Marketing Innovation

5 Best tools to boost your Social Commerce in 2018

Posted December 7, 2017 by Abhishek Pandey @ 4:20 am

Social Media has become the most important tool to drive the business in the last few years. While the Social commerce drives only 2% of the retail sales by now, it has the potential to drive the market effectively in the coming years. With the sales patterns going diverse and publishers using different online techniques to attract buyers, the Social Commerce is well on course to become the best what the retailers want. The signs have been good while the execution needs to be better for the social commerce to excel well in the industry.

Social Media platforms serve to the people in the capacity of product recommendations, reviews as well as by the retailers to connect to the brand-focused people who make sure that the product is well categorized and best in the business. Any review or recommendation is taken seriously to reach out to the potential buyer. As per estimates made by Technavio, the annual social commerce might exceed $165 billion by 2021 and that is only three years from now.

The signs for 2018 are bright and here are the tools which can drive the market for social commerce in the coming years –

BigCommerce

BigCommerce is an all-embracing e-commerce platform which offers us in-built selling and publishing on Facebook, Instagram, and Pinterest. It has that unique ability to synchronize the product inventory across all social media platforms if you do not want to worry about inventory or fulfillment issues. In shorter words, this is an easy multichannel social commerce platform which has the capability to generate buy-ins for your business.

To use this tool, you will have to add your Facebook store to your business page in order to showcase the entire catalog automatically in the Newsfeed of the user. You can also create Buyable Pins for the users to pin and buy the products directly on Pinterest as well as use the BigCommerce catalog to tag your products in the shoppable Instagram posts.

Amazon Spark

Amazon has released its Amazon Spark Initiative in July 2017 which is a social feed of user-posted image that lives within its shopping application. In other ventures, it can be attributed to being similar to other image-heavy networks like Instagram and Pinterest. As of now, only its Prime members can post and comment on Spark which can be viewed by any customer but only the prime members can interact with the comment. This is because Spark Content is focused on engaging active shoppers. 80 million members spend an average $600 more per year than the non-prime members.

Though the marketers are not able to post images on the platform yet, they can work with the influencers who are authorized by the Amazon Prime.

Beetailer

Beetailer is one of those emerging platforms created specifically to increase social commerce. It is a platform which helps in integrating your existing web store into Facebook. You have that unique discretion to customize the product selection in order to only show a subset of your inventory or you can also create multiple tabs on your Facebook page for different sections of the shop.

This tool is a big help when you want to promote your online store with ads as well as analytics. This can help you analyze the performance of your products over time with your audience. There is also product-specific comment thread powered by Facebook in order to promote your Facebook commerce presence.

WeChat

WeChat was first introduced as a subsidiary to counter WhatsApp’s surge and it became an instant hit China with user-responsive chat feeds. Introduced in the year 2011, the application has more than 800 million monthly user base and which has transformed China’s digital habits, with the average user spending 70 minutes per day on it.

Now, this is a business opportunity because it has user-interface of all social networks like- WhatsApp, Facebook and Instagram and has an integrated digital wallet system that people can use to order taxis, recharge their phones, food deliveries, bill payments as well as pay various retailers. The Research shows that 31 percent of the users started their retail purchase on WeChat which is roughly 200 percent from previous year.

Messenger Bots

Messenger Bots are useful tools which help you connect with your customers on Facebook Messenger, a platform already used by FB to interact with the brands, publishers and influencers etc. the Platform has more than 1.2 Billion monthly user base and is a dream platform for various publishers and Marketers. Roughly all your consumers have a presence on this platform and which makes this an exciting prospect.

 

 

Roku shares climb by 13% after its comparison with Netflix

Posted November 28, 2017 by Abhishek Pandey @ 4:52 am

new

Roku, a video streaming platform which went online just two months received an unprecedented hike on its shares when it was compared with the giant of the category, Netflix. Since September, its stocks have grown up to 89% as it went all-time high on Monday when Needham Analyst Laura Martin almost doubled her price target for Roku. The 13% increase, with a peak at $45.10 on Monday was accompanied by an out of the line increase in its stocks since its inception.

This price surge was triggered hours after Needham Analyst Laura Martin gave the stock a price target of $50 which is 10% higher than the Wall Street’s consensus target of 45$ as confirmed by Bloomberg. As per Wall Street Analyst Martin, ‘Like Netflix, we view Roku as a pure-play on over the top (OTT) TV viewing growth, but Roku has no content risk as compared to Netflix. Recent Announcements and press reports that Disney, Google, and Amazon are launching new Over-The-Top (OTT) helps Roku but hurts Netflix.’

Roku and Netflix

As per Martin, Netflix is the closest competitor of Roku but the former can get hit hard if companies mentioned in the comment go ahead and released their OTTs. It can still benefit if these companies give their video license to third parties rather than released their own OTT but this seems highly unlikely as Disney had already issued the notice regarding its pull out of content from Netflix. As per Bloomberg, Roku’s Founder and CEO, Anthony Wood, who owns 27.3% shares of the company, became a billionaire earlier in this month when the shares almost doubled in just three days. While the speculations of it touching the target of $50 as per Martin, it is now just 9% away from topping its record of $48.80 which it had hit on November 14. The current shares have increased by 89.55% since its IPO in the last week of September 2017.

About Roku

Roku can be described as a series of digital media player set-top boxes manufactured by itself partnering with Over-the-top content in the form of channels. The name has been derived from the Japanese word meaning ‘six’. The name was owned as it was the sixth company founded by Anthony Wood, its founder, and CEO who owns 27.3% shares of the company. The device can be connected to any television set or any other video output platforms for better entertainment.

 

Filed under: Events,Marketing Innovation

Microsoft and Moleskine to develop auto sync of Smart notebooks to Windows

Posted November 27, 2017 by Abhishek Pandey @ 3:02 am

Ever wondered about handwritten notes might get synchronized with the Windows? Well, this does seem a distant possibility as Microsoft and Moleskine team to develop an algorithm which helps the synchronization of paper notebooks with windows. With the development, it would be easier for people to synchronize their handwritten notes with the computer directly without a formidable wire connection. In another word, the path-breaking technology will help reduce the time elapsed in bringing the written document through the scan process. In this technology, a direct link will help reduce the time gap in connection.

What is the Technology behind Smart Notebooks?

The two giants have joined hands to produce an app which syncs handwritten notes with Windows 10 devices which in turn works with Moleskin’s Smart Notebooks Writing System which includes a Moleskine Paper Tablet Notebook, a Moleskine Smart Planner and a Pen+ Smart Pen. The Application uses a nCode Technology, which is a special invisible code printed on the page that allows the smartpen to track movements, position and page number, this application then transfers anything written on the page to the Windows 10 device. This is significant technology which helps in the transfer of data made viable and less time-consuming. This, in turn, will help reduce the time lag in the transfer.

The nCode Technology, developed and first patented by NeoLab, has the capability of digitizing 15 different languages and transfer content onto larger screens or say TVs or Computer screens. The Application can connect up to seven smartpens at the same time. The biggest success of the nCode technology collaboration with Moleskine helps to allow real-time simultaneous collaboration. It will also store all handwritten content, even offline and can transfer it to the application when a connection is made available.

The collaboration

Microsoft, the top of the list for the BrandZ Top 100 brands had preconceived adaptability when it comes to making notebooks sync with its Windows. With Moleskin developing its Smart Writing System available, it was a perfect timing for Microsoft to introduce such a system in its next installment. Moleskine, the Italian Manufacturer, Papermaker and Product designer had a great chance to mark itself on the global list with such technological collaboration.

The Output

The collaboration has a vivid output pattern as it is to set a new pattern in the field of digital synchronization with the Windows. The trend will have worldwide acceptance and adherence to the digital media workspace. This technology will have an impact on the marketers who can use this for their meetings and to discuss public workspace as well.

Uber Launches a New Feature – Uber for Business

Posted August 25, 2017 by Rashmi D @ 10:13 am

The new feature is designed to absorb user feedback for streamlining travel policy, group-based access as well as custom programs

uber for business

Uber, ridesharing app is introducing a major revamp for its business platform and has launched a business-to-business (B2B) model called “Uber for Business”. This model incorporates a lot of user feedback to enable new cases like late-night rides, from work to home, daily commuters and much more. It helps the organization in saving costs as it ensures that employees travel within company travel policy.

It is time-saving for admins and managers since previously HR mangers used to tell employees what they were or were not allowed to do in terms of Uber usage, now as per the “Uber for Business” model business set rules ahead of time to streamline the process of using rides as well as group-based access levels and custom program creation.

Based on the employee eligibility or transportation requirements, a manager can configure programs like the type of car used, what time of day the service is to be used or even geographic limits can be set for Uber. How much an employee can spend and set travel location and if the rider’s travel could fall out of policy, they will be prompted to add their own payment method, while staying within the limit of organization policy. So they follow flexible approach, where they can mix and match these rules that work best for their company.

“Late night rides policy” as per this policy managers can set automated programs for airport rides, business travel and any other mobility needs such as, if employees are working late night, under this policy they can use a comfortable ride as this policy works for trips taken after 8 p.m.

Overall, “Uber for Business” is a great redesign with new features and has changed the way employees travel around the world as well as its use for businesses of all sizes for future growth. The Uber for business dashboard gives administrative flexibility and looks like a convenient option for expense departments trying to ease the workload.

Filed under: Marketing Innovation

Account-Based Marketing is the Future

Posted August 18, 2017 by Rashmi D @ 5:04 am

In order to convert prospects and manage accounts that matter, marketing and sales must work in sync to clinically achieve results

Account-Based Marketing

Is the ‘cold call’ as we know it, burning itself out? Many marketers seem to think so especially with the way sales callers tend to go berserk at anyone and everyone almost in the manner of unrelenting zombies. In the pre-online days it made sense to carpet-fire across a wide perimeter and score a hit or two by sheer chance rather than shoot and scoot specific targets because that meant making efforts with both brain and brawn. The cold call is typically a sales terminology because it still has the same SOP (standard operating procedure) of picking up data from open and public sources like telephone directories among others.

This is not the end of direct sales though, but there needs to be some strategy about how to engage more customers. Every business exists for financial performance and the key to successfully nurturing and converting leads is effective coordination between marketing and sales teams at every level – from the concept of strategy to the details of execution.

If marketing and sales do not sync, the company’s strategy will be inconsistent and weak and execution will be flawed and inefficient. As per the latest approach, selling is going to be a more social and relationship-based effort as a follow up of sound marketing strategies. You need to nurture, meet and care for prospective customers and sell your brand to people who are not ready to buy from you. Here are some well-devised strategies that can help craft the right approach to marketing and sales.

Predictive targeting is one of the strategies to analyze the audience, especially to know which users are likely to buy based on in-market signals and possibly what particular products they are likely to buy. Content relevance and timing can also affect the prospects. Content is meaningless unless it serves the purpose of conveying the benefit of your brand and product to the customer.

A Customer centric approach should cover excellent user experience on the site, transparent transactions, scope for customer reviews, helpful and proactive customer support, fair and balanced returns policy, competitive pricing, and above all, quality products.

Filed under: Marketing Innovation

Hershey’s Adopts New Age Marketing Strategy to Launch Its Cookie Layer Crunch

Posted July 26, 2017 by Rashmi D @ 3:29 am

Partners Facebook to develop an innovative social creative and reach out to retailers all across the country in quick time

google analytics

Hershey’s the traditional candy maker introduced its Cookie Layer Crunch, which it projected as one of its greatest “innovations” in over sixteen years. Hershey’s says that the pre-launch test-marketing of the new candy earned it the highest ratings for any of its products till date. The brand created three different types of communication and partnered with social site, Facebook to reach consumers across the country all at once. Thereafter, it used the communication in other social posts. With the help of this quick and smart distribution strategy, Hershey’s managed to deliver Cookie Layer Crunch to retailers and stores all across the country in quick time.

Ari Ben-Canaan, senior manager of global advertising services at Hershey’s, said, “Given digital’s ability to be very quick, we decided to leverage Facebook as a platform because it’s a platform where you get that reach that you’re seeking but you can also be hyper targeted at the same time. TV production lead times are typically very long and involved whereas digital can be a little bit more agile and you don’t have to be so precious about all the editing schedules and the effects. Digital is an ephemeral environment where people are consuming content and moving on so we’re able to produce something that was really quick, high quality [and] built for an environment where we knew viewers were going to consume it and then probably go on to their social feeds.”

Hershey’s created a 20-second teaser video just a week before the launch of Cookie Layer Crunch on December 4, 2016 which also happens to be the National Cookie Day. The video showed a 3D image of Cookie Layer Crunch coming out of the screen in the manner of a tech product launch. Says Mary-Ann Somers, general manager and vice president, at Hershey’s, “We recognize eating habits are evolving and that consumers are moving away from traditional meals and into multiple snacking occasions that include various tastes and textures throughout the day.”

Filed under: Marketing Innovation

VSCO – A Color Management App That Enhances Online Imagery

Posted July 12, 2017 by Rashmi D @ 4:16 am

The app is the outcome of breakthrough innovation that was able to Produce a Blend of Lens Tech and Color Science for Web Use

Prizm lens technology

A new app from VSCO is making waves with the way it helps enhancement of picture and color quality of images that are uploaded on the web every day. The breakthrough innovation plays out via a new set of filters that replicate the revolutionary Prizm lens technology featured in the brand Oakley’s eyewear. How did VSCO do it? Call it fusion or call it a blend, most great things are the result of two established principles coming together to create something new and useful. Oakley engineers worked together with VSCO color scientists in developing the new technology that replicates the contrast benefits and enhanced visual clarity of Prizm for online imagery. VSCO thereafter integrated the new technology to filters, which calls it calls ‘presets.’

Along with the launch of the VSCO app, it was also decided to promote Oakley’s One Obsession #CantStop campaign aimed at motivating individuals to continually strive for the extra mile. As part of the campaign, VSCO community photographers were enlisted to share their views of #CantStop. The work included Oakley Prizm filters to represent the value of #CantStop in each individual’s life. Gene Paek, VSCO’s VP of marketing, says “We were able to match Oakley with authentic creators from the VSCO community based on the attributes they desired from a creative concept point of view, while also ensuring these creators felt empowered to capture their outdoor obsessions with our custom presets.”

Details typically missed by the naked eye are revealed by Prizm lenses that fine-tune individual wavelengths of color and optimize contrast. Based on the new technology developed by the joint efforts of Oakley and VSCO, three presets were designed by VSCO for specific environments, to represent three specific Prizm lenses – Prizm Sport, Prizm Snow and Prizm Tungsten. Each filter also has a slider that allows users to adjust color balance in the same way eyes color-adjust to Prizm lenses. “It is exciting to see our technology applied to another creative medium, allowing athletes and creators around the world to see the road, mountain and everyday life more clearly,” says Brock McCabe of Oakley.

Filed under: Marketing Innovation

The New Fanta Bottle Looks Like it has Been Squeezed and Twirled

Posted June 19, 2017 by Rashmi D @ 10:11 am

It took Coca Cola, Fanta’s parent company, five years to give shape to the idea and formulate the bottle

Solid-Marble case

Fanta bottles in Britain, Italy, Poland, Finland, Romania, Serbia and Malta have a new look which make the bottles appear as if they have been freshly squeezed. The design element that gives the Fanta bottles this new look is a neatly executed spiral in the lower part of the bottle. At first glance it appears like a simple twirl on the bottle but PET (polyethelene terephthalate) bottle packaging professionals will tell you that it is far from simple. The idea was first bounced by London-based Ad agency, DrinkWorks to Coke UK who liked it and took it up. Little did Coke UK know that this cute and simple-looking design innovation would take over five years to materialize. They didn’t back out and pursued the idea to its logical end, and finally came up with the cute-looking squeezed and twirled shape on the Fanta bottle.

“How people interact with a product is where we start a project. We got young people in a room, gave them fruit, carving kits, plasticine, play-do, pens, paper, told them to just play—make a mess! Observing people do what comes naturally when they’re thinking of a drink and oranges like this was incredibly insightful,” says Leyton Hardwick, creative director at DrinkWorks. The only problem was, the youngsters aren’t expected to know that there is more pressure in a bottle that holds a carbonated beverage than there is in a car tire. Chances of the bottle deforming with certain sections popping out are high if the shape goes even slightly off kilter; that will render the bottle useless. Symmetry in design is critical here.

The kids had done their job; it was upto Coke UK’s packaging innovator, Gregory Bentley and his team to figure out a way to do it. He says, “The process of designing a bottle like this is very, very restrictive. We have multimillion-pound bottling production lines to think about. You’re working within a pre-agreed tube shape—if you pull capacity from one point, you need to add it in to another. You can’t take it out, without adding it in elsewhere. And of course, with a carbonated drink, the bottle has to be symmetrical, or it’ll bend.” Greg and his team deserves all the appreciation for achieving something incredible.

Filed under: Marketing Innovation

TrustX Promises Advertisers a Higher Level of Safety and Transparency

Posted June 16, 2017 by Rashmi D @ 10:31 am

This digital advertising marketplace and programmatic platform is gradually attracting advertisers and media buyers

Solid-Marble case

The major internet platforms Google and Facebook have not been able to offer a lot of things that users of these platforms would have liked. For instance, Google’s video platform, YouTube, hasn’t really been able to provide brand safety while Facebook is still in damage control mode after it made a mess of its measurement methods last year. This is where TrustX, a digital advertising marketplace or programmatic platform, steps in with a promise of total viewability and transparency on what’s being bought and sold, complete with proper reporting and billing. However, TrustX is yet to take off or ride a wave of customer confidence for what it is offering.

Digital Content Next (DCN), the only trade association dedicated to trusted, high-quality digital content brands, created TrustX as a cooperative digital advertising marketplace, designed to address the industry’s trust, transparency and accountability challenges. This unique marketplace will function as a public benefit corporation (B Corp) whose main objective is to create a sustainable environment for trustworthy advertising. Companies that founded TrustX include DCN members like CBS Interactive, Condé Nast, ESPN, Hearst and News Corp among 33 other publishers.

Billions of marketer dollars are lost to unethical publishing practices and digital ad fraud each year. As a result, ad blocking among a growing number of consumers have increased even as lack of transparency in the advertising supply chain along with poor user experience motivated DCN to launch TrustX with the stated goal of winning the trust marketers, consumers and publishers with a high level of transparency. Troy Young, president, Hearst Magazines Digital Media, said there “is huge demand for this type of programmatic experience.” Hearst Digital is one of the five TrustX founders, which also include Conde Nast, CBSi, News Corp and ESPN.

Filed under: Marketing Innovation

Marketers Must Focus More on Context of their Communication

Posted June 12, 2017 by Rashmi D @ 3:42 am

They Should Personalize Messages by Learning from Consumers’ Lifestyle, Interests and Purchase Intent

Lifestyle-interest-purchase

In order to optimize personalized marketing efforts, marketers ought to consider use of context; there are three key elements here that they will need when utilizing context for marketing. Marketers know that to engage consumers they must personalize their messages for better impact, but most of the time, they fall short of ideas to design and execute their messages effectively. Identifying data patterns is not the only way to figure out ways to personalize marketing communication; rather, it’s just one of the clues that define how to get a closer look at the customer’s behavior. Therefore, it boils down to putting the context at the center of the stage and begins working on other aspects of the message.

It’s critical for a marketer to balance contextual data on consumer interests, lifestyle and purchase intent to effectively design his marketing message. A successful personalized marketing campaign has to go beyond standard advertising messages and include the key context elements such as consumer interests, lifestyle and purchase intent. When marketers begin their customer engagement campaign one key objective is to know the customer across every screen that he may use and then weigh these elements together to narrow down and personalize the communication.

Mobile being the preferred device today, most consumers have undergone a major change in the way they absorb content. The attention spans today are much shorter since most of the content is consumed on the go and marketers will find that these consumers actually do not have appetite for long running descriptive messaging; rather they like short, precise, informative and actionable content. Therefore it is in the interest of marketers to focus on bite-sized content that will allow them to magnify customer priorities and fire in personalized messages at their customers with mobile-first ads.

With more context on consumer behavior at home and at work, use of the right technology can get marketers amazing results. Today, consumers’ browsing habits at home and at work can be quite different – the same person may be looking up ecommerce sites at home and business and industry news at work. Marketers can precisely target their audience with personalized and accurate messaging when they make use of such critical data.

Filed under: Marketing Innovation
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