Tag Archives: Marketing

HTC Ditches Its “Quietly Brilliant” Tagline; Will Shift To A Bolder Marketing Campaign

In a bid to improve its marketing strategy, HTC has decided to retire its “Quietly Brilliant” tag line and instead shift to a “bolder” approach and tagline.

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HTC’s latest Marketing Officer, Benjamin Ho, says that the company has “a lot of innovations but we haven’t been loud enough.” Benjamin Ho is HTC’s third Chief Marketing Officer inside two years, and has a lot of work laid out in front of him especially now that the Galaxy S4 and HTC One are going to hit the United States in around the same time.

Ho aims to increase HTC’s digital marketing budget by a whopping 250%, while increasing the traditional marketing budget by 100%.

Regarding the delay of the HTC One, he said that “there is some shortage, because the phone’s camera was designed specifically for us, and production cannot be ramped up so quickly.”

HTC has had a rough two years, and the company is betting all its hope on its latest flagship — the HTC One — to change its fortunes this year.

Uses of Gaming in the Contemporary World

Gaming is a phenomenon which is scoring big in the media industry. A lot of effort is being put into it with respect to design, development and time. It has become an area that is circulating a lot of money and more and more people are getting hooked on to playing games. Conventional wisdom tells us that gaming is fun. True that! However, gaming has moved beyond that and it is starting to have other uses than just entertaining people. For example, businesses are incorporating games into their marketing activities as a means to connect with consumers and potential consumers.

A recent example that backs up the former claim is a company that operates in the FMCG (Fast Moving Consumer Goods) sector – Reckitt Benckiser (RB). It is a company which has traditionally dedicated its efforts to develop products for daily use. However, as part of its awareness drive, the company has sought refuge in gaming. The latest game it has incorporated in its awareness campaign is called Profile DeRBy. Essentially, it is a psychometric test based on statistical probability which aims to provide an understanding to people regarding what careers choices they should make. This includes students, university graduates and people who are seeking jobs in today’s fierce job market. The company’s blog states the game is “fun, a bit cheeky and creative. It is a profiling tool disguised as a game to provide practical feedback to such people” about their respective professional personalities. Check out this video:

The example above is clear substantiation of the fact that gaming is increasingly getting involved into more practical uses. It is turning into a critical marketing tool and an important consumer engagement driver. The dilemma that remains is what fate traditional marketing would adopt given the technological development.

If you are a hardcore gamer, you think you need to know your professional traits, Profile DeRBy is a good place to start.

Do let us know you results and overall thoughts in the comments section below!

Promote Your Work To Followers Who Admire You

Real or unreal, people flock on social networks, and if you happen to command upon a handsome number of fans there, your creativity can find a better voice with Gumroad. The new startup aims to help you market your work on the people network you already influence.

Sign up for a free account or you can use your Facebook or Twitter to get one. Once you are in, you can add your work by providing links or upload it to the Gumroad cloud that also works as a hosting service. Add a name for your work, set a price that’s reasonable for your effort and press the Add Link button. You’ll then be redirected to your sales page where you can further succinctly detail your work, add a thumbnail, track purchases/views or disable the sales. You can find a uniquely generated URL to sales page to share with your Facebook and Twitter fans and friends.

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Apart from the common configurations, advanced options lets you showcase a work on profile, limit a sale for a predefined amount or add Webhooks to it. The interesting Webhooks feature for sellers offers better understanding of buyers and respond to them. It works great for specific purposes and can be used on link-to-link basis and not a universal feature for all. Know more about this here and to add Webhooks to any link use it from the More Options menu.

The pricing feature also offer a unique approach to pricing. You can enter a minimum amount for any item and then your users can define their own price for the item. This can be great if you choose to open a donation fund in exchange for a unique creation(e.g. a special sponsor Tshirt). Set a limit for any sale for a target fund such that when any number users pay their own prices to close the campaign to support the cause by buying the product, the campaign will feature them in an order they paid amounts are. A feel of exclusivity seems to work for them and your cause. To use this feature add a “+” after the minimum price you assign for a product. Anything from a charity program to a gig to commemorate a cause can leverage from this idea.

While payments will be sent to your Paypal account(once every month, no payment thresholds were found), your buyers will need to use their email and credit card(also address if you choose so, not required by default) details to complete the transaction. This might sound a bit tiresome (as credit card payments are) but it isn’t, if you take a look at the screenshot below(or use the demo page), you’ll get an idea how simple it is actually.

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Any average Joe and Jane in the trade can use the wieldy tool. One major concern is maintaining customer records. If you are a popular artist or a seasoned marketer and happen to generate a healthy number of sales, it can be quite a ghastly experience. Leveraging networks for marketing sake is nothing new; Facebook pages are a perfect example. But Gumroad seems to make it inherent by seamlessly adding social sharing to marketing. The idea has specific advantages. Since people who follow you does so because they admire you, sharing your work with them will have better chances to get them sold or at the least shred to their own networks. On a concluding note, the app although may not serve as suitable tool for heavy marketing but serves individuals in need for a marketing media to publicize  and handle their sales.

Forget Trident Gum, Would You Like To Be Paid In Tweets?

If the title doesn’t make much sense, you probably have not seen the latest Trident Gum commercial yet where people are happy to be paid in Trident Gum instead of money. Well, not sure how that’ll play out in the real world but somebody thought of a better idea. Why not pay and get paid in Tweets?

PayWithaTweet is a new web service that encourages transactions in tweets. As the service explains, sometimes a tweet can generate so much buzz about your product that it is worth more than the money you’ll get selling 1 unit of that product. This can be specially true if what you are selling is virtual like an article, a song, an e-book or any other creative thing where getting paid in tweets won’t cost you anything but instead work as a marketing strategy. To sell your stuff for tweets, you can use PayWithaTweet to generate a “Pay With a Tweet” button that will allow users to download your content once they have tweeted about it. Furthermore, you can specify the text of the tweet and include a short URL with it.

Pay With Tweets

For buyers, it wouldn’t hurt getting something for free if all you have to do is tweet about it. For sellers, it can be a really good tool to market your product for free and you always have the option to replace the “Pay With a Tweet” button with “Pay With $$$” button once you realize you have generated enough buzz about your product. As of yet, PayWithaTweet offers a very simple tool for a very powerful idea that can be developed into a more comprehensive marketing model over time. For example, if a business is able to filter out people who’s tweets would not help much, they would eliminate the risk of giving free products to people who won’t generate enough buzz. On the other hand, if you are a user with lots of followers and high Twitter reputation, you can get lots of free products like e-books, movie tickets and even gadgets and gizmos.

Sony Opens Up an Ear for its Fans

With an increasing number of its users becoming quite vile about its shortcomings, Sony’s PlayStation wing has opened up a dedicated site called PlayStation.Blog Share. Here, fans can submit their own ideas and the community votes on the idea.

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In its own words, this new serviceis dedicated to bringing certain ideas to life:-

Do you have an idea for how to improve the PlayStation experience? If so, Share it! PlayStation.Blog Share is a place to formally submit your best ideas on how we can improve all PlayStation products. It’s also a place where you can discover and vote on other people’s ideas, as well as communicate with us and other PlayStation fans about how to bring great ideas to life. You can only submit one idea per day. Make it count!

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I was pleasantly surprised to see a tweet that went to a completely new section of the PlayStation blog. With a little bit of snooping around it seemed that Sony was genuinely interested in hearing from its fans at long last.

Let’s hope Sony does act on the suggestions. I for one am hoping that the PSP dev kit is priced lower in the future!