English Blog of The Strategy Web - Digital Transformation

How a campaign brings multiscreen couples together

19. January 2012/in Blog English, Web Marketing/by The Strategy Web

Many families, and especially couples, experience new formats of evening togetherness. Couples are not leaning back any longer and simply watching TV, or having relaxed chats next to it. With most couples, both partners are using their smartphones, tablets or notebooks to chat with friends, to update their status for their fans and keep in touch with their digital fellows while the TV sceen is fighting for viewing figures.

Did you realize that TV gets the former status of the radio in our digital world? People listen to TV but are actively engaged in something else, in another screen conversation, in a multiscreen reality. Mobile becomes the new prime time. Radio always was the number two from a user attention perspective. So is singlescreen attention today, it is out, digital leads. Multichannel is the big future, and the looser is… the personal relationship. We all know how relaxing it is to lean back, and how TV reduces our “most emotional relationship activities” to a minimum, multiscreen usage could become a limitation catalyst.

But there is hope…

CP+B has thought about this development, maybe not… Still, they tell us in a new campaign how couples most commonly book trips. They have created a 2 for 1 campaign for Scandinavian Airlines. The campaign called “Couple Up to Buckle Up” was launched in banners, emails, facebook app, or print ads, and used two unique QR codes to bring people closer together again, i.e. to book a flight to Paris together.

In the campaign approach, couples need to scan the QR code assigned to them. Then, they would sync their half of a video based offer and reveal the discount code split across both screens. Bit of a challenge to scan/play at the same time but still a nice idea on a critical relationship topic.

And maybe this will help to… Well, you decide!

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Couple Up to Buckle Up from Tobias Carlson on Vimeo.

Samsung unveils the new of the old future generation of TV

14. January 2012/in Blog English, Featured Stories, Visionen/by The Strategy Web

We have seen films in which James Bond (or his “friends”) stands in front of tranparent TV screens, planning to save or change the world. We have seen Minority Report where Tom Cruise catches whoever and whatever in an impossible mission which becomes mission possible before it even happens. And we have seen visions of future screens here and here.

These were films. Are we living in this cinema world soon…?

Well, this “Smart Window” technology Samsung which is being promoted at CES 2012 is somehow groundbreaking and breathtaking. Lovely Ashley Esqueda is definitely real and checks out the new Samsung technology at their booth with a little demo of the window.

Would you want that “Smart window” in your living room where you can switch from looking out at the blue sky and watching Roger Moore or Samantha Morton at the beach? Or would you just be happy to have one more free wall without a black screen? I would.

PS: And if this is going to be the future, then I doubt the Accenture study forecast that states consumers will buy fewer TVs. How about you…?

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Memories – History of Disruptive B2B Innovations

13. January 2012/in Blog English, Web Strategy/by The Strategy Web

Sorry, if I am getting emotional in this post… After far more than 1.000 posts, there must be one that is more personal than the rest of this blog: Memories.

I haven’t been alive 1851. Well, I am not alone on that one, right…?! No, I haven’t changed the world.
Obviously. Many of the companies on this infographic could not make this happen…

However, in 1999 something happened that I did not expect those days, or when I started my career in the B2B marketing and media world. It was disruptive in my B2B marketing life. Ok, I admit it was no innovation…, maybe some tiny idea and thoughts were those days. It was a milestone for me personally. And a tipping point in my business experience…

Getting an award is something that gives people a career kick. No Grammy. No Oscar. No… whatever. Having an award from the company that is mentioned at the beginning of this chart is something special to me, especially when you were young, inexperienced but eager to become better and better in business. When United Buisness Media bought CMP in 1999, I achieved a Salesperson of the Year award from CMP. Big emotions, big memories, I can tell you…

Seeing JESS3 and Eloqua mention CMP in their history of disruptive B2B Technolgy Innovations infographic brought back these long forgotten memories. I haven’t seen anyone mention CMP for years…

This infographic is not only rewarding the importance of content marketing, it also shows that content marketing will remain to be relevant and thrilling in the future. However, it might shift more and more from text to audio-visual touchpoints? We will see…

PS: Thanks to Mai Nguyen to ping this through to me…

Study: Social sharing buttons in email increase click-through rates

12. January 2012/in Blog English, Sales/by The Strategy Web

Studies from AddThis and ShareThis have illustrated how sharing trends may boost marketing efforts and how to best use them for marketing efficiency.

The latest research from GetResponse shows the influence of social sharing on email effectiveness. The study which compared social sharing preferences of email marketers, analyzed Social Media sharing via Facebook, Twitter and LinkedIn in over 2 billion email sent by customers of the email marketing provider.

The GetResponse study also found that 51.9% only use one social share icon, while 40.6% use two of those, 7.4% three, and only 0.1% four icons. Those companies that offered at least three social sharing opportunities succeeded with a 55% higher click-through rate (CTR). The findings state that the number of marketers who include social sharing buttons in their emails increased to 18.3%. This is an increase of 40% from last year.

It seems that marketers understand the benefit of shirring for their marketing efforts: more reach, more traffic, more engagement, more sales. Email including social sharing buttons had a higher click-through-rate of up to 115%: Emails that included social sharing buttons had a 5.6% CTR which stands against 2.6% CTR for those that did not use social sharing buttons.

The infographic below shows the main results of the GetResponse’s study but also illustrates the importance of connecting all social efforts with traditional marketing to succeed.

The Social Google: Google Search and Google+ unite

11. January 2012/in Blog English, Featured Stories, SEO/by The Strategy Web

Google revolutionized the internet, the way we interact, we use our brains and thus, somehow it changed the world. And now they will do it for the second time… with “Search, plus Your World”. This new search engine technology does not only bring us information from across the web. It proclaims to make search even better better by including photos, posts, and “more from you and your friends”.

With an all new algorithm for their search they have changed their search strategy. Today, people are searching not only for content. Today people also want to find personal and private information and touchpoints. The normal result is one which we have all expected for a long time since Google+ launched: Google+ will be integrated in Google search which will definitely affect the power of Google against their hardest social competitor Facebook.

Google’s new “Search, plus Your World” integrates also personal data like personal content, pictures or videos from Google+. Here is their new promotion video…

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On the official Google blog Amit Singhal explains how the new Google search works with an experience of his past.

“As a child, my favorite fruit was Chikoo, which is exceptionally sweet and tasty. A few years back when getting a family dog, we decided to name our sweet little puppy after my favorite fruit. Over the years we have privately shared many pictures of Chikoo (our dog) with our family. To me, the query [chikoo] means two very sweet and different things, and today’s improvements give me the magical experience of finding both the Chikoos I love, right in the results page.”

Google’s first step to integrate Social Search results gets now followed by the integration of Google+ which becomes a massive hub to “socially unite” all of their own products and services. The new search offers three main benefits…

1. Personal Results, which enable you to find information just for you, such as Google+ photos and posts—both your own and those shared specifically with you, that only you will be able to see on your results page;
2. Profiles in Search, both in autocomplete and results, which enable you to immediately find people you’re close to or might be interested in following; and,
3. People and Pages, which help you find people profiles and Google+ pages related to a specific topic or area of interest, and enable you to follow them with just a few clicks. Because behind most every query is a community.

Spot On!
However, this might sound as if Google makes us more transparent, users have the opportunity to select whether they want the new Google search algorith, or not. This gives users the ability to see either the good old search results or the brand new private search results. People just need to use the little buttons…

…or they will simply change it in the account settings. And Google extends the Google+ circles idea to their search: Every single result in the private search mode gets marked whether it is private, public or limited entry. Somehow a clever filter, don’t you think…?

Study: In-car internet to become "the norm"

9. January 2012/in Blog English, Connected Car, Featured Stories/by The Strategy Web

Never will I forget the day some time between 2001 and 2002 when I went to the BMW pavilion exhibition in Munich to get an understanding of what “Connected Drive” means. Those days, even the people in the pavilion could not help us, and it took BMW three days to give us some proper feedback on this term via telephone. Today, the term is clearly defined as driving with internet access which enables all sorts of connected infotainment, and if you want to know more about it, you can get plenty of information here.

Every day today, people are sitting in their cars, grapping their smartphones while waiting at traffic lights – although a great Facebook page tells us not “Text-and-Drive”. The future will be different though…

According to the world’s top car bosses, in-car internet access is close to becoming reality. A recent survey by KPMG called “Global Automotive Executive Survey 2011” shows that speech recognition and internet connection with Wifi and 3G will become the norm in the future.

The results of the study state that 37% of the 200 responding car executives see “infotainment” to be almost as important as car safety. It makes clear that over the next five years, car buyers will see in-car gadgets provided by the big tech firms like Apple, Google or Microsoft.

The new Toyota Avensis commercial in Germany features in-car texting and internet.

Intel already announced some collaboration with Toyota at the end of last year. Intel forecasts that the connected car is the fastest growing technological device following smartphones and tablets.

According to Reuters, Mercedes-Benz USA is bringing Facebook to its cars with the new in-vehicle telematics system that will be unveiled at the Consumer Electronics Show in Las Vegas this week. It allows drivers to access Facebook on the road. However it is not exactly the same as using the social network on a personal computer or a smartphone. “The version of Facebook offered in Daimler AG’s Mercedes is stripped down to a limited set of features, specially designed for drivers and centered around the locations of friends and businesses.” Audi’s A7 series already offers a built-in 3G wireless which shall be extended to other new models.

Spot On!
Car manufacturers will look out for cooperation opportunities with IT companies as well as telecoms and the music industry. It will be interesting to see how much the in-car technologies will evolve and develop in combination with the Hybrid technology that will get the main investment according to 53% of the car execs. Apart from that 57% see speech recognition and built-in navigation as important product issues for consumers in the future. Just imagine you can send your tweet, write a blogpost or a Google+ status update without taking your eyes from the streets. If speech recognition performs, a lot of the dangerous texting and driving could end. Although it will take some time for people to adapt to the nex technology.

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