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Monthly Archives: October 2012

Brand Digital Innovation

As technology continually changes the consumer communication landscape, mechanism to communicate with customers, and allow customers to engage in conversations about your brand continue to evolve. Many brands use emerging media and technology to accelerate marketing efficiencies and create relevant consumer conversations as well as deliver value for our customers in a meaningful and innovative way.

However, how to provide our customer with a unique brand experience through many different media channels is an ultimate goal that every brand pursuing.

Digital and interactive are not one channel, but rather a collection of platforms and experiences that appeal not only to different people, but also to different states of mind. Not only do you have to ask who your audience is, but also what your customers are looking for when you connect with them. As a marketer, we really need to think about when and where people need the info that you have to offer. We need to help them discover things. We need to figure out what’s meaningful and relevant and then can really create value.

The new Burberry London flagship store was unveiled on Regent Street, and the building is older than the Burberry brand itself. The brand created an environment that replicates the same experience as online, in a physical environment. Burberry is taking the multichannel retail experience to a new level. There’s a digital screen in the store that tells the history and heritage of the clothes. Consumers can use iPads in-store to make a custom-made trench coat. In addition, the Burberry fashion show in Taipei this year was a breakthrough experience. It designed a custom cylindrical space that brought to life the Burberry worlds of British Heritage, Fashion, Music and Weather to celebrate the opening of the Burberry Taiwan flagship store at Taipei 101. Combining an eight part 360 degree film, a live musical performance and digital weather experience. This multi sensory experience is the first to blur the physical and digital dimensions of the brand.

Another great example is Getty Images ad, “From Love To Bingo In 873 Images”, flashes 15 images per second, a pace fast enough to create the sensation of the story of a long marriage unfolding in a minute. Yes it’s an ad made of pictures, but it feels more like a film. This ad contents a lot of emotional engagement, which boosts our memories.

Digital marketing brings In-store shopping, TV commercials, and even fashion shows into a higher level of experience. Every brand and company now has a whole new opportunity to tell a story and deliver brand value to consumers in an innovative way through multi-media channels.

Y.C. Oct. 21, 2012

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Posted by on October 21, 2012 in Uncategorized

 

Value Proposition – L’Oreal Paris

Every woman, no matter what age she is, mostly view her hair as one of the most important part on the body.

This is the source of our beauty, charm, and confidence.

As one of the biggest hair product companies, L’Oreal Paris should reinforce its mobile application with special and unique functions to provide better value propositions to customers.

  • Hair quality and type diagnosis

People usually want to know what is your hair type? It’s oily hair, dry hair, sensitive hair type. Also how is your hair quality? It’s normal hair, damaged hair, or resistant hair.

Customers can upload their hair photos into the application, about 30 seconds, there will be a personal hair quality and type diagnosis identified by L’Oreal professional team.

After diagnosing customer’s hair condition, L’Oreal will recommend the suitable hair care products to them.

This function usually cannot be executed only if people go to a professional hair salon and might need to pay for it. Now, if L’Oreal creates this feature, customers must find it very useful and easy-to-use.

  • Shampoo/ Conditioner tracker & reminder

It would be very annoying when people run out of shampoo and conditioner and you forgot to refill it.

L’Oreal creates an application function that can track customers’ hair care products usage amount, purchase frequency, and remind  customers it’s about time to purchase the new one. Moreover, it will tell you what’s promotional products or new hair care products for customers’ references.

  • Personal Hairstylist

People usually want to change a new hair style but don’t know is it suitable or not, or sometimes just cannot decide which style is better.

As a result, L’Oreal provides a function that customers can use their own photos and match with different hair style and color. That is, there are a lot of hottest hair styles and color, includes some celebrities’ hair look,  in the application for people to choose, play with it, and even share with friends by uploading the pictures into Facebook or Instagram.

I believe consumers will find these new features in mobile application very useful, entertaining and easy to use whenever dealing with their hair issues.

Y.C. Oct.o7, 2012

 
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Posted by on October 7, 2012 in Mobile Marketing

 

The Impact of Digital on Working Methods & Practices – Part II

There are more contents and tools about working methodologies and practices digitally, all of them are very useful when we are doing briefing and presentation about our ideas.

  • Ideation

Ideation is the creative process of generating, developing, and communicating new ideas, where an idea is understood as a basic element of thought that can be visual, concrete, or abstract. Ideation is all stages of a thought cycle, from innovation, to development, to actualization. As a result, it is an essential part of the design process, both in education and practice. In design thinking process, ideation is a very important step to visualize the goals and come to an agreement.

  • Iteration

Iterations in a project context may refer to the technique of developing and delivering incremental components of business functionality, product development or process design. This is most often associated with agile software development, but could potentially be any material. A single iteration results in one or more bite-sized but complete packages of project work that can perform some tangible business function. Multiple iterations recur to create a fully integrated product. That is, iteration is a process for arriving at a decision or a desired result by repeating rounds of analysis or a cycle of operations. The objective is to bring the desired decision or result closer to discovery with each repetition. The iterative process can be used where the decision is not easily revocable or where the consequences of revocation could be costly.

  • Wire Framing

A wireframe, also known as a page schematic or screen blueprint, is a visual guide that represents the skeletal framework of a website or application, created by User Experience professionals called Interaction Designers. The purpose of wire framing is usually being informed by a business objective and a creative idea. The wireframe depicts the page layout or arrangement of the website’s content, including interface elements and navigational systems, and how they work together.

The wireframe usually lacks typographic style, color, or graphics, since the main focus lies in functionality, behavior, and priority of content. In other words, it focuses on what a screen does, not what it looks like. Wireframes can be pencil drawings or sketches on a whiteboard, or they can be produced by means of a broad array of free or commercial software applications.

As I posted “My Blog Wireframe” last week, I could see that it helps establish functionality, and the relationships between different screen templates of a website. An iterative process, creating wireframes is an effective way to make rapid prototypes of pages, while measuring the practicality of a design concept.

  • The New Agency Models

The agency model of the future is built around the value of ideas and the new agency model has to move the value of our industry away from execution and back to ideas. Ideas, value, talent are the three components of the new agency model. Most importantly, when you put those three things together, what you have is a more engaged, involved, meaningful culture overall, which leads to more involved, more meaningful client relationships, and more involved, more meaningful output. Which is, I believe, exactly what the clients of the future are looking for.

I believe that the new agency model demands a new talent culture, with idea generators valued at all levels across all disciplines but ultimately working together in a way that means that the agency of the future will be structured differently and staffed differently and agency organ-o-grams will look very different to the traditional hierarchies still operating today.

In general, all these concepts have been used prevailingly. Although it is still not easy to utilize accurately every single time, it does help us a lot to visualize our ideas into a visible image successfully.

Hope you like my sharing, see you soon.

Y.C. Oct. 1, 2012

 
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Posted by on October 1, 2012 in Digital Marketing

 

The Impact of Digital on Working Methods & Practices – Part I

With the development of science and technology, not only our live have been changed a lot, but also have had a huge impact on digital working methods and practices.

Because of the Digital Marketing class at NYU, I have a great chance to learn more about the workflow of digital marketing and how it helps marketers to interact with consumers as well as to promote the products and services more efficiently.

  • Design thinking- User Experience

The core elements of design thinking are solving problems creatively to provide solutions that put humans and good user experience first, start with an understanding of goals, including customer, user, stakeholder, and business goals and create win-win outcomes are ethical, purposeful, pragmatic, and elegant.

People or companies who get user experience and design will likely create a more successful product than one who does not. It’s not just because a great user experience makes a product more enjoyable and ultimately fun to use. It’s because this type of design thinking and understanding of the customer seeps into every other aspect of the product. For example, the future of social media is about deeper integration into the overall experience someone has with a brand online, this definitely includes everything from the brand’s domain to customer service calls and online communication, to sharing in social networks and offline events. For professionals in the industry, this will mean learning to dig deeper than simply “joining the conversation” to developing the necessary skills to guide web processes and strategies that accrue to achieving real business goals. This means creating processes and workflows and creating cross-functional teams to create truly integrated projects and programs.

Therefore, I believe that design should be based on the solid user experience research including audience analysis, usability testing, focus group, online research, competitive analysis, and data analysis gathered from sales reporting, web analytics, user feedback, etc.

  • Marketing as Service

Marketing as a Service (MaaS) is a unique organization that is built to align perfectly with the growing organizations of today. MaaS provides an entire marketing function for each of its customers. Business marketing is changing rapidly becoming more complex and sophisticated, creating both chaos and opportunity.

The social media and marketing agency that helps clients make more out of less by transforming communications into “Marketing as Service”. Actually, The idea of marketing as a service is not new, it has nonetheless recently been attracting the attention of marketers where creative technologies are being increasingly used.

The core idea of this concept is that “Action speaks louder than words”, providing services with added value are far more effective than speech alone. Nowadays, the development of technology, especially digital technology makes it easier to turn creative ideas into real services. There are a few examples of this previously such as “go running” clock by Nike, or a very useful widget by UPS.

As a result, the relationship of marketing to technology is quite clearly shifting. Technologies that used to be solely creative tools for marketing campaigns or mediums for delivering marketing campaigns are now becoming the core of marketing itself.

  • Agile and scrum methods

The agile methodology is a direct response to the dominant project management paradigm, waterfall, and borrows many principles from lean manufacturing. Of all the agile methodologies, Scrum is unique because it introduced the idea of “empirical process control.” That is, Scrum uses the real-world progress of a project, not a best guess or uninformed forecast — to plan and schedule releases. Scrum is an agile framework for completing complex projects. Scrum originally was formalized for software development projects, but works well for any complex, innovative scope of work. The possibilities are endless. The Scrum framework is deceptively simple. In Scrum, projects are divided into succinct work cadences, known as sprints, which are typically one week, two weeks, or three weeks in duration. At the end of each sprint, stakeholders and team members meet to assess the progress of a project and plan its next steps. This allows a project’s direction to be adjusted or reoriented based on completed work, not speculation or predictions.

Philosophically, this emphasis on an ongoing assessment of completed work is largely responsible for its popularity with managers and developers alike. But what allows the Scrum methodology to really work is a set of roles, responsibilities, and meetings that never change. If Scrum’s capacity for adaption and flexibility makes it an appealing option, the stability of its practices give teams something to lean on when development gets chaotic.

Generally, Agile development or adaptive development methods are designed for people who are focused on achieving customer satisfaction through the development of an entirely functional software application throughout its production process. Scrum is an iterative and incremental agile software development method for managing software projects and product or application development. Scrum has not only reinforced the interest in project management, but also challenged the conventional ideas about such management. Scrum focuses on project management institutions where it is difficult to plan ahead.

There are more contents about the impact of digital on working methods and practices, to be continued…

 
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Posted by on October 1, 2012 in Digital Marketing