Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, Ford and Spotify team up, big data leads to big opportunties and Google and Twitter round-up the Oscars…
Spotify team up with Ford
Spotify has announced a partnership with Ford that will see the music streaming service integrated into all of Ford’s EcoSport SUV vehicles. The deal will give drivers access to Spotify’s 20 million tracks, marking the first time the company has officially participated in such a venutre – though Volvo and a number of other manufacturers are also working on similar systems. “This relationship was a year and a half in development,” Ford’s Doug VanDagens said. “With both Sync and AppLink coming to Europe for the first time this year, we wanted to have a great partner. We’ve been pursuing them, because of their leadership position. They’re the leader for streaming music in active subscriptions, paid subscriptions and number of countries, so it’s a good deal for us.” The service will be rolled out in America first, before moving to Europe.
Bargain hunters take to social media
Bargain-hunters are among the most prolific users of social media, according to a new survey conducted by GfK. The company discovered that 81 per cent of social media users take advantage of vouchers, coupons and other deals when online, while just 68 per cent of their offline counterparts do. “Through our experience in consumer trends, we have known for a long time that technology is a driver of change, working as a catalyst to allow other trends to flourish,” said Richard Bussy from GfK. “The research adds weight to our point of view that social media has a similar effect; regular users of social channels aren’t acting in altogether different ways because of social media, but rather are enabled by it to pursue their interests more easily and to a greater degree.” The survey also found that women are more likely to use vouchers, with 85 per cent of females saying they do, compared to 75 per cent of males.
Big data opens big opportunities
Big data is opening up a world of new mobile marketing opportunities, according to Unilever’s chief marketing officer Keith Weed. Speaking at the Mobile World Congress in Barcelona this week, Weed said that the expansive volume of information now available means that campaigns can be hyper-targeted, but warned that measurement is vital. “We have 600 market researchers around the world and one of their main tasks is to define the right approach to mobile for ROI,” he explained. “We are getting very interesting ROI on mobile and it certainly justifies our investment there. Not so long ago everyone was striving for 360-degree communication. We’re now shifting from that all-round planning of integrated channels to a 365 days-a-year, always-on approach.”
And the Oscar goes to…
The 85th Academy Awards took place over the weekend, and the ceremony was, of course, big news on the internet. Google have revealed that Jennifer Lawrence was the most searched for nominee, followed by Daniel Day-Lewis and Anne Hathaway, while Lawrence also topped the chart for the most searched for red carpet dress. Hathaway came second in that category, followed by Halle Berry. Meanwhile, Twitter has said that 8.9 million tweets were sent about the event – 2.1 million during the red carpet and a further 6.8 million during the show itself. Argo‘s Best Picture win was the most tweeted about event (85,300 tweets per minute), with Adele’s performance of ‘Skyfall’ being the second most tweeted about event (82,300 TPM). Twitter also proved popular with the stars themselves, with Samuel L. Jackson, Ben Affleck and Mark Wahlberg among the actors to tweet from the ceremony.