The document discusses forces shaping the future of advertising, which include: all media becoming digital, interactive, and connected across devices; mobile life bringing together consumer and shopper marketing; and ideas spreading socially. It envisions advertising in 2020 being primarily based on behavioral modeling rather than demographics, integrated with shopping apps and the path to purchase. Marketers will build brand audiences through social media and offer compelling content optimized for mobile to connect advertising to shopping via apps. Advertising will have interactive and social aspects to bring messages and offers to the point of purchase.
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
I wrote this article for SES Magazine under the byline of executive leadership, showing how Groupon and group buying use a business model that works for some, not all.
“ Mobile influence factors “ effects of smartphone on traditional in stor...Maude Jasso
This “ Mobile First – Attitude” may soon be the norm keyword and growth agenda on major corporation‘s agenda as it signify a profound revolution bigger than any other events in this era as it poses to almost every marketing professional a challenge to close up the mobile monetization gaps , as many service provider has yet to capitalize on the mismatch between the growth in mobile usage and mobile monetization.
http://www.mobilegeosocial.com
Wunderman Singapore's guide on handling digital communications for FMCG brands.
Don’t be intimidated into replacing logical thinking with buzzwords— Marketers too often come under pressure to make decisions based on the technology of the moment, rather than strategy.
In this paper, Wunderman takes a step back to think about rationale the old-fashioned way. After all, communication channels change, but marketing fundamentals do not.
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
I wrote this article for SES Magazine under the byline of executive leadership, showing how Groupon and group buying use a business model that works for some, not all.
“ Mobile influence factors “ effects of smartphone on traditional in stor...Maude Jasso
This “ Mobile First – Attitude” may soon be the norm keyword and growth agenda on major corporation‘s agenda as it signify a profound revolution bigger than any other events in this era as it poses to almost every marketing professional a challenge to close up the mobile monetization gaps , as many service provider has yet to capitalize on the mismatch between the growth in mobile usage and mobile monetization.
http://www.mobilegeosocial.com
Wunderman Singapore's guide on handling digital communications for FMCG brands.
Don’t be intimidated into replacing logical thinking with buzzwords— Marketers too often come under pressure to make decisions based on the technology of the moment, rather than strategy.
In this paper, Wunderman takes a step back to think about rationale the old-fashioned way. After all, communication channels change, but marketing fundamentals do not.
Mobile trends to transform your business in 2015Self-employed
To download the eBook, head on over to www.mobext.ph/ebook-download2015
In the eBook you'll find:
- The five crucial developments in the mobile space that your business must keep in mind to stay ahead
- Creative ways that other companies have leveraged mobile to reach both their business targets and their customers
- Tips to help boost your business’ mobile efforts
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
Permission-Based Mobile Marketing White Paper from the Mobile Marketing Assoc...Optism
This permission-based mobile marketing paper sets out the case for permission based mobile marketing by defining what it is, how it works and the benefits to consumers, brands, agencies and mobile network operators. The paper illustrates all of the above through case studies from all over the world, supplied by members of an
MMA Task Force.
The MMA believes that permission based mobile marketing should be seen as a separate and distinct part of mobile marketing as it occupies a unique position in that it secures and maintains
the explicit agreement of the consumer to receive communication from and engage in dialogue with the brand.
The Smart Content Trend Report 2013 by Kiosked is a trends analysis which addresses the changing digital marketing landscape and introduces the concept of Smart Content, a non-intrusive service for consumers that is interactive, targeted, personalised and measurable.
Excerpts... "In this white paper, we will provide a brief primer on the history and present state of mobile codes within the retail world, then share some notable innovations."
"Nielsen Research projects that fifty percent of the US population will own a smartphone by the end of 2011, with two thirds of them researching products and prices online while in stores."
"AT&T is investing millions in their mobile barcode platform, and Microsoft has been giving away its TAG solution as part of its 2010 beta program (which will become a revenue stream for them in 2011)."
"Mobile Marketing beyond apps" presentation by Richard Otto (Marketing & Comm...Richard Otto
"Mobile Marketing beyond apps" presentation by Richard Otto for the Swiss Club Global Conference (Marketing & Communications Loft), Lausanne 4th of April 2012 (Switzerland)
Get Retail Smart - Transforming Retail with Augmented Realityemmersons1
Augmented Reality presents opportunities for brands across industries, but is particularly interesting in retail; this week, we look how it is beginning to transform shopping experiences.
The mobile channel offers an exciting opportunity for marketers--one that most have yet to fully embrace. One avenue to pursue is the creation of a branded mobile offering,in which the marketer creates a portal dedicated to its product, service, or brand. With constant access to each customer, branded mobile portals can build interactive relationships by identifying consumers not only in terms of personal identity, but also in terms of commercial behavior, geographic location, and social and communication patterns. The rewards for companies that capitalize on these possibilities--deeper engagement with consumers, increased brand loyalty, and enhanced customer lifetime value--are not to be missed.
How to moneyball marketing and marketing researchJoel Rubinson
For more on this topic see: http://blog.joelrubinson.net/2014/04/if-we-can-moneyball-baseball-why-not-marketing-and-marketing-research/
Moneyball is the search for objective truth in baseball based on objective statistical analysis. If we apply this principle to marketing and research, it will greatly improve current practices.
Rubinson brand building digital age 9 2014Joel Rubinson
Presentation I gave in Melbourne on “What does marketing success look like in a digital, social, mobile (DSM) age”? Marketers and researchers are playing catch-up ball…marketers are trying to catch up to consumers and researchers are struggling to catch up to the real time needs of marketers. Today, researchers still monitor brand KPIs that mostly come from brand tracking which largely follows the old model…survey-based, backward looking, slow, and continuing to reinforce a TV-first marketing culture. Today, by seeking information and sharing their thoughts via social media, consumers have become part of the media equation and marketers need to adjust their beliefs on how to use media…paid, owned, and earned for brand-building. Researchers need to develop new metrics and ways of harnessing digital and social data to reflect this new worldview. This presentation leverages the marketing and research knowledge that Rubinson Partners, Inc.’s founder has used to consult with some of the world’s leading marketers and has been endorsed by readers sharing these ideas over 8,000 times using social media.
Marketing from the other end of the funnel is about STARTING with an understanding how your brand influences shopper choice at the point of purchase. It is similar to, but broader, than the P&G recently announced approach called "shelf back".
Does liking a brand on Facebook Impact brand performance?Joel Rubinson
what is the impact of liking a brand on Facebook? This definitive analysis shows the conditions under which liking a brand has an impact and will change marketers' approach to Facebook marketing
What marketing research needs to know about brand building in a digital ageJoel Rubinson
Presented to Toronto audience for MRIA Netgain 2015 conference. Digital, social, mobile creating marketing disruption triple play that marketing research is out of synch with
Mobile trends to transform your business in 2015Self-employed
To download the eBook, head on over to www.mobext.ph/ebook-download2015
In the eBook you'll find:
- The five crucial developments in the mobile space that your business must keep in mind to stay ahead
- Creative ways that other companies have leveraged mobile to reach both their business targets and their customers
- Tips to help boost your business’ mobile efforts
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
Permission-Based Mobile Marketing White Paper from the Mobile Marketing Assoc...Optism
This permission-based mobile marketing paper sets out the case for permission based mobile marketing by defining what it is, how it works and the benefits to consumers, brands, agencies and mobile network operators. The paper illustrates all of the above through case studies from all over the world, supplied by members of an
MMA Task Force.
The MMA believes that permission based mobile marketing should be seen as a separate and distinct part of mobile marketing as it occupies a unique position in that it secures and maintains
the explicit agreement of the consumer to receive communication from and engage in dialogue with the brand.
The Smart Content Trend Report 2013 by Kiosked is a trends analysis which addresses the changing digital marketing landscape and introduces the concept of Smart Content, a non-intrusive service for consumers that is interactive, targeted, personalised and measurable.
Excerpts... "In this white paper, we will provide a brief primer on the history and present state of mobile codes within the retail world, then share some notable innovations."
"Nielsen Research projects that fifty percent of the US population will own a smartphone by the end of 2011, with two thirds of them researching products and prices online while in stores."
"AT&T is investing millions in their mobile barcode platform, and Microsoft has been giving away its TAG solution as part of its 2010 beta program (which will become a revenue stream for them in 2011)."
"Mobile Marketing beyond apps" presentation by Richard Otto (Marketing & Comm...Richard Otto
"Mobile Marketing beyond apps" presentation by Richard Otto for the Swiss Club Global Conference (Marketing & Communications Loft), Lausanne 4th of April 2012 (Switzerland)
Get Retail Smart - Transforming Retail with Augmented Realityemmersons1
Augmented Reality presents opportunities for brands across industries, but is particularly interesting in retail; this week, we look how it is beginning to transform shopping experiences.
The mobile channel offers an exciting opportunity for marketers--one that most have yet to fully embrace. One avenue to pursue is the creation of a branded mobile offering,in which the marketer creates a portal dedicated to its product, service, or brand. With constant access to each customer, branded mobile portals can build interactive relationships by identifying consumers not only in terms of personal identity, but also in terms of commercial behavior, geographic location, and social and communication patterns. The rewards for companies that capitalize on these possibilities--deeper engagement with consumers, increased brand loyalty, and enhanced customer lifetime value--are not to be missed.
How to moneyball marketing and marketing researchJoel Rubinson
For more on this topic see: http://blog.joelrubinson.net/2014/04/if-we-can-moneyball-baseball-why-not-marketing-and-marketing-research/
Moneyball is the search for objective truth in baseball based on objective statistical analysis. If we apply this principle to marketing and research, it will greatly improve current practices.
Rubinson brand building digital age 9 2014Joel Rubinson
Presentation I gave in Melbourne on “What does marketing success look like in a digital, social, mobile (DSM) age”? Marketers and researchers are playing catch-up ball…marketers are trying to catch up to consumers and researchers are struggling to catch up to the real time needs of marketers. Today, researchers still monitor brand KPIs that mostly come from brand tracking which largely follows the old model…survey-based, backward looking, slow, and continuing to reinforce a TV-first marketing culture. Today, by seeking information and sharing their thoughts via social media, consumers have become part of the media equation and marketers need to adjust their beliefs on how to use media…paid, owned, and earned for brand-building. Researchers need to develop new metrics and ways of harnessing digital and social data to reflect this new worldview. This presentation leverages the marketing and research knowledge that Rubinson Partners, Inc.’s founder has used to consult with some of the world’s leading marketers and has been endorsed by readers sharing these ideas over 8,000 times using social media.
Marketing from the other end of the funnel is about STARTING with an understanding how your brand influences shopper choice at the point of purchase. It is similar to, but broader, than the P&G recently announced approach called "shelf back".
Does liking a brand on Facebook Impact brand performance?Joel Rubinson
what is the impact of liking a brand on Facebook? This definitive analysis shows the conditions under which liking a brand has an impact and will change marketers' approach to Facebook marketing
What marketing research needs to know about brand building in a digital ageJoel Rubinson
Presented to Toronto audience for MRIA Netgain 2015 conference. Digital, social, mobile creating marketing disruption triple play that marketing research is out of synch with
What programmatic marketing really means for researchJoel Rubinson
Understand that programmatic advertising is the biggest change since TV. It drives marketers into data driven marketing and researchers into real time systems.
In this article, we will gain a better understanding of this mode of Social Commerce: 1. The Continuous Rise 2. How It Works? 3. The Role of Influencers 4. Benefits for Consumers and Businesses 5. The Rise of the Entrepreneur 6. Future and Challenges 7. What It Means for You? 8. The Role of AR, VR, and AI
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
Wondering where you as marketer should spend your budgets, time and resources in the upcoming year? THoMer Audrey listed the top 10 trends to watch out for in 2018!
13 emerging trends and issues that will define how we do marketing in 2013.
Check out johnblaskett.com to leave a comment or check out other posts on marketing and advertising.
A look at the top digital trends for 2013, including Personalization, Integration and Customization, along with the latest developments in Mobile, Social and Advertising.
With the increasing advancements in marketing, it is safe to say that the digital marketing trends in 2023 will continue to transform the digital landscape.
2020 VISION: TRENDS TO DEFINE THE NEXT DECADE presented by MICROSOFT ADVERTIS...Geoffrey Colon
Presented, researched and designed by Microsoft Advertising. Authored by Geoffrey Colon and Aya Kikimova of the Microsoft Advertising Brand Studio. Build your brand with intelligent connections at MicrosoftAdvertising.AI.
Five categories: Culture, Marketing, Media, Technology, Economics.
The 5 Trends:
Culture: Private Social Trust
Marketing: Blocked You
Media: Mashups and Mutations
Technology: The Victory of Defaults
Economics: Zebras Eat Unicorns
Connect with Geoffrey on LinkedIn or follow him on Twitter @djgeoffe
2020 VISION: TRENDS TO DEFINE THE NEXT DECADE presented by MICROSOFT ADVERTIS...MSFTAdvertising
Presented, researched and designed by Microsoft Advertising. Authored by Geoffrey Colon and Aya Kikimova of the Microsoft Advertising Brand Studio. Build your brand with intelligent connections at MicrosoftAdvertising.AI.
Five categories: Culture, Marketing, Media, Technology, Economics.
The 5 Trends:
Culture: Private Social Trust
Marketing: Blocked You
Media: Mashups and Mutations
Technology: The Victory of Defaults
Economics: Zebras Eat Unicorns
Marketing Communications behaviors for 2024.pdfCiente
Discover the future of marketing communications in 2024 and stay ahead of the game by adapting to evolving consumer behaviors, technological innovations, and cultural shifts.
Targeting the movable middle matt unplugged 2021 finalJoel Rubinson
Reach based planning is the wrong thing for marketers to strive for. Target a new segment called the Movable Middle that offers 5 times the ROAS and improves conquesting of non-buyers
Are you ready for the Truth about Attribution?Joel Rubinson
It's all about the data strategy! Here are ways of finding the right analytics and data partners and to beat the industry net promoter score of MINUS 29!.
Research plus digital equals marketing results provenJoel Rubinson
4 experiments by Rubinson Partners, Marketing Evolution, Nielsen Catalina, and Viant prove the tremendous power of digital marketing to drive up ROI for both new and existing brands
Put your brand research on a digital high protein dietJoel Rubinson
Your brand research is bloated...slow, unproductive, and way to costly. Here is how to cut long -form survey tracker costs in half and get so much more by integrating digital and social data into a contemporary brand guidance system
30 years of changes in marketing research practices
Advertising 2020 rubinson v f
1. Rubinson Partners, Inc.
Submission to the “Wharton Future
of Advertising” program
Advertising 2020:
What forces shape the future of advertising?
What could advertising look like?
What will it take to get there?
Joel Rubinson, President
joel@rubinsonpartners.com
Blog.joelrubinson.net
Twitter: @joelrubinson
Also on LinkedIn and Slideshare
Ideas herein are property of Rubinson Partners and cannot be used without permission. joel@rubinsonpartners.com
2. Let’s look at forces already emerging that are
shaping the future of advertising…
“The future is already
here — it's just not
very evenly
distributed.”
William Gibson, Science
Fiction writer and futurist
3. All media and advertising, including TV, are becoming
digital, interactive, social and connected across devices
4. TV remains the primary media behavior
People’s TV viewing is
stable, averaging over five hours
per day, more than twice the time
spent on any other media behavior
No other medium matches (or will
match) TV for reach and achieving
marketing scale
However, the nature of the
experience is changing, becoming
social and interactive (via second
screen behavior)
For this reason, TV is the next
battleground for the technology
leaders, Google, Apple, Microsoft. I
expect Facebook to enter this
battleground in a social way.
5. Paid advertising is not dying…it is
growing…and eventually gets into all media
6. Brands are building
their own
audiences...making
them always
accessible
Starbucks benefits from
over 100 MM monthly
“touches” per month from
Facebook, Twitter, website
visits, app use, and
searches
Apps bring messages right
to point of purchase
Creates customer marketing
possibilities
7. Mobile life is the coming sea change, bringing
together consumer and shopper marketing
Smart phones account for more than half
of mobile phones
Tablet ownership is exploding, mostly
cannibalizing laptop use
Time spent accessing the internet via
mobile devices will surpass computers
We take our smart phones to bed, to the
TV room, and to the store while we shop
We are starting to pay for things using our
phone, often from within branded apps
like Starbucks. Brand communication and
transactions converging…
Smart phones literally and figuratively are
with us across the full path to purchase
8. Ideas can be shared socially, and spread like wildfire
Coupons and free sample offers
spread like wildfire via mommy
bloggers and Twitter
Commercials can get tens of
millions of views on Youtube
Brands can be praised or
pounded in social media and
you need to be increasingly part
of the conversation.
9. The mix of art and science is shifting in
advertising
In the mad men era, there were only small lifts to be
gained by finetuning demo-based ad placement. The TV
creative that caught lightening in a bottle was the thing.
The majority of digital advertising placement will be
affected by behavioral data and predictive modeling
algorithms, much of it as part of search and real time
bidding systems
Advertising has become a naturally occurring
experiment that can be optimized in near real time
Profiles are being connected across online, mobile, and
offline behaviors via connectors like Facebook log-in or
program sign-up (like Starbucks).
Facebook is now connected to frequent shopper data for improved
targeting and ROI assessment capabilities
The lift in advertising ROI from Math men is significant
and repeatable
10. Retail is becoming digitalized
Shoppers are bringing their
smartphones to
retail, showrooming (buying online
while standing in a store) and
reverse showrooming (doing all
research online but buying in-store)
Stores will all have Wi-Fi (gated by
shopper log-in).
Mobile devices and wearable Wi-Fi
like Google Glasses will have
shopping capabilities that become
a portal to purchase across all
three types of retail
environments, online, offline and Virtual store in Australia: scan virtual
virtual. images of products you want to buy, pay
Advertising will connect to such with mobile phone, order is delivered or
shopping apps. assembled for pickup
12. The Transformation of marketing
Traditional Marketing (past)
Advertising builds awareness,
meaning and meaning which hopefully
translates into purchase
intention and shopper action
Digital and Social Marketing (current)
Users can now share ideas,
“join” with brands they feel a
meaning connection connection to (e.g. by liking
the brand on Facebook),
giving marketers a 2-way
communication and marketing
Path to Purchase Marketing (future) channel
People will be able to do things
Shopper with advertising…act on
meaning connection
impact curiosity, connect with the
brand, bring offers to point of
purchase via apps.
13. Connecting advertising in 2020 to path
to purchase
1. Shopping will become fully digitized, be it online, offline or virtual. Mobile devices
will have shopping capabilities that become a portal to purchase across all three types of
retail environments. Advertising will connect to such shopping apps.
2. Advertising will be primarily placed based on modeling of behavior rather than
demographics, and integrated with path to purchase activities.
Facebook advertising can now be targeted using frequent shopper data
Some TV households viewing behavior are now integrated with frequent shopper data
Mobile device shopping apps and digital wallets are emerging
3. Marketers will build their own brand audiences by being social and offering
compelling content at their fully mobile-optimized owned media. Marketers will extend
their connections into the shopping process via apps. Get users to sign up so you can
practice 1-1 marketing and for creating single source connections across devices and
from online to offline.
4. The creative challenge is changing. All advertising will have interactive and social
aspects, and be fully mobile optimized so messages and offers can be brought to
the point of purchase. For example, you will be able to capture a TV commercial via
your mobile app and see friends who like the product.
5. Make ideas, content, and offers sharable and find the influencers. For example, the
spread of free sample offers by P&G via Twitter and mommy bloggers is amazing.
6. Create visual, touch, and voice marketing. We touch, pinch, pause, and speak to our
smartphones. Could we do the same with advertising and packaging?
7. Advertising and insights activities will merge via common data streams into a
commitment to real time campaign management.
14. How can marketers prepare for
advertising in 2020
1. Understand path to purchase. Create a synthesized view of the consumer and the
shopper and understand how people make purchase decisions and what the influencers
are along the way.
2. Create digital (including social, mobile) centers of excellence within your
organization with strong technical knowledge. This is too important to abdicate to
suppliers and agencies.
3. Master mobile. Understand the ability of mobile to impact the full path to purchase and
crack the code of how to connect clickstream data across smart phones, tablets, and
computers.
4. Commit to real time campaign management. Build a digital data, analytics, and ad
serving rules infrastructure that supports this.
5. Redefine brand tracking, using the same digital and social data streams for
insights that you use for advertising targeting so that your insights are immediately
actionable and to reflect a picture of what brand success looks like in a digital, social, and
mobile age.
6. Understand customer relationship marketing. Marketers who previously only had
anonymous relationships with consumers can now create connections via social and
owned media that leverage 1-1 marketing.
7. Get to know the influencers. In every vertical, there are certain bloggers who are very
influential and needed for ideas to spread socially.
8. Creating ROI assessment tools that capture paid, owned, earned media
interactions. Prove what works from experiments, modeling, and attribution analysis.
Evidence trumps narrative.
15. How brand advertising might affect
George Jetson’s shopping trip
While George gets gas, he sees an
Having entered his favorite stores’
ad for an interesting product. He
frequent shopper numbers, he can
George wakes up, activating smart images it with his phone to add it to
image any interesting product and
phone controller. Start coffee pot the list. He hears an interesting ad on
have it added to his shopping or wish
the radio and tells his car, “add
list
product”
George arrives at the store with his
George’s smart countertop weighs
smartphone and Google glasses. As
products and reminds him via a daily
Logs into TV with his Facebook profile he parks and as he
e-mail he is running low on Chobani
which automatically turns on viewing shops, suggestions and offers appear
so it gets added to his favorite store
preferences and suggestions. Sees and he says “add” to some. The
shopping list. Because George has
personalized advertising glasses are connected to his list and
the Chobani app, he gets a discount
store layout helping him navigate and
offer. George decides to go shopping.
find products.
He sees an interesting product on the
George has opted into Google’s “ads
shelf, and finds out more interactively.
you want”. He sees ads that are
He scans UPCs as they go into his
relevant to his shopping trip, searches
As commercials run, he sees friends cart by looking at them. He checks
to find out more, and gets rewards for
who like each brand and recipe being out with his mobile pay. Inventory in
his opt-in, as he adds them to his list.
advertised. smart countertop is updated. His
George’s shopping apps check prices
Facebook profile is updated and his
and store inventory to confirm that the
friends see what he likes as they
products are in stock.
watch TV.
Ideas herein are property of Rubinson Partners and cannot be used without permission. joel@rubinsonpartners.com
16. About Rubinson Partners, Inc.
Joel Rubinson is President of Rubinson Partners, Inc.
marketing and research consulting for a brave new world
and a member of the faculty of NYU Stern School of
Business where he teaches social media strategy. Joel is
the former Chief Research Officer at the ARF.
Started in 2010, Rubinson Partners, Inc. (RPI) is a marketing and research consultancy that has
helped equip marketers, research, firms, and digital marketing companies for success in a digital
age. Selected assignments:
For a large CPG marketer, evaluate measurement gaps regarding digital data and create a roadmap
For Unilever, designed one of the most comprehensive shopper insights digital sensing and social media
listening platforms ever created
For AOL and BBDO, consulted on “7 Shades of Mobile” to understand smart phone owners’ usage and
motivations into a new way of defining what we called “behavior markets”.
Working with MSA, a leading analytics firm, created a next generation approach to marketing mix modeling
that is specifically geared towards improved estimation of digital and social media impact
Conducted numerous workshops on shopper and digital
For ShareThis, led one of the largest analyses of social media sharing behavior ever conducted,
In partnership with InsightsNow, Inc. RPI created a next generation system for innovation
For a major marketer, helping to shape a new approach to digital media measurement
Conducted white paper analyses for leading suppliers
Contact info:
joel@rubinsonpartners.com
Blog.joelrubinson.net