COSTA, what is the APP use for?

Good afternoon, my dear followers. Here we met again!

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I wonder how many of you are watching my blog through the WordPress App on your smartphone now. Yes, we all love App these days because it is convenient and useful. A company can use an App to engage with its customers and keep them loyal. But not every company can create very good one.

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This week we are going to talk about the App for Costa coffee.

The storage of our smartphone is mostly limited. So an App must be useful to occupy the storage. That is, it should be functional and create value for users. The Costa coffee App can be connected to user’s social media account and can be a store locator. It also provide a Costa product catalogue, puzzle game and free music. Sounds pretty good, hah?

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But when you think deeper, what is all those functions related to a coffee shop App? It serves a purpose that people can locate the nearest Costa coffee and can know about the product of the company. These two functions are absolutely very good. Last week I talked about Cafebene, their App only shows how many stores they have instead of helping customer to find the nearest store. Obviously, on this point, Costa did better. However, Costa creatively offers a puzzle game in the App. It is like this.

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I really doubt those days how many people will use this game to kill time. Not to say engage with the brand. It is too boring to attract the customers. If you want to use a game to engage with the customers, at least it should to unique and fun to play.

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The function should be mostly related to the company. Costa App also provide some free music. It is good. Starbucks also provide free music. But overall, Costa App’s theme is unclear.  On the other hand, Starbucks did a great job. They provide a membership program and you can even swipe the App to pay your bill in store. I really found the App payment thing is brilliant. You have no feeling you are using money but only see the number in an App is decreasing. And then you pay more happily.

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A great App should not only be useful but also easy to navigate. If it is like a high-tech software, not too many people will like it. Again, just as we discussed last week, UX(user experience) is important. The Costa App is quite easy to navigate since it does’t contain too much stuff.

The design of the App is fine. It is consistent with Costa in store decoration and Costa logo—-simple and clear. What’s more, it provides numerous yummy pictures of the drinks and snacks. I always love those kind of pictures which looks sweet and delicious.

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Overall, It is a pleasure to use Costa App as a store locator but I don’t think customer will engage with the brand through the App. After all, we already got Google Map App that can give us direction. Not too many people will willing to have it occupy the limited storage on the phone just because of the product introduction and the puzzle game. As for me, I will delete it immediately after I did this homework.

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I really hate say so many bad things about all those coffee shop’s digital marketing tools. No matter it is Cafebene or Costa, they both provide really good products. It is just that the digital marketing is rising, and they should pay more attention to it to stay competitive. Starbucks’s achievement has a reason. And I believe to some extent it can contributes to their gorgeous App.

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XOXO, see you next week~

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Disney Digital Dazzle

Hi my dear followers~ Here comes our first story!

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This week, we are asked to talk about a brand that engaged with us using digital tools.

After read my first blog, you know I become passionate. However, only passionate is not enough. I thought about which brand to choose day and night. When nothing comes up, I just want to run away.

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But, I am the kind of person who won’t easily gave up!

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Fortunately, my lovely Disney dolls gave me inspiration! I was delighted and eager to tell you about it!

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When I went to Orlando Disney World last year, I downloaded Disney App and followed Disney on Instagram. And that’s how the story begins.

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I remember years before when I go to Disney World in Hong Kong and Tokyo, the App is nowhere to find and so does the way. I lost like a thousand times in the park and wait for hours for each attraction without the fast pass. Now, all those inconvenience is swiped away by the amazing App. In the app, Disney provides Attractions, Characters, Dinging, Restroom, Entertainment , Events, Guest Service and Shopping choices.

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That is, whatever I want to do, the App can give me suggestions and directions. I reserved fast pass for my favorite attractions within 1 minute and found them easily with the map’s instruction. When is the parade, where is the nearest restroom and which restaurant to have dinner, the App gave me all the answers I want. Of course, I keep it till now because I know I will go back to the magic kingdom soon! Digital tools like useful and convenient Disney App can improve the user experience immediately and sustain customer relationships. If a company use it right, customers can feel that you try to make things easier for them and let them experience more!

(I had a fabulous time there!)

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Disney Instagram got 1.2 million followers (Data in Feb 8th, 2015) They post pictures about Disney characters and even celebrate birthday for each character! Imagine that, when you open their account, you can engage with those lovely friends since childhood! It is fabulous for me to see them on my Instagram refreshment everyday and I won’t hesitate to like all of it.

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Social media is meant to engage with customers. Disney did it successfully because they know their targets well. They keep posting entertaining contents to attract, engage and retain those followers. And people can comment, @friends and even take action like me.

They post lovely pictures of Disney dolls which is irresistible for me!tumblr_mfnzekglkq1s0dcwto1_500

And look what I did last semester.

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I am not a heavy social media user, so I checked online to find more digital tools Disney used. They are AMAZING! They put so many attractive, creative and exclusive contents on Vine, Youtube, Twitter, Facebook, Google+  and Pinterest. If you want to know more, check out this link:  https://econsultancy.com/blog/64550-how-disney-uses-social-media-vine-youtube-pinterest-instagram-and-more/

It is quite important to be on all popular social media platforms since you don’t know which one your customer use.

And you have to ensure you put things on to satisfy your customer always. Because once you annoy them, no matter what changes you make, they won’t buy it. (They UNFOLLOW you before you change)

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Since I have to register to log into the App, they smartly got my email. They sent me emails once a week which is not annoying. The content is usually about discounted Disney movies. However, it is not my type. And this is one thing I think they can do better. When they got people’s email addresses, they can provide various selections for them. People can decide what they would like to receive. This is necessary to retain customer subscription. If the content is not what I want, I will soon unsubscribe the email from them. Because

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Brands should always be careful when they use digital marketing tools. It is fast, irretrievable and get into the customers daily life. If they use it right, they will succeed, or else

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All right, I won’t speak to much to bore you. Time for bed, see you next week, XOXO~

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P.S. I wrote this blog based on my own experience, if you are interested in more Disney digital news, check this out.

1.  http://www.nytimes.com/2012/10/22/business/media/disney-struggling-to-find-its-digital-footing-overhauls-disneycom.html?_r=0

2. http://mashable.com/2011/08/03/disney-social-media/

3. http://digiday.com/brands/inside-disneys-social-strategy/

XOXO Digital Marketing, Here We Go!

When I sat down in front of this blog, I feel like this

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And this

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I never wrote blogs before. For a long time, actually, I thought blogging is for those celebrities and XYZ masters to broadcast their life details and super professional perspectives. There won’t be anybody have time to read about what I am thinking.

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In the mean time, why should I spend so much time on Internet instead of  painting or keeping company with my friends and family?

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Because this blog counts 30 percent of my score for digital marketing class.

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I looked outside the window, desperately.

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Across the Hudson River, Manhattan is under the sun of February, shining. What a wonderful day! I  rushed out to the balcony anxiously. (Photo below is taken by me today with a cellphone)

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10 seconds later, I was like

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Don’t be fooled by what you see, it’s less than 25F out there!

That’s it! If you never try, you will never know what it is like. Steve Ballmer once said that” You have no right to dislike anything.” I would say “At least you should know what it really is before you dislike it.”

I am trying to be more passionate about blogging. I checked all recommended blogs and surprisingly I found a lot of interesting posts and inspirations!

The world is changing every minute, but to catch up with it doesn’t mean you have to throw away traditions. Blogging is a new field for me to learn, communicate and explore! And today’s digital marketing is the same. It is growing to get the customers in an engaging way which traditional methods cannot achieve. Besides, people can still enjoy the fun of cutting coupons off the newspaper while the electronic one will automatically present in their emails when they come across the store!

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In the next 12 weeks, I will passionately provide both innovative and entertaining contents about digital marketing for you. XOXO Digital Marketing, Here We Go!

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