Archive for July, 2011

“No longer people click on banners, prefer to look at the website of brands” says Vice President of Strategy at Wunderman, Thom Kennon. Because he believes that digital era is over. Now, it’s time for “post-digital” era with mobile tools in the pocket of consumers.

We live in a world that we, probably, never expected a decade ago. In today’s world, most of us live as being stuck on our smart phones that are regarded as the most important benefaction of today’s world. According toThom Kennon, today’s world is the off-spring of post-digital era. Furthermore, the USA, which is the cradle of marketing and advertising, is falling behind many countries in this new world order.

Let’s look at the history of advertising and marketing in the light of the explanation made by Thom Kennon. Certainly, the golden age of television channel in terms of advertising started in 1960. During 35 years from 1960 to 1995, people generally look at marketing and advertising very scientifically. However, commercial web appeared in 1995 and until 2010 marketing field which is called as “digital”grew.

In this process, for many people digital was the form of “below-the-line” marketing compared to television. Because it was offering cheap solutions like banner to brands. Then, websites were preferred to outdoor or printed advertisements and in the following years, brands and agencies started to establish digital departments and specializations.

However, today everything has changed, we’ve changed in that our preferences, interests and sphere of influence have changed. So digital advertising needed something different to influence consumers.

Another point emphasized by Thom Kennon is “mobile” channel that is regarded as a must in this new world order. In this post-digital process, we’ve definitely learned many various areas such as search, social media. For instance, social media has come on the scene as an open box of personality in that it has become possible to learn what people talk about, what they look for and what they wnat. More importantly, users have been able to control the messages. However, “mobile” has carried everything to a completely different point since mobile channel is everywhere from your bags to your pockets. So it is a vital point for marketers in order to touch consumer.

After all, we can consider such that mobile, search and social media are definitely the main path on which we are walking in the process called as “post-digital”.

Last month I mentioned Google “+1” button as a rival to Facebook’s “Like” button in one of my posts. The aim was to compete with Facebook’s “like” button. Although Google has unveiled Google+, it is still developing a  Google+ experience for businesses and is asking brands not to create Google+ profiles just yet.

In a post and the video below, Product Manager Christian Oestlien stresses that the Google+ team is still working to create a unique experience for businesses, especially for businesses  which require deep analytics. Google tries to connect Google+ to products like AdWords. As a result of this developing process, Google is asking businesses to put their Google+ efforts on hold.

On the other hand, there are several global brands which have already joined Google+ and these brands include Ford, Breaking News and Mashable. It is unknown yet when Google will shut down non-user profiles and how the process will work.

“The business experience we are creating should far exceed the consumer profile in terms of its usefulness to businesses,” Oestlien says in his post. “We just ask for your patience while we build it. In the meantime, we are discouraging businesses from using regular profiles to connect with Google+ users. Our policy team will actively work with profile owners to shut down non-user profiles.”

Therefore, brands have to be patient and wait for, probably, several months before stepping into Google+ to be able to experience all promised business features. Over the next few months, Google seems to launch a ‘small experiment with a few marketing partners’ in order to test the brand-oriented accounts. Meanwhile, Google Spreadsheet in which ‘non-user entities’ can apply for the program has been already opened up.

H&M is one of the stores that I cannot pass away without stopping in order to see the collections. Although H&M seems to appear everywhere around especially European city centers and in almost all shopping malls, it is most likely a dream to see an H&M store just on the beach. Have you ever dreamed about choosing your swimming suit in H&M situated on the beach? For example, let’s consider that you want to change your swimming suit or to wear a dress because your friend has just called you to meet him/her in the cafe near the beach immediately. Although it seems impossible to find an H&M store in the middle of the beach, the last campaign by H&M shows that a surprise might happen at any moment.

Continuing its collaboration with WaterAid this year, H&M popped up a temporary container store for a two day sale right on the beach, situated at the Hague’s popular Scheveningen seaside resort. WaterAid is an international NGO that provides access to safe water, hygiene and sanitation in the world’s poorest communities. H&M donated 25% of proceeds from the sale to the project.

The event not only marked the ninth annual collaboration between H&M and WaterAid but also featured the Swedish apparel retailer’s new ‘Beachwear in Shades of Blue’ line.

“Every purchase from the collection will help WaterAid save lives and lift people out of poverty,” said Caroline Whatley of WaterAid, when the line was introduced in May. “Since 2002, our collaboration with H&M has raised more than $2.4 million to support this vital work.”

Although each year H&M donates 10% of the proceeds stemming from sales of a particular bikini to WaterAid, this year an entire collection of beachwear is included in their contribution in addition to the dedicated event mentioned above.

According to a survey conducted by Campaign Asia Pacific and research firm TNS, the most popular top 3 brands turned out to be Sony, Samsung and Panasonic. In order to unveil the most popular brands in Asia Pacific 3,300 people in the 15-64 year old demographic were surveyed and respondents from Australia, China, India, Japan, Hong Kong, Malaysia, Singapore, South Korea, Taiwan and Thailand evaluated the brands in 72 categories.

It’s the fourth successful year for the leading Sony, which presented the first Asia-style bendable e-reader in May.

Howard Stringer, Sony’s chief executive saidOur brand perception, you’ll be happy to know, is clearly improving again,”. He also added “My foremost responsibility to the board and all of you is to further advance the transformation process, firmly establish Sony’s position as a global product, content and service leader in the networked digital era and ensure our continued development and growth,”.

Samsung, the South Korean electronics expert and worldwide Olympic sponsor, and Panasonic, its Japanese counterpart, which is going to build a green town in Japan, followed Sony by occupying the next two spots in the table. According to the results of the study, electronic majors from Japan and Korea seems to have still domination among all brands by sustaining their high positions from last year when they occupied the same positions.

Recently, Panasonic has signed a sponsorship deal with the Discovery Channel and UNESCO for a series that is planned to be shown in 170m homes across 15 Asian countries, including China, India, Indonesia and Japan.

The Top 10 brands lists:

1. Sony
2. Samsung
3. Panasonic
4. LG
5. Canon
6. Apple
7. Hewlett-Packard
8. Google
9. Nestle
10. Nike

The full Top 1000 Brands report and the complete rankings is to be read in the upcoming July issue of Campaign Asia-Pacific.

Starbucks  has just launched its app for iPhone. Not only the app introduces its popular Starbucks Card eGift feature on a mobile device for the first time but also combines the features of its two popular apps for iPhone and iPod touch: myStarbucks and Starbucks Card Mobile.

Now it is possible for customers to access their favorite Starbucks Card features, use the mobile payment capability, track their My Starbucks Rewards and custom Starbucks features in one app. Customers can send a mobile gift along with the new option.

Thanks to Starbucks Card eGift feature, customers can treat friends and family to their favorite Starbucks beverage, food or merchandise by sending a gift straight from their Apple devices. Customers can customize Starbucks Card eGifts with a personal message and send it to their contacts or Facebook friends list, for any amount between $5.00$100.00

Furthermore, it becomes possible for customers to find nearby Starbucks stores with Starbucks for iPhone by using the store locator feature. In addition to access food and beverage nutrition information, it allows customers to build a virtual beverage with the Drink Builder. Even a job search at Starbucks is possible with the app.

Finding new ways to connect with our customers and elevate the experience in and and out of our stores drives our continued growth in the mobile space. We’re inspired by our customers and their feedback on which led us to develop the new Starbucks for iPhone App,” said Adam Brotman, vice president, general manager, Digital Ventures at Starbucks Coffee Company. “Customers asked for the convenience of one app bringing together the features they love to use. Also, since the introduction of Starbucks Card eGift, we’ve heard people wanted a mobile version. With the Starbucks for iPhone App we had the opportunity to bring together a collection of great features, and we’re excited to offer this new mobile experience to iPhone and iPod touch users.

The Starbucks for iPhone App is available for free from the App Store on iPhone and iPod touch or at Starbucks website.

Last month Starbucks presented the similar app for Android.