The brand insight is where a lot of teams stop with social, handing writers and designers a gaping void within which to structure a social media presence.
What results often times is either: 1) shoving traditional campaign structures into social networks, or 2) a big bowl of tactics that are stand alone gimmicks, giving neither the creators or brand managers a fair way to evaluate whether integrated campaign tactics actually do integrate. And when they do integrate, how do you create consistency without droning sameness?
Home improvement and mobile are as matched as a hammer and nail, and other takeaways from the just concluded Mobile Marketing Forum in New York:
On the heels of a presentation by Lowe’s at the last Mobile Marketing Association get-together in San Francisco in January, Home Depot detailed its own measurable progress in engaging shoppers and selling more stuff through mobile devices.
Among the learnings:
Home Depot’s mobile-optimized site and apps provide access to the 400,000 different product types available online – as compared to the 35,000 in physical stores.
About a third of Home Depot’s traffic last year came through mobile.
Home Depot’s app has been downloaded 3.5 million times, with traffic up 60 percent because people responded to opt-in push messages.
Home Depot recently ran a test on Twitter and saw mobile engagement outpace desktop by 40 percent.
“The biggest challenge today for marketers is to make it exciting for consumers,” said Trish Mueller, senior vice president and chief marketing officer of Home Depot. “We’re passionate about customer service and... Read more