September 23, 2009 at 5:09 am
Despite the recent discussion that “WPP can not stop laying off people due to lack of growing revenues” http://networkedblogs.com/p12523536, there was a great inspirational session at the Mobile Ad Summit from WPP Digital’s Mark Read. He said ” Mobile is not there year, but the key is for marketers to really look at the engagement strategies with thier customers and think of mobile as not the same, but Unique channel. With the explosion of Apps for dedicated experiences, the mobile experience is different and does require this kind of innovation.” When asked about convergence, he said” I beleive the opposite will be true. Marketers will continue to look for new creative ways to build relationships, and it is in the business model of the brand”
I have been a strong believer in a One-Web world where convergence will be the key. The reasoning is that the behaviors of Search and Social media link clicking is only growing and the glue for any digital strategy must be your website, untill all analytics of diversified customer engagement strategies can converge with analytics. So even though there may be multiple different ways to market and build a media strategy, having cross-media analytics is going to be key. There was not much discussion I have found so far on the Adobe-Omniture aquistion, but it is clear that the basics of analytics and search will be extended to widgets ( Air) and other dedicated marketing enablers in a site that need to be tracked in a systematic way.
My new interest in cross-media analytics has evolved to include a concept called ” Nested Social Media”. We are starting to see where Facebook Connect ( by the way, of the Facebook users, 65% apparently access facebook from thier mobile), Twitter, MySpace, and the suite of mobile social apps are getting linked together for marketing delivery. Twitter seems to be still lower in mobile access according the Jack Dorsey at the 140conf.com, but it is growing. An example of this became very apparent to me when playing around with the mobile social app Foursquare. I found it to be a prime example of a nested social application. When I checked in using the app, and wrote a “status update”, it was spread to my Twitter, my Facebook and MySpace account. Friends clicking on the link where then taken back to my foursquare webpage if they were not already users of foursquare. This looping around between social media back to a landing page of the map and information on the club I was visiting became in my mind a nested social experience more powerful then just the Silo’d community generated site of Yelp……. So Yelp will as well need to become a Nested Yelp.
Martin Nisenholz, New York Times, gave a great presentation on “How to build a business model with their Developer API”. This again is another example of a brand that is driving distribution that nests back to the content and can be used in creative ways of linking to social media. NYT has a great mobile strategy with their mobile assets, but still lacking a true one-web solution.
As the week is still just started, I am looking forward to the next couple days of mobile exploration…