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My Take on Current and Future Marketing Trends

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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

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IMC 619 Emerging Media: Linticular Media

Linticular Media

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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!

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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.

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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!

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

Making advertising relatable

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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

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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

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

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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

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