Trend Alert
3 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Rescooped by Sónia Araújo Pereira from Integrated Brand Communications
Scoop.it!

A 'marketing as utility' case study from Nivea | Shane O Leary

A 'marketing as utility' case study from Nivea | Shane O Leary | Trend Alert | Scoop.it

I’ve spoken before about the power of marketing as utility. In an era in which the importance of ‘traditional’ advertising is being depreciated, brands are unsure where to place their media budget and cynicism is rife amongst the consumer base, creating value in your marketing efforts is key. This is the basic premise of content marketing after all.

 

Smart brands are taking ‘marketing as utility’ into the mainstream, creating products and apps, or fusing traditional ideas with a new purpose designed to make life a little bit easier for their consumers.

 

It’s certainly a powerful space to play in as, al else being equal, you’re more likely to go with a brand that has offered you something useful before.

 

Nivea have previous experience in ‘marketing as utility’, and this is a nice example of understanding existing behaviours (searching for tutorials on YouTube) and leveraging them.

 

As part of an overall campaign entitled ‘Wingman’ Nivea created a host of short YouTube vids designed to make men aware of simple ‘lifehacks’.

 

A really smart, simple campaign designed to increase brand equity in a novel way and to make men feel a little closer to the skincare brand.


Via Russ Merz, Ph.D.
more...
Russ Merz, Ph.D.'s curator insight, February 16, 2014 1:28 PM

This article contains some examples of how #brands can use the concept of "marketing as utility" to build brand equity through attention getting content.

Marketing Utile's curator insight, December 2, 2015 6:24 AM

This article contains some examples of how #brands can use the concept of "marketing as utility" to build brand equity through attention getting content.

Rescooped by Sónia Araújo Pereira from digital marketing strategy
Scoop.it!

Give mobile marketing a 'push' [Infographic] | Responsys New School Marketing Blog

Give mobile marketing a 'push' [Infographic] | Responsys New School Marketing Blog | Trend Alert | Scoop.it

Responsys recently commissioned a mobile marketing survey of 1,200 U.S. consumers and found that 68 percent of consumers who have downloaded apps, have enabled the push notifications. Among younger consumers (18-34 year olds), it’s nearly 80 percent. As you’ll see in the infographic below, push is a channel that marketers should not be ignoring.

 

What makes push such an interesting marketing vehicle is that while it’s primarily used today for interacting with consumers via smartphones and tablets, push can be applied to any device that’s equipped with an app. As Responsys’ SVP of Emerging Channels Michael Della Penna discussed in aprevious blog post, by 2020, there will be 75 billion devices connected to the “Internet of Things.” In this scenario, push emerges as an important technology that will enable marketers to expand the reach of their communications.

 

The catch of course is that marketers must prioritize the customer experience – and their preferences – above all else. A sure fire way to sour a customer relationship is to send an unwanted or irrelevant push notification to a highly personal device, like a smart watch. Smart marketers will get a head start on this future reality by understanding how to orchestrate push with other marketing channels and optimize the holistic customer experience.


Via Russ Merz, Ph.D., Jesús Hernández, John van den Brink, malek
more...
Russ Merz, Ph.D.'s curator insight, February 5, 2014 7:27 PM

Study results show that 68% of app owners, use "push" notifications. However, it is unclear if that usage rate is related to "why" they downloaded the #app. The reported findings also suggest a strong #crosschannel aspect to #mobile message usage.

malek's curator insight, February 6, 2014 8:57 AM

Why Push alerts?

Push alerts will grow in importance as a channel for applications to communicate with and re-engage users.

Let me state that in theory, push notifications seem elegant, a way to prompt a mobile user at the right place, at the right time, regarding the right piece of information

Ray Fowler's curator insight, February 7, 2014 2:30 AM

The "Internet of things" has radically changed the way we work, think and play and everything is only an app away. Digital interaction is now 24/7

Rescooped by Sónia Araújo Pereira from International Marketing Communications
Scoop.it!

Marketing Lessons From Emerging Markets

Marketing Lessons From Emerging Markets | Trend Alert | Scoop.it
Successful marketing examples from emerging markets teach us many a lesson in getting the basics right. Let's take Indonesia for example. While Coke is the beverages leader globally, it is NOT so i...

Via Paul Squirrell
more...
Paul Squirrell's curator insight, January 9, 2014 11:05 AM

Here are some interesting insights as to why and how, global strategies and creative output need to adapt for different markets - especially those markets that are developing fast and perhaps the environment is somewhat different to the domestic one.  A little research goes a long way.

Scooped by Sónia Araújo Pereira
Scoop.it!

Why brands fail to connect with Twitter users - iMediaConnection.com

Why brands fail to connect with Twitter users - iMediaConnection.com | Trend Alert | Scoop.it
Hashtags are here to stay!
more...
No comment yet.
Rescooped by Sónia Araújo Pereira from Business Brainpower with the Human Touch
Scoop.it!

Why You Spend More Hours at Work When Your Relationship Is Going Well

Why You Spend More Hours at Work When Your Relationship Is Going Well | Trend Alert | Scoop.it

Do people in bad relationships escape to the relative sanctity of the office and devote more time to work, as has been hypothesized? Just the opposite, says a team led by Dana Unger of the University of Mannheim in Germany. People put more time in at work when their intimate relationships are going well, cutting back in order to invest in their relationships when things aren’t smooth at home, the researchers found in a diary study of 154 dual-earner couples. A healthy relationship at home gives people emotional, cognitive, and physical vigor, which allows them to put in more hours at work.


Via The Learning Factor
more...
The Learning Factor's curator insight, February 16, 2014 8:12 PM

A healthy relationship at home gives people emotional, cognitive, and physical vigor, which allows them to put in more hours at work.

Rescooped by Sónia Araújo Pereira from Digital Marketing & Communications
Scoop.it!

How to fuel your SEO in 2014?

How to fuel your SEO in 2014? | Trend Alert | Scoop.it
SEO in 2014 will be more comprehensive than ever before. Learn how to align your strategies for better ranks in 2014.

Via Alex Butler
more...
Liz Papagni's curator insight, December 23, 2013 10:44 AM

Today, SEO isn't just about keywords and phrases, it's about content and influence to maximize  budgets and results. 

Roger L. Gill's curator insight, December 27, 2013 1:51 PM

Short Take  on SEO for 2014.

Nathalie Prinet-Houairi's curator insight, January 16, 2014 12:27 PM

Le SEO toujours et encore

Scooped by Sónia Araújo Pereira
Scoop.it!

Why Social Media Listening Is Important for Brands

Why Social Media Listening Is Important for Brands | Trend Alert | Scoop.it
Listen up! The key to social media success for brands is ... listening. Are you missing out on opportunities to increase revenue and sales? Here are some real cases that illustrate why you should be listening to your audience on social media.
Sónia Araújo Pereira's insight:
Please, just listen the audience...
more...
No comment yet.