Apps, apps, and more apps. Look at that phone you have in your palm (or maybe it's a tablet in your lab, I don't judge), and it is filled with apps. Although the browser is certainly not going away, and in fact HTML5 will make it more prevelant (future post), apps have become a ubigitious part of our communications experience. And marketers need to grab the reins and help their business by looking at ways that apps can help with customer communications, lead generation, branding, and more.

Mobile apps are not simply for the hip B2C companies any longer, and they also don't have to be some enormously intricate and interactive experience. In fact they could be a new way for your B2B company to disseminate news. For example, imagine creating a mobile app for all of your customers that included all pertinent product materials, but also updated daily with the very latest industry news, including your blog posts you are publishing on the site. This is content that is already created, but you are placing it in an easier to digest format and tying it into evergreen information coming from your site.

Or, for lead gen purposes, create a mobile app that a prospect can access through a form, which gives them access to all of your premium content and updates whenever you have a new white paper, methodology, etc. No longer will your leads have to fill out multiple forms over time, they get the content the way they want it, and again you can update to continously show them your product's value.

Mobile App Development Need Not Be Hard

The next comment on this topic is always around the difficulty, and cost, of actually getting these apps developed. Well that is something we discussed on Live From Stubbs when we sat down to talk with the CEO and co-founder of Mobile Roadie, Michael Schneider:

The promise of the 'eWallet' has been discussed for years, and most people argued that the barrier to entry was all about the need for better technology. Well, let's be honest and quote The Six Million Dollar Man, "We have the technology...", what we don't have is the large-scale demand needed to shift consumer buying methods. Think about it, the technology needed for the debit card had been around for nearly a decade before those became a ubigitous form of payment, even in an era when credit cards were already being used. Why did it take so long?

Humans change....slowly. Shifting your mentality to a different form of payment, even one based on an existing form, is difficult to adopt. Some argue it's about the security, but in truth this about human nature. In fact the technology has progressed quite rapidly.

And the eWallet, even with the onset of NFC, RFID, smartphones, and more, will take us a bit longer to really get to the point where the majority of people whip out that phone out of their pocket instead of the plastic out of their wallet. But because we have this amount of time to actually prepare for this shift it is a perfect time for marketers to start thinking about how they are going to work with these new forms of payments. A time for retail owners to schedule when they make the leap and purchase equipment to enable these payments. And most importantly time to research the different options (Google Wallet anyone?) and technologies so that when your customers ask you can give them answers brimming with confidence.

And there is not better place to start then the technology that is actually inside of your phone. We sat down with Philippe Benitz of Gemalto to review where the technology that will eventually power the eWallet stands today:

Yesterday's post, "Four Must See SXSWi Panels...That I Won't Get To See" was all about missed opportunity, for me. But today I get to talk about the four panels I have inked on my hands so as to not miss them. Come along:

1. The State of Browser Developer Tools -- What is the one tool you can't live without, whether you are wired or wireless? Besides your actual device, it's your browser. Perhaps we are moving into an era where apps trump the browser, but we aren't there yet, and the leading devs from the major browsers are getting together during this panel. This should be a fascinating look at how these folks make the decisions that effect your website's look and feel. The only dissapointment, but not a surprise? Nobody from Safari.
2. The Complexity Curve: How to Design for Simplicity -- Design has become such a focal point in business, whether pertaining to physical products, digital presence, or collateral. The problem, however, is that we often add enormous amounts of complexity into design. My hope for this session is to learn about how to keep it simple when it comes to design.
3. The Dark Side of Social Networks: Malware and Fraud -- Not surprisingly I'm really excited to watch Paul Judge of Barracuda Networks talk about something close to my heart. This is a talk that I encourage you all to attend, since it is a topic that simply does not get enough attention AND it is only getting worse. Do it, before it's too late.
4. Big Data Smackdown on Cybersecurity -- Let me continue down the security path, because it is important, for all of us. John Kindervag of Forrester is going to talk about network security and the role big data plays in increasing our threat vector landscape. This is a topic I get to live every day, and it's something you should be sure to make time for during SXSWi.

What panels are on your schedule?

Yesterday's post, "Four Must See SXSWi Panels...That I Won't Get To See" was all about missed opportunity, for me. But today I get to talk about the four panels I have inked on my hands so as to not miss them. Come along:

1. The State of Browser Developer Tools -- What is the one tool you can't live without, whether you are wired or wireless? Besides your actual device, it's your browser. Perhaps we are moving into an era where apps trump the browser, but we aren't there yet, and the leading devs from the major browsers are getting together during this panel. This should be a fascinating look at how these folks make the decisions that effect your website's look and feel. The only dissapointment, but not a surprise? Nobody from Safari.
2. The Complexity Curve: How to Design for Simplicity -- Design has become such a focal point in business, whether pertaining to physical products, digital presence, or collateral. The problem, however, is that we often add enormous amounts of complexity into design. My hope for this session is to learn about how to keep it simple when it comes to design.
3. The Dark Side of Social Networks: Malware and Fraud -- Not surprisingly I'm really excited to watch Paul Judge of Barracuda Networks talk about something close to my heart. This is a talk that I encourage you all to attend, since it is a topic that simply does not get enough attention AND it is only getting worse. Do it, before it's too late.
4. Big Data Smackdown on Cybersecurity -- Let me continue down the security path, because it is important, for all of us. John Kindervag of Forrester is going to talk about network security and the role big data plays in increasing our threat vector landscape. This is a topic I get to live every day, and it's something you should be sure to make time for during SXSWi.

What panels are on your schedule?

Another installment of South by Southwest Interactive (SXSWi for those unitiated, and please reserve SXSW for the music portion, us Austinites implore you) is upon us. The next 48 hours is usually reserved for blog posts expounding on the following ill conceived comments:

• SXSWi was awesome...in 2005!
• SXSWi is too crowded, I don't know why anyone goes.
• SXSWi is only about parties, and I guess that's cool, but I have actual work to do.
• SXSWi really went downhill after Twitter launched.
• I'd rather vote for Santorum than go to SXSWi.

OK, I made the last one up, although tonight there may be someone in Oklahoma who actually put this to use. But even amongst the negativity that revolves throughout SXSWi I remain positive and stick to the same mantra I conveyed in 2009, "The SXSWi Opportunity is Up To You". And with that I give you the first of a few pre-SXSWi posts.

Below are four must see panels this year...that I won't get to see due to my schedule. But if you go to these panels please give me a shout and let me know how they were:

1. Tech Superwomen: Mentors and Mentees, FTW -- Just take a look at this list of amazing communicators and you will quickly know why I want to attend this session. I was lucky enough to be on a panel with Ekaterina Walter of Intel at a MarketingProfs event, and remember scribbling furiously in my notebook as she talked about Facebook marketing. Then you look at the rest of the experience on this panel and realize that the question they are posing, why are there so few women in the tech industry, seems nearly ludicrous. As someone who has worked in tech his whole life, and worked for and with some amazing "tech superwomen", I hope that this panel inspires even more to get into tech!
2. HTML5 and CSS3: Does Now Really Mean Now? -- Two years ago I mistakenly attended an HTML5 session at SXSWi and came away mesmerized by the potential. Last year I went to even more HTML5 sessions and spent the better part of the past year studying up on the method and implementation. But the question is an important one. Currently HTML5 remains an elusive goal for the typical business. Why? And how can we push it forward? Let me know what they say, because I'm ready to roll.
3. How Brain Science Turns Browsers Into Buyers -- If you don't know AK Pradeep of Neurofocus, now part of Nielsen, you are missing one of the better minds in marketing. The first step would be to read "The Buying Brain", and attend his panel. The neuromarketing research field is fascinating, and the insight gained from the science can help nearly any companies. Unfortunately it is out of reach for many, but this panel (and the book) can start to help.
4. How To Work In B2B and Keep Your Creative Shirt On -- I'm in B2B marketing, and I've been doing this for 15+ years at this point...and I feel like the past year has been some of the most creative. The key for us at BreakingPoint has been creating a team that each brings the creativity and allowing for agressive thinking and brainstorming. Sounds like common sense, but it can be tough in B2B when you are typically painted into a corner. This panel will hit on these topics and it looks like it can help folks break through that creative barrier.

What panels are you excited about at SXSWi 2012?

Kinetic typography—the technical name for "moving text"—is an animation technique mixing motion and text to express ideas using video animation. This text is presented over time in a manner intended to convey or evoke a particular idea or emotion.

Two weeks ago this term was a foreign concept, although once I dove into the world of kinetic typography I realized quickly that it was a design technique we now see all the time. Just watch nearly any ad for television shows or promotional product videos and you will see kinetic typography. And if used correctly it is yet another design treatment that can help you get your point across and be a better marketer.

The key, no surprise, is to use kinetic typography the right way and only when truly needed. But like with all tools at your disposal you might initially overuse it, because it's a shiny new object. Take a step back and try and contain your kinetic typography joy when starting to use this useful tool.

Check out our recent use of kinetic typography in a promotional loop video (hat tip to the team at Sparksight):

Did you see the latest little feature on Google+?

You may have not even noticed this little gem of a device, and you will only see if if you go to one of your circles. Slide it to the left and you can eliminate the input from that circle into your main stream. Slide it to the right and you can populater your mainstream with that circle. And although I've been hard on Google+ and not really understanding it's value, I do LOVE this feature.

Content Mapping In Social Networks

We participate in social networking only when we are being fed content that makes us engage, either directly or passively. For some time now I would go to Google+, see my main stream filled with horrible animated GIFs from some jackass and immediately leave. Every once in a while I would put my foot down and take an extra action to click on one of the circles I've created, like today, and fortunate for me I now have a new way to control my main stream.

Preferably you would be able to set your main stream to one of your circles, but for now I can actually fine tune the content from the circles I've created. Additionally this makes me want to create more circles and put a stronger eye to the ones that already exist. Google+ has actually created something that makes me want to do work in order to engage more with people.

Speaking of engaging, let's connect on Google+.

The changes we have seen in marketing over the past several years have had a dramatic effect, often in the positive direction, but sometimes the opposite. Social media marketing has been at the core of this shift, and location-based marketing (LBM) has now moved to the epicenter. While social networks revolve around our lives, it is the idea and technology for location-based communication that is altering the way we interact with each other and businesses. The integration of these two, with traditional facets of communications will soon unveil the future of marketing.

Location-Based Moves From Passive, to Active, to Future Tense

LBM is now moving from passive "check-in" platforms to active interaction with people, places, and things. Part of this is the technology of the device with the use of 3G networks, RFID, NFC, and more. But it also shows how people want to be communicated with, and that is what this is all about. We all say we "hate companies that sell to me", but we love a great deal when it pops up on our phone because we "choose" for this to happen. It is pure psychology and location-based communications are harnessing this element of our minds.

René Pinnell, the CEO of Foreca.st, has been talking about the concept of future tense for several months now. His latest foray into the topic looks at how the concept of future-tense will shape real-world social networking:

The past and present of our lives are already established online — therefore, the next frontier in social networking is the future. “Future tense” social networking asks: Where do you want to go? Who do you want to meet? What do you want to buy? By sharing your plans, desires and aspirations, you enable real-world interactions. For example, when you push a checkin to the future, you shift the paradigm from “I’m here now” to “I’ll be there later.” You increase the likelihood of connection.

Sounds a bit out there in many cases, but if you think about how you interact with social networks you can probably see this becoming true, at least with personal interactions and potentially with business interactions. But how does it transcend into marketing? Currently we are seeing overall communications moving from a passive approach and into active, and eventually (for some sooner rather than later) into future tense. This will lead, naturally, to "predictive marketing".

Predictive Marketing

Imagine if I know exactly where my prospect will be in one week, not simply the coffee shop or movie, but their location, business situation, needs, and more. Would that change the way you would communicate with that person? As a marketer, the answer is unequivocally, "YES". Predictive marketing relies on several different disciplines, some of which have not even been established at this point:

• Location-based marketing
• Social networking
• Predictive behavior analytics
• Future tense check-in/updates

But this is only a matter of time as we see platforms like Foreca.st and Foursquare become predictive behavior engines, tied in with large amounts of data from the social networks, and harnessed through CRM databases filled with years of consumer data. Predictive marketing is something promised by many companies, but that is simply glorified business intelligence mining. Predictive marketing is coming to the masses and it will be THE term you are discussing at the end of 2012.

I predict.

Part Two of our inaugural episode of Live From Stubbs. Featuring Andy Sernovitz of Socialmedia.org. Live from Stubb's brings our favorite things together in one place. Our guests represent some of the stars of online and off that cross the social media, music and barbecue continuum. We push it to you each week from the Live Music Capital of the World, deep in the heart of the barbecue belt, Austin, Texas. Live from Stubb's is filmed at one of the city's iconic music venues where acts like Cake, Snoop Dog, Metallica, Smashing Pumpkins and Spoon have played. Come back early and often to be informed, engaged and entertained. Follow us on Twitter.

The end of the year is rapidly approaching and rather than curl up to read the copious amounts of top ten lists, think about how you could grab some last minute revenue dollars from 2011 budgets. Now at this point any offer needs to be laser focused, priced correctly, and most importantly sent to the right folks. And email provides the vehicle. Here are a few ideas on how to get started:

Let Your CRM Guide You

1. Analyze 2011 Campaigns: Throughout 2011 campaigns have been running and you have been collecting data in Salesforce.com (or whatever platform you use). Now, run a report to determine the most successful campaigns that you ran from a lead generation and revenue standpoint. These are the topics you should center your end of year email campaign around!


2. Material Response Rates: Next, dive deeper into the individual campaigns to determine what these people responded to the most. Was it a white paper, a webcast, or an offer for a demo? This will give you an idea of what additionsl "call to action" (CTA) to have in the email. The primary CTA will still be the opportunity for these folks to take part in your offer, but you need to give them something else that will help make the decision easier and qualify the lead.


3. Clean: Finally, clean the database of contacts you have for this very specific topic. But keep in open mind. Many folks would immediately get rid of current customers or those that decided not to buy the first time around, even after an evaluation. Remember, this new offer may be an additional opportunity for your current customers, or might better fit into their budget now that the year is coming to an end.


4. Craft An Honest Email: Don't bother with a long, drawn out email. These reciepients already know your brand, and they are busy. Be honest that this is an end of year offer and that below they can click on a resource and/or get in direct touch to take advantage of the offer.

Keep it simple and you will be able to offer your customers a tremendous value, not to mention grab some additional end of year revenue.