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How Businesses Can Use The Power Of Scale To Reduce Waste And Promote New Talent http://ift.tt/2CzGMIR Large businesses can fast-track entrepreneurial acceleration and improve operational practices to benefit communities and the environment With the advantage of scale, large enterprises are ideally positioned to use their size to help fast-track better business practices that can improve communities, from reducing the amount waste they produce to promoting rising talent among startups and marginalized groups. But what exactly do these better practices look like? PSFK identified the circular economy and entrepreneurial acceleration as two key areas where large enterprises can use their size to everyone’s advantage. While larger operations naturally produce more waste, that also means they are the most important pieces to solving the global waste puzzle, and have the most sway in changing both operational practices and consumer mindsets. “The circular economy is, in essence, the way of moving forward from 200 years of linear value chains,” said Peter Lacy, senior managing director at Accenture Strategy, in an interview with CNBC. “What the circular economy does is it changes that relationship in the shape of those value chains to be about take, make, take, make.” Similarly, large enterprises are also best positioned to help nurture the next generation of business leaders and upcoming ventures, using existing knowledge and resources to lead entrepreneurs to success. Below, we explore three examples that illustrate the ways in which large companies are using their size to help enact meaningful changes within their operations and beyond into the communities they serve. Facebook Stella McCartney WeWork These are just some of the ways in which large businesses are using their power and influence to help communities beyond their employees and core consumers. For even more trends in cause-based marketing and initiatives, check out our recent report Applying Brand Impact To Improve Public Spaces. Lead Image: WeWork Mobile Marketing via PSFK http://www.psfk.com/ February 21, 2018 at 06:33AM
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[Insight] Marketing To The Generations: Boomers And Gen X http://ift.tt/2Gv0A2A Baby Boomers and Gen Xers are a generation and a full universe apart. Boomers are retiring in droves today, while Generation Xers are at the tops of their careers. The Boomers are watching their Millennial children start families, while Gen X is painfully paying for either college tuition or summer camp. And while the two groups are very different, they have so much in common at the same time. They both saw the rise of the internet and rely on mobile phones, they often work side by side, and neither wants to have a Millennial as their supervisor at the office. Who are the Baby Boomers? Baby Boomers are the wealthiest generation, making up 40% of the consumer population – and half of consumer spending, according AARP. They like their comfortable lifestyle, so they tend to view any purchases they make as an investment—and they research accordingly. advertisement advertisement In terms of their advertising and media consumption, Boomers were only a little late to the digital party. They’re slower than younger generations to adopt new technology habits, but they get there. According to recentFacebook research, most Boomers begin their customer journeys in-store, but a growing number are embarking online (more than 30%) or on mobile devices (just under 20%). They use the internet and email a lot, but they’re not big app users — yet. Marketing to Boomers Trust is a key factor when it comes to convincing and converting Boomers. Boomers do their research, and they’re going to make sure they get the best product at the best price. For marketers, this means:
Finally, Boomers are still media traditionalists. They watch TV and read magazines, and their computers are still their favorite way to access the web. Make an effort to use your marketing materials to bridge the gap between their online and offline worlds by building simple, clean, consistent and user-friendly experiences across channels. Generation X Like the Boomers, Gen X prefers marketing material that connects and that originates from a source they know. Gen X also still enjoys traditional media like radio, TV and newspapers—although they are faster to adopt new media. While digital, they are not typically mobile-first and prefer using laptops to access the web. Unlike Boomers, Gen Xers are not wealthy, generally speaking, despite being high earners. They may earn more than their parents did, but—now at the peak of their earning years—they typically havesix times the debt. Many lost their wealth or their jobs during the Great Recession and are still financially fragile as a result, and most are unlikely to be prepared for retirement. The result of these conditions has left a population of cautious spenders who fear debt and demand honesty, integrity and transparency. Marketing to Gen X Gen X wants authenticity from the brands: they know who they are and what they want, and they expect brands to have the same confidence. In terms of reaching this audience, there are a few tips to remember:
While Boomers still outnumber and outspend Generation X, don’t discount the “forgotten generation.” Sandwiched between the wealthy, retiring Boomers and the more diverse, more liberal Millennials, Generation X is currently at its prime. Earn their trust with transparency and honest marketing, and you could win customers for life. Mobile Marketing via PSFK http://www.psfk.com/ February 21, 2018 at 06:05AM
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Target Partnership Lets Couples Register For Honeymoon Funds http://ift.tt/2Fjltyl Target Partnership Lets Couples Register For Honeymoon FundsThrough the retailer's partnership with Honeyfund, couples making a wedding registry can ask for honeymoon travel and even cash Because you can only have so many nonstick woks and crystal gravy boats, Target is teaming up with honeymoon crowdfunding app Honeyfund to let couples ask for cash on their Target wedding registries. Couples can receive the full cash value of these gifts in the form of Honeyfund digital gift cards, which are good at various travel, dining and entertainment partners. However if they want to put the money in their bank or PayPal account and use it for whatever they want, there is a 2.8% plus 30 cent fee. So, for example, if you want to cash out a $100 gift from Aunt Sally, you get $96.90 of it and Honeyfund gets $3.10. Users can either add Honeyfund items—like resort stays, air travel, dining and cash for anything else—to their Target registry, or start a Honeyfund registry first and add it to their Target registry. Honeyfund, which launched in 2006, had a breakthrough in 2014 when its founders, Sara and Josh Margulis, earned additional funding after appearing on ABC’s Shark Tank. “In our 12 years of making dream honeymoons come true we’ve learned that wedding guests love choices,” Sara Margulis said in a statement. “We’re excited to partner with Target to bring the best of both traditional and modern wedding registries together for the convenience of couples and their wedding guests.” Lead Image: Tiko Giorgadze | Unsplash Mobile Marketing via PSFK http://www.psfk.com/ February 21, 2018 at 06:05AM
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Snapchat Turns To Social Commerce With Limited Edition Products http://ift.tt/2olNPj7 Snapchat Turns To Social Commerce With Limited Edition ProductsThe social media brand is experimenting with a new kind of retail experience, taking on an already threatened industry in the process Snapchat partnered with Nike’s Air Jordans and Shopify on a new type of retail experience that mixes community with online shopping. They dropped the limited-edition Air Jordan III Tinker as part of the sneaker brand’s 30th anniversary celebration of their Air Jordan III. This new approach to enhancing the experience of shopping for customers provides a glimpse at the future of retail. The immersive sneaker drop acts like a virtual store that gives fans a chance to engage with the brand in a unique way. It combines the best of offline and online retail by bringing people together and offering convenient same-day delivery. The inventory-free retail event enables fans to skip the traditional checkout process and instead enjoy the sense of community. This fits with the trend of retail leaning towards engaging experiences that bring people together rather than brick-and-mortar stores that hold a large amount of stock. Mobile Marketing via PSFK http://www.psfk.com/ February 21, 2018 at 05:51AM
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This Japanese Tour Firm Offers VR Trips Around The World http://ift.tt/2Cb8gZo This Japanese Tour Firm Offers VR Trips Around The WorldFirst Airlines brings a new meaning to staycation with its virtual trips to Rome, Paris and more Want to get away without really going anywhere? Japanese tourism firm First Airlines has the perfect solution: trips to Paris, New York, Rome and Hawaii that don’t require a passport. In fact, these trips don’t even require an airplane, assuming you’re already in Japan. That’s because First Airlines operates out of the eighth floor of an office building in the Ikebukuro district of Toshima, Tokyo, and its trips take place within virtual reality headsets. This is no ordinary VR experience, though: Part theme-park ride, part dinner theatre, First Airlines offers authentic first- and business-class airline seats, a crew of flight attendants and a four-course dinner prepared to match the cuisine of your virtual destination. Only after your “in-flight” meal will you don your VR headset and experience the sights and sounds of an overseas city. First class seats are about $60, while business class is about $50 for the approximately two-hour experience. The meal and service are the same for each option; the only difference is the quality of your physical seat. Mobile Marketing via PSFK http://www.psfk.com/ February 21, 2018 at 05:37AM
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In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide http://ift.tt/2C9DujV My first encounter with marketing data malpractice came at a young age. I wasn't old enough to understand what was going on at the time, but my dad loves to tell the story. As I've gotten older, the humor and timeless relevance of this anecdote have struck me more and more. It was the mid-90s. We received a piece of mail at our house addressed to Lucy Nelson. It was a credit card offer from one of the industry's heavy hitters. Nothing out of the norm so far, right? Here's the problem: Lucy was no longer alive. And the bigger problem: Lucy was not a human. She was our dog. As it turns out, my older brother had been cited by an officer at a nearby park many years earlier for walking Lucy without a leash. When asked to give a name, he stuttered out the Golden Retriever's, along with our family surname. Somehow "Lucy Nelson" ended up in a city database and the credit card company had plucked it out to add to its mailing list. Ultimately, this resulted in our dearly departed dog being pitched a deluxe platinum card. Woof. Flash-forward 20-some years. It's a different world now. The rudimentary practice of collecting names and addresses from public databases seems so quaint in the Age of Big Data. Businesses and institutions now have the ability to gather comprehensive insights about people, both in aggregate and at an individual level. For the general populace, this can feel unnerving. And unfortunately, almost everyone reading this has experienced some breach of trust when it comes to corporations or government and personal data. But for marketers, the sheer volume of information now readily available presents a significant opportunity to take our profession to all new heights. By getting it right, we can help stem the tide of rising consumer wariness. A World of DistrustIn 2017, for the first time since being introduced almost two decades ago, the Edelman Trust Barometer found a decline in consumer trust toward business, media, government, and NGOs to "do what is right." That's bad. And even worse: the organization's Trust Index didn't rebound in the 2018 study, released in January. "A World of Distrust," Edelman has dubbed it in 2018. And who can blame folks for losing faith? These days it can feel like the only major news story that isn't shrouded in doubt is when Equifax leaks the personal information of 150 million people. In such an environment, it's hard to not to squirm when learning that your Amazon Alexa, and even your smartphone, is listening to you pretty much at all times. While apprehension is understandable, these aren't people spying on us; they are robotic algorithms collecting data in efforts to understand us and better serve us. As marketers, we can play a major role in showing people the benefits of a data-focused marketplace. Customers rightfully have high expectations of our ability to offer high-quality tailored experiences, and we need to follow through. It's an historic opportunity. [bctt tweet="As marketers, we can play a major role in showing people the benefits of a data-focused marketplace. - @NickNelsonMN #CX #DataDrivenMarketing" username="toprank"]Connecting the DotsOur CEO Lee Odden recently wrote this in a blog about data creating better customer experiences: “One of the universal truths that we’ve operated under at TopRank Marketing,” he explained. “Is about the power of information specific to customers that are actively searching for solutions." In that post, Lee wrote about his experience searching online for a portable battery charger and then being served ads for purple mattresses. That's the kind of thing that drives me crazy. As Lee notes: "The data is there. Customers are telling you what they want. The question is, how to connect those dots of data to understand and optimize customer experiences?" The consequences of missing the mark are very real. A few years ago LoyaltyOne conducted a survey of 2,000 U.S. and Canadian customers on the subjects of data collection and privacy. Among the findings: only 35% were accepting of retailers using cookies to track their online behavior and just 27% were cool with location-based offers. How much less widespread resistance might we be seeing against these tactics if they were being utilized more effectively? [bctt tweet="The data is there. Customers are telling you what they want. The question is, how to connect those dots of data to understand & optimize customer experiences? - @leeodden #CX #DataDrivenMarketing" username="toprank"]The Data-Driven Marketer’s ImperativeThe stakes are high. We need to piece the puzzle together correctly. If marketers and advertisers can start consistently delivering the sort of customized content and recommendations that data empower us to provide, it'll go a long way toward restoring customer faith. We should be using this information to optimize, not traumatize! Among the biggest areas for improvement I can see, from the perspective of both a marketer and customer:
The post In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Online Marketing Blog – TopRank® http://ift.tt/faSbAI February 21, 2018 at 05:32AM
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Hot Wheels Uses AR To Add Virtual Gaming To Physical Play http://ift.tt/2EV1eJr Hot Wheels Uses AR To Add Virtual Gaming To Physical PlayAugmoto is a new racing platform with a physical track set and augmented reality app Toy car brand Hot Wheels is launching a new racing platform that uses augmented reality to bring video game play to life. Augmoto is a physical track set that includes two 1:64 scale electric cars. Players use a smart device to race and battle opponents, gaining an attack every time they go through the loop and then throwing it. When a player gets attacked, they have to go to the pit stop and complete an AR-powered mini game to get back in the race. The free app offers video game play with visual tutorials to help set up the race, along with tracks stats and achievements. VIDEO Lead Image: Mattel Mobile Marketing via PSFK http://www.psfk.com/ February 21, 2018 at 05:15AM
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30th DVCon U.S. Kicks Off Next Week http://ift.tt/2CA8aq7 The 2018 Design and Verification Conference and Exhibition U.S. (DVCon U.S.) begins next week, offering attendees the industry’s most comprehensive technical program focused on the design and verification of electronics systems. Sponsored by Accellera Systems Initiative, the 30th DVCon U.S. will be held February 26 – March 1 at the DoubleTree Hotel in San Jose, California. Attendees can choose from a broad selection of 39 papers, 8 tutorials, 4 short workshops and approximately 31 poster sessions over the course of the 4-day technical conference and exhibition. The conference opens with Accellera Day on Monday, February 26. There will be a morning tutorial, “Portable Test and Stimulus: The Next Level of Verification Productivity is Here,” followed by an Accellera-sponsored luncheon that will provide Accellera updates, honor the 2018 Technical Excellence Award recipient, and have a panel of Accellera Working Group Chairs providing updates on their working group activities and answering questions from the audience. The afternoon tutorial, “IEEE-Compatible UVM Reference Implementation and Verification Components,” will address the new reference implementation and describe the new features and changes relative to UVM 1.2 and what they mean in real applications. The keynote, “Industry’s Next Challenge: The Petacycle Challenge,” will be delivered by Christopher Tice, vice president of Verification Continuum Solutions in the Verification Group at Synopsys on Tuesday, February 27. He will address how new growth segments in the industry, such as Automotive, IoT, Networking, and 5G Mobile among others, are fundamentally changing the requirements for verification. There will also be two panel discussions on Wednesday, March 2: “Help! System Coverage is a Big Data Problem!” will have a panel of industry experts discuss some of the issues surrounding system coverage and some possible solutions; and “The Right Tool (or Tools) for the Toughest Verification Tasks” is comprised of users who will discuss how decisions are made about which tools are implemented in a design verification flow. New to DVCon U.S. this year are four 90-minute short workshops on Thursday, March 1. The workshops were developed to give smaller companies more opportunities to participate in the program. There will also be six half-day tutorials on Thursday, including afternoon tutorials focused primarily on issues surrounding automotive safety and compliance. For the complete DVCon U.S. 2018 schedule, click here. The post 30th DVCon U.S. Kicks Off Next Week appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG February 21, 2018 at 05:03AM
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Ultra-Thin Electronic Skin Continuously Monitors Your Vital Signs http://ift.tt/2EIDUzl Ultra-Thin Electronic Skin Continuously Monitors Your Vital SignsJapanese researchers have created a wearable display to ease the burden on home healthcare systems Japanese research group Takao Someya, part of the University of Tokyo’s School of Engineering, has invented a super-stretchable electronic skin that easily adheres to a patient’s body and continuously tracks vital signs like heart rate, wirelessly feeding the information into a remote electrocardiogram. The display is just 1 millimeter thick and consists of a 16 x 24 array of micro LEDs mounted on a rubber sheet. The material is light and flexible enough to allow for constant wear without irritation for up to a week. The idea behind the device was to facilitate caretaking in societies with large elderly populations, offering at-home, non-invasive healthcare monitoring. Researchers project that the tracker will be on the market in three years time, after undergoing further optimization. Images: 2018 Takao Someya Research Group Mobile Marketing via PSFK http://www.psfk.com/ February 21, 2018 at 05:01AM
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Tatango Acquires Plyfe to ‘Expand Mobile Communications Platform’ http://ift.tt/2okGNLC Tatango announced this week that it is officially acquiring New York based Plyfe, which enables marketers to create interactive mobile optimized experiences. An industry leader in text message marketing software, Tatango says that the Plyfe team has developed revolutionary mobile experience technology that gives marketers “the ability to create personalized, simple mobile web experiences, without the need for a developer.” With Plyfe’s software, marketers can easily create mobile optimized experiences such as a Personality Quiz, Swipe Left/Right (Tinder for anything), Trivia, Timed Trivia, Registration, Image Based Polling, Video Trivia, Video Polling, # Galleries, Sweepstakes, Leaderboards and more. “We are very happy that the team at Tatango identified the advantages of Plyfe’s mobile optimized experience technology and the value it will bring to customers,” said Jeff Arbour, CEO of Plyfe. “Tatango is full of fantastic and visionary people and I’m confident that with this acquisition the Tatango platform will further establish itself as the leading text message marketing platform.” Following the acquisition, we’re told that Plyfe’s technology will be integrated into the Tatango platform. By integrating this technology, brands will be able to send interactive mobile web experiences, through SMS, MMS or RCS messaging, which boasts a 99% open rate. The post Tatango Acquires Plyfe to ‘Expand Mobile Communications Platform’ appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG February 21, 2018 at 04:39AM |
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