POST DIGITAL

360 < 365

Business ideas from the least expected players will disrupt your brand faster than advertising can save it.  

The proof is clear no matter what industry you are in:  

1. AirBnB books more rooms that the W Hotels
2. ZipCar has more daily engagement than Hertz  

For each of these brands they have challenged common conventions and made the marketing shift from, 360 degrees of channel interruption and "integration" to creating ideas that deliver 365 days of customer connection. 

Ever since I began writing this blog in June 2006 we have conversed about convergence of the digital and physical and Transmedia Brand Expereinces. Now that almost every marketer on the planet has a laser focus on the customer expereinces I think that it is safe to say that product, campaign and business ideas should be looked at and measured with the same lense. There is no dicernable difference between the brand idea and the action a brand takes to endear customers its business.  

Moreover when we look at our own customer/client landscape, we know that marketers are now resposnible for leading the C-suite to solve real business problems, not just communications problems.  

I think that its safe to say the world has convereged and the new equation for marketing and creative sucess is no longer 360 degrees of one channel idea - but an enduring idea that inspires 365 days of customer connection.  

 

 

When evaluating your ideas and models of marketing, which is greater? #brandbuilding #socialmedia #idealab pic.twitter.com/wVsSErQUKu

— Joanna Peña-Bickley (@jojobickley) May 27, 2014

Can Pinterest drive your online sales?

Pinterest is still the world’s fourth largest driver of web traffic, standing above Yahoo, Bing and even Twitter. But how often do those visits mean sales? The jury is still out on that question, but eCommerce company Shopify says that Pinterest users are 10% more likely to make a purchase.

On the other hand, Zappos discovered that Pinterest users spent less than visitors coming from Facebook or Twitter, even though they shared more from the site.

Just in time for the year’s biggest buying season, Pinterest has launched ‘secret boards’ as new method for people to privately pin holiday gift ideas. Right now users are limited to just three private boards at the moment.

Will this holiday season push Pinterest to the forefront of eCommerce?

on: american express and social commerce

In one of the boldest steps towards digital wallets, American Express' new social commerce products asks it's cardmembers to allow Amex to pull their data from Facebook, in exchange for offers and discounts. When a cardmember likes something on Facebook it will feedinto a secure cardmember profile that will spit out relvant offers that can be redeemed by using your american express card.  This is a great idea and superb use of the social graph.  Could this be the brand that gives facebook places life?

For many marketers, the big question is will cardmembers surrender their data for offers? Amex and their social platforms will be a brand to watch as they have alwaysed used data to enrich a cardmember's expereince through their closed network of merchants.