Page 5 - index
P. 5
RESEARCH, ANALYSIS & TRENDS
Even mobile search will change respective users. This could be e.g.
dramatically and bring some sur- discount vouchers tailored to the
prises. In particular, local business- client's interests, personalized en-
es and marketers in small and me- tertainment offers, or interest-
dium businesses still have a lot of related news articles.
potential in mobile marketing, which
they should not disregard. Instead, No success without reason: CEOs
they should commit themselves to have to grant their social media
the famous SoLoMo principle, since departments more budget to en-
the local search on mobile devices sure good video strategies and a Each touchpoint provides opportuni-
is still a rough diamond that just stronger focus on new social net- ties to generate leads and chances
needs some polish. Not to mention works. Besides, a good measurabil- for an intensive dialogue marketing.
that Google has become a real ity must be possible to lift content And although the smart TV market
“mobile-first” company over the past marketing at a professional level in is still in its infancy, it provides al-
year, which demands mobile friend- the organization. Therefore, this ready great advertising potential for
liness as a prerequisite for a higher year’s motto for marketers is "all or brands and companies from all sec-
ranking within the mobile search nothing" and their credo is “less tors.
results pages. buzzwords, more relevance".
Keep in mind that the omnichannel
From trend to marketing basics Multi-device strategies gain commerce is a crucial foundation in
momentum order to implement a multi-device
Marketing managers seize the op- strategy. The term omnichannel
portunity to stick in the minds of A successful cross-channel cus- commerce is an evolution of the
their customers through the use of tomer journey is considered the multichannel sales, in which all ex-
good stories. So far, only very few supreme discipline in digital mar- isting sales channels are served
companies succeed in preparing keting. If the customer is looking at parallel. The customer of today has
emotional, personal and entertain- a flight connection in his countless options to get his/her de-
ing content strategically for their smartphone app, all devices known sired product or service, therefore
target groups. Be at the forefront by him can be synchronized in real bundle all sales and communication
and find your individual content time, based on the information. If channels to be able to use them all
strategy that not only convinces he is at home and sitting on his at the same time.
your customers, but also inspires couch, the same data is automati-
them in the long term when thinking cally displayed to him on his tablet, A diversification of all traffic chan-
of your brand. Fact is that this year and on his desktop PC he sees nels is necessary to reach the cus-
brands will prove even more to be additional information about the tomer at the right touchpoints and
independent publishers that no weather at the destination and trav- this will be an exciting challenge for
longer primarily apply their own ser- el tips. marketing departments this year. It
vices and products, but also skillful- will be critical, not to focus just on
ly spread news, insights and exper- Perfecting a multi-device strategy one or a few channels, but to pre-
tise through their channels. At the will definitely be a hot topic this pare and spread quality content
same time, it is important to make year and beyond. A multi-device manifold.
use of high quality and engaging strategy means offering the same
content, as customers are demand- context across all channels and Finally, yet importantly, the Internet
ing and want to benefit individually. update it in the best case in real of Things will conquer marketing.
time. Whether digitization, networking or
Richer content with background sensors, the Internet of Things not
information is on the rise, while In most cases, newsletter or web- only takes our daily lives by storm,
short blogposts with little state- sites are already optimized for but also the marketing departments.
ments lose out. The need for enter- viewing on tablets or smartphones. However, it is important to develop
prise content is rising steadily and However, a good multi-device strat- not only hardware and sensors, but
who wants to be successful has to egy can more than just that. The partnerships that form a useful eco-
stand out from the crowd and offer final goal is to integrate new devic- system. Whoever wants to be suc-
unique content. Actually, high quali- es, such as wearables, smart TVs cessful in business should not rely
ty content is not necessarily com- or connected cars in the marketing on technically isolated applications,
plex content but distinguishes by strategy and to present the compa- but open up to the larger platforms.◊
being individually of interest to the ny optimally via all devices.
By Daniela La Marca
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
Even mobile search will change respective users. This could be e.g.
dramatically and bring some sur- discount vouchers tailored to the
prises. In particular, local business- client's interests, personalized en-
es and marketers in small and me- tertainment offers, or interest-
dium businesses still have a lot of related news articles.
potential in mobile marketing, which
they should not disregard. Instead, No success without reason: CEOs
they should commit themselves to have to grant their social media
the famous SoLoMo principle, since departments more budget to en-
the local search on mobile devices sure good video strategies and a Each touchpoint provides opportuni-
is still a rough diamond that just stronger focus on new social net- ties to generate leads and chances
needs some polish. Not to mention works. Besides, a good measurabil- for an intensive dialogue marketing.
that Google has become a real ity must be possible to lift content And although the smart TV market
“mobile-first” company over the past marketing at a professional level in is still in its infancy, it provides al-
year, which demands mobile friend- the organization. Therefore, this ready great advertising potential for
liness as a prerequisite for a higher year’s motto for marketers is "all or brands and companies from all sec-
ranking within the mobile search nothing" and their credo is “less tors.
results pages. buzzwords, more relevance".
Keep in mind that the omnichannel
From trend to marketing basics Multi-device strategies gain commerce is a crucial foundation in
momentum order to implement a multi-device
Marketing managers seize the op- strategy. The term omnichannel
portunity to stick in the minds of A successful cross-channel cus- commerce is an evolution of the
their customers through the use of tomer journey is considered the multichannel sales, in which all ex-
good stories. So far, only very few supreme discipline in digital mar- isting sales channels are served
companies succeed in preparing keting. If the customer is looking at parallel. The customer of today has
emotional, personal and entertain- a flight connection in his countless options to get his/her de-
ing content strategically for their smartphone app, all devices known sired product or service, therefore
target groups. Be at the forefront by him can be synchronized in real bundle all sales and communication
and find your individual content time, based on the information. If channels to be able to use them all
strategy that not only convinces he is at home and sitting on his at the same time.
your customers, but also inspires couch, the same data is automati-
them in the long term when thinking cally displayed to him on his tablet, A diversification of all traffic chan-
of your brand. Fact is that this year and on his desktop PC he sees nels is necessary to reach the cus-
brands will prove even more to be additional information about the tomer at the right touchpoints and
independent publishers that no weather at the destination and trav- this will be an exciting challenge for
longer primarily apply their own ser- el tips. marketing departments this year. It
vices and products, but also skillful- will be critical, not to focus just on
ly spread news, insights and exper- Perfecting a multi-device strategy one or a few channels, but to pre-
tise through their channels. At the will definitely be a hot topic this pare and spread quality content
same time, it is important to make year and beyond. A multi-device manifold.
use of high quality and engaging strategy means offering the same
content, as customers are demand- context across all channels and Finally, yet importantly, the Internet
ing and want to benefit individually. update it in the best case in real of Things will conquer marketing.
time. Whether digitization, networking or
Richer content with background sensors, the Internet of Things not
information is on the rise, while In most cases, newsletter or web- only takes our daily lives by storm,
short blogposts with little state- sites are already optimized for but also the marketing departments.
ments lose out. The need for enter- viewing on tablets or smartphones. However, it is important to develop
prise content is rising steadily and However, a good multi-device strat- not only hardware and sensors, but
who wants to be successful has to egy can more than just that. The partnerships that form a useful eco-
stand out from the crowd and offer final goal is to integrate new devic- system. Whoever wants to be suc-
unique content. Actually, high quali- es, such as wearables, smart TVs cessful in business should not rely
ty content is not necessarily com- or connected cars in the marketing on technically isolated applications,
plex content but distinguishes by strategy and to present the compa- but open up to the larger platforms.◊
being individually of interest to the ny optimally via all devices.
By Daniela La Marca
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
