Monday, 28 January 2013

CAPITEC AND GAMIFICATION



Gamification is essentially the concept of applying game-design methodologies to non-game  scenarios to make them more interactive, engaging and fun. The use of game mechanics like points, badges, leader boards and avatars help improve motivation and learning in more formal type situations.  

We have seen Gamification being utilised by FNB in previous campaigns to educate consumers about their product offerings and services. We saw this type of execution used for the eWallet product, Kruger Rand investing and Private Clients. In these instances it was campaign specific and for a limited period. Click here for "The Gamification of Education Infographic". 




Capitec recently launched http://www.moneywiz.co.za a separate micro-site built around consumer education and Gamification principles. It looks as if it is an extension of their brand sentiment "Live Free". The first thing that is interesting to note is how it is completely separate from their main website and the fact that it is built in Flash. 

The fact that it is built in Flash means it cuts out a large portion of the mobile market, lower LSM segments and the higher LSM segments. 

It looks as if the core focus of this micro-site is consumer education, specifically focusing  on planning for one's future and managing finances. It makes sense strategically, the younger you can get a customer to sign-up and be their financial partner throughout the course of their life, from student loan, to vehicle finance, home loans, investments, insurance to funeral policies the greater the ROI. Capitec is taking the position of being their for the customer to help educate them about financial planning. 
  

When one first lands on the website you can register and start creating your profile. It is interesting that they haven't given consumers the option to register through a social media platform like Twitter or Facebook. There is also a Profile Customiser section where consumers can create their own avatar, they can change everything from the colour of the hair, facial features, clothes to the background. You can also view other peoples profiles and "like" and "comment" on them. 



Once registered, you can start engaging with some of the Gamification type content. There is a very simple game called Hog Dash, where you have to navigate a bulldog/pig creature through a vertical maze collecting diamonds along the way, as you play the game there are specific product related messages and tips. The diamonds symbolise good and bad investments, you can also challenge friends and the objective is to collect the most diamonds in the least amount of time. 


There is a section called "Topics" and what is interesting to note is the characters they have created and their ethnicity (doesn't come across as being very diverse). Each of the characters have a financial related name, "Easy Ed", "Sally Savings", "Andy Asset", "Earnest Interest" and "Peter Plan". Once you select a topic or character you are presented with a number of money management related questions and after completing all the questions you get "Experience Points". Some of the topics one can select include: "I want to open a bank account", "I want to choose the right product", "I want to understand basic financial terms", "I want to plan my money matters", I want to apply for credit" and "I want to draw up a budget". Each of these topics educates customers about the products and services that Capitec has to offer. 


At any stage you are able to check your Profile Status and compare it to the average user. There is also a section called "send a greeting card" which is basically a referral element. 


Something else they have done effectively is implement the campaign across all their different digital platforms (Website and Social Media) ensuring a seamless user-experience across the interactive brand ecosystem





In closing, I think it is a great concept and simple to use. Based on the content and the type of information and advice provided I feel they have missed a huge opportunity by not optimising this platform for mobile and building it in Flash also creates numerous barriers. Believe it or not but there are still many consumers that don't have the latest version of Flash installed on their laptop or desktops and Flash requires large files and long load times. 

I also just feel that there isn't a sufficient value exchange for the consumer to return to the micro-site, it comes back to that age old consumer questions, "what's in it for me?". I will definitely be keeping an eye on this campaign to see how it evolves over time. 

Saturday, 19 January 2013

SIMPLE YET EFFECTIVE

A friend @GeneaF shared this campaign with me and I thought I had to share it. I loved it for the simplicity and the absolute effectiveness. I can just imagine the brief: "we need to advertise our dental floss and we need to increase sales".  

How do you advertise dental floss and make it exciting and stand out? Well, let me show you how...

Insight:  "dental floss removes annoying food remains from your teeth, making sure you don't look like an idiot with something stuck in your teeth."

Insight:  "how do emphasise the fact that when food is stuck in your teeth, that is all people see..." Have a look at the following print Ads, do you notice anything abnormal? 







In case you you missed it: 
Print Ad 1 - The women has an extra finger 
Print Ad 2 - There is a random floating arm
Print Ad 3 - The man is missing an ear. 

Extremely simple campaign but unbelievably effective and definitely one that achieved the key objectives. Great work by Y&R Brazil! 

Thursday, 17 January 2013

YOU CAN HELP, FNB LAUNCHES THEIR BLOG




It all started on the 9th of January 2013, when FNB created an event on Facebook titled "You Can Help" with not much more information than that. From this initial stage they started seeding the URL www.youcanhelp.co.za and at this point there was only a landing page with the functionality to provide your cellphone number to get a reminder for the live broadcast on 17 January 2013. 

FNB then used all their digital properties to create awareness about this live broadcast, encouraging Fans and Followers to set a reminder to hear a message from the children of South Africa. 

Just before 4pm on 17 January everyone who had requested a reminder received an SMS with the relevant information about the live broadcast. This was a very innovative system and I would love to see the viewership stats for those 3 minutes. 




The commercial was broadcast live across various channels namely: SABC 1, 2, & 3, Etv, MNet, Enews, Mzanzi, Vuzu, kykNet and SuperSport (a very impressive media buying and technical achievement and I am sure it wouldn't have come at a small price). What was more impressive is the fact that it was streamed online, all in real time. I am not sure what they would have done if it started raining? The concept behind the commercial was the following: "The campaign carries a message from the voices we seldom hear, the children of our great country". If you didn't manage to see the commercial please see the video below. The young girl did exceptionally well knowing that she was on live television with millions watching her, surpasses any speech day or debate i'm sure. 


Due to this being a live broadcast across so many channels, you can just begin to imagine how many people this commercial reached and of course created interest and curiousity to go and visit www.youcanhelp.co.za. The new blog suddenly received thousands of hits and because it was a launch there was no opportunity for testing and as with any new website or technology you will always find your odd bug here and there but they were quickly attended to and fixed. Throughout this entire period they had their social media team at full alert answering any queries and engaging where possible. #FNB immediately started trending on Twitter post the live broadcast. 

Twitter conversations and excellent RB Jacobs support


At the bottom right hand corner of the blog there was a login icon, this opens up a window that allows users to login using either Linkedin (is there a hidden HR agenda in there), Twitter or Facebook. Sadly though this functionality wasn't working and now it looks as if it has been removed from the blog completely. On the right it asks a user to "select the profile you would like to log in with: instantly, daily, weekly or never", i'm not 100% sure what that means?


It is going to be interesting to see the long-term strategy for this blog, there is already a "switch" banner on the homepage so there is definitely an acquisition element to it. There are already some interesting sections to the blog like "contributions" and "statistics/infographics" and one can only presume that in the future they will use this blog to seed financial educational type content, feel-good stories and additional infographics. 

Personally, I think a blog for a bank is a great idea as long as you have a solid content strategy. Banks often forget that they have the most qualified individuals and insights sitting within their walls. They are the people that we turn to for financial advice or at least that should be the case but all too often we do our research on other websites and blogs because they have better content, tools, information and support. Banks should become the Zero Moment Of Truth (ZMOT) hub for consumers when it comes to financial products.


What was quite peculiar about the ending of the commercial was the VI (Visual Identity), this sign-off version looked very different to what they have used in the past. It also looks like the new pay-off line or theme for FNB in these early stages of 2013 is "Happy New Bank". 


Another aspect of this campaign that was really impressive was the fact that they managed to get the YouTube Playlist loaded minutes after the commercial went live, featuring interviews with some of the other children. There is also a nice clip of the "behind the scenes" making of this commercial (content that viewers want to see on YouTube versus the usual TVC). 

Part 1: Behind the scenes 




Part 1: Behind the scenes 




There is also a very interesting infographic based on a MXIT survey's results. In total, 4 307 unique MXIT users completed the survey and answered a total of 68 912 questions. 



After going live and everything as far as the public could see went according to the plan like clock work, I don't believe FNB anticipated what was to follow. 

The ANC took the campaign very personally and were under the impression that this was not a marketing campaign but rather a political statement that was bordering on treason. I personally feel everything has been thrown out of proportion, at the end of the day this is a "feel good / warm fuzzy feeling" brand campaign. The fact that there is a "switch" banner on the home page shows that there in an underlying acquisition element to this campaign. 

From the start it was always going to be a risky campaign, using children and politics as a communication medium. The Ad did come across as being very scripted and "emotionally loaded" which didn't help the situation, even the final commercial came across almost too edited (it didn't feel like a live broadcast). I remember I still looked outside to check the weather. This could also have influenced the reaction from the ANC. 

What is also interesting to note is the fact that the actual website has evolved since launch, there is no longer a "thought leader tab", the have added an additional section called "research report" and the login functionality has been removed completely. The "contact us" link has changed to "share your story", the "dashboard" link has changed to "contributions" and at one stage there was only a landing page live on the site.  The question is, did these changes happen due to technical issues or because of the response from the ANC and the public? 

Landing Page that was implemented for a while. 


In summary, a very impressive technically implemented campaign from FNB, it has definitely generated a lot of interest, PR and controversy. It was a great example of the Interactive Brand Ecosystem in practice and I look forward to following this blog and seeing how it evolves over time. I can only hope that FNB don't try utilise it as a aquisition channel and deviate from the initial sentiment behind the concept. #youcanhelp #littlehelps

Tuesday, 15 January 2013

THE FUTURE OF MOBILE VOICE




What does it meant to live in a digital world? Well I guess the reality is that our lives are becoming more and more connected, I often wonder how we ever survived without technology, the internet and social media. How did people organise things, how did they share memories and how did they remember people's birthdays and anniversaries?

The scariest part of all of this is that most of us come from that world and now technology is evolving at such a rapid rate that it is even a challenge for the technically savvy to keep up.

We are becoming completely integrated with the technology that we own. Most of our electronic devices are converged and in many cases our devices are all connected to the internet via wifi technology. Take a look at the Google Glass project for example, this shows how blurred the line between reality and digital might become in the near future.

Taking all of these facts into consideration, is it possible for this converged future to threaten the likes of the mobile operators in South Africa. What if technology could completely replace the need for a mobile operator? Can you imagine how much consumers would save. How much do you spend on your cellphone contract every month?

Lets use an example of a single company that could offer you an entire converged solution, you would imagine it to be a Telecoms company but on the contrary, we'll be looking at a bank, FNB. Consumers can now purchase their mobile device and laptop through FNB, then when it comes to connectivity, they offer FNB Connect.

FNB Connnect offers consumer's ADSL (ISP) and Connect Talk and this is where the threat comes in for the Mobile operators (it is also possible to purchase 3G data and wifi vouchers). With this technology one is able to make calls and send texts to other Connect Talk consumers at no cost (besides the data costs incurred if there is no access to wifi). I will be the first to admit that this service isn't without it's faults however if you are connected to a strong wifi signal it works incredibly well. Now imagine a world where wifi is accessibly almost everywhere and everyone is using Connect Talk or a similar VOIP application, you will finally be able to say goodbye to those ridiculous monthly cellphone contract costs. It is also interesting to see how the mobile operators have adapted to this new era we are in. Years ago it was all about how much airtime you received in your contract, this has now completely shifted to how much data is included. I wonder if the mobile operators will ever get to a point where they bring out their own VOIP app to encourage data usage and to try limit customer churn. Telkom has potential to become a threat to mobile operators if they chose to go this route. They would also have the upper hand as they have the 8ta offering to still support the traditional mobile needs. 

Internationally there are similar VOIP applications, the most popular obviously being Skype, then there is Viber and Apple Facetime as some other examples. Currently we are in an almost "hostage situation" with mobile operators as we have no alternatives and now that we live in an always on, always connected world we cannot do without our devices. At least the future looks brighter and more affordable from a mobile point of view. 



Tuesday, 8 January 2013

THE NEW P's OF MARKETING



The new "Ps" of Marketing 
After studying a B Com Marketing Management at the University of Pretoria for 2 years, all the lecturers seemed to drill into us were the "4 P's of Marketing".  It appeared that that was all there was to Marketing. Later on they started to teach us about the extra "3 P's" namely "People", "Process" & "Physical Evidence". On completing four years of studying, the "7 P's" were the most important factors of a succesful marketing campaign.  

Now that I have been in the working for a number of years, especially with my experience in the Digital Marketing space, I personally feel that these "7 P's" just don't cut it any more. There is so much more to consider. Consumer behaviour has changed drastically, that is why I recommend the ZMOT marketing mental model. The marketing game has changed and I hope that Universities have included this thinking and update their marketing content and curriculum.

In a number of private schools, students as young as Grade 6 (12 years) are required to have an iPad. This may sound absurd but we need to teach students to feel comfortable with this technology and prepare them for their future, not ours. These students will have an advantage in their careers as this has been included into their early schooling curriculum. At a Grade 6 level they are completing projects on their iPads and presenting their work to their fellow class mates. I beg you to differ that these aren't skills that they are going to one day be required in their careers? I am definitely not saying that the "7 P's" are redundant, I just think they have evolved. 

The new "P's" of  Marketing. 
The traditional 7 P's of marketing have evolved. Here is my take on a couple of additional "P's" that I feel should be added to the marketing mix. 
8. Profile:  
It is important to gather as much information and data about a customer at every point of contact in order to effectively profile them and create a “single view” of each individual customer. Having a consumer centric approach to marketing will ensure that you understand your target audience, what their needs are, what messaging and communication platform is most relevant to them based on their behaviour and preferences. 
9. Participation: 
Every campaign should connect with customers on a personal level and encourage them to participate and engage with the brand and the actual campaign. Marketers now have the opportunity to extend the story into the digital environment. Create brand embassadors by giving them something to talk about and give them a reason to connect with you, putting a Facebook and Twitter logo on your add is no longer sufficient. To find out more on how to effectively achieve this, I would recommend reading "The Thank You Economy" by Gary Vaynerchuk. 
10. Preference: 
Customers have different preferences when it comes to engaging with a brand, obtaining a product or using a product. It is critical for marketers to ensure that a campaign is accessible on all relevant digital platforms (Web, Mobile, Social Media, Search). Campaign integration is so important, what a consumer sees on TV, hears on Radio and sees on a bilboard on the way to work should be the same campaign that he/she experiences online. 
11. Privacy: 
Customers hate being harassed by call centre’s trying to sell them something they don’t want. If you are asking for a customers personal or contact details, tell them why and reassure them that they will not be harassed. How many times do you complete some sort of lead form online and then get harrassed for the next couple of months by all sorts of call centres trying to sell you something. I believe customers will happily provide you with their details and preferences as long as you give them a good enough reason and explain how it will benefit them. 
12. Personalisation:
Customers have much higher expectations from companies in terms of service levels and communications. Customers want and expect one-to-one attention and they want communications to be personalised to them. Gone are the days where consumers phone a call centre to complain or ask questions they might have regarding a product or service, we are now in the era of the "Social Media" call centre. Consumers will now go to a brand's Facebook and Twitter profile to post their complaint or query, this way they get quicker feedback, they don't have to hold on to a phone call for long periods of time and they feel as if their voice has been heard. The sad reality is that because of this trend, brands are dropping the ball with the traditional channels like a call centre and email addresses. 
13. Positioning:
Ensure that every campaign and communication to consumers aligns to the overall brand positioning strategy. There should be a seamless messaging strategy that ensures the positioning is consistent. So often there is no overarching brand positioning strategy which results in campaigns looking and sounding completely different. Managers aren't sure what their brand positioning is and therefore consumers have no idea what your brand stands for. The "Celery Test" by Simon Sinek is the best metaphor for this that I have come accross. Make sure you know what your "why" is and then stick to it. 
14. Plan:
It is important to plan proactively and strategically for campaigns based on consumer and product insights. Reactive marketing is ineffective and expensive. Ensure sufficient planning and testing has taken place before implementing a campaign. There needs to be a long-term and short-term marketing plan or road map. Campaigns should happen because of a very specific business objective versus the scenario where a marketer has a KPI (Key Performance Indicator) that says in a year there needs to be two marketing campaigns. Even the launch date should be based on a very specific insight, if you have all of this in place then you won't worry about competitors launching campaigns that compete with your business as you have your roadmap in place and you can see the "bigger picture". 
15. Prioritise:
It is important to prioritise campaigns and marketing communications based on strategic insights, consumer trends and business objectives. There should never be more than one campaign in the market with a different messaging & positioning. This results in cluttter and the consumer not knowing what you are trying to tell them. 
16. Practical:
Sometimes, less is more, make sure that your campaign is practical and aligned to the target audience that you are trying to reach. Simplicity and convenience is key. Some of the most effective campaigns that I have come accross are exceptionally simple. 
17. Presence:
Everything you do as a company and a business should help establish and secure your presence in the market. Consumers need to know about your company in order to buy your products and services. This "presence" must also always align to your "why" and be consistent with the brand positioning strategy. If you don't have budgets to always have a presence in the market then make sure that when you do, you get the highest possible ROI (Return On Investment). 
18. Platform:
Customers are all different when it comes to their preference in dealing with companies and businesses. Some prefer to go to a physical store, others prefer to engage online, while others prefer to use their mobile device. Make sure you cater for every type of platform and consumer. If you are targeting an audience in a lower LSM and your insights show that their only access to the internet is a mobile device, don't create a campaign that evolves around a Facebook application. Relevance is important when it comes to any campaign strategy, make sure your campaign is suitable and practical for the audience you are trying to reach. 
19. Push:
There is a lot of clutter in the market and many different messages from competitors. Always try to push the boundaries with your campaign, do things differently and make sure your campaign stands out from the rest. Consumers appreciate campaigns that are innovative, that engage with them and are different from the stock standard print and tv ads that they comes accross every day. 
20. Predict:
 Consumer needs and trends are changing on a daily basis. It is important to stay ahead of the curve and ensure your business is ready to meet these new consumer expectations. Technology is evolving at a rapid rate and with this so are consumers. 
21. Profit
All to often I come across briefs and campaign strategies with no real measurable objectives and no quantifiable way to prove that the campaign was successful or not. If your campaign is to increase brand awareness, then how are you going to measure these? There should always be a set of objectives that can be measured in some form or another. 
These are just a couple of new marketing "P's" that I believe should form part of the consideration mix when compiling any sort of marketing strategy. The digital world is evolving and therefore so are our consumers. Make sure you keep up with these fast changing times and remain relevant to your consumers.  

THE "BLURRED" LINE


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The "blurred" line 

In the marketing industry you will often hear agencies talk about ATL (Above The Line) & BTL (Below The Line) and then there was the introduction of TTL (Through The Line) all of which are essentially different advertising strategies.  

The concept of the "line" was born out of an accounting definition in terms of above the line (capital expenditure) or below the line (current expenditure). I feel that this so called "line" is becoming blurred with the enhancements in technology and the changes in consumer behaviour.

There is no longer a simple clear line and there is definitely no way any campaign in this era can sit either above or below the line in isolation, as it is my opinion that there is no longer a definite "line". The way consumers gather information and consume media has changed completely. Google recently launched an eBook called ZMOT or The Zero Moment of Truth which I really love and truly believe is the future for all marketing strategies. ZMOT in a nutshell is the fact that previously consumers would see or hear an Ad, they would then walk into a store and purchase the product from the Ad and then once they get home and experienced the product they would then share this experience with friends and famiy.

The ZMOT concept is essentially once a consumer receives the stimulus, whether it be on TV, Radio or Print, the Ad firstly needs to be enticing enough to get the consumer to want the product or at least want to find out more, now with ZMOT (Zero Moment of Truth) consumers will firstly ask friends and family for advice specifically about that product, then they might go online and do some more research about the product and see what the reviews are like and they might even use a mobile Apps to help them gather relevant information about a product, all of this takes place before finally deciding whether to purchase the product or not. This is the Zero Moment of Truth.

Think back to the last time you bought an electronic product like a TV, cellphone or laptop, did you (A) see a 
TV commercial the night before about a laptop and then immediately decide you wanted it and went to purchase it the next day or (B) did you see a TV commercial about a laptop that seemed like a good deal and then did some research online and saw that the reviews were good, the price was right and the specs were extremely good, lastly asked your friends on Facebook and Twitter what they thought and then decided to go to the shop the next day and purchase the laptop? 

The ZMOT principle is a great explanation of why the "line" has become very blurred and why it is so important to ensure that any marketing campaign has a strong presence at the Zero Moment of Truth. 

To further substantiate my thinking around the blurred "line" I came accross this great article by Nate Elliott, "The Interactive Brand Ecosystem: Putting digital at the heart of your brand campaigns". The article is about how everything has changed since the creation of the World Wide Web, how we communicate, how we build brands, how we purchase, how we research etc. Think about the question below, what would your top three media sources be and then look at the age groups below and think of the consumers that you are trying to target and how you are actually currently targeting them with your existing campaigns?

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This is the existing model that most companies of today follow, often forgeting about the digital landscape. 

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This is the model that should be applied for campaigns (think about your call to action on your Ads, where does it go, to a website or mobile site? Yet, so little focus is placed on these channels and the actual conversion process)


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Integrated campaign (get all three layers to work together)

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The "line" has even become blurred in terms of the actual channels themselves, think about it, you now have SMART TV's (interent TV's) and print media can now come to life with augmented reality, so in the very near future media strategists will start buying banner space on DSTV and on print AR executions but this is a post for another day :) 

My last point to emphasize how the "line" has changed is a quote from "The Thank You Economy" by Gary Vaynerchuk, one of my digital heros (even you haven't yet read this book make sure you do). 

He says, “When you place a traditional ad, whether it's on TV, radio, print or billboards, you're spending a lot of money to hold on to the microphone and say your piece over and over and over again. You're pushing your way into the consumer's consciousness.” 

“If you are going to launch a campaign, it has to be one that evokes an emotion so that people feel compelled to share. Give them something to talk about, unleash the power of word of mouth, and allow them to pull you into their consciousness.”

“Develop creative work that allows the platforms to rally, to work together to extend your story, continue the conversation, and connect with your audience. It’s not enough to simply throw a Twitter or Facebook logo at the bottom of your ad, or show Facebook.com/yourbrand at the end of your TV commercial. That’s about as exciting and useful as saying “We have a phone!” or “Found in most stores!”

I think this quote from Gary summarises up everything that I have been trying say in this post. Agencies need to work harder to ensure that their campaigns are completed integrated and ensure that the creative work evokes emotion and excitement and ultimately gets the consumer engaging with the brand online and sharing their experiences. 

ON MY MIND:  Mark Schefermann

BRANCH OF THE FUTURE


Branch of the future 

So what is the "Branch of the future" and what will it look like? FNB launched their dot FNB concept branch this week, is this a glimse into the future of what branches will look like? I am not sure. 

My personal opinion is that the "Branch of the future" is ultimately the mobile device (Smartphone or Tablet). Speak to anyone and ask them whether they enjoy visiting a bank branch? I have a feeling that their answer is going to be NO. Consumers normally go to a branch when there is absolutely no other alternative. The other reason as to why people visit a branch is because they are too scared to try "digital banking solutions" like online banking or cellphone banking. These consumers are not comfortable with technology, so is the "Branch of future" with all these fancy devices like touch screens, iPads and Augmented Reality really the future? I am not quite sure it is considering the target audience that actually visits the branch in the first place. 

I believe if there has to be a physical "Branch of the future" then it should be a branch that improves the consumers experience at the branch, so that means no more waiting in long queues, dealing with incompetent staff, not knowing where to stand or who to speak to, bad service and inconvenient operating hours? Capitec has taken this approach, they understand what the consumer's needs are that are visiting the branch and they have focused on improving their experience. 

Here are some local "concept branches" or "Branches of the future":


If the criteria for the "Branch of the future" was technology and gadgets then I would have to say that the best example that I have found to date would have to be Citi Bank. It is a comletely new age of banking and a new branch experience. In saying this though, the next time you visit any PnP take a look at how many people use the Smart Shopper touch screens, if you can't get consumers to feel comfortable enough to use those devices how are you going to get consumers to feel comfortable banking in the "Branch of the future"? South Africans are very self concious, shy and often scared to use new technologies out of fear of looking stupid or silly. 

So in summary, I think it's critical to always keep the target audience in mind, if the "Branch of the future" is purely designed for Tech Savvy consumers or Digital Natives then surely they ultimately would prefer to bank via an App on their Smartphone or Tablet and not have to visit a branch in the first place? The "average joe" is definitely not going to feel comfortable in these concept branches, they aren't even comfortable using online banking and now banks want them to visit a branch with no tellers or staff? It's going to be interesting to see what consumers say about these branches and whether they ultimately improve customer service and the actual branch experience? 

I believe that this is mainly a positioning strategy, "look at us, we are innovative, first to market and leaders". 

My thoughts on FNB's next steps will be integrating the Augmented Reality technology into their existing FNB App (hence why they are trying to get as many customers and non-customers to download the App with their new Geo Payment Service) because the biggest barrier to consumers when it comes to AR and QR codes alike is the fact that you first have to educate them how it works and then get them to download an application (major barriers). 

However, if you suddenly have a large base who have already downloaded the App, it's then easy to overcome both barriers mentioned above. So in the very near future they will start integrating AR into their print ads, flyers etc. with a call to action to experience AR – this will then allow them to unpack the offering in a unique and dynamic way, highlight the product USP's and have a digital conversion point. This also then opens the door to traditional media having new measurement metrics and insights (which print mediums are most effective with AR, conversion rates etc.).

Exciting times ahead... 


ON MY MIND:  Mark Schefermann 

PINTEREST 101


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Pinterest 101 

Today I realised that there are still people in South Africa who haven't heard about Pinterest and have no idea what it's all about. Based on this insight I have compiled this Prezi that is in essence a Pinterest 101. Even though you might think Pinterest has no relevance to your brand or business I would like to challenge this. 

Pinterest is the latest "buzz word" going around that lets users save or "pin" and share images and videos found anywhere on the web.  They can add any image or video that appeals to their interests and pin it to t
heir virtual pinboards. There are a number of different categories on Pinterest, from design, fashion, technology, d├ęcor, fitness, cooking and more. There is something for everyone. Pinterest used a lot of the principles and methodologies that got Facebook to where they are today. Users can follow specific pinboards, follow friends and brands and "repin" any of their content to their pinboards. 

If you look at the stats, this is the latest "big thing" in the social media space. Everyone is talking about it and everyone is "pinning". This is just another prime example of why companies like Flikr  have to continually innovate and adopt to changes in consumer behavior and the latest trends. Pinterest is the fastest standalone site in history to cross the 10 million mark and the referral stats are astonishing. 

By having a Pinterest account for your brand you are showing that you are in touch with the latest trends, it is relevant to consumer and their lives and the potential referral traffic that can be generated is an extremely cost effective way of getting visits to your website.

It is also very easy to integrate your Pinterest account into your Facebook page thus creating another consumer touch point to drive traffic to your website and once again add relevance to your consumers "hey I use Pinterest and now this brand does as well and they actually have some very cool Pinboards, I am definitely going to repin that image....". Here is a link to help you set up you Pinterest account in Facebook. 

So start PINNING today :) Visit www.pinterst.com today to create your account (note you have to request an invite, this might take between 2-4 days, it's worth the wait).