Last night saw the first 2013 meeting of the Auckland Social Media
Club's monthly seminars. Each month tackling a different topic in front of a
panel consisting of a mixture of journalists, publishers, communications professionals,
artists, amateur media creators, citizen journalists, teachers, students, tool
makers, and other interested collaboraters.
After initial introductions the evening turned to an overview of
the key digital highlights from the recent South by Southwest
festival, highlights of digital spurred advertising techniques which look to be
used increasingly more include:
Big Data - Big data usually includes data sets
with sizes beyond the ability of commonly used software tools to capture, curate,
manage, and process the data within a tolerable elapsed time. Big data sizes
are a constantly moving target, as of 2012 ranging from a few dozen
terabytes to many petabytes of data in a single data set. Marketers
look to increasingly utilise big data in order to tailor advertising solutions
to individuals.
Recommendation Engines - Recommendation engines are systems that
seek to predict preferences based on previous behaviour (e.g. suggesting movies
based on movies that an individual has previously viewed and enjoyed). These
are already in place to some capacity through sites such as Facebook who
recommend friends based on existing friends. Expect more sites and
digital platforms to utilise this
technology moving forward.
'The internet of things' - This refers to uniquely identifiable
objects and their virtual representations in an Internet-like structure.
The general idea is that equipping all objects in the world with minuscule
identifying devices could be transformative of daily life. For instance,
business may no longer run out of stock or generate waste products, as involved
parties would know which products are required and consumed. One's ability
to interact with objects could be altered remotely based on immediate or
present needs, in accordance with existing end-user agreements.
Native advertising - This is focusing
on advertising to individuals who will have an interest or
find your advertising informative in some way. Current examples
include Facebook's sponsored stories and Youtube's Trueview.
While each of
these started as ideas for specific platforms, they have proven so successful
that they now look to be used more widely across marketing Initiatives.
- Luke
- Luke
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