Test and Retest Your Online and Mobile Campaigns

It’s a cardinal rule in Internet Marketing. Whatever communications you create have to be tested again and again, on every possible platform and configuration. Even a simple website has to be reviewed repeatedly in different browsers, different browser versions, different operating systems, to make sure your message is properly formatted and reperesents your brand favorably no matter where it’s seen. If there are multiple steps from first touch to final purchase, the list of testing scenarios grows quickly.

This is the most tedious part of the business. And unlike many tedious tasks, it can’t really be delegated to the lowest levels of the organization. Someone who doesn’t have a full grasp of your communication goals can’t tell you if they’re being met. Fortunately, at Zacks, we’re able to divide the workload so each team member is responsible for two or three browser/OS configurations. Even so, a good chunk of time can be easily eaten up with creating test email accounts, logging in and out, deleting cookies and starting over again. When product or promotion launch deadlines are looming, it takes real discipline not to cut corners and actually go through all the steps.

Apparently, even the biggest companies with the largest marketing budgets have a struggle in this area. And mobile marketing opens a whole new frontier of possible platforms and formats. I was surprised recently to see the glaring neglect of testing in a mobile campaign for Coke Zero.

Checking scores in the excellent iPhone app SportsTap, I saw an ad headline that read "Join Facial Profiler." So far so good. It’s a mobile ad, so maybe this "Facial Profiler" does something cool using my phone’s camera. It got my attention and made me curious enough to tap the ad.
The landing page looks nice, and is obviously formatted for the iPhone. The imagery and typography are attractive and easy to read. Now I see that it’s a Coke Zero project. So now I think there’s an even better chance that it’s something cool, since they certainly have the budget to create something entertaining or engaging.
Scrolling down the page, there’s a video thumbnail. Whoever designed the campaign seems to have understood that I’m not going to keep reading forever, so here’s a video file to explain the promotion. Brilliant.
But that’s where the whole thing breaks. Somehow, they encoded or embedded the video in a way the iPhone didn’t like. This video is the only means I have to find out how the program works, so when it fails, the entire experience becomes a dead end. So now, whatever Coke spent on this campaign has been 100% wasted. Even worse, this experience lowers my opinion of the brand, so they’ve actually put their marketing budget to work in a way that damages their brand image.

It’s an excellent example of what can happen when you don’t commit to testing your entire campaign. And there are no shortcuts. Even when you duplicate an existing process and apply it to a new product or promotion, unforseen details almost always become obvious during testing.

If it can happen to a marketing powerhouse like Coca-Cola, on a closed platform like the iPhone, it can certainly happen to your email campaign or banner ad landing page. All the time, effort and money you spend promoting your product will be wasted if an overlooked error gets between your customer and the sale.

Update: Cheryl Gledhill at molt:n took the Facial Profiler application for a test drive and found that the actual feature was just as unsatisfying and poorly executed as the mobile campaign.

Tags: Coke, Facial Profiler, Internet Marketing, iPhone, Mobile Marketing, Online Campaigns

Family Ties Draw Older Generations into Social Networking

In a recent study by research firm Anderson Analytics, social network participants from age 13 to over 65 were polled on their reasons for joining social network sites like Facebook and Twitter.

All groups had a significant number of participants who considered social networks “fun” and declared an interest in connecting with friends. However, a more pronounced difference between the generations was evident when it came to using these tools to connect with family members.

Just 27% of Generation Z (13-14 year-olds) saw family connections as a draw, where 51% of the over-65 group said keeping in touch with family was one of their reasons for joining.

Invitations also play a stronger role in the older age groups. 46% of Baby Boomers and 60% of the over-65 group said they joined because an invitation had been sent to them by someone they knew. Invitations played a much smaller role (under 30%) for users under 30.

Tags: Baby Boomers, Demographics, Facebook, Internet Marketing, Social Media, Web 2.0, WWII Generation

Learn New Skills, Then Leave Them Behind

Thanks to a post from Krista Neher, I recently stumbled upon this picture from the excellent Cincinnati photographer Jim Talkington.

That brought back fond memories from bygone days. I could almost smell the D-76 soaking Tri-X in a mysterious bath, while I enjoyed the darkness and the isolation, giving birth to my creative vision.

The truth is, I never had much interest in photography before college. My dad was a professional photographer, but it wasn’t until I saw the job posting for the Publicity Office at Adrian College that I ever asked him to show me how it was done.

We went through two rolls, from shooting to processing to printing in his basement darkroom. I sent in a few prints and got the job. So I headed off to freshman year armed with minimal experience and my dad’s aging Mamiya.

Soon I graduated from PR’s tiny closet in the history building to the full size darkroom of the college newspaper, where I’d push 400 speed film to 1600, bringing out that week’s basketball games and swim meets in glorious grainy detail. The halftone machine was probably bigger than my dorm room, with a loud vacuum pump to hold the wax-resist paper where my shots would be reproduced in thousands of tiny dots.

Several years later, I aim a point and shoot camera at my kids without a thought about aperture or shutter speed. Not only is there no film to process, but my pictures automatically appear on my hard drive through the magic of an Eye-Fi card. It’s a very different world.

This nostalgic reverie actually has a point to it.

That was the beginning for me of some guiding principles I’ve carried with me through my whole career. Something like this:

1. Identify opportunities where not a lot of people have the requisite skill.
2. Learn new skills quickly, and don’t worry about perfecting them before you get started.
3. Keep moving forward, learn from your failures but don’t be afraid of them.
4. When better methods and techniques come along, don’t cling to your old skill set just because you put time into developing it. Embrace the new.

When desktop publishing replaced light tables and X-Acto kinves, I was ready to go along for the ride. When the web started gaining popularity in 1995, I got a Macintosh Performa and a “Teach Yourself HTML in a Week” book.

It took me until Dreamweaver 3.0 to make the leap into WYSIWYG editors, but then i didn’t look back and jumped with both feet into Flash development.

Now, I’ll still hand-code some html once in a while. I’ll put together a swf when it’s the best way to accomplish something. But I’m not married to those techniques. If there’s a faster, easier way to do something, I’m ready to learn.

This is why I feel at home in internet marketing, online development, and social media. The landscape is always shifting. This is an industry that rewards flexibility, adaptability, and a passion for learning. The most successful people in this sphere are those who move quickly, learn quickly, and waste no tears on the skills and techniques they leave behind.

Tags: Career Development, Internet Marketing, Photography, Social Media

Web 2.0 Marketing “Secrets”

Today’s Wall Street Journal features the article “The Secrets of Marketing in a Web 2.0 World.”

I don’t know if I’d say there are any secrets contained in the article, but it is a well written common sense look at building relationships with your customers using Web 2.0. 

Here are the main points they make:

1) Don’t just talk at consumers– work with them.

Web 2.0 is about transcending the one-way flow of information. A company blog may put a human face on the brand, but it doesn’t engage the consumer in the same way that a real community can. Encouraging your customers to talk to each other about your products is a fast, cheap and honest source of feedback that goes beyond what a survey or focus group can provide.

2) Give consumers a reason to participate

Some companies provide actual rewards in cash or products, but often the community itself is sufficient incentive. The key is to make it useful, well-moderated and see that the best contributors are recognized for their efforts.

3) Join the conversation outside your site

Consumers will talk about  your brand and your products on other sites. Many successful companies monitor Digg, Del.icio.us and individual blogs for mentions of their products, and seek to engage users in conversations about their experiences and opinions. 

4) Resist the temptation to sell sell sell

Members of online communities participate with the expectation that their ideas and opinions will be heard, not to become recipients of a one-way sales pitch. Through their participation, they’ll affirm your brand’s value better than you could anyway.

5) Don’t try to control it

Communities won’t always speak of you the way you want them to, but if you listen, you’ll find valuable feedback. Try to shut down negative opinions or dissent and you’ll shut down the entire community.

The article seems short on recommendations for how to proceed with this information. They encourage organizations to find employees who have a strong background in social networking in addition to traditional marketing expertise. They also encourage experimentation since no one solution works for every company.

If you’re trying to steer your company into building relationships with your customers using social media, this article may provide a useful lever for discussions with management decision-makers. There may be more insightful articles on the topic, but the fact that this one appears in the WSJ gives its citation instant credibility in the board room. Their recommendations are mostly right on track, and the case examples may help your upper managers to visualize how it may work for your customers.

Read the whole article (free for a limited time) at WSJ.com

Tags: Internet Marketing, Social Networking, Web 2.0