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Using the Second Screen to Drive Customer Engagement

Using the Second Screen to Drive Customer Engagement | Milestone 2 | Scoop.it
Todays consumers is more likely watching TV with a tablet or a smartphone in their lap rather than a TV dinner.
Ceres Wu's insight:

This article telling the nowdays trend, that business will usng the  Screen driving customer engagement. like there“Consumers are going to decide how they want to engage, and marketers have to figure out how they're going to work around that,” says Russ Crupnick, SVP of industry analysis at NPD. “The more narrowly they target, the more specific they can get, the better the result is going to be.” In the article, there showing the percentage of The NPD Group stated that 87% of people in the United States use at least one second-screen device while watching TV. Broadcasters have leveraged this trend to romance video viewers away from time-shifting devices and PCs, teaming with app developers like Viggle to reward people for watching live broadcasts and interacting with sponsors. 87% means a huge amount in all cases.

 

 “One of our most important metrics is engagement,” says Scot Cottick, senior manager of interactive marketing at Nissan North America. “This campaign sought to solve how in-program messaging could drive users to unique content on mobile devices that synchs with the show itself, the result being to further the engagement and consumption of our brand.”

 

. “Facebook comments also multiplied during the show. It generated a unified discussion,” says Steven Habbi, senior planner at Nissan's digital agency.

 

By according these marketers saying as above, we can easily find out how populor social media in current stage. people love to see diferent things from the screen as that can create something very unique that we ever seems in real life. And, people are use to look out the information from media, its quick and easy. 

 

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Ly Bibi Shen's comment, September 23, 2013 10:00 PM
i agree with ceres that 'we can easily find out how populor social media in current stage. people love to see diferent things from the screen as that can create something very unique that we ever seems in real life. And, people are use to look out the information from media, its quick and easy.'
Felix Feng's comment, September 24, 2013 1:10 AM
I agree of what ceres said the positive side of has "second screen". "Second screen" happened based on the development of technology and change of people's behaviour. Now, people prefer gather as broad as possible of information that they interest in. So that, the second screen help them to save time. However, the other side of second screen might be consumer hardly pay attention for both screen. Therefore, media or company or whatever other source has to make itself looks interesting and catch as much as possible attention of reader.
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Content May be King, but Integration (Across Channels) is Queen

Content May be King, but Integration (Across Channels) is Queen | Milestone 2 | Scoop.it
Dispersing your content across multiple channels is a great way to reach potential customers where they spend their time. Once they have viewed your content, is your call to action clear?
Ceres Wu's insight:

This artcle shows that B2B brands hangs the marketing hats on content that tout its products,services and experts. But marketers need to know that come across content that has not been fully promoted os is not being leveraged properly in all the right places. There some great ways to ensure that the company contents is leading potential customers to inquire about the products and services.E.g. all roads should lead to your company website, which means dispersing the content across multipe channels is a great way to reach potential customers where they spend their time. Secondly, the company homepage should prominently announce the new content, like when a potential customer happens to find herself at your website’s homepage, is your latest and greatest thought leadership piece front and center. And last not the less, new content is an opportunity to keep all of the company owned channels fresh. Each new piece of content should be an opportunity to think creatively about how it can best be presented on that platform. Whether it’s that YouTube channel you can’t seem to keep current or the Facebook page that you’re unsure how to make resonate with your business, there’s always a creative way to feature it.

 

these 3 main points helps marketer better focus on integration across all media/social media and upgrade there branding, producing and consumer services.

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Ly Bibi Shen's comment, September 23, 2013 9:50 PM
i think this article is useful, it give marketers some quick ways to ensure that your content is leading potential customers to inquire about your products and services.i agree that marketers spend a lot of time, money, and effort on creating content from scratch and ensure that their valuable content reaches relevant audiences at their most frequently visited websites, in a way that ultimately takes them back to you.
Felix Feng's comment, September 24, 2013 1:36 AM
This is an useful article as well as those three points be mentioned. Yes, the content is important to the business that marketer worth to spend a lot of time and money on it. But integration is also important. So the author said if conten is king, integrationis queen. They are exist side by side and play a part together. Without integration, different channel of contents may easily become mass, and customer can not make up a mind of the offering or the brand quickly. So that, if the king want to sucess, he has to treat the queen well.
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Marketing: Social Media as Part of the Marketing Communications Mix

Overview of social media as part of a marketing communications campaign
Ceres Wu's insight:

Social media is quickly becoming one of the most widely used forms of communication. Consumers of all types (including business buyers) are regularly using social sites to educate themselves about products and services, network, find vendors and post jobs. Your company may be missing out on lucrative opportunities by not being an active part of the social network, like nowdays social lifestyle:  Facebook, Twitter and LinkedIn. people creating the connection from online,e.g. B2B and B2C.

 

Social media marketing guidelines: allow two0way communiation. Provide valuable content, refreshed frequently, picl social media platform that fit the company's brand and target customer. Marketers need to develop, post and follow that their brand is it a great fit for their audiences with what  chioces and a lot of social media performs and interviews all the times, marketers need to select the one its great fit for the brand and audiences, and for the objective try to accomplish that can be using by 4P's. 

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Ly Bibi Shen's comment, September 23, 2013 10:03 PM
i agree with that Social media marketing guidelines: allow two0way communiation. Provide valuable content, refreshed frequently, picl social media platform that fit the company's brand and target customer. i think it is very useful marketing guidelines in B2B and B2C.
Felix Feng's comment, September 24, 2013 1:45 AM
Yes, the social media marketing is a part of marketing communication mix, and it belongs to direct marketing as well. We always talked about the positive part of use social media, but ignore the negative part of it. Though in most situation, the positive effect is much bigger than nagative's, once the negative become bigger, that will take a long tome to overcome. And during that period, the lost of company may huge. So that, when we think about use social media as direct marketing, we have to consider the negative side as well.
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Infographic Are You in a Committed Relationship with Your Customers

Infographic Are You in a Committed Relationship with Your Customers | Milestone 2 | Scoop.it
Marketers need to show their customers some love.
Ceres Wu's insight:

No customer wants to feel like a short-term fling. To prove that they're in it for the long haul, marketers need to maintain a give-and-take relationship with their existing customers by generating value both for and from them. the artcle have been analysis very specific with different details showing that how important of marketers make commited relationship woth their customers and why marketers should be do this. And the reason of marketers need to committed relationship with consumer its because Acquisition and retention aren't the only marketing opposites that attract. Companies must blend their online and offline channels to spark customer love whenever, make them feel they have been treat in respect and feel they are important to us.

 

In the artcle the popularity of info graphics to attract followers, clients etc.. has become a very powerful tool.  When working on social media campaigns and even direct mailers, these types of colorful charts, and information really catch the consumers eye! 

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Ly Bibi Shen's comment, September 23, 2013 9:43 PM
i agree what ceres says that the reason of marketers need to committed relationship with consumer its because Acquisition and retention aren't the only marketing opposites that attract. Companies must blend their online and offline channels to spark customer love whenever, make them feel they have been treat in respect and feel they are important to us.
Felix Feng's comment, September 24, 2013 12:46 AM
Relationship marketing is really important to business. Only if there is a positive relationship between company and consumer, company can maximum the benefits of consumers. So that I both agree with what the authour and ceres said.
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How to integrate social media into marketing campaigns - Smart Insights Digital Marketing Advice

How to integrate social media into marketing campaigns - Smart Insights Digital Marketing Advice | Milestone 2 | Scoop.it
Ideas on integrating social media into a marketing campaign While a campaign focused on social media can add a new dimension to a campaign, large "big bang. Marketing topic(s):Campaign planning. Advice by Gavin Llewellyn.
Ceres Wu's insight:

To build in social media from the outset there will always be opportunities to integrate smaller elements of social media marketing into the framework of an existing marketing campaign that has already been approved and underway. ‘Socialising’ a marketing campaign can be an effective way of reaching new audiences and generating conversation around your brand on the back of larger-scale paid media activity.

 

The advantages of using social media to:

 

Reach out to new audiences who may be more open to engagement on social channels.

 

Stand out from the competition by doing something different from everyone else in the industry.

 

Grow influence and authority across a range of social channelsBenefit from the growing impact of social search by sharing campaign content socially.

 

Tap into your own – and external – communities across multiple social networksGenerate targeted website traffic from new sources.

 

The ‘Dumb Ways To Die’ campaign is a great example of how paid (newspaper, outdoor advertising), owned (website, mobile app) and earned (Tumblr, YouTube video, song) media can be used together in an integrated way to engage consumers and spread a key message across a number of different channels. The campaign also played to the strengths of the media it used. For example, in order to maximise the value of YouTube and the social media element, the campaign producers understood that the video needed to have a ‘hook’ that captured viewers’ attention and got them to click ‘like’ and share the content with their social networks. This viral effect not only increased the earned media attention across social media but also within search.

 

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顾佩芸's curator insight, September 26, 2013 7:00 AM

This article talk about how to integrate social media into marketing campaigns. While a campaign focused on social media can add a new dimension to a campaign, large "big bang" investments in social media within a campaign may not always be possible. The article list the reason why use social media, what are you looking to achieve, who is your target audiences, establish a theme for the campaign activity and social media channels and tactics, create a content plan. These are very helpful to you to understand how to use social media to achieve your marketing goals.

Peter Simunovich's comment, September 26, 2013 7:05 AM
I absolutly agree with your point. Integrating social media into a businesses marketing plan is a smart idea. This will increase the businesses understanding of the consumer and help to reach their marketing goals.
Wenjing Zheng's comment, September 26, 2013 9:57 PM
Some times a good used of social media can achieve your marketing goal more easier. as social media can makes business have an understanding of what are consumers need and want. The social media marketing could achieve company campaign objectives effectively.