Tagged 'shopping'

How To: Recognize the Power of Brand Advocates

Posted by Keith Trivitt on September 6th, 2012 at 7:50 am

For years, public relations professionals have known of the power of brand advocacy. But in the digital age brand advocacy is evolving into the realm and responsibility of nearly every type of digital marketer. Whether you’re working on a search marketing campaign or overseeing a client’s display strategy, every marketer needs to understand and believe in brand advocacy.

Retailers: Create ONE branded app for your shoppers

Posted by Todd Sherman on September 5th, 2012 at 9:15 am

The success of a retailer's mobile strategy is no longer whether they offer mobile apps to customers. It's now about creating a single, unique app that empowers customers while extending the brand.

Retailers and Smartphones: It’s not “if” or “when”… it’s “how”

Posted by Todd Sherman on August 30th, 2012 at 9:21 am

We’ve all seen the numbers of how many people have smartphones, and we know they’re using them to help with shopping. But if your memory is like mine, here is a quick refresher:
• There are over 100 million smartphones in the U.S. and that number is growing fast(1)
• 73% use their smartphones to help with the shopping experience(2)
That means it is no longer “if” (that answer is “yes”) or “when” (“now”) to implement a mobile strategy, it’s “how.” So we’ll talk about “how” to do just that.
The primary key to success is engaging the customer. Offer them something that helps either save money or save time. Or both. And make it part of the natural shopping process – either what they are already doing now or what they will easily shift to doing because it’s easier, more efficient or more effective.
To those ends, here are some high-level concepts to keep in mind:
• Understand your customer. Mobile offers a significant leap forward in understanding what your customers want to buy and what they are interested in. This can be demonstrated through intelligent shopping lists, products searched for and products scanned.
• Communicate with your customer at every decision point. Since you know their interests,... Read more

Mobile Roundtable (Concl): Brand Marketing & The Future of Social TV

Posted by Rick Mathieson on May 29th, 2012 at 5:00 pm

Will consumers and brands really tune into social TV over the long term?
The whole field is getting a lot of buzz these days, from startups like Miso and GetGlue, to high-profile initiatives at this year's Super Bowl that included a branded app from Chevy and Coca-Cola's interactive Polar Bear experience on Facebook.
I have not seen solid figures on viewer engagement with the Chevy app, but the fact that GM announced this week it will sit out Super Bowl 2013, it stands to reason the initiative wasn't a touchdown.
Coca-Cola's experience, however, was another thing entirely. At last week's Social TV conference, Coca-Cola revealed some astonishing engagement figures for its Polar Bowl. Turns out that while Coke thought they'd engage a couple million people for an average of 2.5 minutes, the Bears - which reacted in real time to the game and even Super Bowl spots from other advertisers - attracted 9 million viewers who spent an average of 28 minutes with the brand.
In the conclusion of our May 2012 Mobile Roundtable, Dorrian Porter, CEO of longtime sponsor Mozes; Julie Fajgenbaum, vice president of brand and social media for American Express; and Rachel Pasqua, executive director of mobile marketing for Organic weigh... Read more

Mobile Roundtable (Pt 4): Facebook's Mobile Challenges Post IPO

Posted by Rick Mathieson on May 24th, 2012 at 11:41 am

Can Facebook monetize the mobile channel as well as it has its desktop experience?
In the run-up to last Friday's big Facebook IPO, there was considerable industry commentary on that outstanding question.
Here, our mobile marketing panel - Julie Fajgenbaum, vice president of brand and social media for American Express, Dorrian Porter, CEO of longtime sponsor Mozes, and Rachel Pasqua, executive director of mobile marketing for Organic (shown above from left) - put their views on opportunities for both Facebook and brand clients in the mobile space.
MOBILE ROUNDTABLE (PT 4): FACEBOOK'S MOBILE CHALLENGE POST IPO
Click here to listen to: Mobile Roundtable (Pt 4): Facebook's Mobile Challenges Post IPO

(3:28)
ALSO LISTEN TO:
MOBILE ROUNDTABLE (PT 1): JULIE FAJGENBAUM - HOW AMEX BANKS ON MOBILE MARKETING
MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC'S RACHEL PASQUA - KIMBERLY CLICK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING
MOBILE MARKETING ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION
(11:07)