'Emerging Platforms' Category

Marketing Baseball Cards: Bubble, Boom or Bust?

Posted by Neal Leavitt on October 30th, 2015 at 5:54 pm

“Say it ain’t so Joe!”

Those words were supposedly uttered by a small boy outside the Cook County (IL) Courthouse to ‘Shoeless Joe’ Jackson. He had just finished testifying to a grand jury; one of eight Chicago White Sox baseball players who allegedly took bribes allowing the Cincinnati Reds to win the 1919 World Series. Jackson was banned from baseball after the 1920 season but was found innocent in 1921 by a jury.
Debates have raged for 90+ years on Jackson’s guilt or innocence; his baseball cards, however, have stood the test of time. Currently on eBay, for example, you can buy a 1909 E90-1 American Caramel rookie for $10,999.95. If you’ve got some spare change hidden in the sofa, you can grab a 1952 Mickey Mantle Topps Rookie RC #311 for only $38,795, also on eBay (with free shipping!). And in late April, a T206 Honus Wagner card sold at auction for $1.32 million.
While the market for certain types of baseball cards is still strong, a paucity of children and even teenagers at major baseball card shows in recent years appears to be the proverbial canary in the coal mine. Baseball card prices have been falling in recent years... Read more

Are We In the Mobile Immaturity Phase?

Posted by Jeff Hasen on October 25th, 2015 at 11:31 am

By every yardstick, including smartphones purchased, megabytes of data used, and sales generated, mobile is making historic advancements. A study by Flurry said that smartphone adoption has been 10 times as fast as the consumer reception to the personal computer.
During the 2014 holiday shopping season, wireless devices were the conduit to meaningful dollars for retailers and other businesses. In fact, smartphones and tablets accounted for more than a third of online sales on Christmas Day as well as 57 percent of all online traffic.
Sales made from Amazon’s smartphone app doubled year over year. An impossible-to-ignore 60 percent of Amazon customers shopped on a mobile device.
Still, we were left with the impression that, while marketers were in the game, they weren’t all in.
I wrote extensively about the state of mobile marketing in my new The Art of Mobile Persuasion book – www.artofmobilepersuasion.com. I’ll share several insights from my interviews, but first let me point to a new Forrester Research report that says that mobile maturity is rare among marketers.
An alarming (my word, not Forrester’s) 44 percent are still shrinking desktop experiences for smaller screens, 42 percent put mobile first, and only 14 percent are truly transforming the customer experience.
“The best mobile... Read more

Report: Social Media Benchmarks and Content Trends for the Soft Drink Industry

Posted by Doug Schumacher on October 21st, 2015 at 9:05 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top soft drink brands in the US across Facebook, Twitter, YouTube, Instagram and Google+. We’ll analyze 6 category leaders: Coca-Cola, Fanta, Pepsi, Mountain Dew, Dr. Pepper and Sprite.

The largest network account among all these brands is Dr. Pepper’s Facebook account: 14.9 million fans.
Instagram accounts on average gained over 8% in fan growth, industry-wide.
Between Facebook, Twitter, YouTube and Instagram, Twitter generates the least engagement, despite averaging the second highest fan count.

Click image to view report:

Programmatic Storytelling: From Discovery to Purchase & Beyond

Posted by Joseph Vito DeLuca on October 12th, 2015 at 8:45 am

When it comes to programmatic marketing, the first thoughts to come to mind are typically performance advertising and the ability to purchase cost-effective digital inventory. Lost in the shuffle seems to be not only branding, but the overall communications strategy. Rather than siloing your programmatic in dispart campaigns, incorporate it into your complete marketing mix throughout the customer journey.
It's All in The Data
One of the advantages to serving ads programmatically is having the ability to leverage data to not only achieve smarter targeting measures, but also having the ability to be more relevant with your messaging, which is crucial. Using a mixture of revenue data, customer data, other first-party data and third-party data, you can segment customers based on purchase and behavioral history and vary the message based on location and other demographics to connect the right product to the right customer.
"The key outcome of successfully analysing and utilizing this first-party data is the ability to develop a strategy of truly people-based marketing," writes Christopher Ratcliff of Econsultancy. "People-based marketing means being able to recognize and engage your customers at every touchpoint in real-time and all the time. To facilitate this, technology has to be used to provide uniquely... Read more

Location As A Context Filter

Posted by Tom Edwards on October 2nd, 2015 at 7:38 am

I recently participated in a panel for Mobile Media Summit in NYC as a part of advertising week. The discussion was primarily focused on all facets of geo-location as well as a deep dive into the role beacons can play to connect with consumers in real-time.

Below are a few territories that I touched on during the session as well as a few additional thoughts.
ROLE OF LOCATION: Location is a great filter to align consumer behavior against. My goal is to seamlessly connect physical to digital while maintaining a highly consistent message architecture that is highly relevant to the consumer.
BEACONS: One of the issues with beacon programs to date is how to achieve scale. Media organizations are looking for opportunities to drive scale while marketing agencies are focused on the ideal message structure.
There are many use cases to consider depending on the behavior you are looking to impact. If the goal is to drive pre-shop behaviors, it may be beneficial to leverage a 3rd party solution like shop kick to motivate a pre-shop mission that can lead to a retail visit.

If a retailer has a robust CRM and loyalty program and wants to connect online behaviors with in-store visits... Read more