Author(s) : ion- interactive

 

I Advantages and disadvantages of QR codes

QR codes change the way consumers shop because it is now possible for them to have more information about the purchased products: it is a a new way to buy by using their mobile phones. The connected adventure is possible for everybody if their phone takes a photo and if the flash code application is on the phone. The QR code offers a great opportunity for the company because  it is possible today to communicate and continue the ad experience after opening a landing page. The idea is to convince people who arrive on a homepage that they have made a good choice, respect their expectations, be interactive and explain the offer clearly.

In order to be efficient QR codes must respect these different points:
 

Author(s) : ComScore

In March 2007, 56% of the world’s online population was on social networking.
Email reigned supreme as the king of communication channels online.
The growth in popularity in social networking has created and engendered new online consumer behaviors.

Hypothesis:

1. Social Media is the World’s Most Popular Online Activity

2. Social networking behavior both transcends and reflects regional differences around the world

3. The importance of Facebook cannot be overstated

4. Microblogging is a disruptive force

5. Local social networks are making inroads globally

6. It’s not just young people using social networking anymore-it’s everyone

7. Communications are going Social

8. Social networking leads in online display advertising in the US, but lags in share of dollars

9. The next disrupters have yet to be decided

10. Mobile devices are fueling the social addiction

Results:

1. There are 1,2 billion users of social networking in the world, that is to say 82% of the world’s online population.

Social networking has more than tripled in the last few years. Nearly 1 in every 5 minutes (20%) spent online is now spent on social networking sites, contrary to in March 2007, only 6%.

 

 

2. The total time spent by users on social networking grew by at least 35% over the past year, for each region. (North America, Latin America, Europe, Middle East and Africa, Asia Pacific). United States is the region where the percentage of online population using social networking is the biggest: 98%, contrary to China who reach a 53% rate. Moreover, women spend more hours on social networking than men: 6,5h for her and 5h for him.

 

3. Facebook is not the first social networking used in every region. Indeed, in Brazil it’s Orkut which have the biggest total unique visitors (35 contrary to 30 for Facebook), and the best average minutes per visitor (232 contrary to 205 for Facebook).

 

4. Twitter, Tumblr and Sina Weibo are every three microblogging. Tumblr and Sina Weibo (Chinese microblogging leader) realized the best inroad on the Web: +172% for Tumblr and +181% for Sina Weibo). In 2011, the moment the most tweeted was Video Music Awards in August 2011, with 8 868 tweets/second! Amazing!

 

5. Linkedin generates the most traffic from the US, it shows its highest market penetration in the Netherlands, where it reached more than a quarter (27 percent) of the Dutch online population in October 2011.

6. Between July 2010 and October 2011 social networking reach in older segment has all but caught up. Indeed, it’s now quite similar across age groups. Users 55 and older represent the fastest growing in social networking usage (+9,3%) contrary to users 15-24 who have a 5% reach.

 

 

7. Teenagers and young adults age 15-24 use more social networking (34%) than instant messengers (-42%) and Email (-22%) between July 2010 and October 2011. It’s possible that social networking could become the most important communication channel across all age groups.

 

8. More than a quarter of ads are seen on social networking sites, the category only attracts 15% of US display ad dollars. Facebook is by far the largest publisher, he delivered 28% of display ad impressions.

 

9. Google+ surged to 25 million global unique visitors in less than a month, faster than other social networking like Facebook which took 36 months and Twitter 33 months. Sina Weibo exhibited the highest growth rate for audience size over 2010 at 181% and Tumblr with a 172% increase. Microblogging could emerge as a pivotal force shaping the future of social networking behavior.

 

 

 

10. The UK shows the highest social networking penetration among mobile users at 35,4%. This phenomenon can be attributed to the growth in popularity of smartphones. In the US, 38,8% smartphones users accessed social networking site or blog almost every day and 64,1% accessed social networking site or blog almost every in a month among 40,4% accessed via app. In UE5 (France, Germany, Italy, Spain, UK), 23,1% accessed social networking site or blog almost every day and 45,2% every in a month among 22,8% accessed via app.

 

Conclusion:

 

This report highlights two key factors that will continue to drive the web and will impact marketing, business and people’s lives and change behaviours.
It is the emergence of a “mobile” and “social” web that will become self learning and even predictive because the social graph with its explicit and implicit data will know more about us than we even know about ourselves.

Author:                        

ComScore is a global leader in measuring the digital world and preferred source of digital business analytics. comscore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing data, analytics and on-demand software solutions for the measurement of online ads and audiences, media planning, website analytics, cross media, e-commerce […] and a broad variety of emerging forms of digital consumer behavior.

Author(s) :

Author(s) :

Author(s) : Linda Abraham, CMO comScoreRené Schuster, CEO Telefónica Germany

Download the presentation (need to be logged with an google account)

CONNECTED EUROPE

How smartphones and tablets are shifting media consumption

As presented in this report, today’s digital environment is evolving in Europe, helped by the rise of devices people use to consume content at home, at work and means of transport. Not too long ago, European consumers depended only on their desktop computer or laptop to connect to the internet at work and at home. Today, a growing number of consumers are greatly helped to access a variety of digital content across a multitude of devices like tablets and smartphones.

Keywords :

• The Rise of smartphones and tablets (42% smartphone penetration in UE5 and 39% in USA)

• Key Players in the fragmented mobile ecosystem (Google’s Android, Apple IOS, Nokia’s  Symbian)

• Mobile Media is booming (75% of smartphone users in the EU5 used mobile media in October 2011, an increase of 62% in the past year.)

• Mobile commerce increase (Mobile retail is one of the fastest growing phenomena amongst smartphone users)

ANDROID GOES MAINSTREAM

TABLETS NOT JUST FOR MOBILE USERS

APPLE ECOSYSTEM TAKES TOP SPOT FOR TOTAL DEVICES IN USE

MOBILE LEADS BUT TABLETS GAINING STEAM

TABLET USAGE SPIKES AT NIGHT

DEMOGRAPHIC PROFILE

SMARTPHONES OPEN UP A WHOLE NEW WORLD FOR CONSUMERS

Conclusion :

Author(s) : Stephanie Challener

 

Is a symphony orchestra the most famous Americans. The orchestra launched the first webcast that was broadcast around the world in April 2010. Then in October 2010, the DSO has developed mobile applications for Android and iOS devices. This allowed their first concert webcast Pops.The goal is to use technology live web streaming in the framework of a broader marketing strategy and become "the most accessible orchestra on the planet, visible as possible by anyone anywhere" said Scott Harrison, senior director of patron engagement and loyalty and also general manager for digital media. "The DSO has achieved 25% of ticket sales through the website," according to Scott Harrison. Digital Marketing was therefore a very high return on investment. The advantages of digital media marketing growth in ticket sales and recruiting more subscribers.

 Indianapolis Symphony Orchestra

When it began in a quest to expand beyond its main customers. "The campaign was designed to reach audiences through digital media social media marketing, mobile communications and the Internet," said Mark Newman, Vice President of Marketing and ISO communications.Social media, e-mail, website and applications for smartphones are at the heart of marketing efforts ISO."Email marketing provides a constant stream of ticket sales," says Newman. Nearly 40% of ticket sales take place online and track the sales back to the mailing.The email is as one of the main ingredients of the marketing mix to increase ticket sales, let your audience know of upcoming events, and maintain contact with customers.To varying degrees, digital media have become an essential ingredient in the marketing mix of art.In the United States, arts organizations generally consider a rate of 20% open standard. And in the UK, arts organizations typically reach a rate of 30% open, but they tend to send emails less frequently.

National Theatre of Scotland

Has invited people of all ages to submit ideas for five minutes of work they could produce and perform. A 24 hours broadcast games five minutes throughout Scotland, United Kingdom and elsewhere, some pre-recorded and played some live "live web" in time slots specifically designated. Within 24 hours, 1,000 participating artists received 22,000 views on the web from 6300 people in 51 countries. Mini-shows were also posted on the YouTube channel individually; bringing to 26,000 other views and continues to climb.

Conclusion

Consumers are spending more and more time on social media at the expense of other media. This change in behaviour required an adaptation of professionals to communicate their messages and reach their audience. With this advent, you can think, create and perform an artistic activity through social networks ? And if yes, what manifests this art form ?

Pinterest is a good asset in a social network that allows users to view, share and discover new interests "pinning" (images or videos on their own or others’ favorites). Users can upload images from their computer or "pin" things they find on the Web using the Pinterest "Pin It" or URL.It is a way to manage a part of the proceedings lives and drive traffic to pages on a website and help the company. Early research indicates that Pinterest is more effective to generate traffic from other social media sites, even on Facebook.

Author(s) : virtual, e-marketing, e-business, reality, business, phychology, nowayland

                                                   Virtual reality and e marketing

Author(s) :

These days, costumers have many options to go online. There are computers, smartphones and tablets but also TVs, eReaders and even gaming consoles. That’s why today it’s very important for the content and collaboration (C&C) professionals to consider new strategies for their web content management (WCM).
The mobile demand is explosively growing and the American company Forrester forecasts that by 2015 in the USA alone there will be 159 million smartphones and 82 million tablets in use. It is therefore necessary to develop the mobile content which will require not only time, effort and money but also new skills, processes and in some cases even new technology will be necessary.

Furthermore a Forrster’s survey showed that the online customer experiences are no longer limited to traditional websites. Today there are 60% of online US adults who engage in the mobile channel. For the organizations it has become important to support all these channels but there are also difficulties because to satisfice the customer’s expectations you have to create tailored presentations for multiple mobile devices.
To make these processes a lot of easier for the organizations and to not waste too many time the Four Questions Guide was developed to manage the web mobile content.

First of all you have to consider whether to use mobile web, mobile apps or both. A Forrester’s survey showed that 61% of US online adults who download app on their smartphones are more likely to access to mobile internet at least daily. So for the C&C professionals these means instead of thinking about going mobile with a website or an app they should consider to deliver content to both and they should rethink what functionalities works best in apps versus mobile web. According to a survey apps are better for rich user interfaces and/or discrete functionality like for example checking your bank account or flight status. The mobile web however is more used for general information.

The second question is to consider whether to use device-specific or device-agnostic.
The use of device-agnostic means that there a fewer templates to manage and it’s easier to maintain presentation and brand consistency. But the disadvantages are that there is an increased chance mediocre experience and the use of device-agnostic doesn’t allow taking advantage of device-specific characteristics. Because the advantage of device-specific is a better customer experience. In contrast to device-agnostic, device-specific has the ability to take advantage of device-specific characteristics. But therefore there are more templates to manage and it’s harder to maintain presentation and brand consistency.

The third point of the Four Questions Guide is how to structure presentation templates.
A power and business user friendly approach is better when presentations have a great number of variations. This is given with WCM vendors like for example Adobe or SDL who allows creating global content and presentation elements in order to manage families of presentation templates that support traditional web, smartphones, tablets and other devices. But if there are fewer variations between presentations and developers maintain those variations, it’s better to use fewer presentation templates and manage device-specific requirements.

And last but not least the fourth and last point of the Four Question Guide is weather to use the technology that the existent web content management vendors provide or go with a mobile specific development and delivery platform.
Already today WCM vendors allow to manage traditional web and mobile experiences within the same the content management and development environment. But not every single portions of a company’s website may be delivered via one same WCM, that’s why WCM-based mobile functionality may only work for a portion of a website.

In summary the C&C professionals have to start thinking about multichannel content management rather than WCM. They need to design channel-agnostics content processes and architectures. Also the C&C professionals should optimize content for less real estate and bandwidth rather than more.

Author(s) :

                             Virtual reality and e marketing

Author(s) : Pierre Barthélemy