Tag Archives: marketing

“Do You Have Mobile?”

“Do You Have Mobile?”

Of course I do. I keep two smartphones and one dumb phone with me all the time. I also carry a tablet to work so that I can draw pictures (mostly infographics by the way) during meetings.

But most of the time that was not the real question I was being asked. When my colleagues asked for “mobile”, they meant “mobile marketing stuff”.

“What stuff?” you may ask. Exactly. Mobile Marketing could mean anything ranging from a SMS promotion blast, to a full blown m-commerce site, or anything in between.

To make the situation more confusing, we also have things like a responsive email design, a QR code printed on an outdoor billboard, or a click-to-call button placed on a website which provides a bit of mobile compatibility, but embedded in the traditional (relatively speaking) marketing vehicle.

To sum up, some of these items are referring to mobile as the channel that marketers reach out with, some of them are referring to the device characteristics that the end users are interacting with, and some of them are referring to the nature of geo-location.

This confusion continues as we move along with the mobile journey. This also explains why the one who holds the marketing budget is not embracing the concept of “mobile” yet: As long as people still treat this term as a buzzword to collect all the different kinds of “new” digital tools and features into one big basket, we can’t have a clear picture of what it really means.

Sounds familiar doesn’t it? We had this 10 years ago when everybody was asking how to put things “online”. Now, it is even silly to have a job title like “Online Manager”. I am waiting for my own time to come when my title “Mobile Manager” becomes obsolete, and my mission will then be accomplished. Until then, we still have a lot of education, sharing and exploration work to do, and I will still ask you back “What is Mobile?” if you ask me the question “Do you have mobile?”.

市場學 101

收到兄弟 G 轉寄過來的笑話一則,是關於 Marketing 的。特此翻譯並推薦如下。

大學教授正向學生們講解一堆市場學的概念:

1. 你在派對中見到一名迷人的美女。你主動走向她,對她說:「我很有錢,你嫁給我吧!」

—- 這是「直銷」(Direct Marketing)

2. 你和一幫朋友在派對中見到一名迷人的美女。你的朋友主動走向她,指著你說:「他很有錢,你嫁給他吧!」

—- 這是「廣告」(Advertising)

3. 你在派對中見到一名迷人的美女。你主動走向她,問她拿下手電號碼。翌日早上你致電給她,在電話中對她說:「我很有錢,你嫁給我吧!」

—- 這是「電話行銷」(Telemarketing)

4. 你在 Facebook 見到一幅迷人美女的相片,你主動將她加進你的朋友清單,然後留言給她說:「我很有錢,你嫁給我吧!」

—- 這是「網上行銷」(Internet Marketing)

5. 你在派對中見到一名迷人的美女。你站起,弄直領帶,走向她,倒了杯飲品給她,然後主動提出可駕車送她一程。當她步出派對時,你替她拿手袋,亦幫她開門。在車程中你對她說:「呀,其實我很有錢的,你嫁給我吧!」

—- 這是「公共關係」(Public Relations)

6. 你在派對中見到一名迷人的美女。她主動走向你,對你說:「你很有錢啊!我可否嫁給你呢?」

—- 這是「品牌效應」(Brand Recognition)

7. 你在派對中見到一名迷人的美女。你主動走向她,對她說:「我很有錢,你嫁給我吧!」她聽罷打了你一巴掌。

—- 這是「客戶回應」(Customer Feedback)

8. 你在派對中見到一名迷人的美女。你主動走向她,對她說:「我很有錢,你嫁給我吧!」她聽罷便介紹她丈夫給你認識。

—- 這是「供求錯配」(Demand and Supply Gap)

9. 你在派對中見到一名迷人的美女。你主動走向她。但在你說任何話之前,有另一人走過來,搶先對她說:「我很有錢,你嫁給我吧!」她聽罷便隨他走了。

—- 這是「被競爭對手蠶食自己的市場」(competition eating into your market share)

10. 你在派對中見到一名迷人的美女。你主動走向她,對她說:「我很有錢,你嫁給我吧!」說罷,你太太卻剛出現在你面前。

—- 這是「新市場進入障礙」(New Markets’s Entry Barrier)