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 Karl Michaud
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Esurance – Watch Our TV Commercials

Esurance – Watch Our TV Commercials | Marketing in Motion | Scoop.it

Check out the latest Esurance commercials to discover how we're built to save you money on car insurance and why our customers love us.

Joachim Scholz, PhD's insight:

Karl Michaud's insight:

 

“Geico, 15 minutes can save you 15% or more on car insurance” - few would argue that Geico’s campaign is not a huge success.  So what is the competition to do?  What should be their advertising strategy to compete? In Marketing: An Introduction, Gary Armstrong states that “Advertising strategy consists of two major elements: creating advertising messages and selecting advertising media.”  Later, Armstrong states that a major obstacle to effective advertising is the ability to “break through the clutter.” 

 

Esurance’s latest advertising strategy not only “breaks through the clutter,” but also targets Geico’s current and future customer base.  The Esurance web page link is at: http://www.esurance.com/commercials

 

Esurance, like many companies is advertising on TV, the internet, twitter, and has a blog, Further; Esurance has an extensive PR campaign that targets the LBGT community, veterans, and communities in general.  Also, Esurance offers an online tool that predicts whether gas prices will rise or fall.  Despite all these efforts, the most effective part of Esurance’s overall strategy (advertising strategy and PR plan) rests with their advertising message.

 

The Esurance link has a number of TV and internet commercials that depicts different situations with different people but the message remains, “. . . just like her car insurance.  But 15 minutes for a quote isn't how it works anymore. With Esurance, 7.5 minutes could save you on car insurance. . . Meet Larry, HD holdout. He saves time by not rewinding DVDs — which is crazy. Kinda like taking 15 minutes for a quote. With Esurance, 7.5 minutes could save you on car insurance.”

 

In essence, Esurance has high-jacked Geico’s message.  In so doing, Esurance will reach the same customer base as Geico, “breaking through the noise” in a highly effective and efficient manner, which is half the battle.

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Suggested by Ross Tansley
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Ron Burgundy Blitzes Your Media

Ron Burgundy Blitzes Your Media | Marketing in Motion | Scoop.it

Ron Burgundy is everywhere. There is no escaping him. The fictional 70s title character in the 2004 movie “Anchorman: The Legend of Ron Burgundy,” played by Will Ferrell, has taken over.

Joachim Scholz, PhD's insight:

By Ross Tansley

 

“Anchorman II” recently released in theaters went a step further than the traditional motion picture advertising tactics such as releasing a trailer that previews the movie.  The main character, Ron Burgundy, a news anchor, brought the character to life by appearing on news casts, sports shows, commercials and interviews all while staying in character. 

 

Public relations was the key opposed to the traditional movie trailer as a way of advertising the movie; giving people a taste of the movie and leaving consumers wanting more is exactly the same as a movie trailer. However, using public relations captures consumer attention in a new way by creating a “buzz” which ended up going viral on social media sites, which was most likely the intent. By using social media, maximum exposure was achieved to geographically disbursed consumers at relatively no cost; not only people who happened to be watching the news at that time would see the promotion.  Moreover, this new promotion tactic will be more memorable to consumers than a traditional movie trailer and the “hype” will have a longer lasting effect.

 

This nontraditional tactic was very smart because it is possibly the first of its kind, but also because of the difficulty of duplication. This would not have worked without having an already well known character (movie must be a sequel with a well-defined main character) and the character’s profession must be something that can be translated into real life such as a news anchor.  It would be very hard for characters in “The Hobbit” or “Lone Survivor” to actually perform the same occupation in real life as they do in the movie.  It is hard to tell if this intensive marketing campaign made a significant impact on ticket sales. However, Ron Burgundy is defiantly a household name in North America.

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Pre-launch publicity on a low budget | Analysis | Marketing Week

Pre-launch publicity on a low budget | Analysis | Marketing Week | Marketing in Motion | Scoop.it

Prince and Beyoncé are experts in ‘spontaneous’ marketing, each launching albums with little or no warning. So how can brands from other sectors use the ’no publicity is huge publicity’ mantra?

Joachim Scholz, PhD's insight:

Steve's Insight:


Evolving communications technologies, especially social media, offer companies a plethora of opportunities to generate interest and reach audiences. In a marketing space so full of clutter, marketers and public relations professionals are challenged with getting their messages to stand out.

 

This article examines how social media is being used to promote new products. With examples of the music, book, and automotive industries, we are given insight into how social media has created new and innovative opportunities to not only attract attention, but to get consumers engaged in the process. Inviting fans to a surprise concert via Twitter, holding a digital book-signing on Facebook, and launching video teasers of advertisements on YouTube, are all ways in which social media is being worked into integrated marketing communications strategies for various brands and products.

 

Social media in the digital age has changed the dynamic of promotion. The article highlights how marketers can shift from the massive product launch event (with a lot of pre-promotion) to more engaging and spontaneous activities that can provide a steadier stream of consumer engagement.

 

The added benefit is that using social media is cheap. The promotion required in advance of a major launch was typically a massive expense with money poured into advertising and the event set-up itself. Social media allows marketers to communicate directly with customers (or fans) – and let’s face it, they’re going to be the first in line for the product anyway. These tactics also serve to build that fan base, like in the David Beckham book-signing, which only grows the number of people receiving your messages directly.

 

The direct engagement of social media brings new opportunities at lower cost to an integrated marketing communications strategy. It also enables the personal communication that consumers now come to expect – all while building better brand relationships.

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Radhika's curator insight, March 16, 2:43 AM

Extremely innovative use of social media as a medium to reach out to fans and engage consumers. Especially found it smart that at his book signing David Beckham used a stylus to sign straight onto his fans timelines - In turn branching out into the wider society through various cultures. 

Lili Wang's curator insight, March 17, 3:10 AM

This article is great as it allows readers to get a better perspective of what is expected as well as the effective methods that could be conducted when launching a new product. It is important for social media to continuously come up with innovative ideas and opportunities in order to grab the consumers attention, making them have the desire to purchase the product. In the past, music celebrities usually releases a couple of single before the album itself in order to build some anticipation so fans will be more willing to pay for the price of the album, this is now different because markets have changed, there is now much more of a bespoke approach to each album release. Social marketing media tools have been used through out the years in order to attract consumer attentions, such as inviting fans to a surprise concert via twitter, digital book signing on facebook as well as video teaser advertisements on YouTube in order to promote this new album. Therefore the importance of social media and developing an integrated marketing communications tool is significantly important when trying to launch a new product.

 

 

 

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Differentiate Or Die: Boring Banks Need Brand Personalities

Differentiate Or Die: Boring Banks Need Brand Personalities | Marketing in Motion | Scoop.it
Consumers view most banking brands as undesirable and undifferentiated, making the battle cry ‘Differentiate or Die’ more relevant than ever for financial institutions.
Joachim Scholz, PhD's insight:

This article explores the banking industry, which is one of the most undifferentiated industries. Most banks score similar on consumers' perceptions, with virtually identical brand personalities that emphasize being organized, serious and sensible. 

Maybe it is time for banks to think about adopting some more unique brand positionings and personalities, as outside competition is a very real risk. For example, think about how Google Wallet is already eating into the banks' bread and butter business (electronic cash), and how PayPal has transformed the way we transfer money. And lets not forget peer-to-peer lending!

 

In order to stay competitive, banks have to become more focused on delivering value to their customers that goes beyond functional aspects such as low interest rates and long opening hours. They have to build relationships with consumers that are built on a shared purpose, excitement, and positive experiences. Here are four things the author of this article suggests banks to focus on:

 

Have Clarity of Purpose – Have an inspiring purpose that goes beyond financial transactions and makes a real difference in people’s lives.Inspire Connections – Focus on winning people’s hearts, not just their wallets.Focus on the Future – Harness technology to help re-invent people’s money lives.Create Experiences – Use every touch point to reinforce your brand’s purpose and personality.
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Sophie SAARTAVE's curator insight, February 14, 3:43 AM

A good survey showing that the old-age perception of the bank to be "conservative" in order to "credible" is no longer relevant with their customer's expectations

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You're richer than you think

You're richer than you think | Marketing in Motion | Scoop.it
Scotiabank's tag line is the most recognized among banks in Canada, with an 85% recall among consumers — a little controversy can sometimes be a good thing, perhaps

Via David Warnke
Joachim Scholz, PhD's insight:
David Warnke's insight:

Scotiabank's 'You're richer than think' tagline pays off

 

It's my love-hate relationship with Scotiabank (love their mortgage rates, hate their service) that pulled me to investigate their all too commonly known "you're richer than you think" marketing campaign. The 2012 article by Holly Shaw published in the Financial Post showed the bank's marketing campaign is shifting its focus slightly from the Boomers to the Generation Xers. 

 

The article highlights some of the early controversy of the marketing campaign's tagline, in particular with the Millennials, shown when the odd one threw a beverage in theatres during the recession. There was reason for the frustration; in 2009, youth unemployment was reported around 15%, close to double the national unemployment rate. Scotiabank quickly adjusted the campaign's focus to emphasize the bank can help maximize ones' dollars. This message resonates with all generations, in particular the Boomers who hold the bulk of Canada's savings, as many are approaching or in retirement. Scotiabank's persistence to stay the course with the tagline and shift the marketing plan paid off, despite a little controversy.

 

It appears the time (2012) was right for another shift in the marketing campaign focus. The article highlights the fact that the Canadian banking sector is stable and reliable, which makes it hard for customers to distinguish between brands. Therefore, banks need to distinguish themselves beyond rates. Scotiabank's new approach was to redefine wealth in terms of relationships and experiences, both of which resonant better with Xers and Millennials. The focus on experience is an approach that MasterCard has embraced. A competing brand, the Toronto-Dominion Bank (TD), has also recognized the requirement to go beyond rates, with marketing focused on providing longer hours and better service. By focusing on relationships and experiences, Scotiabank is hoping to emotionally connect with its clientele, an assured method of sustaining the bank's prosperity. 

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David Warnke's curator insight, January 25, 7:09 PM

Scotiabank's 'You're richer than think' tagline pays off

 

It's my love-hate relationship with Scotiabank (love their mortgage rates, hate their service) that pulled me to investigate their all too commonly known "you're richer than you think" marketing campaign. The 2012 article by Holly Shaw published in the Financial Post showed the bank's marketing campaign is shifting its focus slightly from the Boomers to the Generation Xers. 

 

The article highlights some of the early controversy of the marketing campaign's tagline, in particular with the Millennials, shown when the odd one threw a beverage in theatres during the recession. There was reason for the frustration; in 2009, youth unemployment was reported around 15%, close to double the national unemployment rate. Scotiabank quickly adjusted the campaign's focus to emphasize the bank can help maximize ones' dollars. This message resonates with all generations, in particular the Boomers who hold the bulk of Canada's savings, as many are approaching or in retirement. Scotiabank's persistence to stay the course with the tagline and shift the marketing plan paid off, despite a little controversy.

 

It appears the time (2012) was right for another shift in the marketing campaign focus. The article highlights the fact that the Canadian banking sector is stable and reliable, which makes it hard for customers to distinguish between brands. Therefore, banks need to distinguish themselves beyond rates. Scotiabank's new approach was to redefine wealth in terms of relationships and experiences, both of which resonant better with Xers and Millennials. The focus on experience is an approach that MasterCard has embraced. A competing brand, the Toronto-Dominion Bank (TD), has also recognized the requirement to go beyond rates, with marketing focused on providing longer hours and better service. By focusing on relationships and experiences, Scotiabank is hoping to emotionally connect with its clientele, an assured method of sustaining the bank's prosperity. 

 

David Warnke

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Super Bowl Ads 2014: Reviewing Leaked Commercials

Super Bowl Ads 2014: Reviewing Leaked Commercials | Marketing in Motion | Scoop.it
Several companies have leaked their full-length advertisements for Super Bowl XLVIII ahead of FOX's Sunday, Feb. 2 broadcast...
Joachim Scholz, PhD's insight:

Just three days before the event, this webpage reviews the already leaked Super Bowl ads, including some teasers that I am discussing in my other post on this board.

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Prankvertising: Are Outrageous Marketing Stunts Worth the Risks?

Prankvertising: Are Outrageous Marketing Stunts Worth the Risks? | Marketing in Motion | Scoop.it

I cannot help but think that the face of advertising has changed in many ways in recent years from free social media marketing to good and bad media stunts. Companies are going to extremes as they vie for our business using a form of advertising known as “prankvertising” via viral videos of pranks designed to draw our attention to a brand or company. 

This article discusses how and whether “prankvertising”  is worth it. “Prankvetising” is achieving its intended use, it is getting us talking and sharing the videos with our friends and family who in turn do the same via social media.  After all we all love a good prank. “Prankvertising” grabs our attention, makes people laugh and cuts through the clutter and complexity of modern media. These trending viral videos are eventually picked up by mainstream media. The article discusses that the ultimate goal of “prankvertising” is getting the video onto traditional mainstream media.  Once a prank advertisement is picked up by traditional media, it allows companies to reach millions of people without the same financial investment required of television commercials and other advertising ploys.  It amuses and leaves consumers with a memorable impression which is forever linked to the brand or company.  “Prankvertising” cuts through the continuous advertising noise that consumers are bombarded with daily.  I am not sure that I will ever forget the devil baby prank or the alien crop circles.  Admit it. You know which pranks I talking about. Is it worth the risk? So far it is, but this begs the following questions: “What will happen when “prankvertising” crosses the line and enrages consumers?  Will it spell the end of a company or brand?”

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How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter | Underwire | Wired.com

How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter | Underwire | Wired.com | Marketing in Motion | Scoop.it
Amid all the million-dollar commercials that ran during the Super Bowl on Sunday, Oreo pulled off a marketing triumph by capitalizing on the game's blackout on Twitter.

 

As Super Bowl 2014 approaches, I cannot help but think of the ingenious real-time marketing that Oreo and its marketing team, 360i, did last year during the Super Bowl blackout. 

This article discusses the emergence of real-time marketing and how Oreo embraced it. Real-time marketing in social media allows companies or brands to interact directly with consumers.  Oreo’s marketing team and company executives converged during to Super Bowl capture consumers’ reaction to the event much like a newsroom to respond to any online feed generated by the Super Bowl. No one could have anticipated the blackout, but Oreo used it to engage audiences everywhere.  Oreo’s Super Bowl tweet, “You Can Still Dunk in the Dark”, instantly grabbed consumer recognition and praise for its innovation. The tweet was not only embraced by consumers but actively engaged them, since they chose to share the message with their friends and family via social media.  It was Oreo’s quick reaction which has pushed real-time marketing to the forefront pushing other marketers to find a way to reach out and engage with audiences.  After all it was not the 4M, 30 second ads that consumers were talking about during or after the game, but Oreo’s tweet.

Oreo’s tweet was an ingenious demonstration of how social media allows companies to use real-time marketing to connect to consumers. In 2014 the cost of a Super Bowl commercial will cost approximately 4.5M for a 30 second spot which allow businesses who can afford it to connect with a record number of consumers.  After all even those who do not watch football, watch the Super Bowl for the commercials (myself included). I cannot wait to see who will top Oreo's real-time marketing and how they do it.

With all this talk of Oreos and real-time marketing, I suddenly have the urge for an Oreo.

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Nurse Next Door revamps brand image | Marketing Magazine

Nurse Next Door revamps brand image | Marketing Magazine | Marketing in Motion | Scoop.it

 

 

http://www.marketingmag.ca/news/marketer-news/nurse-next-door-revamps-brand-image-39099

http://www.youtube.com/watch?v=RdGM7htvlsQ

 

In late 2011, Marketing Mag published an article from the VP of Marketing at Nurse Next door (NND) about revamping the company’s image.  NND realized that it could stand out from its competitors with a brand refresh that portrays both the company and its clients as vibrant, fun loving and caring.  The company is a home healthcare service that operates franchises in all majors Canadian cities (except Quebec) and is increasing its presence in the United States.  NND is somewhat of an anomaly in the home health care industry, which tends to be dominated by small, localized companies.

 

Jean-Luc Rioux's insight:

 

On the demographic side, NND’s marketing effort is focused on baby boomers that account for about one-third of Canada’s population, who control over 50 percent of the country’s wealth.  These baby boomers want to live life to the fullest and think young no matter how old they are.  NND new branding resonates particularly well with this market segment as the services offered by the company make seniors’ lives better enabling them to stay in their home.

 

NND positions themselves apart from the competition by truly understanding the marketplace and the customer needs.  In addition to the physical needs such as food preparation services and personal support, NND goes beyond expectations by meeting social and self-fulfillment needs.  As seen on the video, how many healthcare companies would go the extra miles and bring their patients’ swimming?  NND is all about answering the customer’s need and they will bend over backward to make the senior’s dream a reality.

 

In a world of fierce competition, NND has positioned themselves as a brand leader in the Home health care industry and as the baby-boomer grow older, they are poised to continue their massive success for years to come.

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Coca-Cola’s New Corporate Website Aims to Refresh the World Through Storytelling

Coca-Cola’s New Corporate Website Aims to Refresh the World Through Storytelling | Marketing in Motion | Scoop.it

Humanities love for storytelling dates back to early civilization when ancient paintings lined cave walls. Today storytelling is at the heart of our families, communities, and cultures. This love for storytelling has inspired companies such as Coca Cola to combine stories into their marketing strategy.  “Coca Cola Journey” is Coke’s new corporate website that aims to engage with their customers through liquid and linked storytelling. Dedicated to the customers journey with Coca Cola, the site includes stories that represent their brand mantra of “living positively”.  The content is dynamic and customer driven recognizing that people are key to the brand’s success.

 

Everyone loves a story, but for marketers storytelling is more complicated as content must engage with consumers while promoting the brand. Coca Cola holds a higher standard for content, as they strive for what is referred to as liquid and linked content, which refers to content that flows freely but is not separate from other stories linking business objectives to consumer interests. For this reason consumer feedback and site data are vital for ongoing success in future content planning.  Coca Cola’s consumer centric approach has resulted in the development of a highly engaging site that resonates with its consumers by providing them with stories and content that adds value and significance to their lives, increasing site views and content syndication through content sharing.

 

The aim of marketing is not to sell a product but to satisfy customer needs and build relationships, which in return helps to capture value from customers (Armstrong et al., 2013, pp. 6). The success that Coca Cola has achieved through liquid storytelling is attributed to the company’s ability to understand their customer needs, wants, and demands helping them to develop quality content for their customers increasing customer value in return.

 

Armstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. (2013). Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada.

 

(Trend 1 submission)

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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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The Power of Images in Social Media Marketing - Sendible insights

The Power of Images in Social Media Marketing - Sendible insights | Marketing in Motion | Scoop.it

In this article Jayson DeMers argues that marketers and business have forgotten the old maxim “a picture is worth a thousand words” (my words) and that sites that are primarily visual content are an area not for forget when constructing your social media marketing.  He commences with a discussion of the limited attention spans of the modern consumer due to the competing demands on their attention and the ways to either increase your share of their attention or to be able pass your message more rapidly through a combination of visual media and text as opposed to text, even well written text.  

 

The article ends with a discussion of the “new” social media sites Pinterest, Instagram and Tumblr which are primarily visual media as opposed to Facebook and Twitter and Google+ which were originally text based media.  As briefly mentioned in the article each of these sites has developed followings in different demographics and therefore companies should examine all the social media options prior to investing in creating content on any of them so as to properly target your potential consumers as opposed to the general population or even worse market segments who have no interest in your product.

 

The goal of any marketer should be to gain as much of the attention of potential consumers as possible and an effective way to do so is with imagery.  An excellent example of this is the fact that National Geographic still does advertisements using the image from the cover of its June 1985 issue, the picture of a young Afghan girl in a Pakistan refugee camp.  Even almost 30 years later the look in the young girls eyes still draws people to wanting to read national geographic.

 

This is my submission for marketing trends #3

 

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Netflix Is Going to Rule TV After All | Wired Business | Wired.com

Netflix Is Going to Rule TV After All | Wired Business | Wired.com | Marketing in Motion | Scoop.it
From the depths of a fading DVD-by-mail business, Netflix CEO Reed Hastings and company have transcended the movie rental market they helped to kill to take on television itself.
Joachim Scholz, PhD's insight:

Netflix's amazing turn-around from a dying DVD rental distributor to a content producing powerhouse is one of the most interesting company and marketing stories these days. From a Marketing 101 perspective, how did Netflix achieve this feast? The answer is simple: Netflix did what every company has to do if it wants to be successful. Netflix listens to and understands its customers.

 

One of the first things marketers have to do is to understand trends in consumer behavior and society. In Netflix's case, it was the rising popularity of binge watching and the desire to watch content anytime and anywhere on any device. The traditional media houses have only a limited 168 hour week to put content in front of the viewers eyes, and they still insist on mostly determining when (the TV programming) and where (the TV) the viewer is going to watch the porgram.

 

But Netflix does not have viewers, it has users. And Netflix lets its users decide when, how much and on what device its users consume their content. This includes even making shows like House of Cards (original Netflix content) available for binge watching as they are first released.

 

From the article: The "most powerful taunt to traditional television has been Netflix’s full embrace of binge-watching. Despite the rise of on-demand and DVRs, the traditional television business still depends on dictating to viewers when they should sit down and watch. By putting all the control in the hands of its now 44 million users, Netflix has shown that it understands what people want and is leading its rivals in delivering."


By understanding and orienting its business model to these emerging consumer trends, Netflix was able to become a truly customer oriented company that offers superior value. In addition, Netflix also generates deep consumer insights about viewing habits and interests, which allows them to produce Emmy winning shows (not discussed in this article).

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Oscars host Ellen DeGeneres poses for Samsung sponsored selfie, but tweets from her iPhone

Oscars host Ellen DeGeneres poses for Samsung sponsored selfie, but tweets from her iPhone | Marketing in Motion | Scoop.it
Samsung's promotional efforts to pose celebrities at the Oscars next to its products took an embarrassing turn when the host of the event, Ellen DeGeneres, tweeted before, during and after the event from her iPhone.
Joachim Scholz, PhD's insight:

Samsung has used celebrity endorsement for quite a while to market their top smart phones, but the difficulties are immense when it comes to something so inherently social as smart phones. Ellen DeGeneres, Franz Beckenbauer, and David Beckham could easily tell the world how much they love Kellog's Corn Flakes, but if they ate muesli in their home no one would really know. But not so much with smart phones, and Samsung struggles that they pay top dollars to celebrities to endorse Samsing phones but then go on and tweet and take pictures with iPhones.

 

 

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Grant Epstein, MBA's curator insight, March 5, 3:51 PM

Umm, WHOOPS!

Jiamei Li's curator insight, August 15, 1:35 AM

This is an interesting topic for marketing communication barrier. The Oscar host made Samsung's promotional efforts fail to communicate the right information to the target audience such as post unclear selfie. The worse thing is the host using iPhone to tweet.It seems to help iPhone to promote their product instead of promoting Samsung. It is marketing communication barriers, The marketer of Samsung lack of the right marketing promotional strategies by carefully design the process which make them waste of money and embarrass the brand image. 

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Loblaws takes PC Plus Canada-wide | Marketing Magazine

Loblaws takes PC Plus Canada-wide | Marketing Magazine | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

Steve's insights:

 

If major companies want to remain competitive, mobile marketing is one train on which they have to get on board. Loblaws has coupled mobile marketing with its new PC Plus rewards program. The promotion for the program featured commercials with Galen Weston, the now famous head of the Canadian retailer. The rewards program keeps track of customer purchases, offering extra rewards for certain items. Using algorithms, it determines purchasing patterns and predicts when the customer may need to replenish items. All this is driven towards direct marketing on a level as personal as most consumers have seen.

 

Truly leveraging mobile marketing, Loblaws has made its PC Plus mobile app the keystone of the rewards program. The app helps take a personalized rewards program and brings it right into the consumer’s hand. Through the application, users can store their rewards card number, receive personalized offers, build shopping lists (and even organizes personalized recipe ingredients), and manage their account including keeping track of transactions.

 

PC Plus embraces mobile marketing to help Loblaws build an almost personal relationship with its customers. This type of exchange helps the company build on its value proposition by not only offering what consumers what, but when they may likely want it.  

 

Aside from the benefits of direct marketing, this rewards program also offers a tremendous amount of data for the retailer. Having the ability to track purchases and predict when a customer needs a new item also enables the company to directly market those items to the consumer.

 

As with many new mobile marketing initiatives, there are often questions surrounding privacy. However, the growing millennial demographic tends to be more forgiving in this field than older generations. Perhaps this is the creation of opportunity for companies like Loblaws.

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Erika Kettlewell's curator insight, September 22, 1:49 PM

We are studying companies in our Communications Planning course, and I chose Loblaws. This is a great example of something the PR program in the company would have been working on. Not only does the point system help customers but how it works, by tracking each customers buying habits, allows the company to make marketing decisions on what products to bring into the store and what promotions will bring in more consumers.

 

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Packaging design: 45 inspirational examples | Packaging | Creative Bloq

Packaging design: 45 inspirational examples | Packaging | Creative Bloq | Marketing in Motion | Scoop.it
Packaging is something we're bombarded with on a daily basis. So creating an eye-catching packaging design that can be reproduced for years is a real challenge, especially with many companies now wanting to create biodegradable or renewable packaging. Now more than ever, packaging design matters.
Joachim Scholz, PhD's insight:

The packaging can do so much more than just protecting the product. It can inform, enchant, and excite. This blog shows you 45 examples of how a good package design can contribute to the overall value proposition of a product. So enjoy and look through them, remembering that the first P (yes, it is "product") has more room to play with than we often assume.

 

As a bonus, the student who showed me this page (thanks Paul!) also gives a summary of another article that explains what consumers look for in packaging:

1) Eye-Catching Appearance.

2) Well considered design, and aesthetically pleasing shape and colour.

3) Functionality; closure mechanism, portioning, see-through window, etc.

4) Innovative; novelty has exceptionally strong appeal.

5) Material; cardboard is often the material of choice for customers, it is easy to stack, and environmentally friendly.

6) Efficient communication; easy, informative messaging on products.

7) Multisensory appeal.

8) Appropriateness; packaging is of the same quality as the product. 

9) Value; product in classy packaging are popular among consumers. 

10) Additional Benefits; being able to use the packaging for something else afterwards.

(http://www.interpack.com/cipp/md_interpack/custom/pub/content,lang,2/oid,7773/ticket,g_u_e_s_t/~/Product_packaging_plays_an_important_role_in_the_marketing_mix.html)

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Yasmina @Zetes's curator insight, February 20, 6:16 AM

A good manner to differentiate your product offering!

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How to Turn Selfies (and Puppies) Into High-End Retail Sales

How to Turn Selfies (and Puppies) Into High-End Retail Sales | Marketing in Motion | Scoop.it
Brands such as Lancome, Coach, and West Elm are crowdsourcing product shots by harvesting amateur photos from social platforms for marketing
Joachim Scholz, PhD's insight:

Insight by James Donnelly:

 

The Marketing Trend considered for the first review is the emergent “crowd sourcing” techniques that are being employed in various degrees of effectiveness.  Crowd sourcing is definitely a double-edged sword, in that today’s electronic realms allows an idea to become viral and extremely effective (such as WestJet’s 35 million and counting Christmas Miracles, http://www.youtube.com/watch?v=zIEIvi2MuEk) or disastrous as we’ve seen all too often.  From a core definition, crowd sourcing is obtaining a service, idea or content by soliciting a large group of people, in particular online communities.  The WestJet example demonstrated the marketing reach available via crowd sourcing, even if the result far exceeded the expectations.


The benefit of crowd sourcing in marketing is the inclusion of the customer in the process, the reduction of overall advertising cost and the marketing reach as demonstrated in Business Week.  Many corporations are using online pictures and user generated content for marketing campaigns.  The article illustrates how Lancome (make-up) and Coach (handbags and shoes) use customer content submitted by Twitter for marketing.  Customers gain recognition for their content, are included in the branding and this quote “The path to purchase has evolved tremendously, and consumers are much more likely to trust their peers than a brand”.  A key factor is that the corporations monitor the submissions and only 5% of submissions are used – this is a control of quality and content.


Although there is the danger of negative publicity, research finds that when used correctly it enables engaged customers to inspire others to try the brand.  Results indicate it increases the odds of purchase from 5-12%.  My perception is that it addresses the 80/20 Pareto principle (http://www.forbes.com/sites/davelavinsky/2014/01/20/pareto-principle-how-to-use-it-to-dramatically-grow-your-business/) when managed properly – if 20% of customers represent 80% of sales/profits, why not allow that engaged 20% champion the brand to like-wise minded customers?

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Joachim Scholz, PhD's comment, February 13, 10:44 AM
There is certainly a who reference group effect going on. Also very interesting to see the discussion on what images have the biggest effect: unfiltered to further increase authenticity, which is the whole name of the game and one of the main reasons why retailers are so eager to use user generated photos. And cats, of course...
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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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11 Social Media Marketing Predictions to Watch for 2014

11 Social Media Marketing Predictions to Watch for 2014 | Marketing in Motion | Scoop.it
Social media predictions for 2014: Discover what social media pros predict for the year ahead.

 

Social media marketing has recently leveled the field for many small businesses who compete against larger companies. 

This article provides a list of how social media marketers expect the world of social media marketing to change in 2014:

1.            The Resurgence of Advertorial

2.            Employee Advocacy

3.            Facebook Forces a Strategic Refocus

                    a. Become more useful in the news feed.

                    b. Wisely integrate other marketing channels

                    c. Finally start that blog you’ve been talking about

4.            Social Networks Develop A/B Testing Tools for Brands’ Organic Updates

5.            Pay to Play

6.            Fusion Marketing and Fusion Dashboards

7.            Social Storytelling Will Shift

8.            The Age of Advocacy

9.            Paid Social Becomes a Requirement for Social Media Marketers

10.          Brand-Owned Network List-Building Matures

11.          Interactive Video Becomes Viable

 Being new to marketing and social media, my first look at the list made me wonder what it all meant for companies big and small.  Each point was effectively described and in some cases a how-to that companies could use to adapt to the changing face of social media marketing. The most overwhelming point that many of the social media marketers demonstrated was the shift from free social media marketing to the necessity for companies to either use paid social media or use employees and a bank of loyal customers who can spread the word. The list above was hardly surprising, since it was only a matter of time before companies large and small would be required to pay for social media marketing or have their message lost in the noise of social media.  Question is: Will new social media will continually be created to circumvent current social media’s demand for marketing dollars?

Joachim Scholz, PhD's insight:

My hope is that 2014 will also finally be the death to the "social media is free" myth!

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This Is An 'NSA-Proof' Smartphone

This Is An 'NSA-Proof' Smartphone | Marketing in Motion | Scoop.it

Silent Circle has identified a recent significant social concern and is using it to promote a new product.  Consumers today are increasingly dissatisfied with the way that personal data is being collected about our daily lives through our interaction with the internet, and particularly now our use of smartphones.  In response, Silent Circle and hardware partner Geeksphone are making the Blackphone. 

 

The Blackphone will compete with other top smartphones including Apple and Samsung in terms of functionality, price, and style, but it offers the promise of online and mobile anonymity.  It is this hook of regaining lost privacy that Silent Circle is using in this very sophisticated culturally based marketing campaign.  The campaign itself will feature traditional and social media elements.  There will be a product launch in Barcelona; interest is being raised through online technical forums, and Silent Circle plans the use of webinars, direct mail and email campaigns, and online and social media advertising. 

 

What is interesting from a marketing perspective is the focus on dystopian loss of privacy and new sense of exposure that we feel today.  Silent Circle’s strategy; it’s tag lines, YouTube videos, and public interviews focus much more on the social threat  than on the functional bells and whistles that will be part of the Blackphone. This cultural capital trickle down approach to marketing focuses on a new and disturbing social trend and aims to hook many users with the idea of a return to a place of lost security and anonymity that many had thought might be a thing of the past.  The strategy leans heavily on the Edward Snowdon incident which might have been a social catalyst for the right to privacy and a turning point in our cultural direction.

Joachim Scholz, PhD's insight:

Really interesting! This company does a great job of grasping the opportunity that is presented in the NSA scandal

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Joachim Scholz, PhD's comment, February 12, 12:34 PM
From a Holt and Cameron "Cultural Strategy" (2010) perspective, I however would argue that this is more a strategy of provoking ideological flashpoints than a trickling down of cultural capital. But otherwise very interesting to link this to this book!
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WALMART WINS AGAIN: Consumers Refuse To Start Buying Things They Don't Need Despite The Improving Economy

WALMART WINS AGAIN: Consumers Refuse To Start Buying Things They Don't Need Despite The Improving Economy | Marketing in Motion | Scoop.it
Recession teaches everyone that spending isn't the key to happiness.

I am not sure that I would refer to the recent recession as the “Great Recession”, however it has been profound and impacted, not only Canada, but the world profoundly.

This article discusses how the recent recession has changed not lonely how consumer shopping behaviour has shifted to discount stores, such as Walmart, and private labels.  This shift in consumer behaviour is not expected change since consumers remain concerned over how they choose to spend their hard earned money. As consumers move more to private labels, they are discovering that these private labels are just as good as or even better than some brand name products. As consumers become more frugal and on the search for the best bargain, companies are changing the way that they do business in order to capture market share. Walmart has pushed many of its suppliers to be more sustainable through providing concentrates, reducing packaging, and suggesting small changes in how companies create their products to reduce transportation costs,

In the era where consumers are driven to change their spending habits through necessity rather than choice, companies must be innovative in finding ways to build brand experience in conjunction with price to create customer loyalty or risk losing market share. This long lasting recession has left an impression on many consumers, so much so that their frugal habits will not be easily forgotten when the world economies recover.  Question is: “How will other companies continue to respond to the new normal?”

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The Rules To Play By: Gamification in marketing | Marketing Magazine

The Rules To Play By: Gamification in marketing | Marketing Magazine | Marketing in Motion | Scoop.it

Marketing: It’s all about games!

 

Gamification is the “use of game thinking and game mechanics in non-game contexts to engage users in solving problems.  It is applied to improve user engagement, return on investment, data quality, timeliness, and learning (Wikipedia).”  In recent years, gamification has been widely applied in marketing to connect with consumers.

 

As highlighted in the article, gamification is not only about video games but also about using game mechanics such as reward offerings and “community status.”   The example of Foursquare was provided where badges were offered and members could become the mayor for frequently visiting a location.  Although gamification gained popularity since 2009, it is predicted that by 2014 80% of gamified applications will fail to meet business objectives due to poor designs.

 

In order to be successful, several recommendations were offered by senior executives in industry.  Firstly, the gamified application must use existing consumer behaviors and then reward it and not try to create new consumer behaviors.  Secondly, it must provide meaningful rewards for consumers and must offer high value propositions.  Thirdly and I would offer the most important, the brand must understand its customers and provide an experience that makes them want to participate more.  It was also suggested that the brand must focus on the experience with the product as opposed to the product itself. 

 

In all recommendations above, the consumer is the focus with a clear understanding of wants and needs.  In addition, the consumer experience must be considered in order to create a successful application.  With a sizeable gaming market, it is expected that gamification will continue to be a major trend in marketing.  Not just a trend in itself, gamification represents a fusion of four marketing trends: social media usage, the mobile revolution, big data in marketing, and wearable computer gadgets.

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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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9 Signs Of A Healthy Brand - Customer Relationship

9 Signs Of A Healthy Brand - Customer Relationship | Marketing in Motion | Scoop.it

It’s amazing who we forget and how quickly. I don’t remember any of the people on the bus last week. Who did I ride home with last Thursday? My mind goes blank. It’s nothing personal – it’s simply that I have no reason to remember them. Or they me.

 

Exactly the same for most transactions that take place between people and brands. People get what they’re looking for, and then they go.

 

If you ask the people responsible for running brands what customers they want, they’ll often say “as many as possible” or “people who spend a lot” or this age group or that ethnic group – but that’s not what they really want at all. Because, when probed, they have no idea who they want as customers. They’ll take anyone whose buying. They just want the money.


Via Russ Merz, Ph.D.
Joachim Scholz, PhD's insight:

Many of these 9 signs can be readily seen violated in current brand crises, which offers an interesting angle on the phenomenon of brand relationship - or on how easy it is to tarnish it.

 

For example, take "3. Openness – facts and opinions are shared" and relate it to BPs deepwater leak a few years ago or the recent Liberty Industry leak in West Virginia. Or "6. Confidence – people believe in themselves and each other", which is lost when a Lululemon CEO violates to what a brand stands for.

 

From this perspective, these 9 items on the list are more than signs. They are more like check marks brand managers have to meet in order to build long-lasting brand relationships. 

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Russ Merz, Ph.D.'s curator insight, January 25, 12:21 PM

If a #brand engagement is memorable, credible and emotionally energized then the brand-customer relationship provides value to customers.

Leilani Verona Steffany's curator insight, April 3, 6:10 AM

Without brands you wouldn't be able to sell your products and services. Without brand communication people wouldn't  know about what your brand has to offer in value, benefits and attributes etc. However in this day and age we are constantly being bombarded by advertisements every where we turn. Therefore people tend to avoid ads at all cost (Zipping, Zapping, clocking etc). This article explains the importance of brand and consumer relationships and how you can measure/ predict a healthy consumer and brand relationship by making sure it incorporates the 9 signs below

 

1. Consistency 

2. Integrity 

3. Openness 

4. Humor 

5. Delight 

6. Confidence 

7. Time 

8. Endorsement

9. Value

 

I think these 9 steps are all relevant and important in regards to building, and maintaing a healthy brand and consumer relationships, and that these  principles can be accomplished through a marcoms program, with the help of different communication deciplines to help fulfill aspects of the list! #KeepconsumerswithIMC

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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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