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Archive for March Wednesday, 2020

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Wednesday, March 18th, 2020

Marketing in the digital age /

A brand new game : As people spend more time on social media, advertisers are following them

Aug 29th 2015 | SAN FRANCISCO | The Economist


EARLIER this year BMW advertised on WeChat, a popular messaging app in China with around 550m monthly users. But its ads were shown only to those whose profiles suggested they were potential buyers of expensive cars. Others were shown ads for more affordable stuff, such as smartphones. […] The carmaker’s experience shows the complexities of advertising today, when it is so easy for dissatisfied customers to make their voices heard. But it was also an example of how marketing chiefs are struggling to find the right way to reach consumers on new digital platforms, where they are spending ever more of their time.

Not long ago social-media marketing was something that brand managers might ask their summer interns to deal with. Today it has become a pillar of the advertising industry. Social networks like Facebook, Twitter and LinkedIn have cultivated vast audiences: 2 billion people worldwide use them, says eMarketer, a research firm. Online advertising of all sorts continues to grow, and within that category, spending on social-media ads has gone from virtually nothing a few years ago to perhaps $20 billion this year (see charts).

Advertisers like social-media platforms because they gather all sorts of data on each user’s age, consumption patterns, interests and so on. This means ads can be aimed at them with an accuracy that is unthinkable with analogue media. […] Such fine-tuned targeting means that the distinction between advertising and e-commerce is becoming blurred. Facebook, Twitter, Instagram and other platforms are selling ads containing “buy now” buttons, which let users complete a sale on the spot.

But the digital-media business is still young and volatile, and it is hard to predict which social networks are destined to become the new-media equivalents of America’s big four broadcast-TV networks. ? ??????? ???? ??????????? ???????? ???????? ?????? ?????????????

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Wednesday, March 18th, 2020

Lego’s turnaround : Picking up the pieces : The venerable toymaker has recovered after a mistaken over-diversification

Oct 26th 2006 |
From The Economist print edition

[…] For seven decades Europe’s biggest toymaker […]  prospered with openly professed disregard for maximising profits. Lego became one of the strongest brands in the toy industry. […] Yet a couple of years ago the company’s very survival was at risk. After six years of slowing sales and falling profits, […]  rumours abounded that America’s Mattel, the biggest toymaker, would take over its long-coveted European rival. […]  They considered it as a perfect prey : a mismanaged, medium-sized firm in the hands of a single owner, the family of Ole Kirk Christiansen, a carpenter who founded the company in 1932. Mr Christiansen’s heirs decided to stand by the family business. They injected some of their own money […].

The logic of diversification was compelling[1], says Mr Knudstorp, but Lego went about it the wrong way. […] .As it tried to attract more girls, it started to neglect its main customers, boys aged five to nine. […] Lego was also hit by the general malaise in the traditional toy industry, which has been shrinking as a result of competition from high-tech gadgets and falling birth rates in many developed countries. Lego’s turnaround plan, launched in March 2004, was painful. […]  Factories in Switzerland and America are being closed down and production moved to Eastern Europe and Mexico. […].

[…] As Lego gets ready for the busiest shopping time of the year, the mood at the firm is festive. The toy industry has been stagnant for five years […] but things are looking up. Toymakers have reported strong results in the past couple of weeks. And with Lego preparing to celebrate its 75th birthday next year, Mr Knudstorp sounds confident when he says the firm can remain independent for another 75 years.

[1] Compelling = irrésistible ???? ?? ???????? ??????? ?? ????? ??? 0 ????????????? ?? 100 ????? ??????

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Wednesday, March 18th, 2020

Texts can be great for business but don’t overdo it

Feargal Quinn

Published 28/08/2014 | 02:30 THE IRISH INDEPENDENT

Text messaging is a great marketing tool when properly used

Text marketing is a bit like all other forms of marketing in that if it is not used correctly, or is overly used, it can have a negative effect with consumers and end up with these very same consumers requesting that they be taken off your database.

The idea behind text marketing is excellent. It is instant, timely and allows you to personalise to some degree the message you are giving.

I met a business owner recently who had spent some time testing different types of wording and found that when he included his name on the text, the response rate jumped by 20pc. His conclusion was consumers were far more likely to read a text if it was worded in the same way as one would send any other texts and includes your name at the end of it.

The most powerful example I can give you of a successful text initiative was a florist who decided to send a text to all customers on the database on the Monday of the week preceding Mother’s Day. The text was simple and read: “Kim here, from Liberty Flowers. Just to remind you that next Sunday is Mother’s Day.” The result was phenomenal. They doubled their business compared to the same week last year and lots of customers actually thanked them for reminding them well in advance and providing them with a solution.

Of course there are rules and regulations that are associated with maintaining any database and, first and foremost, you need to have the customer’s permission to use their mobile number.

Secondly, do not over use the database and, as a rule of thumb, I would advise not to send a text to customers more than once a month. ??????? ???? ??? ????? ????????????? ???? ????????????? ???? ?? ???????? ??????