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70% of Online Shopping via Smartphones

70% of Online Shopping via Smartphones | FUTURE MARKETING | Scoop.it

About 70 percent consumers are expected to use their smartphones for shopping in the coming year, a new study has revealed.


The study conducted by research firm IDC found that 69 percent of respondents agree that the smartphone is a critical tool for shopping and is going to transform the shopping experience. It was also revealed that about seven in 10 respondents checked prices using their smartphones, and five in 10 said that they checked reviews from their smartphones.


The research found that one in five survey respondents bought from a competitor while they were shopping in a retail store this holiday season, while one in three purchased much more online versus in a retail store this year compared to last year. The research analysed the app and mobile Web activity of over 10,000 smartphone users during the holiday shopping season and Amazon came on top with more consumer accessing its app while brick-and-mortar retailers lagged behind....


Via Jeff Domansky
FRANK FEATHER ~ Business Futurist's insight:

NOTE: This does not mean 70% of online sales. Much of it is price checking.

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Jeff Domansky's curator insight, January 21, 3:17 AM

Need any more evidence of the importance of a mobile marketing strategy?

t1solarsystem's curator insight, January 21, 4:44 AM
San Diego Solar San Diego Solar is a one of the largest installer company of solar energy systems in San Diego, California installing various solar panel systems like photovoltaic, solar water heating and solar efficiency solutions like air conditioning, heating and insulation for utilizing the solar energy of the sun. http://t1solar.com/
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'Transformative' Trends Drive 200+ Campbell Launches

'Transformative' Trends Drive 200+ Campbell Launches | FUTURE MARKETING | Scoop.it
'Transformative' Trends Drive 200+ Campbell Launches - 07/23/2014
FRANK FEATHER ~ Business Futurist's insight:

Campbell in massive shift to organic foods.

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Reinventing the Chief Marketing Officer

Reinventing the Chief Marketing Officer | FUTURE MARKETING | Scoop.it
Why marketing and sustainability must be under one leader.
FRANK FEATHER ~ Business Futurist's insight:

How Unilever re-invented its marketing approach.

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5 Immutable Laws of Digital Marketing

5 Immutable Laws of Digital Marketing | FUTURE MARKETING | Scoop.it

Digest...


#1. The Law of Inequality

The more you put in, the higher the rate of diminishing returns. Doubling the spend on a digital campaign doesn’t equate to double the returns. Marketing, whether digital or otherwise, has to be strategically focused on the markets that will yield the highest return.

 

#2. The Law of Virality

In many cases, virality is not a random effect but the result of careful engineering.

 

#3. The Law of Commonplace

If you don’t continue to innovate in the way you present yourself and engage with online audiences, you will get overlooked. Just stop doing the same old thing the same old way. Digital makes it supremely easy to switch things up frequently.

 

#4. The Law of Interruption

Successful marketers of tomorrow aren’t about interrupting their customers and prospects with messaging, about sending out advertisements and promotional content in the hopes that people will happen upon it; they are about having conversations and offering messaging as part of the engagement.

Messaging doesn’t get you engagement. Engagement gets you the opportunity to deliver messaging.

 

#5. The Law of Gravity

The more conversations you generate around a topic, the more likely the conversation will grow without your involvement. Gravity won’t happen overnight. It takes time to develop a conversation that will take on a life of its own which, unfortunately, often flies in the face of ROI-driven marketing.

 

__________________




Via iNeoMarketing
FRANK FEATHER ~ Business Futurist's insight:

Stop and think about these important marketing items.

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iNeoMarketing's curator insight, July 20, 8:32 PM

Love #3, and it's so damn true. Change, adjust, morph, call it what you want, but it's relatively easy in the digital domain.

Amanda Lane's curator insight, July 21, 3:58 PM

Digest...

 

#1. The Law of Inequality

The more you put in, the higher the rate of diminishing returns. Doubling the spend on a digital campaign doesn’t equate to double the returns. 

massimo scalzo's curator insight, Today, 3:58 AM

5 Rules of Digital Marketing...

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Marketing Spend to be 75% Digital by 2020

Marketing Spend to be 75% Digital by 2020 | FUTURE MARKETING | Scoop.it
Get in the game - don’t get stuck on the sideline
More than a third (35%) of senior marketing professionals believe that digital marketing will account for more than 50% of marketing spend by 2019, according to a new report from Accenture.
FRANK FEATHER ~ Business Futurist's insight:

As digitization continues unabated, you need to re-focus your business model, flex your marketing platforms, and develop an "edgy" strategy that will delight your future customers. (Ask me how.)

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C-Level Execs: Customer Engagement Top Strategic Priority for Digital

C-Level Execs: Customer Engagement Top Strategic Priority for Digital | FUTURE MARKETING | Scoop.it
CEOs are playing a more important role in digital-business initiatives, according to results from a global survey conducted by McKinsey & Company.
FRANK FEATHER ~ Business Futurist's insight:

Interesting CEO opinions on digital business, from a global survey by McKinsey.

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MUST READ ~~>> Understanding Digital Transformation

MUST READ ~~>> Understanding Digital Transformation | FUTURE MARKETING | Scoop.it
An introduction to the what, why and how of digital transformation covering examples and 5 key challenges to overcome We’re working in an era where the development of technology exceeds companies’ capabilities to manage the challenges created by...
FRANK FEATHER ~ Business Futurist's insight:

Excellent comprehensive article on digital transformation (must read!)

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What You Think You Know About the Web Is Wrong

What You Think You Know About the Web Is Wrong | FUTURE MARKETING | Scoop.it
If you’re an average reader, I’ve got your attention for 15 seconds, so here goes: We are getting a lot wrong about the web these…
FRANK FEATHER ~ Business Futurist's insight:

Great insight on how/where people read/consume content on a web page.

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Always-On Marketing

Always-On Marketing | FUTURE MARKETING | Scoop.it
Razorfish defines always-on marketing (AOM) as data-driven, content-led experiences, delivered across channels and devices in real time.

Via Thomas Faltin
FRANK FEATHER ~ Business Futurist's insight:

Very few businesses are equipped to compete in real time, and most struggle with the most basic technology and marketing programs.

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massimo scalzo's curator insight, July 11, 4:46 AM

Frank Feather on Always-On Marketing !

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Multiple Views of Marketing Funnel

Multiple Views of Marketing Funnel | FUTURE MARKETING | Scoop.it

Digest...


1. Program Focus (Top graphic)

With the program focus funnel, especially if you are leveraging marketing automation, you are trying to map back specific programs and content to specific personas in the specific stages of this funnel.

 

2. Operations Focus (Middle graphic)

As you can see with the operations focus funnel, the considerations change. The focus is on processes, not programs. Some key processes to note with this funnel are fast tracking, lead scoring, qualification stages, and lead recycling. No matter how you set up your operational funnel, you want to have a fast track path to sales. The sales team does not want to feel that qualified leads are being held up in Marketing. Lead scoring is simple to set up in marketing automation but hard to master. The same white paper could be downloaded by someone just collecting information or someone ready to close. How do you score it? Keep revisiting and adjusting your lead scoring on at least a quarterly basis.

 

3. Buyer’s Focus (Bottom graphic)

Some look at the above graphic and call it a buyer’s journey. It is—but it is a buyer’s journey through the funnel. Too many marketers overlook these distinct buyer’s actions as they plan campaigns and programs through the funnel. You must map specific content to these specific actions if you want to see specific results. The content that you would send out at the “Committing to change” stage should be different than that content going out at the “Justifying the decision” stage. Always take a moment and consider the buyer’s journey through the funnel as you plan and create your marketing initiatives.

 

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Via iNeoMarketing
FRANK FEATHER ~ Business Futurist's insight:

Good article ... Why there is no single view of the marketing funnel.

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iNeoMarketing's curator insight, July 7, 7:55 PM

At the end of the day, it's about having the right content to the right people at the right time.

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Millennials Have Embraced Digital Banking

Millennials Have Embraced Digital Banking | FUTURE MARKETING | Scoop.it
An overwhelming 88% of U.S. millennials (18-34) use digital banking, including banking on PCs and mobile devices, according to a survey from TD Bank.
FRANK FEATHER ~ Business Futurist's insight:

Gen Y will only bank electronically. No other way makes sense. This was inevitable as money became digital and gadgets replaced ATMs.  How often do you visit a teller or an ATM? Rarely, I suspect.

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Digital Innovations Shaping Retail

Digital Innovations Shaping Retail | FUTURE MARKETING | Scoop.it
Stroll the boutiques of Milan without leaving home, lay a bet by voice, try on a dozen frocks without taking your coat off… Zoe Wood on the digital innovations shaping the way we shop
FRANK FEATHER ~ Business Futurist's insight:

Shopping will continue to be reinvented by digitization of every sort.

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Is Marketing Ready for Digital Transformation?

Is Marketing Ready for Digital Transformation? | FUTURE MARKETING | Scoop.it
Is 'marketing' ready for digital transformation?
ZDNet
Because business model changes lie at the heart of these transformation efforts, there are implications across the enterprise.
FRANK FEATHER ~ Business Futurist's insight:

Excellent article on digitized marketing. Please read it, study it, implement it.

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One Futurist's Guide to Content Marketing

One Futurist's Guide to Content Marketing | FUTURE MARKETING | Scoop.it
Thanks to the Internet, the age-old art of content marketing is evolving.

FRANK FEATHER ~ Business Futurist's insight:

Sketchy, but helpful.


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Don’t Sell a Product, Sell a Whole New Way of Thinking

Don’t Sell a Product, Sell a Whole New Way of Thinking | FUTURE MARKETING | Scoop.it
Customers need the right mental model to understand why they need your product.
FRANK FEATHER ~ Business Futurist's insight:

Mind Share = Market Share. Engage the buyer and they will buy.

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Amazon Now Has Its Own Digital Wallet

Amazon Now Has Its Own Digital Wallet | FUTURE MARKETING | Scoop.it
Now that Amazon has decided to get in on the smartphone fad, the company is creeping into yet another space: digital wallets.
As spotted by TechCrunch, Amazon has quietly launched Amazon Wallet in Amazon's App Store and Google Play.
FRANK FEATHER ~ Business Futurist's insight:

This was inevitable in that Amazon's phone is intended as a shopping device.

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Brand Journalism is a Marketing Imperative

Brand Journalism is a Marketing Imperative | FUTURE MARKETING | Scoop.it
Brand Journalism Is a Modern Marketing Imperative
AdAge.com
In June 2004, McDonald's introduced its "brand journalism" plan at an Advertising Age conference.
FRANK FEATHER ~ Business Futurist's insight:

Excellent article. Hits the nail on the head. The medium is the content message. Forget advertising. It's all about content.

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Consumers Changing Channels: Turning Off TV, Tuning Into Mobile Video

Consumers Changing Channels: Turning Off TV, Tuning Into Mobile Video | FUTURE MARKETING | Scoop.it
Predictions are kind of a funny thing; they’re the equivalent of an educated guess, but with a more sophisticated name. These days, predictions have become prayers, as anyone from this generation w…

Via Thomas Faltin
FRANK FEATHER ~ Business Futurist's insight:

The Internet is devouring TV.

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Lessons from Top 25 Socially Engaged Companies on LinkedIn

Lessons from Top 25 Socially Engaged Companies on LinkedIn | FUTURE MARKETING | Scoop.it

LinkedIn and Altimeter Group published a joint report on the value of corporate social media and its role in customer and employee engagement. To do, we formed a baseline of companies that were actively engaged on a platform we could effectively study.


After eight months of research, we assembled a list of the Top 25 Socially Engaged Companies based on how they use LinkedIn to engage employees and customers in the following areas:

1. Content marketing

2. Employee engagement

3. Talent and recruitment

4. SalesLinkedIn and Altimeter Group then conducted targeted and controlled surveys to gather insights into how employees feel about their company’s use of social media.


The results of both studies were visualized in one infographic entitled, “Relationship Economics.” ....


Via Jeff Domansky
FRANK FEATHER ~ Business Futurist's insight:

Insightful article. Great research. Lessons from Top 25 Socially Engaged Companies on LinkedIn

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Jeff Domansky's curator insight, July 14, 3:26 AM

Valuable research by Brian Solis and LinkedIn looks at employee engagement and social media practices.

Erado Press's curator insight, July 14, 1:25 PM

Are you socially engaged?


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Art + Science of Storytelling ... 100% Imagination (excellent article)

Art + Science of Storytelling ... 100% Imagination (excellent article) | FUTURE MARKETING | Scoop.it
What does it mean for content marketing? What is it with the idea of storytelling these days, everyone's at it apparently - creatives, PR execs, ad agencie. Marketing topic(s):Content marketing strategy. Advice by Danyl Bosomworth.
FRANK FEATHER ~ Business Futurist's insight:

An excellent, must-read article ... lots of detailed tips about the art and science of storytelling.

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3 Overhyped Marketing Trends

3 Overhyped Marketing Trends | FUTURE MARKETING | Scoop.it
Social media, mobile apps, and the cloud as marketing strategies has reached fever pitch. Here's how to separate the hype from reality.
FRANK FEATHER ~ Business Futurist's insight:

Cloud is over-hyped. For sure, social media is no panacea. But mobile will become gigantic and predominant.

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Getting Through to Customers in a Multichannel World

Getting Through to Customers in a Multichannel World | FUTURE MARKETING | Scoop.it
In today’s multichannel world, consumers have more flexibility and more avenues for shopping than ever before. The customer journey frequently is a multiplatform ride encompassing interactions via smartphones, tablets, laptops and desktops.
FRANK FEATHER ~ Business Futurist's insight:

How to reach customers in omni-channel world.

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Brand Management is Replacing Marketing

Brand Management is Replacing Marketing | FUTURE MARKETING | Scoop.it

Digest...


While “marketing” and “brand management” are often treated as synonyms, there is an important distinction between the two terms. Marketing focuses on the activities associated with the promotion and distribution of products and services. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset.

 

But the decision to now move on from having marketing directors (a term P&G have been using since 1993 and that itself replaced the term “advertising directors”) indicates to me that for a scaled house of brands, the competition to ‘stand for something’ might be increasingly globally rather than regionally driven and that the focus could be shifting away from  promoting products to driving up overall perceived value of the brands individually and as a portfolio.

 

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Via iNeoMarketing
FRANK FEATHER ~ Business Futurist's insight:

P&G is leading the way to redefine marketing.

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iNeoMarketing's curator insight, July 7, 7:11 PM

Frankly, long overdue, and a structure that really should've been adopted by major tech companies a long time ago, e.g., IBM.

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New KPIs of Marketing ROI

New KPIs of Marketing ROI | FUTURE MARKETING | Scoop.it
In a world of short attention spans and unprecedented options, measuring marketing and social media efforts should go beyond customer acquisition and sales.
FRANK FEATHER ~ Business Futurist's insight:

Futuristic companies measure far more than sales and margins. This article explains other important KPIs.

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Power Words to Influence, Persuade, Convert

Power Words to Influence, Persuade, Convert | FUTURE MARKETING | Scoop.it
“Join us!”
“Sign up!”
These phrases litter the huge variety of email newsletter boxes you’ll come across online, and they generally serve the same purpose: Click here to give us your email address.
FRANK FEATHER ~ Business Futurist's insight:

Massive list of tried-and-tested words that grab attention.

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Marketers Don't Need to Be More Creative

Marketers Don't Need to Be More Creative | FUTURE MARKETING | Scoop.it

... Unfortunately, that’s the wrong question. If there’s anything all that chaos and competition of the past five years should have taught agencies, it’s that too much “creativity” celebrated by marketers and advertisers really isn’t. Advertising creativity has long been a bit of a con job; the media world is filled with costly creative that neither builds brands nor sells products. The better argument is that traditional advertising and marketing firms have pathologically overinvested in creativity while consistently underinvesting in meaningful metrics. An even better case might be made that the multimedia successes of Google, Twitter, Pinterest, Instagram, Facebook, and so on, highlight just how flaccid and ineffective most creative advertising and market work has been. What’s the secret sauce these technologies all have in common? Their creativity is measurable, trackable, and accountable. That’s a winning combination. If you’re a brand manager or CMO, that’s what you should care about....


Via Jeff Domansky
FRANK FEATHER ~ Business Futurist's insight:

Now we know where the advertising has been wasted, at least some of it.

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Jeff Domansky's curator insight, June 28, 1:07 AM

Creativity without measurement doesn't deliver results.

Geert Stox's curator insight, June 29, 6:34 PM

I don't completely agree, but I understand why he states it.