'Emerging Platforms' Category

Marketing & 'The Internet of Things': Radio Q&A with Author Rick Mathieson

Posted by Rick Mathieson on January 22nd, 2016 at 11:37 am

Is 2016 the year marketing and the Internet of Things finally enter a meaningful new phase?
Don't bet on it. But there are some promising signs.
In the days since CES, much has been made of the emergence of new ecosystems enabled by so-called "smart products"—connected devices that deliver information or can be controlled using your mobile phone.
Fitness apparel brand Under Armour was one entrant that generated a lot of attention during the show for its new Gemini 2 running shoes, which can track run duration, distance and more—without the need for syncing with a mobile device.
It's just the latest in innovative smart products UA has been rolling out, including a heart-rate monitor, new headphones and apps that, as Engadget reports today, the company hopes to use as the foundation for an interconnected ecosystem.
Indeed, while Engadget indicates these products still have a ways to go, they still point toward fitness apparel that doesn't just keep you comfortable, but also delivers useful services to you automatically and seamlessly, behind the scenes, to help you attain your goals.
From Data Collection to Data Utility
Last week, Social Times cited a report from the Economist Intelligence Unit that finds 51% of marketing executives... Read more

2015 in Review: A Social Media Benchmark & Content Summary for the Luxury Fashion Industry

Posted by Doug Schumacher on January 20th, 2016 at 10:50 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top luxury fashion brands in the US for 2015. We’ll analyze 9 category leaders: CHANEL, Louis Vuitton, Burberry, Dior, Gucci, Dolce & Gabanna, ARMANI, Calvin Klein, and Versace.
Highlights

Facebook is the largest social network, with just over 45% of the average fan count across all networks.
Instagram is the largest growing network for 2015, with an average growth rate of 197%. Facebook lost an average of 6% of fans.
Instagram captured over 90% of the average engagement for 2015.

The Big Data Revolution in Hospitality Industry Is Coming

Posted by Ann Smarty on January 19th, 2016 at 2:05 pm

Thanks to the Internet, hospitality is one of the fastest changes industries. Travel communities, (hyper-)local and travel blogs, photo-sharing and bookmarking sites and video sites have become the places to go to research your next trip, not the high street travel agent.
With the variety of sources comes the variety of marketing channels and data. But while it seems to open up the world of opportunities to the hospitality marketing, it also poses one huge challenge: How to make sense of that overwhelming stream of information.
The one that makes sense the data wins...
But it's easier said than done. Understanding the technology in the hotel distribution space is challenging, so many players and so much technology
If you are willing to take a look at what hotel marketing looks like, here's a chart provided by a new and promising player in the field called SnapShot:

The chart is divided in three main distribution segments: Online, Travel Agents and Events. These groups represent the majority of the business hotels receive. Within these three segments there are several layers, which go from the hotel (center of the chart) towards the guest (outer rim of the chart).
The diverse data all those marketing... Read more

Play Post-CES Buzzword Bingo

Posted by Rick Mathieson on January 11th, 2016 at 9:54 am

This is one game that's easier to play than avoid.
We're all guilty of overusing tech industry buzzwords. And why not? They play a useful role as common shorthand that (conveniently) confers an aura of "cool" to those fluent in the lingua franca of 21st century business.
But as the tech industry recovers from CES, many of us are finding ourselves feeling buzzword burnout over what feels like an egregious level of noise pollution emanating from Las Vegas last week.
“Disruptive.” “Influencer.”“(Anything)-Hacking.” “Unicorn.” I'm sure we've heard them all this week, many times over.
Never mind that some of this lingo could be headed for limbo faster than Kim (or any other) Kardashian can “Break the Internet.”
“Unicorn,” for instance, is quickly morphing into “unicorpse,” as concerns grow that companies like Gilt, Tango and SFX Entertainment may prove emblematic of some of these hard-to-find beasts with billion-dollar valuations may ultimately fare.
In the meantime, we found some catharsis in a piece last Monday by Shawn Paul Wood in PR Newser, lamenting some of the most irksome buzzwords found in news stories and press releases.
When we mentioned the article in the GEN WOW LinkedIn Group, member Rick Wootten, senior director of global marketing for Seagate, mused about... Read more

With The Consumer Absent, Much of CES2016 Was "Exercise In Wishful Thinking"

Posted by Jeff Hasen on January 11th, 2016 at 8:15 am

More than 170,000 attended CES last week, yet the only one that matters was nowhere to be found among more than 2.5 million square feet of packed aisles and shiny objects.
The consumer doesn’t qualify for entry to the businessperson-only show. And while we would hope that all products – from robots to drones to smart appliances and more – were built based on solid end-user insights, that notion is as likely as 95 percent of what was shown becoming runaway hits.
The most astute comment of the week came from David Pogue, longtime consumer electronics pundit, who said, “CES is not a store; it's an exercise in wishful thinking.”
So what wins?
“The consumer is going to decide,” Sean Lyons, U.S. President of R/GA, told me in an interview for my The Art of Mobile Persuasion book (www.artofmobilepersuasion.com). “I think a lot of these early thoughts about how things will be used are wrong often. And it's not because people aren't intelligent. It's because we haven't really found what the behaviors are yet.”
Said Target CMO Jeff Jones on Facebook:
“The consumer will win with choice for sure…but as of now, people will have to choose a “platform” or an “ecosystem” that they buy into... Read more