Vanessa Clark divides her time between heading up marketing at Mobiflock (www.mobiflock.com), and freelance journalism at Twokats Communications (www.twokats.com). She was a London-based tech journalist in the last century. Contact her via email , skype van_clark, connect on Facebook and LinkedIn and follow @vanclark on Twitter.
Vanessa Clark heads up marketing at Mobiflock (www.mobiflock.com) and tells stories about digital technology at Twokats Communications (www.twokats.com). She's a startup junkie, ex-Clickatell and Band-X, and was a London-based telecoms journalist in the olden days before blogs, Facebook and Twitter.
She doesn't like marketing weasel words, but does like people making information flow more easily around the world. She especially likes being in the mobile industry in Africa.
For fun, she bungles her way around the South African wine world, looking for the most quaffable vino, and tries to stand up on a surfboard - although not at the same time.
[Vanessa Clark] SoLoMo: the glorious intersection of social, location and mobile that was going to superpower hyperlocal search and prove to be the holy grail, allowing retailers and other businesses to attract an army of smartphone-wielding customers. Pretty exciting stuff, especially during an economic downturn, right? In my opinion, quite the contrary.
[Vanessa Clark] At the start of last year I wrote an article for Memeburn with the only slightly tongue-in-cheek headline: "Instead of smallpox Google is colonising Africa with 'cool stuff'". As a rule I tend to prefer African solutions for African problems, and am also always somewhat sceptical of geeks bearing gifts (sorry!).
[Vanessa Clark] Facebook, Twitter, Pinterest and the rest of their ilk are taking over the world, right, and forming a homogenous mass of consumer data and eyeballs across the globe from which no one can escape. Or not.
[Vanessa Clark] Viral marketing: the holy grail of the marketing world, where your community does your marketing for you, typically by sharing, enhancing and endorsing your message. It's word of mouth marketing on steroids, thanks to the internet and social networking.
[Vanessa Clark] In Hugh Lofting's Doctor Doolittle books, the Pushmi-pullyu is a rare animal from Africa with two heads, half gazelle and half unicorn. When it tries to move, it gets pulled in two different directions. It wouldn't be surprising if many marketers feel like this at the moment, trying to navigate the rapidly changing digital marketing world, and getting the balance right between push and pull marketing.
[Vanessa Clark] Never before have people had such a love affair with a communications medium as they have with their mobile phones. Now, marketers aren't communicating with consumers via an impersonal one-way device; rather, they are communicating with them through a device people happily carry around 24/7. Here are my top 12 trends for the mobile world in 2012.
[Vanessa Clark] Mobile marketing failures in 2011 were arguably less about campaigns going horribly wrong, and more about missed opportunity, too little integration of mobile into overall marketing tactics, and the need to be much more strategic about using mobile marketing.