In the Mobile Culture
it's 100X easier to lose
a sale than to make one.
Ask for your
Mobile Culture Grader
A woman takes out her phone to search your business on Google. She sees you only have 6 reviews, a couple are pretty old. She sees one of your competitors has over 25
4-&5-stars. And no 1's, 2's, or 3's. So they get her business. Welcome to the Mobile Culture.
Joining the Mobile Culture is not an option. It is a top priority. We want to help you become a strong Mobile Culture player – fast. And when we do, the results are terrific according to our clients.
60%more 5-star reviews than any other jeweler in our market
"We have been in business for over 115 years, and have a strong brand reputation in our community. But MobileCultures convinced us that if we had a stronger online reputation we could reach many more new customers. They showed us how to actively engage with customers online. The result is that we are now ranked #1 on Google and Yelp. We once had a handful of good reviews, today we have 115 5-Star reviews, over 60% more than any other jeweler in our market. We see new faces coming in to our store every week. MobileCultures has delivered for us. We highly recommend them."
Wilson & Son Jewelers
THE ALL-POINTS MOBILECULTURE GRADER
This is your gateway to selling success in the Mobile Culture. Simply answer a few questions about your business. We do an all-points digital assessment of your online presence and make recommendations for action that we can help you implement.
We're getting reviews in our sleep.
"We've been with MobileCultures for only 5 months but we are already on Page 1 of Google! And we've got more 4- and 5-star reviews than any other printing company in our area. Of course we always knew reviews were important but we never seemed to find the time to do anything about getting them. With MobileCultures we're getting reviews in our sleep. Their platform does all the work for us. Speaking as a long time retailer, this is one of the few marketing programs that has actually worked for us!"
Our top key phrases have moved up 2086 places.
"About a year ago, MobileCultures pointed out to us that our ranking in Google Search should be higher given our size and position in our markets. They worked with us to craft 15 search phrases and then plugged them into their SEO platform. Now our top key phrases have moved up 2086 places with 24 in the top ten on Google, Yahoo, and Bing. For years we struggled with SEO but no more. MobileCultures has made it happen for us."
Choice Medical Center
Naples, Ft. Myers, FLA
The End Of Marketing And The Rise Of Engagement In A Land Of 250 Million
Personalized, Invitation-Only, Geo-Fenced, Micro-Economic Mobile Brand Owners
Ever wonder how we got to where we are today? BRANDLAND is all about the mobile culture we live in. It makes the case that the rise of the iPhone as the mediator of all human interactions, plus the ever-evolving digital revolution, have caused profound changes in how people interact with other people and with brands. BRANDLAND is a must-read for any brand owner, marketing pro, or retailer large or small.
Got 15 minutes? Read it now.
Branding is and always will be about eliciting positive emotions. In the Bi era, this was done via traditional advertising techniques like television commercials and print ads. In theory it was: make an emotional connection, make the sale. Simple.
But there was too much distance between the ads and the sale. Too much time for consumers to forget the ads, requiring endless impressions to keep the emotion alive, and frantic research and focus groups to discover whether the effort was working at all.
Even so, it was still the brands who were in control. Consumers had no recourse.
The Wave and the Sand
Think of it this way:
Everything we did back then--branding, advertising, direct mail, et al--was like the waves crashing on the beach. Over and over. Endlessly. The only purpose, to soak the grains of sand with emotion for our clients' brands and hope for the best. And the grains of sand? A passive, anonymous, helpless, voice-less mass market of individual consumers.
And then Apple introduced the iPhone.
The iPhone ushered in an era virtually unprecedented in commercial history, with the most far-reaching sociological and psychological effects. Effects that have not only altered the consumer landscape but consumers' very psyches.
The marketing world has not yet come to terms with this new era. Its collective psyche is fractured and confused and under siege from the convergence of the Ai era with the digital revolution. And no wonder.
Back To The Beach
The Ai era did not arrive with fanfare. It crept up on us all, its effects unnoticed. Think of it this way:
While marketing continues pounding the beach in relentless waves of branding and advertising, those individual grains of sand have become individual castles of hardened, impregnable sand. Each one with its own drawbridge, only lowered to those it recognizes and approves.
Apple had invented the drawbridge.
In many ways that should matter to any marketer or brander, we have become a kind of new species, sociologically and commercially speaking.
In the era of Ai, in a land of 250 million smartphones, all human interactions are now mediated by a device that did not exist before June 29, 2007.
Interactions between people and between people and brands have no resemblance to life Bi.
Consider one of those priceless anecdotes that seem so odd yet reveal deep trends:
Most people live in houses with doorbells. Yet in the era of Ai, people are afraid to open the door when the doorbell rings. Why? Because the doorbell ringer was not invited. It's a rude intrusion by a stranger that friends would never commit. Friends would text "I'm here" while standing next to the doorbell--an anachronism from a long-gone past.
Marketers and branders persist in thinking that being personal is ringing the doorbell, also known as targeting, or the wave breaking against impregnable sand castles.
Love Is All You Need
But what exactly is going on inside those sand castles? Here is the irony of ironies.
THEY'RE BUILDING THEIR OWN INDIVIDUAL BRANDS.
Human interaction as we have known it from time immemorial has become brand interaction.
Human communication has become brand communication.
Welcome to Brandland.
Like traditional branding, for the sand castles nothing is spontaneous and unplanned. Like traditional branding, everything is devoted to the image the sand castle wants to project outward, as it filters brand (or any) communications coming inward.
They Act Like Brands......Even Though They Don't Realize It
What is an Instagram feed, after all, if not a form of branding?
What is Twitter if not a form of PR?
What is Facebook if not a form of targeting and even Billboard advertising?
And what is the brand strategy if not to be loved precisely as marketers and branders Bi sent waves onto the beach in hopes their clients' brands would be loved?
No wonder the castles so jealously guard the entrance via the smartphone/drawbridge. For the same reasons brand marketers likewise guard their brands' position and integrity.
BECAUSE SPONTANEITY IS A BRAND DESTROYER.
NOTHING IS MORE PLANNED, RESEARCHED, TESTED, MONITORED, AND PROTECTED THAN A BRAND.
Whether it's Ford Motor Company of Detroit or--in Brandland--Ms. Ellen Ford of Memphis.
And this is the world brand marketers have been living in since June 29, 2007.
Sorry Invitation Only
This is a radical departure in the history of branding.
Previously, nobody could mess with a business's brand. Each one was a carefully built pre-cursor to today's sand castles.
But in Brandland, 250 million smartphone owners are messing with traditional brands in ways no brand has ever experienced.
The sand castles own the beach and the waves are increasingly irrelevant. In fact, does branding even matter anymore?
Imagine you're inside your carefully constructed sand castle. Do you watch TV that isn't streaming TV? Do you watch the evening news or get your 'news' from Twitter? Do you listen to commercial radio or Spotify/Apple Music/Prime Music?
Virtually everything we used to think of as the crucial blocks of brand-building is leaking relevancy today.
If you can't get into the castle without an invitation, then it's not too much to say that advertising doesn't matter, branding doesn't matter, direct mail doesn't matter.
WITHOUT AN INVITATION,
YOU DON'T MATTER.
But how can you get an invitation without ringing the doorbell?
What other way is there?
Get a referral from those
already inside the sand castle.
It's called word-of-mouth. And since the dawn of the Ai era and the rise of individual brands, it has become the single most powerful marketing tool in Brandland. Why?
Because it isn't marketing.
Marketing Is Dead
Long Live Engagement
Remember: sand castles are brands just like the brands you work for. They each want to be loved and approved and appreciated for who they are--which is not the same as their true identities.
Sand castles are not populated by real people. Each individual brand is a carefully nurtured construct or projection of who the brand owners want you to think they are.
And because they have so much psychic energy invested in these constructs, and are constantly reinforcing them through social media, they are morbidly sensitive to the slightest slight.
Consequently their lives are spent seeking to avoid anything that disrupts their creation.
From their insular point of view then, these castles become safe spaces, and the drawbridge is only dropped for the most trusted communications. Which is why word-of-mouth, always effective, is now the Ai era's most powerful tactic.
So marketing to these new constructs is hopeless. Only engagement is possible. And engagement can only reliably begin through word-of-mouth.
Or the 21st century version of it.
We interrupt this book for breaking news from our friends at The Drum.
Reporting on trends gleaned at CES 2019, Marketing Analyst Dipanjan Chatterjee writes in an article titled: Data Won't Kill The CMO. Marketing Will--
"But data will make it quick. With technology shifts and a concomitant data explosion, the sophistication required to work the traditional marketing levers such as product and price management has increased significantly. Even in the more familiar territory of communication and promotion, the discipline has advanced considerably. For example, with hyper-personalization and neuroscience-driven analysis, the old-world marketing of fuzzy personas and feel-good creative has been rendered obsolete. The inability to effectively extract value from data puts a CMO on the path to extinction."
The Gold Mine
Once there was a little family jeweler with a store that had been in business in the same location for over 100 years. The owners, two brothers who were the 3rd generation, did well enough. Yet, they wanted to grow.
They hired an ad agency to re-brand their store and do cool new ads which they loved. And then, like good marketers, they waited, because as we all know, retailers are impatient and nothing happens overnight.
Nothing happened over weeks.
So the agency, not wanting to lose the account, recommended a different approach using a digital platform for email engagement which they had discovered. The brothers agreed to upload their client email list to the platform, which promptly and automatically began to engage back-and-forth with their clients through staged emails.
In less time than it takes to approve a marketing plan, the little jeweler was seeing more and more 5-star reviews on Google and Yelp.
Today, they are #1 on Google for "jewelers in (their city)" with 115
5-star reviews. And #1 on Yelp with 29 5-star reviews for the same search phrase.
No 1's,no 2's,no 3's,no 4's. Every review a 5-star.
A digital platform that empowers 21st century word-of-mouth.
But that's really not the secret. That's only the implementation of thinking as an engager, not a marketer.
The secret is, they had already been invited inside many, many sand castles.
By appealing to their current satisfied customers--through an email engagement platform--to write reviews of them, they discovered a gold mine.
New people from the area who had never set foot in their store (though it is situated in the center of the business district and who must have passed it by without a thought for years) are showing up daily. Today, the brothers are swamped on Mondays--a traditionally dismal business day for retailers--and every day of the week.
They are now expanding their in-store engagement ring boutique and enlarging their Rolex section.
There is not a retailer alive who would invest such a large sum on the if-come. Only because their business is booming are they willing, even eager, to plow money back into their store.
Their story is another one of those anecdotes that hold deeper meaning.
Whether B2C or B2B, if you have customers
you are already inside multiple sand castles.
Therefore, you are sitting on a goldmine of
• repeat sales
• new sales
• multiple referrals
• 5-star reviews
• new customers
• increased ROI
• increased positive brand awareness
Which begs the question:
How crazy do you have to be to go prospecting for gold before you've mined the gold you're already sitting on?
We hope you enjoyed BRANDLAND.
Please give us a call or email us to find out how we can help your business succeed in there Mobile Culture.