Marketing in Motion
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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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Suggested by Jaeik Bae
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Why Google paid $3.2 billion for thermostat startup Nest

Why Google paid $3.2 billion for thermostat startup Nest | Marketing in Motion | Scoop.it

“Google is moving into your home”

 

Google has recently announced that it was acquiring Nest, company that makes smart smoke alarms and thermostats. Google’s acquisition of Nest showed their interest for emerging market of “connected-home”. The idea behind the connected home is to connect all appliances to the internet so that they can be controlled from afar using either mobile devices or through internet. Google wants to make a bigger presence in the home by introducing their own line of digital appliances and their start point is smart thermostat and smoke detector.

 

You might be thinking what does connected-home has to do with marketing; for advertising companies such as Google, connected-devices can help companies gather better information about how consumers interact with household appliances. By using the data about people’s habits while they are at home, companies would be able to make better targeted ads. This is a common online marketing practice, where marketers track people’s online behaviours to develop and deliver specific ads based on their behaviours; however, this was only limited to people’s internet behaviour; now, by using connected-devices, marketing companies can virtually track users’ every move from how they use TV, phone, and even the room temperature. Gaining insights about customers is crucial in marketing. Up until now collecting data was expensive and timely; however, with connected-devices, companies can collect better data at lower cost in less time. Data collected by connected-devices can help marketing companies build better customer relationship management (CRM) so that companies can better pinpoint and target customers more effectively.  

 

To sum up, connected-devices can be a creative and innovative way to collect consumer insights that can help marketers better understand consumer's behaviour and habits, which can lead to developing a better ads that can attract and encouraging consumers to make the purchase.

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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 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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Suggested by Madeline MacKenzie
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The Future of the Fashion Show - Topshop Unique AW13

TopShop’s digital marketing campaign “The Future of the Fashion Show” took its past year’s campaign to a whole new level. It was focussed on content marketing, utilizing video diaries and a “Model Cam” which allowed viewers to experience the catwalk at London Fashion Week from the model’s perspective. Topshop’s Google+ app “Be the Buyer” even allowed consumers to create their own collection.

 

The campaign applied the brand’s perception as being innovative in product and experience to its marketing communications. The campaign’s goal was to scale TopShop’s UK popularity globally. Utilizing digital marketing was crucial to the campaign’s success as the typical TopShop consumer is digitally inclined, allowing increased targetability.

 

The campaign also allowed for multi-directional interactivity, giving TopShop insight regarding consumer wants. However, in an industry which is dependent on constant innovation, it is important TopShop limit consumer input, to ensure they are not simply creating “faster horses”—Henry Ford. 

 

- Madeline MacKenzie

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Suggested by Paul Brown
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Google developing Street View-like feature for hotel interiors | Marketing Magazine

Google developing Street View-like feature for hotel interiors | Marketing Magazine | Marketing in Motion | Scoop.it

Have you ever wondered what the inside of the hotel really looks like before you hit the ‘confirm booking’ button?  Well, Google is taking the lead with another innovative idea which will show you just that. 

 

Google is working with major hotel companies, like Best Western and Carlson Rezidor Hotel Group, to bring you high-resolution 360° virtual tours of thousands of hotels across North America.  These organizations are providing Google with footage of their lobbies, bars, restaurants, guestroom, and even their conference centers and pools where applicable. 

 

By providing this unique service, Google is solidifying that their brand is a step above the competition, which will entice potential consumers who are searching for accommodations to use Google.  This in turn will allow Google to increase their advertisement income with the added hits.  As a result, Google is increasing their number of users, improving customer satisfaction and customer relations, and increasing revenue for the organization.   

 

Carlson is also working on developing another feature which will allow guests to move through the floor plan of their hotels.  I would personally like to see this function extended to things such as sites to see, and attractions in the vicinity of the hotel.

 

Finally, a new online payment application called Google Wallet is being launched which has associations with Omni Hotels and Resorts, Marriott, Avis, Amtrak, Alaska Airlines, and Orbitz. It will track loyalty program information in order to provide additional benefits to the consumers who choose to use Google for their travel needs.

 

Google continues to use their massive empire to spark new trends and wade into unchartered waters, but what makes them so successful is that they do it by asking their users what they want, and by keeping customers at the center of their new initiatives. 

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Suggested by Kelly MacFierceson
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Google Chrome: Dear Sophie

What I love so much about this Google Chrome Digital Marketing Campaign is that the medium is in fact the message. Digital marketing is the digital version of traditional communication, and this advertisement illustrates just that. Google Chrome has very much replaced traditional forms of communication with email, much like the father in the advertisment uses Google Chrome and the internet to share/document his daughter's growing story much like a traditional photo album or a babybook would. The slogan 'the web is what you make of it,' highlights this shift towards digital tools as the norm for communication in the modern era.

 

Using a Youtube Channel video to connect with its target audience, Google Chrome has employed this advertisement on the internet; (medium of the actual product it is promoting) using persuasion techniques such as associating Chrome with the intimacy of a family to touch viewers and make it go viral (8 839 000 views). Through this advertising campaign, Google has established itself as an extension of human touch and communion. 

 

 

Kelly MacPherson, 0632 2923, COMM 335-1, #campaign #advertising #digitalmarketing #googlechrome #viralvideo

 

 

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Suggested by Kolby
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Project Glass: One day...

With all of the hype surrounding the upcoming release of Google’s “Project Glass” slated for later this year, I immediately thought back to the lecture on consumer insights.   While Apple, the former innovation leader, continues to stumble, Google has shown great promise in leading consumers to new products/markets by listening to consumer wants and analyzing current usage, similar to Apple originally did with the iPad. 

 

As discussed in class, Google’s ability to connect its vision with the needs of its target audience has positioned the firm strongly in the near future. Marketed as the next stage in the evolution of social media, Project Glass represents an innovative response to the imaginations of technology enthusiasts and digital natives. As the first digitized eyewear, Project Glass enables users to surf the web, access social media, text and film through their glasses while images are projected on the lens; creating an augmented reality experience. 

 

Leveraging their existing brand awareness and “top of mind” associations with web searches, social media (Google+) and smartphone operating systems (Android), Google has been able to consolidate its current product offerings into a single, new device that is sure to be a game changer. In essence, through ethnography and consumer insights Google has analyzed how its target audience uses their current technology and then applied this knowledge to create an entirely new product category.

 

While this technology will surely change how users experience social media, Project Glass has enormous potential to also change how companies like Google monitor consumer behavior via ethnography. Similar to how neuromarketing allows scientists to study individuals reactions to products via brain waves, Google will be able to study exactly how each customer interacts with products as Project Glass is essentially an extension of the human body. Although this technology is a great advancement for social media, it is also a new tool to track consumer insights. Combining the data from Project Glass with existing info from Google's other resources, they will be able to construct comprehensive consumer profiles, thus enabling companies to better target customers, segment markets and conduct market research based on these valuable insights. 

 

Overall, this very promotional video is a tool implemented by Google, to immerse this technology in the mainstream media in order to generate awareness and also beta test its current design. Google will listen to the consumer insights and responses associated with this video to fine tune the final version of Project Glass before its release later this year. In general, it all boils down to consumer insights! 

 

Kolby Kyle, 06204699, Comm335-1, consumer insights, ethnography, segmentation, market research  

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