Tag Archives: marketing

Sharing Economy: the ‘use, don’t own’ notion

Traditionally, the consumer’s behaviour has been immersed in a linear economy in which products are made, used and disposed of. Nevertheless, since 2014 a new trend has been taking place: the sharing or circular economy.

Under this new system, the consumption of products and services is moving from owning to sharing and renting. This encourages reusing and recycling in order to give a better use of goods and skills, which not only provides an innovative experience but also an economical benefit.

The ‘use, don’t own’ notion

According to Vincent Rousselet, director of consultancy Vincent Rousselet & Associates, there are 4 factors that have been essential in the spring and development of this peer to peer consumption model:

  • The recent credit crunch has made people reconsider their consumption patterns.
  • The increased development of the internet and the global connectivity
  • The tracking of user online behaviour provides valuable, predictive insights (big data)
  • The rise in the user’s consciousness of the consequences of consumerism, regarding specifically the global climate change.

So far, the technological platforms are the foundation and main channels that let this collaborative system evolve around the world. The Nesta report ‘Making Sense of the UK Collaborative Economy’, states that in 2014 “25 per cent of UK adults used internet technologies to share assets/resources over the last year.”

Some of the most outstanding examples are Airbnb and Uber. The first one encourages individuals to share their homes for short periods of time while the latter transforms private cars into resources for public transportation. Most of these companies are for-profit services that only keep a small fraction of the fees charged.

According to the Journalist’s Resource, Airbnb has over 10 million guest-stays on their records and 500.000 properties listed while Uber is doubling its profits every 6 months.

Even though this economic model has worldwide detractors that argue it replaces secure jobs through a trend of part-time, low-paid work, there are already around 860 start-ups in this sector. Accounting for 1 in 10 of these, the UK is the European capital of the sharing economy.

Stand out start-ups

Since these peer-to-peer services are an alternative towards the fulfillment of the different consumption patterns, there are several start-ups that are worth noting due to its creativity or valuable contribution to a more sustainable socio-economic model:

1. Feeding Forward (United States)

Sharing economyThis platform allows any kind of business can request a pick up of their food surplus. Considered to be a donation, it is afterwards delivered to nearby shelters in need. The objective is to allow companies to receive a tax reduction and reduce disposal costs while ending hunger in the world.

 2. Fon (Spain)

Sharing economyThrough millions of hotspots around the world, it enables users to share their WiFi network in exchange of getting this service for free in any of the 16 countries that are part of their network. It started with residential wireless connection only and then moved forward to small, medium and large venues.

 3. Misterbnb (United States)

Screen Shot 2016-01-14 at 03.03.11With 30.000 hosts in 130 countries, this is the largest gay travel accommodation in the world. The objective is to develop a sense of belonging by helping this community to travel safely while learning local insider tips.

 4. Hassle (United Kingdom)

sharing economyRegardless of the venue (room, flat or even a mansion) this company is able to provide a local professional cleaner in a 60-second online request. No matter if it is a one-off, weekly or a fortnightly clean, the cost per hour will always be the same and it can be refunded if the service is not good enough.

5. Pley (United States)

sharing economySubscription platform that allows families to rent toys for a short period of time (as kids grow). Through a 70% cost reduction and the elimination of clutter, the aim is to raise a playful, creative generation aware of the principles of sharing and waste reduction.

 6. Kiwi (Colombia)

sharing economyAs long as it is legal, this company challenges users to ask them for any kind of service or product. Food, alcohol, electronics, reservations, plane tickets, health care services, clowns and even pranks can be requested. Through a network of national and international providers, Kiwi is capable of providing a 24/7 service in Bogota and Mexico City.

The Sharing Economy has had a smashing beginning. Even though it seems to be a promising land entailing a social, cultural, economic and environmental transformation, it is paramount to create global and local legal frameworks able to regulate its proper implementation.

If this system manages to integrate and assemble the multiple society sectors under a common good premise, in the future we might discover that we are currently in a historic transitional period towards a new worldwide economic model.

Written by Estefanía Jurado Rodríguez

Guerilla and Experiential Concepts: Its all just a Fad!

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

 

The New Future Media Team Pt 2

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.

The New Future Media Team pt 1

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

9 simple steps to make an effective Infographic

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

5 Interactive Ways – Brands are going to Talk to You.

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.

Working on a live brief: Interview with Future Media student Julia Ivorra Harrison

On the Future Media MA you work on live briefs, what’s that like?

At first you work on real briefs but simultaneously alongside the lecturers. The client never sees your work so you are free to make mistakes and learn as you go. Another benefit of this is that you have an inside knowledge of the company you are working on as our lecturers have actually worked on these briefs so they know what the outcomes will be. They can guide you and mentor you more easily as they know the project inside out.

Working on the live brief for Bridgestone was good because it really helps to prepare us for when we are more experienced and working on real briefs. As you are working with guidance you gain the confidence to try out ideas you may have been afraid to by yourself! You have freedom to go crazy with your ideas and test them out without the fear of making a mistake and if you do get stuck you have a team to help you out.

What were the challenges of this project?

We had three things to consider in the brief that we were given. Firstly Bridgestone are currently running a competition to meet Valentino Rossi, the Superbike Rider who they sponsor, all you have to do is purchase some tyres. They have created a campaign to promote this featuring a ‘Yellow Man’ who stalks Rossi. We needed to use this in our social media strategy.

Bridgestone also sponsor skiing events and have a giant ski sculpture made from tyres that is available for promotional use over the summer – when this campaign will run. The challenge here was to figure out how the ski sculpture could be used, A – in the summer and B – in the UK where you cannot ski.

Our third challenge was how to target female customers.

How did you manage all of your ideas?

We met with key Parker at their office in Lutterworth to discuss Bridgestone’s social media strategy in the UK. Their social media presence in the USA is really strong so we looked closely at their campaigns. The team; Neil Horne, Richard Duffy and myself, then went away and came up with 15 ideas. We went back and presented these to the agency during a tissue session where they separated the good ideas from the bad. During this session 7 good ideas were chosen for development so we went away and worked on those. When they had been fleshed out we went back and presented them again and the best one was chosen.

 

20130605-210637.jpg

How did you prepare for the big pitch?

We all worked together to perfect the final idea and make sure all the details were exactly as we wanted ready for the pitch. It was exciting and also scary as the director of the company was there but we were prepared and confident with our campaign.

Bridgestone liked your idea! What now?

We have been asked to work alongside Key Parker over the summer to help with the execution of our campaign. We will be attending events where we will get to witness our ideas in action and see the project through to the end.

 

Hayley McCaffery

Digital Marketing and Communication Assistant

Working on a live brief: Key Parker & Bridgestone Europe

OVERVIEW

Key Parker, a long established and successful midlands agency, work with Bridgestone across Europe and support them with their marketing on and offline. As the worlds largest tyre manufacturer Bridgestone are always looking to the lead the way not only in tyres but communications too.

With brand values such as Serving Society Through Superior Quality and the desire to reinforce the brand position of Toughness the Future Media team were briefed to deliver a full pitch around a number of events and occasions coming up in the Bridgestone marketing calendar.

 THE BRIEF

Bridgestone sponsors Valentino Rossi, the Superbike Rider, and a campaign has been created around The Yellow Man – Rossi’s new persona. How can this be driven across UK & Ireland and extended as a social campaign?

We also have a giant Ski Sculpture made from tyres, how can we best utilised this in the summer? We want to talk to females also, how would we do this in a non-intrusive environment? Promoting safety is key through all of this, what are the approaches we could take?

THE PROCESS

After an initial briefing meeting with Key Parker on the Bridgestone brand, the company philosophy, position within the market and the key company values the challenges were shared with the Future Media team. These challenges were formulated into a brief and the work started.

Desk based research around the competitors, the consumers and the products took place whilst at the same time research into the market from a digital perspective was undertaken too.

Armed with this information the Future Media team began to look at solutions and platforms that could deliver on the brief for Bridgestone.

A ‘tissue session’ was held at Key Parker with there Social Media Manager where the Future Media team shared all the concepts and ideas – some 15 or so! The meeting helped to trim down the ideas to workable solutions, combine certain ideas into campaigns and overall give a temperature check on the direction. The Future Media team was on the right track and hotting up!

With the insight from Key Parker the final ideas were worked up and visualised in to high-resolution images whilst alongside the pitch presentation for Bridgestone’s marketing team was developed. On the pitch day the Future Media team took the Bridgestone team and Key Parker through the history on the project, the ideas to date, the outputs of the ideas, the results that could be expected and ultimately how these ideas would benefit the brand, customers and meet the initial objectives of the brief.

THE OUTPUT

At the end of the pitch the Bridgestone team were very complimentary about the ideas, the thinking, the work that had been put into the concepts and relayed that they felt the background work by the team was also strong.

THE RESULT

The Future Media team have been asked to work with Key Parker to take the ideas to the next level and bring them to life from a design and feasibility point of view. The client’s want to see how everything would work in the context of the real world and how much investment they need to put towards.

The Future Media team will be working closely with Key Parker over the coming weeks and months to not only bring the ideas to life but to execute them and also go to the events and exhibitions where the team’s ideas will be delivered to the trade and public for the first time.

The Future Media Bridgestone Team
The Future Media Bridgestone Team:
Neil Horne, Julia Ivorra Harrison
and Richard Duffy

 

Exciting times for the team lie ahead!

 

Gray Dudek

Senior Lecturer in Digital Communication and Future Media

 

The Disruptive Future of 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?