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My Take on Current and Future Marketing Trends

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Emerging Media

Smartphone Tracking: Are You In Or Are You Out?

Smartphone Tracking: Are You In Or Are You Out?

 

Lifehacker’s Alan Henry provides a breakdown of the smartphone information collected by many major stores in the U.S. and abroad, “Most stores use your phone’s MAC address to identify you, and records when you enter and leave a store, where you go inside the store, and how long you pause to inspect specific products, aisles, and counters. Combined with video surveillance, those stores also collect your gender and demographics (ethnicity/general age/anything that can be determined visually), differentiate children from adults, note specific products you looked at and how long you looked at them, and so on” (Henry, 2013).

I believe advertisers should be allowed to target a smartphone’s location as long as the smartphone user has been notified of the potential of tracking and they have been given the option to opt-in or opt-out, if they so desire. The user should also be provided the specifics of how their information will be used, prior to opt-in/out options. The last thing a business would want is a bunch of angry customers boycotting their store over tracking their information without their consent, so it would be wise that the companies, who do track smartphone’s, give the consumer a choice to opt in/out.

Smartphone tracking

If companies can get the opt-in, the information could be invaluable. “As consumer behaviors evolve in tandem with emerging mobile capabilities, businesses that don’t monitor and track these behaviors risk being left behind” (Crum, 2010). Companies can utilize smartphone tracking information to create a more complete profile of their target demographic, build a better paid search ad, improve loyalty programs, set up in-store layouts and product end caps to attract more customers, analyze the potential for success when choosing a new store location, choose the best selling products to keep in stock, generate the most effective coupon offerings, and evaluate the potential consumer interest in new product offerings.

Sen. Charles Schumer has been a very vocal advocate when it comes to stricter laws regarding consumer protection and privacy. “A new type of in-store marketing using the signal from your smartphone will now come with a warning, Sen. Charles Schumer announced Tuesday. The senator told The Associated Press on Tuesday that eight of the 10 leading location analytics companies have agreed to a new code of conduct. It includes signs posted in stores to alert shoppers that tracking is being done and instructions on how to opt out” (CBS New York, 2013).

Consumer smartphone users do receive some benefits by providing their tracking information: they receive more relevant search results based on their locations, they receive better coupon and loyalty offers, and the receive help in locating sales and bargains. Some companies can even send instant SMS or MMS messages containing instantly redeemable in-store coupon/code offers.

Can you provide any other examples of the benefits the consumer receives when their smartphone information is tracked?

Gloria

References

CBS New York. (2013, October 22). Retrieved from Schumer: Deal To Protect ‘Consumer Privacy’ Lets Shoppers Opt Out Of Wireless Tracking: http://newyork.cbslocal.com/2013/10/22/schumer-deal-to-protect-consumer-privacy-lets-shoppers-opt-out-of-wireless-tracking/

Crum, C. (2010). Mobile Marketing. Indianapolis, Indiana, USA: Pearson Education, Inc.

Deepak. (2011, October 29). Grabi. [Image]. Retrieved from How to Stop your Smartphone from Constantly Tracking your Location: http://www.grabi.in/wp-content/uploads/2011/10/smartphonelocationtracking.jpg

Henry, A. (2013, July 19). Life Hacker. Retrieved from How Retail Stores Track You Using Your Smartphone (and How to Stop It): http://lifehacker.com/how-retail-stores-track-you-using-your-smartphone-and-827512308

The Desk of Brian. (2011, April 01). [Image]. Retrieved from Smartphone tracking: http://deskofbrian.com/2011/04/privacy-risks-of-smartphone-photos-a-must-watch-video-for-parents/smartphone-tracking/

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Bone Conduction-The future of marketing?

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Both Daily Finance and Mashable ran recent articles regarding advertising agency, BBDO’s, bone conduction technology that allows vibrations from train windows to transmit advertisements directly into your brain.

“Confused? Well, allow us to explain: Ever notice how your voice sounds a little odd when you’re listening to it on a recording? That’s because when you talk normally, you’re not just hearing the sound of your voice coming in through your ears — you can also hear sound vibrating through your skull, which distorts the sound of your voice. By contrast, when you’re listening to a recording of your voice, you get none of that skull vibration distortion, so you hear what you really sound like to the rest of the world. Well, someone at BBDO apparently decided that if you can hear noises through your skull, then you should hear ads through your skull” (Brownell, 2013).

Check out The Talking Window YouTube video:

As a marketing professional, I am excited about the potential of the technology, and its use, on numerous levels. The technology could eventually be used in personal vehicles and other modes of transportation as a means of entertainment for long road trips. This bone conduction technology could be used in conjunction with vibrating headsets and placed about retail locations to provide information on products and services. The technology could also be implemented by music bands through speaker sound waves and used at concerts to help make the music clearer. The list goes on and on.

However, with all new technological discoveries, there are still many questions to be explored such as privacy issues, public acceptance, and the long term effects of the technology on brain function. “We can see why the concept might intrigue advertisers, but consumers seem skeptical. A YouTube video showcasing the technology already has more than a quarter-million views, but the reviews were overwhelmingly negative: 70 percent of voters gave the video a thumbs-down, and commenters are calling the system an invasion of privacy” (Brownell, 2013).

How does a marketer get past public skepticism? With Google Glass, of course!

ImageAccording to Wired, Google Glass has filed documents with the FCC that they plan to use bone conduction technology, in place of traditional speakers, to transmit sounds to the wearer (Warr, 2013).

Additionally, the technology is being sold by Cynaps as a Bluetooth wireless hat headset transmitter that you wear whenever you desire hands free communication. Check out the Cynaps here: http://www.indiegogo.com/projects/cynaps-get-yours-now-at-www-maxvirtual-com

References:

BBDO. (n.d.). Retrieved from http://www.bbdo.com/#!&pageid=0&subsection=2&itemid=765

Brownell, M. (2013, July 9). Daily Finance. Retrieved from Vibrating Train Windows Can Now Transmit Ads Straight Into Your Skull: http://www.dailyfinance.com/on/vibrating-train-windows-transmit-ads-into-skull/

Indiegogo. (n.d.). [Photograph]. Retrieved from Cynaps: Get yours now at http://www.maxvirtual.com!:http://www.indiegogo.com/projects/cynaps-get-yours-now-at-www-maxvirtual-com

Noris100. (2013, June 20). YouTube. Retrieved from The Talking Window: http://www.youtube.com/watch?v=azwL5eoE5aI&feature=youtu.be

Ramachandran, V. (2013, July 5). Mashable. Retrieved from Vibrating Train Windows Transmit Ads Directly Into Your Head:http://mashable.com/2013/07/04/vibrating-train-window-ads/?

Warr, P. (2013, February 03). Mashable. Retrieved from Google Glass to use bone vibration instead of traditional headphones: http://www.wired.co.uk/news/archive/2013-02/04/google-glass-bone-vibration

Uniclo Free Wake Up App.

uniqlo-logo1

Another cutting edge marketing tool from Uniqlo!

Who would have thought that one could tune into their favorite clothing store to get a free wake-up call that provides the current time, date, current weather outside and all played to a dreamy song that changes with the weather?

The Uniqlo social Wake Up App for Android and iPhone does just this.

Uniqlo Wake Up

According to the Google Play store, “UNIQLO WAKE UP is an innovative new social alarm app that aims to make waking up every day an enjoyable experience. The alarm music, which is automatically created based on the weather, time, and day of the week, was co-written by 51st annual Grammy nominee Cornelius (Keigo Oyamada) and Yoko Kanno, who is active in songwriting across a wide range of genres including video games and anime (COWBOY BEBOP, Ghost in the Shell: Stand Alone Complex, Macross). The app allows users to share a record of their awakening – specifically, the time, weather, and temperature at the moment they stopped the alarm – via social media (Facebook, Twitter, RenRen, Weibo). In addition, the “wake up records” shared by users around the world are displayed in a part of the app entitled WORLD WAKE UP” (Google Play).

According to Google Play, the Android App Features Include:
• Users can set an alarm.
• Users either select their location from a pull-down menu or allow the app to find their location using GPS. The app then displays the current weather and temperature.
• The alarm music changes according to the weather and reads out the time, day of the week, and the weather.
• The alarm music vocals are available in English and Mandarin Chinese.
• Users can share the time, weather, and temperature of when they wake up on Facebook, Twitter, RenRen, and Weibo.
• The information users share is displayed in the WORLD WAKE UP part of the app.
• The app background changes according to the day of the week. (Google Play).

Check out the free App here:

Google Play- https://play.google.com/store/apps/details?id=com.uniqlo.wakeup

Apple iTunes- https://itunes.apple.com/us/app/uniqlo-wake-up/id515839388?ls=1

While you’re at it, check out the other free apps by Uniqlo.

As a clothing retailer, Uniqlo seems to be on the cutting edge of social media marketing. This is just another shining example of the ingenuity and forward thinking the Uniqlo company has embraced as part of their over-all marketing strategy.

*I am, in no way, a paid endorser. The posts presented on my blog are strictly my own personal opinion and observations in regards to marketing media and its uses.

References:

Google Play. (n.d.) Retrieved on July 5, 2013 from: https://play.google.com/store/apps/details?id=com.uniqlo.wakeup

iTunes. (n.d.). Retrieved on July 5, 2013 from: https://itunes.apple.com/us/app/uniqlo-wake-up/id515839388?ls=1

Uniqlo. (n.d.) Retrieved on July 5, 2013 from: http://www.uniqlo.com/wakeup/en/pc/

Emerging Media: Social Media Inspired Products?

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We all know that social media has become a major tool when it comes to creating marketing strategies but what if social media could aid in the creation of products we market?

Wonder no more. Check out Time article about #Mashtag Beer. “It might sound like any other idiosyncratic craft brew: a 7.5% American brown ale loaded with New Zealand hops and aged with oak chips and hazelnuts, but no single brewmaster cooked up this recipe — thousands of people on social media networks did” (Peckham, 2013).

As a marketing professional, I am eager to see how successful a product is when it is created through social media and marketed there, as well.

For those interested in ordering this product, check out the BrewDog website:

Click on the picture to be taken to BrewDog's website.
Click on the picture to be taken to BrewDog’s website.
Reference:
BrewDog. (n.d.) BrewDog. Retrieved from #MashTag: http://www.brewdog.com/product/mashtag
Peckham, M. (2013, July 01). Time. Retrieved from Raise a Glass to #MashTag, the
      World’s First Twitter-Brewed Beer:

IMC 619 Emerging Media: Cell Phone Data Mining Using Synthetic Records-Is It Really Safe?

Cell Phone Data Mining Using Synthetic Records-Is It Really Safe?

Data Mining

Surprisingly, “One in three consumers now regard their personal information as a tradable commodity, according to stats from a DMA survey of 1,020 adults. These consumers are prepared to share their details for marketing purposes, as long as they trust the brand in question, while others would ‘sell’ their data for a discount” (Charlton, 2012).  However, for those of us who do not like to have our private data mined from any source, including mobile phone data, there is an alternative data collection method that will, at least, keep our personal information private. Its called synthetic records data mining.

In a recent article, How to Mine Cell-Phone Data Without Invading Your Privacy, posted by MIT Technology Review writer, David Talbot, gave a very thorough explanation on what synthetic records are and how they will play a major role in protecting mobile phone users private information while still utilizing data mining tools. “Researchers at AT&T, Rutgers University, Princeton, and Loyola University have devised a way to mine cell-phone data without revealing your identity, potentially showing a route to avoiding privacy pitfalls that have so far confined global cell-phone data-mining work to research labs” (Talbot, 2013).

So, what are synthetic records and how will they protect your mobile privacy? “The new approach starts by aggregating traces of real human movements, then identifying common locations that might indicate home, work, or school. Next, it creates a set of transportation models. These models generate route tracks of people that the researchers call “synthetic,” because they are merely representative of the aggregate data, and not of actual people” (Talbot, 2013).

DataLoversvsDataHaters_4fec6c95e73d1_w700

What this means for the consumer is, personal identity remain anonymous while data miners will still be able to collect relevant data.  Although, the use of synthetic records data is still vulnerable and privacy cannot be guaranteed. “But building in guaranteed privacy protections represents the toughest hurdle to the growing number of research efforts that tap CDRs. Even if such records are stripped of names and numbers, the identity of the person can often be revealed through other means. For example, a single cell-tower ping at 4:12 a.m. could be connected to a public tweet made at 4:12 a.m. that includes the location and identity of the tweeter. Similar risks crop up for data belonging to people who live in a remote area or have unusual home-work commuting patterns” (Talbot, 2013).

The use of synthetic records seems like a viable alternative to the way personal data is mined presently and, although there are some privacy risks that seem beyond the data miners control, the process seems to offer a safer alternative than what is being used today.

data_privacy_infographic_jun_12__1_-blog-full

References

Charlton, G. (2012, June 20). Econsultancy. [Infographic]. Retrieved from Consumer attitudes to data privacy:http://econsultancy.com/us/blog/10153-consumer-attitudes-to-data-privacy-infographic

Mente Errabunda. (2011, January 17). [Image]. Retrieved from Minería de datos en la inteligencia de negocios: http://menteerrabunda.blogspot.com/2011_01_01_archive.html

Riberio, R. (2012, July 06). Biztech. [Infographic]. Retrieved from There’s a Thin Line Between Data Love and Hate: http://www.biztechmagazine.com/article/2012/07/theres-thin-line-between-data-love-and-hate-infographic

Talbot, D. (2013, May 13). MIT Technology Review. Retrieved from How to Mine Cell-Phone Data Without Invading Your Privacy: http://www.technologyreview.com/news/514676/how-to-mine-cell-phone-data-without-invading-your-privacy/

IMC 619 Emerging Media: Neurogaming-The Sweet Smell Of The Future

Neurogaming-What’s That Smell?

Skyrim sweetroll

Smell-o-vision used to be the stuff of Sci-Fi visionaries but no longer. Smell-O-Vision may be here sooner than you think and its name is Neurogaming. Neurogaming is believed to be the future of gaming. However, the way I see it, neurogaming is the future of media and will be a remarkable tool for marketers. Neurosenory technology provides video gamers an added sense of being in the real world: smells and all. “The inclusion of olfactory output in a game is just one possible level of immersion that is being bandied about during discussions of the future of gaming under the umbrella term “neurogaming.” While it might not be all that appealing to be able to take a deep whiff of your character that has been running and fighting for days at a time, there are certain gameplay elements that would benefit from this technology in incredible and unique ways” (Fleming, 2013).

When I first read the article, You don’t think you want to smell your video games, but trust us – you do, by Digital Trends writer, Ryan Fleming, my thoughts immediately shifted to the idea of how great this technology would be for marketing purposes.

“We can only agree with Mr Lynch when he says we are at the dawn of the neurogaming age. Nothing proves it better than finally having a conference that offers an unprecedented glimpse into the future of games, combining emotional, cognitive, sensory and behavioral technologies to create radically new experiences for gamers. If you are interested in consumer oriented BCI technology or the future of gaming -and you don’t mind paying out $1,150 for the ticket (before March 1)-, this is definitely a must attend event for you or your company. This will be the consumer BCI industry’s own E3 show dear readers, and it will be huge!” (Kurzweil, 2013).

fragrance_banner

Imagine a home fragrance designer being able to test their products on consumers, through the use of neuro-technology. without the consumer ever leaving their house.

120925-0008-Giovannis

Or better yet, imagine a pizzeria restaurant owner with the ability to tempt consumers with the smell of freshly baked pizza while their commercial flashes across the TV screen. As it stands right now, there is a heightened sense of urgency in the production of neurosensor technology as it applies to video gaming but, as a marketing professional, the potential for its use in marketing should not be overlooked.

Reference:

Antica Farmacista. (n.d.). [Image]. Retrieved May 12, 2013 from http://www.anticafarmacista.com/fragrances

Giovani’s. (n.d.). [Image]. Retrieved May 12, 2013 from http://www.pittsburghmagazine.com/Pittsburgh-Magazine/November-2012/The-Best-Pizza-in-Pittsburgh/120925-0008-Giovannis.jpg

Kurzweil. (2013, May 1). Retrieved from NeuroGaming 2013 Conference and Expo: http://www.kurzweilai.net/neurogaming-2013-conference-and-expo

Skyrim Nexus. (n.d.) [Image]. Retrieved May 12, 2013 from: http://static.skyrim.nexusmods.com/images/1737427-1323403880.jpg

IMC 619 Emerging Media: Linticular Media

Linticular Media

mcyawn

An article by Mashable’s, Todd Wasserman, recently caught my eye (pun intended).  According to the article, the ANAR Foundation (Aid to Children and Adolescents at Risk), recently created a billboard that will allow people to view the same billboard but see a completely different message based on your visual vantage point.

“The feat is achieved by use of lenticular printing, which allows different images to be seen depending on the vantage point. In this case, if the billboard is seen by children under 1.3 meters (about 4 feet 3 inches), then the message, “If somebody hurts you, phone us and we’ll help you” appears along with a phone number for the ANAR Foundation (Aid to Children and Adolescents at Risk). There’s also a message just for adults, a warning saying, “Sometimes child abuse is only visible to the child suffering it” (Wasserman, 2013).

The potential benefits of this emerging media is just now being realized and I would not be surprised if we see a resurgence in the popularity of roadside billboards in the near future.

Reference

Snapily. (2012, July 17). [Image] Retrieved from What Is Lenticular Printing?: http://www.snapily.com/blog/what-is-lenticular-printing/

Wasserman, T. (2013, May 06). Mashable Business. Retrieved from Billboard Shows Different Messages for Kids and Adults: http://mashable.com/2013/05/06/billboard-message-children-lenticular/

YouTube. (2013, April 24). Grey Spain. Retrieved from FUNDACIÓN ANAR. “ONLY FOR CHILDREN”: https://www.youtube.com/watch?feature=player_embedded&v=6zoCDyQSH0o#!

IMC 619 Emerging Media: Condensed Version, Please? I Don’t Have All Minute!

Condensed Version Please? I Don’t Have All Minute!

embedded-infographic-600-logo

Let’s face it, consumers are “time-compressed” nowadays. Many consumers belong to several different social media sites and desire a way to catch up on all the days events without spending too much time searching through endless amounts of information. High quality information provided in a condensed manner will result in very satisfied web surfer.

internet-1-minute-large1

So, How Do I Get Their Attention?

Example: I’m am an office worker and I get a :30 minute lunch break. During my lunch break, I want to get a mental break from work by catching-up on as much news and social media content that I can in the time allotted. How are you, as a marketer, going to capture my attention so that I feel that I have used my free time efficiently?

More content, less fluff!

red-fluffforweb

Vendor Seek gives a great breakdown of how to gain the attention of your audience:

Making advertising relatable

who-we-are-main-image-sized

Your ads should feature situations they can relate to, people who look and act like them, and realistic and desirable outcomes.

Making advertisements pleasurable

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People find humor pleasurable; everyone likes to laugh. Advertisers think of clever ways to integrate humor with their products and services. Again, not everyone will share the same sentiments regarding what is funny. Know your target market. There may be certain scenarios they would consider funny based on their likenesses.

Making advertisements surprising

Emilie-Autumn-eccentric-and-unique-people-8496880-511-732

Eccentricity is closely related to the concept of novelty. ‘Strange’ is also ‘new’ to most. In advertising, we attempt to orchestrate novel and riveting images to demand attention. The element of surprise captivates consumer attention, and keeps their attention long enough until the ad features hosted services and products.

Combine the three tips above with an engaging message and you’ve got yourself the start of something wonderful!

Look To Kmart

1682826-inline-inline-2-kmart-ship-my-pants

Kmart just stepped out with a new marketing message that is relatable, humorous, and eccentric and is relayed in a message :36 seconds long.

That leaves the average worker another 29 minutes and :24 seconds to spare.

Check out Kmart’s Ship My Pants Commercial:

I Work Better When I Surf The Internet. Really!

Give them an excuse and they will use it! “Good news for web surfing junkies. And their bosses. New research has revealed that workers who surf the net on their lunch break are likely to be more productive in the afternoon than peers who rested away from their computer screens.  The study, “Impact of Cyberloafing on Psychological Engagement,” by Don J.Q. Chen and Vivien K.G Lim of the National University of Singapore, was presented last week in San Antonio, Texas, at the annual meeting of the Academy of Management”- The Periscope Post

Surfing-the-internet-at-work

Lastly, If All Else Fails, Remember to Kiss It!

Keep_It_Simple__Stupid

Remember, in today’s internet jungle, you need to grab the consumer attention for as long as you can. This is where I recommend that marketing strategists utilize the K.I.S.S concept: keep it simple, stupid! Media offered in the form of a short, sweet, entertaining message will most likely grab the attention of the consumer, at least for a few seconds. And, if you’re message is good, that’s all you’ll need.

Honorable mentions:

What the fluff [image]: www.ashtarcommandcrew.net
The Periscope Post: http://www.periscopepost.com/2011/08/the-benefits-of-cyberloafing-lunch-break-web-surfing-refreshes-workers-boosts-their-productivity/
K.I.S.S. [image]: http//www.forgecommunications.com
Internet Minute [image]: http://www.intel.com/content/dam/www/public/us/en/images/illustrations/embedded-infographic-600-logo.jpg
60 Seconds [image]: http://manjgura.hr/wp-content/uploads/2011/06/internet-1-minute-large1.jpg
Vendor Seek: http://www.vendorseek.com/how-to-get-attention-with-advertising.asp
A Case For Allowing Social Media At Work [image]: http://rikigarcia.com/wp-content/uploads/2011/08/Surfing-the-internet-at-work.jpg
Dilbert Marketing [image]: http://thethinkingfrog.files.wordpress.com/2010/10/dilbert-gets-a-social-media-manager1.gif
Hello My Name Is [image]: http://goleftmarketing.com/wp-content/uploads/2012/11/who-we-are-main-image-sized.jpg
Eccentric Marketing [image]: http://images2.fanpop.com/images/photos/8400000/Emilie-Autumn-eccentric-and-unique-people-8496880-511-732.jpg

IMC619 Emerging Media: Flexible Electronic

Are Electronic Tattoo Sensors The Future of Media?

printable.skin_.electronics.2x299

 Skin signals: This device, applied directly to the skin, can record useful medical information.

Thanks to the creative genius of John Rogers, new electronic sensors that resembles a small tattoo could help monitor health during normal daily activities. The sensor, printed directly onto the skin, can last up to two weeks and can record and transmit vital medical information between you and your doctor. “Taking advantage of recent advances in flexible electronics, researchers have devised a way to “print” devices directly onto the skin so people can wear them for an extended period while performing normal daily activities. Such systems could be used to track health and monitor healing near the skin’s surface, as in the case of surgical wounds.”

Imagine the implications this could have on emerging media. As a marketing professional, I am excited at the prospect this new technology could hold for all aspects of marketing media. One example of how this information could be used is in the area of market research. Market research professionals could utilize the tattoo sensor when researching markets for new brand introductions. Using the sensor, market research volunteers could collect data, such as weekly buying habits and brand choices, and the data collected could be sent back wirelessly via strategically located vendor kiosks.  Of course, this is just one example of the many marketing uses I can think of. I believe the potential for this technology will only be limited by ones imagination.

Functions-of-Marketing-Research

“Rogers says his lab is now focused on developing and refining wireless power sources and communication systems that could be integrated into the system. He says the technology could potentially be commercialized by MC10 (see “Making Stretchable Electronics”), a company he cofounded in 2008. If things go as planned, says Rogers, in about a year and half the company will be developing more sophisticated systems “that really do begin to look like the ones that we’re publishing on now.”

Thanks to Mike Orcutt, writer for MIT Technology Review, who shared this information via his article:  Electronic Sensors Printed Directly on the Skin.

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