Three key types of optimizations and realizations to create marketing programs that cater to the experience from which the content is being digested.
When I am speaking at conferences, I usually ask a question to the audience that sends people into a panic: "Who here uses six or more digital devices daily?" In many cases, people look at me like I'm insane. They panic thinking the conference moderator has booked a crazy person. And most times, only a few people raise their hands. But then I point out that without knowing it, all of us are digital slaves. We most likely have, and use on a daily basis, these devices:
A BlackBerry or smartphone
A computer of some sort
At least one TV
A digital clock
A navigation system or a projector for the office
An iPod Touch, shuffle, or an e-reading device/tablet
The room becomes silent at this point when reality sets in. I then usually name other digital devices that go beyond the six we use daily and propel us into the realm of eight to 10, including screens on exercise bikes, airplane seats, taxi cabs, and even billboards. People are shocked to realize how dependant they have become of digital devices.
After the shock wears off, it's time to get down to business, and I usually jump into my speech and everyone has a good bit of fun.
For years I have been advocating for the need to understand device usage in order to create marketing programs that cater to the experience from which the content is being digested. In basic terms, this means, make sure the reader of your content is able to see it, read it, and enjoy it.
In today's fragmented device world, taking on device optimization can be very daunting. For that reason, I have broken it down into three key types of optimizations and realizations you can be excited about:
Are you ready to capitalize on the opportunities in front of you? Start now with the three platform strategies and you will soon find yourself branching out into other areas that will truly drive results.
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Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.
One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.
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