The Business Impact of Texting and Driving: Business Owners Take Heed

Texting and driving has become a massive problem and it’s only getting worse. As more people buy smartphones and more functionality is added to our cars, there will inevitably be less focus on driving. If you search Google for accidents involving texting and driving, you will come across hundreds of tragic stories. For example, a 47 year old woman who ran a red light and struck an SUV carrying a family of four, killing a 4 year old girl and her 35 year old mother. Then there’s a 19 year old who caused another car to spin out of control, killing two people (a 38 year old man and a 50 year old man). Unfortunately, there are many more texting and driving stories that ended just as badly.

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SES NY 2010 Series: Augmented Reality and Mobile Marketing, An Interview With Rachel Pasqua of iCrossing

This is the second post in my SES NY 2010 series. The conference is only one week away and I’ll be covering it again via blogging and Twitter. As part of my coverage, I’m writing a few posts about sessions that piqued my curiosity. As I was scanning through the list of topics being covered at this year’s conference, it was hard not to be interested in the session about Augmented Reality (AR). AR is the hot new technology that merges real world data with computer generated elements, and it provides a world of opportunity for mobile marketers.

Last week I was able to speak with Rachel Pasqua, the Director of Mobile Marketing at iCrossing, who will be co-presenting the session titled “Augmented Reality: A Brave New World”. The session will focus on how marketers can use Augmented Reality to create new and engaging ways to connect with consumers. The session is being held from 4:45PM-5:45PM on Tuesday, March 23rd. And if you’re not that familiar with Augmented Reality, you’re not alone. Although there has been quite a bit of buzz about AR over the past year or so, there are still many marketers scratching their heads about how to best use the technology.

Augmented Reality and The Blistering Speed of Online Marketing
Online marketing is now moving at a blistering pace. That’s up from a staggering pace last year, and an astounding pace the year before. :) It’s part of what I love about the industry. Augmented Reality is one of the most recent advancements, and I find there’s a lot of confusion about what it actually is, how you can use it, and what the future looks like for the technology. Currently, the iPhone is driving AR, based on how many devices are in the market and the ability to easily develop iPhone apps. Then of course, you have the app store, which then makes it easy to market and sell apps once developed.

What Is Augmented Reality?
As mentioned above, Augmented Reality combines computer generated elements with real world data. For example, an AR Twitter app for your iPhone might superimpose other Twitter user profiles that are in your vicinity, based on the GPS signal on your mobile device. Another example would be the ability to virtually try on clothes via an application that uses your webcam mixed with computer images from an online store. Although there are endless ideas for using Augmented Reality, the technology is still extremely new (which somewhat limits the real-world possibilities for marketers in the short-term). You can build the best app in the world, but it’s worthless if few people understand how to use it! Many of the AR apps available now still struggle with providing the value needed to gain traction, but that’s definitely starting to change. For example, Zugara recently launched a shopping app that enables you to virtually try on clothes via your webcam. It looks pretty cool, and definitely provides more value than many of the AR apps on the market. I expect more of these types of AR apps to hit the market in 2010.

My Interview About Augmented Reality With Rachel Pasqua
Based on my interest in Augmented Reality, I was able to track down Rachel Pasqua to ask her some questions about her session. Since Rachel is neck deep in mobile marketing, I was eager to hear her thoughts about Augmented Reality, the future of the technology, and how marketers can use AR to connect with consumers. I found that Rachel provided a very real-world view of the technology (no pun intended).

So without further ado, here is my interview with Rachel:

Glenn: What are the top two or three things people will learn at your session?

Rachel: Like most new technologies, AR is mostly being used right now for its own sake (because marketers are excited about using this new technology.) My presentation, entitled "What's the ROI of AR?" will focus on ways in which various verticals can use Augmented Reality to support real marketing goals, as well as simple tips for getting started.

Glenn: Can you provide some innovative ways that companies are starting to use AR in their marketing efforts?

Rachel: The only truly innovative usage I have seen so far is the United States Postal Service’s Virtual Box Simulator https://www.prioritymail.com/simulator.asp It's a great example of AR being used to provide a service and improve the overall customer experience.

Glenn: Is there a high cost of entry to developing AR applications? Also, what type of turnaround is there for developing an app?

Rachel: The cost of developing an app all depends on the complexity of the app itself, what you put into it, and who develops it. You could get a freelance app developer to build you one for ~$25K or you could hire a hot agency to concept, design and market one for $150K+. Like all digital marketing, it really all depends on what you're trying to achieve. There are several AR SDKs out there that can be used to implement the actual AR functionality so there's not much additional cost to developing an AR app versus any other kind.

Glenn: Are there many vendors or developers that are up to speed on the technology?

Rachel: Yes, many - AR is one of the most promising new areas of mobile marketing so this is something developers are pretty excited about.

Glenn: Are there services, software or tools on the market that can help companies develop and employ their own applications (without external development)?

Rachel: The LAYAR API is probably the best known right now. http://layar.com/

Glenn: Are there any case studies you are going to provide (along with statistics) about AR apps?

Rachel: None that I'm aware of just yet - this is all so new and most examples are gratuitous use of technology rather than well planned out marketing initiatives.

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If you are interested in learning more about mobile marketing and how Augmented Reality works, then you should definitely check out Rachel’s session at SES. Again, the session is titled “Augmented Reality: A Brave New World” and is being held from 4:45PM-5:45PM on Tuesday, March 23rd. I believe the session will give you a solid understanding of how AR is currently being used, as well as what the future looks like for the technology. Now, let me go virtually try on some new cargo shorts via Zugara. :)

If you have any questions, post them below. Either Rachel or myself will respond.

GG

Mobile eCommerce, Amazon.com Blurs the Line Between Web and Mobile Purchase

It’s 7:17AM and I just caught the express train from Princeton to New York City. This morning will be a little different, though. I won’t be doing what I typically do during a trip into Manhattan like browsing the latest blog posts and articles about internet marketing, writing new blog posts or using Twitterberry to Tweet on Twitter. {Try and say that 5 times fast!} No, this morning I am going to test the limits of the mobile web. That’s right, I’m going to buy something from my Blackberry! Yes, I know that’s bold… You might be wondering if buying something on your mobile device is seamless yet? Not consistently. Is it something completed often? Definitely not. I’d actually argue that some people don’t even know it’s possible. In addition, many companies unfortunately haven’t made the effort to ensure that your mobile buying experience is easy. This translates into a lack of user trust. And when you have a lack of user trust, people won’t act (or in this case, buy). But there’s an exception to every rule and that exception is Amazon.com when you are referring to mobile e-commerce. I was ridiculously impressed with my mobile purchase the other day. Let’s explore why.

Buying from Amazon.com on the Train
Bryan Eisenberg just released his latest book, Always Be Testing and I’ve been dying to buy it. But, I haven’t had time to buy it from home and I’ve been cranking away at work so my train ride would be the perfect opportunity to make the purchase. That is, if I could successfully make a purchase using my Blackberry, which is easier said than done. Based on my experience testing mobile e-commerce, I was fairly certain that I would run into some glitch along the way, whether that was on my end or on the retailer’s end. So I logged onto Amazon.com in search of Bryan’s latest book, and let me tell you…I was blown away. Amazon has obviously gone to great lengths to make my mobile buying experience as seamless as possible. Let me briefly explain each step of the experience that impressed me.

1. The Basics, A Mobile Version of the Website
As I hit the website, Amazon displayed their mobile version of the website, which is optimized for mobile devices. The site was formatted for my mobile browser and streamlined my visit. Imagine having to load all of the typical Amazon content on your mobile browser…that wouldn’t be good and would be a barrier for many potential customers.

2. Search
The search box was front and center on mobile Amazon. I entered, “Always be testing” and received a nicely formatted, easy to read listing of books. Bryan’s book was the first result. Like I said earlier, easy.

3. Book Detail Page
Then I was taken to a streamlined product detail page. A buy now button was front and center, along with the details of the book. I could easily read editorial reviews and customer reviews, which I thought would be tedious on my Blackberry. It wasn’t. I could also add the book to my watchlist, if needed. Clicking on a review took me to the full customer review with easy navigation back to the detail page.

**And by the way, the pages on the site loaded ridiculously fast (and I’m comparing that to my typical mobile load times).

4. The checkout process…
...was darn smooth. I was able to log into my account and move through the checkout process quickly. Within a few minutes and a few screens, I had ordered my book. I also received the same outstanding correspondence that Amazon typically provides with standard web purchases. And I felt extremely confident that the order went through and that I would receive my book quickly about Google Website Optimizer. And I did…2 days later.

This was by far my best mobile e-commerce experience yet. Actually, it was so good that it’s hard to make a distinction between a typical web buying experience and Amazon’s mobile buying experience. Amazon blurred the line between web and mobile which is not easy to do. They deserve great recognition for this!

Amazon, keep making this easy for us…
And here’s the core point of my blog post. If you make your mobile e-commerce experience seamless, fast, and efficient for customers, then you’ll have a new and powerful opportunity for increasing sales. This is an extremely important point as more and more companies focus on mobile e-commerce and as devices and their capabilities grow. Seriously, as soon as you sit down on the train and look around, everyone has their smartphones out. Talk about an opportunity. :-)

In closing, if you’re a marketer, ask yourself the following questions:
1. Are you ready for mobile customers?
2. Can your site handle mobile purchases?
3. How much revenue are you losing by not having a mobile-ready e-commerce website?
4. Are competitors eating your lunch mobile-wise?

These are important questions that you should bring up to senior leadership at your organization. And when you bring this up, what’s the easiest way to demonstrate the power of mobile e-commerce? Just take out your mobile device and visit Amazon.com, and then compare it to your mobile buying experience. Believe me, I think they’ll get it. ;-)

GG

Twitter For Business, 4 Things You Should Be Using Twitter For Today to Help Your Business

I’m a big fan of Twitter, the microblogging service that has become ridiculously popular over the past year or two. Whenever I tell someone about Twitter, I typically get a strange look. That’s especially true if I started explaining how I just “tweeted” something. A few chuckles usually follow and then I typically receive my first question, “So, what is Twitter?” After explaining what the service is (and what it isn’t), I usually get the next question, “Well, how can I use Twitter for my business?” Seriously, this happens all the time…it’s definitely a trend. Enough of a trend that I was thinking about recording my response on my Blackberry and then just hitting play when needed. ;-)

I believe Twitter is a powerful tool for connecting with customers (and prospective customers) on several levels. So, after hearing the questions I listed above too many times, I thought it would be smart (and helpful) to write this post. Now, if you don’t think that Twitter can help your business (whether you are a large or small business), then please read on. I’ll provide 4 ways you should be using Twitter today (yes, today) to help your business.

Defining Microblogging, Twitter and Your Followers
Let’s start with a few definitions. Twitter is a microblogging service that enables you to send short messages (140 characters or less) via SMS, IM, Email, and even via applications that were developed for Twitter (by third parties). Most of you who have heard of Twitter probably think of SMS (or Text Messaging), since that’s the communication mechanism that’s commonly connected with Twitter, so to speak. When you sign up for the service, you can start “following” others, and they in turn, can start “following” you. When you follow someone, you receive their “tweets”, which are their short messages, which will show up in your timeline. You can also choose to have those messages sent to your mobile phone via SMS. When people follow you, they are choosing to receive your “tweets”, or messages. Sounds simple, right? It definitely is simple from that standpoint, but the power of Twitter is in how you use it.

4 Things You Can Use Twitter For Today to Enhance Your Business
And when I say “today”, I mean today. You should sign up and get moving. If you follow the four bullets listed below, I’m confident you’ll see the power of Twitter. You just need to give it a try.

1. Connect with your followers and customers, and provide VALUE to them.
Twitter provides a powerful way to keep in touch with your customers. Think about it. You can start to promote your Twitter account in all your communications, in your email signature, on your cards, on your blog, your website, etc. to start to build up your followers. Some of your customers are going to dig Twitter because they want direct and fast contact with someone at your company. Twitter provides an unbelievable way for your customers to get in touch with you, and for you to get back in touch with them. For example, let’s say you have a new product launch. You can send a series of tweets out to your group of followers. You might even have some of your followers retweet your original message, which can really help get the word out. Are you expecting a service outage as part of an upgrade? Send a tweet to your customers letting them know that the service will be down for a few hours. Think about how many calls you will save your customer service center. Again, many of your followers will have SMS turned on, which means they will get your message on their mobile phone (wherever they are), versus just email…

I’m also a big fan of educating your customers on a regular basis. Keep in mind that this shouldn’t be about self promotion (completely). It could be more about your industry. For example, send tweets to your followers about industry news, cool websites you find, helpful blog posts, new tools that launch, etc. You can stay in front of your customers by providing valuable content that actually helps them. It’s a win win. So after you sign up for Twitter, launch a quick campaign for getting your customers to follow you. Explain the benefits to them and then point them to Twitter. Gain your following quickly.

2. Twitter for Customer Service (TFCS)
This is similar to the first bullet point, but more from a customer service angle. Using Twitter, you have the ability to handle customer service issues in near real time. I’ve seen quite a few tweets from people who are upset about a product or service WHILE THEY ARE USING IT. Imagine that this was your product or service. You might have the ability to resolve an issue before it gets worse…and before they tweet more…or blog about it…and maybe, yes maybe, they become loyal customers since you handled their situation so promptly. How about questions about your service? I have seen (and been part of), questions about products or services. For example, “Which smartphone do you like best?” “Which HDTV do you guys recommend?” or “Which vacation spot do you like better, Cabo or Hawaii and why?” These are great opportunities to learn what people are saying and you can easily join the conversation (just don’t hop in and start pitching your product). If you can provide valuable information, then feel free to get in touch with the person or group in question. This could be a great way for you to connect with many influential people in an industry.

3. Twitter and PR, Monitor Tweets and Respond Accordingly
Most PR professionals are using a number of tools to monitor chatter on the web, such as Google Alerts. Twitter should be another tool in your arsenal. I can tell you first hand how representatives of companies have gotten in touch with me based on my tweets. Some of my original messages were positive and others were not, but regardless, you can benefit as a company from monitoring these messages (and any replies). For example, looking for people buzzing about your products or services? You might find a number of people on Twitter that keep tweeting about your products. Well, get in touch with them! On the flip side, if you find a person that just hammered your product or brand, get in touch with them too. Twitter can be a great way to curb negative word of mouth. Putting a human element in the mix when someone is frustrated can be a great way to nip the problem in the bud. Maybe it was a miscommunication or that customer didn’t know about the latest upgrade or product offering. A simple Direct Message within Twitter might resolve the entire situation…and they might even tweet about the positive experience after it has been resolved. You cannot be afraid of doing this… If you are, then you won’t reap the benefits of the community. It’s similar to situations where I am talking to companies about blogging and I hear the question, “But what if we get a negative comment?” If that person is you, overcome this fear…you won’t regret it.

There are some good examples of companies using Twitter to connect with customers. For example, Omniture, Comcast, and Carnival Cruise Lines. I hope to see many more companies follow their lead.

4. Connect with others in your industry.
I have met some incredible people from all over the world using Twitter, and I can honestly say that I never would have met them without using the service. Actually, it’s really funny when you connect with someone close to your location and you never knew they were there! That has also happened to me a few times. It’s pretty easy in Twitter to find like minded people. You can use third party tools to search through tweets to find people talking about specific industries, products, services, brands, etc. Once you find their profile, you can easily start following them, and then you can check out their followers. Chances are you’ll find a number of additional people to follow in a relatively short period of time. Then, those people might start following you.

Now don’t stop there… You should join the conversation and communicate with others (yes, that means 2 way communication). If you do join the conversation (and I recommend you do versus sitting there reading tweets), then you can brainstorm, get answers, share ideas, and collaborate all via Twitter. Heck, you might find new partners, business opportunities, and ways to market…all via microblogging! I bet you never thought that would happen. :)

So there you have it. 4 ways to use Twitter today to enhance your business. Is it time consuming? You bet. Will it take a little time to get used to? Absolutely. Will it also take time to build a following? Definitely. But, in the end my hope is that you will come back to this post and comment about how happy you are that you took my advice! ;-) It’s all about execution, and now you need to take action. If you are still unsure, feel free to provide your questions below (or just get in touch with me). And, don’t forget to follow me on twitter. Hey, I can be your first “follow”. :)

Tweet Tweet

GG

Google SMS and More Mobile Marketing Ideas

Last week I wrote about short code marketing and using text messaging for mobile marketing campaigns. Last year (around this time), I wrote about Goog 411, Google’s free 411 service that returns results based on its local listings. So today I figured I would combine the two concepts and write about Google SMS, Google’s way of answering your search queries on your mobile device. The short code is 466543, or “Google” on most devices. If you are unfamiliar with short codes, please check out my last post (see link above).

What it is Google SMS and What are the Benefits?
Some of you might be saying, “Why wouldn’t I just browse to Google on my mobile web device and enter my search??” Well, SMS is much faster (at least for now). Texting a quick search query using SMS, with the ability to save that query for future text messages, is a great way to get fast answers to your questions.

What types of searches can you text to Google?
You can see a quick list on the Google SMS site, but here are a few possibilities to get you thinking… How about checking the weather, the score of the Yankees game, defining a word, a stock quote, product prices, directions, flight information, currency conversions, etc. These are just a few of the searches that you can text to Google and I’m confident you are starting to see the value of Google SMS… The problem is that many people don’t even know about it. Don’t believe me? Lean over and ask your coworker now if he or she knows about Google SMS. {Glenn waiting.......OK, you're back} I bet you got a confused reaction from them, right?

To text your search to Google SMS, simple enter the search feature and then what you are searching for, like:

weather pennington, nj
score Yankees
movies 08540
price blackberry curve 8310

Cool, right? And for those of you wondering how much faster it is to text a search versus browsing the mobile web, here’s a quick test on my Blackberry Curve 8310. I’ll look up the price of a Canon Powershot G9:

Browsing the Mobile Web:
Loading browser…
Finding Google….
Waiting for data…
Yawn…
SERP returned…
Checking listings….
Finding solid listing and price for G9
Total Time: 1:25

Using Google SMS:
Texting “price canon powershot g9” to 46653
Price returned via SMS in 8 seconds
Total Time: 16 seconds

Convinced this is a smart way to go? :)

Why this is important to you as a marketer…
Because you don’t have to be Google to achieve the same results for your customers and potential customers. You can do this for your business. Think about it…you can use text messaging to quickly answer questions, no matter what line business you are in. And, the more answers you provide, the more customers and prospective customers you can make happy. The more people you make happy, the more they will talk about your business (can you say WOM)? The more they talk about you, the more business you can acquire. The more business you can gain, the more money you can generate. Do I need to keep going here?

Some SMS marketing examples:
Let’s say you run an accounting firm targeting small businesses and you want utilize SMS marketing. Maybe you can answer basic accounting questions that you know small businesses always have via your short code. i.e. text “FICA” or “1099” to {your short code here}. Help enough small businesses and maybe you build new relationships along with new clients. Do you own a car dealership? Maybe you can answer questions about pricing or features for the latest models. Are you an electronics retailer? Maybe you’ll answer top product questions. i.e. text “SPECS for IPOD Nano” to {enter your short code here}. Again, the possibilities are endless. I explained some other uses for short codes in my last post, but I’m just focusing on the search and answer model here… Do you own a chain of weight loss centers? Provide the number of calories for various products or meals. i.e. text “calories slice of pizza” to {enter your short code here}. You get the idea!

Go ahead, stir up mobile marketing at your company!
I wanted to write this post to keep mobile on your mind after my last post… (Hey “Mobile on My Mind”… sounds like a new Carrie Underwood song…) I truly believe mobile marketing will be huge and it’s basically an untapped channel right now. Heck, there are short codes just waiting to be purchased…and you would be shocked to see how many big brands are not involved yet. It would be the equivalent of Coke not being interested in coke.com 10-15 years ago. BTW, I’ll beat you to the punch…Coke already owns the short code for COKE. They are on top of it! Are you? :)

GG

PS Don’t forget to test out my short code…just text IMD to 23907 to sign up for mobile alerts when I update my blog. You can always opt out, but it’s a cool way to see how this works!

SMS and Common Short Codes, Using Text Messaging for Mobile Marketing Campaigns

I’m sure some of you reading this blog post are asking, “What’s a short code?” I’m also sure many of you reading this blog post watch American Idol. What’s the connection? Well, at the end of the each performance and each show, Ryan Seacrest gives you a 4 digit code that you can use to text message your vote for your favorite contestant. For example, text “Vote” to 5706 to vote for Jane Smith. Well, 5706 is a short code. Although TV has made short codes famous in the US, it’s still not as popular as in other parts of the world. In my opinion, its popularity will begin to grow in the US, and sooner than later... Common Short Codes (CSC) are basically the domain names of the mobile age, yet many marketers still don’t know much about them, which is crazy, since Mobile Marketing will be an important element in your marketing mix in the near future. My hope is that after you read this post, you’ll agree that SMS can be used creatively to enhance your marketing campaigns. I’ll explain more about this later in the post.

Basic Information and Definitions About Mobile Messaging and Short Codes:

Let’s define SMS – It stands for Short Message Service and it enables you to send text messages on your mobile device. When you hear people talk about “text messaging” or “texting”, they are referring to SMS.

Let’s also define Common Short Code – A short numeric code of 5 or 6 numbers that can be used in place of a longer phone number for messaging. Since the codes are shorter, they are easier to remember and utilize, especially for marketing purposes. i.e. Text “Vote” to 5706 to cast your vote…

How to Obtain a Short Code and How Much Do They Cost?
You can visit the Common Short Code Administration’s website and review the process for obtaining a short code. In a nutshell, a "select" short code, or vanity code, is $1000 per month and a random short code (random numbers) is $500 per month. Both must be paid up front and you can lease a short code for 3, 6, and 12 months. A select short code (or vanity code) would be something like COKE, IDOL, JEEP, etc. Once you obtain your short code, then you’ll need to gain approval from the wireless providers for routing your common short code (CSC) throughout their network. Then, in order to implement your CSC, you’ll probably want to get in touch with an application provider and connection aggregator that already have relationships with the specific providers. Think about it in normal web terms, you can register a domain name, but what does that really get you?? You still need a website built and way for visitors to do something on your site, right? You can talk more with a connection aggregator about what you’ll need in place for your campaigns.

OK, Use Short Codes for Mobile Marketing…But How?
There are literally dozens of ways to creatively use short codes for marketing purposes from voting to contests to rewards programs to wom to viral marketing. American Idol made using short codes for voting famous and you can use SMS marketing for the same purpose. That’s definitely a natural fit (especially for your customers who have used SMS for voting in the past…) You can also use short codes for lead generation. For example, include your short code in an advertisement and have people text the code to learn more about your service or product. You can use short codes for subscriptions purposes. For example, have people text your short code to sign up to receive notifications when your product or service is updated. Are you ready to launch a viral marketing campaign? Use short codes within your viral campaign to give customers access to additional information, media, ringtones, etc. How about organic word of mouth marketing (WOM)? Maybe you set up a short code that your company evangelists can use to post updates about their latest word of mouth experience. i.e. They just spoke with someone on the train into Manhattan about your product, so they quickly message your short code with the details. Running a rewards program? Enable your members to text their latest promotional codes to your common short code to increase their rewards points. I can keep going here, but it obviously can be an extremely useful tool for a smart mobile marketer. You just need to think creatively and keep mobile in mind…

Glenn Gabe and the Internet Marketing Driver, Mobile-Style
OK, so I couldn’t resist… I asked a mobile marketing friend of mine to set me up with a short code for my blog. Here’s the deal…if you want to receive notifications from me on your mobile device when I update my blog, then follow the directions below:

Simply Text IMD to 23907 now. You’ll receive a text message from me immediately.
Reply YES to the message if you want to receive alerts on your mobile phone when I add new blog posts or update my blog. I may also message you now and then with internet marketing tips and tricks. You can always opt out at any time, so it’s worth a try to see how it works. Go ahead, try it now!

In closing, I hope this post helped you gain a better understanding of common short codes and how mobile marketing can be a part of your marketing mix. If you haven’t thought of using short codes for marketing purposes, my recommendation is to start thinking about it now. Actually, your desired vanity short code may be registered already! Don’t get caught like many did with domain names…get your short codes sooner than later.

Now, have any of you already worked with short codes as part of your marketing campaigns? If so, I’d love to hear your thoughts and ideas. Post a comment now!

GG