In March, I attended the yearly WSI Worldwide Excellence & Innovation conference in Paris. Here's where all we WSI Internet Marketing Consultants get together to exchange best practice and good ideas as well as listening to some of the world specialists in digital marketing. As well as talking about the conference I'm also going to speak about some practical aspects of mobile marketing and mobile use in Paris.
As a Mobile Marketing Consultant I not only have to understand the best practices from colleagues and experts but I also need to keep up to speed with new technology and how to use it - anytime, anyplace, anywhere!
Digital Marketing Conference
The keynote speaker was Avinash Kaushik. There were also presentations on the way forward for organic search and paid search. Here are some key take aways...
1. Print newspaper advertising in US rose to $60Bn by 2000 but has collapsed to $20Bn since then. Though 29% of advertising spend is on print consumers only spend 6% of their media time reading print. Therefore , it seems like print advertising revenue is going to fall further and digital (both Web and Mobile) advertising revenue will keep on increasing.
2. Successful search engine optimisation is generally about great content. Only 10% - 20% of searchers click on paid search adverts and 95% don't look outside the 1st page of search results.
3. The ideal landing page loads in no more than 2 seconds and satisfies the promise in the ad or search results.
4. Think who are the most important (potential) visitors to your website, how are they going to find you, what would be valuable to them and what you want them to do.
Mobile Paris with an iPhone and an iPad
I recently purchased the new iPad and decided that I'd do the trip without a laptop computer. The advantages of an iPad over a laptop are that it's smaller and lighter as well as having a much better battery life. There are downsides like you cannot use MS Windows applications (and almost all of my applications are delivered as software as a service over the Web anyhow) and there's no straightforward technique to get files off a USB stick but I was OK to live with these over a couple of days. So long as I had a decent Internet connection I was fine. Additionally , utilizing the iPad for reading books and papers as well as browsing the web was great.
The other thing I needed to do was to be online all the time but to avoid preposterous data roaming charges. I had acquired an unlocked mobile WiFi modem in UK and attempted it with a french prepaid SIM card. Unfortunately, this failed to work (I now know how to do this and will post on that later) but a local Orange WiFi modem with 400GB of data only cost me 54 Euros. Therefore I was in a position to use my iPhone to have a look at maps, work out metro connections (using the glorious Paris RATP apps) and stay abreast of email throughout my travels.
Naturally, I used Google Places to find reviews on all the restaurants and cafes that we considered and also wrote Google Places reviews on them afterwards. Google Places is now an essential marketing tool for any business (like a restaurant or bar) with mobile customers.
It's very important to know how to maximize the effectiveness of mobile technology both as a consumer and as a marketer - to find and to be found!
As a Mobile Marketing Consultant I not only have to understand the best practices from colleagues and experts but I also need to keep up to speed with new technology and how to use it - anytime, anyplace, anywhere!
Digital Marketing Conference
The keynote speaker was Avinash Kaushik. There were also presentations on the way forward for organic search and paid search. Here are some key take aways...
1. Print newspaper advertising in US rose to $60Bn by 2000 but has collapsed to $20Bn since then. Though 29% of advertising spend is on print consumers only spend 6% of their media time reading print. Therefore , it seems like print advertising revenue is going to fall further and digital (both Web and Mobile) advertising revenue will keep on increasing.
2. Successful search engine optimisation is generally about great content. Only 10% - 20% of searchers click on paid search adverts and 95% don't look outside the 1st page of search results.
3. The ideal landing page loads in no more than 2 seconds and satisfies the promise in the ad or search results.
4. Think who are the most important (potential) visitors to your website, how are they going to find you, what would be valuable to them and what you want them to do.
Mobile Paris with an iPhone and an iPad
I recently purchased the new iPad and decided that I'd do the trip without a laptop computer. The advantages of an iPad over a laptop are that it's smaller and lighter as well as having a much better battery life. There are downsides like you cannot use MS Windows applications (and almost all of my applications are delivered as software as a service over the Web anyhow) and there's no straightforward technique to get files off a USB stick but I was OK to live with these over a couple of days. So long as I had a decent Internet connection I was fine. Additionally , utilizing the iPad for reading books and papers as well as browsing the web was great.
The other thing I needed to do was to be online all the time but to avoid preposterous data roaming charges. I had acquired an unlocked mobile WiFi modem in UK and attempted it with a french prepaid SIM card. Unfortunately, this failed to work (I now know how to do this and will post on that later) but a local Orange WiFi modem with 400GB of data only cost me 54 Euros. Therefore I was in a position to use my iPhone to have a look at maps, work out metro connections (using the glorious Paris RATP apps) and stay abreast of email throughout my travels.
Naturally, I used Google Places to find reviews on all the restaurants and cafes that we considered and also wrote Google Places reviews on them afterwards. Google Places is now an essential marketing tool for any business (like a restaurant or bar) with mobile customers.
It's very important to know how to maximize the effectiveness of mobile technology both as a consumer and as a marketer - to find and to be found!
About the Author:
Peter James is an experienced Internet Marketing Consultant with a special expertise as a Mobile Marketing Consultant. He has much experience in working on the mobile and Internet technology industries and uses this, along with his marketing skills, to help companies grow their profits using Internet and Mobile marketing solutions and services.
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