How will the city of the future look like?
Big data, Internet of Things (IoT), artificial intelligence (AI), robots, drones, autonomous green vehicles, 3D / 4D printing, renewable energy, virtual reality (VR),leap motion, eye controlled technology are just part of the present and new technologies that are here or will be here in the near future to influence our lives.
The cities are evolving as well, by becoming Smart Cities. From Singapore to Amsterdam and Barcelona, from Dubai to Stockholm,from New York to Manchester and even Alba Iulia in Romania, information and communication technology is used to enhance quality, performance and interactivity of urban services, to reduce costs and resource consumption and to increase contact between citizens and government. Smart city applications are developed to manage urban flows and allow for real-time responses.
The smart city concept integrates information and communication technology and various physical devices connected to the network (IoT) to optimize the efficiency of city operations and services and connect to citizens. Smart city technology allows city officials to interact directly with both community and city infrastructure and to monitor what is happening in the city and how the city is evolving.
According to the IESE Cities in Motion Index 2017, quoted by Forbes, which analyses all aspects that make up sustainability and quality of life in 180 key world cities, New York is again the smartest city in the world, followed by London and Paris.
To compile the index, the authors analyze 79 indicators across 10 different dimensions of urban life: the economy, technology, human capital, social cohesion, international outreach, the environment, mobility and transportation, urban planning, public administration and governance. The results show that almost all of the dimension measured in the ranking are led by European and North American cities. The exception is technology, where Taipei rules.
In top 10 are present three other American cities (Boston 4th, San Francisco 5th, and Washington, D.C. 6th), two other European cities (Berlin 9th and Amsterdam 10th), and two Asian (Seoul 7th and Tokyo 8th).
Moreover, according to CityMetric, Singapore is also a leading example of a smart city, and is constantly evolving its “city brain,” a backbone of technologies used to help control pollution, monitor traffic, allocate parking, communicate with citizens, and even issue traffic fines. “The behavioral aspect is not to be overlooked. Singapore’s “brain” is attempting to modify human behavior – for example, one system rewards drivers for using recommended mapped routes, and punishes those who do not. Ultimately, Singapore’s planners hope to discourage driving, and guide most commuters to making greater use of public transportation. The city is planning for 100m “smart objects” including smart traffic lights, lamp posts, sensors, and cameras on its roadways, which will be used to monitor and enforce laws,” wrote Fast Future for CityMetric.
But how will those smart cities look in the future and what can we expect from them and the specialists living and creating in them? “The number of smart cities around the world is expected to grow exponentially over the next few years and by 2050, 70 per cent of the world’s population will be living in smart cities,” believes Nick Ismail in his piece for information-age.com.
Moreover, it appears that 2030 will bring the introduction of Connected street lights, which will stream data between millions of devices and improve city services such as light, traffic, air quality, public safety and parking. Lighting technology will be at the heart of urban life in 2030 as well, helping deliver more sustainable and better-connected smart cities. “And if that wasn’t enough, by 2050 take-aways will be delivered by drones, replacing motorbikes and cars. One pizza manufacturer has already tested drone delivery and some predict these automated flying machines will fill the skies replacing the couriers of today,” adds Ismail.
What is “over datafication” in marketing?
Datafication refers to the collective tools, technologies, and processes used to transform an organization into a data-driven enterprise. After converting processes to data, they can be tracked, monitored, and optimized. Even if data isn’t used, businesses can still acquire large amounts of data, store it, and then decide later on how they will utilize it.
According to Key LimeInteractive, new technologies have enabled lots of new ways to “datify” our normal activities:
- GPS devices on smartphones, such as Google maps, are able to track where we are at certain times of the day
- Going for a jog/walk – one can monitor distance, speed, pulse, heart rate, number of steps
- Sleep schedule – quality of sleep, duration, number of sleep interruptions during the night
- Shopping – how much food to purchase, finding lowest prices, monitoring quantities consumed in a household
- New smart technologies are making it easier to truly get to know our customers and allow us to make better marketing decisions.
We also believe that we need to pay attention to the fact that is a great difference between datafication and digitalization. The Impact of Datafication on Strategic Landscapes – a report published in April, 2014 by Ericsson in collaboration with the Imperial College Business School and the UK’s Sustainable Society Network explains the differences and interrelationship between datafication and digitalization. As Irving Wladawsky-Berger points out on his blog here , there are four important areas where data science is already having an impact: datafying personal behaviors, datafying business processes, datafying cities and datafying private lives.
But what happens when it comes to over datafication? According to the info offered by MarchTech forum, more and more companies are entering the Big Data into their global and corporate strategy, the big data companies registering an annual growth of up to 12 % by 2020,while in 2016 the volume of the market being over 150 million dollars.
With this growth come also the problems, as the Spanish Zenith Media’s blog points out. The over datafication brings with itself a data dependency of many analysis business sectors. Still according to Zenith, an excessive subordination to Big Data can cause the slowing down of the company’s natural processes, determining the marketing representatives to only look at the data and being unable to date a decision if they are not supported by it. This could only lead to a tendency of sacrificing the creativity and the originality.
Moreover, the data dependency would generate a lower risk-taking rate trend, that, on a long term, could put in peril some of the most important marketing functions and its interactivity with the users.
In other words, the over datafication would represent exactly what creative people were afraid of when it came to research companies and using research in their day-to-day creative processes: less innovative campaigns, but easily measured; data used wrong; the change of the strategy over-night in case of lack of results or poor ones,etc.
But in the end, it all comes down to measure and attention. Finding the balance is the key to success. “The speed of change means that marketers need to have confidence in the strategy not to panic if the data shows they have had a bad week, as the next week could be great,” writes Marketing Week.
The secret to winning a Cannes Lion
No matter the changes that the advertising world saw in the last years, Cannes Lions remains the most important festival of the industry and its awards the most wanted and desired. Therefore, it’s only natural for all the agencies and marketers to be curious to know the secret of winning one. So what are the ingredients that turn your campaigns or executions into possible winning ones? The important, big awards are given to disruptive, irreverent, totally different pieces of work that are known and loved at an international level.
Looking at the works that one and listening to several jury members, we were able to highlight some points that will give you a clearer picture on the topic.
“We felt the new integration is about transcending intermedia and really integrating into culture and society,” said Jury President Tham Khai Meng, for AdAge.com.
- Works that push humanity forward.
- Works that are deeply original and sharable.
- Campaigns that effectively impact business objectives
- New ideas that change people’s perspectives. When inspiration is combined with a rigorous experimentation program, companies can push today’s marketing innovation.
- Intuition balanced with data, big ideas with bold experiments, inspiration with rigorous validation.
- What wins a Grand Prix in a particular category is work that represents best the category and shows the way forward to the industry.
- Old ideas reinvented and putting things in a completely different perspective
- Including a societal angle in your campaign when producing your case study.
- Going big (a strong idea, consolidated by a depth of the execution and all the content created around it). Jury members were very vocal in saying that they wanted to focus on work that had been widely shared, got press coverage and was being made by big real brands.
- The PR component of the campaign becomes more and more important. No winning campaign has been “discovered” at Cannes. All Grand Prix winners were operations that had been already widely shared and talked about in the media, and had also made an impact on marketers all over the world, even before the start of the festival.
- The concept is still the king.
- Using emotion and focus on a positive attitude. Let’s not forget that jurors are humans as well, and if you can make them feel something, you’re much closer to being in the winner’s circle. The stronger the emotion, the better.
- Short videos presenting the campaign’s idea, execution and results. The shorter and to the point as possible, the better.
- “Work that has impact far beyond its initial intention or that creates a category shift is work that stands out. It’s often not the big brands, but the truly smart, innovative, and conscious work that scores highest with the judges”. – Sue Daun, Creative Director Intebrand London.
- Inspiring creativity envy.
- Works that break the rules and do not conform to what we expect to see—work that transcends a category.
Top Marketing Techniques in 2017
Smart Insights recently started a research asking its readers to give their opinion on the most important trends in 2017, asking them to choose the most important marketing activity that they think will give their business the biggest incremental uplift in leads and sales in 2017. After receiving 2,352 responses from marketers around the world, the results were:
- Big Data (including market and customer insight and predictive analytics)
- Content marketing Communities (Branded niche or vertical communities)
- Conversion rate optimisation (CRO)/ improving website experiences
- Display(Banners on publishers, ad networks social media including retargeting and programmatic)
- Internet of Things (IoT) marketing applications
- Marketing Automation(incl CRM, behavioural Email marketing and web personalisation)
- Mobile marketing (Mobile advertising, site development and apps)
- Paid search marketing, e.g. Google AdWords Pay Per Click
- Online PR (including influencer outreach)
- Partnerships (including affiliate and co-marketing
- Search Engine Optimisation (SEO or organic search)
- Social media marketing (including Social CRM and Social Customer Care)
- Wearables (e.g. Apple Watch, activity trackers, augmented reality)
More information on the report can be read here.
You can find out more here.