Google Maps: Mobile, HTML5, "Desktop" Icons & In the River Promotions.

As Google continues to focus on HTML5 mobile experiences (and do it very well), they have to think about systematically driving usage... which, for mobile, requires 'desktop' real estate. And with core mobile applications, the app store's represent both distribution and the potential of screen real estate (ie icons / launch buttons). Google's strategy of focusing the mobile web experience is a good one... and it's shared by Facebook. But they both know that getting adoption relies on either deep OS integration or getting icons on the home screen.

So, when you visit Google Maps and their revamped web product (it too is done very well), they immediately and prominently prompt users to download the 'quick start' icon. Google has used this same tactic with YouTube (example here) - it's smart, effective and easy to integrate.

Yet another powerful example of "in the river" promotion / marketing.

Amazon's Navigation Bar Is Revealing

Have you looked at Amazon's core navigation pane recently... you know, where Amazon users start browsing through the online mega-store? ... It is fascinating. ... And it is revealing.

No longer are core categories like Books, Movies, Home, Toys, etc atop the page.

It is all about Amazon's Cloud services: - Instant Videos - MP3s & Cloud Player - Amazon Cloud Drive - Kindle (surprised this is #4 on the list!) - Android Appstore - Digital software - Audiobooks

I get that Amazon is pushing their new services and strategies... but it is a bold statement to put each of them ahead of the core experience (and where I spend 95-99% of my time / money).

Of course, for core products, homepage navigation is far less important than search and cross-product promotion. But it is a strong declaration of strategic focus.

Amazon Sells Prime Gorgeously

Amazon is the king of simple, effective marketing units. Here are two more that promote Amazon Prime. (Never mind the fact that I already subscribe to Prime and am not sure why I am seeing these promotions...) Amazon gives five value props: 1. FAST Shipping 2. No Minimums 3. Wide Selection 4. Send Anywhere 5. Instant Videos

Here are the two units for shipping and selection. They are brilliant: clever, on brand and compelling:

'Real Time' Store Curation with Nike & Li Na

Yesterday, Li Na won the French Open and became the first Chinese tennis player to win a Grand Slam:

Li Na is a Nike-sponsored athlete - and immediately after her victory, Nike launched the "Li Na Collection" / storefront. The announcement was made on Twitter and Facebook:

Nike has long been savvy about real-time promotion and leveraging social media to drive sales, attention, discussion, etc (examples here). This is particularly noteworthy though because Nike effectively erected a real-time, curated storefront.

With pictures of what Li Na wore that morning, during here French Open Victory, Nike sold each piece of her ensemble. In effect, it is a trend that I have written about a few times: the curated web. In this case, curation comes from Nike and it's star athlete Li Na. It is a more compelling way to browse, find and buy.

And, it evolves over time. Nike can build out experiences for their athletes based on each event... and then users can explore those historically. For instance, why not showcase Nadal's outfits historically and bring them back on anniversary's of major events? And why not reveal what technology, clothing, etc are used Thursday - Sunday of each PGA event for your Nike golfers?

It worked for Michael Jordan with sneakers only... and with the online presence of today's athletes, we are seeing the rise of curated storefronts where the personality is first and the brand is second.

Utilize the Mobile App Update Section. Examples of FourSquare, Path & Square.

Maybe I am too much of a geek, but I actually enjoy reading application version updates. I assume most people do not read them thoroughly (many do not regularly update their apps either), but it is a really simple way to communicate with users and share what's new. It is so simple to do... and yet so often forgotten.

Most app updates read something along the lines of: - "fixed crashes" - "fixed various bugs" - "app runs faster"

In fact, I've seen many that say "the free version now has ads". Yeah, that's going to make me download the update!

Here are three great examples from three great apps: Foursquare, Path and Square. I particularly like the Path update because the app underwent a significant product change... this update is their first opportunity to introduce existing users to the changes. Of course, the app experience itself should also introduce / familiarize those changes.... but this is such an easy way to get started. And because so many developers overlook it, the mere attempt to communicate changes distinguishes these apps:

Sports Illustrated, Jim Tressel and Not Taking Advantage of Virality.

I write a lot about "in the river" marketing - which is all about leveraging the power of existing, engaged traffic to deliver relevant, actionable messaging / marketing / promotions. You can see lots of examples of in the river marketing done well here.

Here is an example of the contrary.

Yesterday's huge news was Sports Illustrated's investigation of Jim Tressel and his subsequent resignation. The article went viral and filled my Twitter feed, Facebook stream and email inbox. But Sports Illusrated (SI) didn't take advantage of the immense traffic - this was clearly an opportunity to facilitate sharing and drive downloads / purchases of their new paid mobile applications.

This is the mobile experience when you arrive at the article:

Notice the line: "To purchase a digital version of the magazine, go here." First, that language is unappetizing; but more importantly, "go here" isn't clickable.

For some reason, when you view the article within Twitter mobile, it looks much better and the word "here" is clickable and red:

But when you click it, you arrive at a promotional screen that is not mobile aware and therefore not actionable. It should prompt you to download their application or, if you have the app, purchase the magazine version.

In summary: most sites dream of the opportunity to be flooded with traffic. Prepare in advance and make sure that your experience / funnel is primed to take advantage of the flood.... after all, they only happens once in a blue moon.

Facebook Deals New Treatment: Overlaying Friends & Places.

While it is a relatively minor update, I love the new UI / treatment being used on Facebook Deals. Facebook is now overlaying your friend's names / images atop deals they have either purchased or liked. It is similar to the super-effective Facebook Facepiles. The treatment is simple, good looking and effective... after all, it adds familiarity and some urgency to the deals.

Equally important, Facebook is including the Page or Location offering the deal. You can see an example of this in the lower deal (Iron Horse Vineyards).

This is important because I believe that Facebook Deals will (or should) ultimately be a uniting force between Places, Deals, Events, Groups, and Local Ads. This is a small, small step.

Google's Effective $75 AdWords Credit Campaign

I spend a lot of time talking about effective advertising and funnel optimization. Obviously, advertising often represents the top of the funnel (user acquisition) for many companies / campaigns. It is always worth watching respected brands' online campaigns because they usually undergo rigorous optimization testing and analytics. That is why I often point to ShoeDazzle, Groupon, LivingSocial, Amazon, etc - excellent, analytical marketers. And here is an example from Google that I think is well done and worth learning from.

The ad unit is simple. Bright color. Clear message. And most importantly, a reward / incentive: $75.00 credit:

Once the creative drives a click, the action is filling out a form (aka driving a lead)... and obviously the page's efficiency (call to action, form completion, lead collection, etc) is critical to making the campaign ROI effective. This what Google does well:

- Super simple, clean landing page

- Key action items and messaging: "Request a free trial" is both the message and the action button

- Only four fields are needed to get moving: name, email, URL and Country

- Two ways to get set up: Request via form or vial phone

- A big reminder of your $75 credit

- And crisp, clean language about why Google advertising works - with a < 2 minute YouTube tutorial

Why Don't Mobile Apps do a Better Job with Push Notifications? CNN, ESPN, Bin Laden & Andre Ethier.

One of the most powerful elements of mobile applications is ability to push notifications. Meanwhile, push notifications are rarely integrated / integrated well... and misuse is quite dangerous because it leads to consumer fatigue and removal. I've thought and written about this before (see here and here). But a couple unrelated things occurred this past week that got me rethinking about push notifications: 1. I was alerted almost instantly of Bin Laden's death by CNN's push alert (which was followed by tons of SMSes).

The CNN app sensibly sends notifications for important breaking news. They do a good job. It would could be improved significantly if it learned more about me and sent more than national / very mainstream news... but it's effective and not overwhelming. There are multiple ways this could be achieved. For instance, a deeper notification control panel (I'd instantly opt in for business, local, sports). Another option is to use Facebook Connect and my personal activity to target the news.

2. There were two no-hitters this week and three or four more games that took no-hit bids into late innings. Meanwhile, Andre Ethier's historic 30 game hit streak was broken. And millions of viewers suffered through 2.5 hours of boring telecast to see a 2minute horse race this weekend.

Point #2 is obviously centered around sports - but it is applicable to any field / interest.... so let's go down the sports example you can extract how this is meaningful for your audience / application.

I am a clearly a big sports fan. I have several ESPN applications and an MLB app that I paid ~$15.00. I would have appreciated being alerted that I might want to tune in and watch the 9th inning of a no-hit bid. Or that Ethier has one more at-bat to extend his streak to 31. Or that the Kentucky Derby horses are FINALLY approaching the gates. All three are examples of the applications being lazy: they are relying on me to proactively open the application and seek out information. Well guess what? I have given you permissions and invited you to do more.... and that's a powerful opportunity. So take advantage of it.

Just as CNN decides what is important enough to message their millions of mobile subscribers - other app providers (in this case ESPN and MLB) can do the same. As active consumers of your application, we defer to you to tell us what is breaking and newsworthy. If you do it right, you can instantly engage with your users (and engagement is the key to mobile).