RECAP OF THE BUSINESS BITES 2.0 MARKETING ON A SHOESTRING SESSION

Social media can have a big impact on small businesses. Unfortunately, it’s not just about publishing a few posts and nice graphics. To really stand-out on a small business budget, your business has to understand its target customer, build great content and take a bit of a guerilla marketing approach to build experiences and programs that foster community and credibility. Here is what I have seen work in my own business and also via the research I do monitoring social media and mobile marketing trends. Below is a high-level summary of my recent Business Bites 2.0: Marketing On A Shoestring session. The session was put together by the Greater Washington Hispanic Chamber of Commerce and Rhode Island Avenue Main Street to help DC small businesses to leverage social media to grow their businesses. STEP ONE: Get to know your industry space before you market Define your target customers, the competition and what’s working well in your space. Craft stories that exemplify why your target audience should choose you and your business. This will drive the content and marketing actions you’ll invest time in. Top Tips: Your target: Take a highly targeted approach to understanding who your customer is and refine your message and marketing efforts to maximize communication. What motivates your customer? What are the use cases for your product? Who influences your customer the most? Why should they care about what you do? The competition: Understand the competition so you can stand out and be noticed. What social accounts and tactics do your competition use? Which are working? Are there gaps in what your competition is doing? Is...

Mobile Research in the Mobile World: My Top 5 Takeaways

The Market Research in the Mobile World conference agenda was packed full of market research thought leaders,  innovative case studies and tools. Below I summarized my top takeaways from the conference and showcased some of my favorite tweets. #1 Big Data is not having a big impact on marketing yet Don Sexton from Columbia University presented findings from a recently conducted Marketing ROI in the Era of Big Data that surveyed 253 marketing executives from large companies. The results highlight a strong belief among marketers that data is important to making good marketing decisions but that there’s a big gap in the use of data to drive marketing decisions:  91% of senior corporate marketers believe that successful brands use customer data to drive marketing decisions Yet, 39% say their own company’s data is collected too infrequently or not real-time enough 57% are not basing their marketing budgets on any ROI analysis The biggest issue with the lack of data is that marketers are relying on historical data versus understanding performance to drive budgets. You can read a good article about the study over at Advertising Age. #2 The mobile research potential is NOT just online surveys on your mobile phone Mobile is transforming how consumers communicate, shop, diet and overall–how they live. Mobile research needs to take into consideration and take advantage of the mobile experience (ie., touch screen, location, difficulty typing long responses, etc.). Facebook adopted the consumer experience for mobile, and as Andy Lees mentioned, research should do the same. I could see how new services like the ShopKick mobile app which rewards users for engaging with brands in store...