tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2017-12-08T15:00:00+00:00 tag:econsultancy.com,2008:BlogPost/69650 2017-12-08T15:00:00+00:00 2017-12-08T15:00:00+00:00 What Amazon's entry into the pharmacy market might mean for pharma marketers Patricio Robles <h3>What it might mean for pharma marketers</h3> <p>The news of Amazon's interest in selling prescription drugs has, for obvious reasons, spooked investors in major pharmacy players like CVS, Walgreens and Express Scripts, all of which risk being disrupted by Amazon the way so many other businesses have.</p> <p>But pharmaceutical companies could find that Amazon's disruption is a boon for them.</p> <p><a href="https://www.washingtonpost.com/news/wonk/wp/2017/05/17/what-amazon-could-do-to-the-business-of-selling-prescription-drugs/">According to</a> Adam Fein, president of Pembroke Consulting, one of the easiest ways for Amazon to enter the market would be to focus on patients who pay cash for generic and brand-name drugs.</p> <p>Although prescription drug coverage is typically provided through health insurance plans – all plans offered under the Affordable Care Act (ACA) require it – a growing number of patients opt to pay cash for their prescription. As Doug Hirsch, the co-founder of GoodRx, a prescription drug pricing comparison service, explained to The Washington Post, this is a result of the fact that many patients have high deductibles and want to see if it's possible to get better deals.</p> <p>For pharma marketers, Amazon's entry into this market could increase the importance of their direct-to-consumer marketing efforts.</p> <p>Unfortunately, direct-to-consumer marketing is increasingly difficult for pharma companies and could potentially even become virtually impossible if some groups have their way. The American Medical Association supports a ban on direct-to-consumer ads that pitch prescription drugs and in California, a state legislator earlier this year <a href="https://www.fiercepharma.com/pharma/california-legislator-takes-aim-at-industry-s-copay-coupons-pricing-fight">introduced legislation</a> that would ban the use of copay coupons when an inexpensive generic drug alternative was available.</p> <p>A ban on direct-to-consumer ads would obviously complicate matters for pharma marketers, but until that day comes, one of the best ways they can prepare for the potential entry into the pharmacy market would be to evaluate their direct-to-consumer efforts in light of a changing landscape in which digital channels like <a href="https://econsultancy.com/blog/67993-why-pharma-marketers-are-increasingly-turning-to-social-media">social media</a> increasingly trump established channels <a href="https://econsultancy.com/blog/68120-as-tv-ads-lose-their-sway-pharma-marketers-need-to-adapt">like television</a>.</p> <p>They should also consider that if Amazon does enter the market, it could have the effect of increasing pricing transparency, something they would be wise to embrace rather than fight.</p> <h3>Amazon as frenemy?</h3> <p>While Amazon's entry into the retail pharmacy market could prove to be a net positive for pharma companies well-positioned to take advantage of it, there is also the potential that Amazon could become a frenemy.</p> <p>How? As drug supply chain expert Stephen Buck, co-founder of Courage Health, <a href="https://www.cnbc.com/2017/11/02/amazon-pharmaceutical-move-acquisition-targets.html">pointed out</a>, Amazon could eventually decide to manufacture its own generic medications. If that happened, pharma companies would find themselves competing with a company that also acts as, perhaps, one of their more important distribution channels.</p> <p>This possibility too also demonstrates the importance of direct-to-consumer marketing, as pharma companies will want to do everything they can to establish the superiority of their drugs over generics that could one day be manufactured by Amazon.</p> <p><em><strong>More on pharma:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68851-six-ways-digital-is-changing-the-pharma-healthcare-industry">Six ways digital is changing the pharma &amp; healthcare industry</a></li> </ul> tag:econsultancy.com,2008:TrainingDate/3383 2017-12-07T10:31:53+00:00 2017-12-07T10:31:53+00:00 Social Media Customer Service <p>This one-day immersion into social media customer service is ideal for anyone looking to improve their digital and online customer experience.</p> <p>Whether you need to create or refine a social servicing strategy, or simply skill up teams responsible for customer service, this course will enable you to evaluate the business benefits and work through the operational challenges and customer engagement in social media.</p> <p>We'll cover the critical processes for effective social media customer service and run through a short simulated exercise to help attendees experience the challenges of social media servicing.</p> <p>We will consider the importance of effective risk/reputation management and look at techniques to improve customer verification, complaint handling and escalation.</p> tag:econsultancy.com,2008:TrainingDate/3381 2017-12-04T05:26:05+00:00 2017-12-04T05:26:05+00:00 Econsultancy's Professional Certificate in Digital Marketing - Singapore <p>This is an intensive but complete digital marketing certification programme facilitated by a panel of experienced digital marketing professionals.</p> <p>In 7 days of live workshop, and guided self-learning (webinars, micro learning modules and reports), participants will gain expertise and skills in wide area of digital marketing topics including social media, analytics, search engine marketing and content marketing.</p> <p>Participants who successfully complete the programme will be awarded the Econsultancy’s Professional Certificate in Digital Marketing.</p> <p>Post-workshop mentoring completes the programme to help participants develop in the digital marketing roles.</p><p>Please take note of the face-to-face workshop dates:</p> <ul> <li>Day 1 – Wed, 21 Feb 2018</li> <li>Day 2 – Thu, 22 Feb 2018</li> <li>Day 3 – Fri, 23 Feb 2018</li> <li>Day 4 – Mon, 5 Mar 2018</li> <li>Day 5 – Tue, 6 Mar 2018</li> <li>Day 6 – Mon, 19 Mar 2018</li> <li>Day 7 – Tue, 20 Mar 2018</li> </ul> tag:econsultancy.com,2008:ConferenceEvent/915 2017-12-04T04:11:51+00:00 2017-12-04T04:11:51+00:00 Digital Cream Singapore <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum out of your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels and Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practice &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong>Sydney:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154912352109327" target="_blank">2017</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">2016</a>, <a style="font-style: inherit; font-variant: inherit; font-weight: inherit; border: 0px; vertical-align: baseline; color: #004dcc;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152376029704327" target="_blank">2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151725724774327" target="_blank">2013</a> | <strong>Singapore:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10155069279939327" target="_blank">2017</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154046657279327" target="_blank">2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152487608199327" target="_blank">2014 (Nov)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152137747464327" target="_blank">2014 (May)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151817214799327" target="_blank">2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151167137219327" target="_blank">2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10150363493464327" target="_blank">2011</a></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Melbourne 2014</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Hong Kong 2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151742484614327" target="_blank">Shanghai 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151537967569327" target="_blank">Hong Kong 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151123484509327" target="_blank">Shanghai 2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151118803064327" target="_blank">Australia 2012</a></p> tag:econsultancy.com,2008:ConferenceEvent/914 2017-12-04T03:39:30+00:00 2017-12-04T03:39:30+00:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum out of your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels and Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practice &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong>Sydney:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154912352109327" target="_blank">2017</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">2016</a>, <a style="font-style: inherit; font-variant: inherit; font-weight: inherit; border: 0px; vertical-align: baseline; color: #004dcc;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152376029704327" target="_blank">2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151725724774327" target="_blank">2013</a> | <strong>Singapore:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10155069279939327" target="_blank">2017</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154046657279327" target="_blank">2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152487608199327" target="_blank">2014 (Nov)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152137747464327" target="_blank">2014 (May)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151817214799327" target="_blank">2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151167137219327" target="_blank">2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10150363493464327" target="_blank">2011</a></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Melbourne 2014</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Hong Kong 2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151742484614327" target="_blank">Shanghai 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151537967569327" target="_blank">Hong Kong 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151123484509327" target="_blank">Shanghai 2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151118803064327" target="_blank">Australia 2012</a></p> tag:econsultancy.com,2008:BlogPost/69623 2017-11-30T13:04:33+00:00 2017-11-30T13:04:33+00:00 How will Snapchat's redesign affect branded content? Patricio Robles <p>So Snapchat is reinventing itself and Wednesday announced a redesign that it clearly hopes will not only differentiate it from Facebook and Facebook-owned Instagram, but restart its growth engine.</p> <p>The redesign, however, looks to have a significant impact on brands as at the center of the redesign is a new separation between real people and professional content creators, including brands.</p> <p><iframe src="https://www.youtube.com/embed/nx1R-eHSkfM?wmode=transparent" width="560" height="315"></iframe></p> <p>In its announcement, Snapchat <a href="https://www.snap.com/en-US/news/post/introducing-the-new-snapchat/">explained</a>:</p> <blockquote> <p>Until now, social media has always mixed photos and videos from your friends with content from publishers and creators. While blurring the lines between professional content creators and your friends has been an interesting Internet experiment, it has also produced some strange side-effects (like fake news) and made us feel like we have to perform for our friends rather than just express ourselves.</p> </blockquote> <p>The company's solution: “[separate] the social from the media.” To do that, the new Snapchat will place Chats and Stories from users' friends on the left side of the app and Stories from others on the right side of the app:</p> <blockquote> <p>The new Discover page to the right of the camera includes Stories from publishers, creators, and the community. Your subscriptions live at the top, followed by other Stories you might be interested in watching. Over time, Discover will become uniquely personalized for you. While the Stories on Discover are personalized algorithmically, our curators review and approve everything that gets promoted on the page. We believe that this balance of human review and machine personalization provides the best content experience on mobile.</p> </blockquote> <h3>So how will brands be affected?</h3> <p>Already, there's speculation about the impact Snapchat's redesign will have on brands.</p> <p>One possibility is that brands could come out ahead, as the separation of friend content and professional content will help professional content stand out. As Marketing Land's Tim Peterson <a href="https://marketingland.com/snapchats-major-redesign-algorithmic-feed-means-brands-229329">observed</a>:</p> <blockquote> <p>People's Stories feeds may have previously been so full of their friends' Stories that brands' Stories were overshadowed. Now friends' Stories will be separated into the Friends tab, and the Discover tab's algorithm will take into account whether a person follows an account when ranking its content. As a result, brands stand a better chance of being discovered.</p> </blockquote> <p>On the other hand, it's also possible that the separation will hurt brands if users don't frequent the new Discover page as often. In effect, Snapchat's redesign will reveal just how big a pull brand content is and will force brands to be on their content game.</p> <p>As Mary Beth Keelty, CMO of PMX Agency, <a href="https://digiday.com/marketing/marketers-need-know-snapchats-redesign/">told Digiday</a>, “It's really going to test publishers and brands to deliver that content experience, when users have the choice to stay within the Friends tab.”</p> <p>Doug Rozen, chief digital and innovation officer at OMD had a similar thought. “By aggregating all brand content into a separate experience, it is essentially putting pressure on all performing content to be high quality. This will accelerate the need for brands and agencies to address media and message at the same time,” he stated.</p> <p>Finally, to the extent that Snapchat's redesign makes it more difficult for brands to capture attention in the app, it could also have the effect of pushing brands to shift more of their Snapchat investment dollars to paid offerings like sponsored lenses and filters as well as its new Promoted Story ad format.</p> <p>Of course, paid ad offerings are only likely to remain attractive if Snapchat remains a social media star and that will largely depend on how users react to this new redesign. As such, brands will want to pay close attention to Snapchat in the coming weeks and months.</p> <p><em><strong>Further reading</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/social-media-best-practice-guide">Social Media Best Practice Guide</a></li> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Advertising Best Practice Guide</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69621 2017-11-30T10:00:00+00:00 2017-11-30T10:00:00+00:00 Four simple tips to make boring copy more exciting Nikki Gilliland <p>For brands that sell every day and, dare I say it, dull products – copywriting can be far more challenging. Similarly, regardless of the product in question, writing online copy such as <a href="https://econsultancy.com/blog/68160-five-tips-for-creating-a-successful-faq-page" target="_blank">FAQ pages</a> and basic checkout features can soon sound repetitive. </p> <p>So, how can we inject some interest? Here are a few copywriting tips to help, plus a few of the best examples out there.</p> <h3>1. Personify your product</h3> <p>It’s hard to make financial services sound even mildly interesting, let alone fun. This is made even harder by the need to inform and educate consumers about confusing and complex topics.</p> <p>One way to make this easier is to personify your brand. In other words, to create a character that lends an identifiable ‘voice’ to a company or acts as a metaphor for a product or service.</p> <p>Direct Line is one brand that does this, using Winston Wolf played by Harvey Keitel - a famous fictional character from the movie Pulp Fiction. As the ultimate ‘fixer’, Winston is a metaphor for Direct Line’s insurance products, which provides help and assistance to people when their home or car has been damaged.</p> <p>While Winston Wolf is mostly known for his appearance on Direct Line’s TV ads, this personification continues through to the brand’s online presence. Using Winston’s “I solve problems” slogan, the company’s website provide users with similar reassurance and straight-forward advice.</p> <p><img src="https://assets.econsultancy.com/images/0009/0789/Winston_Wolf.JPG" alt="" width="780" height="705"></p> <p>Savings bank NS&amp;I also uses personification in order to tell the story of its brand’s history. ERNIE (which stands for ‘Electronic Random Number Indicator Equipment’) is a personification of the machine that generates premium bonds numbers. </p> <p>He stands for NS&amp;I’s commitment to providing a fair and honest service, reassuring customers that he only ever generates numbers at random, and that there have been four generations of ERNIE since the company began.</p> <p><img src="https://assets.econsultancy.com/images/0009/0790/ERNIE.JPG" alt="" width="760" height="515"></p> <h3>2. Make the small print stand out</h3> <p>While many brands strive to be creative with their online copy, it’s tough to extend this to smaller or more hidden sections of a site. Or perhaps, more to the point, it’s easy to forget and focus on <a href="https://econsultancy.com/blog/65365-how-seven-ecommerce-brands-use-highly-persuasive-copywriting" target="_blank">persuading consumers to convert</a> instead.</p> <p>However, when a brand is creative in unexpected places, this helps to enhance a memorable and fun image. One brand that does this is pet subscription service, Barkbox, which typically uses puns and pet-related humour throughout its site.</p> <p><img src="https://assets.econsultancy.com/images/0009/0792/Barkbox.JPG" alt="" width="780" height="372"></p> <p>From the charming way it describes a dog's size to cleverly auto-filling its form with puns – it is creative throughout the user’s journey.</p> <p>I particularly like its pun-filled 'Scout’s Honour pawlicy' (see below), showing how its unique voice shines through everywhere online.</p> <p><img src="https://assets.econsultancy.com/images/0009/0791/Barkbox_2.JPG" alt="" width="633" height="823"></p> <p>Another example of this approach comes from Cultivated Wit, which creates comedy events and videos. Unsurprisingly for a company of its kind, it integrates humour everywhere on its site, even brashly telling visitors that ‘homepage copy can be vague’ to encourage newsletter sign-ups.</p> <p><img src="https://assets.econsultancy.com/images/0009/0793/CW.JPG" alt="" width="780" height="302"></p> <p>One area that is particularly pleasing is found at the very bottom of its homepage. Here it uses dry calls to action, like ‘monitor our public private lives’ and ‘communicate at us’ to complement standard (and slightly dull) website features like social media icons and contact info (see below). </p> <p>While an ‘About Us’ section is helpful, when it comes to copywriting, this shows how the little details can tell you so much more about a company and what it stands for.</p> <p><img src="https://assets.econsultancy.com/images/0009/0794/CW_2.JPG" alt="" width="780" height="266"></p> <h3>3. Use social to inject humour and wit </h3> <p>Copywriting is not just a concern for your owned media. Social media copy can also revert back to being predictable if a strong or unique tone of voice is not a priority. For Tesco Mobile on Twitter, this is often the case, with a typical tweet involving copy relating to offers and new products. </p> <p>However, Tesco Mobile also actively uses Twitter to break out of this mould, specifically in terms of how it replies to customers and interjects when criticised. </p> <p>Last year, one unsuspecting user dared to refer to Tesco Mobile as the ‘absolute poverty’ network, before the brand sassily replied with an equally scathing put-down. It’s taken this tack countless times in the past, delighting users with its entertaining retorts and perhaps combatting some negative brand perception in the process.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Nah the worst thing is your own mother blatantly ignoring your calls.</p> — Tesco Mobile (@tescomobile) <a href="https://twitter.com/tescomobile/status/749542835066658816?ref_src=twsrc%5Etfw">July 3, 2016</a> </blockquote> <p>Another brand with a similar approach is toilet paper brand Charmin. Hardly the most exciting product, right? But Charmin cleverly turns the topic on its head, tweeting out toilet humour and encouraging users to share their own #tweetsfromtheseat. Charmin is particularly good at tweaking its copy depending on the platform, too, using a more edgy tone on Twitter and a slightly more family friendly one on Facebook. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy Thanksgiving for everyone checking their phones in the bathroom. Enjoy your day and make sure to replace the roll after your <a href="https://twitter.com/hashtag/TweetFromTheSeat?src=hash&amp;ref_src=twsrc%5Etfw">#TweetFromTheSeat</a> <a href="https://t.co/iCOjTMp6iZ">pic.twitter.com/iCOjTMp6iZ</a></p> — Charmin (@Charmin) <a href="https://twitter.com/Charmin/status/933776798768422912?ref_src=twsrc%5Etfw">November 23, 2017</a> </blockquote> <h3>4. Cut the crap – be conversational</h3> <p>Domestic products like washing machines and dishwashers are necessities rather than desirables. Consequently, it’s hard to sell them without focusing too much on the overly technical or functional aspects, and confusing customers in the process. </p> <p>There are many things AO.com’s <a href="https://econsultancy.com/blog/66768-ao-com-the-best-ecommerce-experience-available-online/" target="_blank">ecommerce site gets right</a> and copywriting is certainly one of them, particularly how it concisely summarises key features without veering into jargon.</p> <p>Take this description for a tumble dryer, for example, which points out features of interest to customers, such as the machine being ‘great for medium-sized households’ and ‘easy-unloading’. </p> <p><img src="https://assets.econsultancy.com/images/0009/0795/AO.JPG" alt="" width="780" height="566"></p> <p>Elsewhere, it uses more a conversational style of copy to explain technical aspects of items, letting customers know what features are most important and why – crucially, without patronising or sounding overly educational.</p> <p><img src="https://assets.econsultancy.com/images/0009/0796/AO_Buying_Guides.JPG" alt="" width="760" height="318"></p> <p>While it’s an entirely different sort of company, software creators Basecamp also utilise conversational copy to cut through jargon and ‘business speak’. Its product is internal communication and project management software, however, instead of focusing on the features or over-arching benefits (and the temptation to use words like ‘streamlined’) – it focuses on the every-day benefits.</p> <p>By telling customers that ‘everything will be in one organized place, everyone will be on the same page, and projects will get off the ground faster’ – it speaks to its customers like they are real people.</p> <p><img src="https://assets.econsultancy.com/images/0009/0797/Basecamp.JPG" alt="" width="780" height="632"></p> <p>Finally, I also like how it uses relatability, cleverly reminding people of typical workplace frustrations in order to highlight Basecamp’s USP.</p> <p>This effectively shifts the consumer's mindset, naturally engaging them rather than overtly selling a product.</p> <p><img src="https://assets.econsultancy.com/images/0009/0798/Basecamp_2.JPG" alt="" width="780" height="368"></p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69307-eight-examples-of-top-notch-copywriting-from-travel-brands" target="_blank">Eight examples of top-notch copywriting from travel brands</a></em></li> <li><em><a href="https://econsultancy.com/blog/67708-10-common-online-copywriting-mistakes/" target="_blank">10 common online copywriting mistakes</a></em></li> <li><em><a href="https://econsultancy.com/blog/67752-three-online-copywriting-tips-supported-by-research" target="_blank">Three online copywriting tips supported by research</a></em></li> </ul> <p><em><strong>If you'd like more copywriting advice, why not attend our <a href="https://econsultancy.com/training/courses/online-copywriting">copywriting training</a>?</strong></em></p> tag:econsultancy.com,2008:Report/3008 2017-11-27T11:33:00+00:00 2017-11-27T11:33:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/69597 2017-11-23T11:36:08+00:00 2017-11-23T11:36:08+00:00 10 deliciously creative Domino's Pizza marketing campaigns Nikki Gilliland <p>Today, Domino’s is the second-largest pizza chain in the world, reporting total revenue of $624.2m in early 2017. With an improved supply chain and a strong digital presence, its turnaround is likely due to a number of factors. </p> <p>However, a delightfully offbeat marketing strategy is certainly one of the biggest. With this is mind, here’s a run-down of some of the best (and daftest) examples.</p> <p><em>(And remember that Econsultancy subscribers can download our <a href="https://econsultancy.com/reports/digital-marketing-templates/">Digital Marketing Template Files</a> for guidance on campaign planning)</em></p> <h3>1. Pizza turnaround</h3> <p>Let’s begin with the ad campaign that kicked off a change in brand perception. </p> <p>On the back of negative customer reviews bemoaning the brand’s cardboard-like crust and ketchup-tasting sauce, Domino’s decided to come clean with an honest and self-deprecating series of ads to announce a new and improved recipe.</p> <p><iframe src="https://www.youtube.com/embed/AH5R56jILag?wmode=transparent" width="854" height="480"></iframe></p> <p><a href="https://www.econsultancy.com/blog/66380-how-brands-can-say-sorry-like-they-mean-it" target="_blank">Admitting mistakes</a> is a risky move for any business, but with sales and consumer favour at rock-bottom, Domino's didn’t have much to lose. Luckily, its transparency paid off. </p> <p>It even went so far as to expose common photography tricks it had previously used to make its pizzas look bigger, successfully reinventing itself as a surprisingly honest brand.</p> <h3>2. The wedding registry</h3> <p>Forget silverware. What better way to celebrate the start of a marriage than with a chicken feast or a tandoori sizzler? This is the basis of a rather ingenious campaign by Domino’s, which allows soon-to-be-married couples to create their own pizza wedding registry.</p> <p>It might sound like a stunt, but it’s actually a shrewd example of Domino’s ecommerce strategy. With more than half of its sales generated through digital channels, it’s yet another way for the brand to ramp up both engagement and sales online.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://t.co/VxNdZ9AqTa">https://t.co/VxNdZ9AqTa</a><br>Domino's Wedding Registry</p> <p>First date included Domino's so just makes sense to include DOMINO'S at your wedding <a href="https://t.co/LGij6iYe4q">pic.twitter.com/LGij6iYe4q</a></p> — UNCC Domino's (@UNCCDominos) <a href="https://twitter.com/UNCCDominos/status/877681888105771008?ref_src=twsrc%5Etfw">June 22, 2017</a> </blockquote> <h3>3. The power of emojis</h3> <p>One reason Domino’s has become such a popular brand (particularly with a younger demographic) is its ability to tap into current social trends. </p> <p>So, recognising that emoji had become a <a href="https://econsultancy.com/blog/68745-five-examples-of-brands-using-emojis-in-marketing-campaigns" target="_blank">language of its own</a>, it decided to provide digitally-savvy consumers with the height of convenience – a service that allows you to order merely by tweeting the pizza emoji.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Now you can order Domino's by tweeting . Find out how at <a href="http://t.co/Rwt1tJUmXS">http://t.co/Rwt1tJUmXS</a><a href="https://t.co/Cs5f3JJyni">https://t.co/Cs5f3JJyni</a></p> — Domino's Pizza (@dominos) <a href="https://twitter.com/dominos/status/601037837635428353?ref_src=twsrc%5Etfw">May 20, 2015</a> </blockquote> <p>Is it a gimmick or a truly valuable customer tool? That’s debatable, but it has certainly generated a fair amount of brand awareness, and perhaps furthered its reputation as a youth-focused brand.  </p> <h3>4. The autonomous pizza robot</h3> <p>Domino’s already promises both fast delivery and innovative technology. Its Pizza Tracker tool allows customers to track their order every step of the way. However, the brand has strived to differentiate itself from its competitors with even more investment in this space – one of the most notable examples being its autonomous pizza bot.</p> <p><img src="https://assets.econsultancy.com/images/0009/0613/Domino_s_Robot.JPG" alt="" width="760" height="439"></p> <p>In partnership with Starship Technologies, it built a number of robots that could deliver pizzas within a one-mile radius in select German and Dutch cities. It also launched a similar initiative in Australia, where DRU (Domino’s Robotic Unit) navigated his way to customer’s homes via on-board cameras and sensors.</p> <p>Unfortunately, there’s been no word as to whether Domino’s will unleash the technology on the mean streets of UK towns and cities.</p> <h3>5. Reindeer delivery</h3> <p>It’s not only bots that have been delivering Domino’s Pizza. In one of the brand’s biggest and silliest PR stunts to date, last year it announced that it would be employing reindeer to deliver pizza in Japan.</p> <p>Naturally, with the reindeer’s proving less than co-operative, the plan was rapidly abandoned. That’s after the brand achieved a fair amount of exposure, of course, which rather conveniently coincided with a time when most of us are more <a href="https://www.econsultancy.com/blog/68447-12-examples-of-early-christmas-marketing-from-online-retailers" target="_blank">concerned with mince pies</a> than pepperoni.</p> <p><img src="https://assets.econsultancy.com/images/0009/0611/Reindeer_delivery.JPG" alt="" width="717" height="469"></p> <h3>6. Pizza Legends</h3> <p>Domino’s added personalisation into the mix for its 2015 Pizza Legends campaign, launching a micro-site to allow consumers to create their own unique pizza.</p> <p>Customers could choose the name and occasion, as well as make it extra special by choosing from a variety of toppings like ‘stardust’ and ‘peace’.</p> <p>There was a competition element too, with the chance to be featured in the ‘League of Pizza Legends’ creating an incentive for people to get involved and share their creations on social. With consumers still entering their own Pizza Legend, it has become one of the brand’s biggest campaigns in terms of engagement.</p> <p><img src="https://assets.econsultancy.com/images/0009/0615/Pizza_Legend.JPG" alt="" width="780" height="405"></p> <h3>7. Dom the pizza bot</h3> <p>From Sephora to Channel 4, a whole host of brands have <a href="https://www.econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots" target="_blank">integrated chatbots</a> into their marketing strategy. Many have failed to live up to the hype, mainly due to the technology being far too limited to provide users with much more than a basic decision-tree.</p> <p>That being said, <a href="https://www.econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger">Dom the Pizza Bot</a> was one of my favourites of last year, and not because it was sophisticated, but because it was one of the most on-brand examples. </p> <p>With an irreverent and cheeky tone of voice, the bot sends out humorous replies, cleverly anticipating that many users are likely to try and undermine or be cheeky in return.</p> <p>So, while Dom is unlikely to provide much value in the long-term, it is still decent enough to provide a bit of entertainment for loyal Domino’s customers - perhaps acting as a sign of further innovation in social ordering. </p> <p><img src="https://assets.econsultancy.com/images/0009/0612/Dom_the_Pizza_Bot.JPG" alt="" width="659" height="444"></p> <h3>8. Lost for words</h3> <p>Last year, Domino’s once again tapped into digital trends, this time celebrating our fascination with Snapchat face-swapping.  </p> <p>Starting with social research to determine the emotions people feel when eating pizza, the resulting GIFs, snaps and emojis were then incorporated into an ad campaign, demonstrating how Domino’s leaves us ‘lost for words’.</p> <p>One of the brand’s most social campaigns to date, it also included bespoke Snapchat Lenses and a dedicated Giphy channel to let us all express how we feel about stuffed crust. </p> <p><iframe src="https://www.youtube.com/embed/9zJthAk_cVk?wmode=transparent" width="854" height="480"></iframe></p> <h3>9. Masterpizzas</h3> <p>Alongside integrating social elements into large-scale campaigns, Domino’s also uses social platforms to promote new menu-items or exclusive ranges. </p> <p>To coincide with the launch of its new Italiano range in the UK, it specifically turned to Facebook to give users the chance to win a year’s supply of pizza.</p> <p>Dubbed ‘Master Pizzas’, it held a <a href="https://www.econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live" target="_blank">Facebook Live</a> auction whereby users could bid using emojis. Domino’s also auctioned off some of the work Renaissance-style artist China Jordan had painted especially for a number of its UK stores.</p> <p>With over 71,000 comments, the auction successfully created a splash, ramping up engagement and reach on the platform.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FDominosPizza%2Fvideos%2F10157732571795453%2F&amp;show_text=0&amp;width=476" width="476" height="476"></iframe></p> <h3>10. Tummy Translator</h3> <p>Finally, in one of the brand’s most off-the-wall marketing stunts, Domino’s launched ‘Tummy Translator’ – an app designed to offer food recommendations based on stomach rumbles.</p> <p>It involved users positioning their mobile phone next to their tummies to allow the ‘gastro-acoustic-enterology’ to translate rumblings into pizza cravings. The app would then recommend a specific pizza, and provide users with unique offers and deals.</p> <p>Sure, it was an overtly elaborate way of promoting the brand’s extensive range of pizzas, but it’s also a nice example of how Domino’s – in its own words – provides ‘little moments of joy’ to its customers every step of the way.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Trust your tummy to tell the truth. Download the <a href="https://twitter.com/hashtag/TummyTranslator?src=hash&amp;ref_src=twsrc%5Etfw">#TummyTranslator</a> now.<a href="http://t.co/qHEkhs0ogr">http://t.co/qHEkhs0ogr</a> <a href="http://t.co/KoOmbXTf5m">pic.twitter.com/KoOmbXTf5m</a></p> — Domino's Pizza UK (@Dominos_UK) <a href="https://twitter.com/Dominos_UK/status/581879947972743170?ref_src=twsrc%5Etfw">March 28, 2015</a> </blockquote> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative" target="_blank">10 examples of great IKEA marketing creative</a></em></li> <li><em><a href="https://econsultancy.com/blog/63032-10-brilliant-digital-marketing-campaigns-from-mcdonald-s" target="_blank">10 brilliant digital marketing campaigns from McDonald's</a></em></li> <li><em><a href="https://econsultancy.com/blog/67860-10-examples-of-great-disney-marketing-campaigns" target="_blank">10 examples of great Disney marketing campaigns</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3374 2017-11-21T16:17:38+00:00 2017-11-21T16:17:38+00:00 Psychology for Digital Marketing <p>Dive into the world of psychology and discover how it could help you to develop more successful digital marketing campaigns. We’ll discuss tonnes of fascinating insights during this 1-day course and explore how you could use them in your digital marketing!</p>