Food retailers typically fall into one of four personas when it comes to the growth of grocery e-commerce, according to MyWebGrocer CEO Rich Tarrant. Risk-averse grocers who assume their customer base is 100% loyal fall into the "waiting to react" category; grocers who halfheartedly attempt to keep up with digital market trends are classified as "fad followers;" innovative, risk-taking grocers who budget for technology-based initiatives are "pioneers;" and "strategically agile" grocers can swiftly implement new digital initiatives based on constant analysis of the market, Tarrant writes.
Microsoft on Tuesday began an open beta test of its Project Spark game, which allows players to create their own characters, virtual objects and worlds. Dean Takahashi likens the game to Minecraft, which offers user-generated communities for gamers to play in. The free-to-play game will be available on a variety of hardware platforms.
Coca-Cola is about to light the Fuze on the ready-to-drink tea category, one of the rare instances where the company is far behind competitors such as Arizona and Pepsi-owned Lipton. Working with agencies Ammirati, Engauge and new Latin American agency David, Fuze will be launching five new flavors this year while taking a multicultural marketing approach. Chris Johnston, director of tea at Coca-Cola North America, says the company has "pretty lofty awareness goals" for the brand.
Brand marketers are missing the boat if they're not moving to integrate social gaming into their efforts, writes digital marketer Tony Hoskins. Social games such as "Angry Birds" and "Bejeweled" are capturing mobile users' time and attention, making them the perfect tool for reaching more consumers with free product offers and other rewards for playing.
Microsoft's Xbox 360, Nintendo's Wii and Sony Corp.'s PlayStation 3 all can satisfy gamers, but the consoles each have the ability to tap into the personality or mood of the player, one writer says, who notes the family guy in him is attracted to the Wii, but the desire to have the hot new item makes the PS3 appealing.