Privacy Policies – Your apps are reading your text messages!

As Emerging Media 619 draws to a close, I hope you have found Drowning in Emerging media informative and a little eye opening. But before I sign off of this chapter, let’s take a minute to address the security of your data.

By now, we all know the internet is not private. And big data is being collected all the time. One big data pipeline are smartphones. Have you ever taken a minute to read those privacy agreements before agreeing to them? No?

Here are links to a few the major privacy policies: (take a minute or 10 to read a few)

VerizonPrivacy-Policy-1500x525

AT&T

Apple

Google

Facebook

Instagram

Some applications consent to allow collections of social media posts, text messaging, email, camera roll, just to name a few.

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At the moment there are not major regulations on data collection to protect consumers. Bills and regulations are in the pipeline and are being examined however none have been enacted to date.

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Looking back on the key points of the last 9 weeks:

Emerging Media is not just social media

Parents – Marketers know your kids and know how your rights – teach your kids about marketing and know your rights within COPPA

Marketers – listen to your consumers when it comes to customer service, whether it be by survey or social media. It’s the little things that will keep your customers on the hook.

Don’t be a petextrian & avoid nomophobia! If the average human attention is now 8 seconds. What will it be in 10 years?

Nothing on the Internet or mobile is private. Everything is being tracked by someone somewhere.

FOOD FOR THOUGHT: As the Internet of Things evolve do you think society will become more intelligent? Will society become lazy? Or will it be an evolution of retraining how society thinks? A new normal so to speak.

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Are you a “Petextrian”? Sure you are!

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“A government report released today highlights an unsettling trend: After decades of decline, pedestrian fatalities are once again on the rise. And “petextrians” — people who text while walking — may be partly to blame, according to the report.” (ABC News Report)

We are all guilty of checking Facebook, responding to a text, or Googling while walking down the street. For that matter, you can’t even walk passed a store anymore without getting a text or push notification from the store. And yes, it is true, lawmakers are trying to pass laws in some cities that will fine people if they text and walk others are introducing pedestrian safety programs.

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You see, the internet of things and enhanced objects might be making life a little easier but they also might just be making us a little less attentive to our surroundings.  As with all good things, there are some negatives. Look at the below infographic, teens are most susceptible.

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FOOD FOR THOUGHT:  QUIZ!

Augmented Reality: Taking it to the Next Level

HARVEST The reality of the future? You bet. At one time, we thought augmented reality was only for sci-fi movies. Not anymore. It is the reality now and definitely more of a reality in the future. So what is Augmented Reality? A good definition by Whatis.com “Augmented reality (AR) is the integration of digital information with live video or the user’s environment in real time. Basically, AR takes an existing picture and blends new information into it.”

And it is not just Google Glass!

LEGO

lego augmentedIn a previous blog post, “Marketing and your kids. Mom, I need this!” we talked about the “nag” factor. When kids nag their parents so much the parents eventually give in and purchase the item. Lego has a device that takes the “nag factor” to a new level using an AR strategy.

In their stores, Lego has a box that looks like a regular screen, however when you put box of Lego’s n front of the screen, an entire new reality is revealed.   The contents come to life on top of the box within the screen showing a 3d image of what the finished product will look like.

Giving an entirely new meaning to Mom, I need this!

IKEA

ikea-augmented-reality-appIKEA recently started using augmented reality with the catalogs. First, you must download the app! After the app if downloaded IKEA products in their catalogs comes to life. Demonstrating products on your smartphone or tablet by opening drawers and cabinets. So you have played with it in the app and now you like it but are not sure if it will fit. Oh contraire. Just scan the item with the app and it will place the item in your room overlaying it using your device camera.

REAL TIME INFORMATION:

AR2Just think when you go down the street looking for a restaurant, you will just hold up you phone and little blips of information will appear showing you locations of stores and even discounts and specials.

Blipper is an app that is quickly evolving and bringing everyday things to life.

According to Blippar’s Lisa Hu, AR has been predicted to be one of the fastest-growing markets globally over the next five years, and Blipper itself has over 50 million global users. Compare that to growing social tools and services like Vine (40 million) and Pinterest (70 million), and it’s clear that augmented is set to become a permanent fixture in the digital marketing landscape.

 What do you think? The future or just hype?

FOOD FOR THOUGHT: We already see people walking randomly into things while texting. This actually just about happened the other night at big box store. A gentleman was walking and looking down at his phone, we were trying to park, and we actually had to swerve out of his way for him not to walk into the side of our vehicle (partially in a parking space). Secretly, I was thinking grab your phone and video this man walking into the side of the vehicle. So do you think location based augmented reality apps will make this attention issue a bigger problem? Will it be a hazard if used while walking down the street?

What your data says about you!

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How many hours a day do you spend on the internet?

How much of your data is being collected?

Media today is emerging so fast most of us cannot even keep up with it. Think about it, we have refrigerators with Wi-Fi, couches that can charge phones wirelessly, messages that spread at the speed of light via social media, cars that can almost drive themselves, video on demand, phones that talk to you, automated homes that can be controlled across the world, and this is just a little bitty minuscule piece of the pie.  As fast as new things emerge, big data is being collected.

“We’re now in a world where data is being collected all the time,” “We’re bringing these devices into our homes, into what used to be private spheres.” (Edith Ramirez, FTC chairwomen)

Nielson reports,

“The average American adult over the age of 18 spends more than 11 hours per day on electronic gadgets”

The media-stats company found that the average American adult over the age of 18 spends more than 11 hours per day on electronic gadgets. Let’s do some quick math – The average American gets 7.5 hours of sleep. Leaving only 5 hours of time not dedicated to an electronic device.   To a company and their marketing this is a wonderful thing…Why? Because every time you Google, surf, visit, “check-in”, hashtag (another topic all together) someone somewhere is collecting that data. Always remember if it’s on the internet it’s NOT PRIVATE!

Nielson time

The advantage of Emerging Media for marketers is the amount of data that can be collected and segmented to consumer needs. For example, when you allow a company like Nissen Co, Ltd access to Facebook, they can determine the following:

“Consumers now post a huge amount of data about themselves, their activities, and their feelings,”  “We can learn the life background of our customers — their lifestyle and psychology. We can then target our catalogs accordingly. And we can predict when someone needs a product based on what they say on social media.”

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This is not always a bad thing, data is being used:

  • Improve Customer Service
  • Give Consumers what they want
  • Identify Trends
  • Keep up with Consumer Trends
  • Make internal improvements
  • Engage with consumers on a more personal level
  • Provide services to meet customer demands

Things that are essential to both marketers and customers.

FOOD FOR THOUGHT: NOMOPHOBIA – There is a good chance you have it!

Nomophobia – a state of stress caused by having no access to or being unable to use one’s mobile phone

Could you put your phone down? How much time is technology taking away from family time? If you didn’t check Facebook, 25 times a day, what else would you be doing? Maybe having a quality conversation with someone and NOT discussing what you just read on Facebook?

Heard this neat little game on K-LOVE radio from a listener: The purpose is to keep everyone off of their phones while dinning out. Everyone stacks their phones in the center of the table facedown. If anyone during dinner reaches for their phone, that person pays for everyone’s dinner. If no one reaches for their phone, everyone pays their own bill.

Could you do it? Or are you addicted to that handy little black box?

TO SEND OR NOT TO SEND?

Before Feeling… Ranting… and Sharing on Social Media consider this…  Customer Service is Going Social

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To hit send or not, that is the ultimate question. Every day consumers are bombarded with emotion and feelings on social media. I like this, I feel that, I am mad because.., everyone has done it at one point or another. The question becomes when is enough, enough? Especially when it comes to brand engagement. But first let’s take a look at social media on a personal level. Before hitting send ask yourself these questions.

Would I say this to someone in person?

Am I posting something instead of doing something?

Will what I am posting cause hostility or make a situation worse?

Will the post add something positive to the situation and/or conversation?

All too often social media becomes an outlet for frustration and negative expression.

How does that apply to marketing? The guidelines would apply from business perspective as well. When a customer posts a negative comment or shares a bad experience to your social media channels.

Your response is just and important as confronting or fixing the initial problem.

It’s not personal. It’s business. – Jordan Rose of Digital Driven Media

Respond quickly but effectively, don’t rant or complain. Listen to what is being said. Before posting read the responses if any, often if the comment is not truly not justified your fans will take of the comment without needing a direct response.

To create brand loyalty, brands needs to be transparent, if you messed up own it – fix it.

Coca-Cola does a great job at responding to their customer complaint on their Twitter feeds.

“Being able to respond and engage even to casual or non-obvious mentions of your brand provides opportunities to surprise and delight

Coca-Cola uses the following great strategy: Listen – Analyze – Engage

coke-listen-analyze-engage

FOOD FOR THOUGHT:

Suppose you are social media marketing manager of a well-known food chain with a strong and loyal fan base and you receive this message via social media with a video/picture. What would you do?

@POPULAR FOOD CHAIN – I was in your San Antonio location today and found a cockroach in my food. I am sharing this with all of my friends.

SQUIRRELS – GOLDFISH- TECHNOLOGY- PSYCHOLOGY? What do these things have in common?

Answer:  YOU!!!BlVIZKpCIAA8AJ_

We have all heard the saying “squirrel moment” – made famous by the dog from the Pixar movie – UP! You know you have had one or a ton of those moments. When you are talking to someone or doing something and totally get distracted by something else completely unrelated to what you were doing.

Rest easy my friend, you are not alone. A recent study by Microsoft suggests that the human attention span is less than the common Goldfish! The average attention span of a goldfish is 9 seconds. The average human attention span 8 seconds. Microsoft conducted its research through surveys and EEG imaging. Find that a little scary? By the timeyou finish reading the paragraph, how many times has your mine wondered?

dog from up Redirect and come back.

What is contributing to the lack of attention spans? Technology of course. It’s part of the good the bad the ugly of technology. The sense of instant gratification.

So how does this affect marketing? The affect is all over the place. Gone are the days of long wordy advertisements, now we have infographics. Oh, and if your blog title is not catchy, no one will read it. Facebook? You better have a video and/or a picture. Instagram says it all “instant”. 140 character Tweet? Not on your life. You get the picture. So now what?

Enter, Neuromarketing. (One of my personal favorite topics) Which is defined as “a field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli.” Going back to basics and how the brain works. Psychology meets marketing.  Neuromarketing is not new, however before the technology to study how the brain reacts to certain stimuli was very expensive. Just like in the Microsoft study scientist can now use EEG to track brainwaves.  And you know where this going to better market to consumers. “The specific mental states that we track are attention, [personal] connection, and encoding [to memory]. …You can see how that might be of interest to marketers.” (Brainsights)

FOOD FOR THOUGHT: Have you ever noticed, why all of the “character” cereals are at eye level with children? Next time you are in the cereal aisle, watch the eyes of the boxes. If the box is toward the bottom it will “look up” at you. Top shelf, you guessed it looks down. The middle, you are eye to eye.

cerealboxpsychology01“Findings show that brand trust was 16% higher and the feeling of connection to the brand was 28% higher when the rabbit made eye contact. Furthermore, participants indicated liking Trix better, compared to another cereal, when the rabbit made eye contact. This finding shows that cereal box spokes-characters that make eye contact may increase positive feelings towards the product and encourage consumers to buy it.” – Cornell University Food Brand Lab

Have you ever noticed the placement of grocery store advertisements? Cereal boxes? What do you think of neuromarketing?

What? No Free Shipping?

Shopping cartAs I am diligently shopping at my favorite store which is having a blow-out sale and filling my shopping cart with goodies galore, I decide my family may need groceries to eat next week and hit the checkout button. After the standard routine of entering in all of your information and going to the final page, I look down and see this crazy shipping cost. What? No free shipping? Immediately, I Google for a coupon code. Nothing. That’s it, I don’t need the stuff anyway and close the browser. This is only one reason shoppers abandon their online shopping carts. Other things include, shipping time, return policies, price comparison, or slow check out processes.

We all are guilty of abandoning the shopping cart.

  • 55% of cart abandonment rates are due to the cost of shipping. (US rate) (TrueShip, 2015)
  • Over 80% of shoppers would make more online purchases if free shipping was being offered. (TrueShip, 2015)

How do retailers keep those shopping carts rolling, Hubspot suggests the following:

  • Minimize Distractions
  • Emphasize your customer service resources
  • Make your shoppers feel safe
  • Make the “back” button irrelevant
  • Bypass account registration
  • Emphasize your return policy
  • Avoid exorbitant shipping costs (my personal favorite)

Marketing and your kids. Mom, I need this!

Kid’s under tmag-kids-analog_main-4_3he age of 13 are more connected to media than ever and so are marketers. Just the other evening, I am making dinner and my son comes up to me while playing a game on his iPod and says:

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Son: I need your email address

Me: Why?

Son: I am filling out this survey to get free coins and a t-shirt. How many times do we go shopping each month?

Me: You are not getting my email address, because I don’t want a bunch of spam coming to my email.

Son: No mom, that’s not going to happen.

Me: Trust me on this one, I know what is going to happen, I am in marketing!

Son: [Stomps of fuming mad.]

You see, according to him I am one of the few parents in the world that won’t let him have his own iTunes or email account. Fortunately (at least to my knowledge) he hasn’t set up his own email account, which is surprising because he is 9.  Even though he is tech savvy, he is still a vulnerable 9 year old.

This age group is known as Generation Z, the biggest up and coming generation.  The purchasing power of this group is phenomenal, ages 9-13 being $43 billion, according to CMO. Marketers are taking notice. Many parents of this age group are unaware of the tactics some marketers are using. Now, don’t get me wrong not all marketing is out to exploit children. Most are legit and follow the rules set up by the Children’s Online Privacy Act.  But it doesn’t hurt to extra vigilant.

What should parents do?

Know their marketing tactics: Remember companies spend big money to determine how kids think, a big one Pester Power also known as bothering mom and dad until they buy it (I have fallen victim to this tactic) another easy target, advergaming or offering in app purchases or questions.

Teach your kids about privacy. When downloading apps – go straight to the privacy settings and adjust them. Talk to your kids about information they are giving away online. Even the simplest information such as age, birthdate, address, phone number can be used by marketers. If you child is unsure encourage them to ask you before downloading or entering that email address. In app purchases are also a vulnerability. If you can, pay the extra fee to get rid of the advertisements. Reinforce to them not to fill out surveys or questionnaires, these are marketing gold.

Know your rights by visiting and reading COPPA.

Emerging Media – A Sea of Definitions

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First let’s define media, according to Meriam Webster, media is “a medium of cultivation, conveyance, or expression; especially : members of the mass media.” And further reference is made as follows: “the system and organizations of communication through which information is spread to a large number of people”

Now that we have the official definition for media, stop for a minute and and think where we would be if emerging media (not digital media) did not exist.   Oh wait, you can’t do that. Why? Because it has always existed from the beginning of the human race. From the biblical scrolls and Egyptian hieroglyphics to today’s multitude of media sources, media has always been emerging. Now to be clear, the term has only been used to reference “advertising” purposes for about the last 70 years. Although, today emerging media is considered all thing technology related in the past that was not the case. Times have changed.

What immediately comes to mind when you think emerging media. Making the assumption of all things social, Facebook, Instagram, YouTube, Twitter, Snapchat….the list goes on and on and all of those platforms are very much a part of emerging media. However, emerging media does not just mean social media, according to one definition, “Emerging media is the evolution of utilizing technology to share information in new and innovative ways. Current trends in marketing include an explosion in digital media with the development and expansion of social networks, blogs, forums, instant messaging, mobile marketing, e-mail marketing, rich media and paid and organic search all the way to offline trends in discovering the power of word of mouth marketing (WOM) techniques and strategies that become a part of integrated media and marketing campaigns.” Em Emerging Media However, as you see from the video below from Ball State University, each person has a different viewpoint of how emerging media is defined. The question is can it even be defined if we don’t know what the future holds? Yes, if you think of it not as function but as a process. This statement by Alyssa Gregory of Small Business Bonfire gives a great definition; “Emerging media is the future of marketing; it’s the future of the flow of information.” The key statement here, is “the future flow of information”.

The question now becomes are you staying in sync with the information flow?