Archive for Robert Davis

Superbowl 2011 and the missing (mobile) link

Posted by Robert Davis on February 9th, 2011 at 7:56 pm

So you’re out to re-position, or even re-invent your brand – what better place to do it than the Super Bowl? Everybody watches it, and it’s a time when viewers are particularly receptive to your story; after all, these days the ads are the big story for some, and a close runner-up to the game for many others.
After laying out oodles of cash for television time and impressive spots, what do you do next to help cement your success? This year, you probably did a couple things. You previewed the spot online to build buzz. You made sure your website supported the brand proposition on click through. And in most cases, you built in multi-channel social engagement during and after the game.
But if you’re a marketer at Chrysler, Audi, Mercedes Benz, Skechers or any of the movie studios advertising big new movies, you forgot to think about the guy on the sofa with a smartphone in his hands. Especially the one who was interested in your brand. That’s right – you spent millions to reach consumers in a high-impact environment but didn’t build a mobile site to... Read more

Time for B2B marketers to care about the iPad

Posted by Robert Davis on January 20th, 2011 at 2:23 pm

There’s no question that tablets are emerging as a “tween” platform lodged between laptop and smartphone; however, there have been many who have questioned about the role of the tablet among B2B audiences. We’re seeing iPads turning up all over, and in our opinion, it’s time to start caring about them.

Is your geosocial loyalty strategy naive?

Posted by Robert Davis on June 8th, 2010 at 11:14 am

It's clear that location-based mobile app providers see loyalty programs as a business model that can help drive their expansion  – for example, Loopt's introduction of LooptStar creates a much more powerful platform for managing geosocial elements of brand loyalty programs. Brand marketers need to be careful not to get caught in the geosocial industry's ramp-up on loyalty basics, however.   Pepsi Loot's program is a good example of a retro-loyalty concept: rewarding store visits. While it's important for Pepsi to be seen by distributors and retailers as driving innovation, it's the kind of program likely to have little demonstrable effect on any kind of measurable business results. Why? Because it's focused on the wrong metrics – check-ins – and ignores metrics which successful loyalty marketers have been working with for quite a while.
The metrics loyalty marketers typically favor are those that measure increases in customer lifetime value, or LTV. By their very definition, LTV metrics include a monetary component, which is sorely lacking from foot traffic calculations based solely on ... Read more

Generating geosocial concepts for your brand

Posted by Robert Davis on May 6th, 2010 at 12:00 am

Lately we've been thinking a great deal about geosocial. Foursquare has announced a staggering series of custom programs with brands, which can naturally lead a marketer to wonder what opportunities are available for your brand. We recently developed an ideation framework to help answer that question.
Elements of the framework The framework helps organize your thinking by asking for four key pieces of input before you begin brainstorming. These may require you to perform some research. Of course, it may be more fun to just get in a room and start throwing stuff against the wall – but this is is really the eternal struggle with the difference between messing around with emerging platforms for the sake of novelty and doing the hard work to use them in ways that really move your brand ahead.Here are the four elements of the framework:

Brand: Fill in your best one-sentence brand brief here.  You have a good one, don't you?
Location: What is a potential location in which you might intercept your target? 
User context: How does the user think about being in that location? Why are they there? What are they trying to get done?
Relevant value: Where does your brand value intersect the user's context?

With... Read more

Facebook fan page QR codes: the easy half of the tipping point

Posted by Robert Davis on March 18th, 2010 at 12:00 am

TechCrunch is reporting on some users seeing the ability to generate a QR code in their profile. This is interesting – and when the news coincides with the announcement of Facebook as the most highly-trafficked website, it's easy to get excited about this. Like many, I've carried a torch for QR codes for the past couple of years. Like most things that get big in Japan first, they work, they're well-engineered, and dammit, they're cute. And they're everywhere at SXSW this year, right? So that must mean they're ready to tip, and all they need is a little push from Facebook, the latest market-making giant to command the internets.
Here's the problem: it's no more than a minutes worth of work to put a barcode on a page that you can pick up and distribute to send a browser to a URL. There are quite a number of lonely, lightly-used services out there that will generate QR codes that, when viewed with a reader on your mobile, will hit a link or display some text.
But there's the other, more difficult half of the tipping point: "when viewed with a reader on your mobile."
Just do the math: less than 20% of US... Read more