Brands Blazing a Trail in AR or VR

Wait.

What in the world is AR?

For that matter, what is VR.  Wait.  Maybe I know that one.

Augmented Reality or AR and Virtual Reality or VR are becoming hot buzzwords for a reason.  This stuff is really cool.

The folks over at ClickZ who just released a great article challenging brands to bump up their AR/VR game have released another excellent read.  This time they're focusing on brands already doing it well.

Here is a snippet from the piece:

It’s hard to believe that it’s only been two years since Pokemon Go became a national obsession and made augmented reality (AR) not just a possibility, but a reality, for digital marketers. These days, it seems like everyone is trying to figure out how to make AR work for their brand, but the key to creating an AR experience that gets audiences engaging, according to Jason Yim, CEO of Trigger Global, is to focus on functionality rather than novelty.

Here is the full article:

https://www.clickz.com/ar-isnt-just-fun-and-games-here-are-the-brands-at-the-forefront-of-functional-ar/216076/

Happy Reading,

J.W. Gant

Brand Prep for Augmented Reality Advertising

Just when you thought you worked out your social media strategy and executed on your mobile plan now it is virtual reality or augmented reality.

Are you ready?

The fine folks over at ClickZ (you really should follow their work) have a great little article on the subject hot off the presses (for my younger readers that means they just wrote it).

Read on:

https://www.clickz.com/augmented-reality-ads-are-here-is-your-brand-ready/215659/

Here is a snippet from the piece:

Earlier this week, Facebook announced that it’s moving augmented reality (AR) ads out of Messenger and into the News Feed. Early adopters like fashion retailer Michael Kors and beauty brands like Sephora are creating ads that allow Facebook users to virtually test products from the comfort of their couch.

The move means that even brands without huge marketing budgets should start thinking about how AR can fit into upcoming campaigns...

Happy Reading,

J.W. Gant

Brands Feel Pain of Social Media

You would have to ignore all of the news, business or otherwise, not to recognize the struggles of social media today.  Not so well understood however is how this is impacting brands who utilize social media to interact with a large portion of their customers.

The Participation Age indicates brands are now co-created by potential customers.  That mostly happens through social media.  So if Facebook, Twitter, etc. are suffering?  Yeap.

Read more here:

https://www.bizjournals.com/bizwomen/news/latest-news/2018/06/brands-blamed-for-social-medias-shortcomings.html

Happy Reading,

J.W. Gant

Basics of eCommerce Personalization

Get your house in order first.

That should always be the rule to live by.

Low hanging fruit, etc.

However it is shocking to find basic advice along those lines is still necessary especially when its something new involved where we lack a basic comfort level with the subject.  The reactionary response is to seek help from outside to address this new "something".

Try looking inside first. 

Good little article:

https://www.clickz.com/5-first-party-data-strategies-personalization/213990/

Here is a snippet from the piece:

Every brand understands—or should understand—the importance of data. And no data is more valuable than first-party shopper behavior data, which is derived directly from your customers. Since first-party data comes straight from the source, this eliminates any games of telephone, enabling marketers to better understand—and build stronger relationships with—their customers.

Clearly brick & mortar retailers want the same approach but it is far more challenging when dealing with in-store interactions.  This article's value is best seen by the online players or the omnichannel play for traditional retailers.

Happy Reading,

J.W. Gant

BRotD - Entry 0253 Next Generation Stores Today

Best Reading of the Day

Always remember, the folks who want to sell you something will often be willing to write studious analyses to help persuade you to but it.

With that in mind you really should read this, the best read of today, or the month really.

Forget everything we know or think we know about the retail store.  Given the technological shifts we've seen in recent decades with online, social, integrated fulfillment, seemless customer service through digital, mobile, and more, what should the store look like today.

Here is a snippet that provides one view:

Over the next three years, outdoor lifestyle apparel retailer Toad&Co. plans to open 20 new brick and mortar stores.

With news of store closings by powerhouse brands likely swirling around in your head, you may be tempted to make sure you read that number correctly. It’s been dizzying for sure. So why would an apparel retailer be looking to expand its brick and mortar footprint in this environment?

Santa Barbara, CA-based Toad&Co. lives by a simple truth: People enjoy shopping and being in the store, and still want that experience. They just don’t want it to be disconnected from the rest of their purchasing journey.

“We don’t believe brick and mortar is dying,” explained Kelly Milazzo, VP of operations for Toad&Co. ”But we do believe that the consumer expects, and will soon demand, a seamless interaction with the brand.”

Here is the full article:

http://www.chainstoreage.com/article/how-make-next-generation-store-right-now-store

Happy Reading,

J.W. Gant

United Airlines the Most Engaged Post on Facebook Last Week

In the realm of how not to do things we present ... United.

http://adage.com/article/digital/marketer-mvps-social-media/308648/

That headline pretty much tells you all you need to know, however, it is worth reviewing a few points.

After the "incident" on the plane where the 69 year old doctor was forcefully removed from the flight to make room for United employees, the CEO came out multiple times to defend the action and his employees.

Then the stock dropped nearly $500 Million dollars before recovering to only a $255 Million loss and suddenly the CEO changed his tune.

Hmmm.

So United could have offered every person on that plane an 8 figure option and they would have made out about the same as they did. I think there is a lesson in there for brands, somewhere, but I'm just not sure.

Happy Reading,

J.W. Gant

BRotD - Entry 0247 - Big Data in the Information Revolution

Best Reading of the Day

I'm a technology guy and a data guy so I'm very interested in all things related to those two.  I've also written about the challenges of the Information Revolution we are going through.  Finally, we are also aware of the "Black Swan" concept where we can't see a house of cards until it is too late and we plan for stability and certainty where a rare event can bring it all crashing to the ground.

Combine these with the American Political system and what do you get?  The 21st Century version has been very, very messy.

If you like big data, technology, and have any interest in what is happening in the USA then this article is for you:

http://www.nbcnews.com/politics/elections/how-big-data-broke-american-politics-n732901?cid=sm_npd_nn_tw_ma

Here is a snippet from the piece:

Big Data revolutionized the way American politicians win elections. In the process, it broke American politics.

Polarization is no longer just polluting the system — it's paralyzing it. The deepening divide between the right and the left has largely hollowed out the center of American politics, from the politicians who once occupied the large "middle" to the voters who once gravitated to them.

Happy Reading,

J.W. Gant

Subscription Box Brands Dominated by Mobile

Are you familiar with the Dollar Shaver Club?  The concepts is simple.  You subscribe to varying level of options and a shaver plus blades is sent to you on a regular basis via subscription service.  Pay more, get more elaborate shavers and blades.

This concept is taking off and is a great example for the direct to consumer approach manufacturer brands need to embrace.

Mobile is dominating in this space and the big names, such as Starbucks and Walmart, are taking notice.  Read on:

http://www.mobilecommercedaily.com/subscription-box-services-dominated-by-mobile-savvy-shoppers-report

Here is a snippet from the piece:

“One key advantage of subscription boxes is that it keeps customers engaged with the brand and often provides a more personalized and curated experience which has the potential to strengthen a customer’s brand loyalty, if it’s done right,” [John Fetto, senior analyst, research and marketing, at Hitwise] said.

Happy Reading,

J.W. Gant

Perspectives on Brand Stories

I've been discussing brand management with a few folks recently so this article really struck me.  Great lessons from the master, lessons that can be applied in countless ways for businesses of all kinds across the globe.

Here is the story:

http://www.cmo.com/articles/2016/1/20/disney-legend-marty-sklar-shares-walts-secrets-to-irresistible-brand-stories.html

Here is a snippet from that piece:

1. Walk In Your Audience’s Shoes
Imagineers take “know your audience” to a whole new level. When creating attractions, they experience the park as their guests do so they can understand how they feel every step of the way.

When Imagineer Bob Weis traveled to China, he learned that the hit “Pirates of the Caribbean” attraction wouldn’t work in Shanghai because the popular ride didn’t feel exciting to the Chinese. Instead, Disney is building a “whole land with live action and (a) boat that turns around,” Sklar said. “They made major changes because they talked to the audience.”

Other brands have run into similar hurdles when expanding globally. Starbucks has struggled to establish itself in Australia for years because it cannot capture Australians’ tastes or compete with local shops. Whether you’re trying to sell roller coasters or coffee, you must walk in your audience’s shoes.

Happy Reading,

J.W. Gant