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June 2015

Living Well

It has been a big media week for me!

First off, I had an article published in Communication World Magazine: 5 Ways to Make Your Mobile Marketing Work Harder. That was obviously on the work front; thanks to our PR agency Denterlein for lining up the opportunity.

Karen and StephanieOn the personal front...I made my television debut! My friend Karen Fabian (pictured with me at left) has launched a fantastic new program on the Boston Neighborhood Network called Living Well. In it, she's putting her 25 years of healthcare and healthy living experience to work in order to bring the people of Boston (and beyond) information and inspiration for better health.

The first show airs tomorrow (Friday, June 5th) and the series will have segments on various topics including nutrition, stretching, meditation, technology and health, inspirational stories and activities and actions we can all take to stay healthy. While Karen will present various segments, guests will include teachers, physicians, nutritionists, community leaders, researchers, business leaders, yoga teachers, coaches and others making an impact in the health and wellness industry.

I was so honored to be included in the premiere episode of Living Well, on which Karen asked me to share a bit about my experience with breast cancer


Behind the ScenesIt was so fun to watch the taping of the entire show, including segments with:

Jose Masso, Director of Active Living and Wellness for the City of Boston (pictured above and at right with Karen) discussing the HealthyBoston/ #BostonMoves initiatives;

Yoga instructor Victoria Smith demonstrating stretches for the back; and

Yoga instructor Barrett Reinhorn sharing information on having a healthy pregnancy

Karen also launched a Living Well Twitter Challenge to get at-home viewers involved; simply use the hashtag  ‪#‎livingwellbnn‬ to share your ideas for living well, follow show updates, and/or pose questions for Karen or her guests.

The show will air Fridays at 7am on the Boston Neighborhood Network (Channel 9 Comcast or Channel 15 RCN for viewers in Boston) and via live streaming for those outside of Boston at bnntv.org/tunein.

It will also be available on the BNN YouTube channel, as well as Karen's Bare Bones Yoga channel for on-demand viewing, any time!


And before I sign off, I have to comment on the building that houses the Boston Neighborhood Network - the former MBTA Power Station in Egleston Square, which BNN purchased in 2005 and rehabilitated into a state-of-the-art media center that opened in 2007. They did a marvelous job maintaining the soaring arched windows, iron beams, and old pulley systems inside.














The mission and vision of BNN itself is also worth a read; it's a wonderful resource for the city of Boston. I hope you'll tune in.



5 Ways to Make Your Mobile Marketing Work Harder


Image via @stephrog on Flickr

With 80% of global Internet users owning a smartphone and 47% owning tablets, we are now well past the tipping point of mobile device usage. In fact, 2014 marked the first time U.S. adults accessed the Internet more through mobile apps than they did through personal computers; over half of their Internet time (on average, 3 hours per day) is now spent using smartphones and tablets.

This presents a tremendous opportunity for brands to connect with consumers, but it is important to take the context of mobile device usage into account to ensure your mobile strategy succeeds. Smartphones in particular are incredibly personal devices—they enjoy space in our pockets and on our night stands, keeping us connected to friends and family via email, social networking, video and voice calls. They also provide high utility, allowing us to accomplish tasks and find information instantly, from any location at any time of day. It is critical to keep these usage habits and expectations in mind when developing your mobile strategy. Here are five ways to make your mobile marketing work harder.

1. Take advantage of mobile’s precise targeting ability. Digital media has given us sophisticated targeting options for years (demographic, behavioral, contextual), but mobile targeting ups the ante with its geographic precision. Serving ads and delivering experiences that are location-aware can really “wow” a consumer, and make things more convenient for them. We have had success using a technique called geo-fencing to serve mobile ads to people in the vicinity of our clients’ retail locations, providing messaging and offers that drive foot traffic. Similarly, we have used location services to dynamically generate mobile ads featuring territory-specific sales reps, complete with a head shot and a convenient click-to-call button.

2. Design experiences with small screens in mind. It is critical to use responsive design in this day and age, to ensure optimal viewing experiences regardless of screen size. While smartphone dimensions are increasing, they are still much smaller than a desktop, and rely on human fingers for touch-screen navigation. Don’t frustrate consumers by using painfully small text, images and buttons in your mobile executions, or cramming an entire desktop experience into the small screen. Also, there are several new ad formats that are optimized for mobile, like Facebook’s carousel ads which let viewers scroll to browse multiple images, and Snapchat’s vertical video ads, which have proven to have higher completion rates than horizontal mobile video ads.

3. Consider how your consumers are using mobile. As with any other channel, understanding your consumer’s mobile usage patterns is an important first step in devising a winning marketing strategy. In general, mobile app usage is still more common than mobile web usage, with the majority of that time going to social networking (Facebook), casual games, or other entertainment—not necessarily the best time to serve a marketing message.

Consider mobile behaviors, expectations, and context to identify opportunities to enhance, rather than interrupt, the experience. When we wanted to drive engagement with a client’s health plan members, we promoted a special offer via mobile but gave consumers the option to receive more information via email, so that they could peruse the details later when they were in the mind-set to read about health insurance. For one of our hospital clients, we learned that finding a doctor and looking up driving directions were the most common mobile use cases, so we made sure to optimize the mobile web experience for those two features.

4. Integrate your mobile efforts into your broader marketing mix. Some of the most effective mobile campaigns are ones that tightly integrate the mobile experience into other channels. People increasingly use mobile devices while watching television, to check email, peruse social media, and shop online. Many brands have tapped into this second-screen viewing phenomenon by including mobile calls-to-action in their television ads (Shazam to download this song, Like us on Facebook, tweet this hashtag now, etc.). We have also found success by synchronizing mobile and outdoor advertising, particularly transit placements in and around subways, buses and trains where you encounter a somewhat captive audience that is more inclined to read your article or watch a video while waiting for their ride.

5. Commit to regular measurement and optimization. There is no one-size-fits-all solution to mobile marketing, or any marketing for that matter. The best way to succeed is to agree on business objectives and success metrics before putting anything into market, and put the proper tools in place to measure performance on a regular basis. There is an array of measurement technologies available to track ad delivery, engagement, response and subsequent web traffic activity. Most major ad servers and site-side analytics packages like Google Analytics can help here, as well as mobile-specific solutions like Localytics. We have found the latter to be especially useful in evaluating mobile app deployments.

It’s an exciting time for mobile marketing, and the best way to master it is to get out there and see what works for your particular product category and consumer base. The opportunities for mobile marketing, mobile app development, and mobile web deployment are seemingly endless, and will become even more varied as wearable devices become mainstream. By keeping the form and context of these mobile experiences in mind, you will determine the best way to deliver brand value to your constituents, and maybe even surprise and delight them along the way.

This article originally appeared in Communication World Magazine.

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