Archive for the ‘Social Media’ Category

infographic-babies-born

It should be taken for granted that 9 of 10 phones sold are high-end devices. There is a growing number of smartphones in today’s fast-moving world. Each passing day more people are accessing the web through a mobile device than through computer and more Android mobiles are activated than babies born. So mobile search queries has grown five times more in the past two years. According to statistics, almost quarter of all searches comes from mobile devices (20% of all telecom, 30% of all restaurant, 25% of all movie searches).

in-the-toilet

A recent survey of global TV habits has indicated that nearly one in five people uses a smartphone to watch television in the toilet. The researchers also has revealed that consumers are increasingly watching programmes ‘on the go’ : 16% use smartphones in the bathroom and 10% watch shows on a tablet in the toilet.

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android-vs-app-store

Apple filed a lawsuit against Amazon for false advertising. Their claim was that Amazon was improperly using the App Store trademark to promote Amazon’s Android Appstore and misleading users by branding the Appstore for Android. On Tuesday, Jan. 1, 2013, Amazon won the battle over the term “app store.” According to U.S. District Court Judge Phyllis Hamilton, Apple did not provide enough evidence for their claim.

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Judge Hamilton wrote, “Apple has failed to establish that Amazon made any false statement (express or implied) of fact that actually deceived or had the tendency to deceive a substantial segment of its audience.” The judge continued with, “The mere use of “Appstore” by Amazon to designate a site for viewing and downloading/purchasing apps cannot be construed as a representation that the nature, characteristics, or quality of the Amazon Appstore is the same as that of the Apple APP STORE.”

However, this is only a part of the whole story, just one claim out of six that Apple has against the major online retailer. Apple’s complaint has been going on since March of 2011. The rest of the claims are in regards to trademark infringement and those claims have not been decided on yet.

Kindle-Fire-HD

The Android Appstore began when Amazon started selling applications for the Kindle Fire and other devices running Google’s Android software. According to Apple, they filed many complaints to Amazon before taking legal action. They reached out three times, but Amazon did not respond. This led Apple to file the claim in the courts.

“Permission marketing turns strangers into friends and friends into loyal customers.” 

Today’s fast-moving world with ever-improving technology has changed marketing dynamics completely and reversed almost all values generally accepted up till today. As the marketplace for advertising gets more and more cluttered, it becomes increasingly difficult for marketers to attract the attention of consumers that becomes an important asset to be valued. From now on, consumers call the shots as they have a great power in their hands: not paying attention.

Philip Kotler, world-renowned marketing guru, in his book “Marketing Moves” (2002) states that the power has shifted from companies to consumers. He says that today the consumer is king and he/she has the power of deciding whether he/she will give permission to receive company information and advertising. Now, the challenge that marketers is facing is to persuade consumers to learn more about a company and its products. So, a new form of marketing based on permission is not only changing the landscape but also affecting the other forms of traditional marketing. Within this respect, Seth Godin declares that we are entering an era that’s going to change the way almost everything is marketed to almost everybody.

The “Permission Marketing” concept stated by Kotler was coined and popularized by internet marketing pioneer Seth Godin in 1999. By recognizing the new power of the consumers to ignore marketing, Godin defines Permission Marketing as the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. He states that treating consumers with respect is the best way to earn their attention. Since permission marketing talks only to volunteers, it guarantees that consumers pay more attention to the marketing message that arrives in an expected, appreciated way. And over time, marketers create a mutually beneficial learning relationship. As Godin puts into the words, “It serves both customers and marketers in a symbiotic exchange.”

However, there is a fine line between real permission and presumed or legalistis permission. Although permission does not have to be formal, it has to be obvious. Just because a company somehow get your email and you don’t complain does not imply it has permission. Just because it’s in the fine print of the company’s privacy policy doesn’t mean it’s permission either. Real permission works like this: if the company stop showing up, consumers complain and ask where it went (Godin, 1999).

Permission Marketing is mostly used by online marketers, email marketers and search marketers, as well as certain direct marketers. The prospective consumer gives either explicit permission to receive a promotional message (like an email or catalog request) or implicit permission (like querying a search engine). For example, Amazon has overt permission to track which books you buy and which books you browse. They build a permission asset by explicitly getting permission to send you promotional e-mail messages. Moreover, they talk to their customers about specific genres of books by creating special interest communities. This is not only where the profit lies but also where Amazon is best able to leverage their permission asset (Godin, 1999).

The core ideas behind Permission Marketing:

Over the last fourty years, advertisers have dramatically increased their ad spending by benefitting from a glut of ways brought by technology and the marketplace. As new forms of media develop and clutter becomes more intense, they have also increased the noise level of their ads by interrupting the day of consumers and making them much more exposed to these ads. How many marketing messages consumers encounter in a day has become countless from huge screens at the airport to advertisements in urinals to brand names or logos on the daily products. There is no wonder that consumers feel like the fast-moving world around them is getting blurry.

One of the key drivers of Permission Marketing is the scarcity of attention. Consumers physically have a finite amount of attention. The percentage of marketing messages consumers get decreases as the amount of noise increases. So they cannot pay attention to everything that marketers expect them to see, watch and remember. Pay attention is a key phrase here, because Permission Marketers are aware of the fact that consumers pay attention only if they are actually interested in the product. And it is too difficult to get their attention back if they change their mind (Godin, 2008). So Permission Marketers use this scarce resource efficiently by sending offers only to consumers who are interested in the product.

Permission Marketing turns clutter into an advantage by allowing marketers to calmly and succinctly give their message without fear of being interrupted by competitors. Permission Marketers need to get some data from the prospects (prospective customers) in order to make the marketing messages more relevant and personal. So they ask for some data from the prospects by making it clear what they will do with the data they collect and why it is beneficial for the prospects to share this data with them. In this personalized, anticipated, frequent and relevant communication marketers speak to potential consumers as friends, not strangers. They try to turn strangers into friends who choose to “opt-in” to a series of communication.

Godin says that permission is like dating. Permission Marketers don’t start asking for sale at first impression. Because they know that the first date is an opportunity to sell the consumer on a second date. So they earn the right, over time, bit by bit. Instead of cheap impressions, they care about deep relationships. As the potential consumers voluntarily pay attention, it becomes much easier to teach them about a product. Instead of trying to capture the attention of the prospect by filling each message with entertainment and eye-catching design, Permission Marketers talk about product benefits by focusing on the ways this product will help that prospect and offer a curriculum over time. As a result, it creates more impact than a random message displayed in a random place at a random moment. For example, if a trusted friend recommend a restaurant to you, you are likely to try it while ignoring a recommendation from an unsolicited mail (Godin, 1999).

Today, the concept of Permission Marketing is redefined by technologies like Facebook Connect and OAuth. According to a recent survey data, the new generation comfortable using social media like Facebook and other mobile apps are quite eagerly sharing personal information with brands and companies in exchange for value provided. Especially, Seth Godin’s favorite phrase “turning strangers into friends and friends into customers” seems compatible with today’s “Liking” and “Following”. These social platforms allow brands to establish an active permission-based relationship with their consumers and users on their own websites. Being upfront with people during the registration process about how their data will be kept and used, and how it will provide mutual benefit; these websites show their transparency (Yovanno, 2011).
Interruption Marketing vs. Permission Marketing 

For decades, marketers almost exclusively have relied on “Interruption Marketing” which is the traditional approach to getting consumer attention. It is often positioned on the opposite side of Permission Marketing. Unlike Permission Marketers that spend as little time and money on talking to strangers as they can, Interruption Marketers spend all of their time on interrupting to capture attention and increase popularity. The word “interruption” reflects the fact that the key to each and every ad is to interrupt what the consumers are doing in order to get them to think about something else. For example, a 30-second spot interrupts a film you watch, a telemarketing call interrupts your dinner.

“The interruption model is extremely effective when there’s not an overflow of interruptions,” Godin says. However, today there is too much going on in our lives to pay attention to the interruptions. Interruption Marketing not only interrupts what we are doing at any given moment but also waste our time. So we naturally ignore them (Taylor, 2007). As a result, mass-market advertising that fights for consumers’ attention by interrupting them does not work as well as it used to and most of the time it fails to give the relevant message. Despite the fact that the effectiveness of Interruption Marketing is diminishing in today’s clutter, the marketers ironically deal with this problem by interrupting us more.

Unlike Interruption Marketing, Permission Marketing is described as marketing without interruptions; but getting people’s attention in the first place still costs lots of money and time (Taylor, 2007). Permission Marketer must offer the prospective consumer an incentive for volunteering. This incentive must be not only interesting enough to make the prospective consumer go out on a first date but also overt, obvious and clearly delivered. Since the incentive offered by the marketer wears out over time, Permission Marketer needs to reinforce the incentive in order to maintain the attention. This is a two-way dialogue between the marketer and the consumer, so the marketer must adjust the incentives and fine tune them for each consumer. Along with reinforcing the incentive, the marketer also aims to increase the level of permission. By gathering more data about the consumer’s personal life, hobbies and interests the marketer uses the permission to change consumer behavior over time. That is how the marketer leverages the permission into a profitable situation (Godin, 1999).

Seth Godin uses an analogy of getting married to contrast the
Interruption Marketer with the Permission Marketer. The Interruption Marketer walks into the singles bar and proposes marriage to the nearest person. If turned down, the marketer repeats this process on every person in the bar. After coming up empty-handed at the end, the Interruption Marketer tries again at a different single bar. On the other hand, the Permission Marketer goes on a date before proposing marriage, which is more rational and successful way of getting married. If it goes well, the two of them go on another date. And consecutive dates. After both sides communicate with each other about their needs and desires, finally the Permission Marketer proposes marriage.In Permission Marketing the cost of interrupting the consumer spread out, over not one message but dozens of messages. This creates significant competitive advantages and profit. While Interruption Marketers are getting mediocre results by interrupting strangers, Permission Marketers are turning strangers into friends and friends into loyal consumers (Godin, 1999).One of the advantages is that Permission Marketing provides meaningful data about the return on investment (ROI). By measuring the depth of permission a company has with each consumer, it can begin to track ROI in Permission Marketing. It can also begin to recognize the value of permission asset by focusing on how deep its permission is with its existing consumers (Godin, 1999).

Permission Marketing takes advantage of new technology better than other forms of marketing. Compared to Interruption Marketing that has rushed in internet by spending billion of dollars to apply their interruption techniques, Permission Marketing effectively uses the internet. The low cost of frequent interaction makes Permission Marketing a powerful trend in marketing (Godin, 1999).

Permission Marketing is a measurable process unlike Interruption Marketing. Since it evolves over time, it becomes an increasingly valuable asset in the long-term. If a company commits to Permission Marketing campaign more, they work better over time by taking advantage of leveragable processes in today’s cluttered market. However, Permission Marketing requires patience before it has success. It is not as easy as running an ad a few more times or creating a website that consumer can find by searching. Because Permission Marketing campaigns grow over-time. While a bad Interruption Marketing campaign gets some results righ away, a Permission Marketing campaign requires infrastructure and a belief in the durability of permission concept (Godin, 1999).

After all, the most obvious conclusion is that today consumers have the power of whether granting a company permission to communicate or not. So it is much more difficult for marketers to get the consumers to raise their hands in the face of cluttered marketplace. However, Permission Marketing seems to be one of the most relevant communication channels that create consumer loyalty.

Do you want to sell your property on Facebook? With new Facebook app, this is doddle!

Social media has become an irreplaceable part of our lives. Most probably, there is no a single day passing away without spending at least a few minutes in Facebook. So have you ever thought about selling your home using Facebook?

Facebook, which is widely used for advertisers as an advertising platform, never slows down its innovations. A new app which allows users to buy, sell and rent out property on Facebook was launched just a few days ago. Innovation experts regard this app as a move in the right direction. The app launched by Sohail Rashid, a Yorkshire based entrepreneur – who has put together an experienced team that consists of Facebook developers, Google owned beatthatquote.com and Guardian Media Group Property Services – has over 500,000 properties for sale and rent across the UK.

Property Place, which claims to be the first of its kind in the world, allows property owners to meet prospective buyers and tenants without the need for an estate agent. At a charge of £75 to sell a property and £35 to let out their home, users can arrange viewings through Facebook’s private messaging service. It is time-saving because users can upload details of their property in minutes and easily manage the whole process in one place.

The entrepreneur Rashid said: “Property Place makes it easier for consumers to share the decision making process with trusted friends and family on one platform. By offering consumers more transparency and control Property Place improves the process for both buying and renting”. He added that “Social networking allows improved consumer engagement and is the future for all high street services. Our business model doesn’t rely on estate agency subscription fees and will always remain focused on providing consumers with more control during their house move.”

Many brands — especially brands in FMCG categories — distinctly and increasingly day by day realize the fact that decision-making powers of shoppers in household consumption have increased much more than they have ever been. Even in the categories not imagined, this vital target group has a significant impact on purchasing decision. Recently, this power of shoppers has been realized in the world of electronic commerce. So nowadays, this price-responsive, fastidious group has the ear of many brands appearing in e-commerce.

To intervene in the moment of making “purchasing decision” becomes more and more difficult as well as being instructive regardless of which sales channel. The number of alternative products increases day by day. The hundreds of marketing messages aim to benefit from each opportunity by using all available channels.

On the other hand, these messages confuse the minds of consumers and the concept of brand loyalty are in the death agony. So intervening in the moment of truth is regarded as the most important issue of marketing. Those above are the reasons why the concept of shopper marketing (shopper-oriented marketing) has come into prominence in recent years and become the fastest growing marketing field in the world.

First, let’s look at the concept of shopper marketing by answering the question: Who is defined as “shopper”? According to the shopper marketing report published in 2007 by Deloitte, shopper is defined as an individual that is in the mood of shopping (or in the act of shopping). Even most of the time, shopper is not the same person as consumer. For example, a mother who is looking for a baby food is a shopper and her baby is a consumer.

From this point of view, shopper marketing is defined in many ways. According to the definition in Wikipedia, shopper marketing is “understanding how one’s target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers.” Considering the cause and effect relationship between shopping process and purchasing decision, marketing professionals try to find solutions that induce purchasing and to remove the obstacles in front of purchasing by reading shopper’s mind.

Well, where is e-commerce that subjects to our story in this equation of shopper marketing? We can answer this question considering other questions. For instance, when was the last time you received a private letter from your post box? Or when was the last time you specified a place by looking at an atlas? Most probably, internet that has such a big impact on our practices in daily life will change our shopping patterns in a similar way. Maybe we will be asking the question: When was the last time you bought a laptop computer from an electromarket?

In parallel with the rapid increase in internet usage as a channel, e-commerce has become not only an indispensable part of our daily life practices but also an important tool of shopping. Millions of internet users prefer online shopping according to 2011 comScore Turkey report. Here this online capacity attracts attention of shopper marketing professionals as well as media planners, advertisers.

In recent years, a new front has been rising in the intersection point of two important trends, namely shopper marketing and e-commerce. Your colleague forwarding a discount e-mail from a website; your spouse sharing a notice via e-mail about holiday places; your friend priding himself/herself on getting the products of his/her favorite team on the cheap thanks to the notices in social networking sites such as twitter, facebook compose the target group of this new front.

There is no doubt that digital world has very different features compared to traditional one. It changes so fast. Consumers, who have unlimited access to information, want to be a part of dialogue instead of one-way communication. In order to be successful in e-commerce, brands/companies should revaluate e-shoppers, understand their diversifying expectations and enrich communication opportunities offered by online channels with shopper marketing plans. Since it is possible to make comparisons of price, quality, product features with millions of other products in a few seconds; consumer comments and bestseller list hold key for purchasing decision.

Shortly, e-commerce is growing rapidly and increasingly. In this new world order, brands and companies should try to get a bigger share of this cake by improving product presentation, information system, promotions, visuality, pricing, post-sales services. Furthermore, shopper-oriented communication should be diversified, customized and developed.

Facebook is getting ready for measuring the 2012 London Olympic Games impact on brands by tracking how the sponsorship brands influence is changing. With this step, the social platform giant proves that it can be a useful tool not only for distributing marketing but also measuring the games’ impact on brands. Since the Olympic sponsors struggle to figure out financial effect of their investment, the social network gives them an insight into the changes in sentiment around their brands, says Financial Times.

“Going into the Olympics next year, it’s hard to quantify what the word-of-mouth [benefit] of sponsorship is,” said Kathy Dykeman, Facebook’s lead on measurement for Europe, Middle East and Africa in the interview to FT.

“Capturing who is telling the stories and what impact it’s having will help us going into 2012.” he continued.

Facebook will be able to track how news spreads around its site, and then run polls to see the impact of marketing messages on sentiment around those brands. Thanks to this “real-time” analysis, brands will be able to make changes if their ads fail.

Facebook research and analytics team has already run the same initiative at the football World Cup. According to a Facebook poll, videos by Umbro, the England kit sponsor, were found to make people who saw them more likely to buy its sportswear than those who did not.

However, Facebook is not the only one that implements such techniques of brand impact evaluation. Other social networks also do similar experiments. Last year, researchers at HP found out that sentimental analysis of postings on Twitter about a new movie can predict its opening weekend takings at the box office.

On the other hand, some traditional pollsters argue that such techniques lack sophistication and balance due to the fact that respondents on social networks are self-selecting and results can be distorted by vocal minorities.

All in all, online marketing, which has been relatively untapped by Olympics sponsors in previous years, seems to be useful to some extent and Facebook seems to know how to use it by creating a lot of new opportunities for sponsors to exploit.

The rivalry between Google Inc. and Facebook Inc. has a new face: privacy.Facebook has finally introduced privacy changes to its user functionality. From now on, users can manage who can see information about them by viewing content on their profile page, and approving any images they are tagged in before it is visible to their friends. So users can avoid being tagged in undesirable photos. With this step, Facebook is one step closer to Google+’s.

With the new privacy changes, the company plans to move a number of privacy controls—which previously required navigating to a separate settings page—to users’ homes pages and profile pages, next to where they view and post content.

Since many users have hundreds or thousands of friends, Facebook and other social networks have at times been criticized for designs that lead users to inadvertently share information with a wider audience than they intended. However, this new step seems to solve the main problems that get a lot of stick.

Facebook’s vice president for product, Chris Cox said that making privacy controls easier is “absolutely critical” to Facebook’s future success. In his post on Facebook, he claimed that users will now be able to command who among their friends list can see their postings. So users will be able to create smaller groups of people from their main friends list.

The function is similar to Google+’s Circles feature, which allows users to manage their contacts adding them to various lists, or build so-called “circles” of audiences for their content. This feature promises to let users “share just the right things with just the right people.”

However, Mr. Cox said the changes weren’t made in response to Google since his company had been working on the changes for the last six months based on longstanding user requests. “We are launching this now because it is ready,” he said.

According to the WSJ, A Google spokeswoman said in a statement: “We welcome Facebook’s efforts to give users more control over their privacy because it helps to improve the overall web experience. With Google+ we’re creating a new and different approach to make sharing on the Web more like sharing in the real world.”

Facebook’s privacy changes include adding icons to individual posts so that users can quickly understand and control who gets to see each post. Users can change their minds about who has permission to see a post after it has gone out. Facebook is also renaming the sharing option it formerly called “everyone” to “public.”

And, addressing a longstanding gripe by some privacy advocates, Facebook users will now be able to decide whether their names can be attached as a so-called tag to a photo before it is circulated. Although users won’t have the power to delete the photos posted by another user they don’t like, they will be able to suggest other user that it should be removed in a quick and appropriate way.

The moves are somewhat of a turnabout for Facebook, which in past years appeared to encourage its users to share information with as many of their friends as possible.

“This is Facebook competing on privacy,” said Justin Brookman, the director of the consumer privacy project at the Center for Democracy and Technology, who was consulted by Facebook on the newest changes. “People responded well to Google’s very controlled, granular settings,” he said.