Month: March 2011

The future seems to be getting more and more mobile. With the advent of technology such as cloud computing, large devices necessary for the storage of data seems to be unnecessary, and with ever more powerful computers fitted into ever smaller devices, we seem to be heading towards an era whereby we have access to our computers practically every moment in time.

Many companies seem to be marketing specifically for this possibility. WhatsApp is one example of a company well positioned to take advantage of the ‘mobile revolution’. An application which is accessible with all 3 of the most popular mobile devices (Apple iPhone, BlackBerry and Android), it allows users to communicate with each other for free via the internet, distinguishing itself from services like SMS (which is for pay) and provides better service in terms of quality, convenience and speed of delivery. In a sense it is like Instant messaging for mobile devices, and similar to BBM except it is cross platform. In terms of price, it costs $1 to purchase, whilst being free to use making it cheap enough for students. It is quite a unique product; similar products are BBM and SMS, but it is able to differentiate itself adequately from its competitors.

Positioning wise, I believe WhatsApp is focusing on the younger generation; mostly students, perhaps some newly graduate members of the working force. This demographic has the longest life time value, and WhatsApp is an application which is infinitely reusable as it is a platform for communication. It has also done a great job in branding itself; in fact, it’s name sounds sufficiently like a verb, possibly in the hopes that people would use it as a synonym for instant messaging on mobile devices (like ‘googling’ and ‘twitting’).

GroupOn is a deal of the day website that is localized to major cities around the world. Launched at the end of 2008, it has already become quite popular in terms of audience. The marketing strategy is quite interesting in that it takes a simple concept but applies it very effectively in order to add value to both the consumer and the retailer. GroupOn is basically a platform which connects the consumer to the retailer by providing them with ‘deals of they day’ – discounts for products or services in their specific cities. GroupOn requires that a specific number of people sign on by a certain date; should this requirement be met, the discount will be available to everyone. If it is not met, the discount will not be available to anyone. As such, the consumer is able to get a discounted deal, whilst the retailer is able to reduce its risk and possibly entice shoppers who would otherwise not shop to purchase.

The information provided by the GroupOn service is valuable in the sense that it makes people’s lives a lot more convenient. Moreover, since the GroupOn service is free to the consumer, there seem to be no downsides for consumers to check it out or sign up for discounts as they are not forced to buy it anyway. With an ever growing consumer base and audience, GroupOn becomes a more attractive marketing destination for retailers. Such a successful marketing strategy has been essential to GroupOn’s rise as a major player in the e-commerce market; other similar websites such as Skyara have already begun start up.

The technological advances made in the television and internet fields in the past two decades have rendered the older style of newspapers nearly obsolete. Despite garnering record audience sizes, newspaper companies have continued to lose more and more money by the year. In fact, many newspapers shut down as a result of the damage done in the recession to their finances.

A primary reason as to why newspapers have done so badly in relation to more modern forms of media news reporting is its relative high prices. Why both bother paying 25 cents for a newspaper when one can find all the latest news updated online? One way marketers have tried to solve this problem is by cutting prices. In Hong Kong, the Standard is an English language newspaper once sold for 6 HKD, but is now handed out for free near bus stops, subway stations and other hot spots. In a densely populated and eternally busy city like Hong Kong, newspapers are an easy way to pass the time, especially at work, where computers are monitored by employers and televisions are unavailable. As such, it provides all the advantages of a newspaper, with quality, organized journalism and editorial pieces, whilst having such a low pricing penetration strategy to cater to white collar workers with lower incomes or lower willingness to pay for something like newspapers.

Since it became a free newspaper, viewership has increased five fold. With increased circulation, it has been able attract more advertisers. A radical pricing strategy seems to the way forward for the newspaper industry.

Have you ever heard a piece of music playing, and instantly think of a television show, as it is the piece which the show opens with?

An important part of a television program is the opening and closing songs that accompany rolling credits. The opening piece in particular, is probably one of the most distinctive features of the show, and something which the audience should be able to immediately relate to. Since it plays at the beginning of every episode, and is usually very catchy, it can easily endear itself to the audience. For example, hearing the Friends theme song, one will instantly remember the show. The music is almost like the logo of a brand, something that people can instantly recognize.

As such, the opening and closing pieces of music are integral to the marketing of the show. A badly chosen piece can have a detrimental effect on a show’s popularity and viewership. Most of the most popular shows on television right now have extremely distinctive pieces of music, which reflect the atmosphere or theme of the show.

For example, this is the opening piece from House, a medical drama. One can probably sense the tension in the music:

Here is the opening theme from Big Bang Theory, a comedy involving two scientists as protagonists. It is more lighthearted and reflects the scientific theme of the show:

Here are two other themes..most people should be able to recognize both of them!