Updates from April, 2010 Toggle Comment Threads | Keyboard Shortcuts

  • The digital citizen 9:46 pm on April 22, 2010 Permalink | Reply
    Tags: apple, , customer service, john lewis   

    2 brilliant brands, 1 great marketing strategy 

    I have always said that the best marketing campaigns cannot make up for poor customer service.

    Great customer service however is any brand’s best ambassador. It will earn the brand respect, trust and profit.

    I have had not 1, but 2 amazing experiences today, firstly at John Lewis and 20 minutes later at Apple.

    I returned my toaster to John Lewis, which I bought about 6 months ago, as it was faulty. Without wasting my time debating the problem, the customer service assistant went in the storeroom and brought me a brand new one.

    He also informed me that the new one is on a year’s guarantee, starting today and encouraged me to email the maker and inform them of the issue.

    10 minutes later I went to my appointment with Apple to check what caused my Macbook to crash and never start again. The assistant checked the serial number and about a minute later told me that Apple were willing to replace my hard disk, for free, as there have been a number of faults with the particular series in the past.

    Having had my Macbook for 3 1/2 years, I was more than prepared to buy a new one, thinking that my current had reached its expiry date, however the assistant encouraged me to keep the one I have, as he found no other problem with it at all.

    So brands, before investing huge budgets on great adverts, social media and any other forms of advertising, make sure that your company’s ethics are high and your stuff trained to the highest standards. The best advertising after all is word of mouth and I have already tweeted , blogged and told all of my friends of my great experience!

  • The digital citizen 4:28 pm on April 22, 2010 Permalink | Reply
    Tags: acquisition, efficiency, in gaming, , mobile advertising, mobile gaming, product placement, video   

    Alternative mobile advertising 

    Ok, so mobile has come of age and increasingly advertisers include mobile in their media plans.

    This however, for heavy mobile users is intrusive and annoying. When you are using your smart phone so much, you get tired of being bombarded by adverts constantly.

    I have been trying to think of alternatives and here are some ideas I have come up with:

    • For those using their smart phone for gaming purposes, how about in-game, instead of top/bottom of the screen ads? By choosing the right games, advertisers can be almost 100% sure that they are targeting the right audience. In gaming advertising is vastly growing on consoles, such as the XBox 360 and research has shown that it is really impactful too.
    • For those watching videos, the obvious alternative advertising would be product placement in the videos. Finally the ban on product placement on TV has been lifted in the UK and naturally this should reflect on all other advertising platforms.
    • Finally, if you are mostly reading on your phone, hyperlinks on the advertised terms is possibly the way forward. Ideally, upon clicking an offer becomes available to the user. This would further enable the implementation of cost per acquisition models on mobile, increasing it efficiency.


    Of course, at the moment, most paid for apps do not serve any ads but how long will they be free for? Trends, including apps, can only remain forever popular if they keep improving and these improvements require investment which can only be covered by advertising.

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