Ekatonline's Blog
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Mobile wallet – want it right now
Never heard about mobile wallet concept? Then just let me quote Mr. Guy Laurence, Vodafone’s UK Chief Executive Officer, who explained it pretty well:
“Currently people take their mobile, wallet and keys when they leave home. In the near future, people will start leaving their wallet at home; and in the mid term, their keys may also be integrated into their mobile as near-field communication (NFC) allows the mobile to act as a digital access card.”
Sounds cool. Wanna see it in action, then watch this video!
ISIS was founded by AT&T Mobility, T-Mobile USA and Verizon Wireless and uses a technology called NFC (Near Field Communication) that enables your phone to communicate with the checkout terminal at an Isis Ready™ merchant. And it is already up and running in USA.
Mobile operators from UK, Spain, Germany and other countries are also working on their own mobile payment solutions. And don’t forget about omnipotent Google and Apple (in fact Google has already launched its own wallet). So this is for real.
The time has come!
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Check out this interesting online-based software application to calculate the ROI of your PPC campaigns.
The only thing you have to do is to enter the amount of clicks purchased, the cost-per-click, conversion rate and average sale per customer and voilà the application will show you the ROI of your pay-per-click advertising campaigns.
I’ve just finished reading “ZMOT: Winning the Zero Moment of Truth” by Jim Lecinski, managing director, U.S. Sales & Service for Google. And I am grateful to the author for writing this book.
It’s really great somebody put together all these ideas and concepts digital people are reflecting on these days! As a person who worked in digital advertising, I think it should be a “must-read” for those who still think digital marketing is something “below the line”.
So what is the Zero Moment of Truth (or ZMOT)?
Let me cite the author “It’s a new decision-making moment…ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about about a product or service (or potential boyfriend) you’re thinking about trying or buying”.
I am sure this is something you’ve done hundreds of times but maybe you will be surprised to know that the ZMOT can be absolutely crucial to the decision-making process. And it happens not only with cars, computers or your summer holidays; it can be applied to all or almost all products and services you can imagine. In his book Jim Lecinski provides a lot of survey data that will dispel any doubts about the importance of ZMOT.
Why is it called the Zero Moment of Truth?
As the author explains, in 2005 the Wall Street Journal published a front-page story about “the critical importance of the seven seconds after a shopper first encounters a store shelf full of detergents or toothpaste or anything else”. P&G called that moment the First Moment of Truth, or FMOT. There is also the Second Moment of Truth that occurs when the consumer uses the product and decides whether he or she likes it or not.
So now that you know what the ZMOT is, you would probably like to know how to deal with it and how you can take an advantage of this new consumer behaviour. That’s why I highly recommend reading the book by Jim Lecinski because it is really inspirational and will give you a lot of useful information on how to start winning at ZMOT.
Facebook Developers has published an interesting article on best practices for developing apps for this platform. Here are the main recommendations (please check the original article for examples & screenshots):
1- “You must not incentivize users to use…Facebook social channels, or imply that an incentive is directly tied to the use of our channels”.
2-“You must not pre-fill fields that are intended for users to express themselves (like “stream stories”, etc)”
3-“Users must always consent to any Stream story you post on their behalf. If you do not use the Feed form which gives users the option to preview and customize their post, you must not publish a Stream story unless a user has explicitly indicated an intention to share that content, e.g., by clicking a button or checking a box that clearly explains that their content will be shared”.
4- “You must provide users with an easily identifiable “skip” option whenever you present users with an option to use a Facebook social channel”.
It seems like not all’s fair in Facebook 🙂
Source: Facebook Developers
