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Wise Foods’s Scan It To Win It Sweepstakes (Promo Magazine)
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Posted: 03/31/2011
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The 2009 launch of Wise Foods’s first sweepstakes generated 37,000 opt-in email addresses to its database. Last year, the company ran the same program during the same time frame and added another 20,000 addresses to its list. "The biggest chunk of our yearly database has come through this one promotion," said Kevin Foltz, marketing manager for Wise Foods. Designed to capture return visitors, this year, the 90-day sweepstakes is being tied to Wise’s 90th birthday celebration. The company promotes the sweeps via its Website and Facebook page, on partner Coupons.com Web pages, through text messages and banner ads and via in-store displays and header cards.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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What's In A Name? The Term Cloud Computing Breathes New Life Into An Existing Technology (Forbes)
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Posted: 08/05/2010
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In an industry where fancy buzzwords abound, "cloud computing" really signifies more of a generational evolution than a new technology. While there may be some hype related to doing business "in the cloud," on-demand, internet-based computing leverages the same technology companies like Google and Amazon pioneered and perfected through trial and error. Now, companies can access even more highly evolved programs like Google App Engine and Apache Hadoop - as well as a steadily increasing list of other options - to write their own data center infrastructure applications. In a virtual world where complete computer security is always somewhat questionable, the flexible and economical strengths of cloud computing remains very attractive to corporate computing operations. The end-goal is to partner with trustworthy, security-focused services that respond to and eliminate threats as they are exposed.
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Industry:
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Technology Implementation
Region:
Global
Audience:
Business to Business
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Voices From The Crowd: Crowdsourcing May Be Ineffective Tool for Government (Fast Company)
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Posted: 09/02/2010
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Can the rise of crowdsourcing sway public policy? According to a Fast Company article, government should stick to the polls rather than relying on crowdsourcing platforms like IdeaScale, which allows the public to raise its collective voice and vote on ideas from state budgets and federal transparency to health care priorities and education. Government 2.0 crowdsourcing is an ineffective tool because it’s not reflective of the entangled way new public policy is brought to fruition – officials can’t simply tap into public opinion and then implement those ideas into law, no matter how popular they are. The article suggests that “what the government needs isn't more lofty suggestions ("End the income tax!"), but grounded ideas on how to actually get things done in Congress.”
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Industry:
Marketing, Design, & Interactive Communications,
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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Video Voyeurs: Nordstrom Rack Previews New Store At Construction Site (Marketing Vox)
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Posted: 06/09/2010
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The Nordstrom Rack at Union Square in New York City generated buzz for the launch of its new store by integrating video screens into the facade of the construction. Peephole boxes offered the chance to preview the store’s up-to-the-minute fashion in 30–90 second looped video displays of models browsing racks of clothes and trying outfits on in a virtual dressing room. Touted as 'fun, provocative and playful,' digital out-of-home (DOOH) campaigns like this extend the reach of marketers looking to connect with consumers in places beyond their living rooms. Other successful DOOH campaigns include interactive exhibits and place-based video networks, reaching an estimated audience of 237.4 million in 2009. One Los Angeles shopping mall provides visitors the experience to transform themselves into Avatar’s blue-skinned Na’vi while video screens in Lego stores prompt reality checks when visitors hold a Lego product box in front of the screen.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Creative & Design,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Business,
Business to Consumer
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Video Girl Barbie Goes Viral (Promo Magazine)
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Posted: 09/30/2010
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In true Barbie fashion, the social girl charged the virtual social world this July to build the buzz for her latest professional stint: videographer. Mattel tapped into social networks Foursquare and Twitter to launch a campaign that criss-crossed the boundaries of traditional marketing. The campaign celebrated the new Video Girl Barbie with a scavenger hunt that had fans scouring San Francisco, Los Angeles, Chicago and New York to locate Barbie’s real whereabouts. The first follower to find the fashion-forward doll in each city won a Barbie Video Girl doll. “We really embraced social media as a marketing platform a year ago as part of a major campaign in support of Barbie’s 50th anniversary,” says Lauren Dougherty, director of Barbie marketing at Mattel. Barbie currently has 17,600 Twitter followers and about 440,000 likes on Facebook—more than 200,000 of those added since January. Future plans include a promotion that puts the camera in the consumers’ hands with user-generated video, as well as introducing other members of Barbie’s entourage, including Ken, onto the social platforms.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Content Strategy,
Creative & Design,
Experience & Interaction,
Marketing Communications,
Technology Implementation
Region:
Global,
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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Uplift Modeling: The Upside to Marketing (Ecommerce Times)
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Posted: 07/08/2010
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The key to spending a lot less on marketing while receiving better sales results may be uplift modeling. Specific customers have specific wants and needs; uplift modeling uses intelligent predictive analysis to target relevant needs specific to certain customers. Uplift divides customers into segments, allowing companies to focus solely on the “Persuadables”- customers likely to respond to being contacted through marketing outreach tactics and begin or renew their purchasing as a result. Time and money isn’t wasted on “Sure Thing”, “Lost Cause”, and “Sleeping Dog” customers- those who always buy, never buy or just don’t want to be bothered. Uplift modeling saves valuable company time and money, while avoiding the negativity associated with uninterested customers.
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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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Trigger Happy: Ways To Create Successful E-Mail Campaigns (Practical eCommerce)
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Posted: 02/03/2011
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When it comes to e-mail campaigns, there are a handful of strategies to use that can help capitalize on the power of triggered mailings, which have a proven track record of phenomenal response and conversion rates. The best approach is to begin with the simplest e-mails proven to elicit conversion, and then scale up the campaign to include more nuanced and complex e-mails. Here are six proven examples that can help your company establish a personal connection with your customers: (1) Welcome e-mails; (2) Reorder or order reminder e-mails; (3) Birthday or special-occasion e-mails; (4) Transactional emails; (5) Abandoned cart e-mails and (6) Abandoned site browse or search emails. All these examples offer the marketer’s toolbox a number of ways to create and maintain long-term relationships with customers and stimulate repeat business at the same time.
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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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Top Tips To Evaluate Online Ad Value (Internet Evolution)
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Posted: 09/30/2010
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When it comes to online adverstising, what is the best way to sift through the massive amounts of quantitative information available (impressions, clicks, repeat visits, context, etc.) to determine if a campaign has made any qualitative progress? According to one author, the best way is to follow six simple steps to gain measurable success: (1) Return on Investment (ROI) which, in essence, measures what you get vs. what you give; (2) Branding/awareness, which focuses on cultivating loyalty from existing clients vs. attracting new ones; (3) Positioning/SOV (share of voice), which focuses on edging out the competition; (4) CTR (click-through rate), although this dominant metric is slightly giving way to Engagement, it remains the best way to measure a campaign’s success; (5) Engagement, which is evidence that “the user did something more meaningful than clicking,” such as leaving a comment or playing a game; and (6) “Learning,” which means paying attention to all the different variables that could eventually play a role in future campaigns.
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Industry:
Marketing, Design, & Interactive Communications,
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Content Strategy,
E-Commerce,
Marketing Communications
Region:
Global
Audience:
Business to Business,
Business to Consumer
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The Winning Combination: Tracking Preference and Behavioral Data To Improve Email Campaigns (BtoB Online)
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Posted: 06/17/2010
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Want to increase your business through more successful email campaigns? All it takes is an effort to track customer behavioral data, which will make you better aware of your customer’s needs. Asking yourself if links are being clicked on, if emails are being opened, forwarded, or sent to the junk mail folder is beneficial. Monitoring your website to find out which customers are viewing your Web site and adding various links to your emails to track what customers are looking for will help you better understand their wants and needs. Collecting and analyzing your customer data will put you on the right track to increasing the success of your business.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Business Intelligence,
Content Strategy,
Marketing Communications
Region:
Global
Audience:
Business to Business,
Business to Consumer
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The Wine Connection: iPhone Application Uses Image Recognition (Red Herring)
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Posted: 12/01/2010
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Intent on increasing consumer interaction Snooth, a social site for all things wine, recently unearthed an iPhone application that gives consumers the low down about bottles of wine. All the consumer needs is a picture of the wine label to find out everything from the nearest place to find a bottle to how much it costs. Other details include reviews, similar products, and food pairing suggestions. The high tech app uses software from Canadian startup TinEye, which allows for a coded image on the wine to be taken by a photograph, despite the curved glass of the wine bottle or the mood lighting of the restaurant or winery. With 820,000 searchable wines and links to 11,000 wine merchants around the globe, the gist behind Snooth's image recognition tool is akin to QR codes, which use matrix codes to effectively marry digital and print information, bringing consumers even closer to information about the goods they consume.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
E-Commerce,
Experience & Interaction,
Marketing Communications,
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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