Graduating your mobile marketing efforts
Mobile marketing is becoming a standard part of any business’ marketing plan, be it a solopreneur or a Fortune 500 company, and there comes a point where you may outgrow the DIY approach, but how do you know what steps to take next or how to navigate the waters without losing money?
Gregory Kennedy, VP Marketing at TapSense tells us that there are ways to know when to hire a mobile agency and ensure that they’re actually the right fit.
“For most companies, mobile marketing begins in-house,” Kennedy said. “A single person starts working with self service tools on a popular mobile platform. This approach works great in the beginning, but as the complexity increases and campaigns scale, that model breaks down. The creative team becomes overloaded. The tech team isn’t set up to move fast enough to support mobile marketing. The marketing team lacks inside knowledge and close relationships with major media buying platforms, which makes media planning less efficient. If this sounds like your situation, perhaps you’re ready to seek agency help?”
In Kennedy’s own words below are tips on hiring a mobile agency, with a complete checklist you can start working on.
Agencies Have Knowledge and Expertise Your Organization Doesn’t
The best reason to engage with an agency is to maintain your focus. A marketing team needs to focus on the business, not become experts in mobile advertising technology. A good agency will provide you with expertise, knowledge and partner access that otherwise would be difficult to get. Even the most well organized and thoughtful companies rely on an outside agency for many tasks. Why? Because agencies can attract and manage talent that wouldn’t thrive in the very culture that makes your company successful. It is access to these ‘outliers’ that enriches the agency offering, providing you with original thinking and niche technical expertise.
Creativity Comes Unleashed
If there is one single area that agencies excel in, it’s creativity. Agencies have experience and personnel who are great at generating ideas, lots of good ideas. Good ideation is at the core of every good creative approach. Marketing teams should leverage this capability of an agency as much as possible. Generating these ideas is time-consuming, but having a great creative agency frees up marketing to work on other more essential aspects of the business.
Stay On Track With a Rigorous Process
Securing approvals from different stakeholders in your organization is another key function an agency can manage. Because they’re a third party, they have nothing vested in any particular strategy, in fact they’re highly motivated to ensure that your campaign is a success from the start. This means they will push for what they truly believe will work based on experience with other companies who have faced similar challenges. A good agency will also have a rigorous process in place. This will help make approvals happen on time, as they are required for the agency to move onto the next phase.
Hiring a Mobile Agency: A Checklist
Once you’ve made the decision to hire an agency, you should meet with multiple candidates of varying size in order to determine the best fit. Here’s a checklist of core attributes you should evaluate them on:
1. Capabilities Get a detailed list of services and capabilities. Ask which services are filled in-house and which are filled by outside contractors. If they use contractors, try to understand the depth of those relationships.
2. Partners Understand the platforms or partners they have direct experience with. Some specialize in a particular platform, which is the ideal fit if that’s the platform you need.
3. Business Model Take time to understand their monetary incentives. Some charge hourly, while others a percentage of media spend. Match the model to your performance goals.
4. Culture Agency culture is surprisingly diverse and varied. It ranges from nerdy and quantitative to quirky and irreverent. Find the culture that best matches your expectations.
5. Case Studies Get detailed case studies of past client engagements. Be sure to have key people take you through them and ask questions. Try to gain an understanding of the role the agency performed.
6. Key People Meet with the principals and key partners to find out exactly who will be assigned to your project. Be sure to have this in proposals as part of an hourly breakout.
7. Success Metrics Determine with the agency what the success metrics should be. Clearly articulating this from the start is the best way to ensure a successful engagement at the end.
8. Approach Get a good sense of their overall approach. Are they process driven? Creatively driven? Technology driven? Try to understand what motivates them. This will help you determine the right fit.
Unsplash is the secret weapon for seekers, and creators of unique images
(BUSINESS MARKETING) It’s free, it’s great, it’s free, it’s a marketing multi-tool, and it’s FREE. Why aren’t you using Unsplash already? It has great exposure!
I really can’t stand seeing the same thing over and over again.
Might be my slutty, slutty, non-brand-monogamous Milleniality showing, but I reeeeeeally feel like something’s wrong when I can’t tell two different companies (or WRITERS) apart because they’ve aped the same template, or bought the same cheap font, or used the same stock photos.
He’s a cutie, but I can only see that surprised toddler in the pink shirt and gray vest so many times. And I guarantee at least 85% of people reading this know exactly which baby I’m talking about, hence the issue I’m having.
That’s where Unsplash has been my friend.
I was introduced to the image search engine in my last job: hundreds of thousands of hi-res images for 100% free, which yeah, was just my boss saving money on subscriptions to pay for our office snacks. But I was pleasantly surprised by the cool stuff I could find!
How it works is; well first, pretend you’re a photographer. One amongst many. And you specialize in, say, bomb ass macrophotography. Except the people who need your services A: Don’t know the difference between your specialty and someone who can use the zoom button, and thus B: Aren’t finding your portfolio because they don’t even know what they’re looking for.
If you’re willing to let people use some of your photos, you can host images on Unsplash, tag them with keywords, and ideally get some subtext or alt-text credit.
It’s not like a paying gig, it’s more like passing out fliers to super warm leads.
Now pretend you’re writing for a nature blog. Justifiable crackdowns on unpaid intellectual property mean that when your client says ‘Just pull some stuff from Google, it’s whatever’, you’re not actually going to do that. But there’s no budget for a subscription to anything, so what now?
You check out Unsplash is what. Then you find that macrophotographer’s amazing pictures of leaves and such, and bookmarking their gallery gives you a way to harmonize all the preview images you use for the ‘5 Most Ominous Things I’ve Found in the Austin Greenbelt’ article you’re working on with everything else on the site.
As a master manipulator of text/feelings myself, I’m also really into the fact that since anyone with a camera, anywhere in the world can host their images, I’ve got a lot of diversity in styles, locations, and of course human subjects. I really enjoyed that I could look up ‘CEO’ and find a Vietnamese woman and a Canadian man sharing the first page and probably a complicated relationship with France as a concept.
And I noticed something else.
Quite a few of these images were branded! As in Harley Davidson, Boxed Water, and more have Unsplash accounts, with their products on display to be used whenever people look up words like ‘freedom’ and ‘quirky’ and ‘hydrate’.
You literally can hire a photographer to take pictures of people in various situations wearing your brand of pillbox hats, and get photos of your product placed any and everywhere!
Now of course there are a few wee drawbacks.
Credit isn’t guaranteed, so whether you’re a brand or a photographer, you may not have your name on your work when it’s displayed, especially on preview images.
You also won’t be notified as to WHERE your photos are being used, so if your properly gloved and be-pillboxed gals end up photoshopped with digital Sharpie mustaches and used in an anti-fancy fashion postpunk op-ed, that’s out of your control.
On the searcher side, the AI is a little off as you scroll through. You might be distracted by photos of fighting racoons being auto-tagged as dogs hugging, and lose time laughing and taking screenshots, and then explaining why you’re posting to Tumblr during work hours.
Still worth it, by the way.
Ultimately Unsplash has been my ace-in-the-hole when it came to advancing the radical left agenda by viciously adding different ages, races, and settings to my last gig’s newsletters, and it’s another great resource for anyone in the ‘get/KEEP your name out there’ stage of business.
Hitch up your water wings, dive in, and make an un-splash!
Instagram’s false information flagging may accidentally shut down artists
(BUSINESS MARKETING) Instagram is doing its hardest to insure no false information gets released wide, but the net they cast may catch a lot of artists who manipulate images.
Instagram’s new update is hiding faked images. The downside? Posts by digital artists are being swept up in this new flagging system. In December, Instagram announced the release of a false information warning in order to combat the spread of misinformation on the platform.
How does this work? Content that is rated as partly false or false by a third-party fact-checker is removed from Instagram’s Explore option and matching hashtag pages. Additionally, the image will receive a label to warn viewers about its credibility with a link back to the fact-checker and further sources that debunk the visual claims in the image. These labels can be seen on profiles, feeds, DMs, and stories. Identical content from Facebook will be automatically labelled if posted to Instagram.
Digital artists are feeling the effects of Instagram’s update as digitally-altered images for the sake of artistic expression are being slapped with the misinformation label. The good news, however, is that not all photoshopped images are in danger—only the pictures that have gone viral attached to false information and identified as such.
So if an artist manipulates an image, releases it, then someone else decides to use the altered image to spread misinformation, the artists image could be labeled as misinformation and will be hidden from the Explore and hashtag pages. The artist pays the price for someone else spreading false information.
While a label will save a viewer from questioning a post, digital artists, whose careers depend upon visibility and the spread of the work are likely to feel the effects—whether it be scroll-frenzied viewers passing their work by, deterred by the label barring the post from a quick look, or even worse, the artists having their own credibility called into question.
With only a couple of weeks into the new year, it’s yet to be seen how other digital art may (or may not) be caught up in Instagram’s well-meaning update.
How becoming better listeners eliminates our culture’s growing isolation
(BUSINESS MARKETING) We have all be frustrated by someone who doesn’t listen to us; so why not make sure that you are taking the steps to not be them, and be better listeners.
We all want the same thing: to be heard. In this digital age, we’ve created an endless stream of cries for attention via comment sections, forums, and social media feeds—shares, retweets, tags, videos, articles, and photos. Worse, our words echo in our digital bubbles or specific communities, doing nothing but making us lonely and isolated. However, in the midst of a divided political climate, we can all stand to strengthen our ability to listen.
Me? A bad listener? What are you trying to say? I got enough flaws to worry about and don’t wanna hear about another skill to improve. Oh, the irony.
“Bad listeners are not necessarily bad people,” assures Kate Murphy in her new book You’re Not Listening. “Anyone can get good at it. The more people you talk to, the better your gut instinct. You’re able to pick up those little cues. Without them, you’re not going to get the full context and nuance of the conversation,” she says in an interview with The Guardian’s Stephen Moss.
Our bad listening aside, we can all remember a time when we weren’t treated with the attention we craved. Moments where you’d do anything for the person you’re conversing with to give a sign of understanding—of empathy—to validate our feelings, to acknowledge the vulnerable piece of ourselves we’ve entrusted to them is cared for. Nothing is worse when we’re met with blank expressions and dismissive gestures or words. These interactions make us feel small and lonely. And the damage can stay with us.
1. Show you care by making eye contact and putting away your phone.
2. Patience. Everyone opens up on their time.
3. Ask open-ended questions. Yes/no responses inhibit the flow of conversation.
4. Repeat what you’ve heard. This clarifies any misunderstanding and validates the speaker.
5. Give space. Let the conversation breathe—silent pauses are healthy.
By becoming better listeners, we show care. We become curious about and empathetic towards others, leaving our bubbles—we become a little less lonely.
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