Which device do you use when ?

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Forrester Research claims that nearly 25% of adults in the US are online with three or more devices, and 2/3 of US online adults own 2 or more connected devices. How and when are they using their devices ?

My friend Robert Webb @robertjohnwebb re-twitted an interesting article by Marketingprofs that shows that North Americans use their tablets most in the late evening and least in the early hours of the morning. 

I recently visited LinkedIn offices in San-Francisco and heard about an interesting research they did with completely opposite findings re how people use the LinkedIn app: they claim most people use their tablet in the morning (and then prefer newspaper like applications that are more about content), use their desktop 9-5 and the mobile phone device is always-on …

Whether the first research is correct or the second, to me the real question here is how should you design your corporate web site so that you can take advantage of your visitors mobile behavior?

The first step should be research – every web site is different in the nature of the users that come to it, when they come and with which devices, and of-course what are they doing. Based on the results you can make some conscious decisions about creating a mobile app or looking into responsive design.

That’s exactly what we’re doing right now.

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Valentine’s Day By The Numbers (…and some other dashboards too)

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Valentine’s Day By The Numbers (...and some other dashboards too)

We all like to see a good summary of big events like Valentine’s Day or the Superbowl in an infographic or a dashboard – why ? because the visualization makes it easy to grasp and get the full picture in one look.

When I try to take this approach to my own marketing world, it’s harder. How do I determine what’s important, how do I connect the metrics to the business and to $amounts, and how do I make it part of our everyday life – so that we can continue to measure ourselves without a huge effort.

IDC’s Hierarchy of Marketing Metrics (see picture below) suggests three categories that correspond to the types of decisions made at various organizational levels and highlights the links between them. These links are critical in order to guarantee that the top-down and bottom-up approaches to measuring meet half way and assure on-going measurement can be maintained.

But the bottom line is that your dashboard must relate directly to your target audience – management members in my case. Each one of them needs to understand from the dashboard exactly what marketing did for them, and with one look get an understanding of how the areas they defined as strategic are doing.

Personal To-Do Note: treat Marketing Dashboards just like any other marketing tool…

IDC Hierarchy of Marketing Metrics