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It’s Time to Advertise

Whats The Big Deal About NFC? (Part 2)

IMAGE: MASHABLE COMPOSITE/MOTOROL

IMAGE: MASHABLE COMPOSITE/MOTOROLA

Wearable Technology the (relatively) new buzz word surrounding the tech community, no it’s not a mouth guard that doubles as chewing gum but the increasing interest in ‘smart’ gear, specifically watches.

Google has been all over this form of technology for years and now Apple’s joined the party (always fashionabley late) with their soon to be released Apple Watch. We as consumers are entering a new era of ‘smart’ with the smart watch now becoming a mainstream product. The majority of current wearables owners are young, with 48% between 18-34 years old, highlighting that this figure will only continue to grow as wearables become more useful, so.. the question is, what are marketers thinking? What are the possibilities with this tech? how can it be monetised?

Let’s take a look at a real possibility for marketers to utilise these smart capabilities in watches now, and potentially into the future:

Near Field Communication:
If you don’t know what NFC and the powers of NFC are, read my other article “Whats the Big Deal About NFC?

This seems the most exciting and best way for marketers to use smart watch technology. with NFC slowly becoming more accessible and seamless to use, in context marketing and notifications could be the way forward to come up on your watches display. If you’re at the MCG and the half time siren goes, what would happen if a ‘tap to order’ beer display came up so that your beverage could be fast tracked and even prepaid with the NFC inbuilt.
Many limits of NFC on phones make a lot more sense when put into watch technology, keeping your phone away whilst achieving tasks that are with ease and are context specific.

BUT THERE’S JUST SOMETHING LACKING?!

There are great situations to use smart watches, but really only when you are restricted to a ‘hands free’ environment. I don’t know whether it’s the devices or the software themselves, but there doesn’t seem to be any real reasoning to go out and spend up to $500 for a digital watch that may not have a battery powerful enough to tell me the time all day. Wearables are well and truly the next step forward and are on their way to being mainstream devices, but right now, there’s no real incentive for purchase for the mainstream consumer market with it being not that difficult to take a phone out of the pocket anyway.

What are your thoughts? can you think of any other marketing possibilities for smart watches and wearables? do you agree that wearables may take a while to really pick up as a mainstream device? leave a thought below!

SP


 

http://www.nielsen.com/us/en/insights/news/2014/tech-styles-are-consumers-really-interested-in-wearing-tech-on-their-sleeves.html

Playing the Game?

There’s no question that Nike is a brand of innovation and a leader in marketing strategy… and now they have their own social media platform (kind of).

Below is a recent app development for its Nike Football wing, as the brand is once again turning the simple idea of a group text message to play football (soccer) into a street football community to arrange local matches, take a look:

In Words:

The Nike Football app allows players to create matches, banter with friends and teammates, and be the first to access exclusive Nike product. Vitally, the app will also be a gateway to the professional game through the Nike Academy – the U.K.-based academy for young players, based at St. George’s Park National Football Centre — which gives its players a route to the pro game through fixtures against leading clubs. – nikeinc.com


User Interaction Is Key To Marketing Success:

Throughout many of Nike’s recent campaigns, the focus is not on selling the product, but creating a consumer experience with interesting story adverts. Their strategy is to facilitate the football community by creating an app to help people play the sport, and specifically soccer more often by creating essentially, its own form of social media. Nike wants to become a part of the average organised street game, by helping create the match and getting more people to play more often. This eventually will be seen by Nike to create a profit as the more players playing creates a larger market for them to promote their products and sell to.

Nike has the app = Nike can advertise and play by its own rules – A no Adidas zone

Will this app kick off and be a big success? can you see it working and would you download it yourself? Leave your thought’s in the comments below.

SP

Are Mailing Lists Dead?

What really is the relevance of a digital ‘mailing list’, especially deep in the era of Web 2.0?

The obligatory “tick to receive promotional material and updates” on all sign up forms online is one that is nearly always left unchecked, so whats even the point?

inbox

the rare occasion of an inbox kept to a single digit thanks to mailing lists and e-marketing strategies

Gone are the days of the unsuspecting victim who falls into the trap of leaving the box checked when processing details to purchase a product online, as we have all fallen into this trap before! As the consumer has gotten smarter, companies are getting sneakier. From strategies to now ‘uncheck’ the already checked box as well as rechecking the box when you fail to correctly match your email address’ are new tactics that can trap those who are unsuspecting. It seems like marketers are treating these methods as a consumer game rather than an effort to promote their brand, personally i find it a deterrent for even purchasing.

76% of Australian internet users have purchased online – making 76%+ of Australians aware of the dreaded promotional box.

To make matters worse for the marketers who lack any creative flair and assume that a mailing list will have an affect on their unsuspecting victims, G-mail’s Promotions tab now filters all the spammed junk out of your primary inbox into a never noticed black hole (without you doing anything).

It ponders the question, whats the point of paying someone to write up weekly or even daily promotional report when hardy anyone even gives it a second look? do marketers need to find more creative ways to get through to their customers? or is this now part of the e-marketing trade to keep bosses happy and a secure job?

E-mailing lists are dead, or at least fast approaching the electronic grave (where Myspace now rests). It seems like only a matter of time before companies realise they are wasting their time and resources in something that now offers such little return.

SP

 

Resources:

http://www.copyblogger.com/gmail-promotions-tab/

http://www.abs.gov.au/ausstats/abs@.nsf/latestProducts/8146.0Media%20Release12012-13