Posts tagged marketing
Posts tagged marketing
While I didn’t get the chance to make it to CES this year, my past experience of managing Yahoo Canada’s Tech channel and more recently, consulting with Tech clients, have meant it is a conference I’ve watched closely (albeit remotely) for the last eight years or so.
The event kicks off with keynotes from major technology firms showcasing their next gen tech and is followed by a massive convention of showcases from start-ups to established consumer electronics brands. Here are the two main observations from the myriads of demos and videos I’ve watched online:
Internet of things, be GONE!: With the breadth of devices leveraging the web as part of their DNA quickly escalating, there is an expectation of the benefits the internet should bring to simplify the product experience. For example, Fuelband competitors like Atlas (http://atlaswearables.com/) that can leverage multiple sensors to pinpoint what type of activity a user is engaged in (vs. just counting steps) and then recommend improvements, and home appliances like Whirlpool’s Interactive Cooktop (http://youtu.be/6frHH5OtXU4) that simplify the cooking experience.
The integration of the internet into ‘things’ as a movement will continue, but the successful solutions will be ones that ensure their user function is focused on creating an enhanced experience vs. just having an access point to the internet. With the plethora of devices we have at hand these days, it’s a natural evolution for simplification to be the next step.
Car Re-Invention: Auto manufacturers have been integrating a slew of technology into their space for years. This year, the advent of autonomous (self-driving) cars had smart vehicles driving into press conferences and around the Las Vegas Convention Center and World Trade Center. While the likelihood of this rolling out for mass use is still several years away, the hardware required to power it has evolved from needing the full trunk of a sedan to the size of a laptop, as demonstrated by Audi’s zFAS (chttp://www.technologyreview.com/news/523351/ces-2014-audi-shows-off-a-compact-brain-for-self-driving-cars/) circuit in just one year. In addition, the combined news that Chevrolet and Audi will bring dedicated 4G LTE connections and the multi OEM Open Automotive Alliance to bring Google’s Android platform (http://www.businessweek.com/articles/2014-01-06/google-teams-with-gm-honda-and-audi-to-bring-android-to-cars) to cars will mean that cars could soon become a new media channel (especially once self-driving functionality becomes a reality!).
This future vision of wearable tech and smart cars is a reflection of consumers’ expectation that personalized and contextually relevant experiences are as mobile as they are. And it means that marketers and their agencies need to be poised to consider how they will prepare today to engage with consumers in the longer term in spaces where content and context will be critical levers of success. Exciting times ahead! We’re you at or following CES? Please share your observations…
Article previously appeared: http://mediaincanada.com/2014/01/10/ces2014-context-is-everything/#ixzz2qHUB2Z2T
Breaking Bad is popular; so is bacon. Something that makes absolutely no sense like breaking bacon now makes sense for Real-Time Marketing. Brought to you from the 3am breakfast spot for Meth heads.
Is Real Time Marketing Broken?
As the #BreakingBad mania commences, I am still surprised at the interpretations of how Real Time and Content Marketing come to life. Most are sadly lacking a basis in consumer insight and relevance
The parodies are rising, like the one enclosed… My surprise stems from how brands (and their agencies) are choosing to activate content through a lens of ‘push’ marketing vs. true engagement.
This approach breaks a good thing/opportunity, and avoids addressing the fact that audiences want a brand conversation that OCCASIONALLY (when it makes sense) can be in relation to big events like a series finale or big game. Thoughts?
This infographic does an interesting job at highlighting how brands can and have used customer data to model purchase/sales driving behaviour. It will be interesting to see how brands manage through this as consumers demand transparency and expect fair business practices. One option is of course to simply defaulting to an everyday low pricing model. The other (arguably more interesting) model is to reward most engaged brand advocates. Consumers will feel more positive (and loyal to a brand) about use of their data if they trust it will benefit them with more personalized rewards that result in a fair trade off. What do you think helps consumers see the benefits of data (vs just being creepy)?
Brilliant… for Zeller’s final season in Canada (in case you were really living in an igloo, Target are taking over in 2012) this retailer has launched a fabulous tongue in cheek campaign. Central to the campaign is a social activation that will allow customers to choose what goes on sale and what music to play in the stores over the holidays!
Here is one of the three videos that are running to get the message out… enjoy!
Consider this… with the rapid change of the online landscape, 80% of the online activities we spend time on today did not exist 5 years ago.
Have we as marketers evolved to address this rapid speed of change? Is it realistic to assume that we should have solid benchmarking and structure at a point in time where the pace of consumer behaviour change is still on it’s way up? Are we even capturing the most important metrics to deliver true insights?
Helge Tenn makes several interesting points around the impact that this should have on how we should be evolving our perspective on measuring success. Totally worth checking this one out…
Coles notes: Be flashy, Focus on brand & Report on EVERYTHING!
#1) Bank on flashy apps, contests and coupons to drive engagement. According to a recent article by Syncapse CEO Michael Scissons Engagement on Facebook walls of 300 leading brands is down 22% YOY. Content needs to speak to the true brand advocates in ways that matter to resonate and drive engagement.
#2) Over or under share. Anyone who is on facebook (or any social network really) these days knows how over populated the news feed has become. Make sure you are you are not letting your advocates forget they are part of your community, but don’t over do it. The sweet spot seems to be around 5-7 times a week. The caveat is to use tools to help you keep testing for the optimal posting times for your audience over time.
#3) Speak ‘insider only’ social media KPIs. Make sure you learn from the digital 101 days where measuring everything ended up eroding the value of the medium: unique targeting and engagement. Figure out how to show true MVC value to senior stakeholders so they understand the immediate and long tail impact on the bottom line.
Thoughts? Feedback? Let me know!
Great new #Infographic from @BrianSolis and @jess3, looks @ #brandsphere in #socialmedia environments - click for hi res version
RFID has been around for some time now, but despite previous outcries against it’s use due to privacy concerns it seems that this technology’s adoption is growing with social media tie-ins. Many manufacturers have been using it for logistics tracking purposes for over a decade now. It’s interesting to see it finally have some marketing use scenarios… First, Coca Cola used it in Israel’s Coke Village just over a year ago, last week, Ushuaïa Ibiza Beach Hotel (see video below) and apparently now Great Wolf Lodges have rolled it out in the US as well.
The way it works: guests receive a slim RFID wristband synchronised to their Facebook profile. Throughout venues there are various points where guests can ‘check in’, take pictures or post a status according to where they are positioned in the hotel, simply by swiping their wristband across a sensor.