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Archive for the ‘Marketing Technology’ Category

Jul

by Brandtailers

If you’ve visited our Brandtailers office you probably noticed that we have books everywhere. All on marketing and advertising. We’re fanatical about staying ahead of the curve, so we read a lot.

But, if you only have time to read a few books over the summer, how do you choose from Amazon’s 33,000 titles in marketing, advertising, and social media? Ugh.

We filtered through our library and found what we believe are today’s five best books to read. They offer you a well-rounded understanding of the latest consumer preferences, marketing strategies and technology need-to-knows. Hopefully you’ll have time to devour a few. (Oh, and for those of us who spend more time in their cars or at the gym than sitting with a book, there’s always Audible.com)

1. DON’T MAKE ME THINK – Steve Krug

Although it’s a couple years old, it’s still the best book on what makes a great website. It’s written in plain, and downright funny, language. We often give it to clients as gifts. It’s not for programmers. It’s for the rest of us.

2. TRIBES – Seth Godin
Seth hit another home run with Tribes. He took what is happening in the world of marketing and applied it to basic human behavior. By the time you finish this short book, you’ll feel like you’re viewing the world through a whole new lens.

3. THE NEW RULES OF MARKETING AND PR – David Meerman Scott
David just revised this book with new updates, so make sure you get the latest edition. It has the best examples of how things have changed for marketers, along with the new rules of engagement. It’s simple, useful and inspiring.

4. TRUST AGENTS – Chris Brogan and Julien Smith
For anyone who has spent a year or more in social media, this book may seem a bit simplistic. But the overall message of how trust drives today’s world of marketing is the most important and valuable take away. It makes you want to be a better person (and marketer).

5. WEB ANALYTICS 2.0 – Avinash Kaushik
OK, maybe sections of this book get into a little too much detail, but you can skip those parts. Avinash is so entertaining in the way he explains current web technology, you’ll be chuckling while learning. Don’t be afraid of the title (or his name).

What books would you add to this list?

Tags: Avinash Kaushik, books, Chris Brogan, Consumer Behavior, David Meerman Scott, marketing strategy, Marketing Technology, Seth Godin, Social Media, Steve Krug, summer reading
Posted in Consumer Behavior, Marketing Strategy Research, Marketing Technology | Leave a Comment »

Jun

Will Hulu’s New Subsciption Program Kill Traditional TV?

by Brandtailers

The on-demand web video site Hulu announced a new subscription service Tuesday called Hulu Plus, which will allow users to unlock full seasons of premium shows on ABC, NBC and FOX across a variety of new platforms for a flat monthly fee of $9.99. This includes a growing library of 120 seasons of TV and 2,000 episodes, according to Hulu.

While the business world debates Hulu’s business model, we marketers are looking at it as one more significant move that will put television as we know it in the grave. Especially because Hulu is offering its new service in mobile formats on the iPhone, iPad and iPod Touch, as well as select Samsung internet-enabled TVs and Blu-Ray players. It will also soon offer Hulu Plus service on PlayStation 3 and X-Box 360, as well as devices from Sony and Vuzio.

Advertising space will continue to be sold, which means Hulu is adopting Cable TV’s strategy of collecting fees from both advertisers and subscribers. But advertisers will soon be able to geo-target specific messages to specific audiences in specific areas making their ad dollars much more cost-effective. And millions of people have already said they’re willing to pay $9.99 a month in order to watch almost any show they want anywhere, anytime, on any media player.

But don’t throw your TV set away. After all, antique shops are always looking for classic oldies. Your 72″ screen may someday become a valuable relic.

Tags: hulu, hulu plus, ipad, iphone, television
Posted in Consumer Behavior, Marketing Technology, Retail Marketing | Leave a Comment »

May

Why You Should Understand Foursquare

by Brandtailers

If you don’t understand what Foursquare is, you’re just like 98% of all Americans. Feel better now? But you probably should know what it is and a bit about how it works, so you can understand its implications for the quickly emerging power of what we call geo-location and geo-targeting services.

Most people know what OnStar is. Or even Lo-Jack. They’re computer and satellite driven resources that know how to find your car in case of trouble. Take that concept and put it on your mobile phone. Then look at your phone as having the capability of being OnStar or Lo-Jack headquarters, where you can see where everyone in your network is. Real time.

But say you have a lot of friends. And you only want to know where those geographically closest to you are. Just use your phone to “check-in”, sharing where you are (i.e. Kung Pao China Buffet). The technology Foursquare offers lets your friends see that you’re there. You can also see which of your friends are there, or at another place close by. Like maybe within four square blocks of where you are. Get it?

Then get the restaurants, movie theaters and retail stores involved and allow them the opportunity to entice you in. They’ll offer free food, special coupons, and even ego-centric virtual power trips like making you the “Mayor of Kung Pao China Buffet” with extra little perks. All because you frequent that establishment more often (or just first). There’s more to it, but this is enough to give you what you should probably understand.

So, who cares you ask? For now, only about 2% of America. But think about the implications of this technology being at everyone’s fingertips. Very Big Brotherish, but also very convenient. Now, think about what will happen when Facebook takes it and runs with it, which they intend to do very, very soon.

Stand by. It’s only just begun.

Tags: foursquare, geo-targeting, Marketing Technology, mobiletagging
Posted in Automotive Marketing, Consumer Behavior, Location Based Social Networking, Marketing Technology | Leave a Comment »

Apr

If Your Website is Your Best Sales Tool, What’s it Worth?

by Brandtailers

Imagine that you’re moving your company to a new office space. You have the opportunity to let it say everything about you that you want your customers, business associates, and vendors to know. You spend time with an expert contractor coordinating improvements. You work on room designs with a space planning specialist. You use your IT guru to ensure your computers, phones, etc. will operate effortlessly. You do this because when it’s finished you’ll have work space that not only helps your company’s productivity, but also defines your brand for every visitor to see.

Now, replace this office space design process with your website development process. These days, there’s not much difference. You’re just replacing tangible brick and mortar with virtual space. But if you consider which of these walls and roofs more people visit, you’ve figured out the true value of your website.

So back up for a moment and ask yourself, “How much am I willing to pay for experts who know how to turn a cookie-cutter office space into my company’s brand?” Chances are good you’re willing to pay more than a few dollars. So, why, when your website is your opportunity to show your unique brand, would you settle for one that has nothing unique?

Interesting paradox, huh? Websites are much less expensive to build than they were just a few short years ago, but if you want to make yours stand out, to represent your brand and do a big part your selling for you, you’re going to have to pay for some real experts. Not just programmers who know html, php and css, but designers and brand strategists who know how to represent your best assets online. And writers who know how to take the hundreds of keywords necessary to help your site show up well in search results, and incorporate them into enticing content that flows seamlessly.

Websites like this are not just necessary for e-commerce businesses, they’re imperative for any business that wants to take advantage of the wonderful benefits the web has to offer your brand. It’s a new way of thinking, isn’t it?

Tags: digital agency, website development, website fees
Posted in Marketing Strategy Research, Marketing Technology, Retail Marketing | Leave a Comment »

4 Responses to “If Your Website is Your Best Sales Tool, What’s it Worth?”

Daniel P. Mitchell says:

May 25, 2010 at 11:14 am

Makes perfect sense. But unfortunately today’s business is being run from the bottom line backwards. Thus the key motivator is cheap and cookie cutter is cheap. Now creative solutions will have way more impact because so much competition is still scared. You certainly nailed the truth. Truly good luck and persistence in selling it to your clients. Dan
Bertram Dandrow says:

June 15, 2010 at 12:28 pm

Hi thanks to you for the last post.
Aaron Weiner, CPM, CCIM, LEED AP says:

June 21, 2010 at 9:44 am

I think you meant paradox, not parody!
Brandtailers says:

June 21, 2010 at 9:52 am

Oh my gosh you’re right! Thanks for the catch Aaron

Apr

How Can Geotargeting Help Your Business?

by Brandtailers

Facebook is diving into the Geotargeting world. Google already has multiple tools tied to this technology. Foursquare and Gowalla are the current internet hotties, mostly because the strength of their location-based API’s are so intriguing. But what does this mean and why should you care? Well, for one thing, it takes the vastness of the internet and localizes it for business and personal use.

Case in point. You’re driving around an area looking for an interesting restaurant. You’d love to have a library of options at your fingertips but too many choices, especially irrelevant ones, are just as useless as none at all. So you push one simple button on your mobile phone and maybe add in the price range you’re looking for. And, oh, you’re in the mood for Thai food. As Emeril would say, BAM! You have the top options right there on your mobile phone, along with reviews. But that’s only the beginning. You also see who you know that’s eating there right now, how long the wait is, and what the specials are for that evening. And because your phone knows where you ate last night, last week, last month, it gives you a comparison in terms of how much you spent, and how many people who ate at the other places you ate at also ate at the restaurant options currently showing on your mobile phone.

This is a basic Geotargeting service that’s been around for a few years now. In the tech world it’s no longer a big deal. But the most important part of this technology is just now being realized, as people become more and more overwhelmed with the vast amount of information available to them (usually for free) online. When it comes to needing/doing things locally, this takes the online world and narrows it down to something as small as a neighborhood block.

Stop for a moment and think about how that can help your business. This technology not only allows them to find you, but you to find them. Hmmm…. Opportunity? We think so.

Tags: Facebook, foursquare, geo-targeting, gowalla, smartphone
Posted in Consumer Behavior, Marketing Technology, Social Media | Leave a Comment »

7 Responses to “How Can Geotargeting Help Your Business?”

Brandon Yanofsky says:

April 15, 2010 at 11:48 am

This opens a door into a whole new area of marketing. I couldn’t see how a local business could use non-traditional media before, but this changes everything.

And as a consumer, it will finally be easy to decide on a restaurant with friends.
Tyson F. Gautreaux says:

April 24, 2010 at 3:55 am

I totally agree with Barbara’s comment. Thanks for sharing such an informative article with all of us. I’ve bookmarked your blog will come back for a re-read again. Keep up the great work.
B Mews says:

May 25, 2010 at 8:48 am

What about businesses besides restaurants? I agree the web is great for eateries, but what about retail?
Score orange county says:

May 25, 2010 at 8:52 am

Being present in consumers’ mindset is a constant opportunity for businesses. So far only big brands have really embraced and leveraged location based targeting.
It would be interesting to see what are the field experiences you have witnessed for smaller businesses. How this new geo targeting will impact branding and marketing budget?

@score114
Brandtailers says:

May 25, 2010 at 8:57 am

B Mews you are definitely right. Retail stores can benefit from geo-targeting just as much as restaurants can. It seems to be most popular in the restaurant business right now, but I agree that it will become quite popular with retail stores as well.
Brandtailers says:

May 25, 2010 at 9:03 am

Score orange county – We are currently seeing a slow adoption to geo-targeting from (surprising enough) automotive dealerships. Many of our clients’ customers have “checked in” to the dealership when they have come in for service for for a new car purchase. But it will be interesting to see what other small business make use of this service as well.
Veronica Brothwell says:

May 29, 2010 at 3:29 am

This is a great article and so true! I have seen some of the positive results as my friends, that are frequenters of the service, get rewarded at places they check into most at. I’m excited to see how other businesses that adopt the service will implement it.

As a consumer my only concern is how much the almighty Google knows about me, but have learned to just come to terms with it as I’m not about to give up Facebook, Twitter or the rest of my online addictions.

Mar

QR Codes – Coming Soon to Just About Everything

by Brandtailers

You’ve seen them. They look like something from The Matrix. You may not know what they’re about, but their popularity (and cost effectiveness) is growing quickly. From a commercial perspective, it’s called “mobile tagging”.

QR is short for Quick Response, because they can be read quickly by a mobile phone through its camera. They are used to take a piece of information from a transitory media and put it in to your cell phone – this can be links, videos, text, photos and more.

QR codes are generally more useful than a standard bar code because they can store much more data. Most smart phones can scan and convert them in milliseconds. (Don’t have a smart phone yet? You will)

Why put a QR code on a T-shirt? So people can scan it and find out everything about you that you want them to know. Age, lifestyle, job, favorite color – you name it.

Why put it on the window of a car for sale? So all the info a manufacturer and/or dealer wants the consumer to know about that car is delivered in the very best way. Video, audio, whatever. It’s the ultimate salesperson perfected via modern technology.

Ever been house shopping? You drive by a house and pick up a flyer, if they’re not already gone. You want more information than what the flyer tells you, and you want it while you’re in front of the house. So you scan the QR on the mailbox. Boom. 360 walk around, info on offers already made on the house, details way too long to fit on a flyer but still wanted by the potential buyer. It’s all right there.

Yes. Very sci-fi. But just like most other technology, it’s coming at you whether you want to embrace it or not. So why not be an early adopter in your industry and benefit from the additional business that will no doubt be waiting for you?

For more information you can check out QR at Wikipedia.

Tags: Marketing Technology, mobiletagging, QRCodes, quickresponse, smartphone
Posted in Marketing Technology | Leave a Comment »

2 Responses to “QR Codes – Coming Soon to Just About Everything”

Tom says:

April 4, 2010 at 10:53 am

I love QR codes. I used them to send my boyfriend on a quest around town for his birthday. Each of the QR codes contained a google maps link that directed him to the next clue via GPS. The only issue, iPhone and iPhone 3G have a hard time reading the small ones. That issue was resolved with the new camera on iPhone 3Gs though.
Brandon Yanofsky says:

April 8, 2010 at 4:19 pm

Is this good or bad? Yes, it will be great for a consumer. But this just makes it that much easier for the government and other people to keep track of our identities.

I don’t necessarily think this is a bad thing, to no longer live a private life. But I know some people may think so.