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visit the museum of brands in London
Lesson #1. The trend called e-commerce is gigantic and keeps growing.
Lesson #2. In the Western World, many brands are still skeptic when it comes to mobile commerce. Sure, China skipped fixed internet and jumped to the smartphone directly. Over 80% of Alibaba’s one billion transactions were made via a smartphone.
Lesson #3. The power is often in collaboration.
Lesson #4. In the West, both the media and the retail industries failed to join forces.
Lesson #5. Advertising may win quarters, innovation wins decades.
Lesson #6. Retail-as-entertainment really matters.
About ice cream and hashtagcontent… “his experience of losing 10lbs after only eating the ice cream for 10 days. It went hashtagviral and Halo Top went from a debt-ridden hashtagstartup to the hashtagbestselling pint of ice cream in the US.”
“So, the brand switched to digital. Bouton laments “buzzwords” around influencer marketing but says Facebook and Instagram were crucial in spreading word of mouth. The company had two tactics — targeted ads and influencers — that they used to build up their brand.”
McDonalds does a coffee commercial. All based on data research and social listening they developed this campaign
data: people just want “coffee” and not the fancy smancy hipster sizzle. Hence, their “normal coffee” targeted at the “normal audiences” (source: Netbase)