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 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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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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Scooped by Joachim Scholz, PhD
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Washington: A world apart

Washington: A world apart | Marketing in Motion | Scoop.it
A world apart: One-third of Zip codes in the D.C. area are considered ‘Super Zips’ for wealth and education
Joachim Scholz, PhD's insight:

Not really a new or surprising phenomenon, but this is an interesting map to have: How rich are the different zip codes in the US? Obviously this is important for geographic segmentation, which experiences a renaissance with mobile marketing.

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Suggested by Jeremy Vincent
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Dell reinvigorates marketing to tackle PC decline | News | Marketing Week

Dell reinvigorates marketing to tackle PC decline | News | Marketing Week | Marketing in Motion | Scoop.it

This article explores Dell's new marketing campaign which is in retaliation to declining PC sales. Dell has set up a number of laptops and tablets in Heathrow Airport which allows users to understand first-hand how Dell and Windows 8 can make their business run more efficiently. Dell recognized that "chucking money at TV ad is easy", but not necessarily effective. The company has integrated this experimental campaign with a complementary social marketing campaign. 

                Dell’s target audience is business travellers who may be looking to upgrade their obsolete technology within their own companies. By having users test the technology risk-free (and without a heavy investment of time since we all spend a lot of time waiting around at an airport anyways), Dell is firmly planting itself within the buyer’s evaluation of alternatives. Additionally, Dell is utilizing the experience Windows 8 and touch screens offer to attract potential buyers. As we learned in class, experience and branding go hand-in-hand. Finally, this marketing strategy reinforces the notion that traditional marketing is no longer effective and new methods must be used to capture the buyers’ attention. It will be interesting to observe if this new and modern marketing technique allows Dell to meet their goals.

 

(Jeremy Vincent, 06096528, Comm335-1, segmentation, experience, branding, article)

Joachim Scholz, PhD's insight:

nicely link to class concepts, though I rather would connect displaying Dell computers in the airport to the information / need recognition phase, not the evaluation of alternatves. you mention that customers might want to upgrade their obsolete technology: if they are not aware yet that windows 8 is out and that it is helping them in their business, this campaign rather aims at need recognition. Similarly, trying out a product risk free is part of the information search phase. but well done otherwise!

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