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YouTube for School

December 12, 2011 Leave a comment

I can still remember that watching videos in the classroom was always the best part of class. From videotapes to DVDs, the combination of sound, motion and sight could efficiently engage students and achieve educational purposes. Nowadays, it is easier for professors to look for videos on YouTube to bring educational topics to classroom. Today, YouTube is launching a brand new tool to help teachers and students, and it is called “YouTube for Schools.” The platform can categorize education materials and videos according to subjects such as history and science. The most important feature is its filter to screen out potentially offensive or distracting content, and the setting would not show any comments and related video recommendations.

As Angela Lin, head of YouTube EDU, pointed out, “YouTube for School is a technical solution to allow schools that normally restrict access to YouTube to gain access to it.” Most schools have some type of filters in place designed to block pornography and other inappropriate material, and it is common for these filters to also block social media, including all of Facebook, MySpace and YouTube. So, with the advent of YouTube for School, teachers can access to hundreds of thousands of educational videos, and they don’t have to worry about that any irrelevant materials would distract their students.

YouTube worked with teachers and 600 organizations such as the Smithsonian, Spangler Science, Numberphile and TED to select the available content, and it put together more than 300 playlists broken out by grade level and subject, such as Math, Science, Social Studies and Language Arts. YouTube pronounced that YouTube for School is part of its ongoing effort to make itself a truly valuable educational resource to inspire learners around the world. Let’s look forward to seeing its next step to make education more vivid, interactive and attractive.

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Digital Marketing for luxury brands

December 3, 2011 Leave a comment

This morning, I was totally attracted by Tiffany’s microsite, What Makes Love True. The romantic images and words are strongly telling Tiffany’s brand story about realizing true love. The company also launched an app version of this website where people can discover love stories, useful tips with Tiffany, and share their romantic journey. Tiffany & Co. reported that its sales increased 20% after it released the two digital marketing elements.

According to Duke Greenhill, CEO of Greenhill+Partners, the premiere agency for bespoke luxury brand marketing, successful luxury brand utilized not only four P’s of traditional marketing but also the four E’s: Experience, Exclusivity, Engagement and Emotion.

Image

  • Experience:

During and post-recession, luxury consumers are becoming more selective about what they spend money for, and they usually think about whether the price is worth it before making purchase decision. So, luxury brands should examine its image and think about what compelling and unique experience that it can bring to customers.  It is significant to devote as much quality to the experience as to the wares it sells.

  • Exclusivity:

People naturally are easily drawn to things that they cannot have, and exclusivity makes buyers feel special and unique. It becomes a linchpin in luxury brand success. With the popularity of social media, the Internet is more about inclusion and access. It looks conflicted to combine these two traits into a coherent marketing strategy. However, from the St. Regis E-Butter app to Chanel’s interactive microsite, we can see how technology and website design makes luxury brands appear cutting-edge.

  • Engagement:

For luxury brands, it is not enough to persuade people to pay the high price; instead, convincing consumers to engage and participate the journey is adding value to brands and consumers. Story-telling components are one way to give consumers a reason to engage with the brand. Louis Vuitton Journey presents an interactive website showing its brand story, and the design, the content and the stories are fascinating.

  • Emotion:

What long-term luxury brands ultimately want to build is one deliberate key emotion among their customers. For luxury consumers, it is a particular and elusive emotion instead of a physical product that they are looking for and keep coming back. As Duke Greenhill stated, people are loyal to Burberry because they want to feel “authentic” and “timeless.” They stay at the Ritz-Carlton to feel “august,” and they frequent Tiffany’s to feel “love.” So, a luxury brand should determine its core emotional value first, and then it can construct physical and digital marketing strategies to extract the specific emotion.

It was reported that Burberry dedicated 60% of marketing spend to digital experience such as Facebook, The figure was three times the average investment, and it enjoyed a 29% increase in revenue as return. It sees that the luxury brands are ready to compete and win our attention with digital marketing strategy

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Are you ready for ZMOT?

November 11, 2011 Leave a comment

What is ZMOT? The idea is from Jim Lecinski, VP for U.S sales and service at Google, and he calls the “Zero Moment of Truth.” Think about your consumption  pattern! Today, you want to buy a digital camera. Before stepping into a store and  talking to sales representatives, you might have already done tons of research, compared various products and read many user reviews. The more your learned about each brand, the wider options your can consider and the faster you might switch your preferences.

Because of increasing access to the web and mobile devices, consumers have  changed the pattern of decision making dramatically. We are now facing a more  connected and transparent world, and ZMOT is that moment when you start  learning about a product or service after you decide to try or buy something. The  research shows that 70% of Americans now say they look at product reviews  before making a purchase, and 79% of consumers say they use a smartphone to help with shopping. In addition, people did research online about not only large purchases but also small everyday products. So, how do marketers win ZMOT?

Examine your online presence:

By typing your product or company name into search engines, you can examine the current status of your online presence. Top third of the first result page? Monitor your brands on key rating and review sites and check how the key words that you give consumers work. This is definitely a long-term battle, so having a person to be in charge of your online presence and deal with good or bad reviews is necessary.

Find your zero moment:

Marketers should not only know exactly how target customers search for certain products but also understand what issues and questions people are looking for right now. Every company wants to be found and participate online conversations with target consumers, and there are some tools, such as keyword tool, Google Trend and Insights for search, for marketers to do a good job on SEM.

Stimulate digital communications:

To deepen relationship and engagement with current customers, marketers should build positive experiences to maintain repeat buying and encourage advocacy.  Zero Moment of Truth is driven by consumer-generated recommendation and sentiment, so marketers should start thinking about how to drive and stimulate digital communications through social media website and online campaigns.

Identify online opinion leaders:

Marketers should not only care about heavy users but also heavy influencers. Bloggers and online reviewers are getting more influential as Google search engine leads a path directly to them. Consumers are more likely to be influenced by a personal recommendation, so reaching for opinion leaders might benefit your company with positive presence online and multiply the effect of your current campaigns.

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