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Zappos Implements “Video Experience” (CIO Magazine)
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Posted: 04/15/2010
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Zappos recently launched interactive videos detailing Nike products, one of the shoe and clothing company’s largest brands. Initiated from customer queries that were best addressed visually, Zappos used software from Overlay.tv to link videos about various Nike items to its supply-chain system. Among the perks: shoppers can click on featured items to view any current promotions and find out if the product is available in stock. Customers can post video links on Facebook, upload their own videos to Zappos.com and post comments. Zappos objective is not necessarily the bottom line, but it will track stats on customer click-thrus and purchases. "The goal is to create a more pleasurable experience on our site," Kalma says. "The general philosophy is that will lead to purchases."
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products,
Technology, Consulting, & Professional Services
Topic:
Creative & Design,
E-Commerce,
Experience & Interaction,
Marketing Communications,
Technology Implementation
Region:
Global
Audience:
Business to Consumer,
Peer Groups & Communities
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Where Only the Strong Survive: Market Testing on the Social Scene (Chief Marketer)
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Posted: 09/25/2009
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Given the ongoing technology explosion, it’s no surprise that consumers’ collective (and opinionated) voice is growing louder and marketers’ ears bigger, or at least more attune to what they’re hearing via the social web. Tapping in to social networks allows marketers to listen to what consumers are saying to not only drive, but refine market testing and distill the ideas that most deeply resonate with their audiences. Marketers must harness the power of social media by immediately engaging as many consumers as they can from the start. By the time ideas and messaging run through various tiers of sub-panels, what’s left is a virtual survival-of-the-fittest where only the strongest ideas survive and “smartness” is ruled only by the human imagination.
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Industry:
Marketing, Design, & Interactive Communications,
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Content Strategy,
Creative & Design,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business,
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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Wharton’s Future of Advertising Project (Knowledge@Wharton)
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Posted: 11/19/2009
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According to Wharton School's SEI Center for Advanced Studies in Management, advertising has gone the way of the black and white television. Asking the question, “what will replace it?” Wharton’s effort is aptly named the Future of Advertising Project. Practicing what it preaches, Wharton is not only collecting case studies, data and fresh expert insight to identify best practices for the future; it is employing New Media techniques to expand its own audience. Wharton’s approach includes partnering on the launch of a new channel on Google's YouTube site called Fast.Forward. The site features short video clips called "quick perspectives" that elaborate on the future of marketing from executives, ad gurus and academic thought leaders. The project examines the creative combinations of old and new media that are defining the radical new terrain of advertising and expands it to a wider audience.
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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,
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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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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