15-year-old Palmdale girl says she’s not returning home

first_imgPALMDALE – A 15-year-old girl told detectives by telephone today that she is not returning to the Palmdale home from which she disappeared a week ago, authorities said. Rasheeda Hewitt hasn’t been seen since a last Tuesday, when she left for Highland High School in Palmdale, though she has called home without divulging her whereabouts. Early this morning, detectives tracked her down on the phone and learned she was staying somewhere in Los Angeles, said a sheriff’s lieutenant. Hewitt informed them she was fine and that she was not going home, he said. Without her medication, she becomes very agitated, according to her father, who said the family suspects her disappearance may be tied to their decision to forbid her to see a 19-year-old boyfriend. The teen, who is African American, 5 feet 9, 135 pounds and goes by the nickname “Mi-Mi,” regularly does fashion modeling and recently won a scholarship to attend a modeling school, her father said. Anyone with information about her whereabouts was asked to call the Palmdale sheriff’s station at (661) 272-2400. 160Want local news?Sign up for the Localist and stay informed Something went wrong. Please try again.subscribeCongratulations! You’re all set!last_img read more

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2 girls die in Long Beach garage fire

first_imgTwo little girls were killed and another was critically injured Friday morning when flames engulfed a Long Beach garage converted into a family apartment. The fire on Martin Luther King Jr. Avenue was reported shortly after 2 a.m. and firefighters found three girls ages 6, 7 and 10 unconscious on the floor, fire said Capt. Mike DuRee said. The 6-year-old and 10-year-old were taken to St. Mary’s Medical Center where they died. The 7-year-old was in critical condition at Long Beach Memorial Medical Center. The coroner’s office identified the 6-year-old as Stephanie Aviles, and her 10-year-old sister as Jasmine Aviles. About 20 firefighters responded to the alarm and the fire at 1052 1/2 Martin Luther King Jr. Ave., near East 11th Street, was extinguished in about five minutes, DuRee said. The cause of the blaze wasn’t immediately determined, but fire officials were focusing their attention on a portable heating device that was plugged into a power strip. There was no Christmas tree in the converted garage. Fire investigators say there were no smoke detectors or sprinklers in the converted garage. “A simple smoke detector could have saved lives,” Foster said.160Want local news?Sign up for the Localist and stay informed Something went wrong. Please try again.subscribeCongratulations! You’re all set! AD Quality Auto 360p 720p 1080p Top articles1/5READ MOREWhicker: Clemson demonstrates that it’s tough to knock out the champMayor Bob Foster, who surveyed the damage later Friday morning, said it appeared that the garage had not been legally converted into an apartment. The garage was behind a single-family house at the site. “We have code enforcement, but you can’t catch everything, it’s unrealistic,” he said. The girls’ mother was at work at the time of the fire, said Long Beach Police Detective Richard Birdsall. A 17-year-old sister who was baby-sitting the youngsters, tried initially to get her sisters out of the apartment and then alerted neighbors about the blaze, Battalion Chief Frank Hayes said. When she returned, the flames and smoke were too strong for her to get back inside the structure, he said. The garage appeared to be divided into two rooms. The three children were found in the floor of the back room, DuRee said. The 7-year-old child who survived was not breathing and in respiratory arrest when firefighters arrived, he said. Yafiet Sistrunk, who lives across the street from the site, said she awoke to a “pow, pow, pow” noise of the fire. She said she looked out her window and saw the garage filled with flames. last_img read more

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Team brings medical care to sister city in Ecuador

first_imgSANTA CLARITA – Some people complain about a 45-minute wait to see a doctor at an urgent-care center. But a team of doctors and nurses who performed 67 corrective surgeries in a recent weeklong trip to Santa Clarita’s sister city in Ecuador heard no such complaints from patients or their extended-family entourages. “We need to really ask where the families were coming from,” said Jennifer Ard, a nurse at Childrens Hospital Los Angeles. “One (family) came from an island where they had to walk two to three hours to (reach) a ferry. Across the river, they walked three to four hours, then got on a bus eight hours to Tena.” Ard said they kept the child in the hospital, postponing the discharge to delay the demanding trek home. AD Quality Auto 360p 720p 1080p Top articles1/5READ MOREWhy these photogenic dumplings are popping up in Los AngelesDuring the May trip to Tena, a city of about 20,000 in the Amazon rain forest, surgeons corrected cleft lip and palate deformities for children in outlying villages. Three surgeons, including a pediatric reconstructive surgeon, three anesthesiologists and four nurses volunteered for the mission, paid their own way and brought along medicines they had bought. The team worked nonstop 14 to 16 hours a day in two surgery rooms. Some operations lasted 30 minutes, while others took up to five hours. The operations, performed for free, would have cost $5,000 to $10,000 each in the United States, said Amparo Cevallos, co-pastor with her husband, Guillermo, at Centro de Amor Cristiano Church in Newhall. Cevallos helped square the logistics. About 110 patients, ages 3 to 17, are on a waiting list for corrective procedures. Cevallos plans to return to Tena late this month to lay the groundwork for a third mission. She will prevail on hospital directors to donate a week’s worth of surgery rooms so doctors can perform cleft palate and lip surgeries, and eye surgeries for cross-eye, cataracts and, possibly, corneal transplants. The facial disfigurements can be more than skin deep, leading to speech and eating problems. Tissue donations are being sought from U.S. tissue banks for the corneal procedures. Cevallos hopes to raise $4,000 to $5,000 to help defray costs. An Ecuadorian doctor helped streamline the process before the American doctors hit the ground, by alerting denizens of the mission. Tena’s mayor provided lodging and meals for the team out of gratitude. Some villagers speak Spanish, others speak a local dialect, Quecha. Cevallos’ job registering patients involved more than deftly wielding a clipboard and uttering, “Next.” “None of these patients really have addresses or contacts,” Ard said. “You get `two blocks from the church,’ `one block away from the greenhouse with the chicken.’ There is usually no phone, and if there is one it is in town.” The villagers may have up to 18 names, and most are not literate, she said. And they are not fluent in medical-speak. “It’s all about symptomology,” Ard said. “Here, you go to a doctor with a predisposed idea of what’s wrong with you.” Ard delivered post-operative instructions in English to Cevallos, who would translate them into Spanish to villagers who translated for others into Quecha. She said the risk of complications from the surgeries is high, but none resulted in a “bad outcome.” The hospital lobby looked like Grand Central Station at rush hour, with patients’ parents, siblings, uncles, aunts and grandparents tagging along – “whoever lives in the house,” Ard said. It was the maiden trip for anesthesiologist Marla Matar, from Childrens Hospital. Via e-mail this week, Matar said supplies that would never be reused in America were used over and over, and the anesthesia machines that were well behind industry standards here forced her to be resourceful. No matter. “It was wonderful providing care to people who have next to nothing,” she said. “I donated my time, lost two weeks of salary, paid for my trip and much of my own expenses … and got tremendously more in return. “I would do it again in a heartbeat.” judy.orourke@dailynews.com (661) 257-5255160Want local news?Sign up for the Localist and stay informed Something went wrong. Please try again.subscribeCongratulations! You’re all set!last_img
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‘This is going to be Chelsea’s next big mistake’ – will Blues let it happen?

first_img Charly Musonda 1 The midfielder’s comment is likely to land him in hot water with first team manager Antonio Conte, but how have fans taken to the 20-year-old speaking out over his lack of opportunities at Stamford Bridge?See how a selection of supporters have reacted below…center_img Charly Musonda scored on his full debut for Chelsea in the Carabao Cup win over Nottingham Forest back in September, but that performance has done little to heighten his chances of first team success this season.An ever-growing number of players have been forced to leave the Blues’ academy, and Musonda’s latest Instagram post suggests he fears he could be treading that same path.last_img

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Claude Puel determined to keep hold of Leicester’s star players

first_img1 Leicester boss Claude Puel is determined to keep hold of his top stars as the Foxes look to continue their dramatic rise up the Premier League table.Puel renews acquaintances with Southampton on Wednesday for the first time since his dismissal in June as his new side look to make it four straight top-flight wins at St Mary’s.The revival in fortunes has inevitably increased speculation about the future of big names like Jamie Vardy and Riyad Mahrez in the January transfer window.Puel said: “I am confident at the moment with the quality of my team. Of course it will be important to keep our best players and continue to work, but we will see what will happen at another time.”The Frenchman can expect a mixed reception at St Mary’s with his achievement in leading Saints to a rare place in the League Cup final not matched by the patchy league form which led to his departure.He added: “It will be a strange feeling going back to St Mary’s of course. I gave my best for (Southampton) and it was a good feeling all season with the cup journey.“But the most important thing is to keep the good focus about my team and my players, and to try to make it a strong game against this team.”Puel could be tempted to restore Shinji Okazaki to his starting line-up after the Japanese star made a match-winning contribution from the bench against Newcastle last week.And with Robert Huth and Matty James also closing in on comebacks from their respective injuries, Puel stressed the importance of utilising his full squad during the hectic festive period ahead.Puel added: “Shinji puts his head where other players put their feet and he is very important for the team because he has a fantastic spirit and gives a lot for the team.“Our challenge now is to maintain our high level of performances on the pitch as we start a busy period with all these games, and it is crucial that we keep ourselves fresh every time we play.“We will be playing every two or three days and this busy period will give us the challenge to see if we can continue to work and maintain this level, because it is fragile for the moment.” The Foxes boss is keen to hold onto Jamie Vardy and Riyad Mahrez last_img read more

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Premier League team of the weekend includes Arsenal and Man United stars

first_img Centre midfield: Aaron Ramsey (Arsenal) – A hat-trick for the Arsenal midfielder in their 5-1 defeat of Everton. Ramsey absolutely dominated in a role that allowed him to show off his biggest strengths. Goalkeeper: Nick Pope (Burnley) – A solid showing from the Burnley keeper, who made six saves to keep Man City at bay. The only goal he conceded was an absolute screamer from Danilo. 11 11 11 11 11 Left-back: Patrick van Aanholt (Crystal Palace) – The fullback helped the Eagles secure a potentially pivotal point in their efforts to beat the drop with an all-action display. Van Aanholt proved to be a constant menace down the flank, completing two dribbles against the Magpies and being ultra-efficient in possession. Another round of Premier League fixtures has been played, and there were some brilliant performances once again.Aaron Ramsey hit a hat-trick as Arsenal thrashed Everton 5-1, while Pierre-Emerick Aubameyang and Alexis Sanchez scored their first goals for the Gunners and Manchester United respectively.But who were the best performers in Premier League matchweek 26?Click the right arrow, above, to see talkSPORT’s Premier League team of the weekend… 11 11 11 Centre back: Alfie Mawson (Swansea City) – Mawson played a vital role in Swansea’s draw at Leicester. He was a rock at the heart of the Swans’ defence, and made one incredible clearance off the line to prevent the hosts extending their lead. 11 Centre back: Shkodran Mustafi (Arsenal) – He set-up Koscielny’s goal with a flicked header, and proved just as brilliant in the air while defending. He won eight aerial duels in total, as well as completing five tackles in Arsenal’s 5-1 rout of Everton. 11 Forward: Alexis Sanchez (Manchester United) – Sanchez joined Man United when Mkhitaryan left, and he too enjoyed himself on Saturday. He did see a penalty saved, but he scored the rebound and was a terror to the Huddersfield defence for much of United’s 2-0 win. Attacking midfield: Mohamed Salah (Liverpool) – Salah’s wonderful season continues after he scored two goals in Liverpool’s pulsating draw at Tottenham including a magical solo effort to bag his second. 11 Attacking midfield: Henrikh Mkhitaryan (Arsenal) – It was a perfect full debut for Mkhitaryan, as he set up three goals in Arsenal’s victory – including one for his former Borussia Dortmund teammate Pierre-Emerick Aubameyang. Proof that leaving Manchester United was the best decision Mkhitaryan could have made. Right-back: Danilo (Manchester City) – Although he usually plays at left-back, Danilo is a versatile player who can go on the right. Despite City’s failure to beat Burnley, his first-half strike was truly wonderful so Danilo has deservedly earned his spot. Centre midfield: Mario Lemina (Southampton) – Lemina was composed in the middle of the park as Southampton beat West Brom, helping the Saints dominate possession. He capped his performance by scoring Southampton’s opening goal of the game. Attacking midfield: Pascal Gross (Brighton and Hove Albion) – Gross has struggled for form over the last few weeks, but he was back to his best in Brighton’s defeat of West Ham. Playing in the number 10 role, Gross scored one goal and assisted another to lead the Seagulls to victory. last_img read more

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Pochettino plays down talk of rift with former Tottenham defender Trippier

first_img Arsenal transfer news LIVE: Ndidi bid, targets named, Ozil is ‘skiving little git’ revealed appointed Derby vs Cardiff (Friday, 7:45pm) – talkSPORT 2Liverpool vs Newcastle (Saturday, 12:30pm) – talkSPORTFulham vs West Brom (Saturday, 12:30pm) – talkSPORT 2Tottenham vs Crystal Palace (Saturday, 3pm) – talkSPORT 2Norwich vs Man City (Saturday, 5:30pm) – talkSPORTHuddersfield vs Sheffield Wednesday (Sunday, 12pm) – talkSPORT 2Barnsley vs Leeds (Sunday, 12:30pm) – talkSPORT Trippier has been a regular starter for new club Atletico Madrid this season scrap Mauricio Pochettino, right, says he has not fallen out with former Tottenham defender Kieran Trippier Check out all the live commentaries coming up across the talkSPORT network this weekend “We had a conversation where he explained he was going to move to Atletico Madrid – okay nothing more.“Yesterday (Wednesday) when Harry Kane arrived back he said to me ‘did you get Kieran’s text?’ I said ‘no’ because I changed my number. Maybe because he doesn’t have the new number.“Because he (Trippier) believe his words were twisted – I don’t know nothing more.“Kieran translated this message to me through Harry Kane. He wanted to tell me. But I’ve got no problem with Kieran.“In football decisions happen and players move from one club to another. What happened, happened and we need to move on and he needs to think of Atletico Madrid and be happy there.” Boxing Day fixtures: All nine Premier League games live on talkSPORT Getty – Contributor Sky Sports presenter apologises for remarks made during Neville’s racism discussion MOST READ IN FOOTBALL The right-back claimed last week he ‘didn’t really get an answer’ when he spoke to Pochettino and the chairman Daniel Levy about his future, before opting for a new life in Spain.Pochettino had played down talk of a potential rift between him and Trippier, while confirming that the latter sent him a text message earlier this week to clarify the situation – but he did not receive it after recently changing numbers.Instead, Harry Kane relayed the message to his boss following his return from international duty.Speaking ahead of Saturday’s Premier League clash against Crystal Palace, Pochettino said: “I didn’t see it, but I heard about it. I can explain how I feel. gameday cracker ‘I’ll get him’ – Robertson further endears himself to fans with revenge vow to Mane LATEST Gerrard launches furious touchline outburst as horror tackle on Barisic sparks chaos 2 Steve Round reveals how Mikel Arteta convinced him to join Arsenal staff He added: “After the summer he came to see me, he asked me for a meeting and said ‘gaffer, I think I have a good possibility and for different reasons I would like to accept the offer from Atletico Madrid’.“He didn’t ask me nothing. He only communicated whether the club were going to accept the offer. Nothing more.“It wasn’t a conversation – you want me? Or you don’t want me? It was so clear. 2 latest LIVE on talkSPORT Mauricio Pochettino has revealed Kieran Trippier tried to contact him to explain he felt his words were ‘twisted’ while on international duty, after he appeared to criticise his former club for the handling of his summer exit.Trippier, 28, clinched a £20m move to Atletico Madrid in the transfer window after four seasons at White Hart Lane. Liverpool transfer news live: Star man wanted by Real Madrid, Mbappe latest and more SORRY Getty PAYBACK The average first-team salaries at every Premier League club in 2019 “He played the final, when I had plenty of different options, with Serge Aurier, Davinson Sanchez, Kyle Walker-Peters. But he played the final. My actions talk more than my mouth.“There’s no point to talk about if something happened or didn’t happen. The reality is one reality, but who is right in all this process?“There’s no point to talk. But I keep very good memories from him.”last_img read more

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New Lake Glenville rules are part of crowded public hearing agenda

first_imgAmong the many proposed changes on the public hearing schedule for the N.C. Wildlife Resources Commission will be new rules regarding a no-vessel-entry swimming area at the Pines Recreation Area Swim Beach on Lake Glenville in Jackson County.The hearing is set to start at 7 p.m. Jan.12 at Haywood Community College, 185 Freelander Drive in Clyde.Duke Energy Carolinas, LLC sent a formal application to the Wildlife Commission requesting the no-vessel-entry swimming area at the Pines Recreation Area Swim Beach to ensure the safety of swimmers and boaters at the new swim beach.This no-vessel-entry swimming area proposal is one of 37 proposed changes to the state’s wildlife management, game lands and fishing regulations for the 2016-17 seasons.To view all the proposed changes, go to www.ncwildlife.org. Those interested will be able to find a map of the proposed no-vessel-entry swimming area on Lake Glenville, as well.Those unable to attend the public hearing until Jan. 25 online at  regulations@ncwildlife.org or by mail to 1701 Mail Service Center, Raleigh, N.C. 27699-1701.Since 1947, the N.C. Wildlife Resources Commission has been dedicated to the conservation and sustainability of the state’s fish and wildlife resources through research, scientific management, wise use, and public input.The Commission is the state regulatory agency responsible for the enforcement of fishing, hunting, trapping and boating laws and provides programs and opportunities for wildlife-related educational, recreational and sporting activities.last_img read more

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The day Nelson Mandela walked out of prison

first_imgTwenty-five years ago today, on 11 February 1990, Nelson Mandela walked out of jail and into a South Africa on the verge of becoming a new, transformed nation. We recall the events of that historic day. “For to be free is not merely to cast off one’s chains, but to live in a way that respects and enhances the freedom of others,” Nelson Mandela wrote in his autobiography. (Image courtesy of Graeme Williams. To see more of Wlilliams’ photography, visit the Media Club South Africa image library and go to his website.) • South Africa cries for Mandela • Places to visit on Madiba’s Journey • Mandela’s peers reflect on his legacy • Mandela Day has improved South Africa’s generosity • Nelson Mandela: A final goodbye before life goes on Sulaiman PhilipThe world waited. And waited. The last images of the man they were waiting for were flickering black and white footage from a TV interview conducted in 1961 while he was on the run. Or news photographs from his trial in 1964. In both he looks confident, stout and healthy – obviously charismatic, and still a physically imposing man in his prime.Twenty-seven years later, except for friends and family – and his guards – no one knew if he had aged well. So South Africa waited, glued to their televisions or among the estimated 50 000 people gathered on the Grand Parade in Cape Town to hear his first speech as a free man. Even the population who considered him a terrorist watched, knowing that South Africa was about to enter a new era. And Nelson Mandela was the man who would lead the way.A week before, on 2 February 1990, then-president FW de Klerk had announced in Parliament that Mandela would be released, unconditionally, without setting a date. On the evening of 10 February De Klerk visited Mandela in the cottage in the gardens of Victor Verster Prison in Paarl to tell him he would be released the next day.Madiba would write later, in Long Walk to Freedom: “I deeply wanted to leave prison as soon as I could, but to do so on such short notice would not be wise. I thanked Mr De Klerk, and then said that at the risk of appearing ungrateful I would prefer to have a week’s notice in order that my family and my organisation could be prepared.”In 1985 De Klerk’s predecessor PW Botha offered ANC political prisoners their freedom, on condition that they renounce violence. For the prisoners, led by Mandela, the choice was easy. As long as the apartheid government continued its violence – in townships and neighbouring states – the ANC could not renounce it.It was a calculated decision by Mandela. No matter the moral justification for an armed struggle, the regime still held the military advantage. Mandela needed to show the ANC in exile that he was still the leader convicted in 1964.Mandela also understood that the waves of strikes, boycotts and insurrection in the townships by the internal resistance, led by the United Democratic Front, would eventually force the government’s hand. When Mandela asked De Klerk for more time, he was showing solidarity with that struggle, refusing to have the terms of his release set by his jailer.A puzzled De Klerk, after discussions with his advisers, went back to Mandela that same evening and held firm. Mandela had to leave prison the next day. Over a glass of whiskey Mandela relented. And so, on 11 February 1990, 25 years ago today, South Africa and the world waited. As the day dawned, with so little notice, Mandela’s his wife Winnie Madikizela-Mandela and other ANC heavyweights were still on the road rushing to Paarl.Later that day, 12 hours after waking, Mandela walked out of prison, hand in hand with Winnie. His full head of hair was now grey and he walked stiffly, but unbent. Thinner than he was in the last pictures published of him, he looked less like than firebrand of the 1960s and more like the elder statesman he was about to become. His first public wordsThe massive crowds gathered in Paarl and Cape Town to celebrate his release delayed Mandela’s convoy as they made their way to the Grand Parade. Finally, at 8 o’clock in the evening, he appeared on the balcony of Cape Town’s City Hall to speak to the crowd dancing in the square below him. He began to speak, but his first public words as a free man were drowned out by the roar of the crowd.He stopped and listened in the solemn way that would become familiar: chin down, mouth turned down at the corners. His wife’s spectacles perched on his nose, he started again to read to his speech.“Comrades and fellow South Africans, I greet you all in the name of peace, democracy and freedom,” said Mandela. “I stand here before you not as a prophet, but as a humble servant of you the people.“Today, the majority of South Africans, black and white, recognise that apartheid has no future. It has to be ended by our decisive mass action. We have waited too long for our freedom.”last_img read more

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Redefining What It Means To Be A Mobile Marketer

first_imgRelated Posts Tags:#marketing#mobile#web guest author 1 The Rise and Rise of Mobile Payment Technology What it Takes to Build a Highly Secure FinTech …center_img Role of Mobile App Analytics In-App Engagement If you work in the digital marketing field chances are you’ve met someone with “mobile marketing” in their title. Not long ago there were no such roles, but today mobile plays such an important part in the marketing and fulfillment mixes for many businesses that one or more dedicated resources are necessary. It goes without saying that the same case could be made for those specializing in social media marketing.As mobile and social media functions establish themselves, they join another, more mature digital channel: email. Unlike offline or analog marketing, digital channels present marketers a lot of flexibility around the frequency and timing of campaigns and other types of communication. When you consider as well that many consumers are often opted into multiple channels, there’s the possibility that messages from different channels compete with one another for attention. Imagine getting an email for one offer, a text message reminder for different one, and see yet a third unique offer posted to a Twitter account you follow – all from the same brand multiplied by however many digital relationships you’re opted in to or follow. It all looks a bit chaotic and difficult to sort through, let alone act upon.It is because of this that an alternative view of multi-channel marketing is emerging quickly – cross channel marketing. Cross channel marketing – whereby marketers execute campaigns across channels in consideration of consumer preferences and permissions – is emerging as a best practice as new solutions come online designed to tackle the challenge.Gib Bassett is marketing director at Signal (@signalhq), a SaaS provider of integrated mobile, email and social media marketing solutions. He oversees the company’s marketing efforts including thought leadership, public relations, demand creation, marketing communications and is a regular contributor to the Signal blog. You can reach him at gib@signalhq.com or on Twitter @gibbassett.The most-simple way to understand cross channel is that it’s the inverse of a multi-channel, siloed approach where plans and actions occur in relative isolation. This is happening today in many businesses, where separate teams aligned to mobile, social media and email collaborate little, if at all.Recognizing the ProblemExplained to any digital marketer, the logic of cross channel resonates yet it’s also acknowledged that the current state was unavoidable. The pace of innovation in digital marketing has been such that adding capabilities trumped more time consuming integration considerations.If you’re a digital marketer, you know first-hand how this played out. A lot of brand marketers quickly jumped to the conclusion they required an iPhone app or marketing leaders prioritized building a following on Twitter or Facebook because the competition had done so first. Another marketer may have tacked a text message call to action to the end of a promotional project as an afterthought. Services companies and point products for digital marketing have done admirable jobs creating urgency to move on almost anything “mobile” lest you permanently fall behind the curve.Before disconnected efforts become too entrenched however, marketing leaders should recognize some challenging byproducts of marketing silos. First, separate people, products, databases and processes all pointed at driving desirous consumer behavior effectively compete with one another. The inefficiencies of such an environment should be also apparent.Second, consumers are exposed to some 3,000 marketing messages every day from various sources and different channels (per Symphony/IRI research). A “message quagmire” drags down the performance of everyone’s marketing efforts.Thirdly, consumer adoption of smartphones increases daily and the devices are used for all manner of activities, at any time or place. In fact, you could say the mobile device is becoming the primary digital interface between consumers and business on a mass scale.Inefficiencies in digital marketing efforts beget real redundancies in consumer touches, which in turn fight for attention with marketing messages from other sources. Response rates and campaign ROI suffer over time. Given expertise in how consumers use mobile devices, mobile marketers are uniquely positioned to steer their companies to better outcomes.Mobile Marketers Take the LeadWith expertise in how consumers use mobile devices, mobile marketers have a chance to lead their companies in the right direction. Soon every business will need a “conductor” to orchestrate customer relationship strategies targeting the mobilized consumer. The mobile marketer could be that person.Cross channel marketing is neither an abstract business school concept nor a rip and replace technology solution. It simply makes sense, but getting started requires a step-wise approach that begins to unwind siloed digital marketing efforts. Fortunately, there are a number of ways mobile marketers can demonstrate the value of cross channel marketing as a step toward broader adoption.Start and end with customer Experience: Cross channel marketing creates better experiences for consumers by recognizing everyone has channel preferences and that different channels bring strengths and weaknesses to the task. Two examples of easy-to-implement cross channel approaches include leveraging the email subscription list to build the mobile subscriber base, and taking advantage of the reach of text messaging combined with the viral qualities of social media. Although easy to execute conceptually, these efforts require specialized software optimized for mobile interactions and that have value added ties to other channels.Leverage the email list: Most companies have long established and large lists of opted in email subscribers. These customers deserve an opportunity to opt into mobile communications, offers and other calls to action. Adding a link in an email update that takes consumers to an opt in form is often all that’s necessary, along with an incentive such as registering for mobile alerts, offers or finding the nearest location to make a purchase. This form should be tied directly to the mobile marketer’s system to automatically build up the mobile opt-in list.What’s in it for the email team? Email communications are challenged by competition with other messages in jammed-up email in boxes, and a tie to mobile can alert subscribers to look out for a message. Later, the email and mobile teams can work together to develop higher response marketing campaigns that take advantage of the best attributes of each channel (email as visual/explanatory, mobile and text as timely, portable and universal).Create a mobile/social campaign: Cross channel campaign management systems optimized for mobile interactions take advantage of the massive reach afforded by text message communications and the viral qualities of social media. Sweepstakes are a popular text message campaign-type that can be deployed to Twitter followers in such a way that contest posts may be forwarded or retweeted. In the process, followers broadcast the promotion to many consumers outside the marketer’s social network, who may be influenced to follow the marketer’s brand and also participate in the promotion. The mobile marketer creates a higher performing promotion while the social media team grows its base of followers.Photo by clix Why IoT Apps are Eating Device Interfaceslast_img read more

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