This month we discussed all things marketing with a focus on updates in Google and new apps!

Cool New Apps

We discussed the new apps available on the market:

Catch the Oreo is a new fun AR-game, where you can win cool weekly prizes

https://play.google.com/store/apps/details?id=com.mdlz.catchtheoreo&hl=en

http://www.google.com/think/campaigns/catch-the-oreo.html

Cats in the Dark 

Birra 08 is a young beer from Barcelona that perfectly knows that all cats are grey at night, and they wanted to create some emotional bonding with young audience through funny experiences and conversations. We wanted something noteworthy, we wanted to raise awareness of the brand and we wanted it to be through something playable, fun and with a lasting effect in our target.

http://www.google.com/think/campaigns/birra-08-cats-in-the-dark.html

Give Your Calories

As part of its commitment to ending world hunger, global humanitarian organization Action Against Hunger launched the Give Your Calories app. The app allows users to scan snacks and, via image and barcode recognition, display the number of calories in the snack. These are then converted into dollars for the user to make an in-app donation.

 http://www.google.com/think/campaigns/give-your-calories.html

Track My Maccas

McDonald’s Australia understands that consumers have questions about their food and the journey it goes on before it arrives on the plate. As a business, McDonald’s invests significantly to help answer these questions in new and innovative ways and the TrackMyMacca’s app targets just that.

http://www.google.com/think/campaigns/mcdonalds-australia-trackmymaccas-app.html

Photo Sharing Competitions in Social Media

·         Pitfalls:
·         People paying for likes
·         Haters

 
*Ideas: maybe vote in future and set it up differently for more positive engagement.

 Marketing Focus Group

·         Important to really understand your key audience
·         Important not to dilute your brand
·         Diffusion lines e.g. Gok at Target, Marc by Marc Jacobs. Allow access to those groups aspiring to buy the brand but cannot afford it. Some companies have 3 tiers e.g. Tiffanys. The top tier is not that profitable to the company e.g. jewellery for celebrities but attracts the other tiers.
·         Price sensitivity and fuelling negative change: some companies will take on big name brands as an advertising exercise and make a loss. This is not good for the industry as a whole.
·         “It’s a race to the bottom”.
 
Fun with Advertising
Comic, sketches

 Marketing Tools
CRM and integration with other systems

 How to handle customer feedback:

·         Some staff try to make the customer wrong but then who loses?
·         Need a good complaint handling procedure
·         E.g. specific email address, recording, SOPs for replying, implementing change such as assigning a quality team, PFRCPR: please find root cause prevent reoccurrence, proper investigation, making senior management aware- efficiency meetings, changing the culture around this internally.
 
The Marketing Manager
Unfortunately always having to prove their worth and explain why they exist in an organisation. Most people just don’t get marketing and it is the first budget to get cut!