Mobile + Social Saturation
Here are some key things to remember when thinking about this topic. The saturation level for smart phones is on the rise is all areas of the world. In many parts of the word, people own more smart phones then PC’s in their households. Phone books are becoming museum pieces (and catalogs are not far to follow). I believe there is a big push in the industry to move consumers to tablet computing, making the desktop and laptop less dominant is the purchasing process. Now with all that said, let’s look at the new shifts that are right in front of us.
Leverage Equals Change
Companies are working hard to get their data in the hands of mobile users. Google consolidation or leveraging of applications and data into the Google+ platform is no different. Right now Google+ is also providing mobile apps to access this information. In my opinion, Google+ has been doing a better job then Facebook in this area. It is yet to be seen if this latest change can be classified as an improvement, but Google’s actions are consistent with their past performance in removing older apps in place of newer ones. For instance, we are seeing similar work being done to fold the Orkut users (still a large user base in Latin American countries) into the Google+ platform so another app could be retired.
So what can we learn from this turmoil and churn in the social media and mobile space? Below I have some thoughts for you to consider. They all focus on the fact that life cycle of applications and the data of those applications are extremely volatile and need to treated as such.
Let’s face the facts, we are not talking about Yellow Page ads were we talk to a sales rep once a year and then mark in our calendars to review the purchase plan 11 months out. We have to take a Guerrilla Marketing approach to this area of our marketing plans. Be willing to invest in something, and leave it alone and move on if the situation changes. Never holding on to something more then is absolutely necessarily. Always attacking the mind of the consumer where ever it is found, and when gone, move on. There is a reason why we are talking about Facebook and Google+ right now, and not MySpace, AOL, or Prodigy.
Stay on top of the trends. Notice where your battle field (the mind of the consumer) is. If the consumer moves to a new area, be aware of the change. Stay on top of your stats. If you start seeing a drop, find out why. Never stop reading about what is happening in the mobile space. Pay attention to the mobile app scene. If this seems to much, then hire someone to do it for you. Find an agency that will keep you in the right place so you can keep attacking the mind of the consumer.
Back to the Guerrilla Marketing theme, move into the space quickly. Move out just as quickly. Take over the areas you can master as fast as you can so you reap the rewards of being first, when the benefits begin to lose to the increasing costs, evaluate your position and consider making changes quickly. Are you sensing the quick theme here.
The enemy advances, we retreat. The enemy camps, we harass. The enemy tires, we attack. The enemy retreats, we pursue. – Mao Tse-Tung
So for right now, you should be using both Google Places and Google+ Local (i.e. Pages) to drive people to your business or service. Google is using both in search engine results, and I have evidence they are giving preferential scoring to them.
Would love to read your thoughts on this. Please leave a comment.
- How Smart Phones Are Turning Our Public Places Into Private Ones (theatlanticcities.com)
- Google Places Gets Plussed Company debuts Google+ Local (rant4u.com)
- Google+ Local Launched (stateofsearch.com)
- Goodbye Google Places, Hello Google+ Local (socialtimes.com)
- Google+ Local Replaces Google Places (seroundtable.com)
- Google Places Is Over, Company Makes Google+ The Center Of Gravity For Local Search (searchengineland.com)
- RIP Google Places – Google+ Integrates Zagat (socialmediatoday.com)