Thursday, January 31, 2013
A business can't thrive without customers, and for that reason, the efforts of marketers are often focused on new customer acquisition.
at 1:24 PM
Wednesday, January 30, 2013
Despite the huge attention lavished on social media, it still accounts for only a fraction of the traffic and leads for US B2B websites according to a new report from Optify.
Email has been around for a while now, and it’s done us all proud. The ubiquitous method of communication is so pervasive as a communication method that not having one is even more unusual than not having a telly (brave souls).
Tuesday, January 29, 2013
In the debate over mobile websites versus native apps, native app detractors frequently make a seemingly good point: there are just too many native apps, so you can't expect consumers to install and use yours.
Monday, January 28, 2013
Sunday, January 27, 2013
As digital circulars continue to evolve, Safeway president of marketing Mike Minasi cautions marketers to not get ahead of themselves – nor their shoppers.
Digital has not fully “arrived,” he says, and print circulars have not gone away, even though some marketers seem to want the transition to happen more quickly.
According to a supermarket media usage study released by Valassis in April 2012, 87% of retailers said print media was the best way to achieve weekly sales goals five years ago, while 75% said print is the best channel today.
The momentum behind shopper marketing continues to grow. Here are three things we're keeping our eyes on this year.
- Sophisticated Data Sharing and Usage. As retailers and brands get smarter about collecting shopper data and using it to create a more personal experience, shoppers are still reluctant to give up their personal information without knowing they're getting something in return. Even in this age, shoppers are still protective of their privacy and becoming more discerning about what they share on their social networks. In 2013, we're interested in seeing how retailers and brands will use data to achieve greater shopper loyalty and compromise with shoppers on sharing data in exchange for reward.
Kantar Media Reports Free Standing Insert Coupon Use For New CPG Product Introductions Grew 23% in 2012
Kantar Media reports that more than 274 billion Free Standing Insert (FSI) coupons were distributed in 2012 which represents a 0.8 percent increase in activity versus 2011.
FSI pages increased 1.4 percent overall with the Consumer Packaged Goods (CPG) and Franchise sectors increasing 2.4 percent and 10.2 percent respectively, offsetting an 8.0 percent decline in the Direct Response sector.
FSI coupon support for new products within the CPG sector increased 23.2 percent versus 2011 while retailer FSI promotion pages also increased 5.2 percent.
UK internet users made 2.7bn visits to search engines in December 2012, an increase of 400m visits compared to December 2011.
This represents a 17% increase year-on-year, and confirms that it was a particularly strong Christmas period for search.
Interestingly, the data from Experian Hitwise also shows that Google’s market share dropped below 90% for the second month in a row to 88%; its lowest point for five years.
Saturday, January 26, 2013
The end of each year brings with it a flurry of predictions and prognostications for the next year. They come from genuine and self-appointed pundits in every area imaginable and from every corner of the globe. So why should brand marketing be any different?
This year, the pundits are seeing one word in their crystal balls:convergence. It's obvious to most marketers that "traditional" marketing has already converged with digital marketing, but In 2013, "convergence" will take on new meaning in the brand marketing world.
That next-door-boy character who gives a missed call to the police to report his stolen car — as popularised by primetime spots — is no more the epitome of miserliness.
For, the Great Indian Missed Call — the weapon of choice for perpetually broke pre-paid users like students and migrant labourers — is turning out to be a Rs500-crore business opportunity for banks, FMCG majors, even political parties.
While individual consumers, especially of the pre-paid variety — 96% of India's 900 million mobile user base — give a missed call to pass on mundane information like 'Have reached destination', or 'Call me back,' companies use this as a kind of Morse Code for customer feedback, saving millions of rupees in call-centre charges and telephone bills.
For instance, banks have adopted the missed call to find solutions to most common query of their customers — account balance. ICICI Bank customers can give missed call to a particular number and get their account balance status as a text message, instantly. Dial another number, you'll get mini-statements delivered to your inbox.
"Dialing is the simplest action that can be executed on the mobile. It is device-agnostic — one does not need a smartphone for dialing a number," points out Sanjay Swamy, who cofounded ZipDial mobile solutions in 2010, the largest player in the missed call business. The company has grown by 600% in last year, charging Rs10 lakh to Rs1,000 to customers such as Procter & Gamble, Forever Diamonds, Gilletteand others, for surveys or sales leads. And all that cash has come in from some very personal experience.
At AaramShop, we implemented the missed call solution for Glade. Customers could give a missed call to get a list of retailers who stock glade products in area.
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