Agencies

Marketers Use Identity Mapping to Reach Customers with Offers They can’t Refuse Off-hand

Posted June 7, 2017 by Marina Ku @ 4:02 am

Narrowing down preferences of customers through identity mapping helps drive customer relationships at scales never known before

Marketers Use Identity Mapping

For brands and agencies that want to deliver and operate a truly customer-focused business model, the personalized experiences of customers can be a much-needed resource. The key to this resource is what has come to be known as identity mapping, which not only connects the dots across screens but also offers a better understanding of the needs, desires and actions of customers. Such marketing that is focused on people’s needs can happen anywhere, and not remain confined to a particular geography or niche.

So what makes identity solutions so important for marketers? To begin with, customers interact and transact with brands in more ways and across multiple places than ever before. The same customers could be found using different devices and it’s a challenge to avoid duplicating messages to these customers across devices. Finally, a growing number of customers today are not obsessed with brands and don’t show the kind of loyalty toward brands as before; instead they are showing an increasing preference for personalized services. In other words, they have redefined the typically held views about value for money.

Now, where does identity mapping come here? Merely gathering all of the data from the different points of interaction with customers isn’t enough as it just offers data from all interactions and transactions with those customers. This is where identity mapping becomes critical because it allows marketers to identify customers as individuals and not just the device they use. The process begins with a persistent identifier that is created on the basis of the data at hand. When this persistent identifier is used to map customers to second and third-party data, a much more vivid, actionable picture of the customers emerges. This is what empowers the marketer to engage customers, one-on-one, via people-based marketing, narrowing it down to the customer’s preferences in ways that were never tried before.

Filed under: Agencies

Coca-Cola’s Detachable Bottle Labels as Wristbands for Music Festivals

Posted May 29, 2017 by Marina Ku @ 1:05 am

A brilliant idea by the software giant to engage simply and effectively with a significant section of its market – millennials

Coca Cola

One special feature of Coca-Cola has been the kind of packaging stunts that it comes up with all across the world. This time an interesting innovation by Coca Cola’s Romanian division looks good enough to become a worldwide hit – it’s another smart idea from the soda giant which allows a customer to detach a part of the label from every bottle and use it as a wristband that will allow him to access music festivals. As always, such ideas are developed by the creative agency that designs Coca Cola’s marketing communications and in this case it’s McCann Bucharest that came out with the exciting idea. Of course, not every detachable label grants access to a music festival as it needs to be scanned with a specially designed app to see if it was a winner.

According to McCann, the idea is already a hit in Romania, where millennials have started collecting and wearing them as a fashion statement. Coca Cola partnered with some of the leading music festivals in that country, such as Transylvania’s Untold Festival, which recently, named the Best Major European Festival at the European Festival Awards. According McCann, around 75 percent of Romanian teens responded positively to the campaign resulting in a sales jump of 11% which is substantial, considering the scale at which Coca Cola operates.

This is one of the most exciting ways of reaching out to the millennials all over the world where music festivals are attended mostly by young people but it could transcend the age barrier and become popular with other age groups as well. For now though, Coca Cola probably thinks it’s better to focus on the young crowd and they are everywhere, not just in music festivals. This is truly a brilliant idea that can be sustained for the simplicity with which it can be implemented and the potential gains it promises as the results in Romania prove. It proves customer engagement is always the winner.

Filed under: Agencies

Spending on PR by Marketers will Increase Over the Next Five Years, According to New Report

Posted May 10, 2017 by Marina Ku @ 1:44 am

A joint study conducted by ANA and the USC Center for Public Relations has predicted that investment in public relations is set to increase

Spending on Public Relation

Over the next five years, marketers intend to spend more on public relations and boost internal staffing according to a new report conducted by the Association of National Advertisers (ANA) and the USC Center for Public Relations at the Annenberg School for Communication and Journalism based on a survey. The survey which took place last winter aimed at finding out more about public relations perceptions of client-side marketers.

The survey produced quite interesting results with as many as 75% of respondents saying that they will spend more on PR over the next five years while 62% of the respondents said that they intended to increase internal public relations staffing over that same time period. Around 16% of respondents said they will increase internal PR staffing over the current year while 25% said they will increase spending on PR.

Bill Duggan, ANA group executive vice president, said, “Public relations as a discipline is clearly evolving and becoming more important to marketers. And PR is being fueled by the rise and omnipresence of digital communications. Digital has put PR front and center, as it allows immediate outbound communication and inbound feedback.”

Other interesting results of the ANA survey showed 54% of the respondents saying that public relations would change over the next five years and become “more closely aligned with marketing,” while 18% took PR to a different level, saying it would “become a subset of marketing.” The vast majority of respondents agreed that public relations can most effectively demonstrate its value.

An overwhelming 89% of respondents agreed that demonstrating the measurable business objectives of public relations programs will achieve that distinction. Most respondents referred to ‘social listening’ and ‘digital storytelling’ when asked to rank the importance of individual trends. The survey revealed that digital trends are critically important for the future of public relations.

Filed under: Agencies

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