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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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A Candid Conversation with OpenID’s David Recordon (.net)
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Posted: 10/08/2009
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Six Apart’s David Recordon, co-developer of OpenID, sat down with Oliver Lindberg to discuss his vision for the open web. The web is becoming more social and Recordon emphasizes that critical build-outs must enable users to interact between multiple sites without asking them to recreate accounts requiring repetitive data and tasks. OpenID enables users to sign in to thousands of online services with the same digital identity, which ultimately means users can access and share information from across various platforms. With its focus on user experience and usability, as well as benchmarking successful efforts like
Facebook Connect, OpenID is carving a path toward mainstream technology by engaging major stakeholders like Microsoft and Google. A few months ago Recordan announced the Open Web Foundation, whose initial goal is to create open specifications for the web that anyone can implement for free.
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Industry:
Marketing, Design, & Interactive Communications,
Technology, Consulting, & Professional Services
Topic:
Experience & Interaction,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Peer Groups & Communities
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A Sweet Flight: Chocolate Takes to the Sky (Chief Marketer)
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Posted: 09/25/2009
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Sweetriot, a New-York based candy company, will take to the skies this spring to hawk their $3 chocolate bar on Virgin America. “It's a good way to get the chocolate bars into people's hands,” notes Sarah Endline, company mastermind and chief rioter. In addition to being available online at www.sweetriot.com, the new product also has limited distribution at retail stores like Whole Foods. The company participates in sampling events and is cultivating a sweet relationship with its vivacious, well-educated customer base via social media outlets like Facebook and Twitter. Endline also contributes to the company’s blog, highlighting consumer events like the Fancy Food Show and engaging customers to vote on artwork that captures the best spirit for the company’s holiday tins.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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Alcatel-Lucent Takes the Plunge Into Mobile Advertising (Information Week)
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Posted: 07/18/2009
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Redefining the drive-by, Alcatel-Lucent recently announced plans to launch a product allowing cellular carriers to reach millions of mobile customers with location-relevant advertisements. Partnering with mobile ad company 1020 Placecast, the technology will
help mobile operators determine the location of the customer with accuracy within a few meters. The new advertising vehicle, dubbed proximity marketing, is poised to reach sales of $10 billion by 2013. So don’t be too surprised if soon it’s more than your taste
buds beckoning you into the nearest Starbucks for a cup of joe and coffee cake.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products,
Telecommunications
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Business to Consumer
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Apple and Facebook Key Influencers in New Tech Cycle (eWeek)
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Posted: 02/04/2010
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Apple and Facebook have literally changed the face of mobile internet. With mobile internet users projected to double by 2013, it’s easy to see a "mobile Internet cycle" emerging, a new cycle detailed in Morgan Stanley's "The Mobile Internet Report." Cited as the fifth computing cycle in five decades, the report claims this one is faster and bigger with a wider global net than previous cycles. While Apple, Google and Amazon.com lead the pack, the report suggests that the key influencers from previous cycles won’t necessarily be given the keys to this new kingdom. The analyst team, headed by Mary Meeker, attributes the high level of anticipation for mobile users to five of the most promising IP-based products and services: social networking, 3G network adoption, video, Voice over IP and "impressive mobile devices."
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Industry:
Technology, Consulting, & Professional Services,
Telecommunications
Topic:
E-Commerce,
Experience & Interaction,
Technology Implementation
Region:
Global,
North America,
Asia Pacific
Audience:
Business to Business,
Business to Consumer,
Peer Groups & Communities
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Art Meets Internet Commerce, Reality TV, Social Media (Promo Magazine)
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Posted: 06/05/2009
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Continuing the surge of story-based marketing, Coca-Cola brand Sprite is launching a new European campaign that boldly unites art with multi-channeled commerce. A young, unknown British singer headlines the ongoing YouTube series that follows as she hits the New York music scene. With the prequel getting upwards of 60,000 views on YouTube, the show is also linked to Facebook Connect, creating the first interaction of its kind between YouTube and Facebook.
“With this show, Sprite shifts from creating the perfect branded content to content that perfects the brand,” Coca-Cola head of European digital marketing Stafford Green said in a release. “Instead of repeating single messages in traditional media, Sprite supports these new experiences and deep storytelling to communicate our core brand values over time. It’s a fresh advertising model, and everyone wins: the artist, the brands and especially the audience—getting free on-demand, truly interactive content without commercial interruption.”
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products,
Telecommunications
Topic:
Creative & Design,
Experience & Interaction,
Technology Implementation
Region:
Global,
Europe
Audience:
Business to Consumer,
Peer Groups & Communities
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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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B-to-B Outlook 2009: Integrate campaigns to boost performance (BtoB Online)
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Posted: 03/08/2009
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Don’t get caught up in the doom and gloom of today’s challenging economy. “There's a lot of good news out there, in particular in the b-to-b world,” said Bob Felsenthal, BtoB publisher. According to many B-to-B marketing experts, the key is to be creative, of course, but also design multi-channel initiatives to drive prospects to the web—and ultimately to conversion. This means that marketers may need to step out of their typical corporate comfort zones and embrace social media such as forums and blogs in order to gain that coveted brand awareness and preference. So what is the future for B-to-B marketing for 2009? 31% of marketers plan to increase budgets and chances are good they will be stretching them into integrated campaigns for the most effectiveness.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Business
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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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BI, Best-of-Breed Web Tactics Broaden Scope for Consumer Goods Companies (InformationWeek)
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Posted: 11/08/2009
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An InformationWeek 500 survey shows that consumer goods companies like Herbalife and E&J Gallo Winery are banking on business intelligence to control cost and boost Internet and mobile sales channels. The study reports that as many as 68% of consumer goods companies plan to make BI readily accessible to employees, compared to 37% for all InformationWeek 500 respondents. Gallo, the largest family-owned winery in the world, optimizes its product packaging, pricing, and channel strategies with SOA architecture, SaaS, and its BI repository. 32% of respondents consider improving Web operations critical to boosting their business globally compared to 26% from other groups. Herbalife, a company that dominates domestically, only attributes 10-15% of their global business to internet sales.
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|
Industry:
Retail & Products,
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
E-Commerce,
Technology Implementation
Region:
Global
Audience:
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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