Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.
Thousands of pages of September issues landed on newsstands this week with a thud. For brands and retailers advertising in the issue, it’s the fashion equivalent to the Super Bowl. But as readership of print magazines declines and online content and mobile apps jockey for attention alongside the monthly print issues, advertisers are being forced to adapt. However, the move from traditional print advertising to dynamic, digitally infused advertising has been slow, and in 2016, it shows. Numbers don't lie.
Still in a slump since the reports of E.coli and other food issues began to spread last fall, Chipotle now sees encouragement through early results from its loyalty program. Chipotle on July 1 introduced Chiptopia, their first loyalty program that offers enticements such as an order of chips and guacamole for those who register, and chances to get free burritos as spending increases each month during the three months it is set to last. Since launch, Chipotle is already seeing about 30% of all transactions in its restaurants tied to Chiptopia. Spice up your life.
Location history and foot traffic data are increasingly being used for audience identification and offline attribution. However, there are numerous other non-advertising uses for the information — among them, predicting who’s going to benefit when a retail competitor goes out of business. One man's loss is another man's victory.
Compensation in influencer marketing is a thorny problem. There is no established industry-wide norm and often, the number of subscribers an influencer has means they can charge more. Recently, though, agencies have been developing more nuanced metrics for paying influencers based on engagement. Brands, led by agencies and influencers, are coming around to the idea that smaller numbers of followers can lead to higher engagement and more cost-effective campaigns. Quality over quantity.
If attention is the media industry’s currency, Facebook is obsessed with building the world’s largest mint. And if Zuckerberg succeeds, there’s no limit to what the company will be able to buy. Facebook’s multi-platform, multi-media, multi-app, multiple times a day access to consumers makes Facebook the best distributor of content – any content – on the planet. It's always been about attention and reach.
Digital advertising is more essential than ever in media-company growth and much more complex than print-magazine sales. Campaigns require exponentially more post-sale activity, and often last for months, with specific deliverables that far exceed a print creative. In this remarkably clear analysis is a gameplan for media companies to grow revenue, and protect the digital-ad revenue they’ve already sold. Don't get blindsided.
Traditional chat apps gather metrics around message volume or time spent in app. But as bots begin to enter the chat space in a much bigger way, allowing users to carry out commerce, play games and meet personalities, Kik thinks it’s time to rethink the metrics used to prove the success of a bot or chat experience. For them, it’s all about the attention metric. A new metric for chat.
After you see a Facebook ad, even if you don’t buy something, Facebook will now know if you visited a retail store based on a new feature that matches GPS, beacons, WiFi, radio signals, and cell towers with brick-and-mortar coordinates. This data could get advertisers to spend a lot more on Facebook because it will be able to demonstrate exactly how ad views led to in-store purchases and foot traffic. Is this the Holy Grail of advertising?
While we suspect that the Nintendo brand earned Miitomo many downloads, the game struggles to keep users interested. The game’s weekly churn of more than 50% means that over half of the users on a given week won’t come back and play it again the following week. For some apps that don’t need frequent use this isn’t a problem, but for games like Miitomo that are designed for frequent use, churn at this level foreshadows a quick decline. Downloads only show a narrow slice of the picture.