- Posted December 2, 2013 by
El Paso, Texas
This iReport is part of an assignment:
From hobby to job
The Internet of Things Creates Massive Opportunity
Today Facebook, WordPress, and YouTube have become unique flavors of one’s skills and talents to the extent that we have worked hard to express exactly who we are or in most cases who we would like to become. What’s missing however is the attitude and character of our most real or imagined bone chilling experiences that motivate us to call ourselves humans. That is because we feel with emotion we often in our best experiences think with emotion also. Even the best companies with deep resources often times may not have the most engaging posts, videos, or syndicated web content. So what is one to do with more limited resources and perhaps less time to hire all the programmers and software that might be needed to assault a campaign with connections, channels, and even content that hopefully will reach its intended audience? Enter mobile marketing, specifically mobile apps. There are a myriad of ways to measure or try to quantify the radical growth of this explosive technological phenomenon but suffice is to say that my wife and kids are hooked. Notably because of its simplicity and ease of use but more importantly due to its rich and what can at times be very emotional content. Now just how does one create this emotional content? I will say that the cliché “be yourself” holds a lot of water. We all can connect with things that are real and authentic and perhaps herein lies the leverage of mobile apps because they can convey a personal intimacy that is not available through other strategies whether it is conventional advertising and marketing or online public relations and press releases and the reason for this is mobile app’s inherent ability to bring all of these facets together into a small package that can be easily not just navigated but understood.
For some time now programming in the big data spaces and financial markets has moved from a siloing approach to a more agile or extreme development approach that takes a more integrated approach to connecting the various puzzle pieces of a business into a unified whole. The idea here is that information now has to be let loose on its free flowing nature so that it can benefit anyone at any node of an organization. That torrent of data can obviously lead to new discoveries and breakthroughs that anyone can take advantage of and perhaps even profit from enhancing the value of that information to either the organization or the consumers that are bidding for that information. It is perhaps a radical model that may not have been possible with the technology of before but with such massive mobile computing power now at anyone’s hand held disposal. We can shout on from a top the mountains of this world that we are free and rescued from the paradigms of old. Disruption as it is commonly called has a way of doing that. My own world was disrupted by technology as a teenager when my father moved us from El Paso to Germany working for Raytheon Missile Systems. I came to associate technology with openness and connectedness. Because it was only then that I was able to see our entire beautiful planet as a whole.
Fast forward to my most recent past and I found myself nearing the completion of my Software Development degree when all of a sudden I had my next epiphany while reading my classroom text Communication Systems for the Mobile Information Society, it was then that I realized that each physical node in a wireless network could herald in new cognitive opportunities from a computer science perspective and most importantly new adventures for humanity as a whole from the vantage point of the all-encompassing social business network that will drive business to unheard of heights. GE for example puts the value of the ever evolving industrial internet as a contribution to the world’s wealth in excess of 15 trillion. In other words, technology is now headed in to hyper drive and it does not matter where one may be at this point in time or place it is something that is happening right now that we will all benefit from in one way or another.
Some recent examples of this hyper growth in mobile are Summly being acquired by Yahoo, Pulse being acquired by LinkedIn and WhatsApp being rumored to be acquired by Google. In each and every case the app creators took something we all do, into something that was less complicated and more fun to do with that app. Genius, sure anytime that we can come out of the bubble of present day thinking and create a new perspective that blows apart usually long held assumptions is a winning formula for success. And it is something that is innate in all of us that process of discovery and ultimate freedom from simplifying once arduous tasks. In today’s case that might mean just being able to classify, index, or organize data in way that no one has thought of before, this mentality is perfect for mobile marketing and even more so for app development.
Of even more excitement are the types of people taking advantage of this tectonic technological shift people that are wheel chair bound and others that perhaps might not have found their calling at traditional employment. Indeed, the equalizer has come full force willing to rapture anyone willing to cultivate a propensity for newness.
Most people are comparing this movement to the 90’s ushering of the web era but I like to think of it more as similar to what Bob Noyce did when he invented the microchip or integrated circuit because what we have now is a very powerful micro integration going on in that small space of real estate on a smart phone through mobile apps. That integration is a powerful creative energy that can at once join consumers and producers alike in a forum never available before with it’s always on qualities and instantaneous communication it is the meaning of social media where a business may learn firsthand what conversation a consumer is having that will uplift the value of the producers offering and at the same time provide more incredible and generous values to the consumer. I believe that is the purest form of what we would like to call co-creation and because of it there are so many ways that people may partner up with business not just as a passive fan but as a real live participant. To the adventurous that captures the process of how a business elevates the value of its products means more opportunities for that individual to strike out on their own, just as the spawning of Fairchild Semiconductor was the fertile ground that gave birth to Silicon Valley.
My most recent background was in the retail of GM vehicles where I became an expert in discovering the social triggers or commonalities that would persuade customers to buy. It is for these reasons that I believe that if this treasure of knowledge can be exploited in the car industry than they can be exploited in any area of life. Again I’ll repeat the point that what most people lack is a new way to look at things and often times whether it’s branding or public relations focusing a message through a lens such as mobile apps will be leaps and bound more effective than a single channel by itself the integration is just too great on the side of mobile marketing that it makes sense that way. In isolation a Facebook post is just that, a word press site may be stagnant, and a YouTube video may not be watched. However, bring in the mobile app and all of a sudden everything comes to life the consumer gets a chance to interact with all the media similar to a game fan interacting with the audio and visual aspects of game playing. What’s more, the app provides ample opportunity for the client to provide feedback. This is part of the larger picture of what Google refers to as the connectedness of art, copy, and code. What is of interest is the sole uniqueness of mobile apps to provide this creative environment where the consumer and producers can both join to be part a larger thing and how at time those roles may be reversed. The consumer can be the one actually pushing content back to the producer that is of great value. These concepts of pushing and pulling are very familiar to the object oriented programmer as well as to the student versed in the pushing and pulling nature of the cosmos. It is how the world works in short. But more importantly it is how we filter in formation that is of value. Just in analyzing the buying process for example there are a myriad areas that could be improved upon from shipping and ordering to pricing and reviews. Not to mention the large field just ripe for application in the food industry, the exercise industry, or the travel industry just to name a few are begging for someone to come in and add emotion via an app to add more value and thus elevate the offerings to a level where mass distribution becomes possible.
One of my favorite sales gurus that I studied was Joe Sugarman he has a style unlike anyone else that just does nothing but strike a magnetic chord of attraction within people, in my opinion it is rare to see that in sales copy. If we take Peter M. De Lorenzo critiques of the auto industry on Autoextremist as examples we may begin to see how manufacturing as a whole could be synergized by the stroke of good sales copy which is why I am breaming with excitement over how easily this can be accomplished through mobile apps.
But here is perhaps the coolest thing you can do with apps and that is test, by means of implementing push notifications. It doesn’t matter what untold millions a company may spend on predictive software it is impossible to foretell when you will get on Facebook, YouTube, or WordPress. However, send out a push notification and the likelihood that it will be viewed is extremely high compared to other methods of message delivery. Not only that, but by subtly requesting to go to one of your channels you may begin to gauge the effectiveness of your influence.
This is the meaning of effective presentations being able to adjust for that that will have the greatest and most dramatic impact it’s not always what we think it is but after repeating the process over and over we will be delighted in discoveries that always bring surprises. I once tested this technique while canvassing door to door just tweaking my approach at the door changed my results dramatically for the better. As it turns out I have employed the same techniques in telephone calls with spectacular results as well. As you might already be breathing a sigh of relief we don’t need to go door to door or be a telemarketer to set the wheels in motion, all it takes is a simple press of the button push notification to reach your audience. Keep in mind that while as mentioned all of this applies to mobile marketing meaning mobile apps of utility value the same applies to apps with entertainment value i.e. games or apps that provide information we love no wonder fan apps are becoming wildly popular. It’s something anyone can do.