121 Marketing Trends found for Media / Convergence


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'Cross-Channel' Marketing to Become Norm in 2013

Bottom Line: The latest report from global information services giant Experian predicts that online and offline communications will continue to blur in 2013 as multi-channel marketing becomes the norm. 


The Experian report is a comprehensive analysis of how data and technology will impact the digital marketing environment in 2013 and identifies the key digital trends for marketers to watch. With a foreword by leading internet technologist Ben Hammersley, the report identifies Experian’s key predictions for 2013 across social, search, mobile and email, plus ... 

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... the next developments for 'Big Data', and how the digital revolution will impact on consumer behaviour.

Key trends highlighted in the report include: 

  • Social
    Blindly chasing fans or followers has rightly lost credence as brands realise that social sharing and referring has the biggest impact. As a result, simpler and more effective tools to measure social sharing will allow brands to refocus on creating meaningful social media campaigns.
     
  • Search
    Search engines are becoming more like content portals and less like navigational tools. Consequently consumer queries from currency exchange rates to weather forecasts to celebrity appearances are being answered by search engines without the need for the user to click through to a website. This shift is set to increase consumers’ dependence on search even further this year.
     
  • Mobile
    Only a third of websites are currently optimised for mobile, yet in 2013 not having a mobile optimised site will not be an option as consumers increasingly shift to mobile applications.
     
  • Email
    Creating personalised experiences based on data and real-time insight will be key in 2013. Added to this will be the ability to update email content once it is in the inbox – essential as consumers become increasingly used to real-time engagement with brands.
     
  • Data
    Big Data will continue to be a buzzword in 2013 and will be pivotal in digital marketing. Digital linkage across email addresses, mobile numbers, cookies, and device IDs will enable data to work to improve marketing effectiveness and engagement regardless of channel.

Says Experian Marketing Services' Jon Buss, managing director, Digital: “It’s clear that online and offline communications will continue to blur in 2013 as cross-channel marketing becomes the norm.

"Thanks to digital channels we’ve moved from a one-way flow of information to a two-way conversation. Omnichannel marketing is the next step, creating a seamless consumer experience across all channels by using real-time data to truly understand who a customer is.”

Read the original unabridged Experian article.

[Estimated timeframe: Q1 2013 onward ]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Experian.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6026

Blackberry Plans Future Incursion into 'Mobile Computing'

Bottom Line: Less than a week after the launch of its new, make-or-break Blackberry 10 smartphone, the former market-leading  manufacturer is eyeing a future in which it becomes world leader in mobile computing.


According to Blackberry ceo Thorsten Heins, the firm's aim is to reclaim its innovative crown in a world where smartphones will have the processing power to replace tablets and laptops.  The firm, which has also dropped its former corporate moniker Research in Motion, is now trailblazing new territory. Says Heins, who took over the ceo hotseat just over a year ago: "This isn't just about smartphones and tablets ... 

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... "the architecture we have built is true mobile computing architecture.

"It's not a downgraded PC operating system. It is a whole new innovation built from scratch. It's built for mobile."

Despite a number of glowing reviews for the BB10 and reports of strong initial sales, some analysts and technology pundits are sceptical about BlackBerry's chances of mounting a comeback, doubting its ability to sell either enough smartphones or manage to transform the way people work.

Says John Jackson, an industry analyst at consulting firm IDC: "The [Wall] Street cares about how many units of these devices they're going to sell and that is the balancing act." 

Jackson said he can see a future in which the BB10's new operating system will allow users to control a vast array of devices, but added: "They need to sell devices to keep the lights on while they transform themselves into a next-generation computing platform." 

BlackBerry's marketing head, Frank Boulben, claims that the company is moving quickly enough to do just that.

"The vision is going to start to materialize this year," he said. "You will be able to plug the (Z10) device into a docking station at the office and then all you need is a keyboard, a mouse and a screen - combined with cloud services this would mean you don't need a laptop or a desktop."

Read the original unabridged IndiaTimes article.

[Estimated timeframe: Q1 2013 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: IndiaTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6025

Conventional and Digital Marketing Forecast to Meld in 2013

Bottom Line: 2013 will see senior marketers close the divide between digital and conventional marketing, with social principles infusing their brand efforts.


The latest forecast from global research and advisory firm Forrester predicts that top marketing executives worldwide will regard 2013 as more than 'just another year' of digital media’s growing influence in marketing. Specifically: marketers in the driving seat at consumer-focused companies will finally grasp ... 

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... that whether tactics are digital or otherwise, they'll need to drive positive customer experience and interaction with their brand/s. 

Although companies have been investing in digital marketing for years now, Forrester posits that there’s now "an understanding that on some level, all marketing is inherently digital".

On this basis of this understanding, the forecast predicts that interactive marketing budgets in the USA will account for some $50 billion, or 20% of all marketing expenditures. This trend will almost certainly be replicated in Europe and elsewhere in the world.

Even though companies have been investing in digital marketing for years now, Forrester analyst Corinne Munchbach argues that the attitudinal shift is driven by the long overdue realisation that at some level, all marketing is inherently digital.

As a result, she expects interactive marketing budgets within the USA to account for some $50 billion, or 20% of all marketing expenditures.

Read the original unabridged MediaPost.com article.

[Estimated timeframe: Q1 2013 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6006

Interactive Newspaper Ad Melds Print With Digital

Bottom Line: An ad agency based in the boondocks of Minnesota USA has demonstrated the multimedia shape of things to come in worldwide adland.


Del Monte & Associates [DMA], a hitherto obscure ad agency operating out of the small town of Minnetonka in America's vast mid-West, has stolen a march on its multinational rivals with a groundbreaking newspaper ad that melds the traditional medium of print with 3-D interactivity to generate high-volume engagement with readers. Based in an area known as the 'Land of 10,000 Lakes' ...

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... the agency's founder-president Christian Del Monte is a seasoned internet ad veteran who has been practicing web marketing for more than a decade, adding social media communications to the shop's portfolio in 2005.

The shop's groundbreaking promotional display - which runs for five weeks through December 2012 - is not your average print ad. It mixes a 3D interactive spin with the traditional medium of print in a bid to generate a higher volume of engagement with readers. 

Says Del Monte: “We wanted to take print advertising to a new level by showing how you can create interactivity and true engagement with a simple idea using print advertising and the web.”

There were three main objectives that sparked the ad, he explains:

  1. Create an ad that will be creative and interactive, unlike other print ads.
     
  2. Create an ad that will clearly exhibit the agency’s core values.
     
  3. Create an ad that will be fun for the reader and for the agency.

Adds the shop's Social Media Strategist Kim Maxon: “We began brainstorming ideas and came up with the idea to use a game as the ad. The idea truly reflected the core values of our agency, one of which is having fun.

“We didn’t want to submit the traditional, boring print ad that you typically see in newspaper. This ad is fun for readers, yet challenges them to think outside the box and still delivers the key message that we want our audience to hear.”

The ad runs for five weeks through the month of December.

Read the original unabridged San Francisco Chronicle article.

[Estimated timeframe: Q4 2012 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: San Francisco Chronicle
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5986

Will Microsoft Tablet Spark Hardware Armageddon?

Bottom Line: Following the well-received launch of 'Surface', Microsoft's new tablet computer, the firm's ceo Stave Ballmer unveiled plans to release more hardware devices onto an already over-crowded marketplace. Taiwan ain't gonna like it!


In an interview with the BBC, Microsoft ceo Steve Ballmer hailed the launch of Surface, the Redmond giant's new tablet computer as "one of two or three big moments in Microsoft's history". Conducting a solo Q&A session, Ballmer told the BBC: "Is it fair to say we're going to do more hardware? Obviously we are... Where we see important opportunities to set a new standard, yeah we'll dive in." But Microsoft's existing hardware partners are less enthused ...

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... for example J T Wang, ceo of Taiwanese PC-maker Acer who, back in August, complained to the Financial Times that the Surface would have "a huge negative impact for the [PC] ecosystem and other brands". Mr Wang added that he had made his concerns known to Microsoft.

Moreover, Mr Wang doesn't lack concerned colleagues at other hardware manufacturers.

Microsoft's ceo set the cliff crumbling when, back in June, he revealed that the Redmond mammoth company intends to make a family of tablet computers - one offering extended battery-life powered by an ARM-based chip, the other using Intel's technology to offer a deeper Windows experience.

However, Dell - the world's third largest computer maker - was the epitome of insouciance. "The announcement of Surface was necessary to have a proof of concept and to get people excited about what was coming to push application development and create some buzz out there," opined Kirk Schell, Dell's client and consumer product group vp, when speaking recently to the BBC.

"They've invested so much in Windows 8 it was important to make it work, so I felt Surface was the logical thing to do."

Windows 8 is a radical update to Microsoft's core product. The operating system introduces a touchscreen-controlled interface featuring 'tiles' that act as buttons to launch individual apps.

The tiles allow installed software to provide status updates on a computer's home screen. These can include details about the latest emails received, news headlines or social network posts created by friends.

Read the original unabridged BBC article.

[Estimated timeframe: Q4 2012 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5955

Intel's Lip-Smackin' Vision of In-Home Digital Bonanza

Bottom Line: New markets including home entertainment will be major sources of growth for US chipmaker Intel Corporation, which foresees an upsurge in internet-connected domestic gadgets.


Addressing Reuters Media and Technology Summit in New York yesterday [13-Jun-12] Intel's chief financial officer Stacy Smith predicted that home entertainment and other new markets will be major sources of growth for Intel as more household gadgets become connected to the internet and drive demand for powerful data centers. A key beneficiary of this trend will be ...

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... major data centres whose chip-hungry Brobdingnagian servers are required to stream movies and other TV content.

"It's probably true in the digital TV space because if you think about it, the content that is going to be served to these devices is extraordinary," Smith predicted.

"It's increasingly high-def digital content, so it's got to be driving a pretty significant buildout of the storage infrastructure and server infrastructure that supports all those devices."

The opportunity is not limited to home entertainment. Digital signs, tablets and cars are among other areas increasingly connected to the internet, fuelling demand for more chips.

Smith's comments conveniently coincide with Intel's development of a TV service that includes set-top box technology able to distinguish who is watching, potentially allowing Intel to target advertising. It's a topic, however, on which Smith remained resolutely zip-lipped.

While Intel is eager to sell processors for smartphones, set-top boxes and other connected devices, its truly mouthwatering market is the data centre industry which requires the mega-muscled and much more expensive chips to power their serried ranks of servers. 

Read the original unabridged article here.

[Estimated timeframe: Q3 2012 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Reuters.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5863

UK's Channel 4 to Base TV Programming on Social Media Buzz

Bottom Line: In a strategy that suggests either world class foresight - or just an attempt to exploit the latest ephemeral trend - the UK's second largest commercial broadcaster is to launch a new channel dedicated solely to programmes that have created the most buzz on social media.


Britain's terrestrial Channel 4 is set to launch a new channel branded 4Seven, whose shows will be trailed by comments previously posted by viewers on Twitter, Facebook, Google+ et al. The new channel debuts on July 4 and may well prove to be the global forerunner of a new style of TV programme scheduling. Opines Steve Parker, partner at CHI Group's The Social Practice ...

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... "It's an interesting idea and starts with a good insight by tapping into behavior that is already happening. With social-media analysis tools, you can look at sentiment and volume and build your schedule for the next day."

4Seven will reserve its 8pm-10pm weekday slots for the shows that created the most buzz on social media and the UK newspapers during the 24 hours preceding transmission.

At 9 pm 4Seven will broadcast the same show that parent Channel 4 broadcast at 9pm the previous night, the remainder of that evening's schedule being filled with whichever programmes proved most popular during the previous week.

Read the original unabridged article here

[Estimated timeframe: Q3 2012 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5858

Steve Jobs' Vision of TV: A Platform for Apps?

Bottom Line: TV sets are simply an application platform, and all cable and satellite companies, TV networks, movie studios and cable channels are just apps, avers Apple.


Citing an article earlier this week in The Wall Street Journal's 'All Things D' feature, Forbes.com quotes founder chairman/ceo of Brightcove, Jeremy Allaire - who in turn quotes the late Steve Jobs - to the effect that the output of TV networks, movie studios et al are fast becoming little more than digital apps. But Forbes writer Anthony Wing Kosner adds a cautionary disclaimer noting that ...

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... "as brilliant as I think Allaire’s analysis is, it is also self-serving."

He notes that Brightcove is a self-styled "leading global provider of cloud content services [that] provides a family of products used to publish and distribute the world’s professional digital media.”

Mr Kosner then rams his point home: "In other words, for all the content providers for Apple’s TV products who would become 'just apps', Brightcove is positioned to provide an HTML5 app platform and cloud hosting services for all those apps they will need to build, host and maintain. Sweet!" 

But just as Allaire maintains that Apple is able to see “that TV monitors are just … high-quality audio/video rendering devices—and that the real power lies in application platforms and user interaction devices that can be easily brought to bear on those monitors,” his own perspective as an app provider allows him to reconceptualize TV, as well.

Kosner continues: "Here’s where Allaire makes the most important point about Apple’s strategy".

“Rather that putting Apple software directly into the TV, they are bringing your existing Apple devices and applications to the TV set without requiring you to buy a new TV monitor.

"In short, the iPhone and iPad in your pocket or handbag is the next-generation TV set-top box, and it is both highly personal and highly social and capable of bringing hundreds of thousands and soon millions of rich interactive applications and experiences onto your TV set.”

Kosner believes that for developers Apple “will release new iOS APIs for dealing with second screen device capabilities such as the new camera and microphone, motion detection and speech recognition,” which will encourage them to build Apple TV-ready iOS apps.

Read the original unabridged article here.

[Estimated timeframe: Q3 2012 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5855

EU to Probe 'Internet of Things' Privacy Concerns

Bottom Line: Currently hyped to the hilt, the so-called 'Internet of Things' has raised doubts from privacy campaigners about the use of accrued data, culminating in a public consultation by the European Union.


The European Commission has instigated a consultation on public attitudes toward the 'Internet of Things'. Slated for completion over the next three to four months, the consultation is intended to provide a basis for likely future regulation. And there appears to be an element of urgency about the exercise, insofar as priority has been attached to... 

 

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... concerns such as privacy, security and who has access to data collected by governments and companies.

Seen by some to be a Wellsian vision of the future, the Internet of Things [IoT] is nearer than we may think. Indeed others think it it has already arrived!  

Rob van Kranenburg, founder of a European think tank called the Internet of Things Council, believes the concept first surfaced around the end of the 1990s under the term "ubiquitous computing."

According to Mr van Kranenburg, the fast-falling cost of data storage and emerging web analytics has already made it possible to "get rid of the mouse, get rid of the keyboard." Connectivity, he says, is coming "out of the computer and into the real world."

In one example of how the IoT might work in tomorrow's world, not only would your bathroom scale recognise you when you step onto it, it would also synchronize weight information with your smartphone, personal computer and other data unique to you and stored on cloud computer servers.

The technology involves fitting objects with a microchip and a communications antenna, explains Berlin-based strategy consultant Martin Spindler.

Using radio frequency identification [RFID], every real object in the analogue world could have a unique identifying number, like an IP address.

Examples of the likely benefits of this Sci-Fi technology?

Howzabout kitchens that order your food; washing machines that turn on when energy demand on the grid is lowest; cars that call emergency services if you get into an accident - all could all be part of the IoT new world.

To read the full Deutsche Welle article click here.

[Estimated timeframe: Q2 2012 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: DeutscheWelle.de
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5828

TV-Internet Convergence Accelerates Stateside

Bottom Line: The long-predicted convergence of broadcast TV with the internet has finally entered the US mainstream, reports Leichtman Research Group. Tomorrow the world?


Thirty-eight percent of all US households now have at least one television set connected to the internet via a video game system, a Blu-ray player, an Apple TV or Roku set-top box, and/or an internet-integrated TV set. That's up from 30% last year and 24% in 2010. Despite the latest data, however, internet-ready TV sets have yet to make an appreciable impact in the US marketplace with ... 

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... a mere 4% of households connected solely via an web-enabled TV set.

In one percent of US homes, Apple TV or Roku set-tops are the only connected devices.

Overall, 13% of all adults watch video from the internet via a connected device at least weekly, compared to 10% last year, and 5% two years ago. Use of connected devices remains skewed towards Netflix subscribers, with 35% of these subscribers weekly viewing internet video via a connected device, compared to 5% weekly use among all non-Netflix subscribers.

These findings are based on a survey of 1,251 households nationwide and are part of a new Leichtman Research Group study, Emerging Video Services VI. Other related data include:

  • Overall, 16% of all adults use Netflix's Watch Instantly feature weekly -- compared to 12% last year, and 4% two years ago
     
  • 79% of Netflix Watch Instantly customers use it to watch movies and television shows on a TV set, and 59% of this group access Netflix via a video game system
     
  • 50% of Netflix subscribers are satisfied with the service, and 11% are likely to stop subscribing to Netflix in the next six months
     
  • 7% of Netflix subscribers are likely to switch from their multi-channel video provider in the next six months -- compared to 12% of non-Netflix subscribers
     
  • 13% of Netflix subscribers would consider reducing spending on their multi-channel video service because of Netflix -- compared to 21% last year
     
  • 16% of all adults watch full length TV shows online at least weekly -- compared to 12% last year, and 10% three years ago
     
  • Among all mobile phone owners, 19% watch video on their phones weekly -- compared to 15% last year, and 6% three years ago
     
  • 9% of all adults watch video on an iPad/tablet computer weekly -- compared to 2% last year
     
  • Overall, 1.6% of households in the sample paid to subscribe to a multi-channel video service in the past year and do not currently subscribe. Yet, just 0.1% of the sample dropped service in the past year, do not plan to subscribe again in the next six months, and say that they don't subscribe because of Netflix or because they can watch all that they want on the Internet or in other ways

Says Bruce Leichtman, LRG's president and principal analyst: "Video is increasingly being watched on different platforms and in different places, yet these emerging video services still generally act as complements to traditional television viewing and services rather than as substitutes.

"Among all adults, reported time spent watching TV is similar to last year, and there remains little evidence of a significant trend in consumers 'cutting the cord' to their multi-channel video services to watch video solely via these emerging services."

[Estimated timeframe: Q2 2012 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Press release
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5813



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