Snapchat Building 'Stories Everywhere' Product http://ift.tt/2pP6yI6 Snapchat is developing a new product called Stories Everywhere that will take its Stories feature from the namesake mobile app and make them available across the web. Cheddar first reported about the development of the product Wednesday. Snapchat parent company Snap Inc. has hired former News Corp. executive Rahul Chopra to lead the effort. Chopra was previously the CEO of News Corp.'s social news company Storyful, and also led video efforts for the company. Stories Everywhere would mark a dramatic change in strategy for Snapchat, which has long operated as a walled garden, limiting its content to its own application. It is not immediately clear where or how the stories would be distributed. For comparison, Twitter, which for a long time was similarly blocked off from the rest of the web, eventually allowed websites to embed its tweets. Snapchat could take a similar approach. advertisement advertisement Such a move would also be applauded by Snap’s media partners and advertisers, as it would dramatically increase the potential audience for its stories. Snapchat includes professionally produced content by media companies like NBC News and Viacom, as well as stories comprised of user-submitted snaps and created by an in-house content team. According to Cheddar, Snap also restructured its content division around four executives: Mike Su, who will oversee content-related product development; Michael DiBenedetto, who will lead content strategy and operations; Sean Mills, who will oversee original content; and Josh Stone, who will lead media company relations. Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 28, 2017 at 12:19PM
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Dollar Sign Signals Headaches for Mobile Marketers with Unresolved iOS 11.2 Bug http://ift.tt/2lkOXCo Just how widespread is a new bug in Apple’s latest iOS 11 update (iOS 11.2)? According to freshly published data, the bug in question — which disables hyperlinks in SMS communications leveraging the dollar sign ($) — is getting around extremely well today. With iOS 11.2 adoption now past 42%, this bug is wreaking havoc on text messaging, particularly for brands seeking to prompt direct responses from consumers. Unfortunately, due to the bug that continues to multiply across the iOS userbase, non-clickable links are taking a toll on SMS campaigns, likely resulting in a serious dip in conversions. Derek Johnson, CEO of Tatango, tipped off the mobile marketing community to this issue earlier this month following the discovery of the bug, which is negatively hindering the mobile marketing efforts of prominent brands like Subway and Baskin-Robbins, to name a few. “As you can imagine, this is causing major issues for brands using text message marketing, as many of their messages are promotional in nature, like ‘Save $5 when you spend $20.’ The timing is not good either, as many brands are sending more text messages than normal, due to the holidays,” Johnson recently told Mobile Marketer. While there’s no timeline confirmed for a fix, Tatango is urging mobile marketers to stay clear of including dollar signs in their text messages until further notice. The post Dollar Sign Signals Headaches for Mobile Marketers with Unresolved iOS 11.2 Bug appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG December 28, 2017 at 05:12AM
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Teach on Mars to Exhibit at CES 2018 in Las Vegas. http://ift.tt/2C2kl3M An innovative exhibitor is inbound for the must-attend event for innovators in the global electronics and high-tech industries. CES is the world’s largest consumer technology fair and the place to be in January 2018 for the world’s most innovative start-ups looking to showcase their technology and take their business development to the next level. MMW can now confirm that as the European leader and a global pioneer in mobile learning solutions, Teach on Mars will be participating at CES for the first time, and will use this unique shop window to unveil its latest innovation and consolidate the visibility of its brand on the international scene. The Teach on Mars booth will be in the Eureka Park zone (booth #50219) – which will play host to the world’s 800 best start-ups – and it’s there that its brand new “Teach Me Up!” mobile-optimized learning technology will be revealed. Harnessing the power of high-end speech recognition technologies and a sophisticated Artificial Intelligence engine, “Teach Me Up!” can react to a learner’s voice requests on-the-fly and offer him or her the appropriate training course tailored to his or her needs and situation in real-time through a mobile device. As Vincent Desnot, Co-founder & CEO of Teach on Mars explains, “The real innovation with “Teach Me Up!” is that it delivers genuinely on-the-go learning for all learner populations, integrating learning opportunities seamlessly into every individual’s lifestyle. It’s 100% hands-free and 100% hassle-free – all a learner has to do to open up a world of learning activities is talk! Whenever you have a few minutes to spare – when you’re stuck in traffic or on your morning commute, for example – you can now use that time to build new skills using just your smartphone”. To learn more about “Teach Me Up!”, click here. The post Teach on Mars to Exhibit at CES 2018 in Las Vegas. appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG December 28, 2017 at 04:34AM
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Digital Audio Ads On the Horizon in Wake of Latest Partnership http://ift.tt/2DoEYTU AdTheorent, Inc., an advertising technology company using data, predictive targeting and machine learning to provide competitive advantages to marketers as measured by real-world business outcomes, has announced a partnership with Triton Digital, a leading technology and services provider for the global digital audio industry. Through an integration with Triton’s global audio advertising marketplace, a2x, AdTheorent’s advertisers now have the ability to add online audio from more than 150 top-tier broadcasters and streaming music services to their digital advertising buys. Approximately 61% of Americans listen to digital audio on a monthly basis1. Additionally, weekly engagement with digital audio has more than doubled over the last nine years, making this an attractive vehicle to amplify the reach of a digital campaign. AdTheorent’s integration with a2x enables the Company to deliver non-skippable and brand safe audio ads to digital audiences, targeted by geo, genre and audience. AdTheorent is also able to retarget users with high predictive scores from prior digital campaigns, reaching highly engaged consumers who previously interacted with a brand’s mobile or desktop ad via streaming audio. This allows advertisers to re-engage with audiences with a higher statistical probability of engagement. “With more than 170M people engaging with digital audio monthly, we are excited to add streaming audio advertising capabilities to our digital advertising mix, allowing our clients an additional method to reach highly-engaged consumers,” said Josh Walsh, AdTheorent’s President, Media. “We are thrilled to partner with Triton Digital to offer our clients premium audio inventory to supplement and expand their digital campaigns.” The post Digital Audio Ads On the Horizon in Wake of Latest Partnership appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG December 28, 2017 at 04:08AM
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First Look: GTT Expands Channel Partner Program http://ift.tt/2CgOxaE GTT Communications, Inc. — a leading global cloud networking provider to multinational clients — announced this week the expansion of its channel partner program, designed to meet the unique needs of the channel segment. GTT provides partners with comprehensive sales support, dedicated account management, an array of marketing resources and a comprehensive service portfolio. Three regional vice presidents, each with extensive industry experience heading successful channel partner programs, will lead GTT’s channel partner program: Robert Westervelt, east region; Michael Gough, central region; and Roland Saenz, west region. GTT provides partners with a dedicated team supporting the sales process, including sales engineering, quoting, project management and client account management, as well as marketing support, including product training and promotional materials. “The indirect channel is core to GTT’s organic growth and a key focus for our company,” stated Eric Warren, GTT division president for Enterprise. “We have upgraded our channel partner program to ensure the success of our agent partners, from initial engagement with GTT to direct support of our partners’ end user clients.” GTT will feature its new program at channel events throughout the coming year including the 2018 Channel Partner Conference & Expo, where Rick Calder, GTT president and CEO, will be a featured keynote speaker. The keynote address will take place on April 18th at the Venetian & Sands Expo in Las Vegas. The post First Look: GTT Expands Channel Partner Program appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG December 28, 2017 at 03:48AM
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SociallyMined Announces New SMDashboard Software http://ift.tt/2E4nsFL MMW has learned that SociallyMined — a boutique digital agency and digital advocacy firm — is launching their new dashboard solution before the New Year. Since launching in 2016, SociallyMined has become a leader in developing and using cutting-edge technology to track and influence sentiment using social media, mobile and influencer technology. According to a provided media release, clients using their solutions and services include Fortune 500 companies and government organizations, as well as enterprise and early-stage companies in diverse sectors around the globe. Steve Zeitchik, co-founder and Chief Innovation Officer for SociallyMined said: “Our platform and services have always been based on delivering quantifiable results to our clients. While we have been offering reporting features since day one, we felt it was time to allow our clients to view real-time reports to track the impact of their campaigns.” Aside from their dashboard integrating with SociallyMined’s proprietary marketing solutions, it also allows for reporting with traditional solutions including Facebook Ads, Google Analytics, LinkedIn Pages, Twitter, and many others. “By offering a one-stop dashboard to track the impact of all marketing efforts, we are enhancing the value and maximizing each marketing dollar invested by our clients,” Zeitchik added. To learn more about SociallyMined, click here. The post SociallyMined Announces New SMDashboard Software appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG December 28, 2017 at 03:28AM Barbarian Gives The Gift That Keeps On GIF-ing This Holiday Season http://ift.tt/2DnD6Lh Some people think that nothing makes a message more fun than a GIF. At least the folks at Barbarian believe that, so the agency is giving people a fun way to share their 2017 that evades what they amusingly call the "Earnest Facebook Post.” With GIF My Year people can answer five madlibs-style questions with emoji, and get a playlist of GIFs (powered by Giphy’s API) that tell the story of their year. It also gives people a way to share their most intimate moments with close friends in the know, while safely letting those same moments fly over the heads of aunts and uncles that might raise an eyebrow. Produced as a mobile friendly single-serving site, “GIF My Year” was created in partnership with TRASH, the first artists/technologists to participate in Barbarian’s new “Stranger in Residence,” program, an initiative to invite experimental thinkers and makers into Barbarian to riff on the work they do and collaborate with the Barbarian team. advertisement advertisement “Internet culture has transformed GIFs from a simple file type into a new form of visual language,” notes Chuck Fletcher, CTO of Barbarian. “There are millions of GIFs on the Internet, enough to express nearly any emotion or idea. We partnered with TRASH to create a video-based GIF playlist out of the most fluid, fun, expressive content all from a single static emoji." It's interesting that a 30-year-old technology (it stands for Graphic Interchange Format) can still be shaping internet culture today. And if you want to give it a whirl yourself, GIF My Year is now live here.
Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 27, 2017 at 04:47PM Amazon Echo Dot Tops All Holiday Sales http://ift.tt/2Cf7wSW The Dot is hot. Amazon’s mini Alexa-enabled voice device, the Amazon Echo Dot, outsold all other products on Amazon over the holidays. That’s saying a lot, since more than 1,400 electronic products were ordered per second just on mobile devices, according to Amazon. Second in sales was Amazon’s Fire TV Stick with Alexa Voice Remote, giving a major boost to voice-activated assistants in the home. Amazon also compiled an extensive and impressive list of stats, many relating to its voice devices. Here are some:
advertisement advertisement The retail behemoth also tracked activities on its voice devices in the market, whether consumers were listening to music or asking questions: Some stats:
The end result is that millions more consumers now have voice assistants in their homes. Thanks to Alexa, Amazon had quite a Merry Christmas. Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 27, 2017 at 01:35PM This Spring, Think Experiences http://ift.tt/2CgfecX In today’s consumer marketing landscape, strategies and tactics are changing. To make an impression on consumers—including the coveted millennial demographic—marketers are steadily embracing immersive experience-based marketing. There’s good reason for this accelerating trend away from product-based initiatives. Marketers who monitor social media understand the tremendous value of experiential marketing. In addition to millennials, a cross-section of generations now share information and images about their experiences—from travel to dining to art exhibits to concerts to parties and events—online. They are defining their own “brand,” i.e. their own lifestyles and social statuses, by their activities, rather than by their material possessions. Young adults, especially, are now more interested in spending money on enriching experiences instead of products. advertisement advertisement And brands are adapting to this cultural shift accordingly. Rather than focus on product pushing, it is wise for brands to develop their consumer experiences, both in and out of stores. The smart marketing approach is to create relevant, memorable experiences through the lens of the brand’s product or service. There are several opportunities to consider in the experience-based marketing realm. First, there is the complimentary consumer experience—something customers don’t pay for, yet an experience that reinforces a positive impression of the brand in their minds. This is essentially a “bonus” offer for a product, and we’ve seen it especially in the global travel industry. For example, hospitality chains are working towards a millennial-enticing environment with cooler décor, live music, 24-hour cafes, yoga classes, free Wi-Fi and smartphones used as room keys. Second, brands are now offering a new kind of launch experience – one where consumers play a part in the launch itself. Unlike traditional tactics, in these new launches, sales are directly tied to the experience itself. A great example is what Alexander Wang x Adidas created this past summer – a grassroots experience where posters were hung around NYC with the product shots and codes to text via a chatbox in order to purchase the new collection. Fashionistas felt the intensity and excitement as they took to the streets, mobile device in-hand, to make their purchases – then have the clothing delivered right to their homes by bike messenger! In recent months, two brands have executed exemplary experiential marketing projects. In November, esteemed cognac brand Hennessy held “Le Grand Voyage,” a series of intimate events in Brooklyn. Cognac fans were led through a multi-media event that featured a series of art installations, explaining the history of Hennessy. Of course, Hennessy was served throughout. Not only were attendees reminded of how much they enjoy Hennessy, but they also walked away with knowledge of the brand’s whole backstory and the process of producing fine cognac. Perhaps the most stunningly-executed recent experience-based marketing campaign was designed by the team at luxury handbag and luggage design house Louis Vuitton. “Volez, Voguez, Voyagez – Louis Vuitton” is a much buzzed-about exhibition taking place at New York City’s American Stock Exchange Building through the first week of 2018. Billed as “the unexpected journey at the heart of Louis Vuitton,” it is a retrospective detailing the history of the French trunk maker. The story of the brand is told through portraits of its founders and the various designers that have helmed the House of Louis Vuitton from 1854 to the present day. The exhibition also features objects and documents from the company’s heritage archives. To give the experience an interactive element, event producers created an app which allows exhibit-goers to bring portraits to life with augmented reality. To the hordes of fans flocking to see it, the exhibit reinforces Louis Vuitton’s place in high fashion history and positions its products as museum-worthy pieces of art. These are companies at the forefront of the experience-based marketing trend. In addition to crafting strong messaging and traditional advertising campaigns, brands would be well-advised to start crafting experiences like these recent examples to keep consumers fully engaged and brand loyal. Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 27, 2017 at 12:43PM Personalization - Are You Really Ready To Do It? http://ift.tt/2Dl49qn Marketers get caught up in the promise of personalization, but is it beneficial for all brands, particularly data-constrained CPG brands? Before investing in personalization, brands need to answer the following questions. 1. Is the target open to providing personal information, and can the brand respond immediately once the information is shared? Not everyone likes to provide personal information. A 2017 global study commissioned by SAP Hybris found that 52% of Americans feel comfortable sharing an email address, but only 37% feel comfortable sharing past purchases and preferences, and only 25%, a mobile number. Other research has found that women and those over 45 years of age are less forthcoming with this information. advertisement advertisement 2. Is the brand grounded in a passion? Brands that succeed with personalization, particularly in CPG, are typically linked to a passion. Unilever and CVS run a highly successful personalization program, “Your Style, Your Way.” Launched in 2015, the program marries rich insights from CVS’s database with Unilever’s extensive hair care product line to provide personalized solutions based on a woman’s desired fashion statement. Rather than focusing on an individual’s hair type or problem, Unilever addresses the woman’s underlying passion — the style she craves. Quizzes help CVS shoppers envision a new look, enhance a current style, or adjust to a new lifestyle. For more functional categories, a sense of personalization can be achieved by linking to a belief, value, or higher-order joy. The key is to find a unique and credible role the brand can play in an everyday delight or social cause. L’Oréal’s “Worth It Rewards” program goes beyond beauty to include aspects facilitating social change with its “Women of Worth” recognition program. 3. Is the brand’s customer knowledge relevant and seamless across channels and digital devices? Brands are typically reliant on retailer or third-party data to execute personalization. These sources provide rich profiles, but many focus on a small aspect of a target segment. Understanding values, preferences, and unmet needs beyond a brand’s immediate category makes it easier to surprise and delight with interesting content and offers. Brands that can link information across different sources (retailers, social platforms, etc.) are more likely to succeed with personalization. Furthermore, brands should be prepared to show a consistent level of familiarity when engaging with individuals across multiple touchpoints. An online survey by Segment noted shoppers experience some level of frustration when their experience isn’t personalized online and in-store. Brands should strive for personalization consistency across touchpoints to avoid making individuals feel as though the brand “forgets” who they are in different situations. Individuals think in terms of ongoing brand experiences, and marketers should too. 4. What is the right balance of customization and personalization for the brand’s target? Customization and personalization are not the same thing, and a good program artfully combines the two. Customization enables the user to shape an interaction, while personalization refers to the content, offers, and information driven by the brand or retailer. When the wrong type of content is personalized, the creep factor sets in. How did brand X know a user just took a photo, and when did that user give permission to access his or her camera? Make information sharing as consensual as possible versus legally compliant but cajoled. 5. Are KPIs (key performance indicators) aligned with immediate and longer-term goals? Data from the most recent annual study of personalization trends by Evergage and Researchscape revealed an interesting paradox for performance measures. The most common KPI for personalization is conversion lift (68%), yet the top reason to do personalization is to deepen a relationship. Ironically, only one in three organizations measures retention, an assessment of the relationship. Additionally, if relationship building (versus acquisition) is the goal of personalization, brands should look for ways to incorporate owned and earned media, along with the paid media used for personalization and acquisition. Personalization is part art, part science. Success comes when technology, selectively applied, makes the human experience better. Smart brands will ground themselves in the human needs first and judiciously use data to serve the needs of shoppers. Mobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH December 27, 2017 at 12:43PM |
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