The end is near

With the end to my eMarketing subject only a week away, it has made me reflect on what I have learnt over the past 12 weeks. Although I knew I wasn’t tech savvy when I started, I still thought I had a basic knowledge of the digital space. Well it turned out that I was an amateur compared to some of the geeks I met, with Wags being the biggest geek of them all (I do say ‘geek’ as an endearment). Although I was present on Facebook, that was about my limit.

Throughout the semester I was exposed to the wonderful world of eMarketing, making me see that eMarketing is the way of the future. Its ability to engage consumers and becomes a part of their everyday life shows the penetration of this form of marketing. Consumer generated content allows everyday people to create their own content and share it with others. In previous posts I have discussed how companies are becoming more aware of the power of consumer generated content and are incorporating it into their own campaigns.

For my generation, eMarketing is just an extension of what we already know. As my tutor Josh said “you all know the answer, it’s just a case of unlocking it”. And it is so true. Every day we are using the internet, whether it be social media sites such as Facebook, YouTube, etc; reading emails; or simply surfing the web. As consumers we know what works for us and what doesn’t in terms of gaining our attention. We can use this knowledge of personal use of the internet and social media to then apply it to a marketing arena. I think the hardest thing understands the medium; one that is understood, the rest is easy.

The main thing I take out of this experience is two-way communication. Digital mediums enable marketers to, rather than talk at consumers, talk with them, creating a two-way conversation that helps build meaningful relationships between consumers and brands. eMarketing enables brands to become more human, especially through the use of social media, as consumers interact with the brand.

Through this semester my learning curve for the digital space has been exponential. It has opened my eyes to the opportunities that eMarketing creates and the untapped potential that is still out there for companies and individuals to make use of. It has truly been a great 12 weeks and a great subject to finish my degree with.

Lose the Fat with Facebook

Weight loss is hard. Ask anyone who is trying to lose weight and they will tell you of the mental struggle that is constantly going on in their head. Although weight loss is a simple calculation, inputs vs outputs, it is difficult for people to remain vigilant. An important element when trying to lose weight is your support network; family and friends; to help give you support along the way. Social media has now expanded people's support network through online communities, where people trying to lose weight can talk to other people in the same situation.

Weight Watchers Australia (WW) has recently upgraded their Facebook page, making it an integral part of their already impressive online presence. Through the WW Facebook page, people can talk with other WW members about their challenges and successes, enabling others to provide support and assistance. The Facebook page is an extension of their current discussion forum which is based on their current website. The main difference though is that everyone on Facebook can contribute to the WW Facebook page, whereas the discussion forum is only available to WW members.

WW have used Facebook quite effectively as they encourage discussions between members, providing a space for people in the same situation to talk and discuss their problems. WW has created a conversation with their members, providing advice to people who need it. Through Facebook, they have also provided links to relevant articles on their website in response to members concerns.

I think using social media as a support network for people losing weight is a great idea. It really shows how beneficial social media can be. What do other people think?

Toilet internet surfing, its more common than you think!

Smartphones.They are changing the way we access the internet, and in a recent study by Telstra, it turns out people are using smartphones in bed, on the toilet and even whilst driving.

Australia's facination with smartphones has reached new heights with the report finding that over one in three mobile phone users own a smartphone, with expectations that in 12 months time, more than half the Australian mobile population will own a smartphone.

Some interesting facts reveled in the report:

• More than half of smartphone users admit to using their smartphone in bed
• One in three smartphone users have surfed the web whilst on the toilet
• One in five people admit to browsing the internet on their smartphone whilst driving

With the increased accessibility that smartphones are providing, it makes sense that many smartphone users are found to be visiting certain sites more on their smartphones rather than a computer. 28% of people are reported to access their email more on smartphones rather than computers, and one in four people use their smartphones to access social media sites more frequently than via computer.

So beyond the numbers, what does this study actually mean in practice? The main thing to take from it is the growing trend of smartphone owners, and more importantly, the shift from accessing the internet from a fixed location to being able to access the internet at any time, in any place.

Companies need to acknowledge this shift and respond to it. As it becoming increasingly common, companies need to create websites that are designed for smartphones so that consumers can access companies' webpages in an easy to read format. Advertisers need to be able to adapt their digital formats to suit smartphones, as the growth of people using smartphones to access internet is predicted to continue growing.

It will be interesting to see in 12 months time how the percentage of Australians with smartphones changes, as well as the shift from accessing the internet via computers to accessing it via smartphones. I can easily see smartphones thriving and half the Australian mobile population owning one wihtin 12 months.

Fact Sheet:Telstra Smartphone Index

The way of the iPad

Companies create new products for two reasons:

1. There is a gap in the market with unfulfilled customer needs

2. The company simply wants to create a new product

Apple's introduction of the iPad is a great example of reason number 2. The iPad is a great example of a product that is created, not because there is an unfulfilled customer need, but because Apple wanted to create it. There was no need for the iPad. When the iPad was first introduced, I though "What a waste! When would you actually use an iPad?". What is the point of the iPad when we have the iPhone and laptops. I mean, the iPad is just an oversized iPhone. But, as the iPad is an Apple product, of course sales were high with Apple lovers buying it simply because it was Apple. Even when I saw people using the beautiful piece of technology, I was still cynical as to the point of the iPad. I saw it as a toy, and nothing more.

It is only now, 5 months after the initial release in Australia, that people are finding uses for the iPad. Although I still see it as a useless product for individuals, it has become a great tool for businesses and industry. Some of the great uses for the iPad that I have heard about include:

• Hotel concierges using iPads to be able to remotely help customers rather than being tied to their desks
• Participants at a seminar this month for Financial Planners under 40yrs will each be given an iPad upon entry, with the iPad being integrated into the seminar with participants being taught to use the iPads when meeting with clients, and for day-to-day activities
• From January next year, a trial will be run in hospitals where graduate doctors and nurses will be given iPads to use when on their rounds

There have been many new business apps that have also been developed, making the iPad more than just a nice accessory, but a functioning business solution. Some business apps that have been introduced include: GoodReader (enables viewing of Word, Excel and PDF documents), FlightTrack Pro (gives updates about flight times and notifies you of delayed flights), Bloomberg (provides financial news, stockmarket prices, currency changes, etc), and many more business apps.

So although I still dont see the iPad as a useful device for individuals, I think that the new ways in which it is being used for businesses is fantastic. The iPad is a great example of creating a product and then only after the introduction of it, finding uses for it. I see the iPad as the way of the future for businesses, making them more portable and technologically adaptable.