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digitalNow
Exploring leadership, management, innovation, and technology issues and trends; impacting associations & non-profit organizations in the digital age.
Curated by Don Dea
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How to Optimize Search Marketing on Tablets vs. Smartphones

How to Optimize Search Marketing on Tablets vs. Smartphones | digitalNow | Scoop.it

How are these devices different?
In a recent webinar collaboration with Performics, we explored the differences between the smartphone and tablets from both a behavioral and functionality perspective, and then dug into some specific techniques you can utilize.

Behaviorally, the first thing to note is where consumers use the devices. Smartphones accompany consumers pretty much everywhere they go. As they explore the world, their search activity on this device mirrors this ambulatory motion. People look for maps, news bites, pricing comparisons, restaurants, and the like. This on-the-go activity is further supported by the fact that 63% of all smartphone internet access is done via the mobile network.

Tablets, on the other hand, are primarily being used in the home at this time, with 92% of tablet internet access happening on WiFi networks. People use their tablets while lying on the couch, possibly in bed watching TV, surfing the web while lounging. Perhaps it’s the first truly lean-back/lean-forward device. Ultimately the search activity on tablets more closely reflects that of the PC given the similarly stationary environment.

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Surprisingly Functional: The World’s First Gesture-Based Calculator

Surprisingly Functional: The World’s First Gesture-Based Calculator | digitalNow | Scoop.it

iTunes became home to a historical first. This time, in the form of an ingenious app that turns an iPhone into a gesture-based calculator that replaces the most common mathematical function keys with finger swipes.

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Mobile Devices Lead To A Stronger Connection To News Brands

Mobile Devices Lead To A Stronger Connection To News Brands | digitalNow | Scoop.it

According to the Pew Research Center’s annual State of the News Media study, 27% of Americans get their news on mobile devices like smartphones and tablets. And 44% of the country now owns a smartphone; 18% owns a tablet.

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How To Plan Your Company's End Game

How To Plan Your Company's End Game | digitalNow | Scoop.it

What is your end game strategy?
What “turtles” can you ride?
How can you start controlling the high (premium) ground?
To where can you move the action?

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Transmedia: A New Model of Learning

Transmedia: A New Model of Learning | digitalNow | Scoop.it
Curriculum and Technology Are One

The key to successful transmedia learning implementations is in the essential interaction between technology and story. Rather than envisaging a process in which technology is “embedded” into the curriculum — which so often relegates the technology to an afterthought, to just another motivating technique — it should instead be about seamless integration: The curriculum and the technology are one. The paradigm of the Transmedia LearningWorld combines technology, real-life experiences, and learner-focused pedagogy, making for profoundly productive learning experiences. Weaving together learning outcomes and objectives from the outset will create immersive, innovative, and transformational LearningWorlds. Content is important, of course, and always will be, but the real power of transmedia is in giving each and every learner a place to share their stories with the world. The learner becomes the story; the story becomes the learner.

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Pinterest - What's Next?

Pinterest - What's Next? | digitalNow | Scoop.it

One of the best points brought up in this webinar was when they asked, “Why people like it?” and I believe it was Livingston who replied with – “People like that there’s no dialogue. People are tired of the long conversations,” that are happening on other social media platforms. This visual network is “delicious on steroids” said Livingston. Well put! Taylor disagreed and believes that more communication be added to Pinterest. I’m with Livingston.

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3 Social Media Mistakes that Make You Look Like a Rookie

3 Social Media Mistakes that Make You Look Like a Rookie | digitalNow | Scoop.it

Here are 3 big social media mistakes that make you look like a rookie.

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Category Ownership Strength as a Marketing Performance Metric

Category Ownership Strength as a Marketing Performance Metric | digitalNow | Scoop.it

The message here is that you do not have to have significant market share in the major category in order to become a category owner. While a subcategory initially can be very small, a niche that meets a key market and customer need has significant growth potential. The key to category ownership is to redefine how customers or businesses use a product in order to establish a category. If you are the first to create a category (no easy feat) you will be in the best position to own it.

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When Social Becomes Business as Usual

When Social Becomes Business as Usual | digitalNow | Scoop.it

As the social web becomes a reality and available in many forms we will find the online and offline worlds becoming blurred. A multitude of social networks may remain prevalent but your identity will travel with you wherever you go, whether in your personal or professional life. All these advances are actually returning us to our social roots in a new and improved way. However, we're still tweaking it and much remains to be done to maximize the real value of social in our new world.

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Their Mindsets Must Change, Not Ours

Their Mindsets Must Change, Not Ours | digitalNow | Scoop.it

To best tap the power of social media platforms, he said business should adopt “the right mindset and technique”, and not simply the medium itself. “Social media means allowing the company to become human, to react to its consumers, to reach out, ask them [questions] and then actually listen to the answers,” he added.

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Take A Criteria-Based Approach to Segmentation

Take A Criteria-Based Approach to Segmentation | digitalNow | Scoop.it
Criteria-based segmentation entails identifying and selecting criteria that you can use to evaluate segments to determine those with the best fit. We advise choosing criteria that fall into two categories: accessibility and opportunity.

Accessibility addresses how easy it will be for your company to enter the segment. For example, it might be easier if you have some existing customers in the segment that will serve as references and/or advocates. So existing customers might be a criteria. The degree of competition might be another criteria to consider regarding accessibility. Opportunity addresses whether the segment is large enough or profitable enough to pursue. The number of companies in a segment, their size, or the number of potential partners, and even the degree of adoption of a particular technology are all examples of opportunity criteria.

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Will Big Data Create As Much Prosperity As Little Data?

Will Big Data Create As Much Prosperity As Little Data? | digitalNow | Scoop.it

But if big data happens at the executive and managerial levels, can it have the same positive impact on American prosperity? Sure, profits will grow as management improves. And better-managed workers, whose attention is directed to the right initiatives by cutting-edge analytics and decision-making software, will undoubtedly be more productive.

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How to Avoid Five Common Mistakes in Market Segmentation Strategy

How to Avoid Five Common Mistakes in Market Segmentation Strategy | digitalNow | Scoop.it

Market segmentation is a little bit like driving a car, in that everyone believes he is good at it. Modern IT systems make it deceptively easy to pour reams of data into statistical programs and virtually any intern (or high priced consultant) can craft a beautiful PowerPoint presentation filled with animated pie charts. The objective of market research is to focus your company on the best opportunities. Driving that targeted segment focus successfully demands the message be intuitive, simple, consistent and relevant.

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The secret campaign ingredient

The secret campaign ingredient | digitalNow | Scoop.it

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel” Maya Angelou

Data backs this up

I came across the IPA Databank last year – and still remember this post in particular – a few of the highlights of that being:

Creatively-awarded campaigns are more effective than non-awarded ones despite lower levels of Extra Share of Voice (ESOV). When ESOV levels are taken into account there is a very strong link between creativity and effectiveness.

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ROWE: Results-Only Work Environment

ROWE stands for Results-Only Work Environment. It is a revolutionary new way of working that gives employees more responsibility and accountability for their work and the way they do it.
ROWE is the core of the CultureRx philosophy. ROWE is all about results. It’s all you need to increase productivity, engagement, employee retention — AND the bottom line. Listen to what Cali Ressler and Jody Thompson speak about ROWE, the Results-Only Work Environment.

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Flying the Plane You’re Building

Flying the Plane You’re Building | digitalNow | Scoop.it
Your existing business has to keep moving while you build something new.

It’s why the broad, sweeping and massive change that we sometimes talk about is a lovely idea, but for anyone but a brand new business that can chuck its business model out the window entirely, it’s not very realistic.

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A Quarter-Century of Losing Stuff

A Quarter-Century of Losing Stuff | digitalNow | Scoop.it
A new study from Kroll Ontrack about data recovery services points to the ways data--and our tendency to lose it--has transformed our lives.

Kroll Ontrack crunched the numbers on the data recovery services it had performed over the years (it’s been in the business for a quarter-century). The most startling statistic? Today, Kroll Ontrack recovers 35 million GB of data a year (35 PB)--a suitably huge number. But in 1987, Kroll Ontrack only recovered a measly 1.2 GB of data, total--the merest fraction of what your laptop’s hard drive is capable of holding.

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Social Empowerment Changes Everything

Social Empowerment Changes Everything | digitalNow | Scoop.it

Change Creates New Realities

If any of you have observed the history of change dynamics, you have no doubt witnessed four inescapable cultural realities about change. These are

Those who resist change have the most to loose from the change
Change always threatens power created from old paradigms
Leaders don’t resist change they resist being changed
If you empower people to communicate everything changes.

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Forget Marketing: Social Media is a Communications Tool

Forget Marketing: Social Media is a Communications Tool | digitalNow | Scoop.it

The first hurdle is getting to managment and middle managment to understand what and how the Social Media tools function and their unique capabilities. The next hurdle facing companies using social media is getting their entire team on board and using these new communicaiton tools..

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Why Relationships Matter and ROI Doesn’t

Why Relationships Matter and ROI Doesn’t | digitalNow | Scoop.it
Building A Positive Relationship With Your Customers

Depending on what type of business you’re in, the depth of your customer relationships will vary. I’m not putting forth the idea that you should become buddy-buddy with all of your customers to the point that you’re hanging out with them on the weekends. What I’m saying is that you should build the type of professional relationship that showcases you as the authority, the go to restaurant, or the honest mechanic. What does that mean? It means that you should give great customer service, that you should enchant your customers to the point that, at least in their minds, that you are the best thing since the Internet.

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Study Finds Marketers Don't Practice ROI They Preach

Study Finds Marketers Don't Practice ROI They Preach | digitalNow | Scoop.it

Overall, 45% of organizations were satisfied with their measurement of marketing ROI. Large organizations with sales of more than $25 billion were more likely to be satisfied (56%). CMOs were more likely to be satisfied with ROI measurements (54%) than marketers below the VP level -- possibly because they're closer to the problem, Mr. Sexton said.

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Online Community for Associations – Who Cares!

Online Community for Associations – Who Cares! | digitalNow | Scoop.it
Why this dichotomy? Three possible reasons came to mind relatively quickly:

#1 – Bad Experience. If you’ve every participated in a dead or dying community, you can quickly get the feeling that online communities don’t work. If you happen to harbour any suspicions about whether people really are willing to interact in meaningful ways online, then this sort of experience will definitely confirm them. Or you might have spent some time looking in on a community that did not match your own interests, and come to the conclusion that there just wasn’t anything of value to be gained from participation..

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Analyze This!

Analyze This! | digitalNow | Scoop.it

Companies considering adopting advanced business analytics should:

Determine precisely what analytical tools the company needs
Weigh the advantages of buying versus building
Assess your ability to commit the necessary time and resources

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Preserving Journalism, if Not Papers

Preserving Journalism, if Not Papers | digitalNow | Scoop.it
One thing that comes across starkly in the report is just how much worse the newspaper business is faring in the United States than in other O.E.C.D. countries.

From 2007 to 2009, industry revenue fell 30 percent in the United States; the second-biggest decline was 21 percent, in Britain. Countries like Germany (down 10 percent), South Korea (down 6 percent), Australia (down 3 percent) and Austria (down a mere 2 percent) fared better. So did France, which posted a decline of 3 percent, though from an already low level.

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