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‘Tis The Season For Cultivating Brand Loyalty (Ecommerce Times)
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Posted: 01/04/2011
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Remarketing often proves to be the silver lining during the holiday retail season, driving both sales and profitability. In fact, dollar for dollar, remarketing delivers the highest returns compared to alternative marketing techniques, especially when used in tandem with display marketing campaigns. Successful marketing entails knowing how to reach the right people at the right time with the right offer. This makes remarketing ripe for the picking, especially considering the advances today’s technology allows for like analyzing consumer behaviors and reaching out directly to consumers. When it comes to marketing plans, remarketing demands foresight and planning to get it right. The keys to success include placing as much weight on page views as click thrus. Other success factors including figuring out exactly how much to budget for remarketing (based on hard data) and focusing on calendar events like Black Friday and Cyber Monday, as well as major holidays.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Business Intelligence,
Content Strategy,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer
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Asian Persuasion – Social Media Marketing In Japan (ClickZ)
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Posted: 09/16/2010
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Before MySpace and Facebook were even a glimmer in the virtual eye, Japan had Mixi – one of the country’s most popular SNS (social networking sites). While businesses in the U.S. are really only just beginning to tap into social media as a viable marketing tool, savvy businesses in Japan have been on the social bandwagon for more than 10 years, using platforms like Mixi, Gree and 2channel. Japan’s preponderance of social media might even prompt some to say that Japan was the genesis for social media marketing. The country’s rich social media platforms include: general social networking sites; video and photo sharing sites, social bookmarking sites; blog network sites, mini-blogging sites and micro social networking (SNS) sites. With most services available for both PC and mobile (unlike the U.S. where mobile is just gaining traction), mobile is already a key part of the countries inhabitants’ online lives.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Business Intelligence,
Content Strategy,
Marketing Communications,
Technology Implementation
Region:
Asia Pacific
Audience:
Business to Consumer,
Peer Groups & Communities
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Becel Vegan Blasts Across Digital Space On Earth Day (Strategy Magazine)
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Posted: 06/09/2010
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Becel Vegan infiltrated digital space as part of a campaign targeting Canadian consumers. Launched in conjunction with Earth Day, the digital campaign was designed to reach environmentally-conscious consumers interested in the brand’s lactose-free, gluten-free product. The campaign featured a reach block on Facebook to reach every female logging in to the site for the first five times with a Becel-sponsored ad; a Google splash across green and food-friendly niche and mass sites like Naturopath.com and FoodNetwork.com; and homepage ads on MSN, AOL and Canwest, and exclusive placement on British Columbia’s Weather Network homepage. "We're trying to drive awareness and drive trial of the product in a fun and engaging way," says Caroline Moul, digital group director at PHD in Toronto.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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BlackBerry Users Get “LinkedIn” On-The-Go (EnterpriseMobileToday)
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Posted: 05/27/2010
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Now BlackBerry users can get “LinkedIn” on-the-go. The new application from the professional career networking site is designed to connect users no matter where they are. Chad Whitney, LinkedIn’s product manager for mobile posted a blog announcing the launch, stating, "Now you can walk into any interview, any customer engagement or client meeting with the ability to look up the details on over 60 million professionals worldwide, in real-time.” Designing new relevant products for the Blackberry platform is a high priority; therefore, application users can expect consistent feature enhancements and additions throughout the year. The application features six tabbed modules customized for Research In Motion's BlackBerry, maximizing the small screen. The social networking site offers a Blackberry group so users can be alerted to new feature launches or learn how to better utilize the application.
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Industry:
Telecommunications
Topic:
Content Strategy,
Creative & Design,
Experience & Interaction
Region:
Global
Audience:
Business to Consumer,
Peer Groups & Communities
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Boomers Offer Blooming Profits For The Beauty Industry (Marketing Vox)
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Posted: 06/09/2010
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A Mintel survey provides ample rationale for marketers to target Boomers to get online beauty profits blooming. Mintel cites that 10% of women purchase beauty aids and cosmetics online. Boomers represent one-third of the online population and the female portion of the demographic is expected to surge by 30.9% by 2015. Boomer females spend an average of 13 hours a week online with the following impact reported: 8% purchase products at big-name retail sites; 8% purchase from Wal-Mart.com, 8% purchase from Target.com, 5% patronize drugstore sites like CVS or Walgreens and 8% visit other niche Web retailers. Mintel advises online beauty marketers to infiltrate social networking platforms and incorporate value-added services like virtual makeovers and internet sweepstakes to round out their internet campaigns. The Nielsen Company suggests that loyalty reward programs that offer cash-back savings and other underutilized outlets like Twitter could also have a big impact on profit.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer,
Peer Groups & Communities
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Brand Matters: Manufacturers Assert Brand Authority Online (CRM Daily)
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Posted: 05/27/2010
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Heavy hitting consumer brands like Levi Strauss, Procter & Gamble, Mattel and Columbia Sportswear have set their sites on the internet to increase direct sales and connect with consumers. Direct online retail sales by consumer-brand manufacturers skyrocketed nearly 13 percent to $487.6 million in 2009. The online offensive can be attributed to one part private-label, one part recession. The availability of lower-priced, private-label goods made up 22 percent of consumer-packaged goods retailed in 2009, while the global recession has rallied more budget-hunting comparison shoppers online. Online sales are expected to double from 6 to 12 percent ($211.7 billion) of the total retail market by 2012. Nearly 66 percent of U.S. shoppers surveyed said they would purchase the same amount or more on goods over the coming year as they had over the past year at the manufacturer’s Web sites they had visited.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Content Strategy,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer
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Bug Your Friends With Facebook And See Toy Story 3 (Fast Company)
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Posted: 07/22/2010
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Going to the movies is great, right? Disney thinks so and encourages you to bring a friend along. In an attempt to help boost ticket sales, a promotion called Disney’s Tickets Together, is pairing up with Facebook to sell tickets for the much anticipated Toy Story 3. Visiting Toy Story 3’s Facebook page will allow you to purchase tickets early, but there’s a twist. Buying tickets early will trigger Facebook to bug you to, in turn, bug your friends to buy tickets. You can also invite friends to join Facebook with this message, “Toy Story 3 arrives in theaters on June 18! Who are you bringing with you?” Will this tactic work? Disney is reporting successful pre-sales.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer
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Build Strong Opt-In Databases To Deliver Value For Customers (BtoB Online)
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Posted: 02/17/2011
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As business to business (B2B) customers increasingly demonstrate a willingness to share more information, the maxim “you get what you give” has never rung more true. By handing over mission critical information, customers expect to receive more targeted communications that reflect conspicuous value and benefit. Marketers, in turn, get the chance to drive up both response and revenue by directing their communications toward the rich databases they are accumulating. Here are the key steps to consider to encourage your customers to become part of any preference-profiling activities your company engages: First, build trust by using your customers’ information responsibly; next, confidentiality is a must – ‘responsible’ use means no sharing or renting information, ever; and finally, your value proposition must be clear and compelling.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business
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Building A Brand Story Greater Than The Sum Of Its Individual Parts (New Media Knowledge)
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Posted: 01/20/2011
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Rather than providing a plethora of tactical solutions, today’s abundance of marketing channels may simply overwhelm marketers. Standard targeted marketing used to be a relatively simple game of point-and-shoot at three main channels (TV, print and direct mail) to cover all bases. Now, with the addition of social media platforms, mobile marketing, web, and email to the traditional channels, adopting a successful strategy can get confusing. Aim the same message at all the channels and the results can be downright disastrous. Multi-channel marketing offers marketers a mechanism to “pull all these conversations together and build a brand story that is greater than the sum of the individual parts” so marketers can keep their eyes on the prize: customer engagement and action. The key is to understand and respect the characteristics of each channel and then execute each according to how it works uniquely for your brand.
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Industry:
Marketing, Design, & Interactive Communications,
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Peer Groups & Communities
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Building Best-Run Businesses With SAP’s Targeted Analytic Applications (InformationWeek)
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Posted: 10/14/2010
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The demand for domain-specific business insight led SAP to launch ten SAP BusinessObjects analytic applications. The customer-centric, problem solving apps include Sales Analysis for Retail; and Trade Promotion Effectiveness and On-Shelf Availability apps for consumer products firms, whose very names reveal how the development process was led by insight from key constituencies within SAP’s customer and industry bases. "These apps attach the knowledge workers to the action so they can make better decisions and help their company become a best-run business," said SAP co-CEO Bill McDermott. While designed with the SAP core customer segments in mind, the apps do not depend on pre-existing SAP deployments so that they will reach across to non-SAP customers, as well. Backed by Sybase mobile technologies, the apps promise benefits like reports and metrics; rapid deployment and actionable analytic insights. Plans to support the apps with mobile are expected to be fulfilled by the end of 2011.
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Industry:
Technology, Consulting, & Professional Services,
Telecommunications
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Business to Consumer
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We cut through the clutter of the web to highlight innovation and forward-thinking. The best stories from leading publications – hand selected and organized to provide you a single point of access.
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