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VIDEO CASE – CHAPTER 13 RICH MEDIA - DIGITAL AGENCY Have you ever wondered who came up with the app you just downloaded—how and why they came up with the idea? The answers are many, but for mobile marketing tools, we need look no further than Toronto digital agency Rich Media, which creates easy-to-use mobile marketing tools and websites that make consumers’ lives a little easier. Whether this is with a TV selector tool, a home-buying app, or a mortgage calculator, Rich Media knows how to make the complicated simple. This is why Rich Media is one of the go-to digital marketers for companies like Scotiabank and Samsung in Canada. Rich Media sets itself apart in the mobile marketing space through a solid foundation of 20 years’ experience in new media and the fact that it creates innovative projects with an in-house approach to building clients’ business. Its expertise lies in designing interactive website discovery tools, apps, mobile web, and video animation that go beyond client expectations to tell stories that engage. Clients turn to Rich Media for its ability to quickly take projects from start to finish, including strategy development, creative design, technology adaptation, and in-house testing—all with high levels of customer service that they call the Rich Experience. The Rich Experience involves the agency going above and beyond with all its interactions, whether this be with couriers, video extras, its staff, or its clients. The Rich Experience is memorable, positive, fun, playful, personal, and professional. Rich Media’s approach ensures that projects are not farmed out to specialists, but instead created by its own lean team of carefully selected designers, coders, writers, videographers, and client services experts who share the same space to collaborate on projects. This ensures that the best work is created and exceeds client expectations. If a technical problem surfaces, or a client suggests an opportunity, no one needs to track down an expert in another organization. Instead, a walk across the hallway lands you with the in-house experts who can quickly resolve problems and discuss opportunities. Jake Rich, president and founder of Rich Media, explains that every project at Rich Media must adhere to its three-pillar approach of strategy, creativity, and technology. First, projects must meet the objectives and strategies set out at the start in the creative brief. Second, they must uniquely engage users and tell a client’s story. Third, they must use technology to make the customer journey easier and more memorable through intuitive, interactive, and informative tools. Its agile approach includes strategy, creativity, and technology all wrapped up in one to achieve excellent results. Rich Media’s clients include, among others, Scotiabank, Samsung, and Sun Life Financial, as well as ING Direct, TD Insurance, Great West Life, and RBC Financial Group. “Mobile has disrupted marketing as a new and interactive communication channel. It connects, it informs, and it communicates, all in one,” explains Rich. “Often, people are hung up on technology and miss the opportunity it presents—the opportunity to engage, to experience, and to communicate to individuals on their personal devices.” He explains that intrusion is not welcome on mobile devices, and so marketers must learn to engage customers to be invited into their coveted mobile space. Rich does not see technology as mobile’s biggest challenge, but instead points to understanding how consumers use the technology and how it is changing cultural norms. Mobile devices are always on, consumers are always connected, and marketers must learn how to communicate across these new and exciting channels. We look to Scotiabank and Samsung, two of Rich Media’s clients, to gain an understanding into the mobile space and how Rich Media has created mobile experiences that help build business. The Scotiabank Dream Home Finder is a mobile application for prospective home buyers that makes house hunting easier and more enjoyable. Instead of home buyers muddling through stacks of feature sheets and trying to recall the homes they have visited, the Scotiabank Dream Home Finder cleverly organizes all elements on a computer or mobile device. On a mobile device, people merely download the free app and, in a few short minutes, register to set up a profile that includes required home features (number of bedrooms and bathrooms, price ranges, etc.) as well as important locations such as work, schools, gyms, and babysitters. Then, as prospective homes are visited, the user uploads photos of the homes and adds information on addresses, price points, features, and personal notes for future reference. The app automatically plots the properties on Google Maps in relation to important locations and then rates the prospective homes based on the originally selected features. A report can then be printed or viewed on the mobile device. The app also includes a simple mortgage calculator and a list of Scotiabank specialists who can be contacted for mortgage advice. “The beauty of this tool is its simplicity,” states Rich. “We wanted to ensure that users were not weighed down by complicated registrations or confusing interfaces. It’s all very intuitive and helps any house hunter—whether they are Scotiabank clients or just casual browsers—more easily find a home. Its integration with Google Maps and mobile images makes it very useful, and having a comparison tool to assess different properties is highly rated.” The Scotiabank Dream Home Finder fits into Rich Media’s three business pillars—strategy, creativity, and technology. It creatively uses new technology to help clients more enjoyably go through the daunting house-hunting process and to easily envision their lives in a new location. The Scotiabank Dream Home Finder took Rich Media a number of months to design to its high standards and since then it has been enhanced and periodically updated to keep pace with operating systems, the real estate industry, as well as new mobile devices for iOS, Android, and BlackBerry. The mobile space requires constant attention to ensure that applications remain compatible with updated software and hardware. The Scotiabank Dream Home Finder is a free application and desktop destination that comes in English and French. The Samsung TV selector tool is another Rich Media project that helps make consumer decision-making easier and more enjoyable. It was born out of a need to make TV purchasing easier for consumers who are confused about LED and plasma options. Rich Media turned to its three pillars and created a tool that takes the pain out of the purchase with the Samsung HDTV and Sound Solution Selector, which is strategic, creative, and uses technology to tell a story. Consumers simply answer a few questions on a computer or mobile device about TV location, room dimensions, lighting, TV usage, pricing, and Internet applications. This results in a TV recommendation from Samsung that includes TV features, pricing, and size. These suggestions can then be shared with friends via e-mail, Twitter, or Facebook to solicit advice. This tool has been very successful for Samsung, helping it stay top-of-mind with consumers on their path-topurchase. Rich leaves us with a few final thoughts to consider on our journey to learn about mobile marketing. He wants students to understand that mobile is merely a step in the development of the digitally connected world; it allows consumers to more richly explore and connect with marketers and brands. Separately, he advises students to follow their passions, to work hard, to use their creativity to engage with others, and to follow their dreams. Rich Media was born out of his desire to run his own business, as well as his passion for design, creativity, and technology. Now, a motivated team of digital experts create the Rich Experience at Rich Media with annual growth rates of over 20 percent. Thank you, Jake Rich! Questions 1. Why is it important that the Samsung TV selector tool be mobile-friendly? 2. Download the Scotiabank Dream Home Finder app and identify what mobile marketing tools and social media marketing tools are used to engage users. VIDEO CASE – CHAPTER 13 SALESFORCE - BECOME A CUSTOMER COMPANY For decades experts have been talking about a time when customers will really be the focus of companies and organizations. We call this the marketing concept but over the years so often consumer needs and expectations were below par, forcing consumers to complain and/or take their business elsewhere. Today, technology has given consumers a stronger voice - one that is heard loud and clear - forcing companies and organizations to pay attention and make changes. Consumers now live in an interconnected world where mobile devices and social media makes it easy to voice opinions and share positive and negative sentiments. Consumers now have recourse and marketers are on alert knowing that influential customers with large followings on social media can influence brand opinions and brand sales. Consumers today expect products to live up to expectations, services to be beyond reproach, marketing messages to be ethical, and companies to be good corporate citizens. People also expect companies to form relationships with customers by being responsive to their needs, sending timely offers, and answering questions, often in real-time. This is no easy task with wireless technology that connects consumers with organizations 24/7 across time zones, cultures, and countries. Various marketing services companies help marketers provide exceptional customer service in this interconnected world by providing cloud-based platforms and databases that marketers use and access to help ensure complaints and questions are tagged and answered, that each customer interaction is logged, that databases are populated with customer communication timelines and information, and that salesforces have customer and company information at their fingertips. Marketers can then correlate data to sales and profits to return on investment. Salesforce, the world’s leader in customer relationship management tools (over 620,000 clients in over 125 countries), provides such marketing services with cloud-based platforms that companies and organizations can use to develop trusting relationships with their customers. Salesforce’s attitude to business puts customers first and harnesses technology and data to make marketing, communications, and business practices simpler, faster, and better. Its approach is that to succeed, businesses need to become customer companies that are available 24/7 - whenever the customer desires and on whatever device they prefer. Customer oriented companies listen to each customer through every communications channel and connect customers, employees, partners, and products to earn consumers’ trust and business. Customer focused organizations create useful communities for clients, send out offers, and track interactions to ensure customers are delighted and recognized from their multiple contact points whether this is in-store, via e-mail, through a text message, through online customer service chat, or on social media. These platforms respect consumers’ identity and their rights to privacy. Salesforce provides cloud based platforms that help marketers focus on consumers. Salesforce Chatter is an example of such a platform that works as a company’s closed access social sharing hub. This platform allows employees to collaborate on projects, post updates on work-related items, share ideas, and solve business-related problems on a social sharing platform similar to Facebook. Salesforce also has Salesforce Sales Cloud that helps salesforces log, track, and access information on sales interactions, pitches, and targets. It also has its Salesforce Service Cloud that connects agents to customers and tracks customer service cases. Salesforce Marketing Cloud is another service that is of particular help to marketers. It helps marketers schedule, deploy, monitor, and measure e-mail marketing campaigns, social media marketing programs, and mobile marketing campaigns. It drills down into e-commerce interactions to build richer relationships with its customers. It also allows social media managers to monitor, measure, schedule, and respond to social media comments and questions in real-time, capturing data in dashboards that visualize demographics, highlight share of voice, pinpoint engagement levels, identify positive and negative sentiment, and show how social campaigns perform. In November 2013 Salesforce launched its Salesforce1 Customer Platform app (for mobile devices) so business customers can access updates, data, and communicate on-the-go to better connect with clients. The Salesforce1 Customer Platform app also allows developers to create their own business-facing apps that are built on the Salesforce1 platform. Compatible across Android and iOS platforms, Salesforce1 provides real-time access to critical business information at all times using the cloud to offer downloadable business apps through its Salesforce AppExchange platform. Agents can collaborate, communities can help each other, and users can search a knowledge bank to help troubleshoot problems to deliver outstanding customer service. Salesforce1 is generally included with user licenses of Salesforce CRM and the Salesforce Platform. This approach is no surprise, considering Salesforce’s forward-thinking approach puts customers first. Salesforce calls this the Internet of Customers whereby companies can be more productive by connecting employees, partners and products from anywhere, anytime, and on any device. Salesforce believes that the Internet of Customers is the future and that the brands that get there first will win the hearts and minds of consumers. Questions 1. What business practices and consumer expectations do you think prompted Salesforce to create a business app for its customers? 2. What general benefits can apps bring to business users?