Jun
30
Mobile Marketing, Wheels Included
Filed Under Marketing | Author: Ryan Chamberlin | Leave a Comment
When most people think about mobile marketing they probably don’t envision a RED camera fastened to the hood of car. At least I wouldn’t, but seeing this image of “technology on the move” caused me to start thinking about what’s next for mobile marketing.
While the concept isn’t new, the message applications and channels being used are changing daily. I can envision walking into a grocery store and receiving a list of all the sale items on my mobile device, or when I travel, downloading information from my hotel room on local attractions, restaurants, etc.
As consistencies are established across mobile platforms, brands will utilize these platforms more strategically to reach people who live their lives constantly on the move. And being one of those always on the move, I’m ready — iPhone in hand.
Jun
12
R.I.P Analog Television
Filed Under Marketing, Random Thoughts | Author: Gerald Smith | 1 Comment
September 7, 1927 - June 12, 2009
“While the great minds of science, financed by the biggest companies in the world, wrestled with 19th century answers to a 20th century problem, Philo T. Farnsworth, age 14, dreamed of trapping light in an empty jar and transmitting it, one line at a time, on a magnetically deflected beam of electrons.”
Jun
2
What Makes Ad Campaigns Work?
Filed Under Marketing | Author: Gerald Smith | Leave a Comment
“USE ONLY THE SPACE YOU NEED?”
I saw a short list of advice to advertisers a few days ago in AdAge. “The Journal of Advertising Research is publishing an analysis of Advertising Effectiveness Awards, which are based on detailed information on business results for campaigns.”
While most brand managers are navigating shaky ground, it’s great to hear simple advice that pulls us back to the basics. I think that is what is called a ‘market correction’. Could it be?
Here are the strategies they found to be most likely to increase sales and/or profits:
- Focus on hard objectives, such as specific market-share gains, rather than soft ones, such as brand awareness
- Focus on price, not volume
- Focus on penetration (winning new consumers) rather than loyalty
- Influence consumers emotionally rather than rationally
- Create ads with “talk value”
- Have a high share of voice relative to brand market share
- Include TV in the mix
- Include a small number of media channels with a concerted message
What about your next campaign? Can you follow these simple strategies or do they make you nervous?