on its site via tablet devices, predominantly the iPad, and has noted differences in the habits of mobile users and tablet users.
Angus McCarey, eBay’s UK’s retail director, said, “We typically find that our tablet users switch on when they get home and dip in and out of shopping throughout the evening, having longer browsing sessions than other mobile users. This ‘laid back’ mobile shopping provides a real opportunity for retailers and brands.”
Key ecommerce drivers
‘What will make people shop more online?’
57% said: Low-cost delivery options, i.e. taking longer to arrive but costing less
45% said: Improved stock availability
46% said: Improved payment options (46%)
and not surprisingly, additional money-saving offers (48%)
*Research conducted online between 29/12/11 – 31/12/11: Source: Logan Tod & Co. Online Shopping Index*
Christmas 2011 ecommerce highlights
‘How people shopped online’
45% said: They used click–and-collect
60% said: They browsed a catalogue and then purchased online, compared to just 39% in last year (54% growth).
39% said: They researched products online before purchasing in store,
So greatmarketing must start to look at the whole experience for ecommerce and retail.
Bring in social as well and you have a wonderful experience :)
Which seems to have the mobile marketing people a little surprised - but not me.
The study, Logan Tod & Co.’s 6th Annual Online Future Shopping Index, found that 14% of the 1,121 respondents said they used an iPad or other tablet device, to make purchases last Christmas.
15% of total respondents used a mobile to purchase an item in the run up to Christmas 2011, this figure having more than doubled from 7% in 2010. Further trends of the survey are highlighted at the bottom of the page.
The results prompted Logan Tod & Co to forecast a growth of between 18% and 22% in ecommerce sales between Christmas last year and Christmas 2012.
Indeed, the survey also revealed that 26% of online shoppers said they will spend even more online in the run-up to Christmas 2012.
Matthew Tod, Logan Tod & Co CEO, said, “With mobile shopping finally coming of age… plus many companies finally getting to grips with multichannel retail, we are forecasting ecommerce going from strength to strength.”
Tod also noted the popularity of tablet devices adding that retailers need to start including them in their multichannel strategies. Which is a greatmarketing point - how does your website look on the different mobile and tablet devices? Can people use the swipe feature? etc ect
“Our research demonstrates that tablets are now growing even faster than the mobile commerce market and it is becoming increasingly evident that one of their primary functions is as online shopping tools, meaning retailers must include them in their multichannel plans for 2012 and beyond,” he said.
Online retail giant eBay has also noted a marked increase in the number of customers purchasing items on its site via tablet devices, predominantly the iPad, and has noted differences in the habits of mobile users and tablet users.
Angus McCarey, eBay’s UK’s retail director, said, “We typically find that our tablet users switch on when they get home and dip in and out of shopping throughout the evening, having longer browsing sessions than other mobile users. This ‘laid back’ mobile shopping provides a real opportunity for retailers and brands.”
Key ecommerce drivers
‘What will make people shop more online?’
57% said: Low-cost delivery options, i.e. taking longer to arrive but costing less
45% said: Improved stock availability
46% said: Improved payment options (46%)
and not surprisingly, additional money-saving offers (48%)
*Research conducted online between 29/12/11 – 31/12/11: Source: Logan Tod & Co. Online Shopping Index*
Christmas 2011 ecommerce highlights
‘How people shopped online’
45% said: They used click–and-collect
60% said: They browsed a catalogue and then purchased online, compared to just 39% in last year (54% growth).
39% said: They researched products online before purchasing in store,
So greatmarketing must start to look at the whole experience for ecommerce and retail.
Bring in social as well and you have a wonderful experience :)
Friday, 6 January 2012
A sign of the times: Families gather round the tree to click on banners.
New stats for ad activity over the holiday period from Adfonic show Christmas Day was the busiest day of the year for mobile clicks; with volumes 36 per cent higher than the early month peak on December 11th.
A wonderful point as I took this photo to remind me about how important mobile will be in 2012.
My family laughed at me until I pointed out why and now we have the stats to prove it (as well as this rather lovely personal picture.)
As the data shows that Christmas started earlier than normal in 2011. Traffic increased from a higher base at the start of the month, to rise by 23 per cent on Sunday December 11th.
In 2010, volumes only started to increase from December 6th.
In general the data mirrors the wider industry trend of the second Sunday of December being a peak in mobile browsing and app usage. This compares with desktop based online browsing, which typically peaks on the second Monday of December.
Adfonic reckons increased usage in December can be attributed to consumers researching product information, comparing prices and checking store locations while Christmas shopping.
Which is what my nephew was doing.
A wonderful point as I took this photo to remind me about how important mobile will be in 2012.
My family laughed at me until I pointed out why and now we have the stats to prove it (as well as this rather lovely personal picture.)
As the data shows that Christmas started earlier than normal in 2011. Traffic increased from a higher base at the start of the month, to rise by 23 per cent on Sunday December 11th.
In 2010, volumes only started to increase from December 6th.
In general the data mirrors the wider industry trend of the second Sunday of December being a peak in mobile browsing and app usage. This compares with desktop based online browsing, which typically peaks on the second Monday of December.
Adfonic reckons increased usage in December can be attributed to consumers researching product information, comparing prices and checking store locations while Christmas shopping.
Which is what my nephew was doing.
Thursday, 5 January 2012
Digital download music sales continued to rise in the UK in 2011
Digital download music sales continued to rise in the UK in 2011, so report the BBC but not by enough to prevent an overall decline in album sales, according to the BPI. But should we be surprised?
The music industry body said that 26.6 million downloaded albums were sold, a 24% rise on the previous year.
However, CD album sales fell by 13% to 86.2 million discs. Overall, 6% fewer albums were sold than in 2010.
The BPI blamed the decline on piracy and accused the government of taking too long to tackle the problem. But is this really the truth of the matter?
Digital downloads, like digital everything including websites, advertising and marketing, have recorded rapid growth over recent years. In 2007, only 6.2 million albums were bought as files over the internet according to The Official Charts Company. The year 2011's tally was more than four times that amount.
However, shoppers still showed a preference for CDs, buying more than three times the number of albums on disc than downloads.
The BPI said that "physical ownership" still played an important role, but said "a backdrop of chronic piracy" posed risks to the music industry.
"While other countries take positive steps to protect their creative sector, our government is taking too long to act on piracy, while weakening copyright to the benefit of the US tech giants," said Geoff Taylor, the BPI's chief executive.
"The UK has already fallen behind Germany as a music market. Unless decisive action is taken in 2012, investment in music could fall again - a creative crunch that will destroy jobs."
Are they really sure about this or are they doing what many in the book industry did and blame the wrong people for their own slow turnarounds.
The future is digital but this doesnt have to destroy the sector and it certainly wont harm creativity. If anything it will help it.
The music industry body said that 26.6 million downloaded albums were sold, a 24% rise on the previous year.
However, CD album sales fell by 13% to 86.2 million discs. Overall, 6% fewer albums were sold than in 2010.
The BPI blamed the decline on piracy and accused the government of taking too long to tackle the problem. But is this really the truth of the matter?
Digital downloads, like digital everything including websites, advertising and marketing, have recorded rapid growth over recent years. In 2007, only 6.2 million albums were bought as files over the internet according to The Official Charts Company. The year 2011's tally was more than four times that amount.
However, shoppers still showed a preference for CDs, buying more than three times the number of albums on disc than downloads.
The BPI said that "physical ownership" still played an important role, but said "a backdrop of chronic piracy" posed risks to the music industry.
"While other countries take positive steps to protect their creative sector, our government is taking too long to act on piracy, while weakening copyright to the benefit of the US tech giants," said Geoff Taylor, the BPI's chief executive.
"The UK has already fallen behind Germany as a music market. Unless decisive action is taken in 2012, investment in music could fall again - a creative crunch that will destroy jobs."
Are they really sure about this or are they doing what many in the book industry did and blame the wrong people for their own slow turnarounds.
The future is digital but this doesnt have to destroy the sector and it certainly wont harm creativity. If anything it will help it.
Wednesday, 4 January 2012
“We’re all working together; that’s the secret.”
I was thinking again today after looking over some old market research about team building and what kind of product or service you could create to help start ups.
And I came across this series of scribbles... all about why people might want to form teams.
Bill Gates – owner of Microsoft - "Our success has really been based on partnerships from the very beginning."
Sam Walton – Owner of Walmart - “Individuals don’t win in business, teams do.”
Henry Ford: Coming together is a beginning. Keeping together is progress. Working together is success.
Dwight D. Eisenhower - It is better to have one person working with you than three people working for you.
Ken Blanchard - None of us is as smart as all of us.
Plautus - No man is wise enough by himself.
‘Entrepreneurialism isn’t getting one over on your customer, it’s not about working on your own, it’s not about looking out for number one,it’s about turning what excited you in life into capital’ Richard B.
Sam Walton is a famous entrepreneur and founder of the most capitalized company in the world; “Wal-Mart.” During his time, he was referred to as the master motivator; he also emerged the richest man in the world and owner of the largest retail chain.
“Keep everybody guessing as to what your next trick is going to be. Don’t become too predictable.”
“The more they know, the more they’ll understand. The more they understand, the more they’ll care. Once they care, there’s no stopping them.”
“Nothing else can quite substitute for a few well-chosen, well-timed, sincere words of praise. They’re absolutely free – and worth a fortune.”
“Each Wal-Mart store should reflect the values of its customers and support the vision they hold for their community.”
“If you love your work, you’ll be out there every day trying to do it the best you possibly can, and pretty soon everybody around will catch the passion from you – like a fever.”
“Ignore the conventional wisdom. If everybody else is doing it one way, there's a good chance you can find your niche by going in exactly the opposite direction.”
“Capital isn't scarce. Vision is.”
“Don't take yourself so seriously. Loosen up, and everybody around you will loosen up. Have fun. Show enthusiasm – always.”
“Don't do a hula on Wall Street. It's been done. Think up your own stunt. All of this is more important, and more fun, than you think, and it really fools the competition. ‘Why should we take those cornballs at Wal-Mart seriously?
“We’re all working together; that’s the secret.”
“Appreciate everything your associates do for the business. If people believe in themselves, it’s amazing what they can accomplish.”
And I came across this series of scribbles... all about why people might want to form teams.
Bill Gates – owner of Microsoft - "Our success has really been based on partnerships from the very beginning."
Sam Walton – Owner of Walmart - “Individuals don’t win in business, teams do.”
Henry Ford: Coming together is a beginning. Keeping together is progress. Working together is success.
Dwight D. Eisenhower - It is better to have one person working with you than three people working for you.
Ken Blanchard - None of us is as smart as all of us.
Plautus - No man is wise enough by himself.
‘Entrepreneurialism isn’t getting one over on your customer, it’s not about working on your own, it’s not about looking out for number one,it’s about turning what excited you in life into capital’ Richard B.
Sam Walton is a famous entrepreneur and founder of the most capitalized company in the world; “Wal-Mart.” During his time, he was referred to as the master motivator; he also emerged the richest man in the world and owner of the largest retail chain.
“Keep everybody guessing as to what your next trick is going to be. Don’t become too predictable.”
“The more they know, the more they’ll understand. The more they understand, the more they’ll care. Once they care, there’s no stopping them.”
“Nothing else can quite substitute for a few well-chosen, well-timed, sincere words of praise. They’re absolutely free – and worth a fortune.”
“Each Wal-Mart store should reflect the values of its customers and support the vision they hold for their community.”
“If you love your work, you’ll be out there every day trying to do it the best you possibly can, and pretty soon everybody around will catch the passion from you – like a fever.”
“Ignore the conventional wisdom. If everybody else is doing it one way, there's a good chance you can find your niche by going in exactly the opposite direction.”
“Capital isn't scarce. Vision is.”
“Don't take yourself so seriously. Loosen up, and everybody around you will loosen up. Have fun. Show enthusiasm – always.”
“Don't do a hula on Wall Street. It's been done. Think up your own stunt. All of this is more important, and more fun, than you think, and it really fools the competition. ‘Why should we take those cornballs at Wal-Mart seriously?
“We’re all working together; that’s the secret.”
“Appreciate everything your associates do for the business. If people believe in themselves, it’s amazing what they can accomplish.”
Tuesday, 3 January 2012
2012 - the future for Mobile Marketing
The mobile industry is constantly changing, but based on our experience of the past year, we're confident that these five predictions will hold true:
1. Marketers finally accept fragmentation.
2. Tablets are recognised as a new type of media, unique from PCs and phones.
3. Coupon companies will go mobile, add fulfilment, then soar.
4. Small businesses embrace mobile social media.
5. M-Commerce comes of age in emerging markets.
Let's take a closer look!
1. One OS? One device? Forget it!
Fragmentation is here to stay and 2012 is the year when developers and brands finally give up on trying to target a particular operating system or device, because specialisation means missing out.
The dizzying array of mobile devices, platforms and operating systems may be good news for consumers, but it can easily trip up marketers. The industry needs sensible strategies. In 2012, we'll all finally realise that pumping most of a marketing budget into an application that only reaches a sliver of their potential userbase just doesn't make sense.
The solution? Make the mobile internet the first port of call as well as your primary presence. The mobile web has universal standards; it's an efficient distribution system and the 'biggest platform ever made'. It's an easy shift in perspective and one that will be the norm in the year ahead.
Beyond 2012, watch out for HTML5, which provides users with a rich app-like experience without having to download an app. But there is still a way to go before the majority of mobile devices can support this technology.
2. Tablets are recognised as a medium in their own right
Tablets are hot, sure, and not just Apple's iPad, as Android-based units start to capture the marketshare. But when Apple first released the iPad in April 2010, pundits worried that the new device would cannibalise the market for both PCs and phones. This hasn't happened. And it won't. Tablets are a unique media consumption device with their own set of challenges and opportunities. A new ecosystem is forming, where phones, PCs and tablets are linked by cloud services and content.
3. Coupons Go mobile, add fulfilment and soar
So what's the story with coupon companies? Some people love them, others say there are too many players in the industry and they're just a passing fad. Take a look at Groupon. Its share price is still in the gutter and well below the $31 high it hit after going public in November and many analysts doubt the company will make it past 2012. But Groupon's Cyber Monday holiday sales were 500 per cent stronger than a year earlier. Critics argue that discount sites don't create consumer loyalty, because bargain shoppers are by definition flighty. But too much time, effort and technology has been invested in coupons for them to go the way of the Dutch tulip. There are just too many clever people spending time tweaking their business models for the entire coupon industry to simply fade into obscurity. The ability of these companies to assemble an audience and present shoppers with a compelling set of offers is a value-add for all -- consumers, retailers and publishers.
But here's what most observers are missing: The mobile angle.
The next step -- which we'll see in the year ahead -- is that companies like Groupon will add mobile fulfillment to their models. We're at a watershed where the dominant payment method will soon be determined. But whether it's using a mobile wallet, mobile banking or a peer-to-peer money transfer service like PayPal, the mobile internet + coupons + mobile payments is a winning formula.
The coupon market will consolidate in 2012. The consolidation will be rapid and exciting to watch. But a handful of smart companies that understand mobile commerce will emerge on top.
4. Small businesses gravitate to mobile social media
In the old days, a company needed to hire an ad man, like Mad Men's Donald Draper, to promote their business. Even today, major brands and SMEs alike rely on media professionals to design and develop their online presence -- everything from websites to apps.
It is increasingly easy though for small businesses to market their services and develop relationships with a consumer base on their own. Small business owners are simply turning to Facebook, Twitter and other social media. And since support for mobile devices is provided by the social networking platforms themselves, businesses can easily focus on maintaining a conversation that delights and rewards mobile consumers for their loyalty.
Take for example one of our Indonesian clients, which attracted Facebook followers by offering to give away free iPod Touches. The company attracted a huge following, which they can cultivate as Facebook facilitates recurring interaction. This was not a one-off exposure, but rather the groundstone for forming relationships with customers. It's like building a piece of media, owning a page of a magazine. And increasingly in 2012, small businesses will do just that... and in the process, teach traditional marketers a thing or two about consumer relationships.
5. M-commerce comes of age in emerging markets
In the United States, e-commerce -- including online, catalogue and mobile sales -- now accounts for more than 40 per cent of all retail sales in most sectors. Seventy-four percent of electronics, music & videos are purchased online. Upwards of 65 per cent of clothing, furniture and office supplies.
Expect to see similar trends in emerging markets... as soon as regulators step in to halt the handful of VAS players who unscrupulously take advantage of loopholes in mobile billing. Proper regulation protects consumers and legitimate businesses and encourages more people to access e-commerce for the first time.
1. Marketers finally accept fragmentation.
2. Tablets are recognised as a new type of media, unique from PCs and phones.
3. Coupon companies will go mobile, add fulfilment, then soar.
4. Small businesses embrace mobile social media.
5. M-Commerce comes of age in emerging markets.
Let's take a closer look!
1. One OS? One device? Forget it!
Fragmentation is here to stay and 2012 is the year when developers and brands finally give up on trying to target a particular operating system or device, because specialisation means missing out.
The dizzying array of mobile devices, platforms and operating systems may be good news for consumers, but it can easily trip up marketers. The industry needs sensible strategies. In 2012, we'll all finally realise that pumping most of a marketing budget into an application that only reaches a sliver of their potential userbase just doesn't make sense.
The solution? Make the mobile internet the first port of call as well as your primary presence. The mobile web has universal standards; it's an efficient distribution system and the 'biggest platform ever made'. It's an easy shift in perspective and one that will be the norm in the year ahead.
Beyond 2012, watch out for HTML5, which provides users with a rich app-like experience without having to download an app. But there is still a way to go before the majority of mobile devices can support this technology.
2. Tablets are recognised as a medium in their own right
Tablets are hot, sure, and not just Apple's iPad, as Android-based units start to capture the marketshare. But when Apple first released the iPad in April 2010, pundits worried that the new device would cannibalise the market for both PCs and phones. This hasn't happened. And it won't. Tablets are a unique media consumption device with their own set of challenges and opportunities. A new ecosystem is forming, where phones, PCs and tablets are linked by cloud services and content.
3. Coupons Go mobile, add fulfilment and soar
So what's the story with coupon companies? Some people love them, others say there are too many players in the industry and they're just a passing fad. Take a look at Groupon. Its share price is still in the gutter and well below the $31 high it hit after going public in November and many analysts doubt the company will make it past 2012. But Groupon's Cyber Monday holiday sales were 500 per cent stronger than a year earlier. Critics argue that discount sites don't create consumer loyalty, because bargain shoppers are by definition flighty. But too much time, effort and technology has been invested in coupons for them to go the way of the Dutch tulip. There are just too many clever people spending time tweaking their business models for the entire coupon industry to simply fade into obscurity. The ability of these companies to assemble an audience and present shoppers with a compelling set of offers is a value-add for all -- consumers, retailers and publishers.
But here's what most observers are missing: The mobile angle.
The next step -- which we'll see in the year ahead -- is that companies like Groupon will add mobile fulfillment to their models. We're at a watershed where the dominant payment method will soon be determined. But whether it's using a mobile wallet, mobile banking or a peer-to-peer money transfer service like PayPal, the mobile internet + coupons + mobile payments is a winning formula.
The coupon market will consolidate in 2012. The consolidation will be rapid and exciting to watch. But a handful of smart companies that understand mobile commerce will emerge on top.
4. Small businesses gravitate to mobile social media
In the old days, a company needed to hire an ad man, like Mad Men's Donald Draper, to promote their business. Even today, major brands and SMEs alike rely on media professionals to design and develop their online presence -- everything from websites to apps.
It is increasingly easy though for small businesses to market their services and develop relationships with a consumer base on their own. Small business owners are simply turning to Facebook, Twitter and other social media. And since support for mobile devices is provided by the social networking platforms themselves, businesses can easily focus on maintaining a conversation that delights and rewards mobile consumers for their loyalty.
Take for example one of our Indonesian clients, which attracted Facebook followers by offering to give away free iPod Touches. The company attracted a huge following, which they can cultivate as Facebook facilitates recurring interaction. This was not a one-off exposure, but rather the groundstone for forming relationships with customers. It's like building a piece of media, owning a page of a magazine. And increasingly in 2012, small businesses will do just that... and in the process, teach traditional marketers a thing or two about consumer relationships.
5. M-commerce comes of age in emerging markets
In the United States, e-commerce -- including online, catalogue and mobile sales -- now accounts for more than 40 per cent of all retail sales in most sectors. Seventy-four percent of electronics, music & videos are purchased online. Upwards of 65 per cent of clothing, furniture and office supplies.
Expect to see similar trends in emerging markets... as soon as regulators step in to halt the handful of VAS players who unscrupulously take advantage of loopholes in mobile billing. Proper regulation protects consumers and legitimate businesses and encourages more people to access e-commerce for the first time.
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