'Wireless' Category

Actionable Notifications and the Apple Watch

Posted by Tom Edwards on April 16th, 2015 at 9:03 am

One incredibly useful iOS feature has flown under the radar for most branded applications. With a recent flurry of adoption from brands such as Walgreens, actionable notifications are quickly gaining traction as a mechanism to drive action through iOS notifications without the need to open an app.
The actionable notification API was originally announced at the 2014 Apple world wide developer conference (WWDC) and officially became available with the arrival of iOS8 last September.

Actionable notifications essentially allow a user to take an action directly from a notification. By simply interacting with the notification, the user is then prompted with unique app based actions that can be performed without the need to open an app.

Repost of actionable notification animated example from Nick Jensen
Walgreens is leveraging actionable notifications to provide utility for existing app consumers by allowing them to directly refill an Rx directly from the notification. This is a great example of a brand maximizing the impact and flexibility of the operating system to create a seamless experience that does not require the user to open the application
Actionable notifications will also be available as a part of the upcoming release of the Apple Watch. After going through one... Read more

Turning loyalty into advocacy: The evolution of incentivized marketing

Posted by Nanette Marcus on April 12th, 2015 at 4:12 pm

When faced with business challenges, specialty women's brand The Limited decided to harness the power of its loyal customers and turn them into advocates.
Jenn McCain-De Jong, senior vice president of eCommerce and alternate channels for The Limited, alongside Cory Powers, vice president of product development at Spendsetter, highlighted the success of the companies' partnership at the iMedia Commerce Summit.
Powers noted that brand content isn't the most trusted content when it comes to Millennials, who are more likely to trust their friends. The Limited understood that brand advocates pulled from its existing consumer base would be its best bet.

"Brand advocates tell our story," McCain-De John said. "And they tell us when they're unhappy, which is really important, too."
The Limited's goals were to:

Increase brand awareness
Drive foot traffic to new store openings
Acquire new customers

McCain-DeJong watched customers in a few locations researching on their phones while shopping. That struck her as an opportunity that The Limited was missing, and the brand advocacy program with strong mobile tie-ins was born. Her goal was not only to leverage the customer standpoint, but as an internal engagement piece for its base of store associates, as well.
Mobile is taking advocacy further. 120 million U.S. consumers use smartphones and... Read more

Apple Watch As In Watch Out, Inattentive Slugs

Posted by Jeff Hasen on April 12th, 2015 at 10:23 am

In the wee hours of Friday morning, anticipation turned to disappointment as Apple pegged the delivery of my newly-ordered Apple Watch to be well into the future, specifically between May 13 and 27.
By Saturday night, I was thinking up ways to buy more, ummm, time.
Let me paint the picture.
One of the supposed benefits of receiving notifications on your wrist is the unmatched ability to inconspicuously sneak a look at information without having to pull out a smartphone.
John Kosner, Executive Vice President, ESPN Digital & Print Media, told me so much in an interview for my upcoming book, The Art of Mobile Persuasion.
“Sports always lead technology because of the urgency and how much people care,” he said. “If the Seahawks are playing a Thursday night game and you are at dinner, you can just look down at your watch to know what’s going on versus having to excuse yourself, and go to the bathroom to sneak a look at your phone. Guys are going to love that. You can already see the TV commercial that can be made for that.”
Perfect. It will be as easy as Sunday morning.
Or not.
I tested the premise Saturday night in a restaurant with white tablecloths and... Read more

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Concl): Uncertainty Certain

Posted by Rick Mathieson on April 4th, 2015 at 1:11 pm

Can someone who has spent little to no time working in advertising really cover it?
Or is it even better that way?
In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business.
How did being one step removed hinder - or help?
As Elliott says goodbye to the Times, we'll get his views on that topic.
And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.
(Approx: 3:29)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing
Listen to Part Three here: Change is (On) the Air

The Disconnect That Is Apple Watch's Promise of Better Connectivity

Posted by Jeff Hasen on March 8th, 2015 at 10:39 am

More immediate access to our emails and texts makes sense for a surgeon or someone who is about to learn of a life-changing lottery win.
The rest of us can wait.
Apple is betting that I’m wrong.
Are you going to trust its track record or mine?
Remember I’m the guy who made the second biggest mistake in recent Super Bowl history, incorrectly predicting for seven straight years that advertisers would move their commercials out of the 1970s and add a mobile call to action that would lead to ongoing engagement with millions of people. My latest fumble on that one got lost in Seahawks’ inexplicable throw at the end of the last Super Bowl.
But back to the question of whether the introduction of the Apple Watch is timely.
There isn’t a way to convince me that there is a pent-up demand for a quicker or more convenient path to information coming our way. With more than 75 percent of us in the United States packing a smartphone, and most keeping it within four feet day and night, is there a real problem with us either getting to our emails and texts or knowing that one or 75 are there?
I suppose that one group of... Read more