Archive for the ‘insight’ tag

TEAM EPIC’S DAY AT MIT MEDIA LAB

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mit
Dentsu Aegis Network’s partnership with MIT Media Lab provides our network’s talent access and connections to some of the smartest minds in the media and technology world. Our people learn, get inspired and make connections through the Lab. This partnership helps our talent stay on top of what’s next so we can in turn help our clients do the same. Last week Eric Ginsberg and Caity Kauffman, our Digital Strategy colleagues from Team Epic, had the privilege of spending the day touring the Media Lab and applying these learnings to their roles.

So what exactly is the MIT Media Lab?

Actively promoting a unique, antidisciplinary culture, the MIT Media Lab goes beyond known boundaries and disciplines, encouraging the most unconventional mixing and matching of seemingly disparate research areas. It creates disruptive technologies that happen at the edges, pioneering such areas as wearable computing, tangible interfaces, and affective computing. Today, faculty members, research staff, and students at the Lab work in 24 research groups on more than 350 projects that range from digital approaches for treating neurological disorders, to advanced imaging technologies that can “see around a corner,” to the world’s first “smart” powered ankle-foot prosthesis. The Lab is committed to asking the questions not yet asked–questions whose answers could radically improve the way people live, learn, express themselves, work, and play.

Read more about Eric and Caity’s insights below….

Eric Ginsberg, Director, Digital Strategy:

We had an amazing opportunity to tour the MIT Media Lab in Cambridge, MA. Overall, we were blown away by the level of innovation in such a wide variety of fields. One of the most impactful sessions was a meeting with Mike Bove, who heads up the ‘Object-Based Media’ lab. Mike holds an SBEE, an MS in visual studies, and a PhD in media technology, all from MIT.

The overview of this lab is as follows: Can the physical world be as connected, engaging and context-aware as the world of mobile apps? We make systems that explore how sensing, understanding and new interface technologies (particularly holography and other 3D and immersive displays) can change everyday life, the ways in which we communicate with one another, storytelling, play and entertainment.

As we think about the future of lifestyle marketing, the ‘Object-Based Media’ lab is a potential resource to help shape the future of how consumers interact with technology.

Caity Kauffman, Senior Manager, Digital Strategy:

The opportunity to visit MIT was amazing. What struck me most was how each individual lab had its own way of exploring and tinkering. Researchers didn’t always know what the end result was going to be or know how today’s development could impact tomorrow. Regardless of the lab, each person had a similar sentiment: sometimes their research fixes a problem they didn’t know existed.

At one of the labs, a researcher named Penny showed us a project where they were developing fabric that curled and shifted when it hit certain temperatures or precipitation. The entire purpose of this research was to simply experiment with ways to cause fabric to move and flex. Their team spent weeks, hours and months poking and prodding at triangle-shaped swatches of different types of fabric. Somewhere along the way, a major athleticwear company saw this as an opportunity to create a ventilated product that opens up when an athlete gets hot.

As someone who is always strategically thinking with a specific goal in mind, it was a unique opportunity for me to talk to thinkers who approach their work in an open-ended manner, and with the freedom to let their curiosity lead the way.

Thanks Dentsu Aegis Network for the opportunity!

–Contributed by Team Epic & MKTG Global Communications Team

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Move Over Millennials

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Most of us are still amazed with how much we can do with technology these days. Whether it is paying for Starbucks with your iPhone or adjusting the temperature of your house from any Internet-connected device, screens of any size are changing how we interact with what is around us.
For the children born in the last three to five years, they will never remember a world without a mobile phone or a touchscreen of some sort. Welcome “Generation Screen,” the generation that is always connected and served information on displays everywhere around them. Are you ready?
Not even the largest companies are taking this as seriously as they need to. According to IAB, only 45% of Fortune 500 companies have a mobile optimized site.
Read the full article on AdAge.

Kids_iPads

Photo Credit: kiddytrack.com

Most of us are still amazed with how much we can do with technology these days. Whether it is paying for Starbucks with your iPhone or adjusting the temperature of your house from any connected device, screens of many sizes are changing how we interact with the world around us.

Welcome “Generation Screen,” the generation that will never remember a world without Internet connectivity and touchscreen interfaces. While this generation is only three to five years old now, they will be the audience brands will cater to in the not far future. Are brands ready for this?

The truth is, many aren’t ready. Not even the largest companies are taking this as seriously as they need to, as IAB recently found that only 45% of Fortune 500 companies have a mobile-optimized site.

Read more on AdAge.

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Written by Admin
Admin

August 14th, 2012 at 5:29 pm

A Celebration of Sport

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MAKE THE RULESPhoto Credit: Rob Lotzko

On Saturday, June 23rd over 2,000 people came over to Pier 46 on the WSH to join NIKE in a Celebration of Sport. The day marked the 40th Anniversary of Title IX (the legislation that gave equal rights for women and mens sports teams), which called for a celebration across the country by female athletes everywhere. In New York, our day’s activities were comprised of workouts with top trainers including yoga with Traci Copeland, boxing with Teresa Scott, NIKE+ Drill Pack with Phaidra Knight and NIKE+ Drill Pack with Lacey Stone featuring Holly Rilinger and Chelsey Pagana.
Three WNBA players stopped by to talk to the crowd of huge fans about Title IX and how it effected their lives both growing up and today. Attendees also got the chance to trial the newest NIKE+ Training shoes which aren’t even released in stores yet by testing their skills in the NIKE+ Gaming Station. T-shirts were given to all participants and the day concluded with a special musical performance by K.Flay, a one-woman whirlwind musical act.
All in all, it was a great occasion celebrated, quite fittingly, with a great celebration.

On Saturday, June 23rd, over 2,000 people came over to Pier 46 on NYC’s West Side Highway to join NIKE in a Celebration of Sport. The day marked the 40th Anniversary of Title IX (the legislation that gave equal rights for women and mens sports teams), which called for a celebration across the country by female athletes everywhere. The day’s activities consisted of workouts with top trainers including yoga with Traci Copeland, boxing with Teresa Scott, NIKE+ Drill Pack with Phaidra Knight and NIKE+ Drill Pack with Lacey Stone featuring Holly Rilinger and Chelsey Pagana.

Three WNBA players stopped by to talk to the crowd of huge fans about Title IX and how it effected their lives both growing up and today. Attendees also got the chance to trial the newest NIKE+ Training shoes, which aren’t even released in stores yet, by testing their skills in the NIKE+ Gaming Station. T-shirts were given to all participants and the day concluded with a special musical performance by K.Flay, a one-woman whirlwind musical act.

All in all, it was a great occasion celebrated, quite fittingly, with a great celebration.

Written by: Jennifer Blank, MKTG INC

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Written by Admin
Admin

June 27th, 2012 at 2:41 pm

15 Seconds of Fame

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Screen Shot 2012-06-14 at 9.11.17 AMPhoto Credit: Viddy.com

Marketers continue to discover how consumer social media sites and services benefit brand communication and amplification. It is almost impossible to think about not “Liking” your favorite brand on Facebook or following a celebrity on Twitter.  While Facebook and Twitter are staples in the digital marketer’s toolkit, additional apps and networks are emerging as contenders. One of these is Instagram, which, in less than two years, has added more than 40 million users worldwide with 58 photos uploaded every second.

What makes apps like Instagram so popular is the ability to engage with the photos either through commenting or liking. In fact, every second users perform 575 likes and 81 comments. The increased engagement factor has made brands take notice and develop their own Instagram strategy. Photos and video are an easy way to share snapshots of a brands culture and livelihood. For example, Tiffany & Co. is giving fans a behind scenes look at how their jewelry is made including the tools, techniques, and people involved. Inside access is key for encouraging fans to come back, week after week.

While online photo sharing isn’t new, the elements of mobile and social are reintroducing photo and video services as hot new brand tactics. It is natural that video is the next to get a makeover…

Viddy, the Instagram of video is considered to be the next breakout star. With over 27 million unique users and Mark Zuckerberg as a registered user, the app is making video fun and social. Users capture video and add one-click filters and effects before sharing with friends through Facebook, Twitter, Foursquare and YouTube. The app lets users discover content by including a view of trending, popular and new videos.

Much like Instagram, Viddy currently has a library of effects, which it calls Production Packs, and includes music that is automatically added to the video during the upload process. Future enhancements include the opportunity for celebrities, movie studios and music artists to create premium production packs for consumers to purchase.

What makes the app creative is the 15-second limit. By forcing users to select only the best 15 seconds, you don’t have to worry about sitting through a five-minute video on your mobile device. Brands have an opportunity to create informal videos that can tease a new product or event and share among their loyal social media followers.

Whether it is a behind-the-scene video or a short customer testimonial, video is engaging and traditionally has a higher click-through rate. The sky is the limit in how brands can leverage their original mobile videos, in addition to encouraging their customers create their own.

One piece of advice for brands exploring photo and video strategies is – remember that consumers want an inside scoop. They feel a sense of brand pride when they receive a video walkthrough of a new office or the first glimpse of new product packaging.

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Written by Admin
Admin

June 14th, 2012 at 4:14 pm

Light Bulbs, Bright Ideas

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Charles Horsey

Fun fact: Before Charlie Horsey was our boss, his boss was Bob Barker. Well, indirectly, anyway. To learn more about that and other little-known gems from Charlie’s wild and wooly 20-plus-year career, check out the MKTG INC CEO’s interview in sales and marketing mag FINS.com. Come on down!

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Written by Michelle Heller
Michelle Heller

September 28th, 2011 at 5:53 pm

Summertime Is the Right Time for Gen Y

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MKTG CEO Charlie Horsey

MKTG CEO Charlie Horsey

Lazy summer days are no time for smart marketers to be lazy, says MKTG’s own Charlie Horsey in an Ad Age article this week. The opportunities for building strong, long-term connections with the elusive Gen Y consumer, he says, are much more numerous in the season of outdoor festivals, sporting events and good old-fashioned fun in the sun. In other words, to reach Gen Y ya gotta strike while the summer is hot.

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Written by Michelle Heller
Michelle Heller

June 15th, 2011 at 1:58 pm

Experience vs. Memory

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A new TED talk is up. Nobel Prize-winning economist Daniel Kahneman discusses the staggering differences between our experiencing self and our remembering self.

While his focus is on the impact on happiness, economics and public policy, I am struck by the potential implications for those of us in the experience business. Certainly we are interested in impacting the experiencing self, but the real value in our work is driving sales and buzz/WOM/social diffusion, which is driven by the remembering self.

It begs two questions: Does this call for a new approach to consumer insights and experience planning and design? Also, can you really open happiness with Coke?

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Written by Fell Gray
Fell Gray

March 5th, 2010 at 6:38 pm

Match Point: How to Reach Rural Markets

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Question: Which manufactured consumer product has the deepest market penetration in rural India?

Answer: Matches

In fact, 97% of rural households purchase matches on a monthly basis. Matches are a unique product because of their high, constant demand and low price point.Their ubiquitous presence provides fascinating insights into India’s rural distribution networks, and offer potential ways to inform and interact with India’s relatively untouched market.

Read the article below. Super interesting.

via Match Point: How to Reach Rural Markets | Blog | NextBillion.net | Development through Enterprise.

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Written by Elizabeth Valleau
Elizabeth Valleau

November 4th, 2009 at 12:20 pm

What is ‘mktg’

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The mktg world as we know it is changing and we don’t know what to make of it, right? I believe we need to better understand the expectations of those we are attempting to market to. The easiest way to do that, I believe is by asking them. So from time to time, when convenient and not (depending on the wishes and deadlines of the editing staff of this blog), I will adventure out in to the frightening world of consumerism and attempt to gather insight and direction ….straight from the horse(y)s mouth. Here’s my first video:

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Written by Charlie Horsey
Charlie Horsey

October 29th, 2009 at 2:54 pm

Posted in Experience

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