Top Online Marketing Trends for Holiday 2016 (Conclusion)

Mobileholiday2_flippedQuick: Does the sight of shoppers using their mobile phones in your store spark fear that they're showrooming (looking at your products and looking for better deals online)?

Or does it fill you with holiday cheer, instead?

In part one of this mid-October appearance on the Jim Blasingame Show, I talked about trends in online retail when it comes to mobile.

In part two, the conversation shifts to email, social and search.

And in the conclusion, we look at local search and mobile as part of the SoLoMo (social-local-mobile) trifecta in holiday marketing.

As you'll hear, shoppers who use mobile while inside your store may just spend more money there—quite a bit more, in fact.

Top Online Marketing Trends for Holiday 2016 (Conclusion)

 

(Approx 4-min, 40-sec)

 

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Top Online Marketing Trends for Holiday 2016 (Pt 2): Email, Search or Social?

Holiday_online_marketingSo which is better for promoting your holiday offers this season: Email, search or social?

In part one of this mid-October appearance on the Jim Blasingame Show, I talked about trends in online retail when it comes to mobile.

Here in part two, the conversation shifts to email, social and search.

You might be surprised on which delivers the most bang when it comes to online holiday shopping.

Top Online Marketing Trends for Holiday 2016 Pt 2

(Approx 4-min, 55-sec)

 

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Top Online Marketing Trends for Holiday 2016

Holiday_e_commerce_SMALLIs it time to dump that desktop this Christmas?

In the run-up to the all-important online holiday shopping season, much has been made of mobile's ascendancy when it comes to holiday sales. But this year, I think we're going to see some twists, turns and stats that might have seemed counter-intuitive looking forward from this point last year.

In this recent appearance on Jim Blasingame Show (which focuses on SMBs), I talk about some of the developments that may have some marketers shouting, "Ho-ho-ho," while others scream, "No-no-no!"

As it happens, this segment was from mid-October, and I've just been too busy to post. But it may have you re-thinking Holidays past, present and future.

Top Online Marketing Trends for Holiday 2016 (Part 1)

(Approx 4-min, 55-sec)

 

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Top Digital Marketing Trends of Summer 2016 (Pt 2): Video, Influencers & Crowdsourced Content

Video_2_illusVideo continues its victory lap in part two of our look at the top digital marketing trends of Summer 2016 on the Jim Blasingame show.

Here, Jim and I talk about how video plays a central role in a number of this summer's big trends, including the acceleration of influencer marketing and crowdsourced content.

The fact is, even with handy new video production tools, it still takes time and effort to create compelling content. So why not get your most avid fans and influencers to do it for you? Here's how a few leading brands are doing it well.

 

CLICK HERE TO LISTEN: Top Digital Marketing Trends of Summer 2016 (Pt 2) >>

 Approx: 5-min, 16-sec

ALSO:

CLICK HERE TO LISTEN: Top Digital Marketing Trends of Summer 2016 (Pt 1) >>

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Top Digital Marketing Trends of Summer 2016 (Pt 1): Video Reins Victorious

Video_1Forget the Olympics.

In the world of digital marketing, video won more than its share of gold and glory this summer—as did brands that used it well.

In this special end-of-the-season wrap up on the Jim Blasingame Show, we take a look at some of the biggest trends in digital marketing for Summer 2016.

Online video factors in a number of them. Indeed, whether it was down, dirty and (increasingly) live, or a full-blow production, video continued its conquest of the web. Here's why.

CLICK HERE TO LISTEN: Top Digital Marketing Trends of Summer 2016 (Pt 1) >>

Approx 3-min 30-sec

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'Let's Be Evil' Trailer: Tech Gone Bad? (Video)

 

Another day, another dystopian vision for a future, this time from the POV of "Glassholes."

Get the inside scoop, here.

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Touching 'Justino' Wins Cyber Grand Prix (Video)

 

It's hard not to love this Cyber Grand Prix-winning initiative promoting "El Gordo," an annual holiday lottery in Spain.

While the rest of the industry obsessed over John Lewis' "Man on the Moon" last Christmas, "Justino" quietly went about its business—with a touching animated short about a night watchman at a mannequin factory who never gets to meet his day-timer co-workers. In an attempt to create a bond, he poses mannequins in fun scenarios as a way to greet them each morning. But when he sees news that the company had set up a lottery pool without him—and won—he's heartbroken. You have to see what happens next for yourself.

While brilliant even as just an online video, "Justino" took social sharing a leap further than most such promotions—even John Lewis' acclaimed holiday campaign.

According to Libris, the Spanish national lottery set up social media accounts specific to the #Justino campaign, with content optimized for each channel. In one, viewers could comment on their favorite scenes. In another, they could guess at key elements of the story line. In all, viewers were brought into the story even while becoming viral engines for it.

It was exactly this kind of finely crafted digital storytelling that inspired its Cannes win, according to reports in Ad Age.

Kudos to Leo Burnett Madrid and all involved for a job well done.

 

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Swede Sensation: Swedish Tourism Board Wins Cannes Grand Prix for Offbeat Campaign (Video)

 

The news from Cannes today found campaigns winning big for being particularly offbeat—risky even—with considerable success.

First was word that REI won the Promo & Activation Grand Prix for the "ultimate 'anti-promotion.'" That would be the whole #OptOutside campaign from last November, which involved shutting the store during Black Friday, the busiest shopping day of the year.

And the Swedish Tourism Board won the Direct Marketing Grand Prix for 'The Swedish Number,'" which gave prospective tourists the ability to dial a special number to play a kind of chat roulette with a random Swede in order to get the 411 on reasons to visit (see YouTube video above).

According to early reports from Skift, these randomized ambassadors signed up for the chance to talk about everything from the Northern Lights and IKEA, to ABBA and H&M, with total strangers. 

According to Ad Age, REI isn't saying how successful the #OptOut initiative was, though sales for the full year were up nearly 10%.

It's a little harder to figure out why the Tourism effort won in the Direct category—it's unclear what made it a direct marketing effort—let alone how much new tourism it inspired.

It'd be hard to quantify that anyway. But in its first day or so, we do know the campaign generated 2,300 calls, mostly from Turkey (68% of the calls, in fact), the US (20%), UK (6%) Germany (2%) and Austria (2%).

And let's face it, it is a great example of an On-Demand Brand. Hell, it made us want to call a random Swede.

Those Northern Lights really trip us out.

 

 

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Author Rick Mathieson on Blasingame Show: Email Marketing Secrets (Concl)

Email_marketing_image1I recently read a joke somewhere that when it comes to email marketing, you want to be a puppy dog in a room full of llamas. Because hey, everyone loves puppies and who wants to get spit at by a llama?

In the conclusion of my recent conversation on the Jim Blasingame Show, we talk about striving for relevance and relationship-nurturing in your email marketing.

We also discuss the importance of sending content your customer is interested in, instead of always and exclusively pushing for a sale—or what Jim calls "contribute first, contact second."

Along the way, we have a few laughs about one my current favorite email marketers, weekend clothing brand Chubbies.

 

Gw_blas_email_3
(Approx. 4 min 37 sec)

Plus: Be sure to catch Part One and Part Two, here and here.

 

 

 

 

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World's First Patent-Pending Brand Logo—A Behind-the-Scenes Video

Bts_titleIt’s a logo like none other.

Which is why there’s no way I could resist asking Rich Silverstein and other people central to its creation to appear on-camera to share insights on "The Seagate Living Logo"—the world’s first patent-pending corporate brand identity.

(See video at bottom)

NEVER THE SAME LOGO TWICE

Ll_story_still_rich_Yes, it’s true that brand identities rendered in real time through data visualization have been around for a while now.

But the Seagate Living Logo—launched at CES last January—is the first to have a patent in play for literally taking its shape using live data feeds flowing from public data sources such as Twitter, Facebook, Instagram, LastFM, Amazon, Getty Images and more.

The idea? To represent the integral role Seagate storage solutions play in storing 40% of the world’s data, and in enabling the data-centric business models of today’s most innovative companies.

INNOVATION IN MOTION

Bts_interactive_llThroughout the last 12 months, new variants have included interactive Living Logos that respond to physical movements through Microsoft Kinect-based technology—allowing you to essentially swim amid social media posts and images.

A standalone Facebook version lets you personalize the experience using your own online images.

And another can be customized in real time using Twitter and Instagram keywords and handles, as well as your own uploaded images, for live business meetings and events.

THE START OF SOMETHING BIG (DATA)

As is typical in social media these days, reaction to the Living Logo there and elsewhere has ranged from the snarky to the sublime.

Yet regardless of where you fall on that score, the Living Logo represents a notable new entry into the annals of corporate branding.

And it seems to have sparked a trend.

Last July, Brazilian telco FS Company launched a dynamic logo that uses code and generative design to reflect the real-time activity on the company’s servers.

Just within the last few months, HavasOrtega developed a data-enabled “living logo” for a CEO summit in the Philippines.

And a UK-based design firm called Amaze is now tracking employees’ physical movements and digital activities to drive a “human-powered” living logo using a framework that sounds a lot like Seagate’s.

Which makes sense. Given the fact that Gartner reports nearly 75% of companies plan to invest in big data solutions in the next two years, the Seagate Living Logo surely stands on the cutting edge of what is likely to become a crowded field in the years ahead.

This short video, edited by Seagate’s George Shubin, will give you the inside scoop on the Seagate Living Logo and how it came to be.

(Full disclosure: I've had creative input on the development of the Living Logo, and have worked closely with these and other people working on the project at Seagate, Goodby, Silverstein & Partners, Pet Gorilla and elsewhere.)

DATA IS BEAUTIFUL: THE STORY BEHIND THE SEAGATE LIVING LOGO

 

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