A recent survey by PwC shows that while UK security breaches are slightly down this year, the cost per breach is skyrocketing, costing companies millions in clean-up and causing lasting damage to the brand. Let’s face it, the last thing a company needs during the holidays is a security breach. Read More
Category Archives: Technology
We’ve reached the point where it no longer seems helpful to debate whether digital is separate from marketing activity since digital is so prolific. Or that, seeking personalised customer engagement, the chief marketing officer will become the orchestrator of new technology-driven experiences and services. Analysts Gartner even predicted that the head of marketing would outspend the IT director by 2017.
The problem is, however, that the way marketing and digital activities are organised isn’t yet synonymous – and marketers may not actually be the ones driving, technology-based innovations in their organisation. Read More
In 12 short months since the word ‘iBeacon’ showed up on a slide at WWDC 2013, this location-based tech – using Bluetooth low energy – has sucked all the oxygen out of the location-tech room. Despite all the coverage, beacons remain one of the most misunderstood technologies of 2014.
As a digital agency, Ratio has been experimenting with beacons to understand this exciting, yet shifting ecosystem and opportunities for location-specific experiences.
Despite your best efforts at concealment, your body constantly gives off signals. Watching a scary movie, you can try looking brave for your girlfriend – but your arm hairs are going to stand up. Likewise, though you tell yourself not to be nervous presenting to an audience of strangers – you’re still going to sweat.
What does this mean for marketers? Well, it’s not just thrills and nerves that elicit responses. Every experience triggers bodily signals, from watching TV adverts to something as simple as walking through a supermarket.
Science fiction has helped influence what we develop and how use technology in our society. As we look back at our favourite sci-fi movies, one common thread is the way that new technology is meant to change and enhance the experiences of those that interact with it.
Proximity technology (beacons), for example, drives advanced personalisation, interactive displays and magic mirrors, wearable technology and customer service driven by big data-crunching super computers are just a few examples of technology-driven experiences that have made the transition from science fiction to retail reality. Read More
We are in an age of Too Much Information. The proliferation of social media, coupled with our desire to share every moment of our lives with friends and followers means we’re constantly exposed to (depending on how old you are) babies, weddings, foodporn, running routes, holiday photos and party pics.
Sharing is a huge part of being social, and keeping up to date with these events is why so many of us are addicted to checking social media, even if we don’t always want to admit it. However, we do have a breaking point. Everyone has ‘that’ friend on social – the one who takes sharing a step too far, spewing out updates on the most mundane aspects of their lives to clog up our news feeds. And it’s not just our friends who are guilty of this cardinal social media sin – brands are at it too.
There’s been a wave of positive press for virtual reality (VR), which is driving momentum of interest in this new medium. The promise of engaging consumers worldwide with mind-blowing personal experiences is closing in. But we won’t be able to mesmerise on a macro scale until VR headsets become a mainstream product. So the crucial question is – does VR have a chance of reaching mass adoption, when all the naysayers insist it’s limited to gaming geeks?
Let’s face it, we’re all inherently escapist. Watching TV is a universally accepted form of escapism. So 125 years after the first moving images, isn’t it time for a medium that delivers more than the passive entertainment of traditional TV and film? Now that a user-friendly and well-functioning version of VR has finally emerged, I firmly believe it will crash into public consciousness… especially as it’s gaining so much early positive exposure. Read More
This year, technology and communications devices are undoubtedly due to top Christmas wish-lists in the developed world. With the September launch of the iPhone 6 and 6 Plus and October launch of new iPads, Apple is hoping that larger screens, faster internet connectivity and greater product variety will see the US company dominating the Christmas market.
Competition will come from Samsung’s Gear Fit and Google’s Chromecast, with Amazon Fire TV and the low-cost Tesco Hudl also making their way onto the list – while Xbox One and Playstation 4 fight it out to be this year’s must-have games console. Read More
It’s difficult to escape the reality of the ‘always on’ society, that is creeping up on the world as mobile has become the first screen. It may seem that the human voice and the phone call have, in many cases been replaced with a few taps on the screen – a result of mobile payments and shopping, through apps and social networks.
Yet beneath all this, there is still value in voice for consumers; apps like Whatsapp and Apple iMessage have made voice recordings a focal part of their platform. Google has made ‘Ok Google’ the evolution of their platform on mobile as well as through wearable technology. Voice is back on the scene and everyone is using their phones with voice once again. Suddenly, Siri is making some sense. Read More