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Smart Watches: New opportunities for personalized marketing

05/04/202010/05/2016

The emergence of mobile and other devices has changed the way we live and what we expect from brands. We intend to constantly receive information and, in order to facilitate the measurements of athletes performance, smart watches and bracelets appeared and carry different sensors: accelerometer, GPS, compass and even the ability to measure heart rate.

More and more people are encouraged to buy these devices to be measured, and this year 17.4 million will be sold, 12% more than last year.

Along with the data collected applications appear to presented in graphical form the results of daily monitoring. These apps serve to improve and draw new objectives, like number of steps, calories burned, mileage and speed.

This tools are increasingly used by brands that are pending in “I want to know” micro-moment, and this become a great opportunity to accompany the user experience. Most important sports brands have their own measurement app: “Runtastic” from Adidas; “RunKeeper” from Asics and “Nike Plus” from Nike.

Brands take advantage of this personalized marketing channel , based on data registered users, and together with a specialized team offer useful messages to accompany these processes. The aim of brands is to provide useful tools to their potential consumers, help improve their performance and turn them into loyal customers.

How should brands make its appearance?

The way consumer fractured into thousands of micro moments in real time with purchase intent is an opportunity for brands. The user geolocation is a great advantage for those who want to capture potential customers when they are near a point of sale or local.

They should use these platforms to build a closer relationship with consumers, capturing the flow of data they accumulate in this apps. For example: After long walks, our potential customer shoes get ruined . Suggesting my brand sneakers, along with various promotions and benefits could encourage their purchase.

Contents may not be invasive. Brands must think about how can they add value by offering useful information and data to consumers. Advertising evolves, becomes less aggressive and sidesteps the “buy now”.

Do you know how to deliver value to your target audiences in order to transform them into loyal customers?

Virtual Reality and Marketing: Opening the range of opportunities

09/04/202004/05/2016

The union between marketing and virtual reality is here to stay and it started to open the window of opportunity for brands.

It is important to note the difference between “virtual reality” and “augmented reality” to avoid confusion. The virtual reality means that your body leaves the physical place where you are, your brain go to the site to which the brand wants to teleport, while augmented reality applies a digital layer to the physical world.

Virtual reality experts agree that 2016 will be the year in which sales of these glasses increase, because there are more models and they become more accessible. Companies with huge weight in the sector begin to invest in augmented reality to enhance the experience of its consumers.

Coca-Cola, for example, made use of the famous augmented reality glasses Oculus Rift, recently acquired by Facebook, to transport users at Maracana Stadium locker room and allow them to advance to the field. Meanwhile Facebook expects to have a market of one billion users of virtual reality with its support for the Oculus project.

On the other hand, the popular TV channel HBO decided to offer a virtual experience to “Game of Thrones” lovers and Nissan made use of this glasses allowing users to virtually explore its prototype car.

Google updated the app of its virtual reality system Cardboard, using a cardboard and a smartphone, and is now available in 39 languages. The large company announced that “Street View” system is now available for Cardboard. This allowed everyone to visit cities and places around the world, which opens up endless opportunities for tourism marketing.

Argentina is not far behind. Collateral Studio is a pioneer in virtual reality, being the first study in Latin America to produce a short film for this format. The company has done production work for virtual reality Burman Studio, Club Atletico River Plate and Tedex River Plate, among others.

Uses of virtual reality and marketing

Depending on the brand strategy virtual reality can serve in a marketing campaign in several ways:

1. Product Placement: From video games to series can introduce a brand within the virtual reality experience. This will allow companies gain a foothold in consumer’s mind in a new way.

2. Events: We used to see wine tasting at events when their respective brands want to introduce the product, but in sectors such as tourism and services this task becomes more complicated. Virtual reality comes to simplify the lives of many brands seeking to publicize what they offer but thay can only do so with video clips or still photos.

3. Ecommerce: Virtual reality allow users to access stores to buy the products they want easily. Can you imagine doing purchases from the couch?

To exploit all the potential of virtual reality in the world of marketing we will have to wait for the technology to settle. For now there are many promises and some realities.

Is your brand ready to face all the innovations in technology?

Secrets of YouTube

05/04/202015/04/2016

Scooter Braun, manager of artists, chosen by “Time” magazine as one of the top 100 influencers in the world, shared some of YouTube secrets.

Braun owns SB Projects, a company dedicated to find engagement of artists worldwide. It was he who convinced Bieber moving to United States and who led him to fame. Later he did the same with other artists such as Psy, Ariana Grande or Carly Rae Jepsen.

We will share some helpful tips to achieve digital marketing dream: amass the scope and build a brand.

Generate privacy

For Braun, the key to success of the first videos of Bieber broke a tie one on one with people watching him. For him it is not about “millions of impressions,” but to provide experiences.

Braun recommended the young Bieber to begin each video saying his name and sing live. What he wanted was to make people feel they are in the room with him or that they are looking at something intimate and private.

Listen to your audience

In the early days of exploding Justin Bieber, Braun saw that the artist was having a ton of traffic on YouTube in the UK. Braun wanted to take the artist there, but the record firm opposed because Bieber wasn’t on UK radio.

Braun insisted and brought Bieber to the UK on their own. They came to Universal Records and announced that they would be giving a show on the label. The success was overwhelming and the next day, his songs began to be heard on the radio in the UK. This was one of the first experiences in which online ended nurturing traditional media.

Be creative!

Many people would tell Braun that music industry was dead, however, he found on YouTube a unique opportunity.

Braun knew that things had changed: music could be obtained for free, and it invalidates the need to buy a CD or pay for a concert. A single hit would not fill stadiums, people had to listen to artists and they should like it.

What is the solution to make it profitable? “You need to be more creative”, Braun says. YouTube paid music industry more than 3,000 million dollars in royalties. Braun showed music industry did not die, it just reinvented.

Is your company ready to exploit the benefits of YouTube?

Consult us for our monthly plan of social networks and digital marketing services!

“Click to Call” button: The key to attract customers

29/08/201807/04/2016

When users sail on a search engine from their mobile device, they have a specific intention. The possibility to call with a “Click to Call” button may be the key to success in getting users close to buying a product or service materialize conversions.

The button on search ads is next to the description of the product and displays a calling poster. By tightening the link, consumers communicate directly from their smartphone with the business. The cost is the same as clicking on a title.

A study held in September 2015 by Ipsos in Mexico and Argentina discussed the importance and the impact that the “Click to Call” button has on search and mobile shopping process. The results of this study showed the following data:

• 76% of respondents in Mexico and 61% in Argentina considered it is very important to be able to call a seller with a button on the search result. Such is the importance of this point for respondents, that more than a half said they would seek another business if they could not communicate in this way.

• In Mexico users consider equally important the website address and the button to call on online searches.

• Calls are extremely important especially for Argentina’s users- which usually ask for specific data that is not on the website as product information, pricing or promotions.

• The industries in which the “Click to Call” button is really demanded by users are: travel, tourism, local services, automotive and technology products.

• In Mexico, nearly half of consumers admit they do calls before making a purchase. In Argentina the percentage is 40%.

To consider!

The “Click to Call” button is a fundamental tool in the way the consumer is about to buy or is in full investigation. Some factors to consider are:

• Today mobile search outperform those made from desktops. Therefore your business may have specific ads for these platforms.

• In search results it is essential to describe the product, specify the website and add the “Click to Call” button.

• The “Click to Call” button can help a lot in the final purchasing decision of users.

Does your company website has a “Click to Call” button that allows conversion optimization?

Key interfaces for your mobile site

04/06/202501/04/2016

What do your users want to do from their smartphone? That is the question that companies must do themeselves in order to understand their user’s needs. Focus on users experience is one of the keys to ensuring the success of a mobile site.

One of the common mistakes brands make is to assume that because they know from wich device the user is interacting with, they can predict the criteria they are going to use.

Another mistake is to assume that users only want to access content “important” to them, when what is “important” or “irrelevant” to the user constantly varies.

Finally, brands usually let UX machines take all the decisions on mobile sites. This is a work that should be carried out together by different areas, aiming to achieve the objective.

The question then is which are the most important interfaces in a mobile site? These are:

Homepage

When a mobile site is opened, the user has to find everything easily. Calls to action should be highlighted and navigation menus should be easy to understand. There must be easy to go back home and promotions can not be intrusive.

The site should be optimized for mobile. This means that no clicking should be needed to zoom, there’s no need to use hyperlinks that open in new tabs, and other issues that complicate the user navigation.

Seeker

The Finder mobile site should be always visible at the beginning of the page and provide relevant results for the user. The use of filters can be of great help to guide users.

Choose neutral colors as wallpaper and highlight calls to action, as well as prices, reviews and stock, can help supplement the user experience.

Forms

Forms can be a source of success or failure. The important thing is to design it efficiently asking only essential information and guiding users along the way.

Forms:

-They must be brief and friendly.
-They must be tools to facilitate data entry (such as autocomplete).
-They must show when a field has been completed successfully.

In conclusion we mention that the homepage, the online search and forms are some of the interfaces users deal with , but are those that define the permanence of consumer mobile site and the success of your conversions.

Is the website of your company properly adapted for mobile?

Tension between Facebook and Snapchat

29/08/201816/03/2016

This week Facebook incorporates an animated filters application, called “Masquerade”. While it is known that for some time there is tension between Facebook and Snapchat, this news did nothing but intensifying it. The rivalry between these companies part of both fighting for dominance of digital video (the protagonist of 2016) and investment in advertising that this entails.

Since 2012, Facebook has tried to catch up with some of the tools of the fashion social network, and this acquisition leaves the sight of the brutal competition between the two companies.

Facebook: Failed attempts

Snapchat has understood the younger users, known as “millennials”, and since 2011, Facebook has tried several times unsuccessfully to imitate some of the most attractive features of his rival.

In 2012 they released “Poke”, an application that allowed users to send photos and videos for a limited time, after which they self-destroyed. The application died a year and a half later.
Mark Zuckerberg did not give up, and he tried again in 2014 with another similar app, called “Slingshot”. It was not very successful and in December of that year ceased to exist.

The interest Facebook has on Snapchat goes beyond wanting to copy it . Mark tried to buy it twice, but its CEO (Evan Spiegel) refused on both occasions.

Video ambitions

Facebook says it plans to keep “Masquerade” as a standalone application and at the same time seeks to incorporate selfie effects similar to those of Snapchat, to their own products. On the other hand, as we know the video is the main protagonist of 2016, and it is for this reason that Facebook has begun putting great emphasis on its new addition: “Facebook Live”, an application for live video transmission.

The sense of threat Facebook felt for Snapchat is justified , since both have the same number of daily views on videos, but Snapchat has fewer active users. The main difference between the two is that in Snapchat users have to touch the screen to see the video, while Facebook videos are autoplay.

Snapchat is in the first stage of doing business, ruling advertising in “stories”, “discover” or “live”, spaces that are attractive to advertisers.

Nick Cicero, CEO of “Delmondo” and Snapchat analytics specialist, says Facebook asked in January about influencers and Snapchat audience. However they did not reach any agreement.

Snapchat is not far behind and decided to fight. The company has hired one of Facebook’s publicists, Sriram Krishnan, the founder of “Facebook Audience Network”, which places ads on Facebook applications and mobile sites.

How will this rivalry continue? We do not know. We hope that both companies continue incorporating innovative tools.

Consult our Monthly Community Managment Plan and optimize your results in social networks!

How to succeed in Instagram?

29/08/201822/02/2016

The question brands frequently make is: How to succeed in Instagram? This has become the social network of the moment and companies are trying to position themselves there. The reasons for this growing interest are varied:

-Everybody is talking about this Social network and brands seek to get some profit from it.
-Usage numbers are growing, which means there is a lot of ground to explore and to attract consumers.
-Results are being felt and engagement figures are higher than those of other social networks.
-Instagram is a showcase for audiovisual content: Brands communicate through pictures and videos and this content is the most interest today to consumers.

HubSpot has made a ranking of the 16 best brands that are on Instagram and from this selection it’s easy to draw a few lessons:

Photos must be of quality

It is no longer enough to meet the minimum requirements to highlight in the social network, now brands have to share quality pictures. One example is National Geographic. Both the magazine and Instagram have always taken great care quality and professionalism of the pictures. But not always professional teams are required to obtain high-quality images, you can get incredible results knowing how to use mobile devices.

Avoid talking about “yours”

One of the temptations in wich brands may fall is to publish photographs of their products or services. That’s considered spam. You have to create conversations and generate genuine interest from users. It should reflect the philosophy of the brand. Companies that succeed in Instagram manage their images communicate what interests them, what they like and what they want to share.

Brands must have a personality

Each brand must have their own values, characteristics and interests and also that personality has to be consistent. It is not worth to change based on fashions and trends. The images have to be shared like a cover letter that help consumers understand the philosophy of the brand. All this is important because the photos identify the target to which it is intended to reach.

Brands involve others

It is not enough to post pictures and wait for “like”. Successful brands achieve that users are part of the message and become issuers.

How prepared is your brand to succeed in Instagram?

Want-to-go moments: from the search engines to the store

29/08/201802/02/2016

In the digital age of communication smartphones and applications are evolving to make life easier for users looking for everything to be “here and now”. It is for this reason that brands must be present at the time, when people want to know about a subject, go somewhere, buy or just do something.

The Google Want-to-go moment is one in which the user uses his mobile to respond to a need, in this case, to get somewhere. Brands that remain focused on the consumer intention at that time not only meet your needs but advance in consumer buying process and develop a brand preference.

50% of consumers who perform a local search on their smartphones visit a store on the same day and 18% of those searches generated a purchase on the same day. Almost half of the people who want to eat and do not know where to look for a restaurant a while before leaving home.

Micro-Moments happen fast, but brands can be prepare for when they occur. They should analyze the consumer situation and think about what your store looks. To know when it is likely that these situations arise, a combination of hypotheses, observations and data may be used. Searches like “near my location” are more common when people are traveling, during holidays and during the weekends because they are out of the routine, they relax and want to see new places. For example, Saturday night abound searches of places to get drinks.

Increase searches “near my location”

Thanks to the powerful devices we carry in our pockets, we can find that surrounds us quickly and easily. Words like “near my location”, “closest” and “close” are increasingly frequent in Google queries. People are looking for products or services that are nearby, either a gym or a mall.
The interest of the Google search on the word “near my location” increased by 3,400% since 2011 and nearly doubled in 2014. The vast majority originates from mobile devices: 80% in the fourth quarter of 2014.

To consider:

Think about how consumers interact with your brand when they are near your stores.
Post useful information on your website: driving directions, each local inventory and prices.
Make sure the design of your site allows consumers to find the information quickly and easily.
Think: How I can be there when people are looking for the place where my company is?
Calculate how much store traffic is generated from digital interactions.

Is your brand ready to attract consumers to your store from your website?

Brands breaking into Snapchat

29/08/201827/01/2016

Throughout the years we have seen younger internet users migrate from private spaces to public spaces, that are inaccessible for brands such as WhatsApp and Snapchat. The lattest one has become a leading social network with over 700 million daily shared snapshots. How can brands be part of the conversation of this platform?

A defining characteristic of these platforms is that it is private and, unlike other media, is immeasurable. Young people are avoiding channels that make them feel they have to produce content that “like” everybody so they start moving to other social media where they can be themselves, without feeling pressured to get approval. This is the case of Snapchat where images are play for a few seconds and then disappear.

This social network is making an effort to give more space to brands, so that they can communicate their messages directly interacting with their target.

Besides the function that allows users to exchange photos and videos that will self-destruct once seen, other notable aspects of this application are:

“Stories”: Users can post photos of the last 24 hours, that remain visible throughout the day for their contacts to see it. This is where brands can make their appearance.
“Live”: The network selects specific locations or major cultural events and users located there can upload videos or pictures that appear in live for all snapchat users. In this case brands can promote themeselves inbetween these videos or images.
“Discover”: Editorial channels as Buzzfeed Daily Mail and inform people with current data. Brands can not be here; They are elected by Snapchat.

Elements that any strategy Marketing Snapchat should consider:

Be sure you share your “snapcode” (a code that allows users to add you once it has been scanned) in your Facebook or Twitter profile.
Snapchat has its own language, and brands must take risks, worrying less about production and achieving spontaneity.
Generate value by offering exclusive content on your profile and people will follow you. Vouchers and contests work very well when it comes to generating value.

Is your brand ready to be part of this social network ?

The role of influencers in marketing strategies

29/08/201819/01/2016

In recent times influencers marketing has been gaining weight. With the internet boom and the success of social networks, certain profiles of users have managed to connect with his followers, created a strong data base and connect with other users. Their opinions are valued, because they are seen as influencers ‘who know’ about specific issues.

Influencers are increasingly required by brands, and even become the subject of their marketing campaigns. Several studies have demonstrated that such figures and their views are far more compelling to consumers than traditional advertising formats.

“For digital generation new voices are needed. The falls and rises celebrities are much faster now and brands need to capture the flow and exploit microhearings segments” said Rob Norman, chief digital officer of GroupM.

And not only is that celebrities have seen their traditional moment of glory have a shorter life cycle, but also the weight of influence has also changed.

The presence of influencers in campaigns is increasingly common: 75% of brands confessed in a study that uses influencers in their campaigns. The forecasts are that in the near future the number of firms using these figures rise to 84%.

The professionalization of influencers

Today companies have professionalized access to influencers and given them a larger role in its strategy. Now, these have become a proper communication channel (not just a complement to public relations campaigns) and brands are devoting more and more budget on them.

The agencies are launching increasingly formats to understand how marketing works with influencers. Measure the success or failure of a campaign influencers is becoming increasingly easy because more tools to measure the ROI of these campaigns and the actual impact on consumers appeared.

Brands are encouraging devote part of their budget to such campaigns. Not worth to convince a influencers to talk about something with offering a gift. Influencers have to be on the budget: for them has become a source of income and for brands a new source of expenditure. The 85% of influencers expected to be paid if you are talking about a product and only 4% would be content to receive the product in exchange. Those who are content to hire them for your blog publicity are a minority.

Does the marketing strategy of your company contemplates the use of influencers?

Multisensory Marketing: addressed to the 5 senses

29/08/201806/01/2016

Consumers are exposed to about 200 visual advertising messages a day, which has reduced the response to such stimuli. On the other hand, the other senses have a wider influence, both consciously and subconsciously, as we are less accustomed to marketing activities that target them. That is why we believe it is very convenient for brands to focus on multisensory marketing strategy, that is, directed to the 5 senses

Advertising thought that the most important thing of an ad is pleasing to the eye, but the truth is that when it comes to convincing consumers isn´t just go to one of the senses. A report released by Shullman Research Center emphasizes that if we have five sense is for some reason, so the most effective strategy is the one that consider all of them: sight, hearing, smell, taste and touch.

While the view is the most important for 74% of consumers sense, the other senses are also important. This statement is noted in the case of luxury brands, as consumers are least prioritize the sense of sight in marketing campaigns. For these sight and hearing lose relatively importance in favor of touch, taste, and smell.

Addressing men and women also changes the importance of each of the senses.While 85% of women placed in sight as the first or second most important in making a purchasing decision sense, only 79% of men think so. More data are similar in the case of hearing, touch and smell, but also differ in taste (21% of men placed him as the first or second most important sense, while only 17% of women agree the same).

Especially in food and beverage brands is a good idea to bet to multisensory experiences, marketing tactics that go beyond extolling “flavor” or “appearance,” allowing consumers to interact with the products of various shapes and using every way (for example, touching the ingredients with closed eyes, smell before tasting them, making music with them, etc).

Brands that make an impact on consumers by appealing to unusual ways are increasing. Examples of the above are the smell of fresh bread at the supermarket or the smell of wood in luxury cars (although there is no wood inside).

Is your brand sufficiently directed to the 5 senses of consumers?

Micro Moments: the new challenge for brands

09/04/202017/12/2015

Micro Moments

What are Micro Moments ?. These are defined as “the precise moment when the user decides to perform an action” and positioned as the new battleground for brands. The brands will be successful if we get caught in that moment and show us the easiest to solve our need at that time, such as buying path.

This trend is closely linked to cell phone, because it is the perfect vehicle to take advantage of these micro moments. Mobile devices have changed forever the way we live. The way the consumer is split into thousands of micro-moments. Each is a critical opportunity for brands to shape decisions and preferences. With the phone we are geolocated and can send notifications at that precise moment when the user makes a decision to buy a product.

Companies should investigate their potential customers and know how they behave, what products look, what are their tastes, where they are and, most importantly, they must be able to show them the product they are looking at the right time.

There are 4 types of Micro Moments by Google:

I want to know
I wanna go
I want to do
I want to buy

According to a study conducted in Argentina 60% of users access the Internet more often than before, but in shorter time sessions, and 56% of them declared that their actions on the Internet are more spontaneous than planned.

On the other hand the most important stimuli that trigger an internet search are:

88% an activity you want to do
84% thought
83% an unexpected situation

With regard to the 4 Micro moments, the study turned the following results:

Moment “I Do”:

80% of smartphone users search at least once a week, information that helps you perform a task.
90% of the time, Internet helps drive quickly with an answer.
76% of users value the companies that offer content of their video products
96% of those who prefer to turn to YouTube videos

Moment “I Go”:

65% of users looking for directions to a place, at least once a week.
58% of users use applications to find an address

Moment “Want to Buy”

70% of users seeking information regarding any product you buy at least once a week.
72% of the time, the information found on the Internet help you decide if it’s worth paying more for a product.
57% of search engine users considered the best place on the internet to meet new brands.
56% of purchases in a shop are influenced by a smartphone search.
50% of users search and compare prices from the phone, even when you are in store.

Moment “I Know”

95% of users declaring find information to learn more about a particular subject, at least once a week.

Do you think your company is prepared to succeed with your digital strategy in these micro-moments? Contact Us!

Politics must learn from branding

24/04/202118/11/2015

The functional purpose of branding is to identify a differential promise about the values of a brand, and communicate it to consumers in a coherent and consistently way. Political parties have failed to transmit that brand promise, resulting in the total loss of public confidence. This is why politics must learn from branding.

Like any brand that has reached its final cycle of life, political parties need a regeneration if they want to survive. These parties are articulated today as a group of members who share the strictest sense of belonging and the denial of anyone who does not share the same opinion. A totally opposite approach to having citizens at the center of their strategies.

But building a political brand is something that takes time and a careful strategy. Unlike other brands that seek the continued confidence of the public, political brands seem to be focused only on getting confidence every four years, when polls become the best indicator of sales and trust.

In the absence of a clear promise, supporting only their messages by generalist ideologies, political parties are engaged in the speeches of fear and in the discrediting of the contrary. But what would happen in the outside world if Pepsi simply told us how bad the ingredients of Coca-Cola are for our organism? It is clear that negative messages do not get adepts to your lines.

Politicians should learn that they should not only communicate to the voters, but especially to those who do not vote, just like any brand that tries to enter the home of new consumers. Even if we move from parties to politicians or brands to branded products, it is necessary to build an emotional connection between the product and the customer. And that is something that does not conform only during a political campaign.

Fortunately, the population is not stupid and picks out those brands with which it feels identified, who have been concerned to build a positive dialogue. Completely neglected by our political brands. It is time for political parties to take good note of what good management of their brand means and what it can do for them.