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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Scooped by Joachim Scholz, PhD
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Six Tips for Executing a Successful Augmented Reality Campaign

Six Tips for Executing a Successful Augmented Reality Campaign | Marketing in Motion | Scoop.it
Marketing Strategy - Executing an innovative and successful augmented reality (AR) marketing campaign doesn't have to be complicated. For retail marketers considering experimenting with AR, here are a few simple tips to keep ...
Joachim Scholz, PhD's insight:

Augmented Reality is for many marketers the next big thing, as it allows brands to engage customers and to build relationships with them in the space their customers are actually living, not in some online world. And with wearable computers becoming a reality more and more, the AR trend might finally take off soon.

 

This article gives a few ideas of what to keep in mind while designing AR:

 

1. Make it relevant

2. Create engaging content

3. Understand where users are interacting with content

4. Include a clear call to action

5. Integrate with other marketing tools

 

Looking over this list, the first thing that comes to my mind is that the same list would also be true for TV ads, radio ads, spokespersons, social media campaigns, and so on. So where is the groundbreaking potential of AR? As AR is an inherently localized and place-based technology, it is more likely that AR-savvy marketers will succeed when they allow consumers to connect with their physical-spatial-material environment, similarly to how social media-savvy marketers succeed by allowing consumers to connect with their social environment. The five points listed above are all well and good, but we have to direct our attention to the AR killer feature that is not part of this list.

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Suggested by Ben Keefe
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Report: Google Glass Was the Clear Winner of SXSWi Buzz

Report: Google Glass Was the Clear Winner of SXSWi Buzz | Marketing in Motion | Scoop.it

Google Glass. It’s the latest product that is re-inventing the way consumers use, or in this case, wear technology. The buzz surrounding Google’s latest gadget was all the talk of South by Southwest (SXSW) Interactive – a set of festivals that takes place annually in Austin, Texas, and took place from March 8-17 this year.

 

The social media conversations and corresponding attention from media has provided Google with the platform it will need come the launch of the product later in 2013. This strong utilization of public relations (including earned “buzz” through social media and strong media relations) is a perfect example of how companies can capitalize on reviews and consumer interest and conversations; this is highly similar to what Apple did in 2007 with the launch of the iPhone. By taking advantage of the “newsworthy event” that SXSW is, which caters to an audience who would be interested in Google Glass, Google will be able to save on advertising by relying on the incredible buzz created by the festival. 

 

While this is incredibly successful, going forward Google may struggle to measure the impressions and effect of this type of awareness generation – due to its lack of control when compared to advertising. However, for the time being, Google has mastered the art of consumer-generated buzz.

Ben Keefe, 05993950, Comm335-02, publicrelations, sxsw, productlaunch, socialmedia, buzz

 

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Suggested by Tim Hughes
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TrackMyMacca's: a short film.

Once again, McDonald’s has found an innovative way to improve its brand image. Famously criticized for its quality, this fast-food giant has recently developed an App that allows consumers to “track-down” the origins of the ingredients used in their meals. With the use of GPS technology, image recognition software, and the time of purchase, this App taps into McDonald’s highly complex supply chain and is able to indicate the locations of origin of the specific ingredients found in consumers’ food.

Although this video certainly relates to several course concepts, I believe it relates most to our class on branding. Evidently, McDonald’s is aggressively attempting to change it image to one that is slightly more wholesome – something that is becoming increasingly important to consumers. However, this video also demonstrates McDonald’s ability to adapt to current digital trends; the company has developed an App that tightly integrates several very current technologies.                

 

Tim Hughes, 06302878, Comm 335-1, Video, McDonald's, Re-branding, Digital Strategy, Brand Image

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Joachim Scholz, PhD's comment, April 6, 2013 2:06 PM
It is really impressive to see how McDonalds pulled this one off. Their skills in managing the supply chain, and to provide real-time information to consumers, is breath-taking. It is also neat to see how McDonalds forays into the digital world, using Augmented Reality as a tool for consumer engagement.
Scooped by Joachim Scholz, PhD
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How WIRED Designed the Ultimate Smartwatch | Wired Design | Wired.com

How WIRED Designed the Ultimate Smartwatch | Wired Design | Wired.com | Marketing in Motion | Scoop.it
WIRED commissioned Branch to design a smartwatch and glasses that are far slicker—and smarter—than anything on the market today.
Joachim Scholz, PhD's insight:

Wearable computers will be, without a doubt, one of the mega trends in the coming years. And with the boundaries between online and offline, between physical and virtual, and between privacy and connectedness blurring more and more, the world of mobile marketing will also be one of the most exciting areas to play in - as is social media today.

 

But first we have to think about the products that will connect consumers with augmented reality and their social network in a less intrusive way. What Samsung and Google are presenting with Galaxy Gear and Google Glass, respectively, is a sad reminder of how environmentally friendly cleaner were marketed in the 1980s and 1990s: Functional. For the evangelists, may they be called treehuggers or nerds.

 

New patterns really take off when they are combined with existing patterns and tastes, worbing and transforming them into something new. That is why Method is so successful with its eco-chique household cleaners. 

 

This article from Wired puts out some concepts and thoughts on how these new wearable computers will look like. Some really good points are raised from a design perspective - for example that the whole point of glasses is to not constantly touch them to avoid finger prints and imbalancing the frame. You want to forget about the fact that you are wearing glasses, and only reminded once so often when you can see something in the distance you knew you would not have been able to see without glasses. The concept for smart glasses takes this idea further, and basically tucks our social connections away into a comfort blanket that only alerts us when things get busy - to check the smart bracelet around your wrist.

 

So another idea is born, which you won't find in the article: I doubt that the future killer wearable tech will be a stand alone device. It will be not ONLY the glasses that revolutionize how we engage with the physical-virtual world, and it will not be ONLY our watches how we engage with the social world, but it will be a combination of devices that are aware of each other and talk to each other.

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Suggested by Thuy Anh Nguyen
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Art, Copy & Code : Re-imagine advertising

Every year in Spring (usually in March), the South by Southwest Festival (SXSW) is organized; it is a set of film, interactive, and music festivals and conferences that take place in Austin, Texas. These past few years, it became a staple event where many start-up businesses stand out like Twitter, Foursquare or Instagram. All the entrepreneurs of the new technologies industry and all financial investors gather to discover the newest evolutions that will shake up the digital world within the next months.

The third day of SXSW was marked by a major announcement from Google, which launched a new digital movement: Art, Copy and Code, an advertising improvement which combines creativity, contents and technology.

Nowadays, the advertising industry cannot be only limited to images and text. In a highly-connected world, brands have vast and diverse spaces to spread their messages and values. The advertising industry moved over to “connected digital experiences”, based on technology and data. A change of paradigm that Google has just given a name to: Art, Copy, Code.

Technology and creativity cannot exist apart from each other anymore. It is no longer time for simple and traditional advertisement but for digital products which can provoke feelings, enjoyment and innovation for all consumers.

 

A good illustration for Art, Copy & Code is provided in the video featured above. Google created a shoe – in collaboration with Adidas, YesYesNo, and advertising agency 72andSunny – which is able to shout at its owner when he/she is being lazy, or motivate him/her when he/she is being active. According to Mike Glaser, marketing lead from Art, Copy & Code at Google, the aim of the shoes is to bring the idea of advertising to multiple creative forms, including the everyday objects around us. By connecting a pair of sneakers to the web, Google is able to create unique opportunities between physical objects in the real world and digital ad spaces, he says.

 

Thuy Anh Nguyen, 10081293, COMM 335-002: SXSW, Google, advertising, technology, digital, involvement, emotions

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Starbucks is 2012 Mobile Marketer of the Year - Mobile Marketer - MobiLegends awards

Starbucks is 2012 Mobile Marketer of the Year - Mobile Marketer - MobiLegends awards | Marketing in Motion | Scoop.it
Starbucks Corp. is 2012 Mobile Marketer of the Year, the highest accolade in mobile advertising, marketing and media.
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