Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Websites Will Become the AM Radio of the Internet
Posted on August 26th 2013
If your marketing is sufficiently useful, your audience will keep your brand close – on their home screen, in their inbox, in their Twitter and Facebook feeds – and, when they need you, they’ll access whatever it is you’re bringing to the information party. This is the great benefit of Youtility– marketing so useful, people would pay for it (if asked). You don’t have to be “found” – at least not after initial discovery – because your customers and prospects already know where you are and what you offer. When they need you, they’ll engage.
There is no courtship, ramp up, or slow build with Youtility. You’re either sufficiently useful at any given moment, and thus can connect with the customer, or you’re not. It’s real-time relationship building. Once you have new eyeglasses, your ability to get questions about them answered by Warby Parker becomes a less-fulfilling proposition. Until, one day, you need new glasses again, and then you’ll know where to turn. Meanwhile, they have your money from the first purchase and are patiently waiting for your needs to re-align with their usefulness.
Like an endless game of informational hide and seek, Youtility consists of popping out from behind a tree to assist when necessary, then fading back into the woods waiting for the next opportunity.
The Fragmentation of Brand Value
The notion of “a brand is greater than the sum of its parts” is an anachronism. The branding ligaments that for decades created cohesive corporate attributes have been surgically removed. Brands have rushed to provide value (optimally) or promotions (typically) on every new communication platform, all of which are increasingly accessed through mobile devices, making customers’ relationships with brands solely a collection of micro-experiences. This is the “app-ification” of brand value.
For decades, the key question has been “how valuable is the brand?” The key question moving forward is “how valuable are your apps?” Apple, of course, started this trend with the introduction of the first iPhone, but distilling entire companies down to a collection of utilities is now pervasive, and that is where the vast majority of technology and marketing development is headed. When fully implemented, this atomization of brand value will make the Web far less valuable than it is today, and will make real-time relevancy via mobile Youtility the primary battleground for all companies.
App-ification is Your Future
Why would I (or you) wade through an entire website that must try to serve the disparate information needs of multiple audiences, when I could instead use a mobile app to do ONE thing exceedingly well, with a minimum of extraneous window dressing?
The winds are blowing strong in this direction. In an amazing 2012 study, Symphony IRI found that Americans in the Millennial generation are almost four times more likely than American consumers overall to have their purchases influenced by smartphone applications. The impact of these apps on their purchase decisions is greater than recommendations from blogs and social media, and from manufacturers’ websites or email.
Within a generation every customer and prospective customer of every company in every developed nation will have never known a world without the ability to access information at any time through a mobile device.
Are you over-valuing your website, and undervaluing your app strategy? Probably.