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Smart Phones and Pads are Eating the Marketing World Alive
by FabCom on Apr.18, 2012, under Implementation, news
Are you losing market share? Or have you made the changes needed to gain market share and profits?
FabCom is an interactive, full-service integrated marketing and advertising agency that has been building websites and creating online marketing and advertising campaigns since 1991. Because we’re among the top “hybrid” marketing and advertising agencies in the Southwest, we are acutely aware of the massive changes that impact how customers are introduced to and ultimately become loyal to a brand. During the last two years, we’ve been actively following the evolution of mobile computing, which is singularly making as many online marketing changes as the entire online marketing arena has made over the last 15 years.
In this time frame, the mobile computing revolution has freed our target audiences to choose new pathways leading them to become customers – pathways not available via traditional advertising and marketing. If your messaging and tactics have not been changed to adapt over the last 24 months, you are quickly about to realize that 33% of the market your brand used to reach – with the strategies and tactics you deployed before this revolution – is no longer reachable. Next year, if the evolution continues at this pace, this number will exceed 50%. That’s a 50% reduction of a brand’s ability to reach its markets if a brand has not reconfigured marketing strategies and deployed the new technology that did not even exist three years ago. Below are fast facts to illustrate this tipping of the applecart in the marketing and advertising industry:
- 71% of U.S. smartphone users have searched after seeing an ad.
- 53% of searchers purchase as a result of a smartphone search.
- 70% of smartphone users use their device while shopping in-store.
- 31% of Americans own a smartphone.
- Only 33% of advertisers have a mobile optimized website.
- There are 237.2M mobile phone users.
- There are 90.1 million smartphone users, 29% of the population.
- There will be 81.3 million tablets sold worldwide in 2012, up from 15.7 million in 2010.
- Over 100 million people make a social action on YouTube (likes, shares, comments, etc.) every week.
- Mobile advertising spending will top $1 billion for the first time in 2011, before reaching $4.39 billion in 2015.
- 51% of business travelers use mobile devices to get travel information, more than double the rate of two years ago.
- Smartphone adoption among U.S. moms has risen 64% in less than two years.
Online marketing today is all about combining the art and science of selling products and/or services and leveraging your assets over multiple digital networks. FabCom has special expertise in leveraging the power of the online marketing methodologies in the 21st century. The firm harnesses converging technology and dispersing audiences as well as splintering media channels. From eCommerce to big brand fund development, our online marketing puts the power of the world in your hands.
FabCom’s dynamic, integrated, cross-channel database and trigger marketing are well respected throughout the industry. The firm’s strategic, research-oriented, personalized approach to marketing communications has helped conceive and implement numerous highly successful national and regional campaigns. FabCom not only produces results and guarantees them, CEO Brian Fabiano wrote the book on the best way to achieve them: Neuromarketology: Harness Converging Technologies and Diverging Audiences to Create Dynamic One-to-One Marketing and Astonishing ROI. For more information, visit www.fabcomlive.com, www.neuromarketology.com or www.fabcomblog.com.
Dscoop7 Presenter to Demonstrate How to Build Market Share and Transform Your Business March 23
by FabCom on Feb.21, 2012, under news, Strategy
Traditional marketing approaches in a converging world can leave companies hemorrhaging market share. Brian Fabiano, author, pioneer and ad business innovator, will introduce essential new technologies and methodologies that stop the bleeding and produce astonishing ROI during his break out session at Dscoop7 March 22-24 in Washington D.C. Dscoop7 is a three-day education and networking conference for HP Graphic Arts customers.
In his session from 12:45 to 1:45 p.m. on Friday, March 23, Fabiano will present Neuromarketology: Cross-channel Marketing Campaigns that Generate Astonishing ROI (Session #57). Participants will have the chance to win a free Nook, but must be present to win. To register for Dscoop7, visit http://dscoop.org/p/cm/ld/fid=96.
Fabiano is CEO of the Phoenix-based integrated marketing and advertising agency, FabCom, and author of Neuromarketology: How to Develop, Implement and Manage Dynamic, Real-Time, Cross-Channel Marketing Campaigns that Generate Astonishing ROI.
Pioneered by FabCom, Neuromarketology is the methodology of mapping each of your target audience’s behavioral, demographic and psychographic connection points to your brand. The science promotes dynamically configuring marketing messaging to connect your brand attributes with each of the individual target’s brand-matched characteristics through automation that results in the most relevant method for influencing the specific target.
The playing field of marketing has changed more in the past three years than in the previous 10 years. During his talk, Fabiano will provide a clear perspective on the new marketing landscape and step-by-step guidance on leveraging its unique opportunities. He also will present case studies that show you how to harness powerful platforms and link your siloed data and diverging audiences with real-time, cross-channel content that results in automated dialogue marketing and delivers unprecedented campaign ROI. The results will transform your business and your brand.
Spearheading industry innovations for 25 years, Fabiano not only pioneered Neuromarketology but he also integrates it consistently to create huge ROI for his companies and clients.
FabCom Drinks Their Own Kool-Aid: Integrated Dynamic Messaging
by FabCom on Jan.05, 2012, under Implementation, news, Strategy, What Others Say About Us
This year we at FabCom sent out our holiday cards in the form of direct mail and HTML, both with corresponding PURLs. Staying true to our core methodologies, all communications were cross-channel, dynamic and integrated. And of course… we tracked our results in real time. All was accomplished through the use and integration of a multitude of tools, programs and creative and tech-savvy mavens.
After receipt of FabCom’s holiday card this year, interlinkONE posted an article on their blog with their reaction. We’d like to share it:
A Holiday Card Worth Imitating
Alright, before get too far in this post, I must say this: I received a lot of Holiday cards this year. And I loved them all!
But I just want to take a moment to highlight one that stood out to me.
The Holiday eCard from Fabcom
FabCom is an interactive marketing agency. I love their company and their staff for many reasons. They are energetic, creative, and extremely hard-working. And, they use interlinkONE’s multi-channel marketing software to help them build, manage, execute, and measure marketing campaigns for their clients, which also gives them extra points in my book.
They sent an eCard to a number of employees here that combined a number of things that I like: personalization, humanizing a brand, and gift-giving.
Here is a screenshot of the email that they sent:
Within the email, they did a great job of including a human touch. As an agency, their people are among their most important assets. Thus, by exposing employees faces, they are helping to “open” themselves up to customers, prospects, and vendors. And of course, they did a great job of incorporating a humorous and seasonal touch.
The Landing Page
After clicking the link within the email, people were directed to a landing page. It incorporated video, personalized text, and information about the donation that they were making on the behalf of the individual the email was sent to.
Here is a screenshot of the landing page:
The Inspiration
When it comes to sending holiday cards, companies often have multiple goals. For one, they want to say Thank You to customers, prospects, vendors, industry leaders, friends, and others. But also, they want to do something that will help make an impression about their company on someone’s mind.
I think that Fabcom did a great job of this. They utilized multiple channels and medias to make the recipients feel special in a number of ways.
