Category Archives: Technology
The increased legitimacy of digital marketing will become an ecosystem and not merely a tactic.
Here are five trends to take note of:
That’s why conferences with trends in the title are so well attended. We dream that someone’s identified an inevitable approaching wave that we can ride.
Yet it’s no secret inaccessible magic – the identification of emerging proto-trends may be informed by science but it is manifested by art. Read More
As one of the architects of our technological present, Steve Jobs was undeniably a champion of new media, but like many of us in the industry he was also mindful of the effects that the digital world would have on his children and sought to be a lo-fi parent.
This was a sentiment echoed at last week’s Microsoft Future Decode event, where the famously irascible Jeremy Paxman voiced similar concerns, warning that children are failing to develop into ‘social animals’.
Should we immediately throw our smartphones in the blender or are we being hypocrites, irrationally fearing new media in the same way our parents took a dislike to the Walkman or those new-fangled shoes with air in them? Read More
In the last few weeks it has been revealed that many Google Glass developers are shifting their focus to wearable tech devices such as smartwatches. Launched with an initial $1,500 price tag, it looks like the Google Glass’ buzz is starting to wane, only two years after Google Co-founder Sergey Brin revealed it to the world.
It seems to me that Google Glass will be like any other device: you don’t take your computer to a party – so you don’t necessarily have to wear Google Glass out on the move.
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
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