Marketing: Why Everyone Should Get Involved
Fri Dec 09, 2011 at 02:13 PM by Admin

A new era of strong customer engagement is here with us. Today, marketers are adjusting to innovative ways of marketing, for example social-media management; different programs to enhance advertising campaigns on television, online, and in print; including added staff with Web skills to handle the outburst of digital consumer environment. But according to experiences, that alone won’t bring real results home.

To really engage customers who drive advertising is growingly becoming irrelevant, businesses should do a lot more outside the limits of conventional marketing structures. Ultimately, consumers no longer divide the link between marketing and the item for consumption—it is the product. There’s no division between marketing from their online or in-store experience—it is the experience.

This shift obviously brings a huge challenge: if each person is responsible for marketing, who’s blamed? Also, what does this new certainty mean for the organization and charter of the department of marketing? It’s a predicament that matches the one that surfaced a while ago, the day’s of quality movement, actually before it was finally entrenched in the fabric of overall management.

Fundamentally, businesses need to be marketing vehicles, with the marketing team itself assumes the role of consumer-engagement engine, in charge for instituting priorities and fueling dialogue in the whole company as it looks to design, build, manage, and revamp advanced consumer-engagement approaches.

As that change takes center stage, the entire marketing institution won’t be the same: a greater allocation of existing marketing undertakings to other tasks will be experienced; additional councils and unofficial alliances that organize marketing tasks across the business will be realized; stronger affiliations with outside vendors, customers, and possibly even your competitors will become evident; and a huge role for data-driven consumer insights. Today’s editorial will show some real-life instances of these kinds of adjustments.

Marketing’s revolutionary is being redefined on a daily basis. Though, it’s still difficult to find definitive map illustrating how business can fruitfully take the helm in the epoch of engagement, we are optimistic to help top executives—and not just salespersons— begin to draw one.

Pervasive marketing

To engage consumers every time they interact with the company— be it on the phone; responding to an e-mail, an online review, a blog post, or physically in a store—marketing must spread through the entire organization. Businesses like Zappos and Starbucks have made strong engagement as their vital source of competitive upper hand from the start; already demonstrating some of these attributes. Such kinds of actions anyone can practice as they endeavor for first-class consumer engagement.

A mind-set shift around consumer interaction platform is the starting point. An organization usually sees them as if they are “owned” by a given role: for example, marketing assumes ownership of brand management; retail department owns the in-store experience; sales team takes the ownerships of consumer relations. In the current marketing environment, businesses need to get out of traditional consumer engagement as a cycle of isolated interactions and instead do as customers do: a collection of related interactions – that if added together – shapes the customer experience.

That attitude should fuel fresh dialogue among senior staff team about who should assume the role of designing the overall structure of touch points to build a compelling consumer engagement, and then who constructs, operates, and revamps each touch point constant with that general vision. No point to be bothered by customary functional or company unit ownership: anyone who is best placed to undertake an activity should proceed.


Having a better designed consumer-engagement approach and experience largely depends on having an insight of how exactly people interact with an organization during their decision journey. Interaction may well be with the produce itself or with marketing, service, sales, public relations, or any other aspect of the business.

A good example is Starwood, a group hotel that sought to increase its engagement with consumers, where it absorbed thorough information about them and spotted clear demographic groups accommodated at its 1,000 plus properties. Then the company in 2006 unveiled a definite new positioning in its entire brand portfolio, scaling in inexpensiveness from Four Points by Sheraton then to its Luxury Collection and finally St. Regis.

Each brand gets to bring a different customer experience, on aspects ranging from the actual treatment guests are given by staff to the kind of toiletries provided in rooms. Importantly, for each kind of property, Starwood sought after designing not only the preferred experience but how it would be delivered as well. As a result, it had to come to a decision what coordination may be needed across functions, who is to assume operational control on different touch points, including the kind of content consumers want featured in the business’ Website, in loyalty plan mailings, and other various forms of communication.

Starwood’s experience emphasizes the fact that, regardless of the growing force of digital touch points for example social media, successful customer engagement should thrive beyond pure communication and incorporate service or the product experience itself. “In the end, we fly just the same planes like everybody else. And if customers are satisfied, they’ll spread the good experience and get others come and enjoy the same and they themselves will come back again—that’s a powerful marketing tool,” alleges Steve Ridgway, chief executive Virgin Atlantic Airways.


After a business designs the platform of which it will engage with customers, it must also have organizational capacity to deliver: and that includes additional staff, creating a social-media network infrastructure, shifting reporting structures or reorganizing customer care operations. Tasks taken away from marketing usually have significant roles to play, thus some marketing staff at the center possibly will have to build expertise in other areas of a business.

Assigning responsibility for fostering touch points is gradually imperative because of the level to which Web-based interaction is compelling organizations to build “broadcast” media. A few have established publishing divisions to supply the ever-rising demand for content required by businesses’ Websites, multimedia sites, social media, internal and external publications, coupons and various promotions. Most luxury-goods companies, for instance, have established editorial staff to “socialize” their products: they’re shifting the customer connection by creating blogs, digital journals, and more relevant content that can considerably deepen both the frequency and intensity of interactions.

Operate and revamp

However, for businesses in industries as diverse as end user packaged goods and financial institutions, technology has overturned the engagement hopes of consumers, who, apparently, would like a Website to stopover and a connection impeccably integrated across touch points. Rallying such prospects requires exceptional operational coordination and receptiveness in tasks scaling from supplying on-the-ground service delivery to building online content to staying in the fore front of customer care concerns.

Out of sight, that reality creates a need for management and conflict resolution systems within and throughout functions, on top of budget formulas that allocate flexibility and swift action should any need occur.

The main hurdle to engagement is managerial rather than conceptual: considering the escalating number of touch points where consumers now interact with businesses, marketing a lot can’t accomplish what’s wanted all on its own. If businesses don’t make the shift, they run the danger of being stepped over by opponents that have overcome the new age of engagement.


Tags: customer engagement, consumer engagement, marketing organization, marketing structures, sales and marketing

New WebSite Launched !
Sun Aug 28, 2011 at 11:04 PM by Zameer

Welcome to our new website.@import url(/ASCX/styles.css);


Tags: new launch website web

uAmplify Sponors and Hosts Las Vegas Interactive Marketing Association's Creative Media Awards
Sun Dec 20, 2009 at 07:47 AM by Aimen

We were very excited to be able to sponsor and host
Las Vegas Interactive Marketing Association’s fourth annual creative media awards. The competition featured eight award categories and participation from many of the top entertainment venues in Las Vegas including MGM Grand and Cirque du Soleil. 

The awards competition was run using uAmplify’s contest platform where participants were able to register, enter and vote on entries from a single sign on micro site.  uAmplify's "web shot" technology was used to manage the creative media contest categories by enabling each entry to capture a web shot of the creative piece along with a creative brief and objective statement in a single view for voters to be able to then see and rate.  Entries were voted on by a peer group of LVIMA’s members where each entry was rated on originality, relevance and WOW factor. 2009’s 
LVIMA Interactive Marketing Awards went to:
- Best Advergame - Ideawork - "Zumanity Roses"

- Best Mini Web Site - New York-New York Hotel - "Vinny vs Vinny"

- Best Company Web Site - SK+G Advertising - "CityCenter"

- Best Interactive Ad Units - R&R Partners - "Chinchilli Day"

- Best Twitter Page - XYIENCE Energing Drink

- Best Viral Campaign - MGM Grand's "Tweet Your Sin"

- Best Widget - Earthbound Media Group / Harrah's - "Rio Widget"

- Best YouTube Channel - MGM MIRAGE
Congratulations to all winners !


Tags: Awards las vegas media lvima 2009 contest Sponsored by uAmplify

Brands Who Are Running Blogs
Tue Aug 18, 2009 at 07:42 AM by Ethan

            uAmplify has completed an observational research study centered around 153 recognizeable brands. In doing so, it has found that 69 of these companies (45%) are running blogs on their websites, many of which are updated and maintained on a regular basis. Blogs have proven to be an effective way to communicate with clients and potential clients who want to find out the latest undertakings of the company. People are looking for any exciting news to help draw their attention and even get the attention of their friends and others in their social and business networks. That is why blogs are a powerful tool that many popular brands in entertainment, fashion, technology, sports and others use to not only draw appeal to the site but get through to people with the latest goings on. uAmplify has a multi platform system that can help a business, whether it’s a well publicized company or not, to come up with ideas for effective blog formatting techniques and layout designs and ways to generate leads and further interest.

            In the beauty industry Beau-coup has been posting blog entries at least 3-4 times a week focusing on tips centered around wedding and party planning. A potential customer can view their blog and see their archived blog posts to see what the company has been involved with in the past. A visitor would find browsing through the blog easy because one can see the breakdown of the posts into categories like: bridal showers, engagements, planning tips, etc. Kenneth Cole shoes posts at least 3 blog entries a day and uses the catchy name ‘a-wear-ness blog’. Kenneth Cole not only posts about the latest shoe designs, but is also able to generate a broader audience with posts on social rights, well being and the political landscape. Their blog includes a Question and Answer portion so that users can submit questions on these topics, and many entries contain videos so the user doesn’t have to read all the content. These are just some of the ways that blogs can effectively engage the user.      


Tags: uamplify, observational study, beaucoup, kenneth cole, blog entries, entertainment brands, fashion, technology, sports, blog roll, customer feedback

Brands Who Engage in Forums
Thu Aug 13, 2009 at 08:01 AM by Ethan

            Forums, message boards, discussion boards and community chat rooms are all great ways for people with a common interest to express ideas and share opinions online. Out of 153 brand websites observed, 37% of them are running a forum of some kind. This means there is a lot of room for growth in this area, whether it’s because companies aren’t aware of how to run a forum, or aren’t prepared to set up a forum or they aren’t aware of the power and customer engagement that a forum can command. Especially with brands that have a variety of items to offer, forums are very useful to see what people are discussing from one product to the next. 

            On Netflix’s discussion forum, one can see what users are saying on a variety of topics like: about movies, TV shows old and new, instant watching, etc. Users can create their own discussion topic like ‘what do you think is the most overrated movie?’ and there’s no telling how many responses there will be and how long the discussion can carry on. Pacific Sunwear is able to generate a lot of user interaction with categories like: sports, style, social and music. One can view the most recent comments and posted videos, which shows another example of a brand that is not limiting the discussion just to their own offered products or latest offers or any other selling points. There is a lot of freedom in forums in terms of allowing meaningful discussions that people can easily relate too with as few limitations as possible.


Tags: uamplify forum observational brand study netflix pacsun discussion board customer engagement forum topics message board community chat room

Popular Brands Running Contests & Sweepstakes
Tue Aug 04, 2009 at 09:15 AM by Ethan

            Contests and sweepstakes have long been popular tools used by businesses of all sizes to promote customer engagement and promote new products and services. Out of 153 brands studied, 86% of them are currently running a contest of some kind, and many of them have had a number of successful contests in the past. Consumers in just about any market are always looking for ways to win prizes or enter sweepstakes, and even for consumers who won’t win prizes this is still a way for them to become aware of a company’s latest offerings and may ever stir up more interest than if there were no contest running. Whether a company does only 1 sweepstakes giveaway every year, or it’s a company that has daily giveaways, there’s many ways to stir up consumer interest with well run contests.

            Many better known brands have offered and continue to offer contests dealing with prize packages, new product giveaways, shopping sprees and vacation giveaways. Frederick’s of Hollywood for example has given away $1000 shopping sprees through sweepstakes that have reached a lot of people and gotten a lot of participants from a variety of demographics. MTV Networks has run many contests where new programs can be promoted through program giveaways, and has also ran a number of vacation sweepstakes. Through e-mail distribution and word of mouth and other methods, contests can reach many demographics, and may even see people with no interest in the company enter a contest because of it being hard to turn down a chance for a free vacation.


Tags: uamplify contests sweepstakes prizes giveaways Fredericks MTVN vacations shopping sprees new products gift cards

Landscape of Social Networking Sites
Mon Jul 20, 2009 at 07:49 AM by Ethan

            uAmplify has been collecting data and has grasped the social networking landscape in a greater sense through it’s observational study on some of the latest social networking sites across the web. In total 41 networking sites were observed, some of which are more widespread than others, the most popular sites being: myspace, facebook, Friendster, livejournal, orkut and bebo. The most well known of these are coming out with the latest ideas for making their individual site look hip and chic and as up to date as possible, so naturally some of the less known sites are catching up and are coming up with new ideas of their own. While just about all of the sites observed have the basic features, like friend lists, photo and video, internal email systems and content sharing, there are a good number that don’t have all the features found on myspace and other top tier sites.

            Some of the newest features that many social networking sites are in the process of adopting are applications, surveys, contests, forums, chatting and mobile capability. Myspace and Facebook have been able to reach just about everybody in all markets on an international level and they can only grow more and more, which is saying something about how far they’ve come. Myspace was primarily used at the start for music groups to promote themselves, while facebook was a site for college students to connect; at this point both can be used by anyone with internet use. Some networking sites are designed only for certain people and these sites don’t expect to widen their audience, like eons, faceparty, livedoor, opendiary, zorpia and others. Being open to limited users who fit a certain description is what makes these sites unique and allows them to set themselves apart from their competitors. If people with certain interests prefer smaller networking sites to share content and enjoy their exclusivity, then smaller networking sites are here to stay.  


Tags: uamplify, social networking, facebook, myspace, friendster, bebo, orkut, livejournal, niche social networking, eons, faceparty, livedoor, opendiary, zorpia

Brands Running E-cards
Wed Jul 08, 2009 at 12:07 PM by Ethan

              E-card campaigns continue to get popular and more widespread and more and more people see the many great uses that a card sent online can have. Out of 153 companies observed, just 16% of them have e-card campaigns on their sites. There are just a handful of major brands out there that have incorporated e-cards into their sites, and the chances of more catching on all depends on who is interested in e-cards and which brands find e-card campaigns to be worthwhile to begin with. Some consumers may go through with sending an e-card through a site that is strictly card oriented, as opposed to going to a corporate business site where a consumer might be more concerned with new products rather than an e-card. The most popular use for an e-card has appeared to be with holiday greetings, and for companies that like to connect with their customers and send out greetings, e-cards can be a useful tool.
            Build-a-bear workshop allows users to send a holiday e-card with a variety of layout possibilities with their company theme. Discovery Channel Networks allows users to send an e-card with program themes and animal themes. For someone who is an avid animal lover but who is not so interested in Discovery, perhaps receiving an e-card from a friend will get them interested. This can be just as effective as word of mouth distribution or friend referral or any viral method that can help attract more prospective fans to a website.


Tags: E-cards, greeting cards, holiday cards, e-card themes, e-card layouts, Build-a-bear, Discovery, observational study, brand study, uamplify

New Functionality Coming Soon
Fri Apr 17, 2009 at 12:32 AM by Zameer Minhas

Exciting stuff is happening at uAmplify and we are getting ready to release some new and very cool features that are sure to make a mark.  Stay tuned for a very exciting release coming very soon.......


Tags: New exciting features fun tracking reports widgets wow

Counting Down
Fri Aug 01, 2008 at 12:04 AM by Zameer

We are excited to begin accepting closed beta members later this month to the uAmplify platform.  We have been in discussions with large fortune 500 brands as well as many start ups and boutique brands and all segments have shown a lot of excitement and enthusiasm about using our Pass it ForwardTM platform to help promote and extend their brand reach.  While many of these brands currently have tell-a-friend programs and/or rewards programs they have been frustrated  at the lack of ability to quickly create and deploy campaigns and the ability to individually track and reward their amplifiers.  We believe that the uAmplify product will meet these needs and simplify the whole process of tracking, optimizing and rewarding brand amplifiers in a meaningful way.  I would love to hear what you think.


Tags: launch beta viral marketing tell a friend

Counting Down
Sat Aug 30, 2008 at 12:38 AM by Zameer

We are excited to begin accepting closed beta members later this month to the uAmplify platform.  We have been in discussions with large fortune 500 brands as well as many start ups and boutique brands and all segments have shown a lot of excitement and enthusiasm about using our Pass it ForwardTM platform to help promote and extend their brand reach.  While many of these brands currently have tell-a-friend programs and/or rewards programs they have been frustrated  at the lack of ability to quickly create and deploy campaigns and the ability to individually track and reward their amplifiers.  We believe that the uAmplify product will meet these needs and simplify the whole process of tracking, optimizing and rewarding brand amplifiers in a meaningful way.  I would love to hear what you think.


Tags: launch, beta, viral marketing, tell a friend

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Marketing: Why Everyone Should Get Involved
New WebSite Launched !
uAmplify Sponors and Hosts Las Vegas Interactive Marketing Association's Creative Media Awards
Brands Who Are Running Blogs
Brands Who Engage in Forums
Popular Brands Running Contests & Sweepstakes
Landscape of Social Networking Sites
Brands Running E-cards
New Functionality Coming Soon
Counting Down
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