Sports and Digital Media Marketing: 3 Ways to Effectively Integrate

Whether you are a digital marketer yourself or someone who consumes digital media on a regular basis, it is always good to be up on the trends of today. Unfortunately, digital media and marketing best practices are still novel ideas to many business entities across the globe, and among the many who are starting to be left behind in this space are sports franchises. While some leagues like the NBA and certain super-teams like the FC Bayern soccer team out of Munich have been aggressive and tried to get themselves out in front of social/digital media trends, most in the sports world are still antiquated in their use of these "new-age" mediums.

As an undergraduate student in the Integrated Marketing Communications program
at Northwestern University, I have compiled a couple of articles that illustrate, in a broad sense, where digital trends are heading, and more specifically, how these apply to sports operators.

In a recent DigiDay article online, entitled 2018 Content Trends You Need to Know Right Now, Creative Executive Molly St. Louis speaks to how the digital content world is changing, and thus, how to best evolve with it.  The biggest, arguably most important point, St. Louis makes in the whole article is about just how dynamic this field is.  Long story short, this online, content-oriented world is constantly changing and evolving, and so the most important thing to do - staying up to date - may sound simple, but is most definitely easier said than done.  With that being said, there are trends she points to in terms of what is on the immediate horizon like the rise of "mobile" and "voice" activated AI; all things to consider when moving forward in the digital content space.

Image credit: company800 Staff Documents (https://sites.google.com/a/wcastl.org/the-westminster-school-of-business-and-communication/marketing/sportsmarketingproject)

Connect all of these ideas to what is going on in the sports world and you see some interesting parallels. SportsProMedia recently published an article entitled The Derby County model: digital transformation drives the future of sports marketing about a lower-divison soccer team in England and how they are trying to update many of the ways sports franchises interact with the online world.  Sports franchises used to have simple goals like getting people in the seats of their stadiums and winning games.  Traditional marketing was the means to an end to execute on these goals, but with the evolution of digital, there has been a proliferation of "means" to get to these simple ends. On top of this, sports teams do have the perk of having an abundance of ready-to-go digital consumers, also known as "fans." As the author, Matt Wheatcroft, puts it, "This ‘hidden army’ of support is the Holy Grail for professional sports clubs… a rich but untapped seam of digitally-savvy content consumers."  Matt notes how with the case in the article, the team made sure to make a seamless website no matter the device you are on in addition to an extensive user experience platform to engage with during actual live sporting events.  

In the case, the team seems to be prioritizing a lot of the qualities that Molly St. Louis alluded to previously in her article about content trends.  Now, when you think about these two articles in tandem, certain points begin to stick out.  Based on my review of the aforementioned titles and my studies at NU, I have created 3 key concepts to keep in mind when you are creating digital sports media or engaging with digital sports media.

Think Mobile
Tailor your user experiences for mobile devices – reach your audience where they are.

Drive Engagement
Reach isn’t always the most important metric – make sure your consumers are actually, actively 

ENGAGING with your content.

“Don’t try to be everything for everyone”
Make sure you know where to start and who your targets are before blindly going after every consumer. 

Whether you are just a sports consumer or a marketer by trade, these ideas are good starting points for you to think about in terms of how your favorite team is engaging with consumers online or, if not, how they should be.  Be sure to check out each article on it's own for even more detailed information on the topic.

Eli Sachs is a passionate digital marketer, social media strategist, and die-hard sports fan. He's pursuing his undergraduate degree in Learning and Organizational Change along with a certificate in Integrated Marketing Communications at Northwestern University.   You can get in touch with Eli on his twitter page here.

3 Tips a Marketer Need to Know to leverage the mobile devices to increase sales

Mobile commerce is the trend that no retailers can afford to ignore.  Industry analysts predict that the mobile commerce will increase to 31% of total digital purchase and generate $109 billion of revenue in 2017. As an IMC graduate student in Medill School in Northwestern University, I have done research on how the m-commerce trend affect the fashion retailers, and two articles explaining the industry future integrating the mobile devices catches I attention.

Dylan Richard, co-founder and CTO of a mobile-only e-commerce company, discusses the different consumer purchasing behaviors on mobile platforms, with computers and in stores. Dylan points out that when consumers shopping on mobile devices, like all online shopping experience, they are driven by fear on whether they make the right choice. Unlike shopping with computers, however, they are looking for easier and quicker shopping experience when they shop on their mobile devices, as they tend to shift between different apps and activities fast on their phone or tablets. 

Source: www.ohlalapps.com/wp-content/uploads/header_shopping.jpg

The Guardian article emphasizes on the importance of social networks and apps in m-commerce. While the trend helps small luxury brand to be more cost efficient, it also requires brands to provide a seamless service from seeing a picture on social media app to purchase the product. 

As the previous two articles mentioned, while the m-commerce trend is a great opportunity for fashion retailers, the retailers need to understand the different consumer purchasing behaviors on mobile device and adjust the shopping experience accordingly to generate new revenue. Based on my experience in the IMC program, here are three actions I would recommend to all fashion retailers:

• Optimize your mobile sites: optimize the mobile shopping experience is not just about a larger button. The customers need to be able to find essential information/graphics they need in the small screens and make purchases within several touches.

• Link your site with your social media accounts: always provide the links of the product with the pictures you post on social media (or use hyperlink) so consumers can access your mobile site from their social media apps easily. If you are looking for a more creative way to do it, IKEA Russion innovatively use Instagram as a catalog to increase consumers’ engagement and lead them to their website. 

• Integrate the mobile device into your store: QR code, Geo-fencing etc. are all great way to enhance your consumers’ store shopping experience while leading them to your mobile apps or sites.  

   

Cindy Du is Master of a Master of Science Candidate in Integrated Marketing Communication at the Medill School in Northwestern University. Cindy has studied and worked in Boston for four year in communication and public relations. Cindy now dedicates in delivering actionable digital marketing strategies for fashion retail brands through data-driven methods. Connect Cindy via @Cindy_SiyingDu.

Digital Managers: 3 Tips on Adding a New Dimension to Mobile Ads

               Digital marketers are constantly trying to find the new big thing to attract customers' attention. As a graduate student in the Northwestern Medill Integrated Marketing Communications (IMC) program with an interest in digital and social marketing, I have found two articles on 3D mobile ads that are pushing the boundaries of mobile marketing. 3D mobile ads are a developing trend that allows brands to immerse consumers in a fully interactive experience with their products.

               A recent Adweek article from Lauren Johnson details the 3D mobile ad trend as it goes through an early development phase. There are multiple examples of some recent ads utilizing this technology. There are a couple different styles of ads shown. One is a somewhat basic Jameson ad that makes it seem like a shot of whiskey is being sent down the bar right to the user’s fingertips. Another example is more involved, where users can actually interact and engage with a Ford Mustang to look through 360 degree views of the car.  But as the article mentions, the trend is still young and not everyone has bought in. Moreover, it mentions an Interactive Advertising Bureau statistic that “only 27 percent of mobile marketers have bought programmatic ads.” So while technology companies and brands are testing out the 3D mobile ads, there is still much uncertainty about the viability of the trend.

(source: Mobile Marketer)

               Another article by Michael Barris on Mobile Marketer detailed one of the early attempts at the 3D format from Mazda. It was one of the first experiments with the technology, so as expected the ad was rather simplistic. The article details some of the technology of how the 3D optical illusion is created and lays a great foundation in understanding the process.

              After reading these articles and based on my learning in Northwestern Medill's IMC program, I've created 3 recommendations to help you stay ahead of the game:

Dive into the technology - Companies mentioned like Cxense are the technology experts to help you see if your brand can use this technology to add a new dimension to your mobile marketing.

Try it yourself - Check out Amobee’s website to try it out for yourself! They were responsible for Ford’s Mustang ad, and they have video demos on their website.

Follow 3D - Getting a head start on other companies can help you take full advantage of this new marketing form.   

3D mobile marketing is still a nascent movement, but it is something that can really help your brand stand out amid the marketing clutter!

Alan Wu is a graduate student at Northwestern University’s Medill Integrated Marketing Communications program, with an interest in digital and social media marketing. I received my Bachelor’s degree from Medill in journalism. I spent 3 years in Japan learning a new language and view of life before deciding to come back to Medill to continue my education.

Twitter: @alan2015nu
LinkedIn: Alan Wu

CMO: 3 ways to use instant messaging apps helps you win the attention economy

As a CMO, instant apps are changing the way many people connect with each other and influence their decisions on purchasing products. As an Integrated Marketing Communications [IMC] student from Northwestern University, I have found two articles on festivals you will find interesting and necessary for today's digital marketing landscape.

According to TamasTorok's article "5 Reasons To Use Instant Messaging Apps for Marketing" on Social Media Today, instant apps can be used to create higher engagement and conversion rate for brands. People are more likely to share via instant messaging apps. The nature of this platform allows marketers to segment market and personalize interaction. The smartphone on consumer's hand shortens the distance between marketers and consumers and takes marketing to a interpersonal communication level. With more trust and accurately targeted messages, instant messaging is becoming a powerful tool in digital marketing campaign to realize higher percentage of reach, better customer engagement engagement and higher conversion rate.

Source: WILL WHATSAPP AND OTHER MESSAGING APPS REPLACE SOCIAL NETWORKS?

In Puneet Mehta's article "Message to Marketers: Mobile Chat Is the Next Killer App" on Ad Age, he listed 5 ways for marketers to connect and engage with customers on instant apps. If you are still doubt at implementing your marketing plan on instant messaging, these specific implementations shows that marketers not only can utilize it for personalized content, but also customer service and better problem solving. In the transition to service marketing, there is no doubt that instant messaging provides more touchpoints to reach consumers and a timely channel to better serve consumers. 

After reading these two articles and from my graduate studies in the Northwestern Medill IMC program, I have three practical action items for you to consider in your next digital marketing plan.

• Segment Messages -- tailor your messages based on digging into users data and behavior-driven segmentation approach. Studying your consumers by interacting with them and making your messages right on points.

• Personalize Content -- enhance customer engagement by adjusting content based on customers intension and updating it according to context. People like and trust personalized and contextual messages.

• Integrate Customer Services -- extend your customer services on instant messaging apps to timely respond consumers' problems. Don't limit your digital marketing plan in content and communication, use it for problem solving!

In sum, instant messaging apps create additional touchpoints with best value customers and increase their value. If you don't take a step in the game now, your competitor will take it.

ChristyLu is a Master Candidate in Integrated Marketing Communications at Medill, Northwestern University. She is currently a member of the Spiegel researchCenter Impact Marketing Team, and working on developing content strategy to leverage awareness of SRC’s research and insights. She is passionate about digital and social marketing and will be graduated from Medill IMC in Dec. 2015. Feel free to repost and connect with her on Twitter: @ChristyLu0111 

Digital Agency Manager: Ready to get ahead of the cross-device real-time data game?

   As a digital agency manager, be aware of the latest digital advertising trends: the cross-device integrated real-time data is changing the digital advertising game rule of how to market your brand to the most valuable customers through a most effective device/channel. As a Northwestern Medill Integrated Marketing Communication (IMC) graduate student, I am not only interested but also doing some research of digital marketing. There are two articles that are related to the digital advertising that will change the way you see current multi-media advertising.

  The first article indicates the fast growing digital advertising market on mobile, video and real-time biding. Traditional online banner ads will gradually lose its market share in digital advertising and be replaced by these three areas. Companies that are aware of mobile, video and programmatic ads are getting ahead of the digital advertising game. Transactions made by mobile is steadily growing, video watched becomes more common among customers while real-time biding helps a company to target on its customers anytime, anywhere. See: “Mobile,Video, And Real-Time Bidding Are Driving A Boom In Digital Advertising”  written by Mark-Hoelzel 

   

(Cross media : yay or nay? )

  

  The second article is about the impact of the acquirement and the launch of Facebook’s Atlas. Solving the problems of “cookie” that have a tracking success rate less than 50% and cannot be applied on cross-device, Facebook’s Atlas is able to target customers with “people-based” technology and advertise to these customers on all mobile websites and apps by accurately predicting the customers’ preferences and monitoring their footprints outside Facebook including all websites and apps they are browsing and using.  See”What Facebook’s Atlas Means for Brands ad Agencies—Ad Serving and Tracing Technology Solves Two Big Problems forMarketers. written by Don Mathis 

    Based on these two articles and what I have learned from Northwestern Medill IMC, here are three action items I recommend you as a digital agency to do as soon as possible.  They are:

• Take it seriously -  While digital marketing has evolved rapidly, these developing advertising strategies have to be taken seriously or else you will be left behind in the marketing trend and lose the market share of digital advertising in a flash.
• 
  
• Get involved - Traditional way of buying ads by people will be outdated within just a few years. Programmatic ads buying leverage with real-time data from social media is going to replace the traditional mass media marketing. It’s time to contact expertise or companies that are making the future digital advertising game rule.
• 
  
• Be Aware - Other agencies will of course be noticing the ongoing changes. It would be about how well you can interpret the customers’ data as soon as you received a bunch of customers’ behavior and modify your targeting strategies.

  Be ahead of the game, it's time to better integrate cross-device real time data into your agency strategies.

Ivy Chen is a Graduate Student of Integrated Marketing Communications (IMC), Medill, Northwestern University. She worked for Double A, an international paper company, in Taiwan from 2013-2014 as a Channel Development Coordinator. She is passionate about digital marketing and brand consulting and will be graduated from Northwestern in Dec, 2015. 

You can follow her on Twitter: @ivychen2015 or get connected to her on LinkedIn: tw.linkedin.com/in/ivychen2015

Retail CMOs: 3 Tips to Drive Sales And Improve Customer Loyalty By Leveraging Mcommerce

As retail CMO, do you still think mcommerce[Mobile Commerce] disrupts your brick and mortar business and has nothing to do with increasing sales and customer retention? As a graduate student majoring in Integrated Marketing Communications at Northwestern University, embraced and informed by the latest integrated marketing trends, I want to share the following two articles that can provide you a big picture of how mcommerce benefits your company.

Entitled “In Store Retail and Mobile: New BFFs?” by Janice Cuban published on January 7, 2015 on Thismoment discussed the misunderstanding of the relationship between retail and mobile. Cuban stated that retailers who harness mobile technology to respond to consumers’ needs rather than viewing it as competition can be a smartphone shopper’s BFF. The way we shop is changing; online purchasing has become an overwhelming trend recently. Therefore, retailers should understand what customer needs and wants and how to deliver customer experience seamlessly. 

 Source: http://www.tagga.com/mcommerce/

The second article “ Mobile Apps: Increasing Retail Customer Loyalty” by Nicole Hambleton was published on Hambo Development on February 5, 2015. Hambleton offered insights about an app user could generate brand loyalty and demonstrate an emotional investment in the brand along with real case studies. By including some features in the app, such as geolocators, exclusive mobile discount, wish list, store mapping, NFC, and Augmented Reality, marketers could use mobile app as a marketing tool to whether increase sales or convert customers. 

After reviewing these two articles and my studies in the Integrated Marketing Communication program at Northwestern University Medill School, there are three action items I would recommend:

• Harness mobile to win sales: Reinforce product availability in-store along with providing right information online to lure customers to walk in confidently.

• Leverage existing online presence: help in-store shoppers have an informative and customized experience while increasing in-store sales.

• Keep App Users Feeling Special: provide exclusive mobile experience by continuously offering new features and reasons to stay committed in order to keep customers coming back and stay competitive in the market. 

By following these steps, retail CMO could optimize effectiveness of mobile marketing and make your sites more attractive and engaged. All these three customer-oriented actions will take you to the next revolution of mcommerce and close the gap between online and offline retail.  

Yihan (@YihanH) is pursuing her M.S. in Integrated Marketing Communications at Northwestern University and she is going to graduate in December 2015. With a bachelor’s degree in Business Administration specialized in Marketing and Event Management from George Washington University, she is interested in branding and social marketing, especially in the luxury goods industry. You can find her on Twitter and LinkedIn.