Happy New Year! We hope everyone had a nice holiday season and is ready to kick off 2017. Burgers and music may seem like a strange way to start our weekly roundup of digital and partner marketing news and insights, but the Wendy's - Spotify branded moments campaign is a perfect example of the innovative partnerships that brands are embracing today. Other items that caught our eye were mobile marketing insights from travel, retail and financial services. Enjoy!
Wendy’s Taps Spotify Branded Moments To Catch You When You’re Hungry
As reported by AdExchanger, in order to draw attention to its Double Stack Sandwich promotion on its 4 for $4 menu, Wendy’s teamed up with Spotify as a launch partner for its Branded Moments product. Branded Moments allow brands to sponsor playlists on Spotify’s mobile app that correlate with specific activities and times of day that consumers listen to music. Spotify is launching with six branded moments: dinner, party, chill, workout, sleep and focus. Brands can sponsor both the Spotify owned and operated playlists for these moments as well as user-generated playlists that are segmented into these categories, based on their names and the music they contain.
Airbnb is Reportedly Building its Own Air Travel Booking Site
As reported by Business Insider, popular home-rental site Airbnb is reportedly developing a new service for booking airline flights in a bid to compete with online travel heavyweights like Priceline and Expedia. The company is considering acquiring an existing online travel agency (OTA) or licensing data from another provider in order to build the feature, known simply as Flights. Adding an entirely new tool and potential revenue stream could boost the company's outlook, particularly as it faces legal regulations around the world and looks to close its latest funding round.
Mobile Research Starts The Purchase Cycle; 78% Buy Within The Day
Once a consumer starts researching products on their smartphone, the actual purchase of a product is pretty close behind. In the U.S., the final purchase is most likely to occur in a physical store, which is not the case in some other countries as reported by MediaPost. While different countries have varying degrees of penetration, the smartphone is considered the most important device for retail research by almost a third (30%) of all retail shoppers, according to a new report conducted by xAD and Millward Brown that examined shopping behaviors in five countries (U.S., U.K., Germany, China and Japan).
PFM is Dead. Long Live Data-Driven Money Management
How Big Is Mobile Shopping in the Age of Apps?
The explosive 53% global growth in mobile sales (both via app and web browsers on mobile devices) is likely stealing share from "traditional" desk-top shopping, but it may just as well be expanding the pie of total shopping and not just replacing a visit to the stores themselves. In other words, the growth in mobile shopping is partly due to the proliferation of powerful devices and apps that make it so easy to tap and buy. As Amazon (AMZN) pioneered one-click shopping many years ago, Kevin Cook writes on Nasdaq.com that there are retailers with apps that have a one-tap shopping feature. But it's not just about how easy (or fun) it can be to shop from a mobile device these days. It's also about how rewarding and personal of an experience savvy retailers are learning to make shopping.