Marketing Nuggets

Current trends in digital marketing, social media and brand


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Email Marketing

As email plays an important role in communication nowadays, email marketing is also a very useful digital marketing strategy. I check my email everyday, on PC or Mobile. Email, as a marketing tool, has many benefits-It is affordable, simple and quick, it can be personal and customizable. Email marketing is important for building relationships with prospects, leads, current customers, and even past customers. The results of email marketing is measurable as well.  By taking a close look at my own email accounts, I have the chance to know more about email marketing from a customer’s perspective. I have two main email accounts that I will check daily: My NYU Gmail account where I receive emails from school and career-related resources. My personal Gmail account where I usually use to sign up newspapers, subscriptions, social media and promotions. So NYU account is more professional, my personal account has three tabs which are Primary, Social and Promotions:

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My primary emails are from some newspapers that I will read everyday, NYTimes and WSJ, if I have time, I will click social to see, if I want to buy something specifically, I will open promotion to see if there are special sales for the stuff I need, and I think it is more organized and time-saving in this way, because I don’t want to spend too much time on social and promotions. Just to pick out a few to review:

I used to go to Painting Lounge’s event, so when I see the catchy headline “50% off select classes next week!” I immediately opened it.

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Email from Amazon.com will always personalize the headline, using customer’s name to call attraction.

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Headline of Travelocity’s promotion email “✈ American Airlines Flights on Sale”, the content is just one poster with clear information.

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Gilt City: always look up to good stuff on sale, subject line is pretty clear-Extra 25% Off – and it will summarize the content in a short sentence: Fall Beauty: Laser Hair Removal (Bellair) + Gel Manicures. Oficina Latina Brunch + A Cayman Getaway, usually I will open it and quickly scan “Today’s Picks”.

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Pinkberry Location-based Marketing Strategy

Pinkberry drives in-store product launch trial via mobile advertising

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Frozen yogurt chain Pinkberry launched a location-based advertising campaign that delivered mobile coupons to attract nearby consumers into stores in April.

The ads ran within the Pandora iPhone app and it also showed consumers how many miles away they were from a Pinkberry location.

When clicked on, a landing page presented an offer for $1 off of a greek yogurt product. The landing page also included directions and a click-to-call option.

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Pinkberry’s mobile ad

Picture source: http://www.mobilecommercedaily.com/pinkberry-drives-in-store-trial-via-mobile-advertising-for-product-launch

In 2012 Pinkberry developed its own smartphone application that serves as a hub for the brand’s loyalty program. Consumers can also pay for items via the app, which is very convenient. In addition to location-based ads, Pinkberry’s other three big focuses are mobile search, promoting its app as a part of its loyalty program and using mobile to gather real-time feedback from consumers.

In this case, consumers are more inclined to interact with the banner ad since it ties together an offer with a specific location. Thus marketers are paying more attention to make mobile ads more contextual and relevant to consumers, and location based marketing strategy is becoming more important.


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Share of Time Spent per Day with Major Media by me

According to an article on eMarketer: Mobile usage to grow 23.0% this year as time spent online and with traditional media declines and about 47.1% time of US Adults was spent on Digital media per day, of which, 23.3% on mobile, 18% online and 5.9% others. Combining online and mobile devices, they expect US adults to spend 5 hours 46 minutes with digital media daily in 2014.

Nowadays we are living in a society of multi-taskers and multi-screeners. Basically we spend roughly 90% of daily media interactions on four screens, smartphones, laptop, tablets and TV.

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Picture Source: http://www.briansolis.com/2012/12/we-are-now-a-society-of-multi-taskers-and-multi-screeners/

Taking a close look at a typical day of my life as a graduate student, from the morning I woke up, if I don’t have to leave early, first I use to lie in the bed to check my phone for a while. I check email for 5 minutes and spend about 10-15 minutes checking Facebook; 7-8 minutes on Instagram, then go to Wechat (a Chinese social media and chatting app, like Chinese version of What’s app). I probably will spend 30 minutes on Wechat because I have many Chinese friends on it and they share moments, I also read some articles from the public accounts I subscribe on this app. Then I read Twitter for like 8 minutes and 15 minutes Weibo (a Chinese version of Twitter). I listened to stream music on Spotify or Soundcloud when I have breakfast, on the way to work or school, and even before sleep, the total time spent on music might be 1 hour a day. I check weather app, Yelp sometimes during lunch. I played Snapchat sometimes during the day with my friends. I read news and articles from some Newspaper and Magazine app on tablets in the evening. Roughly I spend about total 4-5 hours on those digital devices not including study time on PC.


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Future of Data Mining

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Picture source: http://agbeat.com/

Recently read an interesting article from New York Times “For Big-Data Scientists, ‘Janitor Work’ Is Key Hurdle to Insights”, the article talks about the future development of data mining which is closely related to marketers’ work in a digital data world. Just want to share some thoughts about this article here.

Nowadays, with the rapid development of technology, the consuming behaviors of people become more and more transparent. With abundance of digital data from various sources, marketers not only want to get the “big data” of their customers, but further more to get the meaning behind those data, that is effective data meaning. As it is mentioned in this article, data janitor and data mining work might be boring and tedious, but it is required before those data was sorted and organized into an easier way to do further analysis, So I believe organizing data from many sources can be and must be enhanced to leave more time for analysis. This is a trend in the future and is already on the way.

As technology develops, more and more mundane work will be handed over to software tools even robots to leave more time for people make intelligent decisions. I believe, the data scientist and computer programmers will figure out the solutions, developing software and computer programs to automate, clean and organize data.

Thus now in a marketing team, you probably not only have data scientists, but also computer programmers. To organize data from different sources, you will let the data scientists pick out the useful information needed, including what data we need, a uniformed data format (different formats from different sources), in what way to represent the data. Then the programmers need to develop visualization software tools and computer programs to sort and organize the data. They will have to work together closely to test and enhance the program and meanwhile add calculating and analyzing functions to the software or programs to get thoughtful insights of the data. That’s the cool sexy part the author mentioned.

Just like Excel makes many people can analyze data as experts do is because the software did most of the work preparing and organizing data, so that people have more time spending on the cool stuff. The improvement of other software tools for data mining in modern data world will furthermore free people from mundane work and get to the real valuable part of data analysis in the future. We are living in this changing world now and will benefit from it.

Start-ups to develop those fancy software tools like Paxata mentioned in the article already started the revolution. Paxata is a self-service adaptive data preparation platform to help people turn raw data into ready data for analytics. Their solutions include importing, exploring, enriching, and combining, sharing and publishing data. This is exactly what modern data world needs now; the platform and software tools will help analysts save more time to do more than just clean data.


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Digital Marketing Blog I like – Adverveblog.com

The blog I like and recommend is Adverveblog, three bloggers of the website discuss ad stuff here in the way they want and share current trends and fun stuff in advertisement world.

The reason I like it is because first, the whole blog page looks very clean and easily navigated with a simple head cover, only three sections in the right column: About, Search and Comments. Blogs are on the left side. No ads on the main page, no needless buttons and links, you know sometime you always get confused or distracted by various buttons or links on the page. So this makes the visitors can focus on the content of the blogs directly.

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Basically their blogs format is a video or picture, mostly video, comes with a short comment, not very long but concise. Content is diverse, funny and most importantly, very new, you probably won’t find it through many other sources. And they also have their own podcast which you can easily reach on mobiles, from the data of a website review of Adverveblog on Woorank, it shows this web page is super optimized for mobile visitors.

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As integrated marketers focusing on digital marketing, keep ourselves posted with those trendy ads and knowing what’s happening in this fast-changing world is very important. I believe you’ll find this blog useful.