As you may already know, for over two years now, Connecting Images has been working with Future Fibre Technologies (FFT) to build its online, local and international presence.

Most recently, we have been busy implementing a strategic marketing communications plan that has proven to be a challenging but highly successful and rewarding task.

One of the great outcomes has been the production of a truly unique and invaluable resource, the 65-page Boundaries of Security – Global Trends in Perimeter Security report.

The report was intended to reinforce FFT’s position as one of the most credible, progressive industry authorities in perimeter intrusion detection. It is also a valuable resource, educating and informing security consultants, managers and specialists about currently available perimeter security solutions.

FFT’s success with this report has been outstanding, reaching both local and global markets. International Client Manager at FFT, Alec Owen agreed that the launch of this report was “the most successful and precisely targeted initiative we could have hoped for.”

Our focus was on generating quality leads, and attracting A-level clients. Whilst FFT’s initial hope was to obtain 20% of A-level sales leads, ultimately, 80% of the leads fall into this category. A highly successful achievement that exceeded even our expectations!

This quote from Morgan Stanley’s The Mobile Internet Report got Adam Cahill’s attention, and it certainly got ours too –

“Regarding the pace of change, we believe more users will likely connect to the Internet via mobile devices than desktop PC’s within five years.”

So we decided to look into this a little deeper. Here’s what we found…

With the release of the smart phone, Australians are staying connected like never before. No longer a source for just making calls and texting, devices such as the iPhone, are an increasing function for checking emails, accessing information and of course keeping in touch via social networking sites.

Research conducted by dotMobi and AKQA Mobile found that 90% of consumer respondents were more likely to choose an airline with mobile check-in facilities over one that didn’t offer this.

Interestingly, the survey also found that 63% of respondents claim they would rather give up their money than their smart phone in a mugging situation.

If that isn’t loyalty, we don’t know what is!

Safe to say there has been a fundamental shift in how people use the Web for information, but what could this mean for marketeers?

Adam Cahill states that many brands are less inclined to accept this mobile transition, yet nonetheless should be ‘catching up’ to this steadfast phenomenon.

He suggests they do their homework and establish how, where and when consumers use their mobile phones to make purchase decisions.

Claire Cain Miller from the New York Times agrees, saying that customers are regularly using applications such as ShopSavvy on their smart phones to bargain hunt for the best deals on merchandise.

According to Accounting and Consulting firm, Deloitte, one in five shoppers said they would be using their smart phones to buy Christmas gifts last year. The survey revealed that 45% would research prices on their phone, 32% said they would use it to search for coupons and 25% said they would buy items on their phone.

Last year, Polo Ralph Lauren secured first place as the 2009 Mobile Marketer of the Year. Giselle Tsirulnik from Mobile Marketer says that Ralph Lauren’s “outstanding” use of mobile advertising and marketing won them the title.

Their work included collaborating with GQ magazine’s mobile application to promote fragrances and offer grooming tips. Ralph Lauren also launched a mobile shopping site whereby customers can purchase items, read the latest news and watch videos from current runway shows.

Evidently, mobile marketing IS a big deal! We know that the 2010 customer wants to hold all the information they can in the palm of their hand.

As we creep towards the end of January in what appears to be ‘the year of the mobile’, have you made the mobile transition?

Engineered to sit between an iPhone and touchscreen MacBook, the highly anticipated tablet has been dubbed as the “iPhone on steroids”, referring to its ability to play movies, read books and more.

Endless stories, rumours and theories have been abuzz on Apple’s soon to be released new gadget, including whether it will include a camera or not.

And according to Piper Jaffray analyst Gene Munster, it is expected to sell anywhere between $500 and $700.

Debates over the actual size of the device have itself been in abundance, with sizes expecting to range anywhere between 7 to 10 inches. Dena Cassella suggests thinking of it as “small enough to carry in a handbag, but too big to fit in a pocket”.

Nick Gold, sales manger at Chesapeake Systems, believes the iTablet will fill the usability gap between smartphones and notebooks. “A laptop doesn’t offer the experience of an elegant digital note pad with Internet access, nor does an iPhone serve for anything but the tersest of notes. A tablet could potentially address this middle space quite well,” he says.

Another factor yet to be determined, is whether the iTablet will cease the end of the Kindle and other e-book readers. Shane Spiess, president of MacForce believes the iTablet will have the capability to do everything a Kindle can do. “It’ll be a success if it allows me to access basically everything I own, from magazines and books to movies and television shows, no matter where I’m at” he says.

Pending the rumours are true, the iTablet will have the functionality to do anything the e-reader can do, along with having access to applications and the web.

Having already achieved a huge amount of success with the iPod and iPhone, it is highly likely that the Apple iTablet will render much of the same enthusiasm and acceptance.

A media launch scheduled later this month is set to unveil the new product as well as clarify all those rumours and theories. The question that will remain however is, will customers still buy a Kindle, iPod, or laptop, when the iTablet can do the lot?

Many websites however lack that all important strategic direction and functionality, when it comes to reaping in the ‘returns’. A website should function as a source of leads and revenue, not just an online brochure.

Reasons for Limited Investment Returns

Steven Leung says that there are three primary reasons why websites fail to bring in a profit:

1. Difficulty in finding through search engines – According to Nielsen, 70% of consumers use search engines to find local businesses. Sadly, many site owners focus too heavily on their websites’ ‘look and feel’ and not enough attention on search engine ranks.

2. There is no call for immediate action – Similarly, if there is no call to action (lead them to a purchase page, contact us etc), visitors will immediately go elsewhere. If this is happening frequently, it can be quite damaging to your company. All visitors are a potential lead and all leads are potential customers.

3.  The site isn’t strong enough for referrals – A majority of visitors will generally refer the site to a friend if they are impressed with it. It is no longer enough just to get people to visit. Ensure your website is convincing enough and merits a referral.

So how do you avoid these mistakes?

Follow Leung’s 5 C’s to generate leads and increase your revenue.

1. Create. Providing quality content on your website will assist visitors in making decisions, whether it be on purchasing a product or using a service. Remember to consider search engine functions and ensure your company is easy to find.

2. Compel. After visitors have read the content on your site, they should feel compelled to take further action. Whether this is signing up for a newsletter or making a purchase (hopefully it is the latter!). Ultimately, this should be your primary goal.

3. Collect. The visitor must first trust your website enough to allow you to collect their contact details. This way, you have obtained a lead which you can now follow up on. Be weary of requesting too much information as some people will either resent the intrusion or get bored and leave the page.

4. Count. Ensure you are clear on what factors are working for your website and which are not. Count and measure your website’s successes in order to reveal what needs improving and what is achieving profits.  

5. Change. Be open-minded enough to adapt to changing market conditions in order for you to stay ahead of your competition. Allow your website to be adaptable should you require any repositioning of your products and services offered. 

Use these points to build a productive and profitable website to ensure your business stays ahead of the online game and reaps in those deserving rewards!

The news will be particularly relevant to a number of our clients, with offices in Asia and the Middle East for example, and relates to new developments on internationalised domain names (IDNs).

The Internet Corporation for Assigned Names and Numbers has begun accepting requests from leaders around the world for new Internet extensions that represent their country name.

Currently, domain names only consist of characters from the Latin alphabet (a-z letters, 0-9 numbers and hyphens), whereas the new system would include the use of non-Latin characters.

This new development will provide opportunities for countries and territories to utilise country-code domains in their own language, such as Arabic, Chinese or Hindu.

These new additions are anticipated to become available to several countries over the next year.

Already, the Egyptian Minister of Communication, Tarek Kamel, has stated that Egypt will open the world’s first Arabic language Internet domain, using the Arabic words, “misr” meaning “egypt”.

Although overall acceptance of the IDNs is still tentative, Barnes & Thornburg have cautioned that this new development could provide further opportunities for cybersquatters to hold brand owners’ domain names to ransom.

David A. W. Wong from Barnes & Thornburg advises that, “The new IDNs are fertile ground for cybersquatters. Brand owners that have, or intend to have, an international presence should consider proactively registering new relevant IDNs before a cybersquatter or domainer does the same.”

Thanks to Gordon New and the American Gear Manufacturers Association (AGMA) for sending this information through.

Ideally suited to investors who don’t have the time or inclination to invest directly themselves or those looking to add diversification to their direct share portfolio, the Lincoln Retail Australian Share Fund portfolio selection is based on the commercially and academically proven fundamental sharemarket analysis methodology developed by retired Melbourne University academic and former Olympian Dr Merv Lincoln.

Tim Lincoln, managing director, who succeeded his father in 1996, says Lincoln’s unique approach identifies the best investment opportunities across the ASX while weeding out potential disasters.

“The chosen stocks are identified as having unrivalled growth potential and superior financial health,” Tim says. “With a minimum investment of $20,000, astute investors can have exposure to 30 to 50 of Australia’s most financially healthy companies.”

The wholesale version of the Lincoln Australian Share Fund (LASF) delivered a gross return of nearly 37.6 per cent for the 12 months to 31 May 2007, boding extremely well for investors in the retail fund. The new fund’s investment portfolio will be based on the same selection criteria.

Media Management for Connecting Images has managed Lincoln’s public relations campaign since 2003, building strong media relationships for Lincoln’s first retail product, premium share investing Stock Doctor® investment software, and establishing the Lincoln team as a valuable resource for reliable information and insightful comment. As a result, Lincoln enjoys a big reputation, much media respect and sustained media coverage.

Regular contributions to all the major print media – including The Bulletin, Smart Investor, Money and the various national daily paper financial inserts – and recent appearances on Lateline Business for his expert opinion, are all in a days work for Tim Lincoln.

The Connecting Images team is excited by the opportunity to now spread the good news about the Lincoln Fund to time poor investors looking for exposure to Australia’s financially healthiest companies.

For more information or to see a selection of recent media coverage click here.

* Fund returns are calculated gross of management fees, ongoing fees and expenses and assume dividends are reinvested and that no tax is deducted.