Mobile applications are highly significant development in mobile communications and with the enormous amount of downloads made each month, there are major potential benefits for marketers in reaching their target audiences (Chaffey & Ellis-Chadwick, 2012).
Taylor & Levin (2014) suggest that mobile apps provide several advantages for marketers as apps provide greater security features as well as allow consumers to bypass competitors’ information and go directly to the company application page.
Building an app sounds like an innovative idea; fun to make… but how would you make sure it’s driving your company in the right direction and affecting your business in the positive way that you thought it would?
Drell (2013) outlines 9 useful metrics to think about when launching a mobile app, however, this will vary depending on who you are trying to engage:
Usage – how engaged are your users when it comes to your app? Understanding engagement metrics will provide useful insights in how the app is being used, and this should tell you where your weaknesses are to strengthen the app and drive greater engagement overall.
Key questions you should know about your users should be:
“Who are the users using the app and how are the using it?
What’s your demographic and what’s not?
How frequently are users opening your app?
What time are they opening the app? Day or night?
Are people using the app on tablets or smartphones?
iOS or android?”
Pay attention to segments as knowing your segments is crucial in marketing and this article tells us how digital marketing is redefining customer segmentation, with segments such as: high actual customer segmentation and potential customer segmentation.
The success of your app is dependent on these factors, so make sure you get a sense of your users.
Lifetime Value – ‘value’ depends on your vertical. For example, music apps will value the time someone spent listening to content, a retail app will value purchases made. When you know the value of various consumers, you’ll be able to identify key segments and other groups to compare which needs improvement.
Retention Rate – you want your app to be used even after its buzz. Strive for longevity! The more engagement and activity your app is getting the higher it will rise in the app store charts – not saying this will be easy, but it will be worth it. Ultimately, make sure your app is kept for the long haul!
Active users – Monthly Active Users (MAU) and Daily Active Users (DAU) are your key users, these are people using the app with regularity, making the app more credible. You need to pay attention to this group of users are they are invaluable to understanding engagement and converting more users into active users.
Session length – knowing how long people are on your app can help quantify the depth of a person’s relationship with the app. You want an app that’s sticky (something inherently valuable to the user) to lead to longer sessions.
Average Revenue Per User (ARPU) – if you know how many users you have engaged on the app, are you getting the sufficient returns? Looking at this metric gives insight to the bigger picture, the ARPU indicate the value of an individual to your app business.
App Launch/Load time – Users have to be able to access the app in a timely fashion, which is actually no time at all. It should be a seamless process and crashing is a big no for users.
User Acquisition – How and why have customers downloaded your app? Paid advertisements or word of mouth? This is another metric of understanding of what’s working for your mobile’s digital strategy and what’s not. Looking at where you have acquired users and gives an idea of where you should focus and importantly, where needs more focus.
User happiness – This I would tie with #7 well. Users want well designed apps and they don’t want to be going through page to page on the app annoyed with things such as crashes and bugs – so make sure feedback from users is kept under review so you’re able to deal with this as quick as you can – to keep your users happy!
Measuring your user’s behaviour is what will differentiate your app from being mediocre to something that’s ‘sticky’ for your intended users. These ways of measuring will really help in getting the true value you intend, although take note – tailor these metrics to the specifics as every app is different and targeted in a different way.
References:
Bughin, J., Shenkan, A.G. & Singer, M. (2009), “How poor metrics undermine digital marketing”, The McKinsey Quarterly, , no. 1, pp. 106.
Chaffey, D. & Ellis-Chadwick, F. (2012), Digital marketing: strategy, implementation and practice, 5th edn, Pearson Education, Harlow.
Taylor. G. D & Levin. M, (2014),”Predicting mobile app usage for purchasing and information sharing”, International Journal of Retail & Distribution Management, Vol. 42 Iss 8 pp. 759 – 774
To be successful in e-commerce it’s become essential for companies to rethink their business focus into becoming more customer-centric. Putting customers at the heart of your businesses strategy adds to differentiation in today’s highly competitive market, therefore, delivering more customer value is necessary if companies want to keep up (Wu & Hung, 2009).
Consumers are highly informed, powerful and smart, and their demand for interaction and better service is something companies have had to give into. So, the customer relationship management (CRM) strategy is a management concept implemented to help approach the matter. CRM creates customer value, ultimately increasing customer loyalty by building long-term relationships and structural bonds for consumers (Wu & Hung, 2009).
Companies who have failed to build long-term relationships and fulfil their customer’s needs have felt the backlash and it has been the failure of many dot-coms, following huge expenditure on customer acquisition (Chaffey & Ellis-Chadwick, 2012). As Reichheld & Schefter (2000) suggest, acquiring customers is 20-30% higher than traditional businesses – acquiring customers online are just plain expensive! So keeping the ones you already have engaged can save your company.
With the proliferation of the digital world, an eCRM strategy works alongside CRM. This article gives a good outline of the difference between the two. The goal of an eCRM system is to improve customer service, retain valuable customers and help provide analytical capabilities for an organisation (Fjermestad and Romano, 2003), this is done by using digital platforms to integrate customer databases with websites and generating a more personalised and targeted message (Chaffey & Ellis-Chadwick, 2012).
This video shows how McDonald’s in Germany had a vision to ‘create a more personal and innovative dining experience’ so they used data gained from a promotion to find out what their customers like and how they can analyse the data to predict what their customers would like to eat! Such invaluable data to have, especially when thinking of creating a new burger – now McDonalds has the info on what certain people prefer, in certain locations. Amazing!
But there are some challenges of integrating eCRM technologies outlined by Kennedy (2006):
Customer Interaction & Relationships
The use of the eCRM system means that traditional physical customer proximity becomes substituted by digital proximity. Customers need reassurance when a purchase is about to be made, the absence of a real person there means consumers turn to other ways of getting this assurance e.g. virtual communities for their testimonials on the product. The overall ability to create intimacy with a customer makes building trust more difficult with the relationship element of eCRM as companies try to build a connection that’s more than purely transactional. Therefore, privacy policies in place help with this issue as it’s essential for customers to share the data they need from successful CRM.
Managing an online channel
As selling on the internet has become essential, companies have to make every possible effort to integrate online channels tightly with existing business processes and/or channels first. Companies can sometimes see the Web as a single channel and isolate from the other channels, which shouldn’t be the case, it should work together – a good framework to use for this is ‘Chaffey’s 6 channels’ http://www.smartinsights.com/reach/attachment/digital-marketing-channels/ showing how offline and online communications together (Chaffey & Ellis-Chadwick, 2012).
If eCRM is used in the right ways it can provide rich and accurate data for its consumers, this article which talks about big data being the backbone for eCRM with examples of how major retailers are using the system and how it’s worked for them.
References:
Azar, F.S., Safari, R., Ebrahimian, K. & Fahimi, G. (2013), “Electronic customer relationship management (eCRM) and its role in marketing”, Interdisciplinary Journal of Contemporary Research In Business,vol. 5, no. 1, pp. 986.
Chaffey, D. & Ellis-Chadwick, F. (2012), Digital marketing: strategy, implementation and practice, 5th edn, Pearson Education, Harlow.
Jerry Fjermestad Nicholas C. Romano Jr, (2003),”Electronic customer relationship management”, Business Process Management Journal, Vol. 9 Iss 5 pp. 572 – 591
Kennedy, A. (2006), “Electronic Customer Relationship Management (eCRM): Opportunities and Challenges in a Digital World”. Irish Marketing Review, vol. 18, no. 1/2, pp. 58.
Wu, I. & Hung, C. (2009), “A strategy-based process for effectively determining system requirements in eCRM development”, Information and Software Technology, vol. 51, no. 9, pp. 1308-1318.
Social networking has been around much longer than the internet as people are social creatures and have always been forming groups and being collective with each other!
But, since the explosion of the internet era, with billions of people being connected to the world wide web, we are now able to communicate or socially network in a way that was previously impossible!
The social-networking trend is causing a major shift in how internet is designed and used, people are now using the internet as a tool for connecting people, making evolution in human social interaction (Weaver & Morrison, 2008).
The notion of ‘six degrees of separation’ by Milgram (1967) has been an important study in understanding how close we all really are to one another. It shows that any two strangers on average are distanced by 6.6 degrees of separation. In social networking sites, this means that we can potentially extend our social network to the whole world with less degrees of separation than we imagine.
If you really want to understand how close we all really are, this video gives you a great idea! It’s fascinating!
Six degrees of separation also implies that weak ties encourage strong ties and actually better in sharing information and enhancing social activities (Levin & Cross, 2004). Also, by understanding these weak-ties, marketers can begin to achieve brand monitoring and watch network trends (Li & Bernoff, 2008).
Due to this explosion of social networking and the use of social media, many businesses have a major opportunity to benefit from this. The core social platforms in most countries according to Weinberg (2010) are, Facebook for consumer audiences, Linkedin for business purposes and Twitter, Google+ for both (cited in Chaffey & Ellis-Chadwick 2013).
These platforms create an online community amongst people and offer an online presence for a company (Chaffey & Ellis-Chadwick, 2013) proving vital in today’s society and companies can’t afford to be left behind!
Examples of how companies can use social media in a beneficial way:
Facebook: popular with most companies. Facebook pages are designed to help businesses engage an audience and promote their services/products. People are encouraged to ‘like’ the page, then members are referred to as ‘fans’. Fans can then receive status update information from the business page directly on their newsfeeds.
Paid Facebook ads is also another option that can be used to recruit new fans, but companies should bare in mind that this isn’t completely essential as fans will be attracted as other fans like and share information; so having a fun/active page is entirely encouraged for businesses (Chaffey & Ellis-Chadwick, 2013).
Twitter: twitter enables companies to create their own page with communication made through messages that contain up to 140 characters. Companies can create a short bio for themselves, the same concept for regular users as well. Similar to Facebook statuses, companies can tweet messages to communicate to its ‘followers’ and also add links to company websites which can contain relevant offers to engage their audience.
Twitter is also commonly used for customer service, if a person has a problem with a product, a person can tweet directly to the company or a company’s separate support account and interact with the person to solve the solution (Chaffey & Ellis-Chadwick, 2013). This link shows great examples of companies interacting right.
Opinions are constantly being shared on the internet of a variety of topics and issues; people are expressing their true opinions on a wide variety of topics on twitter and similar services (Mehta et al, 2012). Information can bias public opinion so from this information we can see how these types of social media platforms can be crucial for businesses to participate in and use to their advantage, creating a closeness or relationship with customers.
This cost effective way to advertise and create brand awareness sounds easy enough to implement right? It is… That’s what creates the danger. Companies have to be diligent when using social media. This article highlights a key example of a social media fail from the simple hashtag #RonaldMcDonald and the ways in which preventing .
Return On Investment (ROI) – a way of measuring the success of your social media campaign – is an important factor when negative eWOM is hitting your social media campaign. As monitoring what is proving valuable for your business’s objectives and recognising gaps is the difference between a good social media campaign and a to-be disastrous one (Hoffman & Fodor, 2010).
This video shows how company: Brandwatch uses social media monitoring tools in order to measure ROI, by looking at conversation that’s happening in real time (in terms of what’s been posted publicly, privacy is upheld, don’t worry!) and even finding negative conversation that’s stirring up.
Key take away here – always monitor closely the eWOM being generated by your social media campaign, we are all connected!
Reference:
Chaffey, D. & Ellis-Chadwick, F. (2012). Digital marketing: strategy, implementation and practice. 5th edn. Pearson Education. Harlow.
Hoffman, D. & Fodor, M. (2010). ‘Can You Measure the ROI of Your Social Media Marketing?’. Mit Sloan Management Review. Vol. 52. no. 1. pp. 41-41.
Levin, D.Z. & Cross, R. (2004). ‘The Strength of Weak Ties You Can Trust: the Mediating Role of Trust in Effective Knowledge Transfer’. Management Science. Vol. 50 No. 11. pp. 1477-90.
Milgram, S. (1967). ‘The small world problem’. Psychology Today. Vol. 2. pp. 60-7.
Mehta. R, Mehta. D, Chheda. D, Shah. C & Chawan, M.P. (2012). ‘Sentiment Analysis and Influence Tracking using Twitter’. International Journal of Advanced Research in Computer Science and Electronics Engineering, Vol. 1. No. 2. pp. 73-79.
Bernoff, J. & Li, C. (2008). ‘Harnessing the Power of the Oh-So-Social Web’. MIT Sloan Management Review. Vol. 49. No. 3. pp. 36-36.
Shu Yu-Hao Chuang. (2011) ‘The Perceived Benefits of Six‐Degreed‐Separation Social Networks’, Internet Research, 21(1), pp. 26–45.
Weaver, A.C. & Morrison, B.B. (2008). ‘Social Networking’. Computer, Vol. 41, No. 2, pp. 97-100.
In one of my previous posts, I outlined what an augmented reality application is and how it can be used in different contexts of digital marketing. I love this concept; I think its something that’s so new and innovative – a whole new way for marketers to engage consumers and get creative.
If it’s still unclear as to what augmented reality is or if it’s still hard to imagine how you’re able to use AR, then this might be the best example… If you’re familiar with Snapchat and Snapchat lenses which have recently been added, you’ll know that there’s been at least one person or yourself who has recently updated their story to having miraculously grown dog ears or rainbows pouring endlessly out of their mouths. In my opinion, this has probably been the most successful and most popular use of AR. I’m sure now you can definitely picture how augmented reality is used now. Still unsure? Check this blog post out that talks about Snapchat’s AR use.
So, this time this post is about augmented reality applications and how they’re being used in a more specific context. The beauty and skin care industry makes huge multi-billion-dollar turnovers each year, however, the rise of the digital age means more consumers are buying online, meaning beauty brands have had to get digitally savvy as well. AR has been used in the beauty industry in a few different ways, and they have definitely worked well in their favour.
But as you can imagine, generating sales online for beauty brands can prove quite difficult, due to the tangibility barrier. Consumers need to be able to try the different products, they need to know if the shade of lipstick suits them or whether they like the smell. These factors play a huge part in whether visit on a page are converted into sales. I know I’ve had an experience where I’ve wanted to buy a new MAC foundation but I was really uncertain on whether it would match my skin tone, so I decided not to buy it at all and wait till I get the chance to go to the store – which obviously wasn’t straight away and was a while until I had the time to go.
AR technology is breaking the tangibility factor by using technology such as facemapping (really similar to Snapchat lenses) to discover products in a new beneficial way (Coppola, 2015 a).
The video shows a clip on how Makeup Genius by L’Oreal allows consumers to try on different looks to see which suits them before they buy! Consumers are able to trial the look, even worn by celebrities, adding to a more personal experience.
Maybelline used AR to make a virtual nail bar where you can try on different shades of nail varnish, the video above gives you a demo. Consumers are able to discover products online and offline and this predictive technology will work wonders for the industry, engaging consumers in a much better online or digital experience (Coppola, 2015 b).
This interesting article talks about how technology is transforming the cosmetic industry and how YSL is incorporating Google Glass in their digital technology.
Taking the RACE model, the most important factor here is to drive conversion rates and make sure that this application is creating sales. This can be measured by KPI’s to see the leads/sales, conversion rates and revenue/margin to make sure the company can track their consumers online behaviour (Chaffey & Ellis-Chadwick, 2012)
References:
Chaffey, D., & Ellis-Chadwick, F. (2012). Digital marketing. Harlow: Pearson.
Internet social media is revolutionizing the way communication is made between people. The use of vloggers and bloggers play a special role in creating opinions and sharing information, which can ultimately alter the way we think about certain things, a powerful tool in today’s society (Gliwa & Zygmunt, 2015).
This has created a whole new level for marketing your product and gaining brand recognition. Word of mouth (WOM), also referred to as ‘buzz marketing’ can be used to create conversation about products and services, marketers will encourage and facilitate WOM by making sure influential individuals know the good qualities of the service or product (Chaffey & Ellis-Chadwick, 2012 p536), and according to Morris (2013), is more credible than advertisements!
So, to create a buzz around your product or service, you need something to help facilitate that and what’s better than a real person/persons who is completely detached from the business, who can give a real opinion on the product, with true views to enhance your brand…
The reason why brand blogging or vlogging is so influential is because it gives a sense of transparency in communication for the consumers. They share information of value that people engage upon (Chaffey & Ellis-Chadwick, 2012 p537). For instance, make-up vloggers will give positive or negative reviews on the products they’ve been using and this has significant impact on whether products are bought, this is most effective as you can see the end results with the products used – this becomes eWOM where anyone on the internet has access to what’s been said (Hung & Li, 2007).
How the consumer perceives the vlogger is critical in influencing online buyer behaviour, as trust and usefulness of product have become factors which consumers look for, with many vloggers gaining this trust from people watching (Hsiao et al, 2010).
Brands should recognize the importance of this and what it can do for recognition of their products to increase sales, if vloggers are to say something positive or truthful about the product to a multitude of people, or the impacts of negative feedback.
Watch the video on ‘why personal branding matters’ outlining three important reasons for associating vloggers to your brand, including how google algorithms will pick up traffic created by conversation around your brand.
However, questions have been raised on the credibility of vloggers. Earlier mentioned, was that a business needs someone who is detached from the company’s service/product, with true views and opinions… sometimes this isn’t the case, vloggers have been found not to declare whether they have been paid to say positive things about the product or it is not clear whether they have a partnership with the company.
This link is on an interesting article on the authenticity of vloggers, and whether we can trust them when they are getting paid mass amounts. Therefore, new guidelines have been put in place to counter this, and you will often find vloggers will say whether they have been paid from companies or not, and whether all their views are ‘their own’, so they can maintain the relationship and trust with their followers which is vital.
Here is a link to an article about Australian model, Essena O’neill, who found herself living an artificial life which she describes as “contrived perfection made to get attention”, which makes us further question how much we should believe when we look at social media.
References:
Chaffey, D., & Ellis-Chadwick, F. (2012). Digital marketing. Harlow: Pearson.
Gliwa, B. & Zygmunt, A. 2015, “Finding Influential Bloggers”,International Journal of Machine Learning and Computing, vol. 5, no. 2, pp. 127.
Hsiao, K.L., Lin, J.C.-C., Wang, X.Y., Lu, H.P. and Yu, H. (2010), “Antecedents and consequences of trust in online product recommendations: an empirical study in social shopping”, Online Information Review, Vol. 34 No. 6, pp. 935-53.
Hung, K.H. and Li, S.Y. (2007), “The influence of eWOM on virtual consumer communities: social capital, consumer learning, and behavioral outcomes”, Journal of Advertising Research, Vol. 47 No. 4, pp. 485-95.
Augmented reality (AR) is an exciting new way for companies to market themselves and in terms of using other forms of advertisements, at the same time be cost-effective. Smartphones are pretty much available to a wide range of consumers now, so a huge amount of people can have access to the app.
A bit of background on what augmented reality is: it’s technology that’s able to integrate the virtual and physical world together to enhance the users experience (Berryman,2012). Many companies have successfully implemented augmented reality into their marketing and it has proved to be fun and distinctive to their customers.
Here are a few examples of how AR is being used:
From the video we can see how estate agents can use AR to give customers more information about the desired property they are interested in, they can even be directed to a work email if they have anymore queries, which is quick and easy for the customer.
Stella Artois ‘Le Bar’ app uses your location to pinpoint where you can find bars selling their beer. It gives you directions and information to the place and another great feature is: once you’re in the bar, you are able to rate it, ask your friends if they would like to meet you there and even book a taxi home! (Hannaford, 2009).
Even retail brands have been able to incorporate the technology into their stores. A virtual shopping advantage can be gained by incentives and deals exclusively revealed by the app itself. This could save retailers money by using AR as an alternative to TV advertisements or prints. It’s a great way to engage customers on a completely new level, where brands can bring their stores, advertisements and even windows to life. Click on the link to see more examples of how retailers are using virtual reality in their stores.
The ease of use of mobile internet devices has been especially important in the upcoming of AR (Spaid & Flint, 2014), According to Carmigniani et al (2010), certain issues arise with Augmented reality. It needs to be socially acceptable so the systems implemented does not interrupt with everyday life. For example, when augmented reality is used while driving to see when upcoming traffic is coming along – no one wants an accident and safety has been questioned! The devices used for AR should be wearable and fashionably acceptable with robust, private technology, and also natural when interacting with the device, otherwise using it in public places can be awkward. But now, with Apple’s iPads and the development of the iPhone, AR technology can overcome some of these issues, hence why there is a growing popularity for marketers to use AR.
Benefits for companies using AR is the acquisition of data that comes with using the technology. It is a new way for marketers to sell more products and deliver better measurements of who sees their ad’s and whether consumers engage with it. The technology itself is enjoyable for the consumer in terms of engaging with the brand or product, but the fact that marketers are able to collect the data needed to understand the consumer using the app, such as location or activity is even better.
As we know from the use of big data, using the knowledge we get from this type of analytic, can give us valuable new insights from the consumer’s behaviour, and marketers can interpret this to make better decisions (Nickerson & Zenger, 2004).
For example, Ikea have developed an app where you can take augmented furniture and place it around the room, they found that activity increased by 35% on Sundays (Liao, 2015); from this information, deals and promotions could show/pop-up more frequently on this day, as there are more users engaged in the app who may be more likely to buy.
But, Augmented Reality comes at a price for businesses who want to implement the application, as it can prove quite costly. There are different types or qualities of the application used, and the better the application, the more expensive.
For an app to have the most successful and most interactive features, more money must be invested because of the complexity involved (Brenzo, 2014). Therefore, firms should bare this in mind if they were to choose this type of marketing.
Here is a link to a mobile app development website, that gives you an idea of the costs of making different types of apps, which gives a useful insight.
Liao, T., (2015) Augmented or admented reality? The influence of marketing on augmented reality technologies, Information, Communication & Society, 18:3, 310-326
Nickerson, J. A., & Zenger, T. R. (2004). A knowledge-based theory of the firm—The problem-solving perspective. Organization Science, 15(6), 617–632.
Berryman, R. D., (2012) Augmented Reality: A Review, Medical Reference Services Quarterly, 31:2, 212-218
Guttentag, D.A. 2010, “Virtual reality: Applications and implications for tourism”, Tourism Management, vol. 31, no. 5, pp. 637-651.
Spaid, I. B., & Flint, J. D., (2014) The Meaning of Shopping Experiences
Augmented By Mobile Internet Devices, Journal of Marketing Theory and Practice, 22:1, 73-90
With Halloween just gone, what better company to take advantage of the fancy dress day of the year – MAC! I’d opted to be on their house-list when I purchased items online for the first time a few months ago. By being on their mailing list I receive their newsletters periodically and noticeably more so, when special events and promotions are coming.
The first email sent, consists of a subject title which states ‘Transform yourself this Halloween with these freaky-chic looks’, this came a week before the day itself. I felt like the subject title really created an awareness of the day and the association of the brand’s involvement, as I wouldn’t initially think to use MAC’s products to create an ‘Ice Queen look’… Intrigued, I clicked on the email to see what ‘freaky-chic’ looks I could create.
Upon opening the email is the headline, a catchy title ‘get the look’ and the brand logo is on the top- left corner – research has shown that this is considered to be the most important position on the page as it allows the customer to engage and use the right side to scroll easily (Ellis-Chadwick and Doherty).
Interactive features are what call my attention next. The three most generic looks for Halloween catch my eye and before I know it I’m clicking on one of the images and I’m taken to the website with full product details on how to create the look chosen! Quick, easy and a great way to get people to go straight to the company website; there is no question of relevance here – the images were not used ‘for the sake of making the page look attractive’ (Ellis-Chadwick and Doherty) it was used in the right way, by being relevant content and by drawing the customer to the company website which is the main priority (Ellis-Chadwick and Doherty).
Layout of the email definitely works well for MAC, there isn’t too much clutter and all the words/images stand out because of the black background – it’s simple yet attractive. The size of the images are just right; I prefer what they’ve done in the first email rather than the longer pictures in the follow up emails that cut too much of the image out. Screenshots of the view when you first open the emails are below.
View from first email received
View from second email received
View from third email received
Call to action words ‘shop now’ are included in each email, which stand out by using a different colour to the rest of the text or it stands alone away from the text/images so it’s clearly seen. The purpose of the CTA is to help drive customer engagement and boost revenue (Ford). ‘Shop now’ are good words used as it creates a sense of urgency and builds excitement for the reader (Ford), when you click on the CTA you are taken straight to the company website, to shop the different looks. Click on the link to guide you on how to get the call to action right.
Overall I think MAC’s email looks good and catches the readers attention well, resulting in the reader landing on the company web page. One thing I would include is the use of personalization – ‘Hi Maria!’ or ‘Maria, Get the look’ to create a more involving interaction (Ellis-Chadwick and Doherty).
References:
Ellis-Chadwick, Fiona, and Neil F. Doherty. ‘Web Advertising: The Role Of E-Mail Marketing’.Journal of Business Research 65.6 (2012): 843-848. Web.
Ford, Paul. ‘Getting The Call To Action Right In Your Email Marketing Campaign’.Digitalmarketingmagazine.co.uk. N.p., 2014. Web. 12 Nov. 2015.
From the brandwatch case study, a seven metre statue of King Geoffrey was built in the Aotea square in Auckland; people were then encouraged to engage in conversation on social media as to whether the King should be brought down or not – a very easy decision since he has become one of the most hated characters to date. DDB then transmitted a live stream from the square which made history and became Australia’s largest ever streaming event. Tagging processes was then used to gain exposure of the Game of Thrones by using the hash tag #bringdowntheking. Here, Brandwatch – one of the world’s leading social media mentoring and analytics platforms kept track of longform content of the campaign, by using Brandwatch analytics DDB was able to record almost 875,000 individual interactions involved in the campaign.
