For Facebook investors, there was lots of good news to be found in the company’s earnings call last week: revenues, users and ad dollars are all up.
But hidden in all that great financial data is an under-looked metric that might not concern investors, but should concern advertisers and marketers who have invested millions of millions of dollars in the platform — engagement rate.
Engagement is currently flat on Facebook. Users, or better yet consumers, are not interacting, with, viewing, sharing, or liking brand content and information as much as they did in the past.
If you’re like me, you’re still coping with the end of March Madness, but happily traded in college basketball for the season premier of Mad Men this past Sunday.
As I often do while watching high profile TV shows and sporting events, I was paying close attention to the commercials during the NCAA Men’s Basketball Finals. I love seeing new and innovative ads that normally surface at these times. What stood out the most for me was Coke Zero’s “drinkable commercial.” At first glance, another home run from Coca-Cola. If you didn’t get a chance to see it, a sultry and seductive 30 second spot shows a hand pouring a bottle of Coke Zero off screen. I as the consumer am supposed to get my Shazam app up to recognize the commercial, taking me to an experience of a glass getting filled with Coke Zero, eventually leading me to a mobile coupon to redeem a free Coke Zero at Target.
Whether you think QR Codes were too slow at being adopted, or never adopted at all here in the United States, I’d like to present to you some information about some recent campaigns, and how they suggest the complete opposite.
So on my way down the Garden State Parkway to the Jersey shore this past weekend, I pulled into the infamous Cheesequake rest area (my personal favorite) to get some gas and a drink for the remainder of the trip. In pulling in, I was greeted by a giant sign for Re/Max NJ. What a great idea – not only would those signs target prospective homebuyers but also possible new agents…AND people both traveling within and through NJ – kind of making them a customer and employee acquisition tool. The URL was prominently displayed at the bottom of the sign, remax-nj.com. So I pulled out my phone and went to the URL, half expecting a non-mobile site to come up. But to my surprise, a mobile formatted site showed up and loaded pretty quickly. OK we’re getting there! (note: I was the passenger on this trip, so wasn’t texting while driving )
We’ve all ‘surfed’ the web at some point or another. I remember being in high school and first hearing the phrase surfing the web. At the time I was a tad puzzled, what do they mean? Are masses of people doing something differently than I am? Of course they weren’t, we were all glued to our computers, soaking up content like never before, site after site, screen after screen – I was just not too familiar with the jargon of this new medium. A decade or so later most if not all of us are still surfing the web, but instead of black and blue text on a white page we have games, videos, networks and more to keep our digital wetsuits on.
The SMS market is constantly evolving as businesses try to find new ways to connect with their audience. SMS marketing has proven to be more beneficial to companies in recent years, as the mobile spectrum broadens and new technologies are built. Below are stats regarding SMS usage and how they relate to other types of advertising. Find out more about mobile marketing here.
You see them everywhere; on billboards, on TV commercials, on the back of ketchup bottles, and on coffee cups. Yes, they look like disfigured and pixelated Andre the Giant paintings, but what exactly are QR-Codes and why do we see them everywhere?
I love when the government helps our business. For the second year, the United States Postal Service (USPS) is running a Mobile Barcode Promotion where they provide an upfront 2% discount on commercial Standard Mail® and First-Class Mail® that includes a 2D barcode on it. I think it’s very exciting to see the government participating in building awareness of emerging technology and supporting the growth into the mobile frontier.
For any skeptics and/or critics out there that don’t believe that Mobile usage will surpass traditional web usage in the VERY near future. I’m really sorry but you’re flat out wrong. The only thing keeping your hopes alive is that there are still plenty of companies, brands, and marketers doing mobile the wrong way, which leads to reduced usage. I’d like to share with you some proof that when mobile is done right, with simple and clear call to actions, utilizing the existing tools in the market place (not reinventing the wheel) and providing interesting content in ways that everyone has a formatted experience on their phone, it’s a home run.