Olympics 2012 marketing. MOBILE: Omnichannel is the future. The Four Types of Digital Marketer. If you are the chief marketing officer (CMO) of a consumer-oriented business — for example, a food manufacturer or a retail bank with a credit card offering — your long-established efforts to reach customers may have come into question over the past few years.
Digital media have changed the advertising and marketing ecosystem; social networks, broadband infrastructure, and new forms of online and offline data collection have transformed the relationships among companies and their customers. But only a few CMOs have fully caught up with these trends. Most companies do not yet have the kinds of capabilities in digital marketing that they need in order to fully engage with customers today. The term customer centricity is coming into broad use as a way to describe the new marketing orientation made possible by digital media (including, but not limited to, social networks). Nike Inc., for example, has invested heavily in both the media it creates and the media it shares with its consumers. If Content Is King, Multiscreen Is The Queen, Says New Google Study.
New research out from Google, working with market analysts Ipsos and Sterling Brands, puts some hard numbers behind the often-noticed trend of how people in the U.S. are using a combination of phones, tablets, computer and TVs to consume digital content.
While each of these has a significant place in our consumption today, their real power lies in how they are used together — in combination, 90% of all of our media consumption, or 4.4 hours per day, is happening across all four (which doesn’t leave much room for paper-based books and publications; or for radio). This not only has implications for how content is designed, but also for how companies like Google will continue to hedge their bets across all four screens.
But, while smartphones may have the shortest sessions be used the least overall, they are the most-used when it comes to on-boarding to a digital experience — or sequential device usage, as Google calls it. So what are the implications for a company like Google?
Location based. What The Fancy Is Doing Right With Online Shopping. Do you ever wonder how we functioned before the Internet?
Imagine booking travel, shopping for real estate or sending flowers before being able to do so with a click on your keyboard. Do you even remember how it was done? While it has been disruptive for less than two decades, the pervasiveness of online shopping has made e-commerce feel like it’s been around for a whole lot longer. When Marc Andreessen introduced the first widely distributed web browser in the early 1990s, it was only a matter of time before the platform became monetized. No one remembers the companies who started it all, paving the way for the likes of First Virtual and CyberCash, but everyone knows eBay and Amazon, the ones who scaled, disrupted market spaces, and broke the mold.
The Fancy is a great example of such an upstart. I’m naturally drawn to people, brands, and companies that realize opportunities and solve challenges through a careful combination of simplicity, common sense, and determination. Crowd Curated.