The Chinese say women hold up half the sky. According to new research on smartphone use from Nielsen, ExactTarget, Pew and Simmons Connect, compiled into infographics by financesonline.com, women have a dominant hold on smartphone usage.
Instagram, the photo and video-sharing app owned by Facebook, is the fastest growing social network with 35 million monthly smartphone users spending 257 minutes per month. Forty percent of their traffic is in the United States where 58 percent use the app every day. Seven in ten are women (18-44) with household incomes of $75,000 or more who are actively looking to be surprised, diverted and delighted. Instagram, according to research by L2 Think Tank, registers 15 times the engagement and double the engaged user base of its parent, Facebook.
Content is the new black. Content is the new media. Content is everything. Content is king. Content is over-hyped. Many of my clients feel compelled to create or curate content as an adjunct to the goods or services they produce. The theory is that content is stickier. Content drives repetitive site visits and purchases. Content provides context. And content differentiates brands one from another.
Engagement has become a term that means everything and nothing. Too often it’s used offensively, defensively or indiscriminately to thrust or parry arguments about strategy, technology, media or creative. Engagement is the desired human interaction that results from marketing activity. It’s a feeling, a thought or possibly an action that a person takes in anticipation of or in response to messaging or functionality.
I miss Jerry Lewis. Labor Day isn’t the same without him not only because he’s an incredible comic but also because he was the original social media marketer. His 44 year run left us with four enduring lessons.