MARKETING TAPA @ MISS KITTY’S SEPTEMBER 2013

This month we discussed all things marketing with a focus on the cool new technologies affecting marketing from augmented reality to the latest design trends!

Cool New Technology

We discussed the emergence of ‘Augmented Reality’: http://en.wikipedia.org/wiki/Augmented_reality


Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world.
 

For Example:

Spacecraft 3D App

*Basically you print out the piece of paper and you can put it anywhere you like, run the app over it and a spacecraft appears!

 
ð        Application Download: https://itunes.apple.com/au/app/spacecraft-3d/id541089908?mt=8

ð        Required Printed Image: http://innovativeartistapp.com/wp-content/uploads/2012/07/2012-07-13-Spacecraft-3D-2.png

Volkswagen

*Example of how Volkswagen uses augmented reality app to check out a 3D model of the car

 ð        http://www.youtube.com/watch?v=pFS6EHzBGVc (Volkswagen Cabriolet)

 
Ikea Augmented Reality

*An idea from Ikea to reduce returns and cognitive dissonance after purchase. Consumers can try out furniture in their home!

ð        IKEA’s 2014 Augmented Reality Brochure: ‘Place Furniture in Your Own Home’ http://www.youtube.com/watch?v=vDNzTasuYEw

Samsung> Augmented Reality

You can experience the 2012 line of Samsung Smart TVs in augmented reality using their new AR Simulator App.

ð        http://www.youtube.com/watch?v=JIMCnMcpaLE

 
The Sunny Campaign> Cool QR Code Idea

*How a store solved the issue of a reduction in foot traffic during lunch times 12-1pm.

ð        http://www.youtube.com/watch?v=EvIJfUySmY0 (Sunny Campaign)

Spontaneity>How one company steals customers from its competitor

The ‘Hijack’ App offers time limited discounts if customers leave a competitor’s store and come to this store.

ð        http://www.youtube.com/watch?v=SkGaFRwIs7c

 
Google Think:

Great source of innovative information!

ð        http://www.google.com/think/ (Global)

ð        http://www.google.com.au/think/ (Australia)

A Day in Big Data

*Learn more the future, how future technology could affect every aspect of your day.

ð        http://adayinbigdata.com/

The New Multi-screen World:                  

Understanding Cross-platform Consumer Behaviour AUSTRALIA. How people change between different media devices.                        

http://www.google.com.au/think/research-studies/new-multi-screen-world-australia.html (Webpage)

http://ssl.gstatic.com/think/docs/new-multi-screen-world-australia_research-studies.pdf (PDF)

Dealing with designers:

The more information, screenshots, cut outs etc. you can provide the better the designer can meet your expectations with the concepts.

New Design Trends:

ð        See: Apple VS Microsoft debate. Even Apple is trending more to flatness.

ð        Flat colour seems to be the trend

ð        Telstra: has just released a new site which features flat colour and simple icons

ð        Minimalism is now key and hiding text- as per below.

 
Sources:

Weebly (free open source) comments: http://ablysoft.weebly.com/1/post/2013/07/5-hot-website-design-trends-2013-and-beyond.html

Awwwards interview of several head developers and designers: http://www.awwwards.org/books/Web-and-Mobile-TRENDS-2013.pdf (attached)

Difference between flat colour & skeuomorphism- Apple VS Microsoft: http://econsultancy.com/au/blog/63120-flat-web-design-and-skeuomorphism-the-pros-and-cons

Back lash over Apple IOS update design: http://www.dtelepathy.com/blog/inspiration/ios-7-icon-backlash-designers-take-to-dribbble-to-vent-design

Summary Design Trends:


Simplistic & Negative Space trend, less gimmicks, Simplistic navigation, 
Photorealistic graphics VS flat aesthetics, Optimizing, Responsive design alternative,  Industry focussed, solution focussed or product focussed, Touch orientated, When NOT to follow the trends?


Website formats: Responsive VS Mobile

More on Responsive Design VS Mobile-Specific sites

 

Œ        You can choose not just 3 different sizes and platforms for resizing but up to 10 which is a reason responsive design is not always a standard (budget considerations)

Œ        Responsive design would also add to the cost and time for a website build considering it requires more client interaction on design and more sign offs and more designs overall

Œ        Even though responsive design can resize and make a website viewable on a smartphone; a mobile site is often a better way because of quicker load times and more device specific design e.g. the ability to slide on iphones rather than scroll

Œ        Also a mobile specific site can be more attractive in mobile search

 

Why is Responsive Design not always ideal for every company?

It is unfortunately a false perception that there is a time or cost saving by doing responsive design. Essentially the entire design and programming have to be rethought for a site to be responsive. Different sized images need to be processed and extra coding is required. This often means an additional 60%-100% on top of the cost.

Responsive design can save time for sites that are very simple in design, do not cater for SEO and do not have any complex modules such as Product Management Systems or Store Locators. Basically it works best with brochure websites where the users simply consume information and don’t interact a lot.

In some examples we have come across (http://www.boston.com/bostonglobe/features) it has in fact taken almost 3 times the development time to make a normal website responsive.

Therefore in some cases the option of dedicated mobi-site is more economical and better for clients. These are faster to load as unnecessary items are removed from the very beginning and buttons are designed for mobile use.

Few of the major constraints of Responsive Design

□   Layouts need to be simplified; it needs to cater for responsiveness, so basically the developer has to build certain sections in a manner ‘one size fits all’.

□   Requires different sizes of all the images

□   Limitations of caching will mean that we will have to further divide images OR develop a site which cannot be cached in mobile (so either website for desktop suffers or website for mobile suffers)

□   Desktop sites are designed for both mouse and keyboard, whereas a mobi-site is designed for “thumb” or “finger navigation”, if the developer does responsive design, then either the desktop version is cut down or the mobi-site may not be effective, essentially a compromise need to be made.

Miley Cyrus: marketing stunt

Miley’s video got her a lot of attention but was it the right attention. Did she in fact devalue her brand?

*If you would like to invite someone to an event, please email their name, company and position to christina@exa.com.au (there is a waiting list to attend).

The Marketing Club is open to marketing/communication managers working within medium to large organisations (not start ups, marketing/web service providers or agencies etc.).

 
Quote of the Day:

“Success is something you attract by the person you become.” ~Jim Rohn.

 

Well, that's it for this month and I'm looking forward to the next Marketing Club. At this stage we are thinking late October.

 

Christina Marie Giuffré