Right Brain, Left Brain Blog

80 posts categorized "Mobile"

26 February 2014

Brands are still unaware of the full potential of mobile in Asia Pacific

The latest wave of research, conducted by Warc in association with the Festival of Media Asia Pacific and the Mobile Marketing Association, found that while 91% of marketers appreciate the importance of the mobile marketing channel in Asia Pacific, its full potential is still to be realised, with 71% of agencies admitting that most clients do not have formal mobile strategies in place.

Take a look at the infographic below that highlights some of the key finds. 

Warc infographic ed 2

Detailed survey findings can be downloaded by clicking here.

How to make the most of Snapchat for your brand

Snapchat is the new kid on the block. Everyone’s talking about it. But not only is the app a fun, exciting and ‘snappable’ way for people to exchange visual messages with their friends and family, it’s actually proving to be a fantastic communication resource for brands to engage with consumers.

The problem is that brands are yet to really understand and utilise the platform that Snapchat offers. Take a leaf out of the likes of Taco Bell, Acura and MTV UK’s book and you too can get involved in the “selfie” trend rocking the mobile app world.

Continue reading "How to make the most of Snapchat for your brand" »

21 February 2014

Mark Zuckerberg on Facebook’s mega $19bn WhatsApp deal

Whatsapp

Facebook really does likes to make an impact and its record-breaking $19bn purchase of the instant messaging service WhatsApp certainly sent the digital world into overdrive as critics speculated over the social networking giant’s plans to make money from it. In a statement released by WhatsApp, founder and chief executive Jan Koum promised users: “You can still count on absolutely no ads interrupting your communication”.

Yet the critics among us will ask just how long it will be before Facebook throws its advertising weight behind the app, just like it did with Instagram when it was bought for $1bn. So what is the big plan? Straight from the horse’s mouth, here’s what Mark Zuckerberg had to say in an official statement:

Continue reading "Mark Zuckerberg on Facebook’s mega $19bn WhatsApp deal" »

13 January 2014

Top 7 Consumer Mobile Trends for 2014

Say venn

“There’s a mobile content explosion taking place around us” Simon Khalaf, CEO and President, Flurry

In 2013, Android hoovered up smartphone market share while BlackBerry sank, Facebook and Twitter became increasingly mobile-first, and Candy Crush Saga took over the mobile gaming world. So what lies ahead in 2014? Here are seven trends you can count on…

Continue reading "Top 7 Consumer Mobile Trends for 2014" »

06 January 2014

5 digital predictions for brands in 2014

Google-glass-macro ed

The world of digital marketing is fast changing and 2013 was clearly an eventful year. I expect 2014 to be no less action-packed. Here are my top 5 predictions to help brands take full advantage of the year ahead.

May the year ahead be dynamic, innovative and successful for all!

Continue reading "5 digital predictions for brands in 2014" »

08 November 2013

Mobile marketing just got a lot more interesting (Hello, iBeacon)

Say venn

“Good afternoon, Mr. Yakamoto. How did you like that three-pack of tank tops you bought last time you were in?” Talking billboard, Minority Report

Near-field communications (NFC) has been on the tip of every digital strategist’s tongue the past few years as they made their predictions of what the next big thing in mobile technology would be. NFC allows for short-range radio communication—a few inches—allowing users to tap their phone to perform various functions, including paying for goods and transferring files.

But consumers and marketers never wholly embraced NFC, particularly because Apple never installed an NFC chip in their phones (and insists they never will). Instead, Apple put their poker chips in the pot of Bluetooth Low Energy (BLE) and its own iBeacon technology, which surprisingly is not only found in Apple’s iOS7 (in iPhone models 4S and above) but also is compatible with any Bluetooth Low Energy-capable mobile device running Android 4.3 or higher.

The implications of this technology, which was largely ignored when iOS7 was announced at WWDC, can shift the physical-to-digital retail experience as significantly as social media shifted the customer-to-brand relationship. Social media leveled the playing field, allowing customers to have a voice and requiring that brands not only listen but also respond. Instead of one-way advertising, brands had to connect with customers on a personal level. This ushered in the age of content marketing, where brands and customers can connect on a daily basis on blogs, apps, and of course social media accounts.

But all this was pre- and post-shop, when customers weren’t in the store. When it finally came down to “the last three feet” in store, otherwise known as the zero moment of truth, customers were largely on their own. Widespread adoption of BLE and iBeacon allows merchants to connect with create immersive and interactive digital experiences from the moment they walk in the door (or even pass by outside) to those pivotal final three feet. Physical can now be enhanced by digital.

Major League Baseball has already hopped on board, implementing the technology in Bluetooth-enabled Citi Field, home of the New York Mets. The organization has laid out beacons around the stadium activating different experiences along the way. Enter Citi Field and stand near the original Big Apple and you’ll see a video about the old Shea Stadium. Keep walking and as you reach the escalator you’ll get a $2 coupon to Nathan’s simply because you’re a new visitor (the technology can record visit frequency). The possibilities from there are endless—directions to your seats, loyalty discounts for multiple visits to the Mets Team Store, a pretzel coupon when you buy a burger from Shake Shack (or vice versa).

The Internet of Things is upon us. Using the MLB example, imagine the history lesson users can get as they stroll through Fenway or Wrigley. Retail stores can provide customized promotions according to visit history and what aisle the customer is standing in as well as useful product information. Movie theaters can remind customers to grab a Pepsi by offering a coupon as they’re buying tickets or view a special movie trailer as they walk by a certain poster. Of course, it could simply be used to pay for goods without having to get up close and personal to tap devices. Customers could buy clothes as they walk out of the dressing room or even before they get to the store, avoiding the checkout line completely.

It’s this idea of “exclusivity” that can motivate consumers to put the laptop down, grab the keys and head outside the house for shopping and entertainment experiences. Exclusive offers, exclusive experiences and exclusive rewards can all be activated effortlessly with BLE and iBeacons technology.

Brick-and-Mortar commerce—which extends from ballparks to Best Buys and everything in between—has an opportunity to provide value and customization through digital technologies, something that has sorely been lacking in the industry. Customers have been using their mobile devices to shop, but often to the detriment of physical stores (see: Showrooming). Now the devices that a majority of Americans have on their person at all times can create another branded touchpoint along the customer journey. For those brands that embrace the technology early, it will pay dividends, and the opportunities are endless. It’s digital helping the traditional “retail” convert a consumer into a customer, and it’s coming. Get ready.

Jon Thomas is a senior digital Strategist at TracyLocke and frequent contributor to Say Daily. Follow him on Twitter @Story_Jon.

02 October 2013

INNOVATOR OF THE WEEK: Appetite+

As promised, Cream has another fab ‘Innovator of the Week’ to bring to your attention. These guys are doing some really cool stuff in the mobile app space, making app discovery a whole lot sleeker and easier.

VIEW THE APPETITE+ INNOVATORS PROFILE HERE

Congrats Appetite+ - which last week was awarded The Festival of Media M.A.P ‘Hot Company of the Year’ at The Festival of Media LatAm 2013. We’re just waiting for the video to come through and then you can check out founder and CEO Benjamin Blank’s presentation.

Keep an eye out next week to see who will be our ‘Innovator of the Week’. We’re happy to take suggestions of any cool companies you think should feature as well.

30 September 2013

The Festival of Media LatAm Exclusive Interview: Bonin Bough, Mondelēz

If there's one global advertiser that has been the talk of the town in ad land over the last few months, it's Mondelēz – firstly by inking a global ‘mobile only’ partnership with Google across 16 countries and more recently unveiling that it will be embedding actual Twitter staff into its teams. And not forgetting Oreo's amazing 'You can still Dunk in the Dark' ad that scored big at this year's Super Bowl!

Continue reading "The Festival of Media LatAm Exclusive Interview: Bonin Bough, Mondelēz" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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