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GasBuddy Finds Personalization Puts Gears In Drive https://ift.tt/2Xv9WaH
The Challenge Use first-party data to engage and retain users of GasBuddy's mobile app, which allows them to find the best gas prices in their area and save on every gallon of gas they pump. The Execution The brand uses personalization, affiliate marketing, location data and other channels. It offers a debit card that saves users five cents a gallon. It affiliates with brands like SiriusXM, where users can earn a percentage on purchases. GasBuddy's Car Profile feature allows for the inference of tank size and segmentation of offers through personalization. Emails to customers show how much they could save in a year, which looks a lot more significant than just on a per gallon basis. As for offers tied to SiriusXM, GasBuddy knows to send the offer only to cars that are no older than the 2014 models, which are more likely to have the equipment to enable SiriusXM radio. A feature in the app, called Drives, allows users to get fuel efficiency reports and GasBuddy offers tips to improve driving habits. By aggregating market data, the brand can tell users how many people in their area are more or less efficient than they are, becoming a kind of competition, with the goal to see improvements. GasBuddy can also target high-mileage drivers and send offers appropriate for users who spend a lot of time in the car. If/when users pay for gas with the GasBuddy pay card, transactional data goes back to GasBuddy, which can then be used to personalize up-sells. Location data provides the brand with the ability to send geo-triggered mobile messaging when events like hurricanes occur. The app can tell users whether stations have fuel or power in the case of evacuation. It can also tell users when gas prices are about to spike so they can fill up before that happens. The Results
Key Takeaways Use personalization to gain first-party data. Provide information for free to earn goodwill from users. Partner with other brands to offer your users deals on services they can use. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 27, 2019 at 07:46AM
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FuboTV Launches Free Ad-Supported Streaming Network https://ift.tt/31TxpS8 FuboTV will today soft-launch a live, ad-supported, free-to-consumer streaming network for U.S. sports fans. The company’s intention to launch such a network “later this year” was first reported in May by The Wrap. The new Fubo Sports Network will initially be distributed through free, ad-supported service Xumo — available in 35 million U.S. households via smart TVs, mobile, web, and streaming set-top boxes — and as part of FuboTV’s base subscription package, reports Variety. “There’s an opportunity to cater to the demand for free content” to attract "entry-level" video users who are potential subscribers to FuboTV's paid bundles, CEO David Gandler told Variety. He added that the company hopes to add more partners to expand the free service’s reach to 50 million by August. advertisement advertisement Fubo Sports Network will debut with content from the parent TV network, but begin adding original programming — including a weekly sports talk show — in August. The plans call for it to eventually offer 24-hour programming. FuboTV is aiming to realize $5 million in incremental ad revenue from the new free service in its first year, Gandler told Variety. The network will have an ad load of 5 to 6 minutes per hour, and use FuboTV’s existing server-side ad insertion system. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 27, 2019 at 07:13AM
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An Electric Scooter Company Makes The Case For Ownership In A Ride-Share Economy https://ift.tt/2KJveLE PSFK scores an inside look at Boosted, an electric vehicle ecomm disrupting the current rideshare and rental transportation trends, providing urban commuters with a more reliable last-mile alternativeGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ June 27, 2019 at 07:02AM
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Gen Z Says Its Less Brand Loyal, Politically Disengaged https://ift.tt/31VHnCq Along with being true mobile natives, Generation Z has some distinctive attributes that marketers will want to carefully consider. For example, they all want to be rich and famous. Indeed, according to new research from Morning Consult, Gen Z values “making money” and having a successful career above all other life goals, including romance, family and having close friends. Nearly one-quarter (23%) of Gen Z says being “famous” is important to them. Born between the mid-1990s and the mid-2000s, these young people are also politically disengaged; they are highly skeptical of powerful institutions and the people who run them. In fact, only 44% say they have strong political opinions (20 points lower than all older adults); 78% say there is a lot of corruption in America; and 8% say they have a lot of trust in people in power to “do the right thing.” advertisement advertisement More troubling, only 53% of Gen Z agrees that people who work hard and play by the rules generally get ahead, which is 8 points lower than all adults. They are also less likely to say that being an American is important to their identity, and more skeptical that the U.S. sets a good example for the rest of the world. As for media habits, roughly half of Gen Z (49%) gets most of their news from social media, compared to 17% for all other adults. Conversely, just 12% of Gen Z says they get most of their news on television, compared to 42% of all other adults. Gen Z adults are also more likely to use digital-first news publications, such as BuzzFeed, Daily Mail, Vox and New York on a weekly basis, relative to older Americans. Regarding their shopping habits, in-store shopping remains the most popular option for the youngest consumers (48%), particularly women (55%). Notably, Gen Z also appears to be less brand loyal than older generations. In fact, over half of Gen Z (53%) says there are brands they are loyal to, compared to 61% of all other adults. When evaluating brands, Gen Z believes value, price and quality are key factors. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 27, 2019 at 06:07AM
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Buyers vs. Buying Committees: Not Knowing the Difference Could Cost You https://ift.tt/2YkmYF2 Working as a marketing or sales professional in B2B presents a unique set of challenges and hurdles. One that probably doesn’t get discussed enough is the nuance of trying to reach and engage buying committees, as opposed to single customers. It’s a hugely important distinction that too many strategies fail to fully account for. If you’re not speaking to everyone, you might be speaking to no one. And we all know where that leads. The Expanding Buyer CommitteeA buyer (singular) is a sole decision maker responsible for researching solutions, vetting vendors, and authorizing purchases. It is exceedingly rare to see this type of setup in place anymore, unless at a startup or a very small company. Given the typical weight of these decisions, several people tend to now be involved with the process, and sign-off is often required from at least one high-ranking executive. Harvard Business Review reported a couple years ago the average number of people involved with B2B purchase decisions had risen to 6.8, and it’s fair to guess that figure has risen since. As Amanda Bulat wrote in a recent post for the LinkedIn Sales Solutions* blog, “Large enterprises sometimes have a dozen or more people with significant influence on purchases.” This creates a conundrum for the modern B2B marketer. You could theoretically execute a masterful campaign, engaging a pivotal contact at a key account with compelling and persuasive content, only to have that company choose another solution because you failed to generate awareness with another key player who held more sway. In the interest of helping you avoid such a disappointing outcome, we’ll cover some methods to ensure you’re fully understanding, and accounting for, the buying committee.How B2B Marketers Can Reach the Whole Buying CommitteeFirst, you map the buying committee out. Then, you develop a plan for comprehensive engagement. Finally, you put that plan into action. Let’s break down each of these steps. (Note that this guidance generally applies when you’ve already identified specific accounts to pursue, under an ABM-style framework, although you can also incorporate many of these tips more generally.)Step 1: Map the CommitteeThere is no fail-safe way to ensure you’re accounting for each influencer on a buying committee. As an outsider, there’s an inherent level of obscurity involved with this process. But there are a few techniques for gaining a much clearer view. For example:
Step 2: Coordinate with SalesAlignment with sales is always critical for B2B marketers, but especially in this case, for two reasons:
Step 3: Refine Your Targeting and PersonasNow that you’ve painted a picture of the buying committee’s composition, it’s time to adjust your marketing scope accordingly. When we say “refine your targeting” we mean it both in terms of how you’re delivering your content — you want to build concentrated awareness and engagement within an account, so tweak your ad targeting, email lists, social promotion, etc. to reflect — and also your tone and personalization. Are you speaking directly to the specific individuals you need to win over? Is your content designed to create conversations within the buying committee? Does it answer questions that emerge in the late stages of a purchase decision? These are necessary questions to ask yourself in assessing whether your marketing approach is optimized for committees.Shore Up Your B2B Marketing by Committing to CommitteesBuying committees can vary greatly depending on the company and industry. As always, it’s essential to view this matter through the lens of your own context, and tap into the institutional knowledge of people who work closely with your customers and clients. As our CEO Lee Odden wrote recently, “B2B purchasing is a team sport involving individuals at multiple levels from buying committees conducting research and making recommendations to executives with budgets to decide.” [bctt tweet="#B2B purchasing is a team sport. @leeodden" username="toprank"] Similarly, marketing to B2B committees is a team sport. Get your team aligned and focused on this objective, and you’ll be on your way to overcoming one of the toughest challenges in B2B marketing. At TopRank Marketing, we have many years of experience working with enterprise brands and helping them engage with large, distributed buying committees. Contact us today to learn more about our approach and philosophies. *Disclosure: LinkedIn Sales Solutions is a TopRank Marketing clientThe post Buyers vs. Buying Committees: Not Knowing the Difference Could Cost You appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot https://ift.tt/2wiHYzh June 27, 2019 at 05:38AM Agencies Celebrate Pride With Fundraisers, Giveaways https://ift.tt/2YhLoim From hot dog and ice cream giveaways to Drag Queen Bingo agencies are celebrating Pride Month with internal programs that recognize and support the LGBTQ+ community. Cramer-Krasselt is teaming with Chicago-based Pretty Cool Ice Cream to create a custom ice cream treat available all month with proceeds benefiting the Center on Halsted, the Midwest’s largest LGBTQ community center. The treat is sold at www.loveisprettycool.com. C-K staffers will visit Chicago “L” train stations on Friday June 27 to give away samples of the ice cream and encourage donations at five stops: Lake; Grand; Belmont; Thorndale; Quincy. Copacino+Fujikado is launching its first-ever “Rainbow with a Cause" platform that includes a microsite and offers tips to brands around how to use Pride flags and their respective colors in internal and external communications. Refinery29 seeks to increase visibility for the LGBTQ+ community through an editorial package for Pride featuring six pieces of content, including a map of LGBTQ+ rights around the world and interviews with six LGBTQ+ people on what they wish their workplaces looked like. advertisement advertisement 72andSunny screened the film "The State of Pride" followed by a panel discussion on June 6. More than 150 agency staffers from various LA shops marched in the annual LA Pride Parade Hollywood on June 9. Deutsch LA hosted a Drag Queen Bingo event on June 20, and R/GA will hold a Stonewell 50 Block Party on June 27. On the east coast, Deutsch NY continued its tradition of fundraisers for causes important to the staff with its fourth annual Pride gameshow. Each June, the agency presents a live gameshow complete with animated scoreboards and flashing buzzers in an effort to raise funds and awareness for LGBTQ charities. This year’s Pride fundraiser benefited the Ali Forney Center, what is called the nation’s largest and most comprehensive provider of services for homeless LGBTQ youth. Austin-based creative agency GSD&M has created a Spotify playlist in celebration of Pride that serves as a compilation of LGBTQ+ artists and allies. 3Q Digital updated all of the digital marketing agency's social and online logos to reflect the Pride flag. David&Goliath is launching “For the Brave Who Want to Speak Up,” an inclusivity initiative covering gender identity, sexual orientation, LGBTQIA+ definitions and inclusive language. On June 25-27, experts from the LA LGBT Center and the Transgender Economic Empowerment Project (TEEP) will take to Instagram Story to respond to questions and provide insight into what’s appropriate in social situations. And on June 27th, during D&G’s weekly Thirsty Thursdays’ happy hour, TEEP will be available for a live Q&A with the agency. This year's project serves as part of a broader D&G campaign to build a mobile friendly website that will serve as an ally’s guide to inclusive language and etiquette. ROT+P worked with client Dietz & Watson to serve hot dogs wrapped in rainbow buns to the first 50 customers all weekend long at its summer pop-up, Delishop on June 7-9 in Philadelphia. The agency donated 10% of the proceeds from these sales to support the William Way LGBT Community Center. The first 50 visitors each day also received a free “I <3 Wieners” tank top. Omnicom's sparks & honey hosted a Pride-themed culture briefing on the language of gender (starting at 23:31) to dive into the ever-changing landscape of gender identity/assignment and the ways brands celebrated Pride this month.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2019 at 04:05PM Connected TV Sets Emerging As Dominant CTV Device, Mobile And Desktop Wane https://ift.tt/2KCXSht Television sets are emerging as the dominant way consumers connect with connected TV (CTV), according to a quarterly tracking studyfrom ad tech firm Extreme Reach. Connected television sets accounted for a 49% share of CTV impressions during the first quarter of 2019, up from just 31% the same quarter a year ago. Most of the TV set's gains have come at the expense of mobile and desktop, while the "unclassified" category -- presumably devices like videogame consoles, etc. -- is also expanding. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2019 at 12:28PM Connected TV Ad Gains Are Mobile's Loss https://ift.tt/2J7Gsqa Growing connected TV usage is now making up a commanding part of digital video ad impressions -- nearly half. Digital video ad serving company Extreme Reach, which issued the report, says connected TV’s gain is mobile loss, when looking at first-quarter 2017 activity, Mobile video ads are now 25% of all digital video impressions -- the lowest since first-quarter 2017. It says six-second ad impressions growth on mobile platform -- long thought to carry much promise -- has been negligible. The report says this is due, in part, to connected TV advertising spots being virtually unskippable, getting an 97% completion rate. Connected TV’s 30-second ads are the most used advertising format on that platform, comprising a 69% share; 15-second spots are at 28%; 3% for 60-second commercials; and 1% for six-second ads. Looking at all digital video impressions per device: Connected TV sets have a 49% share; 25% for mobile; 17%, desktop; and 7% tablet. General Invalid Traffic -- video fraud -- reached a new low of 1.5% in the first-quarter 2019, down 57% from the fourth-quarter 2018. Clickthrough rates for digital video advertising still remain low -- less than 1%. The report’s results are based on over 13 million ad creative asset flows through Extreme Reach’s AdBridge video server system -- which integrates linear TV distribution, OTT/CTV delivery and talent & rights management data. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2019 at 10:22AM With Nearly 500 Scripted Shows, Who Has The Time To Watch? https://ift.tt/2XybqRq Given the oncoming avalanche of new digital platform platforms -- from Disney (with Disney+), NBCUniversal, WarnerMedia and others, industry executives may wonder: Are we still in the golden age of so-called peak TV? Netflix continues on track to spend $8 billion per year on original content and $13 billion overall. Amazon, Hulu, Apple and perhaps others, spend anywhere from $2 billion to $4 billion each. We haven’t even touched on future TV and film production costs for Disney+, NBCUniversal and WarnerMedia. The definition of peak TV now comes annually from FX Networks. At the end of last year, the cable TV network group (now part of Walt Disney) worried about the 495 “premium” scripted TV shows on broadcast, ad-supported cable, premium no-ad cable, and subscription video services. How can all these shows survive? (Those 495 shows are up versus 487 the year before.) advertisement advertisement We don’t know. Premium shows continue so grow, with estimates that perhaps a bigger explosion of more original TV and movie content is coming. Who is watching all this? Better yet, who has the time? Research confirms consumers already have trouble consuming what is already out there. Maybe the answer is that TV series are becoming more easily digestible. On Netflix, for example, we have many recent TV series only lasting, one, two, or three seasons. The big SVOD service then moves on to other stuff. There are still time constraints. Total media time among consumers is now around 11 hours a day. Does that mean sleep-time, eating-time, commuting-time, are in danger of being inundated with even more content? Quibi, the new digital OTT platform from longtime TV/movie executive Jeffrey Katzenberg and veteran technology executive Meg Whitman, is fighting for time around the fringes. Short-form TV-like series will make up the bulk of the service, packaged around 7-to-10 minute TV episodes. Specifically, Quibi is for mobile consumption -- targeted for those moments when we are in line at a bank, a doctor’s waiting room, or a gas station. Quibi says it has sold $100 million in advertising, which comes on top of a collective $1 billion in financial investments. But this isn’t the premium TV stuff, “quality” TV shows. How can we measure this? Perhaps we should find critic scores on Rotten Tomatoes for all TV shows, then compare them to a decade ago. A higher number now might talk up that quality descriptor. Overall, if you believe there is higher quality TV shows now -- and more of them -- you can also blame it on marketing. Perhaps, we are just lured into more consumption. What could go wrong? Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 26, 2019 at 08:54AM
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How An Eco-Friendly Toothpaste Tablet Is Disrupting The Personal Care Market https://ift.tt/2X2RKkg PSFK sits down with Lindsay McCormick, who founded the eco-friendly subscription dental hygiene brand Bite Toothpaste, for a look at why oral care left much to be desired—and how Bite is meeting new consumer demands for sustainable and non-toxic optionsGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ June 26, 2019 at 06:36AM |
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