Hermès links holiday to travel with Departures mobile effort

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Herms holiday-themed mobile ad

Herms holiday-themed mobile ad

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Target meets last-minute shoppers’ needs via mobile services, offers

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Target
meets last-minute shoppers needs via mobile services, offers

During the final week of the holiday shopping season, Target is ramping up
efforts to bring added convenience to last-minute shoppers via a variety of
mobile services, including special offers, store pickup and gift cards.
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click here to read the entire story on Mobile Commerce Daily

Mazdas
mobile-appointment scheduling aims to ease customer dealer relations

Mazda USA will let customers schedule their own service appointments through
smartphones as the automaker strives to enhance the vehicle owners experience
on mobile, making it easier to do business with the dealer.
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click here to read the entire story on Mobile Commerce Daily

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Times
acceptance of bitcoin points to bigger push into mobile subscriptions

Time Inc.s move to accept bitcoin payments for subscriptions to some of its
publications marks a step forward for traditional publishers exploring new
business models that can be enabled through mobile devices.
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click here to read the entire story on Mobile Commerce Daily

Etsy
links online marketplace to social commerce

In a reflection of the growth in social commerce, retailers on Etsy can now
sell their products in-stream on Facebook, Twitter, Pinterest and Tumblr.
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click here to read the entire story on Mobile Commerce Daily

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Marriott leads travel brands in Snapchat-focused marketing

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Marriott is leveraging Snapchat to reach young travel enthusiasts

Marriott International is introducing a branded
Snapchat programming campaign in conjunction with popular content creators to
augment awareness, making it the first hospitality brand to use the social
media application as the center of an advertising campaign.

The three month-long campaign kicks off on Dec. 18 by
launching the @MarriottHotels channel on Snapchat, featuring content from social
media influencer Shaun McBride. In a bid to entice a younger demographic of
travelers, each of the four chosen influencers will be traveling to key
Marriott properties worldwide, taking trip itinerary suggestions from fans and
documenting their journeys on Snapchat.

Exploring new advertising territories with a platform
like Snapchat is smart for any brand looking to reach a younger audience, said
Kevin Canty, vice president of sales at Kargo, New York. Perhaps the greatest
opportunity with an effort like this is the need to create customized content
for mobile marketing.

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Too many brands try to fit their above-the-fold
creative into mobile windows, and that doesn’t always work. Creating unique
content for a specific platform like Snapchat will likely lend credibility to
the campaign with its target audience.

Compelling
content
Marriott
International is hoping to strike an emotional chord with the next generation
of social media-savvy travelers by leveraging one of the largest social media
platforms (see story). While many brands, such as Macys, have been using
Snapchat to roll out sponsored ads, Marriotts approach is different in the
sense that it is creating original content with popular influencers and taking
fan feedback into consideration.

Storytellers participating in the campaign include
Shaun McBride, popular Vine contributor Brittany Furlan, television show
creator Casey Neistat and British filmmaker and personality Louis Cole.

The influencers will develop their trip itineraries and
city destinations in conjunction with their followers, and will upload their
journey documentations via their personal Snapchat stories, as well as on the
@MarriottHotels Snapchat channel.


Snapchat users can share public “stories” of photos or videos

The brand aims for the influencer stories to emotionally
resonate with millennial consumers. One of Mr. Neistats planned trips will
take him to Marriotts new Haitian property, where he will showcase the hotel
and Haitis recovery from the 2010 earthquake.

Marriotts heavier focus on ramping up content strategy
is also an effort to build a brand community. The hospitality brand believes
that those two factors will help drive commerce, although the foremost goal is
to give customers what they want before they offer value back to the brand.

Thinking
ahead
The
campaign, which will be rolled out with Snapchat marketing platform Naritiv,
will allow Marriott to capture well-performing content and share it on other
social media apps and sites, despite the fact that Snapchat only lets users
access stories for 24 hours.

Narativ will also be providing the data analytics for
the campaign.

Some of the content that will be placed on Snapchat
will not necessarily be created for the brands Twitter or Facebook pages, but
Marriott claims it will consider cross-posting popular images and videos so as
to increase engagement with the next-generation traveler.

Marriott will be working directly with its chosen
influencers to ensure that relationships are being built, rather than relying
on them for a one-off advertisement. The hospitality brand seeks to do several projects
across a slew of platforms with them, and may extend the Snapchat campaign
based on the level of success it enjoys.

Being a first adopter and an innovator provides upside
for a brand, Mr. Canty said. Consumers – particularly younger consumers -
want to associate themselves with brands that are distinct and relatable.

They also respond well to those that provide
entertainment value- even if through
advertising channels. It’s hard to say that any one campaign or approach will
shift a large brand’s perception as a whole, but when aiming to engage with a
younger audience, a move like this can make an impact.

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York


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How marketers can leverage revamped iOS notification widget

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widget

The iOS notification widget


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Caitlyn Bohannon is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at caitlyn@mobilemarketer.com.

 
Related content: Software and technology, mobile, mobile marketing, iOS 8, Apple, iPhone, widget, notification services, Atimi

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Mobile Minutes: BlackBerry Classic; Facebook video ads; stopping Amazon; NBC TV everywhere

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BlackBerry Classic


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Related content: Content, BlackBerry, Facebook, video ads, Amazon, NBC, mobile marketing, mobile

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