Matt Goddard, CEO of R2integrated discussed a simple framework by which a brand can determine whether an app will be competitive and ultimately successful in a competitive marketplace. Just like any other 2×2 matrix tool, R2i’s “Mobile Engagement Quadrant” doesn’t tell the whole story, but it describes necessary criteria for success.
Sorry for the delay in getting another blog post up, but I’m back on the marketing newsbeat. If you want to see what’s been keeping me busy (especially if you rive in northern NJ), check out the growing Social Media Coffeehouse.
Similar to how I reviewed and recapped a number of events during Internet Week, I want to share some of my reactions and comments on the events of DIGIDAY:APPS. Rather than try to recap each of the nineteen panels in one or separate posts, I’ll just share some key points and observations. Continued…
If New York feels like it’s still operating in the shadow of Silicon Valley, it wasn’t showing it for Internet Week.
“You’ve got this incredible creative scene,” said Kevin Haughwout of Little Falls, a blogger (at freedmarketer.com) who was attending various Internet Week events. “You’ve got the universities, two of the top 10 business schools, and you’ve got this incredible tech scene.”
I loved getting the mention, and I loved even more getting my blog’s name published! I also got to add some commentary on the sheer number of events at IWNY.
“I’m double and triple booked,” Haughwout said. “It’s like when I was a kid at Disney World. There’s so much I want to see.”
Internet Week was a blast, and next year’s event can’t come soon enough for me (though I probably wouldn’t have said that if I hadn’t gotten a chance to catch up on missed sleep last night!)
Syncapse hosted an event title How Social Media Marketing is Driving Business Results on the Friday of Internet Week NY. The event, whose format included a panel discussion and an interview, focused on the development and monetization emerging social media trends. Opening comments were provided by Adam Ostrow, the Editor-in-Chief of Mashable, and then the audience was introduced to a panel of speakers who were to discuss the recent and future evolution of Facebook.
Panel – The Future of Facebook
Michael Learmonth, a digital media reporter at Advertising Age, moderated a panel of marketing executive:
Matthew Ramella, Senior Manager of Media, Sponsorship, and Digital Marketing at Anheuser-Busch InBev Canada
Given the opportunity to watch the #Promise forum live at Internet Week, I’ve changed my schedule around. The event looks, if you’ll excuse the pun, very promising. Looking over the agenda, there are speeches from companies ranging from PepsiCo (who’s sponsoring the event), Timberland, GE, MTV, and Nokia. There’s also a special presentation by Edward Norton (who is described in the welcoming notes as an “actor/entrepreneur”.)
I’ve got a pretty good view of the proceedings. We’ll see what photos I can get and post on Twitter during the event.
Tuesday afternoon’s Internet Week NY headquarters program closed with a presentation featuring PepsiCo and its partner in a new social media venture titled PepsiCo Presents: Unlocking the Power of the Barcode. Representatives from the joint marketing effort discussed the pilot program in which Stickybits would use their platform to allow Pepsi consumers to scan their products’ barcodes with their mobile phones and then comment in a crowd-sourced discussion forum, almost like a wiki describing where the beverage or food item came from, how animals used in its production were treated, how environmental or labor issues were treated in the warehouses between production and consumption, and so on.
Back at the Internet Week HQ, Eric Skiff from Drop.io spoke about pluggable culture and the web. Pluggable culture, according to Eric, is technology broken down into small piece that can be easily assembled to create different items. The best part about pluggability is that one doesn’t need a technological background to implement complex systems (much to the chagrin of a blogger with an engineering master’s!)
For the second half of my morning at the Mobile Marketing AssociationMobile Marketing Forum 2010, I attended a track of presentations on “Building Your Brand Through Mobile Marketing”. The track was moderated by Jack Philbin, co-founder of Vibes Media, who opened the session by commenting that mobile is at a crossing point: it allows a one-to-one, personal level of communication at scale.
Jack continued speaking about mobile customer relationship management (CRM) and mobile loyalty. Mobile CRM benefits from speed, flexibility, and personalization as compared to traditional tools like direct mail. It’s easy to track different keywords, and a brand can interact in a personalized way that is acceptable to consumers through tools like personalized SMS and opt-in messaging. Continued…
For the second day of Internet Week NY, I spent my morning away from the events at the headquarters to visit the Mobile Marketing Association’sMobile Marketing Forum 2010 at the Waldorf-Astoria. The forum is a two day event, although I only had the chance to attend the majority of the first day. I was surrounded by laptops and smart phones, so I expect to be able to keep up with events tomorrow by following the #MMAF2010 hash tag.
The welcoming comments and keynotes were introduced by Thom Kennon, the VP of Strategy at Wunderman. He described the gathered forum as a collection of “post-digital” individuals. Post-digital, he explained, meant that we were beyond just advertising as marketers; we are driven to engage. Any channel that we don’t measure is wasted. Mobile marketing is critical to the post-digital marketer, because nothing is more direct, more embedded, and more personnel than mobile. Continued…
Localization-based services have become more popular as GPS-equipped smart phones have become more prevalent. This means that the future of internet media will depend largely on the Future of Location Based Services, which is also the subject of a forum hosted by the Future of Local Media during Internet Week NY.
Phil Thomas DiGiulio, the founder of Future of Local Media, opened the event by introducing representatives of three start-ups for rapid-fire presentations (LoKast, Postling, and MobileMeteor). In the spirit of the hosts, each was focused on local businesses. After the completion of the presentations, Phil introduced a panel of speakers to discuss how location-based marketing would begin to affect how marketers work. As location-based services become more mainstream, more industries are becoming concerned with the mantra of “location, location, location.” Continued…
