This week in digital marketing news, it’s all about the customer. With augmented reality, new ways to generate customer loyalty, and the growing trend of experiential marketing – there’s nothing off the table in the evolving customer journey. Read on to keep up with the latest industry news, and to hear Olapic’s earned content perspective in the world of marketing and advertising.
OLAVIEW: AUGUST 12, 2016
Customer experience: The holy grail of marketers. Over the past couple of years, this discipline has become a critical focus for brands across the world. From shifting to a so-called “customer centric” marketing strategy, to investing in new technologies, marketers have kept extremely busy redefining entire customer journeys and looking for innovative ideas to create more seamless and relevant experiences.
Last month, Forrester Research, one of the world’s leading insights companies, published the US Customer Experience Index 2016. This benchmark report, aimed at Customer Experience (CX) professionals, reveals compelling details on how emotions and perceptions can strengthen loyalty. And the conclusion is clear: How customers feel about using a product or service has a more significant impact on loyalty than the use or the experience itself.
More specifically, one finding particularly drew my attention when I read the report: CX has a wider marketing perimeter than previously thought, and we may just be scratching the surface of its potential.
What does this finding tell CX marketers today? Quite simply, engaging through inner emotions and interactions could perhaps result in the most positive customer experiences. Marketers can’t control every single step of the production or service delivery process, nor can they be there during a product or service consumption. But, by adding a touch of humanity to the mix – reaching out to what makes us sentient beings – might well be the tactic that ultimately secures customer loyalty, and as such, ROI and advocacy. Advertising professionals and agencies – particularly those working above the line – have played with all sorts of emotions and connected with their audiences using this concept for many years. It is high time we applied this to other areas of marketing.
Marion Jourdan, Events Marketing Manager EMEA
Given the gigantic size of their user base and all the tidbits those users share, Facebook holds the key to a big data goldmine. Surely, Facebook must be using that data to solve the world’s problems, right? To understand the divisive political issues that plague us, or the demographic differences between countries of the world, or opportunities to help those in needs. Well, maybe they are, but in this article from the Washington Post, I learned about a lighter, more trivial, big-data project the social giant tackled: What’s the difference between dog people and cat people? The social giant came to some interesting conclusions through the study, including some that confirm stereotypes among the two groups, but perhaps more interesting is the method used to do the study.
Facebook used image-recognition technology to determine what photos contained pets. This technology is similar to what Olapic employs to determine which photos will be most successful for a brand’s marketing efforts! WashPo even quoted our own, Luis Sanz, Olapic co-founder & COO, who said, “If many of your pictures contain dogs, I can probably include you in an audience group that likes dogs without you having to take more actions.”
Think of the power that exists to have a computer auto-process millions of images with the efficiency a human could never possess! At Olapic, we love to use that type of technology to arm our clients with earned content that drives advocacy, engagement, and revenue.
Justin Berger, Director of Demand Generation & Marketing Operations
How to create lasting impact from immersive brand experiences [Marketing Week]
As I’m heading to a music festival this weekend, I thought it would be interesting to take a look into how brands are leveraging mass-participation events. Of course, festivals and immersive brand experiences came up straight away in my Google search. I find it unsurprising more brands are seizing these events to drive experiences as, after all, what are people looking for from festivals? – fun and joyful moments with their friends that take them away from the day-to-day lifestyle and leave them with pleasant memories to recollect.
Using this method is how smart brands are taking advantage of festivals, and other events alike – by grabbing people’s attention in a moment when they are free from stress and more open to try new things. The Co-Operative, for example, is currently running a campaign that combines experiential and influencer marketing. The brand is doing so by touring festivals, UK city centres, and having a presence at major cultural events to give away recipe boxes containing the ingredients for people to make a mystery dish at home and share their creation on social media using the hashtag #unpredictablesummer. Not only is this a great way for the Co-op to attract attention, raise awareness and reach new audiences for the Co-op’s branded food, it also encourages people, who are all possible influencers, to get involved in the campaign by taking a photo of the meal created and share this piece of user-generated content with their own audience.
Whilst the article discusses other great experiential marketing examples, one thing that’s important to keep in mind is such activities can be very immersive and effective on the day the public takes part, however, they will only be as successful as the effort expended in their follow up. One-off campaigns still don’t make the cut, especially if the campaign is taking place somewhere like a festival where people are exposed to all sorts of varied and surprising activities. Therefore, it is crucial that any brand wanting to experiment with these types of events, finds a way to keep conversation with their audience going. For example, consider leveraging the visual content created around the campaign and making use of this content for further promotion, or by continuing to deliver similar experimental and immersive activities, throughout the year.
Ana de Jesus, Senior Marketing Manager EMEA
Catching Pokemon is just the tip of the iceberg of kids starting to interact with the world of augmented reality. A new app called Osmo Monster, is an intuitive app where kids ‘co-create’ things like drawings and photos alongside a digital furry friend that helps bring their creations to life. The creators of Osmo wanted to combine the current fad of augmented reality with old school tactile drawing to create what they call, “Walt Disney moments,” to children growing up around screens. The app, using a whiteboard, prompts the user to replicate an object shown on screen. After the user completes multiple sketches, they are then shown a parade of their art set to music. The Osmo Monster still has some skills to learn when it comes to correctly connecting digital and reality but for now, thanks to Pokemon, the AR movement has become the norm and will continue to grow.
Corri Love, Senior Manager of Enterprise Marketing
La Croix has been around for almost 30 years, most of which were spent under the radar. Last year, this product grew to become a breakout hit. Lightly flavored, sugar-free, carbonated water wrapped in a can was EVERYWHERE.
Why has this brand been so successful? Americans started giving up soda, and La Croix is a pretty great substitute. Bottled water currently dominates the market, but sparkling water is growing faster. La Croix pounced on this fact and offers over 20 flavors so consumers never get bored.
Due to the growing popularity with all kinds of people (from sports fans to hipsters) things like “the La Croix wall” in the Williamsburg Whole Foods has actually become a destination. More than that, there are now even cakes in the shape of a La Croix case of water – no we’re not kidding. Since La Croix is starting to make its way into the hands of Millennials, it looks like it’s starting to evolve into a lifestyle brand. With tons of people spreading their love for La Croix on Instagram and elsewhere, the brand is booming from the free marketing. Can’t wait to see what they do next!
Justine Winkler, Manager of Customer Marketing
Thanks for reading, and tune in bi-weekly for the following OlaView. Have a fabulous weekend!