Five Reasons Why Digital Will Disappear
By Auro Trini Castelli. Every company, brand, agency and individual wants to talk "digital" and be perceived as digital. Digital is the new normal. Yet, the most powerful digital technologies and interfaces will increasingly lead to the creation of experiences that are ultimately physical. Today, our five senses are the operating system through which we decode the reality around us. Tomorrow, they will be enhanced by digital operating systems embedded and hidden inside our accessories and clothes, transportation vehicles, offices, homes and cities. Digital will soon become the invisible fabric and engine of our lives, leading to the creation of physical experiences that involve our bodies, feelings, emotions, actions and reactions. The "Physical Revolution" will be driven by five key trends: 1. Sensors will be the new devices. We will bring our devices with us, but feel like we are carrying no device at all. Sensors will merge with our senses and our gestures. We'll shoot pictures with our hands, activate commands through our voices and access the world through our eyes. Our bodies will become the remote control of the entire world around us. For example, Halstead Property is exploring haptic technology, which allows potential real estate buyers to virtually explore the properties they are interested in, and simulate touch-based tasks like opening door handles, closets and faucets. More at AdAge
Las marcas pueden servir cada vez más anuncios móviles, pero lo hacen aún totalmente mal La publicidad en dispositivos móviles será cada vez más popular por una cuestión completamente natural: cada vez más consumidores emplearán sus smartphones y tabletas para acceder a la red y por tanto cada vez será más fácil para las marcas encontrarlos en ese escenario. Según el último estudio de GSMA Intelligence, el brazo de investigación de la GSMA (que lo acaba de publicar al hilo del MWC que se está celebrando ahora mismo en Barcelona), para 2020 tres cuartas partes de la población mundial estarán conectadas a una red móvil. El crecimiento será además rápido y muy dinámico en los próximos años. Según las estimaciones del estudio, solo en los próximos cinco años se sumarán 1.000 millones de personas a la lista de usuarios de dispositivos móviles, lo que hace que en muy poco tiempo se crezca mucho. Y en ese mercado las operadoras de telecomunicaciones tendrán que ser capaces de crear nuevas oportunidades de negocio (una vez que se crece tanto es imposible crecer más) aunque para las marcas que emplean este canal para conectar con los consumidores se habrá llegado al mercado que realmente merece la pena. Tendrán a sus consumidores ahí, esperando, completamente disponibles: un parque de millones de usuarios siempre conectados a los que servir mensajes y más mensajes publicitarios. Más en PuroMarketing
As technology brings changes in how users consume content, publishers also need to adapt to those trends, according to the following Simplilearn infographic. Here's a look at the top trends in content marketing in 2016. One trend is the increased use of "fringe" social hubs. Bigger brands will now be less skeptical to publish content through social hubs once considered "fringe," according to Simplilearn. Another trend is interactive content. "Interactive content like GIFs have been dominating newsfeeds and timelines as of late, and this is definitely going to sky-rocket in 2016," states the infographic. To find out more about content marketing trends this year, check out the infographic at MarketingProfs.com
by Jacob Ross The advertising industry loses about $18.5 billion annually to ad fraud, according to a report released recently by Distil Networks. Fortunately, we know it is a problem and have the solutions needed to address the issue now. The following two tools can help you fight fraud. 1. Better performance metrics In response to the Distil Networks fraud report, COO of adMarketplace Adam Epstein told AdAge: "Fraud thrives when advertisers measure the wrong events like pageviews, video views—those are events that both a human and a bot can do… If advertisers are measuring things only humans can do, like pulling out a credit card and paying for something, then the ad networks are going to have every incentive to kick bot traffic out." More at MarketingProfs.com
Marketers are constantly looking to get value from their data-driven marketing efforts. But, insufficient availability or functionality of supporting technology is a challenge to doing so, according to research. Obstacles to Deploying/Deriving Value from Data-Driven Marketing and Media Initiatives in 2016 According to US Digital Marketing/Media Practitioners (% of respondents) The Interactive Advertising Bureau (IAB) and Winterberry Group surveyed 120 US digital marketing and media practitioners. Respondents were asked to pick up to five obstacles to deploying and deriving value from data-driven marketing and media initiatives in 2016. One-third of respondents said that the lack of internal experience—at the functional or operational level—was one of the obstacles they faced. Furthermore, lack of volume and quality of their first-party data resources was another hurdle. Although lower on the list, respondents also said that the fact that their organization does not use data and because there was little or no demand from customers, it was difficult for them to drive value from data-driven marketing and media initiatives. More at eMArketer
By David Cohen on Feb. 23, 2016 - 11:30 AM1 Comment An estimated 3.2 billion people throughout the world were online at the end of 2015, up from 3 billion at the end of 2014, according to the newly released State of Connectivity 2015: A Report on Global Internet Access from Facebook. Facebook pointed out in a Newsroom post that even though the number of people with connectivity has increased by some 200 million to 300 million every year for the past 10 years, 4.1 billion people, or 43 percent of the global population, were still without Internet access at the end of 2015. The social network said the four key barriers to Internet access are: Availability: Proximity of the necessary infrastructure required for access. Affordability: The cost of access relative to income. Relevance: A reason for access, such as primary language content. Readiness: The capacity to access, including skills, awareness and cultural acceptance. More at AllFacebook.com
Juan Miguel Revilla, 18 de febrero de 2016, 20:03 La integración de Truven Health Analytics supondrá una considerable fuente de datos médicos y duplicará el tamaño de la división Watson Health de IBM. Las compras por parte de IBM están siendo una noticia recurrente en este comienzo de año. Después de las adquisiciones de IRIS Analytics y UStream en enero, la compañía estadounidense ha anunciado hoy la compra de la empresa de datos Truven Health Analytics por 2.600 millones de dólares, en un intento por ampliar su presencia, ya considerable, en la industria del cuidado de la salud. Truven Health Analytics, radicada en Ann Arbor (Michigan), ofrece servicios de datos para el cuidado de la salud a los hospitales y las compañías farmacéuticas, de cara a ayudarles a determinar la eficacia de sus productos y servicios. El principal activo de Truven Health Analytics, al igual que los de las otras adquisiciones recientes de IBM, son los datos, que IBM usará para mejorar su sistema de inteligencia artificial Watson. En el caso de Truven, el gigante azul usará su base de datos médicos para mejorar su sistema de inteligencia artificial Watson en lo referido a la salud. Más en ITespresso.es
Una compañía de taxis de Budapest anunció oficialmente que permitirá pagar sus servicios con bitcoin, la cual es una moneda virtual fuera del control de los bancos centrales. Así de esta manera, los viajeros que cuenten con dicha moneda virtual podrán pagar en los taxis con su teléfono móvil, explicó Csaba Horváth, quien es el director de Budapest Taxi, la empresa mas grande de la ciudad. Si se desea pagar con bitcoins, el pasajero solo tiene que tener, además de la moneda virtual, una aplicación en su móvil capaz de leer un código QR, el cual permite abonar el costo del servicio en bitcoin. Así de rápido y sencillo. Por otra parte, el Banco Nacional de Hungría avisó en un comunicado sobre el riesgo de usar bitcoin como método de pago, argumentando que como la moneda virtual no está supervisada por autoridades tampoco existe una regulación sobre garantías y responsabilidades, es decir que la compañía de taxis la estaría utilizando bajo su propia responsabilidad. En Hungría el primer cajero automático para comprar bitcoin se instaló en Budapest en el pasado agosto de 2014 en un club nocturno del centro de la ciudad, mientras que el segundo se encuentra en un centro comercial. Más en TecnoMagazine
The idea of a 30-second ad may make people cringe, but they have been dominating the small screen from the beginning. Learn why this length has huge staying power. Viewer patience: the TV contract vs. digital iMedia traveled to thinkLA's Motor City West and spoke with Brad Seitter, EVP of Business Development at TVB, about the 30-second TV commercial and why it has remained unchanged for decades. Discover why this ad length is here to stay and listen to an expert explanation on the social contract for both TV and digital as it relates to marketing to consumers. More at iMediaConnection