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tumblr llcw71K5md1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Nike Billboard in NYC

Yesterday you said tomorrow

tumblr lln5jqiRBI1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Kill Bill Billboard in NYC – Bloody Mess

tumblr lln5opCDu71qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Realhiphop.com.br Outdoor Advertising

tumblr llnx22X4Vw1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Sony PSP Transparant Billboard Advertising

tumblr lm60gmbhB81qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
McDonald’s free coffee promotion.

tumblr lmdzgyOBji1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Mondo Pasta Boat Advertising

tumblr lnguymJuNy1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
The first ever plant billboard. Coca-Cola and WWF have unveiled a new 60-by-60-foot billboard in the Philippines that’s covered in Fukien tea plants, which absorb air pollution.

tumblr ln8kcvEQIL1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Allstate Insurance: Marina Tower

tumblr ln2yfzDmT41qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Powerhouse Gym Outdoor Ad

tumblr ln2xmoqdLG1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Oltimer Restaurants – Special Poster for “Oldtimer”, a big Austrian chain for motorway rest stops

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English: A schematic illustrating the evolving...

English: A schematic illustrating the evolving relationship between the firm and its customers via the marketing orientation, which includes the introduction of a new marketing concept, customer enrichment marketing. (Photo credit: Wikipedia)

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English: A business ideally is continually see...

English: A business ideally is continually seeking feedback from customers: are the products helpful? are their needs being met? Constructive criticism helps marketers adjust offerings to meet customer needs. Source of diagram: here (see public domain declaration at top). Questions: write me at my Wikipedia talk page (Photo credit: Wikipedia)

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3 Digital Marketing Tips Every Brand Should Know for the New Year

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Recently, a publication from my home country of Canada wrote one of my favorite pieces about Kiip and what we’re helping redefine. The article explores three things every digital marketer should know, and I’d encourage everyone to read it. I wanted to reiterate and expand upon a few of the points for my LinkedIn audience and examine them through the lens of Kiip.

Without further adieu, here are the three things every digital marketer should know:

1. Build customer loyalty instantly on the first encounter

In the on-demand age we live in, patience wears thin quickly. For a sign of how fast we move, look no further than the fact that people ditch slow-loading videos after two seconds.

We aim to cater to that need for speed by providing rewards that are redeemable on the spot. There’s no waiting around, accumulating points or jumping through hoops – you earned the reward, so why shouldn’t you be able to enjoy it when you want to? We call this conceptconsumable loyalty, the notion of creating the right match of a reward in a moment where your customer is the most receptive. It’s the most effective way to build appreciation in the very limited amount of time you have as a marketer to engage with your customer.

2. Target moments, not impressions

Impressions are an empty metric because they only indicate whether a customer has seen an ad – not whether they actually engaged with the ad, let alone enjoyed it.

We are on a mission to entice brands to focus on moments. Practically every app has some manifestation of these moments to varying degrees of intensity. These mobile moments are important because of the emotion that it embodies. When you are with a user when they are feeling something, the impact is the greatest. Moments can be positive, like leveling up in a game or finishing a to-do list, or even negative. Both ways create opportunities to create meaningful engagement. Moments in our eyes is the currency of hyper-engagement. It’s a metric that’s mathematically sound and capable of fitting in media models and at the same time subjective enough to describe the gap left between the CPC and CPM worlds. There is something to be said about the emotional state of a consumer and we’re measuring it in their responses, in real time.

One of my favorite campaigns we’ve ever done was with Mondelēz International (formerly Kraft), who wanted to own all the “sour” moments in our network by offering Sour Patch Kids rewards. The campaign turned all “sour” moments “sweet” by doing things like rewarding users even if they died in a game. People loved it, and so did the industry – it was named one of Mobile Marketer’s top 10 CPG mobile campaigns of the year.

3. Cater to consumer behavior instead of changing it

Don’t force your customers to alter their path – go where they’re already going. For example, after logging a daily run in a fitness-tracking app, which is more relevant – an invitation to download a random app or a reward for a free bottle of Gatorade; or even a free song download for the consumer’s next workout playlist? One tries to spur an unwanted action and the other taps into a stream of existing behavior.

To consumers, that highly interactive connection makes brand engagement a delight instead of a chore. It is very important to note that the delight can only be unexpected. Most mobile advertising typically ignores this very important distinction. When someone is working toward a predefined objective and knows how to earn a reward, the experience becomes a task for a reward. This is too Pavlovian and removes true delight.

The grander principle here isn’t various buzzwords like “value-exchange”, “gamification” or “beyond-the-banner”. It’s all really quite simple. We’re all humans and we enjoy the simple delights of life. Consumer brands offer products to enhance some aspect of our lives; why can’t they do the same through their first impressions with us? To the extent that this can happen through content, sponsorship, or experiences – this is how integrated marketing has helped change this landscape.

Remember simply to find existing consumer experiences and to find ways to add to it rather than to detract from it.

 

Stéphén Dǻrori


  • Laura James

    Laura James

    Senior Strategic Account Manager, Client Relations at CSG Systems, Inc.

    Great article! Very interesting concept. It’s true. People loves surprises, particularly ones that are relevant and can be immediately acted upon and “consumed”.

    1 day ago

  • Ankit Mohan

    Ankit Mohan

    Offshore Business Development Manager at The Monachie Project

    Very well written…And I believe it is really true, in this age of instant analyses of engagement, it has really become necessary to be with the consumer rather than go against and try to force something extraordinary. Some of the most successful campaigns in this digital age have been those that have been simple and in tune with consumer mood.

    1 day ago

    Maria C. and null
  • Roderick Hunnicutt

    Roderick Hunnicutt

    Socratic Investments, LLC

    You focus on your customer’s loyalty, what makes them come back for more? Good service? Quality products? Digital marketing can focus on customers trust on brands, so make sure that your brand is trustworthy and you can make sure of that by giving them the best experience through great customer service and quality products.

    1 day ago

  • Tenika B.

    Tenika B.

    Social media manager

    Very interesting article. Thank you for sharing this. Im particularly interested in a point you made in section #1 “creating the right match of a reward in a moment where your customer is most receptive” can you suggest how this might be actioned or give any examples of companies that already do this well?

    20 hours ago

  • Christian Poch

    Christian Poch

    Business Development Manager at Softonic

    Very interesting article!!! Let’s engage from second 1! 😉

    1 day ago

  • Donald Beasley

    Donald Beasley

    Independent Arts and Crafts Professional

    I’ve learned another new thing today.

    1 day ago

  • John Galavan

    John Galavan

    Sales Professional – Find me on Kindle!

    You do hit the one factor that must be managed- no attention span. This becomes crazy when building a brand but it must be addressed. You are on to something important Brian. How about the next post dealing with attention span and ways to break into this, move prospect along buying path, and closing. Or, using no attention span to build a brand.

    1 day ago

  • Cornelia Pauline

    Cornelia Pauline

    Entrepreneur/ Writer

    Great article! I especially found the part about the 2 second rule to be true. You have to engage your customers/users within the first few seconds and then build from there.

    1 day ago

  • Michael MacMillan

    Michael MacMillan 2nd

    CEO Vizualize Realtime Shopper Insights

    That is not just true about digital bricks & mortar centric brands have only 3 to 5 seconds typically as we’ll

    1 day ago

  • harry parks

    harry parks

    disigner

    wow

    1 day ago

  • Monika Tumaite

    Monika Tumaite

    International Business Management Student – The University of Sheffield/Copenhagen Business School

    All of the 3 points were very well put. Thanks Brian!

    1 day ago

  • Mary Rose DeMarco

    Mary Rose DeMarco

    Marketing & Accounts Manager at LiDestri Food, Beverage & Spirits

    Great article!! #mobilemoments

    1 day ago

  • Nora Shumpert

    Nora Shumpert

    Instructor at John Casablancas Modeling and Career Centers

    Love that information, thank you for it

    1 day ago

  • Delta Software Solutions

    Delta Software Solutions

    Traffic Surveys Solutions

    Well Authored!!! 🙂

    1 day ago

  • Marco Gabrielli

    Marco Gabrielli

    Head of Business Development at Scorpion Brand & Technology

    Simple 3 points, but each hits the nail on its head. Couldn’t agree more

    1 day ago

  • Samuel Sasmito

    Samuel Sasmito

    Marketing at PT. Saimen Citra Rasa

    “Cater to consumer behavior instead of changing it”

    1 day ago

  • Sachin Chawla

    Sachin Chawla 2nd

    Product Manager at Marketing & Sales Company

    Good article..

    1 day ago

  • Ravindra Chechani (Maheshwari), ITIL

    Ravindra Chechani (Maheshwari), ITIL

    Technical Leader at iNautix Tech. Ltd. (A BNY Mellon Company)

    Nice Article . Like the “Cater to consumer behavior instead of changing it”.

    1 day ago

  • Nora Kamsani

    Nora Kamsani

    Business Development Manager at Razzqee Services

    Well put together…Great tips

    1 day ago

  • Manolita Oligo

    Manolita Oligo 2nd

    live-in senior caregiver at White residence

    Servicing a customer is part of every purchase and interaction. So if we do it and experience it everyday in almost everything we do, why isn’t good customer service the norm? We all have stories about when we are treated exceptionally well or extremely poor. We tend to share these extraordinary stories with others. Warren Buffett said it best : It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that, you’ll things differently.”

    23 hours ago

  • Sheema Ali

    Sheema Ali

    Digital Marketing Strategist

    The 3rd Rule should come first.. For the simple reason that to bring about a change, you should understand the current status… Behavioral changes happen over a period of time & there is NO 2 mins noodles recipe to it.. Its prudent to start at a common topic of interest & gradually drive the consumers….

    23 hours ago

  • Basuraj Harijan

    Basuraj Harijan

    student at ssims

    Very interesting article and Its new learning 4 d day.

    23 hours ago

  • Julio Espina

    Julio Espina

    Marketing & E-Commerce Department Head at Powerhouse Distributors Inc.

    Those are some top-notch observations. I couldn’t agree any better. Instead of forcing them to engage with you, why not pattern your efforts to compliment their behavior. And therefore appearing more genuine rather than obstructive.

    22 hours ago

  • Jerca Vertovsek Macek

    Jerca Vertovsek Macek

    Digital Marketing Manager

    Great article! Thank you for the tips!

    22 hours ago

  • Nora Guba

    Nora Guba

    Marketing Manager, Central and Eastern Europe at CMS Cameron McKenna

    Spot on! Time to start thinking INSIDE the new digital box(es)

    21 hours ago

  • Hanna Barishnikova

    Hanna Barishnikova

    KA Manager at ABA English

    Good one! Thanks for sharing!

    21 hours ago

  • Eduardo M. Rosas

    Eduardo M. Rosas 2nd

    Capital Markets Business Development Manager

    well design thoughts, excellent article

    18 hours ago

  • tariq bensghir

    tariq bensghir

    MARKETER

    Absolute Media Monster. Guaranteed CB Best Seller! Venus Factor Is The Highest Converting, Highest Epc Female Fat Loss Offer Ever. Kyle Leon’s Best Vsl By Far http://441d2rhmkl0m2x2gqa3ivjgkfa.hop.clickbank.net/?tid=VENUS FACTOR

    19 hours ago

  • Raj Kosaraju

    Raj Kosaraju

    CIO at Maxil Technology Solutions Inc

    Brian, I liked the article. I absolutely agree with the fact that highly interactive connection makes brand engagement a delight instead of a chore. It is very important to note that the delight can only be unexpected. Consumer brands offer products to enhance some aspect of our lives; why can’t they do the same through their first impressions with us? To the extent that this can happen through content, sponsorship, or experiences – this is how integrated marketing has helped change this landscape.

    15 hours ago

  • Karen Matheson

    Karen Matheson

    Active Schools Manager at South Lanarkshire Leisure and Culture Ltd

    Really enjoyed this article!

    15 hours ago

  • Brett Jacobson

    Brett Jacobson

    Business and Systems Integration Analyst at Accenture Federal Services

    Interesting article. Wish companies would pick up on these ideas at a faster pace than what they are going at. There are so many ways to draw consumers in with advertising and it seems like companies are really missing the ball.

    15 hours ago

  • Jon Flores

    Jon Flores

    Director, Business Development

    Companies that can grab a prospects attention instantly are worthy of serious analysis as, especially on LinkedIn, the act of following your company is just the first step. Posting ads or updates for key players in your follower pool is the next step and if you already have their ear its all about making sure the content is worth listening (or in this case reading).

    15 hours ago

  • Avinash Singh

    Avinash Singh 2nd

    Marketing Executive at MetaOption

    Great Article !!

    15 hours ago

  • Lee Latham

    Lee Latham

    Member Relations Manager for Toledo Regional Chamber of Commerce

    “Target moments, not impressions” Turning sour to sweet as an example what a brilliant concept for m-commerce!

    15 hours ago

  • Maria Chufranova

    Maria Chufranova

    Magento, WordPress, SugarCRM, Drupal, Joomla, iOS, Android, SEO Accounts Manager

    Great article! Interesting thoughts. However I can’t agree with some of them. For example “There’s no waiting around, accumulating points or jumping through hoops – you earned the reward, so why shouldn’t you be able to enjoy it when you want to?” I know why! Because people value things they work for. Give a consumer free coupon on the street and see how many such instant coupons will be used. But give a consumer app with point collecting system and make it a game, a mission. Customers will be coming to your store/company over and over again and enjoy seeing app interface changing, new statuses achieved and new benefits collected. I know it because I’m the one who gets exited when my gas tank is empty. Because it means I get new point on my card and more rewards – I’m on the mission)) And I know I’m not the only one… Just saying…

    14 hours ago

  • Jaime Shine

    Jaime Shine

    Writing Services • Marketing Services • Social Media Services • Content Creation

    Love your article, Brian, especially point #2. As marketers, we can become fixed on impressions or views, which really don’t mean much in the long run. I’ve read some insightful posts and articles which bring up this point in light of the recent Facebook fiasco of losing reach.

    11 hours ago

  • Christopher Munz

    Christopher Munz

    Experienced Digital Marketer – Bridging the data gap between Social, Mobile, and Offline Channels for over 10 years

    3 great tips that will help keep you grounded next year with your marketing efforts.

    10 hours ago

  • Michael LiCalsi

    Michael LiCalsi

    Executive VP Marketing / Public Speaker

    #3 is key. Thanks for sharing.

    9 hours ago

  • Mickey Wind

    Mickey Wind

    Marketing with results

    Very good article. For businesses that have reward points, there should be points awarded just for somebody signing up for the program. In signing up a person took as much time out of their lives as they do when they add something to their cart. They should be rewarded for that time and for adding themselves to your marketing campaigns.

    9 hours ago

  • Fred Horstman

    Fred Horstman

    Sole Proprietor at My own company

    Number 3 is what Samsung did. They focused on consumer’s behavior. Sony tried to change consumer behavior. Now Samsung is number one.

    6 hours ago

  • Michelle Pate

    Michelle Pate

    Marketing Consultant

    Very well written…And I believe it is really true, in this age of instant analyses of engagement, it has really become necessary to be with the consumer rather than go against and try to force something extraordinary. Some of the most successful campaigns in this digital age have been those that have been simple and in tune with consumer mood.

    4 hours ago

Why inbound marketing is the way to go

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English: Entrepreneurial activity in the US – specifically for work from home people (Photo credit: Wikipedia)

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Components of Inbound Marketing

Components of Inbound Marketing (Photo credit: Gavin Llewellyn)

This UML diagram describes the domain of Linke...

This UML diagram describes the domain of LinkedIn social networking system. (Photo credit: Wikipedia)

Why inbound marketing is the way to go

Still need some convincing whether you should get on this road called inbound marketing? Or perhaps you are looking for some more arguments that get your bossed convinced? Then check out this infographic from Voltier Digital, giving you plenty of convincing reasons:

infographic: inbound vs outbound marketing

infographic: inbound vs outbound marketing by Voltier Digital

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