Online Branding in the 21 st century- this is what your job is all about: Find ways to make your brand more experiential and hence more memorable!  careful.

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    03-Jan-2016

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<ul><li><p>Online Branding in the 21st century- this is what your job is all about:Find ways to make your brand more experiential and hence more memorable!careful spatial planninglive, real-time, event-based nature of the brand interaction </p><p>Shift consumers perception and practice of what constitutes a marketing space.Immersion marketing seeks to achieve a much more proximal relationship between consumers and brands.</p><p>as theorists of the experience economy put it: the more effectively an experience engages the senses, the more memorable it will be (Pine and Gilmore, 1999: 59).</p></li><li><p>Wireless Business:</p></li><li><p>I wonder, you answer:How does wireless technology address the limitations of the fixed Internet.&gt; from the consumers perspective&gt; from the marketers perspective.Did non-voice-based wireless applications capture the consumer or the corporate market first? Why do you think that was the case?How do you see mobile commerce evolve?What would your vision depend on?</p></li><li><p>Why Mobile Marketing? 4 times cheaper 20% CTA increase: shop visits</p></li><li><p>Mobile MarketingWhat is it?</p></li><li><p>What? Mobile marketing is any form of communication that uses a mobile device to reach customers anytime anywhere and make them react in some targeted way (the CTA)</p><p>Mobile marketing can meet most if not all of the marketing needs a marketer may have today</p></li><li><p>Mobile MarketingWhy care about it?</p></li><li><p>Mobiles reach where other media dont</p></li><li><p>Mobiles reach in ways other media dont</p></li><li><p>Mobility is much more than phone calls and e-mailMore than movementMobility is not just about movement of people and goods, but about technology everywhere</p><p>WorkplaceHomeLeisureShoppingDiningand more than just peopleMobility is not just about communication between people, but also between machines and devicesMobility augments the capabilities of people and devices</p></li><li><p>Four characteristics distinguish Mobility:</p><p>PresenceMobile devices will be our constant companions, whether we carry them with us or encounter them in devices we use everydayImmediacyFreedom from a stationary PC means we can access information or conduct transactions as close as possible to the instant we need itLocationFreedom from a stationary PC also means we can access information or conduct transactions as close as possible to the place in which we need itInterestConsumers in a certain location and a specified time can be instantly unified by their common interests</p></li><li><p>Mobile MarketingHow?Why?</p></li><li><p>Wireless M-BusinessIdentifying the Next Killer Application in Business M-Commerce</p></li><li><p>Examples of Killer Apps:Wireless MedicineMobile Asset Management (ex. Cars)</p></li><li><p>Wireless Medicine</p></li><li><p>Wireless MD</p><p>Problem:98,000 Americans die each year as a result of medical mistakes Institutes Of Medicine Regulations, complexities increasing Pressures to achieve quality, cost, and care standardsNew medications, methods introduced dailyPhysicians increasingly pressed for time</p></li><li><p>Information Flow and General Business ModelFamilyContactHospitalPatientsPrimaryPhysicianNotificationWAP, HTTP Interface Central database managementAmbulanceCrewScan Bar CodeWireless MDNotificationPatients ConditionPatients RecordBar CodeInformationInstant Communication</p></li><li><p>Revenue Model: Subscription-based</p><p>PharmaceuticalCompaniesHospital,AmbulancePatientsEnrollees(Employers)$Wireless MDCommunicationDevicesInsuranceServices$ServicesSmartCardsService via 24/7 Web InterfaceAdvertising</p></li><li><p>Mobile Asset Management</p></li><li><p>Location-based ServicesEnforce Restricted Areas</p><p>Locate Overdue Vehicles </p><p>Disable Stolen and Overdue VehiclesAccess Historical Route Information </p><p>Monitor Driving Behavior Identify Underutilized Vehicles </p><p>Source: www.airiq.com</p></li><li><p>Acme Rent-a-carSource: NBC Today Show</p><p>AThey told me that I was caught speeding on three separate occasions, and I never saw a state trooperBHow did they catch you? AThey said they had a GPS system installed in the car, and they tracked me across seven states without me knowing it BAcme fined him a total of $450Acme says they decided to start using GPS to track speeders because too many of their rental cars were ending up in traffic accidents AcmeSpeeding causes accidents; speeding kills people. We think we have a right to protect our property, that's why--it's our property.Exp.as time goes on these practices are likely to become more and more invasive.Exp.It's scary to think that--that some point down the line, after the fact, we will all discover that there are very detailed dossiers on our physical whereabouts </p></li><li><p>Progressive leverages mobility in the development of new service offeringsIndustry leader in technology innovation#4 auto insurer, up two spots since it launched its digital strategy four years ago Revenue has grown 22 % annually since in 1996 vs. an industry average of 3.3%First to bind policies and offer comparative quotes onlineto create a platform for differentiated service offerings First to field test metered insurance for fleet applications 25% reduction in premium costsAwarded two patents for usage based insurance system that wants to integrate mobility into existing service offeringsAllows the consumer to manage accounts and interact with the company remotely Integrated accident response with emergency repair servicesResult: resolves claims 21% faster than the industry avg. Source: NYTimes, Progressive</p></li><li><p>What They Have in Common:Mobile Communication is the key!They could not exist in the hard-wired world.They representeither NEW TO THE WORLD VALUE or UNLOCK EXISTING VALUE (by exploiting new efficiencies). </p></li><li><p>Now you: Examples</p><p>**Its yours, its personal, its not even shared, even with</p><p>Its always on, until the battery runs out</p><p>Its always with you, until you lose it</p><p>Its at the point of consumption, unless you forget it</p><p>You can use it to do wonderful stuff, like payment</p><p>Its at the point of creation</p><p>Providing personalisation, location, attention &amp; metadata to die for</p><p>*****Interactive Billboard by Ogilvy to support real beauty campaign: wrinkled OR wonderful?</p><p>CTA: sent SMS text message with vote results in real time in Time Square</p><p>Huge consumer participation &amp; press coverage</p><p>****New York Times April 20, 2000Avg. Customer saves 25%Americans pay about $125 billion each year in auto insurance premiums - Potential $30B in savings, could impact the industry/ value chain.The time of day affects the cost. "A mile driven at 2 a.m. is four or five times more expensive than one driven at 7 a.m.," McMillan said. "Our data show accident rates per mile are much higher later in the night." -Robert J. McMillan, a business development leader at ProgressiveThe proprietary system includes a GPS receiver, cell-phone modem and a microprocessor with a small amount of computer memory. The miniprocessor uses the GPS receiver to record the car's location--latitude and longitude--and the date and time every six minutes while the car is being driven. Once a month the company computer calls the car through the cell-phone modem and retrieves the records of the month's travel. At present, Progressive pays the $500 cost of installing the system on each customer's car. </p></li></ul>

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