http://www.emarketer.com/Article.aspx?R=1008336

The profusion of touchpoints, which Forrester calls the “Splinternet,” means that businesses need to develop cohesive systems to support each one. “It is no longer about channels,” an SVP of a major airline told Walker. “It is about the customer life cycle across everywhere we touch them.

That means driving personalized and linked offers across email marketing, social media, display marketing, company Web sites and mobile applications, according to Walker.

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=146551&nid=124806

The program let people send samples to friends and family via Kleenex.com and through signups at more than 900 participating retailers in the U.S. and Canada. They could also send virtual Kleenex tissues to Facebook friends, but the million were all actual tissue packs, said Amy Popp, Kleenex brand manager.

“We set out to retake softness superiority in the category,” Mr. Smith said. “So we developed a program behind the claim that Kleenex is America’s softest tissue. … We essentially enabled 1 million consumers to become ambassadors for the brand.”

Kleenex promoted the social sampling via TV, print, digital and social media advertising from WPP’s JWT andmedia shop Mindshare, both New York. TV and digital ads appeared to produce the most activity, Ms. Popp said.

Read Full Story Here

Mobile advertising is at the center of Cartier’s multichannel “Winter Tale” campaign, which asks consumers to follow a panther cub through a winter wonderland of the luxury brand’s seasonal offerings.

Read Full Article via Mobile Marketer Daily

http://www.mobilemarketer.com/cms/news/advertising/7951.html

HPNOTIQ, the blue liqueur made of vodka, natural tropical fruit juices and cognac, launched a unique online campaign targeting 21-34 year-old women planning get-togethers.

In the process, the company became the first sponsor of a sharable Evite widget, paving the road for a new ad medium for the invitation-sending Web site.

The Hauser Group created HPNOTIQ’s campaign on Evite.com, which featured the sponsored widget, an event invitation template and interactive banner ads.

The HPNOTIQ-branded event invitation template contained pop-up recipes for five HPNOTIQ drink mixes, while rich-media banner ads, driving users to HPNOTIQ.com, matched women with the best HPNOTIQ cocktail based on clothing preferences, among other traits.

The brand’s goal was to position itself as the perfect drink for a girls’ night out.

The widget was a smart marketing tool because it can be shared on social networking sites like Facebook, MySpace and Friendster, serving as a real-time event countdown that’s emblazoned with HPNOTIQ’s brand identity.

The campaign took the Hauser Group three months to create, one month to produce and stayed active for five months.

“When building this first-ever countdown clock widget and invite for Evite, we worked through a few technical programming issues to ensure its exportability to social networks like Facebook and MySpace,” said John Padgett, vice president/media director of Hauser Group.

“The Evite/IAC group was highly collaborative in working out the kinks, and the HPNOTIQ invite was an overnight success as hosts selected it as their invite of choice, and then further spread its use and visibility by posting it to other social sites,” concluded Padgett.

§  Shoppers Trust Media Sites

§  KURT HANSON‘s RAIN newsletter reports on good news for radio stations looking to continue their web revenue growth. A recent HARRIS INTERACTIVE survey writes that the data “seem to indicate that web users are more likely to buy products advertised on media sites than on web portals or social media sites.”

§  HARRIS INTERACTIVE and THE ONLINE PUBLISHERS ASSOCIATION also discovered that 8% of nearly 3,000 respondents actually purchased a product after seeing an ad for it on a media website. That’s in comparison to 5% on web portals and only 2% on social networks.

§  What tipped the data in media‘s favor was users believed that media sites only ran ads from “reputable advertisers.”

§  “I imagine there’s a screening process that allows only the best of the best to advertise,” one respondent told the survey.

§  “The point is that content matters and brands matter,” said OPA Pres. PAM HORAN.

A newly released report, the 2009 Foundation Research study, shows that 83% of adult respondents say their time with either radio or the ‘Net increased or remained the same in 2008; compared to TV at 76% and print at 79%.

Radio continues to perform well because it adapts to a listener’s lifestyle, accompanies them throughout their busy day and isn’t demanding of their time, radio marketers opine.

And, listinening to the radio does not limit media consumption.

Of the adults surveyed, 36% listened to radio while surfing the Internet. Radio/internet multitasking is above average for adults 18-34 (39%), working adults (39%), women with children (43%), working women (44%) and business executives (41%).

More facts about radio’s compatibility with the Internet:

Usage patterns for radio and the internet indicate that there is a lot of opportunity for simultaneous exposure throughout the day.

·    Web surfing occasions occur throughout the day with 31% of adults on-line between 6-10am, 43% between 10am-3pm and 39% from 3-7pm.

·    Radio’s tuning patterns were similar with 56% of adults listening between 6-10am, 43% from 10am-3pm and 39% from 3-7pm.

Radio can enhance brand awareness while promoting an advertisers website.

·    45% of adults surveyed reported that a radio ad prompted them to search the internet for more information, while 35% typed a website address in their browser after hearing it on the radio.

·    Of the 45% indicating radio had influenced web surfing habits, 62% were prompted to visit a company’s website in the past 6 months to learn more about a product or service.

“Clearly radio will increase an advertiser’s return on investment by increasing brand awareness and will drive motivated consumers to their website,” Gary Belgrave, President of the Radio Marketing Board, said of the report’s findings.

For more information about the Foundation Research study visitwww.rmb.ca.

Released at the Radio Advertising Bureau’s (RAB) Management & Leadership Conference, this report shows that unaided recall was 4.5 times higher, and aided recall was more than 2 times as high, when consumers were exposed to 1 radio and 1 Internet ad versus 2 Internet ads alone.

It appears that combining visual with audio cues enhances memory. The report also indicates that a mix of radio and Internet exposure has the potential to encourage more interaction with the brand (web site visits and emotional bonding).

The study reviewed existing data on radio and Internet advertising to determine how the two media interact. Quoted from the study, below are some findings on the way Radio and the Internet may work together in a media mix:

* Both radio and the Internet reach light users of other media
* Radio and the Internet connect with consumers differently and in potentially complementary ways
* Radio can drive traffic to websites
* Radio and the Internet have unique reach patterns, and that can make them work powerfully in combination. On a daily basis, Radio and the Internet together reach 83 percent of the 18-54-year-old population
* Consumers often use Radio and the Internet simultaneously, with up to a third of Internet usage being accompanied by Radio listening during some times of the day

Michael Orgera, Vice President, Director of Research, Universal McCann, said “… With so many media choices and so many ad messages… understanding how radio and the Internet together can significantly boost advertising attention levels is a tremendous advantage when creating a multi-platform campaign.”

Source: http://www.radioadlab.org/

Mobile touch-points
Mobile presents an opportunity to develop an ever-increasing, positive customer relationship experience and encourage loyalty. Let us take a look at some of the touch-points on this journey:

• For those new to mobile, a good first step is to use the channel to deploy service messages, such as providing useful information – alerts, notifications, events and product recall/updates – about recently purchased products.

For example, a major financial institution is using such technology to push alerts to its customers when their checking account balance is below a user-defined limit.

• Next, organizations can evolve to executing marketing or promotional messages, including managing personalized communications with a user community, including loyalty programs, as well as initiate cross-sell and up-sell opportunities.

One daily newspaper is using technology to send mobile alerts to customers when their classified ads are about to expire, in order to renew them. Some customers could receive emails, others SMS, and yet others could receive both, depending on how they opt into the process.

• To evolve the channel even further, mobile can also be used as a call to action, using the WAP push functionality.

For example, WAP push messages can embed a personalized URL enabling the consumer to shift directly from the mobile channel to a personalized Web or WAP site.

A global electronics company, for example, is using WAP push campaigns to support “fan clubs” where customers with special interests, such as soccer, can access relevant, targeted information about new products, services and downloads, while also gaining access to online activities including sports-themed music, games and videos.

Another marketer is using WAP push messages to send to prospects after cart abandonment, with a link back to its WAP site to complete their purchases, often with a special, customized incentive.

• Mature marketers are now offering the mobile channel as a “preference” choice, which is a natural way to extend the channel as part of the marketing mix.

For example, a smartphone developer can provide a Web page where users can choose which channel should be used for specific communications purposes, offering mobile as a choice along with email, Twitter and Facebook for product updates, service notifications and other important news.

At every touch-point along the way, marketers are using mobile as a means to further engage their customers, from sending product information updates all the way to using mobile as the main communications conduit.
Each one of these efforts goes beyond simple campaigns and coupons. This, in turn, is creating greater customer acceptance and trust for the channel as it continues to become an increasingly valuable, effective component of the overall cross-channel mix.

Source: http://www.mobilecommercedaily.com/five-mobile-touch-points-for-customer-relationship-marketing/

Stephan Dietrich is president for North America of enterprise marketing software vendor Neolane, Newton, MA. Reach him at stephan.dietrich@neolane.com.