Lots of people pontificate about marketing. Always have.
Especially among young marketers, there is a propensity to latch
onto the latest bright shiny objects (BSOs).
The only problem: many of these marketers and BSO fans don’t know
what the heck they are talking about.
My first case in point: a young millennial marketer chastised me
for my old-fashioned website.
Even though it has in fact been optimized for mobile, it was
originally designed for desktop.
And my young friend told me, as so many have: “Every consumer uses
their mobile to shop online today … no one uses a desktop.”
Makes sense. The only problem: the facts say otherwise.
According to a recently released report from Akamai, less than
half of consumers browse the web with their phone.
But only 1 in 5 — a mere 20% — completes purchase transactions
on a mobile!
For me in particular, 80% of the subscribers to this online
newsletter read it on a desktop, and only 20% on a mobile.
So I said to my young friend who told me desktop is dead:
“Wrongo, Mobile Breath!”
(Being so young, I am sure he didn’t get the Johnny Carson
Second case in point: the much ado about social media nothing.
A study by Riple found that 55% of small business owners listed
Facebook posts as their most important marketing tool.
They are apparently unaware of the MediaPost research showing
that email is ***6 times more likely*** to generate a direct
response than a social post.
Third case in point: The other day, a friend asked me if I had a
I told him that I have NO apps.
“How can someone in today’s mobile age, especially a marketing
guy, not use apps?” he asked.
My question: If apps are so useful, important, and vital — why
does Localytics report 1 in 4 mobile apps is abandoned after
being used just one time?
The lesson for marketers: don’t listen to all the hooey and BS
Use what works. Test it for yourself.
Then do more of what works — and less of what doesn’t.
Not exactly rocket science, is it?