Whilst everyone waits for Amazon to open its online shop, here in Australia, media folk should be planning for what this means for our industry.
With technology playing an increasingly important role in driving digital transformation and customer engagement, marketers are starting to debate the merits of integrating best-of-breed technologies or deploying a single-vendor solution. In this week’s industry byliner, Oakton’s senior principal consultant Chris Dutton looks at the pros and cons of both models and how advertisers can go about assessing their options.
I recently had the good fortune of attending Sir David Attenborough’s ‘Virtual Reality (VR) Experiences’, in Sydney’s Australian Museum. It was an enthralling 22 minutes of exploring the Great Barrier Reef, in the Triton submersible, with the King of nature documentaries himself. As a wildlife enthusiast, I would have been entertained with the content alone, but the technology fan in me was equally keen to see what this Virtual Reality technology can deliver to the masses. I remember reading posts a couple of years ago about Sir David investing into VR and having his next production used with Oculus Rift (http://cnet.co/1rubmOM). The example, he used at the time, I believe, was being transported to the African safari; hearing the growl of a lion; and turning around to see it leap at you. Well, this event almost lived up to the expectation I then held. It was delivered via the Samsung Gear VR (powered by Oculus Rift) to great effect. London's National Museum and the Australian Museum are the only places in the world that have these screening put on and I would encourage anyone with an interest in technology and/or wildlife to head along for an incredible experience. Screenings run from 8 April - 18 July. There are anywhere from 1 to 3 screenings per day and I would guess at 70 - 80 seats, with many sessions already having been sold out. You can visit at http://bit.ly/1SXS2m9.
Every business is becoming increasingly digital - not just in terms of ones and zeros, but a ‘digital business’ in terms of customer satisfaction; employee engagement; supply chain efficiency; and, profitability. Consequently, we have titles that are reflective of this and becoming far more prevalent, such as Chief Customer Experience Officer (CCEO) or Chief Digital Office (CDO). Companies need to understand the changing consumer and the behavioural change that brings. Because people are digitised; their surroundings are digitised; and we can always reach them (via mobiles) – there’s never a moment that it’s not possible to interact with them.
A tropism is a directional response to a directional trigger. It’s generally referred to in scientific circles, such as a plant growing in the direction of when light is being emitted. However, we can equally apply this thinking to the digital environment that marketers now found themselves in. Marketers today, are having to react to an environment that is in a state of rapid perpetual evolution. We’ve moved from ‘build it and they will come’, to ‘listen, learn, create & engage with relevancy and they will build your brand’. New technologies are disrupting the status quo. According to Ernst & Young, in 10 years time, 40% of the Fortune 500 companies will no longer exist. Adapt or perish. Today, marketers must understand consumer habits, and meet them at key moments of receptivity across growing plenitude of devices and channels.