Tag Archives: app

Mobile Marketing in the Wild: GetTaxi Hijacks #TubeStrike

Get Taxi tubestrikeMillions of Londoners were held up across the capital this morning, many apparently desperate to work from their desks despite well-publicised industrial action by Underground staff.

As many were having to make a treacherous journey above ground, cab app firm GetTaxi was keen to take advantage of the situation. The company created the above image – based on the well-known travel disruption boards seen at Tube stations – using an online image generator. They tweeted out the image, hijacking the Twitter hashtag #tubestrike, which has been used today by the public to praise their own ‘blitz spirit’ in tough circumstances.

We reached out to GetTaxi to see if the risqué tactic worked. Head of marketing for GetTaxi, Rich Pleeth, said: “We’ve seen around 200 per cent uplift in orders from a usual day and we have extra people in our customer care team today trying to help everyone who wants to find a taxi via our app. However there are a lot of Londoners who can’t get a ride as unfortunately we can’t move the amount of people the Tube can.”

If you enjoyed that, see what everyone else has been up to and make your sign here.

I have a bike #smug.

Written for Mobile Marketing Magazine and first published here: http://mobilemarketingmagazine.com/mobile-marketing-in-the-wild-gettaxi-hijacks-tubestrike/#1QC7durG51RVL4D7.99

Are You Ready for this Jelly?

Jelly amendIs it a marketing tool? Is it a global empathy engine? Or is it a load of fuss about nothing? Perhaps I should just ask the digerati currently crowding around visual Q&A app Jelly, created by Twitter co-founder Biz Stone…

After linking the app with either Twitter or Facebook, the mobile-first search platform enables users to ask questions of their friends and friends-of-friends using pictures as the prompt.

‘Point. Shoot. Ask’ are its limited homescreen instructions. And then add a doodle to highlight a part of the image if you like.

From ‘What jacket should I get?’ to ‘shave?’, with an attached picture of your face, or ‘what % of users now say NO to push notifications?’, just snap a photo on the fly or upload an image from Google. You can also forward messages by email or text, with a link for the recipient to sign up, if you don’t get the answer you’re looking for.

It’s been likened to online question platform Quora, without the discussion and with a greater social element, a bit like Yahoo Answers but more good-looking, with elements of Snapchat, Tinder, Chatroulette and Instagram… Or perhaps an app for people who haven’t discovered any of these things yet?

Unlike Quora, Stone says it hasn’t been built to encourage discussion but glean answers quickly from a trusted network. The founder also says one of its main features is to make it easy to help others, which might naturally discourage the facetiousness experienced on other social networks… But the general rule of thumb with online services is ‘build it and the trolls will come’.

So what is this really all about? It actually seems to lend itself rather well to marketing and is worth having a play if you’re not too busy Facebooking, Tweeting and Pinning. You can get fast customer feedback or help with product development, for example, all for free. But then what’s really in it for users and how does Jelly get a good number on board to begin with? It’s no good if only marketers turn up to the party. No offence.

Search marketing has long been the undisputed winner on mobile, with Google the crowned prince, but perhaps it’s due a refresh for 2014? As others are grasping around voice, perhaps visual and crowd is the way to go?

As a Q&A company, the founders are already asking users what else they’d want from the service, with answers including question categories and a search function. Although the platform is not being built within Twitter’s ecosystem, add Twitter, Vine and Jelly together and you get a reasonably nifty social toolbox.

So. My initial assessment?

If you want facts, try Google. If you want opinion, ask Facebook and Twitter depending on the question. Heck, ask someone close to you if you dare! I’ll settle on it becoming search for the Snapchat generation… If a generation could ever be defined by a service where the whole premise is impermanence, built in order to send dodgy pictures.

But brands beware. Don’t think for one second think that the nice sentiment Stone outlines will stop people from snapping your staff/toilets/product and asking ‘what is going on with this? Next!’

Written for Mobile Marketing Magazine and first published here: http://mobilemarketingmagazine.com/are-you-ready-for-this-jelly/#ABFCzfqsfkqmtlAd.99

Shazam Hints at 2014 IPO

Andrew_Fisher_High Res

Speaking to Shazam executive director Andrew Fisher, it’s easy to believe that the British-based company has the silver bullet for linking TV, radio, outdoor and in store, and is therefore well-placed to reap the rewards from this trillion-dollar market.

So far, the company has focused on using audio recognition for TV ads, bringing users additional branded content within the Shazam app, which ‘turns 30-second TV slots into three minutes of engagement’.

“If someone is engaged immediately, to go straight through to a call centre for example, the conversion rate and ROI is going to be far greater,” Fisher said. “So Shazam is helping traditional media budgets perform better.”

Fisher said the company is actively engaging with brands and agency partners around whether image recognition will become part of the Shazam experience, but he said to date, demand hasn’t been high enough. Through its audio campaigns alone, the platform has driven more than 500,000 users a year to buy $300m of goods and services.

Further growth

But Fisher points out that even with a user base of 350m – and growing by 2m every week – Shazam has only captured around five per cent of the potential global audience. “95 per cent of the opportunity is still in front of us,” he said.

Shazam went to market knowing the facts about smartphone penetration – growing, but not the majority of the world, yet – so has always offered support for feature phones in the 200 countries it is present in. The company’s relationship with Latin American telco América Móvil, from which it received $40m of investment back in July, was a key strategic play to help the company reach its next milestones of 500m and then 1bn users.

“What we now have the ability to do, in partnership with brands, is to give value-add offers to users who have already Shazammed a product, delivered when they are actually in a retail store. There is $1 trillion in total spend between global TV, radio and in store promotions – no other companies today are positioned to build and deliver on that experience for brands and advertisers.”

Partnerships and offerings

As well as creating more than 300 campaigns for 150 top-tier advertisers like Pepsi and Barclays, Shazam has a partnership with Nielsen to use its general viewing data, along with Shazam numbers, to work out campaign engagement figures. The likes of Twitter and Facebook are going further than this, securing deals direct with TV channels to create new ad revenue streams around second-screen social chatter.

Asked if any more data deals were on the way for Shazam, Fisher said: “Lots of people want to access our data because we have both the user’s preferences and their location. Although there will be scope to build more of these kinds of relationships, ultimately we have to protect our relationships with users.

“An IPO is a stated ambition for Shazam and it is my role to work with investors and prepare for that event as and when it would be appropriate to do that. We’re very focused on monetisation and revenue growth – being able to capture part of digital spend and traditional media spend enables us to grow revenue much faster. We will not be at a point to do our IPO this year, or at least in the first half of 2014.”

When asked how this IPO will compare to the likes of Facebook or Twitter, Fisher dismissed the comparison. “We believe we have created a new digital advertising category around media engagement. It gives brands the opportunity to extend engagement with target audiences.”

Written for Mobile Marketing Magazine and first published here: http://mobilemarketingmagazine.com/content/shazam-hints-2014-ipo#Dsr48OfkcIqYj17T.99