Understand How Consumers Are Using Social Media and Mobile Apps to Shop
According to Deloitte’s 2010 Back-to-School Survey, three out of 10 consumers plan to use their mobile phones to assist in their back-to-school shopping. No doubt, as shoppers look to social media for product information, reviews and sales, the ecology of shopping is changing rapidly. As it does, marketers are trying to address two challenges. The first is how to strike the right balance between verified traditional methods and the pursuit of new ways of communicating with shoppers. The second challenge for marketers is to garner shopper attention, then earn and cultivate a relationship with the shopper.
To be most successful, shopper marketing must be holistic. It must be aware of the tools today’s shoppers are using. Studying how shoppers use social media not only provides an understanding of shoppers, but it also represents a vehicle for getting relevant information to shoppers when and where they need it.
Many organizations these days are engaged in—to some degree—some type of Social Media activity. Unfortunately, many have recoiled from their social media experience or have expressed their disappointment with the results. In most cases, the organization has not been given the proper guidance on the set up, execution and ultimately on how to evaluate success.
Social Media is not a media program. It’s not a Facebook (only) program and this is where many marketers and organizations fail—either on their own or with their existing agencies. Experience, coupled with a firm understanding of how social marketing can benefit you immediately, really does count. Experienced social marketers help you develop a sincere and lasting conversation with your customer.
Your day is filled with the things that really matter. You may run a household, juggle kids from soccer, music and dance classes, work long hours to climb the corporate ladder of professional success, or spend your evenings entertaining and enjoying the company of good friends. Going to the grocery store can be a total nightmare to squeeze into your day. Do you know what else can be a total nightmare? Realizing that you have run out of certain household products—like toilet paper—in a moment of urgent need.
Wouldn’t it be great if there was a service that would allow you to order these items online and have them delivered right to your door? Imagine the convenience! No heavy lifting, no parking lots, no long lines at the check-out, no running out of necessities because there just wasn’t time to run out. You just fill up your grocery cart with the click of a button and SHAZAM—they arrive at your door when you want them to.
Grocery Gateway has revolutionized the way consumers think about shopping for groceries. This online grocery has transformed its strategy and consumer objectives and has positioned itself into generation Y with an integrated social media program. The digital platform provides Grocery Gateway with the unique ability to connect with and engage its shopping consumers. The social platform allows them to personalize the shopping experience with its consumers in honest, real-time conversations. Find them on Facebook at http://www.facebook.com/GroceryGateway and ‘Like’ them to find out about exciting contests that are underway or get into the conversation with them on Twitter at http://twitter.com/GroceryGateway.
“Five years ago, after months of late nights, testing and preparation, YouTube’s founders launched the first beta version of YouTube.com in May, with a simple mission: give anyone a place to easily upload their videos and share them with the world,” the YouTube team writes, “Whether you were an aspiring filmmaker, a politician, a proud parent, or someone who just wanted to connect with something bigger, YouTube became the place where you could broadcast yourself.”
That site has become synonymous with video on the web. It has spawned competing sites and has literally become the perfect representation of what the internet is all about—sharing with the world. YouTube hosts boatloads of diverse topics and interests from crazy animal tricks, more music videos than the MTV archives, educational how-to’s, to political platforms. More importantly, it has given people a soapbox in order to engage each other in the more important world matters that affect us all.
“What started as a site for bedroom vloggers and viral videos has evolved into a global platform that supports HD and 3D, broadcasts entire sports seasons live to 200+ countries,” the team details, “We bring feature films from Hollywood studios and independent filmmakers to far-flung audiences. Activists document social unrest seeking to transform societies, and leading civic and political figures stream interviews to the world.”
There is no question that YouTube has carved a very special place for itself in the internet and become an integral part of our society. Happy Birthday YouTube—here’s to many more! Check out this video montage of YouTube over the years.
The Skintervention II program is well under way in support of the Jergens® Natural GLOW brand. This program brings brand awareness through a central hub micro site (www.skintervention.ca) that hosts a “Get the Skinny Blog” with content ranging from the risks associated with sun tanning to tips on getting a healthy glow. The program also boasts a reach to consumers through e-blasts, traditional and on-line advertising, contests and product giveaways. All sorts of interest and engagement have been generated through some very high value contests with HGTV and Canal Vie. On HGTV/CanWest properties, consumers will be enticed to enter to win a $10,000 Ultimate Patio Makeover. With Canal Vie, Quebec consumers will receive $3,000 to spend on their outdoor living space with Club Piscine.
Further engagement has Facebook fans and Twitter followers sharing their bad sunburn stories, known as ‘Skinfessions’ on the Skintervention site for everyone to see—and some of them are just plain ol’ nasty. Get in there and check them out! Burn and learn people!
Jergens® Canada has also aligned their Jergens® Natural GLOW Daily Moisturizers with Lupus Canada as a sponsoring partner for their Walk-a-Block fundraising and Lupus awareness event. Lupus Canada ambassadors—and Canadian celebrities—Colin Mochrie and Debra McGrath have generously supported and participated in the program by filming three short online videos to help create an awareness buzz. To have a peek at those videos, check them out at http://www.youtube.com/jergenscanada and try not to smile while watching Colin.
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Understand How Consumers Are Using Social Media and Mobile Apps to Shop
nds. Going to the grocery store can be a total nightmare to squeeze into your day. Do you know what else can be a total nightmare? Realizing that you have run out of certain household products—like toilet paper—in a moment of urgent need.
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