Marketing

Last week, from March 1st to March 3rd, the MSc junction of BCU Future Media Masters course went to Media Com to openly understand SEO and PPC in the real work environment.

SEO by definition is Search Engine Optimization, for customer acquisition. In SEO one directly invests upon the optimization of the website, for search engine results. The SEO optimization is done collaboratively with the following groups: PR, marketing, and IT. We can pay/bid to get into paid search, however with key words (generic and normal) we can attempt to get a high result on organic search. Comparison websites normally get the highest results because of the various popular search terms. Other activities may also affect search results for a website, e.g. DRTV, DM.

PPC stands for Pay Per Click. The ‘brand’ bids for any search term, the highest bidder gets the top result on Ad placement or paid search. The placement is not so simple, it is dependent on the following factors:
-Google Algorithm
-QS, quality score.
-Bid relevancy.

Bidding on competitor brand terms, or having little importance for the term on your landing page, with a low QS, your bid must be significantly higher. While brand terms ganerate low CPA (Cost per action), they cost less, than generic terms (expensive*) used a lot by competitors and aggregators.

CPA, is all about making clicks to convert.

Industry Insights, Market Info, Marketing

In recent years many articles are popping up praising concepts like piggybacking, experiential, viral, buzz marketing etc.
Are these concepts THE solution to get your brand and message across to your target audience no matter what?

Buzz Marketing being “A big Fad!”
In the blog of Joseph Putnam “How to Apply Buzz Marketing Principles for Effective Internet Marketing” the success of Buzz marketing seems to be guaranteed.
“The difference is that the goal of buzz marketing is to get people talking about your brand – not just to make people aware that your brand exists.(…) Most people think it’s something that happens randomly, but in the book Buzzmarketing, author Mark Hughes talks about how buzz can be generated by following a few basic principles. Businesses that follow these principles are much more successful at getting people and news outlets talking about their brand than businesses that only use traditional marketing tactics.”

“A big fad” called Piggybagging
As well as in the blog of Laura Davies “Can piggybagging on viral activity help with your marketing strategy?” the author talks about using Piggybagging as a successful concept to reach the right audience “One thing is clear, the impact of viral campaigns can be huge, but in a few months, weeks or even days they can be easily be forgotten. For brands, “piggybacking” on these trends and campaigns quickly is highly beneficial (…)”

Experiential Marketing “The next pig fad!”
Shareen Pathak who is the author of the blog post “Just What Is Experiential Marketing, and How Can It Be Measured?” mentioned that “Jeff Benjamin, chief creative officer at JWT North America, said experiential is what brands do in the world that get people “participating.” He called it an evolution of what interactive advertising was a few years ago — anything that pulls people into the brand, digitally or physically. “It just has the gas pedal on it now because of social media and technology.”

If one follows up all three blog posts mentioned before and carefully reads them, the question stated at the beginning becomes obsolete. Plus questions like: Are these “new” concepts the Holy Grail of marketing? Can these vessels transport any type of message to any person on the planet? Do they only have to be new and exciting to be appealing? where the answers is no becomes obsolete as well.
This is all due to the progression of marketing itself. As I was putting this blog post together I researched the web for FAD look alike blog posts based on marketing concepts. So far I could not find one single article praising one concepts or idea as the single perfect solution.
It seems that marketing and its experts grew up to the extend where marketing is not a side function of sales anymore but rather a mature, smart and educated industry.
Every article or blog found, mentioned that in the end it’s much more important to identify key trends within the target audience, use the right tone of voice across channels in a coherent way and stay true to what research and data can provide us with.
That said, concepts like piggybacking, experiential, viral, buzz marketing etc. have proven itself to be successful approaches and concepts but only within an appropriate context and with a meaningful and coherent message.
Following marketing 101 rules, these concepts can stay valid overtime but only if the implementation and execution is spot on and inline with a proper strategy.

For instance, Pepsi just proved that experiential marketing can work over time with the same idea as long as it is coherent, hence following the same or an adapted strategy and has meaning to its audience:

Year 2013:


Youtube Facts – Views: 45,216,778, Likes: 155,103

Year 2014:


Youtube Facts – Views: 19,785,451, Likes: 63,740

Although the second #TestDrive was less successful ADWEEK put it on their Ad of the Day page showing that this idea once implemented correctly can produce repeated results: http://www.adweek.com/news/advertising-branding/ad-day-jeff-gordon-pepsimax-get-revenge-writer-who-said-test-drive-was-fake-155992

One final word: Thanks marketing for growing up as a sector and especially understanding that ideas and concepts are only one part of you. Plus thanks concepts and technology for making marketing way more creative and diverse than ever before. There are no fads within concepts or ideas but there are people using the marketing tools wrong or in the wrong context – Nevertheless these people seem to become obsolete in a growing and more mature marketing world.


Written and edited by Benjamin Glahe

 

Marketing, Team, Uncategorized

Here is the second part of our previous blogpost introducing the new Future Media students, The new team have been around for nearly a month now and are getting used to the various process and life in Birmingham.

Introducing……

Name: Michala Zapletajova

Michala Zapletajova
Place of birth: Martin Slovak republic
Area of speciality: marketing and advertising
Star Sign: Leo
1 word about you: sweet and communicative
Favourite social media platform: Instagram
Least favourite social media platform:
5 things that interest you: learning new things, exploring new places, spending time with family and friends, shopping, watching documentaries
Favourite movie: The Prestige
Favourite meal: Salmon with Potatoes
Favourite brand: River Island
Vodka or Whiskey/Cognac: Vodka
Last book you read: Inferno, Dan Brown
Most visited blog: Atlantic-Pacific (fashion blog)
Where would you like to be in the next 3-5 years? (in 160 characters) I would like to have a good job in marketing/advertising industry, developing my skills and making progress. Maybe I´ll try to have my own little advertising company.

Name: Matt Harrison

Matt Harrison
Matt Harrison

Place of Birth: North Wales, St Asaph
Area of Speciality: Web Design, Video Editing, Photography
Star Sign: Pisces
1 word about you: Perfectionist
Favourite social media platform: Vimeo
Least favourite social media platform: Google+
5 things that interest you: Creative Design, Epic Film + TV, Physics, Psychology, Health + Fitness
Favourite movie: Independence Day
Favourite meal: Jack Daniels Beef Burger with Sweet Potato Fries
Favourite brand: Blur
Vodka or Whiskey/Cognac: Whiskey
Last book you read: The Elegant Universe by Brian Greene
Most visited blog: www.maddox.xmission.com
Where would you like to be in the next 3-5 years? (in 160 characters) Although at the time of writing I’m in the early stages of my Masters in Future Media, I would like to see myself working for a digital marketing company as a campaign coordinator or UX specialist. I feel as though I have a massive amount a creativity just waiting to burst out when working with the right project. Only time will tell.

Name: Lennon Andrew Ricardo Chandler.
Lennon Chandler
Place of birth: Bridgetown, Barbados.
Area of specialty: Creative direction/Conceptualization.
Star sign: Leo (rawr).
1 Word about you: Dreamer.
Favourite social media platform: It’s a tie between Instagram and Pinterest.
Least favourite social media platform: Google + hands down is my least favourite. Haven’t accessed it since 2012.
5 things that interests you: Aviation, music, illustration (comics and video games especially), modern architecture and food (cooking and eating).
Favourite movie: Shamefully, The Devil Wears Prada stands out.
Favourite meal: Lasagna, even though I’m not supposed to eat cheese. Aw well, #YOLO.
Favourite brand: An airline of all things is my favourite brand. jetBlue!
Vodka or Whiskey/Cognac: I’m more of a wine drinker. Hard liquor ends badly for me.
Last book you read: A New Earth by Eckhart Tolle. How profound of me…
Most visited blog: Not really a blog, but, www.airliners.net.
Where would you like to be in the next 3-5 years? (in 160 characters): Prospering, of course. A senior creative direction role within an agency or a brand. I’d love for my magazine, MUZE Caribbean to also take off spectacularly!

Name: Emmanuel
Emmanuel Ochoga
Place of birth: Otukpo Nigeria
Area of speciality: Interested in Branding
Star Sign: Capricorn
1 words about you: perfectionist
Favourite social media platform: Linkedln
Least favourite social media platform: Tumblr
5 things that interest you:
Watching News Tv station, Watching EPL, Listening to Gospel music, Playing with my wife and children, Travelling
Favourite movie: Coming to America
Favourite meal: Hmmm Basmati Rice and vegetable source
Favourite brand: Apple
Vodka or Whiskey/Cognac: Naaaa! Don’t do any
Last book you read: Advertisement for Dummies
Most visited blog: www.virgin.com/richard-branson
Where would you like to be in the next 3-5 years? (in 160 characters) I see myself as a top notch branding and marketing consultant, with a PhD in the related field. Could also be lecturing and preaching the gospel alongside.

Name: Mon
Monika Stepien
Place of birth: Poznan, Poland
Area of speciality: research, planning
Star Sign: Cancer
1 word about you: hard-working,
Favourite social media platform: Youtube
Least favourite social media platform: Google+
5 things that interest you: music, film, social media, literature, street fashion
Favourite movie: Pulp Fiction
Favourite meal: Dumplings made by my Dad
Favourite brand: Asos
Vodka or Whiskey/Cognac: Vodka (Absolut Vanilia)
Last book you read: Women by Charles Bukowski
Most visited blog: http://www.onlydeadfish.co.uk/only_dead_fish/
Where would you like to be in the next 3-5 years? (in 160 characters)
In the next 3-5 years I would like to be a successful woman with a happy family. I would love to work as a brand or media strategist. We spend 5 days a week at work, so obviously I would like to work in a place which would make me feel enthusiastic about getting up early in the morning and going to work… I want my job to be my pleasure. A perfect place would McCann or Asos.

The new bunch are heading off to London for various agency visit’s next week stay tuned to find out how they got on in the capital city.

Marketing, Team

IMG_8198
As the old set of students graduate we welcome a fresh bunch to the future media team, with a diverse cultural background and wide areas of specialities they look determined to make the best of the opportunity future media would provide. join us as we welcome and help them build a new chapter in their career path

We composed a set of questions to get to know them a little bit better, here is part 1 of the new future media team featuring 6 members:

Name: Levin Ki

Levin KI
Levin KI


Place of birth: Fürstenfeld (Austria)
Area of speciality: Television & Advertising
Star Sign: Leo
1 word about you: Honest
Favourite social media platform: Facebook
Least favourite social media platform: Tumblr
5 things that interest you: Cooking, Running, TV-Business, Travelling, Advertising
Favourite movie: Kill Bill
Favourite meal: Salat
Favourite brand: Asos
Vodka or Whiskey/Cognac: Cognac
Last book you read: Darm mit Charme
Most visited blog: HONY
Where would you like to be in the next 3-5 years? (in 160 characters) 
On top, where else?

Name: Algirdas Sakickas a.k.a. Al, MVP, Head Boy and Mayor of Birmingham

Algirdas Sakickas
Algirdas Sakickas

Place of birth: Kupiskis, Lithuania
Area of speciality: Digital Media Production and Project Management
Star Sign: Pisces
1 word about you: Proactive
Favourite social media platform: YouTube
Least favourite social media platform: Snapchat
5 things that interest you: Trending YouTube videos, canoeing, mountain biking, job opportunities, stand-up comedy
Favourite movie: Limitless or Bruce Almighty
Favourite meal: Anything from my grandma’s cuisine
Favourite brand: GoPro
Vodka or Whiskey/Cognac: pint of Guinness with blackcurrant syrup please.
Last book you read: YouTube: Online Video and Participatory Culture
Most visited blog: www.youtube.com/zoella280390(Vlog)
Where would you like to be in the next 3-5 years? (in 160 characters):
To be very honest, after such a long time, I will want to have remained true to myself, to love and be loved back, have a family and a house as well as a job that I could call my second home. Hopefully I will be inventing and developing digital brands. I would also love to be an example and inspiration to others, demonstrating that with hard work and dedication, everything is possible.

Name: Mari Dawes

Mari Dawes
Mari Dawes

Place of birth: South Africa
Area of speciality: to be discovered
Star Sign: Taurus
1 word about you: decisive,
Favourite social media platform: Facebook
Least favourite social media platform: none
5 things that interest you: people, the human condition and psyche, art and any form of visual communication , travel and culture, nutrition/healthy diet/lifestyle and exercise, buildings and design
Favourite movie: Babette’s Feast
Favourite meal: very lightly grilled salmon fillet with soy sauce, on a bed of lightly steamed fine green beans
Favourite brand: Dermalogica
Vodka or Whiskey/Cognac: gin (double)
Last book you read: Stig of the Dump
Most visited blog: none
Where would you like to be in the next 3-5 years? (in 160 characters)
I would like to live in a house tailored and adapted extensively to my clan, within easy access of a buzzing city as well as untamed countryside, travelling frequently and working in stimulating environments

Name: Amy Zhu

Amy Zhu
Amy Zhu

Place of birth: Nanjing, China
Area of speciality: Marketing
Star Sign: Gemini
1 word about you: humorous
Favourite social media platform: Instagram
Least favourite social media platform: Twitter
5 things that interest you: Cartoons, toys, Japanese novels, travel, karaoke.
Favourite movie: Entrapment
Favourite meal: Thai food
Favourite brand: Disney
Vodka or Whiskey/Cognac: Vodka
Last book you read: Red Flower (Watanabe Junichi)
Most visited blog: Nylon Magazine Blog
Where would you like to be in the next 3-5 years? (in 160 characters)
I would like to have a satisfied job, read various categories of books and enhance my knowledge and abilities. Keep having fun with friends from time to time and keep being positive and calm with any up and down during daily life. Try to bring happiness to people surrounded me as much as I can, and being kind and nice to everyone.

Name: Rodrigo Moreno Munhoz

Rodrigo Moreno Munhoz
Rodrigo Moreno Munhoz

Place of birth: São Bernardo do Campo, Brazil
Area of speciality: Advertising, copywriting and uncalled memes
Star Sign: Sagittarius
1 word about you: Adaptability, Curiosity
Favourite social media platform: Reddit
Least favourite social media platform: Pinterest
5 things that interest you: Traveling, Humour, Psychology, Series, Languages
Favourite movie: Star Wars (the entire series – but mostly episode IV)
Favourite meal: Brazilian barbecue
Favourite brand: HBO
Vodka or Whiskey/Cognac: Yes, please
Last book you read: Pulp – Charles Bukowski
Most visited blog: Mashable
Where would you like to be in the next 3-5 years? (in 160 characters) 
In my small, but own apartment, getting ready to go to work at HBO (either as digital and social media manager or as cast of Game of Thrones, I don’t mind)

Name: Rishma

Rishma
Rishma

Place of birth: Trinidad, Republic of Trinidad and Tobago
Area of speciality: Design
Star Sign: Gemini
2 words about you: Expressive, Meticulous
Favourite social media platform: Youtube
Least favourite social media platform: Twitter
5 things that interest you: Film, the Ocean, User Experience Design, Comic Book Illustration and Screen-printing.
Favourite movie: Hitchhikers Guide to the Galaxy
Favourite meal: Doubles (it’s a Trini street food)
Favourite brand: Apple(Macs)
Vodka or Whiskey/Cognac: Whiskey
Last book you read: Cloud Atlas
Most visited blog: Sorted Food
Where would you like to be in the next 3-5 years? (in 160 characters)
In the not so distant future I would like to be respected for my profession, known for my work and still be enthusiastic about learning more.

From the answers it is clear some of the newbies pay attention to detail while others not so much, look out for the post next week featuring the remaining 5 members of the group

Marketing, Uncategorized

MChammer

One hit wonders have existed since the inception of commercial music, from the likes of Afroman, Khia,Cheeky girls, T.A.T.U to mention a few, as part of the #5Reasons blogpost series we would compare who is more of an Icon and not a one hit wonder between McHammer and PSY.
Stanley Kirk Burrell, known professionally as M.C. Hammer, is an American rapper, dancer, entrepreneur, spokesman and occasional actor. He had his greatest commercial success and popularity from the late 1980s until the late 1990s-Wikipedia

Park Jae-sang, hangul: 朴載相, better known by his stage name Psy, stylized PSY, is a South Korean singer, songwriter, rapper, dancer, record producer and television personality-Wikipedia

I was given the brief to write this post after a group of students said they had no idea of whom MCHammer was but they knew who PSY was. I was quite shocked to be honest that they hadn’t heard of Hammer time! Basically this post is to highlight what makes MChammer more of an Icon than PSY!

1.Public Poll
The first step was to ask the question, who is the king of the genre they are both in, known as pop-rap. The question was asked on Polar which is an app created by Luke Wroblewski, Polar lets you create polls and makes it super quick and easy for your audience to tell you what they think. From the public poll on Polar out of 50 respondents 40 confirm that MC Hammer is the King of Pop-Rap.(see image above)

2. Commercial Revenue Success
Although MC hammer has been around for a longer period, number of released albums would still be used as a point to differentiate these two characters, MC hammer has released 12 albums to date compared to 6 albums released by PSY. PSY’s most successful album PSY6 (six rules) which contains hit single Gangnam style sold 106,594 copies in South Korea sales compared to 10 million copies sold in the US of “Please hammer don’t hurt them” which contains one of his most popular songs “U cant touch this- Hammertime” Okay he did get over a billion views on YouTube, which would have some financial benefit, but it was for one single not an album.

3. Real Talent
MC Hammer was able to switch genres going from pop-rap to gospel music, which led him to release a gospel album during his career. PSY is known as a controversial artist, although touching on thought provoking issues, which all artist do, but PSY was not clever enough in his interpretation of these issues which led to his music being banned in his main market, I haven’t read anywhere that any of MC Hammer’s music was banned. First rap artist to achieve diamond status- when a musician sells over 10million copies of an album.

4. Brand Endorsement
While carrying out research for this post, it was apparent that several brands saw value in both acts, and used both of these acts to gain some brand awareness and increase their TOMA scores. One of these acts was seen as more valuable to brands. MC Hammer endorsement deal at $138 million with British Knights compared with the $4.6 million PSY received from brands like Samsung and Wonderful pistachios just goes to show you who the brands believed in.

5. Awards
A Grammy Award (originally called Gramophone Award), or Grammy, is an accolade by the National Academy of Recording Arts and Sciences of the United States to recognize outstanding achievement in the music industry. The National Academy of Recording Arts and Sciences of the United States have recognized MC Hammer on three occasions in 1991 for His most successful album, Hammer please doesn’t hurt them. He won 3 Grammy awards that year. Best music video, best RnB song and best rap solo performance. The song “U cant touch this-Hammertime” won two awards, last time I checked Gangnam style hadn’t received a nomination.

Finally what would a blogpost be without a video, now stop #Hammertime.

Lists, Marketing

1. Think of your audience

Audience
Image source: LIFE

2. Collect data

…make sure it’s relevant

Collect data
Image source: From the movie “A Serious Man”

3. Pick the right one

…more juicy more interesting

Pick up important
Image source: pennlive.com

4. Don’t make it too long

…too lengthy too tiring

tired
Image source:  garethcase.com

5. Short content

…be smarter than Twitter

short content

6. Use graphical elements

…be creative but keep it under control

graphics

7. Get the right title for your infographic

…should be short & easy to remember

title for infographics
Image source: fluxx.uk.com

8. Review your work

…not satisfied? go back to start

review
Image source: theguardian.com

9. Give credits to the source

…because credibility matters

credits
Image source: suncitycenterphotos.com

Marketing, Uncategorized

Interactive Marketing has been around for quite sometime now, however with the cost of technology coming down and the freedom to do some amazing things through innovative and interesting means, a lot of brands want to do it more. Below are 6 Interactive ways through which Brands are going to talk to you.

Interactive Billboards

There is a huge surge in the number of interactive billboards that we are going to see. Below is an example of British Airways by Ogilvy

Interactive Floors & Tables

The use of physical space is going to be another area that will get a lot of attention. TheFunTheory.com wanted more people to take the stairs and this is what they did:

Interactive Windows

More and more stores are going to have interactive windows to hook the customer as they pass by. Below is a beautiful execution for Carte Noire – Intensity by AllOfUs which we had a chance to see during our agency week.

Carte Noire – Intensity from AllofUs™ on Vimeo.

Interactive Bus Shelters

When you are waiting for the bus, all people do is keep to their phones or just stare blankly at the road in hope that the bus arrives soon, which is why interactive bus stop ads are so effective.  Pepsi Max had a fun way to entertain people in a recent campaign:

Interactive Mirrors

Interactive Mirrors would greatly aid in the retail space. By mixing augmented reality the possibilities are endless. Puma used interactive mirrors in one of their stores a couple of years back:

Be sure to keep your eyes peeled to witness some of these magical marketing.

Events, Marketing

As we mentioned in our last blog post, on November 5th we sent two members of our team to the Mobile Convention Brussels. Our representatives went to the Marketing & MPayments stream which focused on mobile marketing and advertising in addition to mobile payments.

To provide you with the full “Mobile Convention Brussels Experience” we have summarized the conference in relation to the three main themes that were covered across the talks:
(1) The shift to mobile leading in digital marketing
(2) Mobile as a social contributor
(3) Importance of companies adapting to the changing digital environment

The first speaker to grace the stage was Oscar Fernandez, General Manager of Spain’s M.M.A (Mobile Marketing Association) and CEO of his own company, Muchomove. Oscar went on to explain his belief that mobile has enabled an irrevocable change in consumer behaviour leading to a heightened awareness in conjunction with higher expectations. In relation to Google and their strategy, he highlighted that in today’s society there was a need to think mobile as the world is constantly connected. So what do we feel has fuelled mobile’s rise? Oscar drew light on how he believed social media has offered a catalyst for change, enabling and encouraging mobile to be utilized on a daily basis. To round off the presentation he offered the audience examples of where mobile had truly revolutionised the internet with reference to the amplification of customer review sites and loyalty systems.

Following Oscar’s presentation was Renate Nyborg-Bartlett. She spoke about her company, Pleo, which was created to address the common problems companies face in this new mobile-era by providing them with comprehensive solutions. The reason for creating such a company, as Renate explained in her presentation, is because the “mobile internet is going to disrupt business models all over again.” “Digital users are shifting from desktop to mobile first or even mobile only.” She concluded that “mobile is fast becoming the glue that binds all our actions: online and offline.”

Renate Nyborg-Bartlett’s presentation

Monetizing mobile payments was the topic of conversation presented to us by Ainsley Ward of Clear2Pay; a payment solutions consultancy. Following the theme of companies needing to adapt, Ainsley shared a message of the pitfalls of foolishly approaching mobile payments, Painting a picture of a world full of failed high profile finance and communication relationship initiatives. Ainsley drew our attention to the naivety of banks and the realisation that there was less money in mobile payments than first thought. In hindsight, he was able to address the issues that banks faced and how companies needed to react if they were to make the most out of mobile payments. If there was anything to be learnt from what Ainsley said, it was that data and information was key to the success of mobile payments, something which the banks understood but did not know how to solve. Ultimately, this need for a social understanding was something that was carried across into Dan’s presentation.

Ainsley Ward’s presentation.

Dan Armstrong from Takashi Mobile, spoke about how eCommerce has changed over the years, particularly in regards to mobile payments (also known as “MPayments”). He explained that a customers trust is key and without it, no company can succeed in business these days. This is a problem when it comes to MPayments because it has yet to be a trusted method of transaction by consumers. He explained that NFC doesn’t work well for mobile payments from the customer’s point of view. He explained that the way we thought mobile would turn out was very different.

Dan Armstrong’s presentation.

The next speaker was Mark Brill, lead partner at Brand Emotivity and Senior Lecturer in our Future Media course. The main focus of his presentation was the importance of creativity and innovation in mobile. He explained that unless we are solving consumer problems, mobile strategies will never work. To support his argument, he asked everyone what branded apps they have on their mobile devices. His point was that a lot of brands have created apps, but for all the wrong reasons. If the app doesn’t solve a consumer problem, it is an ineffective mobile strategy. For this reason, companies need to start focusing on the people, not technology!

Mark Brill’s presentation.

Next up was Matthias Vermiere to discuss mobile and interactive installations. His presentation consisted of various case studies to demonstrate the 3 areas his company focuses on:
1. Connected Apps (CMS & CRM connected, mCommerce, tools & services, B2B, sales…);
2. Advergames (high quality, mostly single level, games providing an unique brand experience);
3. Interactive Installations (installations with a mobile device at the heart, mostly connected for CRM/sales objectives).
Matthias’ presentation covered varying ways consumers can interact socially through mobile, it also drew on the variety and flexibility within mobile marketing.

Mattais Vermiere’s presentation.

Quintin Schevernets, CEO of Layar, spoke about connecting the physical world and the digital world using augmented reality (AR). According to Quintin, Layar’s mission is “to connect the physical and the digital world to make life easier and more meaningful”. To do this, he claims that with AR, marketeers can re-think print in a number of ways:
1) Print becomes the start of a multimedia experience;
2) Print becomes the start of a sales funnel; and
3) Print becomes the start of a whole new interactive experience.
In this way, he emphasised the need for print companies to evolve to meet the demands of a digitally conscious society and the way Layar could aid that process.

As a jury member of Mobile Lions Cannes 2013 and Head of Digital Arts at TBWA Brussels, Xavier was well suited to leading us through the best and worst cases of mobile campaigns presented as part of the competition. Firstly he explained that what he considered mobile for the category, was not merely limited to a device, and could be found anywhere. This was demonstrated through truly inspiring award winning case studies which dealt very much with the social impact mobile was making. A particular favourite was SMART textbooks, which was able to bypass the smartphone and provide students from impoverished background with traditional sim cards that contained working textbooks. It was liveable, relevant and made a significant difference to people’s lives. It also emphasised the ability for mobile to be a social contributor without the need to advance technology.

Following on with the social engagement theme was Kris Hoet, Head of Digital and a Change Architect at Duval Gullaume. His presentation focused on the question of how to make the mobile phone a social object again. He challenged the nature of mobile, arguing that to make truly wonderful mobile content you had to recreate a social process.

Kris Hoet’s presentation.

The last speaker of the day was Bart Van de Vel from Facebook. He explained that companies need to think differently about how they work on Facebook because social should not be the objective. According to him, the “secret” to working with Facebook really, really well is to (1) define real business objectives, (2) create amazing content for News Feeds, and (3) make sure a ton of people see your content. So how does this relate to mobile? Well, while Facebook started as a website, it is becoming increasingly more mobile. According to him, Facebook is now a mobile company first and foremost, meaning that content companies share should be tailored with a mobile audience in mind.

All in all, the event shed some light on the common issues that exist in mobile today, particularly in regards to marketing and payments. We learnt about the inevitable shift to mobile, and how businesses had to adapt to cope. Inconjunction with this, the need to discovery and understand mobile as a social benefit to make the most of it.

If you are someone who wants to know what is going on in the mobile, we highly recommend going to Mobile Convention Brussels next year, or attend the original convention that is held annually in Amsterdam. If you want to see some of the other presentations from the conference, you can access them here on SlideShare.

Marketing

We’re the new Future Media team.

We’ll be taking care of this space and sharing with you our experiences, visions and findings concerning all things digital.

The Future Media Team 2013-14
The Future Media Team 2013-14

Having come together from different cultures and disciplines, our combined skills and experiences will help us create our own unique take on the digital world.

Our Future Media Masters program runs like a real digital agency with creatives (MA students) and strategists (MSc students) taking on live projects with clients. Join us on our journey of discovery as we break down walls and shape the future of digital media.

Oh wait, before we start, we thought we would introduce ourselves properly. So here it goes, a little bit about each member of the team:

Ben White, Redditch, UK

ben-2After graduating with a BA (Hons) in History and Politics, Ben studies MA Future Media to understand how digital marketing is altered by cultural perceptions. Having previously lived and worked in East Asia, Ben plans to develop a digital skill set to allow him to maximise career opportunities in this region. Achievements include producing a N.A.S.T.A runner up student television documentary in 2010 and winning the C.I.M.A Global business challenge 2012. Ben is a compulsive tweetaholic and K-pop addict.

Caprene Bartley, Birmingham, UK

Caprene BartleyCaprene completed a BA in Dance and Theatre and a course in buying and merchandising before studying the Future Media MA. Alongside her studies she dances, works for a marketing agency and a retail company, doing sales, personal styling and visual merchandising. Caprene loves fashion, music, the creative arts and enjoys socialising with her friends and travelling. She wishes to develop her skills in digital marketing, social media, brand and marketing strategies. Caprene hopes to establish herself as a creative.

Steven Wilkins, Birmingham, UK

Steven WilkinsAfter several years in various London based marketing and advertising roles, Steven is studying MSc Future Media to specialise in digital, mobile & social media marketing, focusing primarily on planning, strategy and UI/UX. He graduated with BA (Hons) in Design Management way back in the day. He loves great design, enjoys good music and travels on a Vespa.

Gillian Wasser, Toronto, Canada

profilepic_GillianGillian graduated with a BA (Hons) in Communication Studies and a Graduate Certificate in Public Relations. She chose MA Future Media as a way to expand her knowledge in the field of online marketing. She hopes to broaden her skills and knowledge on an international scale, particularly in regards to digital, mobile, UI/UX design and strategy. Gillian enjoys photography, listening to 90’s pop music and watching romantic comedies.

Juliana Geller, Florianopolis, Brazil

Juliana GellerWorking in digitalmarketing agencies since 2010, Juliana completed a BA Hons in Journalism and now studies MA Future Media. Passionate about technology and enterprise, and fascinated about using data to drive creativity, Juliana is particularly interested in Big Data and Digital Strategy. She’s currently the Digital Marketing Strategist for Yamination Studios, a start-up animation studio based in Birmingham. Juliana speaks 4 languages, plus fluent geek. MakeyMakey and Lego are her favourite toys.

Nabaneet (Niku) Dutta, Assam, India

nikudutta-02Nabaneet has completed a BCA in Computer Applications and an MBA (Dual) in Marketing & HR. He has over 5 years of corporate experience across M&E conglomerates such as Corporate Communications, Media Sales, Advertising, and Digital Media. He served clients across India & abroad with his digital media venture; during which he was nominated for IAMAI 2nd India Digital Awards 2012 under the Ministry of Communications & Information Technology, Government of India & also received critical acclaim from The Guardian UK for one of his work. He is an avid marketer, strategist, art director & copywriter. Niku considers music as a universal language of mankind and follows it sacredly.

PoojaDatta, Bangalore, India

poojaPoojahas a background in media and psychology and aspires to be a creative enthusiast in the world of advertising and marketing. She’s currently pursuing MSc Future Media and, because of her love of water, has a secret desire to be a marine photographer.She believes life is for living and lives it to its fullest.

 

 

 

Pleased to meet you, hope you enjoy the ride!

Marketing

At the Drum event ‘4 Minute Warning’, held on 5th December 2012, speakers from the digital industry came together to discuss what the future holds for marketing and media agencies and challenged them to think the unthinkable.

Talks at this event looked at the digital revolution including augmented reality, 3D printing and the future of mobile.

Our very own Mark Brill discussed what he terms the ‘Disruptive Future’, this is broken down into four sections.  Firstly he looked at how we create the skills for the jobs of the future that have not been invented yet?  This state of Disruptive Employment is a growing challenge for the businesses of today as they need to try and anticipate the changes in the industry and prepare their staff for the future.  Similarly universities must do the same to prepare their students for the jobs that they will eventually go in to.

Shopping also falls under this disruptive heading as brands use showrooming and behavioral targeting through image recognition to re-define the retail experience.  Some brands are also using technology like augmented reality to alter the traditional shopping experience.

Health apps are on the increase and people are increasingly turning to their mobile phones to check their symptoms, rather than visiting the doctor.  The future holds even more potential for this sector as devices that work with your smart phone are being developed to not only diagnose but also to help treat illnesses.

The final disruptive category is interactions.  New screen technologies are rapidly evolving and multi-screen consumption is becoming more and more the norm.  Soon the smart phone as we know it will cease to exist.  How will these technologies impact on consumers and brand engagement?