If you live in New York, chances are that you know what Seamless.com is, or at least you have walked by a restaurant that has the seamless sticker on their window.
Seamless.com is an online delivery service, that enables the users to order food virtually from any restaurant in their neighborhood and have it delivered to their homes, all payments including the tip are done online before ordering. Sounds great right? having literally thousands of options to choose and all from the convenience of your mobile device.
But with that many options, how do consumers know which food would they like? or how does the food look? after all, eating is as much as as a visual experience as it is about taste. What if before trying a new restaurant or a new dish you could see online how that meal is cooked? wouldn’t that mitigate the risks of ordering food in a new place? as attractive as this may sound to the consumers, Seamless.com hasn’t used much video in their advertising campaigns, they could leverage of this type of restaurant (their partners) generated content and used them to create a series of fun and interactive online videos.
The videos could be edited on a 1 min ad and be distributed among several online media outlets, social networks and even on their own website. This way they would be empowering their partners by sharing their content, showing their consumers how the food they order is made, and lastly doing something more interesting than their current subway banners.
Yesterday I read two very interesting articles about how the landscape of social media marketing was going to play out this year, the first one by Michael Price for the Huff Post and the second one by Roger Katz for ClickZ (find the links at the bottom)
Both authors talk about what they expect is going to happen in social media marketing in 2015, they have great points and also slightly different angles. But more interestingly they both agree in two trends:
It’s not free: Social media is exponentially growing in budget allocation among the biggest brands. If you saw the 2015 Super-Bowl ad of Coca-Cola you should know that they spent + $4 MM in a 60 second ad that seeks to support their whole upcoming 2015 digital strategy; so try to figure out how much money they are investing in social media marketing. If you are new to the social media game or if you are not being successful at it, I suggest you stop thinking of social media as an intern’s role and plan to invest heavily on it.
Content is still the king: With new social channels appearing everyday, companies are struggling to be present in all of them (and with relevant content), this is driving many companies to hire agencies to produce their contents. In my opinion this is a huge mistake, content seats in the middle of any digital marketing strategy, and outsourcing it is only gonna diminish its quality. If you want to be a star or keep being one in social media you should strive to produce content that’s truly meaningful and informative for your audience.
If you want to learn more about the 2015 social media trends I recommend these two great articles:
Is Digital Marketing better for branding or for direct response campaigns?
In the early years of the Internet (I know this sounds like a biblical quote) the tasks consumers did online were restricted to a handful of activities, the favorite one and still heavily used, was sending and receiving emails. People got to their offices at 8 am and started sorting thru a bunch of emails, some work related, other offers from tech savvy companies and even some news feeds from content providers like AOL or Yahoo.
Back then someone figured out that companies could send their direct marketing correspondence to the emails they had in their databases and save the money of printing and sending huge catalogs by traditional mail, from then on the applications provided by the internet for direct marketing have been mind blowing! From sending millions of different mails to your different target segments in seconds, to developing a programatic campaign to target a zip code with an special regional offers thru their mobiles, the possibilities have become endless.
And what about branding? Well with the proliferation of social networks as a type of media a new channel of communications has been opened, and in this one the audience not just listens but also speaks back. Brands are using the social networks to interact with their costumers and promote their products and services, examples like CocaCola evidence that if done well Digital Marketing can become the ultimate tool for branding.
Like the name of this blog suggests, the trends show that the consumer will become a constantly connected individual and that all marketing applications will be online rendering the current concept of Digital Marketing to become the concept of Marketing.
“Nowadays TV is digital, with apps like Pandora and Spotify radio is also digital, and all the newspapers and magazines have a digital version, so it’s pretty hard to put a wrap into the definition of Digital Marketing” … with an intro very similar to this, my Digital Marketing Professor Jeff Loechner tried to draw a picture for the class of the break from traditional media to digital media, and the transforming role marketing is playing.
In the era of the Internet and digital media the channels for brands to approach the consumers are multiplying every single day, think about how many social networks do you know about, how many apps do you use, were do you check your emails, where do you watch your favorite TV shows? … The list of questions is long and in all of those places brands are present.
If the term “The Internet of Everything” has been coined, with the meaning that the Internet is taking a larger role in our lives and everything is connected, shouldn’t us the marketers start thinking on how to leverage on those trillions of touch-points that are going to be generated? Shouldn’t we start thinking in the “Marketing of Everything”?