Lovers of Diesel denimware should pop into a retail branch to like the denim collection. As this video from Creativity UK demonstrates, the brand is attempting to connect the personal experience when shopping for goods. This interactive marketing strategy asks the customer to scan the QR code, where they’ll be taken to a product landing page with the option to share it on their social media platforms, specifically Facebook. It is unclear if the other platforms are available for sharing options. The viral community can either bash or love your fashion taste.
I do find the concept intriguing in that it engages the consumer on multiple levels, but denim is such a unique entity in an apparel collection, especially for women. The fit must be perfect, or they get returned immediately. It will be interesting to see if sales figures improve due to the penetration.
Apparel retailers are looking at different methods of getting customers to visit their stores. This is one strategy which has promise for lead generation in online marketing since the consumer is entering their personal data into the store algorithm.
The question, as I said, will come down to sales conversion. Does it drive up metrics online or through the brick-and-mortar model? Commodity concerns are forcing consumers to make direct choices about entering the venue for browsing. The ability to purchase through a smartphone application or website mitigates the necessity for travel. Retailers who pitch nominal or free shipping fees accentuate the temptation to stay home and click to buy.
Retailers who employ sales commissions should observe the Diesel strategy to predict its effectiveness. Sales representatives want your seal of approval, the thumb, in person.
Early last year, I had written a piece discussing the use of icons by online advertisers to measure consumer behavior. The logo would be slight and innocuous, with the consumer having the option to remove it at their discretion. Republican Presidential Candidate Mitt Romney along with President Barack Obama have been some of the first political sources to feature it. As ClickZ explains, consumers can click on the icon, where they’ll come upon a new page called the interest category manager with opt-out features. The algorithm measures your surfing habits and rolls out banner displays based on previously visited websites. Advertising networks are rolling the icons out with greater intensity.
The ClickZ article also points out that federal legislators are sending out privacy bills to allow consumers more control over personal data collection. The intention of collection this data, of course, is to design online targets for corporate entities. Advertising committees wanted to handle this proposition without federal intervention. It doesn’t appear they will get that chance, if consumers are made aware of the behavioral icon. This link will teach those about the purpose of this along with other self-regulatory tools. Data breaches on Sony Playstation’s database can only begin to accelerate the initiative. Certain corporations have not proved capable of maintaining consumer data with proper encryption. For now, Big Brother will have to watch you online.
We know that online video advertising is a stabilizing sector of digital marketing. I’ve talked about it enough, so now we look at examples in the marketplace.
The commercial spot was created by DDB London and illustrates the therapeutic qualities of tea as a beverage. Iced tea, especially sweetened, is a staple of Southern cultural milleu. Britain and its former colonies take time to sip in the afternoon. The phenomena has yet to take over other regions on a traditional level.
In this spot, you get phantasmic lighting of her body with water, sunlight and lush, green leaves floating around. The chaotic city streets are not enough to drag down her aura. The soundtrack is fast and vibrant, supplementing the notion of tea as a fresh, natural stimulant. Now that the summer time has dawned on North America and Western Europe, momentum cannot be halted.
Or can it? Mike Chapman is the source of this spot and he believes that using a dual tagline weighs down the main pitch. I don’t necessarily agree here, because many beverage spots utilize multiple taglines to drive home a message. Since the commercial has placement in multiple channels, I understand the strategy. Commercial developers also have to think of SEO optimization when designing a strategy, even though television still generates the most revenue for scale. The second tagline (Drink Positive) affirms the first one (You Are What You Tea). I click on this ad “Double” for quality.
According to CNET, Google Chrome is gaining traction as a browsing application in cyberspace. In May, usage rose slightly from 11.9% to 12.5%, according to Net Applications. With a wide palette of social media tools, Google has campaigned heavily online through YouTube video clips, display advertising, and event sponsorship.
The search giant sees Chrome with the potential to sync loads of content between the desktop and mobile user experience. The code base for Android mobile software differs, but that is not a hindrance to development. As more content travels, then the opportunities to generate revenue from SEO will increase. Display advertising also will pick up steam as they are included with video content. Chrome developers have left the architecture open to allow rival browsers like Firefox and Opera on their mobile platform.
As noticed with Twitter, such a democratic ecosystem can lead to roadblocks as the technology improves with research. In this particular sector, Internet Explorer 6 remains the dominant browser on personal computers. IE6 has not been able to keep up with the explosion of mobile applications using current HTML5 language. Therefore, the strategy is smart for the moment. Word has filtered around that Google is developing a menu of hardware which will carry Chrome as the main browser. Until that point, the desktop browser seems largely tied to consumer knowledge of new software development. The bet is fickle, but must be monitored in order to see a market shift. Those interested in trying Chrome should click on the logo above.
appMobi is a cloud-based mobile service platform that offers strong value for small businesses looking to integrate mobile marketing into corporate strategy. Mobile marketing includes the creation of smartphone applications by mobile developers and presence of their support systems. These applications get integrated across smartphones and tablets. Gaming software has really exploded with this open architecture. appMobi has generated a strong ecosystem for mobile technology, but they are not done with innovation.
appMobi also is looking to improve the measurement of mobile analytics. Desktop analytics, although far from perfect, have programs that can measure relevant metrics to determine an angle of consumer behavior. We know about them. appMobi wants to integrate mobile statistics into desktop dashboards. appMobi is exploring some ideas. One of them is by improving the mobile resolution display through the deployment of a WC3 compliance weblog. Once this weblog has the ability to validate new measurements, then we can see the effects of touch, augmented reality, and QR codes on strategy.
Over the air updates and mobile payments (one-touch) are two of the other cloud services in which appMobi is developing to improve cross platform application performance. Mobile payments are entering a period of stronger development and their transition into public behavior looms on the horizon. You can learn more about appMobi by following this link.
The newswire has flashed stories of internet communication’s impact on global developments. Social media has been utilized to create support communities in the light of natural disasters. These support communities share meeting locations, access to goods, and topics of discussion. The recent dissident springs in the Middle East have spotlighted the mechanizations of a popular communicative software. As this story displays, an ecosystem could be developing which affects speech first, then discourse into the present and future. Third-party software developers have created applications in this vein.
A feature in today’s Wall Street Journal talks about how Skype has been utilized as a tool for dissenting parties. Many citizens know of Skype as the software to execute free and low-cost international calls over a live Internet wire. Youth groups in Egypt cite its effectiveness in leveraging their movement to topple the Mubarak regime. Skype was designed with a high level of security encryption, making it a fortuitous dissident tool. The web application runs multiple calls through one computer. Other nations in the region, however, are making efforts to block certain content with negative sentiment, then store said content in government records. Smaller technology firms like Gamma and HackingTeam have developed programs to circumvent those firewalls. Law enforcement agencies are sitting back to accept all offers.
The interesting development is where the benchmark lies in future regional conflicts. We are seeing the convergence of public and private elements with interactive marketing, an embryonic, largely public forum. These energies are testing censorship, especially in the voice communication sector. Research In Motion has run into conflict with Middle Eastern and Indian government bodies for maintaining proprietary control worldwide of their user storage content, despite being in Canada. They seem to have the customer’s interest in mind when it comes to protecting intellectual property. With Microsoft’s purchase of Skype, it will be interesting to see which strategy they pursue when it comes to data storage. As a leader in business software technology, the private sector would welcome some data storage protection. What are your thoughts?
The mobile payments industry is gathering steam. This headline from Google chronicles how the merging of personal data will affect consumer habits in an unprecedented level. It will also make security encryption even more pertinent in the future of mobile technology. Will companies assume greater liability for breaches of personal accounts if they are demanding consumers to forgo currency notes? Stay tuned.
I noticed the email in my box on Monday. I admit that I was intrigued, although I’m not a fan of her music. I think she is musically capable. Nevertheless, 99 cents for a top-selling musician’s new album is a risky bet for even a strong e-commerce giant like Amazon. Their website was compromised as a result. Alongside the recent issues with their new Cloud Service Program, these digital enterprises look worrisome. Like humans, software is prone to malfunctions. We all undertstand that. It is egregious to demand risky bets with platforms that should remain in beta. I also think a strategy with few protocols to absorb a viral onslaught is no good. Amazon claims to have made adjustments. Okay then.
This week, Sony is finally restoring service to Asia after sufficient evidence was gained that they have taken the proper measures to ensure encryption of security data. It is a step for a region where technology is king. Supposedly, Sony had a report of the forthcoming PlayStation to stir a positive outlook going for investors. This project for Sony has taken on more pressure to connect with the public sector. Sony’s credibility with their customers is tenuous right now, as we saw with more e-commerce breaches.
This rumor has been around for a long time. I spoke last week about the social media giant taking control of their open source partnerships. I commend them taking charge of it. Twitter’s management style has been the opposite of its rival Facebook, in that they have moved fastidiously in software acquisitions. The user experience has also been incrementally altered to allow greater online advertising streams, especially banner ads. TweetDeck has the cache of many credible bloggers and journalists who could amplify that revenue potential. It only makes sense to manage that database for the company’s future.
Many of you caught news of the wordsmith’s passing, but Mashable commemorated him with a series of five music videos. His iconic hit, “The Revolution Will Not Be Televised“, is ironic along with prescient. This revolution had the scope of sociopolitical transformation after the year of 1968 on a class level. Now online video has democratized communication so much that the business model for presentation is slowly being altered. In fact, Gil had enjoyed a renaissance through social media after the release of I’m New Here in 2010. A younger demographic learned about the voluminous impact of his recordings while seeing him overcome a life of addiction and disease. In fact, we are in the midst of a silent revolution. It’s bigger than television right now. Gil knew that, and left us to handle its endpoint.
That’s the Blue news after the holiday weekend. Stay cool.
This summer, the banking industry and technology companies look to help consumers move around. Their money, that is. I spoke a few weeks back about the seismic shift in activity. The intensity is stronger from many angles over the past couple days. The mobile payment sector has built itself through small companies producing site platforms to hold beginning applications. Jack Dorsey, the co-founder of Twitter, believes the mobile marketplace is seeing the revolution come to pass. In this piece from Financial Times, he talks about the changes in depth.
PayPal has been a steady performing company for years with the stewardship of eBay. The revenues have tripled since 2005, making them the market leader of mobile payments.
Google has announced the release of an application that will allow consumers to make purchases with a wave of their mobile device. Tablets are also eligible to make payments with participating retailers. Google is taking on the leader of daily e-commerce coupons, Groupon, with a new coupon service.
According to this piece in the Journal, Bank of America, Wells Fargo, and J.P. Morgan Chase are the banks looking to launch a mobile payment system where customers send money from checking accounts to merchants with a phone number or email system.
This shift could be a watershed for e-commerce retailers who do not have existing debt in brick-and-mortar venues. It could also intensify security encryption for personal data. Stay zapped.
JWT, the world-renowned marketing communications agency, explores the acronym in a monthly market research report . They dub the phenomenon, “The Fear Of Missing Out”. One person knows more exclusive events than you. The other person is hanging out at a space not yet open to the public. Then your co-worker obtains technological devices at bargain prices. What to do without a Jetsons hovercraft or the ability to teleport like Jeannie. What if you can’t fly through the air like our comic heroes?
Ann Mack, the director of trendspotting at JWT, explains these emotions in a couple long quotes. Here is one of them: “As social media makes people aware of things to which they otherwise might not have been privy, it can spark a sense of vicarious participation or motivate real-world behavior. Conversely, it can be a curse, fostering anxiety and feelings of inadequacy.”
The report identifies certain personalities susceptible to this behavior. It also discusses other elements of consumer behavior, including e-commerce habits. Here’s a statistic from the report which I found fascinating.
Those interested in learning more should visit JWT Intelligence to download a full report. Click the image to get more pertinent details.
LinkedIn went into the stock market this week, representing a watershed moment in social media. The B2B portal had their shares double on the first day of trading. After a couple years of technology valuation from leading investment bankers, LinkedIn took the plunge. Clearly, we do not know how long their glow will last once rival companies enter the marketplace. LinkedIn is a unique entity from other sites since they have a tiered subscription model for executives and generate revenue from online advertising. The company will continue investing in new research and technology development over the next year. Management has already said this will jeopardize liquidity. Many analysts are worried about this last statement becoming the standard protocol that burst this new digital age. Capital must be reinvested for the link to be in.
We knew that it was coming, but even CEO Jeff Bezos did not imagine the speed of this delivery. Amazon’s E-Books are outselling the print editions. The pioneering e-commerce retailer has branched from its roots as simply a book vendor. But they have done a nice job in reinventing the book as a pleasure commodity. When the iPad was released, they immediately developed a web application to use on Apple’s OS X platform. They are also tinkering with a new Kindle that has potential to hold and transfer multimedia content. But as this Forbes writer suggests, print editions will remain relevant for the foreseeable future.
The news about the trouble book retailer has led to much speculation. Liberty has ventures in many other forms of digital media, but not books. They are looking to get into the e-book sector. These analysts from the WSJ believe that they are interested in the content rights. Again, time will tell the truth. Similar to Amazon, the race is on from book retailers to gain market share in the content segments first, then later decide on financing. Advertising on these devices can be accomplished through sponsorship.
This story from Mashable flew under the radar since Sony was able to fix the encryption breach rather quickly. It goes to show that companies need to be more assertive with their databases on a management scale. I read an interesting piece somewhere that outside of the finance industry, few have a Chief Technology Office that reports to the CEO. As personal information travels in real-time into cloud software and devices, manufacturers will have to place greater impetus on technology security. I’m pretty confident that Sony will make this adjustment after two breaches within a month. Other firms have to be attentive to this story which still has legs. Technology is no longer just for the highwater crowd. It is an integral part of our daily experience.
This headline is interesting as it discusses a dynamic shift in Nielsen strategy from quantitative market research into neurosurveillance. For some, the paranoia can be too much. NeuroFocus is the principal creator of Brain Prober, which it alleges has an interactive cap called the Mynd which reads electrical wave transmissions. As a result, physical action can be traced to its direct routes, meaning that machines can be controlled with mere thought. Its funny that these devices were imagined in cinema and literature nearly a generation ago. Lead advertisers are brimming smiles with the economic potential. You think?
That’s the Blue News this week. See you next time.