Tag Archives: social media


Mobile 1 to 1– is No. 1

Big data technology keeps giving brands more and more personal information about YOU. The rise of technologies available to brands keeps enabling each brand to know intimate details about consumer behaviors. These technologies deliver opportunities to create more personal, 1 to 1 customer experiences (PCX) that will hopefully earn loyalty from customers, not only for their own satisfaction, but also for giving recommendations to others.

What would now be the brand’s strategy for PCX? It is being reported that there is a billion-dollar market for advertising sales on mobile videos. Major wireless carriers will be selling personalized ads that can target 1 to 1 with advanced Web videos. Digital PCX will also help retailers improve their omni-channel blend between digital, mobile and physical — “brick and mortar”– in innovative ways.

Drawing by Art Winters
Drawing by Art Winters

What does this all mean for the future of PCX? Is the future of media all about our mobile devices? This rapidly advancing mobile age has certainly created remarkable omni-channel experiences for consumers everywhere in the world, from obtaining instant news, entertainment, to shopping options galore. The interaction that must now be an essential factor for developing strategic PCX is and will continue to be mobile.

With the newest mobile technology in the hands of the customer, retailers are increasing their use of mobile devices to enhance the in-store sales associates’ ability to better serve their customers face-to-face. Whether it is to check prices of competitors; expand the inventory beyond what the store can or does carry; read reviews; arrange for special ordering and shipping; and even to geotarget customers with special and relevant offers as they move through the store.

A newer app option to explore is the concept for visual searching – photographing an item seen on someone while in the street and asking the retailer what they have that is similar.


Both the brand and retailer’s mission is to help the customer enjoy the shopping experience and deepen the relationship between them.

What new PCX technologies have you experienced and enjoyed?

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

Are you still the sucker you used to be?

New research was just released that demonstrates a big shift in how consumers buy and what influences their purchase. Traditional ads no longer have the same power to shape consumer opinions as they once did. Amazon (the ultimate cost and quality comparison, along with others) influence consumers more than ever.  The studies were based on the “compromise” effect – (see NYT article below for the full story) are probably now saying to yourself, ho hum… and why is this news?  Well, it took a while for the establishment to document what most of us already know and practice organically.  However, some of the results of the study suggest that digital feedback in the digital world allows marketers to see what works and what doesn’t – what messages are influencing customers and which ones aren’t.  And they can make adjustments accordingly…and very quickly.  This is all very well and good, and excellent support (although the writers and researchers don’t see it from the customers’ point-of-view, so they are still missing the point) for my position that customer-focused information and insight right from the beginning…pre- advertising/marketing/PR efforts and spending, is more valuable than measuring what works after you’ve spent all that time, money and effort and then correcting it.



Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

EduTech Day: Building for the Future

Fifth Annual EduTech Day at FIT
Thursday, November 14th
The Great Hall & John E. Reeve’s Conference Center
Fashion Institute of Technology, New York, NY

Edu Tech Day 2013 flyer

The day will include presentations, panels, workshops, luncheon and book signing by Jason Miles – bestselling author and expert in Pinterest and Instgram!

The Technology Development Team (TDT) in collaboration with The Center for Excellence in Teaching will be holding the fifth annual EduTech Day on Thursday, November 14, 2013. Our theme “Building for the Future” focuses on how we can integrate technology and pedagogy in response to the increasingly complex and diverse environments faculty will encounter academically and students will encounter professionally. This year’s theme is in part responsive to the college’s plan of strengthening the academic core, which will be reinforced while keeping an eye on emerging trends in the professional world. Among our goals are to foster student-centeredness within the FIT community by focusing on collaborative activities. The event will provide hands-on experience linking best practices in education and in professions with current and emerging trends in technology.