Strategy

Weekly Digital Breakdown

Chipotle Aims For Nothing But Net With Its Burrito Giveaway

The NBA finals are about to start and Chipotle is hoping for a slam dunk with its “Freeting” campaign, giving away $1 million worth of free burritos during final tournament play. The company is placing its bets on second-screen viewing to drive social engagement, online orders, and in-store traffic. With over 45% of US adults saying they use a second screen very often or always while watching television, it’s an opportunity to reach coveted NBA fans who are checking their mobile devices throughout the games.  

So how do you score free grub?  Every time an announcer says “free” on air during the first half of the game, Chipotle will offer up to 500 free burritos. The offer doubles in the second half, keeping viewers engaged for even more chances to win.  Unique codes will be tweeted on Chipotle’s Twitter account following on-air cues and viewers simply need to text the code back to receive a redemption coupon for a free burrito. Code users with orders over $10 will also receive free delivery on Chipotle’s app, website or through DoorDash during the games.

The promotion is powerful team strategy of multiple platforms to drive online and in-store traffic.  The company opted for the “Freeting” campaign in place of a much more costly official sponsorship or commercial during the tournament.  Chipotle is banking on the appeal of friendly competition combined with free food as a creative way to win new fans and a victory with game viewers.

https://www.mobilemarketer.com/news/chipotle-integrates-twitter-with-sms-to-dole-out-free-burritos-to-basketbal/555638/

Facebook Uncovers Record Number of Fraudulent Accounts

In the first quarter of 2019, Facebook removed a record 2.2 billion fraudulent accounts, most disabled within as little as a few minutes of being created.  The number of fake accounts is only slightly less than the reported 2.4 billion valid monthly active users and the majority of the false accounts were never considered active by Facebook’s metrics.  Many of the removed accounts are attributed to spammers who are continuously attempting to circumvent Facebook’s increased privacy security.

The increasing attempts to create large quantities of automated fake accounts simultaneously further exemplifies the magnitude of this ongoing problem.  While Facebook is diligently working to foster a safe user environment, this information shows that the problem has a broad reach. In the report, CEO Mark Zuckerberg stressed the company’s plans to increase resources and spending for online security including a combination of artificial intelligence and human monitoring, adding to its arsenal of defense.

While Facebook continues to seek ways to create a safe environment for users, it seems they face hurdles at every turn, including its own policies. The pending increased encryption the company plans to implement for additional privacy could make it more difficult to detect fraudulent accounts. Zuckerberg acknowledged the increased encryption security comes with trade-offs, but promises to make online privacy an ongoing focus of the company.

It’s evident that the company is tackling fraud head on with no intention of backing down.  However, this issue is far from resolved and will remain at the forefront of conversation for Facebook for the immediate future.

https://www.adweek.com/digital/the-amount-of-fake-accounts-removed-from-facebook-this-year-nearly-equals-its-number-of-total-active-users/

Google Indexing Gets Mobile Optimized

Google officially announced they will be utilizing mobile-first indexing as default for all new web domains starting July 1, 2019. The switch has been in the works since 2016, with testing since leading up to the announcement this week.  Google will use its webcrawler, Googlebot, which simulates a user on a mobile device, to confirm a site is mobile optimized for its indexing process. Existing sites will be monitored as well but that process will have an extended timeline.

With the number of mobile users worldwide expected to surpass 5 billion this year and over 72% of internet users projected to be solely on smartphones by 2025, enforcing mobile optimization is a natural progression for both Google and websites. To help assist with the transition, Google has dedicated a guide with instructions and resources to better explain the process.

The emphasis of a mobile-friendly experience, both with indexing and mobile site optimization, shows Google’s priority to focus on users. As online behaviors shift, the company continues to remain a leader of change and innovation.

https://techcrunch.com/2019/05/28/google-makes-mobile-first-indexing-the-default-for-all-new-domains/

Building Trust Using Customer-Centric Approaches in Marketing

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In [A1] the competitive environment of business marketing, more and more brands are working to adopt a customer-first philosophy. In the past, marketers focused their efforts on boosting revenue or site traffic with flashy ads bragging about the wonders of their products. But this hasn't attracted customers in the most effective way.

Today's technology has changed the game. Consumers are more empowered and prepared to take their buying power into their own hands, and those flashy ads aren't cutting it anymore. Consumers want to know about the value that the brand and product offers them, and how it can help them do things better.

How can you create customer-centric marketing campaigns? Adtaxi has five tips to help you start building consumer trust and boosting your conversions.

Organically Attract Customers With Inbound Marketing

Outbound [A2] marketing (think magazine ads and direct mail) is all about getting people's attention to garner interest in your product. But today's buyers are more likely to seek knowledge and find solutions on their own than they are to respond to outbound marketing. That's where inbound marketing comes into play. This strategy transforms your brand into consumers' go-to resource by providing them with the information they need when they want it. These consumers then become more likely to buy from you when they're ready to do so.

Provide Actionable Advice

For [A3] this to work, stick to creating content that puts your audience's needs and interests first. The content shouldn't be about your sales pitch. Instead, focus on creating high-quality content that's well researched, visually friendly, and on point with the issues your target audience cares about.

While you should include a subtle product pitch or call-to-action, the content itself shouldn't feel like readers are being sold something. Instead, that should feel like an afterthought added to a piece that stands on its own merit.

Integrate Customer Engagements

Just [A4] as you want to create a seamless customer experience across all your platforms, you also want to create a single, seamless conversation with your customers to provide long-term value while building trust. To make this happen, all your marketing silos should be integrated. That way, when a customer makes a purchase on his or her mobile device, he or she won't continue getting ads for the same thing on a desktop.

Have Honest Interactions

Your [A5] customers can be your most effective salespeople. Word-of-mouth marketing is powerful, especially in the age of social media, where customers can read reviews from anywhere in the world at any time. Part of that process includes having honest interactions with consumers when you're providing customer service, asking for feedback, or engaging with people on social media.

Create Goal- and Behavior-Based Buyer Personas

Buyer [A6] personas are nothing new. Traditionally, businesses have used them to profile the markets they're targeting with different consumer segments. But when brands create both goal- and behavior-based buyer personas, the emphasis switches to helping buyers across multiple segments based on their goals, attitudes, and behaviors, which organically shifts marketing to customer-centric strategies.

To be effective, brands need to truly understand their customers, and use the data available to deliver marketing efforts personalized to fulfill their customers' needs and solve their pain points. After all, that is what customers want to know more about. Making the shift to truly customer-centric marketing delivers great results – just wait and see!

 [A1]Source: https://www.forbes.com/sites/danielnewman/2015/02/17/marketing-building-a-customer-centric-marketing-eco-system/#2e4cece31cb2
https://digitalmarketinginstitute.com/en-us/the-insider/how-to-succeed-with-a-customer-centric-marketing-strategy
https://www.forbes.com/sites/christinecrandell/2015/10/09/going-beyond-customer-centric-marketing/#722c7d9d5278
 [A2]Source: https://digitalmarketinginstitute.com/en-us/the-insider/how-to-succeed-with-a-customer-centric-marketing-strategy
https://www.forbes.com/sites/jaysondemers/2016/06/08/is-your-content-marketing-strategy-customer-centric-heres-why-it-needs-to-be/#5fa60673422c
 [A3]Source: https://www.ngdata.com/expert-tips-on-creating-a-customer-centric-marketing-strategy/
https://www.forbes.com/sites/jaysondemers/2016/06/08/is-your-content-marketing-strategy-customer-centric-heres-why-it-needs-to-be/#5fa60673422c
https://www.crazyegg.com/blog/make-your-content-actionable/
 [A4]Source: https://www.ngdata.com/expert-tips-on-creating-a-customer-centric-marketing-strategy/
 [A5]Source: https://digitalmarketinginstitute.com/en-us/the-insider/how-to-succeed-with-a-customer-centric-marketing-strategy
https://www.ngdata.com/expert-tips-on-creating-a-customer-centric-marketing-strategy/
 [A6]Source: https://www.ngdata.com/expert-tips-on-creating-a-customer-centric-marketing-strategy/