Festival organisers are increasingly deploying wearable technology to enhance fans’ experiences as well as to spur more spending, increase marketing awareness, and gain a better understand of audiences. RFID, for one, is built into attendee wristbands enabling ticketless entry and cashless in-festival purchases. RFID bracelets can also be synchronised with wearers; social networks, turning them into promoters. “Prepaid smart cards carried by attendees are another new trend,” says Eventbrite in its Live Music Event report. “These cards provide rapid entry, reduce lines at vendor stands, and simplify merchandise transactions.”
IC tomorrow has launched a contest giving UK small businesses the opportunity to win up to £25,000 to explore digital innovations in data. Five start-ups will be selected to work with the likes of mobile brand EE, the British Library and Ordnance Survey, and together they will look to develop new commercial solutions to a number of specific challenges.
Three-quarters of marketers are failing to use segmentation analysis and targeting execution.
How well are UK advertising agencies dealing with Big Data? Well, almost half of senior ad execs surveyed by Sky IQ admitted that their agency could be using data more effectively, while fewer than one in four said their agency was investing more in data. And over half believe measuring ROI from TV campaigns is not as scientific as they’d like. Interestingly, when asked which was more important for a successful TV campaign, creativity or data, only 40% said creativity.
At this year’s Oscars, Matthew McConaughey will win best actor for his role in Dallas Buyers Club, Alfonso Cuaron will grab the best director statuette for Gravity, while 12 Years a Slave will win best picture, according to Big Data crunched by Farsite. The outfit analyses than 40 years of film industry and Academy Award related information to forecast probabilities, including real-time data and an array of variables, including total nominations, social media buzz and nominees’ previous winning performances.
How can retailers best use Big Data? One easy application would be the digitising of stores’ glass cases, such as refrigerators, with transparent LCD screens, giving the retailer the ability to display information on that glass case, Shawn DuBravac, the CEA’s chief economist and senior director of research tells Google Think. “Manufacturers and service providers who sell online tell me that their prices adjust multiple, sometimes hundreds of, times in a given week based on market dynamics, promotions and supply and demand. But the process is quite different – almost static or certainly less frequent – in a traditional brick-and-mortar store because it takes time and resources to physically change prices in-store.”
A huge 98% of marketers plan to increase or maintain their spend in 2014, according to the global State of Marketing 2014 report from Salesforce ExactTarget Marketing Cloud. Data analytics (61%) is the leading area targeted for increased budgets, just ahead of marketing automation (60%). Email is not dead either – 68% of marketers believe the channel is core to their business. The research also finds that the top three marketing priorities for the year are driving increased conversion rates (47%), boosting and improving brand awareness (46%), plus collecting, measuring and using behaviour (29%).
We’re in an era that people will look back on in 20 years’ time and say, ‘I wish I was part of that’, says Owen Sagness*. For us, innovation after innovation has become something of the norm – but never before in history has this ever happened at such a pace. In technology terms, 2013 was momentous – look at the whirlwind that is 3D printing for example – and as we move into 2014 I believe we’ll see equally impactful advancements. Consumer expectations of what technology can and should be able to do is racing ahead of what is currently possible. This is having a profound effect not only on the manufacturing of technology and software but also on the digital advertising world where there is a similar – less well documented – revolution happening.
Bauer Media has launched the Bauer Academy, a range of UK multimedia training courses for radio production, creative writing, television presenting, video production, journalism and social media.
What kind of TV is pulling in the young audience? Well, there’s Youth Television (YTV), produced by young people aged 13-to-25 and supported by media professionals and mentors, reports Voxburner.
Coca-Cola has 135,000 people following its Placelists music profile page on Spotify which looks to connect people via playlists and geographical locations.
Condé Nast is pushing into native advertising with content generated by the media group’s Condé Nast Studio and Solutions Group.
As the likes of Google and Facebook look increasingly to be engaged in a quest for world digital domination, it’s hard to forget there’s another online behemoth jockeying for position.
Mobile advertising firm Kiip has joined forces with connected car outfit Mojio to bring brand-sponsored ‘ambient rewards’ to car drivers when they achieve motoring targets, like meeting mileage goals and attaining fuel efficiency.
This year will see a lot of advanced retailer activity with iBeacon, with testing and learning the primary tasks, David Edelman, global co-leader of sales and marketing at McKinsey, tells eMarketer.
Spain’s Telefonica has joined forces with financial outfit Blackstone to launch mobile ad exchange Axonix for Europe, the US and Latin America.
The CUPS app is now delivering caffeine to New Yorkers, who, for a $45 monthly fee, can drink as much regular coffee as their bodies can take.
Luxury brands are seeing a slowdown in sales as consumers turn to high-end shopping online, a move prestige retailers contended would never happen.