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 Kevin Hastey
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Responsive Design & Mobile SEO: Best Practices for 2013 - Search Engine Journal

Responsive Design & Mobile SEO: Best Practices for 2013 - Search Engine Journal | Marketing in Motion | Scoop.it
We're shifting into a world in which smartphones and tablets are beginning to rule the roost in terms of connectivity. More people are searching for inform

 

In this article Jayson DeMers discusses the explosion of web searches using mobile and tablet devices, and how to optimize your company’s website to be properly viewed on this rapidly expanding search area as well as the traditional desk top and lap top computers.

 

Both he and Google recommend that websites are now designed to the responsive web design standard as opposed to the traditional designs with as separate system for mobile devices.  They also make a number of recommendations for behind the scenes programming which will enable your company’s site to be quickly and relevantly found by search engines, especially on mobile platforms.

 

As more and more searches are being done by individuals on mobile devices it is critical for your company that your web content is mobile friendly, as many of these mobile searches are done on the spur of the moment as opposed to desk top searches which often used for other things than the searcher being a consumer (Ie. School research, etc.).  These sites also need to have accurate location data for retail locations imbedded in the site, this is especially true for any company that markets consumer goods.  Examples of companies that could be advantaged by such links on responsive web sites are: pubs, clothing stores etc. that individuals may be looking for when they are already out of the house and decide to make an opportunity purchase. On the other hand companies whose products are primarily long lead items or more major purchases making their sites optimised for the mobile consumer is less critical, at least in the short term, as very few individuals purchase wind turbines or driveway paving on the spur of the moment.

 

This is my submission for marketing trends #1.

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Suggested by Paul Brown
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Scotiabank targets young adults with NFC poster campaign - NFC World

Scotiabank targets young adults with NFC poster campaign - NFC World | Marketing in Motion | Scoop.it

Scotiabank’s Scene summer campaign is using state-of-the-art marketing technology to target Toronto’s young adults and movie enthusiasts. 

Near-Field Communication, or NFC, is a relatively new technology, which you may be familiar with in the form of your Credit Card’s Tap technology.  In essence, NFC is the interaction between a chip implanted in things (credit card or a NFC smart poster/ad), and an electronic device (supermarket payment terminal or cell phone). 

The Summer Scene Campaign, which used NFC technology, provided Toronto’s young adults and movie enthusiasts the opportunity to win or earn movie tickets by Tapping or Scanning one of the 80 Scene Smart Posters around Toronto with their NFC enabled phones.  This is helping to create a stronger relationship with their tech-savvy young adult consumers.  The posters also provided directions to the nearest Scotiabank, where consumers could sign up for a Scene card, which in turn would capture more value for Scotiabank. 

Samsung has signed a deal with NFC to include a built-in NFC reader in their new line of phones; NFC is currently working a similar deal with Apple. 

In Japan they are using NFC to allow customers to ‘like’ things via an interactive bracelet, just by swiping it against a product.  They are also using NFC to personalize ads, as individuals walk past a NFC smart board, there is a quick exchange of data, and the board posts a customized ad for that individual. 

Here in North America, Wired Magazine featured an NFC Lexus ad, where you can place your NFC enabled phone onto the magazine, and then use it to navigate Lexus’ internal navigation/audio system.  There are countless ways that this technology can be used, but I’d like to see it used in malls, to quickly upload maps and discounts to my iPhone. 

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Rescooped by Joachim Scholz, PhD from Marketing Revolution
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Mobile Is The New Black: Make Your Social Media Mobile Friendly

Mobile Is The New Black: Make Your Social Media Mobile Friendly | Marketing in Motion | Scoop.it
Are you reading this on your mobile device? The probability is likely, considering there are currently 6 billion (and growing!) active mobile devices in the world, and companies continue to tailor their marketing to the small screen of your iPhone.

Via Brian Yanish - MarketingHits.com, Martin (Marty) Smith
Joachim Scholz, PhD's insight:

The first phase of the trend towards mobile is in full swing, and it is time to adapt your marketing strategies for it. Resizing facebook ads, making it more visual and so on are the obvious things to think about, but there is also a second revoultion wrapped in the first: The move to (mobile) content marketing.

 

To oversimplify: Consumers watch big screens, but they touch small ones!

 

So the marketing communications you put on consumers' phone screens needs to be much more content oriented, something your consumers will voluntarily seek out. Being a service star in getting consumers the right coupon is a first thing to do, but also add levels of engagement and play. Coke did a great example during the London Olympic Games (on Marketing in Motion, use the Find buttom) for which they created a music DJ/mixing app that allowed consumers to build their own soundtrack to the games and send it to their friends.

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Martin (Marty) Smith's curator insight, November 25, 2013 9:46 AM

Great mobile / social Tips Scooped by Brian Yanish (@MarketingHits) including:


* Resize your Facebook posts No bigger than 620 x 320

* Choose Facebook Ads wisely

* Make it visual

* Turn up the content

* Get smart about couponing

* Take advantage of Twitter

* Upload to Instagram

* Utilize Email Marketing

My favorite is getting smart about couponing as that tip can make a real difference to your bottom line especially at this time of year.


Be careful not to have "battling coupons" where one deal wipes out another an check coupon websites like Retail Me Not to make sure they are up to date and don't have old coupon codes that don't work anymore since there is nothing more frustrating than trying to get a deal that is dead.


Suggested by Ben Keefe
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How to Make the Most of Mobile Local Search

How to Make the Most of Mobile Local Search | Marketing in Motion | Scoop.it

Geodemographic segmentation has been frequently used by brands, as it is able to combine traditional segmentation tactics – geographic, demographic, and psychographic – and target a consumer group whose interests align (based on location + previous search activity) with what the brand has to offer. Traditionally, geodemographic targeting has taken place primarily on the internet, and is based on the consumer’s location and previous internet search activity. However, a new platform is becoming integral in the geodemographic targeting strategy of brands: mobile.

 

Given that consumers spend countless hours on their smartphones, the mobile local search is giving smaller companies a chance to target key local consumers, and cater to their interests based on their search activity (on their phones) and their location. This form of targeting is easy to measure for these companies, and can allow smaller companies to compete with bigger brands by implementing a highly targeted strategy for their business. One caution with this strategy is that many consumers may find it intrusive and resist this form of targeting. However, geodemographic targeting’s ability to combine data with consumer activity, and target advertising activity to local behaviours and activity is giving small companies an edge.

  

Ben Keefe, 05993950, Comm335-2, targeting, segmentation, geodemographic, mobile, advertising

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Julie Robsin's comment, September 24, 2013 3:58 AM
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Scooped by Joachim Scholz, PhD
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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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Suggested by Paul Brown
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Burberry’s Success Story with building relationships through social media integration via Salesforce.com

Burberry’s Success Story with building relationships through social media integration via Salesforce.com | Marketing in Motion | Scoop.it

Luxury brand Burberry uses the salesforce.com platform to deliver rich and exciting retail and runway experiences that are social and mobile first.  They are providing quick chat responses around the clock and ‘Mobile First’ events to prove that their social and mobile customers are important to them; by doing so, they are increasing customer relationships and loyalty. 

 

“You have to create a Social Enterprise today,” says Burberry CEO, Angela Ahrendts, which is why Burberry was one of the first to create a social networking chat platform.  BurberryChat provides associate responses to customer queries in less than twenty seconds.  Also, high executives from the company take time each week to post videos for their mobile followers about new initiatives and products. 

 

The release of Burberry’s salesforce.com has taken their customer relations to the next level.  When a customer agrees to opt into the service, it tracks what is in their carts, what customizable items they have created, what they have purchased in the past, and what they have shared online with their friends.  In-store sales associates can then use that information to better assist customers in finding exactly what they are looking for. 

 

Burberry has also featured several innovative ‘Mobile First’ events, where followers can watch exclusive Burberry fashion shows on their mobile devices prior to its television release.  Ahrendts mentions that “this is how customers live, they wake up with their phone in their hand, and life begins.”

 

Burberry is creating a competitive advantage by leveraging social and mobile marketing techniques to strengthen their customer relationships and loyalty.  Beyond bolstering loyalty, it will be interesting to see if they use the information they gather to promulgate personalized advertisement in order to generate further income, or if they decide to hold themselves to a higher standard. 

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Suggested by Kathryn Moore
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Will consumers accept in-store mobile communications?

Will consumers accept in-store mobile communications? | Marketing in Motion | Scoop.it

marketingmag.ca/news/marketer-news/infographic-canadians-want-in-store-mobile-offers-but-only-if-theyre-relevant-84006

 

“…don't let anybody kid you. It's all personal, every bit of business.” – Mario Puzo, The Godfather

 

Creating a highly personalized and compelling customer experience that serves to drive business results is the challenge for marketers.  When executed correctly in-store, real-time, mobile marketing provides yet another vehicle to optimize customer loyalty and satisfaction and capture value.   

 

Data suggests that mobile, tech-savy shoppers are more receptive to receiving personalized promotions on their smartphones as long as these promotions enhance the shopping experience.  The challenge is in correctly identifying and leveraging individual consumer insights through such hyper-targeted mobile marketing campaigns.  The days of ‘spray and pray’ are over. 

 

Heightening the customer experience includes promoting complementary product lines.  Retailers should take note that seventy-one percent of customers surveyed identified that they would make a purchase if presented with a promotion on their smartphone for a complementary product; perhaps a coordinating hat and scarf to accompany the new coat you are purchasing.  Delivering mobile notifications tailored to customer needs while clients are in-store will drive profitability as long as the customer feels that the business truly understands his or her requirements.

 

Marketing success and the ability to speak to clients on a one-on-one basis drives sales when executed correctly.  However, marketers need to be warned - get it right or risk damaging the customer experience, relationship and, ultimately, the ability to capture value – because, in business, its all personal.

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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 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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Scooped by Joachim Scholz, PhD
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6 Digital Marketing Trends You Can't Afford to Ignore

6 Digital Marketing Trends You Can't Afford to Ignore | Marketing in Motion | Scoop.it
Digital marketing is changing the marketing landscape at light speed. There is a new era of online marketing strategies and platforms that are guaranteeing change and innovation in the way customers find us.
Joachim Scholz, PhD's insight:

There are some interesting trends in digital marketing listed in this short article, and many of them deserve more unpacking both from a marketing communication and a consumer behavior / trends perspective. How come consumers, often seen as being suspicious of marketers and advertisers, sudenly are claimed to want marketers to understand their daily context better? How can companies benefit from consumers' content curation efforts? How can content curation be integrated with other marketing communications? And what opportunities for mobile marketing are opened up with location aware, flexible QR codes? How does mobile advertising differ from traditional advertising? At the end, all of these trends are about connecting with a customer who is constantly on the move. No, markting isn't dead, but it is in motion.

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