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.
I have always been a strong believer in the power of humor. One of my recent “humorous” Amazon reviews actually made it as one of the top 8 funniest reviews for Mizuno’s Pink Tennis Shoes. Check it out here:
Cell Phone Data Mining Using Synthetic Records-Is It Really Safe?
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).
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.
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).
“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).
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.
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.
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.
Do you ever seem so overwhelmed by the unrelenting stream of online information coming your way that you wish you could just slow it down? Well, take a deep breath and relax. Emerging media has got you covered with a technology program called Calm Technology.
Calm Technology, otherwise known as ubiquitous computing, is nothing new. The precursor to this technology can be seen in the way we manually pick and choose who we follow on Twitter. However, the difference in the technology we use today and Calm Technology of tomorrow will be that Calm Technology will be able to determine what information the user receives by the informational choices they make and then slow that data down to only include the information they desire to lessen information overload and increase functionality.
“Calm technology refers to applications that cut down on the digital noise of high-volume data to show the user only enough information so that he or she is able to focus on a task. Mark Weiser is considered to be the father of “ubiquitous computing,” a synonym for calm technology. The whole idea is to reduce distractions to our workflow without losing functionality. Weiser postulated that we should not be seeking to enter the virtual world by shopping in 3D environments, but that digital technology should enter our lives in such a way as to make it calmer and easier, not more distracted and disrupted, thus blurring the line between digital and real life experiences” (Wright, 2012).
So, if you are suffering from technology fatigue, don’t fret. Calm Technology will soon have your back!
Condensed Version Please? I Don’t Have All Minute!
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.
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!
Vendor Seek gives a great breakdown of how to gain the attention of your audience:
Making advertising relatable
Your ads should feature situations they can relate to, people who look and act like them, and realistic and desirable outcomes.
Making advertisements pleasurable
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
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
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
Lastly, If All Else Fails, Remember to Kiss It!
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/
Google’s definition of tribe is as follows: A social division in a traditional society consisting of families or communities linked by social, economic, religious, or blood ties,…
Do you ever wonder where social media is heading? I mean, there is so much of it out there and much more added to it everyday that it’s hard to make sense of it all. In recent years, social media sites have not only allowed users to create their own social media pages but have also allowed users to create social groups where like minds connect on the issues that are most important to them.
Lets take, for example, Facebook groups. As a Facebook users, I can join any number of social groups and be in contact with others that share in that group. So what happens when I find myself falling behind in trying to follow the 50 groups I belong to plus my friends? Neal Shaffer of Social Media Today has hinted at something that I think will be the future of social media: Social Media Tribes. Imagine belonging to just one “tribe” that shares all the information from the numerous “groups” that you belong to. No more having to visit each group separately: a tribe would encompass all the aspects that you like into one easy to follow social tribe. The tribe could choose a leader or group of leaders that could then pass on only the most important information needed from the combined groups.
Neal Shaffer of Social Media Today states, “I believe the future of social media can be seen by looking to the past. Humans by nature are social creatures, however we have spent years relying on mass media. As time has passed, we are now relying less on mass media and more on our peers: we are once again turning to one another. Consider your friends on Facebook or those you follow on Twitter. Via social, I have surrounded myself with like minded people that I can have a symbiotic relationship with. Many of the folks I follow on Twitter I follow because I can learn from them and I value the content they produce.”
So, how would we marketers market to a tribe? By connecting with the tribe leader/leaders, of course. YCS Marketing explains how tribes will work in creating better group marketing strategies, “To think of this concept in other terms, consider tribal marketing as a high level targeted group of potential customers. Instead of having a snapshot of the buying, lifestyle and other demographic factors of a particular market, tribal marketing keys in more on smaller, focused sections of consumers. This allows an opportunity to better gauge how information about products and services spread and influence the buying decisions of a target market. Using this information a company can scale products, services, brands that are specifically inline with the needs of a particular group. Let’s illustrate with an example: take a group of friends Jordan, Sally, John and Suzie. John is seen as the outspoken, take charge guy of the group and is usually an early adapter to new services and technologies. As he finds a product/and or service to be useful he passes this information to the rest of the group. The products he doesn’t like or has a negative experience with he shares information about as well. John’s friends all consider him very knowledgeable in this area and weigh his opinion heavily whenever they are considering making this kind of purchase.”
According toSteve Krivda, “Unarguably “Tribe Marketing” is a marketing method that attempts to create social groups or communities that are targeted around a service or product. But to the shrewd entrepreneur, tribe marketing can mean much much more than this.”
Here is a short list of potential benefits:
* Automated Backlink Syndication
* Automated Facebook Integration
* Automated Twitter Integration
* Automated Blog User Collaboration
* Automated S.E.O Processes
* Automated Live Traffic Systems
* Increased ROI
I see tribal marketing as a type of Ripple Effect Marketing. Imagine the potential of being able to reach out to just one person with a marketing message and one simple message reaches hundred or thousands more just by word of mouth recommendations? Brilliant!
Two and a Half Cents 