Mode-Focused Marketing in Action: 3 Examples

In our last post Mode Matters in the Multitasking Age, we discussed a key principle of the work we do here at Spawn: Marketing to an audience’s mode. We define mode as the state of mind a person gets into to get a job done, and we believe marketing to their audience’s mode helps brands make a critical leap – from merely talking to potential customers to becoming their trusted partner. Of course, to market to a mode, you first …

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Mode Matters in the Multitasking Age

Let’s start with a question. When was the last time you waited in line without checking your email, texting, scrolling through a feed or using your favorite app? Or how about the last time you rescheduled your life to watch a favorite TV show live, knowing it wouldn’t be available for months until reruns? Those days seem long gone. And you can thank technology for that. Over the past decade, our connection to digital and mobile technologies has made many …

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Meet the Moms: Molly The Rebel

In this post (the final in our series on Outdoor moms), we’ll meet Molly The Rebel. She makes up about 27% percent of the Outdoor Moms we researched, and she’s the one who most prides herself on doing things her own way. Missed our earlier posts? It’s easy to catch up: So far, we’ve: Defined modes as patterns of thought and behavior that people get into to get a job done and explained how understanding modes can help you create …

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What’s Trending: YouTube Six Second Stories and Millennial Dads

Embracing the six-second video In April of 2016, YouTube announced the 6-second Bumper ad, which is unskippable and better suited to mobile viewers. Brands and agencies have been resistant to this shorter format, so YouTube is promoting the shorter format by turning it into a contest. It began at Sundance, with 5 video “haikus” from agencies and 5 from filmmakers. Now you can see the Six Second Storytelling challenge from SXSW that tells classic stories in 6 seconds. Early tests …

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Meet the Moms: Lindsey The Purist and Abby The Climber

The past two weeks, we’ve been talking about Modes, and about marketing to the vast Millennial Outdoor Moms target. So far, we’ve: Defined modes as patterns of thought and behavior that people get into to get a job done. Shown you how understanding modes can help you create better marketing, and Highlighted how considering mode can help you reach the two most common “mom types” with messages that will engage and convert them. In this post, we’re introducing two new …

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Meet the Moms: Erica the Planner and Lisa the Curator

When you think about customer journeys, you probably envision a very linear flow in which marketing guides prospective customers through a series of defined steps toward purchase. But digital and mobile technology have radically altered that pattern. Today, customer journeys are consumer-directed—they’re more fluid, flexible, and fragmented than ever before. Shoppers move at their own pace toward decisions, shifting back and forth between stages as they grab micromoments during busy days to get jobs done. Of course, this can make …

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Mode Matters

Here at Spawn, we love a great journey, whether it’s a literal trek from Point A to Point B—just ask us about the best trails near our offices—or the figurative versions that prospective customers travel from awareness to action. And we’re sure that as a marketer, you’ve thought a lot about journeys too. After all, traditional marketing wisdom tells us that a well-researched customer journey and in-depth personas are the twin pillars of a great marketing strategy. With them, you’ll …

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What’s Trending: Week of 2.27.2017

Amazon’s AWS Out For Over 3 Hours Yesterday Amazon’s web hosting service, Amazon Web Services (AWS) was out for over three hours, causing disruptions in service for a wide range of sites, from Amazon itself, Reddit, and some that affected us: Slack and Giphy. This affected millions of homes that use smart devices, since most IoT devices use cloud based data stored in Amazon’s data centers around the world. Amazon cites their actual uptime at 99.99%, but if you’re starting …

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What’s Trending: Week of 12.06.2016

This week’s What’s Trending report highlights some great app integrations for Facebook, AmazonGO, the new “just walk out” store in Seattle, as well as more info about the growing popularity of Snapchat Spectacles. Read more and follow the links here.

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What’s Trending: Snapchat Ad API, Facebook at Work and Dos Toros 10/10/2016

Snapchat releases details about its ad API. Snapchat’s ad platform has been under construction for months, but until recently details about the API were largely unknown. We now know that Snapchat has enabled A/B testing, email targeting, numerous interest-based targeting options and the ability to create lookalike audiences. It’s expected that Snap Inc. will go public sometime in the coming year, and a robust programmatic ad platform could ensure its continued growth. Facebook At Work launches in October. Facebook plans …

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