Volvo – Express your values

Those of you who know your cars will certainly know the Swedish car manufacturer Volvo. You will also know that it isn’t the best car on the road and would be under the category of a “reasonably priced car”. However, there is talks of them doubling its marketing spend in a bid to have a greater impact in a category where it has been swamped by larger rivals, such as Mercedes, BMW and Audi.

One of its planned marketing campaigns in to provide a personal service technician for every customer. each car will be delivered in person by a Volvo expert who will be on call seven days a week if any issues come about. This is a fantastic idea as it shows that the company really care about its customer and ensures they get the best possible treatment when purchasing a new car(as it should be splashing out thousands of your hard earned own money).

However, more of you will be more familiar with one of the top viral ads of the year. A TV spot with Jean Claude Van Damme doing a splits between two Volvo trucks was used to demonstrate the stability and precision of their engineering. This ad definitely made a big statement about the brands values and after looking for yourself you will see why it has been one the most talked about commercials of the year.

Sharing their values and  making this powerful statement can help identify themselves and increase industry awareness. There is no doubt that by the end of their marketing campaign they will be competing with the high-end brands.

Zach Kelly.

References:

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Cloud Computing the Pros and Cons

Cloud-Computing-and-Big-Data

This week my blog will focus on cloud computing.  Cloud computing is a technology alternative whereby a network of remote servers hosted on the internet (the “cloud”), that runs applications, manages, stores and processes data instead of a local server or a personal computer.  This allows much of the burden of maintaining and managing IT resources to be shifted to an external provider, which is a plus for any business.

A new technology like this is always going to have its advantages and disadvantages, some of which I have compiled and will discuss now.

For the pro side of things, Cloud computing has a lot going for it;

  • More predictable IT costs – Generally works on contract basis, this leads to easier budgeting.
  • Ease of implementation – the cloud host typically handles the implementation and will provide guidance for any set-up required by an organization.
  • Greater Accessibility with the internet – The cloud is available to any computer with internet access, so employees have round-the-clock access to anything they may need in order to increase their productivity.
  • Scalability – With cloud computing you can increase capacity and add capabilities without necessarily having to invest in new infrastructure or personnel training. Purchasing new software for each individual employee is no longer a problem as they can access everything on the cloud.

But it does pose a few drawbacks;

  • Disaster recovery and business continuity – the level of protection you get from your provider must be considered, i.e. what happens to your data if the servers were to shut down or inadvertently destroyed?
  • Privacy of your data – How is your data being protected? Is the provider able to access your data? Look at the now-infamous Apple cloud leak, and the private data of high profile celebrities being spread all over the internet.
  • Connectivity – is there going to be an alternative when your internet connection goes down? Do the providers offer an offline option or backup?
  • Service Level Agreements – SLAs provide a baseline of service time – usually monthly – that your provider “guarantees”. How difficult is it to keep track of costs and if you are due any compensation?

While there are risks worth considering, cloud computing offers significant innovations and advantages, really seems to have emerged as a viable technological option.  With services like Google Drive offering unlimited, and yes, truly unlimited storage space online, how can it be possible to turn something like this down for any business and personal use. Just as long as all my photos stay on my smartphone where they’re supposed to be.

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Thanks For Reading

James Roberts

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Site Design– A Festival Guide

festival 1

It is expected that the Web will eventually come closer to fulfilling its potential and promise as the ultimate medium for market segmentation at the individual consumer level – that is, for targeting unique individual surfers with individually-designed promotions, content, products and services on the Web (Dreze, 1997)

As seen from our previous posts it is essential to engage with the customer on not only a visually stimulating level but also to have a website design that it navigated through at ease and possesses a variety of useful consumer resources.

However, when a consumer already has the definite intent to buy a product does the seller of that product fall flat performance wise in their digital site??

For example; music festivals like Electric Picnic and Life have such a high demand that there are shortages in the ticket sale. These promotional companies in hindsight do actually not need to do an awful lot of advertising or marketing because their product speaks for itself! These festivals offer lifetime memories and experiences not just a once off material purchase.

With this in mind do the promoters fall short of providing an aesthetically appealing, fully informative, engaging website?

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ELECTRIC PICNIC 2015.

EP

EP successfully manage to provide a clean, sophisticated approach to their website. Incorporated on the right hand side are four different links to their social media accounts which shows that they are fully aware how beneficial going mobile is. They have digitally mastered what makes an effective site; the colours although neutral follow a certain theme throughout, all the important information consumers want (line-up, dates, times, photos) are clearly visible and the top navigational panel holds numerous extra points of information and help. They manage to capture the finesse and excitement of attending their festival through digital means.

LIFE FESTIVAL 2015

LF

 LF have undergone a serious revamp over the past year or two. They have re-marketed their brand and changed their target audience to aim towards a younger crowd. This is visibly evident through the bright floral colours and portrayal of vast number of young people in their advertising and online photos. Digitally speaking,  they have successfully included links to their social media sites, there are various helpful and links to many extra informative resources. Through their website they have positively hit the nail on the head for an effective site design!

In conclusion, although ticketed events such as music festivals need not fight for sale or consumer attention as much as a clothing retailer or insurance company would, both festivals which were aforementioned have still managed to engage digitally in producing an excellent site design.

-Jessica Cusack

References:

Site Design – All about the user

This week we are going to look at designing a website and the relevance it has with marketing a product or service.

Developing a well-built site isn’t always the easiest thing to do when trying to get your company and product out there, as well as meeting customer satisfaction. In order to do this correctly most companies should focus on the 5S’s. These are the site goals a company wishes to achieve by creating a website.

They include:
• Sell – clear online value proposition, easy ecommerce and lead generation
• Serve – easy-to-use information
• Speak – conversations with customer
• Save – cheaper than offline purchases
• Sizzle – reinforces brand values and experience

In the past years not all companies have fully understood this concept, which has been evident in their sales and growth. But others have. Let’s have a look at a site that has met the objectives of connecting with the user and fulfilling their online experience, and one that hasn’t.

Nike

Nike have successfully created a website that meets all goals a company would wish to meet when creating a site. From a customers point of view it is fantastic. They have created a section call “nike id”, where it allows you to customise your own pair of trainers, if you are not satisfied with the collection on the site. There is 24 hour customer service for any queries or help. We can see why Nike are one of the biggest sports brands in the world and it is because they put the customer first, always trying to ensure customer satisfaction.

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Lings Cars

Lings car is a car rental company that clearly haven’t quite got the gist of how to create a website. For those of you who don’t have a clue who this company is, you’ll soon find out why. They have overloaded the website with useless information and bright colours that it makes it nearly impossible to browse the site. It is no surprise that this company hasn’t made it big time. Any customer visiting the website would have no clue on how to go about renting a car. Have a look for yourself:

lings cars

http://www.lingscars.com/

Thanks for reading.

Zach Kelly

References:

Smith, P.(2014, May 6). Retrieved from Buzzfeed: http://www.buzzfeed.com/patricksmith/official-websites-that-need-to-be-stopped#.gi1DW22oN

Paid, Owned and Earned Media

In our last post, we touched on why marketing can fail. But Digital Marketing is not as simple as paid media anymore. In fact, there are three types of media which can be used in a marketing strategy. They are Paid, Owned and Earned. Now lets see what these are, and how they can be used.

  1. Paid Media
“Paid media is when you pay to leverage a third-party channel, such as sponsorships and advertising on third-party sites.” (Campbell, 2013) Simply put, this is the traditional media which the company pays for to be advertised. Examples would include Google Adwords or sponsored listings. This sort of advertising is so commonplace nowadays that it’s hard to get customers’ attention with it. None the less, it still works to a certain extent and is widely used by numerous companies.

(Machin, 2014)

2. Owned Media

Owned media is what the company puts out on its own accord, such as blogs, a website, etc. This is usually less trusted by the customers as they know that the company will only say good things about its products. “To nail this part of the game, you need to have a strong content marketing strategy, and an equally strong social strategy to back it up.” (Newman, 2014)

3. Earned Media

This brings us to the third type, which is earned media. This is when customers are so satisfied with your product or so taken aback by a marketing campaign that they become brand advocates. They share your content and recommend the company to others, possibly making them advocates in the process. This is the hardest one to achieve, but is definitely the most rewarding.

I’ll leave you all with a quote from David Newman who sums it up brilliantly… “Earned media, however, hardly ever works alone. You have to make it a part of your marketing ecosystem along with paid and owned media. The truth is: in today’s digital landscape, they either work together or they don’t work at all.”

Thank you for reading, I hope you enjoyed!

See you next time,

-Andras Pal

References:

Campbell, A. (2013, August 16). Retrieved from Small Business Trends: http://smallbiztrends.com/2013/08/what-is-owned-earned-paid-media.html

Machin, E. (2014). Retrieved from Titan SEO: https://www.titan-seo.com/newsarticles/trifecta.html

Newman, D. (2014, March 12). Retrieved from Forbes: http://www.forbes.com/sites/danielnewman/2014/12/03/the-role-of-paid-owned-and-earned-media-in-your-marketing-strategy/

5 Reasons Why Mobile Website Marketing Fails

In one our previous Blogs we talked about the reasons to introduce mobile marketing into a business and therefore I would like to discuss the reasons a company’s mobile site makes people furious. In the past most people at one point in time have been annoyed while using their mobile device, whether it be a slow loading page an annoying pop up or a store locator that simply didn’t find what you were looking for. There are many websites that have these characteristics, but this is not the way customers should feel when they’re on a mobile website.http://http://cache1.asset-cache.net/gc/186703250-this-is-unacceptable-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=2eY1U8rxi0UBb7iBIKEX6AdFoSe2P0XzzG4%2fmXUl5%2fJo6s5zpFxqPzME19RWodFZ

So this is why I have picked the 5 biggest mobile mistakes that will make most people using a mobile website furious, this will teach you what your mobile site is doing wrong and how to avoid it.

  1. Forever Loading Pages

In the digital mobile marketing world 47%of people expect your site to load in 2 seconds or less. It this fails then you are more than likely going to lose a customer. Why do people visit mobile sites?- because they’re bored and looking for entertainment or they have decided to make a last minute purchase, and if your site is slow they will more likely get frustrated and look for other options like in the shape of your competitors site.

  1. Pesky Pop-Ups

Pop Ups are what mobile site visitors probably hate the most, those pop ups that will follow you down the screen, customers do not want to download your app and certainly do not want to fill out a feedback survey after being on your site for 2 minutes.

All they want to do is make a purchase, find out more information or get a specific question answered.

  1. Ridiculously Long Forms

People hate filling out forms. The more fields a form has the further you’re pushing your customers away from the buying funnel . Don’t you want their money? It is important, especially on a mobile device, to consider only the essential elements your need to know about your customers. If you don’t need their second name? Don’t ask for it. Your mission? Eliminate the pointless in favour of the fundamental.

  1. Navigation Nightmares

The only thing that will make someone leave your site faster that an annoyed one is a confused one, if someone lands on a site and does not know what to do then it is your sites design, that is at fault. Mobile navigation should not be complicated it should be designed so that is simple and allows for seamless navigation through your website.

Hope You Enjoyed the Read!

-James Roberts

References

http://digitalmarketinginstitute.com/uk/blog/5-reasons-mobile-site-makes-your-visitors-furious/

Coca Cola – digital marketing masters

In our last few blogs we focused on various aspects of digital marketing. However, this week we will look at Coca Cola and why they have been so successful throughout the years. It cannot be denied that they are in fact one of the most creative digital marketers out there. They believe staying relevant in millennial-driven marketplace requires creativity, risk-taking and constant reinvention, stated their Chief Marketing and Commercial Officer Joe Tripodi (Jay Moye, 2013).

Here we are going to take a look at some of Coca Cola’s digital marketing campaigns, to help us understand why they are the masters of marketing. They have managed to appeal to such a wide target market with all of their marketing stunts and no doubt, each and every one of us have been affected by them one way or another.

Share A Coke

It goes without saying that Share A Coke is one of Coca-Cola’s most noteworthy digital campaigns. It gives people the chance to order personalised Coke bottles through a Facebook app as well as some countries having changed the products altogether, so that each bottle has a different name on them. This global campaign received a huge response and it was evident that consumers were going out of their way to find a bottle with a name of a friend, family member or loved one on it. It showed to be a massive success as people loved to share images of Coke bottles with their name on it on social media networks.

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Christmas Advert

Another successful marketing campaign I’m sure everyone is familiar with is the Christmas advert. The famous Coca-Cola truck appears across all sorts of media such as adverts on television and YouTube as well as on peoples social media profiles. Everyone associates this truck with Christmas and the phrase, “you know it’s Christmas when you see the Coca-Cola truck” is commonly used around Christmas time. We can’t deny that it does add an extra sense of Christmas every time we see it! Take a look for yourself:

The Coca-Cola Happiness Machine

Most of you will be very familiar with the Coca-Cola happiness machine also. The Happiness Machines are classic Coke vending machines that dish out treats including drinks, pizza, flowers and sandwiches.

While some give away the freebies to all-comers, others require a specific action to earn a reward. For example, one in Singapore required a hug before it would dispense a free drink, while another in Belgium was dance-activated. Have a look at these college students reactions to this marketing campaign.

This simple, yet genius idea managed to attract a massive online buzz for Coca-Cola.

Zach Kelly

References:

Faye, J.(2013, October 29). Marketing to Millennials: 5 Ways Coca-Cola Is Embracing Creativity and Innovation. Retrieved from Coca-Cola company: http://www.coca-colacompany.com/stories/marketing-to-millennials-5-ways-coca-cola-is-embracing-creativity-and-innovation