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Mobile Web or Apps? What's the Future?
Keywords: New Media
 In Europe, mobile websites prevail. In the U.S., apps are most popular. This 2-1/2 minute video highlights some of the discussion about mobile's future, and features Cory Smith of ESPN, Paul Jacobs from JacApps, Ivan Braiker of Hipcricket, Kim Leuger from Pandora, and Martin Kristiseter from Marketron. |
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Will Mobile Pocket Calls Bankrupt the Ad Budget?
Keywords: Mobile Advertising
What do marketers pay for when buying click-to-call mobile ads? Up to 76% of mobile display ad calls are accidental clicks or "pocket calls" that can waste a brand's budget, according to a recent study. Only 14% come from existing customers, and 10% from new customers. |
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Fickle 'Digital Natives' Switch Platforms Every Other Minute
Keywords: Consumer Behavior
A new study from Time Inc., titled "A Biometric Day in the Life," shows how the proliferation of digital devices and platforms would affect the media consumption habits of consumers who grew up with mobile technology as part of their everyday lives ("Digital Natives"), versus those who first learned about mobile technology in their adult lives ("Digital Immigrants"). |
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Research Quick Hits
Wendy's upended the fast-food industry last year when it overtook Burger King as the No. 2 burger chain in the U.S. Now it looks like Burger King is turning the tables. To read more
According to Kathryn Cave, Editor of IDG Connect, with an analysis of research into marketers' opinions of tablet growth to discover how today's marketers will impact tomorrow’s business landscape, 12% of iPad users already say the device has completely replaced their traditional laptop, while another 54% said it had partially replaced their laptop. To read more
After being MIA due to the recession, the HENRYs ("High Earners Not Yet Rich") are back, so says Unity Marketing's just-released state of the luxury market report. To read more
Online spending may be increasing, but the venerable catalog is doing anything but fading away. In fact, it is still an important part of business for retailers. To read more
The rest of 2012 will be very challenging for smartphone makers as they struggle to find ways to differentiate their "black slabs," according to Richard Kramer, managing partner at Arete Research. To read more
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Daily Sales Tip: No Such Thing As a Stupid Question
"Thanks for meeting with me. Let me ask you what your budget is for advertising."
Asking the budget for traditional or digital advertising is not a stupid question, but asking it too soon is a problem. It would be like a life insurance salesperson showing up at your home and immediately asking how much money you make.
Sure, all salespeople want to know how much money is on the table so we can put together a recommendation within the buying power of the prospect. But asking before having a relationship signals to the prospect that we are only out to make a quick sale.
Take the insurance salesperson as a good example: If you allow them to make an appointment to come to your home in the evening to discuss your insurance needs, they usually start off with some easy-to-answer questions...things you enjoy talking about -- your kids, how long you have been in your home, where you work, what you like to do in your spare time.
Once they establish a rapport, they start asking some tougher questions, like how much money you make, but even then they don't blurt it right out. They soften it by asking questions like, "If the worst should happen and you were no longer around to care for your family, how long would you like them to be financially secure -- a year, 5 years, 10 years?" Once you answer, that's their opening to ask, "So how much income are we talking about replacing?" Now they can get a handle on how much you make.
We have the same opportunity to soften the question by asking prospects about their advertising, where they spend the bulk of their budget and what they get for it. By knowing our competition and their rates we can quickly come up with a pretty good idea of what their total advertising budget is.
Sure we can confirm by blurting out, "So what's your total advertising budget?" But if they are not willing to tell us, that's OK because we already have a pretty good idea and we didn't give them the impression we were just out to make a quick sale.
Source: John Potter, VP/Training, RAB
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