Budweiser launched this mobile marketing campaign in Argentina in a wonderful effort to generate awareness about the dangers of drunk driving. The campaign, called “Termina bien la noche, escanea este codigo” (“End the night well, scan this code”), had simple but quite effective mechanics. Budweiser handed out coasters with a QR code at the bars, clubs and restaurants where their line of beers was sold to be given to their patrons when they ordered a Bud.
Mobile Marketing Campaign Budweiser Argentina
Once the code was scanned with the smartphone, the application enabled access to a radio taxi service located near to the Budweiser consumer. One of the pillars of this mobile marketing campaign was where it took place: the exact moment where people have to become aware of the dangers of drunk driving.
mobile marketing campaign against drunk driving
Quotes of the Day
Low Self Esteem Quotes
Choose to become Carl Jung quote
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Innovation comes in many forms and sometimes it comes in the form of smart apps. And when these smart apps are able to deliver loyalty, customer satisfaction, brand awareness and increased revenues, we have a winning combo.
Smart Marketing Campaign
Evian is now selling its product direct to consumers with an online delivery service. This device can be posted to your fridge and allows you to order more Evian through tapping the screen.Evian is offering customers a very special kind of fridge magnet, a Wi-Fi-equipped system that enables them to order a fresh ration of Evian mineral water just as soon as supplies begin to run low. All you have to do is sign up online, receive the “magnet” et voila!
The delivery is free of charge and the smart apps enable you to choose the order quantity, the different flavors preferred and the frequency of delivery, if the customer want a regular delivery.
Pretty smart apps and I am certain we will see more companies doing this.
How do these smart apps work?
The smart apps flow is depicted in the graphics below:
A growing number of U.S. online retailers and consumer brand manufacturers are taking that challenge on by setting up shop and selling online in Latin America.
It wasn’t quite the same as graduating from the e-commerce school of hard knocks, but after six years of trial and error Tradercom USA Inc. has learned some valuable lessons about what works—and what doesn’t—in selling online in Latin America.
In 2006, Tradercom CEO Federico Torres set out to build an online retailing business in Latin America from a base in the U.S. To carve out a niche in Latin America’s growing business-to-consumer e-commerce market, which eMarketer estimates will grow about 110% from $29.70 billion in 2011 to $62.42 billion in 2016, Tradercom had ambitious plans to build a web store in multiple countries and offer steep discounts on well-known American products such as Fossil watches and Weber grills that are not always available through merchants in Latin America.
Latin America E-Commerce – Selling Online to Latin America
But selling online in a foreign country is never easy, especially in Latin America, a fast-growing and still-developing e-commerce arena where U.S. merchants face several substantial barriers to entry, including big tariffs and government red tape, sketchy local delivery options, and plenty of cultural differences. “There is a huge opportunity for U.S. web merchants such as us to develop a significant e-commerce business in Latin America, but there are significant challenges that we had to work our way through.” Torres says. “It took us a long time, lots of patience and a willingness to always try a new approach to build up a steady base of shoppers.”
Today Tradercom is an established and growing online retailing company. The e-retailer carries a web inventory of about 100,000 SKUs and sells online in Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru and Venezuela. Sales for the web-only retailer are on track to reach $8 million in 2012, double its 2011 sales.
Tradercom is one of a growing number of U.S. online retailers and consumer brand manufacturers setting up shop and selling online in Latin America. The market already includes 25 U.S. companies ranked in the Top 300 Latin America, which in 2011 had combined web sales of $1.43 billion, up 32.4% from $1.08 billion in the prior year.
And more North American online retailers are seriously eyeing Latin America for a new international opportunity or expanding their existing base of operations. For example Apple Inc. (No. 11), which has been selling computer hardware online in Latin America for several years, in December 2011 launched an iTunes store with a catalog of 20 million song titles for Brazil and 15 other countries in Latin America.
Consumers in Latin America also are big fans of mobile commerce and social media, and looking to conveniently shop online for the products they can’t find in local stores, says Kent Allen, principal and founder of The Research Trust, a San Francisco-based e-commerce and retailing industry research firm with clients in the U.S. and Latin America. “There’s only a handful of global e-commerce markets left where there are still lots of ground-floor opportunities to be the next category-killer web store, hot niche player or even the next Amazon, and that’s Latin America,” Allen says. “E-commerce in Brazil, Mexico and other parts of the region are still in an early growth stage and that’s attracting the attention of lots of U.S. merchants.”
Source: Internet Retailer
#wordsofwisdom
https://hispanic-marketing.com/wp-content/uploads/2012/08/latin-america-e-commerce.jpg184300Havi Goffanhttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngHavi Goffan2012-08-14 19:49:162018-03-29 01:30:35Selling online from North America to Latin America
If the consumer won’t come to the supermarket, then the supermarket must go to the consumer
Digital marketing strategies in consumer marketing
Tesco Home plus is Korea’s number 2 supermarket chain but it has recently become number one in online sales thanks to a very original and clever virtual marketing strategy. Tesco Home plus is very close to surpassing his largest competitor, E-Mart, and without having to open new stores. Tesco’s sales grew 130% thanks to the increase of 76% of registered users in the online supermarket.
Digital Market Strategies and the Future of Consumer Marketing – How Tesco became number 1 in online sales and is quickly reaching number one in sales in the country both online and off-line.
How did they do it? First, they did their due diligence as good marketers: they studied their consumers. This is how they reached the conclusion that South Koreans dislike having to go to the supermarkets to do their shopping. They knew that this is a technologically advanced and savvy consumer. This is a country where children do not carry books to school but PCs, tablets and smartphones. Thus, the campaign had to leverage off the daily use of these mobile devices and it had to make weekly supermarket shopping, a pleasurable experience.
Therefore, they placed ads on the main subway and metro stations resembling supermarket shelves. Each product with its QR code, thus tying it to the physical product. All consumers had to do was to scan the QR codes they wanted, review their shopping basket and pay for them all with their smartphone or mobile device. The products are delivered to their home right away.
Were they able to turn the weekly supermarket shopping into a fun and enjoyable experience? Let’s watch the video:
Digital Marketing Strategies in Consumer Marketing: Can we do this in the U.S.?
On one hand, 21% of Americans ages 13 and older use smartphones and they are accustomed to shopping online. Nielsen reported that slightly more males than females are getting smartphones (53% versus 47%) which is what we would expect for technical early adopter products. In terms of demographics, Hispanic Americans and Asians are slightly more likely to have a smartphone than what their share of population would indicate, which is a trend we see in the adoption of other mobile data services. While smartphones started out in the business segment, two-third of today’s buyers of smartphones are personal users.
On the other hand, not that many cities in the U.S. have a transportation system with high traffic of smartphone users.
Maybe this strategy could be implemented New York city’s subway and see how it fares. Or better yet, move it to the airports, where travelers returning from a trip could easily “pick something up” on their way home.
by Claudia “Havi” Goffan
success quotes
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Location-aware ads guide mobile users to advertised merchant locations, reaching engagement levels of over 11%.
Location-based advertising is a new form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices.
According to Bruner and Kumar (2007), “Location-based advertising refers to marketer-controlled information specially tailored for the place where users access an advertising medium” (Wikipedia)
The location aware ads campaign results exemplify the power of location when combined with search. LocationPoint is the way to reach consumers when they’re in a mindset to buy. Photo courtesy of Rotorhead
Location aware ads debut on Poynt location-aware apps
NAVTEQ’s announced the results of its first hyper-local ad campaign targeting millions of users of the Poynt application. Poynt is a convenient and timesaving GPS-enabled application that connects consumers to local businesses, people, restaurants, movie theaters and gas prices at the moment they want to buy or acquire products or services.
In a series of highly-targeted campaigns, NAVTEQ LocationPoint delivered location- and contextually-aware ads to Poynt users actively conducting related searches.
The maiden campaign featured location aware ads for gas stations and restaurant brands all over the United States. All four campaigns performed three to five times better than the industry average* click-through rate (CTR) of .49 with an average CTR of 2.68% across campaigns. Post-click user engagement ranged from 4.49% to as high as 11.25%, depending on advertiser.
The campaign results exemplify the power of location aware ads when combined with search. Definitely, this is the way to reach consumers with intent to buy.
“The combination of location and contextual search proved extremely effective in this series of campaigns,” said Osis, CEO, Poynt Corporation. “The results underscore the value to our users as well as to potential advertisers.”
LocationPoint from NAVTEQ is a location-based mobile advertising network that delivers location aware ads to smartphone users when they’re in the proximity to go, buy and shop at advertised merchants. These location-aware ads guide users to advertised merchant locations. Brand advertisers can reach a large-scale audience, actively engage consumers near points of purchase and route them their advertised brands and merchants. They can also obtain metrics that measure return on investment.
Can you incorporate these intelligent technologies into your marketing strategy and execution?
Only a few days ago, Watson showed the world the state and power of natural language processing (quasi artificial intelligence). Some of the intelligent technologies we have to offer, make use of natural language processing to obtain consumer insights.
We leave you with the following article from Information Week as food for thought or should we say, food for processing.
Intelligent Technologies: Advances in Medical Robotics
Robots play a critical — and growing — role in modern medicine, from training the next generation of doctors, dentists, and nurses, to comforting and protecting elderly patients in the early stages of dementia. Using robots, medical professionals can make smaller incisions for shorter surgeries, reducing hospital stays and improving patients’ prognoses and saving costs. As robots become even smaller and developers continue to further integrate the devices with artificial intelligence, the medical community will continuously expand the ways in which it uses this technology to save patients, improve quality of life and prevent health problems.
At the other end of the spectrum, medical schools are turning to robots that mimic live patients’ feelings of pain or discomfort to help the next wave of doctors and dentists prepare to treat real people. Of course, dummies and cadavers are not new to medical students, but by giving students access to sensitive patients, healthcare educators hope to hone the bedside manners of soon-to-be doctors and dentists.
The University of Tokyo Hospital is using Geminoid, a female-looking robot, in patient-communication trials. Developed by Hiroshi Ishiguro of Osaka University, ATR Intelligent Robotics and Communication Laboratories, in conjunction with Kokoro, a Tokyo-based entertainment firm, Geminoid can move its eyes, shoulders, mouth, and head. The robot includes a camera and face-tracking software, but cannot walk. The robots are expected to sell for about $110,000, according to reports. They are intended to comfort patients, reducing blood pressure, stress, and other conditions associated with pre- and post-surgery and hospital stays.
Appreciation is a wonderful thing. It makes what is excellent in others belong to us as well. – Voltaire
Intelligent Technologies You Should Know About
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The OMMA Global conference had the usual speeches and panels on mobile and on pay-wall strategy, and social media, so it was fun to hear the panelists explain to the assembled publishers why email is so important and what makes email work for them. In a virtual chorus, they agreed: Email reaches everyone, is taken seriously, and success is about the value of the content.
The metrics that all agreed are the vitally important to focus upon are about the viral nature of email.
A publisher’s email connection to its readers is direct and overt when customers opt in, far exceeding the casual social media “like” or “friend” or “follow.” One way to think about it is that when subscribers give you their email address and invite you to publish to them, they are inviting you to appear in the place for things they trust; where their travel reservations, credit card bills, and even retirement plan statements arrive. Is that a good place to be? Thrillist, Groupon, Daily Candy and Gilt Groupe execs all think email — with hundreds of millions a year in revenue — rocks.
Ben Lerer, Founder and CEO of Thrillist, the hyper-successful email-based young men’s publisher, recently pointed out that consumers today have figured out how to manage their email inboxes so they are no longer beleaguered by spam. But thousands of publishers are doing email publishing badly. And too often publishers are flocking to social media or mobile seminars looking for answers when they haven’t yet correctly done the basics of operating the most basic digital publishing platform.
When asked about the relative importance of email versus social media, one panelist pointed out that when people come back from being away on business or vacation, they “catch up” on email, but don’t bother to go back to see what tweets or Facebook postings they missed.
What were the key takeaways?
Lerer pointed out the first thing is to get clear about the goal of your email and design it accordingly. Is it to “deliver the content” or to drive traffic to your Web site? For advertising-driven media companies, selling ads on emails might be a good strategy, but recognize that the email must then be designed to hold attention, not simply to offer a link. Too many media companies are sending out nothing more than links, and wondering why advertisers don’t value advertising on their emails. Lerer must know something, because he is successful captivating the supposedly hard-to-reach young male market.
The most amusing comment of the day was the general agreement that “open rates” are not important. As one panelist put it, you need to know open rates only because management will ask. There are simply too many reasons why email may be “read” without being recorded as an “open” to get hung up on that. The metrics that all agreed are the vitally important to focus upon are about the viral nature of email — do readers forward it to a friend or colleague? Does the viral growth exceed the number of unsubscribes? What is the percentage of readers clicking through to your site, or on an advertisement or offer?
Email for a mobile strategy?
For publishers searching for a mobile strategy, it was pointed out that the iPhone already displays html emails nicely, and shortly BlackBerry will introduce a software upgrade that will vastly improve graphical email display on that widely used platform. It is worth noting that the first thing customers do with smart phones is get their email there. So the old (email) is new again (mobile).
Speaking of mobile strategy, check out the iPad app from Gilt Groupe. Panelists agreed that the Gilt app is great, and is setting a standard they would like to match. The key to success on the new platforms will be more than delivering your content there; successful apps will provide new functionality that enhance the media (in this case, shopping) experience. For these publishers and marketers, the beauty of their email centric strategy is they have powerful voices to market new apps, such as the Gilt app, to their very large audiences with precision and with impact.
You are reading a successful email now. You may be reading it on a mobile device. Is your company doing all it can with this “old-fashioned” channel?
Author: Daniel Ambrose
missed opportunities
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It is really perplexing that with the evident number of online searches, added to the fact that people themselves perform these searches in order to find what they need, are curious about or want to investigate, compare or purchase, that due importance is not placed on Search Engine Optimization. Remember it’s not who you know, it’s who knows you.
Google Sites led the explicit core search market in August with 65.4 percent of searches conducted.
U.S. Explicit Core Search
Google Sites led the U.S. explicit core search market in August with 65.4 percent market share, followed by Yahoo! Sites with 17.4 percent (up 0.3 percentage points) and Microsoft sites with 11.1 percent (up 0.1 percentage points). Ask Network captured 3.8 percent of explicit core searches, followed by AOL LLC with 2.3 percent.
*“Explicit Core Search” excludes contextually driven searches that do not reflect specific user intent to interact with the search results.
Nearly 15.7 billion explicit core searches were conducted in August. Google Sites ranked first with 10.3 billion searches, followed by Yahoo! Sites in second with 2.7 billion (up 3 percent) and Microsoft Sites in third with 1.7 billion (up 2 percent). Ask Network accounted for 598 million explicit core searches (up 2 percent) followed by AOL LLC Network with 366 million.
Google Sites accounted for 60.5 percent of total core search queries conducted, followed by Yahoo! Sites with 21.0 percent and Microsoft Sites with 12.8 percent. Ask Network captured 3.5 percent of total search queries, followed by AOL LLC with 2.2 percent.
* “Total Core Search” is based on the five major search engines, including partner searches, cross-channel searches and contextual searches. Searches for mapping, local directory, and
user-generated video sites that are not on the core domain of the five search engines are not included in these numbers.
Americans conducted more than 16.9 billion total core search queries in August with Google Sites leading with 10.3 billion searches, followed by Yahoo! Sites with 3.6 billion and Microsoft Sites with 2.2 billion.
comScore’s ability to report qSearch data for September 2010 will not be impacted by recent changes in the search landscape, including the introduction of Google Instant Search and Microsoft’s powering of specific channels of search activity within Yahoo! Google’s introduction of Instant Search does not disrupt comScore’s ability to measure search activity consistently, but does introduce a new dynamic that will be addressed in our data collection methodology.
Facebook’s “Like” functionality arrived in the real world this past month in Israel when Coke added RFID bracelets (Radio Frequency Identification) to the company’s Coca-Cola Village summer resort event, making it easy for high school attendees to share their experiences instantly on Facebook. Throughout the Village’s 40+ experiences teens simply placed their RFID bracelets on “Like” placards to update their Facebook feed with a “Like” about a pool, spa, extreme sports, food and more all found at the Coca-Cola Village. Also, if teens were photographed by one of the event’s official photographers the RFID technology automatically tagged everyone in the photo and uploaded it to each relevant Facebook profile.
Every day the Village was open up to 650 people attended. Those 650 people each posted on average 54 pieces of Coke branded content on their Facebook profile, driving 35,000 Coca-Cola Facebook messages each day. Talk about amplifying an event!
Check out the video to see how it all worked. Huge “WOOHOO” to Coca-Cola Israel!
Facebook and Coca-Cola Bring “Like” To The Real World
you never know how strong you are
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Hulu generated more US ad views than any other online video property in June 2010, according to comScore VideoMetrix data.
Hulu Narrowly Beats Tremor
Americans viewed more than 4.3 billion video ads in June 2010, with Hulu generating the highest number of ad views at 566 million.
Americans viewed more than 4.3 billion video ads in June 2010, with Hulu generating the highest number of ad views at 566 million. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 524 million ad views, followed by BrightRoll Video Network (333 million) and Microsoft Sites (222 million).
Video ads reached 46.1% of the total US population an average of 31.5 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 24.2 during the course of the month, and reached 7.8% of the total US population.
Meanwhile, Tremor only averaged a monthly frequency of 8.2 ads per viewer per month, but reached a much higher percentage of the US population (21.4%, the highest among the top 10 online video properties by ad view).
YouTube Propels Google Success
More than 177 million US internet users watched video content in June, totaling 5.1 billion sessions and an average of 870 minutes per month per user.
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top video content property with 144.5 million unique viewers, followed by Yahoo! Sites (44.9 million viewers) and Vevo (43.7 million viewers).
Google Sites had the highest number of overall viewing sessions with 1.8 billion and average time spent per viewer at 261 minutes, or 4.3 hours. Hulu also had high viewer engagement with an average of 135 minutes (or 2.2 hours) per viewer.
Other Findings
The top video ad networks in terms of their potential reach were: ScanScout Network with 43.7% reach of the total US population, BrightRoll Video Network with 40.6%, and Break Media Network with 36.8%.
84.6% of the total US internet audience viewed online video.
The duration of the average online content video was 4.9 minutes, while the average online video ad was 0.4 minutes.
Video ads accounted for 12.2% of all videos viewed but only 1.2% of all minutes spent viewing video online.
Google Monthly Viewership Sharply Drops
Using different metrics, The Nielsen Company determined that after increasing 50.7% in May 2010, monthly viewership for Google dropped 30.9% in June 2010. Google slipped from fourth to fifth place in the monthly ranking of online video brands by unique viewer, with about 13.02 million unique viewers.
Conversely, ESPN Digital Network saw its monthly viewership grow 50.5%, putting it in ninth place with about 8.5 million unique viewers. YouTube retained its clear dominance with 101.1 million unique viewers, a slight 0.2% decline from the previous month. The number two brand Yahoo, trailed with about 26.7 million unique viewers, representing 10.3% month-over-month growth.
quotes to think about
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