B2B Mobile Marketing: 5 Companies with Campaigns You Can Learn From

B2B Mobile Marketing: 5 Companies with Campaigns You Can Learn From

The best way you can improve your mobile marketing strategy is to learn from the mistakes and success of others. Luckily, we’ve got 5 examples of stellar mobile marketing campaigns that will steer you in the direction you need to go. While not all of these campaigns are B2B-oriented, the strategies involved will be just as effective when your target audience is a company instead of a single consumer. Now hurry up – there are sales to be made!   Make Your Print Content Mobile FedEx has their own in-house publication designed to educate consumers on business trends and promote global connectivity. Unsurprisingly, those goals are far easier to achieve when you’re releasing content in a digital format, which is why the brand’s Access magazine is being released in app form. The fact that smartphone users now spend an average of 86 percent of their mobile device time in mobile apps makes this decision even smarter.   Embrace Interactive Ads Static banner ads are outdated and ineffective. Pop-up ads were the next iteration of internet advertising, but how often have you just clicked the “x” in annoyance without looking at the message? HBO’s marketing department took a different approach when they partnered with Variety and Flixster’s apps for an interactive ad that saw users leaving bloody fingerprints on the screen each time they touched it. When virtual blood is dripping down your smartphone’s screen, you can’t help but be interested. The campaign was in support of HBO’s show True Blood, which saw a subsequent jump in viewership of 38 percent.   Use Content to Expand Your Market Computer giant...
How ACT Fibernet committed a brand suicide!

How ACT Fibernet committed a brand suicide!

December seems to have become a month that is jinxed to the Chennai city but no matter what the people of Chennai has always emerged out as brave survivors. The cyclone nicknamed Vardha was a big blow to the city’s infrastructure, especially to the telecom & broadcast networks. The storm destroyed most of the telecom network irrespective of the brands, while some of them were steadily prepared for such a calamity, most managed to recover in a day or two after learning a lesson; most but one arrogant brand that crossed the limits of all arrogance – ACT Fibernet. The move to disconnect all customer support lines both on call & sms was a brand suicidal. To make the matter worst they foolishly send out false commitments on emails & SMS assuring customers an ERT (Expected Repair Time) of 24 – 48 hours regularly. Ofcourse most of the consumers still crying foul after 11 days since the unfortunate storm. This whole episode showcases 2 major learnings – ACT Fibernet failed in a clear disaster management planning – They were so foolish & naive no to be prepared for such an eventuality which definitely accounted for their loss in the form of infrastructure damage but also costed their commercial subscribers some serious business damages with no internet connectivity. ACT Fibernet committed a Brand Suicidal by cutting off customer service lines – Yes! as the complaint flow started to grow steadily as the storm subsided they were arrogant enough to disconnect all the communication lines & let their subscribers cry foul on over the internet & social media networks.   During a crisis like this, a...
Is Google Allo to take the messaging platform by storm?

Is Google Allo to take the messaging platform by storm?

Google Allo made its grand foray into the chatting realm a few days ago. It is right now the new kid on the block, but the day isn’t far that it takes over the messaging platform and makes its rivals a matter of history. Currently available on Android and iPhone, Allo has not ventured into desktop or tablet yet. The million dollar question now is – Allo or Whatsapp? While some may argue that it is too early to tell who the clear winner is, Google’s ingenious entry is quite promising. As search is Google’s forte, Google Assistant resides in the app, making it easier than ever to make personal queries and search the web. Unlike its counterpart Whatsapp, Allo can suggest smart responses based on Artificial Intelligence, saving you a considerable amount of time. In addition, you can also summon the Assistant in your private chats, without having to navigate through your browser app as is the case with Whatsapp. This complete integration of web search to the conventional messaging app proves to be efficient and gives it an edge over the current go-to.       And let’s not forget about the new feature of SMS relay, second only to the residential Google Assistant. In case of Android, you can send SMS free of cost to friends that are yet to install the app, along with a download link that redirects them to the play store. Here it is worth noting that Allo is unlike other messengers (read Whatsapp) that mandate the installation of their apps first. Bored of the basic emojis on Whatsapp? Allo comes with...
To promote Virtual Reality, Facebook adds 360 degree photos

To promote Virtual Reality, Facebook adds 360 degree photos

The user-friendly successor to 360-degree video is on its way to News Feed, but nothing’s set for Instagram yet. In its campaign to become the go-to platform for interactive and Virtual Reality content, Facebook will begin rolling out 360-degree photos later this month, according to Oculus executives. These are orb-like pictures that you’ll be able to look around in with a Virtual Reality viewer like Oculus, or pan all around in on the desktop or your phone. Facebook launched 360-degree video last year, and it appears to be a hit. This week the company released a list of its most popular 360-degree videos to date, most of which had over 10,000,000 views. The most popular — which was calculated by time watched, not by total views — hit 18,000,000 views. However, what becomes clear after looking at the list of the most popular 360-degree videos on the platform is that there is no content from, well, normal people. Media companies like ABC and sports teams like FC Barcelona dominate the charts. That is in part because uploading 360-degree video is not the simplest process. It requires a 360-degree camera to capture, which typically cost at least a few hundred dollars, or tens of thousands for a higher quality alternative. 360-degree photos lower the barrier for most people to begin uploading 360-degree imagery of their own, because 360-degree photos can be shot using only a phone. “You can take a panorama and upload that, or use a specialized 360 photo app,” said Eugene Wei, Oculus’ Head of Video. Like Facebook’s 360-degree video, 360-degree photos will primarily live on the News Feed....
Digital Marketing Spend is increasing but where are the skilled strategic marketers?

Digital Marketing Spend is increasing but where are the skilled strategic marketers?

Though digital marketing budgets are growing in 2016, there are signs of frustration among marketers when it comes to winning boardroom and organisational battles. Our seventh annual Marketing Budgets Report 2016, sponsored by Oracle Marketing Cloud, was published this week. The survey of almost 500 company and agency marketers reveals some important trends… 72% are increasing digital marketing budgets First things first. The outlook for digital marketing budgets is very promising, with 72% of respondents ready to spend more in 2016. As you can see from the chart below, the proportion of respondents planning to increase digital budgets has been fairly steady for the past five years (rising from 67% in 2011 to 74% in 2012). However, last year (2015) does stick out slightly as a high watermark, with 79% increasing budgets and only 20% holding things steady. But are digital marketers battle-weary? When asked to identify barriers to digital marketing investment, 33% of respondents admitted that ‘company culture‘ was one. In 2015, this figure was only 24%. Looking more closely at the organisational attitude to digital marketing spend, it seems marketers are a little less bullish than last year as to whether all the battles have been won. A smaller proportion of respondents think they are working towards cohesive CX, breaking down silos, securing boardroom buy-in (a significant drop from 71% to 57%), reserving budget for innovation, or breaking the distinction between digital and traditional budgets. On the positive side, 54% of respondents are planning to recruit more people into their digital team in 2016 – this is an increase from 51% in 2015. Has paid media spend...
Digital media to tap 27% of $538 bn global ad spending: report

Digital media to tap 27% of $538 bn global ad spending: report

The spend on digital media is set to grow on account of greater use of mobile, social media and online video, a new report said Carat, a global media network which is part of media and digital media marketing communication firm Dentsu Aegis Network, said in the report that digital media is expected to account for 27% of the total advertising spending in 2016 and is likely to touch 29.3% in 2017. The markets where digital media has become the primary medium for ad spend too is growing. The new entrants to the list of 12 markets are Hong Kong and Estonia. The US, Germany, Taiwan and Austria are predicted to join this list in 2018. “The strength of digital media continues to be the dominant element in the growth of the global advertising expenditure whilst TV spend remains as the foundations of our industry. As advertising becomes more data-driven and complex, it’s crucial to move rapidly to navigate and meet the needs of the digital economy and this is reflected in the innovative capabilities and approach we provide to our clients,” said Jerry Buhlmann, chief executive of Dentsu Aegis Network. Growth prospects for the Indian advertising market will continue to remain high due to the India T20 Cricket World Cup and the state elections, with estimated growth of 12.0% in 2016 and 13.9% growth in 2017, the report said. Unlike other BRIC markets such as Brazil, Russia and China, advertising expenditure in India continues to accelerate. Television advertising revenues are expected to grow by 12.3% in 2016, supported by strong spending from e-commerce companies and consumer product brands....