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Study Finds That Mobile Ads Deliver the Goods to One in Three Smartphone Owners (Promo Magazine)
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Posted: 06/19/2009
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Now that nearly one of every seven minutes of digital media consumption takes place over a mobile device, it’s no small wonder that more smartphone users are actively embracing the ‘smart’ technology to enhance their lives. A recent study by Interpublic Group division Universal McCann and sponsored by Platform-A, AOL’s digital ad service, discovered that more than half of all smartphone users have responded to ads, requesting more information from their Web-enabled devices. The study also found that thirty-five percent actively requested to receive a mobile coupon, while 245 made purchases from their high-end handsets. UM director of consumer insights Graeme Hutton said in a statement. “Now mobile is less about ‘wireless online’ and more about being a highly personal, customized medium. Smartphone users are reaching for their devices to help answer unmet needs. Services that don’t have dedicated mobile formats are going to miss out on this huge and continual media consumption shift.”
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products,
Telecommunications
Topic:
Business Intelligence,
Creative & Design,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business,
Business to Consumer
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Driving the Competition (BrandWeek)
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Posted: 06/19/2009
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With 1.2 million members worldwide and more than 145,904 fans on Facebook, brand behemoth Harley-Davidson is now driving their brand power home online with social media and mobile marketing. Proud of its powerful offline impact, according to Randy Sprenger manager of electronic advertising and direct promotions, online campaigns and mobile marketing are helping the company get in touch with what people are saying outside the walls of Harley. Sprenger claims the brand’s strength can be attributed to the personal connection established between company and rider. “We are actually riders. We participate in events as riders. I think one of the greatest strengths is the passion and enthusiasm here at the motor company for our riders. We always want to be out, talking to them.”
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Business Intelligence,
Content Strategy,
Creative & Design,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
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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Finding Common Ground: Insights on Engineering and Design (BusinessWeek)
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Posted: 06/05/2009
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Microsoft Research Principal Scientist Bill Buxton is calling for engineers and user-experience designers to find some common ground. Faced with ongoing questions from well-intentioned engineers regarding design, Buxton acknowledges the answers are more complicated than becoming a designer themselves or simply learning to “do” design as many engineers suggest. First, Buxton counsels that professional competence equal to the task must be added to your team. While the UX and engineering tasks certainly go hand-in-hand, expert proficiency is difficult to come by for each discipline, making it often impossible to jump seamlessly between the two. Buxton advises a four-layered approach: Design awareness, Design literacy, Design thinking, and Design practice to achieve results and solutions worthy of your customers.
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Industry:
Marketing, Design, & Interactive Communications,
Technology, Consulting, & Professional Services,
Telecommunications
Topic:
Creative & Design,
Experience & Interaction,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Business to Consumer,
Peer Groups & Communities
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Crutchfield Optimizes First Impression (MarketingVOX)
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Posted: 05/13/2009
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This case study explores how online retailers can turn the average welcome email into a powerful conversion driving tool. A Retail Welcome Email Benchmark study estimates that only 76% of the biggest online retailers are even utilizing a welcome email—which is not to assume that the ones being sent are effective. The welcome email can be used to educate the recipient about your brand and what benefits they receive as a subscriber. In the case of Crutchfield, an online electronics retailer, they transformed their welcome email from a text only email to one that highlighted the differentiating factors of their brand. The redesign added images and was more consistent with the look of the newsletters recipients would receive. Crutchfield’s approach represents a changing trend with up to 89% of retailers sending HTML welcome emails, up 11% from 2007.
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Industry:
Retail & Products
Topic:
Content Strategy,
Creative & Design,
E-Commerce,
Experience & Interaction,
Marketing Communications
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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