Google recently previewed its latest project, Google Wave. Looking like a crazy dashboard mashup of blog, Twitter, Facebook, Gmail and Docs interfaces, it promises to finally consolidate scattered Web activity into one integrated, centralized application that is so collaborative, it just might give Outlook a run for its money. Although Wave is still in what Google calls an "early developer release," engineers have already hinted at goodies like real-time translation (imagine seeing Spanish appear as you type in English!); search; microblog feeds; and multi-user document editing in which objects on a map (for example) move around as other, remotely connected users manipulate them. For users tired of the hassle of regularly updating a dozen different social media sites, Google Wave might wind up being just the type of convergence that everyone has been wishing for. More at Google's official Wave site.
Yep, that’s right. My Mom has officially joined the millions on Facebook, and she loves it.This really shouldn’t be a surprise, as the fastest growing demo on FB is women, 55+. It’s pretty amazing that someone who survived WWII, witnessed the birth of television, VCRs, computers and DVRs, has continued to ride the technology wave. Kudos to my Mom for keeping in step with pop culture.If your company doesn't have a presence on Facebook or MySpace, because you thought they are just for teens — it may be time to rethink your strategy. It could be a great way to make your brand more personal and to engage your target. While you're at it, consider setting up a channel for your videos on the now second-most-popular search tool, YouTube. Join the conversation. It's happening with or without you.
We all use jargon to some extent, often not realizing that we are inserting "code words" into our conversations. Jargon speeds communications between those in the know, while simultaneously keeping outsiders from knowing what it is you're talking about. Teens enjoy using various expressions to communicate with other teens because it's exclusionary to "old people," like parents.When a waitress calls out to the cook "Adam and Eve on a raft — and wreck 'em," the patrons may not understand that she's calling for two scrambled eggs on toast. But as long as the jargon is only between the waitress and the cook, the patrons don't need to know. In this case, jargon helps communication within the group, leaving others unaffected.Jargon becomes a problem when used to communicate with someone outside the group. Internet designers love to use acronym-laden terms like WPA encryption and RSS feed. Jargon saves them time when they talk to tech-savvy people but, to others, they might as well be speaking Swedish.Every line of business has its own jargon and, unless you’re talking to others in your "group," it's wise to use jargon sparingly when communicating with the rest of the world, lest you be perceived as aloof, cryptic or just plain geeky.
Mobile devices have taken an astonishing leap in the last few years, making most websites viewable on a majority of mobile browsers. But, unless a site has been built specifically for mobile use, it’s most likely frustrating users and losing market share.Mobile browsers give us access to information we want — when and where we want it. While marketers recognize the huge potential in reaching the mobile audience, few have taken the steps to deliver. Mobile users have no interest in a flashy site and will not tolerate slow pages or struggle with a shoddy navigation system. This is not to say a flashy site isn’t important, it’s just not to the mobile market. If a flashy interface gets in the way… they’re gone.Because there is no cursor on your mobile device, you use your finger. Some usability experts use the term “fat finger” to describe the accidental selection of more than one item. While mobile users usually zoom in and scroll to make a link large enough, this simply adds frustration to the experience. For clear reasons, viewing traditional sites from a mobile device with fat fingers doesn’t fly in this fast-paced arena. Websites must be optimized properly for the mobile market.Despite the size, mobile is becoming a preferred viewing platform for online material. And companies that fail to deliver will see a frustrating bottom line. Be sure to check our next issue for tips on optimizing for the mobile market.
Are your PR people communicating the same key message points as your advertising specialists?Are they on the same page as your sales promotion people?Are they all working from the same brand-building strategies? Evaluating the successes and failures and, together, re-evaluating tactics to maximize ROI? Trading leads about media coverage in your industry?Scheduling advertising and media relations to maximize editorial coverage?Are these people even in the same building as your Web-based marketers?If you answered "yes," you're in the minority.If not, don't feel like the Lone Ranger. Companies whose PR, advertising and promotions efforts are dis-integrated more often are the rule than the exception. So how do you integrate your marcom efforts? Develop an IMC plan — not PR, ad and promotions plans with separate objectives. To do this, the three disciplines need to do the research and write the situation analysis. Then, they can work through the resulting SWOT (strengths, weaknesses, opportunities and threats) analysis to draw conclusions, establish objectives and devise strategies, timelines and specific plans to use the strengths of the appropriate marcom discipline to get the jobs done. Want to know more? Visit the "blue pages" in our book "Pyramids are Tombs." Many communications professors refer students to these planning process pages because they look at marketing challenges holistically — rather than as problems to be solved by a promotional, ad or PR tactic. The premise is that companies will derive the most power by coordinating their PR, advertising and promotional efforts to speak with one voice. All communications. One voice.
Yes and no. Sex doesn’t sell when it’s used as a cheap trick to grab attention but has nothing to do with the product. This was the case with a recent fast food commercial that showed a sexy woman devouring a burger in an orgy of bites, drips and slurps. Because sex has nothing to do with the product, it’s just borrowed interest — forgettable and, ironically for a food product, in bad taste. On the other hand, sex does sell when the very nature of the brand is sexy. Victoria’s Secret comes to mind. Sex is in its DNA. It’s the brand's responsibility to be sexy. And the sexier it is, the more people pay attention, remember and desire the product. Sex can be a powerful selling tool when it’s appropriate to the brand. When it’s not, it’s more than bad taste — it’s bad business.