There’s a skills gap in mobile marketing

And here’s my bi-monthly column in Mobile Marketing Magazine about it. I’m on the last page. I’d welcome your thoughts. Is there a skills gap? Will the mobile marketing & advertising sectors reach their full potential despite the skills gap? What can or should we be doing about this?

The Drum: Mobile Top 50 nomination. Vote now!

I had a lovely surprise a few days ago when I got an email to say I had been nominated for this year’s The Drum Mobile Top 50 list. They say

A shortlist of 100 individuals has been compiled by The Drum's editorial team but we need your help to decide who will make it into the top 50. The final list will highlight the key players in the UK mobile industry, ranking individuals in order of their contribution to the world of mobile.

I took a look at the list and I’m certainly in good company. There are so many friends, colleagues and current and former Swedish Beers and Heroes of Mobile sponsors and participants on the list that it almost looks like they raided my address book to choose.

Anyway, voting closes this Friday 21 June 2013. You can vote for your three favourite from the list of 100. It’s free to vote, you just have to register and then you can pick three names. I don’t know how you’ll manage to pick just three names though as there are so many good and worthy recipients on the list. Anyway, YOU decide!

Read more and vote at http://www.thedrum.com/news/2013/06/13/drum-launches-online-voting-decide-most-influential-individuals-mobile-marketing#vjWI8Qml4y4EYsss.99

I stand by my words

I’ve been staying with my Mum for a few days. My father died earlier this year and we’re all still grieving and getting used to him not being around. It’s a little bit weird to be sitting at his desk, in his chair, using his things – where he would have been writing (there’s a lovely large ink blotter on the desk) and of course, where I’m tapping away at my laptop with a mobile phone also close to hand.
I happened to glance up from my screen and in the letter rack I spotted this clipping. My Dad’s written on it ‘Times July 1’. I don’t remember being in it so it was a bit of a surprise to see it. My father clearly took the trouble to buy a copy of the newspaper (he was a Telegraph reader as a rule) and then cut out and kept the clipping. It’s at least 5 years old – maybe older judging by the picture. I’m touched, and a little bit teary, that he did that.
And then I read the piece and I stand by my words. I think it’s from a talk I gave at a conference but I don’t remember. As it doesn’t appear to be available online, I’ve transcribed it here:

‘The future of mobile is that mobile will just be a normal part of the marketing mix. It will be almost invisible, in that people won’t know whether they are browsing on the mobile web of (sic) the ‘full fat’ web; they will just be looking at Facebook or the BBC, or checking email, so their consciousness of how they are doing that will disappear. The focus will be on making brands’ services and products accessible, however anyone wants to get hold of them and that’s the priority.
Mobile technology is moving forward, and there are some exciting innovations around and we will see mobile being used in some interesting ways in the future, but we should not get carried away with the new shiny thing, when a good, reliable mobile website and old fashioned SMS are still really important. There is a lot of mileage left in messaging for customer service, saying thank you, getting feedback, the simple things. It’s not about push advertising, it’s about having a proper relationship with customers who want to have a relationship with you.
It’s easy to get carried away with the technology, but good marketing begins and ends with good service. You have to make it easy for people to find and buy your stuff and do it again.’

Payforit Summit 26 June 2013

This is one for my London readers.  It’s the Payforit Summit on Wednesday 26 June which is the one-stop shop for everything you need to know about incorporating mobile payments – why you should do it, what’s in it for you, how best to implement, privacy and security concerns and a lot more besides. It’s organised by my friends at AIME and they’re such lovely people, they’ve given us a 50% discount code. Check out the listing and get your bargain £49.50 ticket now and find out how you will make more money with Payforit.

http://mobileheroes.net/events/event/payforit-summit-london/

Tesco Groceries–a case study

My friends at Ribot have just had a site revamp and a new look and very nice it is too. More importantly though, they’ve shared their Tesco case study. It’s essentially a history of how Tesco’s mobile shopping services started and evolved and it’s a very interesting read. Whether you’re in retail or now, it’s well worth a look. And yes, I do get a little mention!

http://ribot.co.uk/case-studies/tesco-groceries/

And while we’re on about interesting things, I thought this article by Jerome Ribot was really interesting about cognitive biases and their effect on developing products. Applying psychology to the process is very relevant, especially since it is so hard to stand out when it comes to digital.

http://ribot.co.uk/thought/6-cognitive-biases/

Tuesday Tidbits

A few links and articles that I’ve been looking at recently that you may enjoy too.

How not to be Alone by Jonathan Safran Foer in The New York Times. This is a good read looking at empathy in the digital age. Definitely food for thought.

A new tumblr site listing global app contests powered by Loudsource. They claim to be the best for app challenges, but I suspect that f6s is still more comprehensive (even if it isn’t particularly user-friendly yet).

Four reasons why some companies are late to the mobile party from Mobile Marketing Magazine’s, David Murphy. I would counter that fear of failure is the biggest reason, but that’s a discussion for another day.

Is the death of the bookshop a sign of progress? Damien Walter laments the death of the bookshop but questions as to whether this is progress or regression. What do you think?

Good new for arts and digital.. There are two upcoming initiatives that look to push the boundaries between the two sectors. One is the Art Everywhere project which has an added augmented reality element from Blippr to complement the main element of showcasing great artworks on billboards across the UK. They’re at crowd funding stage and seem to be going pretty well. The second project is Hack the Barbican where creatives of all kinds as well as coders and digital experts and amateurs are asked to come up with projects to be displayed or performed in August in the Barbican. There’s still time to submit your project (closing date 20th June 2013). I applaud the Barbican for opening its doors in this way to encourage participation and experimentation in the cross over between the two sectors. I’ll be keeping a close eye on this. It’s not their first foray into this area. The Barbican have been active in the hack space for a year or so now. Other arts organisations take note!

And finally, for those of you who love infographics, here’s one from the Harvard Business Review showing how people really use their mobile phones. You can see some of this for free, or you can pay for full access.