Visual Buzz and Interactive Marketing

I read articles regularly whenever I find time. While reading an article on promomagazine I came across some interesting insights which I thought of sharing them with you all.

1 – I’m not sure in Sri Lanka how many firms measure the word of mouth for their brand. Measuring the online buzz is easy but identifying and measuring offline buzz is not an easy job. But remember 90% of the buzz goes offline.I observed that the trend now prevails is not about mouth to mouth conversation but  it is all about visual. Emanuel Rosen, author of The Anatomy of Buzz says Word of Mouth isn’t always Spoken, but sometimes its Visual. The objects and visual can create visual buzz.. It is not just the word…Because buzz is not just telling others but more and more it move towards showing.

The simple idea behind this is, by making the brand more observant and visible to the people, the brands can increase the likelihood of people conveying the message about it and enhance the sale.

The above example actually happened to me as well. I usually visit my friend’s place, who has a Dell Laptop. I saw a small poster hanged on his wall regarding this brand.   But we never spoke about this laptop. Whenever I go there I always noticed that poster and Dell became one of my well observed brands. This created an interest in me and I purchased a Dell Laptop for my usage.

So what Sri Lankan brands should do with these? Marketing communication, product quality , good relationship management will create a positive buzz. But according to Emanuel Rosen, he says the brands should make sure where ever the customers go the brand should be visual to them. It can be a calendar, desk diary, well framed brand photo, pens, stationeries, wall clocks, and other observable stuffs.

2 – Make the business crystal clear. In an article written by Rob BonDurant, he says brands need to be transparent the way they do the business. All the business activities should be well communicated. The best example for this is Patagonia, where their production is totally environmentally sustainable business. In the web site they clearly mention what they do to sustain the environment in production. Still most of the organization in Sri Lanka practice CSR and Environmental business practices. I have not come across any organization like Patagonia in Sri Lanka.

If you want to create a sustainable word of mouth recommendation then BonDurant recommends that business practice is storytelling than marketing.

I have noticed a similar sort of strategy used by Brandix.  A well dedicated page which shows this sort of activities and their commitment towards environment and the business practice storytelling.

In  the end it is all about interactive marketing

In this year and coming decade two way communications with the targeted and existing customers going to be replaced by one way marketing methods.  It is going to be all about interactive marketing. Businesses need to closely interact with the customers to know their exact need and wants. It is not about doing a marketing research but closely building a relationship with people, even though they are not your customers.

Given below are some methods, but some of these may not be suitable for Sri Lanka but some might. The mobile and internet have already created platforms for firms to interact with the customers.

According to emarketer, in the year 2009, there was a growth of 18.1% and 9.2%  in mobile and internet respectively. On the other hand, advertising through TV declined by -10.1%, newspapers by -18.7% and radio by -11.7%.

Hence the firms have to concentrate on the following:

Social Media Marketing, mobile marketing and loyalty marketing are known concept for everyone. But it is time for firms to further focus on Neuromarketing. Because for every business it is important to know what their target audience and customers really perceive about their business. Doing research will not make any sense in genuine opinion of the customers. But using neuro marketing firms can study the customers/ consumers sensorimotor, cognitive, and affective response to marketing stimuli. Anyway this is related with research but the research use more advanced technologies such as functional magnetic resonance imaging (fMRI) and electroencephalograph.

The other important one is behavioral marketing. Firms should stop bombarding the customers with irrelevant advertisements. Even in Sri Lanka we come across many advertisements which make no sense. But it time for Sri Lankan marketers to think about the relevancy in the marketing campaign they do. Now customers are modernized and they seek for new things, new experiences, new things to try etc…Firms need to be more creative in their communication. Bombarding them with the same ads repeatedly is not worth. Creative approach stimulating the customer sensitive is a must these days. The ads and other communications should be relevant to their life style choices. This will be more effective to do….

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Ringtone Marketing

RIng tone marketing

Ringtone Marketing. Ok, this one might not be earth bursting, but it’s full of fun. Sound is a great way to build brand recognition – think about all the jingles over the years that people could not get out of the head.

Mobile phone ringtones have become big business for indy artists and record labels and in Sri Lanka Airtel used it at maximum. Why not come up with or adapt some musical branding element that would make a great ringtone and put it on your phone, the phones of your sales folks and maybe even offer it to clients and web site visitors. That way, your musical jingle can make its mark everywhere cell phones ring – like, everywhere.

Creating one these is not that tough. It’s basically an mp3 file, ideally about 15-20 seconds in length. Spread it all over the market like Airtel did in Sri Lanka in their official launch. If you think about a real Ringtone marketing you should read this post. (Written by our e-commerce Manager)

Mobile Marketing – Growing Strategy

When I did my last subject on postgraduate study I have found that mobile is going to play a major role in most of the industry. Recently i’m the process of doing research about mobile marketing for my work place and I came across some wonderful insights. Here my first post about mobile marketing. I will post my other findings very soon.

“The pace at which dollars will flow into emerging channels that are efficient and accountable will continue to accelerate.Mobile is no exception”

Very true versus I noted down from an online article. The mobile reality includes three elements such as reach, engagement and measurement.

Reach – No doubt mobile has a wide reach than others. Here few facts to confirm that

Worldwide there are three billion mobile phones

Nearly 85% of the handsets are wen enabled ( In US only there are 48M active web mobile users)

Text messages are growing as highly important and attractive online marketing tool.

Engagement – Mobile phones are considered as thew most personal communication tool and the relevancy is very high.

Nearly half of the SMS users are 35+

94% of the text messages are read (opportunity lies here for marketers)

Measurement – Average response rate for mobile marketing is 15%. This is very high when compared to the direct marketing response( 1%), also an average person send at least 3.8 text message per day

In five years time most of the brands will start spending their half of their budget on mobile marketing

Mobile Internet banner campaigns are seeing higher conversion rate when compared to the fixed Internet banners.

When looking at the above its clear the online marketers need to think about implementing the mobile marketing strategy now onwards. The mobile mechanisms that marketers can target are

  • SMS/Text Messaging

  • WAP

  • Downloadable applications

  • Video(Podcasting)

  • IVR

  • Mobile Email

Where does mobile fit?

mobile1

I would also like to outline other important opportunity in the US market. In year 2009 there will be 15Million mobile TV users are predicted in USA. You can read the detailed report here

Then what are the opportunity criteria for Mobile Marketing?

Simple – Mobile campaigns need to be simple and easy to understand – Don’t make people to think

Relevant – Relevancy drives engagement, without engagement there is not consumer experience

Integrated – Today mobile works best when it’s a tie-in with a larger campaign or other media. It’s not stand alone.

Viral – Mobile phones, Messaging in particular, is a peer to peer proposition,make content fun and interesting

Scalable – Mobile campaign fundamentals need to exist whether you are talking to one person or one million.

Measurable – Engagement and other goals are highly measurable given the direct response nature of the medium.

So its time for marketers to think about mobile marketing and they have to formulate suitable strategies in order to make use the mobile penetration. According to Fortune Brand 1000 surveys the findings showed

1- One third of the brands surveyed are actively engaged in mobile marketing

2 – out of the main four mechanism text messaging and Wap are used widely

3 – Mechanisms will come more sophisticated overtime

4 – A variety of objectives can be served overtime.

5- Most of the brands are not highly confident in their own mobile strategies.

According to Mobile Marketing Association Adidas in the good example for their effective mobile marketing strategies

A multi-faceted mobile campaign, Adidas empowered consumers to personalize digital content with voices of NBA Stars Kevin Garnett,TIM Duncan, Tracy McGrady among others and also through print, outdoor and TV advertising consumers were invited to text in and receive motivational calls and text messages back from the Adidas basketball legends.

The other best example would be Presidential candidate Barack Obama, he embraces mobile and wins marketer of the year.

So I can see a healthy trend in the growth of mobile and the strategic integration is critical to success and ROI. There are more insight can be taken form Mobile Marketing Association web site.