Categoría: Communication

feb 18

El despertar de Pinterest en los Centros Comerciales de España

Escrito por // Ana Berdié

“El Tsunami digital es también ya imparable para este sector. Detectamos que se han producido cambios en su digitalización en un espacio muy corto de tiempo. Han transcurrido apenas unos meses desde que presentamos las principales recomendaciones basadas en nuestro estudio 2013, dentro del XX Encuentro de Directores y Gerentes de CC.CC. organizado por la Asocaciación Española de Centros Comerciales. Hoy comprobamos que -por ejemplo- Pinterest, la red social más desconocida en aquel momento, empieza a despertar en los Centros Comerciales de España.”

RANDOM, empresa dedicada a la investigación de mercados, presentó las principales conclusiones de su nuevo informe sobre la “Digitalización de los Centros Comerciales en España – 2014”, en el marco de la Jornada sobre Tendencias en Marketing y Distribución Comercial, celebrada el pasado miércoles 5 de febrero de 2014 en la Facultad de Economía y Empresa de la Universidad de Oviedo, y organizada por la Cátedra Fundación Ramón Areces de Distribución Comercial.

Bajo el título “La Digitalización de los Centros Comerciales en España -2014”, el informe de la consultora RANDOM revisa la presencia de la Web Social y el Mobile Marketing, como herramientas de comunicación y vinculación con los clientes de este sector. Entre las principales conclusiones destaca que mientras la red social Pinterest, era la gran desconocida hace menos de un año, ahora se observan indicios claros de que está despertando su uso.

Hoy, 5 de los 31 centros comerciales entrevistados en 2013, ya disponen de su red Pinterest –según la auditoría realizada en Enero de 2014-, algunos de los cuales declararon no conocerla hace apenas 10 meses. En marzo de 2013, la consultora RANDOM entrevistó a 31 Gerentes y Directores de Centros Comerciales de España -representativos de las distintas tipologías de centros-. 14 de los 31 entrevistados, desconocían esta plataforma social en aquel momento. Si bien, entre aquellos que conocían Pinterest de un modo u otro, una gran mayoría apuntaba a que tendría una “relevancia alta a futuro”. Estas opiniones de expertos en el sector, contribuyeron a identificarlo como una tendencia a contrastar pasado un breve periodo de tiempo.

5 de los 11 Centros Comerciales más nuevos de España disponen de Pinterest propio, cuatro de ellos con un link directo desde su página web. A fecha de 4 de febrero 2014, tienen un promedio de: 14 tableros, 3.380 pìnes, 39 “me gusta” y 375 seguidores de media. Estas cifras varían de unos centros a otros, destacándo el CC. La Zenia Boulevard, con más de 1.600 seguidores.

RANDOM – Nuevos CC.CC. de España

Es relevante considerar que muchos de los retailers que operan en sus espacios comerciales, tienen sus propios Pinterests con tableros de imágenes en los que podrían repinear imágenes de los CC.CC. o bien ser susceptibles de ser imágenes repineadas por el centro comercial. Hay operadores del sector moda con miles de seguidores en esta red social: Mango está a punto de alcanzar los 52 mil seguidores en Pinterest y Zara la cifra de los 57.000.

ago 22

Neuromarketing Research on the new Evian Ad, by Neurorelay

Escrito por // Editor-in-Chief

Neuromarketing Research on the new Evian Ad

“The Evian video that was released in May had a global success and the number of views is still growing. In the ad, many people walk along a shopping window and they see themselves reflected as babies, having the same distinguishing looks, underlying the tagline ‘Drink pure and natural. Evian, live young.’. Here’s the video:

The scientists from Neurensics decided to test the ad in a neuromarketing study, so they wondered whether the popularity of the viral could be found in the brain and what effect it has on the brand value and purchase intention. The latter by comparing the results with Effies, that in previous studies have shown to have their own ‘neural signature’ predicting effectiveness up to 80% (more info here).

Attention and surprise, but no reward
The investigation showed that the viral scores above average on attention and surprise – two brain dimensions that determine the impact – which explains the global interest in the movie. It is also interesting to see that the brain pattern of the viral has a resemblance with Effies, although the expected reward (Expectation) is considerably below average; a missed opportunity in boosting sales. This omission is due to the lack of relevance. The ‘live young’ pay off, according to the scientists, should be more consistent with what we see. The link between babies, ‘stay young’ and Evian is not automatically created in the brain.

Evian spinnenweb Neuromarketing Research on the new Evian Ad

Moderate brand experience can easily be improved
Given the low Involvement and high Annoyance (Anger), the impact on the brand is moderate. The complicated relationship and the lack of involvement of the product (water) in the activities of the actors, makes it difficult for the viewer to link the appreciation that is evoked by the movie (Value and Desire) to the brand. The scientists from Neurensics suggest that the commercial would be much better when a few of the actors have a bottle of water in their hand, or even take a sip of the water.”

evian Neuromarketing Research on the new Evian Ad

Via Neurorelay

abr 03

Is social commerce worth the investment?, via Paul Marsden

Escrito por // Editor-in-Chief


There’s a useful post over at econsultancy by Eric Abensur of cloud-based commerce company Venda, that asks a simple, but very pertinent question, is social commerce worth the investment?

The short answer – according to the post – is a qualified yes, if retailers adopt the right approach and tone.

For the e-consultancy post, social commerce is not about turning social media into a marketplace, but using social media to promote the marketplace/site you’re selling on – essentially through social sharing. For instance, Etsy sellers use Pinterest for free advertising, and 20% of buyers come to the craft marketplace from seeing shared pics on Pinterest.  Use e-commerce software to sell, and social software to share. Simple, right?

But is that it? Is social commerce really just regular e-commerce with social sharing added in?  Well it’s certainly part of it.  Social commerce software solutions with traction - TurnTo, 8thBridge, AddShoppersinSparqBazaarvoice, LithiumSellaround – are all increasingly focusing on adding premium social features to e-commerce solutions – with ratings and reviews, Social Q&A, social recommendations, and customizable share buttons leading the pack. This is social commerce as a plugin, or rather, a set of plugins – and yes, it is worth the investment.  Why? Because these social plugins for e-commerce sites are simple, time and cost-efficient ways to help retailers monetize the referral value of their customers – which can be up to 40% of total customer lifetime value. Social commerce as a plugin is a no-brainer.

But there’s more to social commerce than a plugin.  The opportunity is to use social commerce for business model innovation – using a social mindset to create and capture customer value in new and different ways.

  • Tuangou (team buying) – selling to groups, not individuals (e.g. Mercedes has offered members of social networks the opportunity to club together an buy in bulk with group discounts)
  • Pop-up Retail - using social media as a channel for selling limited editions. (e.g., this year Mercedes launched a special limited edition Smart Car sold only on the Chinese version of Twitter)
  • Collaborative Consumption – selling stuff for sharing (e.g. Zipcar, AirBnB, Zopa)
  • Collaborative Commerce – using social technology to manage supply chain alliances and collaboration. For example, last year luxury retail chain Neiman Marcus said it will put together a limited collection from 24 American designers this holiday season with an unlikely partner … discounter Target Corp

Social plugins are a good way to start with social commerce, they are worth the investment.  But the big wins will happen when companies adopt a social mindset to do business model innovation – by thinking we-commerce not me-commerce.  The future of social commerce will happen with business model innovation, not a plugin.

(Via Social Commerce Today)

abr 03

New Microsoft Advertising Study: Consumer Experience is the New ‘Crown Prince’, via Natasha Hritzuk

Escrito por // Editor-in-Chief


As a busy, working mom I have no choice but to multi-task every day, and multiple devices such as my PC, Surface Pro and mobile phone help me get the tasks I need done so I can spend more time with my 3-year old daughter.

Like me, most people are multi-tasking throughout their day and we wanted to dive deeper into the consumer motivations behind why they use multiple screens. In our new study, called Cross-Screen Engagement, we found that while the era of ‘Content is King’ isn’t over per se, there is a new ‘Crown Prince’ coming on the scene: consumer experience. While marketers once generated content to fit manufactured and static advertising placements, consumers now control their own flow of content—from day to night, and from screens large and small. So it’s even more imperative that marketers understand consumer motivations in order to meet them in their moment.

We partnered with Flamingo Research and Ipsos OTX to recruit consumers across five markets— including Australia, Brazil, Canada, the UK and the US— to learn more about why consumers are using multiple devices and to understand the motivations that drive simultaneous or sequential usage across screens, and the opportunities for marketers.

Our study identifies that consumers typically follow four multi-screening pathways:

  • Content Grazing: This is the most common pathway 68 percent of consumers Content Grazing. This occurs when consumers use two or more screens simultaneously to access unrelated content; for example, watching a show on TV while at the same time checking email on your PC and texting a friend on your mobile phone.
  • Investigative Spider-Webbing: This is the second most common multi-screening pathway with 57 percent of consumers in this category. It’s a simultaneous path where consumers embark on a content driven investigation across devices at the same time, either to gather more information or for pure exploration. For example this could consist of watching a movie on the TV and looking up what other movies the actors have been in on a tablet or PC.
  • Quantum Journey: Forty-six percent of consumers land in the Quantum pathway. Here, productivity and efficiency are paramount as consumers are trying to accomplish a task.  Each screen separately and additively takes them closer to achieving their goal. For example, you snap a picture of a pair of shoes on your mobile that you see for sale while shopping, and then look up reviews about the shoes on your PC at home before purchasing.
  • Social Spider-Webbing: This is the least common multi-screening pathway with 39 percent of consumers engaging here. Consumers in this instance are extroverted and focused on sharing content and connecting with others across devices. For example, you beat your friend’s high score for a game on your Xbox, and then use Skype or other social channels to brag about your win to friends.

Here are just some of the tips we suggest to marketers based on the research findings:

  • Keep Content Seamless:  Windows 8 enables a consistent and cohesive experience across desktops and laptops, tablets, mobile phones and the Xbox gaming console. Marketers should think about utilizing SkyDrive for easy cloud storage and implementing content into apps such as Xbox SmartGlass – both provide seamless movement from one screen to the next.
  • Be ‘Always On’: In the morning, consumers tend to be more task focused and in the evening hours, all four multi-screening pathways kick into high gear. Marketers should tailor their messaging throughout the day. For example, connect them with commercial content that can be consumed in small bites via Bing and casual gaming apps, and then help them investigate or communicate deeper in the evening through Windows 8 Ads in Apps, MSN Video and interactive rich media ad units such as the new IAB standard Filmstrip unit.
  • Think Personal and Portable: The mobile phone is a highly personal device, but is also the bridge between work, on-the-go and home. Marketers should leverage the intimate feel consumers have with the mobile to drive relevant messaging, and apps are a natural fit here.
  • Keep it Contextual: MSN via the portal or Windows 8 apps disseminates contextually rich content around the topics consumers care about most: Lifestyle, Food, Finance, Autos, Entertainment, Sports and more.
  • Spark Conversation: Connect through rich, engaging ad experiences in environments where consumers make more personal social connections. Marketers should consider using Skype or gaming via Xbox to tell their brand story at scale and on the platform that consumers prefer: across PCs, TVs and mobile devices.

We’re continuing to build upon and dive deeper into the implications of these four pathways, as well as how they map back to our ongoing Consumer Decision Journey research. You can find more information within our full research report: Microsoft Advertising’s Cross-Screen Engagement.

As always, be sure to get in touch with questions or feedback. We love hearing from you!

Natasha Hritzuk, Senior global director of Research & Insights, Microsoft Advertising.

(Via Microsoft Advertising Blog)

oct 16

Adidas abre pop-ups secretos en Europa

Escrito por // Enrique Clarós


Sports giant Adidas has recently come up with a brilliant sales strategy that comes as a mysterious but pleasant surprise for its clients. In Germany, Austria, and Switzerland, Adidas launched 6 pop-up stores to cater to customers who want their sportswear in a snap. Each pop-up store opened in a location that was not announced to the public. Only selected individuals were given invitations to the opening dates and venues via social networking sites.

The Adidas pop-up stores are called such because setting up the display and merchandise can be done within a day. All shelves are made from light steel tubes, with shoes hanging out on display, and simple seating that features the Adidas logo. Even the lighting and floor layout are basic enough, allowing store owners to immediately make sales without having to fuss over design details. At present, the pop-up stores sell only the limited edition ‘Ransom’ and ‘Blue’ collections.

via PSFK

sep 12

Psicología de la persuasión

Escrito por // Enrique Clarós


Las técnicas de persuasión tienden a reducir la incertidumbre y estimulan el proceso que conduce del inmovilismo a la acción, a la toma de decisiones. Robert Cialdini (Universidad Estatal de Arizona) explica algunas de las claves, útiles en tiempos de crisis. Publicado en W.P. Carey.

Take the Leap: Overcoming Uncertainty with the Principles of Persuasion

The news about the economy is bad, and keeps getting worse.

The U.S. Labor Department says employers slashed 63,000 jobs in February — the worst losses in five years. The dollar has hit an all-time low against the Japanese Yen and is nearing an all-time low against the Euro, too. Gas prices have soared to $3.20 a gallon, the mortgage and credit crises are deepening, and even with inflation now a legitimate concern, the Fed seems poised to cut interest rates yet again in hopes of propping up an economy that many believe is entering a recession.

“I think there is a clear sense of uncertainty prevailing these days,” observes Robert Cialdini, a professor of marketing and psychology at Arizona State University. “It’s 50-50 right now as to whether we’re going to end up in a recession or not. Some say we will, some say we won’t. And for those who do think there will be one, there’s uncertainty as to how long it will last — whether it will be shallow or deep.”

In other words, Cialdini says, it’s an ugly, confusing situation. As a result, more and more people find themselves utterly puzzled as to how to react. Should they keep investing in stocks? Do they dare take out equity in their homes? Is it really a good time to launch their own business?

Many of those asking these questions are likely to answer, “No,” simply because they will find themselves frozen by uncertainty. That’s not good news for an economy struggling to regain its footing — not to mention executives and business owners who need customers to keep spending if they are to survive.

“The thing about uncertainty is that it can cause people to freeze,” Cialdini says. “It will cause them to do nothing.”

The only way to get these folks moving? Persuasion, Cialdini says.  SABER MÁS

Fuente: W.P. Carey School of Business. Arizona State University