Category: marketing | 營銷 | 마케팅 | マーケティング

According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including

  • Super Bowl advertising
  • Spanx
  • Content marketing
  • Fake product reviews on Amazon
  • Fear of finding out
  • Genesis the Korean luxury car brand
  • Guo chao – Chinese national pride
  • Harmony Korine’s creative work for 7-Eleven
  • Advertising legend Bill Bernbach
  • Japanese consumer insights
  • Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
  • Doughnutism
  • Consumer Electronics Show (CES)
  • Influencer promotions
  • A media diary
  • Luxe streetwear
  • Consumerology by marketing behaviour expert Phil Graves
  • Payola
  • Dettol’s back to work advertising campaign
  • Eat Your Greens edited by Wiemer Snijders
  • Dove #washtocare advertising campaign
  • The fallacy of generations such as gen-z
  • Cultural marketing with Stüssy
  • How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
  • Facebook’s misleading ad metrics
  • The role of salience in advertising
  • SAS – What is truly Scandinavian? advertising campaign
  • Brand winter
  • Treasure hunt as defined by NPD is the process of consumers bargain hunting
  • Lovemarks
  • How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
  • Korean TV shopping celebrity Choi Hyun woo
  • qCPM
  • Planning and communications
  • The Jeremy Renner store
  • Cashierless stores
  • BMW NEXTGen
  • Creativity in data event that I spoke at
  • Beauty marketing trends
  • Kraft Mothers Day marketing
  • RESIST – counter disinformation tool
  • Facebook pivots to WeChat’s business model
  • Smartphone launches
  • Thoughtful China & other things

    Thoughtful China

    As ever, the guys at Thoughtful China have come up with some quality content. In this episode David Wolf talks about how Chinese brands are looking to go global. It’s brands but not as you know them

    Beauty

    Beauty products brand Kiehl’s outreach to men could school a lot of luxury brands. Just check out this mini-film which highlights the use of space age materials in its products with a small spacecraft sent to the edge of space

    Culture

    The Asia Society posted this presentation by MTV World General Manager and Senior Vice President Nusrat Durrani on cross-pollination of popular culture. While New York was considered to be a global city, Durrani was surprised by its cultural isolation and introspection compared to other parts of the world.

    Japan

    Lastly, Sanrio’s Hello Kitty celebrated her 40th birthday in a collaboration with Bandai to create a Hello Kitty Chogokin mecha

    More marketing related content here.

  • CML Earth sunset

    CML Earth – the sudden disappearance of a social network

    Yesterday Novartis Oncology sent out an email to the subscribers of a small global community called CMLEarth.

    Dear Subscriber,

    Since the launch of CML Earth in December 2008, the mission of the social network has been to provide members of the CML community with a place to give and receive support, make valuable connections and share personal experiences, and connect with members for further support.

    At this time, Novartis Oncology, sponsor of CML Earth, has decided to close the social network. The platform is not optimized for current technologies (such as mobile devices and tablets), which compromises the user experience and lessens the value of the platform.

    Thank you for your participation, dedication, and support of the CML community.

    Sincerely,
    Your CML Earth Team

    CML Earth was designed to support a small global community of patients, healthcare professionals and patient families – all of whom were dealing with a rare form of leukaemia (Chronic Myelogenous Leukemia).
    novartis
    What’s interesting about this is:

    • How sudden the shutdown seems to have come
    • Where was a migration strategy? There was a community that had value to each other, if not to Novartis, what about having a Facebook group that they could self-administer?
    • That there wasn’t an opportunity to hand the community over to the members, nor a migration strategy articulated to say form a Facebook group, there are a number of existing groups on there

    It also is a classic example of the transitory nature of platforms. What seemed hip just a few years ago is now a technology that is no longer supported (Adobe Flash, Microsoft Silverlight – not that Silverlight was ever hip outside Redmond, WA).

    It was even odder, that this decision was not shared on the home page of CML Earth, here is a screen shot that I took this evening.
    CML Earth

    More related content here.

  • UC Web + other news

    UC Web

    Alibaba buys up UC Web in ‘biggest merger in the history of China’s Internet’ | VentureBeat – or really expensive deal to get on the chrome. UC Web made a web browser that was popular in China and South East Asia. UC Web has created a joint venture with Alibaba that will help with Alibaba’s international expansion

    Beauty

    How red lipstick helped win an election | CNBC – interesting involvement of oligarchs in Korean politics

    Consumer behaviour

    Seven Digital Deadly Sins – really nice build by The Guardian; some nice consumer insights

    Meet the Chinese Parents Who Go On Dates for Their Kids | VICE United Kingdom – interesting insight into Chinese marriage culture

    Ethics

    Dark Patterns – User Interfaces Designed to Trick People – really nasty shit

    Finance

    Safaricom’s M-Pesa Turns Kenya Into a Mobile Payment Paradise – Businessweek – interesting article on how the service works from the perspective a of a neophyte

    Ideas

    Rage Against the Machine: The Rise of Anti-Politics Across Europe | The New Republic – the headline explains things better than most articles that I have seen

    Japan

    43.3% of Japanese use LINE Professionally, 29.6% use Facebook | PixelBits – interesting stats from Mona Nomura

    Legal

    Google may soon let you know when it’s required to hide something from you | VentureBeat – this could be interesting as knowledge of the void could be more damaging than the content

    Media

    The Works Recruitment – How recruiters use LinkedIn – no real surprises but handy primer

    RIAA tax filing reveals a record industry that’s less interested in paying for piracy lawsuits | VentureBeat – music industry preparing for new reality

    The truth about Paddy Power’s stunt in the Amazon rainforest | Paddy Power Blog – cutting things uncomfortably close

    Nike And Amazon Explore And Experience Big On Small Screen NKE AMZN – Investors.com – Larry Weber on social. Very much on the ongoing activity rather than campaign school of thought

    Online

    百度保障 – Baidu launches verified programme on it’s knowledge search / Q&A product

    Introducing Secret Dens — Secret Den — Medium – this sounds like an internal comms person’s worst nightmare

    Sogou Launched Wechat Search — China Internet Watch – this is big, adds a little bit of a window into the black hole of OTT messaging platforms

    No Logging Into Flickr Via Facebook After June 30 | AllFacebook – smart move by Yahoo!

    Retailing

    Amazon expands middleman role in latest online payments push | Reuters – Amazon already does payments, for instance KickStarter projects. This is about recurring payments

    Security

    Privacy As A Competitive Vector | AVC – Fred Wilson on the market for privacy. The difference that I don’t think Wilson addresses is the demand for privacy and the price people put on it. I think that there is a market, but the business model is critical as I don’t think consumers put a high price on privacy yet

    Life sentences for serious cyberattacks are proposed in Queen’s speech | theguardian.com – call me cynical, but is this is much about ringfencing GCHQ’s domestic activities or the UK governments lack of digital savvy? Park your data and services outside the UK, move R&D or quality assurance for digital services outside the UK

    Software

    A tiny technical change in iOS 8 could stop marketers spying on you – Quartz – does this you also can’t a lock out devices to a wi-fi network based on MAC address as well as password?

    Technology

    Sony tops game console sales for 1st time in 8 years- Nikkei Asian Review – Nintendo slide 31 per cent in Japan!

    A fast look at Swift, Apple’s new programming language | Ars Technica – interesting overview of Swift

    Sharp reveals concept products for new business plan | Asahi Shimbun – some of this stuff sounds really cool. Also good to see that they are innovating out of trouble rather than letting loose a bunch of management consultants

    Web of no web

    Japanese carrier Docomo wants to move your phone’s SIM card into a wearable | Engadget – this is really interesting. More related content here

    Google Now Has The Perfect Feature For Sleepy Commuters And Late Night Party Animals – smart use of contextual location based data

    Wireless

    ZTE to cut smartphone models by half | SCMP – cut half of its smartphone models available in the domestic market this year, while expecting total shipments in the world’s biggest smartphone market to remain stable, a company official said yesterday (paywall) – potentially smart move to reduce number of SKUs

  • Daum Kakao merger

    Yesterday evening I read that two Korean companies were merging: Kakao Corp. and Daum Corp to form Daum Kakao. Kakao Corp. are the makers of KakaoTalk a mobile messaging application with more sophisticated functions than Whatsapp. It has over 90% penetration of the Korean smartphone market and is more popular than Facebook. The application has also built a user base outside Korea in other South East Asian countries. On the back of the popularity of KakaoTalk, Kakao Corp. has build a successful business selling enterprise accounts to businesses like Uniqlo and virtual goods including stickers and in-game purchases.

    Daum is an internet company which would be more analogous to Yahoo! and Facebook. It has a mix of services including search, email, social networking, news, online comics. Daum is number two in the Korean marketplace behind Naver – the dominant search engine for Korea.

    Ok, but why care about Daum Kakao, when it’s half way around the world, between media companies that aren’t European household names? 

    This merger is happening because the online world is changing. Mobile is now the driving force, this has been happening faster in Korea because it has the highest penetration of LTE and smartphone adoption in the world. They are living in the future.

    TV advertising integration with Daum mobile search

    Daum already has mobile versions of it’s traditional products, for example above is a screen shot of Daum mobile search as the call-to-action of a TV advertisement.  But mobile is no longer an adjunct to online, it is at the core; Daum needs to inject more mobile DNA into its business and Kakao Corp. needs more money to help it further expand internationally.

    What can brands learn from this?

    Brands need to change the way they think about mobile marketing by putting it at the centre rather than as another channel. At Racepoint we have experience of working on online campaigns for a range of clients including from and IBM to Reebok. We also have team experience looking at everything from strategy and content, to complex app and web development. Our team spends a large amount of time exploring new technologies and considering how they can provide a better customer journey for our clients. Here are our five recommendations on how you can become a more mobile-centric business, rather than as an adjunct.

    • Consider how mobile integrates into your customer experience. Have trade show attendance planned for next year or opening a new store? Talk to me now about how you can use Beacon and Pointcast localised connection technologies to improve the call-to-action
    • Designing a website? I can explain why you should take a mobile-first approach rather than a responsive design. By assuming a lowest common denominator on the browsing device it means that all users end up with a fast, lean web experience. It has been well-known for the past 20 years; that the longer a page takes to load, the more likely the audience is to surf on to a competitor site
    • Thinking about advertising? I can tell you what formats work better, which platforms work and ensuring that providing a mobile optimised call-to-action is as important as a mobile ad itself
    • Mobile social interactions – I can optimise the content and any clickable call-to-action for mobile users that will improve conversion rates
    • Consider what kind of content would work best on a mobile device. Concise, informative, useful and relevant – consider context. In the case of a real-world business this could be location, it could also be weather. Racepoint can look at your business and think about not only what content to write, but what APIs (application programme interface) could be used to pull in context and provide a customised experience that will improve conversion rates

    More on Korean related topics here.

  • Naspers + other news

    Naspers

    Red-Hot Web in China Richly Rewards Foreign Investors (David Barboza/New York Times) – great to see that Naspers were getting a bit of respect. Naspers is a South African media company that moved into online retail and venture capital investing. Naspers were fortunate to buy into Tencent in 2001 and become their largest shareholder. Naspers then went on to invest in mail.ru and a number of Indian online startups. Naspers also is Africa’s largest subscription TV provider. Naspers also has a share in Ctrip – China’s answer to Expedia.

    Business

    Is it really a tech bubble, or is it something else? — GigaOM – narcissism and a tech bubble

    Profits Way Up at China’s Tencent As WeChat Goes Global – WeChat now up to 396 million active users

    No matter what the boss says about flextime, get to work early – Quartz – morning bias

    Consumer behaviour

    Phablet Use Distinct From Smartphones, Tablets Re/code – interesting research and bad news for media companies hoping that phablets will be a gateway for streaming and slide loaded content

    The new opium of a stressed people | FT – rise of buddhism amongst China’s middle classes

    How is Renren Doing in China Social Media Now? | ChinaInternetWatch – about 51 million monthly unique users – no social versus gaming breakdown on this though. Partly down to the fact RenRen is a specific lifetime thing. You are on there during high school

    Design

    The History Of Dive Watches | aBlogtoWatch – interesting evolution of design

    Finance

    WePay Blames “The Rules” For Withholding Medical Funds from Sex Worker | Valleywag – still pretty disgusting given that this was for emergency medical services. There are rules and there is knowing when to lift them

    America has a new subprime problem: cars | Quartz – not really surprising when one thinks about how the US manufacturers have been propping up car sales with low interest loans before, during and since the financial crisis

    FMCG

    Digital Intelligence :: Unilever supports start-ups with global digital platform – interesting move, reminds me what PepsiCo and Kraft attempted to do over the past few years

    Hong Kong

    Li Ka-shing’s rumoured plan to reduce investments ‘could damage Hong Kong’ | South China Morning Post – it makes sense for Mr Li to diversify, Hong Kong is optimally priced; there are bargains to be had elsewhere

    20 fantastically helpful IFTTT recipes – the title exaggerates

    Ideas

    Shanzhai: China’s Collaborative Electronics Design Ecosystem | The Atlantic – interesting how the rise of the maker movement has changed Shanzhai meme from quirky shadowy tech pirates to collaborative design in western media

    Korea

    How Naver Hurts Companies’ Productivity | WSJ – surprising critique of Naver. Korean consumers wouldn’t use it if Google offered a better search function in Hangul

    Legal

    That Oracle-Google Appeal | ongoing – interesting analysis by Tim Bray, a prominent contributor to the OSS movement and former Googler

    Amazon Patented Taking Pictures In Front of a White Background | Geekosystem – they’ve just patented pack shot photography?

    Luxury

    Rich pay, rich clients, but luxury retail jobs go begging | South China Morning Post – mainland clients are considered difficult

    The Launch and Fall of Burberry’s Tmall Flagship Store | ChinaInternetWatch – really interesting analysis of Burberry’s attempt on TMall

    Economist: China Luxury Slowdown ‘Short Blip’ In Big Picture | Jing Daily – expectations that the slowdown will see mass affluence purchases in the future

    Marketing

    PwC: Marketers not moving fast enough to mobile | Marketing InteractiveWhile there is plenty of money in social media marketing in mainland China, there’s still not enough attention to the fact that accessing ads and special deals from mobile is just different

    Ignore the Silicon Valley Twilight Zone | Marketing Forward – I think that this is the rabbit hole WPP is a risk of going down

    REPORT: Engagement Optimization ‘Isn’t The Best Bet’ For Facebook Advertisers – Facebook is a display advertising platform rather than an engagement platform

    Geo-Target the Right Audience For Your Tweets With Sprout Social | Sprout Social – this could change the way brands think about Twitter, moving to a global page model, rather like Facebook

    Dixons and Carphone Warehouse: A Merger Driven by Interconnectivity | Euromonitor International – personally I think Carphone Warehouse is attaching itself to a turkey. Regardless of any Internet of Things synergies there maybe, the customer service culture of Carphone Warehouse is alien to Dixons. Richer Sounds and Empire Direct may have made more sense?

    OnePlus Smash the Past Winner Receives Empty Box, Uploads Unboxing to YouTube | Droid Life – it sounds like buzz marketing gone horribly wrong

    9 Successful Ways to Recruit Market Research Participants | PARC blog – good advice

    The Trouble With App Install Ads | Ad Exchanger – expensive despite driving growth for Facebook

    Media

    BBC News will post live #indianelection results via @WhatsApp – 1st serious wide scale ‘commercial’ comms use?

    Daring Fireball: ‘For Me, the Movies Are Like a Machine That Generates Empathy’ – I really like this phrase, great films like Blade Runner for me were more than the moving image or ‘air-conditioned darkness’ as Sir Run Run Shaw put it

    TV Show Renewals Could Hinge On Social Engagement – focus on quality of viewership with social engagement as a proxy measure

    “24″ Win Fails To Boost Youku Tudou | Young’s China Business – probably down to government regulation of media sector

    The audience solves a mystery in this real-time interactive TV show powered by a South Korean startup – it reminds me a lot of Majestic

    Netflix’s Neil Hunt Says Personalized Recommendations Will Replace The Navigation Grid | TechCrunch – not so sure how I feel about this. It could be reductive since it relies on past behaviour and loses what little serendipity one gets through browsing and discovery to broaden taste and usage

    Online

    China’s Top Mobile Social Apps by Time Usage | China Internet Watch – why Weibo is overrated and WeChat is so powerful

    Meet the People Behind the Wayback Machine, One of Our Favorite Things About the Internet“The average life of a web page is about 100 days before it’s either changed or deleted,” says Kahle. “Even if it’s supported by big companies: Google Video came down, Yahoo Video came down, Apple went and wiped out all the pages in Mobile Me.” Interesting dichotomy between permanence in terms of effect on reputation versus transient nature of pages

    The Wayback Machine Passes 400 Billion Indexed Webpages | TNW – impressive scale but this misses out on the explosion of content created by social network platforms as walled gardens, and that may not be a bad thing

    Retailing

    Mapping Our Interiors – NYTimes.com – interesting business model by IndoorAtlas, if you are in retail, you should be embracing this

    Security

    New feature helps Facebook grow ears | FT – integrates with TV (and presumably radio ads?) but you have to wonder about the privacy aspects of this

    NSA spying is causing Americans to self-censor their Internet activity | VentureBeat – if you substituted PSB for NSA and Chinese for Americans this could be any other article about China in the western media

    Alibaba’s Cloud Business Expands With Hong Kong Data Center | Data Center Knowledge – gradual internationalisation

    Chinese Cyber Attacks Trigger US MIDLIFE Crisis | VICE News – interesting analysis the recent U.S. action against China

    Taiwan

    Taiwan makers struggling to automate equipment | DigiTimes – current automation offerings don’t suit their businesses so the likes of Foxconn et al are developing and manufacturing automation inhouse

    Technology

    I, Cringely Apple’s iPad Problem – they last too long, more like a PC than like a mobile phone

    Users folder vanished after OS X 10.9.3 update? Here’s a fix • The Register – nifty help out

    China Bans Use of Microsoft’s Windows 8 on Government Computers | Re/code – if the Chinese government don’t trust it, should consumers?

    Chinese Tech Startups are Building Steaming Projectors to Beat Smart TVs TechNode – makes sense when one things about home space

    “Tech companies are being left to make all the decisions” | Dezeen – interesting perspective on wearables

    Sichuan professor makes biocoal out of leftovers | WantChinaTimes – interesting, particularly as food waste recycling is a bugbear in waste disposal. How can the collection be done efficiently though?

    American TV dramas attract high-end ads in China | WantChinaTimes – not terribly surprising as they reach an English speaking, often foreign educated technocratic middle class

    Web of no web

    Mapping The Hidden Cost Of Mobile Apps | MobileGroove – will be reviewing my use of some of the apps mentioned

    Wireless

    Bounden on Android delayed: we need your help – Game Oven – rather reminds me of PCs and driver problems, were Sound Blaster compatibility meant that you might be able to get audio on a game

    So where are we going in Mobile? | DigitalEvangelist – interesting piece by Ian Wood. The most depressing thing I find out about this is the wasted R&D when so much hard innovation is going begging

    Communities Dominate Brands: Lets Do 2014 Numbers for the Mobile Industry: Now we are at 100% Mobile Subscription Penetration Rate Per Capita Globally – that headline number now isn’t as meaningful as it could be. I personally have two numbers on one smartphone. 3UK via the SIM and China Mobile Hong Kong via Jego. It also conceals the continuing gulf between established markets, the developing world and the astonishing acceleration of APAC markets

    Huawei Ascend P7 Review | BGR – interesting review of Huawei Ascend P7, interesting that they still have sluggishness issues and the skinning that makes it look like a shanzhai version of iOS7. You would have to pry my iPhone from my cold dead hand though