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Chipotle is running mobile ads but forgot one important thing- optimization. The ads are difficult to see and don’t fit a mobile screen, cutting off the text and visuals. This poor execution takes away from the campaign, ruining the user experience.
Jack recently gathered together some of our digital minds within the agency to talk about Brand Experiences in the Digital World. What we think is absolutely critical to brands in the digital space (which is everyone, right?) is to build their digital strategy through the lens of experience. Because experience is what consumers remember.
We looked at digital trends out of SXSW (and beyond) through an experience lens and made some bets about what we think will shift the digital marketing space this year, including: UX design, mobile, gamification, Big Data and beyond.
We think the best digital answers the question “Am I making people love my brand?”
Take a read on slideshare and let us know what you think!
“Zaarly is a location-based, real-time commerce platform to help people get what they want, when they want it from people around them.”
After browsing the Zaarly site and testing the iPhone app, I think this platform has great potential. Zaarly offers consumers a considerably different commerce experience because listings are based on buyer needs in specific locations (and, yes - it’s mobile!).
The whole premise for this platform is that people can connect with their community by posting what they want, how much they want to pay for it, and when they want it by – in real-time.
Zaarly is forecasted to shift the whole ecommerce model, as transactions are initiated by proximity-based listings that are posted by buyers, not sellers. Essentially, Zaarly is transforming the traditional supply and demand chain into a demand and supply model that gives consumers the ultimate influence on the marketplace.
Near field communications (NFC) will represent the future of mobile payment. Stephen Bates, RIM’s Managing Director in the UK, has boldly proclaimed that “all of our new devices moving forward” will have NFC tech built into them. This goes into everything from entry-level Pearls to top-end Torches and Bolds. Bates envisions NFC Berries providing a system similar to Hong-Kong’s Octopus card where people tap and go at subways, 7-eleven, or any retailer equipped to accept NFC payments. If a few more manufacturer like Apple, HTC, Samsung jump on the bandwagon NFC might finally break into the mainstream.
Google CEO: Mobile Growing Faster Than “All Our Predictions” We know this to be the case but its nice to hear the numbers form a reliable source.
Forrester Research released a new reports that predicts that marketers will allocate about $1 billion in spend for mobile display and search advertising by year-end. Forrester predicts that marketers will use mobile marketing channels to generate real leads, drive foot traffic into stores and to sell products and services.
"Smart phone adoption is growing and with it activities typically associated with PCs, such as researching products, booking hotels, trading stocks, finding nearby restaurants, or simply browsing the Internet,"
"Consumer product and service companies will also need to promote their mobile content and services,"
"marketers will take advantage of the growing audience, targeting it better through location and behavior, as well as using richer media formats, such as video."
- Forrester’s 2011 Mobile Trends report says.
Forrester has 9 predictions for the industry this year:
"The focus for companies willing to tap into the growing mobile opportunities should be on moving from experimentation to the creation of a mobile business case and strategy"
A couple weeks back, a company called Quest Visual released Word Lens, an iPhone app touted by many as one of the most innovative, practical uses of augmented reality to-date. Its purpose: the translation of text from English to Spanish and vice versa in real time, imposing an aesthetically matched translation of text on your mobile device’s (currently only iPhone) camera view of textual objects.
While interesting in and of itself, the release of Word Lens is symbolic of a broader, more important historical trend that’s happened time and time again: the increasing relevance of certain novel technologies over time — e.g., the car, the television, and, in this case, the mobile phone/augmented reality.
Why is this important to the business of brand experiences? At present, we’re living in a world of rapid technological innovation, in which communications technologies are at the forefront. The ways people see, hear, and feel the world are changing — even if, for the most part, we hold on to perennial values, principles, and processes for making decisions about stimuli (which, many argue, are also changing). As marketers, we must adapt, look forward, and prepare for how to best reach people’s hearts and minds.