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Future of TV: Part 2
In TV's Future, You'll Be In Control
Recently, Razorfish looked at the changes in television we see arriving in the near-term -- namely, technology that is here, but has yet to see its full potential reached.
Now, we get to the meat of the plot. Exactly how dependent are we on television? We’ll specifically address the key findings from Razorfish’s recent TV study, and then offer a prediction of what this medium will look like in 10 years.
Follow Dave Friedman on Twitter (@Dave_Friedman).
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Emerging Media
Mobile Tags: Just a Snap Away
Consumers live in a non-linear world. They switch between digital devices, access the web from their mobiles while on the go or multi-task while watching TV, only to switch back to their computer when the need arises. Brands that hope to engage with these connected consumers can build credibility and trust by meeting them on their digital turf, and by providing tools that invite interaction.
But, where is the digital turf? According to the Outdoor Advertising Association, people are spending an average of 53 percent more time out of home compared to 1994. In fact, over 40 percent of the UK population is outside their home for over 10 hours a day – giving British commuters the honour of having the longest journeys to work in Europe according to Mintel. As a result, brands use digital platforms to appeal to consumers while they are out and about.
Enter the Microsoft Tag.
Follow Author Diana Stepner on Twitter (@dianas).
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Digital Marketing
POV: The Bing Impact
In late May, Microsoft launched the newest version of its search engine, Bing. Billed as the world’s first —decision engine, Bing’s premise is based on internal research that 40 percent of Google searches end in an unsuccessful visit. Bing is an attempt to break through the clutter of the traditional top ten links and allow users to make a decision rather than just searching.
Follow Josh Palau on Twitter (@joshuapalau), and take a look at SM Trends.
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Are you My Elvis?
A few months ago the New York Times announced its intention to make their entire index available, in a structured digital format. The Index was first published in bound volumes in 1913 and has grown to include over 500,000 terms that have been used to tag articles going all the way back to 1851. That’s 500,000 significant people, places, things, organizations, and concepts. To be clear, the Index includes the tagged terms, not the articles themselves.
Ok, so that’s a big list of words, but why does it matter? As we move towards a more data-driven digital world, there’s a strong need for online services to have a reliable, accurate, common frame of reference that covers all the major topics, people & things of interest.
Follow Rachel Lovinger on Twitter (@rlovinger).
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eCRM Solutions
Keys to Great Email Strategy
The foundations of strategy don't change, but transferring it to email require a different level of thinking these days. I was teaching my daughter backgammon and talking about the strategy of the game. She very simply said, "my strategy is to win." After laughing, I said "winning isn't a strategy, it's a result." But she had a good point; we seem to think very cause and effect in our business. We either think too narrowly in determining what winning means -- or we think so long-term that we lose sight of the strategic things that really worked.
Follow Author David Baker on Twitter (@Social_C_R_M)
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