Tim Hayden has more than 20 years of experience in experiential and new media marketing for brands in both B2B and B2C marketplaces. He was co-founder and CMO at 44Doors, which developed a mobile marketing platform and mobile marketing services for Coca-Cola, AT&T, Reebok, and Bank of America, among others.
I saw Tim speak at Social Brand Forum in 2013, and his insights into consumer behavior and mobile technology really impressed me.
I invited Tim to Marketing Smarts to talk about his forthcoming book, co-written with Tom Webster of Edison Research: The Mobile Commerce Revolution: Business Success in a Wireless World.
Here are just a few highlights from our conversation:
The "two-screen experience" is really just task-switching (05:50): "You're task-switching [in] your content consumption. Some marketers are calling it 'second screen' behavior, but others are calling it time-shifting. I think with live events, if you...look at the value of media around live events, those being certainly reality TV to a certain degree, but more so sports and entertainment—those things that happen in real time, where people feel [that] via a hashtag or just simply the fact that they know that there are other people that they're connected to through various social networks who may be watching the same thing—you'll see conversations about those programs, and I think a lot of people call that 'real-time marketing' and that's a misnomer. That's just content consumption shifting, [that's] all they're doing in terms of how they're watching something on one screen and having a conversation on another."
Real-time marketing should take a cue from old-time calls to action (06:58): "I think marketers will see a whole new age of product placement...as the devices in the living room become smarter—televisions, gaming systems, surround sound systems, certainly Apple TV, Google TV, Amazon Fire (there are a number of devices that are peripheral to all of the above, the DVR included, that are making it to where our tablets and our phones will connect with the television, directly and indirectly)—I think you're going to see a whole new age of product placement and calls to action. It's funny, because I often say what's old is new, and all the direct response marketers, all the people that have been adept with infomercials, and those calls to action to dial a 1-800 number on a TV spot, that same methodology is going play, probably throughout programming in the future, and you're going to have a real-time opportunity to click immediately or do something with a device in your home to buy something...and have it show up in four hours to two days."
Marketers need to use location data to make their messages more relevant (12:17): "All the inbound traffic to your website carries location information with it. You have varying levels of accuracy with IP addresses, but increasingly you can, with your website, ask someone for their current GPS location when they land on a website. There's two reasons you may want to leverage...location data. The first one is, Wouldn't you like to know where your customers are? Because things like direct mail and the way you can buy television or radio advertising, the way you may make decisions to sponsor certain events in certain neighborhoods or parts of town or regions of the country, that location data can provide you with insights on where to invest other marketing assets and initiatives.
The other side of it is, in the moment when someone lands on a website or clicks through from an email or social media or sees something on a billboard or on a direct mail piece...you want to drive them to a point of purchase, a place of purchase as quickly as possible. So, if you're leveraging location data in those moments that someone lands on a website, you may have a 'click to buy here' opportunity right there in the palm of their hand with their phone, but you may also have an opportunity to drive them physically...drive them directly to a retail or other physical place of purchase. It's a lot like fishing. The fish are swimming by all the time, and increasingly we will have more technology that allows us to see which fish are swimming by and we'll be able to throw the proverbial hook out there to bring people in."
Tim and I discussed much more, so be sure to listen to the entire show, which you can do above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode!
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Music credit: Noam Weinstein.
Tim Hayden, co-author of The Mobile Commerce Revolution: Business Success in a Wireless World.