Quick Tips for a Successful Mobile Campaign

By Ryan Bonnici, Head of Marketing APAC, ExactTarget

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Today’s consumers are highly connected and expect brands to adapt rapidly to their needs, communicating across email, mobile and social media.

For marketers, it’s very important to understand what customers expect from their interactions with your company. Successful marketers know that customers want brands to create relationship-driven experiences through the channels they use most. Continue reading

Social Commerce and Brand Interaction

By ADMA

The intersection of technology, organisational change and culture has provoked some discussion of late; particularly the impact that social business is having on the way brands interact with consumers. In a world where businesses are increasingly transparent and where brands have to be comfortable naked, there are many challenges faced for companies when moving from a broadcast thinking to opening up a social dialogue.

The consumer sets the pace of innovation and technology by demand. As consumers continue to search for easier and more productive technologies, organisations invest more and more on trying to ‘see’ the consumer through data in order to make critical decisions, both marketing-wise and company-wide. Businesses are drowning in data more than ever before, yet surprisingly they still can’t fully visualise, or understand their customer.

As businesses tread carefully with this change that could substantially improve relations for their business, the Cluetrain Manifesto’s point is so important – Customers talk and the audience listens. 

Organisational refinements must be made to harness social platforms to drive business and build brand equity. How will organisations adapt? To find out the full story on social commerce and brand interaction, ADMA are hosting a FREE Member Exclusive Lunch n’ Learn from UK ITC Specialist, Will Morey – Monday 4th June. Seats are filling fast, so email membership@adma.com.au to register your interest now.

What’s the Secret to Customer-Centric Success?

Ginger Conlon, Editorial Director, 1to1 Media

When it comes to using customer centricity to improve business performance, there is no one secret formula for success. Customers, companies, and the relationships between them are unique. Therefore, each organisation’s customer-centric business strategy must be unique, as well.

Consider Apple and Costco. The customer experiences these two companies deliver are vastly different. Yet, each has customers who are completely enamored and each consistently ranks high in various customer experience ratings. The reason? Each company is true to its mission and delivers on its promises. Apple customers know they’ll get amazing, beautifully designed products and are willing to pay a premium for them; Costco customers, on the other hand, will happily stand in long checkout lines to get the deals the retailer provides.

Continue reading

Social Media … The Marketing Campaign is Dead

By Sue Cash, Analytics & Insights Manager, Resonate Solutions

Having spent the first 10 years of my career working in Direct Marketing, I am well versed in the idea of marketing as a campaign.

The process is:

  • Client briefs agency “we need to sell 2,000 mortgages this quarter”
  • Creative staff work on the design and data planners work back from that 2,000 figure (with expected response rates and conversion rates) to identify how many prospects need to be contacted/exposed to the ad.  If they are more sophisticated, they will have data (triggers, profiles and predictive models) to help them identify the best prospects
  • Campaign is launched and after a period of time, the number of new mortgages is calculated
  • The agency can calculate the ROI from the campaign and then rest easy with a G&T at the nearest swanky bar

No matter how strategic they think they are being with their customer centric vision and objectives to grow customer value, the campaigns always boil down to selling products in silos (with different product managers often competing for the same prospect pool) and ROI is calculated for each campaign individually. This is due to nature of the client’s business with product managers, different business units for different products and KPIs set at the product level.

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Interview: Crowdsourced Creativity for the Uninspired Marketer

Interview with David Alberts, Chief Creative Officer, MOFILM (uk)

Crowdsourcing has been an incredibly popular topic last year and will inevitably be a hotter topic this year as even more brands and agencies jump on the band wagon. This morning ADMA spoke to the Chief Creative Officer, David Alberts at MOFILM (UK), who are the curators of what is known as ‘crowdsourced creativity’, on the topic of crowdsourcing and his thoughts on the future. MOFILM – which is effectively the world’s largest creative department – is giving traditional ABL advertising and the creative industry a run for their money by supplying an endless source of fresh inspiring films and advertisements; all developed by the very people that brands view as their customer.  In fewer than three years, MOFILM has crowdsourced a community of more than 35,000 creative prosumers (producer-consumer) to produce 8,000+ advertisements and films for the world’s leading organisations.

David joined the MOFILM team after previously working for the full service agency, Grey London, where he found himself recommending TV and big budget advertising in which he thought if the roles were reversed i.e. he was the client, it wasn’t the thing he would invest in. In a world of new media, and with a record number of prosumers with access to digital cameras etc, there are fewer roadblocks for people to crack into the industry. “The the way the world is now, it used to be the cost of cameras etc. that used to be the barrier for people coming into industry, now it’s a different world” said Alberts. Now working at Mofilm, Alberts has access to over 35,000 film makers on the books; the result being that brands can get totally fresh, cheaper and innovative ideas by leveraging the power of these creative crowds.

When I asked Alberts if he thought crowdsourcing was the way of the future for marketing and advertising, he responded by reciting what Paul Edwards, Strategic Director at General Motors said when asked the same question at Cannes last year: ‘At the moment it works very well with my agencies, but who knows in the future.”

One interesting but obvious fact Alberts made was that there’s ‘currently a huge demand for content, and not enough supply’. So what does the future hold? There’s no doubt that crowdsourced content is in its element; it’s a wonderful way to source creativity outside the confines of the marketing and advertising industry’s walls. The counter argument is that it’s a good excuse for brands and agencies to use when they can’t come up with the creative thinking themselves. Not to mention it comes at a fraction of what’s normally paid for creative work.

Is crowdsourcing here to stay? Or will it die out as consumers feel the work and lack of return? Would love to hear your thoughts!

David is the Chief Creative Officer at MOFILM.

MOFILM work for top-tier brands, such as Coca Cola, Samsung and Chevrolet…

Watch out for a full interview with David through the ADMA Dialogue, this March.