Archives for the month of: October, 2012

Here’s a quote for you.

1/3 of us would rather give up sex than our mobile phone.

Scary? I know.

What’s more scary is I think I may be a part of that one third percent.

Today’s society is proving that people are relying more and more on mobile phones, in particular smartphones such as iphones, androids, blackberrys etc etc.

These days phone’s aren’t just for making calls or even checking Facebook, people are relying on their phones to access retail websites, read reviews, and make purchases whilst on the go.

According to a recent American study, “4 in every 5 smartphone users – 85.9 million in total- accessed retail content on their device in July alone”.

With this huge number of consumers shopping on their smartphones, there is no doubting this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment.

“Among all interactive marketing platforms, mobile marketing is expected to grow 38% over the next five years with an estimated $8.2 billion being allocated to it by the year 2016.”

It goes without saying that those marketers getting involved with mobile marketing will have a strong advantage over their competition, so whilst adapting might not always be easy, it’s important for businesses to realise the huge potential mobile marketing holds.

The mobile shift is happening right before our very eyes, and it’s time for marketers to get on board!




Target has recently come up with a very clever marketing strategy that may well become a window into the future of advertising.

In an attempt to target consumers in a means different to direct advertising, Target has released a three part “shoppable” film entitled Falling for You. 

The twelve-minute romantic comedy, starring Hollywood actors Kristen Bell, Nia Long, and Zachary Abel, features over 100 products from Target’s fall line that viewers can buy directly from the website.

The short film tells the story of two young professionals working at Target who are given the task of planning a fall style event. Everything you see in the video, including clothing, accessories, and household items, are available for purchase directly from the Target website.

When I first read about the stunt, I had mixed emotions. Target trying to make short films? Stupid Right?

Well, quite the opposite really. As I watched the first episode, I found myself not only intrigued in the storyline, but also loving a number of the products used in the film. What I loved even more? How simple Target made the process of finding my beloved items. No searching, no time-wasting, the products were displayed on the right hand side of the screen, ready for me to purchase. Very clever.

While the film continued to play, I could click a “heart” button for each product I desired, which added each item to “my favorites”. At the end of the film, I could simply access my favorites to review colour and sizing options, and from there, make my purchase. Simple. 

Upon watching the film, I asked myself what it was that really made the experience so special. Why had this stunt caused me to make a direct purchase?

Apart from Target making the whole program so customer friendly, what I found really charming was the way the commercial/movie hybrid brought the brand to life.

Seeing the actors interacting with the products allowed me to catch a glimpse of how they might look in my everyday life, rather than in some fantastical world often seen in commercials. 

Target have figured out how to turn brand into reality, and in doing so, have provided us with the perfect example of how brands are becoming more and more innovative and creative in the ways in which they can engage with their target and market their products. 

Well Done Target, you’ve won my vote! 

Flicking through The Age last week, I came across an article expressing concern about academic integrity in relation to cheating and academic misconduct at Australian Universities. In particular, the article pointed in the direction of “online essay mills”.

Online essay mills help students seeking to buy essays and other written homework and to pass it off as their own.

My first thoughts? Buying essays online is possible?

I’m in my final semester of my degree, and I find this out…now. Great.

Just kidding, the concept seems way too risky if you ask me.

But whilst the concept might be risky, there are plenty of students out there who are making use of online essay mills, and have been for some time. The article noted that whilst buying academic assignments isn’t a new phenomenon, the channel being used to reach out to customers is. Essay Mills have jumped on the bandwagon, and are, like every other business, making use of social media to target their customers.

Social media allows online essay mills to reach out to students, relying on high stress levels, laziness, or lack of confidence to make sales.

According to Wollongong University academic writing lecturer Ruth Walker, the number of students caught cheating does not appear to be rising, as online essay mills are becoming more and more organised.

By using social media, online essay mills are easier for students to find and approach, in comparison to the traditional method of personally finding someone to pay to write your essay.

Whilst their business might not be ethical, there’s no doubt they will benefit enormously by getting in on social media.What are people’s thought about this? I’d love to hear of stories of “friends of friends” who have used online essay mills before!