Insights

Stop Interrupting, Start Engaging: A Paradigm Shift in Consumer Marketing

On the night of the 2014 Oscars, Samsung used a single tweet to get the whole world talking.

During the show’s live broadcast, the tech giant arranged for actor Bradley Cooper to take a selfie — using a Galaxy Note 3 phone — with a gaggle of A-list celebrities, including Ellen DeGeneres, Brad Pitt, Meryl Streep and Jennifer Lawrence. DeGeneres then posted the selfie to Twitter, and it quickly went viral, generating more than 3 million retweets in 24 hours.

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Technology Is Human When It Serves a Human Need

Two of the sessions I attended on Monday, March 16th at SXSW were “Digital Natives – Teen Talk” and “Humanizing Digital”. And honestly, it felt as though the key takeaways regarding how brands should and can impact your life were contradicting. For example, a Gen Z student being paneled said “brands aren’t people and everybody knows it… don’t encroach on my space” whereas marketers are rapidly trying to figure out “how can we become more human and change the way people think?”

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Convergence and What's Left after CES?

It seems a bit redundant to rattle off trends from CES. Sure, we could talk about wearables, smart cars, robot chefs, bending TVs, not to mention the astounding amount of selfie sticks flanking booths. It’s been covered though.

Despite the noise and chatter surrounding the event and its “stuff,” at the end of the day CES has always been the place where technology and creative come together for innovation. So perhaps we should take a step back, clear away the top 10 lists, and evaluate what this year’s event means for the industry and its partners.

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Innovation Is a Passionate Accident

Shawn Fenton’s job title is bogus.

But that’s only because innovation is most often accidental. Not to be forced or demanded, the “Aha” moments spark when passions and ideas come together, and drive us to work on what we care about – not just what we have to do.

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Polite, Contextual Targeting

World Cup 2014. USA vs. Ghana. “No, Jozy, no! No, Clint, no!” we all bellowed in unison as our beloved US forwards grimaced in pain, grasping hamstrings and trying to stop a deluge of blood from pouring out of a probably broken nose. My inner dialogue unfolds—“Ah, what are we gonna do?! We’re f… Hey wait, is that the Band-Aid logo politely coming into view on the ad boards? Man, Band-Aid brand bandages sure do a great job at tending injuries, especially the ones with blood. I think I need to make a stop on the way home and pick up a box in case I get a stray cleat to the face…

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E-Commerce Link: The Second Screen

Vani Oza, User Experience expert, writes for Target Marketing Magazine about demystifying the second screen and a few considerations when designing these experiences. Read the full article

SXSW: Designing for the Fringe

The majority of discussions at SXSW Interactive 2014 focused on concepts, ideas and apps for the everyman. But Evan Carroll and Virginia Ingram’s open-conversation topic Fringe Design: Tackling Disability and Death posed an interesting question. Could true innovation and game change come by focusing on the fringe groups?

Cameron Friedlander, Executive Director, Creative Technology North America, recaps the discussion for iMedia.

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