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My Take on Current and Future Marketing Trends

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Emerging Media

Bone Conduction-The future of marketing?

Image

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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Uniclo Free Wake Up App.

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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/

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).

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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-Plurality: a short film

A short movie about the “ultimate” social network.

A must see for marketing professionals who want an idea of what the future might hold in terms of emerging media.

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!

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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.

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

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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

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

IMC 619 Emerging Media: Have You Picked Your Tribe Yet?

Hagen-Tribe

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,…

tribe-marketing-Social-Media-Tribe-Final-300-300x241

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.

join-our-facebook-group

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.”

tribe-marketing-ycsm-300x300

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.”

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According to Steve 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!

IMC 619 Emerging Media-Uniqlo Magic Mirror

Mirror, mirror on the wall…

Atmosphere

This Sunday morning, while enjoying my morning cup of coffee, I saw a story on CBS Sunday News that immediately captured my attention. Uniqlo, a leading global clothing supplier just recently opened their flagship store in New York City and people were lined up for blocks in order to be the first shoppers to step inside this new store. The New York Uniqlo store boasts 85,000 thousand square feet and has 100 dressing rooms. As I’m watching this story I am thinking to myself, “Besides being a monstrous store, what makes this clothing store different from other similar stores?” I had my answer just a few moments later: the Uniqlo Magic Mirror.

The Uniqlo Magic Mirror allows customer to try on any piece of clothing, stand in front of this “magic mirror”, and view themselves, not only in the color they picked out, but the mirror displays the item/items of clothing in every color that it comes in.

Shopping during your lunch break? Pressed for time? For the customers who are limited on time, this is a very convenient feature. Customers can see themselves wearing the item/items of clothing in a variety of colors without ever having to make extra trips to the changing room.

 

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