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畅享博客 > 风雪视点 刘晓东 > [原创]IPG媒体实验室发布5大广告技术趋势
2012/2/27 15:01:22

[原创]IPG媒体实验室发布5大广告技术趋势

IPG媒体实验室致力于为全球最具创新的品牌创建革命性营销解决方案。日前,该实验室公布了将改变2012年广告营销方式的五大技术趋势。
除了五大技术趋势外,IPG媒体实验室还公布了对三大流行趋势的预测结果。

1. 无缝接口 The Seamless Interface

随着硬件总类的繁荣,尽管键盘和鼠标仍不可少,但我们与设备乃至设备与设备之间的交互方式也在发生改变。不同设备间的交互方式也变得更加无缝。

(原文:Although keyboards and mice have by no means disappeared, the ability to interact directly with your device has become a standard for the most popular consumer technologies. Research firm Displaybank estimates that close to 900 million touch screen units of all types will ship in 2012, while Microsoft’s Kinect—the fastest selling consumer electronics device in history—has eliminated the need for touch altogether. Kinect for Windows is slated to become available in early 2012.
In much the same way interaction with our devices is changing, the way they interact with one another is also becoming more seamless. Video is no longer the exclusive domain of the television display or even the PC. Your smartphone can power your entire entertainment experience while in the car, and respond to spoken commands. 2012 will bring new meaning to the phrase “hands-free.”)

2. 资源共享 De-Ownership

不管是否理解云工作原理,消费者正在接触或使用这种流范式。同一用户不同设备间的同步、备份,不同用户间基于协作或兴趣的信息及内容共享,“云”无处不在!

(原文:Whether or not they fully understand how the cloud works, consumers have already embraced the streaming paradigm, whether it’s through their PC, in their car, or in their living room via game console. For music, it began when CDs started to fade in favor of digital downloads, and has now progressed to customizable streaming services like Pandora and Spotify, which eliminate the need for any type of storage—hard drive or otherwise.
Video has begun traveling a similar path thanks to streaming services like Netflix and Hulu Plus, which can deliver video through game consoles, stand-alone devices like Roku, or directly through apps installed on connected TVs. Although we see the “over-the-top” phenomenon increasing in the next few years (MAGNAGLOBAL’s estimate is 9% of households by 2015), it’s still not a death knell for traditional TV (remember DVRs?). The biggest obstacle for adoption will be the availability and pricing of appropriate bandwidth.)

3. CDO(首席数据官)日益吃香 Rise of the CDO (Chief Data Officer)

企业、多媒体、社交媒体、地域平台和互联网搜集到的信息日益增多,汇成了有关消费者行为的庞大数据。对这些信息进行梳理、整合、分析并以之为基础发现营销机会、提炼营销创意、进行营销共建,进而取得市场优势,已成为国际化公司的竞争关键。公司越来越仰仗合适的数据官。 首席数据官,十年前仅有少数公司设立,而如今普遍成了各大公司必不可少的职位。

(原文:The increasing volume of information captured by enterprise, multimedia, social media, location- based platforms, and the Internet of Things has created an ocean of data on consumer behavior. The ability to analyze this deluge of information and turn it into actionable ideas will become a serious competitive advantage in the marketplace. A recent Corporate _executive Board (CEB) survey revealed that Big Data is one of the three top issues keeping CMOs up at night—with the danger of “analysis paralysis” looming large.
If the key to big data success is to identify and organize the information of greatest value, companies will need to increasingly rely on the right person for that job. The Chief Data Officer, a position which a decade ago existed at relatively few companies, now seems poised to be indispensable to corporations in a wide variety of fields. They will not only be tasked with staffing a team of skilled analysts, but will also help their CMO counterparts sleep better at night.)

4. 实体企业奋起反击 Brick and Mortar Strikes Back

随着利润被大肆瓜分,实体企业品尝到了网络电商竞争对手带来的苦果。他们迫切需要加强自身的数字营销能力,以保持竞争力。 2012年将是实体企业奋起反击的一年,他们将带着新的比特武器,带给客户更高级的购物体验。

A.物理世界的痕迹:实体店里越来越多的电子设备,像海绵一样疯狂的汲取着消费者信息。受众测量工具,如面部识别、眼睛跟踪和WiFi传感器等正在帮助实体企业利用其在物理世界中的终端优势,更加精准的搜集消费者数据。品牌商已经在通过种种手段将个人信息如姓名、性别、年龄等基础信息与消费信息链接到一起。汇集而成的海量数据可以让企业更了解客户,从而做出更有利的决定,提高收益。

B. 数字购物助理:尽管2011年52%的智能手机用户选择通过手机进行假日购物,但提供定制购物助理应用程序的零售商却仅有19%。开发先进的应用销售工具,提升店内体验,是实体品牌商获得顾客忠实度及打败网络零售商的决胜关键。

C.室内平面地图:谷歌正在尝试提供室内平面地图服务,安卓手机谷歌地图6.0已经具备室内映像功能。谷歌地图6.0选择商业和公共服务建筑为对象,支持用户浏览映像建筑物的整体结构设计图、完成多层建筑楼面平面图间的相互切换以及定位用户在室内的热点区域,比如零售店、洗手间或自动取款机。对于消费者来说,在家就可以创建购物清单甚至设置商场内行程,并在店内轻松找到所需物品和相关服务。对于实体企业来说,通过消费者的店内浏览轨迹,可以获得更多消费者偏好信息,并可以更有效的为客户定制服务,乃至根据LBS的位置信息给予促销奖励。
但很显然,这种室内平面地图功能只有在你导航的建筑物空间足够大的情况下才能物尽其用。为此,谷歌与超过25个主要商家建立合作关系,如作为主要旅行站点的旧金山国际机场、芝加哥奥黑尔国际机场,大型零售商店梅西百货公司、布鲁明戴尔百货公司等。与此同时,谷歌还将目光瞄向了日本市场,地图覆盖东京庞大的地铁网络和大型零售购物中心。

(原文:As brick and mortar retailers continue to feel the pain of online competitors cutting into their profits, they will need to step up their digital game to stay competitive. 2012 will see brick and mortar retailers fighting back with a new set of digital weapons to enhance the in-store experience:
A.Cookies For The Real World – Until recently, the digital space has offered a host of measurement capabilities and tracking that couldn’t exist in the physical world. However, audience measurement tools like facial recognition, eye-tracking, and wifi sensors are helping to level the playing field. It is now possible to track how many people are in or near the store, or the gender and age range of customers staring at their digital signage. The metrics gathered from these tools will help companies better understand their consumers and make decisions that increase revenue.
B.Digital Shopping Assistants – While 52% of 2011 holiday shoppers with smartphones used their device to help with their purchases, only 19% of retailers have special shopping assistance apps. Developing great apps to enhance the in-store experience will become essential to building customer loyalty and beating the online retailer competition.
C.Indoor Mapping – Google’s recent commitment to indoor mapping indicates a growing opportunity for retailers to deliver customized offers and loyalty rewards based on proximity in-store. Consumers can create shopping lists at home on a retailer’s app and then easily find products and related offers on site.)

5. 迎合未来消费人群 Toddler Tastemakers

如今的孩子是“互联网的一代”,他们从没有离开过互联网生活过。他们也精通最新的消费电子技术:根据PBS的2011年5月的调查数据显示,70%拥有iPad的家长让他们的孩子经常使用它们,并且有越来越多专为6到12岁的儿童设计的应用程序。由于今日的儿童就是明日的消费者,如何迎合他们是个问题。

(原文:The young children of today are part of the “internet generation,” having never known a world without the World Wide Web. They are also becoming well-versed in the latest consumer technologies—a survey by PBS in May of 2011 found that 70% of parents with iPads let their kids use them regularly, and there are a growing number of apps designed specifically for 6-12 year olds. More recently, Microsoft added Kinect-enabled episodes of Sesame Street to its Xbox Live marketplace, allowing children to interact directly with the_characters onscreen.
Since today’s kids are the consumers of tomorrow, the technologies they become comfortable with are likely to be the ones that make it to the next generation.)

预测结果(Predictions Debunked):

1. 2012将是NFC(近场通讯)年。

“2012 Will Be The Year of NFC” – Although near field communications has a lot of potential, there are a number of barriers preventing it from breaking through to the mainstream in 2012. A limited number of handsets support the technology, and until all major manufacturers endorse NFC over competitive platforms like Bluetooth 4.0, there is potential for a fragmented market to develop. It will also take time for users to shift gears and adopt the mobile wallet model; loyalty programs and convenient information delivery are more likely to dominate the first wave of NFC successes.

2. 剪掉有线电视线是种时尚:电视机终会被淘汰,但电视不会。

“Cord Cutting Is A Fad” – In 2011 we saw a handful of high profile _executives declaring cord cutting a fad, while others sounded alarms that cable TV is headed for a major crash. The truth lies somewhere between these extremes; cord cutting (or “over-the-top’) is real and streaming services continue to gain steam, but the number of people eschewing traditional cable is far from a mass exodus.

3. 您需要定制自己的QR码。

“You Need To Customize Your QR Codes” – While QR code adoption continues to make modest gains (just over 6% of US smartphone owners currently use them), inability to quickly scan a code remains one of the format’s biggest challenges. A recent study by Belgian innovation center VIGC discovered that a surprising number of codes are actually unreadable by older smartphones. For the time being, sellers would be better served keeping their codes simple and scan-able, rather than giving them a branded look.

英文来源:MadisonBoom.Com,中文摘译及评论来自http://www.tmter.com/

关于IPG媒体实验室:

隶属于埃培智集团 (Interpublic Group) 的IPG媒体实验室,致力于为全球最具创新的品牌创建革命性营销解决方案。该实验室以创意、创新为根本,通过量化新兴媒体的营销效果,以及确定影响购买决策的路径,为品牌商创建营销机会。产品框架围绕三个基本支柱建立的:诊断机会、优先化和部署,并向客户提供实践的指导。
IPG旗下盟博广告包括优盟媒体和极致传媒等公司。
官方网站:http://www.ipglab.com



评论

顶一个~

发布者 狂野飞龙
2012/3/31 10:02:11


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