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Mobile Marketing Trends to Look out for in 2012

Friday, January 13th, 2012

Mobile technologies are constantly being created to bridge the gap between the digital world and reality. In the past few years, digital marketing has become a way to engage consumers with a brand through their phones and this year will be no exception.

Matthias Galica, contributor to the social media news website, Mashable, recently shared with readers what he felt would be the top mobile marketing trends in the year 2012. Here’s a rundown of his predictions and what he thinks will be “the good,” or the benefits to each new technological platform. If you are unfamiliar with some of these new media terms, we will provide a definition to help you gain some more insight for what this next year may hold.

Quick Response (QR) Codes Will be More Prevalent
QR codes seem to be everywhere these days, and don’t expect that to slow down any time soon.

Definition: A QR code is a type of bar that is designed to be used for smart phones or other electronic devices that have a camera. Many modern smart phones have the ability to interpret a QR code. The amount of information on a QR code is much more than a standard UPC-style bar code. A QR code can direct users to websites and to other online information.

The Good: We will see the disappearance of non-standard formats, an exponential rise in the amount of devices that are capable of reading the codes, and a “steady march towards improved calls-to-action spurred by more accountable analytics.”

Augmented Reality (AR)
Check out this cool video to see an example of AR, Augmented Reality Cinema.

Definition: It’s a complex idea, but simply put, it’s a new technology that blurs the barriers between reality and computer. Check out this site for further explanation – What is Augmented Reality?

The Good: Mobile devices are becoming more capable exponentially, and a few successful AR campaigns have been able to capture mainstream imaginations.

Near Field Communication
Definition: Near field communication (NFC) refers to a short-range wireless communication technology using radio frequency waves. The purpose of the technology is to enable communication or information to be exchanged between devices separated by a few inches. Examples of uses include:

You could take pictures with a cell phone with a built in camera, and touch an enabled computer or television set to transmit the images for display;
You could download applications or games to a handheld device by touching the computer

The Good: New advancements in technology have hastened the competitions drive to create mobile marketing opportunities that give consumers the ability to swap SIM cards for NFC in lieu of upgrading the device entirely. NFC campaigns will appear in along side with QR codes.

The Field (Everybody Else)
“QR, AR and NFC are getting all kinds of buzz, but a healthy contingent of other contenders is also vying to close the loop. Given the wide spectrum of opportunities in offline-to-online engagement, it’s not inconceivable that multiple technologies can succeed across mutually exclusive consumer behaviors.” – Galica

Source: http://mashable.com/2012/01/11/qr-codes-augmented-reality-2012/

Tags:Augmented Reality, Mashable, media marketing, Near Field Communication, new media, QR Code, Trends
Posted in Marketing, Social Media | No Comments »

PepsiCo and Star Wars want you to Join Forces with their Products

Tuesday, January 10th, 2012

Packaging presents great opportunities for companies to engage customers with your brand. Whether it is mazes on the back of the cereal box or QR codes on the packaging of the product, the packaging is encouraging further engagement with the brand rather than just seeing the package and disregarding the brand shortly thereafter. A great example of packaging interaction opportunities is presented in the partnership with the Star Wars enterprise and PepsiCo.

Star Wars fans not only have the releasing of “Star Wars: Episode I – The Phantom Menace 3D” to look forward to in this coming month, they also have a chance to add to their collectors items with the addition of a new bottle with its packaging featuring Star Wars. PepsiCo is seeking to take advantage of a great national marketing campaign by joining forces with the 3D theatrical release by featuring the release on their Brisk iced tea and its other juice drinks.

The new product packaging features Darth Maul, who is a Sith warrior best known for wielding a double-ended lightsaber, taking over the Brisk Raspberry Iced Tea 24-oz can and one liter bottles. The Darth Maul packaging will feature a web link that hopes to drive consumers to UncaptheApp.com, where they can download and play the exclusive mobile game, Brisksaber.

All other Brisk Tea products will have under-the-cap codes that give fans access codes to unlock new lightsabers, characters, and objects when they play Brisksaber. The marketing campaign and limited-time packaging featuring Darth Maul will be available for purchase until April 30, 2012.

“The Brisk team has done a great job developing new, innovative ways for people to interact with Star Wars—staying true to classic, fan-favorite characters while giving them a fun twist,” says Kayleen Walters, senior director, marketing, Lucasfilm. “We are excited that Brisk is partnering with us to spread the excitement about.”

By creating a new form of packaging for their Brisk iced tea, PepsiCo is not only pushing for more sales of the drink, but they are also engaging Brisk ice tea drinkers via social networking and mobile gaming through the packaging of the product. The partnership between the two enhances and encourages consumers to interact with both the PepsiCo. brand as well as the Star Wars enterprise, all the while promoting the hyped up release of “Star Wars: Episode I – The Phantom Menace 3D.”

Tags:Brisk Iced Tea, package design, packaging, PepsiCo, star wars
Posted in Marketing, Packaging, Packaging Design, Social Media | No Comments »

6 Ideas to Engage Customers in your Small Business

Friday, January 6th, 2012

Working for a small business can have its challenges when it comes to engaging customers with you and the business. However, when customers do become engaged with your small business the benefits are very valuable.

Use Facebook to Show them some Love
Engage with your customers via social media such as Facebook! Facebook is an excellent social platform to recognize a customer. Many people are on Facebook and they will appreciate the public recognition that you give them.

Put Money in their Pockets
Connect your customers to businesses you think will benefit them or that could use them. There is no greater compliment than referring somebody to their business. Your customers will appreciate that you want to help them.

Call them
By keeping in contact with your clients, you are continually developing a working as well as a personal relationship with them. A one-on-one phone call is engaging and can very beneficial to you and your company.

Use YouTube
YouTube is an easy and inexpensive way to create a fun and engaging experience between you and your customers. Upload videos of you and your team doing creative things such as featuring the services of your company.

Make Yourself Accessible
Make sure that you are accessible to your clients. People like to know that they can get a hold of you whenever they may need you whether it be by phone or email. Clients do not want to feel as though they are taking to somebody they can never get a hold of.

Spotlight Customers
Give your customers the recognition they deserve. If your customer sees that you have taken time to mention them in a blog post or on your webpage they will appreciate that you have taken time to speak about them and what is happening with their company. It will also make them feel more engaged with you and the company.

Tags:customers, facebook, small business, Social Media, youtube
Posted in Marketing, Social Media | No Comments »

B2B Companies Embrace Social Media in 2011

Wednesday, December 28th, 2011

In 2011, the use of social media platforms for business-to-business companies became more important in the marketing mix than it has in previous years. For many B2B companies, social media can seem to be a daunting endeavor, but with knowledge of how to enter the world of social media, social media can bring success. In this past year, many B2B companies have started to engage in social media sites such as Twitter, Facebook, and LinkedIn and have found that these sites are generating success for their companies.

“Leveraging social media for branding and awareness-building can help humanize B2B companies, establish them as thought leaders, and offer new touchpoints for connecting with customers and prospects,” said Kimberly Maul, eMarketer writer/analyst and author of the new report, “B2B Social Media: A Growing Focus for Marketers.”

Knowing which social media sites to use and which ones will bring more success for your company can be understood by knowing who you want to reach via social media. Social networking site, LinkedIn, is used more as a professional networking site for B2B companies and is seen as a way to generate more effective leads and other sites Twitter and Facebook are Facebook, Twitter and YouTube, are helping B2B firms reach customers in new ways. In a web survey conducted by iTracks, survey respondents often site Linked In as the top social media site for B2B marketers while putting Facebok and Twitter above as the business minded social network. According to Sagefrog Marketing Group, by the summer of 2011, 58% of US B2B marketers that were engaging in social media used LinkedIn, compared to 50% for Facebook and 43% for Twitter.

There is no doubt that social media is an effective tool for any B2B company and that the use and understanding of social networking sites will remain important for B2B companies in their marketing mix in 2012.

Source: eMarketer.com

Tags:B2B Marketing, facebook, linkedin, Marketing, networking, Social Media, social networking, Twitter
Posted in Marketing, Social Media | No Comments »

Where People are Looking on your Facebook Brand Page

Monday, December 19th, 2011

On Facebook, many brands experiment with having an eye-catching profile picture in order to draw more traffic to their website and gain a bigger following. In order to track where people are drawn to when first connecting to a Facebook brand page, social media news and tips website, Mashable, worked with EyeTrackShop to get results. The webcam eye study found that the participants in the study almost always looked at the brand’s wall first; about four times longer than anything else on the page.

The image below shows where attention was held the longest when first looking at the Facebook brand page.

The study further explains other observations they found:

Content matters. Facebook brand page visitors almost always saw the wall first, and spent more time looking at it than any other element on the page.
The exception: Scantily-clad women. Victoria Secret’s page was the only one in which people looked at the profile photo — a busty woman in a brassiere — before they noticed the Facebook wall. When they did move on to the wall, they spent about 25% less time looking at it than they did other brands’ walls.
Profile photos can be the difference between seeing and not seeing a brand. Most brand pages’ profile photos didn’t get a lot of attention. Only 57% of visitors to Coca-Cola’s page, for instance, even saw the bottle of Coke that occupies this prime piece of real estate. Generally, profile photos with faces in them got the most attention. An exception to this rule was Skittles, which had an image of a bag of Skittles in the profile photo spot that 90% of visitors saw.
Photos on the wall get attention. The Facebook wall with the most images at the time of the test, PlayStation, was also the one that people spent the most time looking at. On average, viewers stayed on the wall for 4.88 seconds. No other page element on any brand’s page held attention for longer than four seconds.

Tags:branding, facebook, facebook profile, Mashable
Posted in Social Media | No Comments »

B2B Marketers Still Uncertain About Social Media

Wednesday, November 16th, 2011

According to research from Accenture, almost two-thirds of B2B marketing executives view social media as an important marketing channel. However, only 7% felt that they were leveraging social media very heavily while 9% were not using social media at all. Business-to-business marketers have been acknowledging the value of social media yet have been slower to adopt social media strategies compared to business-to-consumer marketers.

Another study that compares B2B and B2C social media involvement showed that 12% of B2B companies are not using social media compared to 2% of B2C companies. B2B marketers say that technology, tools, metrics, and collaboration could be useful to strengthen their social media programs. Uncertainty of social media is definitely a factor in holding back B2B marketers in getting serious with social media. The fact that it is still a relatively young marketing channel has B2B marketers taking the wait-and-see approach.

It boils down to the age old sales and marketing question, “How much has it contributed to our bottom line?” Like many other marketing efforts, the number is tricky to quantify with social media. Thus, marketers are apprehensive in putting too much time and effort into social media at this time.

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Tags:B2B, B2C, facebook, Marketing, Social Media, social networks, Twitter
Posted in Marketing, Social Media | No Comments »

British Artist Draws New Twitter Followers

Monday, November 7th, 2011

British artist Greg Burney has exploded on Twitter thanks to a very creative social media marketing strategy. Burney began with around 70 followers before he came up with his Twitter project called #drawmyfollowers. With the project, Greg Burney set out to do a sketch of every single new follower that followed him before November 14. He would then send the sketch to that follower. The message tweeted on October 31 read as such:

Not realizing the impact this was going to have on his Twitter profile, let alone his time, Burney had to ultimately had to tweak his promise. Within two days, he had 700 followers. Some media outlets picked up on it and the followers kept on coming. He then changed his November 14 deadline to promising to sketch his first 3,000 followers. If you’d like to get in on the action, it’s too late. I went to his page this morning and he now has over 5,000 followers. Brilliant!

By thinking outside of the box to use his craft and tie it into the social media platform he wanted to promote, it’s safe to say that it’s mission accomplished for this artist. We sure hope he enjoys sketching- he has his work cutout for him.

Tags:art, drawing, Marketing, sketch, Social Media, tweet, Twitter
Posted in Marketing, Social Media | No Comments »

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