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Ullash Tiwari
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Understanding how consumers use their smartphones is key to how Posterscope plans OOH from a convergence point of view. Our recent partnership with EE embodies this philosophy. In “Retail, Mobile and OOH” we draw on various insights which helped formulate our view on the importance and role of smartphones in today’s retail landscape and how this converges with OOH. We believe smartphones current role in the UK retail landscape is predominantly one of researching products and services, comparing prices and reading reviews rather than as a sales platform. We argue that the specific act of purchasing for the retail category is still dominated by physical stores in high street, malls and out-of-town locations and smartphones play a key role in driving and influencing these in store sales.
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As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home. Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.
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Understanding how consumers use their smartphones is key to how Posterscope plans OOH from a convergence point of view. Our recent partnership with EE embodies this philosophy. In “Retail, Mobile and OOH” we draw on various insights which helped formulate our view on the importance and role of smartphones in today’s retail landscape and how this converges with OOH. We believe smartphones current role in the UK retail landscape is predominantly one of researching products and services, comparing prices and reading reviews rather than as a sales platform. We argue that the specific act of purchasing for the retail category is still dominated by physical stores in high street, malls and out-of-town locations and smartphones play a key role in driving and influencing these in store sales.
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As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home. Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.
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Creating Meaningful Connections through Location Based Marketing. How can we reach consumers at the right time and place with the right message and experiences? We know today’s average consumer is constantly changing location, device, and changing the media type with which they interact. To be relevant to these consumers, we need to keep up with them, adapting and changing marketing content to their realities and environments. The presentation provides an overview of the technology, media and strategy fueling the opportunities of location-based marketing for global and regional brands. Location-based marketing video: http://youtu.be/-Nv1d9Lylzg Havas Global Media trends series also includes other reports on slideshare such as: Progressive Screens (multi-screens), Social Shopping and Life Tracking.
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Fashion Brands have a personality of their own, more so than any other business out there. They are living, breathing organisms touching the lives of their consumer quite personally by virtue of the product they sell. Clothing, accessories; the way you look, carry yourself, are perceived by others. All personal choices, a refl ection of the person you are and such decisions cannot and are not taken lightly. Hence with great power comes great responsibility. The way that a fashion house presents itself to the world is paramount to its success or failure. It has to have a clear vision, look, personality. It needs to have a set demographic that relates to it and it needs to know what exactly that demographic is. Not only must they be careful of how they present themselves but also be fully aware of how their cast image will be perceived by others. In an industry so vastly growing, in a world where fashion knows no bounds, a new fashion brand opens its doors everyday and joins in the struggle of making its mark and leaving a lasting impression on the people. Whereas old fashion brands, already established, are fighting the battle to stay hip and relevant. Most of both, the latter and the former, are failing to do so in today’s economy and the mounting competition they face. In this atmosphere, fashion brands are either taking too many risks or staying too safe, none finding the right balance. In such times, it is easy as well as necessary to highlight certain common mistakes made on a daily basis by old and new fashion brands alike.
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