How Google breaks through – via McKinsey Insight

Lorraine Twohill, Google’s senior vice president of global marketing:

The way I think about marketing—and the way I tend to talk to my team about it—is “knowing the user, knowing the magic, and connecting the two.”

Knowing the user means understanding who your consumers are, who your customers are. Not just knowing who they are, but what they need, what are their deep insights, and understanding how we can help them.

Knowing the magic means knowing what’s in the hearts and minds of your engineers and your product managers, and what they’re building.

Connecting the two means bringing the magic built by engineers to the world in a way that is relevant, meaningful, and compelling to the everyday consumer.

So we create something that the world will be excited about.

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How Google breaks through

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The digital enterprise – via McKinsey&Company

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Digital business models have become essential for companies across a range of industries. With social networks and e-commerce websites setting new benchmarks for speed, agility, and user-friendliness, consumers expect similar online performance from banks, retailers, and telecommunications companies.

Attackers born in the digital age give consumers what they want, but many older companies struggle to meet customer expectations. For them, going digital is now a prerequisite for surviving and thriving.

Success requires strong capabilities in four areas.

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#Location-#based Mobile Ads Coming To Mall Screens Nationwide – via Screen Media Daily

Vi ricordate la scena del film Minority Report, in cui Tom Cruise passeggiava in un Mall e veniva riconosciuto dalle pareti pubblicitarie interattive e tempestato di pubblicita’ personalizzata? ..a piccoli  passi ci stiamo avvicinando!

Minority report

Shazam and Adspace Networks to Bring Location-based Mobile Ad Retargeting to DPB Mall Screens

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The combination of location-based mobile advertising and digital place-based (DPB) media is proving highly effective for increasing brand engagement with on-the-go consumers. That’s why today’s announcement from Shazam, a leading mobile engagement provider, andAdspace Networks, a leading provider of digital-place based advertising in malls and cinema lobbiesmakes perfect sense.

The partnership enables Adspace to enhance consumer’s mall experience by extending video campaigns across their mall-based ad network using Shazam’s location-based mobile technology, and provide brands with a complete, customizable mobile content experience. When this rollout is complete shoppers will now be able to interact with mobile advertisements for exclusive offers and added content.

According to Shazam, their technology “watermarks” a shopper’s smartphone location using ultrasonic signals when a shopper is within 40 feet of a floor or aerial-mounted digital place-based screen. The integration of mobile and digital place-based platforms provides advertisers with a new to way to customize their message and connect with millions of smartphone-enabled shoppers. In addition, Shazam’s ultrasonic technology remains active, whether a brand’s commercial is airing or not on Adspace’s network, so the platform’s mobile experience is always available to mall shoppers.

Continue reading #Location-#based Mobile Ads Coming To Mall Screens Nationwide – via Screen Media Daily

The Era Of TV’s Media Dominance Will Come To An End In 2016 — Business Insider

The internet is about to do to TV what it has already done to newspapers and radio.

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By 2019 “interactive spend,” as Forrester calls it, will top $100 billion, while TV advertising will be at just over $90 billion

Overall, US advertisers are committing hundreds of millions of dollars less to cable TV networks for the first time since the 2009/10 seasons

Marketers are slowly coming around to the realization that consumers are spending more time on their desktops, mobiles and tablets than they are watching live TV. Ad spend on digital is starting to level up with time spent.

Brands can run beautiful campaigns like on TV, but they don’t have the shackles of scheduling, they can use more sophisticated targeting techniques and — currently — online video ads are still cheaper than buying primetime 30-second spots.

The Next Frontier in Digital Media Will Be Connected Products – ADAGE

The “Internet of Things” (IoT) has recently exploded as a hot new “thing,” fueled in part by Google‘s and Cisco’s increasing strategic investments, and an estimated $19 trillion dollar market opportunity

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While early adopters are now experimenting with creative ways to leverage IoT as a conduit for deeper audience engagement, IoT hasn’t reached critical mass yet; IoT discussions still live inside the walls of “digital innovation” and “new product development.”

At the crux of IoT discussions for digital media is a rather simple, yet entirely disruptive concept — that individual physical products can become their own media platform for brands. In other words, a connectable product (anything from a bicycle to a soda can that consumers can engage with via their smartphones) can act as its own media channel — operating alongside TV, mobile, magazines and other media channels — and tapping into consumer behavior to create an entirely new form of CRM through physical objects. This concept — products as interactive media — has vast implications for the media landscape.

As products become connected, the game changes completely for brands, shifting marketers’ strategy from the traditional push model to a more intelligent pull model. A connected product provides a brand with a direct, real-time interface and interaction point with the consumer. Instead of pushing content toward consumers at the best guesstimated time to catch their attention, brands can engage with consumers who are proactively opting in to receive content when they most need it and when they are most engaged with the brand’s product.

Data is the key to enriching the consumer’s experience

Marketing executives are just beginning to open their eyes to the limitless marketing opportunities enabled by IoT. There is still a world of innovation before us, and if the industry can embrace the disruptive idea that products can serve as their own digital media channels, we’re off to a great start.

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Tecnologia nel retail & Google Glasses Experience – Praesidium

Tecnologia nel retail: da minaccia a nuovo asset per il successo

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Molti retailer italiani ed europei ancora oggi percepiscono la tecnologia come un fattore di rischio per il business.
L’analisi dei trend su scala mondiale fa emergere invece una nuova prospettiva, decisamente più promettente: la tecnologia come opportunità per cambiare il volto del retail.
E’ sicuramente vero che grazie all’iperconnettività e al possesso dei dispositivi mobili lo shopper può acquistare in ogni momento, in modo confortevole, veloce e facile. Tuttavia il negozio fisico continua ad avere un vantaggio competitivo significativo: la relazione diretta shopper-personale di vendita.
Il trend internazionale vede i retailer più lungimiranti muoversi verso la riduzione delle superfici di vendita, con l’obiettivo di spostare investimenti sempre più significativi su aree e strumenti di innovazione tecnologica utili a migliorare la shopping experience in-store.La tecnologia viene finalmente vista come una opportunità concreta, una risorsa da utilizzare in modo creativo per offrire un miglior servizio allo shopper e rendere l’esperienza di relazione con il retailer sempre più personalizzata ed i punti di vendita sempre più emotivamente coinvolgenti.
Ancor prima dell’ingresso nel punto vendita la tecnologia consente di intercettare lo shopper con offerte personalizzate, consigli, promozioni ad hoc e call to action realmente personali ed efficaci che invitano all’acquisto.
QR code, ibeacons, nfc, wall e vetrine interattive, riconoscimento facciale… sono solo alcune delle tecnologie che il retail sperimenta in store, e che consentono di creare un ponte tra digitale e negozio reale.
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Google guarda al processo di acquisto e stupisce

La connettività perpetua è il nuovo scenario, un vero proprio punto di svolta che ci mette di fronte alla necessità di ripensare il processo d’acquisto e le strategie per influenzarlo.
Le imprese devono guardare alla tecnologia come nuovo strumento per la costruzione di vantaggio della marca.

In questo video, realizzato da ConAgra Food in collaborazione con la divisione di Google che si occupa di shopper marketing, scopriamo come la tecnologia dei Google Glass può offrire un nuovo modo di “scrivere” la shopping list, di muoverci nel punto di vendita, di accedere ad informazioni sui prodotti e di approfondirle…senza tralasciare la possibilità di comunicare con gli altri: un perfetto esempio di come sarà possibile offrire allo shopper un’esperienza che integra in-store, out-of store e digital.
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How mobile technology is changing the in-store customer experience

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These days, emerging technologies and advertising platforms have made innovation in marketing far more important. For out-of-home (OOH) advertisers operating within traditional media, such as billboards and posters, the challenge is how they can best utilise new technologies alongside these traditional avenues to enhance the experience for consumers.
Mobile technology, as we witnessed with the implementation of QR code technology and NFC, is a great platform for OOH advertisers to explore. Used correctly, mobile can significantly increase interaction and shopper engagement in-store.

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5 Things Most People Forget About Local SEO

The most important component of local SEO is a trinity of information known as the NAP. NAP stands for Name, Address and Phone number. Some people call it the NAP+W, adding in the Website for good measure.

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The World of Mobile by the Numbers

The number of mobile users is approaching the number of people on earth. Some 6.9 billion people will have cellular subscriptions by the end of this year — or about 95 percent of the world’s population, according to the International Telecommunications Union. More than half of these subscribers will be in the Asia-Pacific region.

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Worldwide smartphone shipments are expected to surpass 1.2 billion units this year, a more than 23 percent increase from just a year ago, based on International Data Corp.’s forecast. Volume will reach 1.8 billion phones annually in four years — with shipments more than doubling within key emerging markets, including India, Indonesia and Russia. By 2018, China will account for nearly one out of every three smartphones shipped.

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Google’s Android will remain the market share leader among smartphone operating systems for the foreseeable future, with IDC projecting its share will hit 80 percent this year. Android has been and will continue to be the platform driving low-cost devices. Apple’s share of the mobile market is expected to drop to 15 percent (though IDC’s forecasts were made in May, prior to the record-setting iPhone 6 launch).

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It’s no surprise that mobile Internet companies are experiencing a mini Gold Rush. Private investors pumped a record $19.2 billion into these companies over the last 12 months, according to the latest research from Digi-Capital. Big money flooded into mCommerce ($4.2 billion), travel and transportation ($3.3 Billion), utilities ($1.8 billion) and games ($1.1 billion). But 10 other sectors also raised more than a half billion dollars each — spanning the gamut from food and drink to messaging and more.

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How location data is fueling the wearable revolution (eBook)