Hermès encourages app sharing with two-screen content

Video still from Hermes scarf app promotion

Video still from Hermes scarf app promotion

Herms encourages app sharing with two-screen content
French leather goods maker Herms has updated its scarf-tying application to include a two-device game to encourage consumers to share the app with friends.
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Four Seasons pioneers sky with branded jet
Four Seasons is shoring up autonomy during its global travel programs by introducing a branded 52-passenger jet.
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Prada dreams up imaginary flora to define target consumer traits
Italian fashion label Prada is expanding its Candy fragrance range with the introduction of Prada Candy Florale.
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Fortnum Mason helps to preserve British ceramics via exclusive teaware series
British department store Fortnum Mason is rejuvenating interest in British bone china while celebrating its heritage as a tea-drinking region with an exclusive teaware range designed by London-based designer Richard Brendon.
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Christie’s luxury residential sales rise 20pc in 2013
London and New York were the highest-performing luxury markets in 2013 in the latest Christie’s International Real Estate report.
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The Ritz-Carlton Destination Club teams up with 3rd Home for expanded travel options
The Ritz-Carlton Destination Club, a collection of residences maintained by the hotel brand, has hammered out an alliance with luxury home-sharing company 3rd Home to let guests visit each company’s properties.
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Tiffany Co. dedicates annual Blue Book to gemstone trend
Jeweler Tiffany Co. has mailed out its annual Blue Book to enthusiasts with this year’s installation focusing on the colorful gemstones used in many of the brand’s designs.
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World Trade Center, Italian couture, BMW and Chopard – News briefs
Today in luxury marketing – Westfield World Trade Center finds retail tenants; Italian couture: A cut above; BMW’s Vision Future concept is a prophecy written in carbon fiber and aluminum; Chopard’s Karl Scheufele joins luxury billionaire ranks.
Click here to read the entire article on Luxury Daily

4 factors to consider in mobile advertising
Advertisers expect two things from their media partners: the ability to anticipate consumers’ needs, and the ability to change behavior.
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Mobile underpins Hooters’ first comprehensive loyalty program


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Mobile underpins Hooters first comprehensive loyalty program
Hooters is launching one of its biggest loyalty and mobile efforts to date today, with a rewards-based application and program that incentivizes in-store traffic with sweepstakes and customized offers.
Please click here to read the entire story on Mobile Commerce Daily

Walgreens redesigned app boasts store-specific inventory
The latest update to Walgreens iOS application uses store-specific offers to harness customer loyalty and brings added value through a more customized experience.
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Orbitz mobile users reap the biggest rewards from new credit card
Orbitz wants to give travelers even more reasons to use its mobile booking application with the introduction of the new Orbitz Rewards Visa Card.
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Mobile Minutes: Nokia, Android, OpenTable, China Mobile


Nokia devices to become Microsoft Mobile on April 25
Microsoft has at last announced that its acquisition of Nokia’s Devices division will close this Friday, April 25. Originally expected to close last quarter, the $7.1 billion purchase was delayed pending regulatory approval.
Please click here to read more on Ars Technica

For the first time, Android passes Apple’s iOS mobile ad traffic
For years, the rise of Android seemed to put almost no dent in the massive proportion of mobile traffic generated by Apple’s AAPL +1.17% iPhones. Various theories held that despite their rapid sales, early Android phones werent as easy to use as iPhones, didnt have the latest and greatest apps, or simply were bought and used by people who cared more about making phone calls and texting than using a lot of apps or roaming the mobile Web. As a result, advertisers preferred to direct ads to iPhone users.
Please click here to read more on Forbes

OpenTable is moving from ‘transactional’ to ‘experiential’
The company has articulated in recent communications with investors that it wants to expand their relationship with their two constituencies, Diners and Restaurants, beyond the simpler transactional to a deeper, more engaged experiential relationship. The purpose of this transition is to increase the seated diners for their network restaurants, which ultimately means higher revenues and profits for OpenTable.
Please click here to read more on Forbes

China Mobile profit drops as costs rise with iPhone release
China Mobile Ltd. (941), the worlds largest phone company by users, posted its third straight drop in quarterly profit as expenses for subsidizing Apple Inc. (AAPL)s iPhone and building networks increased.
Please click here to read more on Bloomberg

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Heaviest mobile users make up fastest-growing segment: report


Consumer connectivity to mobile has birthed a new type of user, the Mobile Addict who opens applications more than 60 times per day, according to a new report from Flurry.

While the average consumer is launching apps 10 times per day, the Mobile Addict is launching six times more apps per day. The segment of heavy mobile users is growing faster than any other segment, up 123 percent in the past year while the number of Super Users grew 55 percent and Regular Users just 23 percent.

This is the first time in our lives any marketer can engage the consumer all the time, said Simon Khalaf, president/CEO of Flurry, San Francisco. Marketers have not seen a medium to date so connected to the body of the consumer like mobile.”

The mobile device has become a television set in the hands of every consumer, and marketers need to begin thinking about advertising on a mobile device the same way they would in a broadcast setting, he said.

Implications for wearables
Flurry Analytics announced it has exceeded a network of 500,000 apps. Flurry now draws data from over 150 billion app sessions from 1.3 billion mobile devices worldwide monthly.

Data reveals that the average consumer launches ten apps per day, but also coincided heavy increase in digital consumption to the newly coined Mobile Addict an individual so immersed in the mobile realm that there are few distinctions between existing smartphones, and newly developed wearables.

Addicts are increasing exponentially

As a consumer who launches six times more apps than the norm, equating to 60 app openings each day, the Mobile Addict shows no signs of yielding consumption rate.

In fact, it is quite the opposite.

Between 2013 and 2014, Mobile Addicts grew 123 percent compared to all user segments.

Last month, there were 176 million Mobile Addicts, up from only 79 million at the same time last year.

The mobile generations
Mobile Addicts were 52 percent female and 48 percent male, compared to 48 percent female and 52 percent male for an average mobile users. That means females over-index 8 percent compared to the average mobile user.

The 8 percent number appears small, but it is significant: In the total Mobile Addict population of 176 million, it means that there are 15 million more female Mobile Addicts than male Mobile Addicts.

Concerning age, the Mobile Addict segment over-indexed on the 13-17 (teens), 18-24 (college students) and 35-54 (middle aged) age segments.

In fact, middle-aged consumers constituted 28 percent of Mobile Addicts, but only constituted 20 percent of the average mobile consumer. The Addict segment under-indexed on consumers aged 25-34 (adults) and older than 55 (seniors).

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Mobile Addicts persist in younger generations

In retrospect
The quintessential Mobile Addicts are surprisingly not teens, college students, and middle age parents, all groups which expect the most out of mobile devices for daily tasks and communication.

The reveal of young adults under-indexing is also quite predictable, as they have presumably entered the workforce, are predominantly single, and out and about much more than older and younger segments.

What is striking, is the over-indexing of the middle age segment. Flurry discovered that this group is most likely comprised of couples that share devices with family members, including children.

The future of wearable tech
Mobile Addict behavior patterns suggest consumers are using devices inherently like clothing.

They will undoubtedly become the early adopters and guinea pigs of wearables.

While much current wearable tech focuses on health and fitness, developers will need to think about what awakens alacrity amongst the Mobile Addict segment, a group whom require constant attention, become bored easily and are interested in accessing critical tasks from the palm of their hand.

Traditional marketing consists of one way communication, Mr. Khalaf said. Marketers need to realize that communication is now a two way deal and engagement is 24/7, 365.”

Put it this way, if you have the chance to speak to your customers all the time what would you say?, he said.

Final Take:
Michelle is editorial assistant on Mobile Marketer, New York

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Post Foods’ Honeycomb swarms Instagram for teenage-focused campaign


HoneyComb cereal taps Instagram

Post Foods is tapping into Instagram’s creative capabilities with a new campaign for HoneyComb cereal that enlists user-generated content to hopefully build long-term engagement.

HoneyCombs new campaign asks consumers to compete weekly tasks by interacting with the brands Instagram page weekly. The cereal brand is also enlisting teenage celebrity Jacob Latimore to give the campaign some extra star power.

Insights show that Instagram has now surpassed both Twitter and Facebook to becometweens’and teenspreferred social network, said Susan Fruzzetti-Reich, senior brand manager at Post Foods Honeycomb, Parsippany, NJ.

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We found Instagram to be the best platform to encourage our creativetween and teenfan base to interact with our brand and submit their entries for our weekly challenges, she said. The challenges arefunand social, so we wanted the method for submitting entries to reflect that samecreativitywhileencouragingsocialinteraction.

Triggering weekly engagement
Each week, HoneyComb will post new content to its Instagram account.

The first call-to-action asks consumers to follow the brand on Instagram and then post a selfie tagged with the #HoneycombShine hashtag. In exchange for posting content, the brand will dole out 25 pairs of headphones.

In addition to photos, HoneyComb will also ask consumers to post short video clips as entries for upcoming challenges.

HoneyComb’s Instagram page

The weekly challenges run through May 26, and one lucky fan will win tickets and the chance to meet Mr. Latimore this summer while he is on tour.

HoneyComb originally launched its Instagram campaign in January and used it to post photos of artwork, pop culture references and memes about the cereal brand.

Millennial-focused marketers are increasingly turning to Instagram to connect with smartphone-wielding consumers who are posting and browsing through photos and videos of their friends multiple times per day.

The challenge with these sweepstakes and promotions is building up some long-term engagement with a fickle group. HoneyComb is trying to tackle this by churning out weekly content, but it remains to be seen if consistent messages during a set promotional time are effective in driving long-term engagement.

CPGs ramp up mobile, social efforts
HoneyCombs initiative builds on two other similar campaigns that Post Foods has run recently.

Honey Bunches of Oats ran a campaign in November that targeted Hispanics. The campaign involved a microsite where consumers could upload videos of themselves dancing (see story). 

HoneyComb’s Instagram page

Additionally, the CPG giants Cocoa Pebbles and Fruity Pebbles launched a mobile app at the end of last year that tightly integrates social media (see story).

Unlike the previous efforts, HoneyCombs campaign is slightly different since it lives on the third-party Instagram platform versus an owned mobile site or app.

Mobile usage continues to grow for our consumers, including the use of mobile devices for entertainment and social engagement, Ms. Fruzzetti-Reich said. We want tocontinueto reach our consumers where they spend their time.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York

Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/PVndfMSaMQ4/17640.html

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