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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Trulia's First National Campaign Focuses on Mobile-Minded Women

Trulia's First National Campaign Focuses on Mobile-Minded Women | Marketing in Motion | Scoop.it

Home buying brand Trulia is launching its first national ad campaign this week, aiming to drive viewers—particularly women—to download the digital real estate brand's mobile app. 


"Women have 96 percent of the influence on purchase decisions," Kira Wampler, Trulia's recently named CMO, its first, told Adweek. "More mobile is also super important for us, as we see where the category is going."

 

Worth $45 million overall, the "Moment of Trulia" effort includes TV spots that will go live Monday on cable channels such as Scripps-owned HGTV, as well as digital radio (Pandora and iHeartRadio), online video (Hulu and HGTV.com), display, mobile and out-of-home advertising. Facebook and Twitter marketing will lean on earned-media plays, whilemommy bloggers are also in the mix. 

Joachim Scholz, PhD's insight:

Have you ever passed by a house that looks exactly like your dream house? but didn’t have enough time to write down the phone number of the real estate agent? or you wanted to go to the open house, but didn’t have time? Trulia is an online residential real estate company for home buyers, sellers, renters and real estate professionals. Trulia recently launched its first national ad campaign aimed for college-educated married women aged 25-44 to download their free mobile app,which provides free information regarding the house and connects potential home buyers with real estate agents. Trulia spent $45 million overall focusing on mobile and out-of home advertising for hand-held device female users. Trulia recognized that women have significant influence on purchase decisions when it comes to buying a house and it seems like Trulia’s mobile marketing is working quite well; Trulia’s digital efforts created twice as many leads as traditional marketing and mobile app install ads generally receives a 36 percent better return on investment compared to normal response in the home real estate category; moreover, Trulia agent stated that over half of the leads happen via mobile.

 

Trulia’s ad campaign (video:Moment of Trulia) will be successful as it contains sense of humor and it well highlights functional benefit of their service (viewing houses without any location or timing restriction, even in washroom or even when you are getting a pedicure!); Presently, real estate agents spend significant amount of money on traditional marketing; however, Trulia’s presented a possibility wherein mobile marketing can provide a solution to more affordable marketing strategy that can reach more people than traditional marketing tools such as display boards. Future? This type of mobile marketing providing mobile content will likely to gain more popularity as the number of mobile-device users continues to rise, so the future of mobile marketing is bright!

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Suggested by Kathryn Moore
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Finally, an Alternative to the Much-Hated QR Code

Finally, an Alternative to the Much-Hated QR Code | Marketing in Motion | Scoop.it

http://mashable.com/2014/01/09/qr-code-clickable-paper/

 

Welcome to the participation economy. 

 

No longer are consumers willing to be passive; today’s digital consumers prefer to actively engage, co-create, participate and be included in the conversation and marketers that understand this concept win big.  Engaging customers through interactive marketing, particularly in the outdoor environment, has been challenging given that consumers have been less than enamored by the technologies currently available – technologies that include the much maligned, or in the author’s words, much hated Quick Response (QR) code.    Enter clickable paper. 

 

Clickable paper is a new cross-media service that allows the consumer to click on an image, rather than a code, and subsequently be provided with a plethora of online digital information.  Clearly an improvement over the ugly, black and white, anachronistic QR codes which only point the consumer to a single site.  QR codes, originally created for the automotive industry, have been termed ‘clunky technology’ in that they were designed to be mechanically scanned by a narrow beam; that is to say that the consumer also needed to remain perfectly still in order to scan the QR code.  Clickable paper solves this problem and can be utilized on any type of printed media including newspapers, magazines, direct mail, books, brochures and posters. 

 

The verdict is still out on whether or not clickable paper can, as the author asks, reboot marketing efforts at engagement; however, this innovation from Ricoh is a valiant effort in finding new ways in which to engage with the consumer.  Clickable paper may even serve to fast-forward the shift toward improved interactive marketing in the great outdoors.

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Super Bowl Ads Without the Super Bowl

Super Bowl Ads Without the Super Bowl | Marketing in Motion | Scoop.it
For advertisers, the ability to hype a Super Bowl commercial before the game is as valuable as the airtime itself.
Joachim Scholz, PhD's insight:

Placing a 30 second ad during Super Bowl will costs companies a little North of 4 million dollars this year again, but many believe that the hype around these ads easily justify this price tag. However, many companies are not content any longer to just have these 30 seconds of exposure, but they announce, tease and sometimes even early release their ad in order to build excitement and ad understanding even before the event:

 

From the article: “Many advertisers think of it now as a monthlong challenge,” Tim Calkins, a professor of marketing at Northwestern University’s Kellogg School of Management, told me. “It is not about winning the Super Bowl but winning an entire month.”

 

The benefits of such an approach is that it builds engagement and even elevates the ads to mini-movies through offering behind the scene footage, teaser trailers and advertising campaigns for an advertising campaign: "Bud Light’s preview campaign has been especially extensive. The beer company has released six thirty-second teasers for its Super Bowl ad, both online and on television."

 

It also builds understanging, since a subset of really engaged viewers will have already read about and discussed the content of the ads before the game, making understanding of the ad's message easier, and also facilitating recall. Last, releasing ads early also allows to increase total viewership, of course:

 

From the article: “The surprise factor doesn’t matter as it once did,” Justin Osbourne, the general manager of brand and marketing communications at Volkswagen of America, told me. “Our goals are about how many total views we can get. To assume that that is going to happen within forty-eight hours is cutting yourself pretty short.”

 

While many companies adopt this model of teasing and early release, Chrysler is going against the grain by cherishing the live character of the Super Bowl event. Chrysler gathered a lot of attention through its two minute long ads that celebrate blue collar workers in America, but then again these ads were also 2 minutes long (16 million right there) and therefore stood out due to their length alone.

 

"These felt less like ads than like public-service announcements. That trick was aided by the fact that the ads appeared unexpectedly, without weeks of hype prodding us to get ready to be moved. Their form connected directly to their message: everyone saw them for the first time at the same moment; we were all in it together."

 

It is ironic in a sense that these movie quality, sometimes poetic ads are not teased up front, as their movie potential is one of the greatest among all Super Bowl ads. As interesting as the "in it together, live" idea is, I think there is a lot more opportunity to be found for Chrysler in a teasing campaign without giving away their surprise moment.

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Integrated Marketing Communications mini-case study video

What's important to consumers when shopping. Purchasing behaviour & what stands out in terms of packaging and products when shopping in a supermarket. Voices...
Joachim Scholz, PhD's insight:

This video is a brief case study on how an Integrated Marketing Communications approach is used to introduce a new laundry softener. One can discuss this case to highlight different stages in the hierarchy of effects (e.g., awareness, knowledge, trial) and the different marketing communications tools (e.g., media campaign, digital and social marketing, in-store signage etc.) that have been used in a unified approach.

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Джонатан (_ _).。o○'s curator insight, August 12, 2014 12:02 AM

A good use of "resilience" and Sun Tzu methodlogy

Suggested by Jessica Louie
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CocaCola China - Chok! Chok! Chok!

As one of the top 10 brands in the world, Coca-Cola fails to disappoint with their 2012 "Chok" TV ad campaign in Hong Kong. Chok (擢樣) means “to forcefully make oneself look more handsome”. The word presumably has the onomatopoetic connotation of flinging or “chucking” objects, which is the basis of the interactive campaign. The Chok ad campaign accurately analyzed the psychographic and media habits of Hong Kong teenagers and was able to creatively link the Coke TV commercial with a mobile app that lets you score discounts on products and services. Coca-cola's success in this campaign is twofold as it not only effectively culturally appeals to the teenage population in Hong Kong, but it also turned a traditional TV ad into an innovative and interactive TV gaming promotion reaching 380,000 mobile app downloads in one month and 9 million total views for a television commercial. The use and benefit of cross-platform marketing is that it synergies the strengths of different digital marketing mediums to create a strong brand recall value. By meeting consumers at different mediums, there is a higher reach and delivery, better frequency planning and optimization through integrated ad effectiveness. It is evident that with a well thought out media strategy and a selective media schedule, a simple TV ad campaign can become one of Hong Kong's most successful Coke Promotion and TVC in 35 years.

 

(Jessica Louie, Comm335-01, Cross-platform Marketing Integration, Television Advertising, Mobile Application, Interactive Gaming Promotion)

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Suggested by Sanneke Rothenberger
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Innovation is the Game-Changer

Innovation is the Game-Changer | Marketing in Motion | Scoop.it

The GE Citizen website demonstrates how companies can communicate their CSR activities, initiated or fulfilled that tackle the triple bottom line. The standalone website conveys the feeling of a serious commitment, effectively disguising any marketing driven intentions. Thereby GE adheres to the first rule of PR while promoting initiatives that indeed boost the company’s image. Exemplifying how their products can help the planet, its people, and the economy, GE reaches a variety of its customers. While green marketing and “sustainable systems” appeal to True Blue Greens and the Greenback Greens, Basic Browns are addressed by social oriented initiatives that could benefit them. The website incorporates a blog, effectively offering a platform for interaction by involving the customer. Hereby GE conveys a customer control that is in line with recent marketing trends. Overall, the website is an excellent example of how public relations can integrate CSR to improve the company’s reputation. 

 

Sanneke Rothenberger, 10081443, Comm335-1, Public Relations, Corporate Social Responsibility, Green Marketing, Customer Control, GE

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Suggested by Johanna Azis
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The Real Reason That Super Bowl Ads Are Worth The Money - Forbes

The Real Reason That Super Bowl Ads Are Worth The Money - Forbes | Marketing in Motion | Scoop.it

One of the most watched television programs, the Super bowl, attracts millions of viewers each year. Sports fans, and non-sports fans alike tune in to catch the game, the famed half-time show, and of course the commercials, which this year, costs a brand the average of four million dollars for a 30 second spot of air time. Keeping in mind that commercials are just one segment of a company’s communication plan in helping a brand position itself in the eye of their targeted consumers, why would a brand, such as Toyota, Taco Bell, or Coke (who often focus on celebrity endorsements and comedic situations instead of brand messaging in their Super Bowl commercials) spend so much money on producing one commercial that isn’t even often repeated? According to Forbes magazine, in a study conducted by professors at the University of Colorado at Bolder, marketers have a secret objective when it comes to Super Bowl advertising that really has nothing to do with the conventional way brands work to create value for its customers in their overall marketing strategy. Apparently, “stock price of [brands] rose shortly after the media began to hype the ads’ upcoming [Super Bowl] appearance. They also found that any impact on stock prices occurs at the time of the announcement of the ad buy, rather than the day after the ad ran during the Super Bowl.” It appears as though the commercials alone don’t add huge amounts of value to the brand, but marketers are able to play off of the mere association between the brand and the Super Bowl, which already has an extremely positive position and life values associations in the minds of millions of consumers to increase their stock value. While stock value increases may be the goal of companies, at the same time they are also able to entertaining a wide demographic of viewers, and perhaps break into new consumer categories that otherwise wouldn’t have been possible. 

 

Johanna Azis, 06244371, Comm335-1, branding, campaign, marketing evolving, article

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Dan Zabbo's curator insight, November 15, 2014 9:49 PM

Through this article, I have learned that the hype of Super Bowl commercials is nothing more but just hype as there is very little increase in companies sales based on these ads. People see the four million dollar worth of a thirty second time slot during the Super Bowl and think that companies that are able to afford this must see an immediate increase in sales. Viewers then sit through the whole Super Bowl looking for the best commercials but only a handful are good and we see that as companies failing to advertise, but this article has taught me that companies don't care. Most organizations pay for the allotted time during the Super Bowl to boost their stock value and almost none of them see an increase in sales, but they don't mind because of the rise in the stock. This article was extremely interesting because when people think of commercials, they are expecting for companies to do their best to advertise their product, but in this case, commercials are for entertainment and gimmicks, rather than increase in sales. I chose this article because I was extremely surprised to see why companies actually pay for these expensive Super Bowl ads. It seems ridiculous that companies wouldn't save their money and spend it on other advertisements to increase sales, rather than boost their stock to gain short term revenue. This information will help me better understand marketing strategies in sports. With the magnitude of sporting events like the Super Bowl, new business strategies will need to be thought of in the future to maximize revenue.

Suggested by Malin Björk Runsvik
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The Joneses – Marketing development

http://www.youtube.com/watch?v=n2Y3GoN2PGw

I saw that Jo had a picture from this movie in his slides and I happened to see it on the plane from Sweden to Canada so I thought that I would share some thoughts about it. I believe the movie gives some great insights to what we discussed in class about how marketing is changing over time as well as the discussion about marketing and proliferation of lifestyle.

 

The movie is about the Joneses which is a family that a company have created for a marketing purpose, they are basically a new marketing tool. The Joneses acts and looks like the perfect family and this is what the company believe is going to create a demand for the items they use in their everyday life.

 

The movie shows how a company takes our desire of status and fitting in in their marketing communication mix. The Joneses are essentially salesmen but incorporated in the everyday life which constantly presents the potential customers in the area to the benefits of the products that the company is selling. The Joneses becomes the associative referent group which creates a demand for the products the Joneses is using among their neighbors.

 

The movie also somewhat touches on the big brother dilemma. The company the Joneses are working for have all the statistics of the sales and can from that develop their marketing strategies and provide the family with information about how to proceed in their selling tactics. It also shows the fact we talked about in class, how we as customers tend to be more suspicious against marketing in the way that the Joneses constantly need to be in character and be attentive not to give away the fact that their actually salesmen for this company since that would ruin the Joneses as a marketing tool.

 

The company uses a fictive family as a marketing tool which is “up to date” in today’s marketing environment that especially has developed in the way it plays on emotion and lifestyle images. The company is taking the marketing campaigns into everyday life in the most extreme way.

 

Malin Björk Runsvik, 10083085, Comm335-001, Movie, Proliferation of lifestyle, Marketing evolving

Joachim Scholz, PhD's insight:

is there a youtube clip that gives an example, for those who haven't seen the movie?

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Joachim Scholz, PhD's comment, January 20, 2013 3:26 PM
Apologies, there is a youtube link already. I jumped right reading into the text, not noticing the link before.
lorren's curator insight, May 9, 2013 9:23 AM

i picked this article but it has a very creative in terms of their marketing approach.i think it shows  dynamic approach in intergrated marketing communications.It could otherwise reflect direct marketing aproach as the actors influence theirs neighbours and their peers.i think lifestyle marketing might be the next big thing in intergrating marketing communications.

Vivien Dohyun Jung's comment, May 9, 2013 10:05 PM
I like that you scooped this one because it is a great example of creative and dynamic strategy of IMC as you noted. It is kind of similar to the one that I scooped which is about designers' creativity. I strongly agree with your view about lifestyle marketing is another big aspect of IMC in the early future or even now!
Scooped by Joachim Scholz, PhD
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Advolution - Canadian Business

Advolution - Canadian Business | Marketing in Motion | Scoop.it
The ad industry's struggle to keep up.
Joachim Scholz, PhD's insight:

This article sums up the massive changes that are taking place in the ad industry. From a focus on the creative to a strategic focus that emphasizes media planning, consumer insights, and effectiveness measures just as much. TV is king anylonger: "in the 1950s, an advertiser could run three 60-second TV ads and reach 80% of the North American population. Today, to reach that many people, it would take more than 118 commercials." Today, in order to effectively transmit the message, cross-platform integration is a must.

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Hollywood Jungle Clean

Levi's faced an outdated image: their iconic straight and tight fitting jeans didn't resonante any longer with young people who grew up wearing baggy pants. This video was the viral component of an IMC campaign to refresh the image. It was shared by a lot of people. Why? Its a humorous look on "getting through life", which is maybe shared by many people of the targeted group. The unfamiliar protagonist, an ape, makes this video fresh and share worthy. Note that this is a long video (3 minutes), and while it displays the iconic Levi's button fly, cut and sometimes the brand logo on the jeans, there is no official attribution to Levi's. (John Doe, Comm335-1, 1234567)
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Snack company partners with Canadian Olympic Committee - Food In Canada

Snack company partners with Canadian Olympic Committee - Food In Canada | Marketing in Motion | Scoop.it

Mondeléz Canada and the Canadian Olympic Committee have announced a four-year partnership, which will launch in time for the Winter Games in Sochi

 

Joachim Scholz, PhD's insight:

By Karen P. Page:

 

Mondeléz Canada, which brands include Cadbury, Dentyne, and Christie, became an official sponsor of the Canadian Olympic Committee in November 2013.  Using Canada’s Olympic Team as the tool, Mondeléz Canada launched a public relations (PR) campaign, utilizing several strategies to obtain favorable publicity, promote select products and appeal to the Canadian market. 

 

Distinctive packaging for Mini-Chips Ahoy, Oreo cookies, Maple Leaf cookies and Ritz crackers were linked to the Olympics.  The packaging included: the official COC symbol; treats strategically placed upon ribbons to represent medals; and a maple leaf imprinted on Oreo and Ritz.

 

The campaign also made effective use of social media. Television integration with Canada Broadcasting Corporation prominently featured two animated mascots, Pride & Joy. There were live communications via Twitter and Facebook.  An interactive app was available for download on iTunes, Google Play or www.prideandjoy2014.ca.  The app provided users with updates and chances to win a variety of prizes, including a trip for two to Russia to watch the Men’s Gold Medal hockey match.  Mondeléz Canada also committed to donating $1, with a maximum of $50,000, to the COC for every download, thereby inviting Canadians to feel as though they were supporting the Canadian Olympic team.

 

The campaign was a PR success.  It appealed to the Canadian market’s “pride & joy” and afforded the opportunity for the public to support Canada’s athletes.  It provided excellent packaging and, through social media and traditional advertising, effectively linked the brand with the Olympics. To have improved upon the campaign, Mondeléz Canada should have further promoting the donation to the COC and announcing the grand prize winners. Publicity surrounding both events would have confirmed Mondeléz Canada’s commitments and served as a capstone opportunity to further promote their brand and Olympic sponsorship.

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Suggested by Ishaan Srivastava
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Can Social Media Marketing and Traditional Marketing Coexist?

Can Social Media Marketing and Traditional Marketing Coexist? | Marketing in Motion | Scoop.it

"The test of a first-rate intelligence is the ability to hold two opposing ideas in mind at the same time and still retain the ability to function."

    - F. Scott Fitzgerald

 

It’s easy to imagine Social Media Marketing as the direct antithesis of traditional modes of marketing. After all, they are polar opposites in their approach. Traditional Marketing utilizes a very fastidious, outward oriented approach, aiming at pushing out and controlling the message, targeting, and running insular campaigns, keeping a unidirectional transfer of data targeted at achieving a brand preference. SMM on the other hand appears sporadic, bidirectional and oriented at building communities around brands, tilting towards brand insistence.

 

The authors make no attempt at insisting that SMM and Traditional marketing can coexist. However, through the adoption of certain SMM tactics into pre-existing traditional methods, per the authors, a balance can be achieved, where SMM complements traditional marketing, instead of seeking to replace it in its entirety.

 

The authors talk about community building tactics predominantly, and advise against falling into the trap of overusing the social media to directly push products and services onto their followers, in line with traditional marketing strategies. This behaviour, rather than getting new followers or customers will actually irritate most social media users and actually turn them away. Instead, businesses must aim to build rapport with their customers, create a loyal following and then capitalize on the power of word of mouth.

 

In conclusion, it’s imperative to keep both methods in mind when planning the future. Not only should businesses pursue both avenues, but labour to further integrate them.

 

Ishaan S. 

Marketing Trend #1

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Can Social Data Tell You If Your TV Ad Actually Ran?

Can Social Data Tell You If Your TV Ad Actually Ran? | Marketing in Motion | Scoop.it
Find out why and a number of marketers and a host of media agencies are giving Bluefin Signals Brand Edition a try.
Joachim Scholz, PhD's insight:

This is how social media and TV play together

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Joachim Scholz, PhD's curator insight, October 22, 2013 9:01 PM

By Marianne Choi:

 

When people are excited about something, they tend to talk about it online. Bluefin Labs is capitalizing on this trend by tracking reactions on social media to TV ads that run on the various networks it tracks. Bluefin Signals Brand Edition is designed to understand which shows are generating conversations and to observe how different shows and ads in shows generate brand conversations. This information is important to marketers, as it will heavily influence which shows they want to invest in. If there are two programs with equal ratings, however one has a higher engagement in social media, companies will be more likely to choose that program to place their ad. One would think that a brand like Estee Lauder should advertise on networks geared for its target market like Bravo, however it has been observed that TV viewers tweet as frequently or sometimes even more when ads of cosmetics appear on networks like CNN. The information Bluefin Labs provides to companies looking to place TV ads is invaluable. There is an opportunity for companies to leverage personal conversations held on social media to achieve maximum efficiency with their TV ads and generate more brand awareness. 

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Minimalist effect in the maximalist market ~ ANTREPO BLOG / A2591

Minimalist effect in the maximalist market ~ ANTREPO BLOG / A2591 | Marketing in Motion | Scoop.it

Our last project is about simplicity and we try to find alternate simple versions for some package samples of the international brands. We think almost every product needs some review for minimal feeling. 

Joachim Scholz, PhD's insight:

Does the latest product design trend of minimalism extend to product packaging and labels? This webpage puts this question to the test, simplifying the packaging of iconic brands.

 

Interesting food for thought (nutella - yum!), and also maybe for a good discussion in an IMC or CB course.

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margot ferri's curator insight, November 26, 2013 8:09 AM

Minimalist makes impact! 

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 Jean-françois Hung
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The British retailer Tesco launches the Homeplus Virtual Subway Store

http://www.youtube.com/watch?feature=player_embedded&v=fGaVFRzTTP4

 

In 2011, the British grocery shop chain Tesco launches in South Korea the marketing campaign HomePlus. The retailer firm has installed in some train stations of Seoul big boards showing many pictures of basics food product.

The tagline was “let’s the store come to you”. The target audience was the commuters waiting for their train. People used their smartphones by scanning QR codes. They gave their credit card details and the products were delivered to their houses.

 

This operation can be linked to the discussion we had in class about how the different tools of the marketing communications mix can be mixed to each other to leverage synergies. In this case, the digital technology greatly supports the use of the “out-of-home” media. Moreover this campaign shows how the digital media enables and transforms the traditional communication tools by getting closer sales promotions and advertising. Thus this campaign does not only advertise the brand but also produces a call-to action, involving then the actual purchase stage of the hierarchy of effects. 

 

Jean-François Hung, 10079346, Comm335-002 #digital #out-of-home #synergy

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Suggested by Aidan Shankman
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10 Brand Marketing Trends that Should Dominate 2013 - Forbes

10 Brand Marketing Trends that Should Dominate 2013 - Forbes | Marketing in Motion | Scoop.it

Information transparency is more important than ever for brand success. Social media platforms bring brands to life and hold companies responsible for their offerings. Taking a proactive approach to create unique brand experiences both online and offline and then backing them up with quality products or services in market will help to build loyalty and brand equity. Branded content must be strategic and highly focused to have an impact. There will also be mountains of data available to marketers in 2013, but finding a way to turn that data into actionable initiatives will be the greatest challenge.
 

Making investments in social and environmental causes that consumers truly value has become an expectation. Exerting social influence is one of the most powerful ways to build an emotional connection with consumers and this allows the brand to extend beyond the market, into the personal everyday lives of people around the world.
 

The world is changing fast and connectivity is forecasted to reach record levels this year. Brands must remain flexible to help influence the change rather than trying to keep up with it. A step in the right direction is to fully embrace the crowd-sourcing trend and give up control to advocates and consumers…allowing them to shape the future of the brand and spread communications that are far more influential than the scripted messages that the company would develop. It will be important for brands to find an effective way to capture content from consumers, especially visual content (Pinterest and Instagram are growing rapidly). 2013 is an exciting time for brand marketers who have a tremendous opportunity to maximize reach and consumer interaction – communication is changing and it is more important than ever to be sending the right message.  
 

Aidan Shankman, 06096199, COMM 335-2, article, brand equity, brand experience, loyalty, consumer involvement.

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Magazines: By the Numbers | State of the Media

Magazines: By the Numbers | State of the Media | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

Plenty of stats on the print advertising industry. The overall trend: Less and less people are reading magazines, every year.

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Why Most Marketers (Continue to) Get Gender So Wrong | Guest Columnists - Advertising Age

Why Most Marketers (Continue to) Get Gender So Wrong | Guest Columnists - Advertising Age | Marketing in Motion | Scoop.it
while women's roles have changed in the past 50 years, you'd never know it from the types of ad appeals and product innovations companies are rolling out.
Joachim Scholz, PhD's insight:

Insights about the ills of ignorance driven marke segmentation based on gender, and the overuse of fear apeals in such advertisements. By my friend Susan Dobscha.

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Marketing Is Dead? No, Marketing is in Motion!

Marketing Is Dead? No, Marketing is in Motion! | Marketing in Motion | Scoop.it

In our social media-infused world, traditional marketing logic just doesn't work.

Joachim Scholz, PhD's insight:

Follow @Joachim Scholz, PhD on twitter at http://www.twitter.com/joachimscholz

 

This article sets the tone for the "Marketing in Motion" board: Is marketing dead? This article says so, but thats hyperbole.

 

What it really means is that marketing is in motion, and it is moving fast! Relying on print and TV advertising to tell consumers what your brand is about, that is a thing of the past! Today, you have to give up control and allow consumers to creatively engage with your - pardon - their brand. You have to be a member of a community, engage consumers, and support influencers. Advertising is still there, but it exist alongside social media, mobile marketing, events and other offline and online activities.

 

Do you have what it takes to adapt to this new world, in which marketing (and consumers) are constantly in motion - figuratively and physically? Marketing in Motion is here to bring you up to speed.

 

For more info on my research in Marketing and Consumer Culture, please visit http://www.joachim-scholz.com.

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