One of the key themes at last week’s Ad:Tech conference was that mobile is the new digital and New Zealand is behind the rest of the world in following consumers there. And Pandora’s Melanie Reece says it’s time marketers closed the gap.
Yesterday, we reported that FCB was the only Kiwi agency shortlisted in the Mobile category for its ‘Food Photos Save Lives’ campaign for UNICEF. Well, the good news for the agency didn’t end there, because it was announced overnight that the campaign had picked up a silver gong at the coveted festival. PLUS: see which Brazilian campaign won the grand prix.
There are a number of factors that have come together to help shape the key digital trends for the year ahead, says Theresa Clifford. The move to the Cloud over the past three years has revolutionised technology, mobile has become the new platform of choice and the introduction of social media channels has brought with it the need for multi-channel engagement strategies. And, to paraphrase Charles Darwin, it is not the smartest or cleverest that will survive in this digital age, it will be those organisations that are most open to change.
Findings from InMobi’s Mobile Insights Report Q3 show Apple remains the dominant force in the New Zealand market, with 42 percent of total impressions, a nine percent increase from last quarter. But there are also positive signs for Android, climbing five percent to take 34 percent of the total market share. PLUS: infographic action.
54 percent of Kiwi online shoppers now own a smartphone, according to PwC. And thanks to the search engines in their pockets they are likely to know things about your market before you do. This should put the mobile customer experience near the top of the to-do list for many companies and the MA’s September Brainy Breakfast, which, for the first time in several years will also be held in Wellington, focuses on five key mobile experience trends that will help get you up with the play.
Independent mobile advertising network InMobi has released its latest New Zealand Mobile Insights Report, showing Apple’s iOS platform has overtaken Android for the first time and a 78 percent increase in tablet impressions on the InMobi network over the past three months.
Using your phone as a payment device is something that’s been talked about for years but rapidly increasing smartphone uptake means it is now starting to come to fruition in New Zealand. ASB and TSB have recently come out with updated mobile payment technology, and plenty of other companies like Swipe HQ, Google and MasterCard have their own iterations hoping to render the wallet an anachronism. Now ANZ has upped its activity in this space as well with a Facebook campaign by Tequila\ that aims to drive new registrations for its goMoney iPhone app.
The buzz about mobility just keeps getting louder but many clients are still working out what the rapid uptake of the technology means for their business and how they can use it to their advantage. So out-of-home media company Eye is aiming to make things a bit easier for them and get their content onto consumers’ phones with the new technology-agnostic Amplify platform, “the world’s largest mobile enabled digital out-of-home network”.
Depending on how you look at it, second screening is either breathing new life into live broadcasts and showing TV is about shared experiences, or offering proof that viewers aren’t really paying full attention to what’s on the box. Either way, it’s proving fairly popular in New Zealand, with a new survey of 482 smartphone users released by IABNZ and 3DI showing that 63 percent of them are simultaneously using their smartphones and watching TV.
Smartphone penetration is now thought to be around 30 percent in New Zealand, and that number is increasing rapidly. So Countdown has jumped on the mobile bandwagon and upped the ante in terms of customer experience by launching what it’s calling a New Zealand-first iPhone app that features a digital shopping list and barcode scanning technology, as well as the ability to check prices, find recipe ingredients, collect loyalty points and shop online.