However, as search is second only to email as the most popular smartphone task, there is certainly value in using mobile for customer acquisition and awareness.
The survey also asked respondents which mobile marketing tactics they use.
Reflecting the fact that social media is a hugely popular activity on smartphone, 66% of marketers said they invest in social mobile advertising.
Display was the second most popular activity (44%) followed by mobile web landing pages with promotions and location-targeted advertising (both 37%).
Interestingly, only 22% said they invest in mobile paid search, which suggests advertisers are missing the opportunity presented by this channel. We’ve seen numerous surveys which show that although mobile search spend is increasing rapidly, it’s still a relatively untapped area for marketers.
For example, data from Marin Software revealed that mobile devices accounted for 13% of search spend in June 2012, yet took a 20% share of clicks.
Forrester also asked respondents what KPIs they use to assess their mobile marketing initiatives.
The most common answer was web traffic and visitors (63%), followed by CTR (58%), brand awareness (54%) and revenue (44%).
The report takes this as further evidence that too many mobile advertisers are using desktop marketing tactics and haven’t yet adapted to the opportunities presented by mobile.
It recommends that marketers use mobile to deliver highly contextual, relevant information that directly engage individual consumers.
As we’ve pointed out in the past, the industry of the future is healthcare.
The following chart is based on Friday’s jobs report, and it shows two things. The blue line is the total number of healthcare jobs. As you can see, it basically never stops going up (regardless sof business cycles) and has now passed 14.3 million.
The red line is the monthly change from month to month, and once again last month, America added over 30K new jobs, a pretty enormous sum, given that only 171K new jobs were created in total.
Regardless of what happens with government healthcare spending, the demand for more and more healthcare (as the US population ages) seems inexorable. More and more people will be working in this area.
Companies are getting smarter in how they use social media.
Instead of just using it for brand monitoring, one company called Gnip has been working with the likes of Twitter, WordPress, and other social media publishers to do all kinds of things, from tracking diseases to stopping wildfires.
While Gnip can’t reveal which companies it works with, it told us some interesting ways in which social data is being used.
Helping hedge funds.
Gnip works with 12 hedge funds that use social media information to analyze sentiment about certain kinds of investments.
Fighting a wildfire.
Gnip worked with a company called VisionLink to track a wildfire in Boulder, Colorado. They tracked tweets and posted photos in real-time to see what areas were cut off and see where the evacuation routes were.
Gnip told us:
By layering the geo-tagged Tweets and Flickr shots they got from Gnip onto a Google map of the area, VisionLink was able to provide emergency workers with a realtime view of what was happening on the ground. With this information emergency workers were able to see where they needed more resources to respond to needs in the local community.
Instead of calling police, people in Mexico are reporting crimes via Twitter. As the New York Times reported:
Anonieta Salazar Loftin, a doctoral student in Mexican history at the University of Texas at Dallas, said this is how her relatives back home use social media. She said that anonymous crime-focused Twitter accounts like @balaceramty — which is based in Monterrey and has more than 40,000 followers — provide a needed public service.
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I don’t live in a high risk area for deadly tremors, but after watching this earthquake-proof table easily survive having a 2,200 pound block dropped on it, I think I still want one for my office—just in case.
The table was designed by Ido Bruno and Arthur Brutter primarily for use in schools. Students are typically taught to hide under their desks in the event of an earthquake, but most desks aren’t designed to support the weight of all the debris were the building to collapse. Which is clearly demonstrated in this video when they drop just a 1,000 pound weight on a traditional desk and it’s immediately pancaked.
In addition to providing a safe haven for students, the desk’s supporting structure is designed in such a way that it also provides several escape routes depending on how debris has fallen. It’s also light enough to be lifted by just two students, and is built with durable but inexpensive materials so it’s actually affordable for a school to purchase en masse. Now it’s not available just yet, but based on these tests being conducted at the Structural Engineering department at Padua University in Italy, it shouldn’t have much trouble getting approved for sale. [designboom]
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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