(via Textually) Mobiico and Mobileway are teaming up with The National Hockey League to expand the NHL�s efforts in the mobile market this season with a new mobile community � NHL HockeyNation. As explained in a press release, NHL’s fans this year will be to vote their MVP of the game directly from home, by using a mobile phone. By texting the vote, participants could win 10,000 $ and a trip to the All Star Game. There will also be a Mobile Trivia and a Mobile Chat aimed to engage the huge number of hockey fans around the US (Over 22 million fans attend a hockey game every year, 220 million view the games on television).
Avis, the car rental company, has appointed Arnold Interactive to create an email marketing campaign. The emails will be distributed throughout the UK, Austria, Belgium, Denmark, France, Germany, Italy, the Netherlands, Norway, Portugal, Poland, Spain, Sweden and Switzerland. Avis plans to target up to 100,000 consumers throughout Europe. Mirko Behnert, e-Commerce Manager for Avis commented on Arnold Interactive Web site:“The strategy to develop more Internet business has enabled us to successfully increase the proportion of customers booking online to 12% in June, growing 65% year on year. We were impressed by Arnold Interactive’s ability to deliver cost effective solutions creatively and felt they were the ideal partner to help grow our business online.”
On New Media Age I’ve found an excellent article by Ross Sleight, on relationship building. He suggests that sending a birthday card or a promotional discount could be an excellent opportunity to build a closer relationship with clients. I agree with Ross: No matter what we are selling, a personal touch can make the difference. The point is to overcome customers’ expectations, not just fulfil them. And customers are first of all persons. Unfortunately marketers usually forget about this “detail”.
DMNews.com reports today that Delta Air Lines awarded a three-year contract to The Instant Web Companies, for producing its SkyMiles frequent-flyer newsletters, statements and membership credentials. In the press release, Rob Borden, SkyMiles program director, said:“IWCO�s programming capabilities allow us to extend highly targeted offers to our members, driving customer loyalty in strategic markets.”
Mercedes-Benz has taken Giorgio Armani’s exposition on the Web. A new micro-site features the itinerant exhibition produced by the Gugenheim Musum New York, and now showing in London. It shows approximately 400 creations of the Italian designer. It’s an interesting example of co-marketing, even though I found it rather plain and somehow sad in the way that it has been realized.
Reveries presents a very interesting interview with Joe Perello Chief Marketing Officer, New York City. A long conversation in which Mr Perello explains NYC as a brand and the integrated marketing strategies to promote it.
Tom Hespos wrote yesterday on MediaPost an excellent article to explain the marketing power of RSS (Really Simple Syndication). Apparently operating on the push model, they actually put consumer in control, since it’s up to the end user to decide which content to receive. RSS might be seen as a “spam” free” alternative to email marketing. I believe text-based ads will work for RSS feeds. RSS represent another chance for contextual advertising. Relevant advertising content can be put at the end of the feed. However I think it will be important to clearly separate the feed content from the advertising content. RSS appear to be a powerful tool for marketers, and it’s important to immediately gain people’s trust. Two simple words like “sponsored link” might do the job.
A nwe study by Cap Gemini Ernst & Young has found out that TV advertising has a low impact on consumers’ car buying decisions. As AdAge reports, Mike Wujciak, a vice president at Cap Gemini, suggests automakers to rather use online ads, which are faster to create and to analyze for results. However I tend to agree with Mike Palmgren, account director at Publicis who said that TV promotion is used for awareness.“If you’re not aware of a product, how would you know where to research it on the Web?”
Elemental, My Dear Watson…
Imediaconnection a couple of weeks ago has started a new column dedicated to Behavioral Marketing, today on ClickZ James Hering writes about Targeting Good Behavior. It seems like behavioral marketing is the new online fashion. Hering’s article is pretty good, since it provides the basics to understand what BM is about.
Pfizer is looking for new from agencies on below-the-line projects such as guerrilla and viral marketing for its Viagra brand. AdWeek reports today. It will be an interesting challenge, given the fact that the target segment of Viagra is usually not young and therefore not very accustom to viral marketing practices.
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