Category Archives: Uncategorized

IKEA’s digital flea-market – increasing the no of touchpoints

Just a quick share. Ikea’s second hand campaign reaches customers on various levels:

1) Ikea displays to be in line with the growing sustainability notion of environmentally friendly products. In Ikea’s case through prolonging the products life cycle and thus reducing the immediate disposal. I am not going to start a discussion on the real sustainability of this; after all, environmental management is requires more than an extension of a product’s life to create measurable bottom line effects.

2) Increasing the number of touch points with existing costumers. Whilst the disposal of furniture is often a major hustle for customers; it has suddenly been made easier with the help of IKEA. By allowing customers to display their old furniture on IKEA web properties. The effect is manifold, customers get yet again in touch with the IKEA brand and receive a positive stimuli to purchase yet again IKEA but also, additional touch points are created with new customers to introduce them to the IKEA brand.

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advertising + context = information

The advertising age has just published their latest edition about big data and consumer shopping. In other words, companies, both online and offline, ramp up their data mining efforts to learn about consumer’s preferences, needs, wants and overall behaviour. Whilst marketers strive to improve behavioural targeting to reduce the invasiveness of advertising and increase the contextually meaningful placed information (advertising + context = information), it becomes clear that the privacy – vs. advertising data verge is continually growing.

Marketers need to understand, that consumers start to exercise their right for privacy stronger than in the past. Apps like Ghostery enable consumer to spot trackers online and with that gain some control over what they aim to disclose and what not. According to ghostery, knowledge + control = privacy, which is certainly well received in times of continuous NSA scandals and the flurry of big data discussions.

Marketers need to understand that with the increasing awareness of consumers about marketing or advertising tactics, contextually placed information becomes the corner stone to successfully engage with consumers throughout their customer journey. At the same time, one could think of an educational campaign to let consumers know about trackers, opt out possibilities and also the benefits of contextually placed information; e.g. to reduce advertising noise.

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New channel – old habits – let’s break lose

Have you ever wondered how marketing practices are developing? Well, look at the first ever aired TV advertisement by Bulgova in 1941. With tv being untouched for advertising purposes at this time, Bulgova marketers applied their classic billboard marketing to the new medium tv.

Decades later, we see the first banner ad popping up. In 1994 to be specified (more here: http://www.wired.com/thisdayintech/2010/10/1027hotwired-banner-ads/)

And now? We talk about SEO and SEM, however approach it from the same angle we approached print, TV and other traditional media. >Creation
>testing
>deployment
>feedback loop
Why don’t we marketers start breaking with old habits and apply new technology, new media and new channels in new ways? Shouldn’t we think more integrated, multivariable modeling and more subtle approaches to not only decrease unknown factors but also to use what digital offers us most – real time feedback and ease of trend predictions?

Let’s think about this… the future is now?!

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