Let’s explore why some marketers need a marketing reboot.
Web hosting and the Evolved Web
Anybody that you know who is a marketer or has a business website will tell you that marketing and businesses are constantly changing and in order to complete, you must consistently evolve your web hosting strategies, your website, your online brand. Why do companies need to change their marketing strategies for the evolved Internet? Good question. Reboot your business marketing because your business depends on it. Three and a half years ago, for example, we did not even have iPads. For us to think about what life will be like in a decade is impossible. We are in this rapid state of exponential growth. The drama of exponential growth is amazing. Children today will grow up knowing technology. Our society is so dependent on the Internet. With Spotify and Netflix, for example, there are no reasons to buy movies or music. For a lot less money, you can own a complete library of music and movies. Technology and connectivity are changing the lives of people and the paths of business growth.
In order to survive, business needs a reboot.
During this state of purgatory, many businesses will die and many jobs will disappear, but at the same time, many businesses will thrive and many new businesses will be invented. For the business owner who is hiring, they will notice that they are hiring for positions that did not exist five years ago and hiring people who have degrees in areas that five years ago the employer might never have thought would be of value. You can see the acceleration is kicking in and education is a key to setting up a prepared culture of entrepreneurs. What we are doing as marketers needs to change—how we connect with things, how we engage with people and how we engage in our life.
The Future of Business
The future of business and the concept of business as we know it is changing dramatically. More often, we will see people working on projects. We are going to see people more and more starting their own businesses rather than holding down a job for X number of years to plan a retirement. When you think about rebooting, you thing about change. The ability to look at a business model, how you acquire a client, engage them, build loyalty and bring them back entails looking at the process and rebooting the way that you connect. Because of what has happened with technology and connectivity, social channels, mobile, hyper local and things like that, you as a business owner must ask yourself… “Am I connecting with people the best way possible?”. When you are speaking, at events, blogging, or speaking to clients one-on-one, you can almost feel like clients are not really grasping it. They are still holding onto the old ways in which they bought, sold, created and engaged with media. A wake up call for business owners is going to occur in the next five years, which will be very traumatic and now is the time to understand how these tremendous changes will affect you.
Secrets of Website Marketing
These are movements, not trends because they have already happened and they are re-shaping business and changing the way people work. So, business owners need to ask themselves how they are going to change and how they are going to adapt in order to compete. The changes in business are not just about social media, but rather the fact that people are so intrinsically connected. Two people, for example, walking through a shopping mall are not really two people, but instead they are connected such that these two people represent one thousand and two people because each of the two people most likely has five hundred connections each. They are sharing, texting and connecting with others and creating a fabric of society that we have never seen before. Twitter and Facebook’s massive growth is intertwined into businesses and, as such, business cannot abandon the history and growth that it has built on these networks therefore, as new social channels become available, business owners need to add those channels rather than replace the previous ones.
Marketing Optimization and Testing through Digital Channels
The opportunity for marketers moving forward is different than it was in the past. Every single day you can inexpensively test marketing strategies. Exponential growth can be achieved by testing strategies. If you just started doing that, what would you learn? You would probably learn that you were wrong in your previous marketing decisions and for this reason, some people shy away from testing. People do not want to be wrong, so they are not driven by testing. Business owners who do test, however, do not miss this golden opportunity and, over time, they become exceptionally amazing at their job.
Create a culture of testing and learning because it is so inexpensive and easy to do with digital channels. What does this mean for marketing professionals? There is an entire industry centered around understanding analytics, the math behind it, the testing and optimization, the choices and the human behavior. To a certain level, we have had this type of marketing but never before have we had this type of marketing to this level of intensity. Exchanges and problematic buying, negotiating deals, have moved into a technological network that is almost ‘auction based’ in real-time. Targeting is completely different because, for example, business owners who have email addresses of subscribers who have never been activated can be utilized, and business owners can send those potential clients a message to re-target them and provide more value. All of these are incredible opportunities that even two years ago were not available to business owners.
Mobile has, in the past, been only a smaller version of the web, but with Androids, iPads and iPhone and tablets we are learning that this is clearly not the case. Mobile is a completely different experience than Internet for PC. The way that people engage with other people through the Mobile Internet, its content, and media is completely different. The actual marketing and strategy of mobile is different than traditional Internet viewed over a desktop device. Mobile is a whole other opportunity for business owners to grasp and take advantage of in order to achieve exponential growth by capitalizing on this massive opportunity.
Post PC World, Post Browser World
Global touch is the science of mobile marketing, mobile apps, mobile push, coupons, loyalty persuasion, and QR codes. The changes that we see with global touch are, in time, going to make web, e-commerce, and social media completely obsolete. Business development, for example, that is done through the creation of content based on the premise that mobile is happening is completely false. Mobile Internet is not happening, it has already happened. The Internet has been transformed into mobile. Indeed, the massive decline of PC sales is a number that is staggering. Case in point: one point seven billion mobile devices are connected online compared to only six hundred million PCs, yet brands are not doing a lot to adapt their business in order to grab the mobile market share. Mobile touch will eventually make web, e-commerce and social media a phenomena of the past. This is scary for marketers because, just as business owners have things figured out, it changes. We are not moving towards mobile…. it has already happened. We are living in the post-PC/post-browser world and business owners who do not adapt to these changes will get left behind. The evolution of the Internet is apparent and the winners will be those that take mobile web marketing and put it at the top of their priority list.
A One Screen World
We are moving to the one screen world. Right now what we have is three screens: TV, web, and mobile. The only screen that matters, however, is the screen that is in front of you. People are multi-device, but we are only focused on one screen at a time. The difference is that these screens are everywhere. They are cheap, constant and they are connected.
The Narcissistic Web
The concept of utility is probably the most virgin based opportunity that few brands are taking advantage of. For example, brands create apes which contain articles, and calls-to-action. The app is about the brand and you are hoping that people care about your brand enough to engage with it. If you look at all the data of branded apes, however, you will see that twenty-five percent of branded apes are downloaded but never used. See—content has become narcissistic.
Apes are used day in day out. We use apes that provide utility and provide value to us. “Sit or squat” app, for example, is an app that is used because it has value. This app provides information about where the nearest clean bathroom is located. It is brought about by Charmin, Proctor and Gamble, the toilet paper company. They could have created an app with coupons, information about double-quilted, and ridiculous others such as play a game with the bear with toilet paper stuck to its bottom. Instead, Charmin created an app that people will actually use. They are adding value to people’s travel experience. This strategy provides an additional level of utility that brands could never do before. Now, with apes, any brand can have an idea, produce it and push it to the world basically for free.
The beautiful thing of utility is that it is both digital and physical. By providing a level of utility that is different than what you would get at the bigger stores. It is not a zero sum game. Previously, brands could not do this but now they can have an idea that includes images, media, audio, multi audio, whatever. A brand can create a utility app and engage with people in a way that they never could before. Content is a functional utility but content is a thinly veiled marketing scheme. True utility, on the other hand, is something that needs to be re-created with true authenticity. Have you have ever taken a box off the shelf and wondered what is inside? What if you could use an app to scan the label on the box, view it, have it turned around on your mobile screen and look at all the pieces inside? This would be a true “utility app”.
People Love Mobile
People love the connective ability that is provided with mobile. There is another side, however, that while we are connected, life is not about filling it up with information, but rather it is about living. There are thirty seconds of time to experience rather than just record. People expect more from technology and less from one-another. Brands need to recognize this and the fact that people love their devices. It is somewhat crazy that people touch their mobile device first thing in the morning and their mobile device is the last thing that they put down before going to sleep. The impulse to reach for your mobile device is there and it is strong. Brands need to recognize that and adapt their marketing strategy such that they are not left behind. Capture, engage and build a loyal following by capitalizing on people’s addictive nature to their mobile devices.
Just because you did something great does not mean you are entitled to greatness. Some companies will even self cannibalize their own products and their own revenue to build the company of the future. Apple, for example, had the iPod and then they created the iPhone even though they knew that the release of the iPhone meant that no one would ever buy the iPod again. It is possible that a company had one business idea at the right time, although it is powerful and valuable, but that does not entitle the company to a future such as Apple’s. The non-perpetual entrepreneur, on the other hand, is a company that had a great idea, capitalized on it, and monetized it as far as they could and then, that is that. Think like the perpetual entrepreneur. Think about how your industry is evolving. The perpetual entrepreneur is thinking about the mobile experience so they can leap frog their competition.
We need to be thinking about ourselves also and not just our companies. What is the plan now? These things are not fads. The web, mobile, social, local, hyper connectivity, connected devices are not going away. We all know this. Purgatory is where we are at. We know these things are here to stay, but we are not doing anything about it. Going back and looking strategically at what your business is and how it can best connect. There are forces at play and what you create and put in the market continues to build to your brand and your sustenance. You can then better understand what connects with people and then create a program that connects with that.
Web Hosting for the Post PC Era
Setting in motion a business idea and building a brand includes a website. But where are we now? No longer is a traditional website all that is needed in order to connect with and engage followers. A mobile website that is built with true mobile capabilities such as social sharing tools, check-in ability, maps, directions, analytics, QR codes, click-to-call and even mobile-commerce can take a company that is on equal ground with its competitors and propel them ahead of their opponents. Mobile web hosting is web hosting for the post-PC era.