Gallo Uses Chatbot To Engage One-to-One, Yield Data For Rose Push https://ift.tt/2HUuvVJ Faced with growing competition from native DTC brands and private-label offerings from both physical and e-retailers, big traditional CPG brands are fighting back through a variety of strategies, including acquisitions, incubators and, of course, intensive investment in developing in-house digital talent and capabilities. But within that big picture, their greatest need by far is “aggressively developing digital relationships with individuals -- the widest chasm they must cross,” Interactive Advertising Bureau (IAB) CEO Randall Rothenberg stressed during the organization’s annual leadership meeting last month. “The world’s largest consumer brands -- companies that did not know their end consumers, because the retailers controlled the consumer relationship -- are competing against the retailers and against their disruptor competitors to own those relationships,” he summed up. CPGs are, of course, experimenting with many options and channels for achieving what Nike CEO Mark Parker has dubbed being “more personal at scale.” And one of those is using conversational marketing technology. Using messaging and an artificial intelligence-based conversational tool worked efficiently for E. & J. Gallo Winery as part of recent efforts to increase awareness, particularly in the United States, of the company’s expanding rosé portfolio, report the winery and Snaps. Gallo needed to make direct connections with consumers to capture insights about preferred rosé flavor profiles, when and how they consume rosé, and which existing rosé brands had the greatest loyalty. Gallo worked with Snaps to design and build a “Rosé Your Way” AI-powered chatbot to deliver a branded experience on Facebook Messenger. The goals were to “engage one-on-one with our consumers, offer a utility for them in their purchase decision” and use the insights garnered to “further optimize our shopper marketing initiatives,” summed up Gallo CMO Stephanie Gallo. The brand used targeted ads in Facebook Messenger and Newsfeeds, plus Instagram, to promote the digital assistant to mobile users. Once engaged, consumers were guided through a series of questions designed to enable the chatbot to recommend the ideal rosé within Gallo’s brand portfolio. Afterward, Gallo reached out to re-engage consumers with personalized marketing content, including recipe pairings for the recommended wine and a customer satisfaction survey. The campaign, which ran from May through July 2018, drew 25,000 consumers, with 90% of those who engaged with the rosé recommendation guide completing it, at a cost of $3.40 per response, according to the partners. In addition, the follow-up push messages had a 60% open rate. The data on rosé varietal preferences, drinking behavior and timing has been used to help guide rosé buying and stocking decisions and increase Gallo’s portfolio visibility within retailers, as well as increase consumer awareness, the brand confirms. Naturally, Gallo is also using the consumer connections to continue to reach out with personalized, data-informed offers for new products and offers. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 26, 2019 at 01:08PM
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Spotify Acquires Parcast Podcast Studio https://ift.tt/2WmDaUN The streaming audio service Spotify is continuing to ramp up its acquisitions in the podcasting space. The company says that it will buy the podcast studio Parcast, a studio that develops podcasts in the crime, mystery, science fiction and history genres. “Crime and mystery podcasts are a top genre for our users, and Parcast has had significant success creating hit series while building a loyal and growing fan base,” says Dawn Ostroff, Spotify chief content officer. Terms of the deal were not disclosed, though Spotify said earlier this year that it expected to spend about 500 million in 2019 on acquisitions in the podcast space. Spotify bought the podcast studio Gimlet Media early this year, as well as the podcast network and production hub Anchor, advertisement advertisement Spotify kept all Gimlet's existing podcasts widely available, but is also expected to tap the company o develop exclusive podcasts for Spotify users. It's likely Parcast will fall under the same strategy, developing exclusive Spotify originals, while continuing to develop some more widely available podcasts. Parcast has more than 20 new podcasts set to be released this year. Spotify says that the deal to acquire Parcast is expected to close in the second quarter of 2019. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 26, 2019 at 10:12AM
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So Long, San Diego! Top Takeaways From #SMMW19 https://ift.tt/2Op8b81 The post So Long, San Diego! Top Takeaways From #SMMW19 appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot https://ift.tt/2wiHYzh March 26, 2019 at 10:00AM
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How Brands Like Adidas Are Using Consumer Data To Cater To Specific Needs https://ift.tt/2OvbU3W In an effort to better understand and respond to the nuances of their customers, organizations are deriving insights from in-store behaviors, product interactions, loyalty engagement and shopper feedback to identify areas for improvement. Consumer information can be translated into actionable strategies that inform decisions around merchandising, rewards programs and technology investment to continually refine the front-end experience and ensure customer needs are always top of mind. From PSFK’s Retail Trends Playbook 2020, made in partnership with Microsoft, here’s how three leading retailers are leveraging acquired shopper data to most efficiently anticipate and respond to consumer needs: Stitch Fix Adidas Mars x Alibaba The Retail Trends Playbook 2020 is a report by business intelligence platform PSFK in partnership with Microsoft that presents key trends, best-in-class examples and strategies for executing intelligent retail with the aid of data-driven technologies. Download the full free report here. In an effort to better understand and respond to the nuances of their customers, organizations are deriving insights from in-store behaviors, product interactions, loyalty engagement and shopper feedback to identify areas for improvement. Consumer information can be translated into actionable strategies that inform decisions around merchandising, rewards programs and technology investment to continually refine the front-end experience and ensure customer needs are always top of mind. From PSFK’s Retail Trends Playbook 2020, made in partnership with Microsoft, here’s how three leading retailers are leveraging acquired shopper data to most efficiently anticipate and respond to consumer needs: Mobile Marketing via PSFK http://www.psfk.com/ March 26, 2019 at 06:07AM
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Dear Friend: Secrets to Creating a Newsletter People Want to Read From Ann Handley https://ift.tt/2TVuCaR The post Dear Friend: Secrets to Creating a Newsletter People Want to Read From Ann Handley appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot https://ift.tt/2wiHYzh March 26, 2019 at 05:40AM
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How Brands Like Shisheido Create Immersive Airport Retail Experiences https://ift.tt/2HSAIBy “Airports are furthest along in innovative thinking. They realize they have to play nice with other apps. The whole traveler experience is not defined by time in the airport but defined by the overall experience,” says Robin Hopper, president of GuestLogix. Indeed, leaders in travel and hospitality are transforming airports with exclusive, multisensory experiences that give traditional retailers a run for their money. From PSFK’s Reinvigorating The Airport Experience report, here’s how three brands ranging from cosmetics to premium beverage are creating immersive experiences for passengers that stimulate and engage the senses: Shiseido Travel Retail Moet Hennessy Istanbul Airport Airports are at the apex of retail innovation. For more key insights and trends, download PSFK’s report Reinvigorating The Airport Experience, out now. “Airports are furthest along in innovative thinking. They realize they have to play nice with other apps. The whole traveler experience is not defined by time in the airport but defined by the overall experience,” says Robin Hopper, president of GuestLogix. Indeed, leaders in travel and hospitality are transforming airports with exclusive, multisensory experiences that give traditional retailers a run for their money. From PSFK’s Reinvigorating The Airport Experience report, here’s how three brands ranging from cosmetics to premium beverage are creating immersive experiences for passengers that stimulate and engage the senses: Mobile Marketing via PSFK http://www.psfk.com/ March 26, 2019 at 05:32AM
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Interview: How Media Outlet Hacking Finance Delivers Content For A Fairer Future https://ift.tt/2uC7WgR Finance touches nearly every aspect of consumers’ lives, yet some major components of the space remain antiquated, at best imposing an improved user experience onto an interior that remains rooted in less-than-equal policies. Injecting modernity into finances and truly opening up the industry to more democratic practices will involve examining broken business models, pulling them apart to restructure them for the Information Age, says Leslie Campisi, CMO of venture investment and advisory firm Anthemis Group and editor of its media outlet Hacking Finance. Ahead of her appearance on the upcoming ‘Democratizing Finance‘ panel discussion, taking place April 2 at Anomaly in New York City, Campisi spoke to PSFK about what she hopes to share, explaining where the finance space is moving, its potential for a fairer future and how the content Hacking Finance curates helps support a democratic industry by voicing the work of today’s diverse creators and innovators. What are some of the trends you’ve noticed in the finance space, regarding where innovation is heading and what consumers are demanding for their financial experiences? The idea that financial experiences are separate from other consumer experiences will increasingly become out of date. We are moving into the era of embedded finance, where financial products will be seamlessly integrated into other things—and by “things,” I mean, in some cases, literal things. Let me give an example: A company called Flo Technologies sells an IoT-enabled hardware device that, once installed on a homeowner’s plumbing line, can detect tiny water leaks before they turn into crazy, home-ruining surprises. What does this have to do with finance? Well, water damage is so common that it drives up your—and therefore everyone’s—home insurance policy premiums. So, while on the face of it, Flo sells a consumer device, a “thing,” what it’s really selling is protection against damage, a kind of insurance. That’s one example of how finance will increasingly become embedded into products. But sometimes finance will invisibly embed itself into a more digital experience or customer journey. Think about the role Braintree plays in allowing transactions to happen inside commonly used apps—ride sharing, for example. Imagine how that experience would feel if you hailed the car in one app, left it to open another app to complete the payment and then had to return to the first app to track your ride. Because the financial aspect is embedded in a single user experience, the transaction is frictionless and almost imperceptible. We’ll see many more consumer-facing brands embed finance into experiences this way—not just payments but also lending and insurance. And not just inside apps, but in lots of other environments, too. Could you explain the work that you do at Hacking Finance, and how that intersects with the above? Our mission at Hacking Finance is to stretch the definition of what finance is and who gets to be a part of it. We see finance as the nervous system of society, whose flow touches and empowers everything it touches. Yet it’s often treated—by those working inside it, as well as those who write and think about it—more like The Church of Finance. You’re not supposed to question finance’s rules or rigid power structures, just trust them. And for a lot of us, that’s a big turnoff. So many talented people self-select out of working in financial services, perpetuating its insular nature—at a time when the industry needs outside innovators and collaborators the most. Hacking Finance’s job is to chip away at the old, Industrial Age paradigm of financial services by asking questions and telling stories that represent what it could be. Can finance be colorful? Queer? Who gets to be a banker? A VC? Is immigration a financial topic? Is asteroid mining? Skateboarding? We cover topics that stretch readers’ perceptions of what they think financial services is while also paying close attention to who we feature, and who writes about them. There’s so, so much more to say about finance beyond how the markets are doing or how to balance your budget. And there’s a building wave of hidden innovation happening inside the current financial services industry that never gets its fair share of attention. So the idea of “embedded finance” that we see coming to life in companies like Flo is proof of our thesis: that finance is inherently intersectional and needs to be treated, and talked about, as such. This NY Fintech Week panel is titled “Democratizing Finance.” What does democratizing finance mean to you, and how does Hacking Finance fit into it? If finance is going to move from the Industrial Age to the Information Age, it’s got to democratize. By that I mean, if the Industrial Age signature is hierarchies and command-and-control power structures, the Information Age is all about self-organized networks and ecosystems. Too often what is perceived as innovation in the financial services sector is lipstick on a pig. Creating a better user experience on top of a broken Industrial Age business model that exploits users for profit is not innovative. True innovation in finance happens when the broken business models are examined, pulled apart, and rebuilt. That’s what democratized finance looks like—startups whose products help to break down Industrial Age thinking. Take Rally Rd., for example. They’re not just about investing in hot cars (though I visited the Lamborghini in their retail space on Lafayette Street and totally swooned!). Rally Rd. takes a high-performing asset class that the everyday retail investor has historically been locked out of—high-end collectibles—and makes it accessible. Kindur helps people approaching retirement age calculate how much money they’ll need to retire, and when they should start decumulating their assets, by stitching together information that has to date been siloed and virtually inaccessible, thanks in no small part to the financial, insurance and government institutions that would prefer to keep it that way. And Messari does the same by bringing transparency and a central source of truth to the crypto world, where standards have been sorely lacking. How does Hacking Finance help democratize finance? By democratizing who tells, and who is featured, in stories about finance. And by bringing “democratizers” to finance. What role does design play in the realm of finances, and particularly in the consumer experience? What, ideally, should good design do in transforming and improving that experience? Good design in financial services respects the user’s humanity and autonomy versus exploiting it. That’s good design in its most all-encompassing sense: from the design of the business model, to the design of the company itself, to the design of its marketing initiatives, as well as the design of the actual product or service users interact with. You have a curated selection of articles on your site as well as in a weekly and monthly newsletter. How do you decide what content to feature? What are consumers demanding in terms of topics and interests? For us, it’s always about stretching the definition. Has this person written about finance before? No? Good. Does this look like a traditional financial services topic? No. Even better. We’re trying to find and play with the edge, or the intersection of finance and [x], where [x] is an adjacent sector like government, healthcare, education, technology, media, design, entrepreneurship…you get the idea. Our audience is composed of people who are part of the tribe of innovators working inside financial services, as well as people from the outside we’ve wooed by making financial topics approachable and, we hope, less naff. We bring these two groups together in a collective conversation online and also in person. (We hosted an event on May Day last year featuring finance and literary people talking about labor and capital which was pretty fun/weird.) While a lot of our content is far out, idea-driven stuff, people love stories about people. Our Pivot department is popular, as is High Tech, Low Life, a series of first-person essays written by a cyberpunk-adjacent investor. Our readers also go nuts for Carlota Perez, and rightly so. We have a lengthy profile of Carlota in our print magazine detailing her career arc from West Village architecture student, to Venezuelan civil servant, to her current status as cult academic icon. A good way to get a taste of what we’re into is to subscribe to our weekly anti-roundup, If You Read One Thing, where we pick a single article on the internet we think is worth reading every Friday. What are some of the key points you hope to share on Anomaly’s ‘Democratizing Finance’ panel? I hope we can start to paint a picture of what “democratized finance” looks like for those skeptical that innovation happening inside financial services can bring forth a better, shared future. And I’d love to turn on designers, creatives and entrepreneurs who don’t currently work in finance to the opportunity that exists here for them to make a mark. It’s huge. Like, huuuuuge. And you don’t have to check your conscience at the door to do it. What does Hacking Finance see happening 1-2 years out? What’s to come for the finance space in the Information Age, based on what you’re observing now? The intersection of finance and geopolitics is an area to watch. The U.S. presidential election cycle, the Brexit outcome (assuming there is one), as well as how climate concerns overlay geopolitics and finance…all of this is interesting to us at a macro level. In addition to following the rise of embedded finance, we are interested in longevity as a theme. What are the implications for finance as people live longer? Stay in jobs longer? Need their assets to stretch further? To be honest, though, Hacking Finance is interested in looking backward as much as ahead. Re-earthing lost lessons from the past is an evergreen interest of ours, as is looking way further than 1-2 years out. We’ll leave the traditional business publications to handle the next few tomorrows. For more from Leslie, come hear her speak on a panel of finance pioneers, hosted by Anomaly, Hacking Finance and PSFK as part of New York Fintech Week. The conversation will feature startups and thinkers designing solutions to make finance fairer, more accessible and more inclusive, and will take place this upcoming April 2 at Anomaly. Tickets are free! Lead image: stock photos from Flamingo Images/Shutterstock Mobile Marketing via PSFK http://www.psfk.com/ March 26, 2019 at 05:32AM
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AT&T, Verizon Court Egame Players As 5G Begins Ramping Up https://ift.tt/2FAs8FO The explosion of egames is huge enough, but it is going to get bigger, with the biggest wireless powers — AT&T and Verizon — now staking their claims to be gamers’ best friends. For AT&T, that means getting itself known. The ESL Mobile Open, a new three-season league that lets players with a wide range of talent compete, begins this week, presented by AT&T. The best players move on to big events like the Dreamhack Dallas, ESL One New York and Dreamhack Atlanta. The ESL is the world’s largest esports company, which AT&T teamed up with last June. It’s a natural fit. Mobile is the way gaming is moving, and by being out in front, AT&T aims to build a base of users. AT&T is also the presenting sponsor of NBA 2K’s Banner Chain, the gaming league’s series of three tournaments, and sponsor of a Game Day show. It took that sponsorship away from Verizon this year. advertisement advertisement On top of that, AT&T now sponsors Cloud9, one of the most prominent esports organizations in the world, with 12 teams that play across a variety of platforms and titles. Shiz Suzuki, assistant vice president for sponsorships and experiential marketing for AT&T wrote on a company blog, “Many gaming consoles, mobile gaming titles and players using them rely on AT&T wireline internet service and our nationwide wireless mobile service. While those technologies can connect our customers to the esports they love, we’re looking to deepen our connections with current and new customers across digital and social channels, in-person and live-streamed events, made-for-digital content and other experiences.” The company now claims that through those sponsorships alone, AT&T will be able to reach more than 22 million gamers each month via social media and platforms people in those gaming circles use. Verizon, like AT&T, is deep in the game too. “Like the forward pass in football or the first baseball game played under the lights, 5G represents a potential breakthrough for esports,” Verizon’s John O’Malley blogged. “Traditional athletics have had their ah-ha moments—points where the pastime became the national obsession. For 5G-powered competitive gaming, that time may be near.” Both wireless companies anticipate a future in which 5G and mobile make things like dedicated gaming consoles and controllers relics of the past, replaced by any device, but particularly smartphones. Verizon is working with LiquidSky, a virtualization firm and a Verizon 5G partner, to experiment on streaming games via mobile at a rapid 100 frames per second. Of course, Verizon claims its 5G network will be the awesome wireless gamers want, and it’s “poised to fundamentally alter the gaming and esports landscape, with ultra-fast network speeds and minimal latencies,” O’Malley wrote. The new 5G technology “will help allow developers to rewrite the rules for eye-popping, graphics-rich multiplayer action.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 25, 2019 at 07:24PM Defining Brand Safety For In-App Advertising Comes Before Solutions https://ift.tt/2JDvo7F As the meaning of brand safety becomes more unclear with the onset of emerging technologies, industry experts like Scott Silverman, vice president and general manager of Marketplace at InMobi, want a definitive definition. He says it's about the negative impact to a company’s reputation and insists that in-app advertising is much safer for brands, compared with running ads on the web. Some independent app developers might disagree. In a recent ad-fraud scheme, a well-known app that reportedly clocked millions of downloads and has hundreds of thousands of reviews in the Google PlayStore saw its in-app ads hijacked. The video ads behind banner images drained user batteries and data while they used the Android app. Protected Media uncovered the ad fraud scheme. Still, there have been plenty of success stories, Silverman insists in an unrelated interview. In-app advertising experienced 25% fewer fraudulent attempts than mobile web advertising during the second half of 2018, and ad fraud involving bots and viruses designed to simulate human users occurred 74% less often, according to research from Protected Media, which estimates that in-app advertising is subject to fewer fraudulent attempts. advertisement advertisement eMarketer forecasts brands will spend $77.03 billion on in-app advertising in the U.S. this year, up 25.1% compared with 2018. Silverman says in-app advertising is safer, and the biggest advantage is the use of pervasive IDs that come through the mobile phone from in-app traffic. This way the brand isn’t beholden to the cookie ID. “You can tell when someone is using their laptop vs their mobile phone or desktop,” he says. “There are ways that you can probabilistically and deterministically link those devices to one person.” Pervasive device IDs and the ability to segment based on location create more unique audience opportunities for advertisers, compared with what they use on desktop, which is often contextual. “Many omni-channel advertisers that have traditionally played on desktop that are very beholden to their cookie pools,” he said. “They created pools of cookies that they’re used to using to target that maybe they underweight the amount they should be spending on in-app advertising, where the users are when they’re on their mobile phone.” There are challenges, and many of those who provide brand safety for the desktop or the web have not come up with good enough solutions, Silverman said. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 25, 2019 at 02:05PM
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Attribution Analysis: How Marketers Can Stay on the Cutting Edge & Prove Impact https://ift.tt/2WomOLg The post Attribution Analysis: How Marketers Can Stay on the Cutting Edge & Prove Impact appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot https://ift.tt/2wiHYzh March 25, 2019 at 11:01AM |
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