Currently viewing the category: "Mobile Marketing"

No question that relationships in the commercial real estate industry are the key point of difference. Operationally, the challenges for REITs once the deal has been vetted, financed and acquired is revolves around leveraging communication technology to ensure that property data & inventory availability information to potential clients. NetScope provides a comprehensive technology services, across the digital communication channels & devices (web, mobile, social media, paid search, SEO & email) to ensure a Web presence consistent with their business strategy.

biomed1Clients like BioMed Realty Trust, Inc. continue to innovate their web presence. Recently, NetScope’s team had the opportunity to handle a brand update/web development project designed to emphasize the importance of relationships in BioMed’s go-to-market strategy.

In addition to the “must have” searchable property listings, BioMed took bmr youtube editadvantage of YouTube in providing video property overviews and senior management interviews. Once again, reinforcing the brand positioning.

GA Mobile Chart ExampleUnderstanding the importance of a comprehensive digital strategy, Biomed developed a mobile site as well. Interesting note and sign of the times, the mobile traffic increases continue to be a growing percentage of the overall site traffic visits.




NetScope is excited to be working with DivcoWest, a commercial REIT, real estate investment trust led by Stuart Schiff, CEO. DivcoWest’s strategy is acquisitions in key emerging US technology markets. Divco has acquired a sizable Silicon Valley portfolio. The portfolio’s tenants include Google, Apple, Huawei, NEC, Stryker and Fujitsu.

Providing space to the country’s top technology firms, it’s important that Divco maintains an innovative Web presence. NetScope is currently re-building Divco’s Web technology from the ground up. Efficient access to relevant real estate industry data, property data and investment information is critical.

devicesr-solutionsProviding an outstanding B2B customer experience for users that is efficient and consistent whether it be from a desktop, mobile smartphone or tablet device is a company responsive designpriority. Property look-up tools for clients and customers that are always on the go is critical, given the growth of usage by consumers. Mobile device access will be a key focus of the new web inventory availability functionality that will be enabled using responsive design technology.

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Agile Marketing: Adapting for a Complex Business Environment

Curated and edited from a post by Amy Bishop

……..for several years, the explosion of marketing technology has changed marketing strategy, business management and organizational culture.

8-9-2013 11-10-28 AM

Scott applies agile methodologies to the increasingly complex world of marketing and explains why marketing teams should consider adopting agile marketing processes.
5 Core Values of Agile Marketing Management

Individuals and interactions over processes and tools
Responding to change over following a plan
Remarkable customer experiences over formalized internal procedures
Testing and data over opinions and conventions
Many small experiments over a few large bets
Similarly, David Armano pointed this out several years ago by illustrating the differences between “conventional marketing” and “unconventional marketing.” David explained that unconventional marketing is focused on adapting to complexity — very much in the same way as agile development. You start with a little strategy. Then engage in iterative cycles of plan-design-launch-mesure that are executed tightly together. After several iterations, you step back to reflect on insights learned and patterns discovered to impact the development of the next little strategy.

Agile marketing methodologies work best in marketing that can be broken down into small, discrete components and strategies that can be delivered incrementally and adapted over a series of sprints. Be guaranteed, this won’t work in every case, but there are many situations and marketing programs that work great in an agile process.
Marketing Missions Ideal for Agile Marketing Management

Content Marketing
Social Media
Web Development
Search Engine Optimization [SEO]
Mobile Application Development
Marketing Automation
PPC Advertising
Landing Pages & Offers

Mobile Marketing Isn’t About Screens or Devices, It’s About Behavior
Too Many Brands Treat Mobile as a Giant Monolith, Yet There’s Huge Variety

Anna Bager
Curated by NetScope

Marketers can’t remember this often enough: Mobile is not one screen or two screens. Or three screens (smartphone, tablet, and e-reader). Or four (ultrabook). Or five (phablet). Or six (fill in the blank with whatever connected device consumers will be flocking to next.) Google Glass? The Apple iWatch? Mobile is a behavior. The only common thread uniting the vast and diverse mobile arena is that consumers are taking a connected device with them on the go.
Consumers move fluidly across devices and platforms, and brands must do the same with their messages — not just by making sure that a banner ad is on both Android and iOS operating systems, but by being present across a variety of devices and taking advantage of the powerful features each has to offer. When brands don’t seize mobile media in this way, they create confusion or disappointment, as users discover a gap between how they expect to interact with a brand and what the brand actually can do.

This mobile reality is very challenging to act upon. Until now, media have been defined largely by constraints of functionality and environment. Television is in the home. People sit back and watch its channels. All channels have programs, and programs have commercial pods. The PC web brings together sight, sound, motion and interactivity, but people largely interact with it sitting still at a table, moving just a mouse. When it comes to mobile, on the other hand, functionalities are varied and the environment unconfined.

This complexity disrupts paradigms that marketers and agencies have relied on for decades. What does it mean to create campaigns that cannot be designed for a specific screen and viewing environment, but for users on the go? How does this circumstance change the creative process and the final product? What’s the right balance between reach and device-centric innovations? How does this varied and shifting landscape complicate measurement?
Some of the most forward-thinking creatives and mobile leaders have begun to answer these questions, creating campaigns and products that demonstrate “liquid creativity,” mobile creative that flows like a liquid across devices and fits flexibly into the distinct opportunities each has available. IAB is featuring these people and their accomplishments at our June 18 session at the Cannes Lions International Festival of Creativity entitled “Liquid Creativity: Secrets of the Mobile Superstars.”

But instances of “liquid creativity” are rare. Too many brands are treating the mobile marketplace as a unified whole, relying on lowest-common-denominator creative execution, the 300×250 banner. It’s an often useful classic IAB Standard Ad Unit, but in this situation the temptation is to just re-use PC-web creative on phones and tablets, thus discarding powerful attributes of mobile, such as environmental awareness and intimate interactivity. This oversimplification is understandable: It saves money and increases audience size. But it compromises consumer engagement, brand-building potential and the value of mobile marketing itself. This practice begs the question: How much standardization is needed to make liquid creativity the norm, rather than the exception? What best practices can we define without stifling the creation of mobile marketing experiences that wow consumers?

Responsive design often comes up as an answer to liquid creativity. This is the idea that a web server can recognize the device in which it is supposed to render content, and make adjustments for qualities like screen size. But do we trust computers to make decisions about ad content? Do marketers still want to approve each permutation of an ad? Responsive design can disrupt long-held norms of digital advertising.

Another challenge posed by the liquidity of the mobile landscape and user behavior is measurement. In the PC world, attribution is already a challenge. Marketers grapple with figuring out, for example, if the search, video or display component was the catalyst for conversion. When you add in the many different types of mobile ads, the questions become even more complicated. Marketers would be best served with metrics that can cross platforms and apps. While we are making strides toward more measurability, this is a long-term goal.

Vast challenges face marketers who want to provide consumers with an array of robust experiences that capitalize on the capabilities of their most closely-held devices. Budget is often a barrier, but we need more marketers testing these waters. Flexibility is an 0pportunity. Marketers need to approach mobile not by device, but by their individual objectives.

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CES and mobile are pretty much one and the same. I think we will all have finger cramps after this show. The mobile apps showdown brings together thousands of mobile applications and social media for real time voting….now we get to see in person the development team and their final products.

Mobile app showdown hosted by guys from the Howard Stern show….funny guys! Apps are centered around fitness mobile solutions and first person gaming that connects the game offline to products to hopefully generate revenue. As the industry continues to mature business models will become more apparent.

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