I was recently asked by Chief Marketer where a mobile budget should be allocated – on an app or mobile web?
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Chief Marketer Commentary: App vs. Mobile Web
ESPN Sportscenter App Rebrand Strategy Analysis
I was recently asked by Mobile Marketer to provide commentary and analysis about the recently announced efforts by ESPN to rebrand the SportsCenter app and the potential implications and benefits that this type of rebranding may provide.
(Mobile Marketer) Why is ESPN: SportsCenter app to be renamed “ESPN”?
ESPN is looking to unify all of their digital properties into a single brand. They are looking to unify the website, mobile experience and mobile app and allowing for greater personalization by the consumer.
(MM) To what extent is the rebranding across all these properties an effort to reach consumers across the full range of mobile platforms?
ESPN is taking the next step to provide a unified experience that is designed to be frictionless across devices and ultimately allow the consumer the ability to personalize the experience based on interests and affinity to their favorite sports and teams. This approach can be compelling for fans and consumers as the experience is the same across devices and the more contextually relevant the experience, the greater potential to maintain the interest of the consumer.
(MM) What is the implication for mobile marketing?
By providing a more contextually relevant experience that is unified across platforms, ESPN is setting the stage to maximize their reach with consumers and provide an always on solution that is consistent and personalized.
From a mobile marketing perspective, by offering personalization in exchange for a profile of the individual, they can begin to map multi-channel usage behaviors which can provide insights into how to further connect with their consumers and apply greater relevance to their ad products and partnerships.
(MM) Why is it so important to allow users to select the sports content they want?
Self-selected and curated content is the new normal when it comes to consumer behavior and entertainment. Combine that with a fans affinity for content about their favorite teams and it is important for content providers to allow users to control the experience. This freedom and access can lead to increased frequency and retention if the content is compelling and relevant.
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Do Snack Brands Need Content?
I was recently asked by Mobile Commerce Daily to provide commentary if Snack brands need meaningful content to drive in-store purchases via social. Below are my full responses to the various topics discussed.
(Mobile Commerce Daily) To what extent are food and snacks CPG brands starting to understand and activate social media within the purchase funnel?
Social media has been an integral part of the marketing mix for CPG brands for some time now. CPG social strategy has evolved with the evolution of social platforms and shifting consumer behaviors. Many platforms such as Facebook are shifting away from engagement as a primary metric and focused on reach, resonance and reaction, which aligns social media activation further down the purchase funnel.
(MCD) What are the challenges CPG companies face in leveraging social media to drive purchases?
The snack category is highly dependent on context and timing. With the convergence of social, mobile and digital and the focus shifting to targeted cross screen engagement, there is a renewed interest in aligning digital, physical and data to impact purchase decisions.
(MCD) Besides motivating purchases, what additional benefits/negatives in terms of consumer engagement does a social campaign bring the CPG company?
Social centric campaigns allow brands to deepen their connection with their consumers, empower them to help drive the brand forward (Doritos Legion of the Bold and Do Us A Flavor), impact brand perception and for a number of brands provide impactful reach through social engagement.
(MCD) What are some examples of top food and snacks CPG companies that have effectively leveraged social to drive consumers deeper into the purchase funnel?
Frito-Lay is a company that is continually looking to leverage social as a means to drive consumers further into the purchase funnel. Whether it is a brand campaign that empowers consumers such as Lay’s Do Us a Flavor, or it is creating a community of brand advocates like Doritos Legion of the bold, or connecting in-store elements seamlessly into socially centric campaigns, Frito-Lay is approaching social in a smart and relevant way that connects with consumers and ultimately impacts purchase.
(MCD) What’s your favorite example of a food and snacks CPG social campaign that drove purchases?
My favorite examples are Lay’s Do Us a Flavor and Doritos Crash the Superbowl programs.
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McDonalds & Apple Pay
I was recently asked by Mobile Commerce Daily to provide commentary about McDonald’s incorporating Apple Pay as a potential revenue driver.
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Agency Of The Year
Chief Marketer recently named my agency, The Marketing Arm, promo agency of the year for 2012. In this month’s issue of Chief Marketers Promo Magazine, they break down the top 100 promo agencies in the US as well as a two page article about TMA and why we were chosen as this years recipient. The article also includes a key reference to our upcoming Flockstar beta launch. Here is a link to the full article.
Flockstar is the first of our new crowdsourcing service offerings that I have worked intensely on over the past 6 months. More news to come as we get closer to the public launch but if you are a creative, strategist, planner, etc… then there is still time to join the private beta at http://www.flockstar.co
Hmm.. the gentlemen to the far right looks oddly familiar…
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