Whack-A-Mole Business Cartoon

So I’m sitting there one day and this cartoon just pops into my head. Which is great! I love when that happens! But then I had to wonder, how? And why?

Seriously, what’s going on in my head that a whack-a-mole cartoon just appears fully formed. I haven’t been to a Chucky Cheese lately. I don’t have any moles that I know of. The word “whack” isn’t generally part of my daily vocabulary. What the heck?

I wish I could say I figured it out, and I’m not one to look a gift cartoon in the mouth, but every time I see this cartoon I am befuddled anew.

This article, "Mitch Had Grown Tired of the Ups and Downs of the Sales Game" was first published on Small Business Trends

Recently, MMW caught up with Ian Crosby, VP of Sales & Marketing at Zytronic, a leading and well respected manufacturer and developer of touch technology products.

As an innovative company in its field that MMW has been watching closely and with much optimism about the role it will play across the tech landscape, we were elated to have an opportunity to chat with Ian about the company and where it’s heading.

MMW:  Tell us about Zytronic – where it started, where it is today, and its vision for the future?

Ian:        Zytronic’s origins go all the way back to 1943.

In the beginning, we specialized in cut and laminated glass components for industrial applications.

After the company had its IPO on the London Stock Exchange in 2000, Zytronic increasingly focused on the development and manufacture of its range of interactive touch sensor products, based upon its unique and patented projected capacitive technologies, optimized for self-service and unattended applications. These include slot machines and other types of interactive automated systems used in the gaming and leisure markets, e.g. video lottery terminals and amusement games.

MMW: How has a mobile-first generation influenced your company?

Ian:        The mass adoption of consumer touchscreen devices, such as phones and tablets, has developed alongside the growing mobile-first generation. Touch interactivity is a form of technology that consumers are familiar and comfortable with, and it’s driven the wider adoption of touchscreen technology in commercial applications.

Advances in consumer touchscreen products are very quickly requested in commercial products and It drives our R&D to push the boundaries of what is possible with projected capacitive touch technology. From ‘Force Sensing’ to ‘Object Recognition’ touch control firmware, or from curved to ultra-narrow-border glass touchscreen designs, we’re striving to stay ahead of the trends, and satisfy the demands of the mobile-first generation, whatever the application or user environment.

MMW: Do you develop touch surfaces for any size and device?

Ian:        Zytronic manufactures touch sensors in any size and design imaginable from as small as 5 inches across to greater than 90 inches diagonally for large-format commercial applications such as gaming, financial, retail, digital signage, industrial and medical systems.

The technology is suited for low to mid-volume custom applications for the self-service and unattended commercial and industrial markets.

MMW:  Who should use Zytronic and why?

Ian:        Zytronic technology is a perfect fit for public access, self-service and industrial equipment designers and end-users, in market areas such as financial, retail, leisure, digital signage, industrial, medical and more.

With over half a century of glass-processing know-how, Zytronic is uniquely positioned within the field. We have comprehensive in-house manufacturing facilities that we are constantly investing in to improve our products and fabrication capabilities.

Zytronic touch products are not standard off-the-shelf products; rather, each order is tailored and custom built to suit each specific application. We can create unique touchscreens in a near limitless range of shapes and sizes to fit any display, and incorporate features such as curved glass, cut and drilled holes or slots, custom printed borders and logos in almost any color imaginable, and at any quantity required.

Zytronic’s projected capacitive touch technology has proven its unparalleled ability to work reliably in the most demanding environments and applications – from supervised indoor to unattended outdoor installations. Working in some of the most demanding environments, the touch sensors are unaffected by dirt, water, dust and scratches on the surface, and are capable of withstanding incredible levels of abuse – accidental or malicious.

We also design our own touch controllers and have invested millions of dollars in their development. Having this complete ownership of the technology means we can fully support customers’ projects from start to finish.

MMW: Where is your technology now, where is it being used?

Ian:        Zytronic’s technology is being used in various applications all over the world, for example:

Eindhoven, Netherlands – Citybeacon

Zytronic worked closely with OCP Solutions, developers of public outdoor communication products, on a smart-city initiative called Citybeacon. This project blends state-of-the-art connectivity with intuitive touchscreens, enabling visitors and residents to access relevant information about the city and local businesses, and experience their surroundings.

The system also incorporates NFC, RFID and Bluetooth-based payment and mobile hand-off technologies, so users can take advantage of local services such as parking and carry information to and from the kiosk. Microphone and camera-enabled full VOIP communication connects with emergency services, and free Gigabit WiFi and small cell 4G and 5G-ready antennas improve coverage and connection for the sharing of information. A free mobile app is also included allowing users to carry the Citybeacon experience with them.

The Citybeacon features a 32” ZYFILM-based touch display. The rollable ZYFILM is a flexible, polyester touch film incorporating patented multitouch technology, and is designed to be laminated to the rear surface of a rigid transparent substrate. Once applied, it can detect up to 40 simultaneous touch points through an overlay of 10mm thick or more.

Washington DC, USA – The National Air and Space Museum of the Smithsonian

Through Ideum, Zytronic supplied an 84” diagonal touch sensor to the National Air and Space Museum of the Smithsonian Institution (NASM) for inclusion in a recently unveiled exhibit.

Zytronic was heavily involved in the design process, and was able to produce the single, custom design 84” touch sensor without any of the upcharges that often accompany custom work from other touchscreen manufacturers. The ZyBrid® touch sensor was designed using 6mm-thick thermally toughened Anti-Glare etched glass, providing a combination of smooth ‘finger glide’ interactivity and impact resistance, and the Ideum table was manufactured in powder coated aluminum for additional durability.

Turkey – Hyundai car dealerships

A Hyundai car dealer network in Turkey has moved to a digital dealership model, following the installation of 43” diagonal touch tables created by Nerotouch, using custom designed 40-point multi touch MPCT™ Projected Capacitive Technology touch sensors supplied by Zytronic.

Using the tables, the sales team can configure a car for the customer and present them with the finished result. Hyundai assessed several different touch technologies, but selected Zytronic’s ZYBRID multi touch sensors on the recommendation of Nerotouch.

The post Exclusive: MMW Touches on the Future of Touch Technology with Zytronic appeared first on Mobile Marketing Watch.

Tapad, a leader in cross-device marketing technology, announced Thursday a new global partnership with Sizmek.

By integrating the Tapad Device Graph, Sizmek will enhance its AI-powered predictive capabilities to deliver accurate, cross-device messaging at global scale in a privacy-safe environment.

According to a provided statement, combined with Sizmek’s existing data enablement, creative optimization and media execution capabilities, the proprietary Tapad Device Graph improves the efficiency and precision of digital advertising by accurately matching people and devices.

This enables advertisers to get a clear view of individual customer journeys, achieve scale without compromising on efficiency, and uncover new opportunities for conversion.

Sizmek’s customers will have access to Tapad’s globally compliant and privacy-safe datasets across the Americas, EMEA, and APAC. With deeper knowledge of consumer preferences, purchase intent and conversion behaviors, Sizmek and its customers are able to enhance advertising strategies including cross-device audience identification and more.

“Tapad is known for their strong cross-device capabilities, and their offering is an excellent addition to our growing program for best-of-breed data and measurement partners,” says Mike Caprio, Sizmek’s Chief Growth Officer. “For our customers, this partnership will add further people-based marketing precision and reach to our comprehensive offerings around creative optimization, data enablement and media execution.”

To learn more about the Tapad Device Graph, or to request a demo, click here.

The post Sizmek, Tapad to Power Global Cross-Device Reach appeared first on Mobile Marketing Watch.

The following is a guest contributed post from Tom Farrell, VP of Marketing at Swrve.

Sometimes we have to pinch ourselves in order to remember that the smartphone is little more than 10 years old. From the simple act of meeting up with someone at a specific time and place, to how we perform any multitude of tasks, or simply while away the hours–smartphones have altered almost every aspect of our lives.

It has taken time for some businesses to understand how those changes have transformed the rules for success. Mobile is not just a change in the way in which we interact and communicate; it often changes the nature of products or services themselves. We do everything from book trips to play games to sell clothing totally differently than we used to, so the old ways of measuring what makes a product ‘good’ don’t apply anymore. If you’re still using traditional metrics in the age of mobile, you might be falling behind.

The Games Industry – A Parable

A long time ago in a galaxy far away, computer games used to be sold in a box for $50 or so. Designing games was a craft–an ‘art’ even–and one way to tell that your art was successful was long play sessions, which would be measured in hours, in an ideal world. Fast forward to today, and things are very different.

Games are now primarily delivered via smart devices, and revenue is driven by in-app purchases and advertising. Most importantly, these titles now compete with a range of alternatives (social media, email, traditional media, etc.) for the user’s attention at any moment in time, and those moments may be short: the length of time it takes to wait for a cup of coffee. In this world, long play sessions are a decidedly mixed blessing, and it is certainly true that optimizing solely on that basis would be a mistake. Games need to be meaningfully playable in one or two minutes.

So the very definition of a ‘good’ game has changed, and in turn products have changed to meet that new requirement. And while the gaming industry has largely learned this lesson, that isn’t necessarily the case for many other mobile businesses.

When Too Much ‘Engagement’ Is A Bad Thing

Along the same lines, consider the metric of Engagement, or in plain English, the amount of time each specific user spends in your app. More time is better, right? Well…actually,no. In fact, in many cases it is a very bad thing, and if you unthinkingly prioritize an increase in engagement, the chances are that you may be making a very grave mistake.

To understand why this is the case, consider the fact that the vast majority of mobile businesses fit into one of two categories:

  • The first type depends on attention, and sells advertising on that basis. Think Facebook and other social platforms, traditional and modern media outlets, and the games companies mentioned above.
  • The second type depends on helping individuals get things done. Think Uber for rides, Trivago for booking travel, or Venmo for giving money to a friend. We don’t use these apps to kill time, and in fact we have a reasonable expectation that killing our time is precisely what they won’t do.

If your app is in the second category, ‘better’ engagement is usually a bad thing. You’ll still want to check that too many users do not ‘bounce’ out of the app because it confuses them, but in general you want users to achieve their goals quickly and painlessly.

In most cases, you will want your business to be in the second category. The first, as indicated by the examples given, is dominated by some of the world’s largest and most successful companies. Needless to say, competing with companies like Facebook, EA and CNN is a challenge.

The second option, however, is not so dominated by established players, and only requires that mobile businesses do one job well. The challenge here is to ‘become a verb’ (think Google), and be the go-to brand for a particular task or user requirement.

To succeed at that, you’ll need to design for the native mobile audience. That requires making the process as simple, intuitive and quick as possible. You will need to build native mobile interfaces. And you’ll certainly need to ensure you’re really optimizing for the right metrics.

The post Opinion: Why You Have Your Mobile Metrics Wrong appeared first on Mobile Marketing Watch.

Mobile-MarketingIn case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.

How Will Influencer Marketing Continue to Evolve in 2018
More than five years ago, marketers widely believed that influencer marketing was a temporary channel for them and they should sharpen their focus on other channels to reach their target…

Mountain Dew and OMD Tap Immersv’s Mobile 360 and Virtual Reality Marketing Platform
Looks like virtual reality does the Dew. Immersv — an interactive ad platform for 360° and spatial ad experiences — announced Wednesday that Mountain Dew and its advertising agency, OMD, tapped Immersv’s Mobile 360 and VR marketing platform to drive significant consumer engagement for their ad campaign promoting the VR experience “The Professor Presents: #GotHandles.”

NinthDecimal Launches Industry’s First Website-to-Store Attribution Solution
NinthDecimal, a leading marketing platform powered by location data, has just announced it has expanded its offline attribution platform, Location Conversion Index (LCI), to measure website effectiveness.

Storytelling is Dead: Reach Consumers Through Experiences
To put a fine point on it, the era of advertising and brand storytelling — the way we’ve traditionally known it, anyway — has gone by the wayside.

People First: YuMe Introduces New People-Based Video Marketing Solution
YuMe, Inc. — a proven partner for video advertising leadership and innovation — recently launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.

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The post Mobile Marketing: Here’s What Happened This Week appeared first on Mobile Marketing Watch.