Langeweile war gestern – Trilogie, Teil 2

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Credits: © tmc_photos – Fotolia.com

Haben Sie sich in letzter Zeit mal so richtig gelangweilt? Nicht? Warum wundert mich das nicht?? Langeweile. War das nicht gestern?

Natürlich kann niemand wirklich sagen: Ich habe mich zu Tode gelangweilt. Dann wär’ man ja nicht mehr. Aber Langeweile ist schon lange nicht mehr. „Einfach mal nur sitzen und dumm gucken? Das hab’ ich schon Jahre nicht mehr gemacht“, sagte erst kürzlich ein Freund zu mir. Es gibt eine Notwendigkeit für einfach mal nur „da sitzen“.

Nicht agieren. Nicht kokettieren. Nicht wissen wollen. Mal nichts tun. Einfach mal keinen Finger rühren. Nur aus dem Fenster gucken und sich zwingen, die Gedanken schweifen zu lassen. Aber selbst das Denken ist anstrengend und fordernd. Nicht denken kann man nicht. Oder können Sie das etwa?

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Study 2014: What marketers see as their top priorities

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Obviously, all marketers are ROI-driven – or made to think that way. Not surprising then, the top priority in digital marketing comes to be increasing the conversion rates (47%), followed by increasing/improving brand awareness (46%) and collecting/measuring/using behavior-based data (29%). This is the outcome of the latest study by ExactTarget entitled “2014 State of Marketing”. The report, conducted between October and November 2013, gives insights from over 2,600 global marketers.

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Although I would have expected from our conversations with clients that demand generation comes in as one of the top priorities, only 28% of the marketers said acquiring new subscribers, improving channels (24%) and leveraging actionable data is among their main challenges for 2014.

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The good sign for publishers, consultants, advertising platforms and marketing service providers is that 98% of responding marketers plan to increase or maintain their digital marketing budgets. The rise in digital marketing spends goes primarily to data and analytics (61%), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%).

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Spot On!
It would actually be interesting to have a study that asks marketers what they define as social media marketing. Why? Interestingly enough, only 34% of those marketers find ROI in social media marketing. As of a lack of definition, we cannot argue whether there is a misunderstanding in the definition or in the company’s approach to social media. Still, only 52% think their social media activities will actually pay out in ROI. But when Facebook, Twitter, and LinkedIn are cited as the most popular social channels for the respondents, I doubt that their social media approach is properly understood. At least there are positive signs when the repondents see that Google+ gets more impact with 18% planning to start in 2014.

Texting and Driving? Better use Samsung's "Eyes On The Road" App

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Samsung Eyes on the road appThe guys at CHEIL in Sigapore have created a nice app for Samsung that keeps us away from texting and driving. With their “Eyes On The Road” app you can switch your phone into a “Drive Safe Mode” and stay away from taking calls, texts, or even push alerts while driving.

The app technology detects via sensor fusion technology when your speed is above 20km/hr. It then activates the “Drive Safe Mode” and blocks calls, texts and push alerts. Furthermore, it sends automated messages to the people that wanted to get in conversations and let’s them know that we are driving our car at the moment. If not deactivated manually, the app does so after 10 minutes of inactivity.

Now, up to you to use it and for Apple to come up with some similar approach. Or do you not like it…?

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Infographic: How proximity & micro-location marketing offer new possibilities to marketers

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In a consumer world that is becoming more and more mobile technology driven, the outreach to customers depends on sending the right message at the right time in the right context with the right content impulse. Retail marketers need to be aware of how micro-location and proximity marketing will connect them with those early mobile adopters.

And just imagine how marketers can target their customers just when they are taking their purchase decision. Only as mobile technology and relevant data will let marketers know in which shopping experience the potential customer is.

Like a “look over the shoulder” of their customers, retail stores can now use mobile and targeting technology to better understand the purchase behavior of their customers. Sensors and Bluetooth low energy (BLE) beacons enable marketers to track and target those buyers in retail stores from the minute they walk in the door, and always send them relevant personal promotion content.

This infographic by MDG tells us that only 23% of marketers are using location-based data in their current mobile campaigns. Still, this technology will be changing the marketing approach in the future. As ore and more marketers are heading towards micro-location marketing (this marketing tactic is expected to reach $2.3 billion globally by 2016), it will depend on the customers whether they will accept this real-time marketing and hyper-targeting advertising formats.

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