Over the last few years, wearable technology has become a huge thing, with Fitbits, smartwatches, and more. Those that wear these may be marketed in a different way through these. I have interviewed my friend to see how her smartwatch affects her in terms of marketing. I have also looked into the future of wearable technology, as many of us know, technology is always on the rise and improving.
Starting with my interview, my friend has had a smartwatch for about a year and a half now and wears it almost every day. She mainly uses it to track her fitness and as a reminder to stand up and walk around and track her workouts when she does work out on the rare occasion. She uses this as a basic watch as well but also with its other features like reminders connecting to her calendar on her phone and such, it works well for work. To her, it doesn’t really change her buying habits or anything. She says what attracts her to buy things are coupons, so if there was an app on her watch for coupons, she might use it more to buy things. Her fiancé on the other hand says he uses his Apply pay on his watch but did not get the watch for that reason.
With technology on the rise, one day they may be a smart version of nearly everything, including the things we wear. For example, smart eyewear is said to account for 40% of total revenue of wearables market in 2020. There are many ideas for different smart wear that will help in the healthcare industry like hearables or even tech tattoos. These are totally different platforms that marketers need to think about, but it is still hard to say currently if these different smart wear products will really take off or hit a dead end.
Once the industry has made advancements in the data wearables collect about their customers, retailers will be able to build a fully personalized experience of the entire browsing and buying journey.
Seeing as though technology is always on the rise, this is an area I think some marketers should really focus more on to improve their sales. I personally do not have a smartwatch, but do debate getting one since they have multifunctional for many basic things, yet I see it kind of as a smarter phone, so is it really necessary? I’m curious myself to see what all these smart wearable technologies and how they will change not only marketing possibly, but everyday life.
While reading and looking into my options to blog about, I decided to look at some interesting case studies in both chapters 6 and 7. Chapter 6’s case study is about mobile cross promotion with Sony and Amazon and we will take a closer look at how this was vital to their success. Chapter 7’s case study is on Maybelline’s snapchat hack in Singapore and we will see how this helped their brand.
Looking at the first case study, Sony did some research and found that Sony customers would research on average 11 reviews before purchasing a product. They also found that 30% of online buyers started researching their last purchase on Amazon versus 13% via search engines. Seeing this, Sony decided to advertise their 4K TVs on Amazon. They more so created an experience with video and sound through the Kindle Fire. This not only got customers attention but helped educate them on this new product. Doing this increased their reviews which they had then put into ads to help sell the Sony even more. This was a clearly successful step for Sony as it increased not only awareness, but research shows people were more likely to add this TV to their wish list or shopping carts. It all started with doing the research from the start and getting to know their customers. Amazon has changed the way we shop especially over the last few years. There are many other products or companies that could benefit from doing the same, and other things other than electronics. I have recently used Amazon for reviews on household items like Vacuums or coffee makers. A lot of the things that are reviewed I believe are items we either spend a lot of money on and/or use quite frequently.
“310 percent more likely to research SONY 4K TVs on Amazon.com. 260 percent more likely to add SONY 4K TVs to their Amazon wish lists. 240 percent more likely to add SONY 4K TVs to their Amazon shopping carts”
Everyone loves to take a good selfie, especially those in Singapore. Maybelline noticed that many girls like the soft look a filter gave them and decided to portray that their makeup could give you that exact look. They had two of Singapore’s big influencers take a snap using a filter and one without to see if people could tell the difference. This got so much attention and created so many sales, especially for this product. Advertising on snapchat is the next big thing I believe, especially for someone like me who is always checking snapchat. I think advertising for clothing on snapchat would do really well, as again it is still related somewhat to beauty. Snapchat works well for advertising in that it gets your name out there in a whole different way and you can see how many people view it, snapshot it, and maybe even reply. Although advertising on there sounds like a good idea now, I could see snapchat ads becoming more like tv ads for things you can only get through tv, like odd inventions that may be useful, but not really necessary. Overall, I could see snapchat continue to improve and grow or slowly die out.
There’s so much more to advertising than just putting up a billboard, radio ad, or commercial. It all starts with research! Doing this and getting to know your customer most importantly helps you plan more efficiently to actually sell your product. There are so many places and ways now to advertise, a lot has to be taken into consideration before just throwing your brand or product out there into the world.
Mobile marketing is the way to go now days, and it continues to evolve and grow. I’ve taken a look at some of the trends for 2019 and evaluated to see what I agree with and what I don’t agree with so much. This includes everything from video marketing, social media marketing, AI systems, and much more. Let’s dive in and break things down.
To start with, yes, I would agree that mobile marketing is definitely growing. I myself nearly live on my phone. I wake up, look at social media, use my phone to navigate on the road, text and call people, check emails, and so much more! Being a millennial, this is no surprise really though. I think the biggest thing for me lately is social media marketing. Facebook and Instagram is always popping up with stores I may like or stores I already shop at with certain product I may have been searching for. Social media marketing is great for boosting awareness for certain brands or companies, especially if they have a page to follow and keep up with products, sales, etc. The one thing that could change which was mentioned was how you shop from these links and such. Usually when a product is shown on social media, if there is a link, it just leads to the website. What if there was a different way to simply shop from the social media page, or at least make the checkout from there a bit easier.
Still sticking with social media a bit, video marketing is a big thing, and I agree with some of this. When it comes to Facebook and Instagram having their own sort of TV, I think this is unnecessary. I personally watch some videos that pop up on my feed or watch videos on YouTube. It is said that YouTube will continue to grow, which does not surprise me, but also other sort of live video streams and such like Twitch, which I thought gamers only used, and TikTok, which I wouldn’t think of a place to market necessarily. I do think live videos can be very useful on social media like Facebook. The boutique I currently work at, we have at least 1 or probably more live videos a week sharing what sale we having going on, new product, and more. This is a great way to show customers what is really happening and keep up with the company. I see a lot of independent distributers using live videos on Facebook to help show product and sell it directly from there, especially LuLaRoe. I think this is a unique but genius way to show things off and even make sales from there.
“Videos are the most consumed form of content across the devices. In fact, more than 70% of YouTube video views are via mobile.”
Now looking into more futuristic and crazier technology, AI and AR are going to be growing, supposedly, in the coming years. AI is Artificial Intelligence or smart speakers , like “Alexa” and AR is augmented reality. First looking at AI, I don’t think this will necessarily grow much, but again that is mostly my opinion because I have never really seen the point of these because everything they do can simply be done by one’s phone. Looking past that, AI will start to recognize what a shopping is trying to achieve when asking to buy something. An example of this may be certain brands of something they already buy like laundry detergent. Amazon is currently using AI to order things which can be helpful, but again, why not just use a phone to buy things. AR is something still fairly new to many but I can see this becoming a big thing. Ikea currently uses this to help people see what furniture from there may look like in their home. Being one that has worked in the home design industry, I can see this being very helpful, especially for people that have a hard time visualizing (which turns out is many). This can be used in many other ways, like in fashion and make up, to help visualize how things may look on ourselves without having to actually put anything on at all. Although, this may not be the most realistic way to look at things, it helps at-least get a better idea for something without actually having it.
To say the least, there is no way mobile marketing is dying anytime soon, it is high on the rise. With technology growing, and 5G on the way, we will have even more capabilies when it comes to getting what we want from our mobile devices. I’m especially excited to see things like AR grow and evolve and live videos as these will definitely help with my shopping!
When it comes to mobile marketing and the apps, I feel fairly familiar in them, but more from a customer stand point. Like I mentioned before, I have some stores that I get text messages from for sales, coupons, etc. I also tend to do a lot of my online shopping on my mobile device, aka my phone. I decided to take a look at the chapter 4 and 5 case studies and discuss them further.
“Fresh flower delivery is easy with the 1-800-Flowers app. Send flowers, plants and gifts anywhere or anytime while on the go in just a few easy clicks.”
First looking at chapter 4 case study which is on 1800 Flowers.com. They used direct marketing, like text messaging, to increase their ROI. The had tested this during the time near Mother’s Day, as that is a time to tug on a mothers emotions not only through flowers, but through messaging. They had created free digital stickers to download and send. This not only helped create a connection for those downloading, but was branding for those receiving the stickers, as the had the company name on there. This is something I never would have thought of doing, but I think is genius especially how they used it to fit their company. This increased sales, their social media followers, and much more. If they were to improve the stickers in anyway, maybe be able to share them on social media, or even customize some of the stickers, whether that would be free or a small cost.
Looking at the chapter 5 case study on Redbox, which discusses the app and how this has engaged more people. I am a user of Redbox, but do not have the app (but will after reading this). The app helps find the nearest location and reserve movies or games, and more. This is something I think many companies could do to improve their business, looking mainly at brick and mortar businesses can digitally market their non-ditigal products. This reminds me of how many apps now like restaurants or stores like Walmart, many apps have a spot to find the nearest location, and even order or reserve items ahead of time. Many stores now do a pick up from store for products, even stores like Buckle. This is super convenient for things like clothing I think, mainly in that we as people don’t want to deal with other people or a rush of going out and shopping. But then again, like if we’re talking about clothing, as much as I like shopping online, I want something asap, so if that means picking it up in store, so be it.
I could ramble on and on about mobile marketing and apps, and the convenience of them, but it all comes back to the experience. These kind of things are only successful if they make something easier for the customer or solves some sort of problem. From looking at the 1800 Flowers app, this not only is great marketing for them, but is easier to order products and a little extra incentive never hurt. The Redbox app, helps the customer, but better get to know the customer and send notifications too and alerts and attract their business that way too.
When looking at the topics for this blog post, I thought I’m more of a hands on person and do best with visuals. To say the least, reading isn’t my thing as much. I just downloaded these apps to do my research. I have shopped both Amazon and Walmart online, but never downloaded the apps. I never download many apps for stores and such unless it gives me some sort of other reward or something else that will really benefit me. Without further ado, let’s dive into these apps.
When opening the app, Amazon just shows me the home page, but Walmart asks to use my location, most likely to see where the nearest Walmart is to me to help me shop and also asks if it can send me notifications. I think the notifications themselves can make a difference, as it keeps one up to date with deals and much more.
I decided to play with some other features to see what stands out in the apps. Looking at my cart with nothing in it, Amazon says my cart is empty but also mentions that returns are easy, and at the bottom says customer who bought items in your recent history also bought, and shows some similar items to what I had looked at. Doing the same in the Walmart app, it just simply says my cart is empty and shows me some items trending on Walmart.
“Your Shopping Cart lives to serve. Give it purpose– fill it with books, CDs, DVDs, toys, electronics, and more. If you already have an account, Sign In to see your Cart.”
I’m sure I could keep diving into different parts of the apps to pick them apart, but overall I personally like the Amazon app as I think it is a little more user friendly and personalizes to what I look up, even without logging into my account. They both had a lot of good features, some personalized to what they both offer, but I think Amazon has a bit of a lead on Walmart, especially when it comes to finding customer service and their cart. Let me know what you think of these apps or maybe other similar apps and what they are doing well and what you may have struggled with or could be changed.
Hey there! My name is Kaitlin Lotto and I am in the Graphic Design program and am going to school full time and work at the Fox River mall part time. I am from Greenville, which is near Appleton and I went to Hortonville High school. After high school, I went to FVTC and got my Associates degree in interior design. After working in the field for a bit, I realized it wasn’t as fun as it seems on HGTV and decided to try something different which led me to where I am now.
In my free time, you will find me watching shopping, watching netflix, enjoying the outdoors (if it’s not cold and snowy), and mostly scrolling through social media. I am mostly on Facebook, since I am connected with a select amount of friends and family, follow some stores and other pages, and there are always some sort of videos that come up on my news feed to watch. I am also fairly active on Instagram, as this gives me a lot of creative inspiration when it comes to art and fashion.
I have decided to work towards my social media marketing certificate since graphic design and marketing tend to overlap and a lot of work can be used on social media. I thought more about this especially when checking out the place I will be interning at for the summer which is iBeAuthentic. They specialize in a lot of marketing for professional salon brand products, and I will be working with the branding side as a graphic designer. I have realized overtime that marketing is an interest of mine, especially working retail since I was 16, a big part of selling has to do with marketing. Also growing up with technology, social media is a big part of my life (nearly an addiction), therefore I think this internship will be a good fit for me.
Enough about myself; Looking at the case study in the book, I personally have some apps like this and see the convenience in them. People in today’s world are always on the move and want things faster and easier, and people also tend to avoid human interaction in a sense. This is also nice when it comes to rewards, as it is all on our phone and is not a card or something else we have to keep on ourselves. The other way of ordering ahead would be simply calling, but that isn’t as fast and easy as you don’t really see what your order is and know it’s exactly what you want and again, may take longer. I think the way the app works now isn’t bad but yet maybe some improvements could be made.
An app like this works really well for some industries, for example Walmart grocery, you can pick out all your items ahead of time and have them waiting for you when you get there, leaving shopping faster and hassle free. Other stores may opt for text messaging or both. I get text messages from stores like Express and World Market, that tell me about sales and I can text to see if there are any coupons. The positive side of this is that it reminds me of the store and the exact time of when sales are instead of checking in on an app, or email, or the place itself.
Again, looking at the app aspect, all the apps I have or use are on my phone and not programed into a car, and that itself makes a big difference. To better apps like the ones programmed into GM vehicles, I think there is a fine line between being a convenience and being an annoyance. For example, when brainstorming ideas of how to better the app, I thought maybe when you are nearby a place, a notification may pop up. This just doesn’t seem like an idea that would go over well for many though, and overall apps on a vehicle just seem a little harder to work with. To get a better feel for what the GM apps were like, I found a video on youtube showing how some of the apps worked, which included the Dunkin Donuts app. This app even saved previous or favorite orders, and you could get your order picked up in the drive through, so honestly I don’t know what more could be added or changed as that already seems fairly convenient, but not really necessary. The apps shown available that are more useful I think would be apps like parkopedia, which helps you find a parking ramp, and gives you the price and directions. This seems more useful and realistic in terms of using an app on a vehicle.
“The average American spends 46 minutes per day on the road driving. Leveraging connectivity and our unique data capabilities, we have an opportunity to make every trip more productive and give our customers time back,” said Santiago Chamorro, vice president for Global Connected Customer Experience, GM. “Marketplace is the first of a suite of new personalization features that we will roll out over the next 12 to 18 months to nearly four million U.S. drivers.”
Overall, social media, apps and technology are great, but it is something that has become such a reliance now. Yes, it is good to use our resources when it comes to using apps, but this can also sometimes be a distraction, especially when driving. I could go on and on about normal apps versus GM apps, and what’s good and what’s bad and how they can change, but let this be a starting point for you to brainstorm some more ideas and let me know what you think about these sort of apps and marketing.