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marketing

Confession: I bought an iPad, the smallest wifi-only version. I wanted something that was more functional than my Blackberry Pearl but with a more convenient form factor than my laptop for use during parts of my commute.

Here’s the question: I’ve been using Basecamp for internal (and now external) projects, and I had been of the impression that I would/should get an app to work with that site. I’d seen lists of iphone apps, including basecamp’s own list.

But I was trying to get a handle on which one to get; review seem scarce, and the app store model makes it impossible to try unless the maker has created a “lite” version (see Headquarters and their lite version: the app framework might be one where what used to be called “crippleware” doesn’t seem to be so bad.)

But last night, on a whim that seemed silly at the time, I just fired up the Basecamp website to see how broken it would be. Pleasant surprise: it worked pretty darn fine, just like on my laptop. Now, in fairness, I did identify one missing feature: the ability to rearrange tasks in a to-do list was missing (the little 4-way arrow was not there at all). Maybe that’s the dreaded no-flash problem. I can deal.

What this makes me think about, though, is a couple things: first, I just saved $10 or $12; second, those app companies are definitely confined to a niche; third, apps that access web services have their days numbered as mobile browsers improve (or, in the case of the iPad, screen sizes and keyboard functions).

Where these apps would create an immediate urge to buy would be if they mimicked “desktop” add-ons to Basecamp, such that they could operate offline and upload/sync my changes later. True, part of that feature needs to be implemented in the underlying web service, but wifi and 3G haven’t eliminated the need for the mobile professional to be functional when there’s no connection.

[Ed.: followup--  Outpost claims "full offline capabilities." That's the secret sauce; I think this app will make the cut for a full-fledged review/shootout.]

At ThoughtStorm [http://thoughtstorm.com/], we were fans of Groove (it still lives on my several machines, in fact) because of the online/offline capability. Until a client accepts my excuse of “I couldn’t work on it because I couldn’t get a connection in the subway or on the plane,” people like me will always have a need to maintain local/offline access to our materials, even if they are backed up to, or even exist primarily, in the cloud. (See more on this concern in my review of PlanPlus Online.

When do you decide that you want/need an app vs. just using the website? There are tools to “make an app” from your blog. Does this make sense? Do you use these apps yourself to read favorite blogs?

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Fauxtivation

January 27, 2010 · 0 comments

What is Fauxtivation?

It’s hiding the ball from your customers to try to create a motivation to engage with your company that they wouldn’t naturally have, i.e., don’t need and don’t want.

Example: “emailing” travel reservation info that consists of a link to a website rather than, you know, the actual itinerary info. (Tip: that means you, Expedia.)

History: probably a holdover from the days of hits, page views, and monetizing eyeballs.

Also seen when “giving away” an eBook that actually requires you to confirm your email, ostensibly for the purpose of getting a link to the file but really for the purpose of adding you to the author’s email marketing list. (Tech tip: you need my email if you’re going to email me; if the PDF is hosted on your website, you could, you know, provide a link.)

BUT SEE Copyblogger/Chris Garrett’s Authority Rules ebook and Seth Godin’s recent What Matters Now.

If your business model or marketing plan hinges on getting people to give you an email address so you can send them things they haven’t actually asked for (and “opt-in” isn’t the same as asking for your marketing pitch), you might want to rethink that strategy or at least figure out how you’re going to move away from it. Remember, your customers are your friends. If you treat them that way, they might just become fans.

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Snacks compete by selling less

21 August 2009

One day at the grocery store, I was thinking about competition and marketing while walking down the cookie aisle. I saw the 100-calorie snack packs (a section that is now surprisingly large for a segment that didn’t exist that long ago). I told my wife that someday we’d see a 99-calorie snack pack. In fact, [...]

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Zero-based: use HARO efficiently with filters

1 July 2009

Peter Shankman‘s HARO (Help A Reporter Out) service is extremely valuable, but his opportunity-packed three emails a day can be hard to review in a timely fashion and risk getting bypassed if you have a big incoming stream of email. Because the content is time-sensitive, putting them off to read like a newsletter is self-defeating, [...]

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trendwatching.com: FOREVERISM

21 June 2009

trendwatching.com’s June 2009 Trend Briefing covering FOREVERISM. I like the trendwatching briefings: they’re actually insightful rather than wishful thinking; they seek to recognize trends rather than create them. (I’ve always wondered about that particular issue in the fashion world — do designers discover hot colors or try to make a color hot?) In this discussion [...]

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Logo contest on crowdSPRING

10 April 2009

We’re running a logo contest on crowdSPRING for a social network-based site serving the ASD (autistic spectrum disorder) community. Besides wanting to see a greater variety of designs from different people rather than a number of variations on a theme from one person, I wanted to see how the original “thoughtstorm.com” might have functioned. My [...]

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How to build your business during slow times

24 March 2009

This recent Seth Godin post was another timely suggestion from Seth. (My probable #1 reason for subscribing to his blog is that he seems to really have a finger on the pulse of what is going on, with timely, succinct, no-fluff posts on issues that are popping up for me in the days right before [...]

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Improve your personal branding by separating your blogs

18 February 2009

In a recent conversation at a business breakfast roundtable at the Cornell Club in NYC, a question was asked about blogging, and I volunteered a brief description of my blogging activities. If you are blogging about multiple issues, you should consider separating your blog writing into categories to improve or reinforce your personal branding. Leading [...]

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