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The Collaborative Economy and What it Means for Brands
Tuesday, August 19 2014

Consumers are making major changes in the way they operate and not only how they interact with brands across multiple channels. In many aspects of their lives, consumers are making their own path by participating in the collaborative economy. In the collaborative economy consumers don’t buy goods from big brands but buy pre-owned goods from eBay, they don’t own cars ,but rather share rides though Rideshare, and they especially don’t stay in hotels – why would they, when they can stay in someone’s home through Airbnb? Sharing is the New Buying, a research study completed by Crowd Companies earlier this year shows that the collaborative economy is on the upswing making up nearly 40% of the surveyed body, with most consumers looking to participate within this next year. The collaborative economy is taking hold and brands need to be ready to respond to these new tastes or else they may soon be left behind.

Market Research – it’s Easier than You Think
Tuesday, August 12 2014

It is no secret that marketing campaigns today require a data heavy approach. However, it is important to realize that not all data is created equal. For marketers to be truly effective in using data to trigger actions in a campaign, they must first do their research. The need for more market research is reflected in the higher demand for positions in marketing analytics and research, according to the DMA Statistical Fact Book. Whether a marketing department has made the investment in a new employee or not, it is time that marketers get savvy with market research. While the volume of data for market research has increased, executing a quick marketing research exercise still can be task that any department can complete—new research hires or not.

IBM and Apple Partner to Support Enterprise
Tuesday, August 05 2014

Apple has made a few industry-altering moves lately, but none more so than their recently announced partnership with IBM. Unlike the acquisition of Beats, the IBM partnership will truly shake up market segments that have been lagging behind compared to Apple’s other areas of focus: iPads and, to a lesser extent, enterprise. iPad sales have been largely stagnant this year compared to last, and while Apple routinely touts impressive enterprise statistics, there are areas of industry that the company has been unable to make headway in as of yet. Enter IBM. The global partnership will fortify those areas while each company capitalizes on the other’s strengths; the iPad, and tablets in general, are about to make a true push to become the primary computing device in a big way.

An Update on Gamification: New Developments and Strategies
Tuesday, July 29 2014

According to InfoTrends’ research, more than half of consumers use their smartphone to engage with apps for reading, playing games, and interacting with brands. While there are many methods to encourage engagement among consumers on this channel, one of the most prolific of the past year has been “gamification.” Gamification has also been a topic we have detailed heavily in the past here on Tuesdays with Tukaiz. And now that gamification has been around for a few years, marketers have had time to tweak strategies, create new methods of execution, and learn about what works and what does not. There have been some new and exciting developments in the gamification world that can be beneficial to marketers who are able to integrate them into their marketing strategy, some of which we have outlined below. 

Using Digital Publishing as a Marketing Strategy
Tuesday, July 22 2014

On Tuesdays with Tukaiz, we often talk about the importance of differentiating communications across multiple digital channels. Whether it is through a mobile ad or e-mail, there are always new ways to reach consumers to build a deeper brand connection. One method of outreach has had a resurgence of interest among brands, especially those within the enterprise level space: Digital magazines and publications. With the continued development of tablet devices, brands that have traditionally had print-centric promotional marketing pieces have the opportunity to use digital publications as a way to provide that same content with a richer media experience. Furthermore, audiences are ready for this type of content; an InfoTrends study states that most consumers from the ages of 18 to 55+ have a likelihood of around 30% to download and interact with a digital magazine. 

Social Media on Your Terms: Creating Brand Controlled Social Networks
Tuesday, July 15 2014

For many brands, social media represents an engaging way to interact with customers and get live feedback on overall sentiment of a product, brand image, or marketing campaign. However, today’s marketer is very much at the mercy of the social media sites that they use. From Facebook to Twitter, social media entities are able to control the types of experiences brands can give users on the platform. While it is understandable to protect a consumers’ privacy and data, unexpected social media policy changes can cause headaches for both marketers and their budgets when they need to compensate for shifts. There is good news for brands – no one owns the “social media experience”. While the channels to which content is pushed might be owned, the idea of creating a dynamic social experience online is not; with this reasoning, there is nothing stopping brands from moving their social experiences from social media platforms controlled by third parties back home to their owned digital channels such as a website. 

China’s Free Trade Zone - One Year Later
Tuesday, July 08 2014

Last year on Tuesdays with Tukaiz, we explored the Shanghai Free Trade Zone (FTZ) in China and what it meant for marketers at the time. Since we first brought this story to you, it has been half a year and the FTZ has undergone some important changes. Although many expected to wait at least a few years before FTZ rules (and, therefore, benefits) were finalized, developments have been slower than expected. For a move that was described a possible “shot in the arm” for segments of the Chinese economy and foreign stakeholders alike, the FTZ has been nothing of the sort thus far. 

Content Marketing Strategies for Fourth of July
Tuesday, July 01 2014

Symbols associated with the Fourth of July holiday season usually include fireworks, patriotism, a busy grill, and parades. However, for many brands, the holiday is a chance to extend reach to new customers in one of the few long weekends before the back-to-school and end of year holiday marketing pushes begin. Fourth of July weekend is typically a great chance for brands to test content marketing strategies that they can later employ or expand upon in the future. It is important that marketers understand that content marketing is much more than creating content to push to social media channels. It is also about developing a holistic experience around a prospective customer’s interests, while increasing engagement in a discussion that is underneath the brand. In honor of the impending holiday, here are a few brands that are reaching out to prospective customers using content marketing.

Scoring a Marketing Goal: 2014 World Cup Marketing Strategies
Tuesday, June 24 2014

Last week, the United States’ World Cup winning game against Ghana was the talk of most of the country. While the World Cup soccer tournament has held significant importance across the globe for decades now, it is just now garnering significant interest here in America. As a result of this growing interest, almost 16 million viewers tuned to watch the game, which is remarkable feat considering ESPN and Univsion are the only two networks broadcasting the event in the United States. Such a turnout for a single match is an example of the significant opportunity that marketers have to reach a growing U.S. and possibly international audience. However, unlike American football, the World Cup does not lend itself to television-based advertising; there are no advertisements or commercial breaks during games. As a result, many marketers are getting creative on how to reach old and new soccer fans. 

Changes in Apple’s IOS 8 Effect Location Based Marketing
Tuesday, June 17 2014

During the first week of June, Apple Inc. held their annual developers conference, which announced the release of their new operating system Yosemite and update to their mobile operating system – iOS 8. While many concentrated on the new features of both systems, one observer by the name of Frederic Jacobs caught a very important note on how the Media Access Control (MAC) address is identified when in proximity/connecting to a Wi-Fi network. Instead of iOS 8 users having their phones being picked up directly to a public network identified as them, the new operating system randomizes the address, which allows for a user’s device to remain disguised until it connects to a network. What does this mean for marketers? In essence, this means that marketers can no longer track customers as they move through a store or have the ability to send push notifications when a user is in a hot spot—effectively making in-store mobile campaigns based on tracking useless to many marketers. 

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