Let’s face it, the world we live in, with all its technological and communication advances, is not designed for privacy.
The modern digital world is based on sharing, not the principle of “leave me alone unless I say otherwise.” In this new world, personal privacy has become a concept organizations profess to value, but do their best to eliminate in order to learn more about…well, everyone actually.
The reality is that if you have a social media, blog, or commenting account, you have no privacy. If you use Gmail, Office 365, or connect to the Wi-Fi at the mall, you have no privacy. If you have a SmartTV, a post-1990’s car, or a Fitbit, you have no privacy. Most of the activities we participate in every day are, in some way, chipping away at your privacy.
While this change in the privacy paradigm isn’t necessarily an evil, I do see it as something that is going to unfairly impact certain groups of people.
It’s been two weeks since Google’s newest algorithm update – the one dubbed “Mobilegeddon” by columnists across the Internet – rolled out, and its impact has been more “meh” than massive.
Almost across the board, analysts are saying the impact of the update was lower than expected, which is good considering the outcome many predicted. Prior to rollout, gShift surveyed digital marketers and learned that over 52% expected their search rankings to be affected.
One of the issues the marketers struggle with is how to make the dozens of marketing channels and strategies available work together. Since many articles still talk about social media marketing, storytelling, mobile marketing, or platform-agnostic content as if they are isolated activities, it will probably be a while until cohesive marketing strategies become the norm. That said, there are some interesting developments in integrated experiences to look forward to.
The Transmedia Model
Transmedia storytelling is one of the most promising methods for this new type of marketing approach because it only works when it’s dispersed across many channels that operate differently. The model is closely associated with Professor Henry Jenkins, who literally wrote the book (called Convergence Culture: Where Old and New Media Collide) and blogs detailing what transmedia is, and is not. According to Jenkins:
“Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story.”
One of the reasons transmedia has so much potential for brands is because it compels the audience to engage in order to get the full experience. The Harry Potter franchise (Potterverse) is brilliant example of Jenkins’ seven principles of transmedia storytelling.
You have heard about the new Star Wars movie, right? If not, go watch the trailer. Don’t worry, I’ll wait. Here, I’ll even put the trailer in this post so you don’t need to go anywhere.
You back? Great. Since the rest of the Internet is already discussing HOW AMAZING THIS FILM IS GOING TO BE, let’s talk about that discussion instead.
Star Wars is probably one of the
most greatest movie franchises in history and its acquisition by Disney has caused both hope and despair among fans. The new teaser for The Force Awakens, which was released at Star Wars Celebration last week, has also provided us a great example of word of mouth marketing in action.
Last week, the EU filed a Statement of Objections (SO) against the search giant related to charges that the company’s search algorithms favoring its own Google Shopping price comparison tool over other search results. The EU already has several probes open into other areas of Google’s operations; however, this SO is more serious and could lead to fines and court challenges.
In a Wired opinion about the EU’s filing, Jason Grimmelman seems to argue that whether or not Google is engaging in anticompetitive behavior is irrelevant because consumers prefer the results Google provides them. In other words, Google is not violating antitrust laws because the customer is not being harmed even if competition is.
Although we spend a lot of time talking about the impact of smartphones on retail, it’s interesting to look at what we actually do with our phones (which is a lot) and how much of that is shopping related.
People use an average of <30 apps regularly. Why should yours be one of them?
As you can probably guess, smartphone users generally spend more time with their apps than their browser; however, shopping-related apps take up only a fraction of that time. According to Nielsen, we only spend about 2% of our app time in shopping or commerce-related apps. Keeping that in mind, it’s a good idea to consider if we are meeting our customers where they are.
Have you ever been shopping online and seen an item’s price marked with this:
instead of the item’s actual price?
Why does this seem like a good idea to e-retailers? Continue reading