Posts Tagged ‘campaign’
By Magnus Jern
It is becoming as natural today for a brand to have a mobile application and mobile Web site as it was to launch a Web site in the 1990s.
This is not a question about technology or effectiveness – brands simply need to be where consumers are, and consumers are spending more time on app stores and interacting with apps.
At the same time, most users only have about 10 apps that they use every week or month.
One-off-apps effective as core business apps
But is there anything wrong with 1 million people using your app only once?
Mobile apps as part of a short-term campaign may only be used just a few times, but the marketing effect can be just as efficient as that of a core business app or mobile Web site.
You can draw a parallel between a mobile app and a viral video, an advertisement on YouTube or a brand microsite. Most people will only visit it once, but the brand manager will be very satisfied as long as the interaction has made a longstanding impression.
Examples of great mobile app campaigns include: carry on via Mobile apps as part of a short-term campaign – Mobile Commerce Daily – Columns.
NEW YORK – The key to mobile is to communicate directly with consumers through mobile sites, applications and search engine optimization, according to a Mandarin Oriental executive at the Luxury Interactive conference.
Mandarin Oriental laid out its entire digital strategy from the past few years to explain how varying the types of mobile marketing enables the chain to engage with consumers. The brand exercised many mobile touch points to communicate while still maintaining a consistent theme throughout its mobile offerings.
“Our first priority was asking what the customer was looking for,” said Christoph Oberli, New York-based vice president of ecommerce at Mandarin Oriental. “The problem is that the mobile device is always changing.
“Something new is always coming, but the mobile strategy needs to be consistent across all platforms and outlets,” he said. “It always has to be benefitting the brand.”
Mandarin Oriental has seen much success from its mobile site, launched in January 2010.
The mobile site is more of a transaction tool than an engagement mechanism, per Mr. Oberli.
Rolls-Royce, Lamborghini gain awareness from celeb-endorsed Twitter campaign – Luxury Daily – Mobile
Automakers such as Lamborghini, Ferrari, Rolls-Royce and Maserati are sure to gain awareness with a new celebrity-endorsed Twitter campaign by Indulgence Auto Rental.
With a vehicle selection of impressive luxury cars, the company is far from the common Hertz or Enterprise.
“The real motivation here is for Indulgence Auto Rental to promote its service – not high-end cars, but the service we provide,” said Frank Kafimov, chief operating officer of Indulgence Auto Rental, Los Angeles.
The company’s desire to involve celebrities, many of whom are already clients, is no surprise.
To be considered a qualified candidate, a celebrity must have: a verified Twitter account, more than 2 million followers on Twitter and be personally liked by Indulgence Auto Rental followers.
Celebrities who feel they meet all of the requirements can than contact Indulgence Auto Rental for more information.
If all goes well, and they are found to be likeable and approved, the celebrities may pick from any one of the company’s luxury cars, currently including the Rolls-Royce Phantom, the Maserati Grand Turismo and the McLaren SLR Roadster, so as long as they are not already reserved or rented out.
Seth’s marketing to nobody: ever seen Dutch power seller Nuon with its recent campaign ‘NOBODY”?
This is Seth’s post:
Marketing to nobody
Nobody wears a watch any more.
Nobody wears a tie either.
Nobody shops at a bookstore, at least nobody I know.
The market of nobody is big indeed. You can do really well selling to nobody if you do your homework. In fact, most companies selling to nobody outperform those that are trying to sell to everyone.
The vast new profit streams of the mobile world can become an important opportunity for direct response advertisers. The creation of successful mobile campaigns requires a combination of the knowledge that has already been accumulated in the world of result-based online marketing together with a thorough understanding of the differences, limitations and options provided by the mobile platform says Inbar Chap in her story. A must read for mobile marketers.
If you have lived in The Netherlands for more than five years, you might be acquainted with the brand called ‘Ben’. Five years ago, this mobile operator was a strong consumer brand as a fighter operator, focusing on young people. To many, the campaigns are still known. Kesselskramer, the creative communication agency, did the black and white (with light blue as the only support color). Ben means ‘to be’ in Dutch. It is also a name. This brand name really was bull’s eye as it proved to be extremely campaignable. I was sort of sad that it disappeared – I was one of Ben’s dedicated followers – but did not think too much of it as I was living in Finland and using the local operator Kolumbus at the time.Now, for the audiences, Ben is back. And guess what, same campaign, same colors, same magic, provided by KesselsKramer.
Ben’s business concept has changed since then. Now you can only get prepaid subscriptions through their web site and it’s only prepaid. Ben targets everyone who is basically only interested in using the cell phone as a phone, so only verbal communication and SMS. Interesting. Anyway. Ben’s campaign is fantastic and quite crossmedial. Check it out at Ben’s site and click ‘Ben benieuwd’.