There goes everybody

There’s something in this in how participation hierarchies create value. Compare and contrast with the Digital Britain speech in previous post below, which needs to recognise that ‘consumers’ are also ‘producers’ now.

Seven predictions about the future of advertising

American media commentators love lists. A bit like Heat magazine. What’s up, what’s down. And I love this piece (7 predictions) onFast Company spotted by the social organising principal Herdmeister.

  1. Both push and pull advertising will continue to work and will show growth once the economy rebounds.
  2. TV will remain an attractive advertising option.
  3. Media companies will create synergy for properties across platforms (e.g. watch the TV show, interact with the show on TV or online) and offer integrated sponsorships to advertisers.
  4. Advertisers will form integrated marketing teams and choose from a broad range of media strategies, sometimes driven by reach, sometimes driven by digitally-enabled targeted engagement approaches.
  5. Marketers will embrace social media as the integration of advertising, PR, customer care, and research.
  6. Retail will become increasingly powerful, encouraging more shopper marketing.
  7. Advertisers will continue to think globally and will become increasingly multi-cultural in the U.S

Nice one Joel. Not sure how true 7 is though.

Digital Britannica

Today at 4pm would be a good time to bury bad news in the media sector, says this tweet. ITV isn’t recomissioning Primeval, that weird ‘lads and dads’ show featuring rather dangerous looking overgrown turkey chicks. ITN is doomed. Channel 4 will merge with ‘a bit’ of the BBC. 3000 BBC staff to go. Channel 5 will er, be replaced by 1Extra.

That’s because today’s the day that Lord Carter releases an eagerly anticipated (in the media at least) report on Digital Britain. There were many action point included in the interim report, including UK content for UK users, next generation infrastructure, access for all, copyright and so on, each of which exercises the various affected industries with a red hot poker. Back on January, there was a little bit of ’19th century protectionism for 20th century businesses that have no intrinsic right to success int he 21st century’ going on. <cue endless discussion about the future of journalism>

One industry which deserves a little airtime is the ‘creative sector’. Another is the software sector. Now the financial services business in the UK is in meltdown, UK government needs to find economic prods that can create economic wealth. The creative and software industries are inextricably linked in a digital economy.  Where’s the UK software industry in all of this? Where’s the next Google, Microsoft or Twitter application being developed? I’d like to see more support for British businesses that are building future businesses. The fact that I’m posting this on software developed in the US, on a computer designed in the US, built in the far east, talking about a microblogging habit orginating in the US, must tell us something.

new digital native fightback research

There’s been a bit of a ‘it’s all over for digital’ mood in recent months based on two factors. First,  enormous traffic figures for Apprentice and Britain’s Got Talent are heralded as a return to the heady days of appointment TV and regular 7 million viewers. Second, studies showing that kids and ‘youf’ aren’t really all that savvy with computers at all, barely knowing how to search and typing slowly with one finger. I heard this voiced by several luminaries at the digital britain conference, you know, the sort of people who barely know how to search and type slowly with…. Sadly, one swallow doth not a summer make. New research from Channel 4 into kids and technology (kids being today’s 12-24 year-olds) shows that the digital native is making a comeback.

  • They personally own 8 devices (including MP3 player, PC, TV, DVD player, mobile phone, stereo, games console, and digital camera)
  • They frequently conduct over 5 activities whilst watching TV
  • 25% of them agree that “I’d rather stay at home than go on a holiday with no internet or phone access”
  • A quarter of young people interviewed text or IM (instant message) friends they are physically with at the time
  • They have on average 123 friends on their social network spaces
  • And the first thing the majority of them do when they get home is turn on their PC

Good news for the geeks then? Andy Pipes on the platform 4 blog comments:

Kids these days still find technology a means to an end – primarily meeting up with their friends, watching television and listening to music. Above all, youth’s obsession with technology is around communication. The average person surveyed was doing 5 simultaneous actions whilst they watched television these days; and the majority of those actions involved communicating at some level. One young teenage girl admitted “I talk to my friend and MSN (instant message) her at the same time.” In fact, a full 34% of those asked said that they texted friends they were with at the time.

Universal problem for advertisers then – not only how to capture their attention, but also how to keep them engaged for longer then 3 seconds. Why am I not surprised?

American Airlines Website Disaster

start by finding your country
start by finding your country

Excellent post by Jeremiah Owyang at thewebstrategist.com on how corporate websites become the victim of overloaded stakeholder requirements. He’s even come up with a neat acronym SNOWED = Stakeholder Needs Overwhelm Experience Design to help us remember the problem. Mind you, anyone involved in Big Company Websites knows it. Well done to Dustin Curtis for taking the matter into his own hands, recrafting the home page speculatively and sending it in an open letter to American Airlines reported by Fast Company. And well done to American Airlines for responding with a pretty frank description of the arcane business processes that excuse the end product of what is generally considered to be a ‘should be more useful but frustratingly clumsy’ resource. One way to solve the problem might be individual widgets (branded utility as fashionable parlance has it) on the desktop or Iphone for seeking flight time updates you’ve booked or are in the process of booking. Modern APIs can be fab. Sadly the ‘too hard’ box lives on in corporate world and ardous log in procedures, password reminders, refreshes, updates and email will be with us for some time to come.