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Pizza Hut tries to recapture 'vibrant' vibe with digital push | News | Marketing Week

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Activity featuring comedian and TV personality Paddy McGuinness will also run across the brands social media channels later this year as part of a wider advertising push to celebrate its 40th anniversary. The business is also planning to run more mobile adverts in an effort to increase traffic to its Facebook page and revamped site. The site was relaunched last month to provide a content-heavy, more personalised customer experience and it is hoped the mobile adverts can help convert those visitors into paying customers. Victoria Clarke, head of digital marketing at Pizza Hut Restaurants, says the digital drive intends to demonstrate the brands sense of fun and vibrancy, which she claims has been absent from activity since 2011. The company is hoping the push lays the groundwork for upcoming brand building initiatives that will look to showcase the restaurant brand in a new light after it was offloaded by owner Yum! To Rutland Partners last year. Clarke adds: The Pizza Hut brand is going through a lot of change at the moment and were using digital as the primary outlet to communicate those developments to customers. By focusing on content and putting CRM at the heart of what we do, we feel we can stand apart from rivals. Dominos are fantastic at what they do online, but its not the right approach for us. Their proposition is built around direct response and ecommerce, whereas ours is slight trickier because were trying to get visitors to come into our restaurants and not order online. The digital drive, developed in partnership with Amaze, is supported by activity from the brands Hut Loves online community which offers members bespoke promotions at their local restaurant or their favourite pizzas.
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The amount charged could depend on whether the user looks directly at an ad, how long they look for and whether a given emotional state is sparked as a result. Google could also charge advertisers for accumulated analytics garnered from multiple users of the platform, for a premium fee. The application states: To date, eye tracking systems have been mostly limited to research endeavours because of the intrusiveness, high cost, and reliability of these systems. A technique and system that can provide a reliable, low cost, and unobtrusive eye tracking system could have a variety of useful everyday applications. Such a move could extend Googles expansive online advertising business into more conventional forms of media, such as newspapers, magazines and outdoor. It could, however, spark privacy concerns. In a bid to allay any unease, the patent says individuals privacy would be protected by the removal of personal identifying data - which would also be encrypted - so advertisers would only be provided anonymous analytics. In addition, the patent suggests it could offer users opt-in or opt-out privileges, to control the type of data being gathered and to whom it might be shared. A Google spokeswoman says: We hold patents on a variety of ideas. Some of those ideas later mature into real products or services, some dont. Prospective product announcements should not necessarily be inferred from our patents. Readers' comments (2) Mihkel Jaatma | Wed, 21 Aug 2013 10:00 am Although eye tracking will play some role in the future of advertising, using it to gauge emotion doesn't work.
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