Twitter recently announced that it’s acquiring a mobile technology company called TapCommerce. Specializing in mobile retargeting, TapCommerce targets ads based on previous user activity. While this service is certainly not groundbreaking, retargeting isn’t very common among mobile marketing due to the lack of cookies. But through large amounts of data and sophisticated statistical analysis, TapCommerce is able to overcome this problem.
With more and more consumers making purchases on a mobile device, it’s important now more than ever for a brand to target and communicate to its audiences via mobile. While many advertisers primarily focus on activating new users, TapCommerce reminds brands to re-engage with lapsed users and present more relevant content. Re-activating users rather than enticing new ones also can be less costly, as we know in the arena of customer retention.
The acquisition of TapCommerce will give advertisers on Twitter more opportunities for re-engagement and better measurement of mobile marketing. Mobile consumers also will reap the benefits of this team-up by receiving more relevant ads in the apps they use.
Twitter said in a statement that it’s too early to say when users will see TapCommerce technology on Twitter, but the groups are in the beginning stages of creating a product plan.
InBusiness Magazine just named its 25 Most Influential People in Greater Madison. We’re happy to see our client, Ellen Barnard of FEED Kitchens, was listed.
We saw firsthand her tireless efforts to develop FEED from concept to reality. As the article put, “Barnard can be confident that her contributions to society are only growing.”
We wholeheartedly agree. Well done, Ellen!
If you’ve worked in the agency world long enough, you’ve invariably landed a client that had a bad split with its previous agency.
In some cases, the agency wasn’t the right fit. In other cases, the client wasn’t the right fit.
The latter appears to be the situation in Cramer-Krasselt’s public split with Panera Bread. A leaked memo mentioned Panera’s “constant last-minute shifts in direction, the behind-the-scenes politics, the enormous level of subjectivity that disregards proof of performance — all churn people at a rate that becomes much too much even in this crazy business. The previous agency found that out as well. There is a pattern. And in the end, no amount of money makes it worthwhile.”
I applaud Cramer-Krasselt for not letting money prevent them from exiting what seemed like a difficult and frustrating relationship.
Isn’t it crazy to think the World Cup has only been playing for a week and three more weeks remain? Not only is this the month of crazy goals between countries, but it’s also a time for sporting goods manufacturers such as Nike and Adidas to compete. This time it’s about their marketing strategies.
Nike’s commercial, “The Last Game,” features animated avatars of World Cup pin-ups Cristiano Ronaldo and Neymar Jr., as part of its “Risk Everything” strategy. The 5 1/2-minute video shows the Nike-signed players playing one last sudden-death match against the clones, who bore spectators by playing “like it’s just a job.”
Meanwhile, Adidas’ commercial features international stars David Beckham and Zinedine Zidane. In their “All in, or nothing” campaign, the duo challenge two individuals playing the FIFA World Cup video game to a real soccer match in their house. Another strategy Adidas is trying this year is shifting to YouTube and trying to introduce real-time marketing to the social platform.
Both campaigns are attempting to show how effectively channels such as video work well with e-commerce and social media. According to communications agency Way to Blue, Nike secured 200,119 social mentions between April 20-June 6 while Adidas grabbed 88,041.
Last night I attended the annual PRSA Silver Anvil awards, which honor the best PR campaigns. The auditorium was full of talented professionals who obviously deserved recognition.
I loved the band, which played a song for every award winner based on the name of their entry. For example, an Alzheimer’s campaign elicited “Who are You” (though that does seem a little wrong).
But my big takeaway was that some of these PR campaigns really are about improving our lives, not just making a profit or strengthening a brand. The top award went to AT&T’s “It Can Wait” campaign to end texting while driving.
The elements were so powerful that AT&T’s competitors–Verizon, Spring and T-Mobile–joined in. And data showed that several states were projected to have fewer accidents and deaths as a result of texting while driving.
Now that’s some good PR.
We’re testing out a new project management software called Wrike. I’ve previously used BaseCamp and Microsoft Project and want to see what else is out there.
So far, the free version seems to have some useful features. My favorite is being able to send an email to a colleague and to Wrike at the same time so that the conversation or assignment is logged online.
At the same time, I’m not impressed with Wrike’s Android app (and I hope a Windows Phone app is created), but it seems like the company is making steady improvements.
Elise Otten has started her summer internship with Revelation. The Brookfield native previously worked at Madison Magazine as a marketing intern and for the American Diabetes Association through a student-run PR firm called Bucky PR. Elise will graduate next May from UW with a journalism degree, focusing on strategic communications.
In an attempt to shop local, I placed an order online from an area embroidery store. I called today to ask about my order, and the woman who answered the phone couldn’t help with any of my issues:
- How to edit my address
- How long for order fulfillment
- What my order costs
- How to look up my order
She didn’t seem to feel bad, making the excuse that she only works on clothing, not items like the bottle openers I ordered. She took my name and number and said the owner would have to call me back.
I’m looking forward telling this owner that she needs to train her employees more thoroughly. The employee’s lack of knowledge is now wasting my time and the owner’s time, and it certainly doesn’t reflect well on the company.