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Communicating in pictures: The rise of the image

Communicating in pictures: The rise of the image | Marketing in Motion | Scoop.it

"And the future of image marketing is just around the corner: Travel companies will show albums from happy visitors. B2B companies will show installations with their products built in, overlaid with data on the products and places involved. Marketers will encourage consumers advocates to take pictures of their happy purchases and experiences, and share them. As NFC tags proliferate, someone can just tap something they buy, see images of how people use the product and submit their own.

 

But intelligence about pictures can be even more powerful. By stimulating consumers to share pictures, marketers can learn more about how consumers are using their products to help develop new products."

Joachim Scholz, PhD's insight:

It has been many years since my MSc advisor Dr. Jonathan Schroeder, then at the University of Exeter, today residing at the Rochester Institute of Technology, has started talking about visual consumption. With the proliferation of connected cameras, social media and other emerging technology (e.g., NFC tags), this article argues that the flood of pictures that is taken every day will be more and more used by companies in their communication efforts and product development. 

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Yvonne Chung's curator insight, January 16, 2013 7:14 PM

No wonder I spend all my time on Pinterest. Fb's 1-billion dollar acquisition of Instagram doesn't seem so crazy now.

 

The power of striking visuals is the fastest & most engaging medium of communication: infographics, animations, memes. As the digital world rewrites all standards of quality content and communication, images proves to be clearly the core content of future marketing. Will word be dead?

 

Joachim Scholz, PhD's comment, January 26, 2013 4:30 PM
Its kind of the continuation of a longer last trend. Check out old ads from the 30s to 50s: much more text oriented and informative.
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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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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THE SOCIAL-MEDIA DEMOGRAPHICS REPORT: Differences In Gender, Age, And Income At The Top Networks

THE SOCIAL-MEDIA DEMOGRAPHICS REPORT: Differences In Gender, Age, And Income At The Top Networks | Marketing in Motion | Scoop.it
Older social networks are reaching maturity but there are still distinct demographic skews, as newer messaging apps pick up users.
Joachim Scholz, PhD's insight:

Some interesting stats about some of your favourite social media networks:

 

1) Facebook is still the top dog (no surprise here, but there is a "but" coming...)

 

2) BUT: Instagram has more prestige amongst US teens, who describe Instagram as "most important"

 

3) Youtube reaches more adults aged 18 to 34 than any single cable TV network!!

 

The last one is really the big one for me. There is a documentary on youtube, where else, which describes how all of the sudden the younger age segment became a youtube nation. This presents wonderful opportunities for marketers.

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Case Study – Lynx Excite's Fallen Angel Campaign

Case Study – Lynx Excite's Fallen Angel Campaign | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

Lynx dreamed up an interactive advertising that used Facebook details to personalize its online video campaign. Their engagement stats are impressive: 80,000 new facebook fans.

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Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media) | Campaign@Cannes

Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media) | Campaign@Cannes | Marketing in Motion | Scoop.it
Consumers are more influenced by word of mouth in buying decisions than by print media, TV and movies, brand websites and even social media. That is the
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Why That Video Went Viral

Why That Video Went Viral | Marketing in Motion | Scoop.it
Researchers are beginning to explore the motivations that turn a link, like a video of a firefighter saving a kitten, into click bait. It didn’t work for one site that reported that the kitten eventually died.
Joachim Scholz, PhD's insight:

Interesting article for thinking about how to make content go viral, but nothing new or detailed here: Big emotions make people share content, maybe, as Jonah Berger theorizes, because sharing is a release valve to balance out the heightened arousal.

 

"For many people, sharing seems to be a way to process the highs and lows they feel while consuming content online. Mr. Berger, who studied the Times articles, conducted a follow-up study in which he instructed one group of students to jog in place for 60 seconds before going online, while a comparison group rested before logging on.

The runners were more than twice as likely as the sedentary group to email the same article, he found. Why? Because they were already physiologically aroused, Mr. Berger theorizes, and forwarding or liking something serves as a form of release."

 

Alternatively, sharing can be driven by ego-construction motives, which would explain why so many people share posts without reading them themselves.

 

So, to get content viral, ramp up the emotions and make sure that this allows people to present themselves in a positive light. 

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Telekinetic Coffee Shop Surprise - YouTube

Telekinetic Coffee Shop Surprise - YouTube | Marketing in Motion | Scoop.it
What if telekinesis was real? How would you react? Our hidden camera experiment captures the reactions of unsuspecting customers at a New York City coffee sh...
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Green marketing

Marketing can be a solution to the environmental crisis, and clever marketers realize that it is in their best interest to be truly "green." This presentation discusses why green marketing and production processes are a key competitive advantage, and how marketers can successfully market "green" products.

Joachim Scholz, PhD's insight:

This is something close to my heart.


Marketing in Motion curates insights on the massive changes in the marketing landscape that are happening all around us. Many of these occur in the communications space, others in branding, and this is where most of the content is curated here on Marketing in Motion.


But marketing is also in motion on a more conceptual-philosophical-societal plane, and this is in how green marketing or sustainable marketing becomes more and more integrated at the core of how we do marketing. Similar to how the idea of building strong relationships with consumers (instead of transactional marketing) has become a main mantra of contemporary marketing thought, the idea of incorporating sustainability into the core business practices to generate a competitive advantage is moving from an alternative marketing philosophy to THE marketing philosophy. Slowly, but steadily.


To nail home this point, I am sharing my own guest lecture on Green Marketing here. Please check it out, like, and share.

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Joachim Scholz, PhD's curator insight, April 14, 12:48 PM

Green marketing or sustainable marketing becomes more and more integrated at the core of how we do marketing. Similar to how the idea of building strong relationships with consumers (instead of transactional marketing) has become a main mantra of contemporary marketing thought, the idea of incorporating sustainability into the core business practices to generate a competitive advantage is moving from an alternative marketing philosophy to THE marketing philosophy. Slowly, but steadily.

 

To nail home this point, I am sharing my own guest lecture on Green Marketing here. Please check it out, like, and share.

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KFC - Timeline Photos | Facebook

KFC - Timeline Photos | Facebook | Marketing in Motion | Scoop.it
We heard someone was hungry for more chicken.
Joachim Scholz, PhD's insight:

KFC pokes fun at themselves and Game of Thrones by picking up one of the key scenes in Game of Thrones S04E01 (see also the video right next to this from Kimmel Live). I saw this 9 hours after it was posted on KFC's Facebook page, and then it had 520 likes and 102 shares (mine included). First of all, this is an amazing like-to-share ratio, and I will be interested to see how much more traction KFC will get with this.

 

Second, from the comment it is not clear that everybody gets the reference, which is totally fine, as so many Game of Thrones fan jump up at the occasion and explain what is going on in the comments.

 

One thing that I think is missing from this brilliant campaign is to coin a hashtag with this image, for example #feedthehound. KFC missed out on owning that hashtag, and therefore there is some missed opportunity to fuel and direct the meme that will without a doubt take down the internet in the next couple of weeks.

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Kraft's New Campaign Wants You To Believe That Kraft Singles Come From Farms

Kraft's New Campaign Wants You To Believe That Kraft Singles Come From Farms | Marketing in Motion | Scoop.it
Just don't call them cheese. Inside the food science behind Kraft's new artisanal branding.
Joachim Scholz, PhD's insight:

This is a nice photo show on how Kraft carefully brands its Singles cheese product as an artisan product. Believe it or not.

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GM Says Facebook Ads Don't Pay Off

GM Says Facebook Ads Don't Pay Off | Marketing in Motion | Scoop.it
In May 2012, Facebook was going to have its initial public offering (IPO). At the time, anything related was big news as the market was trying to assess the future value of the stock. What grabbed me about this story is its authors appeared to raise the question as to whether social media marketing was worth it? The internet has been praised for changing the marketing game, in particular with regard to its ability to enable companies to directly market to customers. One only has to look to Amazon for proof.In the spring of 2012, GM's frustrations over the assessed value of marketing on the social media site saw it pull out its paid advertising. One would think a $10 million dollar investment would yield some measurable results but everything is relative. This only represented a small portion of GM's $1.8 billion dollar advertising budget for 2011. For this relatively small investment, it begs the question why not give Facebook more time. By comparison, Kia Motors, who raised similar concerns, increased their budget.The frustrations GM had speaks to the fundamental challenges of marketing - how does a company measure its return on a marketing investment. While I was hoping for some significant insights on the value of social media marketing, limited were to be found in the article. One that I gleaned, however, is that it appears that GM persisted in trying to use the social media site as mass marketing tool rather than as tool to gain customer insights or strengthen the brand's image. As the article mentions, it is hard to ignore the fact that Facebook offers access to one of the largest audiences in the world. Maybe the most compelling evidence that social media marketing has value is the fact that GM has recently returned to Facebook as a paid advertiser.In May 2012, Facebook was going to have its initial public offering (IPO). At the time, anything related was big news as the market was trying to assess the future value of the stock. What grabbed me about this story is its authors appeared to raise the question as to whether social media marketing was worth it? The internet has been praised for changing the marketing game, in particular with regard to its ability to enable companies to directly market to customers. One only has to look to Amazon for proof.In the spring of 2012, GM's frustrations over the assessed value of marketing on the social media site saw it pull out its paid advertising. One would think a $10 million dollar investment would yield some measurable results but everything is relative. This only represented a small portion of GM's $1.8 billion dollar advertising budget for 2011. For this relatively small investment, it begs the question why not give Facebook more time. By comparison, Kia Motors, who raised similar concerns, increased their budget.The frustrations GM had speaks to the fundamental challenges of marketing - how does a company measure its return on a marketing investment. While I was hoping for some significant insights on the value of social media marketing, limited were to be found in the article. One that I gleaned, however, is that it appears that GM persisted in trying to use the social media site as mass marketing tool rather than as tool to gain customer insights or strengthen the brand's image. As the article mentions, it is hard to ignore the fact that Facebook offers access to one of the largest audiences in the world. Maybe the most compelling evidence that social media marketing has value is the fact that GM has recently returned to Facebook as a paid advertiser.General Motors plans to stop advertising on Facebook after determining its paid ads had little impact on consumers. The news comes just days ahead of Facebook's IPO.

Via David Warnke
Joachim Scholz, PhD's insight:

Insight by David Warnke:

 

In May 2012, Facebook was going to have its initial public offering (IPO). At the time, anything related was big news as the market was trying to assess the future value of the stock. What grabbed me about this story is its authors appeared to raise the question as to whether social media marketing was worth it? The internet has been praised for changing the marketing game, in particular with regard to its ability to enable companies to directly market to customers. One only has to look to Amazon for proof.

 

In the spring of 2012, GM's frustrations over the assessed value of marketing on the social media site saw it pull out its paid advertising. One would think a $10 million dollar investment would yield some measurable results but everything is relative. This only represented a small portion of GM's $1.8 billion dollar advertising budget for 2011. For this relatively small investment, it begs the question why not give Facebook more time. By comparison, Kia Motors, who raised similar concerns, increased their budget.The frustrations GM had speaks to the fundamental challenges of marketing - how does a company measure its return on a marketing investment. While I was hoping for some significant insights on the value of social media marketing, limited were to be found in the article. One that I gleaned, however, is that it appears that GM persisted in trying to use the social media site as mass marketing tool rather than as tool to gain customer insights or strengthen the brand's image. As the article mentions, it is hard to ignore the fact that Facebook offers access to one of the largest audiences in the world. Maybe the most compelling evidence that social media marketing has value is the fact that GM has recently returned to Facebook as a paid advertiser.

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David Warnke's curator insight, March 29, 9:39 AM

Wall Street Journal - Business

By Sharon Terlep, Suzanne Vranica and Shayndi Raice

Updated May 16, 2012 2:45 a.m. ET


In May 2012, Facebook was going to have its initial public offering (IPO). At the time, anything related was big news as the market was trying to assess the future value of the stock. What grabbed me about this story is its authors appeared to raise the question as to whether social media marketing was worth it? The internet has been praised for changing the marketing game, in particular with regard to its ability to enable companies to directly market to customers. One only has to look to Amazon for proof.

In the spring of 2012, GM's frustrations over the assessed value of marketing on the social media site saw it pull out its paid advertising. One would think a $10 million dollar investment would yield some measurable results but everything is relative. This only represented a small portion of GM's $1.8 billion dollar advertising budget for 2011. For this relatively small investment, it begs the question why not give Facebook more time. By comparison, Kia Motors, who raised similar concerns, increased their budget.The frustrations GM had speaks to the fundamental challenges of marketing - how does a company measure its return on a marketing investment. While I was hoping for some significant insights on the value of social media marketing, limited were to be found in the article. One that I gleaned, however, is that it appears that GM persisted in trying to use the social media site as mass marketing tool rather than as tool to gain customer insights or strengthen the brand's image. As the article mentions, it is hard to ignore the fact that Facebook offers access to one of the largest audiences in the world. Maybe the most compelling evidence that social media marketing has value is the fact that GM has recently returned to Facebook as a paid advertiser.

David Warnke

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Understanding youth attitudes to social media | Marketing Magazine

Understanding youth attitudes to social media | Marketing Magazine | Marketing in Motion | Scoop.it
Understanding youth attitudes to social media, Young people now have mixed feelings about social media, so brands must proceed with caution, advises Sophie Maunder-Allan, group strategy officer at VCCP. | Marketing Magazine
Joachim Scholz, PhD's insight:

 

Insight by Kathryn Moore:

 

This is a cautionary tale for all marketers.  

 

Brands are successful insofar as they create a positive brand experience for their customers.  The brand experience, either positive or negative, is the result of the cumulative customer experience over multiple points of contact with the brand.  Communicating brand messages via social media is common practice for marketers wishing to engage with this youthful demographic.  However, current research suggests that we may not truly understand how our digital natives really feel about social media; and, it is time to debunk the myth.  

 

It is a commonly held belief that our adolescents are,“…antisocial cyberbullies who lock themselves in their bedrooms, becoming pale, spotty and incompetent in rare face-to-face social situations”.  The current research suggests that this assessment couldn’t be further from the truth.  Rather, it appears that our youth feel anxious, stressed and trapped by social media.   As our digital natives, they are at the leading edge of technology adoption and receive little guidance about how and when to use these technologies, or, as the author asserts, “They are being left, literally, to their own devices – often a multitude of them.”   The message for marketers is that continued bombardment of brand messages on social media may make this demographic react negatively to the brand.  Our youth, it appears, actually value real brand connections and experiences.  

 

The more things change, the more they stay the same; it would appear that our young people are as misunderstood as previous generations.  For marketers, this message serves as a cautionary tale - communicating brand messages through social media to our digital natives could end up doing more harm than good. 

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Quick-Service Restaurant Chains ~ Mobile Marketing Draws Customers

Quick-Service Restaurant Chains ~           Mobile Marketing Draws Customers | Marketing in Motion | Scoop.it

Quick-service operators increasingly have the ability to target their customers right where they are. The industry’s use of mobile marketing has grown exponentially over the last two years, and marketers are projected to spend $1.2 billion on mobile display advertising (not including smartphone apps, mobile coupons, and other mobile ads) by 2014, according to eMarketer.

Joachim Scholz, PhD's insight:

Insight by Andre Savard:

 

In an era dominated by digital consumerism and heightened demand for convenience-based goods and services, many quick-service restaurant chains, such as Subway, Domino’s Pizza, and Burger King, are ramping up their mobile marketing campaigns to leverage digital technologies in effort to better connect and interact with the right consumers, at the right time, and in the right place.

 

Reliant on speedy delivery, quick-service restaurants have launched a series of new mobile marketing tools to enhance the consumer experience and streamline the conventional restaurant-consumer transaction by allowing consumers to create, pay, and submit their orders virtually using their mobile devices.  Subway has developed an interactive mobile marketing tool that allows consumers to create and order their own sandwich via a virtual production line, and in turn designate a pick-up location and time to avoid in-store lines.  Similarly, Domino’s Pizza connects with consumers through a new mobile tool that provides direct user updates throughout the entire pizza preparation process, including who is making the pizza.   Further, geo-location technology is being incorporated into many mobile marketing campaigns as a means to improve the delivery of advertisements toward targeted consumers who are within a store’s vicinity.  For instance, Burger King’s “geo-aware” mobile marketing campaign, “Free Fries Friday”, successfully leveraged user location data to tweak advertising through targeted banner ads; results revealed a 3.21% click-through user rate, as opposed to an average 0.33% by other direct marketing mobile campaigns.  

 

Although mobile marketing tools and advertisements are gaining traction among quick-service restaurant chains, marketers must remain cognizant that consumers continue to be bombarded by countless marketing ploys each day, hence the delivery and appeal of such mobile marketing is critical to success.  Thus, marketers must develop mobile marketing campaigns that seek to generate customer value; otherwise, efforts will be construed by consumers as merely mobile spam.

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Adobe Systems - "the Cloud's" digital and mobile marketing

Adobe Systems - "the Cloud's" digital and mobile marketing | Marketing in Motion | Scoop.it

Adobe Systems announced “the next generation” of Adobe Marketing Cloudofferings at the 2014 Adobe Summit: The Digital Marketing Conference. Here's a breakdown of how the company is expanding its personalization, mobile, and core services within the Marketing Cloud.

Joachim Scholz, PhD's insight:

Insight by K.P. Page

 

In this article, Ms Dupre discusses Adobe Systems’ upgraded Adobe Marketing Cloud, which expands Adobe’s focus on personalization, mobile and, breaking with the article’s title, core services. 

 

“Personalization” is targeted towards two categories – consumers and clients.  Adobe Target Premium is a self-learning algorithm that collects and analyses consumer behaviour across digital and mobile channels.  Adobe Experience Manager is focused on integrating sites, assets, communities, adaptable forms and mobile apps to provide clients with an integrated repository to develop future marketing strategies.

 

“Mobile” recognizes that consumers are spending up to three times more on mobile devices than on websites and that app users tend to have stronger brand loyalty and recognition.  To leverage this, Adobe Systems expanded mobile targeting through tracking user behaviour data, measuring returns on investment, sending push notifications based on consumer locations and re-engaging clients who stop using a particular app.

 

“Core Services” describes maximizing the Cloud experience through what is referred to as multichannel optimization by building profiles, sharing assets and providing a mixed marketing platform across the digital and mobile platforms.  For the consumer, the focus is tailored marketing. For Adobe’s marketing clients, the focus is accessible and integrated information.

 

The article provides insight into the level of sophistication and commitment Adobe Systems has dedicated to CRM.  The data-mining and analysis serve both the consumers through customized profiles and Adobe’s clients through access to a single repository to streamline processes and better inform marketing strategies.  The “relationship” in CRM is evident in the focus on re-engagement if the consumer stops using an app – there does, however, need to be a balance to avoid annoying the consumer. 

 

Linking back to the article’s title, the only marketing threat is to companies which don’t keep pace with Adobe Systems’ focus on the consumer, the client, and media trends. 

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Social Media Update 2013

Social Media Update 2013 | Marketing in Motion | Scoop.it

A study by the Pew Research Center

Joachim Scholz, PhD's insight:

This report is from last year, but it is useful to have it handy until the PewResearchCenter brings out its new report in December 2014. 

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The Top 7 Social Media Marketing Trends Dominating 2014

The Top 7 Social Media Marketing Trends Dominating 2014 | Marketing in Motion | Scoop.it
Would it surprise you to learn that some experts believe Google+ is on its way out, that MySpace is making a last-ditch attempt to re-engage users, or that Foursquare is in the middle of a radical overhaul? Late last year, I made some predictions for social media trends in my article, [...]
Joachim Scholz, PhD's insight:

Jayson DeMers revisits seven predictions about social media he did for 2014 a few months back. One of the greatest takeaways is certainly that he was spot on with the importance of image-centric and video-centric networks. The year of the selfie and the ubiquitous #icebucketchallenge videos testify to the robustness of this trend.

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"F*^% You Airbnb": What Some New Yorkers Really Think About The Company Everyone Is Talking About

"F*^% You Airbnb": What Some New Yorkers Really Think About The Company Everyone Is Talking About | Marketing in Motion | Scoop.it
Sharpie-wielding Gotham residents have strong opinions about Airbnb--and they have nothing to do with vaginas.
Joachim Scholz, PhD's insight:

AirBnB is in trouble, both from legislators and from the public who are "not cool" with their neighbours sharing keys. Will AirBnB's rebranding and PR campaign help them to overcome this backlash?

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5 Rules For Crowdfunding Success From The Queen Of Multitasking Underwear (You Read That Right)

5 Rules For Crowdfunding Success From The Queen Of Multitasking Underwear (You Read That Right) | Marketing in Motion | Scoop.it
Set your goal below the actual amount you want to reach. And more counterintuitive crowdfunding wisdom from Joanna Griffiths, the woman behind Knix...
Joachim Scholz, PhD's insight:

Another great example how crowdfunding changes our NPD / innovation cycle. You can get real feedback, in the form of real money, even before production phase.

 

Also, another great example how technology fuels innovation in every industry, and refreshingly this is not an app.

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McDonald's Has a New Mascot, and It's Terrifying

McDonald's Has a New Mascot, and It's Terrifying | Marketing in Motion | Scoop.it
McDonald's has unveiled a new mascot Wednesday -- an anthropomorphic box with a huge set of teeth, called "Happy."
Joachim Scholz, PhD's insight:

Twitter's response to McDonald's new mascot.

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Etsy, Home of the Handmade, Takes On a Wholesaler’s Role

Etsy, Home of the Handmade, Takes On a Wholesaler’s Role | Marketing in Motion | Scoop.it

The company, known for its small-scale artisans and handmade goods, will help some sellers get bigger, and take a commission.

Joachim Scholz, PhD's insight:

Etsy.com is an online platform that allows thousands of small and hobby businesses

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Apple Poised to Add Four Digital Agencies, Including Huge and AKQA

Apple Poised to Add Four Digital Agencies, Including Huge and AKQA | Marketing in Motion | Scoop.it
Apple is set to hire four digital agencies, including WPP's AKQA and Interpublic Group's Huge, as well as small indie shops Area 17 and Kettle
Joachim Scholz, PhD's insight:

Apple is rather timid when it comes to advertising, spending only less than one percent (0.644%, to be exact) of its sales on advertising in 2013. While its massive brand community and the love of the online and offline media adds a lot of earned and spontaneous exposure to Apple products, the rise of its new arch rival Samsung (on the mobile hardware side) means that Apple needs to step up its game.

 

It just did so by signing on four new ad agency, mainly small ones that focus on digital marketing campaign. Apple's CMO Phil Schiller had recently a fall-out with their main ad agency TBWA/Media Arts Labs, but this does not mean they are shifting gear there completely. 

 

What it means though is that Apple will become more aggressive when it comes to its digital and social media marketing strategy. And this is good. Apple has been too silent on this front for too long, too much relying on its vibrant brand community, and only recently have we seen some more focused effort on branching out into new communication media. For example, check out the tumblr backgrounds / themes that were introduced to boost iPhone 5C sales (also on Marketing in Motion).

 

Apple has to react to Samsung's higher spending and faster growth, even though Apple still leads by pretty much every metric, because the mobile market as a whole is transitioning into the maturation phase of its life cycle. Smart phone growth has flattened out (hence the need for cheaper 5C iPhones and larger screens in -most likely- iPhone 6). And while tablet computers are in my opinion still in the growth phase (see iPad 5 adoptions outpacing iPad 4 adoptions by the factor 4 or 5), competition is stiffening up in this market as well, with Samsung offering great options, and of course Microsoft, if they get the Surface finally right (which might be by now, I haven't checked out Surface 2 yet).

 

The article in Ad Age speaks towards this brand strategy aspect at the side: 

 

"As Samsung and Apple continue the fight for market share, Samsung marketing is clearly winning for consumer love, with its cool selfies and earned media strategy. It's a rivalry that would prompt any brand to change up its marketing approach and invest in digital marketing and social media support -- an area in which Apple has been less aggressive than its competitors."


This move might also tie in with Apple's acquisition of social media search engine Topsy that Apple made back in 2013 (or 2012?). At that time, no one really knew why Topsy changed hands, and some argued to boost recommendation engines in the iTunes store or something like this. However, I then thought that this might be part of Apple's strategy to bring some more social media listening expertise and power in-house, and the expansion in digital ad agency would nicely fit with this theory.

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KFC Capitalizing on Game of Thrones - YouTube

"Game of Thrones" has started using some interesting promotional tactics to get the word out about the show, and they're working. Ratings for their season pr...
Joachim Scholz, PhD's insight:

A meme was born with the first episode of Game of Thrones' season 4. I am still trying to find out whether KFC started this meme or was just quick enough to jump on it, but in any case, I tip my hat to KFC for capitalizing on this cult show in a playful manner.

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As Nike releases World Cup 2014 commercial, a look at some of the best ads tied to soccer's biggest event

As Nike releases World Cup 2014 commercial, a look at some of the best ads tied to soccer's biggest event | Marketing in Motion | Scoop.it
Nike, of course, is the reigning (if unofficial) champion of World Cup advertising for a sweeping, brilliant commercial from 2010
Joachim Scholz, PhD's insight:

Superbowl is one of the biggest advertising events every year. Fifa World Cup is on every four years. See the difference?

 

In an age where media fragmentation makes it ever harder to reach mass audiences, big sports events are some of the last prime spots left for advertisers. Companies are charged big bucks for running their ads during the breaks, and thus it is understandable that they seek to get the biggest bang for their buck as well.

 

In the last few years, advertisers during Superbowl have discovered that the ad game begins long before the real game kicks off, and they have launched their ads (or teasers for their ads) often weeks before. This year, it is no difference with the Fifa World Cup, as NIKE has just released its first teaser for their ad. 

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Arkady Kostochka's comment, August 11, 3:32 PM
This course looks at how OODA loops can be applied to soccer. OODA loops is a decision/action model widely used in the military and by police and first responders. It is ideally suited for the complex, adversarial nature of soccer. Applying these basic ideas is the start of getting, and staying, ahead of your opponent. https://coursmos.com/course/ooda-loops-in-soccer?utm_source=seedcnv&utm_medium=social&utm_campaign=sd&utm_content=17
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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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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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How Pepsi's Grammatical Errors In Social Media Hurt Its Fight Against Coke

How Pepsi's Grammatical Errors In Social Media Hurt Its Fight Against Coke | Marketing in Motion | Scoop.it

According to a recent study, customers value proper grammar more than anything else in their social media interactions with brands.

 

That's bad news for Pepsi, which makes more grammar errors on LinkedIn than Coke, and for General Motors, which gets things wrong more than Ford.

Joachim Scholz, PhD's insight:

Insight by Ross Tansley:

 

Grammar has always been and will continue to be an important part in any type of communication. With social media growing in popularity as a channel for marketing, more ads are showing up as posts and messages to get the product’s message to the masses.  Using proper grammar can have a major impact on the effectiveness of getting the message out which goes tenfold for advertising.

The article “How Pepsi's Grammatical Errors In Social Media Hurt Its Fight Against Coke” discusses how grammatical errors can have an impact on how consumers perceive the brand.  The study conducted shows that “customers value proper grammar more than anything else in their social media interactions with brands”.  Moreover, it seems that big companies are not reviewing their social media content before it is released to the public which can have negative impacts.

 

There is an emphasis on grammar throughout our school age years and into our careers.  We are trained to pick up on grammatical errors and it is seen as something unfavorable; causing us to see a brand as unfavorable.   In addition, people will spend more time looking at the errors and completely overlook the meaning and intent of the advertisement.

 

Consumers will view the organization as unprofessional and sell a lower quality product, compared to the competition.  The article states that “the care that a company takes with its communications is often indicative of its overall attention to detail."  If they don’t put quality into their communications, how do we know they put quality into their products?

 

When comparing two companies occupying the same market and are competing for market share, promoting products through social media can be an effective way to capture the attention of consumers.  However, errors in the message will attract the wrong type of attention.

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Oreo plays off Olympic news with real-time strategy | Marketing Magazine

Oreo plays off Olympic news with real-time strategy | Marketing Magazine | Marketing in Motion | Scoop.it

Oreo is leveraging its real-time marketing know-how, and a little good fortune, to show its support for Canada’s Olympic athletes during the Sochi Winter Olympics.

 

The snack brand started its Olympic campaign with a bit of raw luck: an animated ad that features a Canadian female skier winning gold debuted during the opening ceremonies. Less than a day later, Canada was abuzz with the gold medal win for skier Justine Dufour-Lapointe, as well as a silver for her sister Chloe. 

 

Oreo has been able to amplify that good luck with some real-time marketing that has actually been in the works for months. Oreo is often credited with one of the best examples of real-time marketing, at last year’s Super Bowl when it responded to half-hour-long power outage with its “You can still dunk in the dark” Tweet.

 

“We learned to be successful at unplanned, spontaneous moments by doing a lot of upfront planning and preparation,” says Mosakos. “We have been preparing for these Winter Games for months, and we have every scenario, every possible medal moment, and every possible Tweet/post ready, as well as the internal procedural prowess to be ready.”

Joachim Scholz, PhD's insight:

Social media has transformed the marketing environment allowing companies to react to events and communicate with their customers in a matter of milliseconds. This is the new speed of marketing, and many companies are beginning to capitalize on this new marketing environment through the use of real-time marketing.

 

Real-time marketing is marketing performed "on the fly" as a reaction to unplanned and spontaneous external events and moments.[1] Oreo was the brand that proved the power of real-time response during the 2012 Super Bowl, when it obtained a significant amount of attention by quickly responding to a half hour power outage in the stadium with its “You can still dunk in the dark” Tweet, which generated over 15,000 retweets.[2] Oreo has learned to be successful at unexpected, spontaneous moments by doing a lot of upfront planning and preparation and has recently leveraged its real-time marketing know-how to show its support for the Sochi Winter Olympics. In planning for the Olympics Oreo prepared for every possible scenario, and medal moment, which allowed the brand to take advantage of a number of events including the celebration of the three Dufort-Lapointe sisters competing in one event.

 

Successful social network marketing involves making relevant and genuine contributions to consumer conversations, without being to obtrusive.[3] Real-time marketing allows brands to join the conversation and act like a real human being online, as no one wants to be friends with a brand.[4] In addition, real- time communication allows brands to provide relevant content, which is more likely to catch people’s attention and encourage them to share. Oreos ability to join in on relevant conversations online is a perfect example of how social media can be used to market a brand.

 

(Marketing Trend 3 submission)


[1] Lieb, R. (2013). Real-Time Marketing: The Agility to Leverage 'Now'. Altimeter Group. Retrieved from: http://www.slideshare.net/lieblink/report-29336695

[2] Barakat, C. (2013). Real-Time Marketing Lessons from Audi and Oreo. Retrieved from: https://socialtimes.com/real-time-marketing-lessons-audi-oreo_b142681

[3]Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. 2012. Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada. 4th Canadian edition.

[4] Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L.(2012). Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada. 4th Canadian edition.

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