Pay per call and mobile search are the future of mobile commerce

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Eric J. Gerritsen

Eric J. Gerritsen is vice president at Pulse Mobile


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Related content: Columns, Eric J. Gerritsen, Pulse Mobile, pay per call, mobile search, luxury marketing, luxury, mobile advertising, mobile commerce, mobile commerce, mobile

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Beacon, Wi-Fi marketing potential threaten the longevity of in-store check-ins

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Beacon, Wi-Fi marketing potential threaten the longevity of in-store check-ins
As retailers look to gain a stronger footing in mobile with branded, standalone applications, the role of third-party check-ins is under increasing pressure to evolve as brands embrace newer forms of in-store engagement such as beacons.
Please click here to read more on Mobile Commerce Daily

7-Eleven cranks up app downloads with mobile-exclusive sweepstakes
7-Eleven continues to build up its mobile prowess with a new promotion that gets consumers to download its mobile application and talk about the brand on social media.
Please click here to read more on Mobile Commerce Daily

Orlando Magic unleashes iBeacon potential with in-stadium experience
The Orlando Magic claims to be the first National Basketball Association to leverage iBeacons and take the in-stadium experience to the next level.
Please click here to read more on Mobile Commerce Daily

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BMW encourages Pandora listeners to build an i3 model
BMW North America is guiding listeners of the Pandora mobile application to learn more about the i series with a takeover advertisement.
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Mobile Minutes: Twitter, Microsoft, kill switch, Google

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Twitter introduces mobile app install ads and integrated ad-buying with MoPub
The company is announcing several new features today that Vice President of Revenue Kevin Weil described as adding up to an easy and scalable way to drive app installs and app engagement, both on Twitter and off Twitter. Those include the ability to pay for Promoted Tweets that drive app installs, and to buy ad campaigns that run on both Twitter and the MoPub network.
Please click here to read more on Tech Crunch

Buy once, play anywhere: First universal Windows apps hit Microsoft app stores
Microsoft has rolled out the first universal apps for Windows and Windows Phone, allowing users to buy an app once and play it on phones, tablets and PCs.
Please click here to read more on PC World

‘Kill switch’ may be standard on U.S. phones in 2015
The “kill switch,” a system for remotely disabling smartphones and wiping their data, will become standard in 2015, according to a pledge backed by most of the mobile world’s major players.
Please click here to read more on CNN

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Google launches Chrome remote desktop on Android, allowing mobile access to your PC
Google this morning launched a mobile client application called Chrome Remote Desktop app for Android (whew!) which allows for remote access to your Mac or PC from your Android device, whether smartphone or tablet. The new app is an extension of Googles previously launched Chrome Remote Desktop screen-sharing service, which allows you to share your desktops screen with other Chrome browser or Chromebook users.
Please click here to read more on Tech Crunch


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Dior weaves codes and trends together in digital nail polish promotion

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Dior Vernis gel-effect nail polish

French fashion house Christian Dior is emulating the motions made while using mobile devices to promote its Dior Vernis nail lacquers.

Dior showcases the gel-effect shape achieved by wearing Dior Vernis by depicting a consumer swiping and tapping her smartphone or tablet. Beauty marketers should look to the everyday habits of consumers to show products in a relatable way.

“We all remember the first time that we got our hands on an iPad: beautiful contents flow under our fingertips with simply a few swipes and taps,” said Yichan Wang, marketing specialist atAurnhammer, New York. “Dior’s promotional video cleverly translates those user interactions to the elegance, power, and smoothness of Vernis nail polish.

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“Viewers will easily find the hand gestures relatable to their dynamic and fun experiences with smart tablets,” she said. “Mobile technology should be front and center for all brands today.

“As a brand with rich history, Dior needs to take its transcending charms into the technological era. It’s exciting to see them subtly hinting mobile innovation in the campaign. However, a bolder step into mobile will help Dior preserve its timelessness, and leap forward to keep up with the consumers at the same time.”

Ms. Wang is not affiliated with Dior, but agreed to comment as an industry expert.

Dior did not respond by press deadline.

Polished

New to the Dior line-up of nail polishes, Dior Vernis promises an ultra-shiny, long wearing gel-shape. The gel-effect is a popular trend among women who prefer the long lasting gel manicure over traditional polish.


Dior Vernis in Junon, named for an iconic dress created by the maison

Available in 24 shades and 4 limited-edition colors, the Dior Vernis collection polishes are named and inspired by codes of the maison. For instance, Muguet, a pale white color, is a nod to Mr. Dior’s good-luck flower, often worn in the buttonhole of his lapel.

Dior shared Dior Vernis with its enthusiasts across social pages and its branded blog, DiorMag. On Facebook and Twitter, Dior included a 48-second video where a womans hand taps and swipes polish bottles and the screen to mimic the movements needed to work a mobile device.

First, a bottle of polish appears with a second cap acting as a power button. When the woman presses the cap, the screen brightens and a rectangle begins to appear from the background dripping in polish.

As the polish drips off, the outline of a Dior Vernis grid is seen. Next, the model takes her hand and swipes across the screen to push away the opening scene and show a close-up of a purple polish bottle.


Dior Vernis grid, video still

The following sequence shows a red bottle from different angles before the model swipes the screen upwards. When she does, the bottle resists but after a second attempt the cap is separated from the base.

Drips of Dior Vernis drop from above before the screen turns a bright magenta. As the viewer watches, letters that spell out Dior appear on the screen as they emerge from magenta polish.


Dior lettering, Dior Vernis video still

Another swipe brings up four bottles of polish while a second brings up approximately 19 bottles to show the full range of shades in the Dior Vernis collection. As the model swipes again, the bottles rush by before pausing and changing color without moving.

The following scene shows the woman zipping up a Dior iPad case while wearing matching purple nail polish. When the zipper is closed completely the woman swipes again to end the video leaving only Diors logo on the screen.


Dior Vernis 2014 – Infinitely Fashion. Infinitely Couture.

Dior also incorporated a Tumblr aspect to its promotion of Dior Vernis. On its account, Dior created family crests using two shades of Dior Vernis and fostered a conversation using the hashtag #KingdomOfColors to generate additional interest as consumers create their own color combinations.

For example, Palais Royal and Tra-La-La are combine to create a family crest of houndstooth in brownish taupe and light pink. Many of the #KingdomOfColors crests represent colors or patterns that are iconic codes of the brand such as the use of light pink and houndstooth.


Dior #KingdomOfColors with Palais Royal and Tra-La-La houndstooth

Keeping up with the Diors
Just as fashion brands dictate trends in fashion, the beauty looks created by brands set the tone for consumers. Staying ahead of the current beauty trends helps a brand maintain relevancy.

For instance, Dior shared its beauty secrets with enthusiasts by providing tips to achieve curated looks using the maisons Diorskin Nude Tan powder.

Available for the first time this season in a matte formula, Dior used its Backstage Makeup Mag to promote the Diorskin Nude Tan Matte powder where consumers could watch tutorial videos and learn more about the product line. When introducing a new product to an established line, beauty makers can benefit by tying in additional information about the collection as a whole to attract current users and curious consumers (see story).

Dior has also become effective at reaching its audience on multiple platforms.

The maison used a dedicated YouTube landing page, its new Backstage makeup microsite and social media accounts to promote its lip product. By hitting all of its digital platforms with varied content, Dior is able to ensure that consumers receive the message, however they interact with the brand (see story).

Knowing where your target consumers look is key to promoting a new product range.

“Connecting fashion and beauty brands to technology is a trend that is taking off in the fashion space,” said Lauren Bates, email operations specialist atBlue Moon Works, Denver, CO. “If a brand isn’t connecting through technology and the social space it isn’t going to reach its audience.

“This video short is a great way for Dior to enter the fashion meets technology space without over doing it or to feel like it is losing its branding,” she said. “The use of social platforms like YouTube and Facebook is a great way to get the video short in front of its fans and followers.

“Also, this leveraging of Dior’s followers has already lead to over 1,200 shares on Facebook alone. A brands social audience is a great way to create awareness because those people are already connected with the brand on a more intimate level and are more likely to share posts.”

Final Take
Jen King, editorial assistant on Luxury Daily, New York


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Agency profile: Fetch testifies for mobile’s evolution from campaign afterthought to centerpiece

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Fetch’s work for eBay

London-based agency Fetch has been spreading out across the globe with offices now in San Francisco, Berlin and a site in Hong Kong on the way. 

Since its launch in 2009 it has exclusively worked on mobile marketing and advertising, with a client base of companies that tend to already be steeped in mobile themselves, according to Guillaume Lelait, San Francisco-based vice president of North America at Fetch. Coming on board in year two, he has recently been seeing mobile come to forefront of many campaigns.

In the past we were sometimes receiving the brief when the campaign was supposed to start in the next couple of days, Mr. Lelait said, noting they frequently work in collaboration with other agencies. Mobile was just the afterthought.

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We are getting more involved strategically, he said. Sometimes we are the lead agency with companies that are really taking mobile seriously and putting mobile in the center of all concepts.

The independent agency currently employs 70 people with 45 in London, 20 in San Francisco and five in Berlin. It works across industries, but the companys sweet spot are marketers who are already advanced in mobile; Fetch does not do a lot of mobile education for clients.

Hotels.com, eBay, Supercell, William Hill, Excite.com and BloomFM are among its notable client roster, along with even bigger players it cannot name. Founded by Declan Reddington and James Connelly, the agency wants to focus on developing campaigns that stretch mobiles capabilities.

Novel creative
For eBay, Fetch created an app that enabled the audience to interact with a pantomime performance of the Cinderella story at Londons Charing Cross Theater. Everyone was equipped with an app installed on a tablet that allowed them to pick presents for each of the characters.

After the show, audience members received an email from eBay with links to the gifts they selected. There was also a youth cancer philanthropy component. 

Fetch has also been finding ways to enhance outdoor opportunity for mobile. In another campaign for eBay, it created NFC-enabled table wraps for cafes and bars in London through which consumers could access different eBay pages. 


Fetch’s Mr.Lelait

Then for client Hotels.com, it built a Running with the Bulls game. The brand awareness effort complemented a Hotels.com Bull Run promotional video for the annual event in Spain.

Many clients, particularly retailers like eBay, are becoming very performance driven, noted Mr. Lelait. Thus the agency has introduced FetchMe, a service to quantify and analyze campaign data in real-time. 

FetchMe provides clients a dashboard to see results that help optimize the campaign on an ongoing basis. There are lots of decisions made by an account manager during the day, said Mr. Lelait. 

Video is also rising in importance for mobile, with video-enhanced Twitter Cards now big tool on Fetchs radar. There is really a need to have a good video to demonstrate their mobile product, and weve been pretty busy doing different things, Mr. Lelait said.


Hotels.com’s Running with the Bulls game

Trending now
Last year was about getting millions of app installs for clients, said Mr. Lelait, who is witnessing a major shift. It is less about acquisition and more about, `how can I reengage users.

We are retargeting using the unit device identifier and coming up with a different message about a topic we know is of interest to them, Mr. Lelait said. For Hotels.com, if someone was looking into Las Vegas, they would be presented other related travel information or offers.

I think retargeting on mobile is going to be really hot this year, said Mr. Lelait. It is already huge online. There are retargeted ads everywhere.

When doing this however, it is important to think about frequency caps, he cautioned. You dont want to feel like there is always someone behind you and retargeting you.

One of the primary challenges is around transparency of advertising placements. The way the industry buys advertising from ad networks on mobile is blind. You never really know where your ads are showing, said Mr. Lelait.

We are at a moment where brands want transparency because they want their moneys worth. We need a technological solution.

The ads could be showing against something that is negative to the advertiser, he pointed out. It is still kind of the Wild West.


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