Is this a new website, or is it a new magazine?
Even collecting the latest issue of your favourite magazine or catalogue from the mailbox at the bottom of your driveway is becoming a thing of the past as online versions become the more popular method of consumption. The difference is that these are not websites – they’re applications that are delivering this exciting new technology to your mobile devices!
Your tablet is now the perfect and increasingly popular device for viewing magazines, catalogues, brochures etc, and not just viewing them, but the ability to purchase the product of your choice without leaving the couch! Download the app of your choice and open the publication. It looks like a magazine or catalogue, except it has moving pictures, video, sound, animation, the ability to ‘click and buy’ on the spot, or redeem coupons and special promotions only available to loyal customers (like you) who have their app on your tablet (or mobile device).
These apps exist, and Jag Creative is creating them for our clients. You can already download others from the App Store or Google Play.
Gary Richards says it adds a whole new dimension to the way we communicate with customers – providing them with a new way of shopping when they want, how they want – and not forcing your brand on them.
“It’s an invaluable new resource for engaging customers, building loyalty and driving repeat business – and they can interact with you from the comfort of their couch while watching TV, in the kitchen while preparing dinner, or in the shed – not stuck in the study behind the desktop computer, or fighting your way through a retail store and waiting in queues.
“It is never out of date, as a printed catalogue would be when an item runs out of stock, or the prices change. The app automatically updates with new content whenever you need it to. The trend is for your smart device to automatically update apps as they become available.”
“This means that any new promotions, updated pricing, notices, news and fresh content are automatically delivered to your customer’s tablet or smartphone,” says Gary.
“It is literally a whole new, and very cool and simple way of navigating your online shopping experience.”
For more information about how we can implement this relatively inexpensive and exciting new technology into your business, give Gary a call now on 09 370 0474 or email me.
1 in 5 marketing emails are blocked by spam filters, and probably others are filed in the "to read later" box or deleted out of hand… so how do you get your message across when people, frankly, don't give a damn?
According to the ‘Australia and New Zealand Email Intelligence Report’, by email intelligence firm Return Path, reaching the inbox is tough enough for Australians, and its even tougher for Kiwis:
"Australian email marketers scored 74 out of 100 on Return Path’s rating system, performing well against key reputation measures of complaints, unknown users and spam traps. By comparison, New Zealand marketers scored 40."
So what to do about it? Three things…
- Maintain the integrity of your database by emailing people who have opted in; that is they have subscribed on your website. To begin with, your list may be small but the quality will be excellent and it will grow.
- Start by not sending people emails they don't want. Marketing firms send emails about marketing, accountancy firms send emails about accounting and… well, you know what I mean – what is relevant and important to you isn't necessarily so for your clients and subscribers. So mix it up a bit. By all means, be informative. Use your expertise to provide content that helps your clients and subscribers in some way shape or form, but give them some variety on the menu. You can do this by aggregating content from other sources - content that is informative, entertaining or educational but completely off your traditional beat. I saw a real estate agent's newsletter the other day with some real estate advice (namely how to prepare your house for sale), but she also had a recipe for pavlova and advice on what vegetables to plant in February. A wide variety of topics will have wider appeal.
- Click throughs are the real gold. Click through rate is the percentage of people who click one of the links on your email. By sending a variety of content and offers to your subscribers, you will be able to measure who is interested in what. When you understand what people click through on, you will be in a better position to segment them in to different database. I have a client who sells environmental testing equipment. Some of their customers clicked on air testing offers, and others on soil testing offers. By segmenting the database into those who are interested in air quality and those in soil quality - as well as other segments - we can dramatically increase click through rates by between 300 and 600 per cent.
The world is not going digital, it is digital… and if you’re in marketing or communications, this is good news because it presents an opportunity to engage your audience with some really powerful marketing innovations.
In the past, most marketing communication was one way via various types of print media like magazines and newsletters, billboards, television and radio (though it could be argued radio was a bit more interactive than most).
Effective digital marketing however combines technology and technical skills, creativity and strategic thinking to develop campaigns that engage your customers and potential customers in ways that are still being dreamed up.
First off though, it’s important to get the basics correct – like making sure your website works on a mobile device.
According to the 2011 US consumer Mobile Movement survey, 71 per cent of smartphone users that see a TV, press or online ad, do a mobile search for more information.
We know those are American statistics, but experience tells us New Zealand won’t be far behind.
Key to digital marketing is that it offers you multiple ways to add value and functionality to your customers that goes beyond pushing ads at them. Your customers will pay attention if what you’re saying or doing is relevant to their lives in some way, shape or form – and digital marketing delivers it in spades.
Now you can provide them with useful information and compelling stories when they come looking for it. You can offer cool app solutions that help them do things better, faster and more efficiently – like tell how good or bad their night’s sleep was, find the nearest bargains or scan a QR code of a product for more information.
The world is your oyster when it comes to digital marketing, but it is key to package your marketing with professional design, compelling photography and engaging stories if you want to ensure cut through, credibility, functionality and engagement.
Talk to the team here at Jag about how we can help you develop marketing that is relevant to your customers.
Coca Cola has launched its content marketing campaign with a Coca Cola website that looks like a magazine. On the face of it, that might seem like a bizarre move for a company that sells sugar water.
You would think that a consumer soft drink is the last kind of product that would have a need to publish informative and educational content, but Coca Cola knows something a lot of people still haven't caught on to yet – people are turning off 'sales jingles' in favour of substance.
Nobody wants to be exposed to communication that has no relevance for them. Time is too short and life is too fast to sit through meaningless ads. If you have something to say, make it matter or don't say anything at all.
Red Bull have perfected this content marketing approach in the extreme sports niche. The company generates a massive flow of reports, documentaries, profiles and stories across channels like video, print and the web.
Coca Cola is doing the same by telling stories about the people and places it's involved with – cricket, an orphanage in India and human trafficking in Georgia... Coca Cola is bringing us human interest stories from around the world – ordinary people, extraordinary people, places and sights we might not normally be exposed to.
It's far more interesting than a Coke ad, and its also making me aware of how Coke crosses cultures and affects people's lives across the planet. The Coca Cola site is worth spending time with.
That's what content marketing does. Content marketing makes it worth your customer's while to invest some time in what you've got to say, because it is going to inform, educate or entertain her in some way.
At Jag Creative we create content marketing campaigns that help you attract attention with compelling articles and interesting stories and we publish them across multiple channels.
Build profile, establish market presence, and retain customers by becoming interesting. Your customers will want to spend more time with you because they like your company. After all, everybody loves a good storyteller.
Expect company websites to become the centre of an organisation's marketing efforts in 2013, as content marketing increases its share of the marketing budget. More conventional marketing campaigns - including television, radio and print media advertising – will focus on driving traffic to the organization's website.
I would suggest that the heart of any campaign to drive more traffic to your website is a good opt-in strategy. What value can you offer your audience? Preferably at no cost.
White papers are popular, as are reports, eBooks, apps, tip sheets and checklists - to name just a few.
Once you have your offer and a mechanism for capturing email addresses and first names, you can promote the offer across multiple channels, not just via the Internet or social media.
Here are some channels you can use to drive traffic to your website (remember to have an attractive opt-in strategy):
- Radio, magazine and newspaper advertising
- Pay-per-click Google campaigns and their equivalents on LinkedIn and Facebook
- Vehicle and other signage
- Direct mail
I probably don't have to mention more because by now you'll see what I'm driving at.
Conventional marketing channels still have a place, but it's good to think about using them in a different way to the traditional promotional way of doing things - utilise traditional marketing promotions and advertising to give-away free stuff, with the objective of growing your database.