DIGITAL WALLETS AND THE CASHLESS SOCIETY

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It seems crazy to think of living in a world without any cash or coins, where we use our mobiles as digital wallets for purchasing goods and services…This world is in fact not to far away.

Denmark is set to become the first nation to make cash payments obsolete with the government hoping to get rid of the option to pay by cash in stores by as early as 2016. (Stores can decide that they only want to accept card/mobile transactions as payment)

Currently its estimated that a third of all Danish citizens prefer to use the Danske Bank’s official app, Mobile Pay  to pay for services and transactions and thus the governments proposal is set to be met with little opposition.

As for Australia we too are not far behind according Australian National University Professor, Rabee Tourky, who believes that cash could be phased out within a decade, predicting that cash would be replaced by an Australian government issued digital cash app. caash
BUT WHAT DOES THIS MEAN FOR US AS DIGITAL MARKETERS

Firstly and most obviously is digital marketing strategies for Mobiles will become of paramount importance.  Digital cash will coincide with more online shopping so developing engaging, user friendly, informative and functional mobile friendly sites will be an essential part of a digital strategy.  A blog post I did a few weeks ago highlighted poorly designed mobile websites were a strong contributing factor for poor conversion rates for online retailers.

Secondly we are going to have a lot more BIG DATA available to us.  This is a clear opportunity for companies to analyse mobile data and engage more directly with consumers. Marketers can extract enormous value from as access to personal data (little bit scary) location based information and spending habits.  This ultimately leads to highly targeted product and promotional offers.  How crazy would it be if you were shopping at Chadstone and retail stores you’d previously bought from could send direct product/promotional messages to your phone when you were in the vicinity.

How do you feel about the potential move to a cashless society?
Do you see any barriers in relying on digital wallets?
How do you feel about privacy?

SOURCES

 Cash could be phased out within a decade. (2015, March 3). Retrieved May 28, 2015, from http://www.anu.edu.au/news/all-news/cash-could-be-phased-out-within-a-decade-anu-expert

Zielinksi, C. (2015, May 8). Denmark to become first country in the world to make cash payments obsolete. Retrieved May 28, 2015, from http://www.news.com.au/finance/economy/denmark-is-set-to-become-the-first-country-in-the-world-to-make-cash-payments-obsolete/story-e6frflo9-1227346193452

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Life Is More Fun When You Play Games.

This is to COOL not to share with you guys.

I came across what i believe is a really great example of an airline using digital marketing to create customer value. ANA Airlines (Japan) has developed a new consumer engagement app called TAKE OFF MODE. Yes I’m one of those travellers who gets really nervous with flying 😦 BUT IM NOT ALONE According to ANA’s research 72% of Airline travellers get nervous when flying furthermore they found they top ways to relax were through music and puzzle games. The result this GAME. Take a Look

I think the ANA brand has really seized on a meaningful moment of engagement with flyers. It’s not interrupting and broadcasting to consumers, but partnering with them.

I have noticed more and more brands using GAMES to create customer value. Metro extended the branded content experience of Dumb Ways to Die by creating an addictive game to promote the rail safety message to its target audience of ‘Younger consumers’. Mc Donald’s created the Drop into Macca’s Game offered which offered free food and prizes for those who excelled in their addictive game.

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The reason behind this approach to content creation goes much deeper than simply entertainment purposes. By creating an addictive game which we love, BUNDLED with information, prizes, freebies ultimately pull consumers into the branded content.This kind of friendly relationship building, resonates positively with the type of brand consumers are gravitating towards these days.

Do you think Organisations creating addictive games to promote their brand and drive customer value is good idea ?
Are there any other examples which you love?

Thanks for reading guys 🙂

Sources

ANA – Takeoff Mode (In-flight Footage) (2014 December 11) (Video File) Retrieved From https://www.youtube.com/watch?v=2chKQNsNEgU

GOOD OLD COLLINGWOOD FOREVER THEY KNOW HOW TO MARKET DIGITALLY!!!

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The Collingwood Football Club is something I hold close to my heart and I’m sure all sport fans in the MKF3881 cohort would agree that when there team is going good or bad our allegiance will never waver.

There are many reasons for such deep rooted loyalty, but the CFC does something better than all AFL clubs and its not play footy (especially this year)…its online content generation.

The impetus for the clubs cutting edged ‘2015 digital strategy’ according to their CEO is to “give fans unprecedented access to the inner sanctum of club, to drive a deeper engagement with the players and the brand”

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Their creation of compelling digital content- features behind the scenes footage of the day-to-day running and operation of the club and showcase the lives of players outside the footy field. (Collingwood take fans inside the operating theatres where a player might be getting a knee reconstruction, it takes fans into the players home, it shows their pre game prep, post game emotions and recovery and provides updates on training, injuries and upcoming match days -DAILY)

All this content is distributed via there website and Mobile app (which has over 100,000 downloads already). The research indicates that when supporters engage with Collingwood- 65% of the time their watching video with the majority done on mobile.

The advantages of such clever online interaction is

– They have greater control over their brand image as opposed to relying just on TV broadcasters.
-Avenue to connect all supporters any where in the world on practically a 24/7 basis
– By developing deeper level of engagement it increases the potential Monetization of the fan relationship by
attracting new fans and selling more products.
-Encourages new Sponsors seeking to sell on these attention driven platforms

Overall Collingwood recognised that Digital Marketing will ensure that the biggest and best club in the land remains so, despite the weaker on field performances.

GO PIES 

What do you think about Collingwood’s Digital Strategy?
Would you develop deeper engagement with your sport team if they took this initiative?
Is it enviable that other sport clubs/AFL teams will follow this digital strategy?

SOURCES 

Collingwood Footy Club Announces “UNRIVALLED” Digital Coverage for Fans. (2015). Retrieved May 20, 2015 From http://www.bandt.com.au/media/collingwood-footy-club-announces-unrivalled-digital-coverage-for-fans

Brand profile: Love it or loathe it thats what Collingwood FC wants. (2013). Retrieved May 20, 2015 From https://www.marketingmag.com.au/hubs-c/brand-profile-collingwood-football-club

Digital Marketing In The Sky

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Aeroplanes represent the one place where you can literally disconnect from the world…from work, emails, social media even your parents lol, well not anymore ! Mobile devices & tablets are now constant travel companions with consumers and now more than ever consumers are seeking to stay connected while they are in transit

This Infographic (from 2012 -bit outdated) exemplifies this…with 97.8% of people taking a wifi enabled device with them on their travels, with 80% saying they use it all the time.

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Combined this with the fact that more and more airlines are implementing cellular roaming and wifi on board flights means that we can now be connected anywhere in the world even 30,000 feet above the ground. Consumers can now keep their friends and family posted about their flight, the quality of service, food and inflight entertainment offered.

Although Inflight connectivity remains an elusive touchpoint, Airlines are investing big dollars to implement this service.

The important question is what it means for digital marketers?

For me personally, If Airlines continue to invest in technology to make this a reliable platform in terms of its connectivity across countries and connection speeds marketers could have an unprecedented opportunity to capitalise on a massive audience while it flies. For example marketers could place advertisements in the form of pre roll video ads, or alternatively they could sponsor the airline to make inflight connections cheaper for consumers. Google for example sponsored a number of US airlines to provide Free Inflight Wifi over the holiday season, which directed people to their browsers- clearly a smart move from the company.

But not all airlines are onboard (pardon the pun) the inflight wifi train. Qantas firmly believes that while it may be viable for domestic flights, International flights don’t have the same demand with people embracing the fact there not connected according to their research.

Anyway whether you like it or not, its inevitable that we will all be soon digital connected in the air, and thus there are clear opportunity’s for marketers to make a splash

Some key questions

Would you purchase inflight Wifi during a long flight overseas?
Would you fly one airline over another if one offered Inflight wifi service and the other didn’t?
How else could marketers exploit this platform?

Sources

Mobile Habits Put Marketers In Flight, Retrieved May 5, 2015 From http://www.emarketer.com/Article/Travelers-Mobile-Habits-Put-Marketers-In-Flight/1009817 (Infographic and information source)

Thanks for reading guys, 🙂

Staying Ahead of the Mobile Experience

I have noticed that there have been a number of blogs in relation to the dramatic rise in smartphone use and its associated benefits for digital marketers . I myself purchased a sport jacket off News Balances mobile store, a process which took all but five minutes HOWEVER one thing that hasn’t been focused too much on our blogs this semester is whether E-retailers are converting all this smart phone traffic into smartphone transactions 

From my research it seems unanimous that brands are under delivering on this key metric, conversions present us as digital marketers a key challenge that we will need to address.

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Some Facts

– Only 22% of companies are satisfied with their E commerce stores conversion rates

–  Traffic and cart additions rose significantly vs a year ago, However 9 out of 10 smartphone carts were abandoned (This goes to show there is clear user experience and friction in the checkout process) leading to high abandonment rates.

-payments are found to be a major pain point for customers- the fact that many mobile sites need you to register as a user reduces the chance of conversion

-Poorly created mobile sites with excessive Zooming, Pinching and Scrolling add to user frustration.

NEW BALANCES MOBILE SITE IS ON POINT HOWEVER

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The process to purchase the jacket was simple, the site was configured perfectly (i didn’t have to zoom,pinch or excessively scroll) and i didn’t have to sign up to New Balance rather put in my PayPal details and click accept.

Yes Mobile traffic is increasing but we haven’t yet effectively capitalised on the opportunity’s and this the challenge for digital marketers.

CAN YOU GUYS THINK OF ANY SITES THAT WERE SO FRUSTRATING YOU ABANDONED YOUR PURCHASE?

DO YOU THINK THE SMARTFONE WILL ALWAYS BE A ‘RESEARCH TOOL’ FOR CUSTOMERS RATHER THAN A ‘PURCHASE TOOL’?

Thanks For Reading 🙂

Sources

Sterling, G. (2015) As mobile traffic surges, e retailers need to dramatically improve experience. Retrieved 4 May, 2015 From http://marketingland.com/e-commerce-smartphone-traffic-grows-269-pct-90-pct-of-carts-abandoned-127153

http://www.newbalance.com.au/men/clearance/apparel/182000,en_AU,sc.html

From Zero to Hero

During my marketing class last week, I heard the most counter intuitive theory that inspired me to write this weeks blog.

The theory was called the Service Recovery Paradox. The theory essentially means that when a brand intiatiates  a positive service recovery  it can cause a level of customer satisfaction/loyalty, even greater if no service failure happened in the first place CRAZY RIGHT .

When i think about social media platforms like Facebook and Twitter, We can all agree that they have to a large extent shifted market power away from brands and given it to the consumer. An angry Facebook post or parody video on You tube such as (United Breaks Guitars) exemplify that consumers now take charge of public discussions about the brands they use.

However its not all negative. Brands on social media now have a real time view on whats happening with their brand, through customer comments you can start to learn about issues with products/services more quickly than ever before. But more so if theres a complaint you can effectively implement your service recovery processes to hopefully resolve the issue and generate a positive response.

This is highlighted with Woolworth’s and how they turned negative social media feedback into positive PR.

A Woolworth’s customer posted a long rant about the disappointment he had with avocados he bought from a store. He suggested that  Woolworth’s weren’t living up to their reputation as the ‘fresh-food people’  and posted the image.

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This initiated a clever response from Woolys.

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While the avocado incident had the potential to cause a wave of negative comments about consumers purchasing old produce hurting the brand mantra, Woolworth’s swift and light-hearterd response triggered a domino of applause. Consumers went on to create memes and statuses that highlighted the company’s brilliant way  to deal with the complaint.

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This incidence demonstrates two things for us as future digital marketers. Firstly negative feedback is not a total disaster and can become seen as an opportunity to connect with the customer base and enhance the brand (The service recovery paradox theory).

Secondly within the digital age, managing a reputation is much more demanding!

What do you guys think about the Service recovery paradox theory?
Is there any other examples of brands turning complaints into opportunities?

SOURCES

Mauceri, R. (2015) Woolworths Turns Negative Social Media into Positive PR, Retrieved April 26, 2015 From http://www.mondaq.com/australia/x/370718/Social+Media/Woolworths+turns+negative+social+media+feedback+into+positive+PR+for+its+brand

WHO DOESN’T LOVE A PIGGYBACK

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The power of digital marketing has been a consistent theme in all our blogs Last week seen I presented a Pecha Kucha on the brilliant campaign of Dumb Ways To Die which exemplified how clever branded content combined with effective digital platform integration can send a message viral.

Today I look at another way brands can send a message viral. Brands can utilize social media as vehicle for driving brand publicity though the use of PIGGYBACKING

Piggybacking or Newsjacking can be defined as the art of jumping on popular news events or stories for marketing and advertising purposes, with the ultimate aim of generating publicity and media coverage for your brand.

There some key criteria for brands to follow if they are to effectively Piggyback an item.

The first principle is SPEED, time is off the essence, you cant piggyback off old news that’s not talked about anymore.

The second principle is to make your campaign RELEVANT. There is no point posting a message on social media about an event if its not going to encourage engagement within your target audience.   Furthermore your message may be correct but if it does not align with your brand values you can end up doing more damage than good.

The final principle is EXECUTION. A brand that excelled on the first two principles but failed on execution was American Airline Delta. Delta wanted to jump on the 2014 soccer world cup-an event that draws mass attention and costs around 50million to sponsor. Delta saw it as an opportunity to generate publicity for their brand at no cost. The world cup aligns brilliantly to Delta Airlines due to the brands international appeal (people fly all over the world to go to the World Cup, however their execution was poor.

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The issue? Theres no giraffes in Ghana !!!! This spawned a large amount backlash on twitter people labelling the brand as racist and ignorant, Delta Airlines apologised.

However an example that effectively “Piggybacked” was the Salvation’s Army Anti Abuse Campaign , ‘On The Dress’ The infamous dress posted on February 26 set the world in a spin , questioning whether it was black and black or white and gold.

In an effort to highlight a bigger problem the Salvation Army used the dress in a Public Service Announcement to stop abuse against women. The black and blue controversy was the perfect vehicle to drive the message home.

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The Result….. The Add surpassed the 15 million reach mark just 24 hours after the tweet.

We live in an over message, attention fragmented world, cutting through is difficult and often requires the creation of something Remarkable. Staying on top of current trends, news and points of intrest provide another avenue for brands to create engaging relevant messages that can send their brand viral.

Do you think expensive sponsorships as a marketing strategy will be relevant in the future or will Piggybacking continue to rise in popularity due its creative, inexpensive and timely impact ?

Can you think of any Piggyback Hits and misses ?

Thanks Robbie.

SOURCES

Deans, J. (2015, March 5th)  The Dress Meme Adapted for #Stopabuseagainstwomen, Retrieved March 22, 2015 From http://www.theguardian.com/media/2015/mar/06/the-dress-meme-stopabuseagainstwomen-ad-salvation-army-south-africa

Kohrman, M. (2014) Delta Airlines Loses the World Cup: What Do Giraffes have to do with Ghana, Retrieved March 22, 2015 From http://www.fastcompany.com/3032004/fast-feed/delta-airlines-loses-the-world-cup-what-do-giraffes-have-to-do-with-ghana