Campaign Survey

I’m working on an integrated marketing campaign for the American Red Cross for my final graduate school course and I need your help!

Here’s a link to my survey: https://www.surveymonkey.com/s/HFTSYNG

Wrapping Up for the Holidays

As the nine weeks comes to an end, I hope that you have gained insight into the impact that emerging media is having on integrated marketing communications.

Emerging media is constantly changing and evolving. It has increased opportunities for marketers to connect with consumers, engage in two-way dialog, curate digital content that amplifies online discussion and drive brand awareness and recommendations.

This blog has provided information on trends in emerging media, innovative concepts and the privacy issues involved, but just in case you need a refresher, here are a few cool ways that emerging media is being used:

  • Proximity Marketing
  • Augmented Reality
  • Advergaming
  • Web sites
  • Mobile Apps
  • Social Networks
  • Video Content

I hope that this blog has encouraged you to embrace some of the new interactive trends, but don’t get too comfortable because there are new tools, social platforms and new media being developed daily to enhance communication with consumers.

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Can Your Mobile Device Be Trusted?

Are you playing games, checking-in or downloading apps? Beware! Most, if not all, of your data is being collected and access is being granted to areas that you may consider private.

While most people don’t know what happens to their personal data online and some notions of privacy may be shifting, average Internet users still care enormously about digital privacy – Jon Leibowitz, Federal Trade Commission Chairman

In fact, this graphic reveals that:

  • 81% of mobile users think safeguarding their personal information is important
  • 76% of mobile users said they are very selective about who they give their information
  • 92% are concerned about applications collecting their personal information without their consent

As social and mobile technology continue to grow and the amount of information people reveal about themselves increases, consumer privacy has become a major concern. The growth of mobile apps, in particular, has raised concerns about mobile security and users feel that their devices have been accessed in a way that invades their privacy.

These privacy worries have caused more than half, 54%, of mobile app users to not download an app after they read what information the app had to access, and 33% of mobile app users went so far as to uninstall an app once they learned what information it was accessing.

Why is mobile app privacy important? Simple, there’s an app for everything and information is continuously being gathered and shared from the mobile devices that house these apps.

What do you need to be aware of? Veracode put together the infographic below to provide deeper insight into mobile app security.

When it comes to privacy laws and mobile devices, people want more control and choice over their personal information. Unless better safeguards are put into place, users will begin to limit their use of apps and the Internet on their mobile devices.

Are you paying close attention to your privacy settings?

Measuring the Beautification of Emerging Media

Are you interested in measuring the effectiveness of your emerging media?

Well you’re in luck because there are various types of measures used for emerging media that focus on attitudes, behavior, efficiency, feelings, informativeness, intention and perceptions.

However, when it comes to measuring the interactive features of emerging media, one of the most important measures for marketers is user experience, which most directly relates to design, ease of use, navigability, service quality and vividness.

The importance of visual storytelling has clearly been one of this year’s trends, and Facebook Timeline, Pinterest, and Instagram are forcing brands to think and act more visually. Couple that with the impact of mobile browsing, and these emerging trends give new meaning to the phrase ‘show, don’t tell.’

The trend of beautifying emerging media is upon us, and the measured effectiveness of redesigned tools is sure to shape the future of our efforts as marketers.

Here are a few trends that are measured by design:

Apps? There’s an App for Everything

  • Apps are leading the way and the strategic emphasis on the intuitive design of apps has contributed to their popularity and fast growth. Simply put, apps have taken “ease of use” to the next level and have made the navigation of web sites on all devices effortless.

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A Browsing Experience for All of Your Devices

  • Browsing experience is continuously becoming important as consumers are using various devices to connect to the Internet. Instead of creating a site for desktops and a site for mobile browsing, marketers should focus on developing a responsive design. The benefits of a responsive design is that a web site can be built once and adjusted based on the viewer’s screen of choice.

Responsive_Web_Design

As you can see from the examples, it’s all about ease of use. Overall, sites that are easy to use create a memorable experience and keep visitors coming back for more.

The old web was based on design standards born in the newspaper and magazine industries. Today, we’re in the midst of a renaissance that puts the online and mobile experiences first. This ever-growing array of connected devices point to a future where users will understand and appreciate a more cohesive and intuitive interface. Companies that innovate their approach to design will be rewarded with new growth opportunities and user loyalty.

More or less…less is more when it comes to measures of effectiveness in emerging media.

How Private is Your Social?

What do social networks know about you? Everything

Whether you have managed to increase your privacy settings or not, social media sites have access to your personal data. In fact, these inventories of personal data are how social networks are making their money.

Social networking sites, like Facebook, are selling advertising space to companies that want to reach you, and providing them with all the information that they need to target you with advertising that is relevant based on a comment you made, a fan page you liked or a search you conducted.

Breech of privacy? Maybe, but if you are just agreeing to social network privacy policies without thoroughly analyzing the fine print, then you are subjected to data aggregation.

The infographic below, created by Baynote, provides insight on some of the data that is being collected and also explains why advertisements have become much more personalized.

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Are you comfortable with social networks collecting your data to deliver a personalized experience? Or does it feel like big brother is watching?

Crowdsourcing: A New Definition of Outsourcing

Crowdsourcing is improving productivity and creativity by taking a job traditionally performed by employees and outsourcing it to the public in the form of an open call. The value of crowdsourcing is that it enables businesses to expand their talent pool and gain a deeper insight into what customers really want.

Starbucks is one company that has mastered the concept crowdsourcing. The My Starbucks Idea online community encourages customers to submit ideas for better products, improving the customer experience and defining new community involvement, among other categories.

The site has three major areas through which interactions are occurring:

  • Got an Idea?
  • View Ideas
  • Ideas in Action

One key way that Starbucks is leveraging the conversations and interactions on this site is through the implementation of new ideas based on suggestions from customers. Starbucks lets customers know which ideas are under review, reviewed, coming soon and launched via blog posts written by actual Starbucks corporate employees.

My Starbucks Idea is not only a crowdsourcing tool, but it is also a market research tool that brings customer priorities to light, an online community for Starbucks enthusiasts to come together to better a product that they love and an effective internet marketing and buzz building tool.

What makes the crowdsourcing efforts of Starbucks effective?

They have combined the concepts of change, experimentation, social media, customer engagement and market research and made the results key components of their dominant brand.

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Dollar Menu University

Advergame Basics:

  • The practice of using custom branded or sponsored games to advertise a product, service, organization or viewpoint.
  • Most visited aspect of brand web sites and becoming an integrated part of brand media planning in an increasingly fractured media environment.
  • Associating a brand with the fun of gaming is known to lift brand metrics such as brand awareness, message association and purchase intent.
  • Consumers are more likely to remember not just the brand or product itself, but to associate specific brand attributes with it.

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McDonald’s recently created a mobile advertising campaign to encourage customers to try items from the dollar menu through playing one of its Dollar Menu University advergames. To promote this campaign, McDonald’s has created mobile ads that are running within the TV Guide iPhone application. Once a user taps on the banner ad, they are led to the “Value Vocab 101” game, where users are challenged with unscrambling letters to form words that are associated with an item on the McDonald’s dollar menu. After the game is over, McDonald’s encourages word-of-mouth marketing by allowing users to share their score on Facebook.

What other brands have integrated advergaming into their strategies?