Posts Tagged ‘ planning ’

There’s an App for That

There seems to be a mobile application for everything one would want to do with their phone. Not really, but “there’s an app for that” is frequently tossed around among smart phone users, especially iPhone and Android users.

However, more people actually prefer mobile websites over apps right now. At the same time, many brands feel like they need to develop an app, even if the functionality is minimal and many consumers expect brands to have mobile apps. So what gives? This seems contradictory. Well, the idea is that an app will be easier to use from a mobile device compared to a traditional website, but many apps can’t do all the things consumers want and so many consumers revert back to a website, especially if there is a mobile website. Clear as mud?

Essentially we have a need that is only partially filled and until brands become smarter about mobile apps, consumers will continue to explore multiple mobile brand interaction points until they find the one that works best for them. The only concern with this approach is that brands could be missing an important moment. If an app is only adequate or even “buggy” in the beginning, consumers could dismiss it, even write a bad review, and then never return. A lost opportunity.

Moral of the story: Don’t Create an App for App’s Sake

Mary Rocks It

After seeing the excitement that Kristen expressed in the previous post, I had to take a look at “Mary Meeker’s Awesome Web 2.0 Presentation About The State Of The Web.” I agree that the way the data is presented is hyper compelling and helps me continue to push myself on the issue. I was also jazzed by this slide.

The information is important because it shows the future of marketing. Consumers want things fast, easy, fun, and accessible. Especially when content is delivered through their mobile device, and it should be.

 

Fickle

Consumers are fickle, right? Well, if we believed this before, it is even more evident by the recent election. AdAge published a commentary on the topic:

As The New York Times observed, “In an accelerated culture, our loyalties toward just about everything — laundry detergent, celebrities, even churches and spouses — transfer more readily than our grandparents could have imagined. Now we dispose of phone carriers and cash-back credit cards from one month to the next. Forget the staying power of Johnny Carson; when Jay Leno starts to feel a little stale, he is shifted to prime time, then shifted back to the late night.” The credibility and trust in our institutions — government as well as business — continues to erode, and trust is a key component in advertising acceptance.

If we are indeed this unreliable, what does it say about us as a culture? I have read previously that we are a “throw-away society.” Meaning we are focused on consuming and want things we can dispose of when done. The rise in packaging is a good example of how this label works. But, if we are adding highly fickle to the mix, what does that mean for marketing? It means a need to very strategic when thinking about how to share information with others.

Planningness – 99 Percent

About a month ago, I attended the Planningness Conference in Denver.  The conference, like its predecessor put on by the 4As, is all about bringing the community of planners together to share and discuss ideas.  It’s a time to take a step back and refocus on the core of the discipline as well as think ahead about the next evolution or use of our planning skills.  Basically, it’s a nerdathon. 🙂

I had the opportunity to see many great speakers on various topics:

Aki Spicer:  How to Build Applications

Kate Lutz:  How to Tell a Good Story

Avin Narasimhan/Dino Demopolous:  How to Get Mobile

Scott Belsky:  How to be Effective

Richard Reinhart:  How to be a Digital Curator

Ari Popper:  How to do We-Search

Len Kendall:  How to Create Participation

Paul Isakson:  How to Wander

Please let me know if any one of these is of particular interest to you and I can expand on what I learned.

I gave a presentation to my Planning team about my overall learnings – the key things that I took away from this conference using the above sessions to provide rich examples.  What I landed on were a bunch of actions/verbs that I felt from the planning community were what we as planners are striving to do to push ourselves forward.  We want to create more things by digging around in the digital space or helping listeners co-create a story with us.  We want to get people to participate by devising new forms of research that use consumers as researchers or building communities while understanding the behavior of people forming their own shared spaces.  We want to expand our traditional planner roles as we see the world evolve around us.  But in order to do all of this we need to act.

I want to focus on that last action as I think it will be the one to open up the doors for us to do more…but not just more stuff, the right kind of stuff.

Scott Belsky from Behance came to Planningness to talk about how to get shit done (not his words, mine).  The main idea of this is that our work is 1 percent inspiration and 99 percent perspiration.  Though we need to wade through the list of to-do items that make up that 99 percent, our real focus and our real value as people in a creative field lies in that 1 percent of deep thinking.

There were several resources that Belsky shared with us, but the most interesting and easily applicable to me was the 99 percent website. This website isn’t just for planners, it’s for anyone who wants to make their ideas happen.  The tips and tools on the website are not necessarily things that you’ve never heard of, but sometimes it’s worth taking a step back and thinking about how you organize yourself to get your work done.  Different things work for different people but Behance has put their time and effort into figuring out what will help us all get our work done.

Some of the tips from the conference that I thought were really interesting and helpful:

Overcome reactionary workflow and push important things forward.

Have a culture of capturing action steps and know what you’re responsible for.

Create a back burner ritual – address this list once a month, for example.

In our world of constant meetings, a barrage of deadlines, and to-do lists over a mile long, it’s sometimes the most simple thing that can help us get through what sometimes feels like the impossible – organization.  Not the sexiest subject in the world but I think Behance makes it interesting and motivational.

“Book-worthy” work

Something I’ve been thinking about recently…

Creatives often talk about their work in terms of what is “book-worthy” or not – what they will put in their portfolio versus work that needs to get done for the task at hand but may not be the quality of product they would put on display.

Now say anything you want about if this is the way work should be considered, while remembering that this is the personal side of their work, but it is the reality and it brings up a good point to me:  our strategy work should always be “book-worthy.”  I’m not even talking about the fact that many planners now do have books of some sort, but about the quality of our work.

I think it’s an interesting thing to keep in mind when creating strategic work.  Would you use it as a case study?  Would you present it to potential clients and other internal audiences (perhaps for certain bragging rights)?  Would it be a good example for students or fodder for a white paper?

Let’s keep our work “book-worthy.”