Monday, 27 January 2014

Beacons: Top 5 Facts & Myths #IoT

Having a bit of a tech background, I thought I'd dive into "Beacons". There appears to be many misconceptions, and most articles focus on how they will revolutionise the retail environment...crossing the virtual and real world. That maybe so, however, it is also worth thinking about other uses, the limit of which know no bounds and is only restricted by the human mind.

It's worth keeping in mind, that the beacons themselves are fairly dumb; they transmit their unique ID, and that's about it....the clever stuff comes with the listening device (typically a smartphone) and what that is connected to (application, database, analytics etc.) The mind then tends to run away with itself on the possibilities....retail:obvious, but medical records; military dog tags; advertising boards; bus stops; car keys; equipment maintenance and servicing; etc. etc.

Exciting times lie ahead.

Tuesday, 21 January 2014

The #Google Music Timeline: The job's not quite done!

A quite beautiful way of viewing and searching music genres and artist across a timeline. This is from Google research, but imagine if they applied this to your Apple iTunes or Spotify playlists. It's a really engaging way to view and explore any music catalogue. Take a look for yourself.


Drilling down by clicking into the genre of choice, displays sub genres and artists. This is a principle that could apply to any type of search...maybe that's what Google are thinking?



Sunday, 12 January 2014

The Inspiration for many of today's Motion Graphics & Infographics

Saul Bass, the master in setting the mood and feel for a film, through his iconic opening sequences. The distilling of a full length film and/or novel into a couple of minutes. No wonder his style influences many designers today, especially in the field of motion graphics. What I'm in awe of is, how do you do that?! How do you encapsulate the essence of a movie or book into an image; especially at a time when there was no "big data"; no scientific sub-conscious research to understand what others feel in order to help steer you?

 


And the "tip of the hat" from the Mad Men Producers




Thursday, 9 January 2014

The Hierarchy of Relevance: A Framework

The Hierarchy of Relevance

Some might say this is "very basic", however, it's a framework to achieve "super relevance" by the blending of "who" and "when" data. For the full article please visit the econsultancy blog.

Tuesday, 7 January 2014

The #Mobile Path to Purchase: "I Want It Now!"

Google & Nielsen's recent report on the Mobile Path to Purchase would indicate that many consumers using their smartphones and tablets maybe developing some Veruca Salt type characteristics. You know who you are! Pushing and shoving on The Tube and escalators. But it's not necessarily all the obnoxious or bad mannered tendencies that people are adopting, but the single minded need to get something quickly, once they know what they want. The speed of the customer journey is being accelerated, and the time between ZMOT through purchase, to experience can be pretty swift. The report has come up with 5 key findings as shown below.
The key thing is (which isn't covered in the report), people reach for their mobile device when they have time on their hands. When there is time to kill, whether it's waiting in a queue, waiting for someone to arrive, on the daily commute, bored in front of the telly at home etc. the default habit is to reach for the smartphone or tablet to search for things on your mind. This mindset means people will most probably take longer to research the things that they are interested in at that particular time, as well as act upon impulse of some form of nearby stimulus. If they are subsequently provided with a compelling and seamless user experience, the chances of "conversion" are increasing . Other stats that back the above points up include:


As you can see, the time or impulse of "I want it now!" and I want to get my hands on it quickly, so it has to be nearby is shown by the first two stats. The third stat indicates there is a level of channel hopping taking place, due to the time and geo-location combo. i.e. all the research and selection is done on the mobile, and then a quick visit to the closest location to purchase. Which is great....but of course poses a problem for the measurement and attribution modellers out there. In 2014, with iBeacon and mobile wallets becoming more widespread, this may make this attribution modelling a little easier to measure.

For those savvy organisations who enable mobile purchase and in-store pick up, it would appear people in the US and UK are becoming more confident with the amount they are prepared to spend via their mobile. The infographic below, put together by research from Intela, indicates the percentages and sums people are now spending....in 2013, people in the US were more confident that people in the UK to purchase via their smartphone, but less responsive to mobile advertising. If the UK follows this trend in 2014, there will be a need for organisations to ensure their advertising is extremely relevant; right people, right time and right place...or use external stimuli to trigger the necessary search behaviour. A multi-channel strategy is key.


Wednesday, 1 January 2014

Saturday, 5 October 2013

"The Bloody Tower renamed for marketing purposes": Funny & Insightful

Typical British Army humour, peppered with interesting facts. I especially enjoyed the Royal Marines references.

Tuesday, 10 September 2013

This is what is wrong with #SocialMedia. It's Anti-social.

Maybe it's time to "relearn" how to enjoy real quality time together?

Friday, 5 July 2013

“I was there!”…virtually #BritFuture: The behavioural impact of mobiles at gigs

The Future Of Britain“I was there!”…virtually. A post written for The Future Of Britain blog. Those lights on the picture aren't cameras flashing, they're smartphone screens recording the moment. People watching a gig, through their gadgets means they are one step removed, slightly disassociated, and therefore cannot be fully immersed in the moment. Put your phones down!


Friday, 28 June 2013

The "Peak-End" Effect: Implicit research on creating positive experiences across the consumer journey.

A really interesting paper written by Decode Marketing, constructed through implicit research, about how to leave a lasting, positive impression from advertising, marketing and all aspects of the consumer journey.

The paper describes how people, and their brains, really assess their experience. Interestingly, we do not calculate a mean average score for brand experiences, instead we relate our feelings to peaks of positive experiences, across all touch points. The "peak-end effect". Creating a peak experience, and ending on an equivalent high has the highest, most positive and lasting impact.

These are learnings which can be applied to all types of marketing, and integrated marketing.