Engage Your Audience / videos
Consumer online actions say a lot about what consumers feel about a brand. Here’s a little of what we’ve discovered about online consumer brand engagement
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A short interview with Mary Meeker covering the growth of the mobile Internet to her favorite app.
Sealy partners with YouTube to create buzz for their next generation and achieve building awareness and increasing downloads for their In Bed™ Tagger app among our socially connected target.
Gen Mills connects with Latina female shoppers with Qué Rica Vida.
Kraft creates Comida Kraft, a culturally relevant in-language destination.
Smartphones are the new personal shopper. They allow consumers to dig deeper at the moment of relevance.
The Smart Shopper is constantly connected and values online information. He/she researches online then shops in-store, and uses a smartphone while shopping.
Rob Brosnan, Senior Director of Strategic Marketing of Seton hall University, discusses his organization's use of social media for marketing. While apps were too expensive, and ads were forgettable, stimulating conversation on webpages contributed to an 18% increase in class size. Engaging people with each other stimulated interest.
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, describes the holiday campaign that donates a dollar to Make-A-Wish foundation for ever letter to Santa Claus mailed from a Macys store. The campaign has been engaging and positive, and will take place again.
Tom Kelly, VP of Corporate Internet Marketing at New York Life, describes customer engagement through a recent "Twitter chat" about Halloween safety. Because family safety is a relevant topic for the brand, his company provides information and sponsors forums for customers to engage with each other around the topic and the brand. Future experiments will leverage new technologies around core messages of the brand.
Stephen Cannon, VP of Marketing Communications for Mercedes-Benz USA, describes his company's marketing plans as "thinking outside the 30 second commercial." For example, the company has shot 2- to 3-minute mini-documentaries to connect the brand story to consumers in a different way.