How has the rise of technology changed the advertising?
As anything that had touched or been in contact with, the rise of the technology changed or at least had a great impact on. From the launch of the e-mail, the boom of the Internet and social media, to the new channels that arrived and are changing everyday, technology plays an enormous role in our business lives. A role that deserves to be acknowledged and appreciated.
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Some of the most important ways in which technology has changed and impacted the advertising scene are:
1.The video and content video popularity
If 10-20 years ago it was all about the TV, with the internet and the rise of platforms like YouTube, Facebook, SnapChat , video advertising has become increasingly widespread and its content’s importance grew along with it. As people become accustomed to watching videos, static images such as traditional billboards can seem dull by comparison. People are also getting savvier and savvier and how what to expect and ask from the advertising they receive. Therefore, they are not waiting anymore, they are reacting, creating their own media and interacting with the existing one in new, innovative ways.
2. Video blogging
It is not even about blogging anymore, but about video blogging and video bloggers taking control of the social media and its endless opportunities offered. The speed with which the new, extremely performant smartphones, tablets, notebooks are launched helps the content and video creators be even better, faster and smarter in their communication. The advertising campaigns are involving them more and more and making them part of the whole 360 communication, even stars for some of their campaigns targeting a younger audience. Therefore, instead of being only a one dimensional flow of communication, the latest campaigns are showing all kinds of new smart and innovative approaches.
“For a time, the digital age meant that free advertising was everywhere. Social media channels, pioneered by Facebook, have brought back the idea of paying to play. In other words, you have to dedicate a small budget to reaching people via social media.(…) The digital age has heralded an era where everyone can join the advertising dogfight. Yes, those with huge budgets still have an advantage, but it’s no longer the decisive advantage of before. Even the smallest companies have good reason to play,” wrote AJ Agrawal for Forbes.com.
3. The rise of some is the demise of others
Along with the rise of digital and mobile, channels such as print media and radio are decreasing in their audience and reach, being forced to thing outside-the-box and find new ways to keep them from disappearing. Even TV is not the king anymore in some parts of the world, where the digital investments are conquering the top spot.
4. Message personalization and new targeting tools
Nowadays, every client and consumer wants and demands to be touched by the advertising campaign, to feel like the messages are personalized for him / her, that they are addressing him/ her and him/ her problem and desire particularly. Something that due to the new technologies and the digital growth is becoming more and more possible.
Behavioral profiling has gone viral across the internet, enabling firms to reach users with specific messages based on their location, interests, browsing history and demographic group. “Ads can now follow users from site to site: a customer who looks online for flights to Frankfurt will be inundated with German holiday offers. Conversant, a digital-marketing firm, uses an algorithm to deliver around 800,000 variations of an ad to its big clients’ prospective customers to make it as irresistible as possible. Kraft, a food company, monitors online opinions on its brands in an office which it calls <<the looking glass>>,” wrote Business Insider.
Moreover, in the classic advertising model, firms used to place ads with media that brought together the audiences they were after. They would go for business executives in the Wall Street Journal, for example, or youngsters on MTV. But now advertisers no longer have to rely on media as proxies for consumers, because they have more tools and data to target precisely the people they want to reach.
5. Programmatic is the new KING
Programmatic buying represents a new system for targeting consumers precisely and swiftly with online adverts or DOOH. Publishers, advertisers and intermediaries can now bid for digital ads electronically and direct them to specific consumers as fast as they want to. Programmatic media buying allows the “owner/brand” to tailor a specific message and creative to the right person, at the right time in the right context – using audience insight from the brand (the customers you want to target) around the kind of audience they want to target. This methodology should deliver far more precision and personalization of messaging and media, resulting in more efficiently targeted campaigns, and less of the “spray and pray” methodology of digital advertising – which is less targeted and based on sheer volume (mainly of impressions).
More on the subject one can read here.
15 Things you might not know about Daniel Goleman
Daniel Goleman is one of the world’s renowned psychologists. He was a speaker at BRAND MINDS 2018.
BRAND MINDS is The Central and European Business Summit taking place in Bucharest, Romania.
Daniel Goleman is an internationally known psychologist who lectures frequently to professional groups, business audiences, and on college campuses. As a science journalist Goleman reported on the brain and behavioural sciences for The New York Times for many years.
Here you can find some pieces of information you might not know about Daniel Goleman:
1.His 1995 book, Emotional Intelligence was on The New York Times bestseller list for a year-and-a-half, with more than 5,000,000 copies in print worldwide in 40 languages, and has been a best seller in many countries. Apart from his books on emotional intelligence, Goleman has written books on topics including self-deception, creativity, transparency, meditation, social and emotional learning, eco-literacy and the ecological crisis.
2. The Harvard Business Review called emotional intelligence— which discounts IQ as the sole measure of one’s abilities — “a revolutionary, paradigm-shattering idea” and chose his article “What Makes a Leader” as one of ten “must-read” articles from its pages.
3. “Emotional Intelligence” was named one of the 25 “Most Influential Business Management Books” by TIME Magazine. The Financial Times, Wall Street Journal and Accenture Insititute for Strategic Change have listed Goleman among the most influential business thinkers.
4. Goleman is a co-founder of the Collaborative for Academic, Social, and Emotional Learning (www.casel.org), originally at the Yale Child Studies Center and now at the University of Illinois at Chicago. CASEL’s mission centres on bringing evidence-based programs in emotional literacy to schools worldwide.
5. He currently co-directs the Consortium for Research on Emotional Intelligence in Organizations (www.eiconsortium.org) at Rutgers University. The consortium fosters research partnerships between academic scholars and practitioners on the role emotional intelligence plays in excellence.
6. Goleman is a board member of the Mind & Life Institute, which fosters dialogues and research collaborations among contemplative practitioners and scientists. Goleman has organized a series of intensive conversations between the Dalai Lama and scientists, which resulted in the books Healthy Emotions, and Destructive Emotions. He is currently editing a book from the most recent dialogue on ecology, interdependence, and ethics.
7. His most recent book, Leadership: The Power of Emotional Intelligence, offers an up-to-date summary of his thinking on leadership by collecting key excerpts from his books together for the first time in one volume with his articles from the Harvard Business Review. These include “What Makes a Leader? and “Leadership that Gets Results.”
8. Goleman’s other recent book, The Brain and Emotional Intelligence: New Insights gathers together recent findings from brain research and other sources on topics ranging from creativity and optimal performance, the brain-to-brain connection in leadership, and to how to enhance emotional intelligence itself.
9. His work as a science journalist has been recognized with many awards, including the Washburn Award for science journalism, a Lifetime Career Award from the American Psychological Association, and he was made a Fellow of the American Association for the Advancement of Science in recognition of his communicating science to the general public.
10. Recruited by the New York Times to cover psychology and related fields, in 1984 he began a twelve-year sojourn. He learned much about science journalism from his editors and colleagues, a talented crew on the science desk, and the Times offered remarkable access and visibility. But he found that his urge to write about ideas with impact sent him in directions that did not always fit what the Times saw as news.
11. His wife Tara and him tried to spend a good deal of their free time in meditation retreats or travelling together to places they enjoy that nourish this side of their lives. “Life’s simple pleasures—a walk on a beach, playing with grandchildren, a good conversation with a friend—have more appeal to me than professional honours or ambitions,” said Goleman.
12. According to him, vitality arises from sheer human contact, especially from loving connections. This makes the people we care about most an elixir of sorts, an ever-renewing source of energy. “The neural exchange between a grandparent and a toddler, between lovers or a satisfied couple, or among good friends, has palpable virtues…the practical lesson for us all comes down to, Nourish your social connections,” he added.
13. He is twice a Pulitzer Prize nominee. Moreover, The Wall Street Journal ranked him one of the 10 most influential business thinkers and he was named on the 2011 and 2013 Thinkers50‘s editions and a top business guru by Accenture Institute for Strategic Change. His article “ What Makes a Leader?” remains the most requested reprint in the history of Harvard Business Review.
14. Goleman’s newest book, Altered Traits: Science Reveals How Meditation Changes Your Mind, Brain and Body, is co-written with Richard Davidson and will be released September 5, 2017. Through cutting edge research, Goleman and Davidson explore how meditation and mindfulness can achieve real, positive, and lasting mental and behavioural change.
15. In addition to his numerous professional and academic achievements, Goleman stresses how important his private and personal life is to him on his personal website. “While a bio like this focuses on one’s public life, I find that over the years my private life has grown increasingly important to me, particularly as the years allow me to spend less time running around and more time just being. I find more and more that what satisfies me has little to do with how well one or another book does— although the good works I participate in continue to matter much,” he confesses.
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20 Things you might not know about Karim Rashid
Karim Rashid is one of the most prolific designers of his generation. Over 3000 designs in production, over 300 awards and working in over 40 countries attest to Karim’s legend of design.
Here are some things you might not know about him:
1.He received a bachelor of Industrial Design in Ottawa, Canada and Postgraduate studies in Italy in 1984. He worked at Rodolfo Bonetto’s studio in Milan for one year then for 7 years at KAN Design in Toronto.
2. His award winning designs include luxury goods for Christofle, Veuve Clicquot, and Alessi, democratic products for Umbra, Bobble, and 3M, furniture for Bonaldo and Vondom, lighting for Artemide and Fontana Arte, high tech products for Asus and Samsung, surface design for Marburg and Abet Laminati, brand identity for Citibank and Sony Ericsson and packaging for Method, Paris Baguette, Kenzo and Hugo Boss.
3. His work is featured in 20 permanent collections and he exhibits art in galleries worldwide. Karim is a perennial winner of the Red Dot award, Chicago Athenaeum Good Design award, I. D. Magazine Annual Design Review, IDSA Industrial Design Excellence award.
4. Karim is a frequent guest lecturer at universities and conferences globally disseminating the importance of design in everyday life. He holds Honorary Doctorates from the OCAD, Toronto and Corcoran College of Art & Design, Washington. Karim has been featured in magazines and books including Time, Vogue, Esquire, GQ, Wallpaper, and countless more.
5. Karim’s latest monograph, XX (Design Media Publishing, 2015), features 400 pages of work selected from the last 20 years. Other books include From The Beginning, an oral history of Karim’s life and inspiration (Forma, 2014); Sketch, featuring 300 hand drawings (Frame Publishing, 2011); KarimSpace, featuring 36 of Karim’s interior designs (Rizzoli, 2009); Design Your Self, Karim’s guide to living (Harper Collins, 2006); Digipop, a digital exploration of computer graphics (Taschen, 2005); Compact Design Portfolio (Chronicle Books 2004); as well as two monographs, titled Evolution (Universe, 2004) and I Want to Change the World (Rizzoli, 2001).
6. In 1992, Rashid started designing for US tableware company Nambé, producing a range of products – clocks, vases and candlesticks – that would help establish his signature look. Alloy and glass are perfect materials to convey Rashid’s organic “blobular” forms, and his work for American lighting brand George Kovacs and German glassware manufacturer Leonardo in the late 1990s again produced modern yet beautiful forms.
7. Rashid’s designs often incorporate a folded-ribbon look (using materials such as fabric, laminate, acrylic and steel) and his computer-generated asterisk, cross and figure-eight motifs, which can be seen on his stools, rugs, kitchen utensils and even Rashid’s own body tattoos.
8. His 1996 ‘Garbino’ rubbish bin for Canadian plastics company Umbra is Rashid’s most well-known design (along with its larger equivalent, the ‘Garbo’). This simple, softly rounded bucket in recycled polypropylene is still one of Umbra’s biggest sellers and is also placed in the permanent collection of the Museum of Modern Art, New York.
9. Once labelled the Poet of Plastic, New York-based interior designer Karim Rashid is known for his curvaceous designs and outspoken persona.
10. The same concept was applied to the affordable and award-winning ‘Oh’ chair, from 1999, which fulfils Rashid’s belief in ‘democratic design’. His skill with polypropylene has also been evident in the highly acclaimed packaging he has designed for global brands like Issey Miyake and Kenzo. More recently, Rashid has also undertaken a number of architecture projects, including the Semiramis Hotel in Athens and the newly opened Switch restaurant in Dubai.
11. In his spare time, Karim’s pluralism flirts with art, fashion, and music and is determined to creatively touch every aspect of our physical and virtual landscape.
12. Him and his team specialize in pattern, print, branding and creative direction. They produce designs that help create or revitalize brands that get noticed through a variety of print and other media. Depending on the nature of the project, graphics is intertwined in product and interior design. They have the ability design a project under one roof which allows for a more seamless process and holistic design.
13. Karim believes that we live in a very special time for humanity, where technology, through the digital revolution, has afforded us new tools to design better space in ways never before conceived.
14. He has an international staff that speaks 12 languages. Presently he is working in 23 countries.
15. To Karim, functionality and minimalism are essential, but, at the same time, he wants to move people and create furniture that make people feel at ease. He calls this approach to design ‘sensual minimalism’.
16. The notion of design being a “high art” has always felt ridiculous to him. “I’ve spent my career trying not to fall into that trap. Early on, companies interested in me were small. They charged more so that they could afford the tooling and the crafting by hand. That’s just what it took to make it. I started to think, Why aren’t bigger companies more interested in design? The designer humanizes our physical and virtual world. Fortunately, things have changed a lot since then. Companies now recognize that design is what differentiates. It’s critical, and demanded,” Karim said for interiordesign.net.
17. He loves doing packaging design, technology, synthetic processes and materials.
18. He used to be obsessed with drawing eyeglasses, shoes, radios and luggage throughout his childhood.
19. He loved Andy Warhol, Rodchenko, Picasso, Calder, Corbusier, Dec Chirac, YSL, Halston, and so many other artists that were pluralists.
20. Karim was also very inspired by his father who was a creative renaissance man, and he saw him create every day. He would design furniture, make dresses for my mother, paint canvases, design sets for television and film, and constantly take us to museums.
The best media mix for your brand in 2017
The media market is changing under our eyes, each year bringing something new. It’s more than obvious that, even if you are representing a smaller brand, it’s not enough to rely on a website or social media page alone if you want to be competitive in the marketplace. Moreover, the media channels that used to work very good for you two or three years ago may very well not be the best ones to use anymore.
According to Initiative and their report Media Fact Book 2016, in Romania the TV continued to be in 2015 the rising engine of the media market, having a push of volumes of 7 percent compared to 2014 and reaching the EUR 212 million margin. Other channels that grew were the online (a boost of 12 percent and reaching EUR 57 million) and the radio (a 5 percent boost, until EUR 19 million). The OOH remained stable at EUR 28 million. Moreover, Initiative estimated that the media market would reach in 2016 EUR 351 million this year, following a 6 percent growth. The evolution on each channel is similar to the one in 2015 – the TV market will grow with 6 percent, the online with 12, the radio with 5, while the OOH will remain the same and the print would continue to drop still with 10 percent. In this context, the approaching of the digital next to the TV in the consumers’ preferences are, the amplitude that the mobile took, the influence of the multi-screening or the forever bigger importance of the content’s quality has over the rise of the media budgets.
With a well-chosen media mix, you can build the kind of name recognition and buzz for your company that isn’t possible with single-pronged approach. A mixture of owned, paid and earned media will help ensure your marketing efforts are reaching your target audience.
Consumers want brands that are useful and accessible, and most of all, entertaining. Marketers will continue to pull out all the stops to counter declining ad receptivity. In 2017, we’ll see more branded content and less regular advertising. Get ready for more native content, short and long form video, branded filters, and emoji and PR stunts. But it won’t end here. The specialists forsee that the marketers will forge ahead with new technologies such as 360 video, augmented reality, virtual reality and artificial intelligence (chatbots performing customer service and sales functions), making the landscape ripe for new creativity. Marketers will also closely monitor effectiveness as studies start to show which formats consumers find annoying and intrusive, particularly on mobile.
These advancements create new challenges for marketers. Far from a controlled consumer view of a brand (TV, outdoor, instore), marketers will face multiplatform, multi-device, in and out of walled gardens, all differently experienced by every consumer. Geotargeting will be seen as a commercial opportunity and Snapchat itself is using geofilters to let people know where to find a Snapbot vending booth. Brands will move quickly into customized/personalized creative content, delivered in a targeted way via programmatic buying. We will see more sequential content as marketers consider using retargeting for a more strategic and persuasive catenation of consumer messages.
In a media landscape of ongoing dramatic change, advertisers will more aggressively adopt multiple media alternatives to reach and connect with their audiences throughout 2017. Synergies will become more important than any single channel and the collective weight of all channels put together. Marketers will be focused on understanding the role each media plays within a broader plan and how they rub off to produce synergistic effects. The concept of synergies has been around for some time but what has changed is the planning aspect and the application of a discipline to the selection of channels to maximize its impact. Cross media studies conducted by Kantar Millward Brown show that globally 25% of media effectiveness has been attributed to synergies, and nearly 40% in APAC. These numbers are not only growing but increasingly we are seeing non-TV synergies emerging as advertisers and agencies start to get their heads around this. The two broad parameters needed to leverage synergies are – creative synchronization and media duplication and phasing.
source: Digital Land
„A “big idea” is important for creative synchronization to occur, but it’s also about adapting the message to the medium and following a common theme across a campaign. For example, it’s unlikely that a 30 second TV ad will work as well on YouTube or Facebook because these media have different characteristics. But they offer opportunities for forming different kinds of relationships that meet consumer needs at different times and occasions. Optimising media duplication and phasing can go a long way in driving synergies but as a first step, marketers will need to ensure that every medium has a role to play within the broader media mix. Roles will be in terms of driving ‘reach and or frequency’ or various aspects of how people think, feel and make decisions about the brand,” said Straford Rodrigues, Media & Digital Director, APAC at Kantar Millward Brown.
Therefore, every brand needs to create its media plan accordingly to its target, expectations and business plan. The strategy is more important than ever: setting clear objectives, finding the right opportunities, integrating your message and your true content, exploring, creating, producing and measuring.
Apart from the media planning itself, don’t forget the fact that the content is the KING and it needs to be as powerful, sincere and creative as possible.