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Business

What happens when mobile meets e-mail?

by Tim on August 12, 2010

in E-commerce, Engagement, Marketing, Social Media, social strategy

A few months ago, I highlighted what I consider the forgotten social network: e-mail. Now Mashable has a great look at how mobile affects the way consumers use e-mail. The most fascinating finding?

“Last year, Nielsen looked into what impact social media is having on e-mail usage. The results showed that there is a strong correlation between those who are frequent e-mail users and users that are also active across social media.

In fact, the study basically showed that social media makes users consume more e-mail, not less.”

Google is famous for trying to get more people to use the web, figuring increased web usage leads to increased search usage which leads to increase revenue for Google. Sounds like something similar is going on here. Yes, as the study notes, some consumers use social as a replacement for e-mail. But, it does follow that consumers who use the Internet to engage with friends, family and brands will use as many channels as they need to do that.

So, how does this affect you?

Easy. Getting your customers to engage with you – whether via e-mail, social or on-site – is the end game. So, why would you take any single component out of your playbook?

Are you getting enough value out of your small business website? Want to make sure your business makes the most of the local, mobile, social web? thinks helps you understand how to grow your business via the web, every day. Get more than just news. Get understanding. Add thinks to your feed reader today.

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E-commerce, e-commerce, e-marketing, email marketing, internet marketing, Mashable, online marketing, social, social marketing, social media, social strategy

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Tagged as: E-commerce, email, email marketing, social, social marketing, Social Media, social media marketing, social strategy

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Mobile, mobile and more mobile (Small Business E-commerce Link Digest – July 30, 2010)

by Tim on July 30, 2010

in Marketing, Mobile, del.icio.us links

I spent most of the past week on the road – sorry for the lighter-than-normal posting. But it did give me a chance to spend some quality time with my new Droid X phone. Which I love.

Big time.

The Droid isn’t quite an iPhone killer. But it’s a seriously cool device. And the more time you spend with an advanced mobile device – an Android phone, an iPhone, an iPad – the more you can’t help but realize how important mobile is today and how much more important it will become in the future.

But, do you know what you should do about mobile for your customers?

No?

That’s OK. These links will help you sort it out:

I realize it’s a little geekier than my normal links, but this mobile web optimization guide from Opera offers a strategic look at how you can address mobile users’ needs. Its basic premise opens with this great advice:

“The mantra for cross-device development is: one site for all is the ideal but it’s not always possible. Whichever strategy you adopt, there is one vital point to remember:

Mobile users are task-focused users. And so are all users.” (emphasis mine)

Any guide that starts “focus on your users” is a good one in my book, which makes this well worth the read.
Another somewhat geeky look at mobile strategy, one with more of a technology focus, comes courtesy of eWeek. But, their 7 steps to a highly effective mobile strategy is also worth a look, if only to help you assess potential vendors.
SocialBeat looks at Facebook’s mobile strategy, which is notable because, according to the article, “…150 million users now access Facebook through phones and that mobile devices are fueling its more recent growth globally.” 150 million?!? Um… that’s not just big. That’s BIG.
Once you head down the mobile path, take a look at this great look at mobile home page navigation from the wonderful Linda Bustos.
Retailer American Eagle seems to have some ideas about mobile. They’re giving away free smartphones to their customers for trying on a pair of jeans. Seriously. And the company is giving users an opportunity to download a direct link to the AE mobile site to those brand-spankin’ new, free smartphones, too. Maybe it’s not just the phones that are smart.
And, finally, Adam Small looks at how you can incorporate mobile into your outdoor marketing (really, you could apply similar techniques to print, as long as you consider what happens if someone spots the ad long after your campaign ends).

That’s probably enough “light reading” to get you through the weekend. But look at it this way: You can even read these on the beach. Or, at least you can if you’ve got the right mobile device. Just like your customers.

Full Disclosure: The links to Amazon above contain my affiliate ID, for which I receive compensation for sales on Amazon. I purchased my Droid X phone directly from my mobile phone carrier at full retail price and am not compensated by Motorola or the carrier in any way.

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Should you abandon your website and just get a Google Place Page instead?

by Tim on July 22, 2010

in Marketing, Strategy

OK, so yesterday I spent a lot of time talking about whether you should build your own website. And, wouldn’t you know, at the exact same time, the ever-insightful David Mihm is making a compelling argument for putting your emphasis into a Google Place page instead. Is he right? Are you better off focusing on your Google Place page?

Um… no. Absolutely not, in fact.

Not that you shouldn’t have a Google Place page. If you’ve got a physical location, a Place page is a necessity. But, let’s look at David’s other key takeaways in more detail.

For starters, David suggests:

“The new OneBox interface could be an enormous boon for business owners with small budgets, or little control over their own websites. There’s no reason a Place Page can’t function as the primary web presence for a start-up business.”

As I mentioned above, I agree that a Place page makes a lot of sense. And I do think your small business is likely to benefit from having one – especially if Google begins to preference those in search results. But, do you really want to cede your business’s online presence completely to another company? Really?!?

Yes, Google is the dominant player today and likely will be for some time to come. Right now, no one’s even close. But that used to be true of AOL. And of Netscape. And Lycos and GeoCities and Excite and AltaVista and others along the way. Just because Google is in the lead today doesn’t guarantee they will stay there forever. Sure, you can move if and when the time comes. But, aren’t you better off ensuring that’s never necessary?

Now, to be fair to David, he does say that you should “…reserve a domain name immediately” (as do I). But, I’m more than a little leery of recommending you put all your eggs into Google’s basket.

He continues:

“A complete, and attractive, Place Page is now paramount for local businesses. If you have not yet added every conceivable piece of information about your business (photos, hours of operation, videos, menus, services offered, etc.) now is the time to do so. Your Place Page is now the first thing most of your Local customers are going to see–better make it compelling.

I answer with a big, fat, emphatic “I AGREE!”

In fact, the information displayed on your Google Place page offers great insights into the information you should display on your own site. Remember, Google wouldn’t show this information if people weren’t searching for it.

David also suggests working to acquire reviews, saying:

“…now your visitors are going to see what every customer is saying about you before they even get there. Now is the time to implement a review acquisition program, if you haven’t already.”

Ask anyone involved in the hotel business about the influence TripAdvisor has. Reviews play a pivotal role in your customers’ purchasing decision. Their inclusion on Place pages will only accelerate that trend.

David’s final argument is that the Place page provides small businesses a simpler place to manage their online presence without, “…overwhelming SMB’s with too much information.” And that is an unquestionably fair assessment. But, having your own website isn’t that hard – especially if you’re the type of business most likely to benefit from a Place page. Having your own website may not be the simplest solution, but, simple shouldn’t be your only criteria for business decisions.

I don’t typically break down one person’s opinion like this. David Mihm is very sharp and knows what he’s talking about. And, for the most part, I agree with his thinking. I also think that it’s important for you to control your primary web presence just the same as you would control your primary phone number. You want your customer to come to you. Today Google has a strong offering. Tomorrow it might be Facebook – if it isn’t already. A year from now, who knows?

Use Google’s Place page as part of your online activities. Just make sure you have a presence without them, too.