Lairig Marketing is just one day from winding down for the year. That means, as of next Monday, you’re on your own as far as finding useful marketing and business information goes. So much garbage “research” and “analysis” and “advice” to sort through, most of it the same old junk, recycled for the hundredth time (“Five Surefire Ways To Be An Expert Innovator Like Steve Jobs” blah blah).
Here is a suggestion to help you churn through it all. Keep a separate folder somewhere in or on whatever it is you use to access “written” content on the Web – a laptop, an iThingie, whatever. Label the folder something that represents information that goes against the grain, opposed to the typical party line, interesting items that no one else seems to notice or know how to incorporate into his or her analysis. Use “Hmmmm” as a label if you can’t think of anything.
Save stuff into it like these tidbits we’ve collected over the past few months.
OK, Maybe All Kids Aren’t All Digital Savvy
“A study by Ypulse found that fewer than one in five students have ever used [QR codes] and nearly two thirds of students have no idea what they are.”
Don't Phone It In
According to PwC research fewer than 25% of survey repsondents “had an interest in watching premium video on smartphones. PwC said the lack of enthusiasm for mobile video is consistent with research it has done over the last 18 months.”
Like You? No, But I Love Your Discounts!
“The top reason for following or liking a brand, company or celebrity on social networking sites is to receive discounts and special offers, according to a recent survey of global online consumers conducted by Nielsen. North American consumers showed the strongest interest in using social media for deals (45%)…”
Build It Well And They Will Pay
"Condé Nast is the latest publisher to claim a boom in digital magazine sales from the launch of Apple’s Newsstand…the publisher says that new subscription sales, per week, across nine digital editions, was up 268%, with single copy sales up 142% compared to the previous eight weeks."
Influence On The Run?
“According to a Forrester study…the percentage of U.S. online adults who use geolocation apps has grown to 6% [ed.: WOW!!!]…early adopters are…twice as likely as the average U.S. adult online to share product information, but they are also more likely to share promotional coupons, discount codes, or the results of a game they’ve played.”
Save this one off as a reminder to look for future research, focused instead on the recipients of all this narcissistic pestering. Let’s see how much influence these influencers really have.
It’s Not The Tactic, It’s The Overall Value Proposition
“American blazed a path for the airline industry to switch to a la carte pricing for checked bags in 2008.” American is now (officially and financially) bankrupt. Southwest (no bag fees) is profitable.
Whether or not you ever go back into it, just the process of filling up your “Hmmm” file is going to make you a much better marketer.
Whether or not it will make you a more trusting person is hard to say.
