Fitbit – wearable health

Guys, it’s here. My last blog post. Ever. For this final post, I am going to be talking about Fitbit and marketing potential for the devices.

Wearable technology has spiked since the “Qualified Self” movement that came about in the 1970s. This movement refers to increased data collection for a better, healthier lifestyle. Since then, pedometers have turned into apps on our phones and wearable technology like Fitbits, Applewatches, and more.

For this post I interviewed my girlfriend Karli who wears her Fitbit watch semi-regularly. She initially got her Fitbit to monitor her health and keep track of her daily steps. When she bought her newest Fitbit, she also wanted to added features like the heart rate monitor.

When I asked her what other marketing opportunities she saw for Fitbit, she said it would be an interesting concept if Fitbit could partner with local workout facilities or golf courses, hiking trails, etc. If by wearing a Fitbit maybe an individual received a discount, or if they could track their workouts and then earn badges, or streaks they would receive discounts at their local gym or course.

We also discussed the idea for Fitbit to partner with stationary bikes in the home. If there was a way to either use VR or a bike that has a built in TV so the user could login and have an interactive biking trail while they used their stationary bike.

At first when I wanted to buy a Fitbit, it was really just because they were a cool, new technology device it seemed a lot of people were getting. But Fitbits and Apple-watches have so much to offer. It’s been really cool seeing my progress- and so easily accessible!

Karli Norton

Personally, I believe there are a lot of marketing opportunities for these smart devices. I agree with the ones provided, but it would be interesting if they could dive more into the food realms of things. I think a lot of people use their trackers for steps, and now notifications. But what if your Fitbit could be connected to your smart fridge, and it could let you know when you’re running low on something. Or, if there was a way to incorporate what you eat out of your fridge right into your calorie counter on Fitbit. I’m not sure exactly how that could be implemented, but I think someone out there could figure it out.

Overall, I think wearable technology in the form of these health devices has probably increased physical activity and a healthier lifestyle.

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Fitbit – wearable health

Anonymous Friend – Case Study Chapter 7

This week I am writing about the Case Study at the end of Chapter 7. In this case study, a mobile app called Anonymous Friend is created for Alcoholics Anonymous (AA). The app is designed to help teenagers – who would already be on their phone – to communicate with a chatbot about their potential abuse.

The study showed that three months of research and 34 hours of testimonials from AA members were turned into data. This data was then converted into a chatbot that could respond to people in a more personal way. According to the study, in the first week more than 100,000 people talked with the bot, with 60% of them being teenagers.

A.A. is able to solve a teenage problem in Brazil by using an app. These teenagers, or really anyone who suffers from alcohol abuse, might otherwise not reach out knowing that there is a person on the other end that may judge them. Having a bot that responds with other A.A. members answers is extremely useful. It gives the potential A.A. member a sense of security and understanding – all while providing the help they need.

The data for this needed to be extensive to build the chatbot. There are so many different reasons that a person may feel the need to abuse alcohol, and if the chatbot wasn’t able to identify and provide support for this large variety, there would be a lot of people who would feel left out of the program. I do believe, however, there might be downsides to this.

A person who is looking for help and only has access to the bot may feel like they are just getting an automated response that really doesn’t relate to them. In this case, a personal experience would benefit the potential abuser a lot more than a chatbot. I think when it comes to something as powerful as addiction, there needs to be a more personalized experience. Nevertheless, the numbers from the case study show an increase in daily requests for help.

Within the first week, more than 100,000 people, 60% of them teenagers, had chatted with Anonymous Friend, and daily requests for help to AA’s email increased by 1300%.

-jwt.com

AA email increased by 1300% and as new members joined, more media attention was drawn.

Chatbots have the potential to be a huge help when it comes to mobile marketing. In this case, the chatbot was used to market A.A. and help teenagers – as well as others- in Brazil.

Anonymous Friend – Case Study Chapter 7

Marketing Mix – Chapter 14

Well. We did it. The final blog post for Marketing Analytics. I can already feel some stress being lifted from my shoulders. Congrats everyone! This week I will be looking at the Marketing Mix from chapter 14.

The Marketing Mix is the foundation of marketing. It is a combination of factors that can be controlled by a company to influence consumers to purchase its products. Traditionally, the Marketing Mix is looking at the four Ps of marketing: Product, Place, Price, and Promotion. The Marketing Mix was created by an expert in marketing named E. Jerome McCarthy created the Marketing 4Ps in the 1960s. 

Product

A product is an item that is built or produced to satisfy the needs of a certain group of people. The product can be intangible or tangible as it can be in the form of services or goods.

Place

A place is where your customer can get their service. This could be a traditional brick and mortar shop as well as digital (online shopping).

Price

The price is pretty straight forward – what will a customer pay to enjoy this? The price may change depending on the time of year, sales promotions, etc.

Promotion

Promotion is a very important component of marketing as it can boost brand recognition and sales. Promotion is comprised of various elements like:

  • Sales Organization
  • Public Relations
  • Advertising
  • Sales Promotion

All the elements of the marketing mix influence each other. They make up the business plan for a company and handled right, can give it great success. But handled wrong and the business could take years to recover. The marketing mix needs a lot of understanding, market research and consultation with several people, from users to trade to manufacturing and several others.

-Economic Times

Traditionally, the Marketing Mix is made up of these four P’s – but in modern times there has been an increase on what the Marketing Mix can contain. The Economic Times states that the modern day Marketing Mix can include several other Ps like Packaging, Positioning, People and even Politics.

Nevertheless, The Marketing Mix is extremely useful for a successful business. It is the core of good marketing and if done correctly will help influence customers to buy from a company.

Marketing Mix – Chapter 14

A Campaign’s Lifecycle – Chapter 12

This week’s blog post I will be looking at Chapter 12 and discussing a campaign’s lifecycle.

A campaign’s lifecycle is the the process of creating and running a campaign through several stages. One can use analytics to manage a particular campaign. The stages of a campaign’s lifecycle are design, implementation, and evaluation.

Design

The first and maybe most important step is design. This is what draws consumers into your campaign. Without a good design, the whole campaign can fail. For example, let’s say Taylor Made is trying to promote a new driver. If the initial design for this campaign is flawed, Taylor Made won’t received potential new customers. Their website advertising, TV, radio, social media, etc. all needs to have the same, concise look to make sure they are heading in the direction they want.

In this section of the campaign’s lifecycle, social media analytics can be a huge help as they show likes, shares, comments, etc. Upon receiving this information, Taylor Made’s campaign team can form a hypotheses about which strategies work well with audiences and which do not.

Implementation

The second step to a campaign’s lifecycle is implementation. During this time, it is important to continue to engage with your audience. Run A/B tests, work with partners. If Taylor Made was running a campaign for a new driver, the implementation step may see them partnering with a company like FitBit or Apple Watch. They can encourage their new clients to get out and be active – and what better way than with a new driver!

They also can run A/B tests. Do customers prefer golfing in the spring, summer? Do they like simulator golf or not? Is golfing better in the morning or evening? All of these answers can then help Taylor Made decide when they should ‘boost’ their ad, or sponsor during the morning, etc.

Evaluation

The final step to a campaign’s lifecycle is evaluation. This is a time to see if the goals of the campaign were met. Did the number of sales increase after running the campaign, did we receive the number of views on Facebook we’d hope for? These measurable goals can be tracked with analytics. If the goals weren’t met, how can the company change their strategy for next time?

A campaign’s lifecycle is extremely important. Without looking at each of the steps carefully, a campaign can fail. With these well executed steps, a campaign should run smoothly!

A Campaign’s Lifecycle – Chapter 12

Artificial Intelligence – Chapter 10

Another blog post, another step closer to the end of the line. Any of my other fellow graduates getting excited about being done? ( I guess that question also applies to those of you who aren’t graduating but still excited about being done as well). Anyways, this week I will be looking at Chapter 10 and discussing Artificial Intelligence and a few other key terms.

So what is AI? Artificial Intelligence is an area of computer science that emphasizes the creation of intelligent machines that work and react like humans. These processes include learning, reasoning, and self-correction. Particular applications of AI include expert systemsspeech recognition and machine vision.

I am a better visual learner so, here is a quick five minute video I found that also helped me better understand what AI is.

AI has two main categories: applied artificial intelligence and general artificial intelligence. Applied artificial intelligence refers to systems that are designed to work on specific tasks, such as trading stocks or controlling an autonomous vehicle. General artificial intelligence refers to systems that can handle any task. General artificial intelligence is more complicated since the systems are dealing with an infinite number of tasks rather than focusing on just one.

So what are ways we interact with AI every day? Well, my most common would be Spotify. Spotify uses artificial intelligence to select random songs for me to listen to based off of what I have previously listened to. It then categorizes them into a variety of playlists that are “made for me”

Many of us may also use artificial intelligence when we interact with Siri, Alexa, or even ‘Ok Google.’ But what about artificial intelligence in marketing?

In the past, advertising campaigns were managed by people, whether they were part of an internal team or an external agency. Artificial intelligence has changed this by creating algorithms that find new advertising channels that competitors may not have yet discovered. These artificial intelligence algorithms can also improve marketing performance by testing ad platforms and optimizing the targeting of key audiences.

Personally – and this should come to no one’s shock with how ‘tin foil hat’ I may seem – I think artificial intelligence should stay at basic levels like Siri, Spotify Playlists, and some applications of marketing like chatbots or pay-per-click advertisements. Beyond some of its basic components, I worry again about how much technology is controlling our world.

With the dependency of humans on machines increasing, we’re headed into a time where it becomes difficult for humans to work without the assistance of a machine. We’ve seen it in the past and there’s no doubt we’ll continue seeing it in the future, our dependency on machines will only increase. As a result, mental and thinking abilities of humans will actually decrease over time.

-BBN Times
Artificial Intelligence – Chapter 10

Trends in Mobile Marketing: Helpful or Lazy?

After reading the article 6 Trends That Will Shape Mobile Marking in 2019, I’d like to talk about something that really stood out to me. I am interested in the laziness of the modern day human coupled with modern day media.

The article listed one of the trends to increase in 2019 as voice technology in the home. The specific part in the article that really caught my eye was:

“We’ll see these smart home devices searching on our behalf,” she (Becky Linahon) told Mobile Marketer. “Instead of asking ‘can you order almond milk?’ maybe my fridge will remind me I’m almost out, suggest the brand I purchased last time and tell me where I can get it for the best price nearby.”

This part of the article sort of shocked me. My growing concern for all of this quick, ‘make life easier’ technology is that it isn’t actually helping us. Why do I need to ask my refrigerator if I need more milk? Can’t I simply get up and walk the 20 steps to my fridge to find out? When ‘smart fridges’ started to come out, I liked the idea of being able to look inside to save energy and even to have a screen that one could make a grocery list and forward it over to their mobile device. But when will we stop? If a person can’t remember to buy food for themselves, what can they remember?

David Krakauer, evolutionary geneticist, complexity theorist and CEO of the Santa Fe Institute, shared his perspectives on laziness and technology in an interview with Forbes.

‘Technology makes life easier, allows us to experience and accomplish more. But every time we outsource effort or decision making to other entities, human or otherwise, we relinquish some control.’

“’What I worry about almost more than anything else is a certain kind of mental laziness, and an unwillingness to engage with the difficult issues…. It’s somehow more pressing in a time where there are systems out there willing to make the decisions for you.'”

-David Krakauer

I believe there are ways in which voice technology could help and assist. Those who cannot see could be told by their devices that they need more milk, eggs, etc. The concept that our devices could help save us money and tell us where an item is on sale is great, but what happened to couponing? Are we really that busy that we can’t visit a store’s website/app to see if something is on sale? With a majority of us on our phones nearly 4 hours a day, it shouldn’t be any more difficult for us to switch apps and look up coupons by ourself without a household appliance telling us. Again, I think having a smart screen is useful to save energy and paper for grocery lists. Nevertheless, I believe this is a huge sense of dependency on our devices now, and it frightens me to see what the future may bring.

Trends in Mobile Marketing: Helpful or Lazy?

My Purchasing Habits

Blog #3 – halfway there, right? I am going to be talking about what purchases I’ve made off of my mobile device and how that differs from the purchases I’ve made off of my laptop/desktop.

When it comes to companies that I buy from, I am not one of those “brand specific” type of guys. I honestly shop around and try to find the best bang for my buck. I guess when it comes to companies, I have bought from Amazon, Etsy, Dick’s sporting goods, Apple, Netflix, Hulu, etc. It’s interesting though, thinking about this question for this post, and noting that I usually buy all my bigger purchases off of my laptop or desktop.

When I use my mobile phone I typically look for smaller things on Amazon like a phone case or pop-socket. Maybe I will buy a t-shirt or something I would classify as a ‘stupid purchase.’ I say this intentionally knowing that sometimes I just spend my money on stupid stuff. Like, this past winter I was at Hilly Haven Golf course and I was using the simulators with Karli’s dad. He said, how do I hit the ball faster? My response was very cheeky and I said “put flame thrower decals on your driver.” We both had a good laugh, but then I went and told my golf buddies about it. They bet me I wouldn’t buy them, and immediately after that comment I sent them the screenshot on my phone of the decals I bought off of Amazon. Again, these are stupid things that I buy.

When it comes to bigger purchases, I defiantly would say I use my laptop/desktop or even go into the store. I’m not sure why. I know my mobile device can do pretty much all of the same things my bigger devices can, but something about spending a lot of money makes me nervous when holding such a small phone. Does this make sense? Am I just weird. (That is a rhetorical question). Some of the bigger purchases I have made off of my desktop/laptop would be my coffee table, a new TV, and a Driver for golf.

I guess another reason I tend to buy smaller things off of my phone than off of my laptop/desktop is because of the items I see in ads on my phone. When I go on my Facebook or Instagram, I usually see things advertised that are smaller items. Especially food. Wow, come to think of it (and by scrolling through my instagram) I have a lot of Sponsored ads for food and drink. One perfect example, Blue Apron. After seeing advertisements for them off of my phone, I signed up for it. However, because it was a monthly, higher payment, I went to my laptop and signed us up for it.

Give them quality. That’s the best kind of advertising in the world.

-Milton Hershey

Although I don’t follow one specific company/brand when I am purchasing things online, I can say that I will buy simple things off of my mobile phone, whereas bigger purchases I will make on my laptop/desktop.

My Purchasing Habits