The 7 Pillars of Digital Marketing Blog

Websites Made of Pure Chocolate September 7, 2011 – 2:13 pm				Damjan Arsovski

If you were told that in order to promote your product better you should make a website made only of real images of your products, you might throw out that idea as insane… but shortly after we show you these two awesome case studies, I’m sure you will reconsider your initial decision and will be more open to such creative suggestions.

Whittaker’s Chocolate, a New Zealand chocolatier and the Portuguese Sagres Preta, maker of chocolate stout beer, bravely decided to create their website only using chocolate, their main ingredient.

Everything from the interface design to the navigation and the social icons on their website is made of chocolate!

The idea is brilliant, and with this approach these two companies are showing that advertising should be fun and honest, not boring, false or evil.

To better promote this initiative, the companies also accompanied the campaign with videos of how the websites were done – from idea to execution. Check out one of the videos that went viral on the web:

Delicious, isn’t it!?
If you would like to reinvent your own website and find a creative way to promote your products like these two brave companies, feel free to get in touch with us.

As a final thought, I’ll just share this excellent quote from the great Jerry Della Femina, who said:

“I honestly believe that advertising is the most fun you can have with your clothes on.”

Posted by Damjan Arsovski
Posted in Digital Media, Graphic Design, Interactive Marketing, Marketing Agencies, Online PR, Photography, Social Media Marketing, Video Sharing, web 2.0, web development, Website Design | 1 Comment »
Tags: choco, chocolate, chocolates, creative ideas, creative web design, Interactive Marketing, sagres preta, social media, video, video production, Website Design, whittaker

Twitter use in Marketing: between Yes and No August 26, 2011 – 5:24 pm				Cristiana

Social Media Case Study: Etsy & Paramount Pictures

Twitter use in Marketing : between Yes and No

It is very well known that many companies use Social Media to promote their services and  products. What makes the difference among them is the way each creates the brand awareness.

The first company that deserves attention is Etsy.  They started using Twitter in December 2007, having as main concept to share the newest posts from Etsy’s blog. When they realized Twitter’s potential, they decided to create a new ‘behind the scenes” concept for their tweets: to share with followers tips, provide pieces of information about upcoming events and promotions on the site and alert them to the newest/innovative products from Etsy sellers. But the strategy does not end here. If one goes deeper, it is more about creating focus groups from their followers by actually retweeting individual Etsy sellers and monitor ideas instantly.

In fact the company’s goal is to build a community and at the same time to observe it and share pieces of information about impressive ideas and products.

What happens if we talk about a film studio like Paramount which does not have any marketing budget for its movie?

Amy Powell, EVP of Interactive Marketing Strategies and Film Production at Paramount Pictures, thought of a simple strategy: taking into consideration that the film was called “Paranormal Activity”- audiences would react to it only if they could see it. Nothing is easier than that. The Studio found horror movie fans, put them in front of the film and taped their reactions.  The videos went viral and represented the essence of the marketing campaign for this movie.

The BIG QUESTION comes: Did they use Twitter?

The answer will be surprising… NO. The reason is simple: on Twitter, activity stops late at night; but that was actually when Paramount needed audience (a horror movie means first of all be watched late night).

These are two examples of companies from different industries that chose to use and respectively not to use Twitter as part of the marketing strategy.

So, as a final question: to use or not to use Twitter as part of the Marketing/ PR Strategy? Everything is related to the budget, target and ultimately industry… and why not – intuition.

Article inspired by:

http://www.casestudiesonline.com/

http://econsultancy.com/us/blog/6047-case-study-paranormal-activity-takes-over-twitter

Posted by Cristiana
Posted in blog, Social Media Marketing | No Comments »

Twitter @the next level: CRM August 15, 2011 – 3:48 pm				Cristiana

Through the evolution of the business and practice of social media, it has become an efficient to not only to promote your business online, but to practice consumer relationship management (CRM).

Let’s take a look at Jet Blue’s Twitter account, and see how they’re approaching the situation.

By just reading the brief profile description, Jet Blue lets you know the purpose of their Twitter account and how people should approach interaction: “Have a question? Follow us and let us help!” The number is users increased for every passenger that has to report a problem. He or she knows that any question that may have regarding the airline and their services are a tweet away. Twitter grants the possibility of a direct response. As many have learned from experience, emailing a company representative does not ensure quick results. As quick, on-the-spot interaction is the very point of Twitter, people are likely to bring their problems to this forum for an easy answer. It also helps that Twitter is highly accessible via phone for many. Twitter as a CRM becomes efficient for both consumers and the company.

Having a look at the structure of each tweet Jet Blue publishes, we see that it is uniform. This allows followers to feel like they’re following the company and not individual workers, who they may or may not feel connected to. You will notice the “digital voice” in all tweets are the same; also creating brand consistency.

With more than 1,600,000 Twitter followers, Jet Blue uses Twitter to create brand awareness and manage public perception by accommodating their clients in the digital sphere. Jet Blue like many brands has adopted the philosophy – “go where customers are”, and use it highly effectively. This puts brands awareness and CRM all under one roof.

This marketing strategy has affected Jet Blue positively. It poses the question “Why not fly with an airline that really cares about me, the passenger?” For implementation purposes, responding to messages each day is involved and time consuming. However, in the long term, Jet Blue has decided that building customer loyalty far outweighs any monetary investment this strategy requires. Jet Blue’s Twitter becomes not only the place to go to have your questions answered, but to share the unforgettable moments of your trips and holidays. A company trusted will always win battle of customer loyalty.

Posted by Cristiana
Posted in blog, CRM, Social Media Marketing | No Comments »
Tags: blueliner marketing 7 pillars of digital marketing, CRM, jet blue, Social Media Marketing, social networks, twitter

LinkedIn Stats & Demographics, July 2011 August 8, 2011 – 9:57 am				Damjan Arsovski

After the recent IPO, LinkedIn decided to post their financial results and stats for the second quarter of 2011. During Q2, LinkedIn managed to get record amount of users, unique visits and pageviews.

With more than 115,8 million users and counting, about 61% increase compared to same period last year, and revenue of $121 million in Q2/11, compared to $54,9 million in 2010,  this professional social network is really onto something….

Check out the following First Earnings Announcement PPT by Jeff Weiner and Steve Sordello for more details on how this social network is becoming a key player in the online business world:

Furthermore, take a look at the following PPT by Amodiovalerio Verde, in which he outlines some very interesting stats about LinkedIn, such as:

• 58,5% of the 116 million users are male
• The users from the following 10 countries represent 80% of all LinkedIn members: US, India, United Kingdom, Brazil, Canada, Netherlands, France, Australia, Italy and Spain
• About 68% of users come from Europe and North America
• Almost 50% of the users have titles such as managers, principals, owners, CEOs or vice presidents
• About 40% of the users work in companies with more than 10,000 employees

For more LinkedIn facts, check out:

Posted by Damjan Arsovski
Posted in blog, Business News, Digital Media, Interactive Marketing, Social Media Marketing, web 2.0 | No Comments »
Tags: LinkedIn, linkedin business network, linkedin demographics, linkedin first earnings, linkedin ipo, linkedin marketing, linkedin statistics, linkedin stats, linkedin users, linkedin.com, social networks, statistics

How Twitter has Become More Than a Chat July 18, 2011 – 1:56 pm				Cristiana

Many publications, especially those online have published articles related to the power of Social Media. Of these, publications dedicated to only Social Media have explored deeper and conducted research on the way social media has affected us in other ways.

Social Media has become one of the most powerful tools in Communications, PR, and Marketing. As the use of social media is ever expanding, it is now beginning to be used to influence immigration trends and has began to have a great influence in the medical world.

Australia is a prime example. This country has a unique problem. With a population of 20 million, many describe Australia as being under-populated. This can be attributed to the long distance that people have to travel from their native countries to Australia, and the violence against the native aboriginal people.

Slowly, Australia has begun to “convince” people from different cultures not only to visit as tourists, but also to become Australian citizens. In order to attract more people, Australia has implemented media. They have created television ads to promote the benefits of becoming an Australian citizen. This trend took off in 2010, when SBS, a local TV channel launched an online interactive series of documentaries celebrating the successful stories of the African people who came and built a new life in Australia.

What about medicine? How can Twitter be your Doctor?

Computer Scientists from John Hopkins University have observed that over 1.5 million tweets from 2009-2010 were inquiring about self diagnosis and self treatment for varying illnesses. Incorrect self diagnoses followed by feedback from millions of unqualified followers have created a sea of misinformation. This year the common misconception that antibiotics combat the flu became even more prevalent due to this form of communication. (In fact, antibiotics have little to no effect on the flu, they simply build the virus’ immunity to this type of treatment). The topic of medicine has found a convenient niche in modern social media. Currently, qualified specialists are creating special Twitter channels to give advice on healthcare inquiries regarding widespread ailments like headaches and the stomach bug.

It is amazing how social media has started not only providing basic information but influencing fundamental decisions people make, drastically affecting their daily lives.

Inspired By: http://socialmediatoday.com/node/315625?utm_source=smt_newsletter&utm_medium=email&utm_campaign=newsletter     July 8, 2011

Posted by Cristiana
Posted in blog, Social Media Marketing | No Comments »
Tags: Blueliner, digital marketing agency, internet marketing nyc, smm, social media, social media marketing agency, twitter

New Version of iPhone Expected in Quarter 3 July 6, 2011 – 12:16 pm				Mohsin Sharief

The Wall Street Journal reports that Apple has placed orders for key components to be used in next-generation’s iPhone to prepare for a third quarter launch.

The newer version of iPhone is expected to be thinner and lighter than the iPhone 4 and said to have an 8-mega pixel camer. The iPhone will operate with Qualcomm Inc.’s wireless baseband chips, a person familiar with the matter tells the Wall Street Journal.

A source at one of Apple’s suppliers says the company is looking to meet its goal of 25M units by the end of this year-2011. Apple said it sold 18.65 million iPhones in the fiscal second quarter, which ended March 26. Last month after returning from a trip to Taiwan, Morgan Stanley analyst Katy Huberty said Apple will commence production on the next version of the iPhone this August.

Shipments of the new iPhone could be delayed if Hon Hai can’t improve its yield rate as the new iPhone is “complicated and difficult to assemble, the WSJ says.

Posted by Mohsin Sharief
Posted in Digital Media, Mobile Applications, Mobile Marketing, News, Social Media Marketing, Video Sharing | No Comments »
Tags: apple

Crack One Open With Untappd and Pintley July 1, 2011 – 1:14 pm				Abdul Fattah Ismail

The Fourth of July weekend is here, and I want to wish everyone safe travels to their destination. While you are enjoying food and spirits with your friends, a couple of new websites look to engage with your friends. Untappd is a social media application where beer connoisseurs can post their beverage of choice. Similar to hyperlocal applications, Untapped creates a virtual pub for participants to debate and discuss topics relating to the brewing sector.  The mobile interface allows you to tag your friends, posting comments on entries.  Businesses also have an opportunity to develop brand positioning strategies while offering awards for active customers.  I think microbreweries will have a strong opportunity for awareness through this segmentation.  They can engage with coupons for select drafts, inform of tasting events, and seek sponsorship for local events.  According to the report from Netted, users also have an archive tab to glance over their discoveries.

Those discoveries can be fleshed out on Pintley.  Pintley is another social media website where a user makes choices based on their individual palette. Pintley will use their algorithm to list recommendations and offer communities to talk about them.  You could say that Pintley is the graduate level of the brewing industry. Users have lauded the streamlined interface.  Take a virtual tour of Pintley here.

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Business News, Social Media Marketing | No Comments »
Tags: Blueliner Marketing, digital marketing agency, new york interactive marketing agency, online communities, Social Media Marketing, social media news

GSM Technology Celebrates 20 year of Service July 1, 2011 – 11:33 am				Mohsin Sharief

The first GSM call was made by Finnish Prime Minister Harri Holkeri to Kaarina Suonio who was the Vice-mayor of Tampere. The call took place in Finland on July 1, 1991. The first network was built by Telenokia and Siemens and operated by Radiolinja (now Elisa) using a 900 MHz band. In the call, Holkeri and Suonio discussed the benefits of the New GSM technology, voice quality, security, privacy and the phones identity being in the SIM card. This allowed consumers to easily manipulate and choose products they like.

The GSM standard was agreed on in 1987 by 13 European nations, settings standards for the technology. In 1992 the first short messaging service (SMS or text message) was sent and Vodafone UK and Telecom Finland signed the first international roaming agreement. In 20 years, GSM has grown rapidly and today has reached over 4.4 billion people in 212 countries.

The first commercial GPRS services were launched in 2000. The first UMTS (W-CDMA) network was launched and worldwide GSM subscribers exceeded 500 million that year. In 2002 the first GSM network with 800 MHz frequency band became operational and also the first multimedia messaging services (MMS) were introduced. EDGE services first became operational in 2003 and the number of worldwide GSM subscribers exceeded 1 billion in 2004.

Over time, the technology has evolved to support 400, 800, 1800 and 1900MHz bands; and now supports WDCMA-based UMTS (3G) and later HSPA and HSPA+. The GSM standard Association currently holds 80% of the global mobile market.

Posted by Mohsin Sharief
Posted in Mobile Marketing, News, Search Engine Optimization, Social Media Marketing | No Comments »
Tags: birthday, cdma, GSM, NSN, technology

Foursquare Grows to 10,000,000 Members June 29, 2011 – 11:30 am				Abdul Fattah Ismail

This event happened last week, but the infographic struck my eye for its animation flash.  To see the action, click through the image.

It’s actually astonishing that geolocal social media marketing has taken off in terms of individual engagement.  I found the concept awkward, as many probably did at first glance. Why would someone publicly alert the world of your location? Well, it’s just fun and games. It also promotes more intrigue, not to mention intensify the voyeurism of our digital livelihood.  Since we constantly engage with applications on our phone, it is also a marketing stream.

Local businesses are slowly starting to leverage the participatory nature of geolocal tagging. The Foursquare application developed a new feature to list up to 25 specials in your latest checked point. As a result, scale is becoming closer to a reality for businesses who engage with repeat customers.

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Business News, Small Business, Social Media Marketing | No Comments »
Tags: Blueliner Marketing, digital marketing agency nyc, foursquare news, geolocation, Social Media Marketing

Ad Click Of The Day: Walker’s Crisps June 27, 2011 – 4:21 pm				Abdul Fattah Ismail

The small town of Sandwich, England is described by their citizens as ‘lovely, but boring’. Nestled in the Port of Kent, the town has architecture dating nearly a thousand years in age. The marketers at Walkers, the English snack company under Pepsico, engaged the citizens with a witty cross-promotion of celebrities like Pamela Anderson, an English boy band called JLS, and Formula 1 driver Jenson Button. You can learn more about the vision right here from the marketing director. Creativity Online writes a critique about the Grand Prix Jury ruling this one a winner.

Video content was distributed throughout the cyberspace on social media channels. Traditional ad spots also ran on the radio and television. The brand positioning is rather obvious but still clever. This particular campaign won accolades at the Cannes Grand Prix for its creative effectiveness. I couldn’t have said it better.

Posted by Abdul Fattah Ismail
Posted in 7 Pillars of Digital Marketing, blog, Business News, Content Marketing, Digital Media, Interactive Marketing, Social Media Marketing, Video Sharing | No Comments »
Tags: ad clicks, Blueliner Marketing, digital marketing agency, digital media, new york interactive marketing agency, online advertising agency