Three months after starting at Forrester, my first report for Interactive Marketers is now available: Tapping The Entire Online Peer Influence Pyramid. Forrester subscribers can click the link to read about the Peer Influence Pyramid, which describes and shares recommendations about three types of online influencers: Social Broadcasters, Mass Influencers and Potential Influencers.
My latest report - Music Strategy For Brands: When Brands And Bands Collide - has just been published. This report is a bit of a departure, looking very specifically at the burgeoning trend of non-music companies using music to help sell their core products and services. Of course Apple set the trend with the iTunes music store, but nowadays we’re seeing many non-tech brands picking up the baton.
The report contains exclusive executive survey data that shows how brands and consumer product companies are working with music now, and how what they plan to do in 2010.
As the effects of the music industry meltdown bite, record labels and artists alike are turning to brands and product companies for new revenue opportunities. 2009 saw music tapped more heavily than ever before as a tool for differentiating products and brands and this trend will accelerate in 2010: 65% of brands and product companies interviewed by Forrester stated that they will spend more on their digital music strategies in 2010 than they did in 2009.
The overriding thesis of the report is that marketing professionals must subjugate their job titles in favour of their role as media product professionals when working on music strategy. If they don’t, the resulting poor execution will damage the brand as much as the band, which is exactly what happened with the Vasserettes:
Target is now allowing gift cards to be loaded onto an online account that can be accessed from your cell phone. You can actually pay for stuff with your cell phone. Yay! See Target's press release.
I know they aren't the first. Many versions I've seen before, however, have been small scale pilots or in foreign countries. Many scenarios I've seen also are "closed" pilots among the 3-4 parties in an ecosystem that it took to string a trial together. Target has 1740 stores ... there's a bit of scale in this solution.
So, how does it work?
First, you buy a gift card. I bought the one with the cute Target dog.
Then you pull the sticker off of the back so you can see the codes. I purchased a $20 gift card.
Instructions for using mobile gift cards as well as promotions are on Target.com. Using their available media - Web site - to promote the new offer? Well done.
Interestingly though, this site ONLY had instructions for the mobile gift cards. I couldn't find a link on this site to regisiter my mobile gift card. This confusion for me is probably the only thing I could find to "ding" them on, so to speak. I'd expect that one of their next rounds of Web site updates would add this link.