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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Scooped by Joachim Scholz, PhD
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Loyalty programs must go mobile - Mobile Marketer - Columns

Loyalty programs must go mobile - Mobile Marketer - Columns | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

Insight by James Donelly:


Loyalty programs are structured marketing efforts intended to reward, and subsequently encourage consumer buying behavior.  Hemsey clearly identifies the marketing reach of the mobile network, with more than 50% adoption rate in 13 major industrialized countries.  The ad market was expected to expand 3.5% in 2013 and 5.1% and 5.8% in 2014-15, with much of this growth being driven by digital innovations such as mobile marketing.

 

Considering the consumer intimacy with smartphones and tablets (89% use their device at home and 79% in the bedroom), the potential of mobile marketing is tremendous.  Further the “era of pervasive interactivity” with 60% of Gen Y’ers (23-31) and Gen Z’ers (18-22) now considered as “Always-Addressable Customers” (AAC), essentially translating as constant connectivity to mobile devices.

 

A definite concern for those corporations using mobile marketing is that of consumer overload and app apathy – approximately 26% of apps are never used after the initial download.  Therefore, a key factor is the integration of the digital world to the real world in order to establish a higher value relationship between the business and customers.  Hemsey refers to this as “breaking through the silos” and combining loyalty programs into an omnichannel loyalty approach, integrating loyalty programs across multiple platforms and channels.  At the time of this article in 2012, 1 in 4 consumers preferred mobile access for loyalty programs in an always-accessible channel.  

 

Recommendations to engage this AAC segment:

 

Keep points in play. Basic loyalty is by points and gives instant gratification.

Excellence in experience.  Ensure quality across full spectrum.

Game for Gaming Sake.  Use game mechanics in non-game applications.

Status of Tiers. Earning rewards/tiers is central to culture, especially for those under 35.

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Suggested by Kelly Wittig
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New Music: Drake – Started From The Bottom | Neon Limelight - Exclusive Music News, Artist Interviews, Reviews, Photos!

New Music: Drake – Started From The Bottom | Neon Limelight - Exclusive Music News, Artist Interviews, Reviews, Photos! | Marketing in Motion | Scoop.it

Drake fans highly anticipated the release of his new album as promised at the Grammy’s on Feb 10th by Universal. However, in an attempt to reconnect to his Canadian roots and loyal fans, On Feb 1st Drake posted his new song on his official website. This was supported also by unveiling a massive billboard along the Gardiner’s Highway going into downtown Toronto with the title of his new song, “Started from the bottom.” He wanted the billboard to communicate that he is not privileged and started right where everyone else is - he worked hard to struggle his way to the top.  Furthermore, by rejecting the Grammy’s for his official release, Drake proved that he valued his Canadian fans more than the celebrity glam. Thus, his branding objective was to establish intense, active loyalty and social acceptance to build a stronger relationship with fans and increase album sales. This integrative marketing approach for his album was highly effective and further leveraged his digital platforms. Not only did it provide a giant print advertisement to attract the attention of commuters; but also created online buzz, traffic to his offical website, and extensive media coverage as the story was shared on MTV the following day.

 

Kelly Wittig, 06036332, Comm335- 001, #Campaign #Multi- platform marketing #Brand Equity # FanLoyalty 

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Scooped by Joachim Scholz, PhD
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Starbucks 'Tweet-a-Coffee' Campaign Prompted $180,000 in Purchases

Starbucks 'Tweet-a-Coffee' Campaign Prompted $180,000 in Purchases | Marketing in Motion | Scoop.it
Starbucks' "Tweet-a-Coffee" program prompted $180,000 in purchases.
Joachim Scholz, PhD's insight:

Twitter is right now moving into paid advertising, but there are so many better ways of how you can integrate twitter into your marketing mix to make a quick sale. Starbucks shows the way:

 

By tweeteing @tweetacoffee together with a friend's twitter handle (you can use mine to try that out :), you can send $5 along a friend's way to treat him or her to a coffee at the Bucks. Starbucks saw some okay returns on this, mainly though on the first day.

 

But the real treat (not for your friend, but for the company!) is that Starbucks has now linked some customers' twitter accounts to their customer IDs, enabling them to do some more data mining and consumer intelligence gathering. In other words, Starbucks loyalty program just went social. 


Here is a core quote from this short article:

 

"Ajani says the real coup for Starbucks is that it now has linked 54,000 users 'Twitter IDs to their mobile phones and customer IDs. "Here's proof that direct-response [marketing] works on Twitter," he says. Even better, Starbucks will now be able to access the Klout scores of those customers and see what topics interest them.

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