( Mashable ) Alexa is no longer just a girl's name and Google no longer requires any typing. Connected devices are an integral part of our lives now. From Fitbits, Nests, and smartwatches - consumers rely on these devices to go about their daily routines. Devices don't just help solve consumer's problems though, they are a treasure trove for marketers as well. At the forefront of all of this, is the Internet of Things (IoT). The internet of things allows marketers to know more about consumers than ever before. The challenge is making sure their brand is seamlessly integrated at the right time without appearing intrusive. So, what exactly is the internet of things? Forbes defines the IoT as simply connecting devices with an on and off switch to the internet, and to other devices. The internet of things is a giant network of connected "things", including people ( Forbes ). Sounds a little creepy right? While there are many benefits to having your devices c
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Creating a digital strategy can be overwhelming. There are so many platforms and devices; brands feel like they must always be "on". A digital strategy can be updated continuously but in order to be effective a killer digital strategy must contain the following five components: 1) Create Objectives Even if you create the perfect digital strategy, you'll never know if it's successful without objectives to measure it against. Much like a traditional campaign, digital campaigns require precise and achievable objectives. Objectives must be evaluated on a consistent basis in order to keep digital strategies current. 2) Get Searched The best website can lay dormant if no one can find it. Search Engine Optimization (SEO) is critical for digital success, but brands need to be found easily on other websites as well. Consumers are increasingly conducting searches on Amazon, and through social media. 3) Mobil
Big data has transformed the way marketers learn about their consumers and therefore make decisions. According to Forbes , big data helps marketers understand more about consumers' purchase behavior, patterns, and likes and dislikes. However big data doesn't come without its risks. The problem with big data is threefold - good data doesn't automatically correspond to good decisions, vast data collection is a major privacy concern, and the growth of fake followers and bot accounts tests the reliability of data. ( Alberto Brea ) Is Big Data Enough to Make Strategic Marketing Decisions? The Guardian said it best: "the amount of data available does not necessarily correlate with its value – not everything that can be counted counts." Basically all the data in the world is out there but is it all useful? In my experience, I think big data can certainly inform insights but is not yet capable of decision making. Big data can answer the when and where - wher
(Image Source: Search Republic ) With so much discussion about the shift from traditional to digital marketing, mobile marketing specifically may be overlooked. However, brands must develop a stellar mobile marketing presence as a core part of their digital strategy. According to Blue Corona , consumers are using mobile through every step of the purchase process - from search to selection. And when consumers are dissatisfied with their mobile experience, they no longer advocate for brands. In order for brands to excel they must create an engaging, simple, and pleasurable mobile experience for both potential and current customers.
( The Conversation ) When we think of the Silicon Valley, we immediately think technology. Companies like Google, Apple, and Facebook were are all once considered strictly technology companies. Even Facebook which is a social media platform was identified as a technology brand. But today, these companies control and distribute the majority of the media we consume. So this begs the question, are companies like Google and Facebook purely tech companies, or are they media companies? Or are they both? There was a time not too long ago when you logged on to Facebook and only saw status updates and vacation pictures from your family and friends. It was a way to keep in touch with old friends, look good for your current friends, and even make new friends. And while Facebook is still used for those purposes, much of the content users see on Facebook today is news and branded media. Interspersed between photos of your aunt's dog and your friend's engagement status is likely an
( Waco ) In the digital era, with so much content out there it can be difficult for brands to stand out and spark conversations. Some brands make a statement with corporate social responsibility, some do so with humor, or with celebrity endorsements. But IHOP (International House of Pancakes) tried a different approach: changing its name...for a hot second. On June 11, 2018 the Twitter universe had its eyes on IHOP. Or should I say IHOB. After weeks of speculation, the brand announced it was changing its name to International House of Burgers (IHOB). Not only did the brand receive criticism from consumers, but its competition seized on the moment to humiliate IHOB. Whataburger, Burger King, and Wendy's, and others all threw major internet shade at the new and improved IHOB ( USA Today ). ( Fox LA ) To add insult to injury, just one month later IHOB returned to its pancake roots and changed its name back to IHOP again. However, the brand then said the original n
( Merry Stockings ) Around this time last year, my mom and I were watching a holiday movie on Hallmark. The plot was predictable, and a little corny. But something my mom said has stuck with me, she said "these movies are so relaxing." It's true. Although we knew the movie would probably never be an Oscar contender, there was something inherently comforting about it. Well it turns out that was part of Hallmark's content marketing strategy all along! ( E Online ) Ultimately, Hallmark's content marketing strategy is more than just selling a brand but about catering to a need for comfort and belonging, especially during the holiday season. The Content Standard published an excellent piece by Taylor Holland on Hallmark's thoughtful content marketing strategy. The piece shows just how well Hallmark knows its customers and how it creates curated content all year long. Ann Herrick, Marketing Director at Hallmark Gold, believes the first step to gre
When thinking of major athletic brands, New Balance usually falls somewhere in the middle. Markets Insider reveals that New Balance has $3.8 billion in revenue and is currently the fifth biggest athletic retailer in the United States. Currently, New Balance's main marketing message rests on individuality and independence. Per Ad Age , Chris Davis (New Balance VP of Global Marketing) said "As a challenger brand, we embrace the role of being the underdog—that individuality inspires the same sense of confidence in [our] consumers." So does this sentiment of individuality come through in the brand's mobile app? Let's find out! The first thing to note is that the New Balance app is free. This is a smart decision for a "challenger brand." In my review of Fabletic's website , I covered the emerging trend of brands asking consumers to complete short quizzes in order to personalize products to their tastes. Well, New Balance is no exception. I was actuall
( Fabletics ) In 2018, almost any product - from toothbrushes to hot sauce - can come in the form of a subscription service. So a subscription service for women's workout apparel only makes sense. Enter Fabletics created by actress Kate Hudson. ( Fabletics ) A subscription service's website design and user experience is critical as this is where a customer will either begin a long - term relationship with a brand, or close the tab and move on. For a brand targeting young, digitally savvy women, the website is even more important. The first thing you see on the Fabletics website is a promotion: 2 leggings for $24 when you become a VIP Member . Scrolling further down the homepage, the purpose is clearly for a potential consumer to take a quiz on their workout preferences/routine as well as their style preferences. The quiz culminates with entering your email address and opening an account with Fabletics. There are two unique approaches Fabletics takes in this pro
What do I have in common with Tina Fey and Malcolm Gladwell? Turns out we have similar leadership styles! Who knew? This week, I took The Fascination Advantage assessment to learn how others perceive me and how I can use this to my advantage, both personally and professionally. The assessment, created by Sally Hogshead , has given me a new perspective on how my peers view me and how I can become a better leader. Taking the assessment was actually a lot of fun, and even before I received the results, I found that I was learning more about myself just by thinking about the questions. I could see right away that I wasn't motivated by status, but felt more passionate by producing good work through creativity. So let's dive into the results... At first I was surprised by my results. My primary advantage (my most effective method of communication) is described as "Mystique." The word mystique sounded a little too cool to describe me. But once I read more, I knew it de
WARNING: This post may make you extremely hungry What is the worst part of ordering a pizza online? Definitely the waiting. You've chosen your toppings, added in some garlic knots, selected the delivery time to "As Soon as Possible"...and now you wait. Similar to ordering a new product online, the wait for a pizza can be excruciating. What could make the wait better? The sound of waves crashing against the shore, or perhaps you could pass the time by listening to a baseball announcer call out each step of your order as it's being prepared. The Domino's pizza tracker turns that excruciating waiting period into entertainment, whilst keeping you engaged on the website. ( Buzzfeed ) After ordering food online, most customers do not continue to stay on the ordering website. However, with the Domino's pizza tracker, customers can see who is preparing their order (by name), and how far along in the process the order is. While doing s
Thanks for checking out my blog! I'm so excited to start this journey online. I will be using this platform to share my opinions on the latest digital marketing trends, best practices, and content I find inspiring. I envision this blog to be similar to the notebooks (yes those still exist) we use in classrooms or meetings to take notes. The format is simple and easy to read. But the cool thing about a digital notebook is: a) it doesn't matter if you have bad handwriting b) you can share and discuss your notes easily c) there are an endless amount of pages This notebook will be filled with all my thoughts on digital marketing. I have a background in advertising and PR, and am looking forward to continuing my career and journey in marketing. To me, marketing isn't just a great TV commercial. Good marketing can come from anyone at any time. Today, just tagging a restaurant or venue in your Instagram post counts as marketing. On the flip side, with so many platf
I created this blog to share my thoughts on all things digital marketing. I'm Amrita - a graduate student at NYU studying Integrated Marketing. I love to geek out over cool content marketing and strategy. I'm somewhat of a nomad. I've lived in India, England, Switzerland, Australia, the Netherlands...in that order. I have a BA in Marketing & International Business from the George Washington University. I worked in advertising and PR with clients in the non profit, beauty, and healthcare industry. Things I Love: New York City A good cup of coffee Buzzfeed quizzes Seinfeld, but also Gilmore Girls Watching commercials Reading - both novels and other blogs Follow Me Elsewhere: Facebook Instagram LinkedIn