Multi-sensory experiences are a big trend and can make the brand experience more effective and memorable for the consumer. Research shows that sensory stimuli such as flavours, aromas and physical sensations can have a direct emotional response to what we see. With emotion being the most important aspect of the customer experience, let’s think about how multi-sensory experiences could work for our brands!
]]>China has also been innovating new business models in the advertising industry, which is only one-eighth the size of America’s. While Western online firms generate most of their revenue from advertising, Chinese tech firms have had to find new ways to monetize consumers time spent online. For instance, Tencent (a giant that could potentially rival the likes of Facebook and Amazon) generates 90% of its revenue from online games, sales of virtual items on social platforms and e-commerce. Lessons can be learned from how Chinese firms are able to integrate all of these aspects to create an amazing user experience.
]]>This feature creates a unique opportunity for brands to build stories together with their fans. As opposed to a passive behaviour of watching live streams, fans can now have collaborative experiences all on video on their phone. But again, like it’s parent social media sites, you need to understand and leverage the platform that is right for your campaign.
]]>We have to recognize these types of behaviours through our understanding of the PDJ. This can help identify where potential sales are being lost and lets us think of how we could turn this into an opportunity. Consumers want quick, simple transactions on mobile and if a brand can’t provide that, we risk losing them to someone else.
]]>The content captured from this one-off event is now being pushed on the brand’s digital channels, scaling its communication. Sometimes shock value is a good way to spark conversation about products that consumers aren’t necessarily excited about. At least the café gave away the coffee for free, which was more surprising to some of the local New Yorkers than the fact that the workers were nude!
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Better than beacon technology? Wi-Fi Aware doesn’t require the retailer or service to install special equipment, like Bluetooth transmitters for instance. Instead, it uses a procedure that allows mobile devices in proximity to find one another using “publish” and “subscribe” messages, and then lets end users enable connection-based services and apps.
This technology could help retailers and brands discover a consumer’s location in the real-world and send personalised, timely, (and opted-in) content like coupons or ads. There is big potential for on-site or event advertising and social gaming. For instance, a social gamer could be alerted when someone playing a similar game walks into the room, prompting them to set up a face-to-face match. On top of creating social experiences, this technology could give brands the ability to deliver simple information to consumers based on their location to help make their lives easier.
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Other parts of the world should be trying to study how technology is affecting Chinese consumer behaviour. Their mobile behaviours could help signal the type of apps and services for phones that Western marketers need to make available to keep consumers engaged.
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