One in four mobile applications are never used again after being downloaded, and 26% of applications are not used more than once. In the age of infobesity, companies are struggling to separate themselves from the digital noise and to draw meaningful attention and interest from their current and potential customers. This struggle happens mainly because internally there is a big struggle going on between marketers’ desire to plaster their product-centric messaging across all of their assets (after all, they need to justify that annual budget, right?) and their desire to create something truly amazing, something that will be used by customers time and again, gently reminding them about the brand that helped create that fantastic experience.
According to Localytics, one in four mobile applications are never used again after being downloaded and 26% of applications are not used more than once. In the past year I’ve seen the rise in conversations about utilitarianism marketing. So how is it that this thinking doesn’t seem natural to most marketers (and their management)?
You don’t have to be on every social media platform and create videos and infographics and blog posts and whitepapers all on Day One. Despite all the marketing industry jargon about a plan’s importance and its role in the marketing process, the ability to develop a tenable marketing vision is truly invaluable. If there can be no standard due to the specific demands of the project, the individual’s comfort level with the planning process, or the fact that different situations call for varying approaches, perhaps every plan can adopt a few core attributes. The difficulty in creating a plan is knowing the key differences between these core elements as they are so often confused. Sometimes your Plan B is a good model for ideation sessions before even sitting down and mapping out any type of plan. Teach to Fish is: Chris SietsemaDigital marketing consultant livingon an orange grove in the desert. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Clipping is a handy way to collect and organize the most important slides from a presentation.
What’s the problem?  Far to often, businesses and marketers deploy digital marketing tactics without carefully defining, developing and deploying an appropriate digital marketing strategy.
Whether you are a business looking to get more value out of your marketing dollars or a marketing professional looking for a tool to help with the conversation regarding the development of a digital marketing strategy, I put this guide together to simplify the process.
Define clearly and concisely what your business does.  Do you sell widgets?  Do you provide a particular service?  Whatever it is, break it down to a definition that is as simple and as specific as possible – three or four sentences should be adequate. What is your point of difference or competitive advantage?  How do you set your company apart from similar companies in your industry?
Describe your customers.  Separate them into several key segments.  Do you have internal and external customers?  Are there demographic delineations?  Are there social or economic differences? Next, understand more about your customers: who are they, what do they want, how do they define your brand, what do they want from you, what do they expect from you, what do they see as opportunities or advantages, and what do they think you do well?
How do you find out this information?  There are many ways.  You can conduct an online survey, do an email blast, call and interview several customers, or host a customer gathering. Follow the same steps you did to evaluate your competition.  Add this to your existing spreadsheet. Spend some time looking over this information.  Do you see any holes with your digital assets or digital marketing when compared with your competition?  Do you find any strengths?  Make a list.
Use all the information you have been given, look closely at Step Ten, and define 2-3 specific marketing strategies that will have the greatest impact on your business.  Take your time!  You may have to develop many before coming up with the strategies that make the most sense. Sort and priorities the ideas based on impact, viability and how well aligned they are to the business objectives from Step 4.
You rock by the way!  Great job on creating a business oriented strategy with specific tactics.  You’ve got the game plan all covered.  Now it’s time to deploy! Subscribe to Our Monthly NewsletterSubscribe and get the latest TMM exclusive discounts, job openings and MORE!
Here are some social media infographics that stand out from the rest and should educate you.


An interesting infographic by Visible which points out that men are twice as likely to check-in or share their location than women. Great infographic by KISSmetrics which rounds up the main aspects to consider when purchasing a social media monitoring tool. A very informative infographic by Mashable that I discovered in March that I believe hasn’t decayed in time. Created by Awareness Inc and rich with a lot of great advice from social media experts such as David Meerman Scott, Jason Falls, Jonas Nielsen, etc.
That's why helping—you heard that right—your customers instead of simply throwing a product in their faces is the best move you can make. But the problem for companies is that the latter means either putting the brand secondary to the customer experience or, Heaven help us, removing any reference to your product, services and, potentially, your brand altogether.
And even though Youtility may not show your management immediate benefits or attractive numbers, it will undoubtedly pay long-term dividends.
The brand created the Sit or Squat app for determining the relative suitability of public restrooms.
The coolest thing about the app is it allows users to rate restrooms and upload photos, everything to help others identify the best restroom stops to make. Is it because they want to see immediate results and longer-term benefits are harder to measure? You need to establish a presence somewhere, figure out how you can have an impact, and then learn and improve.With that in mind, here are the bare bones of the strategy you need to build in order to have some early success. Some are ginormous, printed manifestos constructed to impress by their sheer size and pass some unknown weight test. Any digital strategy will have to measure up to your business objectives.  What is the primary goal of the business?  Is it to make a profit by selling widgets?  Is it to educate? The infographic gives insight into how small businesses leverage social media and which social media platforms they’re using. This infographic also tells you what are the social media channels with the highest ROI figures according to marketers who actually measure their ROI. I'm a young marketing enthusiast currently getting my bachelors degree in the awesome field that is marketing. People are looking for utility, something that will help make their lives easier, solve problems, and add value. The app has a flashlight built in (for the nighttime), and it helps initiate and expedite claims and locate towing services. As the app use increases and the public contributes, the app gets better with the increased participation. You can increase the complexity later, but for now let’s just focus on the blocking and tackling of getting this machine rolling.Set your goals. I often find myself in the same dilemma, where clients want to work at different paces and detail level.
Are there important secondary objectives?  Depending on the business, you should keep you objectives to three or less.
How is the content?  Take a screenshot.  Then, look at what types of assets each competitor has?  What do you like?
People love them because infographics are easy to share and help us visualize the important elements that we desire to learn. This infographic by KISSmetrics will certainly enlighten you about the timing aspect in social media.
If you have any other interesting social media infographics to share, please post them in the comments! I'm passionate about inbound marketing, social media, mobile marketing and my own personal hobbies such as football and volleyball.
Getting a smaller snapshot of data can help when you’re dealing with numbers in the millions.


And so the marketers are ignoring the horrific statistics below and continue with the inferior marketing strategies.
Your Future Depends On It, Mitch Joel suggests that utilitarianism marketing is going to be the next great business disrupter. You can even let company representatives know the best time for them to follow up with you. Flip that perspective around and you will be guaranteed to be on top of mind way more often through utilitarianism marketing than you will be through a fancy TV commercial.
What don’t you like?  Can you determine their marketing effectiveness or client engagement?  You get the idea. Who would read a block of text when the same information could be presented to you with a neat picture? Usage of the application keeps Charmin on top of mind and the app has been praised in multiple blogs and magazines. However, you can’t launch a content marketing effort with the idea that you’re going to immediately sell more widgets. I appreciate the fact that you are pointing out the differences in objectives, strategies and tactics.
There has been an infographic about the perfect drinks, golf, nacho cheese and just about everything else. The following infographic by gopopcorn visualizes how much content is shared in 60 seconds. Now, plenty of organizations skip this step – they just start blogging without really thinking through why they’re doing it and what their goals are. However, there’s plenty of evidence that the companies that succeed with content marketing are the ones that have a documented strategy.But when you’re just starting out, creating that strategy can seem daunting.
We recommend paying attention to email subscribers, as well as increased website visits (assuming the content lives on your website) and increased social media followers.
The world of content marketing is moving very fast, there are so many different decisions to be made, and it’s difficult to figure out what your goals should be, let alone how you could ever possibly reach those goals.So let’s keep it simple.
Someday, you’ll be able to monitor “time on site” and other advanced metrics, but for now we just want to build an audience.Identify your audience. You need to understand as much as you can about their lifestyle or workstyle, how they consume content, and where they get their information. If you’ve been in your industry for a few years, or have an experienced sales team, you should be able to get to at least 80 percent of a good persona profile with relatively modest effort.Decide on what type of content.
Please please please don’t start with “we’re going to launch a blog!” That is a tactic, not a strategy. After you have a handle on your audience, you’ll have a better idea of the types of content they want.
You also need to determine what topics you’ll be covering, and which topics you won’t be covering – this is the editorial promise you make to your audience.Determine how you will create that content. If you’re thinking that you’ll just publish content to your website and the audience will find you, think again. At least half of your effort should be focused on distribution – whether that’s through social media, media relations, an influencer marketing campaign, paid distribution, or some combination of those.Establish what you are going to measure. If you’re trying to grow an email subscriber list, you need to keep rigorous track of email sign-ups.



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