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The Shoppers Would Like to Purchase Directly From Brands

Posted March 13, 2017 by Rashmi D @ 11:17 pm

On-line shopping now becomes the trend


On Thanksgiving weekend during the peak holiday shopping season in 2016, 108.5 million Americans shopped online which was over 10% more than the number that shopped offline, on brick and mortar stores, numbering 99.1 million according to the National Retail Federation. Never before, had the number of online shoppers been more than those who preferred shopping in the conventional manner, on brick and mortar stores. This is a turning point in marketing and it is expected to continue overtaking the number of offline shoppers in future.

The other important aspect of these statistics is that, around 82% of the shoppers would like to purchase directly from brands if they have an option. So, how are brands adjusting to this new reality and are they developing their websites and portals well enough to tap this flood of new customers looking to buy online from brands directly? Strangely, the answer is no, because right now just a few major brands are making use of this opportunity. Change takes time, but unfortunately for most brands today, the sooner they adjust to the new internet reality, the better prepared they will be to gain from that.

Many brands are just happy to link their ads to certain marketplace sites which are like superstores that host numerous brands under a single roof. There’s nothing wrong with taking up space in a marketplace but that should not be done at the cost of setting up your own online store space in your website or better still, a website exclusively for your brand. It’s understood that building and sustaining offline exclusive stores for your brand across multiple locations is a huge challenge but hosting an online store is comparatively easy and importantly for you, it will be accessible anywhere in the world. Just plan your delivery logistics well.

It doesn’t really make good business sense to not have your customers buy your products from your own website. Why would you send your customers away to another online super store to buy your product when that can be easily done on your website? Pack your digital outreach, with informative content and videos as well as communicate on social media channels to reach out to your customers. Get them onto your site to not just look up what they require but also encourage them to make purchase decisions and complete their transactions on your website. That’s the way to leverage the rising flow of customers wanting to buy online.

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Marketing Heads Now Invest a Lot More on Programmatic Advertising

Posted March 9, 2017 by Rashmi D @ 4:22 am

Programmatic advertising uses algorithms to allow buying and selling of advertising space in real time

So how does programmatic advertising help you get the most out of your investment? It offers a bidding system that automates the buying and selling of advertising space by using advanced software to optimize the transactions. Today, marketing is a lot more complex function with many more elaborate elements forming part of it, than was the case earlier, while launching and sustaining campaigns. There are many tools available to help you focus your spending on the strategies that you think, will be most effective. AdRoll, a leading retargeting firm, in its 2017 “State of Performance Marketing” report makes some useful suggestions on newer techniques that will prove beneficial for marketers. AdRoll’s findings are quite amazing – over 70% of marketers are running programmatic ads on social media, over 50% use it for campaigns on mobile platforms and close to 40% employ it for video marketing. This kind of advertising running on algorithms, that target specific advertisements to specific target groups, is now the ‘hottest’ thing in the world of marketing especially the world of social media marketing, mainly because it has speeded up the process considerably. Here’s a rundown of how programmatic advertising figures in the advertising spending pattern: Social Media – 77%, Mobile – 53% ,SEM – 38%, Video – 37% and Display – 32%.

As compared to 2013, when just 7% of marketers spent more than 50 percent of their budget on programmatic advertising the figures today are quite exciting. There’s no doubt that the results are better than what most people expected, more so in advertising, where ROI (Return on Investment) has always been the ‘big’ issue. Programmatic advertising has arrived with a lot more purpose and precision about where the money spent on advertising is going and what is it bringing back. AdRoll has proven that effective retargeting requires marketers to understand user behavior much better and pay a lot more attention to retargeting. That’s because users these days switch devices and platforms very fast, and therefore marketers need to be equally smart in utilizing the data they already have access to, particularly the social data.

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Women are Equally Competent in every sphere of life – United Colors of Benetton

Posted March 8, 2017 by Rashmi D @ 4:10 am

Benetton’s way of changing the mindset of society through “Women empowerment program” campaign

       

Valentine’s Day 2017 saw huge success and overwhelmingly positive response to “United by Half” campaign of Benetton, made by Creativeland Asia and debuted in India. On the International Women’s Day, in their latest campaign, “Women Empowerment Program,” United Colors of Benetton spread the message across the globe asking women to unite and fight for their equal rights. This women’s empowerment program is aimed at supporting women in every sphere of life. In the campaign, they display strength in every walk of life be it in decision-making, in sports, in equal opportunity for education, in jobs and much more.
The ad begins with a voiceover of a young bride standing next to her husband with a sword in her hand and saying, “We are not the better half or worse definitely not the weaker half.” The ad focuses on the strength of women by showing a woman replacing a punctured tire in a car. The campaign shows women of different age groups achieving success in every sphere of life and work they choose to do. The film ends with the message that “women have been denied their equal half for too long, let us unite for the equal half”.
This ad was originally focused on social issues prevalent everywhere in India, supporting and assisting deprived women. Gianluca Pastore, worldwide communications director for United Colors of Benetton, said. “This year we have understood that probably could be used as a kind of icon for our program, the Benetton women empowerment program. We want to make people aware of our Benetton women empowerment program. We want to go from just a social awareness campaign to social commitment,” Pastore added. This program is a big stride towards changing the mindset of society and getting women an equal and respectable position in every walk of life.

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Coca Cola’s New Message ‘Taste the Feeling’ Underlines Inclusion and Diversity with Simple Events from Everyday Life

Posted March 6, 2017 by Rashmi D @ 5:56 am

A subtle and simple effort to overcome social barriers that divide people

Coca Cola is replacing its long-running ad campaign, ‘Open Happiness’ with a new global campaign, ‘Taste the Feeling’ that supposedly makes the transition from a high profile idealistic position to a simpler and more contemporary approach that tries to scale social barriers. The new ad campaign comprising a number of ad spots, carry the same message conveying inclusiveness and harmony in diversity. The ads of the ‘Taste the Feeling’ campaign are designed for a global audience with simple stories from everyday life and hardly have any dialogue. The themes have different meanings for different parts of the world, although the underlying message is the same in all – Coca Cola brings people across races, sexes and classes, closer. In the new ‘Taste the Feeling’ campaign, one of the ads, titled ‘Pool Boy’ shows an entire family lusting for one individual, in this case, a young man cleaning their swimming pool. Made with the idea of diversity and inclusion in the LGBT community, the ad has siblings, sister and brother eying the Pool Boy before they set out on a mad rush to get a coke for him only to find that their mother had already reached him not just with a Coke but a sandwich as well.

One ad titled, ‘Elevator’ has a rap star and a hotel steward stuck in an elevator following a power failure and make good use of the time dancing with Coke. Another ad titled ‘Subway’ has a music company executive finding what appeared to be a great talent to be nurtured as he stopped over for a Coke. There are other ads in the campaign made to fit different cultures.This transition coincided with major changes taking place in Coca Cola’s global marketing team; Wendy Clark, the high profile senior vice president, marketing communications, quit in 2016, a year after Joe Tripodi quit as CMO. Clark worked closely with Tripodi to run the “Open Happiness’ campaign, which was cruising till he quit and was succeeded by Marcos De Quinto who had different ideas. However, it was not until Rodolfo Echeverria, VP, Global Active Lifestyle took over the responsibility of providing creative direction to the transition from ‘Open Happiness’ to ‘Taste the Feeling.’

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Ordering Pizza During March Madness From Pizza Hut Just Requires Pressing a Button on a Sneakers Tongue

Posted March 3, 2017 by Rashmi D @ 3:20 am

Pizza Hut creates a special Hi-tech High Top configured to a special app that receives the order when the button is pressed

March Madness is on and along with it some interesting ‘methods to the madness’ are doing the rounds. Pizza Hut is offering a set of limited-edition high-top sneakers that use geolocation to allow wearers to order and get delivery of their pizza wherever they are. Brainchild of ad agency, Droga5, the high top sneakers nick-named ‘pie top,’ were handmade by the Shoe Surgeon, who is none other than Dominic Chambrone, a legend in the custom sneaker business.

All that a wearer has to do is press a button on the tongue of the sneakers to connect with a special Pie Tops app (owned and operated by Pizza Hut) and order his pizza. The ad spot featuring NBA great Grant Hill, makes it really easy to understand. Frankly, there’s nothing much to understand about this March Madness innovation from Pizza Hut…just press the button on the sneakers and get your pizza. Droga5, which replaced Deutsch as the ad agency for Yum Brands, the parent company that owns the Pizza Hut brand, had a simple brief – to create something that pushes up sales. Droga5’s response with the Pie Top ordering button was lapped up by the Yum Brand management no sooner it was bounced to them. David Daniels, VP – media and advertising, Yum Brands, bit into Droga5’s idea, hook, line and sinker. “We loved it. This is one of those ideas that as soon as we saw it, we wanted to buy it. It hit everything we wanted to communicate in this window in a fun, really relevant way. And it was beautifully tied to the thematic of the tournament and the season,” he exclaimed.

The innovation fits in to Pizza Hut’s online promotion for carryout or delivery. It was necessary to focus on the ease of ordering online especially to show a customer how easy it is to order a pizza from Pizza Hut using different digital devices and modes like, phone, tablet, laptop, Alexa-enabled devices, Facebook, Messenger, Twitter and other social media platforms. Daniels explained, “As far as we know, this has never been done before. We feel it’s highly culturally relevant. Sneakers are hot. We’ve enlisted a really cool professional to design these shoes for us—the Shoe Surgeon out of L.A.”

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Big Mac Inventor Jim Delligatti Passes Away at 98 but his Legacy Continues to Grow Bigger

Posted March 2, 2017 by Rashmi D @ 2:12 am

McDonalds selling over 550 million Big Macs every year in the US alone is a tribute to its inventor

Jim Delligatti, the inventor of Big Mac, the signature product of McDonalds and owner of one of its oldest and biggest franchises in Pennsylvania, passed away at the age of 98 on Monday, 27 February 2017, in his home in Fox Chapel, Pa. Interestingly, Delligatti continued to eat one Big Mac every day till his death at the advanced age of 98, which is an exceptional testimony to the man’s legacy as inventor of the 500 plus calorie Big Mac. Because, most people don’t live that long no matter they eat a Big Mac every day or not.
Today, McDonalds sells over 550 million Big Macs every year in the United States alone and millions more across 100 countries worldwide. The numbers keep growing every year and yet, like many other mega brands today, Big Mac very nearly didn’t make it because Delligatti had first chosen Big Mc as the name for this heavy duty burger. Somehow, he didn’t like the name for his creation because it didn’t sound right to him, and chose Big Mac instead. The rest is history as Big Mac became a bestseller not just in the US but also across the world.
It would have been great if Jim Delligatti had lived a couple of months longer this year to see his beloved Big Mac turn 50, as 1967 was the year when it all began. That year in the month of April, Delligatti finally got his way with Big Mac, a project he had proposed to McDonalds after sizing up demand for something fitting the description of Big Mac in his hometown in Pittsburg, Pa. His main customer base comprised men who worked in the steel mills of Pittsburg, who needed wholesome and nutritious food at prices they could afford.
Despite meeting stiff resistance from insiders in McDonalds after he proposed Big Mac, Delligatti persisted till Ray Kroc, the McDonalds chief at that time, gave the go ahead. Delligatti’s customers in Pittsburg just lapped up Big Mac with both hands and soon, all other outlets that he owned elsewhere in Pennsylvania, followed suit. Seeing the incredible response, McDonalds itself, rolled out Big Mac across the US in the very next year in 1968, calling it “a meal disguised as a sandwich.”

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Cadillac’s Oscars Ad Appeals to a ‘Divided Nation’ with a Strong Message of Unity

Posted March 1, 2017 by Rashmi D @ 12:22 am

The ad features during the Oscar show on Sunday

Cadillac’s new ad, which features on the Oscar show on Sunday, presents its idea of hope in a situation where rage and antagonism of the volatile political debate is playing out on the streets across the country. Cadillac’s positioning as a luxury automotive brand carries its point of view, which stands for the American Dream achieved by hard and honest work. Cadillac asks Americans to “Dare Greatly.” Cadillac is trying to remove the perception that American people are divided. During the Oscar Awards show, the automotive brand will run a TV spot that conveys the message which is a difficult thing to do in today’s situation with violent public demonstrations almost every day against the Trump administration. Based on the concept of “Carry,” the ad visually depicts scenes where people help each other by literally carrying one another – American soldiers helping a wounded comrade and a flood victim being airlifted from an affected area.

Melody Lee, Cadillac’s director of brand marketing, says, “There’s quite a bit of soul searching going on in the nation right now, and the creative community, in particular, is experiencing it at an intense level. It was important for us, as a brand, to try to make a statement, not politically and not necessarily socially, but to remind the country that we’re at our best when we come together.” Cadillac considers the Oscars as best suited advertising event for its target market. Many other big brands use the Super Bowl platform, as a major advertising platform but Cadillac has avoided this event so far. The brand presented the “Dare Greatly” platform at the Oscars last year, where it targeted the younger entrepreneurs since the millennials now outnumber the baby boomers. In 2015, Cadillac undertook a rebranding exercise after moving its headquarters from Detroit to New York. It decided to target younger generations by positioning the brand as entrepreneurial and stylish with a strong focus on design.

 

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