Do I Need to Wear Technology? Nah!

Working on this blog over the last nine weeks, it’s been interesting to see where the media we use on a daily basis has been and is going.  I just had a friend buy an Apple Watch.  I sat there for a few minutes and looked at it and thought it was pretty cool, but then I determined I had no use for it.  I’m simplistic when it comes to wearing a watch.  I feel like if we are wearing a watch that is synced up with our smartphone, we are getting pretty lazy.  How hard is it to pull your phone out of your pocket and read your email, browse Facebook, or dare I say, use it as a phone.

“But CEO Tim Cook is selling the Apple Watch as the next must-have device, able to serve people’s information needs all day long, like no other tool has quite been able to do.

“Now it’s on your wrist. It’s not in your pocket or pocketbook,” Cook said before unveiling the new line on Monday. “We think the Apple Watch is going to be integral to your day.”

What do you expect him to tell you?  He’s a salesman and he’s going to try and convince you that you need this watch.

Initial consumer reactions ranged from die-hard Apple fans vowing to buy the watch immediately, to naysayers who don’t see the point of paying so much to see updates on their wrist instead their smartphone.

“I think it’s a tough market they are trying to get into, and I don’t see much promise that is going to come out of it,” said Joshua Powers, 21, a junior at Emerson College in Boston who owns an iPhone, an iPad and a MacBook computer.

I for one love to get away from the constant emails on my phone on the weekend.  Why would I want to be on vacation, with my Apple Watch on my wrist, only to have it blown up with work emails?  No thanks.  I’m sure the Apple Watch will appeal to the masses that can’t live without the latest and greatest Apple products, but I can’t justify the need to have another piece of technology to keep me informed of everything my phone already does.


They Know What You’re Buying

We’ve all seen it, little ads popping up on the websites we visit, mainly showing items that we have looked up online.  It sounds a little creepy, but now with the Verizon purchase of AOL, it could get even creepier.  “Consumer advocates and others are raising concerns that the deal gives Verizon every opportunity to gather even more personal information about consumers to entice prospective advertisers. The combination of user data from Verizon’s 100 million-plus customer base with AOL’s sophisticated ad-targeting technology will require close scrutiny by regulators”

Should we be concerned about this as consumers?  I really don’t have a problem with this because it often serves as a reminder of what I might be looking to purchase.  It also keeps me informed if those items go on sale so it is beneficial.

It’s nice to have advertisements customized to your buying habits, so I really don’t see anything unethical about this.  The only thing that I don’t like is the sharing of my information when I make those purchases online and start to get bombarded with emails for items I have no interest in.  It will be interesting to see what happens as a result of Verizon having the advertising and marketing tools from AOL.  I’m looking forward to seeing what pops up.

I Can’t Find What I’m Looking For

As consumers, we’ve become accustomed to using Google or Bing when it comes to getting information about brands or products.  How did I survive without having a copious amount of information delivered to me with a click of a little magnifying glass in a search bar?

Search engine optimization is the driving force for today’s brands.  Last week, I chose DirecTV as my discussion topic.  I chose DirecTV because of their positioning in the satellite TV market, with their primary competition coming from Dish Network.  It was interesting to see the results that a fellow classmate had on the keywords she chose versus the phrases I chose and where DirecTV ranked.  “The goal of search engine optimization is to have the search engine spiders not only find your site and pages but also specifically rank the page relevance so that it appears at the top of the search engine results. The process of optimization is not a one-time process but requires maintenance, tuning, and continuous testing and monitoring.”

My thought process with DirecTV was to weed through the information I already knew about and focus on what was important to me when it comes to a cable or satellite TV provider.  For a brand like DirecTV, the key is to make sure that when a potential customer is looking for a service provider, make sure that the keywords and phrases are optimized for results.

When Brands Tell a Story, We Listen.

One of my favorite things to do every night is to sit down and read my kids a story before bed.  They pick the book, and I read it (although my five-year old will read to me on occasion).

As consumers, we are seeing an increase in another type of storytelling.  Some of the most intriguing commercials you see today are telling you a story, which leads us back to our topic in class this week on digital storytelling.  “We live in an opt-in culture now, where we have the capability to fast-forward, exit out of, and Tivo through almost any message. The key is to create content that is not only just relevant, but also emotionally compelling. Great stories are more valuable to brands than ever before in a time where the struggle for brand originality is outrageously competitive. If brands truly want to reach the Millennial audience, it’s time to look within and ask, “What is your story?”

Providing a compelling story is a great way to increase awareness of a brand.  As marketers, our job is to make the brands we work with look like the greatest product in the world.  Creating a commercial that doesn’t look like a commercial could is a great way to leave an unforgettable impression on the person watching the ad.



Unofficial Company Blogs and their Value

After spending a lot of time looking through all of the examples of unofficial company blogs, it got me thinking; why would I want to create an unofficial blog for my favorite company?  Like everyone else, I have my favorites when it comes to car brands, shoe brands, restaurants, etc., but I’ve never felt the need to create a blog and tell the entire blogging world about it.  We all know how valuable word of mouth marketing is to a brand, and that is basically what an unofficial company blog is.  The infographic below has some insteresting information when it comes to the value of WOM.

As you can see, WOM is a great way for a brand to get some free marketing, especially when that customer has a good experience with that product.  When it comes down to it, we are all unofficial blogs for our favorite brands just by talking to our friends, family, or social networks.  Unofficial company blogs are meant to share the same information, just with in an online forum.




Nike Just Did It Again

If you watched the Masters last weekend, you would have seen Nike’s new commercial featuring Tiger Woods and Rory McIlroy.  Prepare to feel all kinds of emotions as the short film, called “Ripple,” depicts McIlroy (portrayed by various young actors) growing up watching his hero, Woods, only to eventually play alongside him.

The two-minute ad, released Sunday, includes reenactments of McIlroy watching Woods win his first U.S. Amateur Championship in 1994 and his first Masters title in 1997, which he won by a record 12 strokes. Parts of the ad were also filmed at McIlroy’s childhood home in Northern Ireland, Nike said.

We talk this week about short films being used by brand as advertising.  This spot by Nike is another one that uses emotions to grab the viewer and tug at their heart strings.  I love how the video shows a young Rory watching Woods in his heyday with hopes of one day playing alongside Tiger.  Now McIlroy is the World’s #1 and is the new face of Nike Golf.  I also love how it shows a young McIlroy mimicing Tiger’s fist pump after he makes a long put.  I have a five year old that is just getting in to the game of golf.  He’s played a few rounds with me and loves it.  I can only hope one day that he is playing with Rory after watching this.

Measuring your ROI for mobile marketing

With any marketing campaign, measuring your ROI is one of the most important aspects for a business.

I often think that marketing is a necessary evil for every company and you may not be able to measure the ROI for every campaign you run.  Mobile campaigns are easier to determine the ROI.

If you are running a mobile campaign that includes a coupon or a code that it sent via text, those are simple.  My employer has an offer that if you text the word FIFTEEN to 247365, you will get $15 off of your next purchase of $75 or more.  Easy to measure, plus the company adds another contact to their text messaging database.  The infographic below shows how ROI can be measured for mobile marketing.





































“The most important aspect of any campaign, and most especially integrated campaigns, is putting the proper analytics and attribution methods in place to really understand how you’re achieving conversions and/or results,” says Dylan Whitman, cofounder, Brand Value Accelerator, a digital marketing agency.

“Specifically, for those looking to use digital to drive in-stores sales with coupons, using a tracking platform that generates unique barcodes with every coupon printed and then allows you to receive data back from retailers and coupon clearing houses about which corresponding campaign segments are performing best from an ROI standpoint,” Whitman says.