Apple Watch Users: Is it love at first sight? MBLM, the Brand Intimacy Agency, has released the first set of findings from its four-part Ethnography Study focused on Apple Watch users. The study will track the same group’s use of the watch and release additional findings after one month, one quarter and one year, with the goal of understanding how the consumer/brand relationship evolves over time and how technology is changing people’s behavior.
Part 1: After One Week
MBLM found that users quickly develop a powerful bond with their Apple Watches, demonstrating that Apple’s most intimate device delivers on all four documented forms of intimacy: cognitive, emotional, physical and experiential. Users also felt a range of emotions, and in just one week of use, they changed some of their behaviors, like checking the iPhone less often and walking more as a result of the alerts on the watch.
How the study was done: The study conducted extensive interviews with 11 people, ages 13 to 65 years, in which they answered a series of questions and were also filmed using their watches and discussing the experience three times over the seven days. The findings comprise 770 open-ended responses and 30 hours of video footage.
Here are a few of the findings from this report:
• Joy and wonder were the overwhelming emotional anchors experienced by participants.
• Happiness overcomes frustration. There are limitations with the watch, however, most trust Apple will work out the kinks.
• People are using their phones less and transferring their constant “checking” (emails, texts, appointments) to their watches.
• Consumer behavior shifts based on demographic differences. The young learn intuitively and are more social in their use, focusing on sending emojis, texts, and calling friends, while older users require more time to understand the functionality and are more interested in checking the weather and getting key notifications.
• The watch bosses you around (alerts, reminders) but also listens to you and adjusts to your behaviors.
“The Apple Watch is an effective device because of its ability to develop a powerful and intimate relationship with users,” says Mario Natarelli, Managing Partner at MBLM. “With the watch, technology is further shifting from something we use to something that is part of us and that enhances us.”
Download Free Book: Hyper Local SEO & Marketing Oban Digital, an international digital marketing agency specializing in leveraging the local cultural nuances of digital audiences and ad platforms, is offering a free download of a nine-chapter book by online communication authority and university professor, Donald L. Dunnington. Hyper Local SEO & Marketing describes how the hyper local digital market is turning the world upside down for American brands and retailers.
Drawing on his personal experiences and a series of lively case studies, Dunnington demonstrates how successful global marketers—large and small—have learned to understand and adapt to the vastly different ways their target markets find, consume and use online information. He tells the story of a small U.K. bicycle company that conquered Japan’s highly challenging e-commerce market by learning how to cater to Japanese consumers’ love of the bicycle lifestyle. Many of the world’s most highly regarded bicycles and accessories were hard to find and harder to get from Japan’s established outlets. Thanks to a highly customized Search strategy to connect with the Japanese bicycling community, early customers became advocates and helped build this U.K. brand in Japan.
Throughout the book Dunnington highlights how U.S. marketers from companies of all sizes and a variety of consumer and business-to-business industries have learned that global strategies require local scope. He shows how domestic marketing content and strategies are not easily translated or applied to other markets.
“The first thing I learned in going global,” he says, “is that getting language right is far more complicated than anticipated. It’s not just foreign languages where translation is a challenge. For native English speakers it can be a shock to learn how hard (and how necessary) it is to adapt U.S. English to other English-speaking markets.”
Dunnington tells the story of a U.S. company that enjoyed a thriving market in Canada before the Internet. “Canadians accepted U.S. offerings because that’s all that was available,” he says. “But now they want personalized information and products specific to Canada. And while Canadians might accept your U.S. word-choice, the search engines won’t be as forgiving. If you get your search terms wrong, people in Canada won’t find you.”
In researching the book, Dunnington says he also found fascinating examples of how U.S. and British brands are really grasping the opportunities of borderless online e-commerce. “These companies understand the importance of having local insight inform your website design and digital marketing strategies. Ultimately it’s the only way you’re going to benefit from entering new markets and grow your revenue streams.”
“What Don has done is draw a roadmap for how companies can expand into global markets most successfully by understanding and adapting to local idioms, customs and sensibilities,” says Greig Holbrook, the Founder and Managing Director of Oban Digital. “Each market has its own personality and its own cast of dominant players in search and social, which must be mastered for global success.”
Hello, transparency (finally)! Collective announced today the launch of VISTO™. A fully transparent, self-service interface, VISTO™ will give Collective clients unparalleled access, control and ease-of-use. Created in response to industry demand, VISTO™ eliminates the need for multiple user interfaces with a unified data and reporting system — offering a streamlined, platform-agnostic approach to data and analytics across multiple screens, formats and ad technologies.
Collective also announced a partnership with Allscope Media, an independent agency focused on consultative media solutions. As part of the deal, Allscope will receive access to Collective’s programmatic inventory and technology, including VISTO™, enabling the agency to scale campaigns for its clients across multiple channels.
According to an IAB and Winterberry Group study, enterprise marketers today leverage more than 12 media tools in their workflow. The study reveals that marketers are confronted by a myriad of fragmented point solutions and are actively seeking a way to streamline the process of gathering, analyzing and activating data across screens to achieve the still-unrealized potential of cross-channel integration.
“VISTO™ offers the highest level of transparency that programmatic has ever seen,” said Collective CEO Joe Apprendi. “Because VISTO™ is ad technology agnostic, agencies and advertisers now have the flexibility to compare performance across RTB and Non-RTB platforms. And this is just the start of what we’re developing.”
Available as part of the Collective Desk™ solution, which bundles managed services with a reporting user interface, VISTO™ offers two industry firsts for a programmatic product. It clearly displays media optimization insights within its interface. It also comprehensively integrates third party metrics.
Now, for the first time, clients will be able to view fully transparent, platform-agnostic data and analytics on:
• Inventory placement details (screen, format and platform types, as well as domain and URL)
• Inventory quality insights (ad viewability and non-human traffic measurements)
• Data, technology and inventory costs
• Performance statistics (ROI metric by screen, format and platform)
Collective offers agencies and advertisers the ability to flexibly tap into service and inventory as they need it and when they need it, arming them with the tools, such as VISTO™, necessary for success in today’s competitive digital advertising market. Access to Collective’s team of programmatic specialists levels the playing field for companies who don’t have the existing in-house resources or expertise.
“As an independent agency, Allscope prides itself on providing media agnostic solutions to our clients, and offering strategic advice based on sound analytics and years of media expertise,” said Allscope CEO Evan Greenberg. “Partnering with Collective to extend our digital offering made strategic sense, as they share our partner agnostic DNA, and the ability to provide the media quality, transparency and insights that our clients demand.”
Peter Giordano Appointed Simulmedia’s VP Marketing Simulmedia, today announced that Peter Giordano has been promoted to Vice President of Marketing responsible for crafting Simulmedia’s brand message, building the company’s presence in the marketplace, and facilitating all internal and external communications. He will be based in the company’s Manhattan headquarters.
“Peter’s experience in the industry and with advertisers in particular position him well for this role. His ability to communicate along with his passion and intelligent problem solving skills will further advance the success of our customers,” says Peter Ban, Simulmedia’s Chief Operating Officer, and to whom Mr. Giordano will report.
Mr. Giordano moves to the Marketing group from his previous position of VP of Revenue Operations. Prior to that, he was Senior Director of Revenue Operations & Analytics, and initially started at the company in April 2013 as Revenue Director. He had joined Simulmedia from Time Inc. where Mr. Giordano worked in the Consumer Marketing division, both in the News & Sports Group, and in a centralized Innovation & Strategy division. Before that, Mr. Giordano held several positions with NBC Universal, including working on the production staff for the “TODAY” Show.