"Global Mobile Marketing Innovation Case": How Starbucks does App marketing
Friends who have participated in the HPX Website Planning Book Club (opens in a new tab) must have often heard me talk about the “great achievements” of the Fifth Group (opens in a new tab).而延续第五组精神的G5+，最近正在研读由资策会创新应用服务研究所出版的《全球行动行销创新案例100 (opens in a new tab)》一书。
As the name suggests, this is a book compiled by editors who have worked hard to collect and organize numerous mobile marketing (Mobile Marketing) cases around the world. Rather than viewing it as a book, perhaps it is more appropriate to regard it as a wonderful app marketing case. Continuing the practice of Group 5, the members of G5+ also choose to hold a book club on Saturday morning. Each time, different group members share cases from the book and of course add more novel information.
Last Saturday’s book club, the current group leader Alex Chou (opens in a new tab) introduced the Starbucks case in Chapter 9 “Community Grouping Our New Economy”. If you care about the development of App marketing, or pay attention to the recent attitudes of major companies towards Apps, you will definitely notice that Starbucks, which sells coffee, is actually at the forefront of the App field.
As a world-renowned brand manufacturer, Starbucks not only actively participates in social media (opens in a new tab), but also seems to have a special liking for mobile marketing. It was also selected as the [Best Mobile Marketing Company of the Year] in 2010 (http://www.mobilemarketer.com/cms/news/advertising/8140.html (opens in a new tab)), which is evident from this.
If you use “Starbucks” plus “App” as keywords to search on the Digital Age website (https://www.bnext.com.tw/search/result/Keyword/%E6%98%9F%E5%B7%B4%E5%85%8B%20app?sort=score (opens in a new tab)), you can find 456 related news items. You can find them at your fingertips, such as “Starbucks in the United States, give you an app when you drink coffee (opens in a new tab)”, “Celebrating Christmas, Starbucks launches the first augmented reality app (opens in a new tab)” and “Seize large enterprise users, Square and Starbucks join hands to provide payment services (opens in a new tab)” and other news, it is not difficult to see how deep Starbucks is in the App field!
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Thanks to Alex (opens in a new tab) for his hard work in making the presentations and sorting out the footprints Starbucks has taken in mobile marketing in recent years. Through these dozen presentations, you can quickly understand how a world-class brand company formulates marketing strategies and uses apps to attract customers. After obtaining Alex’s authorization, I uploaded this briefing to the Slideshare platform (opens in a new tab), hoping to share it with interested friends.
In the past, the spirit of the HPX Group 5 reading club was “to study seriously, and to eat and drink seriously.” G5+ will naturally continue this fine tradition. In the book club held last Saturday, Yu Binghong (opens in a new tab) also shared with everyone the dim sum made by his family, “天黻香小roll (opens in a new tab)”. Look how happy the students are eating. Do you want to join us?
Starbucks Community and App Gathering Techniques (opens in a new tab) from Vista Cheng (opens in a new tab)
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
