March 15, 2010: summarized from Promo Magazine -- Status Quo and the Rolling Stones are two rock bands that first became popular in the 1960s. However, only the latter is really a household name today. Why? Mick, Keith and the boys created a brand and kept evolving.
That, said Rene Mizwicki , director of Hyatt Hotels' Gold Passport program, is an essential part of building a successful loyalty program in today's marketplace. The competition for consumers' attention is tougher than ever, and marketers must keep finding new ways to engage with their audience.
Mizwicki and Steven Fuld, managing director, card marketing and services, spoke at the New England Mail Order Association's spring conference in Boston last week on proven ways to improve customer loyalty.
Changing your perspective is one great way to do this, said Mizwicki. "[Marketers often] expect members to buy something before we give them anything," she said. "In the Hyatt world. We changed that. We think Hyatt members deserve our loyalty all the time."
To this end, the hotel chain launched the "Big Welcome" competition to create awareness. The company gave away 365 free nights to one winner each in three regions—North America, Asia/Pacific and Europe.
Likewise, Sony partnered with the game show Wheel of Fortune to create the Wheel Watchers club. Sony Card members can get a "spin ID" they can enter on the contest site to win prizes.
Each night, a SPIN ID number is displayed on air during Wheel of Fortune. If it is a member's SPIN ID number and they go back to the game site to verify it, they win the same prize as the on-air Wheel contestant. Club members can also get Sony Reward Points for completing a bonus round puzzle, as well as access to special offers.
Both Fuld and Mizwicki were both proponents of "surprise and delight" programs, rewarding high tier customers with perks like concert tickets or trips. "The freebies cost us little but have great value from a consumer perspective," said Fuld.
Read more at: http://bit.ly/c9L1U2
Tuesday, April 27, 2010
Smartphone Adoption Shifting Dynamics of U.S. Mobile Gaming Market
Editor’s Note: Provides some great insight into the use of mobile for accessing interactive media. Be sure to click on link below to view all of the supporting facts and figures of the study.
April 14, 2010: summarized from comScore.com -- comScore, Inc. released the results of a study on mobile gaming highlighting the potential for growth in the mobile gaming market despite a 13-percent decline in the number of U.S. mobile gamers during the past year. This overall decline was driven by a 35 percent decline in mobile gaming among feature phone (i.e. non-smartphone) subscribers, who represent approximately 80 percent of the market, which contrasted with the sizeable 60 percent increase in the number of gamers via smartphone.
The inevitable ascent of the mobile gaming market depends not only on smartphone subscribers’ higher propensity to play games on their mobile devices, but also their heavier gaming activity across nearly every dimension. Smartphone subscribers (47.1 percent) are three times more likely than feature phone subscribers (15.7) to play games on their device at least once a month. They are more than five times as likely to play games almost every day and far surpass their feature phone counterparts across various methods of game play.
Smartphone subscribers also install significantly more games on their devices with 27.3 percent having installed at least one game compared to just 5.6 percent of feature phone subscribers. A third of smartphone subscribers with games have more than five games installed on their phones, while less than one percent of feature phone subscribers have that many games installed.
Read more at: http://bit.ly/aqzAwe
April 14, 2010: summarized from comScore.com -- comScore, Inc. released the results of a study on mobile gaming highlighting the potential for growth in the mobile gaming market despite a 13-percent decline in the number of U.S. mobile gamers during the past year. This overall decline was driven by a 35 percent decline in mobile gaming among feature phone (i.e. non-smartphone) subscribers, who represent approximately 80 percent of the market, which contrasted with the sizeable 60 percent increase in the number of gamers via smartphone.
The inevitable ascent of the mobile gaming market depends not only on smartphone subscribers’ higher propensity to play games on their mobile devices, but also their heavier gaming activity across nearly every dimension. Smartphone subscribers (47.1 percent) are three times more likely than feature phone subscribers (15.7) to play games on their device at least once a month. They are more than five times as likely to play games almost every day and far surpass their feature phone counterparts across various methods of game play.
Smartphone subscribers also install significantly more games on their devices with 27.3 percent having installed at least one game compared to just 5.6 percent of feature phone subscribers. A third of smartphone subscribers with games have more than five games installed on their phones, while less than one percent of feature phone subscribers have that many games installed.
Read more at: http://bit.ly/aqzAwe
Research Report: Future of the Internet IV
February 19, 2010: from Pew Internet & American Life Project -- The web-based survey gathered opinions from prominent scientists, business leaders, consultants, writers and technology developers. It is the fourth in a series of Internet expert studies conducted by the Imagining the Internet Center at Elon University and the Pew Research Center’s Internet & American Life Project. In this report, we cover experts' thoughts on the following issues:
• Will Google make us stupid?
• Will the internet enhance or detract from reading, writing, and rendering of knowledge?
• Is the next wave of innovation in technology, gadgets, and applications pretty clear now, or will the most interesting developments between now and 2020 come “out of the blue”?
• Will the end-to-end principle of the internet still prevail in 10 years, or will thre be more control of access to information?
• Will it be possible to be anonymous online or not by the end of the decade?
Download report at: http://bit.ly/93hEZj
• Will Google make us stupid?
• Will the internet enhance or detract from reading, writing, and rendering of knowledge?
• Is the next wave of innovation in technology, gadgets, and applications pretty clear now, or will the most interesting developments between now and 2020 come “out of the blue”?
• Will the end-to-end principle of the internet still prevail in 10 years, or will thre be more control of access to information?
• Will it be possible to be anonymous online or not by the end of the decade?
Download report at: http://bit.ly/93hEZj
Tuesday, April 13, 2010
Top 5 Ways to Make Your Site More Fun
April 7, 2010: summarized from Mashable -- Just like sex, fun sells. The early proof of that can be seen in the amazing success of location-based networks such as Gowalla (Gowalla), MyTown and Foursquare (Foursquare), and in the breakthrough marketing efforts of major brands like Nike, Coke and Chase.
Even finance made fun can be a winner — Mint.com’s meteoric rise was in no small part due to the fun, social engagement of its approach. Ever feel elated while using Quicken? I didn’t think so.
The trend continues, with an ever-increasing number of startups looking to get an edge with consumers through fun. Their weapons of choice: Game Mechanics.
When taken together, game mechanics such as points, leaderboards, badges, challenges and levels form part of what we call a Funware Loop. In my latest book I argue that the best and most compelling loyalty programs are built extensively around Funware and when applied creatively, can make any consumer web or mobile app experience more engaging.
Whether you sell organic foods online, develop mobile application or run the world’s largest social network, you can benefit from applying the 5 simple strategies listed below to increase engagement.
After all, who doesn’t like a little fun every once in a while?
Read more at: http://bit.ly/aoWotV
Even finance made fun can be a winner — Mint.com’s meteoric rise was in no small part due to the fun, social engagement of its approach. Ever feel elated while using Quicken? I didn’t think so.
The trend continues, with an ever-increasing number of startups looking to get an edge with consumers through fun. Their weapons of choice: Game Mechanics.
When taken together, game mechanics such as points, leaderboards, badges, challenges and levels form part of what we call a Funware Loop. In my latest book I argue that the best and most compelling loyalty programs are built extensively around Funware and when applied creatively, can make any consumer web or mobile app experience more engaging.
Whether you sell organic foods online, develop mobile application or run the world’s largest social network, you can benefit from applying the 5 simple strategies listed below to increase engagement.
After all, who doesn’t like a little fun every once in a while?
Read more at: http://bit.ly/aoWotV
Check Out This Amazing Facebook Fact Sheet
Some highlights:
- 400 million active users
- 50% check in EVERY DAY
- Average user spends 55 MINUTES PER DAY
- 35 million update status every day
- 3 billion photos uploaded each month
- 5 billion pieces of content shared every day
View fact sheet at: http://bit.ly/bRbIgN
- 400 million active users
- 50% check in EVERY DAY
- Average user spends 55 MINUTES PER DAY
- 35 million update status every day
- 3 billion photos uploaded each month
- 5 billion pieces of content shared every day
View fact sheet at: http://bit.ly/bRbIgN
Social Media Marketing Overload? Some Tips for Startups
April 9, 2010: summarized from Read Write Start -- It is widely accepted that social media has transformed the landscape of marketing radically, and no longer can businesses - no matter their size or stage of development - afford to avoid social media. While the importance of developing one's brand online remains paramount - most obviously through the registration of a domain name - the proliferation of social media platforms can be overwhelming, and startups might feel compelled to register and interact with every service in order to quicken the spread of their name.
The multitude of social media platforms allow new businesses to establish their online presence, develop a brand and a message, and grow fans and followers - and of course customers - all without extensive investment in elaborate or costly marketing campaigns. The danger, however, lays in the proverbial "spreading oneself too thin" by attempting to make sure one's startup has a presence in every social media network.
While new businesses should certainly take advantage of social networking, here are a few tips to help avoid social media overload.
Read more at: http://bit.ly/9xlEQt
The multitude of social media platforms allow new businesses to establish their online presence, develop a brand and a message, and grow fans and followers - and of course customers - all without extensive investment in elaborate or costly marketing campaigns. The danger, however, lays in the proverbial "spreading oneself too thin" by attempting to make sure one's startup has a presence in every social media network.
While new businesses should certainly take advantage of social networking, here are a few tips to help avoid social media overload.
Read more at: http://bit.ly/9xlEQt
When Building Loyalty: Think Like a Gamer
April 1, 2010: from Promo Magazine -- An emerging concept called gamification may just be the jolt the loyalty space needs to shake off the cobwebs and become vital again.
Gamification takes lessons from the gaming community and applies them to loyalty programs. The idea is to apply human sciences in a social way in order to connect loyal customers with one another.
“Understand that things like status, play, the social aspect and goal achievement are all part of being human beings,” says Barry Kirk, consumer loyalty practice leader for Maritz Loyalty. “As marketers, we're trying to get people's attention and connect to them in a meaningful way, and games are exceptionally good at doing that across all age levels.”
Read more at: http://bit.ly/byQKDg
Gamification takes lessons from the gaming community and applies them to loyalty programs. The idea is to apply human sciences in a social way in order to connect loyal customers with one another.
“Understand that things like status, play, the social aspect and goal achievement are all part of being human beings,” says Barry Kirk, consumer loyalty practice leader for Maritz Loyalty. “As marketers, we're trying to get people's attention and connect to them in a meaningful way, and games are exceptionally good at doing that across all age levels.”
Read more at: http://bit.ly/byQKDg
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