The future of payment processing lies within mobile technology as it continues to disrupt traditional payment systems including credit, debit cards and even cash. In fact, mobile wallets are on track to exceed both credit and debit card usage by 2020 (WorldPay). With mobile payment, it’s time to get with the times or get left behind.
Need some digital marketing inspiration this week? The digital team at VI is always seeking out the latest in digital marketing insights. In an ever-evolving industry, we keep our skills sharp and our clients top-of-mind.
Imitation is the sincerest form of flattery. But, it’s a horrible brand strategy. You can’t own a position that another brand already owns in the consumer’s mind. And certainly not if that brand is a stalwart like McDonald’s. Yet, Burger King is doing just that: They are trying to beat McDonald’s at their own game. The most recent is the BK version of the Big Mac (Big King XL), but there’s a long history of Burger King chasing Micky-D’s.
VI Marketing and Branding shined bright at the 53rd annual Oklahoma City ADDY Awards on Saturday night. The electric lights beamed throughout Oklahoma City's Criterion venue as the agency took home twenty-five awards in all including: 5 Gold, 11 Silver and 9 Bronze ADDY Awards.
We’ve all been there. It’s the moment you’re sitting at your desk at work and all you can think about is that beach in a country far, far away. It’s the moment your imagination goes wild and your mind begins to play out your dream vacation – it’s the moment you begin the trip planning process.
According to Google research, 37% of people think about their next trip weekly to several times a month. When someone is beginning their trip planning process, what kinds of things are influencing the decisions they are making? How can we as marketers influence the process, touch points and decisions that each potential customer is making along their journey of trip planning?
First, we must know the customer journey taken by a potential traveler planning a new vacation. Unlike other purchases, a trip is something that most people plan far in advance with many touch points along the way. Data from Luth Research’s opt-in panel shows an example of how many travel micro-moments a participant experienced over a 5-month period:
In a travel customer journey, there are typically four key moments that matter most in influencing the destination of choice for the customer ( Think With Google):
1. Dreaming Moments
Dreaming begins the moment someone starts thinking about their next travel adventure. People instantly turn to their mobile device to search the, “Where is…?” and "What to do in…?” questions. Travelers are also utilizing platforms such as YouTube to watch travel-related videos. In fact, according to Travel Trends, 64% of travelers watched these videos while in the process of thinking about a trip.
As we ponder the opportunities to become better marketers in 2019, it is easy to feel that we are on the cusp of another marketing revolution. Voice marketing, privacy laws, and OTT (over-the-top television) are all influencing consumer behaviors, and therefore affecting how marketers interact with them. As new tools and channels gain traction in 2019, marketing strategies are likely to evolve rapidly throughout the year–– or at least among early adopters.
Advertising hasn’t always been seen as the most trusted industry. It’s known for half-truths and bait-and-switches in the name of a few extra dollars.
A customer journey model, like a marketing funnel, is helpful when tracking customer progress toward a desired action (conversion). As with any decision path, the coordination of sound strategy and timing of tactics is key to success.
The goal of any sales journey is to be in the right place at the right time.
Have you ever tried to hit a firefly with a pebble? In today’s morass of messaging, marketing must work harder and smarter, looking beyond the finite universe of tactics to satisfy strategies that coincide and bring the customer positive brand experiences in a timely manner. If we understand the circular (and at times organic) nature of the customer journey and look beyond our tactics to products and properties that enhance and capture brand advocacy, we increase our chances by launching not just the same pebble our competitors have access to, but multiple pebbles from different directions, at the right moment. With this type of approach in-mind, your chances for building a strong, sustainable brand increase exponentially.
Once when I was conducting brand research for a large regional bank, I was interviewing commercial customers and prospects and heard one piece of unexpected feedback over and over. ‘Quickly. I want the answer quickly, even if it’s ‘no.’ It’s interesting that getting turned down for a loan can be considered a positive customer experience.