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MAY 2014
IN THIS ISSUE
Marketing Audits And Your Marketing Strategy
It’s All About the Customer Experience
Location: The New Currency Of Marketing
Taking SEO To The C-level
What Makes Content Compelling?
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Building Your Business From The Brand Up
Emerging Technologies
Driving New & Innovative
Marketing Strategies
Anurag Kapoor and Alan Gray
The global marketing landscape is ever changing with
emerging technologies and marketers need to ensure
that they are tuned into the latest high tech trends that
will have a strong impact on their industry. There are
two technologies in particular that marketers need to
pay close attention to as they could bring the art of
targeting customers to an entirely new level – wearable
and location-based marketing technology. These areas
open up powerful opportunities for marketers if they
have the strategies, IT systems and data analytics in
place to fully leverage them. And if they are leveraged
together, skies the limit on the opportunities that
marketers could uncover.
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Anurag Kapoor
VP of Business Development, Analytics | The Smart Cube
Anurag Kapoor is an analytics professional with over nine years experience in managing
client engagements related to Marketing and Supply Chain Analytics. He has been with
The Smart Cube (TSC), a leading custom research and analytics organization, since 2003.
www.thesmartcube.com
Wearable Technology
Gains Strong Momentum
The growth of wearable technology is
predicted to substantially pick up this year
and continue to gain strong momentum.
Canalys, a market research firm, stated that
in 2013 1.6 million smart wearable bands
were shipped and that in 2014 shipments
could reach a total of 8 million. They are also
predicting that in 2015 over 23 million units
will be shipped and in 2017 over 45 million.
Deloitte analysts stated that smart glasses,
fitness bands and watches should sell about
10 million units globally in 2014 – generating
$2 billion. Credit Suisse predicts that
the entire market will be worth $50 billion
by 2018.
From Google Glasses to FitBit to Galaxy Gear
Fit to Pebble Watch, there is no question that
wearable technology has arrived and is here
to stay. For marketers not only is this a new
way to touch the consumer, but it also creates
a new data stream that can be leveraged by
businesses to help them highly customize
offers and messages to their target audiences
with optimal precision and success.
Location-Based Marketing
Along with wearable technology, another
area that is picking up strong momentum is
location-based marketing. In fact, according
to Pyramid Research, global market revenue
for mobile location-based services and
location-enabled mobile apps should reach
more than $10.3 billion by 2015.
An example of a location-based marketing
program that proved to be successful was
when Nestle in the UK “hid” GPS trackers in
some of its chocolate bar wrappers such as
KitKat and Yorkie. A team then tracked the
users after they opened the wrapper
and contacted them within 24 hours to deliver
a cash prize.
Another example is Netflix, an on-demand
streaming service, ran a location-based
Alan Gray
VP of Business Development, Strategy & Marketing | The Smart Cube
Alan Grey has many years of experience leading strategy and marketing efforts for
organizations such as Coalition Marketing and Catalina Marketing. He has been with The
Smart Cube for over three years heading up the business development for the company’s
Strategy & Marketing practice.
www.thesmartcube.com
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Building Your Business From The Brand Up
outdoor advertising campaign, which
encouraged college students to interact with
the company by posting regular questions
about different film genres and popular TV
series. Students were then requested to post
their answers using university-specific
Twitter hashtags and localized responses,
which were shown on digital screens at
36 universities.
Data Analytics Is Critical
For Success
The Power Of Fusing
Location-Based Marketing
With Wearable Technology
For data analytics to be successful, there are
two levels required in this process, including:
Fusing location-based marketing with
wearable technology could be very powerful.
In order to successfully do this, organizations
will need access to the data streams that
these technologies generate along with
analytical capabilities on the back end. In
addition, they need dedicated resources
analyzing this data and then developing
actionable insights. This will allow companies
to target the right customer, at the right time,
in the right location, with the right offer.
For example, a grocery store that is running
a location-based marketing campaign could
tap into the wearable technology and when
a runner is near one of their grocery stores,
the retailer could automatically alert and
offer that runner a deal on a product such
as vitamin infused water. Another example
would be when a runner is by a sports
apparel store and the retailer alerts him/her
to an offer for a discount on running attire
and accessories.
This is very powerful marketing, which allows
the retailer to reach consumers with highly
targeted offers. The retailer is also gathering
real-time data on each of their location-based
marketing promotions, so they can leverage
this data in the future to improve promotions.
And the consumer receives relevant deals –
it’s a win-win for both the consumer and
the retailer.
With these types of emerging technologies,
the need for data analytics is critical, which
helps organizations uncover consumer
patterns, trends, unforeseen correlations and
other valuable consumer insight. This type
of information can be leveraged not only by
marketing, but also in other areas such as
customer service and product development.
•• The algorithms that help connect the
two technologies and are able to deliver
the benefits to a marketer from a tactical
perspective.
•• Business analytics that ensures the
algorithms are actually delivering
the value and meeting the business
objectives that were originally outlined.
Business analytics helps support the
marketing strategy for the organization
ensuring long-term growth. Both parts of
the analytics mentioned above need to be
implemented to ensure optimal success.
While many organizations are joining the
bandwagon of big data and investing
millions – they sometimes lower their
emphasis on the importance of analytics,
which is a mistake.
Every year there will be emerging
technologies that come to market and it’s
critical that organizations carefully evaluate
them to ensure they will generate sales,
strengthen loyalty and fit within their brand.
If this criteria is met then companies should
integrate the new technology within their
marketing program, which will help them
compete more profitably, stay relevant to their
customers and enhance their brand.
www.brandquarterly.com
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