Supermarkets Go Digital

In order to meet the needs of the growing time poor society we have seen a shift to online retail. This has revolutionized the shopping experience making it more convenient and saving time. Tesco have taken it a step further in South Korea. In Seoul, virtual grocery stores are being used in the subway. Commuters use their smartphones to scan and purchase these virtual items, which are delivered to their homes. The subway station walls look just like the shelves of a typical grocery store only the items are just photographs and each is tagged with a QR Code. After scanning the images money is automatically deducted from the bank account of choice, and the groceries are delivered to the address saved in the system. If you order by 1pm, the items arrive that very day.

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Seoul is definitely leading the way with digital marketing innovations. As commuters are incredibly time poor this innovation meets millions of consumers needs. Even for those who are not as time poor, while using public transport they might be tempted into an impulse purchase that they might not have otherwise purchased.

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This is bringing online shopping off the screens and into the real world, making it even easier to purchase items using smartphones. With the increase in smartphone/tablet usage this virtual store makes online shopping easier than we ever imagined. Some consumers complain about websites not being mobile friendly, which results in extensive scrolling and zooming making the check out process frustrating. This defeats the whole reason for online shopping in the first place. By bringing the online store outdoors, customers do not have to spend time on their screens, yet use the digital technology of their phone to reduce the whole time of the shopping process.1250869_Tesco_Virtual_Store_Korea

Hats off to South Korea, they’ve taken online shopping even further – taking advantage of the digital evolution in order to provide customers with the most value possible. Outdoor advertising is something consumers cannot ignore unlike radio or television advertising, so by advertising online stores. By allowing customers to interact with them in public places such as train stations, impulse purchases are increased and the brands are able to raise awareness of their new services. I think that this is something we will see in Australia in the near future, as it makes online mobile shopping easier and faster than ever before. Even having virtual stores rather than in public places where customers can walk down the isles without a trolley and use their mobiles to scan their products and pay without having to wait in check out lines.

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virtual-store

Do you think that Coles or Woolworths could successfully implement these virtual groceries stores or even completely replace retail stores? Do you think the Australian society would find this as revolutionary as the Korean society?

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References: 

Lost at E Minor. (2011, July 16). [Images]. Retrieved May 17, 2015 from

http://www.lostateminor.com/2011/07/16/virtual-supermarket-in-a-south-korean-subway/

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Digital Minute Of Silence – RSL ANZAC Appeal

RSL  launched a fundrasing first in its campaign The Minute of Silence ahead of Anzac Day in 2014 with DDB Melbourne, Tribal Worldwide and Mango. This engaging digital campaign was supported with outdoor advertising, print advertising and social media. As the mobile phone trend is increasing RSL took adantage of this and allowed the public to purchase a minute of silence over the phone, allowing them to reach a larger target audience than ever before.

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By phoning or texting the number provided customers listened to a thanks and then a minute of silence to commemorate military conflicts as recent as Afghanistan and Iran and as long ago as WW2, Korea and Vietnam, featuring 80 currently serving and former Australian Defence Force members and their families, including veterans.

ANZAC Appeal national spokesperson, Afghanistan veteran, ex-Commando and double amputee, Damien Thomlinson said:

The fundraising landscape is changing and to enhance the valuable work that the RSL’s traditional fundraisers do by selling ANZAC badges on the streets of cities and towns across the country, the Minute of Silence will allow Australians to support the cause directly from their mobile phone or landline.

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As mentioned in the video, 3 days after the launch The Minute of Silence was the 3rd highest trending topic in the World on Twitter. The reason for it’s sucess apart from a great cause that all Austrlaians respect highly, was it’s involvement on social media and mobile phones. By pairing print and outdoor advertising with promotion on social media, it allowed consumers to share their donations publicly on Facebook or Twitter. People are very likley to do this as it not only promotes the cause, but being a not-for-profit donation, it reflects the persons morals and demonstrates they are a caring person. Through sharing and liking on social media word of mouth is increased and the reach is maximized.

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In addition, by using real veterans messages, it appeals to the audiences emotions and evokes a feeling of guilt or sadness. Rather than purchasing a badge, by listening to a recording through your mobile phone, it increases the liklihood that people will donate as it can be done anywhere, anytime compared to consumers purchasing a badge from a veteran on the streets, which is far less likely.

By using social media paired with traditional advertising RSL was able to reach a much larger audience and connect with them emotionally. Resulting in the audience spreading the word and encouraging others to donate by sharing on social media.

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Do you think that this is the way all not-for-profit organisations should promote donations? Do you think that people share their donations on social media to highlight their selflessness or to actually spread the word about the cause?

For more information about this not-for-profit campaign have a look at the emotionally appealing website:

http://www.minuteofsilence.com.au/

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References:

Ad News. (2014, April 14). The Minute of Silence. Retrieved May 17, 2015 from http://www.adnews.com.au/campaign/the-minute-of-silence

Ad News. (2014, April 14). The Minute of Silence. [Images]. Retrieved May 17, 2015 from http://www.adnews.com.au/campaign/the-minute-of-silence

DDB Asia Pacific. (2014, July 14). RSL ANZAC Appeal ‘ Case Study: The minute of silence’ DDB Melbourne. [Video File]. Retrieved May 17, 2015 from https://www.youtube.com/watch?v=iWQ6O8AXU3U

DDB Asia Pacific. (2014, July 14). RSL ANZAC Appeal ‘ Case Study: The minute of silence’ DDB Melbourne. [Images]. Retrieved May 17, 2015 from https://www.youtube.com/watch?v=iWQ6O8AXU3U

Bing’s Decode Jay-Z

Here is an example of a digital marketing campaign which was able to get consumers interacting online with the brands and in the real world as well!

https://www.youtube.com/watch?v=XNic4wf8AYg

This campaign was so effective for Bing because they used digital marketing and social media to get consumers to interact with the brand. By taking advantage of the launch of Jay-Z’s book they were able to reach a huge population, by being engaging. I think that this sort of advertising is most effective because it gets the consumers involved with the brand thus increases brand awareness, brand preference and develops brand personality. In my opinion, by linking their brand with Jay-Z, they are able to target a different customer demographic than they previously were able to. This being the younger demographic, most likely teenagers and people in their early twenties. This is a great tactic as it is the younger generation who are most present on online platforms and search engines, compared to older generations who are not as tech savy or mobile focused. With the increase in mobile phone usage, this allows Bing to remain relevant and capitalize on a growing trend to build their brand image.

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Reasons for success:

  • Getting customers to interact with the brand
  • Using appropriate media platforms to reach the desired target audience (social media and mobile phones for the younger demographic)
  • Using an event which already has a huge reach/fan base to reach every member of the target audience
  • Using social media to create buzz and hype – allowing customers to talk about the campaign, share photos, comments, likes and tweets
  • BEING CREATIVE!

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Before the launch of this campaign Bing was struggling to compete against competitors with huge market share including Google and Yahoo. Their objective was to increase traffic on their website. As mentioned in the video after the launch of the campaign they saw incredible results. In addition they also won the Outdoor Grand Prix at the Cannes Lions. This is by far my favorite campaign, I think brands should follow in the footsteps of Bing and create more digitally interactive campaigns!

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Why do you think this campaign was so successful? Do you think other brands should create campaigns similar to this or stick with traditional advertising such as TV and radio etc?

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References:

Droga5. (2011, June 2). Bing | Decode Jay-Z Case Study. [Video file]. Retrieved April 20, 2015 from https://www.youtube.com/watch?v=XNic4wf8AYg

Droga5. (2011, June 2). Bing | Decode Jay-Z Case Study. [Image]. Retrieved April 20, 2015 from https://www.youtube.com/watch?v=XNic4wf8AYg

Advertising on Linked In: A Failure By Bupa Insurance

So I was checking my LinkedIn account and I noticed that Bupa private messaged me..

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(Images screenshotted from my LinkedIn homepage) 

The image is a bit blurry but this is what the message said:

Hi Agatha

Is your business hiring overseas candidates? An appropriate level of private health cover may be a requirement for their visa. Plus, it’s always a good idea to have your staff covered for the unexpected to protect your business interests.

Get Bupa Overseas Visitors Cover.

Bupa Overseas Visitors Cover offers your international employees a flexible range of great value health cover including medical, hospital, and pharmaceutical expenses. We also provide corporate benefits to help your employees get more from their membership, including:

  • 100% Ambulance cover at state recognised providers
  • Repatriation cover
  • Access to private doctors and specialists

Whether joining from overseas or switching cover here in Australia, we’ve made it easy for your business and employees to get covered.

For more information about Bupa’s Corporate Overseas Visitors Cover and to find out how we can arrange cover for your international employees at a discounted rate, click here.

Sincerely,

Bupa

This is an example of some very boring and ineffective digital marketing. A complete fail in my opinion. Bupa Insurance are obviously trying to remain relevant by keeping up to date with social media trends and the growing population on Linked In. However this message is not using social media platforms in the right way. They have clearly sent out mass communication to hundreds of Linked In accounts without using any customisation or even targeting the audience! As a 21-year-old university student I am definitely not their target audience and after reading the first sentence I exited the message and didn’t think about Bupa again (apart from how this ad completely failed to communicate to their target audience, and that it was a waste of their time messaging me).

In order to use social media platforms like Likned In effectively brands need to maximize on the opportunities social media platforms provide for marketers:

  • Customisation
  • Targeting the right demographic / segments
  • Building conversations between customers and brands
  • Developing brand personality, voice and image
  • Engaging

Most brands are on numerous social media platforms, but not all of them are doing it right!

What do you think about Bupa’s approach to Linked In advertising? Have you noticed any other brands who are present on social media but have failed to utilize the advantages effectively?

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References:

Bupa Health Insurance. (2015) Bupa Health Insurance Campaigns. Retrieved May 4, 2015 from http://www.bupa.com.au/health-insurance/campaigns/2015/mar/brand?meag=cs&s_cid=10001s014&gclid=CjwKEAjwjpeqBRCDiKqliK2aiicSJAAgKD2FqjQB8m_k7JkJS9xQPh1T904SnIAshJhIX221TqfX-BoCQOHw_wcB&gclsrc=aw.ds

Linked In. (2015). Retrieved May 4, 2015 from https://www.linkedin.com/inbox/#detail?itemId=I5993914240346374144_500&trk=hb-messages-item-subj-v2

Get Money For Free??! All you have to do is tag #moneyfornothing @mebank

As I was doing my daily morning scroll of the newsfeed, something caught my eye…

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Money for nothing? Surely this is too good to be true, just another marketing scam?

I looked into it and it turns out that ME Bank (which I had never heard of before this) is rewarding people with $5 for sharing posts on social media about ANYTHING. All you have to do is tag your most ordinary status on Instagram or Twitter with #moneyfornothing @mebank and then you get $5?! Or you could tag #moneyfornothing @mebank on a friends boring posts and they too could receive $5.

IMG_3025IMG_3022IMG_3021IMG_3026 @MEbank Facebook page

I also discovered that ME Bank is offering 5% cash back on PayPass purchases, no monthly account-keeping fees, and free access to you money (no ATM fees), they even say they’ll help you switch banks…

On their website they even have an interactive ‘slider’ which allows you to see how much money you would save if you switch to ME bank from various competitors such as ANZ and ING.

Screen Shot 2015-04-14 at 9.09.34 pmThis is a clever tactic used by ME Bank as it grabs everyone’s attention. Most people who see the same post I saw on my feed would look into this because it seems too good to be true! Through this they are able to generate a huge amount of customer traffic to their website, where they are able to communicate all the benefits of switching to ME Bank. The customers is more likely to want to switch because they feel as if they are making the decision as they are the ones doing the research, rather than being persuaded to buy something! ME Bank comes across as if they are not trying to sell anything, as they are not advertising in traditional banking ways by stating ‘how amazing’ their interest rates are in long term deposits ect ect blah blah blah. They also directly challenge competitors with proof that those who switch will save money.

By the time you’ve read their page on their website you’re wondering why you hadn’t heard about them sooner.

This is a perfect example of successful digital marketing – it grabs your attention, its engaging and it gets you to research the brand and leaves you wanting to know more! Its also rewarding as you are literally being paid to tag them in posts. Not even to post photos of you wearing/using products, just add a tag into your normal status/uploads…its too temping, how could you resist.

http://www.mebank.com.au/lps/eta/money-for-nothing/?cid=ETAC0058

What do you think of ME Banks tactic? Do you think its ethical paying for followers and tags? And do you think this is effective and will be successful?

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References:

Me Bank. (2015). Me Bank Bank Fairer. Retrieved April 28, 2015 from  http://www.mebank.com.au/lps/eta/money-for-nothing/?cid=ETAC0058

Me Bank. (2015). Me Bank Bank Fairer. [Image]. Retrieved April 28, 2015 from  http://www.mebank.com.au/lps/eta/money-for-nothing/?cid=ETAC0058

Free wifi? Where?!

Anyone who has been overseas knows how valuable free wifi at airports and McDonalds is. Wifi providers are smart and usually ask users to give personal information in exchange for the wifi, such as gender, age, or email address. This is free customer information that could be used for market research. Businesses could perhaps take it a step further to get adverting across. An idea I had was instead of getting customers to fill out details, they could be forced to watch an ad to get access to the wifi. I know I 100% would watch an ad or two or even a few minutes of ads to get free wifi when travelling overseas or whenever 3G is not an option. I’d even do it to save my data usage as I’m always going over my cap. This is similar to Youtube introducing ads before watching video clips, and I think it could easily and successfully be used for free wifi.Unknown

I did some research and found out that there is a website – Lockerz.com – which allows you to accumulate “lockerz points” for watching ads online. The more minutes of ads you watch, the more points you gain. Members can access Lockerz “Dealz,” an online store selling different types of products, and special offers on fashion brands, restaurant vouchers and even sporting events, which you can purchase with your “points.” This site has been operating since 2011 and has 19 million members. It makes money through funding, it is currently receiving funding from Kliener Perins Caulfield & Byers (KPCB), The Silicon Valley Venture Capital Firm, Liberty Media and Live Nation. Lockerz claims it is seeing 45 million monthly unique visitors, which is a huge reach!

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I personally think it’s a bit dodgy and I don’t think I would watch ads for points to receive discounts or coupons, but the Lockerz business idea is evidence that people are willing to watch ads in exchange for something!

Keep in mind: If your not paying for it, then you are the product..

Would you watch ads for free wifi when you have no access to 3G? Do you think it could be implemented and do you think it would be worth implementing?

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References:

Tech Crunch. (August 10, 2011). Lockerz opens up social commerce and sharing networks to non-members, signs deal with EMI. Retrieved April 22, 2015 from http://techcrunch.com/2011/08/10/lockerz-opens-up-social-commerce-and-sharing-network-to-non-members-signs-deal-with-emi/

Nín hǎo China!

So I was planning on catching up on my blogging over the Easter break…However I have spent the whole week in Nanjing and Shanghai, which means that I can not access Facebook, Instagram or Snapchat, Google and even WordPress! Before arriving, I did not know that these sites are completely banned by the government!? Wtf? It is really weird in Hong Kong these sites accessible (hence why my previous post was delayed about 2 weeks). This is due to the British occupation and influence on Shanghai’s economy in the 1930’s, which resulted in a separate government administrative assembly to the rest of China, thus different laws.

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Social media usage – Anyway, being blocked out of my social media accounts for a week got me thinking about digital marketing in cities in across China. Brands who want to globalise themselves and explore expanding markets such as China must think strategically in terms of marketing plans. Standardisation is not an option when it comes to marketing in China. For different cities in brands must have separate marketing tactics. Hong Kong could perhaps use similar tactics for Facebook and Instagram etc, however for the rest of China brands will have to come up with other ways to get their advertising across, or use other legal social media platforms. For example I noticed in Shanghai that advertisements are projected digitally all over the walls of the impressive array of huge skyscrapers the city has to offer.

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Online Promotion – Another interesting aspect I noticed is that tourism is promoted online. If you pre-book tickets online to sites, temples, tours, and even restaurants you will receive approximately 40% off the price, compared to if you purchase tickets on the day, at the site. By offering these discounts, China lures tourists online so they can bombard them with other offers. Once you are on an online booking site, you are given ample amount of information about other “must see attractions” at a “discount price” so you end up booking more than you initially intended. This is a great way to reach tourists directly with advertising, compared to letting tourists use their travel books or advice from friends to independently research tourist destinations. It’s almost like force-feeding tourists with promotions – direct marketing – and hopefully for the businesses, a direct response.

Digital Advertising – One other clever advertising tactic they use in China is advertising at all train stations. At every platform there are huge TVs on the walls of the train tunnel which constantly play ads. As you are so bored waiting for the train with absolutely nothing else to do, you actually end up paying your full attention to the ads. A great technique that Australia should consider.

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There are many opportunities in China for businesses looking to globalise. Besides the obvious culture and language differences there are many marketing differences that must be understood.

What do you think of China’s use of digital marketing and the social media laws? Do you think Australia could successfully implement similar advertising tactics such as TV’s at train stations? Would it be as effective in Australia as it is in China?

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References: Images taken from Agatha Pym’s Iphone