Innovations in multi-channel communications: 12 brilliant examples

Tesco Korea’s virtual store

Probably the world’s best implementation of QR codes so far. Tesco Homeplus figured out a way of gaining market share without the need for expensive new stores, while at the same time helping time-poor commuters to do their shopping more efficiently. Brilliant.

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How different age groups interact across the social web

A cool infographic from Community 102 that looks at how different age groups interact on the social web.

It shows that the most active social media age group is 35 – 44 year olds – quite surprising when you think about it – and that of the millennials (those born between 1978 and 1994) 75% have created a social networking profile.

Unsurprisingly it also reveals that teens on Facebook make three times as many wall posts as older Facebookers and have double the number of friends as those in their 30s and 40s.

Worth following: 13th Lab & augmented reality marketing

The explosion in smartphone and tablet sales has challenged the imaginations of creatives to come up with marketing ideas tailored for this space. Along with location-based marketing, augmented reality (AR) applications, which allows the virtual world to be layered onto or interact with the real world, have really come into focus for many brands, from luxury companies to small businesses.

Marketers are trying to engage consumers with relevant content and interactive experiences making the most of the wow factor of this relatively new communication tools. The question is, can AR marketing manage to grow into something truly useful for both marketers and consumers or will its hype fizzle out like cheap champagne? Continue reading

Movement marketing in social media

I have recently come to realise the immense potential of movement marketing in social media. Movement marketing essentially means connecting your brand with a growing movement, good cause or some kind of cultural idea that might excite your target market.

In doing this, you can extend and reinforce your brand’s values, allowing customers to relate to your brand more as they relate to people, who have personalities, passions and values.

A recent good example of this is Google Chrome’s “It gets better” campaign, where they celebrate the awesomeness of the web by encouraging gay people to make videos with uplifting words for gay teenagers.

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Clever campaign for Doktor Proktor And The End Of The World. Maybe.

Who said books are losing the battle for children’s attention?

Have a look at the video about the very clever ad campaign for the children’s book Doktor Proktor And The End Of The World. MaybeTry Advertising Agency created a museum exhibit of life size monsters called Doktor Proktor’s Sensational Collection of Animals You Wish Did Not Exit.

The exhibition, taking place at the Natural History Museum in Oslo, gave the ‘Moon Chameleon’ and 23 more animals in the book each their own ‘story’ and broke all attendance records for an exhibition at the Museum. Meanwhile, the book topped bestseller charts – the first Norwegian children’s book ever do to so. Via.

7 digital media trends to follow

Super-investor Warren Buffett claims many social media firms are overpriced. If this is true or not will largely depend on how social firms and brands are able to capitalise on the below essential social media trends. Undoubtedly, the level of integration some brands have in social media is set to deepen. But how?

1. Social commerce and monetisation

Brands will look at how to get a return on their interaction when they have the fundamentals in place. Connecting e-commerce sites to social media accounts has been a tactic taken by several brands to date. However, you can expect to see a rise in f-commerce (Facebook commerce) where brands fully integrate online stores with their Facebook pages, enabling fans to buy products without having to leave the social network. Online fashion giant ASOS was the first European brand to set up shop on Facebook at the start of the year, and Dove and French Connection are reported to follow suit.

 

2. Mobile and location connected experiences

With large-scale mobile payments in the horizon some places and an increasing number of people owning smartphones, the coming years will be all about location and shopping on-the-go. The launch of Facebook Deals in January further enables brands to offer users real-time rewards and offers. For brands and agencies working with them it will be key to find a way to best use mobile services to offer offline and online experiences that complement each other and that add to the user’s brand experience. One focus will be to find a working model that allows brands to reward users who regularly “check-in” or mention the brand in social media updates with personalised deals.

 

3. Branded content

As people have become accustomed to seeing and ignoring online ads, and adding filters, branded content is an important trend for the coming time. Creating bespoke branded content that succeeds to enhance customers’ social media experience and offer value to them will be vital for smart brands wishing to stay ahead of the game. Fully integrating the content across all social media platforms, along with links back to the brand’s website, so that the customer experience is unison, will also play a key factor in engaging with consumers.


4. Consumer content curation

With an increased number of tweets, Facebook updates, blog posts and news articles, people are looking for ways to filter the rapid flow of content coming their way to a manageable size. ShinyShiny has previously written about social curation sites like Paper.li and Flipboard, and similar services can be expected to appear on the market in the coming time. Most of these filter content based on popularity, so for professional content creators like customer publishing agencies, it will be essential to produce quality content that has high sharability, as well as reach out to key influencers, to ensure the content does not get stuck behind such curation filters.

 

More bargains to the left? Roger that.

5. Group buying

The rise of Groupon and other deal sites is a sign of what is to come in e-commerce. In a time of austerity, people’s desire to obtain a ‘good deal’ and buy products or experiences at highly discounted prices will continue to grow. For publishers and brands it will be key to find a way to capitalise on this, either by launching their own group buying services or partnering up with existing sites.

 

6. Video content

Producing quality video for online distribution is becoming less expensive and more accessible. It is also arguably the most engaging way for brands to connect with consumers online. With people and companies using management platforms like Brightcove as well as video hosting sites like YouTube and Vimeo, we will see a growth in this sector.

 

7. Social gaming and online currency

Social games are a favourite past-time for many of Facebook’s 550k strong community and will continue to grow in popularity. There are already some games on the market with elements of brand connection, like Pet Society, as well as the entirely branded game Me to You: My Place, thought to be the first branded Facebook game in the UK. As micro-payments become more accepted we can expect more brands to enter the social gaming market over time.