'Emerging Platforms' Category

2015 Mobile Marketing Predictions – from 2005 (Pt 1)

Posted by Rick Mathieson on December 5th, 2014 at 11:07 pm

Let’s just say I had a head start on my 2015 mobile marketing predictions.
In 2005, my first book, BRANDING UNBOUND, hit bookshelves proclaiming a new era for marketing – one where the most measurable, personal and direct link to consumers ever created would change the world of marketing forever.
Written in 2003 and 2004, and published in June of ’05, I prognosticated about Apple Pay, iPad, Google Glass, Nest – and trends like marketing personalization, mixed reality social apps, augmented reality and more.
The book came out in June 2005 - two full years before the first iPhone was launched and heralded seismic changes to our relationship with technology.
Advertising that anticipates what you want and offers it before you even think you want it.

Services that let you shop for pizza, music, books and movies – anywhere, anytime.

Offers sent to you in-store, based on your age, gender, location, stated preferences and past purchase history—and even what merchandise you’re holding in your hands,  in real time.

Mobile, social platforms that let you do everything from get your gossip on to facilitating real-world meet ups between “crushes” who happen to be within 10 blocks of each others' physical location.

Stores... Read more

#Ubergate Makes Plain That Privacy Cannot Be a Passing Thought for Start-Ups

Posted by Fernando Bohorquez Jr. on December 5th, 2014 at 10:10 am

This post is co-authored by Jenna Felz.
This post originally appeared in the Baker Hostetler Data Privacy Monitor on November 26, 2014 and is being reposted here with permission.
The long-brewing behind-the-scenes tensions of privacy, big data, and mobile recently came to a head in the public relations disaster known as #Ubergate. Uber’s meteoric rise to the pinnacle of the rideshare start-up economy has been fueled in part by its collection and usage of sensitive consumer geolocation information. An Uber executive’s recent freewheeling remarks about the potential abuse of that sensitive consumer data has ignited a firestorm of controversy, bringing to the fore additional allegations of questionable data usage practices. #Ubergate serves as a cautionary tale to any start-up collecting and using sensitive personal location information to invest early in privacy policies, practices, and ethics.
Uber is a popular ridesharing service operating worldwide that uses a smartphone app to receive requests for trips, and then dispatch available drivers to riders. Founded in 2009, Uber reportedly only recently published its privacy policy publicly only last Tuesday. According to its privacy policy, Uber collects “Personal Information” such as a rider’s email, password, name, mobile phone number, zip code, credit card information, and user photo. It... Read more

Technology Transforming the Fashion Industry

Posted by Neal Leavitt on November 27th, 2014 at 5:28 pm

Last week after a nice lunch with my sister, niece, brother-in-law and cousin, I got corralled into following them into Nordstrom’s in downtown San Francisco. I quickly realized that with only two magazines, a book, and a smartphone, it would be a challenging afternoon.
And once my niece pulled about a half-dozen outfits off a rack and said “I just want to try on a few things,” the situation became untenable. Elevated heart rate. Accelerated pulse. Beads of sweat on forehead. If the store had started playing Slim Whitman songs, my head would have exploded, similar to what happened to the little green Martians in Tim Burton’s campy Mars Attacks.
Quickly gave everyone a hug and said I was dashing out to Ghirardelli’s for a sundae (dark chocolate hot fudge; medical studies have indicated dark chocolate’s good for you, ergo, Ghirardelli’s sundaes are healthy. Bit of twisted logic but effective for assuaging any guilt feelings).
But while scraping away the last nanometer of ice cream, it got me thinking about how technology has radically changed the fashion industry in just a few short years.
“Technology is now completely ingrained in our interaction and relationship with fashion retail,” said... Read more

What is Your Brand Story?

Posted by Winnie Brignac Hart on November 25th, 2014 at 8:41 am

A commentary in the December issue of Entrepreneur magazine suggests that storytelling seems to be the major business lesson of 2014.
Why does my brand need a story?
Storytelling as it applies to business is about how your products or services exist in the world. It’s about who you are as a company, how you add value, meet needs, ease troubles. A compelling brand story gives your audience a way to connect with you, and to view your business as a living, breathing entity run by real people offering real value.
Three components of developing a brand story
A note of caution – storytelling as it applies to business isn’t about spinning a yarn or fairy tale. There are three critical components to telling your brand story.

It has to be the truth.
Your company culture must align with the brand story.
The story must be told consistently across all marketing communications, both internal and external.

Composing your brand story is all about differentiation and serving your customer, whether B2C or B2B. Ask yourself some questions:

What is unique about your business?
Is there anything interesting about how it was founded or its founder?
What inspired the business?
What “aha” moments have you had?
How has your business evolved?
What about your business might others... Read more

Simple Ways To Increase Engagement And Facebook Fans

Posted by Morgan Sims on November 24th, 2014 at 7:54 am

The very best Facebook pages will reward fans, grow audiences and influence followers. It is really important that you reward your fans because this is one of the ways in which you can build a really loyal, active and dynamic fan following. You can easily help fans and push them to interact with content, offer rewards, all in order to prove that you appreciate the audience’s roles for your success.
Show That The Opinions Of The Fans Count
Every single brand that values the opinion of the fans is loved by them. As you launch a brand new product or service or you simply try to come up with an idea for an event, ask for audience input. You can add a survey or simply ask a question through a Facebook post.
When the followers see that their voice is heard, they become better followers and they get engaged in the community you try to build.
Fan Appreciation Events
It is great to organize a fan appreciation event so that you can showcase your gratitude towards the fans that are loyal. For instance, you can arrange fun family games when at a park, together with giveaway contest winners. You can create the event through... Read more