Disruptive CMO Marketing

Live your brand values: Amplifying customers reviews

Domino's is posting online customer reviews - positive and negative - on a Times Square billboard in Crispin, Porter + Bogusky's latest high-profile stunt for the brand.

It's all part of a promotion for its Domino's Tracker service, which lets customers track their pizza order at all stages of the delivery process, even down to which member of staff is dealing with it. A new feature of Domino's Tracker is that consumers now have the chance to post their feedback.

During the campaign, customers will also be able to upload photos if they choose, and if their feedback is posted on the 4,630 square foot billboard, they will receive a link to a video clip of their comment as it appeared.

 

SEO: from Search to Landing Page to Consumer journey

Social search is critical to ensure social assets are gaining increased search share of voice.

Here are 4 ways to evaluate your social search results:

- which of your branded social channels (Twitter, Facebook, YouTube) appear on page 1 in Google or Bing?
- How many rankings are showing up in Twitter search?
- How are your YouTube videos showing up when searching for videos?
- How visibile are your tweets in real-time Twitter search results over time and for what terms?

Once people have arrived on your landing page, the consumer journey begins.

Here is a strategic framework to think about your click-through journey.

Defining Consumer Influence

How to make creative decisions for high tech products

In general it is already difficult to make consistent great creative decisions. I believe in a number of ways to ensure this happens:

1. Provide ownership and autonomy to the leaders of the creative projects
This allows for a vision to come through without it being watered down. It allows for a cohesive piece to be developed

2. Involve a number of different people in making important decisions.
This is not contrary to #1  but rather a feedback mechanism. No one has all the answers and there are so many different scenarios that are possible that it is necessary to expose creative work to a wide variety of people. It is still up to the leaders to decide what to do with the information.

3. Ensure various processes are being used to evaluate the work.

New Innovative Media Companies You Need to Know

It is sometimes difficult to keep up with all the innovative new companies that help you with marketing your brand. Here are a few that I have come across that are worthwhile collaborating with.

 

SpotXchange

SpotXchange is a top global video marketplace, and they operate a bit differently than some of the other video ad networks in the marketplace. They run a "wired" network, which means that all of their pub partners are integrated into their backbone, thereby giving their advertisers greater inventory control, more precise targeting, and more efficient media.

Poptent

Poptent is an innovative resource that connects creative people from all around the world via a social network and brands that have a need for quality video assets. Video is the most relevant and innovative way to set your brand apart. By leveraging technology and an expertise in crowdsourcing, Poptent is able to deliver incredible results in a reduced timeframe and at a fraction of the cost of the traditional channels. In fact, we have done assignments for some of the biggest brands in the marketplace today.

Zooppa

Zooppa is the world's leading crowdsourced advertising platform

Optaros

They offer customer portal, private event retailing, online community and commerce offerings. Optaros has brought these solutions to companies such as Rue La La, Wal-Mart, Bloomingdales, Macy's.

Junaio

They are a global leader in augmented reality technology. Over the past ten years, they have worked with world's most recognized brands.

Focus

Think “Twitter for Business.” That pretty much sums it up.

Fullscreen

Fullscreen is a digital media company powered by the creativity and distribution of people. They create and distribute original content and brand activations with online influencers.

Zuberance

Zuberance's mission is to enable companies to harness the power of Word of Mouth (WOM) and social media to drive measurable increases in advocacy and sales. We do this by providing an award-winning WOM/social media marketing platform - the Zuberance Advocate Platform - that makes it easy for marketers to systematically identify and energize authentic Brand Advocates at scale plus track advocacy results in real time.

Jovoto

A global platform to enable creative excellence through mass collaboration. Their creative technology platform and community organizing processes, enable their unique collaborative approach yielding valuable ideas, insights and communications. It is what makes jovoto unique enabling them to work with talented creatives to take on the most challenging creative briefs.

Catch these Interesting new digital services!

Here are a few unknown digital companies that caught my eye.

Bump: Bump is a website and app that attaches contact information to every car in America. Sounds a bit like big brother. You can text a neighbor when they're blocking your driveway, or you can get rewards points for going through your favorite drive-through.

Spotify: Touted as one of the most innovative companies in the world, this will be the biggest new media launch in the US in 2011.  Spotify will change how people in the US consume music, enabling them to access and discover anything, any time, anyway. Spotify, launched over 2 years ago in Stockholm, is already the largest music subscription service in the world, even prior to its entry into the US.  It’s the fastest growing digital music brand with more than 10m users in Europe.